or refuse all submissions for publication HRRA reserves the
SALES IS A DECISION: TAKE CONTROL OF YOUR PRODUCTION p. 12
BEYOND CLOSING: HOW TO KEEP PROTECTING YOUR CLIENTS p. 15
UNLOCK YOUR NEXT LISTING: A GUIDE TO DATA-DRIVEN FARMING p.18
WHY RELATIONSHIPS MATTER MORE THAN THE NUMBERS p.23
THE SECRET SALES TOOL REALTORS® AREN’T USING ENOUGH: THOUGHTFUL GIFTING p.21
FROM THE PRESIDENT'S DESK: THE VOICE OF HAMPTON ROADS
“Buyers and sellers need professionals who understand the nuances of our local market and can help them navigate it successfully.”
National headlines continue to talk about shifting markets, affordability concerns, and slower activity While those stories may be true in some parts of the country, Hampton Roads continues to prove that our market is unique and that real estate is always local.
Here in Hampton Roads, buyer demand is still very real. Well-priced homes continue to move quickly, inventory remains relatively low by historical standards, and median home prices continue to rise. Even with conversations surrounding interest rates, it is important to remember that rates today are still lower than they were this same time last year. Buyers have adjusted, sellers are adapting, and transactions are still happening every single day across our region.
That’s why it is so important for REALTORS® to stay focused on facts instead of fear Our job is not to amplify headlines; it is to provide guidance, context, and confidence to the consumers who rely on us. Buyers and sellers need professionals who understand the nuances of our local market and can help them navigate it successfully.
Hampton Roads has always had unique strengths that help support housing demand We continue to benefit from military stability, port activity, healthcare growth, higher education, tourism, and an overall quality of life that attracts people to our region. Those factors matter, and they continue to create opportunities for both buyers and sellers despite national narratives.
As REALTORS®, we should also remember that markets are cyclical, but relationships and professionalism are what sustain long-term success. This is a time to sharpen our skills, strengthen our knowledge, and continue delivering exceptional service to our clients. Consumers need trusted advisors now more than ever.
The market may not look exactly like it did a few years ago and that’s okay Real estate is still happening Buyers are still buying Sellers are still selling And here in Hampton Roads, the opportunities to serve our community are absolutely still there.
Dear HRRA Members
CEO BRIEF: STRENGTHENING SUPPORT FOR YOUR SALES
“Indeed, being a REALTOR® is a noble profession ”
If you weren’t aware, your leadership has been knee-deep in merger negotiations with VPAR as have I Between regular meetings of the joint boards, sessions with the merger consultant, additional Executive Committee meetings, extra Budget & Finance Committee meetings (to ensure a joint budget is ready when the merger happens), and four additional task forces meeting regularly, it
At HRRA, our mission and goals are to support your business We exist to serve you primarily through advocacy, but also through programs, tools, services, and resources. Our secondary goal is the protection of private property rights, which is an overarching priority for every REALTOR®. Because of that, the majority of this advocacy work happens at the national level.
One area where HRRA can make a meaningful local impact is planning and zoning. During last month’s town hall with U.S. Congressman Bobby Scott, there were many questions about local city government specifically planning and zoning, which fall under local authority In other words, there is little, if anything, a U S Congressman can do in that regard
It is because of this layered structure of governmental authority that the National Association of REALTORS®’ three-way agreement is essential It is critical and it’s just one example of how advocacy supports and impacts your sales
On the next page is a brief visual representation of how the NAR three-way agreement protects and influences your personal sales volume. Each level shown includes just one example, a tiny fraction of the advocacy efforts carried out by all three association arms (local [HRRA], state [VAR], and national [NAR]).
The true impact across the United States is exponential. Every business owner, homeowner, landlord, investor, and renter benefits from this advocacy. For REALTORS®, it leads to increased sales, reduced risk, shorter transaction timelines, and greater ease of doing business For the public, it helps make the American Dream homeownership, business ownership, and generational wealth more attainable
Indeed, being a REALTOR® is a noble profession.
Happy Selling!
Professional Standards: A Deep Dive
It is no secret that most state licensing laws related to real estate are based upon the National Association of REALTORS®’s (NAR) Code of Ethics. However, federal law often reflects our Code as well. In this issue, we will be reprinting the NAR RESPA dos and don’ts.
As the Professional Standards Administrator for the Hampton Roads REALTORS®, I hear a lot from members of the general public. I know the public can get confused, and I am also aware of confirmation bias my truth, your truth, and the truth
Recently, I had a member of the public voice concern over a situation involving a prequalification letter from a local bank. The customer hired a REALTOR®, and that particular brokerage had an in-house mortgage lender. When the customer found the home they wanted, the REALTOR® put together an offer. She was told that in order to submit a strong offer, she would need to use the brokerage’s in-house lender, and it was somewhat implied that the customer was prohibited from using their local bank.
