Mastering the Art of Real Estate with Erica Wolfe, Dubbed the Wolf of Real Estate

Dubbed the wolf of real estate, Erica Wolfe is a dynamic real estate agent turned entrepreneur, building a thriving agency while inspiring others to break barriers. As a teen mom, she balanced two jobs and two kids, diving into real estate in 2008 to create a better life. From expertly crafted digital ads and geo-farming strategies to streamlined systems that make real estate magic happen, Erica has mastered the art of marketing in the modern age  early, she turned Facebook videos of her hustle into a lead-generating powerhouse. 

Since Wolfe Realty's inception in 2017, Wolfe has been passionate about empowering women in a male-dominated industry, leveraging systems to build wealth, and sharing her healing journey to inspire others.

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About Mastering the Art of Real Estate

Whether you are a Real Estate Advisor or an entrepreneur with a service, product, or brand, this podcast is for you. As busy professionals juggling countless ideas and tasks, Mastering the Art of Real Estate brings you valuable conversations with guests just like you — from real estate advisors and financial planners to stagers, interior designers, coaches, tech start-up CEOs, and lifestyle experts.  Our goal is to inspire and empower you to take what you learn and apply it to elevate your own business. 

If you would like to connect with our guest, or be introduced to a Real Estate Advisor in your area, please reach out.

And if you are looking to buy or sell in the San Francisco East Bay, or LA, contact Debbi @ [e-mail] | 510.414.6777

To be considered for Debbi's Podcast, Mastering the Art of Real Estate, or to make suggestions who you'd like to see on her show, please reach out to Chase Betta @ [e-mail] or directly to Debbi DiMaggio @ [e-mail]

We hope you find Mastering the Art of Real Estate interesting, and you take something away that you can implement in your own business.

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Episode Transcript

Speaker 1 (00:37):
Welcome to mastering the Art of real Estate. I'm your host,
Debbie Demagio. We are here today with Erica Wolf. Erica
is coming to us from Jupiter, Florida, and I'd like
to bring her in. Thank you so much for joining us, Erica.

Speaker 2 (00:54):
Thank you so much for having me. Debbie.

Speaker 1 (00:57):
We're so excited to hear all about after I your bio.
I just I don't know how you do it, but
I guess women are just they rise up just like
you have. So I'm going to formally introduce you and
then we'll get started. Erica Wolf, dubbed the Wolf of
real Estate, is a dynamic, dynamic real estate agent urned
entrepreneur building a thriving agency while inspiring others to break barriers.

(01:21):
As a teen mom, she balanced two jobs and two kids,
diving into real estate in two thousand and eight to
create a better life. From expertly crafted digital ads and
geofarming strategies to streamlined systems that make real estate magic happen,
Erica has mastered the art of marketing in the modern age.
Early she turned Facebook videos of her hustle into a

(01:45):
lead generating powerhouse. Since Wolf Reality's inception in twenty seventeen.
Wolf has been passionate about empowering women in a male
dominated industry, leveraging systems to build wealth, and sharing her
healing journey to inspire others. I love this quote that
your team members sent to me. According to the National

(02:05):
Association of Realtors and Are, approximately eighty percent of real
estate agents fail within their first five years. On top
of that, a large percentage leave the industry after just
one year. Yet over sixty percent of the industry are women,
a twenty percent increase since twenty twenty, and yet women
are less represented. Why is that? So I like to

(02:28):
bring you on, Erica, and let's hash some of this out.
First of all, I can't even imagine we'll get into
how you did it raising children as a teen mom,
But I want to first start how you got into
real estate. Some of our guests started out as teachers.
I had one who was in the police force and

(02:48):
on a SWAT team. One was a fitness owner. So
they've come from all different and some came from right
out of college. So how did your journey begin in
real estate? Well?

Speaker 3 (03:01):
I never really had the normal teenage jobs. As a
teenager in high school, I worked at a bank, and
then from that one of the clients of the bank
was an insurance agent, and she asked if I would
come on and be her assistant. So I did that
and then got my insurance license, and quickly realist is

(03:24):
really good at selling insurance. And then that was I
would say probably two thousand and seven. You know, you
start looking at the settlement statements that are needed, and
I'm seeing those commission checks to the real estate agents.
And at this point I almost on my second kid.
Two thousand and eight, I had my second child. I
was like, hmm, I was like, any more money, quicker,
not what this is. So I got my real estate license.

(03:46):
I did both insurance in real estate until about twenty
ten when I went full time real estate and kind
of an odd path to it. But I haven't looked accent.

Speaker 1 (04:02):
That's awesome, that's incredible. And how old are your kids today?

Speaker 3 (04:06):
Nineteen and seventeen. So I'm basically an empty letter and
now re exploring what this means.

Speaker 1 (04:17):
Exactly. That was a tough time for me. So how
could you give tips for other women to break into
and thrive in male dominated feels both elsewhere and in
real estate, Because you certainly did it.

Speaker 2 (04:33):
Well. A lot of psychology goes.

Speaker 3 (04:35):
Into in my area, most of the male agents who
are super successful and female. But we're speaking on the males.
I realized I never go to bat with them. Stripping
the ego goes a long way and we get a
lot of transactions done that way. They all love to
work with us. But for that it's I was.

Speaker 2 (04:58):
Never trying to like prove anything.

Speaker 3 (05:01):
I just was a know it all in the sense
that I learned everything I could about contracts. I went
on to every education course. I someone called me a
course junkie. I just wanted to know exactly what I
was talking about. And then the psychology part of it all,
I would say about a decade ago really leaning into
that and learning the art of negotiating and men verse

(05:26):
women right, and how things are handled, and it's worked
with clients well and other agents, what kind of.

