REE #254 Transcript

[00:00:00] Jessica Swearingen:
I love real estate because it allows me to support my family, with my kids. I can pick them up from school. If they're sick, I can bring one with me. And I love that flexibility because I love being a mom, and I don't want to miss out on things with my kids.
So that is why I love real estate. And each day is different. It's not boring at all. Mm-hmm. Each day is different.

Hey, welcome back to the Real Estate Excellence Podcast. Today, we're diving into the world of top-tier real estate expertise with a guest who has built an impressive career through hard work, market knowledge, and unwavering commitment to her clients. She's a top-producing agent with Ponte Vedra Club Realty, helping buyers and sellers across Northeast Florida—from first-time homebuyers to multimillion-dollar estates—with a focus on communication, responsiveness, and transparency.

[00:01:13] Tracy Hayes:
Her journey began in property management, where she developed a deep understanding of investment properties before spending six years with [00:01:20] one of the largest investment companies in the country. If you are an agent looking to elevate your game, or a buyer or seller searching for an expert who truly goes above and beyond, this episode is for you.

Let's welcome Jessica Swearingen to the show.

[00:01:33] Jessica Swearingen:
Hi! I'm so happy to be here.

[00:01:35] Tracy Hayes:
Yes! Thank you for coming down this morning in this rain we have in Jacksonville.

[00:01:40] Jessica Swearingen:
Yeah.

[00:01:41] Tracy Hayes:
It's always good—gotta fill the retention ponds, right? I appreciate you coming on, and I want to kick off, if I can do my little commercial here, as I do every time.

Remi Graphics makes these nice laser-engraved mugs for me. It's got the show logo. You've got a hot pink one in your bag right next to you there.

[00:02:00] Jessica Swearingen:
How'd you know I like hot pink?

[00:02:02] Tracy Hayes:
So it'll fit in! They do all types of laser engraving. Go to RemiGraphics.com and check it out. They will do one-offs, so if you're giving an award or an appreciation gift for one of your BFF events, you can have just one or two made.

[00:02:24] Jessica Swearingen:
I love it!

[00:02:25] Tracy Hayes:
So yeah, RemiGraphics.com. This is for the BFF?

[00:02:28] Jessica Swearingen:
Yeah, hot pink—perfect!

You're a Florida native?

[00:02:30] Tracy Hayes:
Yes. Born and raised here?

[00:02:32] Jessica Swearingen:
Yes!

[00:02:33] Tracy Hayes:
Tell us—where'd you grow up? Where'd you go to high school?

[00:02:36] Jessica Swearingen:
You know, I grew up in Arlington. I'm not scared of anything! I went to school for art—I went to Douglas Anderson. I actually designed the floor of the Jacksonville Airport in [00:02:40] 2004.

[00:02:45] Tracy Hayes:
Wow.

[00:02:46] Jessica Swearingen:
So that big mural you walk over, where they used to have the rocking chairs and the piano? Mm-hmm. That’s my design.

[00:02:49] Tracy Hayes:
They sanctioned it out to the high schools to come up with designs for that?

[00:02:53] Jessica Swearingen:
They did, yeah! They asked us to submit our drawings and ideas.

[00:02:59] Tracy Hayes:
Wow.

[00:03:00] Jessica Swearingen:
My name’s in the plaque right there by the golf store. It says Jessica Farmer, my maiden name. It was in 2004—we got to pick murals, meet with them, and decide which design would be chosen. It was me and two of my classmates, and we submitted our drawing together.

[00:03:13] Tracy Hayes:
What was your theme? What did you want to say with it?

[00:03:22] Jessica Swearingen:
You know, I wasn’t even going to do this. I thought, What are the chances of me winning? But I did, and I thought—what represents Northeast Florida?

We have the Florida panther, surfers, oranges, downtown buildings, alligators, dragonflies—anything that represents Northeast Florida is in there. I think now there's a security line covering some of it, but it used to be where the piano and rocking chairs were. It’s still there—just some of it is covered.

[00:03:49] Tracy Hayes:
Yeah, they did redo security there. I went through a couple weeks ago.

[00:03:54] Jessica Swearingen:
But my background is art.

[00:03:55] Tracy Hayes:
So, as young Jessica, 18–19 years old, what were you envisioning for yourself? Did you go on to college?

[00:04:03] Jessica Swearingen:
I did. I went to school for fashion design and marketing. I wanted to be a fashion designer and live in Long Beach, California. But God had different plans. I got very sick—so sick I could barely dress myself. I was diagnosed with rheumatoid arthritis.

I had to move back home from school, and it was devastating. I had this huge school loan, and now I could barely dress myself. It was really depressing for me. I thought, I can’t go back to school and get another loan. What can I do quickly? So I got my real estate license, not sure what I would do with it.

[00:04:37] Tracy Hayes:
Did someone you know suggest real estate?

[00:04:40] Jessica Swearingen:
I have a lot of family in real estate.

[00:04:42] Tracy Hayes:
You do?

[00:04:43] Jessica Swearingen:
Yes! Both my parents, my brother-in-law, my sister-in-law, and my father-in-law. So I thought, If they can do it, I can do it.

So I got my license. It wasn’t hard—I passed the test on my first try and started in property management.

[00:04:57] Tracy Hayes:
And you overcame rheumatoid arthritis?

[00:05:00] Jessica Swearingen:
I still have it, but I’m very health-conscious.

[00:05:02] Tracy Hayes:
Is that a diet thing?

[00:05:04] Jessica Swearingen:
Yeah, diet. I’m very strict about what I eat and my supplements. If you came to my house, it’s like a spa—I have an infrared sauna, a cold plunge, red light therapy, everything.

[00:05:17] Tracy Hayes:
Right. You know, I didn’t get it until I was in my forties, but I deal with gout.

[00:05:20] Jessica Swearingen:
Oh, that’s painful.

[00:05:22] Tracy Hayes:
Yeah, it can be debilitating. Sometimes it feels like you broke your ankle.

[00:05:37] Jessica Swearingen:
I had it in my jaw—I couldn’t eat or turn my head. They told me when I was 19 that I would be crippled in five years. But I’m 38, and I look fine because I’m very determined.

[00:05:52] Tracy Hayes:
Yeah, and regimented with your diet.

Alright, so you started with Watson Realty?

[00:06:00] Jessica Swearingen:
Yes, as a property manager.

[00:06:02] Tracy Hayes:
Did your relatives work there?

[00:06:06] Jessica Swearingen:
Not at that office, but they were with Watson.

[00:06:18] Tracy Hayes:
Jumping into property management—what did you learn?

[00:06:40] Jessica Swearingen:
Keeping both tenants and owners happy is a tightrope walk. At 24, I was learning!

[00:06:52] Jessica Swearingen:
I'm trying to sell them. I can manage your property, and, you know, confidence is really what leads you places. If you walk in confident, you'll be fine.

[00:07:03] Tracy Hayes:
Is that something you had to basically learn through some trial and error?

[00:07:06] Jessica Swearingen:
Yeah, I learned, and I learned quickly. My manager, who was over me, was so impressed with how quickly I picked it up that he ended up giving me the properties he had. So, within just the first two months, I had a lot of properties.

