How to Build a Brokerage That Grows Without Burning You Out with Jennifer Gale

Q: How can real estate brokerages grow their teams?

A: Real estate brokerages can grow by combining consistent recruiting efforts, email marketing, social media, phone calls, and in-person events. Jennifer Gale shared how her team uses these strategies together to connect with agents and expand into new markets.

Q: What is the best way to recruit real estate agents?

A: Jennifer recommends combining email campaigns, social media, phone calls, and monthly training events. Inviting agents to an event makes recruiting calls feel more natural and gives potential recruits an opportunity to experience the team’s culture.

Q: Why are standards important in a real estate team?

A: Clear standards create fairness, accountability, and consistency as a team grows. Jennifer explained that introducing new standards can create friction, especially with long-time team members, but maintaining those standards helps build a more professional operation.

Q: How can real estate team leaders improve accountability?

A: Team leaders can establish clear expectations and regularly review performance. Jennifer’s team hired a chief growth officer to audit the database every three days, reducing the need for Jennifer to personally follow up on every lead.

Q: How can real estate leaders stop micromanaging their teams?

A: Jennifer found that hiring the right people and trusting them to do their jobs created more capacity for her as a leader. Delegating responsibilities and establishing reliable systems helped her step away from personally monitoring every lead.

Q: How does social media help real estate teams recruit new agents?

A: Social media allows real estate teams to showcase their culture, share valuable content, and connect with potential recruits. Jennifer’s team combines social media marketing with training events and personal follow-ups to build relationships with agents.

Q: How can real estate teams create consistent marketing content?

A: Jennifer recommends continuing to create original content while repurposing existing posts across different pages. She revisits older content through Facebook Memories and shares it on other pages to maintain a consistent online presence.

Q: How can real estate leaders overcome challenges as their businesses grow?

A: Leaders must recognize when old habits no longer serve their business. Jennifer shared that trying to outwork every problem and keep everyone happy eventually stopped being effective. Establishing standards, delegating, and reflecting on her leadership habits helped her approach the next stage of growth.

Q: What does it mean to stay consistent in real estate?

A: For Jennifer, consistency means showing up every day, marketing regularly, modeling the right behaviors, and not taking things personally. She emphasized that success comes from doing the right things over a long period, even when results are not immediate.

Q: What advice does Jennifer Gale have for real estate team leaders?

A: Jennifer’s advice is simple: stay the course. She encourages team leaders to follow their systems, continue marketing, and consistently do the work to the best of their ability. Over time, consistent effort creates more opportunities for growth and success.

Jannifer: [00:00:00] they wanted the best leads. They wanted to not do the work, and it was going on a system of rewarding bad behavior.

Jannifer: You become like an emotional hostage with no payoff. 

Suneet: What’s up, everybody? Welcome back to another episode of the Reside Platform Podcast. I am your host today, Suneet Agarwal. I gave everybody else the day off. And my guest today, for her second, visit to our show, is the illustrious Jennifer Gale. Jennifer, how are you? 

Jannifer: I’m fantastic. I love that description.

Suneet: I mean, I think it’s true, so there you go. Jennifer, runs a indie brokerage in Woodstock. Are you in Ontario? 

Jannifer: Yep, we’re in Ontario. 

Suneet: Woodstock, Ontario, in the town of Woodstock. I have a [00:01:00] question. Is that where the concert was? 

Jannifer: No, we’re not that cool. 

Suneet: Yes, ’cause that, the concert’s Woodstock in the US, in New York.

Suneet: Okay, cool. How many times have you got that question since living in Woodstock? 

Jannifer: A lot of times. 

Suneet: Especially from every American, right? They’re all, “Oh, Woodstock.” 

Jannifer: And I get to tell them that we’re actually the dairy capital of Canada. Yeah. 

Suneet: So you guys have lots of cows. 

Jannifer: We have lots of cows. We have our, When you come into the city, there’s a big cow, so when you come to visit me, we’ll get a picture with that cow, for sure. 

Suneet: Yes. deal. I can’t wait to see the cow. That’s awesome. how’s everything going in Woodstock these days? 

Jannifer: It’s going good. it’s, I think the markets are the same all over the place, but we’re doing really well and having a blockbuster year, and just keep motoring through.

