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Beyond the Sale: Building a Brand Through Relationships & Giving Back · The Boujee Multipreneur

• 0:17
  SPEAKER_00: Welcome back to the Bougie Multipreneur.
• 0:20
  SPEAKER_00: Today I am joined with Stacy Berry, a successful realtor who has spent years building a brand that's so much about more than just buying and selling homes.
• 0:32
  SPEAKER_00: Stacy runs the Stacy Berry team at Century 21 Sheets.
• 0:38
  SPEAKER_00: She is known for her community involvement, giving back, and creating memorable experiences for her clients.
• 0:44
  SPEAKER_00: That includes me.
• 0:46
  SPEAKER_00: So today we're going to talk about how she built her brand, why relationships matter in business, and how showing up for your community can be one of your greatest business strategies.
• 0:56
  SPEAKER_00: I've known Stacey for quite a while.
• 0:58
  SPEAKER_00: I've been with her in community events, I've done events with her.
• 1:01
  SPEAKER_00: I think she has a ton of great ideas and a lot of things that she can tell us about.
• 1:06
  SPEAKER_00: So, Stacy, how did you get started in real estate?
• 1:11
  SPEAKER_01: Hi, Hillary, and for everyone who might be listening, um, I started in real estate very randomly.
• 1:17
  SPEAKER_01: I kind of tell people if I would have continued my teaching career and gone to the swimming pool that summer with my friends, um, I might still be teaching in an elementary school.
• 1:27
  SPEAKER_01: So instead, I decided to take a real estate class for fun.
• 1:31
  SPEAKER_01: Um, I have no idea why.
• 1:32
  SPEAKER_01: I'm a very planned person.
• 1:34
  SPEAKER_01: So to have this happen the way it is is totally not my style, but I'm grateful.
• 1:40
  SPEAKER_01: So I ended up taking a real estate class for fun, not realizing that you needed to join a brokerage and all the things.
• 1:47
  SPEAKER_01: So I left, went back to teaching.
• 1:49
  SPEAKER_01: And the next year, the owner of Century 21 at the crossing, which was the original name of our company, called and said he hadn't seen me in about a year.
• 1:57
  SPEAKER_01: So he invited me in this summer.
• 1:59
  SPEAKER_01: He knew I was a teacher to kind of come in and just kind of see if I could dig my feet into the business a little bit.
• 2:05
  SPEAKER_01: And so I did.
• 2:06
  SPEAKER_01: And um, I really liked it.
• 2:09
  SPEAKER_01: I was petrified um to even consider leaving teaching.
• 2:12
  SPEAKER_01: It's really what I always knew and really identified as.
• 2:16
  SPEAKER_01: Um, but that year we were getting married, um, and I just kind of took a leap.
• 2:22
  SPEAKER_01: I actually taught for two years in job shared, where I taught sixth grade every other day.
• 2:29
  SPEAKER_01: And then I went to the office in between.
• 2:32
  SPEAKER_01: Um, so my story is a little unique in diving into it, but I think um it really worked out in the best for me and how I needed to get things going.
• 2:40
  SPEAKER_00: I love that you said like you were scared because I often feel like sometimes those scary moments and the leaps that we take are often like so worth it, don't you think?
• 2:51
  SPEAKER_01: I mean, I think you once you I'm also the type of person, like I'm all in and I don't want to fail.
• 2:58
  SPEAKER_01: I don't want to, I mean, it's an ego thing, uh a personal like trait of um being a little bit of a perfectionist, and there is no going back.
• 3:07
  SPEAKER_01: So find a way to make it work.
• 3:08
  SPEAKER_01: And luckily, I I love what I do, so I think it's been an easy journey for me in that.
• 3:14
  SPEAKER_00: Well, obviously, it was a calling and meant to be because everyone around the area loves you.
• 3:19
  SPEAKER_00: Um, when did you realize you're building this like real estate business?
• 3:23
  SPEAKER_00: But it was more you're building a personal brand, and people come because of you and not just that they need any realtor.
• 3:31
  SPEAKER_01: Well, I think like any business owner, you have to be very cautious in you know, making sure you prioritize your family, your business, your clients.
• 3:41
  SPEAKER_01: And for me, being a mom, um, you know, and back then I had just had my first son, and I I do live with all men.
