Embracing Realities in Real Estate: Insights from Sonya Francis

With over 20 years of experience, Sonya Francis has seen the real estate landscape evolve from the 2008 recession to the challenges brought about by the COVID-19 pandemic. In a recent conversation with Kim Hayden on the 500 Doors Podcast, Sonya shared her insights on the industry's changing realities. Learn more about her insights in this blog, or listen to the full episode here. 

Sonya's Journey into Real Estate 

Sonya's journey into real estate began in 2003 when she took her father's advice after he sold his business. Together, they launched their RE/MAX brokerage during the tough 2008 recession, a challenging period that surprisingly allowed them to thrive. Now, Sonya leads The Matchmaker Team in Maryland, where her family is deeply involved in the business. Her children are not just her inspiration but also her partners in this journey. 

The Realities of the Real Estate Industry 

Sonya shared that the real estate profession is often misunderstood. “It's not just about making money but also about helping people.” 

She also noted managing various responsibilities such as prospecting, financial management, and prioritizing clients. Sonya, who has a degree in psychology from Towson University, explained how her education has helped her develop the skills to adjust her mindset with each client and provide the necessary information to ensure their comfort throughout the process. 

“We're not just opening doors and then showing up at the settlement table. It's all the stuff in between that. You have to have a passion for it. You have to want to do it. If not, you're not going to want to be in this industry because (again) people just assume that's what we do.”

Local Favorites: A Taste of Maryland

Sonya also shared some hidden gems in Maryland. She mentioned local downtown areas that offer creative beverage options, such as The Liquid Library, which combines science and creativity in its adult drinks, and Big Truck Brewery, known for serving great drinks and hosting family-friendly live music events. Wine enthusiasts can enjoy the charming atmosphere and heated igloos for wine tasting at Westminster Winery. At the same time, Mason Greene is a favorite hotspot that transitions from serving coffee in the morning to offering wine in the afternoon, catering to a diverse clientele.

Advice to Real Estate Agents

Sonya shares her advice to new and seasoned agents from her few interesting years in real estate: “You really need to come into your office or get with another agent. You need to consistently keep redeveloping yourself and reaching out to your clients.”

She says that one of the biggest things agents should do is reach out to their past clients. Maintaining that relationship with them is so important because they will, first and foremost, refer you to them. 

And if you haven't been in the business, which means you wouldn’t have past clients. She emphasized: “Get with your sphere, your friend, your family, the people that know you, and those that you don't. I always say, Don't throw up real estate at them. A gentle reminder that you're in real estate, but don't talk about real estate.”

Lastly, engage. Sonya suggests using social media to stay updated on clients' important life events. For example, she suggests sending personalized gifts like cookies with a baby's face to celebrate a new arrival. She believes these thoughtful gestures leave a lasting impression without being intrusive. Maintaining a genuine presence and interest in clients’ lives will keep you at the top of their minds instead of resorting to constant sales pitches.

Sonya’s invaluable insights remind us that continuous self-improvement, genuine care for clients, and the power of personal touch make a lot of difference in real estate. If you’re considering a career in real estate or looking to buy or sell in Maryland, reach out to Sonya on social media:

• Website: https://www.thematchmakerteam.com/

• Instagram & Twitter: @sonyafrancisrealtor

• Facebook: The Matchmaker Team

• YouTube: The Matchmaker Team (features quirky videos for sellers)

• LinkedIn: Sonya Francis