Of course, I do not know all the details, as an ethics complaint has not yet been filed, but the situation did prompt me to take a deeper dive into the NAR official case interpretations related to Article 6.
Article 6 is forthright: REALTORS® shall not accept any commission, rebate, or profit on expenditures made for their client, without the client’s knowledge and consent. When recommending real estate products or services (e.g., homeowner’s insurance, warranty programs, mortgage financing, title insurance, etc.), REALTORS® shall disclose to the client or customer to whom the recommendation is made any financial benefits or fees, other than real estate referral fees, the REALTOR® or REALTOR®’s
firm may receive as a direct result of such recommendation. (Amended 1/99)
Standard of Practice 6-1: REALTORS® shall not recommend or suggest to a client or a customer the use of services of another organization or business entity in which they have a direct interest without disclosing such interest at the time of the recommendation or suggestion. (Amended 5/88).
The case interpretations are official NAR policy and are often used to substantiate a hearing panel’s decision
Case #6-6: Disclose Affiliated Business Relationships Prior to Recommending Real EstateRelated Products or Services
(Adopted November, 2006. Revised November, 2017.)
REALTOR® Z, a broker and sole proprietor, had invested considerable resources into developing her website. Seeking to recoup some of her costs, she approached virtually every provider of real estate-related products and services in her area, including financial institutions, title insurance companies, home inspectors, mortgage brokers, insurance agencies, appraisers, exterminators, decorators, landscapers, furniture and appliance dealers, rug and carpet dealers, moving companies, and others about purchasing banner advertisement space on her website. As a condition of having a link to their own sites appear on her home page, REALTOR® Z required that a fee be paid to her each time a consumer “clicked through” from her site to an advertiser’s.
Ads for providers of real estate-related products and services who agreed to REALTOR® Z’s terms appeared on her home page under the heading
“Preferred Providers.” Immediately under that heading read: “These vendors provide quality goods and services. Please patronize them.”
Buyer A frequented REALTOR® Z’s website seeking information about available properties Using that website, he became aware of a property on Elm Street that he made an offer on through REALTOR® Z, which was accepted by the seller The sale closed shortly afterwards.
Buyer A was an avid remodeler and, using REALTOR® Z’s website, linked to the Real Rug company website, among others. Interested by what he found there, he subsequently visited their showroom in person and purchased wall-to-wall carpeting and several expensive area rugs.
Given the size of Buyer A’s order, one of the owners of Real Rug came to oversee the delivery and installation. In the course of conversation with Buyer A, he commented favorably on the amount of referral business received from REALTOR® Z’s website “And to think I only pay a small fee for each customer who’s referred to me by REALTOR® Z,” he added.
Buyer A was somewhat surprised that REALTOR® Z would receive money for referring clients and customers to providers of real estate-related products and services and contacted the local association of REALTORS®. The association provided him with a copy of the Code of Ethics. Reading it carefully, Buyer A concluded that
REALTOR® Z’s actions might have violated Article 6, and he filed an ethics complaint against REALTOR® Z.
At the hearing, REALTOR® Z defended herself and her website, stating that the advertisements for real estate-related products and services on her website were simply that, only advertisements and not recommendations or endorsements of the products and services found there. She acknowledged she collected a fee each time a visitor to her website clicked on the links found under “Preferred Providers” but claimed that simply referring to those advertisers as “preferred” did not constitute a recommendation or endorsement of the products and/or the services offered.
The hearing panel disagreed with REALTOR® Z’s reasoning, pointing out that a reasonable consumer would certainly conclude that referring to a provider of real estate-related products or services as being “preferred” by a REALTOR® constituted a recommendation or endorsement Further, since REALTOR® Z received a fee each time a consumer “clicked through” to one of REALTOR® Z’s “Preferred Providers,” REALTOR® Z received a referral fee, and disclosure of that fee was required under Article 6. REALTOR® Z was found in violation of Article 6. Please check with your broker regarding their office policy related to recommending real estate vendors, including mortgage, appraisal and title.
Following RESPA Rules
Reprinted with permission from the National Association of REALTORS®
Dos and Don’ts For Real Estate Brokers and Agents
1. Entities Subject to RESPA
Services that occur at or prior to the purchase of a home are typically considered settlement services
These services include title insurance, mortgage loans, appraisals, abstracts, and home inspections
Services that occur after closing generally are not considered settlement services.