Speaker 1 (05:33):
I love that. It's so true, especially when you're getting started.
I think a lot of people it takes them forever
to get their license, and they get their license and
I think, oh, it's going to be so easy, and
then they last a year because they're not implementing and
they're not training themselves and they're not taking the courses.
So I just want to say what you did by
immersing yourself and courses was so great and obviously helped

(05:57):
you to get where you are, laid a foundation. Tell us,
how did you study for the psychology part of it.
I don't hear that a lot. It's clearly in our business.
But you hear of the you know, more of the
schooling or books, but not the psychology, which is so crucial.

Speaker 2 (06:15):
Yeah.

Speaker 3 (06:15):
No, I think I realized when I was playing therapist
in the car. Right back then we used to have
the buyers in the cars, and you're like really realizing
that you're leaning in. I'm like, I don't know how
to advise these people in their life, Like.

Speaker 2 (06:28):
Why are they asking me this question? And I started reading.

Speaker 3 (06:32):
And then when podcasts came about tuning into the podcast
and now I love to get my information from TikTok
and I know everyone's going to kill me, but I
love like the thirty thirty second drops of information that
I can take away.

Speaker 2 (06:48):
But I mean, it's just looking at behavioral.

Speaker 3 (06:53):
Psychology is basically what I go through, and then relationships.
A lot of relationships psychology, I would say, over the
past years I've tuned into, probably just because what I
was going through myself.

Speaker 2 (07:05):
But it was interesting to learn that.

Speaker 1 (07:10):
Absolutely. How did so did you have mentors that you
were looking up to or that were you were working
with in your real estate and insurance business.

Speaker 3 (07:22):
Yeah, so, honestly, one of my first mentors was my mentor,
and I didn't even realize he was was a client
and an investor that I got from going short sales
and foreclosures. He was a Canadian buyer and he owned
multiple businesses, and so for some reason we just made
a connection and we'd go look at these homes and

(07:44):
he would educate me, you know. He was a Harvard
grad and would give me kind of the fast truck
to business.

Speaker 2 (07:52):
He really was one of my first mentors. And then.

Speaker 3 (07:57):
The agent got Mary Beth, who started me an insurance.

Speaker 2 (08:01):
She was a great business woman as well. And then
from that, I think you find mentors here and there
that'll pick you up and give you a little pieces.
But those two were probably the most impact.

Speaker 1 (08:10):
For me.

Speaker 2 (08:12):
For sure.

Speaker 1 (08:13):
Absolutely. It's funny you don't even realize who your mentors
were until you're asked later down the road, because it's
just right. It sounds like from what you just said.
And now when I go back, I'm like, wow, I
had so many But it wasn't like, oh you are
my mentor. It was just like, you just take all
this great knowledge from these people who stepped in when

(08:33):
you needed them or when you didn't even know you
needed them, like your investor client.

Speaker 3 (08:38):
And I think that really having the hindsight of it
all now is what has been impactful for me to
take the birch with other agents and for my team members,
I say, just teach them, Like if they're coming into
the transaction and they clearly don't understand what they're doing,
obviously it's not your responsibility, but how nice would it

(08:59):
be if all the agents surrounding us did know what
they were doing.

Speaker 2 (09:02):
It make our job easier. And if you have the.

Speaker 3 (09:04):
Time, teach them show those absolutely.

Speaker 1 (09:10):
As I always tell new agents, don't worry about what
you don't know. Just say I'll get right back to you.
Call us, we'll give you the information and you can
go buy it right back to your client. It's not
rocket science. It's just really about learning whatever it is,
whatever your job is, it's you know you're not going
to know every answer, so yeah, I'd love that you

(09:31):
give back to women or your men too, But.

Speaker 3 (09:34):
Yeah, and I think it leans into the statistic of
the first three years, right, And my.

Speaker 2 (09:41):
Thought process with the first three years of this industry.

Speaker 3 (09:43):
I didn't go to college, was hang for my education, right,
like how much can I learn and how quickly to
actually make this a full time career? And I just
wanted to do it as quickly as possible. And that
happens through learning. And I think a lot of agents think,
you know, they're going to be making the same that
an agent who's ten years in is going to and

(10:05):
it's like, no, no, no, no, they paid for their
education those for three years.

Speaker 2 (10:09):
You just got to stick through it. You got to
stick through that three years.

Speaker 1 (10:13):
Absolutely. So what advice do you give to a new
agent starting out because they're coming in it's it's basically like,
here's your desk and go to it. So what five
things you tell a new agent to do.

Speaker 3 (10:28):
Treat it like a full time job as best as
you can. Obviously you still have to have an income,
but as best as you can. Please treat it like
a full time job, because I'm not going to call
you after something happens in a transaction and update you
and let you know how I handled it. But if
you're in office, I'll probably put my phone on speaker
so you can hear the entire thing of how it

(10:50):
was handled and what happened. And you're going to learn
a lot quicker. That's my first thing. Figure out how
to use social media. Lean all in on the social media.
Don't be a secret agent, be a real estate agent.
And I know you have for five, but I think
those are my three go tos.

Speaker 1 (11:09):
Okay, So how do you so? And so? How are
you okay? So where? How are you? How are you
getting your business? How does Erica get new business?

Speaker 3 (11:19):
So most of our business is done through farming, whether
it be digital or print mailing at this point. But
I started out just social media and then learned how
to do the paid ads behind all of our content,
and then shifted our content to the mindset of how
most business is outside.

Speaker 2 (11:40):
Of real estate. Do it is? What are our commercials?

Speaker 3 (11:42):
We're value propositions and I'm so happy to spend five
dollars a day on each video putting that in front
of my neighbors. Basically, you know, fifteen mile radius is
what you have to do on meta and so we
typically hone in on just a fifteen mile radius, but

(12:04):
we hit it hard. We typically have anywhere from eighteen
to twenty three ads a day running based upon how
many listings we have, and again five dollars to day
for those.

Speaker 2 (12:14):
And then.

Speaker 3 (12:16):
We have about fifty eight hundred homes that we do
our mailers to and they'll get two to three postcards
a month on that so wow, that's typically where they
get it from.

