We caught up with the brilliant and insightful Jay Mattlin a few weeks ago and have shared our conversation below.

Hi Jay, thanks for joining us today. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today

Oof. There are so many things I’d like to have a do over with in terms of my real estate business but I’ll stick to a couple of the big ones.

I got my real estate license in 2016 and the main goal then was to make some extra money to help pay my student loans but I quickly fell in love with it. I wanted to go full time with it but with having a good job with local government, I was afraid to take the leap and give up a salary, benefits, and a guaranteed retirement. I worked full time for the County until 2022 while also working full time building my real estate business. The COVID pandemic finally got me to make the leap into real estate full time. Had I taken the leap and went full time with real estate, I’d have been able to build my business faster and get closer to my goals way faster.

Second, I wish I had built my business systems earlier. Real estate takes an unbelievable about of organization and time management. In the beginning, this was not a big deal with a couple of transactions here and there but once you have a busy business of clients who all need something, several active listings and transactions that need something, and my personal life needed things – managing my calendar and task list quickly became something I had to figure out instead of following systems that I later setup to help my business run smoother without so much panic on my part. Use the time you have to work ON your business and not IN your business. Now, I get a new client and we follow the system and every client gets the same level of service and support as anyone else.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Jay Mattlin, a Real Estate Broker based in Lancaster, Ohio, and the founder of Key to Home Property Group. I didn’t take the traditional path into real estate—in fact, I spent the first part of my career in information systems and cybersecurity for local government. But over time, I realized my true calling was helping people—especially during life’s biggest transitions. That’s what led me into real estate in 2016, and it’s what’s kept me passionate about this work every day since.

My team and I help buyers and sellers alike but specialize in helping clients navigate major changes like the sale of a loved one’s estate, the purchase of a first home, or a divorce that requires selling property. These are complex, emotional, and often overwhelming moments. I’ve built a business model that doesn’t just sell homes—it solves problems. We offer real estate services paired with practical support: from handling property clean-outs and minor repairs, to connecting clients with legal, financial, or mental health professionals who can make the process smoother.

What sets us apart is our human-first approach. We don’t just drop a sign in the yard and wait for offers. We roll up our sleeves, show up when it’s hard, and make sure our clients never feel like they’re going through it alone. I’ve developed toolkits, written guides, and even launched a free app—Key to Home—that makes it easy for people to search for properties, find trusted vendors, and access homeownership tips and resources, all in one place. It’s even got plant care tips – my husband, Dustin, and I have more than 500 house plants and Dustin runs a nursery – Goldie Gardens.

I’m incredibly proud of the trust people place in me, especially during emotional times.

Outside of real estate, I am a Rotarian with the Lancaster Sherman Rotary in Lancaster. I have also been an avid fundraiser for the Leukemia and Lymphoma Society since 2001 in honor and memory of my grandmother, Lois “Nana” Bowen. Being named the 2022 “Man of the Year” by the Leukemia and Lymphoma Society for my fundraising efforts in memory of my grandmother is something I’ll always carry with me. That same sense of purpose guides the way I do business—with heart, with hustle, and with the belief that real estate is about people, not just property.

If there’s one thing I’d want potential clients or followers to know, it’s this: You’re not just a transaction to me. You’re a person with a story, and I want to help make the next chapter a good one.

Any insights you can share with us about how you built up your social media presence?

Be present. Be human. Take chances.

I’ve always been complemented on my social media presence which is generally funny and timely. But it was always your generic real estate content. A property tour here and a cliche picture of me signing documents there. Sure – it shows what I do but it was missing ME. Literally. Take selfies. Show your followers the nitty gritty of your business. Show successes but also show failures. Go live in moments you wouldn’t really want to. Be raw and honest. That’s what humans crave – connection. Provide that in your social media presence and the customers will come. In real estate, people want a professional to help handle possibly one of life’s biggest financial transactions but they also want to know that person is human. It’s emotional and it’s stressful. But if you forget those parts, you won’t connect to your customer. Without the connection, I become just another professional. Not a friend and not a trusted advisor for them and that’s what I’m building. A community and a following who knows I can help them when they need it. All from a human connected online presence.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

In a business like mine, it’s important to stay top of mind. I might work with a set of buyers for months to find their dream home, get them through the transaction and into their new home, and then I may not interact with them for months if not years. Yet, several times in my career, I have buyers call to sell their home I helped them buy and now they need me to help them sell it. Why did they come back to me?

I have a robust CRM (client relationship management) system that does a lot for me. If you’re in a sales or marketing industry, having a good CRM that can do some work for you is paramount. A lot of new real estate agents do not spend the time setting up their CRM and it’s a big mistake. My CRM helps me track not just client information like phone numbers and addresses – it’s also a powerful tool in helping me remember birthdays, house purchase anniversaries, pets names, etc. This enables me to keep up with my clients and send them messages or reach out when appropriate. I typically send anniversary cards or birthday cards to stay in touch. I also friend my clients on Facebook and if I see a graduation or a death, I’ll generally ask my CRM to remind me to connect with them. I also have a monthly newsletter that goes out to all of my customers and clients in my database to keep in touch. We use our app – Key to Home – to stay in touch as well with helpful home tips, purchase tips, and other fun stuff to help engage our past, current, and future clients.

Contact Info:

• Website: https://www.keytohomeapp.com
• Instagram: https://instagram.com/keytohomepropertygroup
• Facebook: https://www.facebook.com/keytohomepropertygroup
• Linkedin: https://www.linkedin.com/in/jaymattlin