RESPA covers, among others:
Real Estate Brokers and Agents
Mortgage Bankers and Mortgage Brokers
Title Companies and Title Agents
Home Warranty Companies
Hazard Insurance Agents
Appraisers
Flood and Tax Service Providers
Home and Pest Inspectors
RESPA, however, does not apply to:
Moving Companies
Gardeners
Painters
Decorating Companies
Home Improvement Contractors
2. RESPA Prohibitions
RESPA prohibits a real estate broker or agent from receiving a “thing of value” for referring business to a settlement service provider, or SSP, such as a mortgage banker, mortgage broker, title company, or title agent.
RESPA also prohibits SSPs from splitting fees received for settlement services, unless the fee is for a service actually performed
3 Exceptions to RESPA's Prohibitions
Not all referral arrangements fall under RESPA’s referral restriction. In fact, RESPA and its
regulation feature a number of exceptions. Three examples are:
Promotional and Educational Activities
Settlement service providers, such as mortgage bankers, mortgage brokers, title insurance companies, and title agents, can provide normal promotional and educational activities under RESPA
These activities must not defray the expenses that the real estate broker/agent otherwise would have had to pay.
The activity cannot be in exchange for or tied in any way to referrals.
Payments in Return for Goods Provided or Services Performed
A real estate broker or agent must provide goods, facilities, and services that are actual, necessary, and distinct from what they already provide.
The amount paid to a real estate broker or agent must be commensurate with the value of those goods and services If the payment exceeds market value, the excess will be considered a kickback and violates RESPA
The payments should not be “transactionally based.” A payment for services rendered is transactionally based if the amount of the payment is determined by whether the real estate broker/agent’s services resulted in a successful transaction. Payments may not be tied to the success of the real estate broker/agent’s efforts, but must be a flat fee that represents fair market value.
Affiliated Business Arrangements
Real estate brokers and agents are permitted to own an interest in a settlement service company, such as a mortgage brokerage or title company, so long as the real estate broker/agent:
Discloses its relationship with the joint venture company when it refers a customer to the mortgage broker or title company; Does not require the customer to use the joint venture mortgage broker or title company as a condition for the sale or purchase of a home; and Does not receive any payments from the joint venture company other than a return on its ownership interest in the company. These payments cannot vary based on the volume of referrals to the joint venture company.
The joint venture mortgage broker or title company must be a bona fide, stand-alone business with sufficient capital, employees, and separate office space, and must perform core services associated with that industry 4
Examples of Permissible Activities and Payments
4. Examples of Permissible Activities and Payments
A title agent provides a food tray for an open house, posts a sign in a prominent location indicating that the event was sponsored by the title agent, and distributes brochures about its services.
A mortgage lender sponsors an educational lunch for real estate agents where employees of the lender are invited to speak. If, however, the mortgage lender subsidizes the costs of continuing legal education credits, this activity may be seen as defraying costs the agent would otherwise incur, and may be characterized as an unallowable referral fee
A title company hosts an event that various individuals, including real estate agents, will attend and posts a sign identifying the title company’s contribution to the event in a prominent location for all attending to see and distributes brochures regarding the title company’s services.
A hazard insurance company provides notepads, pens, or other office materials reflecting the hazard insurance company’s name.
A mortgage brokerage sponsors the hole-inone contest at a golf tournament and prominently displays a sign reflecting the brokerage’s name and involvement in the tournament.
A real estate agent and mortgage broker jointly advertise their services in a real estate magazine, provided that each individual pays a share of the costs in proportion with his or her prominence in the advertisement.
A lender pays a real estate agent fair market value to rent a desk, copy machine, and phone line in the real estate agent’s office for a loan officer to prequalify applicants.
A title agent pays for dinner for a real estate agent during which business is discussed, provided that such dinners are not a regular or expected occurrence
5. Examples of Prohibited Activities and Payments
A title company hosts a monthly dinner and reception for real estate agents.
A mortgage broker pays for a lock-box without including any information identifying the mortgage broker on the lock-box.
A mortgage lender provides lunch at an open house, but does not distribute brochures or display any marketing materials. A hazard insurance company hosts a “happy hour” and dinner outing for real estate agents
A home inspector pays for a real estate agent to go to dinner, but does not attend the dinner
A title company makes a lump-sum payment toward a function hosted by the real estate agent, but does not provide advertising materials or make a presentation at the function.
A mortgage broker buys tickets to a sporting event for a real estate agent, or pays for the real estate agent to play a round of golf.
A title company sponsors a “get away” in a tropical location, during which only an hour
Before you undertake any activity with a SSP or accept any payments, goods, or services from a SSP, you should speak with an attorney familiar with RESPA and make sure the activity complies with state and local laws. Some of these laws prohibit activities that are otherwise permissible under RESPA.