Speaker 1 (12:32):
That's amazing. So I know a lot of people don't
want to spend the money, but in order to make money,
you have to spend money, and this is great. So
two to three postcards a month, that is amazing. That's
a lot. And then you said so and the paid
ads because I've never done that, so I'm taking notes.
I've been doing this for over thirty five years, over

(12:53):
thirty years, close to thirty five, So eighteen to thirty
ads you're running. We have to go to commercial break,
will be right back, but I want to pick up
the eighteen to thirty ads and what are you? What
are you saying? So we'll be right back with Erica
Wolf and Jupiter Florida. Welcome back to mastering the art.

(14:45):
Of real estate. I'm here with Erica Wolf. She is
in Jupiter, Florida, sunny Jupiter, Florida, and we were just
talking about where she gets her and her team Wolf
Reality get their leads and their business. And I've been
doing this for aard third years and I haven't implemented
these things that she's talking about, so I really wanted
her to spend some time and break it down. She

(15:08):
uses meta ads, so is that Facebook and Instagram?

Speaker 2 (15:11):
Correct?

Speaker 3 (15:12):
And then they have some third party websites that they're
linked to as well that they.

Speaker 1 (15:17):
Okay, And then you do you create eighteen to thirty
ads a month, and you do it with and it's
five dollars a day, and you do it. Is it
fifteen miles to thirty miles or just fifteen mile radius?

Speaker 3 (15:29):
I do fifteen mile radius, and you can do a
different dollar amount. For some reason, it's I'm just stuck
to the five dollars a day. I've always stuck to it. Obviously,
if you put more behind, you'll get more views on that.

Speaker 1 (15:43):
But what are your ads? So give us give us
and you don't have to give us thirty ads, but
give us some ideas.

Speaker 3 (15:50):
No, So that's what I was going to say, so,
I know it seems like a lot, but it matters
how many listings we have, right, So out of those,
there's probably only three to five of them that are
truly like.

Speaker 2 (16:01):
I would call commercial style.

Speaker 3 (16:03):
That are, you know, pitching to sellers, pitching to buyers,
or asking for a home evaluation.

Speaker 2 (16:10):
Right.

Speaker 3 (16:11):
All of the others are going to be listing videos
for home tours, because that's what we pitch in our
marketing plan, that every home gets a video and gets
the ads. But you know, as we've learned over the years,
the home tours and listening videos, they will find you buyers,
but they really do market yourself.

Speaker 2 (16:30):
So you have all of these.

Speaker 3 (16:33):
Typically we have around I think it's like fifty six
thousand viewers, and that's basically the size of my town
that fifteen mile radius.

Speaker 2 (16:43):
They're seeing you with multiple homes.

Speaker 1 (16:48):
I love it. And so and these are usually video
Are they always videos? Are they all video ads?

Speaker 2 (16:53):
All videos? Yes?

Speaker 3 (16:55):
Because videos you're able to retarget and then to keep
putting ads in front of them.

Speaker 1 (17:00):
So we're always going first, awesome, I love it. And
then you have two to three postcards. Just give us
an idea of what you're sending in your postcards for
the audience.

Speaker 3 (17:12):
So one set of mailers, just the print of them
is around thirteen hundred and then the stamps the EDDM
is around like nine hundred and fifty. So fifty eight
hundred homes. What's the rough mouth on that? I should
have added this twenty seven hundred. Oh, someone's going to
kill me if I'm off on that. Oh, I'm definitely

(17:33):
up on that. Thirteen hundred and nine. I'm sit here,
so thirty thirty one, no, thirty two, I don't know.

Speaker 1 (17:41):
That's no, no, no, no, I was readying what you what
you were putting, what you were putting, I'm sorry, not financially,
but so you're mailing to about fifty eight homes and
correct and then and then your ads are about is
it just listed just sold or what are you putting
in those postcards?

Speaker 3 (17:58):
So we're a big monthly one show everything that is
currently for sale and everything that's sold within that farm
area right that community where we always send to, and
then we send ones with a market update and then yeah,
typically it's just a just sold. But my thing is

(18:19):
I've proven time and time again a postcard that has
just sold and being mailed to the neighbors one time.
You're typically never going to get business on that, and
it's a waste of money in my opinion. So our
strategy is we don't send the just sold unless you're
in that fifty eight hundred homes. If that home is
within that, then we send the dress solds because I

(18:42):
just want everybody saying our name. It's been said that
you have thirteen times before somebody remembers your name after
seeing it.

Speaker 2 (18:51):
My whole goal is how quickly can I get.

Speaker 3 (18:53):
Them to see my name thirteen times so they remember it?
And most of our postcards get thrown away. I always
say it's like a journey to the trash, you know,
but I'm like hoping.

Speaker 2 (19:05):
I think they look at it.

Speaker 1 (19:06):
They do it exactly. But what I had an agent
once he asked me to co list a property with him,
and he kept asking me how much we were going
to spend on the advertising, and I said, it's it's
it doesn't we have a high end house. So if
we had a lower end house, you're not going to
spend as much because there's not many, it's not as beautiful,

(19:29):
so there's not going to be as much opportunity. But
when you have a really great listing, that listing will
last forever. The photographs, you know, all of the content.
We were in a magazine. I said, it doesn't I don't.
I don't put dollar for dollar per house. It's just
when you have an opportunity, you really go for it.
So with the postcards, as you were saying, it's you're

(19:50):
doing postcards, but you're also video and people are seeing
Erica Wolf and Wolf Reality over and over again. So
it's not like because you spent whatever you did postcards
that that made that lead and that sale. They probably
saw you on a bench chat or they saw you
walking down the street or at an open house. So
it's just important to have a lot of balls, right, Yeah, exactly.

(20:15):
Is there any other tools or systems you use to
scale your agency and your company, your company and yourself.

