Samantha Fisher: Confidence, Knowledge and Relationships

REE #249 Transcript

[00:00:00] Samantha Fisher: You have to be confident. You can't go in and meet with a client and be like, "Ah, I mean, I think these houses are worth..." No. You have to go in and say, "Okay, here are the comps. Your house is worth X. If we list here, your house will sell. If we list too high, you're going to miss the market, and your house isn't going to sell." It's that confidence that they need you to have. They're not going to hire you if you're not confident.

[00:00:58] Tracy Hayes: Hey, welcome back to the Real Estate Excellence podcast. Today, I bring you a top producer with Ponte Vedra Club Realty. She was a kindergarten teacher for 17 years, is a native of Northeast Florida, and graduated from the University of North Florida. She has quickly become a successful real estate agent. We will find out what she is doing that has rapidly ramped up her success. Let's welcome Samantha Fisher to the show.

[00:01:20] Samantha Fisher: Hello! Thank you for having me.

[00:01:22] Tracy Hayes: I appreciate you coming on. I'm really excited because you're really at your two-year anniversary, right? If I saw correctly, January 2023 marked two really successful years that any agent would admire.

[00:01:37] Samantha Fisher: Thank you!

[00:01:37] Tracy Hayes: Yeah. So, I want to dig into that and find out how the kindergarten teacher made this leap into such great success.

[00:01:44] Samantha Fisher: Sweet. Yeah, happy to be here and happy to tell you all about it.

[00:01:48] Tracy Hayes: Seventeen years in teaching, though! Tell us a little bit about that. Let's start off with your background—maybe where you went to high school so the locals can resonate with that. Then, why education? And tell us a little about your 17 years in teaching.

[00:02:02] Samantha Fisher: Sure. Growing up, I always knew I wanted to be a teacher. It was just one of those things—I knew it. "I'm going to go to school to be a teacher, and I'm going to be a kindergarten teacher."

[00:02:12] Tracy Hayes: Any family members—parents, grandparents—who were teachers?

[00:02:14] Samantha Fisher: No, not really. I had an aunt who was a teacher, but nothing major.

[00:02:16] Tracy Hayes: Interesting.

[00:02:16] Samantha Fisher: I just knew that’s what I wanted to do with my life. So, I went to UNF, became a kindergarten teacher, and loved it tremendously. I loved the kids, the parents, and the relationships I built with everyone. But over time, I started feeling like I was missing something. I wanted something more. I still loved teaching, loved the parents, and loved all my coworkers, but I felt like I needed more.

[00:02:40] It kind of got to the point where I started looking for something different around year 16. But then I thought, "Eh, no. I'm still loving what I do." And then one day, I was at a car wash, just sitting there. A friend of mine, who we got our dog from, was in front of me in line. He calls me and says, "Sam, is that you behind me?" I was like, "Oh, yeah! What's up?"

[00:03:02] He says, "Listen, the guy just did a great job power washing my car, and I need to give him a tip. Do you have cash on you?" I was like, "Are you serious?" But I checked, and I did have some cash.

[00:03:02] Samantha Fisher: I went ahead and gave him the cash. And he said, "Why don’t you become a realtor?"

This was over Thanksgiving break, and I was like, "Because I’m a teacher. That’s it. The end." Right? Well, I went home, and I literally bought the 63-hour course right then and there.

[00:03:36] Tracy Hayes: Really? You had never deeply thought about it before? He just triggered something in you?

[00:03:39] Samantha Fisher: He triggered something.

[00:03:40] Tracy Hayes: Interesting.

[00:03:41] Samantha Fisher: And all of a sudden, I was like, "You know what?" I went ahead, took the course, and got it done by Christmas break. Every single day after teaching, on weekends, I was focused on real estate. I was just learning everything I could.

Over Christmas break, I went ahead and finished the course, scheduled my exam, and passed. It was just quick, quick, quick, and I was in.

[00:04:01] Tracy Hayes: So that was Thanksgiving 2022, Christmas 2022, and by January, you had your license?

[00:04:08] Samantha Fisher: Literally.

[00:04:09] Tracy Hayes: Wow.

[00:04:10] Samantha Fisher: Literally. And I finished out the school year teaching. I didn’t think it was right to leave those kids mid-year.

[00:04:15] Tracy Hayes: That would put everybody in a tough spot.

[00:04:17] Samantha Fisher: Parents would not have been happy. But also, it wasn’t right for those kids. I had such a great class. But at the same time, I didn’t know if I’d be able to make it as a realtor. So I thought, "Let me do a little bit of both."

I started transitioning into real estate while still teaching. I didn’t even know what the next year would bring. But as the year progressed, after I got my license, I just kept having sale after sale, getting more clients, and I thought, "Oh my god, I really like this."

Then I started having to take days off work for closings and inspections. I’d be asking, "Can we do the inspection at 3:30 when I’m off work? Are you sure you don’t do Saturdays? Can we close on a Sunday?"

[00:04:57] Tracy Hayes: I wish they would. I really do. In some situations, I know the transfer of money and paperwork complicates it, but with today’s technology, why can’t we transfer money on a Saturday?

The speed of business should match our technology. A friend of mine always says, "The speed of business is speed." With what we have today, it should be possible.

[00:05:51] Samantha Fisher: Yeah.

[00:05:51] Tracy Hayes: It’s an interesting discussion. But wow, you literally jumped right in. You took action so quickly.

That’s something I hear a lot from personal development leaders—you didn’t just sit on the idea. Something must have already been stirring in you. Maybe not bothering you, but something was dwelling within you, and when this guy said, "Hey, you should be a real estate agent," you were like, "Yeah, you know what? I should be."

[00:06:15] Samantha Fisher: Right.

[00:06:15] Tracy Hayes: Almost instantly.

[00:06:23] Samantha Fisher: Right. Well, also, my other half is a builder. He’s a local builder, builds spec homes, and I had always been watching him, listening, and kind of picking up things. I had learned a lot from him. But he never pushed me into it—he never said, "Hey, you should be a realtor and sell my product."

I just knew I was looking for something else. And I knew how hard I worked as a teacher, how much I brought home with me, and how my to-do list never ended. The pay was just awful—you really can’t survive on it. So I was thinking, "I really want something else."

[00:07:00] Tracy Hayes: Yeah, they often say that about education—you think, "Oh, I’ll have the time off," or "I love coaching," or whatever it may be...

[00:07:12] Samantha Fisher: But...

[00:07:12] Tracy Hayes: After a while, it wears down on you. And I just—I feel for teachers today.

My son had a very highly qualified teacher—overqualified, really, which was a blessing. She was teaching biology at his high school while also doing research with Harvard and other big projects. It was almost charity work for her to be teaching in high school.

But some parents and students didn’t like her approach—what I would call tough love. My son was used to that, but a lot of kids today aren’t. She was trying to push them to rise to another level, and they didn’t like it.

Next thing you know, parents started complaining, and they put so much pressure on her. They didn’t fire her outright, but they gave her the option to leave. She stuck it out for another week and then said, "You know what? I’ve got bigger and better things in life. I’m out of here."

[00:08:07] Samantha Fisher: Yeah.

[00:08:07] Tracy Hayes: And I think that’s happening a lot, unfortunately.

[00:08:11] Samantha Fisher: It is—especially with veteran teachers. There's almost this attitude of "out with the old, in with the new." And we felt it. Veteran teachers definitely feel it.

[00:08:23] Tracy Hayes: Well, we know there are a lot of successful real estate agents—not just in town, but across the country—who have come from education.

[00:08:32] Samantha Fisher: Yeah.

[00:08:32] Tracy Hayes: Because teaching builds a skill set that people underestimate. It’s not just about the subject you’re teaching—whether it’s history or kindergarten. You have to be prepared.

And it doesn’t matter if you’re standing in front of kindergartners or high school seniors—you have to lead a group of people every day. That takes a unique skill set.

Someone who spent 17 years doing it? Well, you perfected it in that time. You’ve developed skills that we’re going to talk about—skills that I imagine translate directly into your real estate presentations.

[00:09:07] Samantha Fisher: Phenomenal. Yeah. The transition has been great.

