March 14, 2025

Veronica Wilen: Project Manager By Trade / Top Realtor By Heart

What transferable skills from your past career could make you a top performer in real estate? In this episode of the Real Estate Excellence Podcast, Tracy Hayes sits down with Veronica Wilen. Veronica was recently recognized as one of the Top 500...

What transferable skills from your past career could make you a top performer in real estate?

In this episode of the Real Estate Excellence Podcast, Tracy Hayes sits down with Veronica Wilen. Veronica was recently recognized as one of the Top 500 Agents by Jacksonville Real Producers 2025, Veronica Wilen is a powerhouse in Northeast Florida’s real estate market. With over 70 successful transactions and more than $65 million in sales volume, she specializes in residential single-family homes, helping buyers—especially those relocating from out of state—find their dream homes in Ponte Vedra, St. Johns County, and beyond.

A Nocatee Certified Agent and resident since 2016, Veronica has an insider’s perspective on what makes Nocatee stand out among Florida’s top master-planned communities. While she sells throughout Northeast Florida, 80% of her listings are in Nocatee, making her an invaluable resource for both buyers and sellers looking to navigate this sought-after community.

Veronica also dives deep into the importance of preparation, communication, and staging when working with clients. 

Whether you're a new agent or an experienced one looking to elevate your game, her insights on professionalism, strategy, and continuous learning will inspire you to refine your craft.

 

Highlights

00:00 - 12:49 Veronica’s Journey to Real Estate Success

  • Born in Kazakhstan and raised in Germany before moving to the U.S.
  • Family history and the decision to relocate from the Soviet Union to Germany
  • Transitioning from psychology to finance and later into real estate
  • Moving to Florida as an au pair and pursuing an MBA
  • Challenges and rewards of building a real estate career from the ground up

12:50 - 28:30 Applying Project Management to Real Estate

  • How project management skills translate into real estate success
  • Why communication is 95% of a project manager’s role
  • Preparing for client interactions with a structured and professional approach
  • Using data-driven strategies to help clients make informed decisions
  • How organization and discipline build client trust and improve transactions

28:31 - 36:45 Choosing the Right Brokerage for Growth

  • Veronica’s experience moving through different brokerages
  • The importance of mentorship and a strong support system
  • Why Engel & Völkers First Coast was the perfect fit for her
  • The value of high-level collaboration with experienced agents
  • How technology and training contribute to professional development

36:46 - 50:57 The Power of Staging and Presentation

  • The impact of staging on faster and higher-value home sales
  • The psychology behind buyer perception and first impressions
  • Working with professional stagers vs. DIY staging solutions
  • Virtual staging as an alternative when budgets are tight
  • Small but impactful changes that make a home more marketable

50:58 - 01:10:45 Mastering Client Relationships and Negotiation

  • The importance of follow-ups and staying present with clients
  • Turning potential buyers into long-term, repeat clients
  • The impact of having a strong CRM system for client management
  • Navigating difficult client situations with psychology and empathy
  • Why real estate is more than a transaction—it’s about people’s lives

01:10:46 - 01:14:48 Overcoming Challenges and Staying Consistent

  • The emotional rollercoaster of lost deals and lessons learned
  • Why follow-up speed and urgency can make or break a transaction
  • How a business mindset elevates an agent’s success
  • The role of social media and video content in attracting clients
  • Continuous learning and growth through mentorship and networking
  • Conclusion

 

Quotes:

"Providing value is always very, very important. People will remember what you bring to the table." – Veronica Wilen

"Project management and real estate have so much in common—communication, organization, and being prepared are key to success." – Veronica Wilen

"Your home is not just a financial transaction—it’s where you build memories. Helping people find the right place is incredibly rewarding." – Veronica Wilen

 

To contact Veronica Wilen, learn more about her business, and make her a part of your network, make sure to follow her on Facebook, Instagram, and Website.


Facebook:
https://www.facebook.com/veronikini

Instagram: https://www.instagram.com/veronicawilenrealtor/

Website: https://veronicawilen.evrealestate.com/

 

Connect with me!
Website: toprealtorjacksonville.com  

Website: toprealtorstaugustine.com 

 
If you want to build your business and become more discoverable online, Streamlined Media has you covered. Check out how they can help you build an evergreen revenue generator all powered by content creation!

 

SUBSCRIBE & LEAVE A 5-STAR REVIEW as we discuss real estate excellence with the best of the best.

 

#RealEstateExcellence #RealEstatePodcast #VeronicaWilen #EngelVolkers #TopRealtor #HomeBuying #LuxuryHomes #FloridaRealEstate #RealEstateInvesting #ProjectManagement #SuccessMindset #RealtorLife #HomeSellers #StagingTips #BusinessGrowth #Networking #FollowUp #DreamHome #RealEstateTips #Professionalism #RealtorJourney

Are you ready to take your real estate game to the next level? Look no further than Real Estate Excellence - the ultimate podcast for real estate professionals. From top agents and loan officers, to expert home inspectors and more, we bring you the best of the best in the industry. Tune in and gain valuable insights, tips, and tricks from industry leaders as they share their own trials and triumphs. Whether you're a seasoned pro or just starting out, a homebuyer or seller, or simply interested in the real estate industry, Real Estate Excellence has something for you. Join us and discover how to become a true expert in the field.

The content in these videos and posts are for informational and educational purposes only. The information contained in the posted content represents the views and opinions of the original creators and does not necessarily represent the views or opinions of Townebank Mortgage NMLS: #512138.

Transcript

REE #257 Transcript

[00:00:00] Veronica Wilen: We're all the biggest critics of ourselves, right? Yeah. But in the end, again, it's not about what you say and how you say it, more about what you say and what kind of value you are giving to the audience. What do they need to know? And that's what they will remember.

Hey, welcome back to the Real Estate Excellence Podcast, the show where we bring the best in the business—agents who are setting the standard of delivering top-tier results. Today's guest is a real estate powerhouse with a background in global finance and project management, where she managed multimillion-dollar projects...

[00:00:57] Tracy Hayes: ...before making the leap into real estate. Since then, she's closed over 70 transactions, $65 million in sales, specializing in relocation buyers in high-demand communities. Her analytical mindset, negotiation skills, and deep market expertise set her apart in Northeast Florida.

She's also fluent in English, German, and Russian, ensuring she can serve a diverse clientele. And when she's not making deals happen, you'll find her boating, traveling, or at the beach with her three boys. Named one of Jacksonville Real Producers Top 500 agents for 2025, she's here to share her journey, strategies, and insights.

Let's welcome Veronica Wilen to the show.

[00:01:36] Veronica Wilen: Thank you so much, Tracy. Nice to be here.

[00:01:38] Tracy Hayes: Yes, welcome. There was something in there... I actually—I have ChatGPT create these intros for me.

[00:01:44] Veronica Wilen: Oh, really?

[00:01:45] Tracy Hayes: Yeah, I've been doing it recently. I take your bio and what you sent me, and I say, "Okay, I need this short little intro," and it creates it. So that first line threw me off there because I actually didn't read it before I read it.

