The Marketing Difference Between Listing a Home and Selling One: Ep 338 Holly Frandsen

REE #338 Transcript

[00:00:00] Holly Frandsen: My favorite thing about real estate truly is the people we get to meet and the relationships that we form. We always say they may start as friends and they end family, because guiding them through the real estate process as a friend, that's truly what's the most important to us. It brings us so much joy. Hey, the Real Estate Excellence Podcast. Listing, say, market your few know.

[00:00:57] Tracy Hayes: How. Today's guest built [00:01:00] marketing instincts sports long before she ever wrote a real estate contract, it how team's listings. She co-leads one of Jacksonville's top teams under Christie's International Real Estate banner, working St. Johns County. She also is raising boys in the same neighborhood she sells. When she talks community fit and school zones, she's not guessing. Let's welcome Holly to the show.

[00:01:26] Holly Frandsen: Thank you for having me.

[00:01:27] Tracy Hayes: I am, really appreciate getting both you and your mom, your mom on last week, and her show went out yesterday.

Yeah. I really, I think it's important for the agent, a lot of agents are listening. Mm-hmm. They're listening.

And creating a team is not easy. No. And finding a partner, y- you know, even if it's your mother-in-law, which might even be even tougher. I don't know.

You get, yeah, some insight on that.

But, you know, what's it take to create a team? I mean, I think that's part, some of the message we wanna get across today. What are some of the things that you do, that she does?

I do know some other, there's a couple. I had Tracy Crawford on not too long [00:02:00] ago. Tracy and Pamela Hoffman. Mm-hmm. Two totally different people, just happened to come into the business at the same time, but they've created a relationship. They lean on each other.

In every team's, you know, I'm sure you guys, the way you guys structure when it comes to money and all that stuff, structure—mm-hmm—different than they do, and all that stuff.

But there's some underlying themes and important things that are important when you're creating a team—

[00:02:20] Holly Frandsen: Yeah.

[00:02:21] Tracy Hayes: —and finding that partner.

[00:02:22] Holly Frandsen: Yes.

[00:02:23] Tracy Hayes: Yeah.

[00:02:24] Holly Frandsen: Yes. So when my mother-in-law and I created a team, I came from a marketing background. So she had been in the business for about 15, 16 years at that point, and we wanted to merge forces.

So we, with my marketing background and her experience and detail-oriented manner, it seemed like a perfect fit.

A big thing with us is that we lean on each other for just about everything. And we've kept our team small for a reason, because we have the same expectations for our team, for our clients, that one another does. Whether it is, you know, with showings, with how we present at a listing presentation, [00:03:00] we have those expectations.

And I think that's very important because sometimes when you do get too big as a team, you can grow a little bit big for your britches, as some people say. Mm-hmm. And the quality's not necessarily there.

[00:03:10] Tracy Hayes: Yeah.

[00:03:10] Holly Frandsen: Yeah.

[00:03:11] Tracy Hayes: Well, just knowing, you know, like any team, I mean, when you look at, what is the definition of team, whether it's you're looking at it from the sports, you know, analogy there—yeah—everyone has to do their job.

[00:03:22] Holly Frandsen: Yeah.

[00:03:23] Tracy Hayes: Right? As Bill Belichick would, right? Yeah. "Do your job."

And, you know, when you partner with somebody, now you have family involved, so there's a little bit of kind of an internal peer pressure.

Yeah. But putting together two individual agents who don't have the blood bonds—mm-hmm—so to speak, there's a lot of trust and faith.

Mm-hmm. But that doesn't take away, you also have a lot of trust and faith even though there is blood there.

You have to have—yeah—like, probably even more because of the peer pressure of the family members.

[00:03:49] Holly Frandsen: Yep.

[00:03:49] Tracy Hayes: 'Cause you're gonna go home and tell your husband, "You know what? Your mom did this to me." Which I'm sure you've had that conversation.

[00:03:55] Holly Frandsen: No, like, we get along so well, too. I truly am so super blessed to have her as my mother-in-law.

And [00:04:00] it takes a strong relationship to go into business, like you said, with family, but also with your mother-in-law. And we joke that people, if we can be successful in real estate, imagine what we can do for you, kind of thing. Mm-hmm.

Because it takes a lot of trust, it takes a lot of, I wouldn't say patience, but you have to learn each other in the business side as well as navigate the family side of things, so.

[00:04:23] Tracy Hayes: That, I had that question. You, you were a trigger. When you're meeting clients, and I don't think I discussed this with your, with Tracy.

[00:04:30] Holly Frandsen: Yeah.

[00:04:30] Tracy Hayes: Are you guys introducing each other from the beginning? How does that warm up? Let's say you have a listing appointment. Mm-hmm. Do both of you go on that?

[00:04:39] Holly Frandsen: Yes.

[00:04:39] Tracy Hayes: What happens?

[00:04:40] Holly Frandsen: Yes, so we actually both go to everything.

And we find that really important because, again, I come from a big marketing side of things. We kind of stay in our lanes in a sense, but we want every single listing to know that they get the best of both worlds.

Yeah. So, you know, I talk a lot on marketing, and I have a big background in that, so it makes someone feel a lot [00:05:00] more confident when they hear, you know, specific things from me in terms of the marketing world.

And then her, she has so much depth to her real estate business and background. And that's really important for people to hear, 'cause sometimes they do look at me, I'm a newer agent, even though I have, you know, grown in the last five years or so, that we both take it seriously and both hands are in every listing, every single buying, you know, no matter what it is.

[00:05:24] Tracy Hayes: The first thing that comes to mind, 'cause she's been in the business—yeah—and obviously when she started, social media and that kind of stuff wasn't out there.

Yeah. That you come in as this younger, more, yeah, "Hey, I've, this is the business I was in with social media marketing," you know, the different types of marketing, and this is how we're going to—yeah—showcase your home.

[00:05:43] Holly Frandsen: Yeah, so when we originally started, she didn't have much of a social media presence, and that was something that I really wanted to grow.

And even now, video consistency in real estate is important, and on social media, of course. Mm-hmm.

So whether it's just showing our face on Instagram stories, showing [00:06:00] what we're doing every day, showing listings, house tours, it doesn't really matter what we're showing as long as we're showing something to people.

But our, we have grown substantially. I think we're at 1,200 followers, all organically.

[00:06:12] Tracy Hayes: Mm-hmm.

[00:06:13] Holly Frandsen: And then, like, some of our last videos have gotten over 40 million—excuse me—40,000.

[00:06:17] Tracy Hayes: That, I mean, get more than 1,000, that's—yes—awesome. Some people just a few hundred, but—and also it really depends—you're, if you're consistently getting thou— in with consistency, you're, if four digits, but now five digit—yep, yep—that's awesome.

[00:06:26] Holly Frandsen: Yeah.

[00:06:26] Tracy Hayes: Yeah.

[00:06:26] Holly Frandsen: So we're really growing there, and it's just continually growing as—

[00:06:29] Tracy Hayes: What do you think is the trigger there? What, 'cause obviously it probably—right—didn't happen on the first few videos. No, of course not. What, what do you think is happening that's getting you into those—

[00:06:37] Holly Frandsen: So—

[00:06:37] Tracy Hayes: —tens of thousands?

[00:06:37] Holly Frandsen: If I'm telling a secret, our, one of our, the main video that caught was a new construction neighborhood that just got released in St. Johns County, and it kind of blew up.

So it was, we just went out there. Honestly, it's dirt right now, but we went out there and we showed our face, and we got—it's nothing fancy. We just got in front of the camera.

[00:06:56] Tracy Hayes: I just gotta borrow your notepad. Of course. You just, you just gave me a great idea.

[00:06:58] Holly Frandsen: Yeah, go—

[00:07:00] Tracy Hayes: Ahead. Go ahead.

[00:07:00] Holly Frandsen: But yeah, we got out there. It's literally dirt. Model isn't even done yet. And we, you know, just showcased the neighborhood essentially, and it just took off.

And, you know, we have people from all over the Northeast, really, asking us for info.

And another big thing I will highly suggest if you do, no matter what your post is, is don't give away all the information in your post. Ask, you know, ask people to reach out to you for more information to see exactly what that neighborhood name is.

And yeah, so we got a lot of, captured a lot of leads on that.

[00:07:33] Tracy Hayes: I see. Video itself, what is your opinion on this? 'Cause I have an opinion, and I'll give it to, if my—well, I don't always give it on my show—but when this topic comes up. These are going YouTube.

YouTube. Okay. When you say 40,000, I imagine these are YouTube? YouTube?

[00:07:47] Holly Frandsen: No, those are on Instagram.

[00:07:48] Tracy Hayes: Those are on Instagram. How long are those Instagram...?

[00:07:51] Holly Frandsen: Oh, short.

[00:07:52] Tracy Hayes: They're short.

[00:07:52] Holly Frandsen: Maybe.

[00:07:52] Tracy Hayes: But they're, but you're packed with information—yes—keywords—keywords—you know, obviously you mentioned in the [00:08:00] subdivision—yeah—maybe the model of the home if you're doing new construction.

[00:08:02] Holly Frandsen: Yeah, we don't even tell the name of the neighborhood.

[00:08:04] Tracy Hayes: Okay. Oh.

[00:08:04] Holly Frandsen: We say it's a newly released neighborhood—

[00:08:06] Tracy Hayes: "Call me and I'll tell you," but—

[00:08:07] Holly Frandsen: Or message us—yeah—and we'll tell you about it. Got it. And you capture their info that way.

[00:08:10] Tracy Hayes: Oh yeah.

[00:08:10] Holly Frandsen: And we do a lot of it through, when we capture their info, we ask, "Oh, send us your email address and we'll send you all the info that way." And now they're automatically attached to our newsletters. Now they're attached to all of our—

[00:08:19] Tracy Hayes: So when you go and you're planning, "Hey, I'm gonna go out. We're gonna go shoot some reels"—mm-hmm—are you staging or are you scripting that reel? Break it down for us—yeah—so someone who's listening, 'cause the reality is this, and my excuse was big is, "Oh, don't tell anyone your secrets." The reality is very few, if any, will actually do what you're actually—yeah—doing.

So you're not really giving—but hopefully—that's okay—you might help somebody out that might be listening. Tell us, what's your mindset? What's your strategy? What are you prepping for before you go do that shoot?

[00:08:51] Holly Frandsen: So we do a little background. I mean, they don't have a ton of information released yet on the websites for those new construction neighborhoods, because they're doing the same thing that we're doing.

[00:09:00] But I, myself and Tracy, go through the website, and we kind of get the main key points. So, for example—

[00:09:05] Tracy Hayes: You call her Mom? You call her Tracy?

[00:09:06] Holly Frandsen: Tracy.

[00:09:07] Tracy Hayes: Okay.

[00:09:09] Holly Frandsen: She is my mother-in-law, but yes, I do call her Tracy.

[00:09:10] Tracy Hayes: All right.

[00:09:10] Holly Frandsen: But yes, so we just break down those main points, the selling points of the neighborhood, and honestly, sometimes don't even say the builder's name, because that's also a big thing that people reach out for.

So we just have those bullet points, and honestly, it's quick sentences. So for the example of the video we're talking about—mm-hmm—it was, we each were on camera twice. We each said one solid sentence, you know, of, "This is a new construction neighborhood in St. Johns County. One-acre home sites." Boom. People are all over that.

[00:09:39] Tracy Hayes: One-acre home sites alone right there. All over that. Already a trigger.

[00:09:42] Holly Frandsen: Exactly. Yeah. So we kind of think of what people are really looking for in the area, and it is new construction, but it's also those bigger sites, the bigger lots. Mm-hmm.

So we have really narrowed down the neighborhoods we wanna feature, the new neighborhoods up over in Clay County. There's quite a few over there that have the same kind of vibe.

But yeah, we really look for what [00:10:00] people are looking for, pick those neighborhoods out, research those neighborhoods, and then, you know, do the pain points of those neighborhoods—mm-hmm—and the really selling points.

[00:10:08] Tracy Hayes: And what I was basically—what I don't think is effective—

[00:10:11] Holly Frandsen: Mm-hmm.

[00:10:12] Tracy Hayes: I don't know, I can be proven wrong—yeah—it's great to see, you know, the agent dressed up really nice, looking great.

[00:10:19] Holly Frandsen: Yep.

[00:10:19] Tracy Hayes: They're flashing through visuals—

[00:10:22] Holly Frandsen: Mm-hmm.

[00:10:23] Tracy Hayes: —that are going by so fast, you have to, if you really wanted to see what was in the picture, you gotta stop—

[00:10:28] Holly Frandsen: Pause it.

[00:10:28] Tracy Hayes: —and zoom in or whatever. Mm-hmm.

And they're not really getting those points across, or maybe it's, you know, maybe from a standpoint of clicks, and you might have insight on this, is obviously what you're saying in your caption—

[00:10:44] Holly Frandsen: Mm-hmm.

[00:10:44] Tracy Hayes: —that's actually getting that feed, or, 'cause I think a lot of them are saying stuff in their video really quick and then flash, flash, flash, flash—yeah—here's the house, boom, boom, boom.

And then, but it's not in their caption, so they're, I just can't believe they're getting the [00:11:00] number of clicks that you're getting.

[00:11:01] Holly Frandsen: Yeah. So we, when it comes to what we're saying in the video—mm-hmm—it needs to capture the attention of the audience.

So again, we're back where, what are buyers looking for? What are sellers looking for? When you throw out, like I said, one-acre homesites, I know a lot of buyers who are looking for one-acre homesites.

And if that's our very first line of video, 'cause you need to capture them in the first five, 10, 15 seconds—

[00:11:20] Tracy Hayes: Yeah.

[00:11:20] Holly Frandsen: Max.

[00:11:21] Tracy Hayes: Or they say less, like three, really.

[00:11:23] Holly Frandsen: Literally. Yeah. And, um, so when we're standing on a bunch of dirt dressed in a dress, people are thinking, "What in the world are they doing?"

[00:11:29] Tracy Hayes: Yeah.

[00:11:30] Holly Frandsen: Yeah. And so when you hit them with one-acre home sites just released in St. Johns County, that immediately grabs your attention. It's an attention-grabber for buyers.

And then in our caption, we actually do put info. We say everything, we reiterate everything we said in our video, but we also add a little extra paint—a little extra verbiage in there.

[00:11:47] Tracy Hayes: Mm-hmm.

[00:11:48] Holly Frandsen: But then at the bottom, it's, "You want more info on this neighborhood? DM us. We're happy to send it to you."

Short, sweet, to the point.

[00:11:53] Tracy Hayes: Yeah.

[00:11:54] Holly Frandsen: And then your response time on those messages needs to be timely, needs to be quick.

[00:11:58] Tracy Hayes: Yeah. I think I've [00:12:00] gotta add that to my, even my, from the show, just that question, 'cause obviously all your tags—

[00:12:06] Holly Frandsen: Yep.

[00:12:06] Tracy Hayes: —all your social media, your websites, everyone that, you know, whoever's the guest, all that stuff is down there.

[00:12:11] Holly Frandsen: Yep.

[00:12:12] Tracy Hayes: But asking the question and then, 'cause obviously that's a big part of social media. It's supposed to be social, right? Yeah.

It's really what probably got traction, is a couple people responded—yep—and then it boosted it up—

[00:12:25] Holly Frandsen: It did.

[00:12:25] Tracy Hayes: —a little bit more, and a couple more people responded. And then people start—

[00:12:25] Holly Frandsen: Commenting.

[00:12:25] Tracy Hayes: And it—

[00:12:25] Holly Frandsen: Started. And if they're commenting that they want more info, that's an interaction for you.

So as they, you know, "We want more info," and I'm responding back saying, "Send us your email. Happy to send it over." Boom, it's two more comments—mm-hmm—and the algorithm just took off.

[00:12:38] Tracy Hayes: Okay.

[00:12:38] Holly Frandsen: Yeah.

[00:12:39] Tracy Hayes: Let's jump back to my normal beginning. And let's talk about you in the beginning.

[00:12:43] Holly Frandsen: Yeah.

[00:12:43] Tracy Hayes: Went to Flagler.

[00:12:44] Holly Frandsen: Yes.

[00:12:45] Tracy Hayes: I did not see, when I was looking at your LinkedIn, are you from Northeast Florida? Where were you born?

[00:12:49] Holly Frandsen: No. So I'm kinda, I like to say I'm from all over. My dad was in the Air Force. Okay. So we moved every two, three years, and then we planted our roots in Merritt Island. So Cocoa Beach, my dad's—

[00:12:57] Tracy Hayes: So what attracted you to Flagler? Which—

[00:12:59] Holly Frandsen: Yeah.

[00:12:59] Tracy Hayes: [00:13:00] People who may be listening, let's put some of those key words out there. What's great about Flagler College?

[00:13:05] Holly Frandsen: Yes. We, I really liked the small atmosphere of Flagler. It feels like home.