[00:09:10] Tracy Hayes: Alright, so you get your license, you finish the school year. Now, to give some perspective on your success, I think you said you had 36 deals in 2023?

[00:09:21] Samantha Fisher: Yeah, I think it was 36.

[00:09:25] Tracy Hayes: And then 49 in 2024, which is amazing.

But you did mention your husband is a builder, so I imagine you started listing his properties. What percentage of those sales were his?

[00:09:39] Samantha Fisher: About 10 to 15.

[00:09:40] Tracy Hayes: Okay, so a reasonable number. Even if I subtract those from your total, your numbers are still amazing.

And I don’t want anyone to downplay that, because even though it’s a "given" listing, you still have to work hard. Actually, you probably have to work even harder.

[00:09:57] Samantha Fisher: Oh, for sure. I became a realtor, and all of a sudden he said, "Alright, here’s your first listing." And I was like, "I don’t know what to do!"

It was literally January 15th, and I was thinking, "How do I list it? How do I get it on the MLS? How do I do this?" I had to teach myself everything.

[00:10:10] Tracy Hayes: Well, that was a blessing because it meant you got real at-bats early. And that is so important.

One of the topics I always like to bring up is advice for new agents—people who are thinking about becoming real estate agents right now, or maybe just got their license and haven’t had their first listing yet.

They have to find a place where they can get resources and experience. That might mean joining a real estate team that buys leads.

[00:10:37] Samantha Fisher: Yeah. That’s a great way to get your feet wet.

[00:10:39] Tracy Hayes: Yeah, because in your case, you had a listing right away, which meant you had to go out and figure everything out.

Then the second listing got a little easier. The third one was easier still.

[00:10:49] Samantha Fisher: And honestly, having amazing realtors on the other side who were encouraging was a huge help.

They’d say, "Go get ‘em, girl. You got this!"

[00:11:07] Samantha Fisher: The relationships with other realtors helped me tremendously. I felt like I could really reach out and ask, "Hey, can you help me with this?" if I didn’t know something. And from day one, everyone has been so helpful.

[00:11:19] Tracy Hayes: So you've always been with Ponte Vedra Club Realty?

[00:11:22] Samantha Fisher: Yes.

[00:11:23] Tracy Hayes: And the gentleman at the car wash—he was with Ponte Vedra Club too?

[00:11:27] Samantha Fisher: He’s the broker.

[00:11:28] Tracy Hayes: Oh! That’s a great recruitment move right there.

[00:11:31] Samantha Fisher: Exactly!

[00:11:33] Tracy Hayes: He looks like the million-dollar broker type.

[00:11:35] Samantha Fisher: Right? I was like, "Of course, I have to go there!" He was absolutely like, "Girl, why are you not a realtor?"

[00:11:41] Tracy Hayes: Well, I think after doing enough transactions and seeing different levels of dedication and quality from other agents, it’s clear that your first brokerage can make or break a real estate agent.

Now, you had the advantage of your husband being in the business, so you had some initial business to work with. But you also had someone to call on for support.

How important was that? What kind of support did you get from Ponte Vedra Club Realty?

[00:12:05] Samantha Fisher: Oh, I had so much support. The trust they have in us to do our job—it’s amazing.

And any time I had a question, I always knew who to go to.

[00:12:16] Tracy Hayes: There are some big producers in that office.

[00:12:19] Samantha Fisher: Yes! We have agents doing $72 million in sales. There are some serious top producers there. And one of them was a former teacher, so I thought, "If she can do it, I can get there too."

They really served as role models for me. It pushed me. And if I ever had a question, I could just pick up the phone, ask, and get a quick answer.

[00:12:37] Tracy Hayes: Yeah, there are some great brokerages in town, but everyone has their seasons.

Some agents are hot right now, very involved, but in two or three years, they might be burned out or not performing at the same level. The challenge for every broker is to stay ahead of that.

[00:13:02] Samantha Fisher: You’re right.

[00:13:03] Tracy Hayes: They have to keep adding value.

I had a question about why real estate, but I think we’ve already answered that—you dove in headfirst.

But from a sales perspective, how did you start to gain a broader understanding of the business? Because it sounds like you were fully focused on teaching, and then suddenly, three months later, you’re a licensed real estate agent.

What have you done—and are still doing—to get that 30,000-foot view of the industry?

[00:13:42] Samantha Fisher: Definitely reaching out to my sphere—getting the word out that I’m a realtor.

[00:13:49] Tracy Hayes: I’ll get into that in a minute. I mean more from an education standpoint—understanding the business itself.

I think a lot of agents, if they don’t have the right broker exposing them to different aspects, just focus on single-family residential. And while that may be the bulk of their business, there’s so much more to learn.

You went from being a teacher to a real estate agent in three months. You knew your husband was a builder, so you knew houses sell, but really understanding the nuances of the business is a whole different thing.

Every transaction is different, and you have to educate yourself. How did you start raising your knowledge level?

[00:14:36] Samantha Fisher: I learned the area.

I learned everything I could about the houses in St. Augustine because that’s where my husband builds. So that naturally became my niche.

I studied how much homes were selling for, what they were worth, what they were made of.

I learned the neighborhoods. I went on the property appraiser’s website. I studied comps. Anywhere I could go to learn, I just dove in hard—especially in St. Johns County and St. Augustine.

[00:15:07] Tracy Hayes: Was that something you realized you needed to do, or did someone advise you? Did a mentor or broker suggest that becoming an expert on your area would make you a more confident agent?

[00:15:18] Samantha Fisher: I felt like it was just me.

I knew this was what I needed to do to learn my market. If you’re a pro in your area, you’re going to sell it better. You need to know your area.

[00:15:28] Tracy Hayes: Right. People pay a lot of money to get that knowledge when it should be common sense.

Any real estate class or training should emphasize this. But that’s why I have the Real Estate Excellence podcast—so people can hear from top agents like you.

If you’re not mastering or understanding your local market, you’re missing a key piece of the business. Some concepts, like portability, can be complex, but they’re crucial.

If you put out content explaining things like that—whether on YouTube or elsewhere—you’ll get a lot of attention.

[00:16:00] Tracy Hayes: Yeah, those topics get a lot of attention because people are always trying to figure out how things like that actually work.

But I think you’re right—confidence plays a huge role in your success.

[00:16:13] Samantha Fisher: Right. You have to be confident.

You can’t go in and meet with a client and say, "Ah, I think these houses are worth..." No.

You have to go in and say, "Okay, here are the comps. Your house is worth X. If we list it here, your house will sell. If we list too high, you’re going to miss the market, and your house won’t sell."

It’s that confidence that they need you to have. They’re not going to hire you if you’re not confident.

[00:16:36] Tracy Hayes: That’s a great point.

Since we’re talking about confidence, let’s go into the presentation aspect of things.

I imagine standing in front of a classroom for 17 years—managing 30 kids every day—gives you a lot of confidence.

[00:16:51] Samantha Fisher: Yes, because you always have to be "on."

[00:16:52] Tracy Hayes: Right. Kids pick up on it immediately if you’re not.

Going back to my question—did you do any role-playing? I know you’re giving Ponte Vedra Club Realty a lot of credit, but it also sounds like a lot of this was your own self-initiative and drive.

A lot of mature adults out there don’t always have that switch that flips to say, "Hey, I need to figure this out. I need to build confidence. How do I do that?" They wait for someone to tell them.

[00:17:29] Samantha Fisher: Right. And I also feel like I just threw myself into open houses—any house I could get.

It wasn’t just about selling the house; it was about bringing clients in and getting comfortable with that dialogue. That first person who walked into my open house, I was like, "Hi..."

I was literally learning from them in real time.

And the funny thing is, that first person ended up buying a house from me a year later. So it worked! It was just about getting in front of people, and over time, I got better and better.

[00:17:51] Tracy Hayes: You were finding ways to get more "at-bats."

That’s a great approach.

I ask every agent who comes on the show, "What should new agents do?" And nearly all of them say, "Open houses, open houses, open houses."

But I think there has to be a plan.

