PROPERTYSPARK INTERVIEWS: Ewelina Rafael, Real Estate Agent

What inspired you to start in real estate and how did you motivate yourself to keep going?

I wanted to do real estate since before the big market crash of 2008. Life happened. Kids, school, work, repeat. I was blessed with a wonderful job working for the government when I decided to finally pursue all of my passions and goals. I hit the pavement running and was licensed in a short few months. I haven’t looked back. The first two years were exceptionally tough. I often felt I was spinning my wheels. But, something within me knew that this was my calling and I was here to do more than just sell homes. I knew that changing the lives of each family I assisted was just the beginning. It is still the motivator that keeps the engine moving every single day.

Comparing your business from back then to now, what has been the main thing that allowed you to expand your business?

Joining the Women’s Council of Realtors was a catalyst in my business. It put my name out into the public sphere and helped me differentiate myself from other agents. Once I was elected President Elect in 2020, it was just the fire starter I needed to not only double my business, but triple it. 

What’s the most profitable aspect of your business, why do you think this is and how can others apply this to what they are doing?

Most of my business comes from a combination of my social media platforms. I invest a lot of time nurturing my pages and all of the relationships I have been able to develop through the last few years. Therefore, not really having to spend any marketing dollars. Unlike other agents that rely heavily on mailers and such. I have saved myself a ton of money because I spent a lot of time nurturing every platform I use. However, I do realize that in order for my business to continue to flourish and get to the next level I need to now start investing in other marketing avenues.

When did you realize you were successful/made it and how did you feel/celebrate?

It wasn’t till this past year that I was finally able to reap the benefits of the hard work I put in previous years. I still want to pinch myself at times. To be honest, I don’t think I have truly celebrated all the wins. I keep trying to figure out how to improve, how to grow and how I can help my community on a much bigger scale. I think I will finally be able to celebrate when some of my larger goals are met.

Looking back, what could you have done sooner to get to that point quicker?

Ditch whatever isn’t working. Don’t keep spinning your wheels on the same thing for years. I learned early on in my career to abort mission when I realize that within six months I am not seeing much movement or ROI.

Also, a mistake I made at the beginning of my career was being to open and too transparent. My clients got 100% of me all the time. I learned I needed to create boundaries – clear and concise. It’s been a game changer.

What should other real estate entrepreneurs reading this be focusing on to expand their own business?

I can’t say it enough “nobody is you and that is your super power.” I try and not copy what everyone else is doing. My best asset cannot be measured or copied or calculated, it’s my mojo. I can’t stress it enough.

Talk to everyone. I once commiserated over chickens with a random person that follows me on social media. Go the extra mile. Touch the lives of other people and the business will come. I believe that.

How has social media and online marketing affected your real estate business? How much more success have you had now after implementing social media and online marketing efforts?

Social media has been a game changer in my personal business. More then 50% of the business comes from FB or IG. I have utilized every platform to touch as many people as I can through blog posts, video and photographs. Someone may throw away a flyer they get in the mail, but, it’s hard to get me out of your newsfeed.

Did You Experience Failures? If So, What Did You Learn From Them?

I learned to trust your instincts! There’s nothing worse then realizing that your instincts were right and that second guessing led to a costly mistake. Most times my inner voice tells me in a flash what I want and need, and whom to trust. I’m learning to honor that inner voice.

What do you consider the main differences between those people who have been successful in your industry and those who have failed?

I think people get into the business for all the wrong reasons. They see photos online and think we are all making money hand over fist and spend most of our time “socializing.” They don’t realize it takes 3-5 years to get any traction. When they haven’t made six figures in 12 months they quit. This career is not for the faint of heart. You have to stick with it and show up every single day.

Final Thoughts

Hard work means different things to different people. Say no to things you don’t want to do, kindly and politely. And give a widely known enthusiastic yes to the things you want to do.

Passion is contagious. – Ewelina Rafael