Speaker 3 (20:25):
I mean, not necessarily for scaling. We're very systematized and
we have a standard. So every agent, we're a small team,
there's eight of us total, is trained in the processes,
in the way that we do it, and we have
a you're not allowed to waiver from our marketing plan.
You're not allowed to waiver from having the TC do everything,

(20:49):
so which is a set of standards. I think so
the reviews and word of mouth goes a long way.

Speaker 1 (20:55):
So absolutely, are you really good about getting your reviews
after you close a deal? Yes, I could see that.
I'm only starting to get better at that, but I
could see you're very very systematized, which I love. And
I think that also comes with when I started, there

(21:15):
was there there was no internet there, so we did
not have social media, so it's very different. So so
it's so great. I know a lot of people that
have been in the business like me a long time,
some of them who didn't want to embrace social media.
You know that you can't. You have to. It's just
a it's a must, and I love that. Yeah, don't

(21:36):
be a secret agent. You have to be out there.
There's too many of us, right, there's too many agents
out there, and if you're not out there and available,
they're not going to find you. Tell us how your
personal story and I don't know how you did it
balancing motherhood and your business and overcoming challenges. I mean,
this is a whole podcast on its own, So share

(21:56):
some of your insights as super Woman.

Speaker 3 (22:00):
Or you know, when I tell people when I get
in the zone of trying to tell people about my life,
I kind of am an open book and we'll just
spill it all out real quickly without really how much
trauma and how crazy most of it sounds. And I'm
like this, then this and this and this, so alspare
you on all of that. But I think the biggest

(22:23):
thing is when your back's against the wall, it's amazing
what you can do, right, So there was no other
option but.

Speaker 2 (22:29):
To succeed in it. So that's what I did.

Speaker 3 (22:32):
And I think because of some of the crazy things
that have happened, let's say, just even from having my
children on to today, it has provided me with a
lot of empathy for a lot of people in situations
that goes hand in hand with my career. You know,
whether it be a state, whether it be divorces like
it's those, it touches people. So I understand. Whereas before,

(22:59):
I think if my life was easy and pretty and great,
I think it would be hard to have some empathy
for people going through it. So yeah, I mean, you
just do it. You put your pants on one leg
at a time, just like everybody else.

Speaker 1 (23:14):
Go for it, all right, and just make it happen absolutely,
so tell us about the importance of community focus in
your business.

Speaker 2 (23:26):
Well, that started.

Speaker 3 (23:29):
I don't think there's a police officer in our town
that I haven't sold a house to. Places started increasing
in our area. I've realized that, you know, breezes weren't
happening to the police department. And I just happen to
have one client that luckily he bought when he bought,
or else he wouldn't have been able to. And so

(23:50):
I ended up going to a town council meeting and
asking for a raise for the police officers because I
realized they hadn't had a raise in like seven years,
but the cost of living had gone up so substantially,
And I said, don't you want because we have such
a beautiful town, And I'm like, don't we want our
officers living here when they're paid to protect it, won't

(24:13):
they be more like protective right if they live here.
If they can't even live here, they're a little snobby
people that like, no, they should be able to. So
that kind of somebody posted a video on social media,
not me, and it went viral within my community, I
should say, and did really well. And then because I'm

(24:36):
a native in my town. I'm really against overdevelopment. I
think the parcels should be purchased for what they're allowed
to do. I don't like variances given, and I make
a joke within our town. I was like, if we're
going to give anyone a variance, is chick fil A
because we don't have a Chick fil a like. Aside
from that, no one gets a variance. So I was

(24:58):
really big at the game council and speaking out against
over development. And most people, I would say my age,
aren't aware of what's going on and what the town
councils are voting on. So it was easy for me
to bring it to social media. And then I did
another platform where I pitched the town that they should
have transparency and be posting on social media. So they

(25:19):
hired our social media person so we can all actually help.
We mail it with the waterline like most people pay online,
like they don't realize. So that was big for my community.
But I think just because I'm a native to where
I am, I.

Speaker 2 (25:38):
Did what I think was or still think what is
right right.

Speaker 1 (25:43):
That's amazing. And what's also amazing about what you did
is you were vocal where a lot of times, relators
have to be neutral, and you were very vocal, so
it could have gone either way, but you stepped up
and so people probably commend you for that, and the
police certainly did. And you have a whole niche there.

Speaker 3 (26:04):
Oh man, if I get pulled over for speeding, they
let me off like, no problem, it's gone to my head.

Speaker 1 (26:13):
I know. One time, I was one of my in
our very small town. Our cousin was the one on
the police force, so everyone knew knew us. And so
one day, the kids it was a lacrosse party and
I guess I was not parked correctly. So someone said,
Missus Demagio, your car is getting ticketed. So and so

(26:34):
the kids run out with me and I said, oh,
I'll move. I'm sorry. He said, oh, Missus Demagio, it's okay.
That's okay, and then he didn't give me a ticket,
and the kids are like, I want that. But it
does help to know people in the right places, So

(26:57):
I love that.

Speaker 2 (26:58):
Yeah.

Speaker 1 (26:58):
When I was reading about community, so I do a
lot of community service, and we were charity. I helped
work with a lot of children's charity. So it was
fun to hear your community and what that meant to you.
So that was fun to hear a new perspective. So
with that, we're there obviously I can see, we can
see all the great benefits that you have done for

(27:20):
the community on no variances and speaking out. But were
there any negative things that came out of that getting
involved with the community that and how you overcame.

Speaker 3 (27:32):
It if there was, Yeah, I'm sure. I don't think
there's an overcoming of it. It's just ignoring it, right,
Like not everyone is. It's gonna like me and I
think when you become confident in who you are, you're
fine with that, right, Like, I mean, people are allowed
to have different.

Speaker 2 (27:49):
Opinions and views and that's what makes it great.