• 3:49
  SPEAKER_01: So, and I'm an extreme extrovert that missed my teaching buddies.
• 3:54
  SPEAKER_01: And so I took it upon myself selfishly to probably provide experiences that I was wanting um or my family was needing.
• 4:03
  SPEAKER_01: And along the way, I tried to invite others that I thought it would help support.
• 4:09
  SPEAKER_01: Um, you know, I remember the first year, this is year 19 of my Polar Express party.
• 4:15
  SPEAKER_01: That is a huge hit.
• 4:17
  SPEAKER_01: And I don't know if I'll ever be able to stop doing it, to be honest.
• 4:20
  SPEAKER_01: But it started um in the foyer of my office with a Santa Claus, my husband, my son, and probably four friends because we all needed Santa, we all wanted an experience, and so I've tried to find things, like I said, that can help others and bring connections um throughout the process.
• 4:42
  SPEAKER_00: Yeah, your Polar Express is one of my favorites that you do, and it's so much work.
• 4:47
  SPEAKER_00: And I know that you and I joked about like you're like, I just don't think I can do this anymore because it's so much work to put it on because it's such a huge event now.
• 4:55
  SPEAKER_00: I've been there, I've um helped, and I've gone just for my kids.
• 4:59
  SPEAKER_00: And um, can you just do a quick overview of what that is?
• 5:02
  SPEAKER_00: And um, because it's quite successful.
• 5:04
  SPEAKER_00: Maybe someone else would want to do it with me.
• 5:06
  SPEAKER_01: Um, with a lot of my events I've done, um, you know, I I try to create and bring things in, like I said, that can help others.
• 5:13
  SPEAKER_01: So this one in particular is at my office.
• 5:17
  SPEAKER_01: I brought in a third party that does balloon art, um, really cool face painting.
• 5:22
  SPEAKER_01: They have different people who can provide different stations.
• 5:25
  SPEAKER_01: Along the way, there's the Christmas tree, and Santa sits under it.
• 5:29
  SPEAKER_01: And I think that's the biggest um drawing to people is a free photo with Santa.
• 5:35
  SPEAKER_01: You're not standing in a mall.
• 5:36
  SPEAKER_01: He's a great Santa Claus.
• 5:38
  SPEAKER_01: And I mean, I have kids that come for 19 years, I mean, adults that they have created this tradition with their families.
• 5:44
  SPEAKER_01: We have a cocoa station, we have a cookie station.
• 5:48
  SPEAKER_01: And I think um along the way, you just have to also find the people who want to be a part of that.
• 5:53
  SPEAKER_01: You know, some of yours I find sponsors, which I was grateful one year for you to do the cocoa bar.
• 5:57
  SPEAKER_01: Um, and even just teaming up with a couple other local realtors who appreciate my expertise in something like that, and they're excited to be a part of event.
• 6:07
  SPEAKER_01: And just having their help makes my life easier.
• 6:11
  SPEAKER_01: But it's it's a great event.
• 6:13
  SPEAKER_01: I mean, honestly, I have probably over 300 people come.
• 6:15
  SPEAKER_01: It's very low cost for what value it brings back to me.
• 6:20
  SPEAKER_01: And it lets me meet people of all ages.
• 6:23
  SPEAKER_01: I mean, people bring their grandkids, they bring their adult children.
• 6:27
  SPEAKER_01: Um, it's a big give back.
• 6:29
  SPEAKER_01: And and I I love seeing the same people every year.
• 6:32
  SPEAKER_00: Yeah.
• 6:33
  SPEAKER_00: And like you do a lot of these type events.
• 6:36
  SPEAKER_00: So how would you say doing these events and connecting with like your current clients and past clients?
• 6:43
  SPEAKER_00: Like, how would you say that does for like business aspect?
• 6:47
  SPEAKER_01: Well, I think when you run a business, coming up with you know, your core values is pretty important.
• 6:54
  SPEAKER_01: And mine, I always tell people is I mean, and you can pick any agent, any realtor to sell your home.
• 7:00
  SPEAKER_01: But I hope that you pick someone that you connect with, you feel is very caring, has your best interest at heart, and will be there through you through your different stages of life.