Sales Is a Decision: Take Control of Your Production
“In sales, you’re in control.” I’ve said that to my team many times over the last decade in the mortgage industry. It can sound overly simple, especially in a market where rates move, inventory shifts, and buyers hesitate. But the longer I’ve been in this business, the more I believe it
You don’t control the market You don’t control underwriting conditions You don’t control client timing. You do control your reputation – and a strong reputation helps build client trust.
y y , g important: A small percentage of professionals produce a large percentage of the results The difference isn’t talent alone The highest performers in our industry understand that sales isn’t a curve where everyone moves together. The difference between average and elite is multiple disciplined steps repeated daily and seen in how consistently you show up for your clients, how intentionally you build your reputation, and how reliably you deliver value.
Top producers also reverse-engineer their numbers. They know:
How many conversations it takes to generate one serious lead.
How many leads turn into real prospects. What their pull-through ratio looks like from application to closing
Director Of Mortgage Production, Virginia
Chartway
If you don’t know your numbers, you’re operating on hope. Hope is not a strategy. Prospecting is where control begins. A lead is simply a potential opportunity. A prospect is someone whose situation has been evaluated and is worth pursuing. Prospecting is the daily action rooted in what makes you different You must show up leading with the unique value you bring if you want to stand out and create opportunities
Warm introductions, referrals, and relationships with trusted partners consistently outperform random cold calls. When someone is referred to you, you start with credibility. That shortens the distance between conversation and commitment. If you want stability in your business, build systems that generate warm opportunities consistently. If you believe in what you offer, it’s reasonable to let people know you’re open to introductions.
Another difference I see in high performing real estate professionals is curiosity. Top agents question everything They don’t operate on autopilot They want to fully understand contracts, timelines, lender guidelines, local regulations, and negotiation strategies every nuance that affects a transaction. When a client asks a question, they answer with clarity and confidence because they understand their product and process, which demonstrates reliability and builds trust.
Technology also widens the gap between average and elite. CRM systems, follow-up automation, digital applications, and marketing tools are only valuable if you use them. Many professionals have access to powerful tools they barely touch The best salespeople lean into those tools They experiment They refine They adjust
The best salespeople also understand rejection differently. A “no” is not personal. It’s information about timing, budget, or readiness. Every no teaches you something about where to focus next.
At the end of the day, you’re not competing against the person at the next desk You’re competing against your own previous performance Sales follows activity and effectiveness, and those are variables you can influence by doing more than what is minimally required.
If you want to operate at a higher level this year:
Focus on building your reputation. Know your ratios leads, prospects, and pullthrough.
Prospect daily.
Strengthen your network with warm introductions – at least three in every meeting. Use the tools available to you.
Compete with your own past performance. Understand “no” isn’t failure – it’s feedback.
Then, no matter how the market moves, your standards ensure your success Now, go start selling like your income depends on it, because it does.
Beyond Closing: How to Keep Protecting Your Clients
In real estate, closing can feel like the finish line, but it is just the beginning Once your client owns the home, a whole new set of legal and practical issues can pop up, sometimes long after the deal is done. Having a general sense of what comes next helps you keep supporting your clients and stay valuable well beyond closing day. Your continued contact and support will greatly increase your ability to represent clients in future transactions and position you as the go-to person they refer to friends and family.
How Property Is Titled Matters
One thing that does not always get much attention is how your client takes title. Whether it is in their individual name, jointly with someone else, or through a trust can make a substantial difference down the road, especially when it comes to probate, decision-making authority, or estate and tax considerations
At the closing table, it can feel like just another checkbox. But later, that choice can affect how easily someone can refinance, transfer, or sell the property or create delays and added costs if it was not set up the right way from the start.
When Life Happens, Real Estate Gets Complicated – Death, Break-ups, & Divorce
Most post-closing issues show up when life changes. That is when the legal side of ownership really matters You have probably seen situations like a client passing away and the property getting tied up in probate, or someone becoming incapacitated without the right documents in place.
A divorce and break-up can complicate ownership and equity, and creditor or lien issues
Director of Marketing & Assistant Office Manager
Anchor Legal Group Kim Nelson
can surface months or even years later When these things happen, clients usually reach out to the person they trust and already know you
Common Gaps You Will See with Clients
Many clients move on after closing without thinking about the bigger picture. Maybe they have not updated their estate plan, or their property is not aligned with a trust or other assets. Some do not have powers of attorney in place, and others just have not thought through how this property fits into their long-term plans. The problem is that these gaps do not show themselves until something goes wrong and by then, options can be more limited, timelines tighter, and more expensive to fix.
Staying Relevant Beyond the Transaction
You are not expected to give legal advice, but you are often the first call when something comes up. Just being aware of these common issues and having a trusted legal professional you can refer clients to goes a long way.