Speaker 1 (27:54):
So yeah, that's true. So what is one of your
story of a deal you're working on, a transaction working
with your client. What was one of the most memorable
in a good way. We can talk about challenge challenge
on the next question, but one of your most memorable

(28:16):
experiences you had positive?

Speaker 3 (28:20):
Yeah, No, there's been so so, so many, But I mean,
I guess one just because I saw it last night.
It was so cute. Oh she has them to be
married to a police officer. But I worked with more her.
She posted a little like carousel online and every because
we sent home aiversary cards. Every home aniversary, she goes

(28:44):
and takes a picture in front of her house.

Speaker 2 (28:46):
So it started just the house. Then it started both
of them. Then it started both of them and their daughter.

Speaker 3 (28:51):
And then it started both of them their daughter and
their dog, and then the next one was like a
dog and two kids now, and I was just like,
oh my god, that is so sweet, Like you don't
realize that you were when you match people. And then
I guess just the journey of like she was somebody
I said, no, you're going to buy this house and
she's like, I don't know. I'm like, no, no, no,
for what you said you want in your life, like

(29:14):
this is.

Speaker 2 (29:14):
The house for you.

Speaker 3 (29:16):
And so to see like they're still so happy there,
right and now they're raising a family and growing there,
like they're not going to move for the next twenty
years out of that house, you know, like it's.

Speaker 1 (29:29):
A life there. Yeah, that's a great story. I love it.
That is just yeah, it's amazing. I just got a
text the other day from you know, they started out
as a couple, as you know, and then married and
now a baby, and it's just it's amazing to watch
people's families grow and that you had a little part
of it, and it just I don't know, I guess

(29:50):
you always as a mother. I always feel like a
mother to all of these clients, no matter what their
age and my age. Yeah.

Speaker 3 (29:58):
Well, and like, man, I've better I better not stop
the home versary cards. I actually won't know what day
did I take on.

Speaker 1 (30:07):
So you're like, oh my god, yes, I love that
home versaries. So what are some biggest challenges you've faced?
I mean, you, you know, just having kids as a
teen mom is big enough. But in some of your
real estate deals or just over the years, what are
some of your biggest challenges you've faced and how did
you overcome them?

Speaker 2 (30:27):
I mean in real estate?

Speaker 3 (30:31):
Well, so, I guess the biggest thing was because I
did start when I was twenty one, it was to
be taken seriously. And I think around like age twenty
seven twenty eight, I finally like broke into bigger deals
and like its taken more seriously. So that was during
that season was obviously very very very challenging. But I

(30:56):
mean the hardest thing I think is just when an
agent went to fight because they're not getting their way.
And at the end of the day, we're just supposed
to be representing our clients. We have to speak what
they need and what they want. And I still end
up with agents that I like to say, throwing hissy
fits and they think that's going to change, and I'm like,

(31:16):
why why are we getting so stressed out over this?
Like it doesn't have to be this stressful. I think
it's still like my biggest challenge to this day that
I haven't really found a true overcoming, Like I just
slow down and speak quieter when they start like throwing
the hissy fit. But I'm like, okay, Like I can't

(31:37):
make them accept a different number, like I'm trying. But
you know, it's situations like that that I would say
probably once a month we still battle. So if anybody
listening or watching has sits.

Speaker 2 (31:53):
And tricks, I would love that.

Speaker 1 (31:56):
Well what I say because I was I remember working
on a transact and the person because of phones, because
of text people don't pick up the phone. So my
number one rule is please pick up the phone because
you don't know what the feeling behind the messages and
if and you don't know the story. You don't know

(32:17):
what the agent's going through. You don't know what the
seller or buyer's going through. So at this one point,
we were working on a deal and I called the
I had to call the broker to say, can you
please just have her call me. You know she's not
in any trouble. I mean, I just want to have
a conversation so I can get to know. But she
will not pick up the phone. So she called me

(32:38):
and I said, I apologized for calling. You know, you're broker.
She's a friend of mine, and I just wanted to
find out what was going on. When I learned what
was going on and where the buyer's father who was
guiding her was from, it made sense because my market
in California, Northern California, my market in LA, and your

(32:59):
mar that I know nothing about. We all have different
ways of doing business. And so once we had that
conversation that just a little piece of communication, we overcame it.
And so I think number one, communication is so important
in picking up the phone. The other thing is to
answer your question. I've been doing this for a long time,

(33:20):
So the other thing I could offer advice is you
you were saying, is that the deal isn't between you
and me. The deal is between the buyer and seller.
We're the facilitator. We don't sell. We're not going to
sell someone house. We'll facilitate the process. And so by
you telling that other agent, it's not between us, it's

(33:41):
this is the information I was given and I'm relaying
that to you, so we don't there's no need for
us to argue. It's not our battle. So, yeah, that is.

Speaker 2 (33:51):
Well, and I yeah, no, that's great.

Speaker 3 (33:53):
And I think you know a lot of times I
definitely try to get what is going on, what.

Speaker 2 (34:00):
The story, because it's you can get a whole picture.

Speaker 3 (34:03):
If it's an agent that doesn't know that much of
what they're doing, like you may have a solution around it, right,
And so that's the biggest thing in the transparency.

Speaker 2 (34:14):
Of it all.

Speaker 3 (34:15):
And I do try to hold that like close to
my hip. When you know they're throwing a fit, I'm like,
I just got to get the full story for that.
They just don't know what they're doing. They have no
other solution to panic, like to straight panic.

Speaker 1 (34:32):
So right, it's like like you said, a hissy fit
or it's just a stubborn child, it's like, but if
we can communicate, you know, as a parent does, right,
You're communicating, You're trying to communicate with your child. You're
trying to, you know, have a conversation. It's really about
conversations and communication. And that's one of the reasons why
I think AI can't take us over is because it's

(34:55):
just too personal. It's way, it's just it's emotion, it's psycholl,
it's hand holding. So with that conversation of AI, let's
jump into that. I'm sure you're using it. I love it.
How are you implementing AI in your business?

