Amber Strong: Real Estate and Yoga She Is Obsessed

REE #232 Transcript

[00:00:00] Host: Hey, welcome back to the Real Estate Excellence Podcast.

[00:00:21] Tracy Hayes: Today’s guest is on fire. I’ve tried to have her on for what seems like a year, and she’s finally here! She's consistently a top producer month after month in the region and has an extensive understanding of the local market. She’s well-connected with many of the top real estate services, helping to fulfill her clients' needs and streamline the overall process, saving them both time and money. She focuses on open communication, active listening, and personalized attention with each client. You can often find her wherever yoga is being offered. Let’s welcome this amazing agent—I’m excited to hear her story. Ms. Amber!

[00:01:00] Tracy Hayes: Alright, we’ll admit we had some technical difficulties, but we’ll do our best. We were deep in a conversation, and now we’ll start over. And since it probably didn’t record, I want to mention Remy Graphics! Make sure to get your mugs and laser-engraved gifts at Remy Graphics. Amber’s taking one home today with our show logo and Remy Graphics on the back. They do one-offs for closings and also a plethora of other laser-engraved gifts for any event. So, thank you, Remy Graphics!

[00:01:55] Tracy Hayes: Alright, let’s get back into it. So, Amber, you’re originally from New York?

[00:01:57] Amber Strong: Yes, I was born in New York but was raised in a small town.

[00:02:00] Tracy Hayes: Interesting. So, your mom is from Maryland?

[00:02:04] Amber Strong: Yes, I grew up on the Eastern Shore of Maryland, kind of a rural, laid-back area.

[00:02:08] Tracy Hayes: I know that area well! In the ’90s, I lived in Northern Virginia and traveled through Maryland often. It’s such a unique state; it curves around with beautiful areas like the Potomac and Chesapeake.

[00:02:51] Amber Strong: Yeah, I was about an hour from Ocean City. It was a nice place to grow up.

[00:02:55] Tracy Hayes: Did you ever go back to New York?

[00:02:57] Amber Strong: Yes, I went back for school and got into the hotel industry there. I actually started with Holiday Inn in the early 2000s and stayed in the industry until I got my real estate license while working at Soho House in Manhattan.

[00:03:13] Tracy Hayes: That’s impressive. Working at Soho House, I imagine, must have required top-notch customer service, dealing with high-profile clients. They don’t just hire anyone!

[00:03:46] Amber Strong: Right, I had worked for Hilton for years, which helped. The Soho House hired me because of my customer service experience. At Soho, I often interacted with celebrities, which required confidentiality and professionalism. They had a private rooftop club, and everything there stayed confidential.

[00:05:17] Tracy Hayes: I imagine different celebrities handled interactions differently. Some might want to be treated like regular people, while others might embrace the spotlight.

[00:05:34] Amber Strong: Absolutely. Some were down-to-earth, while others definitely enjoyed the perks of fame.

[00:05:49] Tracy Hayes: Relating back to real estate, I think your experience at Soho probably helped you handle challenging clients. You must rely on the same skills—staying calm and attentive, right?

[00:06:29] Amber Strong: Yes, absolutely. Staying calm and really listening to clients is essential. Sometimes, clients just need someone to vent to, and that’s not always about us or the transaction; it’s often about something else going on in their lives.

[00:07:24] Tracy Hayes: Exactly. A lot of times, it’s not personal. And by being a good listener, we can build respect and rapport with clients, even in difficult situations.

[00:07:56] Amber Strong: Absolutely. That’s one reason I do yoga every day—to stay present and grounded. It’s important in this industry to keep calm and build genuine relationships with clients. It’s not just a transaction; it’s a connection.

[00:08:28] Tracy Hayes: Absolutely. Sometimes clients might be stressed or frustrated, and being a good listener goes a long way. Especially in real estate, where most interactions happen over the phone or in brief meetings, it helps to handle those moments with empathy.

[00:08:54] Amber Strong: Yes, a lot of client interactions, especially stressful ones, do happen over the phone. Listening is key to de-escalating situations and showing clients that you genuinely care.

[00:05:34] Amber Strong: Oh, I’ve definitely encountered that. Some people are very much like, “I’m a star!”

[00:05:41] Tracy Hayes: Yeah, they probably wanted the least amount of attention ever—and now they’re just “too cool for school.”

[00:05:46] Amber Strong: Exactly!

[00:05:49] Tracy Hayes: I always like to connect past experiences to what we do now. You've been in real estate for over a decade, right? Some of those customer service experiences, especially the difficult ones, really help, don’t they? Handling high-profile clients, for example, can be similar to managing challenging clients in real estate.

[00:06:29] Amber Strong: Absolutely. The most important thing is to stay calm and really listen. It’s crucial to be open-minded and just let them express what they need. Often, they just want a listening ear.

[00:06:55] Tracy Hayes: It’s such an essential skill, yet sometimes we overlook it. Every day we deal with people who might be in a tough spot, and sometimes they just need to blow off steam. It might not even be about us, but we have to hear them out.

