Jena Perez: Top Jacksonville Realtor Reveals Pro Tips

REE #253 Transcript

[00:00:00] Jena Perez: I enjoy what I do. It's not a chore to me. I love when I'm busy, so that's kind of where that stems from—wanting more and more and more to keep doing it—because I truly enjoy what I do. Hey, welcome back to the Real Estate Excellence podcast. Today's guest is a top-producing real estate professional who has been making an impact in North Florida's real estate market for nearly 20 years. She's a trusted advisor for buyers, sellers, and investors, delivering exceptional service and value.

[00:00:56] Tracy Hayes: Expert market insights and top-tier negotiation strategies. Her dedication to communication, marketing, and personalized service has earned her recognition as a top producer and a feature in the Jacksonville Business Journal’s residential real estate list. Whether it's finding the perfect home, maximizing a seller's return, or identifying smart investment opportunities, she goes above and beyond to ensure a seamless, stress-free experience.

So, let's welcome from Realty One Group Elevate, Jena Perez.

[00:01:24] Jena Perez: Thank you.

[00:01:25] Tracy Hayes: Thank you. Appreciate you coming on this morning.

[00:01:28] Jena Perez: Yeah, of course.

[00:01:29] Tracy Hayes: Yeah, a little colder out here. Hopefully, it's supposed to get a little more mild, they say, this weekend. So hopefully—I'm ready to get back out on the boat.

[00:01:37] Jena Perez: Yeah, for sure.

[00:01:38] Tracy Hayes: I'm really interested in talking to you about, you know, 20 years ago... I've had other agents on, and some of the best shows I have are with agents that have been through the ups and downs. We could talk about the last three or four years—there was a change of season, you know, with interest rates going up, inflationary issues, and so forth.

But really, when you go back... you've already had some experience, but then you get hit in 2008 and really get set back. And then, you know, we'll talk about the grit that it takes to get through that. I'm really interested in your story so you can share with some of these agents.

Because I think many of the agents that we have don’t know what it was like back then. I'm going to guess the average real estate agent’s experience right now is—I don’t know—maybe five years? Maybe less than that? You're a unicorn in that area.

[00:02:32] Jena Perez: Yeah.

[00:02:33] Tracy Hayes: They really need to look long-term, and, you know, I'm sure you've fallen on your face a couple of times and survived. Your advice today might help them project themselves for the next 15 to 20 years in their career.

[00:02:45] Jena Perez: Yeah, I mean, you definitely have to love what you do. And you're going to have your ups and downs. I started in Georgia, and I moved to Jacksonville in 2010. Whole different market. I didn’t know the area, didn’t know what was going on. So, I ended up getting with a top-producing agent at Keller Williams and doing administrative work for him until I got to know the area and felt comfortable.

But even then, I definitely had some struggles. I was like, Maybe I should get out of real estate. Maybe I shouldn't do this. Maybe I should go become a nurse. But it's what I truly enjoy doing and love, so you have to take the ups and downs and keep pushing through it.

[00:03:27] Tracy Hayes: I'm gonna take a quick commercial break before I forget because I always want to mention this. Remy Graphics makes these laser-engraved mugs. You have a nice hot pink one in your bag there for you. They make these nice laser-engraved gifts—this is just one of the many items they have.

I always tell people they’ll do one-offs. So if you want a housewarming or closing gift, you can put their name on it so they’ll never throw it away, and they’ll always remember where it came from. RemyGraphics.com.

I always like to kick off the show by helping listeners relate to our guests. You came from Atlanta—Debbie Tufts came from Atlanta.

[00:04:03] Jena Perez: Yeah, good friends of ours.

[00:04:05] Tracy Hayes: Yeah?

[00:04:06] Jena Perez: Yeah. So, my parents and the Tufts team, we were always in the same office. They were always one and two—competitors.

[00:04:12] Tracy Hayes: Oh, wow. Small world. Okay. Alright.

So, growing up in Atlanta, what was Jena’s initial dream? Because I don’t know how many people dream of being a real estate agent at 18 or 19 years old.

[00:04:27] Jena Perez: That’s actually a great question. I don't think I ever grew up thinking I’d go into real estate. The way I got into it—both my parents worked for corporate America. They were with MCI WorldCom. It tanked.

My mom lost her job first, so she got her real estate license. She enjoyed it, but she did not enjoy making phone calls—calling expired listings or FSBOs, that part of it.

[00:04:52] Tracy Hayes: Because we're talking about the late '90s, early 2000s?

[00:04:55] Jena Perez: Yeah, early 2000s, I would say. I graduated in 2003, so, yeah, probably around 2000, 2001.

So, my dad ended up getting his license, and he killed it. He was the FSBO King. And as I graduated high school, they hired me on as their admin. So, I did all their administrative work—everything I could for them.

[00:05:14] Tracy Hayes: Oh, great experience.

[00:05:15] Jena Perez: Yeah. And it allowed me flexibility. I was still working in the restaurant industry at the time.

[00:05:20] Tracy Hayes: You’ve never worked in a restaurant!

[00:05:22] Jena Perez: This is true. [laughs] I literally, just two nights ago, had a dream flashback that I was serving and forgot the ranch!

[00:05:26] Tracy Hayes: [laughs]

[00:05:27] Jena Perez: It still comes to me today.

So, when I turned 20, I got licensed in Georgia and became their buyer's agent. And that's just kind of how I fell into it. I’ve always enjoyed it. I love the customer experience, working one-on-one. I love the flexibility—it's not a nine-to-five. The downside is the inconsistency of income, but you just have to keep building upon it to make sure you're set up for success.

[00:06:03] Tracy Hayes: And I think that’s important because a lot of people, this past year—nationally, we had record-low sales. I think The Leader of Florida Homes did a video the other day, talking about those record-low sales in 2024.

Yet, when I look at the Jacksonville producers' numbers, although they’re slightly down, I expected them to be a couple of million dollars lower than they actually were. The cutoff for the top 500 was higher than I thought it would be.

I was a little surprised. But I think here in Jacksonville—Northeast Florida—we’re in a very unique pocket because we’re in Florida.

[00:06:40] Jena Perez: I agree.

[00:06:41] Tracy Hayes: The lifestyle, you know? We like boating and the beach and that sort of thing. And Jacksonville is still bringing in decent financial, white-collar jobs—people who can afford homes. Would you agree?

