Debbie Tufts: Running A Professional Real Estate Business

REE #243 Transcript

[00:00:00] Debbie Tufts: If you let go of tasks and delegate to people who are better than you in certain areas of the business, what a difference it makes. It helps people break through ceilings, and once you start breaking through, you just want to keep going.

[00:00:38] Tracy Hayes: Welcome back to The Real Estate Excellence Podcast. Today's guest, our last for 2024, has been an amazing real estate agent here in Northeast Florida. She consistently ranks as a top producer with Engel & Völkers First Coast. With over 20 years of experience, she offers incredible insights, advice, and hot tips for agents. Having worked for two top brokerages in Northeast Florida, she brings a unique perspective on leadership, culture, and why choosing the right brokerage can make all the difference. Let’s welcome the amazing Debbie Tufts Evans to the show.

[00:01:13] Debbie Tufts: Thank you! It’s so nice to meet you.

[00:01:17] Tracy Hayes: I’m so glad to finally get you on. I know we’ll have some great listeners tuning in today. Let’s talk real estate. I think 2025 is going to be a big year.

[00:01:30] Debbie Tufts: Absolutely.

[00:01:31] Tracy Hayes: What’s interesting is I’ve been talking to a lot of people and looking at their numbers. Some agents have had incredible growth, like Daniella Tonya, who had her best month ever in November. But I’ve also noticed some agents who thrived in 2021 and 2022 are now seeing a retraction in their business. Have you noticed that as well?

[00:02:00] Debbie Tufts: I’ve seen some of that, but not so much with our group. We’ve focused more on improving our team rather than just growing our numbers. That’s been a key goal for us this year, and it’s even more of a priority for 2025.

The changes in the industry are forcing us to adapt our models. One of the main things we’re focusing on right out of the gate in 2025 is refining our database. It sounds simple, but it’s the foundation of our business. I learned about its importance years ago when I was with Keller Williams Realty. Gary Keller himself shared a valuable lesson with me about keeping a database between 50 and 100 people. At the time, we had about 3,000 people in ours, and I thought, “How could we narrow it down so much?”

[00:03:17] Tracy Hayes: That’s surprising. Why such a small number?

[00:03:19] Debbie Tufts: It made me realize we weren’t truly connecting with most of the people in our database. Of those 3,000, we were really only engaging with about 1,000—and even that was a stretch. Now, we’ve reduced our database to about 350 people, and we touch base with almost all of them consistently. But even 350 feels like a lot, and we’re working on refining it even further.

We want meaningful relationships with everyone in our database. Some of these people are other realtors we value, while others are repeat customers who’ve done 10 transactions with us over the years. Many have moved to Florida and retired here. Staying connected with them face-to-face or through regular touchpoints has been invaluable.

[00:05:20] Tracy Hayes: That’s amazing. I think many agents listening are probably thinking, “I have thousands of people in my database!” How do you differentiate between focusing on those key 50 to 100 people and the rest?

[00:05:27] Debbie Tufts: It’s not about ignoring the others. We still engage with them, perhaps through newsletters or occasional updates. But our main focus is on those who consistently refer us and do business with us. These are the people we prioritize in terms of outreach and building relationships.

[00:06:34] Tracy Hayes: So for the thousands you’re not actively engaging with, do you still keep them in the system?

[00:06:40] Debbie Tufts: Not really. Our database of 350 includes all our vendors and contacts, but the actual customers we regularly connect with are fewer than 300. Each month, we ensure we’re consistently reaching out to them through personal touchpoints.

[00:08:00] Tracy Hayes: Staying top of mind is so important. What specific strategies do you use to make those 350 people feel like VIPs?

[00:08:45] Debbie Tufts: It takes time, but we’ve been consistent. Before COVID, we did pop-bys, dropping off gifts or materials to customers and vendors. During COVID, we shifted to monthly mailers, and those have become a hit. People now anticipate them and even send us pictures of their engagement.

Each mailer has a theme. For example, we celebrated “Talk Like a Pirate Day” by mailing out eye patches and encouraging customers to send us creative photos. We’ve received pictures of pets wearing the patches—it’s fun and memorable!

[00:13:09] Tracy Hayes: That’s brilliant! It’s clear you’re not just doing this for visibility but also for genuine engagement.