[00:01:55] Veronica Wilen: Oh, that's totally fine.

[00:01:57] Tracy Hayes: I apologize for that. But I am really interested in your journey because, as I was talking about pre-show—I'm working on a book—everyone comes from a different background.

[00:02:06] Veronica Wilen: Mm-hmm.

[00:02:07] Tracy Hayes: And you’ve been in project management for a good part of your life and career. How have you taken those skills and used them to excel in the real estate space?

[00:02:17] Veronica Wilen: Mm-hmm.

[00:02:18] Tracy Hayes: Yeah. But let's kick off a little bit. You were born in...

[00:02:23] Veronica Wilen: Kazakhstan.

[00:02:25] Tracy Hayes: Kazakhstan, yes. I was actually pronouncing it properly earlier.

[00:02:27] Veronica Wilen: Soviet Union.

[00:02:29] Tracy Hayes: That's correct, yes. But you moved to Germany. How old were you then?

[00:02:34] Veronica Wilen: I was eight.

[00:02:35] Tracy Hayes: Eight years old. How were you able to get from there to Germany? What was going on?

[00:02:40] Veronica Wilen: So, our ancestors were Germans. Long story short, they moved from Germany to Russia. My parents moved from Russia to Kazakhstan because of climate reasons.

[00:02:49] Tracy Hayes: Mm-hmm.

[00:02:49] Veronica Wilen: And that’s where I was born. But my dad always wanted to go back to Germany because that’s where our roots were. Our great-grandparents spoke German. We celebrated German traditions, ate German meals. We never really fit in, and that’s why we decided to go back to Germany.

[00:03:11] Tracy Hayes: So, you were very young at this time.

[00:03:14] Veronica Wilen: Mm-hmm.

[00:03:15] Tracy Hayes: I’m not going to ask your age, but I would imagine this was in the early ‘90s, around the time of the Soviet Union’s collapse?

[00:03:25] Veronica Wilen: Late ‘80s, actually. 1987.

[00:03:27] Tracy Hayes: Yeah, because otherwise, it would’ve been hard to leave, right? Did they have that kind of control?

[00:03:34] Veronica Wilen: It was very difficult. My dad fought for three or four years to get out of the country. It was pretty tough, but eventually, persistence won.

[00:03:44] Tracy Hayes: And things started to ease up.

[00:03:46] Veronica Wilen: They let us go because he had four kids and a family, and he just never gave up. We had a cousin in Germany, and by invitation, we were able to move there in 1988.

[00:04:01] Tracy Hayes: Now, I think you said Northeast Germany, right?

[00:04:05] Veronica Wilen: Mm-hmm.

[00:04:05] Tracy Hayes: So, you were still under the Soviet Bloc?

[00:04:08] Veronica Wilen: Just before the wall came down, yeah.

[00:04:11] Tracy Hayes: What do you remember about that time? I’m curious because I think Americans take a lot for granted. Have you been to the Spy Museum in Washington, D.C.?

[00:04:26] Veronica Wilen: I actually wanted to go to D.C. this year with my kids.

[00:04:29] Tracy Hayes: You’ve got to take them to the Spy Museum. They have a whole section about the Berlin Wall, explaining all these people who sacrificed their lives and families trying to get over the wall.

[00:04:57] Veronica Wilen: Absolutely. I don’t have family members who had to climb the wall, but a lot of our friends and family moved as soon as the wall came down. We didn’t. My parents decided to stay on the east side. We lived there for 19 years.

[00:05:15] Tracy Hayes: Interesting.

[00:05:15] Veronica Wilen: I grew up in Germany—went to elementary, middle, and high school—and studied for five years at the University of Potsdam before coming here.

[00:05:25] Tracy Hayes: So, given the two different economic systems, what do you remember about that time? Things must have been changing rapidly.

[00:05:40] Veronica Wilen: Absolutely. It was like a black-and-white world. Big concrete buildings, no homes, no lush greenery like Florida. Stores were plain—no exotic fruits. I had my first banana and orange in the early ‘90s.

[00:06:27] Tracy Hayes: Was McDonald’s already over there?

[00:06:29] Veronica Wilen: At some point, yeah.

[00:06:30] Tracy Hayes: I think McDonald's got into Moscow during the Gorbachev period.

[00:06:36] Veronica Wilen: I don’t know exactly when, but eventually, everything started coming to the east side. And now, it’s all one country.

[00:06:43] Tracy Hayes: Right, right.

[00:06:44] Veronica Wilen: Obviously, it's all the same.

[00:06:45] Tracy Hayes: This is interesting—we're obviously going to talk about real estate, but like you said, people don't realize under communist oppression, you were given an apartment.

[00:06:52] Veronica Wilen: Mm-hmm.

[00:06:53] Tracy Hayes: You didn’t have the choice of, "Hey, do I want a backyard?" You didn’t have those options.

[00:06:58] Veronica Wilen: Mm-hmm.

[00:06:59] Tracy Hayes: That’s what I find interesting. I think a lot of people don’t realize the difference.

[00:07:06] Veronica Wilen: Absolutely. We built our first house in '95. It was a beautiful house, though, I have to say—a two-story house with a basement. It was gorgeous. My dad built a beautiful house for us.

[00:07:19] Tracy Hayes: Alright, so you’re a young person. You go to the University of Potsdam.

[00:07:22] Veronica Wilen: Yep.

[00:07:22] Tracy Hayes: What were you studying there? What did you visualize yourself doing?

[00:07:25] Veronica Wilen: I wanted to be a lot of different things. At one point, I wanted to be a dentist. Then I wanted to be a psychologist because I had the most amazing psychology teacher in high school.

So I studied psychology at the University of Potsdam for about five years. I also worked full-time for six months in two different psychiatric clinics for children and teenagers. That’s when I realized it's a very, very tough job.

[00:07:50] Tracy Hayes: Mm-hmm.

[00:07:51] Veronica Wilen: I have so much respect for medical professionals.

[00:07:56] Tracy Hayes: Mm-hmm.

[00:07:57] Veronica Wilen: I’m still very interested in psychology, and I could’ve seen myself doing it. But on the other hand, I was always interested in business and having my own business. So I ended up going for an MBA—a business degree.

[00:08:06] Tracy Hayes: I always thought, looking back, I probably should have gone the psychology route. I just find people interesting.

[00:08:12] Veronica Wilen: Mm-hmm.

[00:08:13] Tracy Hayes: Which is probably why I have this passion for this podcast.

[00:08:16] Veronica Wilen: Yeah.

[00:08:17] Tracy Hayes: But I can see how dealing with people's hardships is heart-wrenching.

[00:08:26] Veronica Wilen: It’s super difficult. Yeah. I’ve heard some heartbreaking stories—doing psychological testing with kids, hearing firsthand what they went through. Some people's lives are incredibly difficult. It really makes you appreciate your own life.

[00:08:43] Tracy Hayes: Yeah. I’m gonna just take a short break here for a second. I want to talk about Remi Graphics. They make these great mugs—you have a hot pink one in your bag there.

[00:08:52] Veronica Wilen: Mm-hmm.

