How Real Estate Agents Build a Brand AI Can’t Replace | Tara Polley

Tara Polley (00:00)
I think that AI is maybe being overvalued when it comes to real estate. You know, people are really worried about being put out of business and things like that. I’m gonna go back to relationships and

I also think visibility is a big one, right? Building out your own brand. ⁓ so to use, you know, sort of real estate-related analogy, like don’t build on borrowed land. So if you’re with a big brokerage or something like that, that’s great. If you’re buying Zillow leads, that’s borrowed land as far as I’m concerned. Build your own brand, build visibility, be consistent, show people who you are, what you’re passionate about.

Issa Hanna (02:08)
Welcome back to another episode of the Real Estate Pros Show. Today, I have a real estate rock star to give us their knowledge. Tara Polley welcome to the show.

Tara Polley (02:17)
Thank you so much. I’m excited to be here.

Issa Hanna (02:20)
I’m super excited to have you as a fellow agent. ⁓ I know how hard it is to to build ⁓ an accomplished reputation, A, and then do the kind of business you’ve done over the years. ⁓ it’s not easy. It takes a special kind of person and and you’re that special kind of person. I looked you up, top one and a half percent ⁓ of realtors in the nation. So ⁓ can you kind of give us a day to day of of a top agent in the United States of America?

Tara Polley (02:47)
my gosh, there’s so much, right? There’s always something new to do. I mean, between building your business, building your brand, curating your clients, making sure that you’re servicing them at a high level. I mean, there’s just day-to-day, it’s always different. That’s part of what I love about real estate, is it’s never boring. So there’s that.

Issa Hanna (03:07)
Definitely never boring. we’re a business of variables and ⁓ you know, the good agents, we we serve our clients’ needs. And when you care about your clients’ needs, ⁓ like you said, every day can be different and and and and can, you know, can really affect you when when something goes the wrong way and really affects you positively when when you do everything the right way, you know, and you and you help them out. So I can definitely relate to that answer. ⁓ I wanted to get into a little bit of

history, you know. ⁓ how how’d you get started? We all have like a pretty cool I got into real estate story. So let me hear yours.

Tara Polley (03:42)
Yeah. I mean, I don’t know if it’s, you know, super exciting, but I mean, I had four kids and they were young and I was, you know, working nine to five jobs. And I thought, how can I have a family and build a business and and do something that’s a career instead of a just a job? And I started looking into real estate. And part of this for me, I didn’t realize it at the time, but it’s such a a core ⁓

need for me because when I was a kid, my mom would open up a map, put her finger down, and we would move wherever her finger landed. And we did that almost every year until I was about 12 years old. So for me, home was very fluid. And I didn’t totally know what that meant, right? It wasn’t until we found Sonoma County, which is where I’m based now.

that I really started to realize that that’s about building a community and connecting with the people around you. And it’s not just about like finding a structure to live in with bedrooms and bathrooms. It’s really about lifestyle and who you connect with. And so it just became a passion for me to ⁓ to help people find their home, you know, and that word to me means so much.

Issa Hanna (04:46)
Amazing. ⁓ I I love that it’s a passion for you. as a as somebody who had a lot of buyer clients themselves, ⁓ I found that to be a passion of mine, the look on their face when they finally find the house. ⁓ it’s priceless. So ⁓ amazing, amazing answer. And ⁓ touching on on business relationships, Sonoma County, you’ve been able to build your name, your brand. ⁓ I have a lot of real estate agents, I have a lot of real estate people that are just starting off. ⁓ and

You know, they’re like, okay, I got my license. I don’t know what to do. How do they start building these ⁓ relationships and growing their network?

Tara Polley (06:08)
Well, I really feel, you know, I’ve been in the business for 25 years. And so I’ve been through every market that you can imagine from the, you know, multiple offers over asking, hundreds of thousands of dollars, you know, more than people are asking, to the 2008 crash when everybody was losing their homes. We were doing short sales and foreclosures and trying to help people save their homes. And it was, you know, chaos, right? A little and it was, I mean, two totally different markets. I remember being in deals where

You would be halfway through and the lender would call and say that the feds rated a bank and shut it down that morning and they couldn’t get the loan. And so it’s it it, you know, you can see both sides of that. And ⁓ I think the only thing that appreciates in every market is relationships. So it’s really about giving first, you know, going in and offering your help or your ed your assistance or your professionalism and not expecting anything in return because that’s going to be.

the best way to build those relationships. It’s an investment just like anything else. And so if you go in and you’re thinking with a giving mindset instead of a taking mindset, then they’re gonna use you, they’re gonna refer you, you’re gonna build that business a lot faster than paying for Zillow leads or something like that.

