On this week’s episode of the RealTrending podcast, we are joined by Jill Butler, founder of Red Key Realty Leaders, who discusses her business model, services offered, growth strategy, and the importance of culture and recruiting.

She emphasizes that today’s market requires transparency and how brokers should consider an agent’s value-add to clients.

Here’s a glimpse of what you’ll learn:

• Transparency and communication are key in the real estate industry, with buyers, sellers and within the brokerage.
• Building a strong culture and recruiting agents who align with the company’s core values is crucial for success.
• Adapting to market changes and challenges requires strong leadership and a focus on the company’s vision.
• Investing in talent development and providing excellent customer service can lead to growth and success in the industry.

Here’s a small preview of today’s interview. The transcript below has been lightly edited for length and clarity:

Tracey Velt: I want to talk about a leadership lesson. What do you feel are maybe some of the greatest leadership lessons that you’ve learned over the years?

Jill Butler:  I truly think that a brokerage is in the talent management business. Think about it that way, that we’re managing the talent of the agents and the staff, and we’re always looking for talent. I had a former boss who was really good at seeing people’s strengths and encouraging them to something else, even if maybe they weren’t thinking that way.

So, I try to think about that a lot. I think about the people I work with, the agents, the staff, and the gifts that they have, and how we can help develop that. If they work with us for a long time and we didn’t help them develop, I feel like we missed the mark. I think that’s the most important thing, building people and developing talent.

The RealTrending podcast features the brightest minds in real estate. Every week, brokerage leaders, top agents, team leaders, and industry experts share their success secrets, trends, and lessons learned navigating this ever-changing industry. Hosted by Tracey Velt and produced by Elissa Branch.