[00:08:53] Tracy Hayes: They do laser engravings. They're local. This is just one of many. RemiGraphics.com. They do one-off custom orders. If you have a house closing and want to put "John and Sally, Welcome to Jacksonville" on a mug, they’ll make that for you.

[00:09:09] Veronica Wilen: Awesome. Great idea.

[00:09:11] Tracy Hayes: So when does the opportunity to come to the U.S. happen for you?

[00:09:15] Veronica Wilen: My parents actually decided to move to Canada. They were not too happy in Germany for some reason. Without going into details, they just wanted a fresh start.

It was a lot easier to immigrate to Canada than to the United States. So in 2002, while I was still in the middle of my studies, they moved to Canada with my three siblings. I stayed behind in Germany to finish my undergraduate degree before joining them.

[00:09:47] Tracy Hayes: Mm-hmm.

[00:09:47] Veronica Wilen: The plan was to go to Canada. But after visiting them a few times during Christmas, I realized it wasn’t really where I wanted to be.

[00:09:56] Tracy Hayes: What’s the climate difference between Germany and Canada?

[00:10:00] Veronica Wilen: Germany is cold—kind of like New York. Sometimes you get a little snow, but mostly it’s just misty, rainy, and cold. Spring and summer can be beautiful, though.

But Canada—that’s a different kind of winter.

[00:10:18] Tracy Hayes: Right. I grew up in Massachusetts, so I know about the seasons. Summer there is really from Memorial Day to Labor Day.

[00:10:29] Veronica Wilen: Same in Germany. You get a lot of rain in spring and fall. But I prefer Florida weather.

[00:10:47] Tracy Hayes: Yeah, Canada compared to Florida—it doesn’t really get summer. It’s more like an early spring that lasts all summer.

[00:10:58] Veronica Wilen: I like visiting Canada for two weeks in winter, seeing the snow...

[00:11:02] Tracy Hayes: Have that experience.

[00:11:03] Veronica Wilen: Yeah. And then I’m happy to come back.

[00:11:08] Tracy Hayes: Alright, so how do you end up here in Jacksonville?

[00:11:11] Veronica Wilen: I didn’t have a lot of money to just come here and study at a big university. You need funds—not just for tuition, but also for living expenses.

I didn’t know anybody in the U.S., but I wanted to be here—at least on the same continent as my parents. But not necessarily in Canada. So I came as an au pair, which is a foreign language nanny.

I lived with a wealthy family in Lakeland, Florida.

[00:11:40] Tracy Hayes: Funny enough, I was talking about Gogo Beke before the show—that’s actually how she came over, too.

[00:11:45] Veronica Wilen: Are you serious? That’s interesting.

[00:11:46] Tracy Hayes: Yeah.

[00:11:46] Veronica Wilen: I loved that experience. I picked the right family—they had only one daughter, and she was nine. I knew it wouldn’t be a super busy nanny job.

[00:11:58] Tracy Hayes: Right.

[00:11:58] Veronica Wilen: My goal was to study. So I picked a family where I could take the child to school and have time to study. I got accepted at Florida Southern College and pursued my MBA.

[00:12:17] Tracy Hayes: So you switched from psychology to business, and then spent over a decade in banking and project management. What clicked for you in that field?

[00:12:37] Veronica Wilen: I think I’m naturally very organized, disciplined, and I like planning. I’m also creative—I love putting together beautiful presentations and materials.

[00:12:48] Tracy Hayes: Mm-hmm.

[00:12:49] Veronica Wilen: That’s why I think real estate, project management, and even psychology have a lot in common.

[00:13:07] Veronica Wilen: Yeah, it has a lot in common. Psychology isn't just for one field—you can use it anywhere you work, right?

[00:13:14] Tracy Hayes: Right.

[00:13:15] Veronica Wilen: If you work with people, you need psychology. Project management is the same—you can absolutely leverage it in real estate. I put listing presentations together, and in project management jargon, my stakeholders are my clients, right?

My average home sale was a million dollars last year, so I deal with a lot of very professional people. You need to know how to communicate. 95% of a project manager's job is communication—putting together presentations, status updates, or explaining how the project is progressing.

[00:13:33] Tracy Hayes: Right.

[00:13:34] Veronica Wilen: 95% of your job is to communicate with your stakeholders, your clients, and keep them updated on key deliverables—just like in real estate. You need to communicate how the process is coming along when buying or selling a house.

[00:13:49] Tracy Hayes: So, if Corey asked you to stand up in front of the Engel & Völkers First Coast team and explain your mindset—especially going into a listing appointment—what would you say?

I imagine that, regardless of whether you’re dealing with high-end clients or selling a $200,000 home, not everyone is organized or understands the importance of staging.

I’m sure you’ve walked into homes and thought, "Oh my God, let me get my overalls because we’re going to have to go to work in here."

How would you explain the importance of a project management mindset to someone who doesn’t have your background? How can organization help them walk into a situation and start project managing right away?

[00:15:00] Veronica Wilen: Preparation is always the key.

Let’s say you’re a junior agent invited to a listing presentation. Sellers today often interview multiple agents before deciding who to work with, so you need to be prepared. You need to have a solid plan—just like a project manager.

You can write out your plan, but after doing it many times, it becomes second nature. I always prepare, even if it’s just mentally.

First step: be on time.

[00:15:42] Tracy Hayes: Step number one: show up on time.

[00:15:46] Veronica Wilen: Show up on time. Be prepared. Look professional.

[00:15:50] Tracy Hayes: You need to appear organized.

[00:15:52] Veronica Wilen: Absolutely.

[00:15:53] Tracy Hayes: If you don’t look organized, you can’t expect them to be.

[00:16:00] Veronica Wilen: Exactly. Even if a million-dollar client is messy and disorganized, they still expect you to be organized.

You need to be on time, polished, and presentable. Dress well, have clean fingernails, make sure your hair is neat. Bring a notebook and pen or your computer. Have your listing presentation ready.

And most importantly, you need to provide value.

When sellers invite you into their home and take time out of their day, you should at least offer them some immediate pointers—like depersonalizing and decluttering before listing.

[00:16:58] Tracy Hayes: It seems obvious, but not everyone does the obvious.

You can research market data—sales in the neighborhood, pricing trends—but when you walk into the house for the first time, that’s when you start the second project.

Some homes are ready to go. Others… not so much.

Are you able to quickly assess the situation and start managing it on the spot?

[00:17:44] Veronica Wilen: Yes. I work with professional stagers, and I actually have one scheduled for tomorrow.

We’ll spend an hour walking through each room, and the stager will point out what can be improved.

[00:18:01] Tracy Hayes: Have you already seen the house?

[00:18:05] Veronica Wilen: Yes, it’s already under contract.

[00:18:06] Tracy Hayes: Okay.

[00:18:08] Veronica Wilen: I already have the listing, but I agreed with the seller to bring in a professional stager for a free consultation. I pay for it.

The stager will go room by room, provide recommendations, and then create a detailed 10-page report. That way, it’s not just coming from me—it’s coming from a professional.

[00:18:33] Tracy Hayes: Let’s talk about that. Staging has gotten expensive.