[00:07:18] Tracy Hayes:
Well, eventually, we're going to dig into grit, but I think that's a great example of grit right there. A lot of people, at 24 years old, would have said, Oh man, I don’t know a lot about real estate. Maybe this isn’t for me, and they would’ve gone and done something else.

[00:07:31] Jessica Swearingen:
Yeah.

[00:07:32] Tracy Hayes:
But you—

[00:07:34] Jessica Swearingen:
Will overcome any challenge and push through it.

[00:07:36] Tracy Hayes:
Yeah! But even with your family in the business, I assume they weren’t in property management?

[00:07:40] Jessica Swearingen:
Yeah, they weren’t in property management. They were in sales. And at that time, sales were terrible—that was in 2011 or 2012.

So, they weren’t making much money, and I was pregnant and needed something consistent. So, I went into property management because, while it's not much, it is consistent. You're getting a percentage each month.

[00:07:56] Tracy Hayes:
Alright, I’m gonna put you on the spot with this one—if you can dig deep into your memory. I imagine it's probably a story you think about or tell often. What’s one of your most shocking horror stories from your experience?

[00:08:09] Jessica Swearingen:
Oh, there have been so many! One of my horror stories is walking into a home and finding a squatter there.

[00:08:15] Tracy Hayes:
Oh!

[00:08:16] Jessica Swearingen:
I know that's not where you were going with it, but I’ve walked in and seen a man running out the back door.

[00:08:20] Tracy Hayes:
Oh wow.

[00:08:21] Jessica Swearingen:
I'm just glad he ran out the back door—but it was still scary!

Another one—I was doing a move-out inspection, and a cat jumped out of the cabinet. They left their cat! I couldn’t believe it.

I’ve also gone to show a house and knocked on the wrong door with clients because the lockbox wasn’t on the correct door. I mean, there are just so many. It’s probably good that I don’t remember every one of them because some were so traumatic!

[00:08:41] Tracy Hayes:
Well, as a woman, I imagine some of those experiences were also concerning from a safety standpoint.

[00:08:47] Jessica Swearingen:
Yeah.

[00:08:48] Tracy Hayes:
The first thing I thought when you said a man ran out was, Glad he ran out!

[00:08:52] Jessica Swearingen:
Yeah. I definitely carry.

[00:08:54] Tracy Hayes:
Okay! I think that needs to be discussed more. I have a friend who used to work with Gavin de Becker—the author of The Gift of Fear. Have you ever read that book?

[00:09:02] Jessica Swearingen:
No, but I’d love to!

[00:09:04] Tracy Hayes:
It’s about how intuition plays a huge role in safety. Women are actually better at it than men, but they sometimes ignore their instincts.

[00:09:09] Jessica Swearingen:
Yeah! I usually open the door, let my clients walk in first, and I wait by the front door—because I’ve had a few sketchy situations.

[00:09:15] Tracy Hayes:
That’s a great safety tip! That actually reminds me—maybe that could be a topic for one of your BFF groups. I have someone who would be great to come in and talk about personal safety.

[00:09:20] Jessica Swearingen:
Oh, I love that idea!

[00:09:22] Tracy Hayes:
Alright, so you’re in property management. How does your career evolve from there? You eventually leave Watson, right?

[00:09:34] Jessica Swearingen:
Yep! My manager and I worked really well together, and he left for an investment company opportunity.

[00:09:42] Tracy Hayes:
Mm-hmm.

[00:09:42] Jessica Swearingen:
A year later, he called me and said, They have an opening, and I’d love for you to come over. He had seen how hard I worked as a property manager, so he knew I’d be a good fit.

At first, I thought, Oh my gosh, this is a corporate job. Do they really want me?

[00:09:55] Tracy Hayes:
Watson didn’t feel like a corporate atmosphere?

[00:09:56] Jessica Swearingen:
No.

[00:09:57] Tracy Hayes:
No?

[00:09:57] Jessica Swearingen:
They think they do, but I still had flexibility. I could go home when needed, which was important since I had two babies at the time.

But yeah, I ended up working for an investor after property management.

[00:10:13] Tracy Hayes:
So, we talked a little pre-show about this. The company was coming into Jacksonville and had been here for about a year when your former manager joined them, right?

[00:10:30] Jessica Swearingen:
Yeah, they were buying, renovating, and holding homes.

[00:10:31] Tracy Hayes:
They were buying a lot?

[00:10:32] Jessica Swearingen:
Oh yeah! They even bought entire neighborhoods to turn them into rental communities. That was really common in areas like Orange Park, Northside, and even Middleburg.

[00:10:43] Tracy Hayes:
Mm-hmm.

[00:10:43] Jessica Swearingen:
The company was called Progress Residential. They bought homes with cash and only leased them out. My job was to take pictures, put signs up, show houses, and meet with the corporate acquisition team to set rental prices.

I had to learn everything—fees for pets, whether they allowed them, what insurance was required, and even legal issues with emotional support animals. A lot of agents don’t handle rentals, but I still do because I know it so well.

[00:11:20] Tracy Hayes:
I think that’s smart. My wife and I have rental properties, and she gets a lot of referrals from it. People come in to rent while they’re looking for a home, and they refer friends and family.

[00:12:00] Jessica Swearingen:
Exactly!

[00:12:04] Tracy Hayes:
When investors call you looking for properties, does your experience make it easier for you to guide them?

[00:12:08] Jessica Swearingen:
Oh, 100%. I know which areas perform best, what price points make sense, and whether a rental will cover the mortgage.

[00:12:36] Tracy Hayes:
Are you seeing more cash buyers, or are people using DSCR loans?

[00:12:40] Jessica Swearingen:
A lot of cash buyers, but some use HELOCs—though with high interest rates, I’m not sure that’s smart. But I’m not a loan officer, just speaking from experience!

[00:12:47] Tracy Hayes:
Makes sense. Do you want to focus more on sales now?

[00:12:50] Jessica Swearingen:
Yeah, but I still want to help people who have rental questions.

[00:13:04] Jessica Swearingen:
Mm-hmm. Because, like I said, you never know who someone knows, so it's a good way to get more business.

[00:13:08] Tracy Hayes:
Right. Well, it's a great way to build value with them.

We were talking about your organization and how building value—being that resource, being that concierge—is important. I think real estate agents act as concierges a lot of the time. You want people to depend on you because when the time comes for them to buy or sell—or when they know a friend who is buying or selling—they’re going to refer you.

Alright, so I want to go a little deeper for the listeners to understand the group you were working with. Are there still groups like that around town? In this case, they were buying and leasing, but over time, was their strategy to buy, lease for a period of time, let the equity grow, and then sell? What was their actual strategy?

[00:13:50] Jessica Swearingen:
No, they planned on holding onto those properties for quite a while.

And I know all the competitors—Main Street, American Homes 4 Rent. I could tell you all the different ones. Nest Finders—that’s a smaller owner, but I know each one’s policies on pets, fees, application processes, and leasing fees.

[00:14:09] Tracy Hayes:
But some of them have different strategies. In this case, the plan was—

[00:14:13] Jessica Swearingen:
It was meant to be a rental.