• 7:09
  SPEAKER_01: And so, with regard to those events, you know, I've just tried all sorts of different things.
• 7:15
  SPEAKER_01: Where, you know, sometimes I host a ladies' wine night.
• 7:18
  SPEAKER_01: Um, one time I've done uh, you know, here's the trends of real estate and come and learning how to like decorate your home.
• 7:27
  SPEAKER_01: Um, you know, I've done stuff for men where we've done like a bourbon night.
• 7:31
  SPEAKER_01: But for me, the connections are huge.
• 7:33
  SPEAKER_01: And I think people that work with me know that whether you work with me before and maybe I'm trying to get your business or you are a past client, you're gonna get something from me in your mailbox every month anyway.
• 7:46
  SPEAKER_01: I'm very consistent.
• 7:47
  SPEAKER_01: I'm pretty persistent.
• 7:49
  SPEAKER_01: And then I feel like when I'm calling people, they're not like thinking something's wrong or why she's calling me.
• 7:55
  SPEAKER_01: I feel like I've done a really good job from the moment I meet someone at building the rapport and letting them know like I'm here along the way.
• 8:04
  SPEAKER_01: So I just think, you know, each of my events has a different calling to different people.
• 8:08
  SPEAKER_01: And I also think when they come and they meet up with me at these different events, they don't think I'm trying to sell them something.
• 8:14
  SPEAKER_01: You know, I am wanting to connect.
• 8:16
  SPEAKER_01: Um, clearly I do sell homes and my sales come from my past clients and their referrals.
• 8:22
  SPEAKER_01: But I think by always providing um grace and thankfulness to my people, um, makes them want to come to my events.
• 8:32
  SPEAKER_01: And it also helps me be top of mind when they think of someone who might need a real estate need or have a real estate need.
• 8:39
  SPEAKER_00: Yeah.
• 8:39
  SPEAKER_00: What about I in another category that I've noticed, because we worked on a little bit together for teachers, like more like philanthropic, you know, you doing something or an event in some way to give back to the community.
• 8:52
  SPEAKER_00: Tell me a little about those type of events.
• 8:55
  SPEAKER_01: You know, I think that having that type of quality when you're a business owner, it I think it kind of comes from your past experience to be truthful.
• 9:03
  SPEAKER_01: I mean, I grew up with a family that, you know, we didn't have a ton of money and we weren't hurting, but you know, we had to think about our purchases and and think about what we were doing and spending.
• 9:14
  SPEAKER_01: And then I go into teaching and I realize that I have to do um fundraisers to get my kids in this low-income school system all a notebook.
• 9:24
  SPEAKER_01: Uh, you know, I've learned to network and learn to use resources that, you know, will provide, you know, for my needs.
• 9:32
  SPEAKER_01: And so uh for me, I'm just, I mean, my the owner of my company laughs at me still because I still feel like I'm a little teacher at heart.
• 9:39
  SPEAKER_01: I've never been someone that wants to go around and being boastful about having an a very successful business.
• 9:45
  SPEAKER_01: I feel like I'm so grateful.
• 9:47
  SPEAKER_01: Um, and I feel like I I'm a I read the book, the go giver.
• 9:50
  SPEAKER_01: Like I'm a big believer in giving back, whether it's, you know, a donation or giving away Thanksgiving pies, um, with regard to the teachers.
• 10:00
  SPEAKER_01: I mean, they clearly have my heart.
• 10:02
  SPEAKER_01: I mean, they, I just that it's there is a wonderful job, no matter what system you're in.
• 10:08
  SPEAKER_01: And it is a servant's heart to be a teacher.
• 10:10
  SPEAKER_01: And I know this from past experience.
• 10:13
  SPEAKER_01: So I always make sure, like if I have a pie giveaway, I make sure there's teachers involved.
• 10:18
  SPEAKER_01: Or, you know, we do the Amazon wish list in the fall to make sure, you know, they can provide me their wish list and I can share it through social media to help kind of get some of their needs made.
• 10:30
  SPEAKER_01: Uh, of course, it brings me connections, but I think the way I naturally am drawn to helping people, hopefully people see it as a genuine um personality trait in that you know, I live in a community where I want it to be successful.
• 10:44
  SPEAKER_01: I want people to enjoy living here and I want it to thrive.