Some real estate agents have started their own staging companies. Others just have their own furniture and stage homes themselves.

What’s been your experience? Given your high average sale price, how do you approach staging?

[00:19:26] Veronica Wilen: I like to bring in a stager for consultations first. I cover the cost of that—it’s not much.

Then, if the seller wants full staging, there are different options:

  1. Partial staging—just the main areas like the living room, kitchen, and entryway.
  2. Staging the first floor only.
  3. Full-house staging.

The stager provides three pricing options, and the seller usually covers that cost.

Last year, I had sellers who decided to stage the entire house.

[00:20:02] Tracy Hayes: So, you took out all their stuff and brought in all new furniture?

[00:20:06] Veronica Wilen: It was a vacant home.

[00:20:07] Veronica Wilen: Professional stagers don’t usually like to mix their furniture and accessories with a home that’s still being lived in.

[00:20:14] Tracy Hayes: Right.

[00:20:15] Veronica Wilen: That’s an important point. Ideally, the house should be vacant. If a home has pets, kids, or daily activity, stagers typically don’t want to mix their pieces in.

[00:20:27] Tracy Hayes: Yeah, furniture doesn’t always come out looking as good as it went in.

[00:20:30] Veronica Wilen: Exactly. But I still bring a stager in for a consultation report.

There are a lot of small things we can do ourselves that don’t cost much beyond the consultation fee. For example, replacing all towels with white ones, removing bathroom rugs, decluttering, and depersonalizing—taking down family photos.

These are things the seller and I can handle without bringing in full staging, which saves a lot of money.

[00:20:59] Tracy Hayes: That’s a great point because, as you mentioned earlier, when a stager makes these recommendations, sellers take it more seriously than if it’s just coming from their agent.

[00:21:10] Veronica Wilen: Exactly.

[00:21:11] Tracy Hayes: When a stager says, "You need to swap out all your towels for white ones," the seller listens. They can keep their colored towels in the closet and use them, but the white ones should stay out for showings.

[00:21:20] Veronica Wilen: Right.

[00:21:21] Tracy Hayes: Have you noticed that staging affects how quickly a home sells or the number of offers it gets?

[00:21:26] Veronica Wilen: Staging definitely helps. If the home is vacant, it’s easy.

And if a seller doesn’t want to pay for full staging, there’s always virtual staging.

[00:22:01] Tracy Hayes: Are you a fan of virtual staging?

[00:22:02] Veronica Wilen: I don’t love it. But if there’s no budget for real staging and it’s a vacant home, then yes, I’d rather do virtual staging than nothing at all.

If you just post empty-room photos, buyers have a hard time visualizing the space. So I always recommend at least virtual staging if full staging isn’t an option.

[00:22:25] Tracy Hayes: Makes sense.

[00:22:26] Veronica Wilen: Sometimes we even pitch in as realtors and pay for minor staging—maybe just the front entry, living room, and kitchen. Adding barstools, dishes, or placemats on the counter can make a big difference.

[00:22:43] Tracy Hayes: That’s great advice for new agents. You mentioned sometimes coming out of pocket for small staging touches.

Would you recommend it to agents looking to turn listings over more quickly?

[00:22:52] Veronica Wilen: Yes, if it’s worth it.

[00:22:54] Tracy Hayes: The faster a home sells, the faster you get paid. If a blank space sits too long, it may not get attention.

But adding a few staging elements can sometimes get you an offer that first weekend.

[00:23:09] Veronica Wilen: Absolutely. Staging—whether professionally, virtually, or DIY—makes a difference.

The key is making the home presentable so buyers can envision themselves living there. And it’s not about staging the way the seller lives—it’s about creating a neutral, inviting space.

[00:23:37] Tracy Hayes: You were successful in banking and project management. What got you interested in real estate?

[00:23:46] Veronica Wilen: I got my real estate license in 2018 after spending over a decade in global banking, working on multimillion-dollar projects.

I was earning six figures with great benefits, but I always wanted to have my own business.

I’m all about growth—I listen to mindset podcasts, read books, and focus on improvement.

Even in banking, I specialized in process improvement—making things more efficient and effective. I take the same approach in real estate: How can I be better? More efficient? A better agent?

I connect with both senior and junior realtors, have lunches with them, and learn from their best practices.

[00:25:03] Tracy Hayes: What first sparked your interest in real estate?

[00:25:07] Veronica Wilen: A friend from Germany actually suggested it.

They were visiting Florida and said, "This place is paradise. Why aren’t you selling real estate?"

I hadn’t even thought about it before, but it made sense.

I started researching, got my license, and once I began working with clients, it didn’t feel like work—it felt like a hobby. It was fun. I loved touring homes.

[00:25:59] Tracy Hayes: Do you feel that your discipline from banking—having deadlines, structure, and expectations—helped you excel in real estate?

[00:26:36] Veronica Wilen: Absolutely.

Even though real estate is fun, I take it very seriously. My clients are making huge investments—$500K, $750K, a million dollars or more.

This is often the biggest investment of their life. It’s not like buying a handbag or a pair of shoes.

So, I stay professional, organized, and prepared. I know my numbers. I support my clients from start to finish—and even after closing, I stay in touch.

[00:27:17] Tracy Hayes: A lot of people say, "This is the biggest financial transaction for most people."

But it’s also where they live.

[00:27:33] Veronica Wilen: Exactly. They create memories there.

[00:27:36] Tracy Hayes: Right. This is where their kids will grow up.

[00:27:39] Tracy Hayes: The emotional connection to a home often supersedes the financial transaction.

[00:27:46] Veronica Wilen: That’s right.

[00:27:47] Tracy Hayes: They love pulling into their driveway, feeling good every night when they come home from work.

[00:27:53] Veronica Wilen: Exactly. That’s the beauty of this career—you’re helping families create memories.

When they choose a home, they’ll likely live there for at least five years, sometimes eight or ten. Their kids will grow up there, go to school from that house. They might work from home.

They’re creating beautiful memories, and being part of that is incredibly rewarding.

[00:28:15] Tracy Hayes: So, you decided to get into real estate. For new agents or people considering getting their license, how did you choose your first brokerage?

[00:28:29] Veronica Wilen: I started with RE/MAX in Nocatee.

[00:28:30] Tracy Hayes: What made you choose them?

[00:28:31] Veronica Wilen: They had a great team and a great location—right next to Publix.

[00:28:40] Tracy Hayes: Nice retail front. I hear there’s the occasional walk-in.

[00:28:42] Veronica Wilen: Yes, exactly!

I interviewed a few brokerages and picked RE/MAX because of the brand recognition and their location in Nocatee. I lived in Nocatee, so I wanted to work there.

But eventually, they were too expensive in terms of fees and commission splits, so I moved to Keller Williams.

I was also with RedZone Realty for a time and then eXp Realty for three years before joining Engel & Völkers First Coast.

[00:29:13] Tracy Hayes: So, you moved around a bit.

[00:29:15] Veronica Wilen: A little bit, yeah.

[00:29:16] Tracy Hayes: I bring this up on every show—the choice of brokerage makes or breaks a lot of agents.