Suneet: [00:02:00] Blockbuster, what a great word. What has to be true to, for Jennifer Gale to say that it’s a blockbuster year? 

Jannifer: I think that we’re gonna more than double our business from last year, which was pretty incredible. That was a tough market. And from our first year, it will be triple times the business. and that’s through agents coming and agent loss.

Jannifer: So we’ve got some systems that have maintained it where it doesn’t fluctuate the actual business numbers. So that’s blockbuster to me. 

Suneet: Yeah, me too. that’s a great, definition. So how long have we been hanging out for? Has it been a year? Has it been longer? 

Jannifer: It’s gonna be two years in February.

Suneet: All right. So coming on our big anniversary, what are some things that you’ve discovered in like the last 12 months? 

Jannifer: Oh. This last year has been [00:03:00] probably the biggest for discovery. It was… when we jumped in, it was hard to take all of the pieces and put it all together. but going piece by piece.

Jannifer: So standards create friction, in the beginning, but you have to have them, so friction is good. the recruiting, I mean, I don’t know where we would’ve been if we didn’t know that message about recruiting. it’s so grateful that we did the recruiting that we’ve done and continue to do.

Jannifer: And you know what? Surrounding yourself with great people, you just get better by the people you’re around, 1,000%. 

Suneet: It’s so s- it’s so, s- cl- it’s, like, it’s a cliche thing, but it’s so true. It’s, like, ridiculously true. I’m all, “This is so cliche,” but oh my God, it’s absolutely accurate. 

Jannifer: like, I, we went to our first Reside event, Rachel and I, in April, and that was our first, event, and it was mind-blowing [00:04:00] for us because the humility that was in the room by people that were doing a gazillion things bigger than we were doing.

Jannifer: And then coming back to the ranch, we hit that hiccup in our business, and it was actually my husband that said, “You have to book. You have to go to the ranch. You gotta be with your people.” And it was the best thing that could happen, again. 

Suneet: I hope you booked for November in Vegas. I’m gonna harass you till you do.

Suneet: I think I texted you this week. Did I? 

Jannifer: You did. I’m like, “Oh,” I’m like such a… I’m like, I’m an easy sale, too. Hey, I started warming my husband up. I’m like, “I think that I, like, should probably go and talk face to face.” 

Suneet: Yeah. I mean, look, the next day, I know your husband is a football fan. The next day is Raiders versus the Seahawks.

Suneet: So a lot of people are talk- a lot of people are talking about going to that game, so I don’t know. 

Jannifer: Okay. Well, that, that could probably be a sale. If you see me book it tonight, you’ll know that the conversation [00:05:00] was had. 

Suneet: Yes. Yes. A lot of people are talking about it. Kevin Feely, who is in- 

Jannifer: I’ve never been to Vegas.

Suneet: I think you would like it. Yes. it’s a really cool city even with everything else, right? so standards is something that you mentioned. Standards around what? 

Jannifer: well, standards around just the team and the participation and activity. before we were running on Very loose, Like layup leads, and we’ve introduced new lead systems and grown the team, and we had to keep it so it was a system of fairness. And what felt fair for many didn’t feel fair for a few. so when we introduced those, there was… It was a challenge, but, we hold to those standards. We hired a chief growth officer that goes in and audits the database every three days to make sure that’s up to pace.

Jannifer: And it’s not me [00:06:00] necessarily bugging them, the people anymore, like, “Hey, what happened with that lead?” It’s, that takes me out of the equation and makes it a little bit more polished and professional, too. 

Suneet: Yeah, and palpable, so you’re not having emotions when you see some shit not going the way to standards.

Jannifer: Oh my God, when I started inspecting the database, that was like the end of the world for me. I would start that at 8:00 o’clock in the morning when I really dug into it, and by 8:45 I’d be like, “What the… Ugh.” So it was like a bad way to start the day. 

Suneet: Yeah, like, I don’t know if you ever heard me talk about it, but, right, like back in the day, I swear I was like one of the first people I ever heard that audited, follow-up boss.