[00:06:52] Jena Perez: I agree.

[00:06:53] Tracy Hayes: Yeah.

Alright, so you walk into real estate. What are some of the initial observations you remember making? I mean, you’re working admin, you’re seeing these things. Because I think you truly got to understand early on that every transaction is different. And even today...

[00:07:11] Jena Perez: Even today—20 years into it—I literally just had this conversation last week with an agent while negotiating.

I said, I’ve been in this for 20 years, and I still learn something from every transaction, because no two are the same. Different things come up, different situations arise that you don’t necessarily plan for.

So, I am constantly learning and changing the way I do things to try to make the experience better for customers.

[00:07:43] Tracy Hayes: How long were you working admin for your parents? Doing transaction coordination and all that for them?

When you finally made the leap to being a full-time agent, did that experience, especially as a young person—because most 18- or 19-year-olds don’t even know how to spell "mortgage," let alone "Realtor"—give you a confidence boost?

Was it a hard break to make that decision?

[00:08:18] Jena Perez: It was definitely a hard break because I was getting paid hourly, so I knew what I was bringing in.

And then, when I got put out there as a buyer's agent, I definitely had some hesitation. I was nervous. I was young. People were like, She’s young, she doesn’t know what she’s talking about.

[00:08:34] Tracy Hayes: Do you own your own house yet?

[00:08:36] Jena Perez: Exactly!

[00:08:37] Tracy Hayes: I see that kind of stuff on Facebook all the time, in mastermind groups.

Like, If you're an agent and you don’t even own a house, you shouldn’t be in the business.

[00:08:46] Jena Perez: That’s not true. I started young—of course, I wasn’t going to own a house at 18, 19, 20.

But I did have that hesitation because I felt like people didn’t trust me due to my age.

But I just had to get out there and do it. My dad always said, It’s not how you dress or what you purchase—it’s the words that come out of your mouth.

If you're educated and know what you're talking about, people will trust you. And I was educated in real estate. I knew what I was talking about. So, I just started building rapport, and that’s how it took off.

[00:09:20] Tracy Hayes: So, if we sent you to one of the local high schools today to talk about real estate as a career—because I guarantee, you know, UNF offers a course on it—

[00:09:30] Jena Perez: Yeah.

[00:09:31] Tracy Hayes: But I wonder, what’s the average age of the students in that class? Are they really getting freshmen and sophomores—18, 19, 20 years old—who are saying, I want that to be my major?

Or is it mostly adults, maybe 25 and older, who have some life experience and are thinking, Hey, real estate—I’ll go get a degree in it?

[00:10:05] Jena Perez: Yeah. I’d be curious to know that, too. I guess I’ve never really thought about it.

I wonder if people come out of high school or college thinking this is what they want to do—or if they’re like me and just kind of fall into it. Maybe they have family in real estate, or maybe they just develop a passion for it.

[00:10:26] Tracy Hayes: Well, you had a unique experience because you got your “college credits” by working with your parents.

I was fortunate to work with my dad closely, especially through high school and into college. You don’t always appreciate it at the time, but later in life, you really respect that experience.

If we sent you to one of the high schools today and said, Jena, go talk to these juniors and seniors about considering a career in real estate, what would you tell them?

[00:10:58] Jena Perez: I would love it. I would love to do that.

I think maybe people just don’t understand what a great career real estate can be.

When I was younger, my dad made me read Rich Dad, Poor Dad. He was always about You have to go to college, you have to do this.

Then we read that book, and he was like, Never mind! You don’t need college—this is what I want you to do.

And I think a lot of people believe you have to go to college to have a great career and a great income. But real estate provides incredible opportunities, and people should look into it more.

I’ve talked to Tanya about this before—I love helping other Realtors. I always want to mentor. When I see people post on Facebook saying, Hey, I’m thinking about getting into real estate. Can anyone help me?—I’m always the first to message them and say, Let me help you. Let me guide you.

I don’t see them as competitors. I feel like there’s plenty of business out there for all of us. We can all help each other and make a difference.

But I would absolutely encourage young people to consider real estate as a career, because I find so much joy in it.

[00:12:28] Tracy Hayes: Well, I think college has become—I mean, unless you're getting a degree in something like law, where you really need that level of education, or even an undergrad degree just to mature enough before going on to three years of law school—it’s a period of growth and development.

You mentioned earlier that, as a young agent, your first customers were looking at you at 20, 21 years old, thinking, She doesn’t even own a home yet.

But there had to be some level of maturity there. Obviously, some people mature faster than others, based on how they were brought up and their life experiences.

What do you think were some of the key factors in your growth? You talked about how your dad said, It’s what you say that matters. And that kind of maturity plays a role.

But as a 21-year-old, did you also feel the need to present yourself in a certain way—maybe not necessarily “dress to impress,” but to look like you had your act together?

If you were speaking to high school students today about real estate as a career path, how would you address that maturity factor?

[00:13:39] Jena Perez: Absolutely. You definitely have to, first and foremost, be educated on what you’re talking about. You have to be responsible because you're handling one of the biggest financial decisions in a person’s life. You’re guiding them through that process, so you have to take it seriously.

And you have to be consistent.

Especially in this industry—where we work for ourselves—you have to show up every day. No one is holding you accountable except you. So, if you want to be successful, you have to put your all into it.

You’re your own boss, which means you need a level of responsibility, or you’re not going to make it.

[00:14:14] Tracy Hayes: And I think a lot of people—not just young people, but in general—struggle with that.

For example, let’s say someone plans to take the weekend off and go to Disney World with their friends. Then, out of nowhere, they get a call that someone wants to list their house and needs an open house that weekend.

That decision—whether to put business first or to take off anyway—is part of maturity.

Because as we all know, there are plenty of people, not just teenagers, who call into work saying, I’m sick, when in reality, they’re just going to Disney World.

[00:14:47] Jena Perez: Right!

[00:14:52] Tracy Hayes: I think one of the biggest challenges is not just picking up the phone when it rings, but also having the discipline to put personal plans aside when duty calls.

[00:15:03] Jena Perez: Or learning how to leverage it out.

I love vacations. I love doing things with my kids. My daughter was in competitive cheer for five years, so most weekends, I wasn’t available.

So, you have to build a system around yourself that allows you to leverage your business while still enjoying life.