[00:14:14] Tracy Hayes:
Right, so they were looking long-term at building a rental business.

Now, you weren’t doing property management for them—you were just handling the initial lease, and then a different management company took over?

[00:14:25] Jessica Swearingen:
Yeah, there was a different department that handled property management.

As a leasing agent, I had about 50 to 70 actual move-ins each month, and I had to sift through hundreds of leads. It was a very, very high-volume business.

Follow-up was everything, and that’s something that’s drilled into me now—I am the best follow-up person there is. I remember everything: birthdays, if their dog passed away, if they had a big event. I check in on people.

Corporate required documentation of how many times a lead was contacted—email, text, and call—and I’ve carried that same mindset into my real estate business now.

[00:15:03] Tracy Hayes:
So you were handling 50, 60, 70 move-ins a month?

[00:15:06] Jessica Swearingen:
Yes.

[00:15:07] Tracy Hayes:
So, you were the point person—when someone applied, they’d come to you, and you’d say, Hey, I’ve got a couple units, let’s go check them out.

That must have given you a lot of reps in showing homes, making you very polished when you do it today.

[00:15:24] Jessica Swearingen:
Yes, and we would get shopped—mystery shoppers would come in and evaluate us. I was the first in my office to pass a secret shop.

I guess because I genuinely wanted to get those homes leased. Over time, I started to recognize when someone was a shopper.

Now, I know how to show a house. I’m not pushy at all. If a client isn’t feeling it, I say, Let’s go—I’ve got another one.

[00:15:57] Tracy Hayes:
Yeah, you pick up on their body language right away.

[00:15:59] Jessica Swearingen:
Oh yeah. If I can tell they don’t like it, I don’t waste any more time there. I move on to the next one.

[00:16:00] Tracy Hayes:
Well, maybe you’ve thought about this, but for agents who are listening—what are some things you learned from all those reps that helped you present homes effectively?

Whether it was prepping a home for a showing, knowing what to highlight—what were some things that made you successful?

[00:16:26] Jessica Swearingen:
I think keeping notes on clients is key.

For example, if a home doesn’t have a fenced-in yard and I know they need one, I don’t waste time showing them that house. If a property has a bonus room but it can’t be enclosed as a fourth bedroom, I need to know that beforehand.

It’s important to know what you’re showing—don’t just walk in blind. Read over the property details. If it’s for a buyer, know when the roof was last replaced. For renters, know if there are HOA fees, lawn maintenance fees, or any other costs they should expect.

[00:17:04] Tracy Hayes:
Right.

[00:17:05] Jessica Swearingen:
I go in already knowing the history of the property.

[00:17:08] Tracy Hayes:
So, moving that forward to Jessica today—if you were presenting in front of a group of new agents, what advice would you give them about showing homes?

[00:17:28] Jessica Swearingen:
Setting expectations is the biggest thing.

Before we even go out, I make sure they understand what’s required. For rentals, I ask:

• Do you have three months' rent saved?
• Have you had your job for two years?
• Have you checked your credit?
• Do you have a pet that might not be allowed?

For buyers, I make sure they understand what they need to qualify so there are no surprises and no wasted time.

[00:18:15] Tracy Hayes:
So you’re not bashful about asking direct questions?

[00:18:19] Jessica Swearingen:
Oh, not at all.

[00:18:20] Tracy Hayes:
I’ve mentioned this before—different agents have different levels of comfort in asking those tough questions.

[00:18:32] Jessica Swearingen:
I’m a straight shooter.

[00:18:33] Tracy Hayes:
I figured! Because in leasing, you had to ask those questions.

[00:18:39] Jessica Swearingen:
I had to. Everything was recorded, so there was no room for emotions—just facts.

And no one wants to waste their time. I want to help people, but I can’t do that if they don’t know what’s expected.

[00:18:51] Tracy Hayes:
This is really interesting. So, you gained this experience in leasing, where it was expected that you ask these questions. Now, in sales, do you approach it differently?

[00:19:13] Jessica Swearingen:
A little. There’s a lot of competition in sales, so I tell people, This may not be the right time for you. We might need to wait six months.

I think people appreciate honesty. I appreciate it when people are upfront with me, so I try to be very transparent.

Maybe that’s off-putting in some cases, but I’d rather be honest than paint a picture that isn’t realistic.

[00:19:41] Tracy Hayes:
I’m going to guess—without any prior knowledge—your fallout rate from contract to close is very low.

[00:19:46] Jessica Swearingen:
Yeah, very low.

[00:19:48] Tracy Hayes:
And you know, coming from the lending side, we always say, Hey, you gotta get your pre-approval done. That’s the basic thing—call a lender, let them check your credit and income, and see what you’re approved for.

But you’re going beyond that. You’re digging into those other questions, so by the time you make an offer, any potential pitfalls have already been exposed.

I think a lot of agents could learn from that. Many of them just go straight to showing homes, and then, Oh, they want to make an offer—can you get me a quick pre-approval? We can do that, no problem.

But it sounds like you spend a little more time upfront because of your past experience.

[00:20:36] Jessica Swearingen:
Yeah. I actually go over everything upfront—what they should expect for home inspection costs, if there’s a pool, the additional maintenance costs, the appraisal fee that they’ll have to pay out-of-pocket.

I tell them before they move forward, This is going to cost you some money upfront—inspection, appraisal, homeowner’s insurance, maybe a WDO inspection if the first one doesn’t cover it.

That way, they’re not caught off guard and saying, Oh, I had no idea it was going to cost this much! With me, you will never be surprised.

[00:21:04] Tracy Hayes:
I’m sure a lot of people think, I want to work with Jessica!

But, you know, when that offer gets accepted, the stress level goes up. And because you’ve been so transparent—one of the key terms you used in your bio—when the contract is signed, everything is so much smoother.

They’re thinking, Oh yeah, she told me I’d have to pay for an appraisal. She told me about this cost. I’m already prepared—no problem. Sign and move forward.

[00:21:42] Jessica Swearingen:
A lot of agents use a buyer’s guide, which is great, but most people don’t read it—or they get overwhelmed.

I’d rather spend 15 minutes talking to them face-to-face, going over everything. That way, it’s actually communicated.

[00:22:00] Tracy Hayes:
Yeah.

[00:22:01] Jessica Swearingen:
Yeah.

[00:22:02] Tracy Hayes:
Because in that conversation, they can ask clarifying questions.

[00:22:05] Jessica Swearingen:
Right.

[00:22:06] Tracy Hayes:
It’s great to give them something to walk away with, so they have a physical reference. But having that real-time conversation strengthens credibility.

If you were teaching newer agents—or even top agents in the area—one key lesson from your past experience that makes your real estate career easier, what would it be?

[00:22:42] Jessica Swearingen:
I do the same thing with sellers.

For example, if they want to accept FHA or VA loans, I tell them, This rotted wood is going to be a problem. You’ll have to fix it, or you’ll be limited to cash or conventional buyers.

I don’t want them to be surprised later when they’re told they have to pay $1,600 to repair it. I’d rather them fix it now and be prepared.