I was actually committed to a college down south, and went for my tour and did everything, and it was kind of in the Fort Lauderdale area, and it felt so big and scary as someone coming very close to their family, but also coming, you know, by yourself.

Mm. You don't really know anyone. So the family atmosphere is what really drew me, and then the growth of the sports, you know, the sports department was, we're starting to see, really drew my attention.

[00:13:33] Tracy Hayes: Did they attract you because of wanting you to be on the team? Or is that just something that fell in place, say, "Hey, I'm coming and I wanna play soccer"?

[00:13:41] Holly Frandsen: Oh, no, I was—yes, I came to play soccer. I was on scholarship, and I came for the people, for the coaches, for the environment. I kind of, you know, met with the AD at the time.

[00:13:52] Tracy Hayes: Yeah.

[00:13:52] Holly Frandsen: All the things, but yeah.

[00:13:52] Tracy Hayes: Speak a little bit to—I think this is important. I got—my son's a—he's just started his junior year—

[00:13:58] Holly Frandsen: Yeah.

[00:13:58] Tracy Hayes: —a couple days ago. And [00:14:00] the importance of what you felt the small college atmosphere is like. 'Cause it's, 'cause I'd say it's like I don't wanna send him to a university—

[00:14:07] Holly Frandsen: Yeah.

[00:14:07] Tracy Hayes: —where there's 30,000 kids there.

[00:14:09] Holly Frandsen: Yeah.

[00:14:09] Tracy Hayes: And who knows how many are in that initial English class, where you got a lecture room where you're looking up at hundreds of people.

[00:14:19] Holly Frandsen: Yeah.

[00:14:19] Tracy Hayes: If they show up.

[00:14:20] Holly Frandsen: Mm-hmm.

[00:14:20] Tracy Hayes: You know, versus, imagine as you started to get into your major, it probably was small as 15, 20 people in your class.

[00:14:28] Holly Frandsen: Yeah, so we got maybe max probably be about 25 in class. And it honestly was big for me because it was all about building relationships at that point. You're—I mean, I still talk to people and teachers that I had back in the day that still have a big, you know, presence in the marketing public relations industry in St. Augustine, in the Northeast Florida area.

[00:14:48] Tracy Hayes: Yeah. Yeah. Yeah. Families are coming down.

[00:14:50] Holly Frandsen: Yep.

[00:14:51] Tracy Hayes: Well, let me change it this way. From an alumni—

[00:14:53] Holly Frandsen: Yes.

[00:14:53] Tracy Hayes: —status, you know, I've had several Flagler alumni—

[00:14:58] Holly Frandsen: Yeah.

[00:14:58] Tracy Hayes: —that are doing real estate just like yourself. The [00:15:00] Newcomer Group.

[00:15:00] Holly Frandsen: Heard that. They're both Flagler. Yeah. Love them. Yep. Yep.

[00:15:04] Tracy Hayes: Um, is there attraction there from a business standpoint? 'Cause I think another thing that strengthens where these kids choose to go to college is their alumni.

Are they engaged in—

[00:15:15] Holly Frandsen: Mm-hmm.

[00:15:15] Tracy Hayes: —in making sure that these kids are, you know, graduating and have, whether it's an internship or they are leading to a job?

There we go. So they—we had to shut off the do not disturb. I got it. Shows up on here. But the alumni connection, has it aided you in any way? Have you gotten anything from that?

[00:15:27] Holly Frandsen: Yeah, so I actually, when I got my first job, it was reaching out to an alumni who graduated the previous year. Also, he was in baseball. And reached out to him, and he kinda had, you know, an into the PGA world, and that's how I got—landed my first gig.

And then I shortly after that, I have other, you know, friends who once they saw I was in the industry, they were trying to look up jobs in the Northeast Florida area, and same thing.

I have one of them, actually just spoke with recently at church, and he is still with the same, in the same industry that he got in when I had first—we had first talked.

[00:15:54] Tracy Hayes: Mm-hmm.

[00:15:54] Holly Frandsen: But yeah, I reached out. It was about who I knew [00:16:00] at that point when they reach out for, but I think there's a really strong relationship of alumni here.

A lot of people love so much in Jacksonville. And this is such a industry—I mean, industry, but also area. No matter what your industry is, there is growth across the board in Jacksonville. You just see a lot of growth and looking for, you know, new hires, new jobs.

[00:16:19] Tracy Hayes: So I, I went to a small school.

[00:16:21] Holly Frandsen: Yeah?

[00:16:21] Tracy Hayes: I went to The Citadel.

[00:16:23] Holly Frandsen: Okay.

[00:16:23] Tracy Hayes: The Military College of South Carolina.

[00:16:25] Holly Frandsen: Yeah.

[00:16:25] Tracy Hayes: At that time, there was only—now they have 2,500 cadets. Now, at that time it was only 2,000.

[00:16:31] Holly Frandsen: Okay.

[00:16:31] Tracy Hayes: They grew—

[00:16:32] Holly Frandsen: Okay.

[00:16:32] Tracy Hayes: They grew. They added another barracks on.

I find the alumni group, and I may be biased 'cause I'm president of our alumni group here locally, that the smaller school has a stronger fam—

[00:16:42] Holly Frandsen: Yeah.

[00:16:42] Tracy Hayes: —you know, stronger knit than...

Obviously, we know we're flooded with Florida, Florida State—

[00:16:48] Holly Frandsen: Yep.

[00:16:48] Tracy Hayes: —not so many Miami, but Florida, Florida State obviously dominate—

[00:16:53] Holly Frandsen: Mm-hmm.

[00:16:54] Tracy Hayes: —the area. I'd say, I would say, Florida dominates the area.

[00:16:57] Holly Frandsen: Yeah.

[00:16:57] Tracy Hayes: And because everyone around, every—if you [00:17:00] go down your street, and I guarantee you, you will run into more Florida grads than you will anyone. It kind of oversaturates—

[00:17:06] Holly Frandsen: It does.

[00:17:07] Tracy Hayes: —the quality.

[00:17:07] Holly Frandsen: I think it's quality at a small school. You really, when you meet people at Flagler or smaller schools like that, you can tend to a relationship 'cause you see them more often. You start seeing what they're into, similar interests as you. Oh, know-and-so. You, it kind of just tailors.

[00:17:20] Tracy Hayes: Yeah.

[00:17:20] Holly Frandsen: Whereas the bigger schools, you'll probably never see them on campus ever in your life.

[00:17:25] Tracy Hayes: Yeah.

[00:17:25] Holly Frandsen: And so I think that was a thing for us, too. I mean, I still, like I said, I go to church. I, in my neighborhood alone, I know a handful of Flagler grads that I personally went to school with.

So it's, the relationships are really important when you build, you know, in a smaller school.

[00:17:37] Tracy Hayes: Let's take to the next step, which lead then to your initial, you know, careers that you had.

[00:17:42] Holly Frandsen: Yep.

[00:17:42] Tracy Hayes: Obviously playing, not everyone has the ability to play collegiate sports.

[00:17:47] Holly Frandsen: Mm-hmm.

[00:17:47] Tracy Hayes: But, but you, you did. That family, what, what has that done from you from a standpoint? 'Cause I believe that does give a lot of people, if you use it correctly, a good in.

I think there was, there's some crazy [00:18:00] statistic out there that the number of CEOs in the country or whatever that, that played collegiate sports.

You know, just, I— From the competitiveness, but the—

[00:18:09] Holly Frandsen: Yeah.

[00:18:09] Tracy Hayes: —you know. It's one playing high school, and that's great if you could play high sports or even just, you know, even if you're the many soccer leagues—

[00:18:17] Holly Frandsen: Yeah.

[00:18:17] Tracy Hayes: —I'm sure you're familiar with, 'cause I, I know you're, I saw you were coaching on there as well, the many soccer leagues, what that does.

But as you move up in the levels—

[00:18:25] Holly Frandsen: Mm-hmm.

[00:18:25] Tracy Hayes: —the focus—

[00:18:27] Holly Frandsen: Yeah.

[00:18:27] Tracy Hayes: —that you need, the training, the discipline level rises on each level to—

[00:18:30] Holly Frandsen: Yeah.

[00:18:30] Tracy Hayes: —you know, the next degree. But what is, what has that helped you, your career, in your initial jobs and—

[00:18:35] Holly Frandsen: Yep.

[00:18:35] Tracy Hayes: —and even in real estate?

[00:18:36] Holly Frandsen: Yeah, so the determination and the, you know, the focus, like you said, is a really big thing. But I also—and I, I wrote it down, too—was if something doesn't work, you try it again.

You try something else. You find a solution.

And that came with sports. You know, if something's not working currently and we're not winning or whatever it may be, we gotta figure out how to win. And you might have to regroup. You might have to reset. You might have to—

[00:18:58] Tracy Hayes: Sometimes right in the middle of [00:19:00] the game with—

[00:19:00] Holly Frandsen: Yeah.

[00:19:00] Tracy Hayes: —30 seconds left.

[00:19:01] Holly Frandsen: Exactly. Yeah. So you really, it helps you pivot, but you learn to pivot quickly, and you do it correctly. You know what I mean? Like, you have—

[00:19:11] Tracy Hayes: Mm-hmm.

[00:19:11] Holly Frandsen: —that focus and determination, but also that sense of competition. It's there. I think it's in your blood once you're into sports—

[00:19:19] Tracy Hayes: Mm-hmm.

[00:19:19] Holly Frandsen: —you're into collegiate sports. You kind of have that competition, whether it's within, inside yourself or within the area.

But, you know, for—I joke that I'm like, "I'm determined to sell your house. If I'm going—if you choose me, we will sell your house."

[00:19:31] Tracy Hayes: Right. So we'll figure out a way. So—and win for them.

[00:19:31] Holly Frandsen: Exactly.

[00:19:31] Tracy Hayes: And, and I mean—

[00:19:32] Holly Frandsen: Yeah.

[00:19:32] Tracy Hayes: —ultimately, you get—you might not get them exactly what they want, but, you know, sometimes, you, as they say, you know, a win's a win. A win is a win.

[00:19:41] Holly Frandsen: Yeah.

[00:19:41] Tracy Hayes: And sometimes it gets down, you know, a really bad game, but, you know, we still pulled it out in the end, and that's—

[00:19:48] Holly Frandsen: We, exactly.

[00:19:48] Tracy Hayes: —at the end of the day, that's what everyone's reading in the newspaper, right? How many children you have? You have—

[00:19:52] Holly Frandsen: I have three.

[00:19:52] Tracy Hayes: Boys. You have three boys.

[00:19:53] Holly Frandsen: Yeah.

[00:19:53] Tracy Hayes: That's right, 'cause we talked about it. Adversity.

[00:19:55] Holly Frandsen: Yeah.

[00:19:55] Tracy Hayes: Which I believe, unfortunately, the most recent [00:20:00] generations are not getting enough of that because of the luxuries of life that—through technology, through money, whatever—we've created a society where a lot of things are at our fingertips.

[00:20:12] Holly Frandsen: Yeah.

[00:20:12] Tracy Hayes: We don't have to work very hard to get some of those things.

But dealing with adversity in life—

[00:20:17] Holly Frandsen: Mm-hmm.

[00:20:17] Tracy Hayes: —in athletics, whether it's an injury—

[00:20:20] Holly Frandsen: Mm.

[00:20:20] Tracy Hayes: —or the coach is on you hard, and it's 100 degrees out, and you're like, "Am I gonna live through the end of this practice?"

You know, and just taking that next step.

[00:20:29] Holly Frandsen: Mm-hmm.

[00:20:29] Tracy Hayes: Taking that next lap, whatever it is, dealing with that adversity, how are—how has that helped you? And then just talk a bit about your family. Of, of what, what are some of the adversity things that you're doing to build the strength in your boys?

[00:20:42] Holly Frandsen: Yes. So I always say it is so important to put your blinders on and just keep going.

It doesn't matter what outside influences are there. It doesn't matter, you know, what someone else is doing in your industry. You put your blinders on and you grind. It will work.

Again, matter of consistency, [00:21:00] and I think that's the big thing with our boys. We always joke that they say, "I can't do it," and, "No, you can. In our house, you can do it."

[00:21:05] Tracy Hayes: Mm-hmm.

[00:21:05] Holly Frandsen: So we don't use the word can't, and that's—

[00:21:07] Tracy Hayes: Don't jump off the top step, but we're good other—

[00:21:09] Holly Frandsen: Exactly right. And not, not that they would listen to me anyway.

But yeah. I think that we just show them, like, perseverance, and whether if something to them, it's something really small. To us, for example, if it's like a slow time in the business, we put your blinders on and grind, and work, and show up to those open houses, and, you know, send, touch your sphere, touch your leads, things like that.

It will work. I always just say that, just, "If you just keep grinding, it will," you know... Don't give up, and don't compare—

[00:21:36] Tracy Hayes: Yeah.

[00:21:36] Holly Frandsen: —to other people.

[00:21:37] Tracy Hayes: Yeah. I think that, we see a lot of agents on social media, but I think it's very true, as social media in general, people are always going to show you their best—

[00:21:49] Holly Frandsen: Of course.

[00:21:49] Tracy Hayes: —you know, on there. They're having the same struggles you are.

[00:21:52] Holly Frandsen: Absolutely.

[00:21:52] Tracy Hayes: They're just in—but always remember what chapter of their career life that they're in versus you.

[00:21:57] Holly Frandsen: Yeah.

[00:21:57] Tracy Hayes: You can't really compare—

[00:21:58] Holly Frandsen: Yeah.

[00:21:58] Tracy Hayes: —apples to apples. Whether you [00:22:00] see someone seasoned like your mom or someone who just started a year ago—

[00:22:03] Holly Frandsen: Yeah.

[00:22:03] Tracy Hayes: —they're in totally different chapters.

[00:22:04] Holly Frandsen: And people really wanna see real life. They're—a lot of people are over the showy, show up in a suit and show you the house.

Truly, it's they want to be authentic, and they want you to be yourself.

And like I said, if it's us showing up in sandals but in a dress on a dirt pile, that takes—you know, that takes off. People wanna see it, and there are some days where it's like, a day in the life of a realtor, you know, doing an open house, and they wanna see the nit and grit that goes in behind it because, let's be honest, a lot of people don't see what goes on behind the scenes, and it's a lot of work.

[00:22:36] Tracy Hayes: Mm-hmm. So—

[00:22:36] Holly Frandsen: Mm-hmm.

[00:22:37] Tracy Hayes: Yeah.

[00:22:37] Holly Frandsen: People see that.

[00:22:37] Tracy Hayes: Yeah. Yeah, you—I don't know. You were saying that, and I was thinking, where, where... You're 100% right. I totally agree. Where is that coming because of the social media?

Like, sometimes obviously people, you know, as we know, whether it's the news or the platform they're on—

[00:22:56] Holly Frandsen: Mm-hmm.

[00:22:56] Tracy Hayes: —we immediately just have this, "Oh, we should trust them."

[00:22:59] Holly Frandsen: Yeah.

[00:22:59] Tracy Hayes: When obviously [00:23:00] we found out that's not always true, and we need to, you know, take a—have the ability to analyze what's going on.

[00:23:07] Holly Frandsen: Yeah.

[00:23:07] Tracy Hayes: And I do believe, like, people attract like kind.

[00:23:10] Holly Frandsen: Absolutely.

[00:23:10] Tracy Hayes: And that's, you know, in real estate, are you gonna—you gonna meet that scrupulous customer that doesn't have the integrity you have?

[00:23:17] Holly Frandsen: Yes. Of course. You will find those.

[00:23:18] Tracy Hayes: Yeah. Only to check your integrity—

[00:23:20] Holly Frandsen: Yeah.

[00:23:21] Tracy Hayes: —and what you're willing, you know, what you're willing to do or not do. And I think that authenticism—that's not even a word—but we'll, but—

[00:23:30] Holly Frandsen: We'll say it.

[00:23:30] Tracy Hayes: —we'll say, just use it. Authenticism.

[00:23:32] Holly Frandsen: Authenticism.

[00:23:33] Tracy Hayes: Is so important.

[00:23:34] Holly Frandsen: Yeah.

[00:23:34] Tracy Hayes: But that's what people want in a video—

[00:23:36] Holly Frandsen: Yes.

[00:23:36] Tracy Hayes: —when you're doing your social media.

[00:23:38] Holly Frandsen: It is.

[00:23:38] Tracy Hayes: They wanna look at you on the camera and just bond with you—that you are you, your facial expressions, your—

[00:23:41] Holly Frandsen: You're a real person.

[00:23:42] Tracy Hayes: Yes.

[00:23:42] Holly Frandsen: That's the big thing, too.

[00:23:43] Tracy Hayes: Yeah.

[00:23:43] Holly Frandsen: With, I mean, that's—Tracy and I show face at every listing appointment, as much as we can. I would say 95%, we're both at every listing appointment. And again, that shows we're authentic. We're who we are behind phone. You call us, we answer.