[00:13:20] Debbie Tufts: Exactly. I can’t take full credit—I’ve surrounded myself with amazing people who help track and optimize our efforts. My strength lies in personal connections, like writing notes or making calls, while my team manages the analytics and strategy behind the scenes.

[00:15:25] Tracy Hayes: For agents listening, the key takeaway here is that consistency and tracking make all the difference. Whether it’s mailers or phone calls, you need to monitor what works and adapt.

[00:16:00] Debbie Tufts: Absolutely. We’re always refining our approach based on what the data shows. It’s expensive to send mailers consistently, but the engagement and loyalty we receive make it worth the investment. Plus, we incorporate community-focused initiatives, like sponsoring families during the holidays, to further deepen our connections.

[00:18:14] Tracy Hayes: Your approach is a masterclass in relationship-building. It’s not just about sending content but about tracking, engaging, and truly connecting with your audience.

[00:18:36] Tracy Hayes: All right. So, we kind of jumped into the middle. Let’s go back to the beginning. You grew up in New Orleans.

[00:18:40] Debbie Tufts: I did.

[00:18:41] Tracy Hayes: Tell us what it was like growing up there. What was young Debbie visualizing as a career? I imagine it wasn’t originally real estate.

[00:18:49] Debbie Tufts: Well, interestingly enough, my mom was a realtor.

[00:18:52] Tracy Hayes: Okay.

[00:18:52] Debbie Tufts: Real estate in the 1970s was very different compared to the early 2000s when I got into the business. Back then, you had to go to the office to get the key and work with physical paperwork.

[00:19:05] Tracy Hayes: Houses didn’t sell overnight because they weren’t immediately visible to everyone as soon as they hit the MLS.

[00:19:10] Debbie Tufts: Exactly. Growing up in New Orleans was fun. I loved the Cajun food, cooking, the water, and the ocean. Those elements of my childhood are things I still love today about being in Florida.

I graduated from an all-girls public school. New Orleans was one of the few areas in the country with publicly segregated schools by gender—most similar schools are private. Even back then, I was very involved in leadership, student council, and activities that shaped who I am today.

I love mentoring new agents and helping them grow. My family moved around a lot because my dad worked for Shell Oil, and I carried that experience into my adult life. Moving was always exciting for me—it was about learning new cultures and meeting different people.

[00:20:32] Tracy Hayes: That sounds like it naturally transitioned into a career in real estate. What led you to get into the business in 2003?

[00:20:33] Debbie Tufts: Moving often definitely played a role, but what really got me into real estate was a decline in public schools where we were living at the time. I had three daughters, and as a mom, I wanted the best for them. When I looked at private school tuition, we realized I needed to go back to work. My youngest daughter was in eighth grade at the time, so I decided to re-enter the workforce.

In hindsight, it was one of the greatest decisions I ever made. My husband encouraged me to go back to work, though I resisted at first because I loved being a mom and wife. Once I started, I worked as an assistant for a top-producing agent, which introduced me to the business and gave me a strong foundation.

[00:22:19] Tracy Hayes: Taking that role as an assistant seems to have been pivotal. I’ve often thought there should be a board or program where new agents can shadow top producers before diving into the business. How did being an assistant help shape your career?

[00:24:01] Debbie Tufts: Being an assistant was an invaluable experience. I learned the business on a micro level because our core focus was the neighborhood we lived in—we didn’t operate outside of it. That taught me how to build relationships and understand the local market deeply.

When I moved to Jacksonville, I had to adapt to a completely different way of doing business, moving from a neighborhood-centric approach to covering a broader area. Starting as an assistant gave me the skills I needed to make that transition successfully.

[00:25:20] Tracy Hayes: That’s a powerful example of how mentoring can make a difference. You’ve mentioned adapting to market changes and staying educated. How do you keep up with those changes to serve your customers better?

[00:25:45] Debbie Tufts: Staying educated is critical. We focus heavily on the local market while keeping an eye on national trends. For instance, I use data from Dr. Alex Stewart at Market Distillery. His insights are a game-changer for our business, and I incorporate them into newsletters, buyer presentations, and customer conversations. Staying informed helps me provide the best advice and build trust with clients.