[00:23:04] Tracy Hayes:
I imagine the new buyer broker agreement requirement this past year wasn’t a big deal for you.

[00:23:10] Jessica Swearingen:
No, not at all. And honestly, I don’t feel like I need to tie people to me.

I’ll make the contract good for a day if they want—I’m so confident they’ll want to stay with me that I don’t have to lock them in.

[00:23:21] Tracy Hayes:
Before August 17th, when the agreement became required, did you typically do a sit-down consultation with buyers?

[00:23:35] Jessica Swearingen:
Yeah, we’d meet somewhere—maybe a coffee shop—and talk things over. But I never had them sign anything before August 17th.

[00:23:50] Tracy Hayes:
I imagine over the years, you’ve refined that process?

[00:23:52] Jessica Swearingen:
Oh, definitely.

[00:23:54] Tracy Hayes:
But because of your leasing background, you already had confidence in those conversations.

[00:24:00] Jessica Swearingen:
Yeah. Because it’s just how business works—there’s nothing to beat around the bush about.

And everyone is happier when they know what to expect.

[00:24:11] Tracy Hayes:
I imagine you get calls from people who found you online or got a referral but are still considering other agents.

[00:24:26] Jessica Swearingen:
Yeah.

[00:24:27] Tracy Hayes:
Do you find that once you sit down and chat with them, by the end of the conversation—

[00:24:31] Jessica Swearingen:
Oh, they’re picking me. Hands down.

[00:24:34] Tracy Hayes:
That’s a great tip for agents—have that consultation!

For anyone listening, reach out to Jessica, ask her about her process.

I’ve seen it time and time again—the agent who is willing to sit down and have that conversation wins the client.

[00:25:19] Tracy Hayes:
Now, we’ve been talking about buyers—let’s shift to listings.

What are some of your strategies when going into a listing appointment?

[00:25:26] Jessica Swearingen:
When I go to a listing appointment, I’m not just all business—I want to talk about their family.

I ask, What are you planning to do after this? What did you love most about your home? How are your neighbors?

I want to connect with them on a personal level.

Then, I go into what I offer.

With my brokerage, we offer great exposure—our listings go into Distinctive magazine, which is available at all the Gate gas stations along Hodges, San Pablo, Third Street, and in all four clubs.

We have so many walk-ins at Ponte Vedra Beach and the Club—people looking for investment properties—so your home is being seen everywhere. Whether it’s through the magazine, screens in the club, or other marketing materials, I make sure it gets attention.

And as a local, I know this area like the back of my hand. I know what your home is worth, and I know the people in these neighborhoods.

Plus, with the group I’ve built, I share all my listings there, too.

[00:26:32] Tracy Hayes:
Do you actually expose the fact that you’re part of this group of 5,200 women in the region?

[00:26:37] Jessica Swearingen:
Yeah, I started the group, so I approve my own posts—otherwise, they get deleted in other groups. So yes, my listings are shown there.

[00:26:45] Tracy Hayes:
Right. I think someone looking from the outside—maybe a newer real estate agent—might not realize that sellers sometimes have a specific strategy or need, and you have to pull that out of them.

You have to ask the right questions beyond the obvious ones, like What do you want to walk away with? After closing costs, commissions—what's the net? But sometimes you really have to dig deeper—are they looking to sell in the next 30 days, or are they not in a rush?

[00:27:20] Jessica Swearingen:
Mm-hmm.

[00:27:20] Tracy Hayes:
So when it comes to pricing strategies, how do you go through that conversation?

[00:27:25] Jessica Swearingen:
One of the things that helps me a lot is offering a net sheet with three different prices—high, medium, and low.

I show them that net sheet so they can see line by line what they’ll actually take home after everything is deducted. That way, they know exactly what they’re walking away with—no surprises.

It also helps with negotiations. I can say, Okay, this is your bottom dollar because now you know exactly what you’re getting.

I don’t like surprises, so I make sure everyone knows what to expect.

[00:27:55] Tracy Hayes:
Right. And at the end, when they close, they’ll say, Yep, that’s about what she told us!

[00:27:58] Jessica Swearingen:
Exactly. So no one is upset.

Net sheets help a lot. And I also ask, If we don’t get a showing in two weeks, are you willing to drop the price?

If they say no, I know they’re not as motivated, and we just have to see how long they’re comfortable waiting.

Because when a home is priced too high and you keep dropping it, it starts to look like something is wrong with it. I always tell them—it’s better to be accurate when we first hit the market.

[00:28:25] Tracy Hayes:
Alright, so today, when you’re going out on a listing appointment—

For those listening, we’re at the end of February 2025. The market right now has a growing inventory—probably three times what we had 18 months ago.

Someone told me the other day that condos in St. Augustine are at about a year’s worth of inventory now.

So when you’re sitting with a seller who wants to be out of their house in the next 60–90 days, how do you present your pricing strategy to them?

[00:29:09] Jessica Swearingen:
I think it’s really important to show them what’s sitting on the market too.

I come prepared with comps—including active listings—and show how long they’ve been sitting.

I’ll point out, This one is under contract, but it took 90 days—and they dropped the price twice.

Honestly, a lot of sellers already know what’s going on. When I walk in, they’ll say things like, Oh, that house sold in 30 days, but it was priced way lower than I want to go.

With social media and internet access, most sellers have some insight into what’s happening in their neighborhood.

[00:29:51] Tracy Hayes:
Right.

Going back to my early days after college—which is about as long as you’ve been alive, or close—I worked at a Chrysler dealership.

Back then, people would come in with Consumer Reports, knowing exactly what they wanted.

So, for agents listening, when you walk into a listing appointment and realize this seller has done their homework—they know what’s sold in their neighborhood—how do you approach that conversation?

Because you don’t want to insult them, even if they’re wrong.

[00:30:35] Jessica Swearingen:
A lot of people are wrong.

[00:30:36] Tracy Hayes:
Right. But you don’t want to be intimidated, and you still have to be the professional.

[00:30:39] Jessica Swearingen:
Exactly.

I always go back to what’s currently on the market.

I’ll bring my laptop and say, Look, this home is priced at X, and it’s not moving.

We have to go with what the market is telling us, not just what we want to happen.

But I also tell them, You’re the owner. If you want to try listing it at this price, we can—but are you willing to drop it if we don’t get a showing in two weeks?

Because I’m investing my time and money into marketing, professional photos, staging, and everything else.

And honestly, sometimes it’s not a good fit. And that’s okay!

New agents need to understand—it’s okay if a client isn’t the right fit for you. You don’t have to take on every listing.

[00:31:27] Tracy Hayes:
Right.

[00:31:28] Jessica Swearingen:
Some people need to learn that not every agent is desperate to take a listing that’s going to sit and reflect poorly on them.

[00:31:29] Tracy Hayes:
There are homes still selling in a weekend, though.

I never asked this question before, but I’m curious—

If you know a home is going to get multiple offers that first weekend, do you price it slightly below market and hope for an escalation clause? How do you handle that?

[00:32:14] Jessica Swearingen:
I always have that conversation with the seller.

Because I’ve had situations where we got a home under contract in seven hours—and the seller thought I had priced it too low.