Suneet: In fact, Chappy used to say, “Dude, this is your superpower. No one is gonna follow a boss as, as much as you.” And I would get up early [00:07:00] on Sundays and do it, and it’s when my eldest daughter was young, and, like very young. She’s only 10 now. When she was very young, right? It hasn’t been that long. And, by the time she and my wife would wake up, I’d be in a fucking pissed off mood ’cause I would have been in follow-up boss from like 5:00 AM to like 8:00 AM, right?

Suneet: And back then I had so, I had like 80,000 leads 10, like 10 years ago, and I was just like, “Oh, I’m gonna, I’m gonna strangle somebody.” Like, what the hell? And then the funny thing, or the unfortunate consequence of that, besides turning into a dick for my family on the weekend, was all my agents would wake up on Sunday from like an 80 mentions, 70 mentions from me on their leads.

Suneet: They’re all, “Suneet, I just woke up. I’m so sorry, but I have 70 notifications on leads that were out of SO- out of SOP.” I was like, “Yeah.” 

Jannifer: Yeah. I, I was doing the same thing, [00:08:00] not at 80,000, but just dialing in and tagging. I’m like, “What happened with this person? Where’s this at?” 

Suneet: Yeah. And then so now you have somebody in office that does that or virtual?

Jannifer: In office So she helps oversee, like we have the leads division now and overseeing all those operations between everything. So that’s been like a big game changer just for capacity-wise for me. Like hiring people and letting them do their job is amazing. 

Suneet: Yeah, I mean, like, as of like a couple weeks ago, or maybe two months ago, you can automate a lot of that with AI too.

Jannifer: I know. I know. I, I have that, learning disability where my brain stops, shuts ideas. I’m getting better. 

Suneet: but like you don’t have to learn it. and you don’t have to like buy any kind of product, right? Like [00:09:00] give it to the person, “Here’s the SOP for leads. Here’s Follow Up Boss. Follow the SOP.”

Suneet: and then, but it’s not like to replace that person that’s doing it, ’cause I’m sure she’s doing a wonderful job. It’s to empower that person for more efficiency. 

Jannifer: And to do more, right? Because the job is never ending. It’s always going. There’s always stuff to do. We could work 27 hours a day if it would allow, seven days a week.

Suneet: Yes, absolutely. I wanna get back to the standards for a second, is you said standards create friction. 

Jannifer: Yeah, that was the challenging part of this year, because we started off so small and, recruiting was a new idea even in our marketplace. So what we started to do was so out of the norm, and so out of the norm for the people that had been with me for a long time.

Jannifer: and then running like an operation, like [00:10:00] a business as opposed to, just the way that we were rolling. And the people that had been here for a long time, they didn’t want to do the standards. they just, they wanted the best leads. They wanted to not do the work, and it was going on a system of rewarding bad behavior.

Jannifer: You become like an emotional hostage with no payoff. 

Suneet: Yes. Yes, an emotional hostage. It’s horrible. That’s such a great way to put it. 

Jannifer: that will keep you awake at night. It was like, And then you bring in new people too, and you bring in new people that have a hunger.

Jannifer: They’re like, every- the system’s not new for them, standards, you can bring their… That’s just what they’re used to, and they’re hungry. So it’s hard to not take that shot. Like, that will always outpor- perform, poor work habits. 

Suneet: Yes. Yes. It’s so true. Like the standards, [00:11:00] as you said, just like reinforcing, like not the…

Suneet: like I’m not gonna ever call anybody lazy, but I could call somebody have a different focus or be overwhelmed with distractions, right? 

Jannifer: I would say for in my case, it was just the way that I taught people to treat me in the business. So it really is my fault. when you’re hustling on a small team and you wanna keep your…

Jannifer: Like, we’re like a family, and you wanna keep those people happy and, and fed, then you train people to treat you like that. So when me as a leader changes, it doesn’t make them bad. It’s kind of my fault, but it’s hard. You can’t go back. 

Suneet: Yeah. I mean, look, like- I don’t remember the last time I said my team was like a family or any business I’ve run is like a family, ’cause yeah, no.

Suneet: right before this on Fridays at 9:30, I have a lead meeting [00:12:00] where it’s me in front of Follow Up Boss, and you better have your camera on, and I’m gonna go through all your leads in front of anybody, and if you fuck something up, I am calling you out publicly, right? That meeting is a lot of silence with me, everyone looking at me staring at the screen, and it is so awkward for people.