But we also, it's cool, we have a group of us at our St. Johns office in Christie's, [00:24:00] and we created an accountability group, and we get to the nitty-gritty of, you know, what are people wanting to see? What's working for you? What's not working for you?

I think being authentic, helping other people is, is also can help grow your business, 'cause like you said, like-minded people attract—

[00:24:14] Tracy Hayes: Like-minded. You bring up a great—accountability.

[00:24:18] Holly Frandsen: Yeah.

[00:24:18] Tracy Hayes: That's—

[00:24:19] Holly Frandsen: Yeah.

[00:24:19] Tracy Hayes: I, that's not on list of topics. But let's, let's talk about that for a moment—

[00:24:22] Holly Frandsen: Yeah.

[00:24:22] Tracy Hayes: —because we have brought it up many times on the show.

The accountability partner sounds really good—

[00:24:31] Holly Frandsen: Yeah.

[00:24:31] Tracy Hayes: —especially when you're at these trainings. "Oh, you gotta get an accountability partner." "Okay, yeah, that sounds—"

[00:24:35] Holly Frandsen: Okay, yeah.

[00:24:35] Tracy Hayes: "Yeah." What does that really mean? Oh, it's—you know, that's gonna probably make you feel uncomfortable sometimes.

[00:24:40] Holly Frandsen: Yeah.

[00:24:40] Tracy Hayes: "Oh, I don't wanna be around that person." No, that's not gonna go.

[00:24:45] Holly Frandsen: Yeah. Yeah.

[00:24:45] Tracy Hayes: But when you get serious about business, you have confidence in yourself—

[00:24:48] Holly Frandsen: Yep.

[00:24:48] Tracy Hayes: —and you need that person, whether it's—

[00:24:50] Holly Frandsen: Okay.

[00:24:50] Tracy Hayes: —Tracy, your partner, or it's someone in the office that, you know, "Hey," you guys are going, "Hey, did you guys do what you said you were gonna do last week?"

[00:24:57] Holly Frandsen: Yeah.

[00:24:57] Tracy Hayes: "What happened to that?"

[00:24:58] Holly Frandsen: Yeah.

[00:24:58] Tracy Hayes: 'Cause I'm curious how, how that, what—"Oh, we didn't really get to it."

[00:24:58] Holly Frandsen: Yeah.

[00:24:58] Tracy Hayes: So now you start building this [00:25:00] subconscious accountability that, hey—

[00:25:02] Holly Frandsen: It's embarrassing.

[00:25:02] Tracy Hayes: —so-and-so's gonna ask me about how it happened, 'cause they're curious if they might start doing whatever you might have chosen to do.

[00:25:08] Holly Frandsen: Yeah, so we have about six, seven of us in—it kinda keeps growing—in our accountability group. We meet once a month to make it realistic, 'cause I think that's a big thing. People get intimidated, especially in our industry.

[00:25:18] Tracy Hayes: Mm-hmm.

[00:25:18] Holly Frandsen: And if it's every week, that's a lot when you're trying to grow your own business. So we do it once a month. We meet, we each—

[00:25:24] Tracy Hayes: 'Cause the week goes by fast.

[00:25:26] Holly Frandsen: It does. It really, really does.

But we each put three main goals. We—well, to start over, we start with one topic, and each of us kinda go around. And it's, you choose your strength.

For example, I'll choose social media, and I will teach them, and some of them are older and don't really have a social media presence. So I really teach them about, like, the importance of it.

Again, it can be a picture of us in here, like just seeing what we're doing, putting signs out in the yard, you know, behind-the-scenes admin stuff.

And we also then, after we go through that topic, and everyone kinda does own topic, each week, and then we—we do, we pick three goals, and you announce your goals to everybody. We keep notes [00:26:00] of those goals, and the next meeting we ask you if you did your goals.

And you had a whole month to complete them. And it, usually they're kind of smaller, where it's like, send out mailers to, you know, farming area, or, you know, really dive into our CRM system and make sure it's organized and detailed with tags.

It doesn't have to be anything insane, but it's baby steps to get to a bigger goal.

[00:26:19] Tracy Hayes: Yeah.

[00:26:19] Holly Frandsen: Yeah.

[00:26:20] Tracy Hayes: I think people immediately, like you said, the achievable goals—

[00:26:23] Holly Frandsen: Yes.

[00:26:23] Tracy Hayes: —they're on your to-do list, holding you accountable to get these things done—

[00:26:27] Holly Frandsen: Yeah.

[00:26:27] Tracy Hayes: —in the next 30 days—

[00:26:29] Holly Frandsen: Yeah.

[00:26:29] Tracy Hayes: —or whatever it is. And I think when you have that mindset going in, it's like, "Oh, okay, yeah, need to... I'm gonna make 10 outbound calls every day"—

[00:26:38] Holly Frandsen: Yeah.

[00:26:38] Tracy Hayes: —calling my past clients, even my neighbors, whoever. I'm gonna have 10 conversations, 'cause that's a big thing—

[00:26:43] Holly Frandsen: Yeah.

[00:26:43] Tracy Hayes: —with some groups that have, that are very disciplined to come into office and—

[00:26:48] Holly Frandsen: Mm-hmm.

[00:26:48] Tracy Hayes: —make their calls. Gonna have so many conversations—

[00:26:49] Holly Frandsen: Yeah.

[00:26:49] Tracy Hayes: —a day talking to... And it doesn't necessarily even have to be real estate.

[00:26:54] Holly Frandsen: Yeah.

[00:26:54] Tracy Hayes: You're just going to talk to 10 people, see what's going on in their lives—

[00:26:58] Holly Frandsen: Build relationships.

[00:26:58] Tracy Hayes: —and remind them, 'cause they immediately [00:27:00] are engaged with you, so they start, you know, what do you, what do you do? 'Cause what's the common question is, "Hey, how's your business doing?" Right?

[00:27:07] Holly Frandsen: Yeah.

[00:27:07] Tracy Hayes: Everyone asks that question.

[00:27:08] Holly Frandsen: Yeah.

[00:27:08] Tracy Hayes: So your opportunity to remind them in real estate—

[00:27:09] Holly Frandsen: Yeah. So—

[00:27:10] Tracy Hayes: —and you're doing it.

[00:27:11] Holly Frandsen: And exactly. It's just about building—whether a happy birthday, happy birthday message to somebody.

[00:27:16] Tracy Hayes: Mm-hmm.

[00:27:16] Holly Frandsen: And when you get your CRMs really organized, you have those birthdays in. You have your home anniversaries. You have—our brokerage, Corey Hasting, always says—

[00:27:27] Tracy Hayes: Mm.

[00:27:27] Holly Frandsen: —it's about those touches. Those touches, you know, minimally once a month, are important to your sphere—

[00:27:33] Tracy Hayes: Yeah.

[00:27:33] Holly Frandsen: —to build those relationships for sure.

[00:27:29] Tracy Hayes: If you want to continue to build on all the things you do, and I've said it a thousand times, I think you'll agree from a marketing standpoint—

[00:27:41] Holly Frandsen: Mm-hmm.

[00:27:41] Tracy Hayes: —that who's in front of you right now that you're working with from a buyer or seller standpoint is your billboard for, you know—

[00:27:47] Holly Frandsen: 100%.

[00:27:47] Tracy Hayes: —the end of time. How well you train that billboard to be talking about you and showing you off—

[00:27:53] Holly Frandsen: 100%.

[00:27:53] Tracy Hayes: —all depends on the quality of service you give them then.

[00:27:56] Holly Frandsen: Yeah.

[00:27:57] Tracy Hayes: And then you gotta keep touching them and reminding them.

[00:28:00] Holly Frandsen: You got to keep reminding them.

[00:28:00] Tracy Hayes: 'Cause it doesn't take but a few days and they've already forgotten—

[00:28:04] Holly Frandsen: Yeah.

[00:28:04] Tracy Hayes: —let alone another, you know, whatever, a year before maybe they were actually talking to somebody that's talking to them about buying.

[00:28:09] Holly Frandsen: Exactly.

[00:28:09] Tracy Hayes: You know?

[00:28:10] Holly Frandsen: So we, actually, Tracy and I, and I'm sure she mentioned this—

[00:28:14] Tracy Hayes: Mm.

[00:28:14] Holly Frandsen: —is 90, probably 90% of our business is referrals. And that is, we're involved, you know, we're involved with churches and things like that, but also it's very important for us to touch those people, whether it is happy birthday and, you know, we're in this business truly for the people.

That's like our favorite part, is building those relationships. They really become friends and family. And when we shoot them a happy birthday text, to us it's not—to us it's normal because they're our friend, and we're, "Happy birthday," you know? Or congratulations, you know, they got a baby, send flowers, things like that.

We're doing it from a friendship standpoint, but it's also getting in front of their face every time. Like you said, they have a friend that says, "Oh, we're looking to buy," you know, next text, "Oh, you have to use Holly and Tracy."

[00:28:49] Tracy Hayes: Immediately has got to come—

[00:28:50] Holly Frandsen: —up. 'Cause they do, you know, they just heard from us a couple weeks ago.

[00:28:53] Tracy Hayes: Mm-hmm.

[00:28:53] Holly Frandsen: Yeah.

[00:28:54] Tracy Hayes: What is your—because I think one of the things that makes a successful agent, talking to hundreds of [00:29:00] them, is you love the process.

[00:29:02] Holly Frandsen: Yeah.

[00:29:02] Tracy Hayes: What part of the process do you like the most? Whether that's, you know, is it something on the buyer side? Do you like working with sellers? Is it, like, what is just your jam? What's right, what in your wheelhouse do you just love, that situation?

[00:29:16] Holly Frandsen: We love all of it, but my favorite would be when we get a listing to go live on marketing. We have a big, you know, our marketing plan with emails, social media, ads, you got Zillow Showcase, all the things. We really just implement everything, and to me, that's the most fun rollout.

You know, we have our binder booklets we leave at the houses. There's a lot that goes on behind the scenes that sellers don't see, but seeing the growth and the engagement we're reaching through a marketing plan, it really helps us also see where we're at in terms of, you know, the local market.

[00:29:45] Tracy Hayes: Yeah. Tell me a little about how you, you mentioned just slightly, yeah, you're obviously sending that out and you're reviewing. Are you getting feedback? Are you getting, are you, the clicks on it—

[00:29:57] Holly Frandsen: Mm-hmm.

[00:29:57] Tracy Hayes: —whatever it may be. How are you measuring it? And maybe [00:30:00] give us a little bit of one that really didn't go well, and what did you figure out why it didn't go well?

[00:30:04] Holly Frandsen: Yeah. So how we really measure it is through interactions. With our social media, we see a lot. We do a lot with our emails. We have a platform in our brokerage, and you can really track the clicks and the—

So I make sure in all of our emails, everything that can link goes directly to our website. And when you see, you know, hundreds of clicks from agents, okay, it's sparking interest that someone may have a buyer, someone's interested, they're, you know, knowledgeable in that area, whatever it may be. There's interest there.

And then obviously the showings, you know, that's obviously, if something's not—why is it not connecting? And trying to figure that out. And what was the other part of your question? I totally forgot.

[00:30:43] Tracy Hayes: One that went bad—

[00:30:45] Holly Frandsen: Yeah.

[00:30:45] Tracy Hayes: —and what did you determine why it may have not been successful?

[00:30:48] Holly Frandsen: Yeah. In the very beginning of all this, it was, we were kind of in the crazy market. I jumped in right in the COVID times, and it was more of, like, the rushed listings.

When you rush a listing really [00:31:00] quickly, it's, you get photos and videos, and things are delayed. You know, every once in a while a videographer doesn't get back the video to you on time, and then that's not going out on time. The rushed ones are the ones that are the worst to me.

But yeah, you kind of have to, like, regroup. And it takes a little bit longer on the market, I've noticed, that when it is rushed, it doesn't go out smoothly, and you don't see the traction that you saw when it is set up properly, if that makes sense. So we have a whole process—

[00:31:26] Tracy Hayes: Properly, am I—

[00:31:28] Holly Frandsen: Yeah.

[00:31:28] Tracy Hayes: —in, is properly because obviously you're different platforms—

[00:31:32] Holly Frandsen: Yep.

[00:31:32] Tracy Hayes: —different medias, launching them all at the same time, so—

[00:31:35] Holly Frandsen: Fluently. Yep.

[00:31:35] Tracy Hayes: —so, yeah, for some sort of flow there.

[00:31:37] Holly Frandsen: Yeah. Yeah, so we actually have a whole checklist. We laugh because I literally have it taped up in front of our desks in our office.

But we have a process where, you know, once the listing agreement is signed, it's kind of, "Go. Let's go from there." And you have, you know, your photos and videos lined up, your emails ready to go and be scheduled once you have all that. Same with social media posts. Those can be scheduled out.

[00:31:57] Tracy Hayes: Scheduled out.

[00:31:58] Holly Frandsen: Your videos. Make sure [00:32:00] Zillow Showcase is set up. So we have a checklist of everything that we do that really, you know, checks all the boxes. Is it included in our newsletter? Things like that.

You know, things that a lot of people don't think of. Is our binder ready? We have a binder set up of all, like, the important documents for that listing. All of that sits at the house with flyers prior to the open house. Is our open house scheduled? Have we marketed our open house a lot? Because, you know, it all, if it's not working properly, no one's gonna show to the open house if you don't market. You know what I mean? You get one or two—

[00:32:29] Tracy Hayes: You, this process or system that—

[00:32:32] Holly Frandsen: Yeah.

[00:32:32] Tracy Hayes: —you've created, I imagine was a lot of trial and error.

[00:32:35] Holly Frandsen: Absolutely.

[00:32:36] Tracy Hayes: Yeah.

[00:32:36] Holly Frandsen: Yeah. So it kind of started out first, like, smaller. We did it on a smaller scale, and we kind of grew it as we've grown. And as Christie's has kind of been giving us a lot of tools to help that grow, scheduling your emails is, like, and social media is the best thing to me.

Because you, you know, you can allot a certain amount of time a day to schedule it out for the next week, and then you don't have to touch it for the next week, other than engaging with, you know, the comments and things like that.

But [00:33:00] yeah, it's become a big process. It started small—

[00:33:02] Tracy Hayes: Mm-hmm.

[00:33:03] Holly Frandsen: —but it's grown as we've, you know, seen success.

[00:33:04] Tracy Hayes: But it's bearing fruit.

[00:33:06] Holly Frandsen: Yeah.

[00:33:06] Tracy Hayes: So you're focusing your energies there—

[00:33:09] Holly Frandsen: Yeah.

[00:33:09] Tracy Hayes: —knowing that, hey, the better I put this, make this process—

[00:33:12] Holly Frandsen: Yeah.

[00:33:12] Tracy Hayes: —it's gonna even bear more fruit, right?

[00:33:14] Holly Frandsen: Absolutely. Yeah. Yeah. Now we're starting to get messages too where, like, "Hey, we just sent your info to so-and-so, 'cause they're gonna look to buy a house in the next five or six months," and it's all coming through, like, Instagram and Facebook leads.

[00:33:22] Tracy Hayes: So I imagine an agent listening right now is probably going, "Oh, my God. That sounds like a lot." I'm like, well, you know, it starts out—

[00:33:30] Holly Frandsen: Exactly.

[00:33:30] Tracy Hayes: —because, I mean, you get that listing appointment and you're like, "Oh, I, you know, how fast can I put it on?"

[00:33:35] Holly Frandsen: Exactly.

[00:33:35] Tracy Hayes: 'Cause you think it's gonna sell faster. But what's an ideal timeline? Give me an example.

[00:33:40] Holly Frandsen: Yeah.

[00:33:40] Tracy Hayes: Maybe you've had a success recently or this year—

[00:33:43] Holly Frandsen: Yep.

[00:33:43] Tracy Hayes: —that you can remember, and how you had that time—

[00:33:46] Holly Frandsen: Yep.

[00:33:46] Tracy Hayes: —that you said is important. How did you leverage that time to get the greatest success?

[00:33:47] Holly Frandsen: Yeah. So we actually, in the last few months, had a listing over in Clay County.

I say my perfect time would be two weeks, but a week and a half, 'cause that gives you time to get the videographer out there, your photographer out there if you need your own photos, getting your [00:34:00] walkthrough set up, all of the things.

And we had set it up really perfectly, and it ended up getting, I wanna say, like 30 showings and 11 offers in a few days.

[00:34:08] Tracy Hayes: Wow.

[00:34:09] Holly Frandsen: Yeah, it was rapid.

[00:34:10] Tracy Hayes: But, I mean, was it a, this idea... You know, 'cause we know that some of the good properties with the right address—

[00:34:16] Holly Frandsen: Yeah.