Sometimes, you just can’t win!

[00:32:27] Tracy Hayes:
Hindsight is 20/20.

[00:32:28] Jessica Swearingen:
Exactly.

So I make sure they’re part of the conversation.

I’ll say, One option is to price slightly lower, knowing we’ll get a lot of traffic and multiple offers.

Are you comfortable with that? Or would you rather start higher and see where we land?

I’m the professional, but I also want them to feel like they have a say in the decision.

[00:32:57] Jessica Swearingen:
It’s not my way or the highway—sellers still want to feel like they’re in control.

So I think laying out the options and letting them decide is always better.

[00:33:06] Tracy Hayes:
But having that Plan B conversation upfront is important.

Like, Hey, it’s been listed for two weeks, and we haven’t had any showings. Remember when we talked about Plan B? Are you ready to implement it?

[00:33:19] Jessica Swearingen:
Yeah, I just follow up.

Each week, I give my sellers an update—Hey, we got one call this week, or no calls. Then I ask, How do you feel? Do you want to drop it by $10,000?

I’ll also suggest a new price point that I think will get more traffic.

[00:33:27] Tracy Hayes:
What’s your opinion on open houses? Are they actually bringing in good traffic right now?

[00:33:38] Jessica Swearingen:
I’ve made some really great deals from open houses!

But it depends entirely on the neighborhood.

Some areas just aren’t good for open houses, while others—like Nocatee, Shearwater, and Rivertown—have a lot of activity, and open houses work in those communities.

So it really just depends on the area.

[00:33:49] Tracy Hayes:
Alright, I prepped you for this earlier. I want to talk about grit.

Every successful real estate agent has a level of grit. If you’ve been doing this for a while, you’ve had to push through tough times, difficult clients, and market shifts.

You’ve been in real estate for over a dozen years and have experienced different angles of it, which makes you so dynamic.

But persevering through challenges—dealing with hard people—is a key part of the business.

Between renters and buyers, which do you think is more difficult?

[00:34:19] Jessica Swearingen:
Renters can be pretty difficult.

[00:34:23] Tracy Hayes:
I call it the LLC—Love, Laughter, and Commitment.

If you’re growing in real estate, you have a level of grit. But one of the key components of grit is love.

Why do you love real estate?

[00:34:40] Jessica Swearingen:
I love real estate because it allows me to support my family while still being present for my kids.

I can pick them up from school. If they’re sick, I can bring them with me. I love that flexibility because I love being a mom, and I don’t want to miss out on important moments with my kids.

That’s why I love real estate. And every day is different—it’s never boring.

[00:35:00] Tracy Hayes:
It’s definitely not easy, though.

Especially for people coming from structured corporate jobs—where they have a 9-to-5 routine—real estate requires a different kind of discipline.

[00:35:10] Jessica Swearingen:
Yeah, you have to be very disciplined and manage your time well.

Things can get crazy, and you don’t want to forget important details. Keeping track of everything—whether it’s a notepad in the car or making voice notes—helps stay organized.

[00:35:25] Tracy Hayes:
Right.

[00:35:25] Jessica Swearingen:
When you run your own business, you have to be a lot of things—organized, informed, confident.

[00:35:35] Tracy Hayes:
And no one’s checking in on you.

If you don’t show up at 9 a.m., no one’s telling you, Hey, you were late!

You are your own boss.

[00:35:46] Jessica Swearingen:
Yep, you only have yourself to blame.

[00:35:48] Tracy Hayes:
Speaking of notepads, there’s a nice notebook at the bottom of that bag for you!

[00:36:00] Jessica Swearingen:
Oh, I love a notebook!

[00:36:08] Tracy Hayes:
Alright, so Love was the first part. Now, the second part is Laughter.

We all deal with tough moments in real estate—whether it’s difficult clients, unexpected appraisal issues, lending problems, home repairs, or tricky negotiations.

Has there ever been a time when you felt really knocked down—maybe even questioned if real estate was for you?

And what did you do to overcome it?

[00:36:37] Jessica Swearingen:
Oh, absolutely.

I’ve transitioned through so many aspects of real estate—property management, investment, sales—so I’ve had to rebrand and relearn things multiple times.

One of the hardest moments was helping a really close friend buy a home. It turned into one of my worst transactions.

No matter what I did, it wasn’t good enough—because they saw me more as a friend than a professional. They thought they knew more than me.

I ended up losing that friendship over it.

I learned that I should have set better expectations upfront.

[00:37:20] Tracy Hayes:
Yeah. And you’re not a quitter, so you kept pushing through.

[00:37:22] Jessica Swearingen:
Exactly.

In any career, there are going to be obstacles. You just have to remember your why and keep going.

[00:37:33] Tracy Hayes:
Our job is to solve problems.

Someone comes to us with a challenge, and it’s our responsibility to help them find a solution.

[00:37:43] Jessica Swearingen:
Exactly—being creative and figuring out how to navigate different challenges.

[00:37:47] Tracy Hayes:
That brings up an interesting topic.

A lot of agents work with friends and family. Some have great experiences, while others—like your story—struggle with it.

On the lending side, I have friends who won’t go to anyone else for their loans. But others don’t want to mix business with personal relationships, and that’s fine.

Would you say that when working with your sphere, the most important thing is ensuring they are properly served?

[00:38:37] Jessica Swearingen:
Absolutely.

I treat every transaction like it’s my home being bought or sold. I truly care, and I will go above and beyond to make sure things go smoothly.

But in that one situation, no matter what I did, it was never enough.

They wouldn’t have treated any other agent that way—but because we were friends, it blurred the lines.

That was a hard lesson to learn.

[00:39:14] Tracy Hayes:
Right. But looking back, did you reflect on what you could have done differently?

[00:39:42] Jessica Swearingen:
I’ve thought about that situation so many times.

And honestly, there’s nothing I could have done better. Not one thing.

And I’m very self-critical—if I had made a mistake, I would have owned up to it. But in this case, I did everything right, and it just wasn’t enough.

[00:40:00] Jessica Swearingen:
I'm telling you—there's no other agent who would have bent over as far as I did for these people.

[00:40:03] Tracy Hayes:
Yeah. And they just wanted more and more from you.

[00:40:06] Jessica Swearingen:
Exactly.

[00:40:08] Tracy Hayes:
Alright, so with the LLC—Love, Laughter, and Commitment—let’s talk about consistency.

I always preface this by saying maybe it has evolved over time, but today, in the current market, what’s something you do consistently?

It could be daily, weekly—maybe a marketing campaign or a personal habit—that’s a cornerstone of your business.

[00:40:28] Jessica Swearingen:
Consistency is key.

I track everyone who has ever mentioned anything about real estate to me—whether it was six months ago, last week, or just in passing.

I consistently follow up.

Networking is also huge—saying yes to things, joining groups, putting yourself out there.

It’s uncomfortable, but if you don’t do it, you won’t get anywhere.

So, I tell myself: You can do hard things. You can be uncomfortable—that’s how you grow.

[00:41:12] Tracy Hayes:
Are you uncomfortable today with this podcast?