[00:18:06] Samantha Fisher: Yes, you can’t just do them randomly. You have to know what you’re working towards.

[00:18:10] Tracy Hayes: Exactly.

And you understood early on, "I need reps. I need to swing the bat enough times. I might miss a bunch of times, but eventually, I’m going to start hitting."

[00:18:17] Samantha Fisher: Correct.

And I wanted it to feel natural.

I was so used to talking to five-year-olds all day, so transitioning to talking to adults felt different. But when families with kids would come in, that worked in my favor—I could entertain the kids while the parents looked at the house.

I always tell clients, "I was a kindergarten teacher."

[00:18:40] Tracy Hayes: And they love that.

[00:18:41] Samantha Fisher: They do! They don’t care that I haven’t been in real estate for 30 years. They love that I was a teacher.

[00:18:44] Tracy Hayes: That’s a huge trust factor.

[00:18:45] Samantha Fisher: Exactly.

[00:18:46] Tracy Hayes: I think we all look back fondly on our kindergarten teachers. Maybe not all our high school teachers, but our kindergarten teachers? Absolutely.

That role takes a lot of grit, which we’ll talk about later.

So, in addition to your husband's business giving you some at-bats, you were also utilizing open houses. You mentioned he builds spec homes, so that’s a great opportunity.

But beyond that, you’ve lived in Northeast Florida your whole life.

How did you start tapping into your sphere of influence? Did you get direction from others, or was it mostly common sense?

Some things are obvious, but sometimes we need to be told, "Hey, you should be doing this."

A lot of successful agents take action when they hear good advice—whether from Tom Ferry or another coach. Others hear it but struggle to execute.

What was your initial campaign to your sphere?

[00:20:02] Samantha Fisher: Right off the bat, I made sure to stay involved at my school.

I joined the PTO so I could tell everyone, "Hey, I’m still here."

I had opened that school, so the parents and students knew me. I’d still show up to some events even after I left teaching.

[00:20:16] Tracy Hayes: Your kids were still going to that school?

[00:20:19] Samantha Fisher: No, my daughter is actually 18 now, so she had already graduated. But she did go through that school.

It was more about keeping my face visible. I stayed active at PTO events, so parents and kids still saw me. I even bought a sign on the school’s gate.

Parents would send me pictures of their kids sitting next to it, saying, "Look, we still see you!"

So that was one thing I did.

I also personally reached out to every single person in my sphere.

Not everyone has social media, so they may not have seen my posts. I made sure to tell them, "Hey, I’m a realtor now. Use me or tell your friends to use me!"

I also sent mailers and thank-you notes to clients after they bought with me, which led to referrals.

[00:21:06] Tracy Hayes: But being involved with the PTO can only get you so far, right?

The people who already know you will remember you, but what about beyond them?

Having grown up here, going to high school here, and attending UNF—you had a broad network. But how did you reach people beyond your immediate sphere?

[00:21:37] Samantha Fisher: Social media is my biggest tool.

But beyond that, it was also word of mouth—friends telling friends.

I also found an amazing first-time homebuyer program, so I went through my contacts and sent messages saying, "Hey, by the way, here’s a program that might work for you."

I got six buyers from that—people who didn’t think they could afford a home before.

I also made a point to talk to my neighbors.

I’d be out walking my dog and casually mention, "Hey, I’m a realtor now!"

If they were ever thinking about selling, they knew who to call.

And, of course, I started walking the dog twice as much.

[00:22:17] Tracy Hayes: Do you have a routine for reaching out to people?

One of the key things in this business is consistency. Did you develop a routine, like making a certain number of calls per day?

[00:22:29] Samantha Fisher: Not really.

I mean, we also have some rental properties, so when people call me about renting, I’ll say, "Hey, we’d be willing to sell too."

[00:22:36] Tracy Hayes: That’s smart—turning rental inquiries into sales opportunities.

[00:22:37] Samantha Fisher: Exactly.

[00:22:40] Tracy Hayes: That’s a great strategy.

Any real estate agent listening—if you can invest in a few rental properties, whether condos or small homes, you can use those as lead generators.

My wife and I have a "honey spot" where we own condos that allow short-term rentals. It’s perfect for people who need a place for three or four months while their home is being built or people moving here who are just starting to look for a permanent home.

You can turn rentals into sales.

[00:23:12] Samantha Fisher: Exactly! And I do that often.

[00:23:14] Tracy Hayes: Yeah?

[00:23:15] Samantha Fisher: Yes. For example, right now, we have three new construction properties available for rent.

On my way here, I got a call from someone asking, "Would you consider selling one?" And I said, "Sure would!"

So this afternoon, I’m showing it to him. I don’t mind shifting a rental inquiry into a potential sale.

For me, if I can just get my phone to ring, I know I can convert those conversations.

[00:23:35] Tracy Hayes: So for someone listening right now—

You can have great structure. You can follow people like Brian Buffini, Tom Ferry, or others who lay out structured plans for outreach.

For example, Ricky Carruth talks about making 50 calls a day. Some agents love that level of structure.

But it sounds like, for you, this all came very naturally.

You just had no problem letting people know, "Hey, I’m in real estate now. Let me know if I can help you."

[00:24:11] Samantha Fisher: Literally.

[00:24:12] Tracy Hayes: Yeah.

[00:24:13] Samantha Fisher: It all comes back to confidence.

[00:24:15] Tracy Hayes: Absolutely.

And I think a lot of agents—and really, anyone in sales—sometimes don’t realize how good they actually are at what they do.

They hesitate to put themselves out there, when in reality, if someone works with them, they’re getting great service.

And we know there are agents out there giving bad service. We hear the complaints.

So really, by not telling people what we do and how we can help, we’re actually doing them a disservice.

[00:24:46] Samantha Fisher: Exactly.

Worst-case scenario? They don’t need to buy right now. But when they do, guess what? They’ll remember me.

[00:24:51] Tracy Hayes: Yeah.

[00:24:51] Samantha Fisher: Like, every Christmas, I try to think about what I can give past clients, friends, and family—something that will stay in their home and be useful.

I wanted something they’d keep in their drawer and actually use.

[00:25:06] Tracy Hayes: Like a promotional item?

[00:25:10] Samantha Fisher: Exactly!

So I thought, "What’s something everyone needs but doesn’t already have?" And I realized—jar openers!

[00:25:10] Tracy Hayes: That’s a great idea.

[00:25:12] Samantha Fisher: I Googled custom jar openers and ordered 300 of them.

I posted on social media, "Hey, who wants one? Send me your address!" I got 40 responses just from that post.

Then I mailed them to every past client, every potential future client, friends, family—anyone I could think of.

[00:25:27] Tracy Hayes: That’s smart. No one throws away a jar opener.

[00:25:30] Samantha Fisher: Exactly!

[00:25:31] Tracy Hayes: That’s great branding.

Now, I’ve got to do a little promo here—Remy Graphics makes these custom laser-engraved mugs for me. They’re high quality, and they can engrave anything.

If you want to get some with your clients’ names on them, it’s a great closing gift. People won’t throw them away if their names are on them.

[00:25:57] Samantha Fisher: That’s a great idea for a closing gift!

[00:25:58] Tracy Hayes: If their name is on it, they’ll keep it forever. And they’ll always remember who gave it to them.

[00:26:05] Samantha Fisher: That’s the key.

[00:26:06] Tracy Hayes: My thing is hand sanitizer.

[00:26:07] Samantha Fisher: Oh, that’s a good one!

[00:26:08] Tracy Hayes: I always have some at events. We were at RE Bar Camp, and...

[00:26:08] Tracy Hayes: I don’t know if you were at RE Bar Camp...

[00:26:10] Samantha Fisher: No, I wasn’t.

[00:26:12] Tracy Hayes: I had hand sanitizer with my branding on it because—who’s going to throw away hand sanitizer?

You toss it in your purse, and every time you go out to eat, it’s right there on the table. My wife always pulls it out at restaurants.

I’m really against spending money on promotional junk that people just throw away. If I’m going to invest in something, it needs to be useful—something that makes people say, "Who was that real estate agent again? Oh, yeah—the jar opener in my kitchen drawer!"