[00:34:16] Tracy Hayes: —corner lot or whatever—

[00:34:18] Holly Frandsen: Yeah.

[00:34:18] Tracy Hayes: —it might be on the water or whatever it is, will get the number of listings—

[00:34:23] Holly Frandsen: Yeah.

[00:34:23] Tracy Hayes: —a number of showings and offers.

[00:34:26] Holly Frandsen: Mm-hmm.

[00:34:26] Tracy Hayes: But 11 is a big number now. It wasn't a big number in '20 and in '20 and '21.

[00:34:28] Holly Frandsen: No. Yeah.

[00:34:28] Tracy Hayes: But 11 offers today—

[00:34:30] Holly Frandsen: It was.

[00:34:30] Tracy Hayes: —is huge.

[00:34:30] Holly Frandsen: And it was a normal home. It was on a good-sized property. It was over an acre.

[00:34:35] Tracy Hayes: Mm-hmm.

[00:34:35] Holly Frandsen: It was in Green Springs. And the property itself, we knew, we honestly were like, "Oh, it might take a second to sell."

And then all of a sudden it just fell into place. And I mean, between our Zillow Showcase, between our... There was that, it hadn't even gone out on our newsletter yet, that we like for them all to go out in, before all of it was flowing. So we almost, like, kind of stopped our marketing plan for a second, 'cause we're like, "Wait, we're about to go under contract."

But yeah, I think repetition, repetition, repetition.

[00:34:59] Tracy Hayes: Did you have a [00:35:00] gut feeling that it was going to get some traction pretty quickly? And what was your initial feeling? Did you go—

[00:35:06] Holly Frandsen: Yeah.

[00:35:07] Tracy Hayes: —"Oh my God, this is an amazing listing. This is gonna sell this weekend"? Did you have that initial feeling about it?

[00:35:12] Holly Frandsen: We didn't. We, we were kind of worried. It needed a little bit of TLC, nothing major, but with the right price point, pricing is everything in this market, right? And with the right price point, and then just immediately pushing it all out together.

I mean, we had Instagram, Facebook, you know, all our videos going out. It went on live. We were getting ready to have an open house, which we ended up canceling. Mailers, all of the things.

When those go out consistently, people who are starting to see, who are looking at your website, all of a sudden receive your mailer, all of a sudden things just start to fall into place.

[00:35:41] Tracy Hayes: How much do you think, because you're doing this consistently—

[00:35:44] Holly Frandsen: Mm.

[00:35:44] Tracy Hayes: —with your listings, maybe some at different levels—

[00:35:49] Holly Frandsen: Levels. Absolutely.

[00:35:49] Tracy Hayes: —but depending on what's going on, but because you're doing it consistently, the algorithm is starting to push this out further.

[00:35:54] Holly Frandsen: Absolutely.

[00:35:54] Tracy Hayes: Every time you've put the juice into it—

[00:35:56] Holly Frandsen: Yeah.

[00:35:56] Tracy Hayes: —it's going further.

[00:35:57] Holly Frandsen: And the more... Like, for example, that one we had [00:36:00] that went viral on Instagram, ones we started posting after that were, again, getting 15,000 views.

I mean, it might only get, like, 200 likes, but your interactions are seeing you more and more and more.

[00:36:10] Tracy Hayes: That's still a lot of likes.

[00:36:11] Holly Frandsen: It is.

[00:36:11] Tracy Hayes: 200 is amazing.

[00:36:12] Holly Frandsen: Is amazing. I mean, you know, look, and some of ours are 20.

[00:36:14] Tracy Hayes: Mm-hmm.

[00:36:14] Holly Frandsen: You know, some are so low. But once you get, especially if you were to go on a viral video, and like I said, that video was not fancy. We shot it ourselves. We each took turns shooting each other.

[00:36:23] Tracy Hayes: Mm-hmm.

[00:36:23] Holly Frandsen: It wasn't fancy at all, but it was exactly what buyers are looking for right now. And once you just play off that, consistency shows up.

So every single day after that, I'm posting a reel. It could be a house tour. It can be about a, you know, a feature in Avondale. It doesn't really matter. You just put those points, you know—

[00:36:42] Tracy Hayes: Right.

[00:36:42] Holly Frandsen: —whether it's text or something.

[00:36:42] Tracy Hayes: What people are looking for now. That's an interesting thing because there are services out there that'll help you with that.

Now, I get, like, I get hits all the time, like people wanna produce the show, and are like, "Hey, we can excite your YouTube." I know you're out there, but obviously there's a cost to it.

[00:36:57] Holly Frandsen: Of course.

[00:36:57] Tracy Hayes: What are you using, [00:37:00] besides, obviously, because I think it's hard for someone to just sit down right now and say, "Hey, let's make a list. What is everyone looking for?"

And we might come up with, right away, come up with two or three, like, right off the top of our head.

[00:37:15] Holly Frandsen: Yeah.

[00:37:15] Tracy Hayes: But then all of a sudden it's like writer's cramp.

[00:37:17] Holly Frandsen: Yeah.

[00:37:17] Tracy Hayes: We can't, like, well, what's the fifth thing that a lot of people are looking for right now?

[00:37:22] Holly Frandsen: Yeah.

[00:37:22] Tracy Hayes: Versus either hiring or knowing how to go to Google and these other places—

[00:37:28] Holly Frandsen: Mm.

[00:37:28] Tracy Hayes: —where you can find what are people in St. Johns County, or in Clay County, or Jacksonville, what are they looking for? What are those key, like, large lot, right?

[00:37:36] Holly Frandsen: Yeah.

[00:37:36] Tracy Hayes: The one-acre lot, right?

[00:37:38] Holly Frandsen: Yeah.

[00:37:38] Tracy Hayes: That's gonna catch attention.

[00:37:40] Holly Frandsen: Yeah.

[00:37:40] Tracy Hayes: Not necessarily they're gonna buy one, 'cause when they see the price, they might back down to the half-acre—

[00:37:45] Holly Frandsen: A little bit, yeah.

[00:37:45] Tracy Hayes: —or, like, that thing. But it attracts attention.

[00:37:45] Holly Frandsen: Of course.

[00:37:45] Tracy Hayes: Where are you getting that information? What would you advise someone who's listening right now, from a social media—

[00:37:50] Holly Frandsen: Yeah.

[00:37:51] Tracy Hayes: —to find these keywords and phrases to make sure when they are doing their video, they're mentioning them and obviously putting them in the caption?

[00:37:57] Holly Frandsen: Yeah, so honestly, where we're mainly getting [00:38:00] them from are our buyers, our people.

I've spent a lot of time on social media looking to see what other agents outside the area are doing and what, you know, how can we kind of mix that to be in our area.

But when we see, like, by our buyers, like, "Ugh, I'm so tired of these one, you know, these small, tiny lots," boom. I know, okay, a lot of people are starting to look for the bigger lots.

A lot of them still, "I'm afraid to buy. I can't, the interest rate's kind of scaring me." So we're like, "Okay, well, new construction's still offering a lot of incentives. Let's feature some of those incentives that they're offering."

We really just listen to exactly what—

[00:38:32] Tracy Hayes: They're looking for. So you got an existing home.

[00:38:34] Holly Frandsen: Yeah.

[00:38:34] Tracy Hayes: You know the builder's offering this, that, or the other thing.

[00:38:37] Holly Frandsen: Yeah.

[00:38:37] Tracy Hayes: It's competition. You're building that. You're maybe taking something from them—

[00:38:40] Holly Frandsen: Mm-hmm.

[00:38:40] Tracy Hayes: —and putting it into your listing description.

[00:38:44] Holly Frandsen: Yeah.

[00:38:44] Tracy Hayes: You're putting it into your videos. "Hey, the buyer's willing to," you know, you are paying closing costs. Maybe that's, you know—

[00:38:52] Holly Frandsen: Exactly.

[00:38:52] Tracy Hayes: —especially for first-time home buyers, that's an attractive thing. So saying something in that regard—

[00:38:56] Holly Frandsen: Yeah.

[00:38:56] Tracy Hayes: —that the buyer, you know, that is matching what the builders are doing, so you might get some—

[00:38:59] Holly Frandsen: Catch some of those—

[00:38:59] Tracy Hayes: —flow over.

[00:38:59] Holly Frandsen: [00:39:00] Yeah. Yeah, absolutely. And then, for, like you said in the examples, if it's an older home in a larger lot, boom, larger lot in caps. Gotta push on that.

In the beginning of my listing—

[00:39:10] Tracy Hayes: Yeah.

[00:39:10] Holly Frandsen: —you know, in the beginning of my, um, the comment section, whatever attracts them.

For example, we have one, a condo that's listed right now, preserved—so it's literally expansive preserved views out of every single window in the condo, and kind of hard to find off Beach Boulevard.

[00:39:20] Tracy Hayes: Mm-hmm.

[00:39:20] Holly Frandsen: So yeah, we really just put those, honestly, right up front and sometimes in caps in those, in our public remarks.

[00:39:26] Tracy Hayes: So key highlights. Consistently—

[00:39:30] Holly Frandsen: Consistency.

[00:39:30] Tracy Hayes: —captions in, in, in your verbals.

[00:39:33] Holly Frandsen: Yep.

[00:39:33] Tracy Hayes: Putting them out there consistently in everything you do. You gotta keep hitting that, hitting that—

[00:39:37] Holly Frandsen: Yeah.

[00:39:37] Tracy Hayes: —it's not a pain point, but it's the highlight point.

[00:39:39] Holly Frandsen: Yeah.

[00:39:39] Tracy Hayes: And keep hitting it, keep hitting it, 'cause that's what—

[00:39:41] Holly Frandsen: It can even be the area.

[00:39:42] Tracy Hayes: 'Cause, 'cause that's why someone is likely—

[00:39:44] Holly Frandsen: Mm-hmm.

[00:39:44] Tracy Hayes: —to buy it, is because of the larger lot.

[00:39:47] Holly Frandsen: Exactly.

[00:39:47] Tracy Hayes: Or, hey, the view.

[00:39:49] Holly Frandsen: You push that selling point.

[00:39:50] Tracy Hayes: The view's important.

[00:39:50] Holly Frandsen: Exactly. If it's a pond view, I mean, water view, pond view, whatever, and you make, you can even make that picture your very first picture. It doesn't have to be the front of the house.

[00:39:57] Tracy Hayes: Right.

[00:39:58] Holly Frandsen: You think about what buyers want [00:40:00] and kind of twist that into your listing and see how you can attract that buyer, like you said, with those keywords, with, in the description, the pictures, everything, even, you know, when it comes to social media marketing.

[00:40:09] Tracy Hayes: It's a habit we don't have yet. I'm trying to do it a little bit, but I have always thought for years that agents should keep a, literally a journal on every one of their clients.

[00:40:22] Holly Frandsen: Yeah.

[00:40:22] Tracy Hayes: What questions did they ask you?

[00:40:23] Tracy Hayes: Now, with today, you can, you know, you can on your phone, or you can buy that pocket thing, attaches to your—

[00:40:31] Holly Frandsen: Yep.

[00:40:31] Tracy Hayes: —attach it to your phone or just hold it in your hand and just record that.

[00:40:35] Holly Frandsen: Yep.

[00:40:35] Tracy Hayes: You hook it up to your computer, and you're downloading it into your AI, but creating that project in ChatGPT or Claude or whatever, of my clients.

[00:40:48] Holly Frandsen: Yeah.

[00:40:48] Tracy Hayes: And just talking to it. "Today I had a client, and these are the questions it asked."

[00:40:54] Holly Frandsen: Yeah.

[00:40:54] Tracy Hayes: "Great. I'll tell you more later." Go on to... But it's starting to, storing all those things.

[00:40:58] Holly Frandsen: Mm-hmm.

[00:40:58] Tracy Hayes: It's gonna find the commonalities.

[00:41:00] Holly Frandsen: Yeah.

[00:41:00] Tracy Hayes: You know, "Hey, based over the last, you know, all the clients that I've given you and told you their stories, what do you think is the, uh, the—

[00:41:09] Holly Frandsen: Key pain point, key need?

[00:41:11] Tracy Hayes: Yeah. Or whatever.

[00:41:12] Holly Frandsen: Yeah.

[00:41:12] Tracy Hayes: Whatever it is. And I think, again, that's time. It's consistency.

[00:41:17] Holly Frandsen: Yeah.

[00:41:17] Tracy Hayes: It goes back, but it's gonna get you to that point where I think any age, anyone getting in the business now, in any business, it doesn't matter. Sales, if you do these three things, and you do them consistently in X amount of period of time, you will—

[00:41:24] Holly Frandsen: Will go—

[00:41:24] Tracy Hayes: —have the success.

[00:41:25] Holly Frandsen: Yeah.

[00:41:25] Tracy Hayes: Or you'll lose this weight, whatever it is.

[00:41:28] Holly Frandsen: Yep.

[00:41:28] Tracy Hayes: People will buy into that program.

[00:41:30] Holly Frandsen: Yeah.

[00:41:30] Tracy Hayes: And that's what you're, you know, you're training your AI to do, is basically tell you every day, "Hey, this is the house. What do you think are the key points based on—we know what everybody's asking—

[00:41:41] Holly Frandsen: Yeah.

[00:41:41] Tracy Hayes: —because I've told you what everybody's asked me," and it's gonna tell you what to do.

[00:41:43] Holly Frandsen: Yeah, so we actually keep a lot of notes in our CRM system. So even if it goes to the point of where we meet people and we, you know, we meet them at an open house. They have four or five kids. This is what they're looking for, yada, yada, yada.

[00:41:53] Tracy Hayes: Mm-hmm.

[00:41:54] Holly Frandsen: We ask all those, a little bit of those personal questions when we first meet people. And when it comes to buyers and listings, [00:42:00] listening to what agents' feedback are, and we're putting that in there.

Now, we've started dabbling in Claude, but really starting to find those pain points and use it to your advantage.

I mean, if AI's out there ready to help you, like you said, find those commonalities and let it do it for you.

[00:42:15] Tracy Hayes: If you are not using Claude extension—

[00:42:17] Holly Frandsen: Yeah.

[00:42:17] Tracy Hayes: —you're, you're silly. I just have to—

[00:42:19] Holly Frandsen: Truly, yeah.

[00:42:20] Tracy Hayes: I—it's growing. I've got a, actually, it's probably done.

[00:42:22] Holly Frandsen: Yeah.

[00:42:22] Tracy Hayes: I get three blog posts from Read Tomato, we'll give them their drop—

[00:42:25] Holly Frandsen: Yeah.

[00:42:25] Tracy Hayes: —here, from every show. If I give them the transcripts—

[00:42:29] Holly Frandsen: Yeah.

[00:42:29] Tracy Hayes: —uploaded, their system spits me back, you know, within an hour, three just amazing blogs.

[00:42:35] Holly Frandsen: Mm-hmm.

[00:42:35] Tracy Hayes: They're getting better and better every time.

But I go onto the site that holds the podcast's website—

[00:42:42] Holly Frandsen: Okay.

[00:42:43] Tracy Hayes: —has a blog section.

[00:42:43] Holly Frandsen: Okay.

[00:42:44] Tracy Hayes: I go on there, literally just attach the Claude extension. I put in, when I pull up the page, it has the three blogs on it. From there, I just give that link, said, "Hey, here they are in Read Tomato. Here's the link. Go ahead and fill it," 'cause there's... You're putting in not only the blog, [00:43:00] you know, cut and pasting—

[00:43:01] Holly Frandsen: Yeah.

[00:43:01] Tracy Hayes: —the title. You know, I authored it. It's doing these little things that obviously takes me time, but I could be doing that and then I'm over here talking to you.

[00:43:08] Holly Frandsen: Yeah.

[00:43:08] Tracy Hayes: Over there—

[00:43:09] Holly Frandsen: Yeah.

[00:43:09] Tracy Hayes: —doing that right now.

[00:43:09] Holly Frandsen: It does the work for you.

[00:43:10] Tracy Hayes: Yeah. Yeah. And it'll do it on... It'll... I told people, "You don't think your LinkedIn's great? You don't have a LinkedIn? Pull up an account on LinkedIn—

[00:43:18] Holly Frandsen: Yeah.

[00:43:18] Tracy Hayes: —attach Claude extension. Tell him, 'What do I need to make this a great LinkedIn?'"

[00:43:22] Holly Frandsen: Yeah.

[00:43:22] Tracy Hayes: And it will, it will do it. And if it knows enough about you, it'll write your bio and everything else for you.

[00:43:25] Holly Frandsen: Absolutely. Yeah. And it, also when it comes to, like, your marketing plan, things like that, whether it's...

For example, I just did one kind of recently, and it was like a 30-day reels, ideas of reels, and it spits out, based on the six pain points I put in, it spits out ideas for 30 days straight of reels. And some of them are you on camera, some of them are just a plain, like, a video of the house and text over top of it.

You can get as detail-oriented as you want on Claude, and it is proving to help our automation significantly.