A simple referral at the right time can save your clients stress and help protect what is one of their biggest investments.
What Happens After Closing Matters And Who You Know Helps
Closing day comes and goes, but questions do not stop there When you have a trusted, multipractice legal team in your corner, you are not left scrambling when clients need help with something outside your lane. Instead, you can connect them to the right support quickly while reinforcing your role as their go-to resource.
RPR® and REIN: Different Tools, One Smarter REALTOR®
In today’s data-driven real estate environment, REALTORS® have access to more information than ever before. In Hampton Roads, two of the most powerful tools available are REIN, our regional MLS, and Realtors Property Resource® (RPR®), a national data platform provided as a National Association of REALTORS® member benefit.
The question REALTORS® often ask isn’t “Which one should I use?” The better question is, “How do I use both to better serve my clients?”
REIN is the backbone of real estate transactions in Hampton Roads. It is the trusted, broker-driven MLS that powers listing input, searches, sold data, rentals, CMAs, and cooperation among local firms. If a home is listed, sold, or pending in our market, REIN is where that activity lives.
RPR®, on the other hand, is not an MLS and it was never meant to be. RPR® is a national research, analytics, and reporting platform built exclusively for REALTORS®. Owned by the National Association of REALTORS®, RPR® provides access to data on more than 160 million residential and commercial properties nationwide, pulling from public records, assessments, zoning, mortgage data, neighborhood demographics, and MLS data where sharing agreements exist.
Feature
REIN (Regional MLS)
Primary Role Local listings, sales, and transactions
Geographic Coverage
Hampton Roads & NE North Carolina
Best Used For Listing input, CMAs, contracts
Listing Data
Valuation Support
Broker-submitted MLS listings
Local comps and sold data
Client-Facing Reports Limited
Public Access Consumers can view listings
Put simply: REIN runs the transaction. RPR® elevates the conversation.
In a region like Hampton Roads where REALTORS® regularly work with military families, relocating buyers, and clients comparing multiple cities and neighborhoods the ability to combine local listing accuracy with broader market context creates a powerful professional advantage.
REIN delivers precise, real-time local data. RPR® provides layered insights and client-ready reports that help REALTORS® explain the market, tell a property’s story, and reinforce their value as trusted advisors.
DID YOU KNOW?
RPR® includes data on more than 160 million residential and commercial properties nationwide. RPR® is included at no additional cost with REALTOR® (NAR) membership.
Only REALTORS® can access RPR® the public cannot view the platform directly.
RPR® allows REALTORS® to create branded, client-ready reports in minutes.
RPR® is accessible on desktop, tablet, and mobile devices for use in real time.
RPR® (National Platform)
Research, analytics, and client education
Nationwide – over 160 million properties
Reports, market context, property research
MLS data where shared + public records
Realtors Valuation Model® and trend analysis
Fully branded, client-ready reports
Only accessible through REALTORS®
conversations
Unlock Your Next Listing: A Guide to Data-Driven Farming
In a competitive real estate market, the pressure to find your next listing is constant. You spend countless hours searching for leads, but what if you could trade reactive chasing for proactive, data-driven prospecting? Imagine having a tool that consolidates the scattered data you need into a single, powerful platform, allowing you to pinpoint your next client with precision. This isn’t about working harder; it’s about working smarter by leveraging the right information at the right time.
The true power of this approach lies in its efficiency. Think of the time you spend toggling between the MLS, tax records, and other sites just to prepare for a potential client call. A comprehensive data tool eliminates that hassle. With features like a “Profile with Comps,” you can generate a detailed report on any property in minutes This includes everything from sales history and property characteristics to current mortgage details and an amortization schedule Because this data is pulled from official records and updated daily far more frequently than platforms like Realist you can enter every conversation confident that you have the most accurate, up-to-the-minute information available.
Beyond looking up individual properties, you can transform your business by building a strategic farming strategy. When you get a new listing, what’s your next move? Instead of manually searching for addresses, you can instantly pull a “Nearby Neighbors” list. This gives you a readymade audience for your open house invitations or “Just Listed” mailers More importantly, it allows you to be the first point of contact, demonstrating your proactive approach and local expertise You’re no longer just another agent; you are a Johnny-on-the-spot resource, providing value before you’re even asked.
Catie Burnett
Director of Business Development
Shaheen Law Firm, P.C.
The real magic happens when you start layering filters to find homeowners who are most likely to sell Think about the primary reasons your clients move: downsizing, relocating, or changing financial situations You can build targeted lists to find these exact scenarios For instance, you can identify “Empty Nesters” by filtering for long-term ownership in larger homes or find non-owneroccupied properties with significant equity. By targeting out-of-state owners, you can connect with landlords who may be tired of managing a property from afar. This moves you beyond a “spray and pray” strategy, focusing your marketing efforts where they will have the greatest impact.