[00:26:41] Samantha Fisher: Exactly!

[00:26:42] Tracy Hayes: I thought about doing pies, but they get eaten and forgotten.

[00:26:46] Samantha Fisher: Right! It might make an impact for 30 days, but after that, no one remembers who gave it to them.

[00:26:56] Tracy Hayes: Exactly. But a jar opener? They see it every time they open the drawer.

[00:26:58] Samantha Fisher: I’m thinking of something new for next year—maybe measuring spoons!

[00:27:06] Tracy Hayes: That’s a good one.

Switching gears—you talked earlier about mastering neighborhoods and knowing your market. Have you started farming a specific area? Do you farm your personal neighborhood?

[00:27:06] Samantha Fisher: After I sell a house—whether it’s in an HOA neighborhood or not—our office has great marketing tools.

I can get 100 postcards for free, so I take advantage of that every time. I mail them out to all the neighbors, saying, "I just sold this house."

[00:27:26] Tracy Hayes: Have you gotten sales from that yet?

[00:27:27] Samantha Fisher: Not yet, but I feel like it’s coming. Or, at the very least, those postcards are sitting in drawers, and one day, someone will call me.

[00:27:30] Tracy Hayes: You never know. But if you never swing the bat, you can’t hit the ball.

[00:27:35] Samantha Fisher: Exactly! And what does it cost me? Just a few cents for stamps. I go on the property appraiser’s website, pull up nearby houses, and send the postcards out.

[00:27:37] Tracy Hayes: I’ve told this story numerous times—Ryan Serhant talked about sending postcards consistently to a potential client for years.

The guy ghosted him at first but kept receiving the postcards. Then, three to five years later, he called Serhant and said, "I want to buy a $17 million property."

When Serhant calculated his commission, he realized that sending those postcards ended up paying him something like $200 per day over the years.

[00:28:18] Samantha Fisher: Wow. Worth it!

[00:28:19] Tracy Hayes: People do collect them, and they remember you when the time is right.

[00:28:24] Samantha Fisher: I also write handwritten letters.

Since we buy lots around St. Augustine for my husband’s builds, I’ll handwrite letters to property owners saying, "Hey, I have a buyer for your lot."

We’ve gotten two deals from that approach.

[00:28:41] Tracy Hayes: That’s all about consistency.

And on social media, too many people think, "Oh, I’ll do one real estate post and wait for the phone to ring."

[00:28:58] Samantha Fisher: That’s not going to happen.

[00:28:59] Tracy Hayes: No, you have to be consistent.

And I think a lot of people don’t realize—social media isn’t just about direct leads. You may have met someone once, added them on Facebook, and they’ve been seeing your posts for years.

People don’t buy or sell homes every day—it’s not like going to the grocery store.

But when the time finally comes, because you’ve consistently popped up in their feed, they remember you and call you. You may think it was because you met them at a barbecue three years ago, but it was really your social media presence that kept you top of mind.

[00:29:40] Samantha Fisher: Exactly.

[00:29:41] Tracy Hayes: Consistency is key.

We talked about this before the show, and I prepped you like I do with all my guests.

So tell everyone—why do you do real estate?

[00:29:54] Samantha Fisher: You mean, why do I love it?

[00:29:56] Tracy Hayes: Yeah. You’ve only been in it two years, but it seems like you’ve really found your passion.

[00:29:58] Samantha Fisher: I know, it’s crazy!

But when you love what you do, it doesn’t feel like work.

[00:30:00] Samantha Fisher: It doesn’t feel like a job.

Every single day is different. Even if I have two inspections in a row, they’re at different houses, with different clients, different circumstances.

Nothing is ever the same, and I think that’s the exciting part.

Of course, there are highs and lows—everyone loves the highs—but I love real estate because of the people. The connections you make, the relationships you build... it just doesn’t feel like work.

[00:30:29] Tracy Hayes: It just doesn’t?

[00:30:30] Samantha Fisher: It really doesn’t.

[00:30:31] Tracy Hayes: We were talking before the show, and you mentioned how working in real estate is a 24/7 job—totally different from the structured routine of being a teacher.

After 17 years in the classroom, I’m sure you had your routine down. A new teacher spends extra time creating lesson plans and tweaking things, but by year 17, you knew exactly what would happen on day one and on day 180.

You had summers off, vacations, structured breaks... but now? Now, you live your business.

[00:31:01] Samantha Fisher: Right.

And to be honest, being "on" 24/7 actually helps me, and it helps my clients.

If a client texts me at 9 p.m., I want to be able to send them property details, answer their questions, or schedule a showing for the next day.

If you’re not available, and you don’t have a team member who can take the call, the client will just go to someone else.

I really believe that being available is important.

[00:31:28] Tracy Hayes: Absolutely.

It wasn’t always like this in real estate. I’ve had guests on the show who’ve been in the business for 25+ years, and they talk about how things used to be.

Before the internet, agents had to wait for the MLS book to come out every few weeks. There were no instant updates.

Now? The internet moves at lightning speed. And it’s recommending agents, too.

If a buyer is searching on Realtor.com or Zillow, those platforms are pushing agents in front of them. If you’re not responsive, they’ll just call the next name that pops up.

[00:32:02] Samantha Fisher: Exactly.

[00:32:03] Tracy Hayes: It sounds like you really love the transactional side of real estate.

[00:32:08] Samantha Fisher: Love it.

[00:32:09] Tracy Hayes: You have to love the process.

[00:32:12] Samantha Fisher: Oh, yeah.

[00:32:12] Tracy Hayes: Because not every transaction is smooth.

[00:32:13] Samantha Fisher: Of course not. You have to love the good and the bad.

It’s not always rainbows and butterflies. You have to work through challenges.

But I love the problem-solving aspect of it—figuring out how to make deals work.

For example, if a buyer wants to submit a lower offer than market value, I have to explain to the listing agent why we’re offering that price.

Or after an inspection, when we ask for repairs, but the seller doesn’t want to fix anything—navigating those negotiations is part of the job.

There’s always something new to problem-solve, and I love that.

[00:32:55] Tracy Hayes: You’ve really embraced the full picture of real estate.

Yes, you can make good money in this business—but you have to be available 24/7, and you have to love what you do.

I don’t want to scare anyone by saying, "You have to work all the time."

But when you love the process, you don’t mind the long hours.

[00:33:20] Samantha Fisher: Right.

Some clients are very hands-on and need a lot of guidance, while others understand the process and barely need help.

It’s the same in lending—some borrowers call every day with questions, while others just sign their documents and move forward without much back-and-forth.

But in real estate, you’re paid for being accessible.

[00:33:46] Tracy Hayes: It all depends on how successful you want to be.

If someone only wants to sell a couple of houses a year, they don’t have to be available 24/7.

But if you want to build a thriving business, you have to put in the effort.

Of course, if you have a strong team, you can delegate certain tasks. There are a lot of successful teams out there doing this.

[00:34:11] Samantha Fisher: Absolutely.

[00:34:12] Tracy Hayes: I want to get into the production side of things in a minute.

But first, let’s talk about the "grit" aspect of being a real estate agent.

You’re constantly thrown curveballs.

To earn what agents earn, you have to deal with people’s attitudes, egos, and emotions.

You also have to do things that go beyond the typical job description.

[00:34:40] Samantha Fisher: Oh, for sure.

[00:34:41] Tracy Hayes: I’ve heard so many stories—agents cleaning toilets, garages, even moving furniture because the seller left a bunch of stuff behind.

My wife had a client recently who left a bunch of things behind, thinking they were "gifts" for the new owner. But the buyer didn’t want them.

So, my wife and I were over there cleaning up, hauling things to the trash.

[00:35:05] Samantha Fisher: Yep, that happens!

[00:35:06] Tracy Hayes: One time, my wife brought me home a shoehorn from a house she was cleaning out. It was one of those long-handled ones so you don’t have to bend over.

I was like, "Okay, I guess I’m getting older—thanks, babe!"

[00:35:17] Samantha Fisher: That’s hilarious!

[00:35:18] Tracy Hayes: But that’s real estate.