[00:43:50] Tracy Hayes: Yeah. I would even... You know, I was having a discussion, I think I was actually... Which I have ChatGPT and Claude.

[00:43:56] Holly Frandsen: Yeah.

[00:43:56] Tracy Hayes: I go back and forth a little bit.

[00:43:58] Holly Frandsen: Yeah.

[00:43:58] Tracy Hayes: With ChatGPT about, you know, one of the [00:44:00] ideas, a meeting that we have this afternoon, and I'm going through it. "What are these things?" And it is—you're conversing with someone who's pulling data from everywhere.

[00:44:10] Holly Frandsen: Mm-hmm.

[00:44:10] Tracy Hayes: Do you have to verify the data or cross-reference? Go a little deeper on that.

[00:44:15] Holly Frandsen: Yeah.

[00:44:15] Tracy Hayes: These are great. These 10 ideas are great, but the other, we need to go deeper.

[00:44:20] Holly Frandsen: Yeah.

[00:44:20] Tracy Hayes: Rethink those—

[00:44:21] Holly Frandsen: Yeah.

[00:44:21] Tracy Hayes: —and, uh, you know, make them more St. Johns County-friendly or—

[00:44:25] Holly Frandsen: Yeah.

[00:44:25] Tracy Hayes: —whatever you wanna say. And, you know, it will give you more. It'll just move your day along a lot quicker.

[00:44:27] Holly Frandsen: It will. The more detail-oriented, the better.

[00:44:32] Tracy Hayes: Yeah.

[00:44:32] Holly Frandsen: Um, if you wanna focus on St. Johns or Clay, we kind of switch ours up a little bit, if we have stuff at the beach.

When you ask the first question, put every single detail in there you can think of, and you'll be very surprised by the answer.

[00:44:39] Tracy Hayes: The more you put in, the better input—

[00:44:42] Holly Frandsen: Yeah.

[00:44:42] Tracy Hayes: —and fine-tune the input will be out.

[00:44:45] Holly Frandsen: Yeah.

[00:44:45] Tracy Hayes: Don't always just accept that input.

[00:44:46] Holly Frandsen: No.

[00:44:46] Tracy Hayes: Sometimes you have to challenge—

[00:44:47] Holly Frandsen: It. Ask questions and more, yeah.

[00:44:48] Tracy Hayes: There's many times it spit out something. I said, "You sure about that?"

[00:44:51] Holly Frandsen: Yep.

[00:44:51] Tracy Hayes: It's like, "Oh, you know what? You are right."

[00:44:53] Holly Frandsen: Yeah.

[00:44:53] Tracy Hayes: Yeah. And then, I—then it corrects itself.

[00:44:55] Holly Frandsen: Exactly.

[00:44:56] Tracy Hayes: Right? It's—

[00:44:56] Holly Frandsen: Or if you, you know, if you see one of the six pain points and you're like, "Eh, I don't really like one of those," and it's like, switch out, [00:45:00] you know—

[00:45:00] Tracy Hayes: Yeah.

[00:45:00] Holly Frandsen: —this for that, and it will rearrange the entire thing.

[00:45:03] Tracy Hayes: Are these best six?

[00:45:05] Holly Frandsen: Yeah.

[00:45:05] Tracy Hayes: The best six. Might give it 10 and say, "Give me the best—

[00:45:07] Holly Frandsen: Six. Or it may be like you're trying to get listings. Are these the top, what are the top keywords that—

[00:45:11] Tracy Hayes: Mm-hmm.

[00:45:11] Holly Frandsen: —you know, people who are looking to sell their house are looking for on the internet?

[00:45:14] Tracy Hayes: Yep. All right. We're gonna get into—

[00:45:17] Holly Frandsen: Yeah.

[00:45:17] Tracy Hayes: —deeper in, just Read Tomato out. retomato.com. My friend Jim Cronin is a co-founder.

They are, like I said, they, for years they did blogs, then to websites. Now they're doing blogs and websites, 'cause it's back in.

And to me, if you are an agent today, and you're just tagging on, which I know a lot of your Christie's buddies, they just have their Christie's tag on, probably a lot of the agents out there, because they got away from websites.

[00:45:44] Holly Frandsen: Mm-hmm.

[00:45:44] Tracy Hayes: And unfortunately, that website is letting you blog, you are not going to get the AI search findability.

[00:45:52] Holly Frandsen: Yeah.

[00:45:52] Tracy Hayes: And the second thing is, and this is, Jim and I—Jim said this the last week, and I thought this was so important. There's so much AI slop [00:46:00] out there.

[00:46:00] Holly Frandsen: 100%.

[00:46:00] Tracy Hayes: And I have to say, when, when I had—when I said, "Hey, you know, I need to be using my blog tab here on the website," I started just uploading the transcript and say, "Hey, create me a blog promoting Holly," whatever, and it would create this blog.

[00:46:15] Holly Frandsen: Yeah.

[00:46:15] Tracy Hayes: But it's just AI slop.

[00:46:17] Holly Frandsen: Yeah.

[00:46:17] Tracy Hayes: And until you start really fine-tuning it and really, you know, why would someone cite you? Because I'm talking about St. Johns County, I'm talking about this subdivision—

[00:46:29] Holly Frandsen: Keywords.

[00:46:29] Tracy Hayes: —it's Clay County, this subdivision. We're talking about insurance in Florida. Those are, you know, those are all key—

[00:46:35] Holly Frandsen: Yeah.

[00:46:35] Tracy Hayes: —things that people are searching, and now your blog is going to be cited because it's actually you talking about...

And that's the thing great about the blogs, if you go onto my site or my LinkedIn, you will see blogs from the show, and there's quotes in there.

[00:46:48] Holly Frandsen: Yeah.

[00:46:48] Tracy Hayes: There's nothing stronger than a quote, and to have this little paragraph that's actually someone's word. That's what it's looking for—

[00:46:48] Holly Frandsen: Yeah.

[00:46:48] Tracy Hayes: —and hyper-local when it comes to real estate.

[00:46:50] Holly Frandsen: Yeah. Yeah. We are starting to bring blogs back, our own, you know, in our own marketing plan, just for our growth. But like you said, keywords are most important.

And when you're using those keywords [00:47:00] on your website, it can be on your website text, and then you are also starting to see it.

And then you include it in your social media links, and those links are also linked to website. It all starts working together.

You'd be surprised how smart that algorithm is, that it just all flows. You know, you're gonna start coming up. It could be your Instagram showing up first before your website. It might, you know, depends the keyword, but keywords are extremely—

[00:47:20] Tracy Hayes: Yeah.

[00:47:20] Holly Frandsen: —important in this market.

[00:47:21] Tracy Hayes: Zillow is not gonna be able to do that. The homes.com—

[00:47:24] Holly Frandsen: Yeah.

[00:47:24] Tracy Hayes: —they are not hyper-local—

[00:47:26] Holly Frandsen: Yep.

[00:47:26] Tracy Hayes: —on the ground. I even, I even recommend if, you know, like even on the show, if you're telling a story, even mention the street.

[00:47:33] Holly Frandsen: Yeah.

[00:47:34] Tracy Hayes: 'Cause you just know when it's gonna connect—

[00:47:36] Holly Frandsen: To something.

[00:47:36] Tracy Hayes: —those things, that it's gonna say, "Oh, so-and-so's asking about this, this street—

[00:47:40] Holly Frandsen: Exactly.

[00:47:40] Tracy Hayes: —in this subdivision." Those puzzle pieces. "Oh, Holly's talking about it in this article."

[00:47:43] Holly Frandsen: Yeah.

[00:47:43] Tracy Hayes: Yeah.

[00:47:43] Holly Frandsen: I mean, I keep going back with that video that we—that became a hit. We are getting people all over.

Like, it was mainly Northeast. When they heard St. Johns County, I think we said top school districts, one-acre lots, bam.

[00:47:54] Tracy Hayes: Yeah.

[00:47:55] Holly Frandsen: We were getting a—

[00:47:55] Tracy Hayes: And those are actually very broad.

[00:47:57] Holly Frandsen: They're broad. Those are broad. Broad. And when we say, "Top district [00:48:00] in Florida," you know, St. Johns County, neighborhood feel, we're—people still want... Again, go back to kind of what people want.

[00:48:08] Tracy Hayes: Mm.

[00:48:08] Holly Frandsen: But when you hit those keywords, and bam, bam, bam, it was nothing fancy, but it starts connecting.

[00:48:11] Tracy Hayes: Yeah. Well, and if you wanna test, if you're listening and you wanna test, you're like, "What's Tracy talking about?" Go into AI.

[00:48:19] Holly Frandsen: Yep.

[00:48:19] Tracy Hayes: And it could be just Gemini, and you go to Google and click the AI ver—you know, go to Gemini, and ask it about, you know, uh, the one thing—Jim, you know, when Jim and I were talking about this a week ago, and then what he's doing, he went in and went into World Golf Village.

Well, there's an agent in World Golf Village who is blogging about everything in World Golf Village, and he was cited numerous times.

[00:48:40] Holly Frandsen: Yeah.

[00:48:40] Tracy Hayes: His link to his site was cited several times in that because he's talking specifically about things in World Golf Village—

[00:48:47] Holly Frandsen: Yeah.

[00:48:47] Tracy Hayes: —that, you know, we were asking about, and—

[00:48:50] Holly Frandsen: Yeah, and it's funny, 'cause when that stuff starts to, you'll start to see, like, he might not be a big, big agent.

[00:48:55] Tracy Hayes: Mm-hmm.

[00:48:55] Holly Frandsen: But when you first saw the website, okay, and then all of a sudden you're [00:49:00] starting to see his stuff more and more. Whether you live local or not, you're starting to see it, "Oh, that's so-and-so's sign. Oh, that's his Instagram. Oh, that's his Instagram." It's weird, but it all starts to flow.

[00:49:07] Tracy Hayes: Yeah.

[00:49:08] Holly Frandsen: Yeah.

[00:49:08] Tracy Hayes: Yeah. That's amazing stuff.

[00:49:09] Holly Frandsen: Yeah.

[00:49:09] Tracy Hayes: All right. Let's get into the questions. So, I do with all the agents that I've been, basically, I think, I know roughly the last 15 or so, as some of you have been listening, Holly filled out this questionnaire about her business.

We put it into Read Tomato's Hot Take, and it spits out some questions that are gonna help us create great blogs.

And even the shorts, my shorts are actually probably doubled in the amount of clicks.

[00:49:36] Holly Frandsen: Yeah.

[00:49:36] Tracy Hayes: Now, I haven't gotten anything with 40,000, but they've clicked it because they're more focused. They're hearing, it's now clipping me asking this question—

[00:49:46] Holly Frandsen: Yeah.

[00:49:46] Tracy Hayes: —then you answering it, which I tell agents all the time, take these clips and put them right on your website—

[00:49:52] Holly Frandsen: Absolutely.

[00:49:52] Tracy Hayes: —'cause it, that's gonna match, 'cause people are asking that question, and you're now answering it in the video in your own expression—

[00:49:58] Holly Frandsen: Yeah.

[00:49:58] Tracy Hayes: —naturally, without any—we're scripted. No. Yeah. Holly does not have a—I have a script—

[00:49:59] Holly Frandsen: No, I don't.

[00:49:59] Tracy Hayes: —but Holly does not have a script.

All right. When the [00:50:00] seller is interviewing agents and trying to figure out who actually knows how to market versus who just knows how to list one—

[00:50:07] Holly Frandsen: Yes.

[00:50:07] Tracy Hayes: —what should they be asking?

[00:50:09] Holly Frandsen: I would be asking, "Where are you marketing? Where are you gonna market my listing?" And you'd be—a lot of people are gonna say Zillow, and they're gonna say the sites that pull straight from the MLS.

Really, I think it's asking the detail-oriented questions. How many are gonna see my, you know, see my house? And it's not just on email. We always say, like, originally there was 12,000 agents or so in Northeast Florida, so at minimum, you know, 10 or so thousand agents should be seeing your listing.

That's just totally from our email database. And we show growth of our social media. You can pull numbers. People need to see numbers.

So I think the main thing being is where, where and how are you going to list—when you list my house, where are you listing it and how are you promoting it?

[00:50:48] Tracy Hayes: Yeah.

[00:50:49] Holly Frandsen: Yeah.

[00:50:49] Tracy Hayes: You still wanna mention that it's going out to those places—

[00:50:53] Holly Frandsen: Absolutely.

[00:50:53] Tracy Hayes: —'cause people will assume, "Oh, they didn't say that, but the other guy said Zillow. That's big. I better go there."

[00:50:56] Holly Frandsen: When you present, and too, and give those detail-oriented answers, you [00:51:00] know?

[00:51:00] Tracy Hayes: Yeah.

[00:51:00] Holly Frandsen: Expect your—go in expecting, you know, a seller to not know anything about it and—

[00:51:04] Tracy Hayes: Educate them. These are the standard options—

[00:51:06] Holly Frandsen: Yep.

[00:51:06] Tracy Hayes: —come with the package.

[00:51:07] Holly Frandsen: Yeah.

[00:51:07] Tracy Hayes: That's Zillow—

[00:51:08] Holly Frandsen: Yeah.

[00:51:08] Tracy Hayes: —and the MLS, and all those other—

[00:51:10] Holly Frandsen: Things. Yeah.

[00:51:10] Tracy Hayes: And here's our video. But I'm going to do this, I'm going—

[00:51:11] Holly Frandsen: Absolutely.

[00:51:12] Tracy Hayes: What did your sports marketing background teach you about that difference that most agents in the market simply do not have?

[00:51:20] Holly Frandsen: Other than, mm-hmm, I would say mostly, honestly, something doesn't work, figure out a way to make it work.

You know, when you put those blinders on and you're not comparing yourself to everybody else, you really start seeing the numbers. You start seeing, you know, why a listing's not working versus why a listing is working. Is it price? Is it marketing? And really getting down to the nitty-gritty.

And the other thing I would say is be authentic, because if you're not gonna be yourself, you're selling—you’re selling a, how do I say this? It's like an incorrect, you know, vision to somebody else.

[00:51:51] Tracy Hayes: Mm.

[00:51:51] Holly Frandsen: They, you know, I'm going in and I'm gonna do everything I can to real—you know, that grit's there.

[00:51:56] Tracy Hayes: Yeah.

[00:51:56] Holly Frandsen: I'm not giving up no matter what. Even if it's a price drop here or there, [00:52:00] I will pivot.

We've done, I bring it back in, but we've done, like, coffee trucks at open houses before when we weren't getting a lot of traction at open houses. We figure out a way, regardless. Figure out how to win.

[00:52:09] Tracy Hayes: Yeah. You have to foreshadow—

[00:52:11] Holly Frandsen: Yeah.

[00:52:11] Tracy Hayes: —this with your clients.

[00:52:13] Holly Frandsen: Mm-hmm.

[00:52:13] Tracy Hayes: This is what I'm going to do.

[00:52:16] Holly Frandsen: Yes. Yes.

[00:52:16] Tracy Hayes: Yeah. If it doesn't move, this is step number two.

[00:52:19] Holly Frandsen: Absolutely.

[00:52:19] Tracy Hayes: You've gotta present a plan—

[00:52:20] Holly Frandsen: Yeah.

[00:52:20] Tracy Hayes: —that, we may get called, come out and fall on our face, or we may come out and get 11 offers in the first week.

[00:52:25] Holly Frandsen: Yeah.

[00:52:25] Tracy Hayes: You know?

[00:52:25] Holly Frandsen: Exactly. I think it's being that authentic. Also telling people, don't always tell people what you wanna hear. Tell them the truth, you know?

[00:52:31] Tracy Hayes: Well, it goes back to the know, like, and trust. That's 'cause you said, you know, being authentic. If you're not authentic, people will read right through you.

[00:52:38] Holly Frandsen: Absolutely.

[00:52:38] Tracy Hayes: And if they don't read right through you initially—

[00:52:41] Holly Frandsen: They'll do it.

[00:52:41] Tracy Hayes: They'll find out you're not being authentic—

[00:52:44] Holly Frandsen: 100%.

[00:52:44] Tracy Hayes: —and then they're really upset.

[00:52:45] Holly Frandsen: Absolutely.

[00:52:45] Tracy Hayes: They, they are upset about themselves.

[00:52:46] Holly Frandsen: Yeah.

[00:52:47] Tracy Hayes: When a client hires The Frandsen Team in today's market, where deals are more fragile and timelines—

[00:52:54] Holly Frandsen: Mm.

[00:52:54] Tracy Hayes: —are less forgiving, what does the actual division of roles look like?

We talked [00:53:00] about this a little bit earlier. You are, because we went off on the social media tangent—

[00:53:05] Holly Frandsen: Yeah.

[00:53:05] Tracy Hayes: —'cause that, the marketing part is your thing.