[00:27:21] Tracy Hayes: That’s great to hear. Let’s transition into your career path. You were in Atlanta for about six years, starting as an assistant. What prompted you to step into a full-time agent role?

[00:28:42] Debbie Tufts: The agent I was assisting moved, leaving an opportunity for me to step in and take over the business. I became a full-time agent with Harry Norman Realtors, a boutique brokerage in Atlanta. My first year, I was honored as Rookie of the Year.

From there, I transitioned to Keller Williams Realty, where my husband joined me. Together, we built a team that grew our business from $5 million to $52 million in just five years, from 2005 to 2010.

[00:30:57] Tracy Hayes: That’s incredible growth, especially during a time of market volatility. How did you adapt when the market shifted?

[00:31:49] Debbie Tufts: Those challenging times taught us the most. When the market is booming, it’s easy to become complacent. But during downturns, you’re forced to refine your systems and models. That’s when we learned how to build a more sustainable and resilient business.

[00:33:31] Tracy Hayes: Speaking of market changes, we’ve seen historically low transaction numbers recently. How are you advising clients in this current environment?

[00:34:02] Debbie Tufts: I remind clients that we’ve just experienced historically low interest rates, which we may never see again. Today’s rates might seem high by comparison, but they’re still reasonable in a historical context. Educating clients about the market’s history and helping them understand the long-term value of real estate is key.

[00:36:38] Tracy Hayes: That’s a great perspective. Advisors like you play a critical role in helping clients make wise decisions.

[00:36:47] Debbie Tufts: Absolutely. That’s why we’re called advisors—we’re here to guide clients, not just open doors and show homes. Educating clients sets us apart and elevates the profession.

[00:37:25] Tracy Hayes: Let’s talk about brokerages. You’ve worked with two respected brokerages in Northeast Florida. How important is finding the right brokerage for an agent’s success?

[00:37:53] Debbie Tufts: It’s critical. Some agents can thrive anywhere, but most need a supportive culture, mentorship, and collaboration to succeed. When I transitioned to Engel & Völkers, I was drawn to their emphasis on education and teamwork. Cory, our broker, genuinely cares about his agents and creates an environment where we can excel.

[00:40:00] Tracy Hayes: That’s a great endorsement. It sounds like finding the right fit can make all the difference for an agent’s trajectory.

[00:41:17] Tracy Hayes: I've always...

[00:41:18] Debbie Tufts: ...been that way. And I think our presentations and offerings, as well as the statement Engel & Völkers makes, are pretty remarkable. It's a beautiful distinction, and everything that Engel & Völkers produces is top-notch. There's so much thought put into it.

For the four years I've been with them, they've been consistent. Corey, as a broker, has created a culture in our offices in a very short time that’s incredibly special. For example, he’s started something called "Coffee and Collaboration." We had one this week, and when we left, there wasn’t a dry eye in the room.

Agents shared vulnerable things happening in their lives, things we could help them with, pray for, or support them through. Corey is the type of person who will answer his phone no matter when you call. Every agent talks about how he’s always available and supportive.

[00:42:40] Tracy Hayes: That’s incredible.

[00:42:42] Debbie Tufts: Yes, and the admin team he’s put together to support us daily is amazing. They are so engaging and know so much about each of us. Most of the agents at Engel & Völkers are experienced and don’t require a lot of hand-holding. But the team still goes above and beyond to help us.

For those agents who need a push now and then—because we all do—Corey is there. He has high expectations, which I love, because it only makes us all better. The results of our brokerage in such a short time speak for themselves.

[00:43:42] Tracy Hayes: Yeah.

[00:43:44] Debbie Tufts: I could talk about it all day, but the results truly do speak for themselves. I know you’ve had other Engel & Völkers agents on your show, and I’m sure they’ve all said similar things about Corey.

[00:43:55] Tracy Hayes: Absolutely. There’s some magic in what he’s doing.

[00:43:59] Debbie Tufts: Definitely.

[00:44:00] Tracy Hayes: I’ve never heard anyone say anything negative about him or the brokerage. Everything you’re saying aligns with what I’ve already heard from others.

[00:44:08] Debbie Tufts: His mom must be proud.

[00:44:12] Tracy Hayes: That doesn’t shock me at all.