You have to be willing to step in and help when needed.

And you have to be able to laugh about it—because that’s why agents are in demand.

[00:35:40] Tracy Hayes: That’s why people demand so much from real estate agents—and why agents are compensated the way they are.

Tell us about a time in real estate that gave you one of those "laughter moments," where you just had to step back and think, "Okay, this is how I earn my commission. And if that means sweeping the floor or cleaning a garage, so be it."

[00:35:44] Samantha Fisher: Oh, I’ve got two good ones!

So, I have a closing coming up on Friday, and I’m representing the buyer.

The seller is refusing to hire a professional cleaner. I mean, come on—it’s $250 or $300 to just get the place cleaned.

But my buyer really wants it spotless. She doesn’t want to move in and have to clean first.

So, on Thursday afternoon, before the final walkthrough, I’ll be there myself—bringing my cleaning supplies—just to make sure everything looks good for my buyer.

[00:36:24] Tracy Hayes: So they’ve already moved out?

[00:36:26] Samantha Fisher: Yes, they’re gone.

[00:36:27] Tracy Hayes: And you’ve already seen how "clean" it really is?

[00:36:29] Samantha Fisher: Exactly. I mean, there’s no rats or anything, but it definitely needs a good scrub. So, I’ll be there handling it myself.

[00:36:36] Tracy Hayes: That’s a great example of why agents should have a cleaning service on speed dial.

Because this situation isn’t uncommon—by the time sellers finish moving, they’re exhausted.

[00:36:49] Samantha Fisher: Right! Who wants to go back and wipe down baseboards after packing up an entire house?

[00:36:53] Tracy Hayes: Exactly.

Alright, so what’s your second story?

[00:36:55] Samantha Fisher: Oh, this one’s funny.

A sweet lady bought one of our spec homes—one my husband built. She had been following the project for months.

She called about the house, so I ended up selling her current home and helping her buy ours.

Everything went great. Then, three months later, she calls me:

"I want to sell and move closer to my daughter."

Perfect. I list the house. We start showing it.

Then, she changes her mind.

"Take it off the market—I’m not ready to go yet."

Okay. No problem.

Three months later, she calls again.

"I’m ready to sell now. For real this time."

Alright, great! Are you sure?

"Yes!"

So, we put it back on the market. I already had the photos, so that was easy. Showings start happening, we even get an offer...

And then—

"I’m not ready to go yet."

[00:37:37] Tracy Hayes: Oh my gosh!

[00:37:38] Samantha Fisher: Right?!

[00:37:42] Tracy Hayes: This is like the third time.

[00:37:44] Samantha Fisher: Exactly!

First, I called the MLS and told them, "I just want to make sure you know I’m not doing anything shady."

Because you don’t want it to look like you’re playing the system—taking a house off the market for 30 days just to reset the listing’s "days on market" counter.

[00:38:00] Tracy Hayes: Right. Because if a house sits too long, then suddenly it resets to "Day 1," it can look suspicious.

[00:38:02] Samantha Fisher: Exactly. So, I wanted full transparency with the MLS.

Then, a month later, she wanted it back on the market.

At that point, my husband and I decided—let’s just buy the house from her ourselves.

[00:38:13] Tracy Hayes: So now it’s one of your rentals?

[00:38:15] Samantha Fisher: Yep!

[00:38:16] Tracy Hayes: But during that whole back-and-forth, you must have been pulling your hair out.

[00:38:18] Samantha Fisher: Oh, absolutely!

[00:38:19] Tracy Hayes: That’s the kind of stuff people don’t realize agents deal with.

With all the talk about the buyer-broker agreement and how agents get paid, I think the value of a real estate agent gets diminished in people’s minds.

[00:38:40] Samantha Fisher: I agree.

[00:38:41] Tracy Hayes: People who aren’t actively buying or selling a house don’t even realize what’s going on in the industry. They’re not paying attention.

But the reality is—this job isn’t just showing pretty houses.

Dealing with a difficult seller like that was frustrating at times, but in the end, it worked out for you. Now you have a great rental property out of it.

[00:39:16] Samantha Fisher: True!

[00:39:17] Tracy Hayes: But along the way, you were worried about your reputation and what the MLS might think.

[00:39:20] Samantha Fisher: Oh, for sure.

And on top of that, she wouldn’t leave the house during showings!

She insisted on being there, and I didn’t trust her to talk to buyers without saying something that would mess things up.

So, I had to be present at every single showing.

[00:39:33] Samantha Fisher: She kept taking it off the market, and I was just like, "Oh my gosh, I just wasted five hours of my life!"

[00:39:41] Tracy Hayes: I think if there was a report card for agents, you’d see that as a mark on your reputation.

[00:39:42] Samantha Fisher: Oh yeah.

[00:39:46] Tracy Hayes: Even though it was the seller making the decision, from the outside, people might think, "This agent doesn’t know what she’s doing."

[00:39:48] Samantha Fisher: Right!

[00:39:49] Tracy Hayes: Or, "She doesn’t know how to sell a house," or, "She mispriced it." That’s the first thing people assume when they see a house going on and off the market.

That must have caused a lot of anxiety.

Now that you’ve done a good amount of transactions, how have you learned to deal with all the different egos and personalities?

[00:40:00] Samantha Fisher: Oh, yeah, I’ve dealt with them all.

[00:40:04] Tracy Hayes: Coming out of the school system, you were dealing with five-year-olds. Now you’re dealing with adults.

So... the drama?

[00:40:13] Samantha Fisher: Oh, yeah.

[00:40:14] Tracy Hayes: Was it a shock to you?

People calling you at 7 or 8 p.m., freaking out over real estate—sometimes it feels like they’re on the verge of divorce over these decisions.

[00:40:22] Samantha Fisher: Right!

Honestly, patience was something I carried over from teaching.

I’ve always had a lot of patience, and that’s really helped me with clients.

I also make sure to get to know my clients early on. Once you understand them, you know how to handle them.

Some people will never lower their price, no matter how long the house sits on the market. You just know from day one, "This seller is not budging."

I also ask a lot of questions so I understand where they’re coming from.

It’s almost like being a personal shopper. I create a checklist—what are they looking for? What do they want from me? Do they expect me to hold open houses every weekend? What’s their expectation?

[00:41:10] Tracy Hayes: Since you brought up client expectations, let’s talk about the buyer-broker agreement.

You started in January 2023, and now, just a year and a half later, we have this major industry shift.

Was Ponte Vedra Club Realty using any sort of buyer-broker agreement before, or was this completely new for you?

[00:41:24] Samantha Fisher: We were not using them before.

[00:41:25] Tracy Hayes: So this was totally new for you.

[00:41:26] Samantha Fisher: Yep.

[00:41:27] Tracy Hayes: I think a lot of agents saw this change and panicked. Some good agents even left the business.

But from what I’ve heard, many agents are actually making more money now than they were before.

Between the listing agreements and the buyer-broker agreements, commissions are more structured, and agents are getting compensated more fairly.

[00:42:00] Samantha Fisher: Yeah!

And what’s nice is that everything is just out in the open now.

I’ve even started including commission terms in my contracts—so when I’m working with a buyer, I’ll add a note in the additional terms, stating, "Buyer’s agent commission is X%."

It’s all upfront—no hidden details. It’s a breath of fresh air.

[00:42:19] Tracy Hayes: So Ponte Vedra Club Realty did some training on this?

[00:42:24] Samantha Fisher: Yes, we had quite a few trainings.

We work with Dr. Repass—he’s in real estate law. He comes to our office and does trainings to make sure we understand everything legally and know how to approach these agreements correctly.

[00:42:35] Tracy Hayes: Based on those trainings, I imagine you’ve developed your own presentation style when sitting down with clients.

What are some of the key points you focus on when discussing these agreements?

Because ultimately, you’re leading up to the moment where you say, "I’m going to ask you to pay me this much."

How do you approach that?

[00:43:03] Samantha Fisher: When I’m talking to sellers, I explain it like this:

"If you’re not offering a commission to a buyer’s agent, you’re shrinking your pool of potential buyers."