Issa Hanna (07:19)
One hundred percent. you you’ve heard people say it a million times, word of mouth is the best advertisement. So you treat the the people good. ⁓ they’re not only just your clients and and you’ll get it you’ll get the commission check. You’re sprinkling seeds in a garden ⁓ and and that garden will grow. And the better you treat your clients just like plants, ⁓ the more that garden will grow. So

Tara Polley (07:42)
Yeah, I think that commission is a byproduct, right? Like it’s not I mean, we all need to make a living and that’s great. But like if you are doing the right things and you’re operating in integrity and you’re operating with a give first mindset, you’re going to get the commissions. So if you just don’t stay focused on that, then you’re gonna do just fine.

Issa Hanna (08:00)
Hundred percent. Hundred percent. ⁓ dropping knowledge on us left and right already. I love it. ⁓ and I wanted to pivot just a little bit because you you’re personable. ⁓ you have such knowledge in the industry that they gave you your own TV show. So I I kinda want you to run down a little bit about how the T V show got started and and what it’s about.

Tara Polley (08:22)
Yeah, thank you. So American Dream Media, ⁓ they feature real estate agents who know their community. And they approached me three years ago and they said, Would you like to represent Wine Country on our television show? And I said, my gosh, that sounds terrifying. And I don’t even like my picture taken. So this is gonna be really uncomfortable. And that’s exactly why I’m going to do it. And you know, I just thought I’ll suck at it until I don’t, and that’ll be okay.

And so I started doing it and it turned into something I really loved, not just because it was a growth opportunity for myself, but also because I got to shine a spotlight on my community. I’m here in Wine Country, Sonoma Wine Country. And so it’s one of those markets that is really compelling to people around the world. And they love to see what we’re doing here. They love to see what to do other than wine tasting when you come here. We’re one of the number one microbrew areas in the world. We have things like, you know, bike rides and five-star Michelin chefs and, you know.

sports, you know, events and things like that. So being able to feature all of that, just I it also gave me like a growth mindset and I started thinking bigger. And so, you know, maybe while some other people were featuring the the new restaurant in town, I was off like, hey, I’m gonna film Super Bowl because the 49ers just went to the Super Bowl in Vegas or we’re having Super Bowl here in town. So I’ve been to Super Bowl twice with the show.

And I think that mindset, just thinking bigger and and being willing to take those risks, ⁓ it really appealed to them. And so they offered me my own thirty minute show and I have five segments all to myself to do the same thing.

Issa Hanna (09:54)
I love that. I love that. And I’m sure it’s it’s full with knowledge because we’ve been on for ten tenish minutes and and you’re just giving our viewers so much. It’s it’s amazing. and and with that, ⁓ we have a lot of investors over here at Investor Fuel, one of the top investor ⁓ masterminds in the whole nation. ⁓ so I wanna get I wanna pick your brain about

Some tips. Can can we get some tips for our investors over here?

Tara Polley (10:23)
Sure, I’ll do my best.

Issa Hanna (10:58)
All right. ⁓ so when somebody’s just starting out, right, and and they’re speculating, right, and and they’re trying to run their numbers, what do you think is, you know, the best strategy? ⁓ I I’ve I’ve heard a lot of different things. I’ve heard estimate low, go high.

⁓ you know, but as far as like estimating maybe their their profits or or where to target, you know, how to target up and coming neighborhoods, ⁓ can you kind of give what to look for on the map?

Tara Polley (11:31)
Gosh, what a great question. ⁓ I think, you know, what I’ve seen in the last few years, more than anything else, is that ⁓ people aren’t necessarily looking for bedrooms and bathrooms and square footage anymore. They’re really gravitating to things that offer lifestyle. So, what has like the best dog parks nearby, or you know, is walking distance to restaurants or or things of that nature. So

I think lifestyle has become the leading factor in choosing a property, not just for investors, but for, you know, first-time home buyers and luxury clients. So ⁓ I think investigating that and really understanding your neighborhoods and your market, ⁓ that’s a really great place to start.

