We recently connected with Jennifer Redman and have shared our conversation below.
Alright, Jennifer thanks for taking the time to share your stories and insights with us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
I have been a Realtor in Texas; actively producing, as of 2015. I am a Buyer’s Specialist as well as part of The Cannon Team’s leadership team. As The Cannon Team grew (and continues to grow), our team owner; Christie Cannon, approached me with the idea of a position dedicated to the hiring, training and mentoring of new agents. At the time, she was in conversation with someone outside the team to take the role. After much thought, I emailed Christie with my ideas for criteria and an action plan. She followed up with a calendar request to me to discuss in person. In that appointment, I sat down to chat with my notes in hand and Christie said “You’re hired”. I laughed. She said that I matched all the criteria I’d sent and that it made sense for me to take this on: as a seasoned Realtor on the team and proven consistence of loyalty and production. We discussed this option at length with an outline of a 6 month, 1 year and 5 year growth plan. Later, I brainstormed with those close to me and asked them to poke holes in it. This new role would be a shift. I was in fear of a “salary + bonus” structure when I’d been only commission for so long. While I know these are the same thoughts a salaried person has of the challenges of a commission only job; this is the only income source I’d known. I had self doubt of being accountable to the new agents’ success…. “Am I qualified for this?” ran through my head repeatedly. What if I fail… I’d be failing others, too.
My daughter, Georgia, is my very best person. Georgia is a precocious; often outspoken, 10 year old. I would say she is a smaller versiou of me; however, she’s ‘bigger’ than I could ever hope to be. Around the time I was considering this change in direction for my career, Georgia bought me a gift for no reason other than she said she saw it and it made her think of me. It is a beautiful rose quartz beaded bracelet with the words “Faith over Fear” inscribed. I listened. I went in faith that it would be the right path instead of fearing that it wouldn’t.
I now have 16 new agents with whom I work daily to empower with the tools to create their own success. This number is growing as our team grows. I believe in each agent’s abilities and strive to be a sounding board, coach, mentor…and, hopefully, an inspiration to persevere. The reward of seeing these agents shine as experts in their field as well as continuing to facilitate the metamorphosis and trajectory of our team was and continues to be worth the risk taken.
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?
I have been in real estate related fields for 20 years, ranging from title and marketing to sales and training. My first real estate license was earned in California in 2001, following with North Carolina, Georgia, and now Texas. I decided to get a Texas license after working as a marketing rep for a title company and a real estate school. While taking the initial ramp-up classes at Keller Williams, I met Kevin Cannon. Christie and Kevin Cannon own The Cannon Team at Keller Williams. I was moved and motivated in that they (now we) describe the business of real estate as helping families. I can’t begin to count the times I’ve heard Kevin say “these families have raised their hand and asked for help”. This alone sounds so simple yet so many I’ve encountered boast of units sold or dollars produced. I continue to be proud of our team as we never ever lose sight of the the answer to any question being “what is best for your client and their family?” There is no gray area; do what is right and be kind to the agent on the other side. Being a Realtor/Mentor means that I am always partnering with someone to create a path for their future; either a home or a career. Being on The Cannon Team means I am surrounding myself with like minded colleagues and friends in a culture of being servant and service minded.
I would not be able to do what I do without the love and support of my daughter, Georgia. Previously, I’d say, incorrectly, that I do what I do so that I can spend time with her or to fund our lives together. While this remains true; I know now that she is the wind behind me always encouraging me to move forward always focusing on best practices; whether it is in mentoring agents or shifting my own mindset. My family is always first; my daughter and I are also so fortunate to have my mother live close by, knowing we can share holidays or just a meal at a moment’s notice.
We’d love to hear the story of how you built up your social media audience?
Social media has been a reliable source of business for me. My business is personal with a large overlap and fortunately, I have created a circle who know, like and trust me. I have a business page yet I do not often use it as a primary source. I have built my social media circle around relationships and friendships; joining groups that are relevant to me personally. I don’t spend much time on the industry groups as most often, they are taking time away from business generating activities for me. While I do post real estate related information, it is usually recent statistics or market information rather than my own successes. I find it important to let the world know one is succeeding in business but it can be done more subtly than the ever present “I’m a million dollar producer” posts. Take a class. Take two! I took a class years ago on Facebook lists and how to use them in business to be in front of specific people. I am hosting (not teaching!) a class next week for agents on Tik Tok and Instagram reels. It’s not always as complicated as it can feel, a class with the correct instructor can break it down into manageable pieces.
Have any books or other resources had a big impact on you?
There have been so many books and resources I’ve noted and re-read until tattered. I have always loved and gone back to “To Sell is Human” by Daniel Pink. This remains one of my favorites. He writes “To sell well is to convince someone else to part with resources—not to deprive that person, but to leave him better off in the end.” I believe in this wholeheartedly and interpret to mean that, in my business, the buyer is parting with resources that are possibly online or word of mouth and is now hiring an expert. I am not convincing them to part with it to take it away but to provide them with a better alternative. Daniel Pink also writes ““The purpose of a pitch isn’t necessarily to move others immediately to adopt your idea. The purpose is to offer something so compelling that it begins a conversation, brings the other person in as a participant, and eventually arrives at an outcome that appeals to both of you.”
I couldn’t love this one more! … that it begins a conversation… YES! A pitch is just that- a lead in to a conversation and information gathering to further solidify a relationship.
Contact Info:
- Website: jennifer.cannonteamhomes.com
Image Credits
Maddie Vickers