Kate Swain: "Something Good Will Come Out Of This"

REE #240 Transcript

[00:00:00] Katy Swain: The worst thing to do is to become stagnant. Maybe you're sharpening up on a negotiation book, reading a sales book, attending a seminar, or seeking out masterminds. Like you were saying, there are opportunities everywhere. You could go to breakfast, lunch, and dinner networking events almost every day here in Jacksonville. Just find a few to go to.

[00:00:22] Tracy Hayes: If you want a free lunch or breakfast, they’re out there every day.

[00:00:26] Katy Swain: Take time to do that right now. It’s about not becoming stagnant, knowing the business will come, and keeping faith that something good will come out of it.

[00:01:00] Tracy Hayes: Welcome back to the Real Estate Excellence Podcast. I have an extraordinary lineup of real estate agents this December. Today’s guest is a Florida State grad, licensed in both Florida and Georgia. In 2021, she sold 68 properties—an amazing feat for an individual agent. She prides herself on her work ethic, communication skills, negotiating ability, and attention to detail. She’s a problem solver who wants to help people live their best lives. Katy, welcome to the show.

[00:01:27] Katy Swain: Thank you.

[00:01:28] Tracy Hayes: Before we dive in, I want to give a quick shoutout to Remy Graphics. They make these wonderful mugs, like the hot pink one in your bag today. They offer laser-engraved gifts, perfect for closings or any occasion. Check them out at RemyGraphics.com.

[00:02:14] Tracy Hayes: Florida State! Tell us what brought you there. You’re licensed in Georgia, so I assume you have ties there too?

[00:02:18] Katy Swain: Actually, I’m a Jacksonville native.

[00:02:22] Tracy Hayes: Oh, really? Let’s hear your story.

[00:02:24] Katy Swain: Born and raised in Jacksonville. Not many of us natives around anymore! I went to Florida State because I loved it. My mom went to LSU, and my dad went to Florida, but I chose FSU and had the best experience. After college, I came back to Jacksonville, got married, and moved around a bit—to Naples, then Orlando, and eventually Atlanta for my husband’s job.

[00:02:44] Tracy Hayes: Were all those moves job-related?

[00:02:49] Katy Swain: Yes, we lived in Naples around 2011.

[00:02:51] Tracy Hayes: Funny, my wife and I met in Naples in 2004. I was running the Alltel Wireless store downtown, which is now a Verizon store. Small world!

[00:03:15] Tracy Hayes: So, what did you study at Florida State?

[00:03:18] Katy Swain: Communications. I originally wanted to go into politics because Tallahassee is a great place for that, but an internship made me realize it wasn’t the path for me. I leaned more toward broadcast journalism, anchoring for WFSU and covering stories like the Bush v. Gore election in 2000. It was an incredible experience.

[00:04:00] Tracy Hayes: How competitive was the broadcast journalism program?

[00:04:08] Katy Swain: Very. The communication school was large, but the broadcast program was much smaller, with about 100 people. Most of the instructors had professional backgrounds, which made it even more rigorous.

[00:04:34] Tracy Hayes: What challenges did you face progressing through that program?

[00:04:37] Katy Swain: It’s all about maturity and figuring out your interests. As you advance and take more hands-on classes, you hone in on what you really want to do.

[00:05:22] Tracy Hayes: And yet, many graduates don’t end up working in their field, right?

[00:05:30] Katy Swain: Exactly. I did get into the business for a while but faced a personal tragedy that made me rethink my career path. Media can be exploitative, and I wanted to do something that genuinely helps people.

[00:06:20] Tracy Hayes: That makes sense. So, what led you to real estate in 2018?

[00:08:48] Katy Swain: My husband, Kale, is a broker in Florida, Georgia, and Alabama, specializing in land mitigation. I’ve always been fascinated by real estate—I used to doodle floor plans in school and loved walking through model homes. So, when my oldest child was in fifth grade, I decided to go for it. I got my license in 2018, but it wasn’t until 2019 that I really dove in.

[00:10:00] Katy Swain: Initially, I struggled. I showed one friend 70 houses before they made a decision. Another client was so stressful it made me reconsider real estate entirely. But those experiences shaped me and taught me how to manage my business better.