What are you guys doing through the process? Because, you know, we can assume everybody knows, but you, there's obviously, from an appraisal or the home inspection, you know, maybe repairs are being done. Are you guys just tag teaming—

[00:53:20] Holly Frandsen: Yeah.

[00:53:20] Tracy Hayes: —on the same, so like, who has time to do this, to get over here, and that sort of thing?

[00:53:24] Holly Frandsen: Yes and no. Certain things, like when it comes to the marketing, I handle majority of that kind of stuff. She handles a lot of the detail-oriented. If things come up in the contract, issues, she is, you know, she knows that contract through and through.

I would say we stay in our—I wouldn't say stay in our—we work side by side on every deal. Even showings, we try to both show up to. And, you know, it could be a younger family, and I relate a little bit to them. Or it might be someone who is in the retiring, downsizing phase. She relates to them.

We just really use our strengths—

[00:53:51] Tracy Hayes: Mm-hmm.

[00:53:51] Holly Frandsen: —as the deal progresses, if that makes sense.

[00:53:53] Tracy Hayes: Do people bond with you 'cause when you tell them that, "This is my mother-in-law?"

[00:53:56] Holly Frandsen: Yeah.

[00:53:56] Tracy Hayes: Yeah.

[00:53:57] Holly Frandsen: Yeah, because people are like, "Wait, what?"

[00:53:58] Tracy Hayes: Yeah.

[00:54:00] Holly Frandsen: Yeah. Yeah. So, you know, that's why I joke when we say that, "If we can work together, imagine how we can sell your house."

[00:54:04] Tracy Hayes: Yeah. Like—

[00:54:05] Holly Frandsen: You know, be successful.

[00:54:06] Tracy Hayes: This next question, I call this the cocktail hour social question—

[00:54:11] Holly Frandsen: Yeah.

[00:54:11] Tracy Hayes: —or maybe you're at a barbecue, whatever, 'cause obviously everyone, you know, they know you're in real estate. Everyone can talk something about real estate or, you know, you don't have to be in real estate to talk about, you know, the road going in or whatever it is, and 'cause it all relates.

[00:54:29] Holly Frandsen: Yeah.

[00:54:29] Tracy Hayes: But a situation you've had on a recent deal, you and Tracy had, that sticks with you, that story that maybe that crazy, or that crazy negotiation that you had, that you're like everyone was hitting the ceiling, but you were able to, you know, pull it in, or maybe it failed, I don't know.

But give us one of those, one of those cocktail stories.

[00:54:47] Holly Frandsen: I think the one, I honestly say it, it had to do with another, a not-so-seasoned agent. This is a big thing about working collaboratively with agents in the area and building those—

[00:54:58] Tracy Hayes: And while you're at Christie's.

[00:54:59] Holly Frandsen: Yes.

[00:54:59] Tracy Hayes: [00:55:00] Because you are around a—

[00:55:00] Holly Frandsen: Yes.

[00:55:00] Tracy Hayes: —lot of seasoned agents.

[00:55:02] Holly Frandsen: Absolutely. Yeah. And one thing, everyone kind of wants you to do well. One thing that happened kind of recently, we had a listing that was kind of sitting a while.

We went to our accountability group, kind of got ideas on how we should market a little bit differently, a bit, you know, catch people's eye a little bit more, and this one ended up having to be, um, different mailers. Just listed, under contract, now it's sold.

They got my, or our mailer within three, you know, in a month and a half, they saw three mailers from us, and then they, then they start saying, "Oh, wait, she might live in the neighborhood," things like that. So it connects all the dots once they start seeing it more and more.

[00:55:37] Tracy Hayes: Yeah.

[00:55:38] Holly Frandsen: Yeah, but it came from—

[00:55:38] Tracy Hayes: I don't think that was the original story you were going with, but that's... So you're sending your—

[00:55:42] Holly Frandsen: Oh, I did tan—the original, original, I was gonna say—

[00:55:45] Tracy Hayes: What was your original thought on the cocktail story? It was—

[00:55:47] Holly Frandsen: It was gonna be, there was an agent years ago, we had just started with Christie's. It was a deal that we had listed, and the agent just came in bulldog, guns blazing. There was no [00:56:00] relationship. Did not care about our, you know, making it work. He compared—only wanted the deal to work, and we kind of had to tag team it, Tracy and I, one of us good cop, bad cop, because it started getting really aggressive, and it was, "Whoa, whoa, whoa." So we kind of play onto that.

[00:56:14] Tracy Hayes: This person was with Christie's?

[00:56:16] Holly Frandsen: No, no, no, no.

[00:56:16] Tracy Hayes: No, no, no, no. Okay. Gosh, no. I was gonna say, yeah.

[00:56:17] Holly Frandsen: No.

[00:56:18] Tracy Hayes: Corey would've had a session with him.

[00:56:19] Holly Frandsen: Correct. That would've never happened.

But we kind of had—she, even Tracy was like, "I've never seen this happen in my whole career," you know, 15 years at that point.

[00:56:30] Tracy Hayes: Mm.

[00:56:30] Holly Frandsen: So we kind of had to bounce off each other. I won't go into detail in here on everything that was said, but was—

[00:56:32] Tracy Hayes: But yeah.

[00:56:32] Holly Frandsen: —not nice to Tracy and I, and it was, she—

[00:56:32] Tracy Hayes: This is a common topic, though. This is a common—everyone that's in here, everyone's a producing agent.

[00:56:38] Holly Frandsen: Yeah.

[00:56:38] Tracy Hayes: They're doing this stuff, and everyone has one of these stories.

[00:56:40] Holly Frandsen: Yeah.

[00:56:40] Tracy Hayes: And I can't believe it's the same agent that they're all talking about.

[00:56:43] Holly Frandsen: Yeah.

[00:56:44] Tracy Hayes: And it's like they think they've got this special—it's a house, dude.

[00:56:48] Holly Frandsen: It's a house.

[00:56:49] Tracy Hayes: Now, it may be unique, but the price point and so forth is only unique to a few people.

[00:56:53] Holly Frandsen: Exactly.

[00:56:54] Tracy Hayes: You gotta find those few people.

[00:56:56] Holly Frandsen: Yeah.

[00:56:56] Tracy Hayes: Right now you got someone on the hook. Why are you being a jerk?

[00:56:58] Holly Frandsen: Yeah.

[00:56:59] Tracy Hayes: Yeah.

[00:56:59] Holly Frandsen: And it was, [00:57:00] a big thing is, like, working together in this industry, whether it's cocktail hour, you know, happy hours, things like that, building those relationships—

[00:57:06] Tracy Hayes: Mm-hmm.

[00:57:06] Holly Frandsen: —are super important, and I always say Jacksonville's so big. So a lot of times we get referrals from agents out of the beach who don't want to do Clay County.

[00:57:13] Tracy Hayes: Yeah.

[00:57:13] Holly Frandsen: Because we're not far from Clay County.

[00:57:16] Tracy Hayes: Mm-hmm.

[00:57:16] Holly Frandsen: Tracy's in Clay County. So it's all about building relationships, and when you ruin those relationships, you start to get a reputation, unfortunately.

[00:57:23] Tracy Hayes: When, obviously your mother-in-law, Tracy, she had, you know, years in the business before you joined her. What did you, when you guys got to that, you know, talking about the relationship with the agent on the other side, whether it's the selling agent and you're the buyer—

[00:57:39] Holly Frandsen: Yeah. Yeah.

[00:57:39] Tracy Hayes: —or vice versa.

[00:57:40] Holly Frandsen: Yep.

[00:57:40] Tracy Hayes: What did you pick up from her right away, how to talk—

[00:57:41] Holly Frandsen: Yeah.

[00:57:41] Tracy Hayes: —the questions? 'Cause I don't think a lot of agents always have that necessary collaborative approach.

[00:57:49] Holly Frandsen: Mm-hmm.

[00:57:49] Tracy Hayes: But when you listen to some of these top agents on their calls with other agents—

[00:57:54] Holly Frandsen: Mm-hmm.

[00:57:54] Tracy Hayes: —it's like, "Hey, where is your buyer at? What's their sweet spot?"

[00:57:57] Holly Frandsen: Exactly.

[00:57:58] Tracy Hayes: "Let me try to get my buyer to get [00:58:00] that sweet spot," or vice, you know, the seller—

[00:58:03] Holly Frandsen: Yeah.

[00:58:03] Tracy Hayes: —to that sweet spot. When you first came on and started working with her, did, did, did that part kind of like—or was that something natural? Did you, like, start to pick up, okay, wow, this is how this is actually done. This is actually, it's actually not bad when you work like that.

[00:58:15] Holly Frandsen: Yes. I think I picked it up from her, too, 'cause obviously being newer, seeing how, at first you kind of feel like you're in a competition. And then you realize there's enough houses for everybody out here.

[00:58:23] Tracy Hayes: Mm-hmm.

[00:58:23] Holly Frandsen: And a big thing was, like you said, how people worked together. She always was really collaborative with, you know, prior clients. Be like, "Oh, I know that listing agent. Let me see and see where they're at."

But also, she kind of taught me to slow down. I'm sure I'm talking really fast now, too.

[00:58:36] Tracy Hayes: It's good. It's good for the podcast, though. You're welcome. People like, when they're driving, they like people to talk fast. Some people go to one and a half when they're doing their—

[00:58:44] Holly Frandsen: Better.

[00:58:44] Tracy Hayes: —than one, when listening to books or whatever. No, I'm good. Yeah, I'm good.

[00:58:44] Holly Frandsen: Yeah, so she really taught me to slow down. Listen. Listen to the details. Listen to, you know, what they're exactly asking for. Ask those questions that are important to them, whether it, you know, what is important to your seller? Especially the crazy market, what's important to your seller? How quickly do they wanna close? Is it, is [00:59:00] there any wiggle room on price?

When you ask those questions up front, it really helps the whole situation. But I also say, if you ever have questions about something, don't act like you know the answer unless you really know the answer.

[00:59:11] Tracy Hayes: Yeah.

[00:59:11] Holly Frandsen: Don't be afraid to say, "Hey, I am not 100%. Let me confirm before I give you a call back."

[00:59:15] Tracy Hayes: Yeah.

[00:59:16] Holly Frandsen: 'Cause you don't wanna—

[00:59:16] Tracy Hayes: "You know, I'm getting a sense your seller's here. Is that right?"

[00:59:21] Holly Frandsen: Yeah.

[00:59:21] Tracy Hayes: What do you, if you—100%, I think people miss that part—

[00:59:24] Holly Frandsen: Truly.

[00:59:24] Tracy Hayes: —in that conversation, and your negotiations could go so much more smooth.

[00:59:26] Holly Frandsen: Truly.

[00:59:27] Tracy Hayes: Yeah.

[00:59:27] Holly Frandsen: Yeah.

[00:59:27] Tracy Hayes: Yeah. What is the biggest mistake relocating families make before they even talk to you?

[00:59:35] Holly Frandsen: Hmm, that's a good question. I think the biggest mistake would probably be—and you, is this if choosing me as their agent?

[00:59:43] Tracy Hayes: Yeah, I mean, obviously, you know, most consumers today, already online.

[00:59:47] Holly Frandsen: Yep.

[00:59:47] Tracy Hayes: They're already looking at places.

[00:59:49] Holly Frandsen: Mm-hmm.

[00:59:49] Tracy Hayes: Could be a long time before they ever—

[00:59:52] Holly Frandsen: Yeah.

[00:59:52] Tracy Hayes: —are actually at a point of calling a real estate agent.

[00:59:54] Holly Frandsen: Yep.

[00:59:54] Tracy Hayes: You know, what are some of the things that they, you know, probably because they're ill-informed and not [01:00:00] being guided by a real estate agent—

[01:00:01] Holly Frandsen: Yeah, I think choosing—

[01:00:02] Tracy Hayes: —that they're making mistakes, or coming up with assumptions or something that—

[01:00:05] Holly Frandsen: Of course.

[01:00:05] Tracy Hayes: —are not true.

[01:00:06] Holly Frandsen: Yeah. I would say choosing specific areas. I mean, of course it's great to have your outlined areas of what you're looking for, but when you talk to a real estate agent who is local to the Northeast Florida real estate market, they really know the neighborhood.

So you say like, "It's important for our, you know, a lot of outside family activities or neighborhood pools. You know, we really like the golf cart lifestyle," things like that, there are a lot of hidden gems within the Northeast Florida area that agents are the ones that know everything about.

When you're originally saying, "Oh, I'm only doing, you know, only doing Nocatee," hold on, there's a lot more—

[01:00:38] Tracy Hayes: Yeah.

[01:00:38] Holly Frandsen: —that maybe you could get more house for your dollar.

[01:00:41] Tracy Hayes: Yeah. Okay.

[01:00:42] Holly Frandsen: So I think that's important, is listening to your agent.

[01:00:42] Tracy Hayes: Well, you know, that goes back to our whole blogging thing.

[01:00:45] Holly Frandsen: Yeah.

[01:00:46] Tracy Hayes: Nocatee's obviously marketed—

[01:00:48] Holly Frandsen: Very well.

[01:00:48] Tracy Hayes: —that lifestyle—

[01:00:50] Holly Frandsen: Mm-hmm. Yeah.

[01:00:51] Tracy Hayes: Not every neighborhood, St. Johns Golf and Country Club, you can have golf carts too.

[01:00:55] Holly Frandsen: Exactly.

[01:00:55] Tracy Hayes: But is there someone out there marketing that—

[01:00:58] Holly Frandsen: Yep.

[01:00:58] Tracy Hayes: —at the rate that Nocatee is? No.

[01:01:00] Holly Frandsen: Yeah.

[01:01:00] Tracy Hayes: So you would think [01:01:00] Nocatee's the only place.

[01:01:01] Holly Frandsen: Exactly. We have buyers come in that don't—

[01:01:04] Tracy Hayes: Yeah.

[01:01:04] Holly Frandsen: —have never heard of Silverleaf, you know, of Rivertown, St. Johns Golf, and it's all of the same, fits the exact same needs that they're looking for.

[01:01:10] Tracy Hayes: Yeah. Let's, so somewhat similar question—

[01:01:14] Holly Frandsen: Okay.

[01:01:14] Tracy Hayes: —but we're going to take it to Rivertown.

[01:01:15] Holly Frandsen: Okay.

[01:01:15] Tracy Hayes: What does someone researching Rivertown online get completely wrong about what it's actually like to live and buy there?

[01:01:24] Holly Frandsen: I think they think it's way bigger than it is. It kind of has a really small, although it is a master-planned community, and the people, you know, you always hear, "Oh, it's so big." But then you compare it to, like, a Nocatee, it's really not. It's very small.

It kind of has that family-friendly environment. The schools, everything, it kind of feels like a small private school. You all have that same expectation when you move there of why you moved there.

[01:01:44] Tracy Hayes: Mm-hmm.

[01:01:45] Holly Frandsen: And it's really nice to see people within the community, you're all there for the same reason.

[01:01:50] Tracy Hayes: Mm-hmm.

[01:01:50] Holly Frandsen: So when you uphold that, you know, level of expectations, everyone around you tends to do the same. So I think that people really think that it's way, way, way bigger than it really is. It does not feel that big when you get [01:02:00] in there.

[01:02:00] Tracy Hayes: Yeah. I think a lot of people also feel it's out on the edge of the universe.

[01:02:04] Holly Frandsen: Yeah.

[01:02:04] Tracy Hayes: That's not the, I mean—

[01:02:06] Holly Frandsen: No.

[01:02:06] Tracy Hayes: My parents are down in King and Bear now, and I know that was on the edge of the universe—

[01:02:10] Holly Frandsen: At one time.

[01:02:10] Tracy Hayes: —when we first went in. First went in. It was like, "Oh, my God, that's so far out there."

[01:02:15] Holly Frandsen: Yep.

[01:02:15] Tracy Hayes: But now, you know, of course, I know that expressway's gonna allow a lot of people there—

[01:02:20] Holly Frandsen: Absolutely.

[01:02:20] Tracy Hayes: —to be able to jump on there.

From a school standpoint, obviously Bartram Trail High School's—

[01:02:21] Holly Frandsen: Right there.

[01:02:21] Tracy Hayes: —like there. They must be—

[01:02:24] Holly Frandsen: Yeah.

[01:02:24] Tracy Hayes: —slated for some new schools.

[01:02:24] Holly Frandsen: A new school. Last year, Hallows Cove Academy just opened for Rivertown residents only.

[01:02:29] Tracy Hayes: Hall?

[01:02:29] Holly Frandsen: Hallows Cove Academy.

[01:02:30] Tracy Hayes: Hallows Cove.

[01:02:31] Holly Frandsen: Mm-hmm.

[01:02:32] Tracy Hayes: Interesting.

[01:02:32] Holly Frandsen: And on topic of you saying it's kind of, people feel like it's far out, everything is coming.