Ultimately, success in today’s market is about creating opportunities, not just waiting for them. By embracing a data-driven approach, you gain a critical competitive edge You can serve your clients better, protect your time, and build a predictable sales pipeline based on proven indicators. The tools are available; it’s time to use them to turn insights into listings and build a stronger business for tomorrow.
AFFILIATE SPOTLIGHT
Name: Shaheen Law Firm, P.C.
Territory: We practice throughout Virginia and North Carolina, with offices in Virginia Beach, Newport News, Midlothian, and Richmond
Real Estate, Estate Planning, Business Law, and Personal Injury
Why we got into this business: To provide the highest quality legal representation to our clients at reasonable costs Our lawyers and staff are constantly pursuing the appropriate and timely training, education, licenses, and certifications in their respective fields to provide you the best possible service.
Why we joined HRRA: We joined HRRA to be more connected with the local real estate community, to stay ahead of industry trends, and to work alongside REALTORS® and brokerages to make every transaction smoother for clients.
Why we love doing what we do: We get to help families buy their homes, be a reliable partner for you, smooth out the bumps that inevitably arise on the road to settlement, build great relationships along the way, and enjoy the fact that every deal brings something new.
Our favorite satisfied customer story: It is incredibly difficult to pick just one, but no matter how smooth or bumpy the road to the closing table, the smile on our clients’ and agents’ faces that come with the exclamation “Congratulations, you bought/sold a house!” makes every completed closing a favorite
Favorite HRRA event: The Annual Expo and Conference, because it gives us the opportunity to interact with REALTORS® and other industry professionals in a fun and casual atmosphere, while making new connections.
Most memorable HRRA moment: Winning the 2025 HRRA Expo & Conference Best Booth Decorations
Molly Kiser Managing Attorney Attorney
Best piece of advice for REALTORS®: Surround yourself with qualified, experienced, competent professionals (like us)! You never know when a closing can go south, so having an attorney involved in your transaction before issues arise puts you and your clients in the best position to get to the closing table on time.
The one thing we want REALTORS® to know about our industry is: Attorneys are helpers, not hinderers; so, while we often have the difficult task of delivering bad news, we have the privilege of helping our clients pave the way around the roadblocks that may otherwise hinder them from reaching their destination.
REALTORS® IN ACTION
The Secret Sales Tool REALTORS® Aren’t Using Enough: Thoughtful Gifting
In real estate, so much time is focused on the big business moments the showing, the negotiation, the closing, that often the “feelings” get overlooked. Here’s the truth: people don’t just remember the process. They remember how you made them feel during the process. And that’s where gifting quietly becomes one of the most powerful (and underused) sales tools in your business I have dedicated my career to focus on the experience
Gifting Isn’t Extra—It’s Growth Strategy
A well-timed, thoughtful gift is about creating a moment your client didn’t expect. Anyone can send a thank-you email or give a generic gift. Not everyone creates an experience.
When done right, gifting:
Strengthens emotional connection
Reinforces your personal brand
Increases referrals (without awkwardly asking)
Keeps you top-of-mind long after closing day
And in a relationship-driven business like real estate, that’s everything
Becky Bailey
Co-Owner, Expert in Client Experience & Strategic Gifting
Please & Thankyou
Want to grow your business? Invest in pop by gifts, referral gifts and build your brand awareness.
Leave a Lasting Impression
You don’t need to spend an excess of time and money to make an impact. What matters is when and how you show up
Some of the most effective gifting moments:
Offer accepted – a small “we did it” celebration
Move-in day – welcoming them into their new chapter
First holiday in the home – thoughtful, unexpected follow-up
House-Aversary (Anniversary of purchase) –a simple reminder that you didn’t forget
These moments feel personal because they are.
Generic gifts feel… generic. Anyone can send a gift card, but the best gifts feel curated, intentional and custom
The most impactful gift designs focus on:
A cozy “first night in” or “first dinner in your new home”
A Taste of Virginia for those moving in out of Virginia
A personal touch that reflects their lifestyle (families, pet owners, a home at the beach, etc.)
Reinforcing Trust and Relationships
Trust is the foundation of every successful agentclient relationship. Small, intentional gestures can
reinforce that trust by demonstrating attention to detail and a commitment that extends beyond the deal itself.
In an industry where referrals and repeat clients drive a significant portion of business, maintaining that relationship post-closing is critical Thoughtful follow-through helps keep agents connected to their sphere, increasing the likelihood of future transactions and recommendations.