[00:12:08] Tracy Hayes: That’s a relatable story for many agents. How did you transition from those early challenges to selling $10 million in real estate within six months?

[00:12:18] Katy Swain: I developed systems. At first, it was three calendars and a lot of color-coding. Now, I use spreadsheets to track every transaction and create interactive tools for my clients. Efficiency is key—I want to respect both my time and my clients’ time.

[00:14:41] Tracy Hayes: Let’s talk about brokerage choices. How important is it to surround yourself with the right people?

[00:15:00] Katy Swain: It’s crucial. I joined a referral network called Next Move, which focuses on high-performance agents. That network has been a game-changer for me, connecting me with the right clients and resources.

[00:20:01] Tracy Hayes: Your story highlights the importance of mentorship, systems, and persistence. Any advice for new agents?

[00:20:15] Katy Swain: Find a mentor, stay organized, and don’t be afraid to ask for help. Real estate can be life-changing, but it requires hard work and dedication.

[00:21:38] Tracy Hayes: Even though you weren’t officially part of the franchise yet, right?

[00:21:41] Katy Swain: Correct. I was part of a referral group. You can be with any brokerage and still participate. That group was small, with just under 100 agents, but they were high performers. Collectively, we were doing about $200 million annually. Eventually, Gary Keller and some top people at Keller Williams reached out to the founders of the group and said, "We want this to be part of Keller Williams."

[00:22:00] Katy Swain: From there, Keller Williams Sports and Entertainment was born. That was around late 2021 or early 2022. The group grew so large that the original founders decided to start an expansion team. They wanted to hand-select teams across the country to operate under the Next Move umbrella while staying within Keller Williams.

[00:22:49] Katy Swain: They reached out to me to lead the Jacksonville, Florida, and South Georgia areas. At first, I was hesitant. I really liked the brokerage I was with in Amelia Island. It wasn’t an easy decision, and for the first time, I had to actively interview the opportunity.

[00:23:11] Tracy Hayes: That’s interesting. You’re part of Keller Williams now, but there are multiple Keller Williams branches in Jacksonville, right?

[00:23:22] Katy Swain: Yes, I’m part of Keller Williams Atlantic Partners in Jacksonville.

[00:23:25] Tracy Hayes: Okay, that makes sense. So, once you decided to say yes, what came next?

[00:23:31] Katy Swain: That’s when I became the leader of Next Move Atlantic Coast, operating under Keller Williams.

[00:23:35] Tracy Hayes: Got it. Now the logo and branding come together—it all makes sense.

[00:23:41] Tracy Hayes: When evaluating brokerages, what were some key things you were looking for? For example, you didn’t want to lose those valuable leads, but you also didn’t want to move somewhere that might hurt your business.

[00:24:00] Katy Swain: Exactly. Just because a brokerage is chosen as part of a program like Sports and Entertainment doesn’t automatically mean they’ll excel at it. I needed to ensure the local Keller Williams team could support my business.

[00:24:34] Katy Swain: Initially, I didn’t think I needed much, as I’d built a solid foundation. But once I explored Keller Williams, I was blown away by the layers of training and support they offered. They pour so much into their agents, especially new ones. Even though I wasn’t a new agent, I appreciated how they focused on preventing agents from failing.

[00:25:22] Tracy Hayes: Let’s dive into that. Most brokerages will claim their technology and training are excellent. But what specifically stood out to you about Keller Williams’ training?

[00:26:00] Katy Swain: One of the first programs I participated in was an eight-week training where you’re given goals and are held accountable. It was very action-oriented, and it brought out the competitive side in me.

[00:27:15] Tracy Hayes: It sounds like the iron-sharpens-iron approach, which is great. What else did you gain from these trainings?

[00:27:17] Katy Swain: Beyond real estate, they focused on taking care of your whole self—mind, body, and spirit—while planning for the next year. It wasn’t just about business but creating a balanced, sustainable approach to success.

[00:28:00] Tracy Hayes: That’s an invaluable lesson. Let’s talk about the importance of sharpening your skills and networking. How vital is it for agents to schedule time for training and masterminds?

[00:29:30] Katy Swain: It’s absolutely essential. I try to participate in something at least once a week, whether it’s a local event, a national Keller Williams session, or just lunch with other agents to share ideas. You can never stop learning, and the minute you think you’ve done it all, you start slipping.