[00:41:14] Jessica Swearingen:
Yes!

[00:41:15] Tracy Hayes:
A lot of people are.

[00:41:16] Jessica Swearingen:
Yeah, but I told you—I’m transparent!

[00:41:20] Tracy Hayes:
You're doing great. This is a fantastic episode.

I tell people, after about 30 seconds—once we do the intro and you get your first words out—it’s like public speaking.

As soon as you get through those first few sentences, it starts to flow.

[00:41:29] Jessica Swearingen:
Oh, I hate public speaking, but I do it every month!

I’m in BNI, and I speak in front of that group. I speak in front of hundreds of women every month.

[00:41:39] Tracy Hayes:
That’s a great lesson—consistently being uncomfortable leads to growth.

A lot of agents fail because they don’t enter the business with the right mindset.

You were lucky—you had exposure to different aspects of real estate before jumping into sales. You had family in the business, so you had an idea of what was coming.

You also gained great experience just showing homes for leasing, which made transitioning into sales much easier.

For agents who have been in the business for less than three years—maybe they’ve only done a handful of transactions and haven’t hit their stride—what would you recommend?

Because I feel like a lot of them don’t have the right brokerage support.

And even with brokerages like Keller Williams, which provides a ton of training—just attending the classes won’t get you a deal.

So what should they be doing?

[00:42:56] Jessica Swearingen:
I have realtor friends who ask me all the time, How did you grow your group? How do you stay so busy? Where are your referrals coming from?

I always tell them:

• Host a bunco night at your house.
• Start a walking group in your neighborhood. (I do this!)
• Create an event around something you're good at.

For example, I teach watercolor classes. I get 17 to 20 women in a class—they bring their friends—and it’s a great way for me to connect with people without talking about real estate.

They just get to know me.

[00:43:34] Tracy Hayes:
Right.

[00:43:35] Jessica Swearingen:
Also—follow realtors on Instagram.

Watch what successful agents are posting, learn from them, tweak it, and put your face on it.

I even have a sign in my front yard that says, Your Trusted Realtor.

[00:43:42] Tracy Hayes:
Wait—your trusted realtor lives here?

[00:43:44] Jessica Swearingen:
Yep! And I’ve gotten deals from people just walking by.

I will find a way to let people know I’m in real estate—whether it’s through a creative event, a bunco night, a paint party, or a walking group.

[00:43:56] Tracy Hayes:
That’s brilliant.

When you started the St. John’s BFF group—was it intended as a way to network?

Because networking is real estate. You’re always putting yourself out there.

[00:44:08] Jessica Swearingen:
Yes! You have to get your name out there.

But I also started the group because I kept getting deleted from other groups.

They didn’t like me posting—even when it wasn’t about real estate.

So I thought, We need a group that’s actually friendly to small businesses and networking.

Now, there are so many realtors in my group, and they’re free to post there.

[00:44:24] Tracy Hayes:
Mm-hmm.

[00:44:25] Jessica Swearingen:
I’m not deleting your post when you’re trying to support your family.

That’s why the group has grown so quickly—there was a need for it. We all want to support each other.

A lot of realtors come to me, and I want to help them too. I believe in lifting others up.

[00:44:38] Tracy Hayes:
Going back to the BFF group and networking—what are some of the other businesses that have really bought into what you’re doing?

I imagine there’s a core group of ladies who network consistently. Besides real estate agents, what other types of businesses are involved?

[00:44:53] Jessica Swearingen:
Oh yeah—we’ve got doctors, chiropractors, magazine producers, hairstylists, makeup artists.

We’ve got Botox specialists, restaurant owners—anyone you can think of, we have them in that group.

[00:45:04] Tracy Hayes:
And every one of those professionals interacts with multiple people every single day.

When people are getting their hair done, getting Botox, sitting in a chiropractor’s office, they’re having conversations.

And when real estate comes up, they’re saying, You gotta call Jessica.

[00:45:28] Jessica Swearingen:
Yeah, I’ve gotten quite a few referrals from that group.

And, like I said, I don’t believe in limitations—I believe in abundance.

So I don’t mind having other realtors in the group.

I actually had a realtor invite a ton of her friends to the group, and one of them messaged me privately and said, Please don’t post this publicly, but I want you to help me—I was just invited here by my realtor friend.

That happens! People will find the person they connect with, and I don’t lose sleep over it.

I know what I have to offer.

[00:46:00] Tracy Hayes:
With 5,200 people in the group, I’d imagine it generates a lot of referrals—directly or indirectly.

If you put 5,200 networking-oriented women together, they’re naturally going to refer people.

Because they want referrals for themselves, so they reciprocate.

[00:46:28] Jessica Swearingen:
Yeah!

We actually have a preferred vendor page just for the group.

So, if we need a balloon arrangement for an event, we use someone from the group.

If we need catering, we use a restaurant owner from the group.

We all want to work with each other.

[00:46:41] Tracy Hayes:
That’s amazing.

You’ve built this massive sphere—5,200 people in the group.

Minus the other agents, of course, but even then, you never know—agents leave the business all the time.

From a marketing standpoint, outside of networking, what are some of the things you do?

You’ve mentioned social media, but do you do newsletters? Mailers? What’s your bread and butter?

[00:47:25] Jessica Swearingen:
No, I don’t do mailers.

I used to send out emails, but I’ve found that being present with people is what really matters.

Being responsive is huge.

If someone reaches out to me, I respond—even if I’m busy.

I’ll say, Hey, I’m in a showing, can we talk in a few hours? That way, they feel heard.

[00:47:44] Tracy Hayes:
Right.

[00:47:44] Jessica Swearingen:
I also do a custom watercolor painting for each of my clients.

If they bought a home, I paint their new house.

If they sold a home and didn’t love it, I’ll paint their pet instead.

If they don’t have a pet, I’ll paint something meaningful to them—whether it’s a landscape, a flower, or even Jesus.

It’s always signed and framed, so when someone asks, Oh, who did that? they say, My realtor!

It’s not something they’ll throw away or use up—it stays on their wall.

[00:48:09] Tracy Hayes:
That’s a heartfelt touch.

And it shows you took time for them.

[00:48:26] Jessica Swearingen:
Yes! When you tap into someone’s emotions, you create a real connection.

[00:48:31] Tracy Hayes:
Right.

So for your regular sphere—your past clients—are you doing anything specific to stay in touch?

[00:48:42] Jessica Swearingen:
Yes.

Whether they were renters I helped years ago or buyers I’ve worked with, I stay connected through Instagram.

I like and comment on their posts, so they see my name and know I’m still engaged in their lives.

If they announce a pregnancy, I comment, Oh my gosh, congratulations!

It’s a small thing, but it matters.

[00:49:17] Tracy Hayes:
That’s where a lot of people miss the mark on social media.

It’s called social media for a reason!

[00:49:24] Jessica Swearingen:
Exactly!

[00:49:25] Tracy Hayes:
Some agents even pay virtual assistants to comment on posts for them.

But engaging personally is so important.

If you’re taking the time to comment on a client’s post—Hey, that was a beautiful event!—it sticks with them.

And ideally, you’re doing that within the first 30 minutes of their post going up.