Speaker 3 (35:13):
Listing descriptions are really huge for us. We used to
have a one sheet well it's used to be a
one sheet. It's like one hundred sheets now. But it
has every listing description ever wrote. And it's like in
the format and how I like it, and like Zillow,
it has a certain SEO in the first two sentences

(35:33):
of the listing description. So my first two sentences may
not make sense to people like reading it.

Speaker 2 (35:41):
But it has all of the key features real quickly.

Speaker 3 (35:43):
Because if you were to go on Google and type in,
for example, Juputer home Workshop, you could have it somewhere
else in the paragraph, but it wouldn't be the first
one that pops up on the Google search on Zilla's platform.
But if you put these I call them SEO keywords
in the first paragraph, they get higher. But I've always

(36:04):
hated the way it was, so we gave AI, like,
why I do it this way.

Speaker 2 (36:10):
And we have different listing descriptions obviously for Birchhores, for Zillo,
for this, for that, and it was able to make
these like magnificent listing descriptions that are so SEO heavy
that they're ranking better on Google. Like that's just the
start of it.

Speaker 3 (36:27):
But we've built out bots and we've had them study
all of our videos, well my videos as well as
some of the other agents who are heavy in video
that I really respect and like their format of their
videos I like, so we had to learn it. So
now when we go to a listing shoot, we put
in the key points of the house and it pools

(36:47):
a script in my tone and the way.

Speaker 2 (36:50):
I would like to talk with keywords.

Speaker 3 (36:54):
So I don't have to sit there and rack my
brain full of adjectives, you know, to describe this house.
And it's like, well, I'm on my sixth listing shoot,
this week, and I've already said, you know, amazing open space.
I'm like, I don't want to see that again, keep
saying the same thing. So that has been really impactful
for our business.

Speaker 1 (37:16):
That's amazing. So what I the bird that the ducks
were and I couldn't hear it? No, No, I just
want to go back to what you said. So you're
asking the SEO in like chat GBT, your ut in
a description.

Speaker 3 (37:33):
So we built out different thoughts is what they're called
within chat cybt, and it's once you have an operator
program within chatgybt, and you you basically tell it the
whole purpose of anytime I input anything in here, here's
what you're going to put out for me. So I
don't have to say, like I need a listening description

(37:54):
or I need a video script. I say here at
the home details, and within whatever spot we're in, it'll
make it. So it's been programmed basically to have it.

Speaker 1 (38:06):
Okay, all right, we're gonna go to coastal break, we're
gonna come right back, and you're gonna tell me where
on my phone or in chat GBT I find this spot.
We'll be right back with Erica Wall. Welcome back to

(39:40):
mastering the art of real Estate. We are here with
Erica Wolfe of Wolf Reality. She is in Jupiter, Florida,
and we are going to have a tutorial. We've never
done this before because a lot of it kind of
you know, it's people's experiences but in their history. But
we're are we are going to have a chat GBT

(40:02):
SEO how to maximize your brochures and your descriptions and
you're listing, So Erica will I'm taking out my notes.

Speaker 2 (40:10):
And I'm going to take a lot of Okay.

Speaker 1 (40:13):
Twenty minutes, so's i'd want to go through this and
understand it all. We don't need we don't need to
gloss over it. I think this is really key.

Speaker 3 (40:22):
So within you have to be signed in to chat
GBT and in the top left corner and I do
this chat GBT normally from my desktop.

Speaker 2 (40:34):
You're going to.

Speaker 3 (40:36):
Program a prompt that you will always use and you
can go in depth and what you're going to say.
You know, I need listing descriptions based off of high
SEO keywords. Here's a couple examples of my current listing descriptions.

Speaker 2 (40:56):
Make this better. We'll make it better.

Speaker 3 (40:58):
It'll give you a couple of scenari you say which
one you really like, and see, this is my favorite.

Speaker 2 (41:05):
Now, whenever I give you.

Speaker 3 (41:11):
Not components, when I list items about the house, I
would like you to structure a listing or a listing
description and this format from here on out and it
saves it. And then so on your left side, on
the desktop you'll have or on the mobile, there is
a little parrot you can toggle on and off within
your your bots so that you no longer have to

(41:32):
prompt it anymore. It is programmed with those prompts, right,
So how you get it to study people is you
can ask it to study your social media channels. You
can ask it to study friends channels. I typically like
to just put in URLs of the videos I like
and or download a video and upload a video to it.

(41:55):
When you're building this out and say remember this for
a future this is the format that I it's then
you can put in some keywords that are describing a
property and it can spit out a script for you
and you can say I don't like that, I want this,
and you're basically just programming it to then.

Speaker 2 (42:12):
Be able to use for future use.

Speaker 3 (42:14):
So we have one that is like client responses. I
have scripts, I have listing descriptions, one for website and
then one for MLS and then what's our other bought.

Speaker 2 (42:29):
Oh, community market Leader.

Speaker 3 (42:32):
Yeah, but then we have another bought for Community market
Leader that will have stuff for Jupiter into pacta information
that we ask it to pull and it's to be
able to make sure anything we write about the community
has our initial prompts in it. Okay, So it's just

(42:53):
really to build out a bot. You want to think
about what things are you always asking chet GBT to
do for you, and then you can finally stop giving
it the prompts and you just toggle on and off
of those boots.

Speaker 1 (43:07):
And so I couldn't see it on my phone, but
when you said, I think you said, on the right,
does it say the word bot. Top left, it'll say
the word bot.

Speaker 2 (43:17):
Yeah, you'll progress and then talk and then.

Speaker 1 (43:19):
You toggle it on and off when you're working on
that specific thing.

Speaker 3 (43:24):
Yeah, you can just be in your normal chat DPT
or you can toggle on into you know, one of
the programmers in our bots and.