[00:07:24] Amber Strong: Exactly. You can't take anything personally. We don’t know what lens they’re seeing things through. Just being there and being patient is what helps in this industry. You often gain a lot of respect from clients just by listening.

[00:07:41] Tracy Hayes: Right, and sometimes that respect comes after they’ve vented and realize you’re genuinely there for them. We don’t know what’s happening in their life—they could be stressed, and we’re just the first outlet.

[00:07:56] Amber Strong: That’s why I do yoga every day! It helps me breathe, stay present, and focus. When agents let their own emotions get tangled in the transaction, that’s where problems can start. It’s important to view it as a transaction, but also as a relationship you’re building. That’s my main focus.

[00:08:28] Tracy Hayes: Absolutely. Sometimes those blow-ups happen right in front of us, but most of the time they’re over the phone. So how do you handle those situations? Do you have any tactics that help you manage these moments?

[00:08:53] Amber Strong: Yes, absolutely. I focus on breathing and let them talk. The most important part is to listen and give them space to express their frustrations. Buying or selling a home is a big deal, and for many people, it’s the largest transaction of their life. Emotions run high. I think problems arise when agents let that energy impact them and respond emotionally instead of factually.

[00:10:00] Tracy Hayes: That’s great advice. So do you often turn back to numbers or facts when things get heated?

[00:10:05] Amber Strong: Yes, definitely. I respond with market stats or other factual information if it’s a price issue or something tangible. For example, I have a client right now who’s been putting in offers almost $100,000 under asking price—that’s been a challenge. I tell them, “You hired me to guide you. Let’s aim to get you the best deal that’s also realistic for this market.”

[00:10:40] Tracy Hayes: Right, some clients can be difficult, and sometimes agents on the other side let their egos get involved. It’s almost like they’re the ones selling or buying the house, rather than just representing their client.

[00:11:00] Amber Strong: That’s true. Often, agents speak without really listening or thinking it through, letting their ego lead the conversation. That’s when the partnership between agents can become challenging, and it’s hard to find a middle ground. But it’s important for both agents to work together so it’s a win-win for both parties.

[00:11:58] Tracy Hayes: Collaboration is key.

[00:12:00] Amber Strong: Exactly. It’s not about us. We’re here to bring experience and negotiation skills, not our egos.

[00:12:09] Tracy Hayes: Have you ever had to tell an agent that their ego was getting in the way?

[00:12:12] Amber Strong: Oh, yes. I’ve definitely had to point that out politely a few times.

[00:12:18] Tracy Hayes: I’m sure! Sometimes it’s a personality thing. Other times it might be that the agent hasn’t had the right training or just lacks experience. Some are newer and really just need a check, but others might be experienced and still let their ego get in the way.

[00:12:45] Amber Strong: True. Sometimes newer agents can be easier to work with because they’re more open and laid-back—they know they’re still learning. It’s often the more experienced agents who can be challenging; they think they know it all.

[00:13:14] Tracy Hayes: That’s right. But I imagine some agents actually seek your advice when they know they’re new and you have a great track record.

[00:13:29] Amber Strong: Yes, absolutely. I’m very transparent with agents and clients, which helps build trust. Honesty is one of my biggest tools.

[00:13:44] Tracy Hayes: I feel like people can sense when someone is genuine. I can sometimes be a little raw, and not everyone appreciates that, but New Yorkers certainly do!

[00:14:04] Amber Strong: Absolutely. New Yorkers can handle the truth!

[00:14:05] Tracy Hayes: Exactly! If you’re honest, they know you’re telling it like it is, and then you can work together to solve problems.

[00:14:10] Amber Strong: Yes, it’s like a puzzle. You’ve got to work together to create the whole picture.

[00:14:15] Tracy Hayes: So, you were at Soho, and then Nancy Pax recruited you to manage some properties for her. Could you explain the difference between leasing and selling real estate? The process and tactics seem quite different.

[00:14:41] Amber Strong: At one point, I was working with properties at a high price point.

[00:14:43] Tracy Hayes: Right, we’re talking about high-end rentals here.

[00:14:47] Amber Strong: Yes, definitely—anywhere from $10,000 up to $25,000 a month. These clients are spending big money monthly, so they need to feel completely comfortable with what they’re committing to for the next year. It’s not just about the apartment or the view; it’s about the whole surrounding area. Just like with selling a home, when you’re leasing, you need to know everything about the amenities, the building itself, transportation options, and nearby shopping or dining spots.

[00:15:50] Tracy Hayes: A lot of thought goes into creating that experience. In Florida, especially in places like St. John’s County, we’re seeing similar trends with planned urban developments that offer built-in amenities. So, I imagine you pull from those leasing experiences to showcase communities here. You’re almost selling the neighborhood as much as the home.

[00:16:22] Amber Strong: Exactly. While it’s similar, leasing is often more short-term—you’re dealing with clients who may be renting for just a year or two. In sales, it’s about setting up a long-term investment. When clients buy, they’re building equity and putting down roots, maybe even planning to raise a family. Leasing is more transient, often tied to a job relocation or while clients search for a home to buy.

