PROPERTYSPARK INTERVIEWS: Krista Nickols,

Licensed Associate Real Estate Broker

Krista is a top-ranked agent who combines sharp analytical skills with top-tier customer service to excel in the industry. 

 New York City, NY

SERHANT

 Krista Nickols |   krista_nickols  

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

I enjoyed my time working in investment banking but after only a few years, I knew it was time for a change. I was looking for my own apartment and was inspired to get my real estate license. Throughout my career I had always enjoyed developing client relationships. I chose real estate, knowing that I could provide clients with a more analytical approach and ultimately help them make better buying and selling decisions.
I take a lot of comfort in data and know that sales can be a numbers game and to keep going. I actively surround myself with positive teammates and colleagues.

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?

Something that often gets overlooked is the amount of business that is generated from referrals. I would encourage every agent to give each client top-tier personalized care and go the extra mile because it does not go unnoticed. Real estate is a very saturated industry, and reputation is the difference between someone choosing to work with you or a different agent. Agents can also be so focused on transactions that they forget to stay in touch with past clients. It’s essential to come up with a systematic follow up approach.

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

I would have joined a top team sooner. When I first entered the business, I held onto clients, wanting 100% of the sale and worried that I could not have someone else fill in for me. Looking back, I got less accomplished with that mindset. 100% of nothing is nothing. Now I’m working with a team whose skill sets complement my own, and I’ve found that we better service the clients that way and help each other’s businesses grow.

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

As an agent, what sets you apart from others is your deal experience. If winning a listing means partnering up with another agent, it’s better to take 50% and get the deal done. I would encourage all new agents to gain as much deal experience as soon as possible, even if means giving up economics on a deal.

What’s Your Approach To Marketing?

I take a very strategic approach to marketing to make sure it works in my client’s best interest. Careful thought is put into every social media post, so it reaches a targeted audience and produces the best results. I am exclusively focused on the NYC market and a certain price point. I tend not to stray from certain perimeters.

Over this past year I had to exclusively sell real estate virtually for several months during the shutdown. This highlighted the importance of digital content. I outsourced the creation of creative materials to a professional team and could not be happier with the results. The top-tier marketing materials they create set my client’s listings apart, and engagement has gone up exponentially. This marketing approach brings in new leads and gets deals done.