Because I get calls from agents all the time saying, "Hey, I want to show your property—what commission are you offering?"

[00:43:26] Samantha Fisher: And if I tell them, "Oh, there’s nothing being offered," they’re going to be like, "Okay, moving on."

[00:43:28] Tracy Hayes: Yeah, because their agent will turn to them and say, "Well, they’re not offering anything, so you’ll have to pay me out of pocket."

And most buyers—especially first-time homebuyers—will just pass on that property unless it’s a truly unique, one-of-a-kind house.

[00:43:38] Samantha Fisher: Exactly.

I tell my sellers, "Business as usual. We’re still offering a commission, and if there’s a need to adjust, we’ll work it out."

I’ve done a couple of deals where the seller wasn’t willing to take the price the buyer offered, so I took a little off my commission to make the deal work.

And if I’m representing both sides as a transaction broker, I reduce my commission because they’re not paying two separate agents.

Sellers love hearing that.

[00:44:15] Tracy Hayes: That makes sense, but in sales, you also have to be careful not to undervalue yourself.

It happens in the mortgage world, too—some brokers will just go straight to the lowest possible rate and cut their own commissions.

A lot of salespeople do that—they go to the lowest common denominator, thinking, "If I undercut the competition, I’ll win." But they end up losing in the long run.

So, how do you control that mindset and make sure you hold the line on your value?

[00:45:16] Samantha Fisher: I explain everything upfront.

I ask my sellers what they want in terms of photography—do they want drone footage? Sunset shots? Those extras cost more.

I tell them, "This is why my commission is set where it is."

I love that my brokerage trusts us to set our value, but they also encourage us not to shortchange ourselves.

Because the truth is, you never really know what you’re getting into.

You might think a house will sell quickly, but if it sits on the market, suddenly you’re investing in staging, extra marketing, or price adjustments.

I’ve had cases where I started without staging, then realized we needed it. Sometimes the seller pays for staging, sometimes I cover part of it—it just depends.

[00:46:10] Tracy Hayes: And you never know when you’ll get to the 11th hour of a negotiation and need a little wiggle room to make the deal happen.

If two parties are holding firm, sometimes you have to give a little to get it across the finish line.

[00:46:26] Samantha Fisher: Exactly. That’s why you need to make sure there’s some room in there.

[00:46:28] Tracy Hayes: Alright, we’ve talked about love and laughter. Let’s talk about consistency.

What are you doing consistently in your business? Has it evolved over time, or is there something you’ve done from the beginning that you still do today?

[00:46:44] Samantha Fisher: I consistently reach out to past and future clients.

I’m not big on mass newsletters—I prefer more personal outreach. I’ll call, text, or send letters.

I make a point to check in with past clients: "Hey, how’s the house? You moved in three months ago—how’s everything going?"

[00:47:04] Tracy Hayes: Do you have a structured schedule for that? Do you use a CRM, a spreadsheet, or something manual?

[00:47:11] Samantha Fisher: I use a calendar.

I track key dates—three-month, six-month, and one-year anniversaries.

I check in at those intervals just to see how things are going. But I’m also old-school—I like writing things down, touching the paper, having a physical system.

[00:47:27] Tracy Hayes: You’re probably getting to the point where you could start doing client appreciation events.

[00:47:35] Samantha Fisher: That would be fun!

[00:47:36] Tracy Hayes: You’ve built up enough clients now that you could host a barbecue or a gathering and actually have a crowd show up.

[00:47:40] Samantha Fisher: I’d love that.

[00:47:41] Tracy Hayes: Alright, let’s talk about the market today.

You started in January 2023, which means you didn’t experience the "gold rush" years of 2020-2021 when interest rates were at historic lows.

It was around May 2023 when rates started rising quickly.

So you never had that crazy period of 10+ offers on every house, right?

[00:48:00] Samantha Fisher: Nope.

[00:48:01] Tracy Hayes: But you still see demand—it’s just that higher interest rates have slowed things down.

Prices haven’t necessarily dropped, but affordability has been affected because of mortgage rates.

You’ve mentioned working with first-time homebuyers—what other types of clients are you working with now?

[00:48:45] Samantha Fisher: I’m seeing a lot of investors.

St. Augustine is so close to downtown and the beaches, and short-term rentals are thriving.

So, I’ve got a lot of investors calling, looking for properties that would make good vacation rentals.

Right now, I’m working with three different investors, helping them find the right properties.

[00:49:06] Tracy Hayes: Are they looking for true investment properties, or are these second homes that they plan to rent out part-time?

[00:49:08] Samantha Fisher: True investments.

They want short-term rentals that will generate income.

That said, many of them also want to block out a week or two for their family to use the property, but primarily, these are investment purchases.

One investor literally called me today asking, "What’s new on the market?" They’re flying in on Thursday to start looking.

And with new construction happening, there are even more opportunities.

[00:49:30] Samantha Fisher: I have great relationships with a lot of realtors.

They know I always have properties coming up, so they reach out to me and say, "Hey, what new construction do you have coming soon? I’ve got a client looking for X, Y, Z."

I always send them what’s coming, whether it’s a list of addresses or a timeline—"This one is coming in six months, this one in four months, I have a rental that’s about to go up for sale," etc.

It’s just constantly putting my properties in front of people.

[00:49:46] Tracy Hayes: You mentioned short-term rentals.

Now, I know how we handle our properties—well, actually, I should say my wife handles our properties.

She prefers long-term tenants—people who stay for months at a time—because the weekend turnover can be a logistical nightmare.

When you say short-term rentals, are your investors looking at Airbnb-type properties? Because personally, I think that market is oversaturated.

Are they looking for month-to-month rentals, or are they strictly focused on high-turnover vacation rentals?

[00:50:24] Samantha Fisher: They’re looking for true short-term rentals.

Most of them hire a property management company to handle everything. I have several friends who run short-term rental management businesses, and they charge around 18-20% to take care of bookings, cleanings, etc.

Personally, we only do long-term rentals.

[00:50:40] Tracy Hayes: Yeah, short-term can be a logistical headache.

[00:50:44] Samantha Fisher: It really is. That’s why we don’t do it ourselves.

You have to deal with maintenance calls, septic tank issues, and the constant turnover.

But some of my investor clients are buying fully furnished short-term rentals that are already producing strong income.

For example, we have one property that made $42,000 last year as a short-term rental.

[00:50:59] Tracy Hayes: Where is that one located?

Because we know St. Augustine Beach has restrictions on Airbnb-type rentals.

Was this property in a designated vacation rental zone, or somewhere else?

[00:51:18] Samantha Fisher: It’s actually off U.S. 1 North, near the airport and courthouse area.

It’s five minutes from downtown St. Augustine and about 15 minutes to the beach.

It’s not in the city limits, which means there are no short-term rental restrictions.

[00:51:32] Tracy Hayes: So it’s not necessarily a beachfront property, but because there’s no HOA or city restrictions, it can be rented out nightly or weekly?

[00:51:44] Samantha Fisher: Exactly.

Since it’s outside the city limits, there are no restrictions, so they can rent it however they want—nightly, weekly, monthly.

[00:51:53] Tracy Hayes: And it’s getting that much demand in St. Augustine?

[00:51:56] Samantha Fisher: Yes!

[00:51:57] Tracy Hayes: I ask like I don’t believe it, but honestly, I do.

Where our rental units are in St. Augustine, out by King & Bear, it’s more of a golf and tennis community.

It’s quiet, but it’s about 20 minutes to Vilano Beach, so it’s not the "quick-to-the-beach" rental.

That said, our busiest season is right now—January through May.

And the best-case scenario is getting a tenant who’s building a house and needs a rental for 3-4 months.

[00:52:38] Samantha Fisher: That’s great.

I often get calls from people looking for furnished short-term rentals for 3-4 months.

I keep a list of people who have those types of rentals, and I connect them.

And when those renters decide to buy, they come back to me because I’ve already helped them once.

It’s all about relationships.

[00:53:00] Tracy Hayes: That’s smart.

Anyone listening right now—if you want to learn how to position yourself in this market, Samantha would be a great person to talk to.