Not all, but many. Someone like you had discipline, worldly experience, and corporate background. You knew how to apply what you learned.

But not everyone is like that.

A lot of agents fail because they don’t choose the right first brokerage. They don’t do enough research. Would you agree that every agent does their business differently?

[00:30:00] Veronica Wilen: Absolutely.

Everyone comes from different backgrounds. Everyone manages stress, client communication, and scheduling differently.

There are so many ways to generate leads—open houses, YouTube videos, networking, past client outreach.

It depends on your strengths and interests.

I moved around because I wanted to see how different brokerages operated and how they supported their agents.

[00:30:39] Tracy Hayes: So you weren’t just switching—you were researching?

[00:30:42] Veronica Wilen: Exactly.

I quickly saw what I liked and didn’t like.

[00:30:45] Tracy Hayes: Right.

[00:30:46] Veronica Wilen: Sometimes, it came down to the people.

Most people are professional, but in some brokerages, I didn’t feel the level of support that I receive now.

[00:31:01] Tracy Hayes: Given your international background, Engel & Völkers seems like the perfect fit.

[00:31:07] Veronica Wilen: That’s what I thought, too.

[00:31:09] Tracy Hayes: Did you have a focus when you first started?

Your average sale price is quite high. Was that your vision from the beginning, or did it develop over time?

[00:31:41] Veronica Wilen: I think every agent wants to sell million-dollar homes.

But I wasn’t specifically focused on luxury at the start.

It happened naturally. I lived in Nocatee, and home prices there kept rising—from $500K to $750K to $1M.

I was just in the right place at the right time.

[00:32:26] Tracy Hayes: Right.

[00:32:27] Veronica Wilen: My dad actually had about 10 investment properties in Jacksonville—$80K to $100K homes.

I helped him sell them, even though I wasn’t paid for it.

What I’m saying is, I didn’t set out to only sell luxury homes. I would sell any home.

[00:32:36] Tracy Hayes: It just evolved naturally.

[00:32:39] Veronica Wilen: Exactly.

[00:32:40] Tracy Hayes: Going back to brokerage choice—when agents select a brokerage, they’re often drawn in by the value the broker provides.

But over time, if that broker stops adding value, agents start looking elsewhere.

Would you agree that brokers need to continuously add value to retain good agents?

[00:33:20] Veronica Wilen: 100%.

I was with eXp Realty for three years, and I actually loved it.

They had a great process—a solid 80/20 commission split with a $16,000 cap. And I always capped.

[00:33:36] Tracy Hayes: Right.

[00:33:37] Veronica Wilen: I was with eXp Realty for three years, and I loved it.

Everything was virtual, though, and I didn’t feel like I had a team. I didn’t have a local broker I could call. I felt like I was working by myself—on a lonely island.

[00:33:49] Tracy Hayes: That’s the term. Yeah, we’ve talked about that a lot.

[00:33:51] Veronica Wilen: I really missed the collaboration and brainstorming. Not that I needed it, but I wanted it.

I wanted to connect with fellow agents, attend trainings, be part of a team.

Then, I noticed a fellow agent from eXp moved to Engel & Völkers First Coast.

I thought, Why am I not joining? It seemed like all the experienced agents were there.

I kept hearing great things about Corey. He’s incredibly successful and just amazing—everyone says that.

[00:34:30] Tracy Hayes: What’s one or two things about Engel & Völkers First Coast—maybe because of Corey’s leadership—that sets it apart?

[00:34:45] Veronica Wilen: We’ve talked a lot about being professional, prepared, and on top of things.

That’s Corey.

He brings a high level of professionalism to this business.

We have several meetings every week, and the training is incredible. His communication style, how he motivates us—it’s next level.

[00:35:14] Tracy Hayes: He’s a former NFL player.

[00:35:17] Veronica Wilen: Yes! And he’s incredibly motivational.

He pushes us to get out there and close deals. Since joining Engel & Völkers First Coast, I’ve almost tripled my sales volume.

[00:35:32] Tracy Hayes: What was the key difference for you?

[00:35:35] Veronica Wilen: I took it more seriously.

[00:35:40] Tracy Hayes: Being surrounded by top producers?

[00:35:42] Veronica Wilen: Exactly.

The first time I met Corey for an interview, I just wanted to pick his brain.

But he was already prepared.

He had a contract drafted with my name on it, and he had already looked up my sales numbers.

He pulled up a big screen, showed me all the tech, apps, software, and training tools they use.

I was blown away. I hadn’t seen anything like it at any other brokerage.

He’s on top of everything—technology, processes, systems, training, communication, motivation.

And on top of that, the most experienced realtors work there.

So, in our meetings, I’m constantly learning from the best.

[00:36:45] Tracy Hayes: Every time I have an Engel & Völkers agent on, the same theme comes up.

At some point in your career, you hit a stage where you need to stop taking 101-level courses and start having master-level conversations.

And that’s the kind of environment you’re in now.

[00:37:20] Veronica Wilen: Yes!

I don’t mind sharing my experience with newer agents—I’ve mentored a few who reached out to me for guidance.

Even some of my past clients—or their kids—have asked for advice on getting into real estate. I always take the time to help.

But for my growth, I need to learn from the best.

That’s why I buy top producers coffee or lunch—I want to pick their brains, hear their best practices, and learn from their experiences.

[00:38:05] Tracy Hayes: It’s the concept of surrounding yourself with the right people.

[00:38:07] Veronica Wilen: Exactly. You don’t want to be the smartest person in the room.

[00:38:14] Tracy Hayes: I prepped you for this segment—we’re talking about grit.

Angela Duckworth’s research on grit is fascinating, and I think real estate agents exemplify it.

I’m sure your psychology degree has helped.

There are late-night calls where you’re probably saving marriages, not just negotiating deals.

Everything hasn’t been easy. Life throws curveballs.

So, first—what do you love about real estate?

[00:39:06] Veronica Wilen: Meeting different people and staying in touch with them.

A lot of my clients have become really good friends.

And funny enough—since you mentioned saving marriages—I had this one couple…

They moved from North Carolina, and I met them at an open house.

They ended up buying four homes with me.

[00:39:37] Tracy Hayes: Wait—were they moving into each one, or…?

[00:39:39] Veronica Wilen: No, they couldn’t live with each other but also couldn’t live without each other!

First, they bought a house together.

Then, they sold it because she wanted her own townhome, and he bought his own house.

Then, they built a new home together.

So, I guess that’s five transactions total.

[00:40:00] Tracy Hayes: Right—because you sold their first home before they split.

[00:40:03] Veronica Wilen: Exactly.

I was part of every transaction.

Sometimes, clients are as sweet as can be. Other times…

[00:40:13] Tracy Hayes: Sometimes we get too much information, right?

[00:40:15] Veronica Wilen: Yeah! Sometimes.

[00:40:17] Veronica Wilen: We do, but sometimes we have to be the mediator—helping couples find common ground without taking sides.

[00:40:27] Tracy Hayes: Usually, one is more analytical and willing to pay anything for the house, while the other is focused on the dollar amount.