[00:17:03] Tracy Hayes: Right. And there’s something unique in Florida, where many buyers have never experienced HOAs or CDDs, especially people from up north. When you have that initial consultation with a buyer, what are some things you bring up, especially with all your experience in both leases and community amenities?

[00:17:52] Amber Strong: Well, for new agents listening, it’s crucial to familiarize yourself with the local communities. Get out there, meet with builders, and visit different neighborhoods to learn what each offers. For example, some might be adding amenities like pickleball courts. During a buyer consultation, you should be asking questions to understand what they’re looking for, and having this knowledge helps you guide them to the community that best fits their lifestyle.

[00:18:37] Tracy Hayes: One current challenge is that clients who bought two years ago sometimes want to sell, but new construction is still available in their area. They’re now competing with brand-new homes.

[00:18:56] Amber Strong: Right. I’m always transparent with clients when they buy in a new development, especially if they might want to sell in a few years. I ask them if they’re planning to stay for at least five to seven years, so they know they could end up competing with new builds. It’s tough when clients bought at low interest rates, say 2.99%, and are now trying to sell with rates at 7%. Unless they can offer a big discount, it can be a challenging sale.

[00:19:29] Tracy Hayes: Sounds like your current client—he’s putting in offers significantly below asking in neighborhoods with both resale and new construction.

[00:19:48] Amber Strong: Exactly! You have to find the right opportunity for deals.

[00:19:50] Tracy Hayes: So, then you went from leasing to real estate sales in Hawaii, right?

[00:19:57] Amber Strong: Yes, I moved to Oahu, which is the major city with areas like Waikiki and its high-rise buildings. At first, I thought I would work in leasing, but I quickly realized those buildings were already sold out. So, I aligned myself with high-volume agents at the brokerage I joined and started learning about listings.

[00:20:45] Tracy Hayes: It sounds like a bit of an apprenticeship.

[00:20:47] Amber Strong: Exactly. It gave me a chance to be a sponge, learning all I could. Listings became the foundation of my business, and being an assistant in the beginning gave me a clear path to building my skills.

[00:21:00] Tracy Hayes: Many think new agents should start with a mentor. Did you intentionally choose Keller Williams for mentorship, or did you research different brokerages?

[00:21:03] Amber Strong: I researched thoroughly. I checked out brokerages across the island and chose one where I could grow and receive guidance every step of the way. It’s so important to be at a brokerage or on a team that invests in your growth.

[00:21:24] Tracy Hayes: Where did you get that mindset? You seem intentional about who you surround yourself with and the environment you choose.

[00:21:58] Amber Strong: I’d say my career in hospitality taught me the importance of mentorship. Starting as an entry-level employee and working my way up gave me a solid foundation, and I carried that mindset to Hawaii, starting as a listing coordinator to learn the business from the ground up. I like to surround myself with people I can learn from.

[00:22:32] Tracy Hayes: So, for a new agent looking to connect with top agents, what questions should they ask to see if someone’s truly going to help them grow?

[00:22:55] Amber Strong: I try to gauge if they started where I am now. Are they someone who built their business, or did they inherit their clients? I look for someone who worked hard to get where they are because that tells me they’ll value mentorship.

[00:23:52] Amber Strong: I try to align myself with people who share the same values and are still learning themselves. Even those at the top have mentors or peers they look up to because no one truly knows everything.

[00:23:55] Tracy Hayes: I imagine some people wonder, "Why put yourself in a group of high achievers?" But if you want to be a lion or lioness, you have to surround yourself with them.

[00:24:06] Amber Strong: Exactly, you have to learn from them.

[00:24:09] Tracy Hayes: Can you explain why that mentality is so essential? Some people want to avoid the crowd and protect their own interests, which can be a scarcity mindset.

[00:24:52] Amber Strong: Right, if you can’t beat them, join them! Aligning yourself with those people allows you to grow every day. No matter how many transactions I’ve had over the last 15 years, I’m still learning with every single one. That mindset keeps me open to growth and sharing what I’ve learned with new agents. It’s a give-and-take relationship.

[00:25:24] Tracy Hayes: Same with my experience on the lending side. You’re constantly interviewing people, learning about their financial situations, and figuring out what works for them. It reminds me that our industry is so complex that it can’t be completely replaced by computers. There are always unique factors, especially in real estate—every property, every title, every situation can be different.

[00:26:33] Amber Strong: Yes, exactly. Even though we, as agents, try to keep emotions out of it, we still need to recognize that it’s an emotional transaction for buyers and sellers. Buyers might have saved for years to buy that home, or sellers might be parting with a place they’ve owned for decades. That’s where human interaction really matters.

[00:27:09] Tracy Hayes: Have you had situations where one client is focused on emotional factors, like schools and amenities, while another is just fixated on getting the best deal?