But you also have to have a sustainable business to be able to afford that flexibility.

[00:15:27] Tracy Hayes: Let’s talk about that because I think a lot of agents struggle with trusting and relying on other people.

In your 20 years in the industry, what have you found to be the key to achieving peace of mind when you’re away? Like, say you want to go on a cruise where you won’t always have phone service.

[00:15:51] Jena Perez: It was very difficult for me at first.

I like to do things my way. I have my own systems.

But one thing I learned from working for my parents was the importance of documenting processes. They had me put together a notebook detailing everything I did daily—the tasks, the steps, how I handled things—so that when I left, they could seamlessly transition someone new into my role.

[00:16:14] Tracy Hayes: So, you had systems in place.

[00:16:15] Jena Perez: Exactly.

Three years ago, I hired my sister as my transaction coordinator, and that made a huge difference because I trust her and we have a similar mindset.

For example, a couple of weeks ago, I went on a cruise. My sister isn’t my TC anymore, but she’s still around, so I asked her to step back in temporarily.

I also reached out to agents in my office and said, Hey, I’m going on a cruise, and I don’t know what my internet service will be like. Is anyone willing to help me if I need someone in town?

And I had 10 or 15 people immediately say, We’ve got you.

It took a long time to get comfortable relying on other people, but once you find the right ones and keep them close, it changes everything.

[00:17:16] Tracy Hayes: Looking back, in all the times you’ve had to step away and trust others to handle things for you, have you ever had a horror story?

[00:17:31] Jena Perez: Honestly, no.

And I think that’s because I don’t think I’ve ever completely disconnected.

We used to go to Mexico twice a year—I worked the whole time.

When I was on my cruise, I bought the internet package and still handled work.

When I had my son—literally an hour after giving birth—I had my laptop on my lap, working.

[00:18:04] Tracy Hayes: Real estate is a good career for workaholics.

[00:18:08] Jena Perez: Yes, yes. I like to stay busy.

[00:18:10] Tracy Hayes: And in real estate or lending, sometimes the game happens at 7 p.m. You might go all day with no calls, and then suddenly, at 6 p.m., your phone starts ringing off the hook.

[00:18:26] Jena Perez: That literally happened to me last weekend!

Nothing all day, and then at 7 p.m. on a Friday, suddenly everyone wanted an update. I was like, I just want to go have a drink, but you do what you have to do.

[00:18:42] Tracy Hayes: Your career path was unique because you entered the business through your parents.

Not everyone has a family member to mentor them. For new agents who may be struggling, how important is it to latch onto someone who can serve as that mentor figure?

[00:19:27] Jena Perez: Like I said, when I see someone post on Facebook saying they want to get into real estate, I always reach out.

I tell them my experience, how I started, and I suggest they find an agent who needs help.

If they’re not ready to jump in full-time, they should learn the backend—transaction coordination, paperwork—until they feel comfortable.

Go to brokerages. Find out who’s producing. See if they need an assistant or an intern. Learn what real estate is really about before making the leap.

[00:20:25] Tracy Hayes: Because pre-licensing teaches you the laws, but it doesn’t teach you what happens when the rubber meets the road.

[00:20:30] Jena Perez: Exactly.

[00:21:01] Tracy Hayes: And those admin positions are fluid. They open up all the time.

Some people love being transaction coordinators and never want to become agents. But if I were hiring one, I’d want someone who enjoys the role—someone who doesn’t want to be client-facing, but loves the paperwork side of things.

[00:21:20] Jena Perez: That was me at first!

I love paperwork. I love data entry, math, the backend stuff.

But as I got older and more mature, I started loving the relationships, too. Most of my clients become lifelong friends.

[00:21:29] Tracy Hayes: It’s about loving the process.

[00:21:31] Jena Perez: Yes.

[00:21:32] Tracy Hayes: If you love the process, the closings—and the paychecks—will come.

But if you don’t love the process, you won’t last in this business.

[00:22:31] Jena Perez: I think people get very discouraged when it’s slow.

And I can say that I’ve been through that process myself. I’ve had times where I was busy, busy, busy, and then suddenly—three months of nothing. And I’d start questioning, Do I need to stay in this business?

I have a mortgage to pay, kids to take care of, a car payment—I need consistent income. And you start second-guessing yourself.

But at the end of the day, if you want it bad enough, if you go out and get it, and you don’t give up, you can push through.

My biggest advice to any real estate agent: Stay in touch with your past clients and your sphere.

I will swear by that all day long.

There is no reason to pay for leads that may or may not work out when you can love on your people and let them know what you do. If you take care of people, the business will come to you.

But you have to be good to people, and you have to make sure they know what you do.

I think a lot of new agents are scared of that. They don’t want to reach out to their friends and family. They feel like they’re being a bother.

And then they get discouraged because they expect business to come to them. They think, Oh, I’ll hand out my business card, and people will just call me.

But they don’t realize that getting a real estate license isn’t like opening a store where customers automatically walk in. You have to market yourself. You have to build relationships. You are not a bother—people want to know what you do.

[00:24:01] Tracy Hayes: Yeah, and some people who transition from corporate careers into real estate really blow up because they already have that confidence.

They’ve built a reputation. People trust them because they’ve always been known as the person who gets things done.

So, when they switch to real estate, their network follows them because they know, If I need something done, this is the person I’m going to call.

[00:24:39] Jena Perez: Exactly.

And even if you don’t have that established reputation, when you reach out to your sphere, it doesn’t always have to be about real estate.

It’s about building genuine connections.

Be a resource for people. When someone posts, Hey, I need a lawn guy or I need an HVAC guy, let them know, Hey, call me—I’ve got a list of great people for you.

Remind them constantly that you’re not just there to sell them a house, but that you’re their go-to for anything real estate-related.

[00:25:07] Tracy Hayes: Yeah, I’ve said many times that real estate agents should aim to be the concierge of the community.

Housing is such a massive part of the economy, and real estate agents are at the center of it all. You’re the transaction coordinator of the housing industry.

A lot of people don’t realize that. They think, Oh, I can just go online and look at houses myself.

But real estate isn’t like buying a t-shirt at Walmart. Every property is different—there are title issues, termites, financing problems—there’s always something.

And it’s the real estate agent who navigates those obstacles and gets the deal to the closing table.

[00:26:31] Jena Perez: Absolutely.