Suneet: It’s an uncomfortable meeting. You know what? I’m glad. That’s by design because I’m here to win, right? I’m here to win. And then,If somebody gets called out for something on a lead, then also they’ll learn and everybody else will learn. So it’s always, like, that refinement of the process and, like, I have a book that I’m gonna send you.

Suneet: One of my mentors, this, marketing guru, is named, Perry Belcher. You may have heard me speak about him in the past. and he wrote one of [00:13:00] the forewords of my book, or I think he had ChatGPT write it, but that’s all good. and, Perry wrote this book about how humans think, right? And it’s on, like, the caveman brain.

Suneet: Have you ever seen anything about the caveman brain? Right? Like the caveman brain is like, what did cavemen optimize for, right? Like shelter, food, reproduction, right? and the tribalism. Because back in the caveman days, if you didn’t pool resources, you would be out in the jungle and a Tyrannosaurus rex would come gobble you up.

Suneet: Everybody who’s saying, “Did, does Suneet really think that cavemen were around at the same time as Tyrannosaurus rex?” No, of course I don’t. I’m educated, but it’s just a funny little way to put it, right? maybe it’s a saber-toothed tiger, maybe it’s a wolf, whatever, for you [00:14:00] scientifically, accurate people.

Suneet: But so the tribalism, like nobody wants to be ostracized from the tribe, and that’s why like I’m gonna send you that book. It’s maybe an hour-long read. That’s why those caveman principles for me are like so real, right? Like this is our instinct, right? So it’s real in leadership. Yeah, it’s real in leadership, it’s real in marketing, it’s real in communications, right?

Suneet: Like, so it’s a really fascinating way to look at stuff. 

Jannifer: And I would think that the people that wanna rise to the occasion would learn their lesson. Very early in my career, I worked with my fir- one of my first mentors, and it was in a new home subdivision. I was young and, probably irresponsible and stuff.

Jannifer: And he had this team and I was on the team, and I was probably out in the parking lot hacking a dart, talking. I walked into his meeting and I [00:15:00] think it was ru- like, obviously it was rude. It was five to 10 minutes late, and he called me out in that meeting and said the reasons why.

Jannifer: And I will tell you, till this day, I’ve never been late for another meeting again. I understood it, I respected it, and I’m gonna tell you, I sat at attention in that meeting. 

Suneet: Yes, calling people out publicly can almost, in many instances, create feelings of shame Right? And public shame is how people change their behavior, right?

Suneet: and maybe shame is too strong of a word, but that’s the caveman stuff, right? Like, nobody wants to get kicked out of the cave. 

Jannifer: Yeah. And nobody wants to,have their be called their peers around them. I, for me, my would be like, “I’m gonna call 1,000 people before I cease to need again.”

Suneet: Yes. Good. But, [00:16:00] like, that’s that. we do that let’s go to the board. I think I just did one for your team this week. 

Jannifer: Yeah, we did a… Well, no, we did the brokerage meeting, which was awesome. 

Suneet: Oh, okay. yes. but, like In those kind of exercises, it’s a public declaration for accountability, right? And that’s why when somebody says something, let’s go to the board or an accountability group, when somebody says something, And then doesn’t do what they said they were gonna do publicly, then that’s a feeling of shame, right? And I always say that you can’t motivate people, ’cause you can’t. But people’s feelings are very motivating, right? Like, that’s one of the biggest motivator. We can inspire people, and you’ve probably heard me talk about Mel Gibson in Braveheart.

Suneet: So, like, you can inspire people, like William Wallace in Braveheart, but, motivation is fleeting. So anyways. 

Jannifer: Even inspiration, I think that’s a leader’s trap [00:17:00] too, ’cause we’re around people and we’re like, “Oh, you’re so inspiring, and I wanna do this and this.” And when you leave and they don’t do that, then I’m like, “What happened?”

Jannifer: It feels like f- a failing as a leader, but it’s not. It’s just, an ego problem. 