There's stuff in front of Shearwater. Silverleaf is about to boom. You're about 10, 15 minutes from everything, so—

[01:02:43] Tracy Hayes: Yeah.

[01:02:44] Holly Frandsen: —it's kind of nice that you're not on top of everything when you're in Rivertown. It doesn't feel like you're being consumed by, you know, all the stores. But they are gonna be about 10, 15 minutes from you.

[01:02:53] Tracy Hayes: Yeah, yeah. And we know Publix is right there, don't we?

[01:02:55] Holly Frandsen: You know Publix—

[01:02:56] Tracy Hayes: —right there. Right? That's what amazes me about [01:03:00] 210. Literally from my, from St. Johns Golf and Country Club, there is a—

[01:03:05] Holly Frandsen: There's a good handful.

[01:03:05] Tracy Hayes: —one, two, three now—

[01:03:07] Holly Frandsen: Yep.

[01:03:07] Tracy Hayes: —'cause of Silverleaf, Publix within three miles? Is it even that far? And you're getting one—

[01:03:10] Holly Frandsen: In Longleaf now, too.

[01:03:12] Tracy Hayes: Yeah.

[01:03:12] Holly Frandsen: Right in Durbin.

[01:03:14] Tracy Hayes: Yeah. What most buyers when you show them what Eagle Harbor actually delivers for the price?

[01:03:21] Holly Frandsen: I think people are surprised. It's kind of hidden back there a little bit.

When you see all the amenities that they have as well as the price point, and the schools alone, I think they really don't understand how much you actually get, you know what I mean, community-wise.

You get those pools. You have access to the golf, golf course. There's so many events that go on for the community, just building relationships. I think that they don't understand, or looking from the outside—

[01:03:44] Tracy Hayes: Mm.

[01:03:44] Holly Frandsen: —how much there actually is on the inside.

[01:03:45] Tracy Hayes: It's overlooked by, just because of its, a lot of times 'cause of geographics?

[01:03:49] Holly Frandsen: I, I, I would say a little bit. When you drive by it, you don't see the pool, you don't see the golf course.

[01:03:54] Tracy Hayes: Mm.

[01:03:54] Holly Frandsen: You have to drive through in it, really get in there and see, but...

[01:03:56] Tracy Hayes: What kind of families are you, or buyers are you finding are actually [01:04:00] attracted to it when you show them?

[01:04:01] Holly Frandsen: Honestly, everyone. I say that because young families, of course, for the kids' standpoints, but then you also have the grandparents wanting to be close to the kids. They're in. They want the accessibility to the pools, to the amenities without having to take care of them.

So we're seeing, you know, young moving into Eagle Harbor as well as couples who are retiring who are choosing the smaller neighborhoods—

[01:04:20] Tracy Hayes: Right.

[01:04:21] Holly Frandsen: —in there to take advantage.

[01:04:21] Tracy Hayes: It's giving you enough different models in there—

[01:04:23] Holly Frandsen: Yeah.

[01:04:23] Tracy Hayes: —from size-wise to—

[01:04:26] Holly Frandsen: Yeah.

[01:04:26] Tracy Hayes: —cover everyone's needs.

[01:04:26] Holly Frandsen: Oh, you have just about every price point in there.

[01:04:27] Tracy Hayes: Yeah. When a buyer is torn between resale and new construction in your market, what is the conversation that most of them are not having before they walk into that sales office?

[01:04:38] Holly Frandsen: It would be the most—what is most important to them. If a yard is most important to you, let's look at resale and let's see what negotiation we can do.

[01:04:46] Tracy Hayes: Yeah.

[01:04:46] Holly Frandsen: Let's see what's, you know, depending on price. And then if it's price or something like that, at that only price, and yard, you know, you want more of the community stuff, maybe a new construction, taking advantage of those incentives, are kind of what, you know, what drives it.

So I would say finding [01:05:00] exactly what matters most to your buyers.

[01:05:01] Tracy Hayes: So you like to sit down with them, really work out their, whatever, you know, the wants, the needs—

[01:05:05] Holly Frandsen: Yeah.

[01:05:05] Tracy Hayes: —the has to have—

[01:05:06] Holly Frandsen: Yeah.

[01:05:06] Tracy Hayes: —and what you'd like to—

[01:05:07] Holly Frandsen: Have. Absolutely.

[01:05:08] Tracy Hayes: Yeah. It has to be really—

[01:05:09] Holly Frandsen: Defined.

[01:05:09] Tracy Hayes: It kind of helps your—

[01:05:09] Holly Frandsen: You too. Yeah. It helps your time. It helps not waste their time taking them to a bunch of, you know, new construction when they're like, "Ugh, I want a big yard."

[01:05:17] Tracy Hayes: Or they could be distracted by that.

[01:05:20] Holly Frandsen: Exactly. Or you're looking at everything.

[01:05:21] Tracy Hayes: For a moment, 'cause there's a flashy—that kitchen looks really great, but it's not the size. The yard's really important. The yard's not there. And that's what they're gonna hate you for later.

[01:05:27] Holly Frandsen: Absolutely.

[01:05:28] Tracy Hayes: Yeah. 'Cause I, I think—I know, when we moved into St. Johns Golf and Country Club, we bought it in December of '08. We closed, and we really didn't move in till about a month later. I didn't even know what a CDD was.

[01:05:40] Holly Frandsen: Yeah.

[01:05:40] Tracy Hayes: I, you know, we got... It was a foreclosure home. It was, you know, a great street there. It's a neighborhood, so the trees were, you know, even better now—

[01:05:52] Holly Frandsen: Yeah.

[01:05:52] Tracy Hayes: —'cause they're hanging over the streets, so everything, all that good stuff, as you know, your sister lives in there.

[01:05:57] Holly Frandsen: Yeah.

[01:05:57] Tracy Hayes: But I think a lot of people, yeah, they go and look at the house and maybe the immediate surroundings like, "Oh, this is great." They're inside the house, but don't actually, you know, hey, drive to the grocery store.

[01:05:59] Holly Frandsen: Yeah.

[01:06:00] Tracy Hayes: What does it take? 'Cause that, you know—

[01:06:03] Holly Frandsen: Yeah.

[01:06:03] Tracy Hayes: —all those things. What, you know, even obviously we would hope they're thinking about what's the drive to work—

[01:06:08] Holly Frandsen: Of course.

[01:06:08] Tracy Hayes: —and so forth, because unfortunately, especially right now, I'm sure you've—you may have a listing right now that someone bought in a neighborhood they did not totally think, even with the info you gave them—

[01:06:19] Holly Frandsen: Yeah.

[01:06:19] Tracy Hayes: —did not think through all those wants, needs.

[01:06:21] Holly Frandsen: Yeah.

[01:06:21] Tracy Hayes: And all of a sudden after a year of being in there, they're, like, tired of, "You know what? I can't stand that drive."

[01:06:25] Holly Frandsen: Exactly.

[01:06:25] Tracy Hayes: Or, you know, the neighborhood or whatever.

[01:06:26] Holly Frandsen: Yeah.

[01:06:26] Tracy Hayes: Yeah.

[01:06:26] Holly Frandsen: So we have, you know, we had someone kind of recently was looking more for, to be closer to the water, and they ended up choosing a house that wasn't as close to the water.

And although they love the house, it was the same thing. They didn't, you know, realize how far away it was, and they had mentioned that they'll probably call us in the next two to three years to, you know, look for something a little bit closer.

So I think getting those pain points exactly, exactly what they're looking for, can really help them narrow down. And while you're sitting there, let's think. Okay, you only be 45 minutes away from work, or is it important for you to be closer? 'Cause if it is, let's not even look at all of these if that's something that is a make-or-break decision.

[01:06:58] Tracy Hayes: Yeah. And you don't [01:07:00] always know as a real estate agent, 'cause you guys would avoid driving at peak—

[01:07:05] Holly Frandsen: Yeah.

[01:07:05] Tracy Hayes: —traffic times when you can. Which, coming in the work area, I come up 95 every morning, and I can tell you, as soon as I hit Baymeadows, it's pretty much gonna slow down.

[01:07:16] Holly Frandsen: Slow. Yep.

[01:07:16] Tracy Hayes: Now, is it still gonna roll along? Great. But there could be an accident, and then, you know, if I'm going home, it might be a 20, 25-minute ride—

[01:07:23] Holly Frandsen: Mm-hmm.

[01:07:23] Tracy Hayes: —or it could be an hour.

[01:07:24] Holly Frandsen: Exactly.

[01:07:25] Tracy Hayes: I've had all the roads shut down one time. I think it took me about an hour and a half.

[01:07:28] Holly Frandsen: Oh, goodness.

[01:07:28] Tracy Hayes: Of course, I tried to, you know, get around it, but it just doesn't work.

[01:07:30] Holly Frandsen: Yeah. Yeah.

[01:07:31] Tracy Hayes: It's—

[01:07:31] Holly Frandsen: Important.

[01:07:31] Tracy Hayes: —though.

[01:07:31] Holly Frandsen: Yeah, 'cause they don't think of that, especially people moving in from other areas not familiar with Northeast Florida. They don't realize all of the, you know, all the factors that can play into that.

[01:07:41] Tracy Hayes: Yeah. Which the factors, getting financing, that's what we're gonna kind of talk—

[01:07:46] Holly Frandsen: Yeah.

[01:07:46] Tracy Hayes: —about here. When a buyer comes to you with a preapproval letter—

[01:07:49] Holly Frandsen: Yep.

[01:07:49] Tracy Hayes: —from an online calculator—

[01:07:51] Holly Frandsen: 100% is true.

[01:07:51] Tracy Hayes: —or online, what are the Northeast Florida-specific costs? You know, you're accounting for CDD fees, insurance, HOAs, that number does not always [01:08:00]—and how do you make sure they are seeing the full monthly picture before they fall in love with a home that breaks their real budget?

[01:08:07] Holly Frandsen: So I would say the number that we don't always see, they don't get a breakdown of CDDs, new construction, that well. It's of like a ballpark. You know, when you use a local lender, it's really important to—that they can give you that cost sheet.

They give you, you know, "Hey, my buyer's interested in," whatever it may be, you know, "201 South Street. Can you give them an actual breakdown before we put an offer on exactly what?"

[01:08:33] Tracy Hayes: Mm-hmm.

[01:08:33] Holly Frandsen: Because same thing, we don't want—we would hate for someone to get in there, and all of a sudden they cannot afford the house.

But being a local, local lender is super important. You know the areas, you know the CDD fees. You're familiar with, you know, with the—where to—

[01:08:45] Tracy Hayes: Get the CDD fees even better.

[01:08:46] Holly Frandsen: Exactly. Exactly. Yeah.

[01:08:48] Tracy Hayes: Yeah. Yeah. Yeah, I think having, early in my career, went in 2005, I was in Michigan, and I was Quicken Loans, now Rocket now.

[01:08:55] Holly Frandsen: Yep.

[01:08:55] Tracy Hayes: And when I started really getting into purchases, probably like 2009, [01:09:00] 2010, 'cause we were just doing a bunch, you know, really was a refi shop.

[01:09:06] Holly Frandsen: Yeah.

[01:09:06] Tracy Hayes: Then they realized they had to diversify, and we started doing more purchases.

And I didn't know anything Florida yet. I hadn't lived there and done a deal, you know, but when we were doing deals and we would quote the cost, it actually, you know, the cost situation looked blown up because didn't know what was customary.

[01:09:22] Holly Frandsen: Yeah.

[01:09:22] Tracy Hayes: That wasn't actually being done until you obviously get to the closer, and so you're looking and you're like, "Oh my God, the costs are," you know, so it just blows you—it blew out of the water—

[01:09:33] Holly Frandsen: Yeah.

[01:09:33] Tracy Hayes: —from the idea of what it is. But obviously not realizing, oh, it's customary for the seller to pick up, you know, this portion of the cost.

[01:09:36] Holly Frandsen: Yeah.

[01:09:36] Tracy Hayes: Well, that like almost cut in half—

[01:09:36] Holly Frandsen: Yeah.

[01:09:37] Tracy Hayes: —you know, when you look at it.

I'm cautious when, and I'm, I'm sure you're—we definitely approve you for more than what you're probably willing to spend in most cases.

[01:09:47] Holly Frandsen: Absolutely, yeah.

[01:09:47] Tracy Hayes: In most cases. And when you start to look at that, and the question shouldn't be, "Well, someone get me approved for a lot more?"

[01:09:55] Holly Frandsen: Yeah.

[01:09:55] Tracy Hayes: I'm always—I try to be, but I'm very cautious. I know there are people who [01:10:00] just don't have knowledge that someone says, "Oh, you're approved for 500,000."

When I ask them, "What house are you looking at?" "Oh, it's a 400." "Okay, get you—I'm gonna get you pre-approved for 400,000." Now, I work up, your debt ratio's like you can get for more.

This is what your payment's gonna look like at 400,000.

[01:10:18] Holly Frandsen: Yep.

[01:10:18] Tracy Hayes: This is—but it's really, what is the payment going to look like? 'Cause you start adding those fees in there, you know, or a house that just maybe just has a small HOA—

[01:10:25] Holly Frandsen: Yeah.

[01:10:25] Tracy Hayes: —versus going to Nocatee—

[01:10:26] Holly Frandsen: Nocatee. Exactly.

[01:10:27] Tracy Hayes: —the difference in your, in your price point. Oh, yeah. Yeah. I mean, uh, the difference in your payment's going to be, and then that obviously reduces your price point.

[01:10:35] Holly Frandsen: Yeah. Situation. We always try to do, like, a monthly breakdown for our buyers prior to putting in an offer—

[01:10:40] Tracy Hayes: Mm-hmm.

[01:10:40] Holly Frandsen: —just so everything's up front. You know, there might be here and there some numbers slightly change, but if you were to purchase this house at this price, this is your monthly.

Are you comfortable with it? Does it fit your monthly budget? We just don't ever want our buyers to be house poor.

[01:10:53] Tracy Hayes: Well, and this is why you need a real agent, and you need the lender working together to, you know, again, back to your [01:11:00] wants and needs.

[01:11:01] Holly Frandsen: Yeah.

[01:11:01] Tracy Hayes: Maybe you want splash pad and everything, so you're already—so we know you need a CDD fee 'cause you're not gonna get that, you know, big splash—

[01:11:09] Holly Frandsen: Yeah.

[01:11:09] Tracy Hayes: —and everything in a, in a, you know, these amenities, exuberant amenities—

[01:11:16] Holly Frandsen: Yeah.

[01:11:16] Tracy Hayes: —in a—or there are some HOAs, like Silverleaf went the HOA route.

[01:11:21] Holly Frandsen: Yeah.

[01:11:21] Tracy Hayes: I don't agree with you. I could—that's a whole nother show. They should have went CDD, but they went HOA.

So the HOAs are a little bit larger in there—

[01:11:29] Holly Frandsen: Yeah.

[01:11:29] Tracy Hayes: —to cover those budgets. You know, everything has a cost. That's the beauty about, I think, Florida, for those who don't know, might be listening.

If you wanna live on a county road with no HOA, you can find that in St. Johns County.

[01:11:32] Holly Frandsen: Absolutely.

[01:11:32] Tracy Hayes: If you wanna live in a neighborhood that has multiple splash pads and golf carts and all that stuff, you can get that, too.

[01:11:39] Holly Frandsen: Exactly.

[01:11:39] Tracy Hayes: So it's just what you're willing to pay for.

[01:11:41] Holly Frandsen: Yep.

[01:11:41] Tracy Hayes: I don't have to pay what you want, and you don't have to pay for what's my neighborhood.

[01:11:45] Holly Frandsen: It's what best fits you and your family—

[01:11:46] Tracy Hayes: Yeah.

[01:11:46] Holly Frandsen: —and your needs.

[01:11:46] Tracy Hayes: Yep. It, it is. Right down to the, right down to the neighborhoods.

[01:11:49] Holly Frandsen: Yeah.

[01:11:50] Tracy Hayes: When pricing a resale home that is directly competing with new construction—

[01:11:55] Holly Frandsen: Mm-hmm.

[01:11:55] Tracy Hayes: Mm, love this. Mm-hmm. And how do you have that conversation with your seller who does not want to [01:12:00] hear it?

[01:12:00] Holly Frandsen: You honestly have to be realistic. If your seller comes in saying, "I want to list mine 500,000," when you know new construction's going for 450, plus, you know, buy-down rates, plus closing costs covered, let's be realistic.

As an agent, I also have learned through my, you know, going on six years, it's okay to say no. If your seller, you know, you come to your seller and you say, "Hey, here is where we need to be price point. If you wanna be higher, you know, let's throw in incentives. Let's say we're gonna pay closing costs. Say, you know, we'll throw in a home warranty," something along those lines. You have to give something.

But also, if your seller's being unreasonable, it's okay to say no. It's okay to not waste—

[01:12:45] Tracy Hayes: Yeah.