[00:27:51] Amber Strong: Definitely. Sometimes clients are so focused on finding “the deal” that they miss out on a home that would actually be perfect for them. It’s like stepping over a quarter to pick up a nickel.

[00:28:00] Tracy Hayes: Exactly. You get these two extremes, and sometimes you have to manage them both at the same time.

[00:28:04] Amber Strong: Yes, it requires wearing multiple hats. You might be on the phone with a highly emotional client one minute, and the next, you’re dealing with someone completely analytical. So, being adaptable and transparent is key.

[00:28:30] Tracy Hayes: Reminds me of your days at Soho House. You had one celebrity who would just ask for tickets and go, and then another who wanted every detail about the show. It’s the same now, working with different types of buyers and sellers.

[00:29:03] Amber Strong: Absolutely. My background in customer service taught me to stay open-minded and meet each person where they are.

[00:29:19] Tracy Hayes: So you started as a listing coordinator. When did you make the transition to becoming a full-time listing agent?

[00:29:27] Amber Strong: It was a big leap to go from a salaried position to a commission-only role. At Soho, I was paid hourly with commission on closed deals, but in real estate, I had to commit fully to commission. I took that leap and never looked back.

[00:29:59] Tracy Hayes: By that point, you’d built a solid foundation of experience. I think one challenge for new agents is confidence, but you’d already established a track record. So even though stepping into commission-only work was daunting, you were prepared.

[00:30:28] Amber Strong: Definitely. It was about making sure I aligned with the right people who were still growing and willing to share their knowledge. That support system was crucial.

[00:30:51] Tracy Hayes: That’s an interesting point—seeking out people who are still learning themselves. How do you identify someone who’s genuinely open to growth?

[00:30:58] Amber Strong: None of us know it all, so I look for people who stay open-minded. If someone claims to know everything, they’re probably not open to learning. I look for agents who go above and beyond in their education, like attending conferences and coaching sessions.

[00:31:15] Tracy Hayes: Right. Sometimes over coffee, you can gauge whether someone is truly committed to growth by asking if they’ve been to a recent conference or if they have a coach. What other questions might help an agent identify mentors who are invested in continuous learning?

[00:31:53] Amber Strong: One question to ask is, "Are you currently being coached?" That can reveal a lot. If an agent isn’t being coached or doesn’t pursue ongoing education, they’ll likely hit a ceiling. You want to align with agents who are looking for new ideas and strategies, not just meeting the minimum requirements.

[00:32:41] Tracy Hayes: Exactly. Everyone has their own approach, but continuous growth makes all the difference.

[00:32:56] Tracy Hayes: Everyone has a unique way of doing their business. That’s what’s great about real estate. There are so many ways to be successful, but you have to find the approach where you really thrive. It seems like you’re there, always looking to improve, like trying to shave another second off your lap time. When did you realize that constant growth was important?

[00:33:25] Amber Strong: I think the biggest challenge for a lot of real estate agents—and people in general—is finding that “sweet spot.” What am I doing that’s getting me the most referrals? How do I build a business that’s sustainable and enjoyable? It’s essential to love what you do because, if you don’t enjoy meeting with other agents or collaborating, you probably won’t stick with it.

[00:33:47] Tracy Hayes: Exactly. If you don’t enjoy networking, which is a big part of success, it’s hard to thrive.

[00:33:47] Amber Strong: For me, I love people and I love learning. When I first started, I wasn’t focused on building relationships—it was more transactional. But once I realized it’s about relationships rather than transactions, everything changed for me.

[00:34:28] Amber Strong: I realized that for clients, buying or selling a home is a lifelong decision, not just a transaction. I wanted to be more than just their agent; I wanted to be a lifelong friend.

[00:34:42] Tracy Hayes: When did that shift happen for you?

[00:34:44] Amber Strong: Probably about halfway through my first year.

[00:34:51] Tracy Hayes: Was it a particular client or experience that brought this on?

[00:35:00] Amber Strong: It was from listening to others who were building relationship-based businesses. Those agents weren’t focused just on closing a sale—they were building long-term connections. I realized that if I only focused on transactions, I’d lose touch with people. Staying in front of past clients, even with something as simple as a quick text, helps keep those relationships alive.

[00:35:45] Tracy Hayes: Was it because, at that point, you weren’t thinking long-term?

[00:36:01] Amber Strong: Exactly. At first, I was just trying to stay afloat. But once I decided that real estate was a lifelong career, I shifted my focus. I wanted to build something that would last, whether I was actively selling or investing. It made me more intentional about nurturing those relationships.

[00:36:39] Tracy Hayes: So early on, you weren’t necessarily thinking of this as a long-term business, but more about getting through each day. I think a lot of agents come in like that and get stuck in the daily routine, not realizing that nurturing current clients can make things easier down the road.

[00:37:00] Tracy Hayes: I heard a story from a mortgage coach who said that what changed his business was taking a handful of respected people out to dinner and asking them to help him make connections. It wasn’t a big ask, just a request for referrals, and it worked because people want to help.