Suneet: No. Yeah, I mean, I’ve never thought about it like that, which is interesting, right? Like, I get that I’m… I get told that I’m inspiring all the time. As a matter of fact, in my morning journal, I write down like 34 different mantras, and one of them every day is, “I inspire others,” ’cause that’s so important to me, right?

Suneet: but I have never felt any kind of way when somebody said that I inspire them and didn’t do shit. That’s very interesting. Now I’m gonna think about that all the time, Jennifer Gale. Thank you. 

Jannifer: Oh, it’s like our heart. Like, you want to see people do so well. And I believe when they sit with us, they honestly wanna do so well too, but they have that block in, [00:18:00] in them.

Jannifer: And it’s just, for me, it would be my ego thinking I have the power to make you do this. 

Suneet: What, what kind of, like, mental blocks did you have previously, as we talk about others people’s blocks? What kind of limiting beliefs did you have that you overcame in this journey? 

Jannifer: Oh, man. Like, you know when I started in real estate and I was in pure scarcity.

Jannifer: I didn’t have the luxury of letting my thoughts get in the way too much. I actually needed money. Like, I pawned my jewelry to get an apartment. So I didn’t have that luxury. but throughout that career and building up that and becoming super successful, as a solo agent with all the wrong motivations, I was just like, “I’m gonna win all the awards.

Jannifer: It’s me against you.” And then I, I crashed out, right? Like I’d been, I’m an alcoholic. I had hit rock bottom. I had [00:19:00] to come back from that, like really humble. And, over the course since then, when you think, “Oh, I’ve got this figured out now,” like I hit that rock bottom, well, there’s new ones, right?

Jannifer: And the new levels. So, leadership has, like it just exposes you to every part of yourself. So this past year was my overperformance, Like I wanna outwork a problem, I wanna like get you happy, and realizing that just doesn’t work for me anymore. It will not get me to that next level has been very, It’s really challenging, hey, when you sh- wanna look at yourself and you see that what worked for so long is no longer going to work and you’re like, “Well, who am I now?” 

Suneet: I want you to write this down. Have you read the book… Number one, everything you said is so true, and everything you said, resonates with high performers in their [00:20:00] youth, right?

Suneet: so like sure, I wasn’t always like a high performer. I was fucking drug addict, lazy, like w- all the stuff, right? so that like put my professional career back ’cause I was just more focused on partying. I’m sure you probably had some seasons like that too. 

Jannifer: I love to party too. We would’ve partied well together in our days, Suneet.

Suneet: Like work all week just so I can be out all weekend, right? Just so I can be up all weekend, right? Like just keeping the party going and that definitely put back. But once I got that clear, which is also part of youth because it’s like a performance, like you’re just winning and celebrating all the time.

Suneet: and then as we get older, then we look back and, maybe there’s regret in there and then maybe there’s that self-discovery over I don’t need to fucking play anybody else’s game, right? So there’s a [00:21:00] book that I read about this, and it’s a really good book. I just finished it last week. It’s from Arthur C.

Suneet: Brooks. Arthur C. Brooks. Everybody listening, if you’re, like, resonating with what Jennifer and I are talking about in this part of the podcast, in this part of the episode, go get Arthur C. Brooks. The book is called From Strength to Strength.

Suneet: And I just finished it. I finished it on Audible, and I really enjoyed it enough to talk about it on a podcast and recommend it to everybody who’s listening. And, yes, and then his social media and YouTube content is also, super good. So it’s just a good way to think about stuff. let’s talk about recruiting 

Suneet: Anyone who’s listening to these episodes or follows Reside and has listened to an episode of ours for this long has heard people say KFR multiple times. So, talking [00:22:00] about the recruiting, what has been, like, your guys’ top way to, meet more agents, bring on more agents? 

Jannifer: well, I think it’s the combination.

Jannifer: We just dialed in on the email. We went heavy on social media. We do an event once a month and invite out of, brokerage agents. And yeah, it’s the combination. Now we’re breaking into a new market, which is next door to us. It’s a whole different board. and so we’re gonna mimic that in the exact same way.

Suneet: Is that Montreal that you’re going into? 

Jannifer: No, but that opens next week too. That opens next week, so that… No, it’s Kitchener-Waterloo. So, that has So that is,four times the size of our market, and we’re going and doing the events there, we’re socializing there, our marketing’s going [00:23:00] there, and our emails.