[00:30:11] Tracy Hayes: Well said. Real estate is full of ups and downs. What keeps you motivated and loving this business?

[00:31:13] Katy Swain: I love helping people. The closing day, when clients are genuinely happy—whether they’re selling or buying—is the most rewarding part.

[00:31:50] Tracy Hayes: It’s such a pivotal moment for clients. Speaking of challenges, tell us about a time when you had to overcome a particularly difficult transaction.

[00:33:34] Katy Swain: I was representing a seller last year, and the buyers and their agent were an absolute nightmare. The buyers were uncooperative, and the agent made several errors, leading to a binder dispute. It was my first time dealing with that in almost 200 transactions.

[00:34:06] Tracy Hayes: Sounds like a rough experience. How did you handle it?

[00:34:09] Katy Swain: It was incredibly emotional, but I kept reminding myself that things would work out. After the first deal fell apart, we found another buyer and closed successfully. That optimistic mindset helped me push through.

[00:35:25] Tracy Hayes: “Something good will come out of this” could be the theme of this episode!

[00:35:30] Katy Swain: Absolutely. That mantra has carried me through tough times. Even with that house, I ended up selling it multiple times and even helped the neighbors sell their homes. It turned into six transactions in total!

[00:38:39] Tracy Hayes: That’s incredible. It shows how the right attitude can lead to success.

[00:38:49] Katy Swain: Exactly. You never know what opportunities will arise if you stay positive and keep going.

[00:39:10] Tracy Hayes: Speaking of problem-solving, tell us about another unique situation you’ve handled recently.

[00:39:20] Katy Swain: I had a condo under contract last week, but the buyer’s lender denied the loan due to a condo questionnaire issue. Instead of giving up, I researched which lenders had closed loans in that building before. I found one, reached out, and they were able to get it done within a week.

[00:39:51] Tracy Hayes: That’s the kind of out-of-the-box thinking that sets great agents apart.

[00:40:00] Katy Swain: Exactly. You have to be persistent and creative. Giving up isn’t an option when there’s always a solution out there.

[00:41:00] Tracy Hayes: How can we work around these issues? For example, some of these appraisers are still working on those big projects that are costly and time-consuming, but regulations require updates every three years. Having solid connections and the right people in place is crucial.

When dealing with condos, your point about going out of the box is excellent. If you're stuck, you might ask: "Who’s done a loan here recently?" Typically, if a lender closed a loan in that condo within the last two months, it’s already approved. They can stamp it through quickly. For older transactions, like six to eight months back, you might need updated paperwork, but most of that information is refreshed yearly anyway.

[00:42:00] Tracy Hayes: I noticed on your LinkedIn profile that you’re listed as a team lead. That leads to an important topic. As a solo agent, you eventually hit what John Maxwell calls "the lid"—the limit of what you can do on your own. What challenges did you face when you hit that point? How did you transition, and what advice would you give to someone reaching that stage?

[00:42:36] Katy Swain: In March of 2021, I reached my breaking point. I was going to bed late, waking up early, and barely functioning. I realized I had to make a choice between the quality of my life and family time or my career. I didn’t want to give up either, so I hired an assistant—a real, full-time assistant.

[00:43:00] Katy Swain: My first hire didn’t work out. She was young and wanted to work on her own terms. I needed someone reliable, available between 9 to 5, and fully dedicated. Within two weeks, I found the right fit. She was experienced, organized, and ready to take on the role.

[00:43:59] Katy Swain: By April 2021, she was fully onboard, and she’s been a game-changer. She knows what I need before I even ask. We’ve developed an amazing system where I outline daily tasks for her, and she also takes the initiative to manage other aspects of the business.

[00:44:13] Tracy Hayes: That’s great. It sounds like your systems are running smoothly, and she complements your strengths.

[00:44:21] Katy Swain: Exactly. She’s allowed me to maintain my work-life balance, which is crucial to me. My kids are very involved in school and extracurricular activities, and I didn’t want to miss those moments.

[00:44:48] Tracy Hayes: Time with family is so important because kids grow up so fast. You blink, and suddenly they’re older.

[00:44:50] Katy Swain: Absolutely. That’s why bringing on the right person was a priority. Right now, it’s me, my licensed assistant, and I recently added another agent to the team. She’s already helping out with various tasks, and I’m excited to see where this takes us.