This distinction matters. According to the National Association of REALTORS®, over 80% of clients say they would use their agent again, yet far fewer
actually do, often due to a lack of continued engagement Clients may not remember every step in escrow or negotiation, but they will remember how the experience felt and that perception often defines how they talk about it later
Final Thought
At the end of the day, real estate is about more than transactions it’s about transitions. When you acknowledge that with intention, even in small ways, you stop being just another REALTOR®… and become someone your clients feel connected to long after closing. in the RPAC Office Olympics! It's time to sprint towards success as offices compete head-to-head to see who can pole-vault to the highest participation percentages in RPAC contributions Click here to make a qualifying contribution today!
Why Relationships Matter More Than the Numbers
In a professional world, success is often measured by the numbers. Closed transactions, total volume, and overall growth tend to define performance But from my perspective as a marketer in the moving industry, those numbers are simply the end result of something much bigger. What really drives a successful sale is the strength of the relationships built along the way.
I have the unique opportunity to see clients at a very specific point in the buying and selling process. The deal is done, the papers are signed, and the next step is moving. It is an exciting time, but it is also when stress tends to peak. This is where the overall experience either comes together or starts to fall apart.
What stands out in these moments has very little to do with the transaction itself. Clients are not talking about square footage or how quickly their home sold. They are talking about how they felt throughout the process and the people who helped them through it.
The agents who stand out are the ones who don't treat closing like the end They stay involved They check in They make sure their clients are prepared for what comes next instead of leaving them to figure it out on their own That extra level of attention is what people remember, and it is what turns a one-time client into a long-term relationship.
Marketing Operations & Growth Manager
Hampton Roads Moving & Storage Randi Conkle
Every interaction plays a role. When touchpoints like emails, phone calls, follow-ups are consistent and more importantly, genuine, they build familiarity By the time a client is ready to move forward, that trust is already there Relationships are not built in a single moment They are earned over time, and there is no shortcut to that.
That consistency becomes even more important in the final stages. When clients reach the moving phase, they are relying heavily on the network around them. Strong relationships behind the scenes make a noticeable difference. When professionals communicate well and work together, the process feels seamless instead of stressful.
Marketing and sales are often treated as separate functions, but they are closely connected Marketing starts the relationship, and sales continue to build it Both rely on trust to be effective When that trust is established early and maintained throughout the process, the result is more than just a completed transaction; it is a meaningful success!
At the end of the day, the numbers will always matter. They are a reflection of growth and performance. But they are not what people remember. People remember how they were treated. They remember who showed up for them. And they remember the relationships that made the experience feel smooth from beginning to end.
Because in any market, relationships are what truly drive sales
AFFILIATE SPOTLIGHT
Company Details
Name: PeaceLink Financial Planning and Accounting
Territory: We serve clients nationwide, but operate predominantly in Hampton Roads, with our office in Virginia Beach.
Year Established: 2021
HRRA Affiliate Member Since: 2023
Contact Information
w: peacelinkfp.com
e: leland@peacelinkfp.com
p: 757-279-5015
Company Specialties
Financial Planning and Accounting for REALTORS®
Why we got into this business: Money touches every part of our lives our goals, our stress, our relationships, and our future Yet most people are never taught how to manage it well, especially when income is unpredictable and you’re running your own business. That gap leads to unnecessary stress and costly mistakes
I got into this work because I love helping individuals and families replace uncertainty with clarity and confidence With the right plan in place, I get to help people build abundance, navigate ups and downs, and focus energy on serving others and enjoying life
Why we joined HRRA: I’ve spent most of my career serving small business owners and self-employed professionals, so in many ways, REALTORS® are a natural fit In 2022, I began working with a few dear friends and clients who were REALTORS®, and through word of mouth, we quickly grew into serving many agents across Hampton Roads
What I saw right away was that many REALTORS® don’t fully view themselves as business owners, yet they face all the same challenges: unpredictable income, complex taxes, cash-flow swings, and the pressure of building something that supports both their family and their clients I love the work, the people, and the impact REALTORS® play a critical role in our local communities, and helping them build financial clarity and confidence allows them to serve others even better
Why we love doing what we do: When people sit down to talk about money, they rarely start with numbers They talk about weddings, growing families, aging parents, buying a home, or finally feeling less stressed about taxes That’s because money is more personal than finance
I love getting to step into such an intimate part of someone’s life having honest conversations about their hopes, fears, goals, and the pressure they carry Helping people bring clarity to their finances and their taxes isn’t just technical work; it’s deeply human It’s an incredible honor to walk alongside people as they build the life they want.