Because if you’re working in St. Johns County, I imagine Nassau County—Fernandina Beach, Amelia Island—is seeing a similar situation.

What would you say is your biggest weakness right now?

[00:53:32] Samantha Fisher: Hmm, that’s a good question.

Probably taking on too much.

I tend to think I can do it all myself.

I feel like I don’t need help, and I try to get everything done in one day, even when some things could wait until tomorrow.

[00:53:53] Tracy Hayes: But then you get that morning phone call from a client who wants to see six houses that day, and suddenly, nothing else gets done.

[00:53:58] Samantha Fisher: Exactly!

Like, if I have a showing scheduled in two days, I’ll prepare everything today—print out the documents, research the roof age, HVAC, water heater... all the details they might ask about.

I probably don’t need to do it that far in advance, but I just feel this sense of urgency.

[00:54:30] Tracy Hayes: That comes from teaching, doesn’t it?

When you’re a teacher, you get an email saying, "Hey, I need this now," and you drop everything to get it done.

[00:54:36] Samantha Fisher: Exactly!

I’m used to handling things immediately.

[00:54:40] Tracy Hayes: Well, in real estate, you kind of have to be that way.

Because if you procrastinate, the universe will throw a wrench in your plans.

You might wake up thinking, "It’s only Tuesday, I’ll prep for Thursday’s showing later," and then suddenly—

Your kid gets sick.

A seller calls, and the only time they can meet is 8 a.m.

Another client needs a contract written up immediately.

Everything happens at once.

[00:55:50] Tracy Hayes: You have to have that sense of urgency.

One minute you think you have time, and then suddenly, a seller calls and says, "I need my house listed ASAP."

Next thing you know, it’s 8 a.m. on Thursday, and your whole schedule shifts.

That’s why you have to be proactive.

I want to bring together a panel of top agents like yourself—people who have broken through the barriers of solo production.

Because, honestly, you’re doing amazing numbers by yourself.

[00:56:07] Samantha Fisher: Thank you!

[00:56:08] Tracy Hayes: I don’t know how you do it.

A lot of coaches and experts say that most agents hit a ceiling somewhere between $6M-$9M in volume.

At that point, the workload becomes too much to handle alone, and agents either have to hire an assistant, use a transaction coordinator, or build a team.

You’re well into that volume range.

How are you handling it all?

Are you getting any assistance right now, or are you still managing everything yourself?

And moving forward, are you considering bringing in support?

[00:56:20] Samantha Fisher: Right now, I’m doing it all myself.

Maybe one day that will change, but honestly, it’s still so new for me.

I’m only two years in, and I don’t feel overwhelmed yet.

[00:56:30] Tracy Hayes: Well, you’re fortunate that your kids are already grown.

[00:56:32] Samantha Fisher: Exactly!

If I had little kids at home, this would be really tough.

You can’t just say, "Sorry, I can’t make it to closing because my kid is sick."

I make sure to attend every single closing—whether I’m representing the seller or the buyer.

[00:56:48] Tracy Hayes: I don’t understand agents who don’t go to their own closings.

[00:56:52] Samantha Fisher: Oh, some don’t!

[00:56:54] Tracy Hayes: Seriously?

[00:56:55] Samantha Fisher: Yep.

[00:56:57] Tracy Hayes: Wow.

[00:56:58] Samantha Fisher: I make it a point to be there.

I also attend inspections and appraisals—I want to be present for everything to make sure it’s handled correctly.

[00:57:08] Tracy Hayes: Some people believe agents don’t need to be at inspections.

And buyers and sellers are never at the appraisal.

But how many of your buyers actually show up to their own inspections?

[00:57:23] Samantha Fisher: Many of them do.

[00:57:24] Tracy Hayes: Do they sit there the whole time?

[00:57:25] Samantha Fisher: Some do.

For example, yesterday, one of my clients came for about 45 minutes.

But she also wanted to show the house to some family members who hadn’t seen it yet, so it was a good opportunity for that.

[00:57:33] Tracy Hayes: So you used that time efficiently.

[00:57:35] Samantha Fisher: Exactly.

[00:57:36] Tracy Hayes: A good home inspector will build credibility by explaining their findings in a way the buyer can understand.

It’s not about having a construction background—it’s about communication and relationships.

[00:58:06] Samantha Fisher: Absolutely.

I’ve worked with so many great inspectors, but lately, I’ve been using Tyler Jones.

For first-time homebuyers, he’s been fantastic because his company includes a four-point inspection in the package.

[00:58:30] Tracy Hayes: Yeah, with the way insurance works now, you almost always need a four-point inspection, even for newer homes.

Let’s talk about your workload.

Are you up at 9 or 10 p.m. still working on contracts and emails?

[00:58:42] Samantha Fisher: Actually, no.

[00:58:43] Tracy Hayes: Your husband likes to watch sports. Are you over in the corner working while he’s watching the game?

[00:58:48] Samantha Fisher: Nope!

I handle everything immediately.

I don’t let work pile up.

As a former teacher, I’m used to paperwork, so transitioning into real estate wasn’t overwhelming for me.

I stay on top of everything.

[00:59:10] Tracy Hayes: Do you keep a running to-do list?

[00:59:15] Samantha Fisher: Yes, I write things down constantly.

I also put reminders in my phone—so if I need to send a repair request by 2 p.m., I get an alert.

That way, nothing slips through the cracks.

Because if you forget something—like sending a repair request before the deadline—you’ve failed your client.

[00:59:35] Tracy Hayes: That level of organization is key, especially as your business grows.

You closed 36 transactions in your first year, and 49 in your second.

That’s a lot of clients who are now out there referring you to their friends and family.

Your business is about to snowball.

[01:00:00] Samantha Fisher: I hope so!

[01:00:01] Tracy Hayes: So what’s your plan for handling that growth?

At some point, you and your husband are going to want a vacation.

How do you plan to scale?

[01:00:15] Samantha Fisher: Good question!

We just built a house locally, so we’re not planning on going anywhere anytime soon.

But I have thought about using a transaction coordinator.

I’ve worked with several through other agents, and they’ve all been great.

The challenge for me is learning to let go.

[01:00:32] Tracy Hayes: You’re a control freak, Samantha.

[01:00:34] Samantha Fisher: I know!

I like having my hands on everything.

[01:00:40] Samantha Fisher: I feel like if I do it myself, it’ll be done fast, and it’ll be done right.

If I hand it off to a transaction coordinator, I’d still feel the need to check behind them.

[01:00:45] Tracy Hayes: Yeah, but that’s something every top producer goes through at some point.

My wife is doing well—not quite at your numbers—but she’s also at the point where she’s full.

And on top of that, we have kids in school, sports, dance, all of that.

Someone once told her, "If you hired help, you could do 75 transactions next year."

I get that you love the process, but do you really love all of it?

[01:01:22] Samantha Fisher: I really do.

All of it.

[01:01:25] Tracy Hayes: All of it?

[01:01:26] Samantha Fisher: Yes!

I think it’s because it’s still new to me.

If I had been in real estate for 15 years, maybe I’d start to feel burnt out.

But coming from teaching—which was incredibly stressful—real estate actually feels easier.

I’m still working hard, but it’s just different.

[01:01:45] Tracy Hayes: Because teaching was so structured, right?

Your schedule was strict—kids arrive at 8 a.m., lunch is at noon, dismissal is at 3 p.m.—everything was built into the day.

Now, in real estate, you have no structure.

But because you’re naturally a structured person, you’ve adapted.

Your workday might start at 6:30 a.m., and by the time most people start their day, you’ve already knocked out half your to-do list.

[01:02:18] Samantha Fisher: Exactly.

And down the road, I might change my approach.

Maybe a year from now, you’ll be saying, "See, I told you!"

[01:02:29] Tracy Hayes: I think you should talk to Melissa Ricks.

I love how she runs her business.

She’s branded herself as The Melissa Ricks Experience, and she has a team, but it’s structured so that she’s still the face of the client experience.

Her team handles scheduling and paperwork, but she’s still the one spending time with the client—which is what they want.