And I think there’s a huge misconception about what real estate agents actually do.

People think, Oh, you just show a house, get a big fat commission check, and that’s it.

[00:26:50] Tracy Hayes: Well, maybe in 2020, that happened.

[00:26:55] Jena Perez: [laughs] Right?

The other day, I was putting up a new listing, and my friend came with me. I had to install the sign, set up the lockbox, and take care of some other things at the property.

She looked at me and said, You do all this stuff too?

I told her, Yeah, this is just part of it.

People don’t realize all the little things that go into it.

[00:27:28] Tracy Hayes: Yeah, and that’s why only a small percentage of agents actually make real money in this business.

The statistic I saw recently was that 74% of licensed agents didn’t even sell a home last year.

Most people think real estate is all about fancy suits and luxury listings like they see on Bravo.

But those top agents? They’re also the ones rolling up their sleeves, picking weeds, cleaning out garages, or doing whatever it takes to get the deal done.

[00:28:40] Jena Perez: Exactly!

The other day, I was at a listing, mopping the floors and wiping down the walls.

I even changed the lock on the front door.

My friend was like, Are they paying you to do that?

And I said, No.

But in a way, they are.

Because I’m going to get paid when the house sells. They’re also repeat clients, and I want to take care of them.

I don’t mind doing whatever needs to be done to make things easier for my clients and get the home sold.

[00:29:42] Tracy Hayes: Yeah, and that’s what sets you apart.

You’re willing to put in the work because you love the process.

Even if a deal falls through and you don’t get paid, your reputation grows.

People see you out there in the summer heat, working hard, and that’s what makes you a great real estate agent.

[00:30:02] Jena Perez: Exactly.

It’s all about the little things—going beyond the transaction and really building relationships.

That’s how you get repeat business and referrals.

[00:30:18] Tracy Hayes: You mentioned something earlier—staying in touch with past clients and your sphere.

Was that something you learned from your dad early on, or did you have to fail a bit before realizing that was the key?

[00:30:40] Jena Perez: Oh, I failed for a while.

I probably didn’t figure that out until about eight years ago.

And it clicked for me because of something completely unrelated—MLM sales.

You know how you’ll get a random Facebook message from someone you haven’t talked to since high school?

Like, Hey, how are you? I’m selling this product—do you want to buy it?

And you think, Oh, they just want to sell me something.

But maybe you do buy it because you want to be supportive.

And then what happens? You never hear from them again—until they’re selling something else.

[00:31:06] Tracy Hayes: Yep.

[00:31:07] Jena Perez: That’s when I realized: I can’t do that in real estate.

I can’t just pop up when I want something and then disappear.

I needed to build genuine relationships, stay in touch, and let people know I’m always here—not just when I need a sale.

[00:31:09] Jena Perez: You can’t close a deal and then never talk to that client again—only to reach out when business is slow and say, Oh hey, by the way, how are you? Do you know anybody looking to buy, sell, or invest in real estate?

[00:31:23] Tracy Hayes: Right.

[00:31:25] Jena Perez: You just can’t do that.

That’s when it hit me—I need to be in regular contact with my past clients and my sphere, whether I’m busy or slow.

Birthday cards. Anniversary cards. I check Facebook every day—if someone’s kid is graduating, if someone lost a pet—I send something, I reach out. Those personal touches matter.

[00:31:54] Tracy Hayes: Right.

[00:31:55] Jena Perez: And when they know someone who needs a Realtor, they’re going to think of me.

It completely turned my business around.

I’d say, in the past five years, 90% of my business has come from my sphere, past clients, and referrals.

[00:32:09] Tracy Hayes: Well, anyone listening right now—if this is the first Real Estate Excellence episode they’re hearing—this is a linchpin of great real estate agents.

Every high-performing agent I’ve had on the show says exactly what you just said.

I can’t believe that in new agent orientations, when they bring in speakers, this isn’t drilled into every new agent’s head.

But sometimes, in life, we have to hear things multiple times before they truly sink in.

This is a cornerstone of having a long, fruitful real estate career.

[00:33:02] Jena Perez: Absolutely.

There was a time when I let things slip.

I had a really bad car accident that set me back, and then I went through a divorce.

I shut down. I stopped doing the things I needed to do—no more cards, no more emails to my sphere.

And guess what? My business tanked.

I had a bad year.

Then I snapped out of it and told myself, Get back to what you’re supposed to be doing.

I restarted my monthly emails, handwritten notes, and client touches—and my business picked right back up.

Now, it’s a staple in my routine.

[00:33:40] Tracy Hayes: You were doing it, stopped, saw the impact, and now there’s no way you’d stop again.

[00:33:46] Jena Perez: Exactly.

[00:34:02] Tracy Hayes: It’s like social media.

You’ll hear people say, I don’t think social media works.

Okay, well—just stop posting for a month. Then see what happens.

[00:34:05] Jena Perez: Exactly.

[00:34:06] Tracy Hayes: You did that exact experiment with your business.

[00:34:10] Jena Perez: A hundred percent.

I used to mail out newsletters—actual printed, mailed newsletters.

I stopped for a while, and I realized I needed to start again. But instead of mailing, I decided to send it via text message.

[00:34:40] Tracy Hayes: So, you’re texting a PDF?

[00:34:42] Jena Perez: No, I just text a picture of the newsletter.

People don’t always check their email, but they see a text.

The first month I did that, I got four referrals.

[00:34:57] Tracy Hayes: Wow.

And text messages—people feel obligated to reply to them, so that probably sparked some conversations, too.

[00:35:03] Jena Perez: Yep.

It’s just once a month—a simple picture of a newsletter. And the first time I sent it, I got four referrals.

[00:35:22] Tracy Hayes: Let’s drill into some of the things you do that work well, and also some things you’ve tried that didn’t work for you.

Because everyone finds their own style when it comes to staying in touch with clients.

[00:35:32] Jena Perez: Sure.

The newsletter text works really well for me.

I also send birthday cards and home anniversary gifts—just little things from Amazon, like candles or garden stones.

It doesn’t have my branding on it, but when they see that stone in their garden every day, they remember who gave it to them.

I tried Lolo Gifts for a year, but it didn’t work for me. I had one person who consistently redeemed their gifts, but it never brought in referrals or business.