Our favorite satisfied customer story: An independent contractor came to us feeling overwhelmed after being crushed by taxes and unsure how to move forward. By putting simple structure in place, including separating business and personal finances, creating easy expense-tracking systems, making the appropriate business structure election, and setting up retirement accounts designed for the self-employed, we reduced her tax burden by approximately $25,000 per year on an ongoing basis
Along the way, she received a significant inheritance from her parents and felt paralyzed by the responsibility that came with it Wanting to honor them, she was afraid of getting it wrong. We helped structure the inheritance in a way that allowed her to purchase her dream home while also creating sustainable income to fund her own bucket-list goals
Shortly thereafter, she told us, “I just feel lighter I’m not constantly worried about messing up my money anymore.” That sense of freedom is exactly why we do this work
Favorite HRRA event: Kickball without question! It’s a perfect mix of relationship-building, friendly competition, and fun You get to connect with REALTORS® and affiliates in a relaxed setting, laugh a lot, and be just competitive enough in the lowest-stakes sport possible
Most memorable HRRA moment: Being named Affiliate Company of the Year in 2025 It was completely unexpected and deeply meaningful I was truly shocked Serving the HRRA community is work I genuinely care about, and being recognized by peers I respect was an incredible honor.
Best piece of advice for REALTORS®: Take the time to work on your business, not just in it The right accounting structure, cash-flow systems, and financial plan help you get more out of every commission check, so you can stop spinning your wheels and start building real, sustainable abundance both personally and professionally
The one thing we want REALTORS® to know about our industry is: Not all financial advisors are held to a fiduciary standard Much like the difference between a real estate agent and a REALTOR®, there’s a meaningful distinction between financial advisors and Certified Financial Planners™ Most advisors are not fiduciaries, so they may earn commissions by selling products (i.e. have conflicts of interest based on what pays them more, not what’s in your best interest) CFP® professionals, on the other hand, meet higher education and experience requirements, complete ongoing continuing education, and are bound by a fiduciary oath and strict ethical standards As fiduciaries, we are legally obligated and personally liable to provide advice that is in your best interest No matter who you work with, make sure they are a CFP® and a fiduciary Your future deserves nothing less
Finding the Sweet Spot: Work-Life Balance in Real Estate
If you ask people about their greatest milestones, homeownership almost always makes the list. A home is more than a purchase; it represents security, stability, and a sense of achievement. As real estate professionals, we’re fortunate to walk beside families during this life-changing process.
I’ve seen how powerful home closings can be for buyers. The moment isn’t just a transaction, it’s a celebration. And for those of us who helped along the way, it’s also a reminder of why our work matters. That sense of purpose is what makes our careers so rewarding
But purpose doesn’t erase the challenges Real estate rarely follows a 9-to-5 schedule Calls, contracts, and client concerns often spill into evenings and weekends, blurring the line between work and home life. Passion for our work keeps us going, but without balance, sustaining that pace isn’t realistic.
So how can we protect our energy, enjoy our personal lives, and still deliver exceptional service? Here are a few practices that have helped me and many others in our industry:
1. Redefine Balance. Work-life balance isn’t about dividing time evenly Some weeks, work will require more from you; other weeks, family or personal priorities take center stage The key is giving yourself permission to adapt and finding peace in the ebb and flow
2. Build Systems that Work for You. Whether it’s leveraging technology, leaning on trusted partners, or setting clear expectations with clients, good systems reduce stress. REALTORS® can benefit from automated systems for scheduling and follow-ups, and personal systems like “no-phone zones” can help create breathing room.
Mindy Estok
Chartway Credit Union
3. Celebrate the Wins—Big and Small. Milestones aren’t just for our clients. Did you help a family close on their dream home today? Did you carve out an hour to have dinner with your family without your phone on the table? Both are wins worth celebrating, and gratitude for these moments builds resilience.
4. Let Work Fuel Your Life and Life Fuel Your Work. One of the things I love about working at a credit union is the mission-driven culture. When we help a member achieve homeownership, the joy of success doesn’t stay at the office; it comes home with us Likewise, when we take care of ourselves by spending time with loved ones, exercising, or simply resting, that energy flows back into how we serve clients and members. Balance isn’t about separation, it’s about harmony.
5. Remember Why You Started. Most of us chose this career because we love helping people find a place to call home. Remembering that purpose and reconnecting with our “why” provides perspective, especially when the pace feels overwhelming.
At the end of the day, our careers in real estate are about more than transactions; they’re about transformation Every closing is a story, and every family we serve becomes part of our professional legacy Allowing this sense of purpose to inspire us at work and enrich us at home creates balance that is less about surviving and more about thriving.
So, here’s to all the REALTORS®, lenders, and partners in our industry: may you find joy in your work, joy in your life, and the sweet spot where the two meet. Because when we take care of ourselves, we build stronger careers and stronger communities one home at a time.
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