[00:38:20] Amber Strong: Yes, people want to help, especially if you’re genuinely giving back as well. It’s amazing what you can accomplish with that give-and-take mindset.

[00:38:34] Tracy Hayes: That’s a principle of John Maxwell—connecting people and building a network. Your network expands exponentially when you connect people, just like on social media when friends of friends see your posts. You start entering new circles and expanding your reach.

[00:39:12] Amber Strong: Exactly. Just recently, a client texted me a picture of an electrician’s business card and asked, “Do you know this guy? Is he any good?” I didn’t personally know him but was able to look up his credentials online. That’s part of our value—being a reliable resource even if we don’t know someone directly.

[00:39:37] Tracy Hayes: Real estate agents are like pillars in the community, and I think agents now have to be more proactive in showing their value. It’s no longer assumed, and that’s okay. Strong agents will thrive in this environment.

[00:40:42] Amber Strong: Absolutely. We’re the neighborhood experts. The days of showing up to a house without any knowledge about the property are over. Now, as a buyer’s agent, you have to do your research and really show your value. I appreciate that this is becoming the new norm—it holds us all to a higher standard.

[00:32:56] Tracy Hayes: Everyone has a unique way of doing their business. That’s one of the great things about real estate—there are so many ways to succeed. You just have to find the approach where you thrive. You seem to always be looking for ways to improve, like trying to shave another second off your lap time. So, when did you realize the importance of constantly growing and finding that sweet spot?

[00:33:47] Amber Strong: I love people, and I love learning. I think that’s what made me realize that it’s all about building relationships, not just transactions. Early on, I was focused on the transaction, but once I started focusing on relationship-based business, that’s when everything changed.

[00:34:28] Amber Strong: I realized it’s not just a one-time transaction for my clients—it’s a lifelong decision they’re making. I wanted to be more than their agent; I wanted to be a lifelong friend.

[00:34:42] Tracy Hayes: When did you start to see it that way?

[00:34:44] Amber Strong: Probably about halfway through my first year. Listening to other agents and seeing how they approached relationship-based transactions helped me shift my perspective. I noticed that if you treat people as just another transaction, you’ll quickly lose track of them. Staying in front of clients, even with a quick text to check in, is key.

[00:35:45] Tracy Hayes: Was that change in approach because, before, you weren’t looking at it long-term?

[00:36:01] Amber Strong: Exactly. In the beginning, I was just trying to keep my head above water. But when I decided that real estate was something I’d be in for the long haul, I knew I had to build relationships. I wanted to make real estate a lifelong business, even if I wasn’t selling homes forever.

[00:36:39] Tracy Hayes: At first, it’s easy to get caught up in the day-to-day, but building strong client relationships can make things easier down the road. I remember a mortgage coach who made a point to reach out to a few respected people, ask them out to dinner, and simply say, “I need your help finding new connections.” That one small step can open up so many doors.

[00:38:20] Amber Strong: Yes, it’s amazing how much people want to help, especially when you’re also offering to give back. That give-and-take mindset makes a huge difference.

[00:38:34] Tracy Hayes: Absolutely. It’s like John Maxwell’s idea of connecting people and building a network. It’s like social media—you connect with one person, and suddenly, you’re connected to their entire circle. How many people are you Facebook friends with who you’ve never met in person? But now, your posts are in front of their eyes too.

[00:39:12] Amber Strong: I had a client recently who texted me about an electrician. She saw he was friends with me on Facebook and asked if I knew him. I didn’t personally know him, but I was able to look up his credentials for her. She appreciated that she could rely on me, even for something like that.

[00:39:37] Tracy Hayes: That’s the value real estate agents bring to the community. You’re the neighborhood expert, the go-to for information beyond just buying or selling a house. Real estate agents are pillars in the community, helping make transactions smoother and more efficient.

[00:40:42] Amber Strong: Definitely. There was a time when you could show up to a house without knowing much about it, but that doesn’t work anymore. Now, as a buyer’s agent, you have to do your research ahead of time and show your value. Everything is on the table now, and I appreciate the higher standard.

[00:41:00] Amber Strong: I actually get calls from agents who might not have the right education or training and have questions about basic documents. I’m happy to help because those are the agents who still need to grow. It’s part of the job to support each other and encourage that growth.

[00:41:29] Tracy Hayes: Exactly. Especially with the new buyer broker requirements, agents need to stay educated and ready to adapt.

[00:42:00] Tracy Hayes: I’ve talked to top brokers and leaders in our area who were way ahead of the recent changes, coaching their teams in advance. Like with your Florida Coastal team, Chris was proactive, ensuring everyone was prepared for the new rules. Yet even now, months later, you’re still getting calls from agents who seem completely clueless. I keep hearing this—it’s not just you. There are agents who don’t fully get it. They may have only heard about it from one source, which might have been their broker, but the good brokers were saying, “Hey, go to Landmark; they’re discussing this,” or “Head over to NIFAR for a lunch and learn on the topic.”

