We recently connected with Sarah Chatel and have shared our conversation below.
Sarah, thanks for joining us, excited to have you contributing your stories and insights. One deeply underappreciated facet of being a service provider is the kind of crazy stuff that happens from time to time. It could be anything from a disgruntled client attacking an employee or waking up to find out a celebrity gave you a shoutout on TikTok – the sudden, unexpected hits (both positive and negative) make the profession both exhilarating and exhausting. Can you share one of your craziest stories?
A long lost friend, from 30+ yrs ago, found me on FB, told me she watched my interactions, then called me about selling the family’s poultry farm an hour and a half from Atlanta. After much catching up, I politely told her I could refer to an agent who lived in Cleveland, GA because “I am a city girl and don’t know anything about poultry farms.” That’s when she told me she’d been observing me on FB for 6 mos and knew I had the connections to get it sold. And oh by the way, we can’t have a sign in the yard and it can’t be listed on the MLS. I drove up and met with her husband, who had cancer, and reunited with my friend one afternoon. After hearing their story, they needed to sell because he was ill, I agreed to help them. I came home and called a friend I knew whose family owned a chicken farm not far away. She introduced me to their company’s Ops Mgr. When I spoke to the OPs Mgr, I had my hat in hand and explained my friend’s situation and asked if he could please help me. He told me to get the farm appraised and gave me the contact information for a poultry farm appraiser. I contacted the appraiser, he went out and did the appraisal and called me with the valuation. That’s when he told he 2 people had contacted him about buying a poultry farm. I contacted these 2 agents. The property went under contract and sold 4 months from the time I first met with my friend and her husband. No sign, no MLS. Using only my personal connections and being humble enough to say to everyone along the way why I was selling a poultry farm in the first place, people were eager to help every step of the way.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?
Sarah Chatel, founder of Chatel Group, is recognized for delivering a highly refined, relationship-driven approach to luxury real estate in Atlanta. Her business is built on a clear philosophy: how you do the work matters as much as the result.
Drawn to real estate by its personal nature, Sarah saw early on that buying and selling homes represents more than a transaction—it reflects major life decisions. This perspective shaped her role as a trusted real estate advisor, focused on providing clarity, discretion, and a consistently elevated client experience.
In today’s Atlanta real estate market, she sees a shift toward more intentional, informed clients. Buyers and sellers are prioritizing long-term value, strategic decision-making, and working with professionals who offer high-level service, market expertise, and thoughtful guidance. As a result, expectations around luxury real estate service have increased, placing greater emphasis on preparation, communication, and professionalism.
She also notes the growing importance of hyper-local market knowledge in Atlanta, where neighborhood-level insights, pricing strategy, and positioning are critical to success. Additionally, buyer preferences are evolving toward homes that emphasize functionality, flexibility, and timeless design, reflecting how people live today.
At the core of Chatel Group are three guiding principles: excellence, discretion, and mutual accountability. These values define how the team operates and delivers a consistent, high-touch client experience. Trust, she believes, is built through preparation, honest advice, and steady communication—especially during pivotal moments in a transaction.
As a leader in Atlanta luxury real estate, Sarah views her role as one of stewardship. She is committed to raising industry standards, mentoring agents, and building a business grounded in long-term relationships rather than short-term volume.
For Sarah, success extends beyond individual transactions. It is measured by client trust, repeat business, referrals, and a reputation for delivering exceptional real estate service in Atlanta. Through Chatel Group, she continues to set a standard defined by integrity, consistency, and care.
Have any books or other resources had a big impact on you?
The Go-Giver by Bob Berg
7 Levels of Communication by Michael J Maher
The New Gold Standard by Joseph A Michelli
The Alchemist by Paulo Coelho
The Success Principles by Jack Canfield
Unreasonable Hospitality by Will Guidara
The Magic of Thinking Big by David J Schwartz
Simon Sinek’s Ted Talk on Start With Why
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
I’ve suffered my entire life with Imposter Syndrome. It’s kept me from reaching my full potential until later in my life. If only I’d known how to face the imposter, befriend it and take it along with me earlier in my life! My success would have been far greater and much sooner!
Unlearning means reprogramming your brain. I reprogrammed by reading The Untethered Soul and The Surender Experiment by Michael Singer, F-It Less by Shaun Rawls and Worthy by Jamie Kern Lima and practicing daily affirmations.
Contact Info:
- Website: https://Chatelgroup.com
- Instagram: @sarahsatlhomes and @chatelgroup
- Facebook: Sarah Mercer Chatel and Chatel Group
- Linkedin: Sarah Mercer Chatel and Chatel Group
- Youtube: Chatel Group
- Yelp: Chatel Group
Image Credits
@CR8ShunStudio