• 10:48
  SPEAKER_01: Yeah.
• 10:49
  SPEAKER_01: I know when I when COVID came, I I I worked and I'm like, I have to keep working.
• 10:55
  SPEAKER_01: And so I ended up getting with the school system and volume getting my substitute like teacher's license back.
• 11:01
  SPEAKER_01: And I probably ended up getting over a hundred people to go get their substitute license.
• 11:07
  SPEAKER_01: And it allowed me to keep working, which I'm so grateful.
• 11:11
  SPEAKER_01: But I think it also brought some really amazing, mostly women into our school system that didn't know, you know, it's something they would be interested in.
• 11:19
  SPEAKER_01: But I think by just putting yourself out there into different situations, um, not only did it help my community, it helped my business, and it really helped me, you know, continue to network with the people around me.
• 11:31
  SPEAKER_00: Yeah.
• 11:31
  SPEAKER_00: Well, I was thinking you've, you know, used the term network a couple of times, and I was like, that's a really good point.
• 11:38
  SPEAKER_00: That when people are saying, like, I don't know how to network, or why do I need to network?
• 11:43
  SPEAKER_00: You know, um, what would be like an easy step for someone new to a business and they're just like, I just don't think I network enough, or um, you know, what would what advice would you give for someone like that?
• 11:55
  SPEAKER_01: Well, I'm a big goal setter and I, you know, I break my year down by my quarters, or every business can, you know, figure out their own.
• 12:02
  SPEAKER_01: But I think the first thing is, you know, if you have something you want to work on, write it down and come up with a plan, even if it's I want to call like five people a week, but have an end goal where, you know, maybe you get those five people and you separately invite them to coffee or lunch.
• 12:19
  SPEAKER_01: And it's not to sell them whatever product you're selling, it's just to connect.
• 12:24
  SPEAKER_01: But I think it comes really naturally to a lot of people, and it is not come natural to a lot of people.
• 12:30
  SPEAKER_01: And some people who are still very successful salespeople, it it's difficult, but they they I think that's part of their grit.
• 12:38
  SPEAKER_01: Um, and I think that is partly because they have hold themselves to such high standards that they have a goal, and so they want it to happen.
• 12:47
  SPEAKER_01: So the biggest thing, really, in my opinion, is to come up with a small goal, whether it's getting in front of so many people a week, maybe you host your first event, and it could be something really, really little, um, a wine night or you know, host a dinner at your house, um, a book club, but find something you like and start small.
• 13:08
  SPEAKER_00: That's what I'm thinking is that it needs to be something you're passionate about.
• 13:11
  SPEAKER_00: Yes.
• 13:12
  SPEAKER_00: You know, like you're saying, like you started because you wanted these experiences for your family, and that you know, you give back a lot to the teachers because you're passionate about that.
• 13:20
  SPEAKER_00: Like, don't use her examples or exactly what you need to do.
• 13:25
  SPEAKER_00: Find out what you're passionate about and what what you love to be around.
• 13:29
  SPEAKER_01: Yeah, I think it's the key to running a successful business is it's a lot of work.
• 13:34
  SPEAKER_01: So you need to find what you like and really dig deep into those items because it's not always fun.
• 13:41
  SPEAKER_00: Yeah.
• 13:42
  SPEAKER_00: Have you always done like the client appreciation nights, or at what point in your career were you do adding more of those?
• 13:51
  SPEAKER_01: You know, it's funny.
• 13:52
  SPEAKER_01: I'm actually feel like I'm doing less of them.
• 13:54
  SPEAKER_01: Um, and I just try to be more strategic with my business at this point after 22 years.
• 14:01
  SPEAKER_01: But, you know, I started off with like the holidays because I had kids and it was Santa was involved.
• 14:07
  SPEAKER_01: You know, I would do an Easter bunny hunt.
• 14:10
  SPEAKER_01: Um, you know, like I said, I I have a husband and two boys.
• 14:14
  SPEAKER_01: So everything I feel like I do is has to do around men.
• 14:18
  SPEAKER_01: So, you know, one time I did a wreath making class and I had a mom's group and I invited one of the moms from the group to come and make it for us.