[00:36:29] Tracy Hayes: How do you find out about things happening in your clients’ lives?

[00:36:31] Jena Perez: Facebook.

[00:36:32] Tracy Hayes: So, you’re actively checking and engaging?

[00:36:35] Jena Perez: Yes.

I had a past client who was diagnosed with cancer. I saw it on Facebook and sent her a spa gift basket—just something nice for her to relax.

It’s about genuinely caring and staying connected.

[00:36:53] Tracy Hayes: Yeah, and some agents create their own Facebook groups, but it only works if you’re actively engaging in that group.

[00:37:13] Jena Perez: Exactly.

I also like to do two to three small client appreciation gifts per year.

Last year for Easter, I made little candy tins, wrapped them up like lollipops, put bunny ears on them, and stuck them in all my past clients' yards.

[00:37:32] Tracy Hayes: That sounds like an assembly line project!

[00:37:33] Jena Perez: Oh, it was. But they loved it.

And on the back, I included a little note saying, Enter to win a $50 Amazon gift card—just post a picture and tag me.

So, they got a fun little gift, and I got exposure on social media.

[00:37:53] Tracy Hayes: That’s a great call to action.

[00:38:10] Jena Perez: Yeah, and it keeps me top-of-mind.

[00:38:30] Tracy Hayes: Would you say, over the years, you’ve built a substantial list?

[00:38:40] Jena Perez: Oh, definitely.

My newsletter goes to everyone—even my dad, who clearly knows I’m a Realtor.

But I still send it to him, because I want to keep everyone in the loop.

[00:39:19] Jena Perez: I mean, I love doing the text message newsletter.

A lot of people say, Well, I just moved here—I don’t have friends or anyone to market to.

One of the best places to build your sphere is at your kids' sports games.

Even if it’s just bringing snacks after a practice or a game, you can put together little packages with Gatorade and a tag with your contact info.

I also love giving to the teachers and staff at my kids' school.

I put together small school supply packages or classroom gifts, put my sticker on the package, and drop them off.

It keeps me in touch with people without feeling like I’m bothering them.

[00:40:00] Tracy Hayes: What I wanted to get from you—and have you say to our audience—is that you can’t be afraid.

[00:40:09] Jena Perez: No, you can’t.

I definitely had reservations about that when I first got into the business.

I was afraid of coming off as too “salesy” or annoying—what some people call being a secret agent.

But it all comes back to building genuine relationships.

If you stay in touch with people regularly—and not just about real estate—then when you do mention real estate, it won’t feel awkward or pushy.

[00:40:55] Tracy Hayes: Have you found that, when you reconnect with people after years apart, they appreciate hearing from you?

Maybe you haven’t spoken to them in 10 years, but when they do need a Realtor, wouldn’t they rather work with someone they know and trust?

Because we’ve got 74% of agents who didn’t sell a single home last year—many of whom lack experience.

And if you’re a new agent, actively training, mentoring, and doing the right things to build your knowledge, you should feel good about reaching out.

Because you do know more than the average person about real estate.

[00:41:47] Jena Perez: Exactly.

I’ve had two different experiences with this.

One is with past clients I haven’t spoken to in a while.

Just recently, I sent out handwritten cards to all of them, saying:

"As we step into the new year, I just wanted to tell you that I’m grateful I got to work with you. If there’s anything you need in the future, please reach out to me. I just wanted to take a moment to reconnect."

That’s one way to put your foot back in the door.

The second example is when friends and family in other states reach out to me.

For instance, my cousin in Texas was buying a house and said, Hey, Jenna, I’m being told this—does that sound right to you?

So I gave him advice and helped him through the process from afar.

One thing I market constantly is:

"If you know someone looking to buy, sell, or invest in real estate—whether in Texas or any state—call me first. I’ll connect you with an agent who actually knows what they’re doing, instead of you having to pick one blindly."

[00:42:53] Tracy Hayes: Alright, I’m going to transition a bit.

You’ve already shared some grit stories, which I really appreciate because I think a lot of agents feel like they’re on an island.

Of the 74% who didn’t sell a home last year, I’d bet 99% of them felt isolated—and that’s why they never gained momentum.

Before we get into the LLC discussion, let’s talk about why you love real estate.

Because real estate is tough.

Agents mop floors, clean toilets, power-wash homes in the Florida heat, handle estate sales when the family isn’t even in town—there are so many gritty moments.

But they push through because they love it.

So, tell us—why do you love real estate?

[00:44:30] Jena Perez: So many reasons.

The biggest one? The relationships with my clients.

Turning clients into family and friends for life.

I wasn’t always a people person. Growing up, I had a small circle.

But real estate pulled me out of my shell and gave me confidence.

Now, I have clients who invite my kids to their Easter and Christmas gatherings.

It’s given me relationships I never had before.

I also love the freedom.

Yes, I have to get up at a certain time to take my kids to school. But if I want to go back home and take a nap? I can—unless I have appointments, of course!

It’s not a 9-to-5 job.

If my kids have a sports event or I want to volunteer at their school, I can make those arrangements.

The community of Realtors has also been a huge benefit.

I’ve surrounded myself with like-minded people who want to grow, collaborate, and build each other up.

It’s an industry where, if you put in the effort, you continuously become a better person—both professionally and personally.

Oh, and the money isn’t bad either.

[00:46:29] Tracy Hayes: [laughs] Yeah, but I think people need to understand that in any sales career, there are feast times and famine times.

2020? That was a feast.

Some agents never even took a vacation because they knew they had to run as fast as they could while the market was hot.

Stick a sign in the yard, get multiple offers, move on to the next one—just keep the momentum going.

And that’s why experienced agents make good money.

Because when you say you have freedom—what you really mean is that you have the ability to recognize when it’s time to crank it up and when you can take a breather.

Which brings me to another point…

You’re the CEO of your business.

Yes, you belong to a brokerage.

But no one at the brokerage is calling you, saying, Hey, Jenna, why weren’t you at the sales meeting?

[00:48:00] Tracy Hayes: You are the CEO of your business.

And when you’re meeting with other CEOs—other real estate agents—you’re collaborating just like executives do in corporate America.

In a corporate setting, sales managers and executives go on retreats, have high-level meetings, and strategize.

As a real estate agent, you are that CEO.

You have to create your own collaborative environment, connecting with other agents and staying informed about what’s happening in different neighborhoods.

