Gretchen Territo: "What's it going to look like?"

REE #241 Transcript

[00:00:00] Gretchen Territo: I think part of success is time, consistency, and ensuring whatever you set up is sustainable. For instance, we started a newsletter—it takes a lot of time and energy. My advice is, whatever you decide to do, master it until it becomes part of your process before moving on to something else. In real estate, we often search for a silver bullet, a big game changer, but I don't think it's ever just one thing. It’s a lot of things.

[00:01:00] Tracy Hayes: Welcome back to the Real Estate Excellence Podcast! Today’s guest is part of a husband-and-wife real estate team. With experience in teaching and corporate sales, they pride themselves on integrity, honesty, and strong work ethic. They find joy in uncovering the perfect home for each client. She also has an eye for interior design and staging—an ideal combination for a real estate agent. Let’s welcome Gretchen Territo.

Gretchen Territo: Hi, thanks so much for having me. This is wonderful!

Tracy Hayes: I appreciate you coming on. I know we had a tech hiccup earlier, but here we are! First, let me give a quick shoutout to Remy Graphics for sponsoring. They make these amazing laser-engraved gifts, like mugs. RemyGraphics.com—they do personalized, one-off creations, which make excellent gifts.

Gretchen Territo: These are gorgeous. Thank you!

[00:02:00] Tracy Hayes: No problem! So, Gretchen, you grew up in Portsmouth, Ohio. Tell us about your journey—what led you to real estate? What were your career aspirations growing up?

Gretchen Territo: Honestly, as a kid, I wasn’t sure—maybe a ballerina or an astronaut! My path to real estate wasn’t straightforward. I started at Ohio University, majoring in sociology. After one summer waiting tables in Myrtle Beach, I decided not to go back and transferred to the University of South Carolina, where I earned both my bachelor's and master’s degrees.

I worked in education for years before transitioning to educational sales. It suited me because I had prior sales experience, and it evolved into traveling territory-wide, east of the Mississippi. Meanwhile, Matt and I were investing in real estate on the side. Matt, being a builder, would renovate distressed properties, and we’d sell them after two years to avoid capital gains.

When we received the call about adopting our first child, we decided to turn our side hustle into a full-time endeavor. Matt transitioned first into real estate while I stayed in sales until our second child came along. That’s when I stepped away from my career in sales entirely.

[00:04:00] Tracy Hayes: Your transition into real estate sounds so grounded. You’ve mentioned that your previous career skills—like teaching and corporate sales—provided a structure for your business. What specifically carried over into your real estate career?

Gretchen Territo: Corporate sales taught me how to use a CRM, maintain consistent marketing, and foster relationships. But I underestimated the challenge of real estate. After 20 years in educational sales, I thought success would translate smoothly. However, real estate required earning trust at a much deeper level—after all, it involves people's largest financial investments.

[00:06:00] Tracy Hayes: How did you handle those humbling early months?

Gretchen Territo: It was tough. Six months in, with two young kids, we’d sold just one house. But we kept learning and adapting. Matt initially succeeded by hosting frequent open houses in our own waterfront home, attracting million-dollar buyers. When we downsized, that dynamic changed, and we had to adjust.

[00:09:00] Tracy Hayes: Now, in your leadership role, what advice do you give new agents struggling to gain traction?

Gretchen Territo: Focus on consistency and sustainability. For instance, when we started a newsletter, it became a commitment. Stopping abruptly could make people question your business. Also, determine your value proposition. One of our agents started offering free pressure-washing as a service—an affordable way to add significant value to his listings.

[00:13:00] Tracy Hayes: Let’s talk staging. You’ve built a significant operation around it. When did you realize staging was a game-changer?

Gretchen Territo: It started with our first listing, where I used pillows and blankets from my home to modernize a dated property. The response was great, and from there, we slowly built an inventory. Now, we have over 30 bedrooms of furniture and offer comprehensive staging for all listings. It’s a big investment, but it sets us apart.

[00:16:00] Tracy Hayes: What’s your philosophy on staging vacant homes?

Gretchen Territo: I want buyers to walk in and think, “I want to be these people.” That means staging every space, including outdoor areas. Virtual staging doesn’t achieve the same emotional connection. Our goal is to make homes look even better in person than online.

[00:20:00] Tracy Hayes: How does staging affect your long-term success?

Gretchen Territo: It’s all about the long game. We invest heavily in staging, marketing, and quality service for every listing—whether $200,000 or $2 million. It ensures our clients become raving fans, leading to referrals and repeat business. One client alone has led to 21 transactions in six years.

[00:30:00] Tracy Hayes: Your CRM and newsletters clearly play a role in staying top of mind. What’s your strategy for growing and maintaining your database?

Gretchen Territo: Consistency. We send two newsletters monthly—one community-focused and one market-focused. We also integrate leads from various sources, like new team members and shared spheres. Over time, this has helped us grow our newsletter audience to around 7,000 subscribers.

[00:32:00] Tracy Hayes: That’s impressive. For agents just starting out, how would you advise them to grow their database?

Gretchen Territo: Start with your sphere—friends, family, service providers, anyone you have a connection with. Be disciplined about adding contacts regularly, even just a few each day. Relationships and consistency are the foundation of a successful CRM strategy.