• 14:25
  SPEAKER_01: Um, you know, I invited other people, um, along with some people from the mom's groups, but I've always also found people who are starting or have another business where we can scratch my back, I'll scratch yours.
• 14:37
  SPEAKER_01: You know, the girl who did the wreath, she wanted, you know, more business.
• 14:41
  SPEAKER_01: And so I did pay her.
• 14:43
  SPEAKER_01: I probably didn't pay her what she was worth, but she walked out of there with value and she didn't lose money, that's for sure.
• 14:50
  SPEAKER_01: And same with just the people I pair up with my different events.
• 14:53
  SPEAKER_01: Um, you know, they're usually people who, you know, are also doing it to have an end goal of some something with their own business.
• 15:01
  SPEAKER_00: Well, we all have to work together.
• 15:03
  SPEAKER_00: And I know you and I both love working with uh female-owned businesses and helping those starting out.
• 15:09
  SPEAKER_00: So I love that.
• 15:10
  SPEAKER_00: And I think that, you know, it does work.
• 15:13
  SPEAKER_00: It's scratch your back, mine.
• 15:15
  SPEAKER_00: What did you say?
• 15:15
  SPEAKER_00: What's that?
• 15:17
  SPEAKER_01: You scratch my back, I'll scratch yours.
• 15:18
  SPEAKER_00: Yeah, whatever that, whatever that lingo is.
• 15:21
  SPEAKER_00: Yeah.
• 15:22
  SPEAKER_00: Um, so how would you say as far as your business today, how much of your business comes from referrals and repeat clients?
• 15:32
  SPEAKER_01: I would say over 95%, to be honest.
• 15:37
  SPEAKER_01: Um and that's how I really love it.
• 15:40
  SPEAKER_01: I mean, it it couldn't always be that way because it took a while to build.
• 15:43
  SPEAKER_01: But I think because of the systems I put in place with my follow-up plan, with my networking of trying to like see the people, and then my general connections I've made with people along the way.
• 15:56
  SPEAKER_01: I mean, I just had a closing this morning where I've helped them move seven times in 22 years.
• 16:00
  SPEAKER_01: I mean, that's like every three years.
• 16:02
  SPEAKER_01: Um, I you know, I have certain people who constantly give me the like just really good referral sources, but um I I still spend money and have a strategic planner that helps me make sure my Google My Business is up to date and where I'm spending my money and how I'm marketing.
• 16:19
  SPEAKER_01: So I think it's really important, you know, to keep all of the pieces going, but I learned for me, like my past clients and my friends are my bread and butter.
• 16:30
  SPEAKER_01: You know, they hopefully they like me, trust me, and want to refer me.
• 16:33
  SPEAKER_01: Um, and I think it also just boils down to being involved and building relationships.
• 16:38
  SPEAKER_01: And that's what's really helped me.
• 16:40
  SPEAKER_00: Yeah.
• 16:41
  SPEAKER_00: Is there anything today you look back 22 years ago and say, like, I wish I would have known this XYZ today 22 years ago?
• 16:50
  SPEAKER_01: I'd say the biggest hiccup I had um was just the database aspect to all of this.
• 16:58
  SPEAKER_01: I think sometimes we don't realize how big we are.
• 17:02
  SPEAKER_01: And, you know, we're managing these different systems and we're, you know, hodgepodging things and we're printing client lists for this or for that.
• 17:10
  SPEAKER_01: And so I, you know, it was right before 2020 that I was like, I've got to automate this.
• 17:15
  SPEAKER_01: I my brain, I need to sleep at night.
• 17:17
  SPEAKER_01: I I want to not dream of real estate 24-7.
• 17:20
  SPEAKER_01: And so um, I think that's where I would say, like, if you're starting a business, um, as much as I I know people don't have money and you don't want to invest in like CRMs, but I will say that was a game changer for me.
• 17:32
  SPEAKER_01: It not only helped me stay very organized and feel confident that I'm doing things the right way, but as you maybe hire help, it's much easier to train someone when you have your system in place and you can put somebody in that seat.
• 17:47
  SPEAKER_01: And you know, their tasks are already kind of like fed to them daily.
• 17:51
  SPEAKER_01: And so, I mean, I think I wish I would have planned, although I was super organized, but more ahead of the bigger picture of implementing it all.