[00:42:51] Amber Strong: Exactly. Chris with the Florida Coastal team made sure we were talking about it months in advance. It was part of our daily conversations. Then, I’d talk to friends in other brokerages, and they’d say, “Oh, we’re just learning about it on the 17th.” I thought, how are you setting yourself up for success if you’re not ahead of the game? When the “go” sign hits, you’re already behind, still trying to backtrack and learn while others are four or five steps ahead.

[00:43:32] Tracy Hayes: I’ve heard so many stories about this, where agents are just playing catch-up. Speaking of transitions, you moved to LPT in January. Tell us what’s different about LPT compared to EXP.

[00:43:59] Amber Strong: Sure. One of the biggest differences is scale. With EXP, which is very large, it was harder to communicate with people at the top making the decisions. At LPT, we’re smaller, so we have regular access to Robert Palmer. Every Monday, he’s on Zoom with us, having real conversations. He’s very active and involved—he’s even involved in the development of the Jacksonville Armada soccer stadium, opening in 2025.

[00:44:49] Tracy Hayes: Interesting. So here’s a question: Robert Palmer made his name in mortgages, but he’s never sold a house before. How do you view him as a leader in real estate?

[00:45:06] Amber Strong: True, but he surrounds himself with people who have real estate experience. He may not have all the answers himself, but he’s brought in people who do. For example, during the transition period, we had two weeks of daily classes on Zoom, from 8 a.m. to as late as 10 p.m., to answer questions and ensure everyone was prepared. It’s all about open dialogue.

[00:45:47] Tracy Hayes: What’s it like being part of a strong team like the Florida Coastal team, where there’s a solid core group? I think any great team’s longevity depends on how big and stable that core group is, even if agents come and go on the outside.

[00:46:17] Amber Strong: Absolutely. Being part of that core group is rewarding. There’s a mentality here to learn and take in new information every day. Yes, I was on all those Zoom calls because I want to keep learning and growing from anyone who’s bringing value to the table.

[00:46:41] Tracy Hayes: For new agents, some brokerages are great at taking in “green” agents. We all want to educate them, but it’s different in real estate because you don’t get paid to sit in a classroom. How do you balance training with your schedule, given the volume you handle?

[00:47:09] Amber Strong: It’s all about time-blocking. I reserve mornings for phone calls and avoid appointments until late afternoon. Today is an exception for this podcast! My goal is to attend at least one learning session a month, whether it’s a class, a lunch-and-learn, or something similar.

[00:47:52] Tracy Hayes: So, you’re making sure to continually learn, even with a busy schedule?

[00:48:00] Amber Strong: Absolutely. With the recent transition to the Far-Bar contract and the buyer broker agreement, it’s crucial to stay updated. Especially if you work with investors who prefer the Far-Bar contract, you need to understand the details inside and out.

[00:48:24] Tracy Hayes: I’m big on attending training sessions for multiple reasons, not just the content. Would you say it’s also important to network with other agents at these sessions?

[00:48:39] Amber Strong: Definitely. Building relationships is key. Knowing other agents, especially listing agents you’ve worked with, can make transactions smoother. It builds credibility when you’re familiar with people on the other side.

[00:49:01] Tracy Hayes: I think that credibility really comes through. If I were a buyer and you said, “I know the listing agent,” it would give me confidence. It sounds like you’re very well connected.

[00:49:29] Amber Strong: Building relationships and achieving goals together with clients is what I love most about real estate. Being part of that journey and seeing them reach their goal is incredibly rewarding.

[00:42:00] Tracy Hayes: I know a lot of the top brokers and leaders in our area were really ahead on preparing for the new buyer broker agreements. They were already coaching their teams well in advance. Like with your team, the Florida Coastal team—Chris had everyone ready, organizing you all and teaching each other so that you were prepared when it hit. But now, even two or three months later, you’re still getting calls from agents who seem clueless. And it’s not just you—I keep hearing this from other agents too. There are agents out there who still don’t fully understand it. They might have only heard from one source, maybe their broker, but good brokers should’ve been saying, “Hey, go to Landmark, they’re discussing this today,” or “Go down to NIFAR for a lunch and learn.” Just like with contracts, you need to be regularly learning how people are presenting these agreements and seeing the situations that arise from them.

[00:42:51] Amber Strong: Exactly. Chris and the Florida Coastal team had us talking about this topic months ahead. It was a regular conversation for us. But when I’d talk to friends at other brokerages, they’d say, “Oh, we’re just learning about it on the 17th.” And I’d think, how are you setting yourself up for success if you’re not planning weeks ahead? You can’t just start on race day when the gun goes off. By the time they’re figuring it out, we’re already several steps ahead.

[00:43:32] Tracy Hayes: Yeah, I’ve heard so many stories about this. Now, you made the transition to LPT in January, so it’s been about 10 months. What’s different about LPT compared to when you were with EXP?

[00:43:59] Amber Strong: One big difference is scale. EXP is so large that it’s harder to communicate with people at the top who make decisions. With LPT, it’s smaller, so we have regular conversations with Robert Palmer himself. Every Monday, he’s on Zoom with us, and we’re having real conversations. He’s super active and involved, even with projects like the Jacksonville Armada soccer stadium opening in 2025.