Speaker 2 (43:33):
Get it done. And then you mentioned it.

Speaker 1 (43:35):
And then you mentioned so do you take a video,
Like if I took your video from your Instagram and
I popped it into chat Ji and said, I like
this format. It'll what will it do, It'll come out
with my listing or what will you know?

Speaker 3 (43:50):
You're going to You're going to say, I want you
to watch these videos or whether it's a video, and
I'm looking to duplicate these and have you write scripts
for me on my own homes And then it may
ask you for details or your home whatever promptent has
back to you, and you reply, but then you don't.

Speaker 2 (44:13):
The point is once it learns and.

Speaker 3 (44:15):
Says that that's the way you want to do something
there in the future, it will always be saved.

Speaker 1 (44:22):
I love it. That's so exciting. I love learning new
things that It's fabulous. So I am visual. So I
see you. You're in Jupiter. I don't. I've been to Miami.
I've been to Palm Beach.

Speaker 3 (44:37):
I've been to the Sah Yeah ten minutes ten minutes
north of Palm Beach.

Speaker 1 (44:44):
Oh okay, so you're ten minutes. So tell us about
your community is who who who? Where do your buyers
come from, where do your sellers go? And who kind
of lives in Jupiter? And tell us a little bit
about why we would like.

Speaker 3 (44:59):
Yeah, so Jupiter really took a boom in the eighties
as a first boom with Pratt and Whitney and FPL
Florida Power and Light, so an engineering firm and an
electric firm. So we were full of engineers back then.
And then really I want to say the late nineteen nineties,

(45:21):
early two thousands, like Celine Dion moved there. We started
getting some celebrities because we have aqua blue water and yeah,
we're we have gorgeous waterways and a lot of waterways.
And then I would say around like two thousand and five,
two thousand and six, a lot of golfers really started
moving here. We've always had some golfers, but I think

(45:42):
Jupiter right now has thirty eight professional golfers. I'm not
a sports person, but I do know like where a
good amount of them live because I'm a real estate person.

Speaker 2 (45:51):
But yeah, so we have it's a fluid now.

Speaker 3 (45:57):
And where people come from, if they are is typically
we have like a good amount of Massachusetts and New York,
but we've stayed pretty pretty local. The Jupiter's people typically
don't leave. They typically don't end less retirement time and
cashing out of the house you'll see them go to
like a North Carolina maybe a South Carolina, you know, right.

Speaker 1 (46:24):
And do you are good schools there for raising families
or their families there or single.

Speaker 3 (46:29):
People, great schools family aged? I mean, well Trump's grandkids
go to Jupiter Christian the only private school in Jupiter.

Speaker 2 (46:39):
Like it's a.

Speaker 3 (46:40):
Very yeah, it's a family friendly area. I would say
that I do know people that'll leave to try to
go you know, meet different people, the dating scene, news
and two popping, you know, and then come back.

Speaker 2 (46:56):
Have their family. It's not as a.

Speaker 1 (47:01):
Right, right And so how far? So what's where are?
What colleges are nearby? What airports do people fly in
and out of? Just to give us a visual of.

Speaker 3 (47:09):
Where coombech Airport, PBI colleges. I mean we have FAU,
which is in Boca, and then typically I know a
lot will go to UF and f SU. My son's
at UF, so he's gained those four hours away. Florida
is a big stake, just like California. So we're just
spread out.

Speaker 1 (47:31):
Absolutely. And what are your favorite things about it? And
what do you tell your buyers when they're coming from elsewhere?
You know, give us take me through as a buyer.
What if I'm new coming from California.

Speaker 3 (47:44):
So a couple of things I like to ask is
do you like to say hi to your neighbors when
you get off of work? Because then I know if
they want more acreage rural property or do they want
like a zero lot line community. And when I ask
those two questions, nobody ever gives me a direct answer.
But when I switched it to do you like your

(48:05):
neighbors saying hi to you when you get off of work?

Speaker 2 (48:08):
I opened it up to where people are like, actually.

Speaker 3 (48:10):
No, I'm done with working it rather not I'm like,
all right, so you want a little more space in
between the homes, all right? And then so I'm like
going down, do you have any trucks? Because we have
big trucks. Then I know, ha, not ha. What dogs
do you have? Do you have any peoples germanship? Like
I asked the no no dog list? And then I'm like,
all right, golfer or do you like paddleboarding or boating

(48:34):
or fishing?

Speaker 2 (48:35):
Like what is your hobbies?

Speaker 3 (48:38):
And then I know, like do they like to go
off roading like rural or in town by the beach
or on the water?

Speaker 2 (48:46):
Right if they're big boaters.

Speaker 3 (48:48):
And I can kind of point them into the neighborhoods
of like minded individuals.

Speaker 1 (48:56):
Absolutely. So it's so you so, are there a lot
of I picture a lot of country like country club
like developments there is that there are.

Speaker 3 (49:07):
So we get a lot of people that want like
a gated community, and I'm like, we have only four
like single family home gated communities. We have some town
homes that are more dated too, but like membership communities,
we have really high end ones with the courses. But
there's four and I mean it's starting out as four

(49:29):
million and those typically so it's like, you know, you're
not going to have a gate, but the town is
so safe for the community, so safe like you know,
neighborhood patrols like in action.

Speaker 1 (49:42):
You know.

Speaker 2 (49:42):
So it depends on that.

Speaker 3 (49:45):
We sometimes have to show them that that you know,
you want this home, you want this neighborhood to is
just missing the gate.

Speaker 1 (49:53):
Okay, it's when we are where we are, there are
no there are no gates. But kind of it is
very different, a little bit like Scott Still Arizona. I'd
say it was probably I like Jupiter, So tell us,
what do you so there's so many apps out there,
there's so many websites, so many programs. Do you use

(50:14):
anything other than a calendar? Do you use any apps
that you love or utilize or you know, even if
you don't do, do you think find value in them?
And how do you keep organized?