[01:12:45] Holly Frandsen: —as an agent, they're wasting both their time and your time at that point.

[01:12:45] Tracy Hayes: Because unless you're in the business—

[01:12:49] Holly Frandsen: Yeah.

[01:12:49] Tracy Hayes: —you know how it stresses an agent out—

[01:12:51] Holly Frandsen: Totally.

[01:12:51] Tracy Hayes: —who's listing a home sitting there, not, not getting any buys on it. Moving. There... and then you're going, "Well, okay, let's price drop." Then what [01:13:00] when you price drop? All of a sudden the buyer's like, "Oh, they price dropped. Let's see how lower they will go."

[01:13:04] Holly Frandsen: Exactly.

[01:13:04] Tracy Hayes: And you're now in the race to the bottom game.

[01:13:07] Holly Frandsen: Exactly.

[01:13:07] Tracy Hayes: Yeah.

[01:13:08] Holly Frandsen: And you've already, you know, as an agent, you spent your marketing dollars, and—

[01:13:11] Tracy Hayes: Yeah.

[01:13:11] Holly Frandsen: —it's your, your time is important, too.

[01:13:13] Tracy Hayes: And they might, you know, maybe they're like, "Hey, we're not in a rush. When it sells, you know, we own a couple other properties, so hey, we just wanna get this price, so let it sit." But still, even with that attitude, the agent's still stressing out every week—

[01:13:25] Holly Frandsen: Oh, yeah.

[01:13:25] Tracy Hayes: —when they're going, "Hey, okay, we haven't got any showings in two weeks," you know?

[01:13:29] Holly Frandsen: Losing sleep.

[01:13:30] Tracy Hayes: Exactly. Yeah, yeah. That can really, it just sucks it out of you.

[01:13:32] Holly Frandsen: It really can.

[01:13:33] Tracy Hayes: It really does, yeah.

[01:13:34] Holly Frandsen: Protect your peace a little bit.

[01:13:35] Tracy Hayes: Given what you're seeing from buyers in this market right now—

[01:13:37] Holly Frandsen: Okay.

[01:13:38] Tracy Hayes: —the ones who are comparing more options, walking away from condition issues they may have overlooked two years ago, which pre-listing improvements are actually shortening days on market for your sellers, and which ones are sellers spending the money on that you know from experience do not move the needle?

[01:13:55] Holly Frandsen: The ones that move the needle are the big-ticket items. The roof, you know, the big— [01:14:00] prices have gone up a little bit, but also when a buyer's coming in and you're competing with the, you know, the interest rate, or you're competing with new construction, having the big-ticket items done takes a little bit of worry off the buyers.

Cosmetic, you know, they're flexible a little bit with that if the neighborhood, the house, the feel really sells them.

Improvements that I've seen that listers haven't done—

[01:14:21] Tracy Hayes: Maybe it costed you some deals, or jammed you on some deals—

[01:14:25] Holly Frandsen: Yeah. One big one we see is closing in your garage. A lot of people want a garage. When you close that in, and although it might add a bedroom, if it's not done properly, it kind of, it can affect a deal.

I mean, they go in—

[01:14:36] Tracy Hayes: Yeah.

[01:14:36] Holly Frandsen: —they love the whole house, and they're like, "Oh, that's the fourth—

[01:14:40] Tracy Hayes: Bedroom. Gotta reconvert the garage back to a garage.

[01:14:42] Holly Frandsen: Back to a—

[01:14:42] Tracy Hayes: Yeah. Yeah.

[01:14:43] Holly Frandsen: Um—

[01:14:43] Tracy Hayes: Yeah.

[01:14:44] Holly Frandsen: I would say that's a big one.

[01:14:45] Tracy Hayes: Yeah.

[01:14:45] Holly Frandsen: That we see every once—especially in the older areas.

[01:14:47] Tracy Hayes: Yeah, for sure.

[01:14:48] Holly Frandsen: Where you—

[01:14:48] Tracy Hayes: It's nice to have it, you know, if you go and spend the money and insulate the garage—

[01:14:53] Holly Frandsen: Exactly.

[01:14:53] Tracy Hayes: —'cause if someone wants to do some work in their garage, they can have the garage door closed—

[01:14:56] Holly Frandsen: Yeah.

[01:14:56] Tracy Hayes: —and the AC's pumping out there. It's great.

[01:14:57] Holly Frandsen: Yep.

[01:14:57] Tracy Hayes: But actually, yeah, run into it, it's—

[01:14:59] Holly Frandsen: And it's not— [01:15:00] when it's not done right—

[01:15:00] Tracy Hayes: Yeah.

[01:15:00] Holly Frandsen: —you see it a lot in the older, you know, the older homes, older Avondale, Riverside area.

[01:15:04] Tracy Hayes: So you would probably recommend someone, if they have a garage, convert it back to the garage.

[01:15:09] Holly Frandsen: I would.

[01:15:10] Tracy Hayes: Yeah.

[01:15:10] Holly Frandsen: Convert it back, and then, if an addition needs to happen, then that can be on the buyer, you know, to add.

[01:15:15] Tracy Hayes: Yeah, or they're just—if they go out there and the garage is the fourth bedroom and they need four bedrooms, they're just gonna go look for a four-bedroom house.

[01:15:21] Holly Frandsen: Exactly.

[01:15:21] Tracy Hayes: Yeah. They don't want the fourth bedroom to be a garage.

[01:15:24] Holly Frandsen: No.

[01:15:24] Tracy Hayes: It's not—especially you're, you know, it's one thing when you're already living there and you're like, "Oh, I need another bedroom. Okay, let's convert the garage." But when you're buying, no. You wanna—

[01:15:32] Holly Frandsen: Convert that—

[01:15:32] Tracy Hayes: —baby back. Yeah.

[01:15:34] Holly Frandsen: Exactly.

[01:15:34] Tracy Hayes: Yeah. When a seller in St. Johns and Clay County is deciding which agent to hire—

[01:15:38] Holly Frandsen: Yes.

[01:15:38] Tracy Hayes: —does it actually matter which brokerage that agent is affiliated with? And what does being under Christie's name specifically do for your seller's listing that a more conventional local brokerage would not?

[01:15:50] Holly Frandsen: Yeah, so I think it is important, when you—well, like, what we do a lot, too, is we have such a big network of agents who want to work together and do that collaborative [01:16:00] work style—

[01:16:00] Tracy Hayes: Mm.

[01:16:00] Holly Frandsen: —that your house could sell off market prior to ever hitting, going live, with a waiver, things like that. I think that's a big thing.

A lot of agents don't know that. They don't have a close-knit relationship with their agents, people in there, to it going live.

And then the second part, what was—Christie's, working under Christie's?

[01:16:21] Tracy Hayes: Yeah. What specifically do for seller's listing that a more conventional local brokerage not?

[01:16:27] Holly Frandsen: I mean, the tools in general. Getting eyeballs on everything, websites, even the Christie's main, you know, Christie's International First Coast website itself generates all of our, you know, all of our leads.

[01:16:38] Tracy Hayes: Mm-hmm.

[01:16:38] Holly Frandsen: But we also have such a world, a relationship all over the U.S. that there's connections everywhere. If we don't know—if we know that someone is coming in and someone has said, "Hey, Corey, you know, we have a buyer looking in this area," and he'd be like, "Oh, wait, I saw someone else has a listing in our area, you know, that, or in our brokerage, that fits that need."

[01:16:56] Tracy Hayes: Especially for more unique properties.

[01:16:59] Holly Frandsen: Yeah.

[01:16:59] Tracy Hayes: It might be a beach home or an [01:17:00] equestrian property.

[01:17:01] Holly Frandsen: Of course.

[01:17:01] Tracy Hayes: I would say this to Christie's International First Coast, because most of the agents in that office are producing at a high level. They're having regular conversations. They all are working with multiple buyers at any one time—

[01:17:15] Holly Frandsen: Yeah.

[01:17:15] Tracy Hayes: —that you may have actually sold the property—

[01:17:18] Holly Frandsen: Yep.

[01:17:18] Tracy Hayes: —before you even list it because, or at least gonna get that offer because someone in your office has somebody—

[01:17:25] Holly Frandsen: Yeah. We always have people waiting.

[01:17:27] Tracy Hayes: —already. Where a lot of these, it's using the term conventional brokerages, yeah, they may have the same number of active agents that are producing, but because it's so saturated with agents that are not doing a lot of business, and their conversations and their meetings are more of how to do for the first-year agent—

[01:17:43] Holly Frandsen: Mm-hmm.

[01:17:43] Tracy Hayes: —your guys' meetings are high-level conversations, and you're already trading, "Hey, I got a listing going on," and it's being around the office—

[01:17:53] Holly Frandsen: Yeah.

[01:17:53] Tracy Hayes: —or around the whole network of Corey's whole, you know, First Coast network here.

[01:17:58] Holly Frandsen: Yeah.

[01:17:58] Tracy Hayes: How many offices are there?

[01:17:59] Holly Frandsen: There is—

[01:17:59] Tracy Hayes: Five, six?

[01:18:00] Holly Frandsen: Four. One, two, three, four.

[01:18:02] Tracy Hayes: Four. Five. Yeah.

[01:18:03] Holly Frandsen: Yeah.

[01:18:04] Tracy Hayes: I mean, and you guys are all actively doing.

[01:18:06] Holly Frandsen: Yeah.

[01:18:06] Tracy Hayes: You're not being saturated by a bunch of people—

[01:18:09] Holly Frandsen: No. Quality.

[01:18:09] Tracy Hayes: —that aren't producing and that are, they're just clogging up the whole pipeline.

[01:18:12] Holly Frandsen: Yeah.

[01:18:12] Tracy Hayes: Yeah. That's what I would—

[01:18:13] Holly Frandsen: Yeah.

[01:18:14] Tracy Hayes: That's how—

[01:18:14] Holly Frandsen: I, I would answer that. No, no, no. It's important because, like you said, I could be in the office and, you know, there's five—we could be at a sales meeting, and I'm talking to so-and-so about, "Oh, I have a listing that's getting ready to go live," and kind of describing it, and someone else is like, "Oh, wait, I have had a buyer who's been looking at that for three years, looking for a property like that."

[01:18:29] Tracy Hayes: Mm-hmm.

[01:18:29] Holly Frandsen: I think it's super important.

[01:18:29] Tracy Hayes: Yeah. This is the last question.

[01:18:31] Holly Frandsen: Okay.

[01:18:31] Tracy Hayes: When a family is relocating to Northeast Florida and trying to choose between communities of St. Johns and Clay County—

[01:18:39] Holly Frandsen: Mm.

[01:18:39] Tracy Hayes: —what does working with an agent who is actually raising three boys in these neighborhoods—

[01:18:45] Holly Frandsen: Yeah.

[01:18:45] Tracy Hayes: —give them that they cannot get from school rating sites, Reddit threads, or a one-day visit?

[01:18:47] Holly Frandsen: I would say the actual feel for the communities. When you're raising little kids, little boys—

[01:18:54] Tracy Hayes: Mm-hmm.

[01:18:54] Holly Frandsen: —it's really important to be, you know, in a neighborhood with kids. For us, it's an active community, things going on all the time.

[01:19:00] Reddit's not telling you the things that are going on. Sometimes having that experience of what's important, when I have the same values of what's important likely to someone else moving here with a young family, I think that I can kind of help them, help guide them in a direction, like what is most important when it comes to new construction—

[01:19:17] Tracy Hayes: Yeah.

[01:19:17] Holly Frandsen: —though. Those bigger neighborhoods.

[01:19:18] Tracy Hayes: Well, I—and I think you would agree with this, 'cause, you know, how, you know, you moved around.

[01:19:22] Holly Frandsen: Yeah.

[01:19:22] Tracy Hayes: I grew up in the Northeast and coming down here. Here in Florida, there, I can't think of a sport that your child cannot play year-round.

[01:19:31] Holly Frandsen: Yeah.

[01:19:31] Tracy Hayes: It's not as—

[01:19:33] Holly Frandsen: Yeah.

[01:19:33] Tracy Hayes: —seasonal as it is up north. Like—

[01:19:35] Holly Frandsen: Same, yeah.

[01:19:35] Tracy Hayes: —you know, now football season is football season, but if they're not playing football, they're playing flag football. Baseball—

[01:19:42] Holly Frandsen: Eleven—

[01:19:46] Tracy Hayes: —months a year. Where are the schools that have good sports? Where are their—yeah, volleyball, there's tournaments all over the place all the time.

[01:19:49] Holly Frandsen: Yeah, all the time.

[01:19:49] Tracy Hayes: They're play—they play year-round.

[01:19:49] Holly Frandsen: Yeah.

[01:19:49] Tracy Hayes: So knowing how... And you don't always have to play for the school.

[01:19:53] Holly Frandsen: No.

[01:19:53] Tracy Hayes: You could, there's all these competitive—

[01:19:55] Holly Frandsen: Clubs.

[01:19:55] Tracy Hayes: —whether it's any of the sports, your kid really doesn't have— [01:20:00] I mean, it's great to make the high school team or whatever.

[01:20:03] Holly Frandsen: Yeah.

[01:20:03] Tracy Hayes: They, I would think they should strive for that, but they can play until they graduate from high school from any one of these—

[01:20:09] Holly Frandsen: Clubs.

[01:20:09] Tracy Hayes: —basketball, soccer, whatever. They don't, you know—

[01:20:13] Holly Frandsen: Yeah.

[01:20:13] Tracy Hayes: —and play competitively. If they don't make the high school team, so what? They're still active.

[01:20:17] Holly Frandsen: Yeah.

[01:20:17] Tracy Hayes: And those activities are there all the time.

[01:20:19] Holly Frandsen: Yeah, we've had people come in and say—

[01:20:20] Tracy Hayes: Almost too much.

[01:20:21] Holly Frandsen: —"Our son, you know, our son, we wanna be in St. Johns County. Football is very important to our son."

[01:20:26] Tracy Hayes: Mm-hmm.

[01:20:26] Holly Frandsen: "We're trying to get D1," whatever, you know.

[01:20:30] Tracy Hayes: Yeah.

[01:20:30] Holly Frandsen: Go scholarship-wise. We then, you know, "Okay, wait. Let's look at those good football teams," help them, you know, really narrow down the school zones, the areas that can guarantee and help exactly what—

[01:20:38] Tracy Hayes: What they're looking for. All right. I officiate high school football.

[01:20:40] Holly Frandsen: Nice.

[01:20:41] Tracy Hayes: And I will tell you this right now, it doesn't matter what school you go to.

[01:20:44] Holly Frandsen: True.

[01:20:44] Tracy Hayes: If your son or daughter is D1 eligible—

[01:20:47] Holly Frandsen: They'll be found.

[01:20:47] Tracy Hayes: —they will find—

[01:20:49] Holly Frandsen: Yes, they will.

[01:20:50] Tracy Hayes: You could be at the day school you want.

[01:20:51] Holly Frandsen: Yeah.

[01:20:51] Tracy Hayes: They will find them.

[01:20:52] Holly Frandsen: Yeah.

[01:20:53] Tracy Hayes: Yeah. Last question.

[01:20:54] Holly Frandsen: Yes.

[01:20:55] Tracy Hayes: Goes off your mother's reel that we put out this morning for her.

[01:20:58] Holly Frandsen: Okay.

[01:20:58] Tracy Hayes: That was the last question for [01:21:00] her. Right here into the camera.

[01:21:02] Holly Frandsen: Yes.

[01:21:02] Tracy Hayes: Tell us why you love real estate.

[01:21:04] Holly Frandsen: My favorite thing about real estate truly is the people we get to meet and the relationships that we form.

We always say they may start as friends and they end family, because guiding them through the real estate process as a friend, that's truly what's the most important to us. It brings us so much joy, so—

[01:21:21] Tracy Hayes: Excellent. Yeah. Is there anything on that list over there that we did not cover that you wanna mention? I don't think so. Excellent.

[01:21:25] Holly Frandsen: I don't think so.

[01:21:26] Tracy Hayes: This was a jam-packed show.

[01:21:28] Holly Frandsen: Yeah.

[01:21:28] Tracy Hayes: And because you spoke so fast, we actually got a lot in.

[01:21:31] Holly Frandsen: Oh. So—

[01:21:32] Tracy Hayes: There'll be some great blogs from this. I'm gonna slow myself down for this.

[01:21:36] Holly Frandsen: Yeah.

[01:21:36] Tracy Hayes: That does—this will be some great blogs. Hopefully no one listening was speeding down the road because you were speaking so fast.

[01:21:39] Holly Frandsen: No, hopefully not. Sorry.

[01:21:40] Tracy Hayes: I appreciate you coming by.

[01:21:41] Holly Frandsen: Thank you for—

[01:21:41] Tracy Hayes: Having us. Thank you.

[01:21:41] Holly Frandsen: For me.