[00:44:49] Tracy Hayes: So, Robert Palmer made his name in mortgages, but he’s never actually sold a house. How do you view him as a leader in real estate?

[00:45:06] Amber Strong: Right, but he surrounds himself with people who have that real estate experience. He may not have all the answers himself, but he’s brought in people who do. When we were transitioning, we had two weeks of daily classes on Zoom from 8 a.m. to as late as 10 p.m. depending on the time zone, so everyone could hop on, ask questions, and keep learning. The open dialogue is amazing.

[00:45:47] Tracy Hayes: What’s it like to be part of a strong team like Florida Coastal? They’ve built a solid core group, and there’s a culture of learning and support.

[00:46:17] Amber Strong: Absolutely. Being part of that core group is invaluable. There’s a mentality here to learn and take in new information every day, so yes, I was on all those Zoom calls, absorbing as much as possible. I want to keep growing from anyone who’s bringing value to the table.

[00:46:41] Tracy Hayes: For new agents, some brokerages are great at taking in “green” agents, but obviously, in real estate, you don’t get paid to sit in a classroom. How do you balance training with your schedule, given your high volume?

[00:47:09] Amber Strong: It’s all about time-blocking. I reserve mornings for phone calls and avoid appointments until late afternoon. Today’s an exception because of the podcast. My goal is to attend at least one learning session a month, whether it’s a class, a lunch-and-learn, or something similar.

[00:47:52] Tracy Hayes: So, you’re making sure to keep learning despite your busy schedule?

[00:48:00] Amber Strong: Absolutely. With the recent transition to the Far-Bar contract and the buyer broker agreement, it’s crucial to stay updated. Especially if you work with investors who prefer the Far-Bar contract, you need to know the details inside and out.

[00:48:24] Tracy Hayes: I believe in attending training for multiple reasons, including networking. Would you say it’s essential to connect with other agents at these sessions?

[00:48:39] Amber Strong: Definitely. Building relationships is key. Knowing other agents, especially listing agents you’ve worked with, can make transactions smoother and build credibility.

[00:49:01] Tracy Hayes: That credibility really comes through. If I were a buyer and you told me, “Oh, I know the listing agent,” it would give me confidence that we’re in good hands.

[00:50:00] Tracy Hayes: So, you’ve been in real estate for over a decade. What keeps you passionate about it? What do you love about the industry?

[00:50:29] Amber Strong: I love the relationship building and achieving goals. Helping clients reach their goals and being part of that journey is incredibly rewarding.

[00:50:41] Tracy Hayes: I’m sure you’ve had customers who just express their gratitude in a big way. That’s got to be a high point for you.

[00:51:00] Amber Strong: Absolutely. There are definitely highs and also challenging times. Real estate has its ups and downs, but I find humor helps me through it.

[00:51:39] Amber Strong: When you’re managing multiple transactions at once, everyone is having highs and lows, and you end up taking on all their energy. Early in my career, I would take things personally, but I’ve learned to step back. Especially during COVID, I had clients venting because construction was on hold, and everyone was living in short-term rentals. I was in the same situation myself, so I knew I had to have grit to get through it.

[00:53:09] Tracy Hayes: Exactly. Sometimes you have to step back, take a deep breath, and find a way to laugh about it. That helps you keep going. What’s something you do consistently that has a major impact on your business?

[00:54:07] Amber Strong: Making calls consistently. I aim to talk to at least 10 people per day, whether they’re homebuyers, sellers, or past clients. Consistency is key.

[00:55:10] Tracy Hayes: Is this like what Ricky Caruth teaches—consistent outreach and relationship-building?

[00:55:15] Amber Strong: Exactly. It’s all about finding out what’s happening in their lives so I can bring value. I’m not just selling; I’m solving problems.

[00:55:41] Tracy Hayes: And you’re calling a mix of new leads and past clients?

[00:55:52] Amber Strong: Yes, mostly online leads, but past clients as well. It’s essential to stay in touch because their situations change, and I wouldn’t know unless I reach out.

[00:56:32] Tracy Hayes: So, when people ask you if they should get into real estate, especially when they see you managing it all, what do you say?

[00:56:32] Amber Strong: I actually had a friend at yoga who was pregnant and wanted to get into real estate. I said, “Are you crazy?” It’s not as easy as it looks. Real estate takes time, and if you’re juggling a newborn, it’s challenging. But if you’re committed to learning, go for it.

[00:58:00] Tracy Hayes: Real estate is a lifestyle. You’re always on, whether you’re at yoga, at the grocery store, or wherever. How do you balance that?

[00:58:22] Amber Strong: I try to stay presentable, even when I’d love to run to the store in pajamas! Even at yoga, I’m representing myself, and I want people to see me as professional.

[00:59:00] Tracy Hayes: Are you doing buyer consultations now that the new agreements are in place?