• 18:01
  SPEAKER_00: Okay, yeah, just seeing what you would need for the future, yeah, and it's overwhelming.
• 18:07
  SPEAKER_00: Yeah, and everything changes all the time, too, doesn't it?
• 18:10
  SPEAKER_00: Yes, I know.
• 18:12
  SPEAKER_00: Um, so as we wrap up, I want to ask you one of my favorite questions for the end of the podcast, even though I could talk to you for hours on this stuff.
• 18:21
  SPEAKER_00: But um, since this is the bougie multipreneur, I want to know what is your bougie thing that you spend money on, something that you just go go all out for no matter what.
• 18:33
  SPEAKER_01: So I don't have a, I don't like I might if you saw me, I don't collect purses.
• 18:37
  SPEAKER_01: I carry like a thing that holds my purse on me so I don't lose it.
• 18:41
  SPEAKER_01: Like I don't buy expensive shoes.
• 18:43
  SPEAKER_01: I mean, I buy my clothes from boutiques and Amazon.
• 18:46
  SPEAKER_01: But I will tell you, if when I travel, like we go big, I love to travel.
• 18:52
  SPEAKER_01: Like that is my love language.
• 18:53
  SPEAKER_01: It gets me out of this space, it gets me into a new headspace.
• 18:57
  SPEAKER_01: I love new experiences.
• 18:59
  SPEAKER_01: And I would just say a good trip, um, you know, whether it's to Chicago or across the ocean, is my bougie.
• 19:08
  SPEAKER_01: Um, you know, what I will spend on.
• 19:11
  SPEAKER_01: And a lot of it is I I want to be with my people, you know.
• 19:14
  SPEAKER_01: I I really value my time with like my husband and my kids.
• 19:18
  SPEAKER_00: Yeah.
• 19:19
  SPEAKER_00: Um, a lot of people say that about the trips, and I agree.
• 19:22
  SPEAKER_00: And I've seen your pictures, so I do know that you go bougie.
• 19:25
  SPEAKER_00: I was also thinking though, that you are quite bougie in your events that you do for us clients.
• 19:31
  SPEAKER_00: Yeah.
• 19:32
  SPEAKER_00: Because that I mean, you hosting like wine nights and all these things.
• 19:37
  SPEAKER_00: Like when you do it, you go big.
• 19:39
  SPEAKER_00: Like you were mentioning the cocoa bar that I um sponsored one time.
• 19:44
  SPEAKER_00: Like, this is no ordinary cocoa bar, you guys.
• 19:46
  SPEAKER_00: This is like a Pinterest on steroids cocoa bar, and then cookie decorating on steroids.
• 19:53
  SPEAKER_00: Like, she goes like real big and bougie on these things, so it's not basic, that's for sure.
• 20:00
  SPEAKER_01: One year I had to have a goal to not read like self-help books because I love them so much.
• 20:05
  SPEAKER_01: But I'm working on being happy and content and really enjoying the process of that, of what I felt.
• 20:12
  SPEAKER_00: I know you've made it.
• 20:14
  SPEAKER_00: Thank you so much for joining me today.
• 20:16
  SPEAKER_00: I think the biggest takeaway from our conversation is you know, building a successful business business isn't always about selling more, it's about showing up, building the genuine relationships and making our people feel valued, right?
• 20:31
  SPEAKER_00: So before we go, where can everyone find you?
• 20:33
  SPEAKER_00: And I'll put your information in our notes.
• 20:36
  SPEAKER_01: Sure.
• 20:36
  SPEAKER_01: So I have a website, it's uh www.stacyberry team.com.
• 20:42
  SPEAKER_01: I'm also on um Facebook and Instagram under stacyberry team.com, YouTube, like all the things.
• 20:48
  SPEAKER_01: So I appreciate any support.
• 20:49
  SPEAKER_01: And Hillary, I'm really grateful for you for this opportunity and just being a good friend and a good business partner.
• 20:55
  SPEAKER_00: I know I love this.
• 20:56
  SPEAKER_00: To everyone listening, um, remember that you can build successful businesses just like Stacy's, but doing it your own way.
• 21:03
  SPEAKER_00: So until next time, stay bougie.
• 21:06
  SPEAKER_00: Bye bye.