[00:49:42] Jessica Swearingen:
Yes! Even just a few words—more than five words, ideally—makes a difference.

Staying top of mind is everything.

[00:49:53] Tracy Hayes:
Or, obviously, you could pay a virtual assistant to make those comments—keeping you top of mind.

[00:49:53] Jessica Swearingen:
Yeah. We actually have a virtual assistant that does that for the St. John’s BFF Instagram.

But for my real estate page, it’s me.

I make a point to spend a few minutes checking in on people—leaving comments, engaging.

And honestly, I find that to be way more beneficial than mailers when it comes to staying connected with my sphere.

[00:50:12] Tracy Hayes:
Yeah, we all post on social media and wonder who’s looking at it.

But when people comment, you know they saw it.

[00:50:24] Jessica Swearingen:
And if you start commenting on theirs, they’ll start commenting on yours!

It opens up a relationship through social media.

[00:50:29] Tracy Hayes:
Yeah, 100%.

I’m on social media all the time with this show, responding to agents.

There are some who aren’t quite at the top producer level yet, but they want to engage.

Because when you’re consistently putting out value—like what you’re sharing today—people will respond.

Then, when I show up at an event, they’re like, Oh my God!—they already feel like they know me, even if we haven’t met in person yet.

[00:50:53] Tracy Hayes:
So, what do you think has been one of your biggest challenges personally in real estate?

Besides your health journey—which is amazing, by the way—what’s something you’ve really had to work on?

[00:51:25] Jessica Swearingen:
One of the biggest challenges I still have is balancing work and mom life.

It’s really hard.

I want to be that agent who’s on top of everything—responding quickly, having all the answers.

But sometimes, I’m juggling sick kids, school schedules, and work at the same time.

And even though my kids are older now, they still need me.

So my biggest struggle is keeping a healthy balance.

I tend to overwork.

I’ll be in bed at 10 or 11 o’clock at night and suddenly think, Oh, I need to do that right now. And I’ll get up and do it because I won’t sleep otherwise.

So my challenge is knowing when to stop—when to prioritize family and personal time.

[00:52:23] Tracy Hayes:
What are some things you do to help maintain that balance?

[00:52:28] Jessica Swearingen:
I have to keep reminding myself—It’s okay. Write it down and do it tomorrow.

[00:52:34] Tracy Hayes:
What about vacations?

Say you’re going to Disney World for the weekend—do you fully unplug?

[00:52:39] Jessica Swearingen:
Oh, I get busier on vacation!

[00:52:41] Tracy Hayes:
Exactly! The second you leave town, the phone starts ringing.

[00:52:52] Jessica Swearingen:
Yeah, but I’ve learned to plan ahead.

At Ponte Vedra Club Realty, I’ll actually put another agent on my listing as a co-listing agent and split my commission.

That way, if I’m on vacation, I know my clients are being taken care of.

For years, I worked through vacations. But now, as my kids are older and more aware, I try to be fully present.

I have a go-to agent I always partner with for coverage.

[00:53:29] Tracy Hayes:
That’s a smart move.

A lot of agents struggle with hitting a ceiling in their business.

At some point, you have to leverage help—whether it’s a teammate, a transaction coordinator, or an assistant.

Have you reached that point?

[00:53:56] Jessica Swearingen:
Yes! I have a transaction coordinator now.

[00:53:57] Tracy Hayes:
Did you always have one?

[00:53:59] Jessica Swearingen:
No, I used to do everything myself.

Just this past year, as BFF has grown and I’m managing networking events plus clients, I realized I didn’t have time to sit in front of a computer checking every document.

I needed someone I could trust—and my transaction coordinator knows more than I do about some things!

Now, I won’t go without her.

[00:54:19] Tracy Hayes:
Has having her helped your business grow?

[00:54:43] Jessica Swearingen:
Yes! I’m getting busier, but I’m also managing it better.

My transaction coordinator takes care of the admin work, so I can focus on clients and networking.

Before, I was stressed trying to do it all. Now, I can breathe and focus on the bigger picture.

[00:55:00] Tracy Hayes:
Right. She’s handling things behind the scenes, so you don’t have to stop what you’re doing.

[00:55:04] Jessica Swearingen:
Exactly!

I can just check my email, see what needs fixing, and have her handle it—without having to stop what I’m doing.

[00:55:09] Tracy Hayes:
How much does she do for you?

[00:55:13] Jessica Swearingen:
She’s very hands-on from the moment we go under contract.

She reaches out to clients right away—explains the closing timeline, loan approval deadlines, and stays in constant communication.

I’m still looped in, but she handles the details.

[00:55:30] Tracy Hayes:
Do you pay her per deal, or is she a full-time employee?

[00:55:33] Jessica Swearingen:
Per deal.

[00:55:36] Tracy Hayes:
Is she through Ponte Vedra, or did you find her independently?

[00:55:40] Jessica Swearingen:
She’s independent—I hired her outside of the brokerage.

[00:55:44] Tracy Hayes:
That makes sense. Some agents want to keep full control since they’ve been doing everything themselves for so long.

[00:55:46] Jessica Swearingen:
Yeah, but at some point, you have to delegate if you want to grow.

[00:56:00] Tracy Hayes:
Yeah. And then they hit this lid—and they stay stuck for years because they’re afraid to delegate.

They’ll hear, Oh, someone told me their transaction coordinator screwed up a deal. But let’s be honest—you’ve probably screwed up a deal before too!

So, if another realtor came to you and asked, Hey, should I get a transaction coordinator? What would your advice be?

[00:56:15] Jessica Swearingen:
I would definitely say yes—as long as they’re experienced.

It was hard for me at first.

I still found myself doing things, and my TC would say, Wait—that’s my job! And I’d be like, Oh, I can’t help it!

So at first, I was still scheduling things out of habit. It took me time to trust her fully.

I think if you’re new to using a TC, it’s okay to ease into it—slowly give them more responsibility until you’re comfortable.

But no one is perfect—mistakes will happen.

That’s why I still review everything before it goes out. I’ll call her and say, Hey, that’s not right, and she fixes it.

[00:56:53] Tracy Hayes:
We were talking earlier about setting expectations with buyers and sellers.

Would you say that setting expectations with a transaction coordinator is just as important?

Because I feel like some agents just hire one and send them a contract without actually defining roles.

[00:57:29] Jessica Swearingen:
Oh, 100%.

I know a few agents whose TCs do different things depending on what they’ve agreed on.

That’s why I had a conversation upfront with mine—What are you comfortable doing? What do you expect from me?

That way, there’s no confusion.

And now, we have a great working relationship. She’s actually a really close friend now!

[00:57:53] Tracy Hayes:
Yeah, and that bond makes everything smoother.

She cares about your business, and you know she has your back.

Alright, switching gears—let’s talk about the current market.

I’m seeing about 50% of deals still being cash. Are you seeing that too?

[00:58:18] Jessica Swearingen:
Yeah, there’s still quite a lot of cash buyers.

[00:58:21] Tracy Hayes:
Are you seeing more of that in investment properties or primary homes?

[00:58:26] Jessica Swearingen:
Last month, I had a lot of investors reaching out.