[00:40:35] Veronica Wilen: That happens all the time.

[00:40:43] Tracy Hayes: I like to bring up grit because in life, we all go through ups and downs.

There are moments when you feel like throwing in the towel—whether it’s a deal falling apart or back-to-back bad weeks.

Have you ever had a moment where you thought, I’m about to quit real estate—but now you look back and just laugh?

[00:41:25] Veronica Wilen: At the very beginning, about four or five years ago, I had a client who wanted to find a rental.

I don’t typically work with rentals, but sometimes I help because renters can become future buyers.

I ended up convincing him to buy instead of rent.

[00:42:12] Tracy Hayes: Oh, nice.

[00:42:13] Veronica Wilen: Except he didn’t buy with me.

[00:42:16] Tracy Hayes: Oh.

[00:42:17] Veronica Wilen: He bought with his sister’s realtor—someone who just happened to send him a link.

After spending all this time helping him, I called him the following week to check in. I asked, “Have you made any decisions? Do you want to see homes?”

And he casually replied, “Oh, I’m actually under contract.”

I was like, What do you mean you’re under contract?!

[00:42:38] Tracy Hayes: That’s a gut punch for any agent.

[00:42:39] Veronica Wilen: It really is.

Buyers sometimes choose another agent for no clear reason.

But I took it as a learning experience.

[00:42:48] Tracy Hayes: What did you take away from it?

[00:42:49] Veronica Wilen: I realized I should’ve followed up faster.

Time is of the essence. Never assume a client will call you—you have to be proactive.

And I also learned the importance of having a buyer representation agreement in place.

[00:43:17] Tracy Hayes: Were you using agreements before it became mandatory?

[00:43:26] Veronica Wilen: Not really. No one was training on it.

[00:43:29] Tracy Hayes: If a brokerage required it, you did it. But it wasn’t an industry standard.

[00:43:33] Veronica Wilen: Exactly.

[00:43:46] Tracy Hayes: A lot of agents now say they’re doing better because of the new requirement. Do you agree?

[00:43:48] Veronica Wilen: Yes.

Having a buyer representation agreement creates a sense of commitment.

Even though a buyer can still choose another agent, presenting them with a formal agreement makes it clear: I am committing my time and expertise to you.

It also lays out how we get compensated—especially if the seller isn’t covering commission.

[00:44:30] Tracy Hayes: I think the biggest benefit is that it forces agents to slow down and have a real conversation with buyers.

A lot of agents have these lists—like, 200 things I do for you during a transaction.

Buyers don’t always see the behind-the-scenes work.

[00:45:09] Veronica Wilen: Exactly.

We’re marketing their home, making phone calls, gathering information—things they may never realize.

Having a contract makes it a more professional relationship, rather than, Oh, I’ll just show you some houses for free.

[00:45:39] Tracy Hayes: If you haven’t had a buyer ghost you, you haven’t been in the business long enough.

[00:45:42] Veronica Wilen: Right!

[00:45:43] Tracy Hayes: It’s like a bad breakup. You pour your time and energy into someone, thinking you’re really helping them…

And then, suddenly, poof—they’re gone.

[00:46:00] Veronica Wilen: Mm-hmm.

[00:46:01] Tracy Hayes: How did this happen in less than a week?

Consistency—what do you do consistently in your business that keeps things moving forward?

[00:46:16] Veronica Wilen: Following up with clients, for sure.

I have a big whiteboard in front of my desk where I write down my VIP clients.

Of course, we have a CRM—every agent should have a solid Client Relationship Management system in place.

Some processes are automated, like sending out emails with market stats, birthday messages, and holiday greetings.

But you also need direct follow-up—especially with hot leads who are actively looking to buy or sell.

You want them to know you’re there for them.

And sometimes, follow-up isn’t just about business. It’s personal—checking in about their daughter’s graduation or a special event in their life.

[00:47:26] Tracy Hayes: Do you have a daily goal? Like, “I need to make 10 calls today”?

[00:47:32] Veronica Wilen: We’re all taught to track numbers.

I set monthly transaction goals rather than daily call quotas.

But I’m on the phone all the time—maybe too much!

[00:47:52] Tracy Hayes: You use your drive time for follow-ups?

[00:47:58] Veronica Wilen: Yes, hands-free, of course!

It’s important to stay connected with your sphere, past clients, and potential new clients.

[00:48:13] Tracy Hayes: When you transitioned from corporate to real estate, how did you let people know?

[00:48:34] Veronica Wilen: Social media.

I started making videos during my open houses.

In 2019, if no one showed up to my open house, I was already dressed up and ready, so I’d record a video.

That was before ChatGPT—I wrote my own scripts.

Then, I’d go home and ask my 17-year-old son to edit them for me. Or he’d teach me how to do it myself.

[00:49:09] Tracy Hayes: And now AI makes it even easier.

[00:49:11] Veronica Wilen: Exactly.

Everyone should be doing videos—it’s so important.

[00:49:17] Tracy Hayes: If you were speaking to new agents—those in their first year—how would you explain the importance of video?

[00:49:57] Veronica Wilen: It’s all about providing value.

It’s not just putting yourself in front of a camera to look good.

You need to share informative content—why people should move to Nocatee, or the pros and cons of St. Johns County.

Be the local expert, especially for out-of-state buyers.

If they’re building a home, be their eyes and ears—visit their lot, track construction progress.

[00:50:40] Tracy Hayes: You did this a lot during COVID, right?

[00:50:47] Veronica Wilen: Yes!

I got so many calls from New York buyers relocating to Florida.

I would visit their lots every week, track construction, take videos—even drone footage.

[00:50:55] Tracy Hayes: And you weren’t just sharing it with them—you were posting it publicly.

[00:50:57] Veronica Wilen: Yes!

One client found me because of a YouTube video.

I was standing on my client’s lot, showing the neighboring lot.

He saw the video and said, “You’re standing on the lot I want to buy.”

That’s how we connected, and he became my client.

[00:51:25] Tracy Hayes: I always tell people—YouTube is powerful.

[00:51:48] Tracy Hayes: There are two places where I think 99% of real estate agents have an open opportunity: LinkedIn and YouTube.

If you’re making Instagram Reels, you should also be posting them on YouTube.

Because YouTube is a library.

[00:51:53] Veronica Wilen: Mm-hmm.

[00:51:54] Tracy Hayes: You don’t know if someone will watch your video tomorrow… or three years from now.

If they search 20 Mile in Nocatee and find your video—even if it’s from three years ago—they don’t check the date.

They just see you as the expert and call you.

[00:52:12] Veronica Wilen: My most-watched video is from seven years ago—"Why You Should Move to St. Johns County, Florida."

It’s a terrible video, but it has over 6,500 views.

[00:52:23] Tracy Hayes: Which tells you how many people are searching for St. Johns County.

[00:52:28] Veronica Wilen: Exactly.

[00:52:29] Tracy Hayes: A lot of people move into a neighborhood without truly understanding it.

They don’t know what a CDD fee is, for example.