[00:44:14] Debbie Tufts: He has a great family, and he loves talking about them. He also loves talking about all of our families—it’s just who he is. I’m very proud of him and our brokerage.

[00:44:26] Tracy Hayes: It’s great to have that kind of motivation, especially during slower periods when you haven’t had a call in a while. Having a culture like that can provide a little boost when you need it.

[00:45:16] Debbie Tufts: Corey has a way of seeing things in people that they don’t see in themselves. He’s a team player and always challenges us. I love that about him.

[00:45:35] Tracy Hayes: Based on your experience at Keller Williams and Engel & Völkers, what advice would you give to someone considering a career in real estate?

[00:46:00] Debbie Tufts: I’d advise them to talk to other advisors. Ask about the pros and cons of the business and even ask to shadow them. One of my dearest friends, Kristen Malin, came to Atlanta in 2009 and spent four days shadowing me. She rode around with me, looked at our systems, and took those insights back to Ponte Vedra. Today, she’s incredibly successful.

[00:46:57] Tracy Hayes: That shows discipline and a willingness to learn.

[00:47:01] Debbie Tufts: Exactly. Real estate is a business. You’re essentially running your own small business, and it’s all on you. You have to be proactive, learn from others, and make sure this is something you truly want to do.

[00:47:36] Tracy Hayes: People often don’t realize how different every transaction can be.

[00:47:52] Debbie Tufts: Absolutely. Every transaction is different—different buyers, sellers, agents, and circumstances. You have to adapt and sometimes play counselor or mediator. It’s not always easy, but it’s rewarding.

[00:48:04] Tracy Hayes: Over the years, you’ve probably accumulated a lot of wisdom.

[00:48:13] Debbie Tufts: Definitely. I’ve been fortunate to work with amazing people. For example, a young woman I helped buy her first home in 2010 later joined my team. Over time, she became a key part of our business and eventually helped us start a transaction company. She’s now back with us and plays a significant role in the group.

[00:50:40] Tracy Hayes: How much do you leverage Engel & Völkers’ resources versus handling things in-house?

[00:51:06] Debbie Tufts: Right now, we handle most things in-house, but we do utilize Engel & Völkers’ marketing and transaction coordination resources. Everything they provide is top-notch, and we’re always looking into new offerings.

[00:52:09] Tracy Hayes: For solo agents reaching their capacity, what advice would you give them to start leveraging support?

[00:52:52] Debbie Tufts: First, recognize that you can’t do it all alone. Talk to agents who are producing at a higher level and learn from them. There’s always something to take away from their experience.

Even for me, joining Engel & Völkers exposed me to new ways of doing business. It wasn’t that what I was doing before was wrong—it’s just that I became better. Surround yourself with people who want to help you grow, and don’t hesitate to reach out for advice.

[00:55:18] Tracy Hayes: That’s excellent advice. Sharing knowledge doesn’t mean someone will replicate you—they’ll make it their own.

[00:55:33] Debbie Tufts: Exactly. I’ve benefited so much from others sharing their knowledge with me. It’s humbling when someone reaches out for advice because it means they see value in what you’re doing.

[00:56:32] Tracy Hayes: We need to raise the bar for the industry.

[00:56:36] Debbie Tufts: Absolutely. I want real estate advisors to be respected for what we do. There’s so much more to this business than just opening doors.

[00:57:20] Tracy Hayes: Speaking of raising the bar, what do you love most about real estate?

[00:57:20] Debbie Tufts: I love the people and the team I’ve built. Everyone brings something unique to the table, and together, we create an incredible dynamic. On a larger scale, I love helping people understand the value of homeownership and how it can be one of their greatest assets.

[00:59:18] Tracy Hayes: That’s a fantastic perspective. Real estate is about more than just transactions—it’s about making a difference.

[01:01:20] Debbie Tufts: In our business, we deal with a lot of grit every day. Many times, we’re helping people in tough situations—whether they’re moving across the country to a place they’re unfamiliar with, dealing with foreclosure, or going through a major life change. There’s a lot of stress involved, and I’ve had to get down on my knees many times to help customers. I remind them that, at the end of the day, it’s just a house, and we’ll get through it together.

Because of my faith and who I am as a person, I see this as my ministry. I believe people are placed in my path for a reason, and they often need someone with grit and wisdom to guide them.