[00:33:00] Tracy Hayes: This makes me think of Dwayne Johnson, “The Rock.” A couple of years ago, he got into tequila, put his name on it, and they created a tequila brand for him. They knew he’d sell hundreds of thousands of cases because of his massive Instagram following, YouTube presence, and overall influence. That’s what you’re doing as a real estate agent—you’re creating a following. With 7,000 and growing people in your database, every email you send out touches someone connected to real estate.

Sure, not everyone will read the email, but that’s not the point. As long as they see it, when they’re ready, they’ll remember you and open it.

[00:34:00] Gretchen Territo: Exactly. It gives us a chance to stay on their radar. If they never hear from us, we’re not even an option. But if they get communication from us twice a month, we might be their second or third choice if their current agent doesn’t meet expectations. Or they might refer us to their neighbor, saying, “You should check out Gretchen because her marketing is excellent.”

[00:35:00] Tracy Hayes: That’s a great point. It also ties into what we’re seeing now with agents leaving the industry. Some experienced agents who thrived in 2021 and 2022 are fading out. Are you noticing this trend?

Gretchen Territo: Time will tell, but yes, I see it happening.

Tracy Hayes: Which makes your newsletter even more relevant. If their agent steps away, your consistent presence positions you as the next logical choice.

[00:36:00] Gretchen Territo: Absolutely. We even send our newsletter to other real estate agents. Initially, I questioned whether it made sense, but ultimately, it serves several purposes. We’re giving visibility to local businesses, sharing community events, and, most importantly, promoting our listings. If another agent sees our work and steps away from the industry, they might recommend us to their clients. Consistency builds credibility.

[00:37:00] Tracy Hayes: I know we’ve touched on this before, but tell us about your “love on” events.

Gretchen Territo: Post-COVID, we decided to double down on our sphere instead of internet leads. We tracked our 2021 transactions and found that 85% came from repeat customers, referrals, or our sphere. Only 15% came from internet leads, open houses, or listings. It didn’t make sense to spend heavily on internet leads, so we shifted our budget to focus on our sphere.

We now do quarterly pop-by gifts for our customers—something small but thoughtful. For instance, this quarter, we’re sending Christmas ornaments with pictures of their homes to our buyers. We also host quarterly events, including our biggest one at Sykes Family Farm. We rent the barn, serve food, have face painting, and raffle off prizes. It’s a way to connect face-to-face with our clients and show appreciation.

[00:39:00] Tracy Hayes: It’s smart to invest in relationships rather than faceless internet leads. You’re building loyalty and creating raving fans.

[00:41:00] Tracy Hayes: On the topic of staging—some agents are starting their own staging businesses because they find third-party services expensive. What’s your perspective?

Gretchen Territo: I initially brought staging in-house because I didn’t like working within the constraints of other companies—like strict timelines or extra fees for extensions. Plus, furniture was more affordable when I started. I sourced most of our pieces from Facebook Marketplace, keeping costs low.

That said, I stopped staging for other agents because of challenges like picky requests, damaged inventory, and conflicts with my own listings. For me, staging is about adding value to our listings and differentiating our services.

[00:44:00] Tracy Hayes: Many agents hit a ceiling when they’re doing everything themselves. When did you realize it was time to hire, and what was your first step?

Gretchen Territo: Initially, I made mistakes, like hiring buyers’ agents too early. They often needed significant training, and many didn’t bring their own sphere. Following advice from Keller Williams, I hired a part-time admin instead. This person handled tasks like accounting, compliance uploads, and getting documents signed—things Matt and I weren’t great at and didn’t enjoy.

This freed us to focus on revenue-generating activities and play to our strengths. Over time, we’ve built a solid team and learned the importance of structure before growth.

[00:47:00] Tracy Hayes: What strengths do you and Matt focus on now?

Gretchen Territo: Matt’s construction background makes him an excellent buyer’s agent. He helps clients see the difference between “lipstick on a pig” and a true diamond in the rough. For example, we recently helped a military retiree buy her “forever home.” Matt ensured she purchased with good equity so she could move again if needed. His ability to evaluate homes and advise clients on long-term value is invaluable.

[00:52:00] Tracy Hayes: How important are buyer consultations in your process?

Gretchen Territo: They’re crucial. We always sit down with buyers to understand their goals beyond their wish lists. What are they trying to accomplish financially and long-term? This helps us guide them to the right home.

[00:54:00] Tracy Hayes: You’ve clearly built a business centered on relationships and tailored service. How do you ensure every client becomes a raving fan?

Gretchen Territo: We ask them upfront: “What will it take for you to become a raving fan of Team Torito?” It sets clear expectations and helps us deliver a standout experience.

[00:59:00] Tracy Hayes: Finally, why should someone choose Team Torito?

Gretchen Territo: For sellers, our staging sets us apart. For buyers, Matt’s builder expertise ensures they truly understand what they’re purchasing. For investors, we bring personal experience in various investment strategies. Above all, we genuinely care about creating lifelong relationships and delivering exceptional service.

[01:04:00] Tracy Hayes: Gretchen, it’s been a pleasure. Thank you for sharing your insights.

Gretchen Territo: Thank you, Tracy. It’s been wonderful.