Suneet: So what platform do you send the emails from? 

Jannifer: We’re now on GoHighLevel. 

Suneet: Good job. Good job. you know that you can automate everything in GoHighLevel? I have 4X’d my emails. I don’t know if you’ve noticed or not, but I have 4X’d the amount of emails that I’m writing, and GoHighLevel is going through the list, telling me who to send what email to, timing the right emails, putting them in workflows.

Suneet: It is incredible. Everybody listening, it is incredible. My email game is on fire right now. 

Jannifer: And we just learned yesterday, we had John Paul on the call with Tori, and, talking about that market and how we won’t get spammed and hooking in all of our social media with the GoHighLevel, which I’m excited about, so we get some more organic buy-in and we’re not just blindly reaching out to people.

Suneet: Yes. Super. Yeah. Good. [00:24:00] so the emails, and then is anybody making any phone calls? 

Jannifer: Oh, the calls? Yeah. we’re calling in the morning. 

Suneet: who is we? 

Jannifer: Me and Tori. So me and Tori, you know what? We’ll go on little spans where she is hotter on it or I am. I typically get into a little bit of wanting to talk to the people that I know.

Suneet: Just good. Right? That’s building that, human capital like, Chap talks about. So but I have a question about the calls because you said something that I found very interesting is that you guys have a monthly event

Suneet: Are the calls that you make just invites to the event? 

Jannifer: No, that’s in addition to. So we will call about the event. We’ll market heavy to that on social media. That will become part of the email. but I dive in a little bit further with the events. Like, I’ll drop into people’s [00:25:00] DMs on social media with the event.

Jannifer: I’ll hit them up personally on the text message. I’ll touch them on that morning, like, “Hope to see you today,” and then after, “What did you think about it?” So that’s been really good. 

Suneet: Yes. For everybody listening and watching and however you’re consuming this content, is after doing however many thousand coaching calls, what is it, 5, 6,000?

Suneet: I don’t know. And talking to team leaders and broker owners who want to recruit know they need to make phone calls, but are terrified of making the phone calls, just like I was is if you have some kind of monthly event and you turn those phone calls into just an invite, it becomes tremendously easier.

Jannifer: So much easier. So much easier. 

Suneet: It’s so much easier, and at the same time, I hope no one listening [00:26:00] over-indexes of what I’m gonna say next, ’cause there’s still, there’s more nuances to it, is if you happen to send a cold email to somebody, there’s lots of things to consider. However, , there’s my disclaimer.

Suneet: I’m not telling anyone to spam anybody. So if you choose to send a few cold emails to some colder contacts in your list, sending them a invite is often a no-pressure way to land in their inbox.

Jannifer: And, for us, we are able to, we’ll post those into our real estate board Facebook accounts and stuff, where I can’t go into, like, like… And it’s good because it shows agents that we’re educating, we’re pouring into them. We try to have really cool speakers that you can only catch on stages, and we make it a thing.

Suneet: Yeah, totally. And I mean, like, something that’s, like, the speakers is great. something [00:27:00] else that we did to get the recruiting vibe away from it was, I just called it the Sacramento Real Estate Masterminded Mixer. Right? Like, it wasn’t, like, sponsored by my brokerage at the time or my team. It was just the Sacramento Real Estate Masterminded Mixer.

Jannifer: Yeah. We call ours Training Tuesday. 

Suneet: Yeah. Great, great, right? But it wasn’t sponsored by the team, it wasn’t sponsored by Big Block, it wasn’t sponsored by the brokerage. I was doing some of that guerrilla marketing there, right? however, in today’s market, I don’t think there’s anything wrong with it being sponsored by Gale Group, right?

Jannifer: It’s just easier, like, in the smaller markets like ours. Like, we have other brokerages that won’t let their agents come to our Training Tuesday which is amazing. So it’s easier just to do a blanket, we’re here to train. Because once people get around you and experience your people and the [00:28:00] vibe and- 

Suneet: Totally

Jannifer: that’s why you want the people that buy into that too. You want them to come in and be like, “This is where I wanna be. Like, I could fit in here.” 