Because even in just Northeast Florida, there’s so much going on that you can’t possibly see it all on your own.

So, if you enjoy the thrill of calling your own shots, that’s what you’re doing here.

[00:48:20] Jena Perez: Absolutely. And there are pros and cons to that.

[00:48:22] Tracy Hayes: Yes, but you reap the biggest rewards.

[00:48:25] Jena Perez: Right.

But you also don’t have anyone holding you accountable.

You don’t have to be anywhere at a certain time.

So, there’s that temptation—Do I want to go to this meeting? Do I not want to go?

You have to be self-motivated, and that’s not always easy.

As a single mom, I’ve had plenty of obstacles to jump through.

And sometimes, it’s hard to find the motivation—especially when no one is telling you that you have to.

[00:48:52] Tracy Hayes: Right.

[00:48:52] Jena Perez: But you have to do it.

[00:48:54] Tracy Hayes: Yeah.

And that goes back to the love part of it.

[00:48:57] Jena Perez: Exactly.

It’s not a chore for me—I love when I’m busy.

That’s what keeps me going and pushing for more, because I truly enjoy what I do.

[00:49:12] Tracy Hayes: Yeah.

Now, you’ve mentioned some grit stories before, but I’m curious—

Are there any situations that, at the time, were really difficult but now you laugh about them?

Something that maybe once had you in tears, but today, if it happened again, you’d just roll your eyes and say, Oh, this again.

[00:49:33] Jena Perez: I don’t know if I’d call them laughable, but I’ve definitely had situations that were tough.

[00:49:41] Tracy Hayes: There’s got to be something that, at least in hindsight, you find funny—kind of like when you woke up the other night having a flashback to waiting tables 20 years ago.

[00:49:58] Jena Perez: Oh, for sure—I’ve had plenty of moments in this business where I’ve been in tears.

Things just weren’t going the way they should, or I’d find out bad news and think, How do I even have this conversation with my client?

There have been a lot of those.

[00:50:21] Tracy Hayes: And that’s very common.

If not every transaction, then at least 80% of them involve a difficult conversation at some point.

[00:50:28] Jena Perez: Yes! And it’s not fun.

[00:50:35] Tracy Hayes: Let’s drill down on that.

Because tough conversations are a huge part of this business.

How do you prepare for those now?

Do you handle them immediately, or do you take time to plan out how you’ll approach them?

[00:50:59] Jena Perez: Definitely not immediate.

If I have to tell a seller that the buyer is terminating the contract—or even worse, that they never deposited their binder and the seller isn’t getting it—I take time to mentally prepare.

In the past, I’d call my broker or another agent for advice, asking, How do I have this conversation?

But now, I don’t have to do that as much.

I’ve learned that you have to take emotions out of it.

Yes, the client might be mad. Yes, they might be upset.

But the facts are the facts, and they have to be communicated.

So, you just have to bite the bullet and deliver the message as tactfully as possible.

[00:51:58] Tracy Hayes: And after you’ve had the conversation, how do you feel?

[00:52:06] Jena Perez: So much better!

[00:52:07] Tracy Hayes: Yeah.

[00:52:07] Jena Perez: I always stress about the conversation more than I need to.

Once I actually say it, it’s never as bad as I thought it would be.

[00:52:20] Tracy Hayes: And like you said—the facts are the facts.

[00:52:24] Jena Perez: Exactly.

[00:52:25] Tracy Hayes: Maybe the house has a mold issue.

Maybe there’s a title problem.

Maybe the buyer doesn’t want to budge on price.

A good negotiator keeps deals together by handling those tough conversations head-on.

It’s all about eating the frog—just get it over with first thing in the morning, and the rest of your day feels lighter.

[00:53:02] Jena Perez: That’s exactly it.

And I just went through this with a listing.

It took three days of negotiations.

The buyer loved the house. The seller wanted to sell.

But the buyer’s agent wasn’t the easiest to work with.

I had to remind her, Look, your buyer wants the house, and my seller wants to sell. Let’s focus on the business side and make this work.

At one point, she pushed back with tougher terms, which my seller didn’t love.

But I had to sit down with my seller and say, Listen, I know she’s been difficult to work with, but this buyer is strong. I spoke to the lender—everything looks solid.

So, I gave my seller the choice:

You can walk away and lose the buyer, or you can accept these terms, which may not be perfect, but will get you to the closing table.

[00:54:11] Tracy Hayes: Yeah.

[00:54:12] Jena Perez: And that wasn’t an easy conversation.

The financing contingency ran all the way to closing, leaving no protection for the seller.

[00:54:25] Tracy Hayes: Yeah, I see that a lot from the lending side.

Buyers get conditional approval early on—usually within 7 to 10 days—but contracts still have financing contingencies that last 30 days.

[00:54:45] Jena Perez: Exactly.

And in this case, I think the agent’s personal feelings were getting in the way.

I didn’t want my seller to lose out over that.

[00:54:57] Tracy Hayes: You have to leave ego at the door.

At the end of the day, the buyer wants to buy, and the seller wants to sell.

Your job is to bridge the gap—not fight over nickels and dimes.

[00:55:21] Jena Perez: Exactly.

She was sending us terms…

[00:55:25] Tracy Hayes: Over nickels.

[00:55:26] Jena Perez: Yep.

[00:55:31] Jena Perez: And then she got the seller to agree, but she never even discussed those terms with the buyer.

[00:55:33] Tracy Hayes: Oh.

[00:55:35] Jena Perez: Right!

[00:55:35] Tracy Hayes: I think that actually happens a lot.

When I see issues between agents, or hear stories like this, it often comes down to that exact problem.

You’ve got a new agent who thinks they’re some kind of power negotiator—like a sports agent cutting a deal for an athlete—when, in reality, their job is to be a conduit for communication and offer guidance.

A great agent should be saying, Okay, we can ask for $1,000 in repairs, but if they say no, are you still willing to move forward? Then, Let me ask and see what they say.

If the seller comes back at $500, Great! Let’s do it.

But when egos get involved, the whole thing falls apart.

[00:56:00] Jena Perez: Exactly.

[00:56:53] Tracy Hayes: Alright, let’s talk about consistency.

You’ve been in real estate for 20 years, and I imagine your routines have evolved over time.

What do you consistently do—daily, weekly, or otherwise—that helps your business?