[00:45:27] Tracy Hayes: Finding the right fit is key. Some people prefer being behind the scenes, while others thrive in client-facing roles. It sounds like you’ve found your rocket fuel—someone who loves what they’re doing while you focus on what you do best.

[00:45:59] Katy Swain: Exactly. It’s important to align personalities and strengths. For example, someone who wants to eventually transition into a front-facing role might not be the best assistant. They won’t fully invest in the behind-the-scenes work.

[00:46:39] Tracy Hayes: That’s a common issue. If someone comes in as an assistant but aspires to be an agent or loan officer, it can disrupt the team dynamic. Finding someone who genuinely loves supporting the business is vital.

[00:47:17] Katy Swain: Agreed. I feel very fortunate to have found the right person.

[00:47:18] Tracy Hayes: Would you recommend hiring a full-time assistant or starting with a transaction coordinator?

[00:47:30] Katy Swain: A transaction coordinator is great for handling specific tasks, but having a dedicated assistant made the biggest difference for me. It helped me scale my business much faster. A full-time assistant isn’t just about transactions—they can handle marketing, drip campaigns, and client communications, which are crucial for growth.

[00:48:00] Tracy Hayes: That’s a great point. A transaction coordinator is task-specific, but an assistant can help with the bigger picture.

[00:48:04] Katy Swain: Exactly. I was able to focus on my clients and business development while my assistant took care of everything else.

[00:48:35] Tracy Hayes: You also need someone who takes initiative. If you constantly have to direct them, it can be draining. A good assistant will find ways to add value on their own.

[00:49:00] Katy Swain: Absolutely. My assistant takes the initiative and finds ways to streamline processes, which makes all the difference.

[00:49:19] Tracy Hayes: Shifting gears, let’s talk about current market challenges. What are some extra steps you’re taking now that you didn’t have to do in 2021?

[00:49:46] Katy Swain: Listings require more effort now. In addition to traditional marketing, I’m focusing on video content—reels, YouTube videos, and more targeted social media campaigns.

[00:50:19] Tracy Hayes: That’s smart. Video marketing is powerful. Have you archived past videos to repurpose for YouTube?

[00:50:45] Katy Swain: I have! I’ve started uploading older property videos to YouTube. It’s about maximizing exposure and leveraging those assets.

[00:51:12] Tracy Hayes: YouTube is such a valuable tool. People search for neighborhoods and properties all the time, and your videos can be a great introduction to you as an agent.

[00:52:00] Katy Swain: That’s the goal. I’m adjusting my mindset about video content and trying to focus on how it can benefit clients and showcase my expertise.

[00:53:14] Tracy Hayes: What do you think has been the key to your success in building relationships through your transactions?

[00:53:39] Katy Swain: Authenticity. People appreciate genuine interactions. My professionalism, ethics, and ability to build trust are what drive referrals and repeat business.

[00:54:00] Tracy Hayes: Exactly. Bringing that authenticity and emotional connection to your video content will make a huge impact.

[00:55:00] Tracy Hayes: We’re laughing, but that reaction—whether it’s a smile or a laugh—causes a memory. I think agents miss out on this because they’re so afraid of video. That’s why I love doing live podcasts or shows.

It’s okay to do virtual ones occasionally, but to really go deep, you’ve got to be in person. Facial reactions, gestures, the natural back-and-forth—those things matter. People don’t realize how impactful those moments are. When you’re on video, whether you laugh at yourself or something goes slightly wrong, it makes you relatable.

Don’t aim to look overly polished or perfect. Be authentic. People bond with authenticity. They want to see the real you—the person they’ll meet at a house or in the office.

[00:55:40] Katy Swain: That’s so interesting you say that. I was recently on a mastermind call with an agent from Borneo, and we were discussing behind-the-scenes content. She suggested filming your day—like driving to a showing or talking about what’s going on while you’re in the car. It’s about capturing real, in-the-moment experiences.

[00:56:14] Tracy Hayes: Yeah, but keep it concise—30 seconds or so. Some people get carried away with 15-minute stories, and while I appreciate what they’re doing, it’s about being strategic. Showcasing your day, like “I’m on my way to a listing” or “Here’s what happened this morning,” keeps you relatable.