[00:59:06] Amber Strong: Yes, I started as soon as I heard about the settlement. Now, I’m comfortable presenting it, and I feel confident getting clients to the closing table.

[01:00:00] Tracy Hayes: How are you handling consultations with out-of-town clients?

[01:00:04] Amber Strong: I use Zoom to do virtual consultations. I can share my screen and show them traffic patterns, construction updates, and more. It’s the best way to connect from afar.

[01:01:00] Tracy Hayes: Video adds another level of credibility and relationship-building, doesn’t it?

[01:01:08] Amber Strong: Absolutely. It helps build trust and understanding, especially when body language is involved.

[01:02:00] Tracy Hayes: You mentioned that you preview homes and send videos. How has that helped?

[01:02:00] Amber Strong: For out-of-town clients, I preview the property for them. I’ll go to the home, inspect it thoroughly, and record a transparent video showing both the pros and cons of the property, as well as the surrounding area and neighborhood. Then, I upload it to Google Drive and send them a link. This gives them a detailed view before they decide to fly out.

[01:02:21] Tracy Hayes: Have you noticed this approach saving time or making the decision-making process easier for clients?

[01:02:37] Amber Strong: Absolutely. I think it helps build trust because I’m not just showing them the highlights—I point out any chipped paint, cracks, or needed repairs. It’s not only about closing a transaction; it’s about helping them find the right home.

[01:02:55] Tracy Hayes: Exactly. Sometimes small things, like having a fenced backyard for a dog, can be the deal-breaker. When you highlight those aspects in the video, it helps clients visualize if the property meets their needs.

[01:03:29] Amber Strong: Yes, I always listen closely during the initial meeting so I understand exactly what they’re looking for. That way, when I go to the property, I can address those specific needs in the video.

[01:03:42] Tracy Hayes: It also sounds like you’re time-blocking for these videos, which probably saves everyone time when the clients arrive, as they’re already familiar with the property.

[01:04:03] Amber Strong: Definitely. Taking time to record these videos may take a bit of extra effort, but it’s ultimately saving time for the clients, and it’s an important value-add.

[01:04:10] Tracy Hayes: Right, and it fits into your daily routine, too. For example, if you’ve completed your calls for the day and have some free time, you can go record a video for an upcoming client visit.

[01:04:27] Amber Strong: Exactly. It’s all about providing consistent value.

[01:04:32] Tracy Hayes: What are three things you think all agents should be focusing on in today’s market?

[01:04:41] Amber Strong: First, agents should have knowledge about interest rates, where they’re trending, and how they’ve changed historically. People always ask, “What will rates look like after the election?” Even if you don’t have a crystal ball, you need to be educated enough to discuss possibilities. Second, understand what’s happening locally. In Northeast Florida, for example, we have a new toll road impacting traffic flow, and there’s a wave park coming to E Town. Lastly, keep networking and connecting with other agents. It’s important to grow and be a sponge for new information.

[01:05:53] Tracy Hayes: I recently spoke with an agent who aims to have lunch with someone daily, be it a client or another agent, to maintain connections. It’s a great way to keep in touch and hear about upcoming opportunities.

[01:06:00] Amber Strong: That’s an excellent approach. Consistent networking works well for me too. About 50% of my business now comes from past clients or referrals, and 50% from online leads. My network—like friends from yoga—know what I do, and they often refer friends or family to me.

[01:07:30] Tracy Hayes: For those past clients and your broader network, what do you do consistently to stay connected?

[01:07:51] Amber Strong: I use Lolo, a platform that sends coupons to clients for local restaurants and vendors. It’s a simple, effective way to stay in touch. When clients use a coupon, I get notified, which creates a natural follow-up point to call and ask how they enjoyed the restaurant.

[01:08:35] Tracy Hayes: It sounds like you’ve reached a high production level. Do you have support, like a transaction coordinator, to help with the workload?

[01:08:54] Amber Strong: Yes, our team has internal marketing and virtual assistants to help. We also have a trusted inspector who comes to our monthly meetings, providing updates on what’s happening in the field. There’s a full support system in place.

[01:09:32] Tracy Hayes: I know agents have different perspectives on when to bring on support, like an assistant. Are you considering that?

[01:10:04] Amber Strong: Yes, I would love to bring on an assistant to help me scale my business. Right now, I’m pushing toward 24 transactions this year, and I’m feeling the pressure. Having an assistant would give me more time for personal life and help me sustain that balance.

[01:10:37] Tracy Hayes: Absolutely, that balance is crucial. Bringing on support can help you maintain consistency in doing what you love and serve clients effectively.

[01:11:19] Tracy Hayes: Any final thoughts?

[01:11:23] Amber Strong: I just appreciate being here and having this conversation. Thanks for letting me share some insights.

[01:11:27] Tracy Hayes: The insights you shared today were fantastic—there’s so much for people to learn from your experience. I hope listeners will reach out and take you up on that coffee offer.

[01:11:43] Amber Strong: I’d love that. I’m here to help and happy to connect!