It could be something that keeps your mindset in check, or something that actively brings in new clients.

[00:56:53] Jena Perez: If I’m being honest… I’m probably not the most consistent person ever.

[00:56:58] Tracy Hayes: But you’re working on it!

[00:56:58] Jena Perez: Exactly!

But I’d say one thing I always do that keeps me focused is checking the MLS hot sheet first thing in the morning.

That mentally sets me up for the day—it reminds me, This is your job. This is real estate. Now, go do all the things you need to do.

Every Monday, I also send my active sellers a Monday Market Update.

Even though I’m already talking to them throughout the week, I like to send a recap so they have a clear overview of what’s happening with their property.

[00:57:35] Tracy Hayes: That’s good—it keeps you engaged and focused.

[00:57:39] Jena Perez: Right.

I don’t have a great CRM right now, which I know I need to work on.

I’m old school—I track everything on Excel.

So, every morning, I pull up my spreadsheet to check if anyone has a home anniversary coming up, if there’s an inspection scheduled, or if any deadlines are approaching.

That’s probably the most consistent thing I do—making sure my priority tasks are handled first thing in the morning.

[00:58:18] Tracy Hayes: So you don’t have a written checklist, but it’s more of a routine?

[00:58:23] Jena Perez: Exactly.

First thing in the morning, some people open Facebook.

For me, I open Gmail, check my emails, then go to the MLS hot sheet, then my Excel sheet.

That’s my flow, and it keeps me on track.

Because if I don’t do it first thing? I probably won’t do it at all.

[00:58:42] Tracy Hayes: Alright.

Being a lender, I’ve been adding this new segment to the last few episodes.

Some agents over-focus on the lending side.

We’re even seeing agents sign up to be loan officers, thinking they can do both.

But they don’t realize they’re opening themselves up to compliance issues.

[00:59:15] Jena Perez: I’ve been encouraged to get my loan officer license, and I’m like, No thanks!

I don’t want to mix them.

[00:59:18] Tracy Hayes: Right!

What’s happening is that some mortgage companies are telling agents, If you get an NMLS number, we can pay you referral fees.

But they’re not explaining the legal side of it.

To legally collect that money, you actually have to do something in the lending process.

You can’t just refer a buyer and then let a loan officer handle everything.

At some point, the regulators are going to crack down on that.

[00:59:58] Jena Perez: Yeah, I see that coming.

[01:00:00] Tracy Hayes: On the other end of the spectrum, you have agents who don’t want to ask any financial questions.

They just say, Have you called a lender yet?

Then, there’s the ideal agent—the one who knows just enough to ask a few key questions:

• Where’s your down payment coming from?
• How much are you putting down?
• Are there any credit issues we should be aware of before I refer you to a lender?

It’s about knowing enough to guide them in the right direction, but not so much that you overstep.

In your career, what do you look for in a loan officer—or even an inspector or home insurance agent?

What does the ideal relationship with those professionals look like?

[01:01:09] Jena Perez: I definitely have my go-to lenders, inspectors, and insurance agents.

Most of them I’ve worked with for eight or nine years.

I always refer my clients to them, but I also tell my clients, You can use anyone you want—just make sure you check reviews before deciding.

What’s most important to me is communication.

I pride myself on being very communicative with my clients.

I never want them to feel like they don’t know what’s going on.

I use checklists with my clients so they always know what’s coming next in the process.

So, when I refer them to a lender or inspector, I expect that person to communicate at the same level I do.

I want to know that if my client has a question, they’re going to get a response—not wait three days for a callback.

I don’t ever want my clients to feel like they’ve been left in the dark.

That’s the most important thing to me—knowing that the people I refer them to will take care of them the way I would.

[01:02:34] Tracy Hayes: That makes total sense.

And when I look at transaction data, I can see which lenders are working with which agents.

Most agents, in my opinion, stick with just one lender.

But you’re in the office with other agents every day—what’s your take on that?

[01:03:36] Tracy Hayes: I think a lot of agents fail to commit to their business relationships.

I had Rick Gonzalez on the show—he’s out in the Panhandle with Real Brokerage—and he told me he’s been working with the same loan officer for eight years.

Meanwhile, I look across transaction data, and I see some of the best agents switching lenders all the time.

Now, I don’t even know if they referred those loan officers or if the buyer just picked them, but the ones who build long-term relationships with their vendors—what they’re getting out of that is consistency, trust, and smoother deals.

Have you found that having those long-term relationships with lenders, inspectors, and other vendors has actually improved your business?

[01:03:52] Jena Perez: Oh, absolutely.

[01:03:53] Tracy Hayes: Yeah?

[01:03:54] Jena Perez: Yeah, for sure.

Because I’ve worked with them for so long, it’s just comfortable.

I know I’m in good hands.

And I know that when I refer a client to one of them, that client is going to get great service.

[01:04:00] Tracy Hayes: It’s like in sports—when you’ve got a good teammate, you know they’ve got your back.

A good lender is calling you before they call the client.

So if there’s an issue—whether it’s good or bad news—you already know what’s coming.

If they need an updated bank statement, they text you first, so you’re never blindsided when the client calls with questions.

[01:04:23] Jena Perez: Exactly.

[01:04:25] Tracy Hayes: I think a lot of agents could go so much further by actually committing to building these relationships.

They don’t always realize that lenders and vendors are happy to help them market—whether it’s co-branding postcards or teaming up on a community event.

[01:04:50] Jena Perez: Right.

And my vendors—my lenders, inspectors, insurance agents—they all chip in for my big client appreciation events.

[01:05:00] Tracy Hayes: Oh, that’s great.

[01:05:01] Jena Perez: Last year, I hosted one at my office.

We had a taco bar, a frozen margarita machine, bounce houses, and crafts for the kids.

The year before, I did a bowling alley event, and we packed the place.

And all of my vendors pitched in financially—they had banners up, advertising, everything.

[01:05:20] Tracy Hayes: And that’s so much easier when they’ve been with you for years.

But when someone calls you out of the blue and says, Hey, will you sponsor my event?—and you’ve never worked with them or referred them a deal—it’s hard to justify that.

[01:05:30] Jena Perez: Exactly.

I give my vendors business, and in return, they’re happy to support me.

[01:05:46] Tracy Hayes: Alright, let’s wrap up with this…

A lot of agents fell out of the business last year.