[01:02:26] Tracy Hayes: That’s powerful. It reminds me of the concept in Eat That Frog—where you handle the toughest tasks first thing in the morning to set the tone for the rest of the day.

[01:02:40] Debbie Tufts: Exactly. I’ve had those moments where you have to make tough calls. Whether it’s a consultation or pulling someone back from the edge, you just have to do it. Over the years, it’s become something I know how to handle.

[01:03:23] Tracy Hayes: It sounds like it’s second nature to you now.

[01:03:25] Debbie Tufts: It is. For example, today I’m dealing with a big situation. A customer has already moved out, their truck is loaded, and they’re staying in a hotel. Now, we’re facing a tough decision about putting the house back on the market. It’s one of those days where you think, “Did we do everything we could?”

[01:04:00] Tracy Hayes: That’s such a hard call.

[01:04:29] Debbie Tufts: It is. I’ve only had to do this once before in my 20 years, but it never gets easier. If your heart and soul are in this business, making those calls is always tough.

[01:05:20] Tracy Hayes: It’s part of the job, though. There are so many moving parts—lenders, title companies, inspectors, appraisers—and we can only control so much.

[01:05:36] Debbie Tufts: Absolutely. And here we are at Christmastime, trying to make this a positive memory for a family. But sometimes, you just have to persevere and push through.

[01:06:01] Tracy Hayes: You need faith and resilience to get through those moments. That’s why we get paid for what we do.

[01:06:40] Debbie Tufts: No matter how well we plan or how many systems we have in place, things can still derail. As long as we know we’ve done everything we can, that’s all we can ask of ourselves.

[01:07:10] Tracy Hayes: Exactly. It’s about doing your best and knowing you’ve done everything in your power.

[01:07:17] Tracy Hayes: Let’s talk about consistency—the "C" in grit. What do you do consistently in your business to keep things moving forward?

[01:07:50] Debbie Tufts: For me, it’s personal. My business is my ministry, and every morning, I pray for my business, my team, and the people I’ll encounter that day. I ask for strength, perseverance, and patience to handle whatever comes my way.

[01:08:32] Tracy Hayes: That’s a beautiful approach. Let’s wrap up with advice for agents. What are one or two things they should be doing in this current market?

[01:08:56] Debbie Tufts: I’m a big checklist person. I write down everything I want to accomplish for the day. Starting in 2025, we’re implementing a new CRM system. I’ve been using Excel spreadsheets for years, but I’ve realized it’s time to upgrade.

[01:09:55] Tracy Hayes: CRMs can do so much, but they can be overwhelming. Having someone on your team who knows how to use it effectively can make a huge difference.

[01:11:50] Debbie Tufts: Exactly. It’s about leveraging the right tools and surrounding yourself with people who can help you execute your vision.

[01:12:51] Debbie Tufts: Another tool we’re using is Trello. It’s great for team communication and staying organized. Instead of texting back and forth, we can collaborate in one space and share attachments.

[01:14:11] Tracy Hayes: That’s smart. Surrounding yourself with the right people and tools can make all the difference. If you’re not using your CRM or other tools effectively, reach out to someone who can help you set it up.

[01:15:38] Debbie Tufts: It’s hard to let go sometimes, but delegating to people who are better at certain tasks than you can make a huge difference. It helps you break through that ceiling and keep growing.

[01:16:27] Tracy Hayes: That’s great advice. Anything you’d like to add?

[01:16:31] Debbie Tufts: Just that I’m always happy to have a conversation with anyone who wants advice or help breaking through in their business.

[01:16:46] Tracy Hayes: Which office do you usually work from?

[01:16:48] Debbie Tufts: I’m usually at the Jacksonville Beach office, but I visit the other offices every other week for meetings.

[01:17:10] Tracy Hayes: That’s great. What’s happening at the Cup of Job event tonight?

[01:17:21] Debbie Tufts: We’re hosting an event for our customers, giving out hot chocolate. It’s at the Cup of Job in Jacksonville Beach. I even have a wall there with information about our business.

[01:18:32] Tracy Hayes: That’s fantastic. Building those relationships with local businesses is so important. Thank you for coming on today.

[01:18:36] Debbie Tufts: Thank you! Merry Christmas!