Issa Hanna (12:13)
⁓ great great advice on on the investing side. ⁓ now we’re gonna pivot back to a little bit of future talk, right? ⁓ you you’ve been ⁓ your top one and a half percent in the nation. You have your own TV show. So as far as a real estate agent goes, right, you’re you’re up there. I mean, I I haven’t talked to too many agents who who are this accomplished, right? So

Five years from now, and you said to dream big, you said, you know, ⁓ to achieve big goals. So five years from now, are we winding down a little bit? Are we are we scaling up? Are we staying the same? what’s your five year plan? Where am I gonna see you at?

Tara Polley (12:54)
Wow, gosh, what a great question. ⁓ you know, what makes that question so complicated to answer, I think right now, is AI, right? Like that’s that’s the factor that is sort of making things ⁓ a little bit unpredictable. An unpopular opinion that I have ⁓ is that AI may not last the way we think it’s going to. I I feel like

You know, it’s hot right now, we’re all using it as tools, and that’s great. I I worry about sustainability of that in, you know, fundamentals like data centers, right? Like environmentally and things like that. There’s all these factors that go into that. So there’s a lot to figure out.

And I think that AI ⁓ is maybe being overvalued when it comes to real estate. You know, people are really worried about being put out of business and things like that. I’m gonna go back to relationships and

I also think visibility is a big one, right? Building out your own brand. ⁓ so to use, you know, sort of real estate-related analogy, like don’t build on borrowed land. So if you’re with a big brokerage or something like that, that’s great. If you’re buying Zillow leads, that’s borrowed land as far as I’m concerned. Build your own brand, build visibility, be consistent, show people who you are, what you’re passionate about.

And I think that as far as like AI and and the future of real estate and being an agent and things like that, as long as you’re kind of really expressing yourself, I mean, you do have to be visible. And, you know, getting on the show was my recognition of that. It was me going, This is so uncomfortable. I hate this. I don’t like public speaking. I’m so scared to do this. But how else am I going to be visible and just taking that leap? And it’s it’s literally changed my life. Like

in ways I couldn’t even imagine. So I really think that going forward, the agents who really build a brand and stay visible are the ones that are going to succeed.

Issa Hanna (14:44)
Definitely the time tested theory. ⁓ our our our industry changes, you know, we had the internet, ⁓ we we have tons of things that that get thrown in. We had the crash, now we have AI. ⁓ but the one thing that that stands the time or stands the test of time is the brand ⁓ building. So I love that answer. Yeah.

Tara Polley (15:46)
Just a quick aside, I just had to laugh when you said the internet. I literally was cleaning out my garage the other day and I’ve been in the business long enough that I found a a certificate that said, congratulations on using this new thing called the internet to build your business. And I was like, wow, I am old.

Issa Hanna (16:02)
Well, ⁓ if it’s any consol or consolation, ⁓ do not look at it at all. When you said you’re in the business for twenty five years, I’m like, wait, what? this business w wears you down. You think you know, I’m I’m twenty five in real estate. ⁓ so it it’s treated you well, definitely. ⁓ and and now I wanna kinda give you the floor, right? If if people wanted to use your services, because you are so personable and

and number one also knowledgeable, ⁓ where would they reach you at?

Tara Polley (16:33)
Yeah, so obviously social media, right? So we’re all over there. All of my social media handles are tied to the username Polley’s properties, P-O-L-L-E-Y-S-P-R-O-P-E-R-T-I-E-S. So Instagram, ⁓ YouTube, Facebook, all the things, LinkedIn, all the things. So ⁓ I’d love to connect there so that we can, you know, have a relationship. And then my website is welcomehomesonoma.com And ⁓ you know, give me a call.

Issa Hanna (17:00)
Make sure you guys give her a call. like I said, one of the most accomplished realtors we’ve had on the show. ⁓ very personable, very knowledgeable. I mean, come on, guys, she has her own TV show. so you want to deal with the best in Sonoma County, ⁓ give Tara a call because she will definitely take care of you and put your deal together the right way. ⁓ Tara, I’d like to thank you. Thank you so much for coming on the show. it was a true honor. ⁓ I’d like to invite you back on the show actually at a later date if you’d have me.

Tara Polley (17:29)
I’d love that. Thank you so much. It’s such a privilege to be here.

Issa Hanna (17:32)
Thanks for coming on, sharing your knowledge. Like I said, one of the most accomplished people we’ve ever had on the show, ⁓ as far as real estate agents go. ⁓ and to my viewers at home, if you guys enjoyed my conversation with Tara and want to see more like it, make sure to hit like and subscribe. I talk to people every day that could bring us different knowledge on every aspect of the real estate industry. Until next time. The Real Estate Pros are out.