Even some experienced agents didn’t survive the market shift.

And now, with the NAR lawsuit and the buyer broker agreement, things have changed even more.

Were you already using buyer broker agreements before August?

[01:06:26] Jena Perez: Yes and no.

[01:06:27] Tracy Hayes: Okay, so situational?

[01:06:29] Jena Perez: Right.

When I was first licensed in Georgia, we always did buyer brokerage agreements.

But when I moved to Florida, I had to adjust to the single agent vs. transaction broker model, which was new to me.

I wasn’t pushing buyer brokerage agreements before, but I did have some clients sign them.

Now, I haven’t had any issues getting buyers to sign them.

[01:06:57] Tracy Hayes: What’s your mindset going into that conversation?

Because the feedback I’m hearing is that agents who take the time to explain what they do—why they deserve to be paid—are actually making more money now than before.

[01:07:27] Jena Perez: Yeah, I think that’s true.

When I bring it up, I frame it like this:

"Hey, because of the recent NAR settlement, there are some new rules in place. Let’s go over the buyer brokerage agreement together and talk through it."

I haven’t had any pushback.

[01:07:56] Tracy Hayes: So you just lay it out honestly.

[01:07:57] Jena Perez: Exactly.

If you’re upfront and honest, people appreciate that.

And on the seller side, I haven’t had issues getting them to offer a full 6% commission.

[01:08:05] Tracy Hayes: Do they question it, though?

[01:08:06] Jena Perez: Oh, sure.

They’ll say, Well, I heard we don’t have to do that.

And I say, Of course you don’t. But here’s why you should…

[01:08:12] Tracy Hayes: Do you think this change is actually improving transactions?

[01:08:20] Jena Perez: I do.

Buyers now have a better understanding of how their agent gets paid, and they respect the process more.

Before, the commission conversation wasn’t always a discussion.

Now, when I sit down with a buyer, I walk them through the entire home-buying process and provide a checklist.

[01:08:40] Tracy Hayes: So, you’re educating them more.

[01:08:41] Jena Perez: Exactly.

And that’s making for smoother transactions overall.

[01:08:36] Tracy Hayes: I think agents are handling this differently.

From what I understand, when you’re talking to your seller, you’re saying, Hey, this is why we need to budget X percent or X dollars for the buyer’s agent.

Then, if a buyer’s agent calls and asks, Hey, does the seller have anything set aside for the buyer broker?—do you just say, Yeah, it’s X amount?

Or do you say, Make me an offer?

I’ve heard both.

[01:09:17] Jena Perez: I just tell them it’s three percent.

[01:09:19] Tracy Hayes: So you just lay it out there.

[01:09:21] Jena Perez: Maybe I should say, Yes, we're offering compensation—just include it in your offer.

[01:09:25] Tracy Hayes: Well…

[01:09:26] Jena Perez: Put it in your offer.

[01:09:27] Tracy Hayes: I actually kind of like the way you do it.

If you’re budgeting three percent, and a buyer’s agent asks, Hey, what’s available?—they should already know to ask for that in their offer.

And if they don’t ask? That’s on them.

[01:10:21] Jena Perez: Yeah, I actually had a situation like that.

I had a seller offering six percent total—three for me, three for the buyer’s agent.

But the buyer’s agent never asked.

She sent over a compensation agreement for two percent.

So I asked my broker, Does that mean I get four?

Because our listing agreement said six percent total.

[01:10:40] Tracy Hayes: I think the answer is yes.

[01:10:41] Jena Perez: It is.

But I couldn’t do it.

I felt bad.

I love my sellers—I want the best for them.

So I took my three percent and gave the extra percent back to the seller.

[01:10:50] Tracy Hayes: But what was the possible “wow” situation for your seller?

Did you go back and say, Hey, I asked for six total, but they only requested two for the buyer’s side—so I’m giving that extra one percent back to you?

[01:11:06] Jena Perez: That’s exactly how it went.

[01:11:07] Tracy Hayes: That’s a wow moment for your seller.

But honestly, as a buyer’s agent, why wouldn’t you ask for the full three percent?

That agent left money on the table!

[01:11:20] Jena Perez: Yep.

[01:11:21] Tracy Hayes: Jenna, I really appreciate you coming on today.

[01:11:23] Jena Perez: Thank you so much for having me! I loved this. It was a great conversation.

[01:11:29] Tracy Hayes: I think a lot of people got to know you better today.

And there were real takeaways—not just about real estate, but about running a business and building relationships.

If anyone listening wants to dig deeper—maybe they want to see what your newsletter looks like, or ask about your marketing strategies—what’s the best way to reach you?

[01:11:41] Jena Perez: I’m always happy to share marketing ideas.

I can show you my pop-bys, my newsletter, what I do—whatever you need.

I don’t see other agents as competition.

I have my sphere, my past clients—there’s plenty of business to go around.

[01:11:59] Tracy Hayes: That’s a great mindset.

And I wanted to ask you—since you started as a transaction coordinator, and now you’re handling all your own marketing…

Do you have someone helping you with that, or are you doing everything yourself?

[01:12:14] Jena Perez: Right now, I’m doing everything myself.

[01:12:17] Tracy Hayes: Okay.

For the listeners, and for you, Jenna—one of the great things about hosting this podcast is that I’ve gotten to know some really successful agents and their teams.

There are people out there—like Sam at My Ops Suite—who run full-service transaction teams.

They can handle all your backend operations, or you can pick and choose what services you need.

[01:12:33] Jena Perez: I need social media help!

[01:12:35] Tracy Hayes: [laughs]

I also know people who will handle your newsletter for you.

They’ll personalize it, interview you to get your voice, and make it feel authentic.

So it looks like it’s coming from you—but you’re not spending hours putting it together.

Because the reality is, when time gets tight, what happens?

You push it off.

I’ll do the newsletter later…

Then later becomes next month…

And before you know it, you’re not doing it at all.

[01:13:17] Jena Perez: Yep. That’s exactly what happens.

[01:13:20] Tracy Hayes: So if anyone listening wants a referral for help with marketing, social media, or transaction management, reach out—I can connect you with people who are really good at it.

Jenna, I truly appreciate you coming on.

[01:13:30] Jena Perez: Thank you so much for having me!

[01:13:33] Tracy Hayes: This was a great conversation!