People want to see you in action. It’s not just about the initial meeting when someone sees your professionalism. It’s about staying top of mind after they’ve started following you.

[00:57:18] Katy Swain: Absolutely.

[00:57:18] Tracy Hayes: Whether it’s recommending a restaurant or sharing a client success story, those small touches keep you connected to your audience. Let’s pivot a bit. How did you approach the buyer broker agreement changes this summer? Were you already using them, or was this a new adjustment for you?

[00:57:51] Katy Swain: In Georgia, buyer broker agreements have always been required. It was standard to get them signed upfront. When I transitioned to Florida, I continued the practice and haven’t had much pushback.

[00:58:05] Tracy Hayes: Did Georgia require specific terms, like a dollar amount commitment, or was it more general?

[00:58:12] Katy Swain: It was structured like a listing agreement, with a time limit and outlined commitments.

[00:58:16] Tracy Hayes: So transitioning to Florida didn’t require much adjustment for you.

[00:58:20] Katy Swain: Correct. I just adopted the same process, and my clients have been receptive.

[00:58:35] Tracy Hayes: I’ve heard agents say they’re doing better now because the buyer broker agreement forces them to articulate their value. What do you think has made your approach successful?

[00:59:10] Katy Swain: I keep it simple and assume they’re ready to work with me. I explain what the agreement is, what the commission structure looks like, and why it’s important. I lead with confidence and clarity, which might be why I haven’t faced much resistance.

[00:59:31] Tracy Hayes: Let’s shift to the listing side. Are you upfront about buyer agent compensation when marketing your listings?

[00:59:39] Katy Swain: Most of the time, agents will ask me directly about compensation when scheduling showings or texting. I’m transparent and tell them what the seller is offering.

[01:00:22] Tracy Hayes: Transparency is key. Have you ever faced pushback from buyer agents who request a higher commission than what’s listed?

[01:00:53] Katy Swain: Fortunately, I haven’t. I’m clear with my clients about offering reasonable compensation to attract offers.

[01:01:25] Tracy Hayes: That’s a smart approach. It ensures smoother negotiations and avoids unnecessary conflicts.

[01:01:59] Katy Swain: Exactly. Being upfront creates a win-win situation for everyone involved.

[01:03:00] Tracy Hayes: Looking ahead, 2025 will likely bring significant changes as the industry flushes out less active agents. For newer agents or those struggling in today’s market, what are three things they should do consistently to succeed?

[01:04:15] Katy Swain: First, stay top of mind with at least 10 people daily. These could be past clients, prospects, or anyone in your sphere. Even simple conversations—like wishing someone a happy holiday—keep you connected.

Second, don’t become stagnant. Use slower months to sharpen your skills. Read negotiation or sales books, attend seminars, or join masterminds. There are so many networking events in Jacksonville—you could go to breakfast, lunch, and dinner events every day.

[01:05:56] Tracy Hayes: There’s always a free meal somewhere!

[01:06:00] Katy Swain: Exactly. Take time to invest in your growth now.

[01:06:14] Tracy Hayes: And as you’ve said before, something good will come out of this.

[01:06:17] Katy Swain: Absolutely. This December is shaping up to be my best month ever, proving that staying active and intentional pays off.

[01:06:24] Tracy Hayes: That’s incredible.

[01:07:24] Tracy Hayes: Last question—why should people choose Katy Swain for their real estate needs?

[01:07:41] Katy Swain: Because I genuinely care. I treat every client the same, whether they’re buying a $100,000 home or a multimillion-dollar property. Everyone gets concierge-level service, my full attention, and my expertise. Even with a busy schedule, I ensure no one feels like just another transaction.

[01:08:40] Tracy Hayes: Do you trust your assistant to handle communication directly with clients when needed?

[01:08:54] Katy Swain: For the most part, yes. But I remain the primary point of contact to ensure every client feels valued.

[01:09:46] Tracy Hayes: That balance is important. Delegating while staying involved shows professionalism and care.

[01:10:19] Tracy Hayes: Thanks for coming on the show, Katy. You’re doing amazing work, and I know this episode will inspire a lot of people.

[01:10:25] Katy Swain: Thank you for having me! It was a great conversation.