[01:03:24] Samantha Fisher: That’s smart.

[01:03:25] Tracy Hayes: A lot of agents don’t realize that being present with your client is your marketing.

That’s more valuable than any billboard on a highway.

[01:03:28] Samantha Fisher: Right.

[01:03:29] Tracy Hayes: Some agents don’t prioritize that, but top producers do.

Alright, let’s finish with this.

We talked about relationships early on.

[01:03:42] Samantha Fisher: Yep, I think we covered everything!

[01:03:44] Tracy Hayes: We did hit a lot.

We always hear, "Relationships matter."

But everyone defines relationships differently based on their personality.

For me, I can go months without seeing someone, and when I do, I just pick up right where we left off—like no time has passed.

That’s how I approach relationships.

What does relationship-building mean to you in real estate?

Has it been something you’ve had to learn, or did it come naturally?

[01:04:57] Samantha Fisher: For me, building relationships is about making clients feel like they’re my only client.

I don’t want them to think I’m juggling ten people at once—I want them to feel like they have my full attention.

If I’m working with a new buyer, I learn everything I can about them.

Their kids, their pets, their interests—anything that makes them feel like we’re already friends.

And, I’m a hugger.

I hug everyone!

[01:05:20] Tracy Hayes: That’s a personal touch people remember.

[01:05:21] Samantha Fisher: Exactly.

And relationships aren’t just with clients—they’re with other agents, too.

Whenever I close a deal, I always shout out the other agent on social media.

I’ll post something like, "It was great working with [Agent Name] on this transaction!"

Because I want agents to see me as someone they want to work with.

There’s no competition between agents—we’re all trying to get the same goal: closing the deal.

If they’re showing two houses to a client, I want them to want to push mine a little more because they know I’ll make the transaction smooth.

[01:06:21] Tracy Hayes: I want to go back to something you said earlier—asking a lot of questions, especially with new clients.

Maybe they’ve been referred to you, but you don’t know them personally.

A lot of agents hesitate to ask the tough questions.

For example, in mortgages, some agents avoid asking about financials, even though it’s crucial.

[01:06:40] Samantha Fisher: Right.

[01:06:41] Tracy Hayes: You need to know how much money they have available, what kind of down payment they’re comfortable with—10%, 20%, 50%—or if they don’t have any savings at all.

That impacts everything—from the homes you show them to how you structure the offer.

But you also talked about asking about their pets, their kids, their lifestyle.

That’s a huge part of being a great agent.

Because if you don’t ask, you’re just showing houses without knowing what truly matters to them.

[01:07:35] Samantha Fisher: Exactly!

If they tell me they have a Labrador, that means they need a yard—and probably a fence!

[01:07:36] Tracy Hayes: Right.

Those kinds of questions aren’t just about doing your job well—they’re about building relationships.

[01:07:45] Samantha Fisher: Yes!

And another thing I always ask buyers: What do you feel comfortable paying each month?

Even if they qualify for a higher amount, I want to know what mortgage payment they think they can afford.

If $2,000 a month is their limit, I won’t show them homes that would push them beyond that.

[01:08:09] Tracy Hayes: A lot of buyers today say, "I’m paying $1,200 in rent, so I want my mortgage to be $1,200."

Then they see the reality of taxes, insurance, and everything else, and suddenly, they’re looking at $2,500+.

That’s a tough conversation, but it has to happen early—otherwise, you waste time showing them homes they can’t afford.

[01:08:45] Samantha Fisher: Exactly.

That’s why I’ve been sending a lot of buyers to the SHIP program through St. Johns County.

They’re giving out $100,000 grants to first-time homebuyers.

So if you were only qualified for $215,000 before, now you qualify for $315,000.

[01:09:06] Tracy Hayes: That’s a big jump!

What are the restrictions on that program?

[01:09:12] Samantha Fisher: There are a few:

• You need at least a 640 credit score
• You must be a first-time homebuyer
• You have to live or work in St. Johns County
• You have to live in the home for 12 months
• You need at least $5,000 in savings to cover escrow, inspection, and appraisal

The loan is forgiven after 15 years, but if you move before then, you have to pay it back.

[01:09:40] Tracy Hayes: Wow. That’s a great program.

[01:09:45] Samantha Fisher: It really is.

And it’s helping teachers, firefighters, nurses—people who otherwise couldn’t afford to live in the county where they work.

I mean, when I was a teacher, I couldn’t have afforded to buy a home in St. Johns County on my salary.

[01:10:00] Tracy Hayes: That’s the reality for a lot of people.

There has to be an income cap on the program, though, right?

[01:10:03] Samantha Fisher: Yes, there is.

They’ve tiered it now—so if you make over $120,000, the grant amount is lower, maybe $50,000 instead of $100,000.

[01:10:11] Tracy Hayes: That makes sense.

That’s about 120% of the median income—so two people could still qualify together.

[01:10:16] Samantha Fisher: Yep. It’s based on household income.

[01:10:40] Tracy Hayes: Alright, let’s wrap up with this:

If you were teaching a class at NEFAR for agents trying to break through in this market, what advice would you give them?

What’s the number one thing agents should be doing right now?

[01:10:46] Samantha Fisher: Getting out there and talking to people!

If you’re not putting yourself out there, business isn’t just going to chase you.

You have to chase it.

You have to be seen, be vulnerable, and let people know you’re here to help.

[01:11:03] Tracy Hayes: Right.

That’s why programs like Keller Williams’ BOLD are so popular.

If you got into real estate in 2020, you might have been able to coast by.

But now?

You have to work the business.

You need to be making the calls, sending the texts, reaching out.

Unless every client you’ve ever worked with is sending you referrals, you need to be actively marketing yourself.

[01:11:41] Samantha Fisher: Absolutely.

And even if someone isn’t ready yet, stay in touch.

Check back in.

Send them a house you think they’d love.

Let them know you’re still thinking of them.

[01:11:57] Tracy Hayes: And I’ll add this—real estate agents need to work with their support vendors.

I see so many agents who aren’t leveraging their mortgage partners.

For example, if you want to send out postcards but you’re worried about the cost—talk to your lender!

Most mortgage lenders have co-marketing budgets where they’ll legally split the cost with you.

[01:12:41] Samantha Fisher: That’s such a great point.

[01:12:43] Tracy Hayes: Agents are missing opportunities by not asking those questions.

If you’re sitting there thinking, "I can’t afford to send a mailer," go talk to your vendors.

There’s a good chance they’d be willing to split the cost.

[01:13:08] Samantha Fisher: Yeah! Or food at an open house.

[01:13:12] Tracy Hayes: Yeah, and knocking on the neighbors' doors.

If you’re not going out and personally inviting the neighbors to come check out the house, you’re missing an opportunity.

[01:13:18] Samantha Fisher: Exactly! Because those neighbors want good neighbors.

[01:13:21] Tracy Hayes: Right.

That’s why I always push sending postcards to 300-400 homes around a listing.

You never know who might be talking to mom, dad, or a friend about moving closer.

[01:13:42] Samantha Fisher: Yep!

[01:13:42] Tracy Hayes: You have to keep taking the shots—because all it takes is one to pay off for all the times you did it before.

[01:13:45] Samantha Fisher: You got that right!

[01:13:46] Tracy Hayes: I really appreciate you coming on today.

[01:13:47] Samantha Fisher: I appreciate you inviting me!

[01:13:49] Tracy Hayes: Great conversation.

Now, you need to help me get some of those other top producers from Ponte Vedra Club Realty on the show.

[01:13:52] Samantha Fisher: I’ll work on that!

[01:13:55] Tracy Hayes: I’ve reached out to a few, but I think they’re just nervous about coming on.

Most people are nervous at first, but once they get here, they realize we’re just talking shop—stuff they already do every day!

[01:14:09] Samantha Fisher: Exactly!

[01:14:10] Tracy Hayes: And now, you’ve got great content clips that we can put on social media to show off your expertise.

[01:14:18] Samantha Fisher: Let’s go!

[01:14:19] Tracy Hayes: All right, Samantha. I appreciate you.

[01:14:21] Samantha Fisher: Thank you!