They just look at the tax bill and think, Okay, this is fine. But they don’t realize that a third of that is actually the CDD fee.

[00:52:53] Veronica Wilen: Right.

[00:53:00] Tracy Hayes: As a real estate agent, your videos act as their eyes and ears.

They may visit the house, but they don’t always drive the neighborhood. They don’t check how far it is to the grocery store, school, or local restaurants.

And when people are sitting in New York, watching YouTube videos during a snowstorm, they need someone like you giving them real insight.

[00:53:20] Veronica Wilen: And often, they don’t know anyone here.

Some have family or friends in Florida, but others don’t.

So, they rely on you—the local expert—who knows the area, the pros and cons.

That’s how they start trusting you. You become their friend.

[00:53:37] Tracy Hayes: That’s why you love this business.

[00:53:38] Veronica Wilen: Exactly.

It’s not just about the transaction—it’s about relationships.

Yes, real estate was lucrative during COVID. I made money, and I also helped my clients make money—by investing at the right time and selling at the right time.

[00:54:13] Tracy Hayes: That brings up your experience as an investor.

You’ve bought, held, and rented properties.

How important is it for agents to graduate to that level—to invest in real estate themselves?

[00:54:40] Veronica Wilen: It’s crucial.

If you’ve never bought your own investment property, you can’t confidently advise someone else on it.

[00:54:58] Tracy Hayes: Right.

[00:54:59] Veronica Wilen: I’ve lived in Nocatee since 2016.

We built our first home with ICI Homes, lived there for three years, then moved to 20 Mile, built with Providence Homes, added a pool.

Then, I bought an investment property in West End, rented it out, and later sold it.

We eventually sold our 20 Mile home for double and built our dream home with Dostie Homes in Crosswater, Nocatee.

I’ve built four homes with four different builders.

[00:55:32] Tracy Hayes: That’s real experience.

[00:55:35] Veronica Wilen: And I’ve sold two investment properties.

I rented them for years before selling, so I have experience as a landlord too.

When I share that with clients, they say, “Wow, I wish I had bought and sold when you did.”

[00:56:06] Tracy Hayes: Now they follow you.

They trust your experience.

And you’ve worked with four different builders—so you know new construction.

[00:56:20] Veronica Wilen: Exactly.

[00:56:30] Tracy Hayes: We were talking on the last show with Kerry and Terry from Premier Homes about why buyers should have a real estate agent even when buying new construction.

I said, It’s actually even more important.

Would you agree?

[00:56:45] Veronica Wilen: 100%.

Some agents just hand off their clients to the builder’s sales rep and check out.

But that’s not how I do it.

[00:56:59] Tracy Hayes: You’ve been through the process four times yourself.

How do you work with clients buying new construction?

[00:57:01] Veronica Wilen: I highly recommend using a realtor.

We have a neutral perspective.

Buyers don’t always know which builder to choose. There are so many options—six or seven major builders in the area.

And the reality is, some builders have great communication… and some don’t.

[00:57:20] Tracy Hayes: Right.

[00:57:21] Veronica Wilen: When you build a house, you must get a third-party inspection.

I always recommend my clients do an inspection at:

  1. Slab stage
  2. Pre-drywall
  3. Before closing

Builders won’t tell you to do this because they have their own inspectors.

But during COVID, demand was so high that builders were cutting corners.

[00:57:57] Tracy Hayes: Quality control wasn’t what it used to be.

[00:57:58] Veronica Wilen: Exactly.

Even high-end builders—without naming names—had issues.

More warranty claims, more complaints.

And that’s why having a real estate agent actively involved is so important.

[00:58:40] Veronica Wilen: Third-party inspections became super important.

If you’re spending over $750,000—even $500,000—I always recommend an inspection at those three key stages.

And as a realtor, I remind buyers that they don’t pay us a commission—the builder does.

Sometimes buyers worry that working with a realtor will affect their price, but that’s not the case. Builders have a separate fund to pay agents, and in fact, they like working with realtors.

We have great relationships with builders.

[00:58:52] Tracy Hayes: I worked for a major builder on the lending side.

[00:58:56] Veronica Wilen: Yeah?

[00:58:57] Tracy Hayes: There was a time when builders didn’t even want to see realtors.

[00:58:59] Veronica Wilen: Really?

[00:59:00] Tracy Hayes: Yes.

Today, they’re offering bonus commissions. But before COVID, they weren’t as open to working with agents.

Now, with rising inventory, they’re even sponsoring events and reaching out to agents.

[00:59:20] Veronica Wilen: That’s true.

[00:59:21] Tracy Hayes: A good real estate agent advocates for their client.

I’ve heard horror stories—AC lines not installed in the slab, so later they had to install a pump to push condensation up to the second floor.

If that pump fails, what happens?

Or bathrooms where the toilet ended up too close to the tub, so they had to break open the slab and move the plumbing.

Had someone inspected before the slab was poured, those mistakes wouldn’t have happened.

[01:00:00] Veronica Wilen: Absolutely.

[01:00:01] Tracy Hayes: I don’t understand why builders themselves don’t hire third-party inspectors to check their crews.

The money wasted on warranty repairs must be insane.

They either cross their fingers and hope no one notices… or they just absorb the cost later.

[01:00:30] Veronica Wilen: That’s why buyers need to be aware.

[01:00:44] Tracy Hayes: Have you had challenges with builders when you bring in an inspector?

[01:00:45] Veronica Wilen: No issues at all.

Builders want happy clients and want to sell homes.

[01:00:52] Tracy Hayes: So upfront, you tell them, “We’re signing this contract, but we’re having an inspection.”

[01:00:55] Veronica Wilen: Exactly.

As long as the inspector is licensed and insured, builders are fine with it.

The inspector comes in, does their job, and provides a detailed report.

Even if some issues are cosmetic, the builders usually appreciate the checklist.

[01:01:20] Tracy Hayes: That makes sense.

[01:01:21] Veronica Wilen: A lot of construction workers don’t speak fluent English, so communication issues do happen.

Mistakes get made—especially when demand is high, and builders are cutting corners.

[01:01:51] Tracy Hayes: Yeah.

[01:01:53] Veronica Wilen: Even high-end builders had issues post-COVID.

Warranty claims skyrocketed.

[01:02:18] Tracy Hayes: I told this story on the last show—

A buyer picked a lot because of its view.

When they arrived later, they found out the builder had reversed the house, so now the windows looked at the neighbor’s wall instead of the retention pond.

[01:02:25] Veronica Wilen: Imagine if that buyer was out of state.

Having a realtor means having someone local to catch those mistakes.

[01:02:30] Tracy Hayes: A good agent will fight for their client.

If the buyer wants out of the contract, they’ll help.

And if an inspection was done early, that mistake could’ve been fixed before the slab was poured—with little expense.

But once that slab is down, it’s down.

[01:02:48] Veronica Wilen: Once the slab is down, it’s down.

[01:02:49] Tracy Hayes: They’re not going to tear it up.

But these things do happen in new construction.

[01:02:52] Veronica Wilen: 100%.

[01:02:53] Tracy Hayes: Yeah.

I saw in your additional information that networking is key.