But recently, I’m seeing more buyers who want to invest but don’t have all-cash.

They like the idea of buying an investment property, but they’re hesitant—watching the market, wondering about rates.

[00:58:49] Tracy Hayes:
Yeah, but I think confidence is coming back.

People aren’t as uncertain as they were last year.

I personally believe that if we start seeing rates drop to 5.875% or 6%, we’re going to have another frenzy.

[00:59:32] Jessica Swearingen:
Oh yeah, because then people jump on it!

[00:59:35] Tracy Hayes:
Exactly!

When I started in the business in 2005, rates were between 6.25% and 7% until late 2008 when they dropped.

Back then, if you could lock in 5.875%, it was a big deal!

And I think that mindset will come back—buyers will start jumping in, and we’ll see multiple offer situations again.

[00:59:57] Tracy Hayes:
So, what are buyers wanting today?

And how do you take that and prepare your sellers to meet those expectations?

[01:00:00] Jessica Swearingen:
That’s been tricky.

Buyers want to come in way lower than asking price, but they also want everything—updated kitchens, a new roof, a new AC, modern finishes, and maybe even a pool.

[01:00:05] Tracy Hayes:
They still have the “market’s going to collapse” attitude.

[01:00:06] Jessica Swearingen:
Yes!

They’re expecting brand new everything but still want to lowball the price.

Then you have sellers who say, This is already my lowest price—I’m not budging!

So there’s a gap between buyer expectations and seller reality.

[01:00:45] Tracy Hayes:
A lot of people who bought during the higher market are now wanting out of their neighborhood.

[01:00:48] Jessica Swearingen:
Yeah.

[01:00:49] Tracy Hayes:
And they hope they have equity, but it’s like—you’ve only been here for a year and a half, maybe two years…

[01:00:51] Jessica Swearingen:
Exactly.

[01:00:52] Tracy Hayes:
And you have to explain, You probably don’t have much equity yet.

[01:00:54] Jessica Swearingen:
Yeah.

It’s a funny balance right now—between buyers and sellers and what they expect.

[01:00:59] Tracy Hayes:
I don’t think it’s a true buyer’s market yet, but it’s leaning that way.

[01:01:03] Jessica Swearingen:
I think so, yeah.

And sellers don’t want to accept that.

[01:01:09] Tracy Hayes:
Every agent has a listing in a neighborhood where construction is still going on…

[01:01:13] Jessica Swearingen:
Oh yeah.

[01:01:14] Tracy Hayes:
And they’re stuck competing with the builder.

[01:01:16] Jessica Swearingen:
Exactly.

Builders are throwing huge incentives at buyers—closing costs, upgrades—so why would a buyer choose resale over new construction?

[01:01:19] Tracy Hayes:
That’s why agents have to ask buyers, How long do you see yourself here?

Because if it’s only one or two years, you do not want to buy in a new construction neighborhood.

[01:01:27] Jessica Swearingen:
Right.

I ask the same thing—Is this somewhere you plan to stay for five-plus years?

[01:01:40] Tracy Hayes:
From a lending standpoint, are you seeing any challenges?

We’ve got different down payment assistance programs coming in and out.

Right now, Federal Home Loan Bank has a $15,000 grant, but Florida Housing is out of money—Hometown Heroes isn’t available at the moment.

[01:01:44] Jessica Swearingen:
I had two buyers who got great deals with Hometown Heroes when it was available.

[01:01:45] Tracy Hayes:
But nothing recently?

[01:01:46] Jessica Swearingen:
No.

I haven’t had trouble with loan approvals—but I have had deals fall through because of loan conditions.

Things like wood rot come up in inspections, and sellers don’t want to fix it.

If I’m representing the buyer, I can’t do much about it—I just wish the listing agents would prepare their sellers better.

[01:02:08] Tracy Hayes:
That’s where negotiation comes in.

If it’s just a few thousand dollars in repairs, it’s usually worth fixing.

But if it’s a major issue—$10,000 or $20,000 in repairs—sometimes it makes sense to flip the buyer into a renovation loan.

[01:02:27] Jessica Swearingen:
Yeah, for sure.

[01:02:28] Tracy Hayes:
Because at the end of the day, there’s only one house sitting on that exact lot.

If it’s the perfect location—right school district, right cul-de-sac—then maybe it’s worth figuring out the financing to make it work.

[01:03:05] Jessica Swearingen:
That’s the conversation I just had with a client.

We’ve looked at so many homes, and they finally found the one.

So I told them, It might be worth doing the repairs yourself to make it work.

[01:03:13] Tracy Hayes:
Have you worked with DSCR loans?

[01:03:17] Jessica Swearingen:
I haven’t, no.

[01:03:18] Tracy Hayes:
Do you know how they work?

[01:03:19] Jessica Swearingen:
Not really.

[01:03:20] Tracy Hayes:
It’s pretty simple.

DSCR stands for Debt Service Coverage Ratio. It’s used for investment properties.

Instead of verifying the borrower’s personal income, the lender looks at whether the rental income will cover the mortgage payment.

No tax returns, no pay stubs—just the credit score and down payment.

[01:04:22] Jessica Swearingen:
What’s the rate on those?

[01:04:23] Tracy Hayes:
It depends.

For a borrower with good credit and a solid down payment, they’re in the high 7s to low 9s.

If their credit is lower—say, 660—the rate can be higher.

But the benefit is flexibility—these loans don’t require job verification or personal income documentation.

[01:05:11] Jessica Swearingen:
I’ve only worked with cash investors.

Recently, I helped one buy a trailer park.

[01:05:14] Tracy Hayes:
A mobile home park?

[01:05:15] Jessica Swearingen:
Yeah, and honestly, they’re great investments.

The tenants don’t move around much, rent is stable, and maintenance costs are low.

[01:05:26] Tracy Hayes:
Affordable housing is a huge need right now.

[01:05:29] Jessica Swearingen:
Exactly.

There are great investment opportunities in Orange Park and the Northside—you can buy properties with five or six mobile homes on them, and they cash flow really well.

[01:05:41] Tracy Hayes:
The BiggerPockets podcast guys talk about this all the time.

Manufactured home communities used to be huge in Florida, especially in places like Daytona Beach.

But as money poured in, developers shifted focus to single-family homes.

Now, with rising home prices, we’re seeing a resurgence of demand for manufactured housing.

[01:06:17] Jessica Swearingen:
Yeah, and the cash flow is consistent.

So for investors, it’s a great opportunity.

[01:06:22] Tracy Hayes:
And you’re a great resource for that!

If someone’s looking to invest in mobile home parks, you know the process inside and out.

[01:06:28] Jessica Swearingen:
Yeah, I recently helped a client sell a property, and they used the proceeds to buy a trailer park.

[01:06:40] Tracy Hayes:
Jessica, I really appreciate you coming on the show.

Is there anything you’d like to add before we wrap up?

[01:06:43] Jessica Swearingen:
I’m just really grateful.

It was great meeting you and having this conversation.

[01:06:48] Tracy Hayes:
Thank you!

[01:06:49] Jessica Swearingen:
Yeah.