Speaker 3 (50:28):
I am a person I always try to strive for
in box zero on my email I typically and most
days around eight or nine, So that to me is
my running.

Speaker 2 (50:42):
To do list.

Speaker 3 (50:43):
Yeah, obviously Google calendars I and then social media. Honestly,
we use Trello for our business. That's all of our
listing launch or active listings or pending listings. That's for
all the marketing, but the marketing team really hones in
on that. And then we have list within Trello for
what my assistant needs to accomplish every day, what the

(51:05):
marketing team needs to you know, accomplish daily, weekly, monthly.
And then yeah, pen and paper really as my next
best favorite.

Speaker 1 (51:18):
I know, And you said, did you say Trello? Is
that what you said?

Speaker 2 (51:22):
Yeah, because it's just easy to move the car the
next lot. Ye. Oh, I don't know.

Speaker 1 (51:31):
I don't know what I've heard about it from someone else,
but I don't know. So tell us what trello is,
because I don't think everyone.

Speaker 3 (51:36):
Knows what it's similar to, Like I know other people
use Monday or things like that, So I like to
think of it as a visual corecord. And when property
gets moved from coming soon to active to pending to sold,
each one has a to do list. So the second

(51:56):
the card is transferred, we just had it set up
this way. Task are added inside that photo of the
house the card for it to be accomplished, to make
sure we're letting everybody know that we sold this ouse,
or letting everybody know this house is for sale. And
we do the same thing with community videos and neighborhood
content as well. There's a checklist that so we're making

(52:19):
sure it is posted everywhere that we didn't miss anything.

Speaker 1 (52:23):
Awesome. I love it. I think I tried to go
on it once and then I got overwhelmed and then
I jumped out.

Speaker 2 (52:29):
So it could be first.

Speaker 1 (52:34):
It's tough, so tell it. Let's end with the next
couple of minutes. You must have a morning routine. You
look healthy. You have to be healthy to be able
to do what we do. So give us your morning
routine and how you keep up with your busy team
and your clients.

Speaker 2 (52:53):
Specifically awake up. Yeah, specifically awake up that five.

Speaker 3 (52:57):
However, I have been having the hardest time since going
on vacation to Tahoe. I've had I don't know why
that time changed, and then winter and then it was
chilly here. It's more like six at the moment, but
I'm working on getting it back to five. I don't scroll,
I don't go through my phone or anything. I make

(53:19):
my coffee, start laundry, start the dishwasher. Then I journal
or read or sometimes both whatever book I'm reading for
like twenty minutes, have my coffee, wait for the sun
to get up, and then right across as State Park
from my house, so I get my ten thousand steps
in and then I typically do a story on my Instagram,

(53:44):
and it's either about what I journaled, what I.

Speaker 2 (53:47):
Read about that people.

Speaker 3 (53:49):
If I don't walk in the morning, the people on
Instagram are in my dms like are you alive?

Speaker 2 (53:54):
Are you sick? What's wrong?

Speaker 3 (53:55):
Why aren't you on today? So they really hold me
acount the ball at this point for it. And then
I also say that's when I check my calendar and
I tell them what I'm doing for the day, because
I do have a good amount of real estate agents
that follow, so I tell them what we have going
on for the day, and then I work and I.

Speaker 2 (54:17):
Try to leave the office. And this is probably from
me having the kids. I really try to leave office
by three or four. Now.

Speaker 3 (54:24):
When we were busy slammed pandemic, you know, I was
leaving at eight. But I really do try to leave
three four and get to pilates. I do pilates like
fortys a week, and I go home and cook and
try to turn my brain off if there isn't an event.
But sometimes, you know, there's an event five six o'clock,

(54:44):
a dinner or this, and I'm really I think now
I'm going to start limiting those to maximum two a week,
if not one, because I was finding myself getting a
little burnt out, and I think that was adding to
the cycle of not being able to wake up early enough.

Speaker 2 (55:00):
Right.

Speaker 1 (55:00):
I love it. That's awesome. That is so great. And
you have to take care of yourself in order to
be everything for everyone at all times. And this is why, well,
thank you so much. How could we get a hold
of you, how could we help you? I look forward
to referring you. I do not know anywhere in Florida.

Speaker 2 (55:19):
So, oh, I want to you.

Speaker 1 (55:23):
I'm sorry, Kim.

Speaker 2 (55:24):
Do you know Kim?

Speaker 1 (55:24):
Did you work with Kim Ripberg. She's someone who follows
you and she's she's trying to help me with video.
I hate doing video and so I'm gonna watch you.
But she follows you. She was one of and she's
a video coach. So I'm trying to get on video.
So I'm going to watch yours and find some inspiration
and try to do it. Okay, so let's go. How

(55:46):
do we get in touch with you?

Speaker 3 (55:49):
So Wolf of real Estate, but it's Wolf with an
E on every single platform and it's my website, so
Wolf of real Estate you can find me and should
be fine.

Speaker 2 (55:59):
I'm pretty good about what I answer.

Speaker 1 (56:03):
Wonderful. Thank you so much, Erica. It was so fun
and I'm as soon as I get done with my
next three appointments, I'm going to go on Chat, GBT
and Friday Night. That's what I'm going to be doing,
trying to learn how to create a bot.

Speaker 3 (56:15):
And you got it watch a YouTube video too. It's
really easy. Once you realize what it is, you'll be like, oh,
this is easy. You got this all right.

Speaker 1 (56:24):
Well, thank you so much for being on the show.
I really appreciate it. I have a wonderful.

Speaker 2 (56:27):
Weekend you as well.

Speaker 1 (56:29):
Thank you.

Speaker 3 (56:33):
Tune in each week for another episode of Mastering the
Art of Real Estate with host Debbie Dimagio Here Friday's
New n Easton on the Bold Brave TV network. Tune
in to wear real Estate Matters, Matters