And one of the things you listed is community involvement.

I imagine that’s something you’re passionate about. Do you want to share what you’re involved in?

[01:03:17] Veronica Wilen: Sure.

But before that—you mentioned before YouTube, realtors built their business through their sphere and networking.

[01:03:30] Tracy Hayes: Yeah.

[01:03:31] Veronica Wilen: They were out in the community more.

They were networking more—out there organically meeting people.

[01:03:43] Tracy Hayes: They were out shaking hands and kissing babies like politicians!

[01:03:48] Veronica Wilen: Exactly!

They were extroverts—talking to everyone.

That’s why community involvement is super important.

Even when I worked in corporate, I was involved.

One year, I was Chair of Women of Wall Street—an internal steering committee at the bank.

We organized volunteer events—feeding the homeless, painting shelters, helping in downtown Jacksonville.

[01:04:20] Tracy Hayes: Right.

[01:04:21] Veronica Wilen: Being out in the community and giving back is important.

It’s not about getting business—it’s about connecting with people.

[01:04:39] Tracy Hayes: A lot of new agents expect immediate return.

Like, “I did a video—did you get any leads?”

No, it doesn’t work that way.

You have to do hundreds of videos.

Same with podcasts—you have to be consistent before you gain traction.

And with community involvement, you might be doing it for years before someone says, “Hey, I met Veronica at that event—call her.”

[01:05:24] Veronica Wilen: Absolutely. You never know where opportunities come from.

And you’re not doing it just for business.

You’re doing it because you care about your community.

But sometimes, you take a picture, post it on social media—boom! Someone sees it and reaches out.

So yes, it helps business.

But even if it doesn’t, you’re still doing something good.

And I believe in good karma—when you do good for others, it comes back to you.

[01:06:07] Tracy Hayes: You’ve been with multiple brokerages—

But Engel & Völkers seems to have a very specific mindset.

Success-driven.

[01:06:21] Veronica Wilen: Yes.

[01:06:22] Tracy Hayes: A lot of brokerages are a mix—a little bit of everything.

But at Engel & Völkers, there’s a culture of growth.

Would you agree?

[01:06:40] Veronica Wilen: Absolutely.

[01:06:41] Tracy Hayes: Real estate is a long-term game.

You have to invest in videos, social media, community involvement.

And you might not know where a lead came from.

They could’ve met you at an event three years ago—but it was your consistent social media presence that kept you top of mind.

[01:07:08] Veronica Wilen: Exactly.

[01:07:09] Tracy Hayes: New agents need to understand—it’s a marathon, not a sprint.

[01:07:38] Veronica Wilen: Tracy, do you like gardening?

[01:07:40] Tracy Hayes: No, I don’t.

[01:07:42] Veronica Wilen: Laughs.

Well, I do sometimes.

For me, it’s like mental decompression—being in nature, getting my hands dirty.

And honestly, I see business the same way.

You plant a seed.

You have to water it, nurture it, and be patient.

You need to pull weeds, give it sunshine, and keep caring for it.

Business is exactly like that.

You have to stay consistent—whether it’s YouTube, open houses, networking, social media.

It takes time to grow.

[01:08:48] Tracy Hayes: And sometimes, you never know where the lead actually came from.

[01:08:54] Veronica Wilen: Exactly.

For example, I’m a Partner in Education at Pine Island Academy and Palm Valley Academy in Nocatee.

I have my banner on the fence there.

[01:09:20] Veronica Wilen: I’ve been a Partner in Education at Pine Island Academy and Palm Valley Academy for three years—donating to the school and participating in events.

Honestly, I don’t even know if I’ve gotten leads from it, but that’s not the point.

You asked about community involvement—this is part of it.

At school events, I set up a table with giveaways for the kids.

I have games they can play, and I give out little prizes.

[01:09:50] Tracy Hayes: And that’s easy for you because your kids go there.

[01:09:52] Veronica Wilen: Exactly!

[01:09:54] Tracy Hayes: If your kids are in school, and you’re not actively involved, you’re missing a huge opportunity.

With all the sports and activities, everyone should know you’re in real estate.

I always joke about Erica Harding—she’s at the ball field all the time.

And every game, she’s wearing something that says real estate.

[01:10:14] Veronica Wilen: That’s smart.

[01:10:20] Tracy Hayes: So even when she’s just watching the game, everyone who walks by sees her.

They know she’s a real estate agent.

[01:10:33] Veronica Wilen: That’s the key.

Wherever you go, whoever you talk to—people need to associate you with real estate.

[01:10:35] Tracy Hayes: Alright, last question.

Give me three things every agent should be doing.

We’ll take that as #1—making sure everyone knows what you do.

Would you agree right now there are a lot of pent-up sellers and buyers?

Sellers sitting on 3% interest rates, hesitant to move.

Buyers waiting for rates to drop.

[01:11:22] Veronica Wilen: 100%.

[01:11:23] Tracy Hayes: Whoever stays top of mind right now is going to benefit when the dam breaks.

So, what are two other things agents should be doing?

[01:11:43] Veronica Wilen: Follow-up.

Stay in touch with your clients—anyone who might want to buy or sell.

Because you’re right—sellers want to list, but they want to list high.

Buyers want to buy, but they’re waiting for rates to drop.

[01:11:50] Tracy Hayes: If rates hit 5.875%, I think we’ll see a rush.

[01:11:58] Veronica Wilen: Everyone is waiting.

I hope we see lower rates this year.

But until then, agents need to keep doing open houses and posting YouTube videos.

[01:12:08] Tracy Hayes: Do you have to be an expert at YouTube?

[01:12:12] Veronica Wilen: No!

Just do it.

The more raw your videos are, the more people relate to them.

Post them—don’t overthink how you look or sound.

After 100 videos, you’ll naturally be better.

[01:12:35] Tracy Hayes: That’s what Mr. Beast says!

Shoot 100 videos, then look back—you’ll see how much you’ve improved.

[01:12:54] Veronica Wilen: Exactly!

We’re all our own biggest critics.

But it’s not about how you look—it’s about the value you provide.

[01:13:20] Tracy Hayes: And how you make people feel.

[01:13:21] Veronica Wilen: Yes!

People may forget what you say, but they’ll never forget how you made them feel.

So be yourself.

Be real.

[01:13:34] Tracy Hayes: Don’t read from a script.

[01:13:35] Veronica Wilen: Exactly.

[01:13:40] Tracy Hayes: If you’re looking at a teleprompter, people can tell.

Just talk to the camera like you’re talking to a person.

Look straight into the lens—make eye contact.

[01:14:11] Veronica Wilen: 100%.

[01:14:16] Tracy Hayes: Well, this was great!

Any final thoughts?

[01:14:24] Veronica Wilen: No, just thank you for having me.

I loved this conversation!

[01:14:26] Tracy Hayes: We’ll have to do it again.

If anything big happens, come back and tell the story!

[01:14:30] Veronica Wilen: I’d love to.

[01:14:35] Tracy Hayes: Appreciate you!

[01:14:40] Veronica Wilen: Thank you, Tracy! Bye!