Suneet: Totally. is your office, in, like, the cute little downtown storefront and all that? Oh, sounds amazing. That’s, like, my dream real estate office to have an office like yours.

Suneet: ‘Cause I see the pictures. You probably got an older building or something, right? And lots of windows and… Yes. Awesome. let me ask you about marketing, because you ladies over there at the Gale Group are fucking crushing everybody with your marketing. It’s ridiculous. It is ridiculous. You’re, like, smoking me, dude.

Suneet: Like, it is crazy. so if you’re not following Jennifer Gale, What are the, the Instagram tags to follow? 

Jannifer: Jenny G Sells, Jennifer Gale Team, or Gale Group. 

Suneet: Yes. Follow them all, ’cause I’m sure they got different shit flowing on [00:29:00] there, right? Like… they are winning.

Suneet: It is a masterclass in marketing, so definitely go and follow. However, that’s not what my question is. my question is, have you always been into marketing like this, or is it, like, something new? Or, like, did you discover this part about you? Was it from the right hire? Like, what’s behind that? 

Jannifer: I do, I did start pouring money into my marketing right away.

Jannifer: Like, in Woodstock, I was the first person to put my face on a for sale sign. And honestly, to tell you the truth, this is funny, maybe it won’t be for everybody, but I put my fa- fa- face on a for sale sign ’cause I went through a breakup, and I thought, “I’m gonna make my ex see my face everywhere.” Ridiculous.

Jannifer: Great motivation. 

Suneet: And it worked, though. 

Jannifer: And, you know, like, that worked. And, we really kicked into the social media. Obviously, you and John at Reside has, [00:30:00] demonstrated that for us, and we follow your principles. And Rachel and I have known each other for a long time. Like, we met each other… Yeah, we met each other in a back alley.

Jannifer: True. She… I got a real estate magazine, and I was gonna be on the cover of it, and they hired Rachel. This is, like, 12, 14 years ago. And they hired Rachel to be the photographer. And so her and I met in this back alley- And instantly we were like, “We’re gonna do great things together.” And, her and I, our minds work really good together.

Jannifer: I can’t wait till she listens to this. When she says about crushing it on marketing, she’s gonna be like, and go 10 times higher. She’ll love that. 

Suneet: Yeah. And honestly, like she did, and she did an episode, so everybody listening, like go listen to the, Rachel episode. yeah, it, it was a really good one, so she’s awesome.

Suneet: And I think like that is so key is,I had, [00:31:00] somebody like Rachel for about three years, and like I put out five long form YouTube videos per week.

Suneet: ’cause we didn’t know. Someone said to do YouTube, right? Poor guy that worked f- for me. we scaled it back, but a lot of what we did together was super instrumental in my business growth and opening the door for Reside and all these coaching opportunities that I have now, right? so He ended up leaving In poor fashion.

Suneet: It was not a good breakup, which is fine. and I said, “You know what? I don’t need him. I can just do this shit myself.” And honestly, I never put as much quality content out again after not working with somebody whose job it was. 

Jannifer: It does help. I do think that as the team leader, though, we still have to still put out, like Rachel will do a [00:32:00] lot of our content and all that stuff, but I really, like I try to put out my own as well, so it’s gonna, like we’re coming at you from other angles.

Jannifer: And really good now because we have the different pages. So my stuff that I put out last year, I’m, like in Facebook Memories, I’m copying it, taking the picture, and then I’m putting it up through my other pages, so I’m recycling that content. 

Suneet: Yeah. I am doing that across six different accounts Right. with TikTok, LinkedIn, Instagram, YouTube, and a Facebook page for six accounts all, putting up different versions of the same content, ’cause I have every video and post saved for, like, the last five years.

Suneet: Probably longer, probably eight years. and it’s all automated. I don’t even know the logins. 

Jannifer: My favorite part. But you know what? That goes to a testament to you, and the message is the [00:33:00] message, and the message is going to be the message. It doesn’t change. We’re not… Like, you’re not a shiny object guy. You stick with what works, 

Suneet: Yes.

Suneet: Yes. Yes. I’m a little shiny object with all the AI stuff, but, you’re right. The fundamental message hasn’t changed, right? and it never will. 

Jannifer: Yeah. And it’s good. Like, you keep us relevant, so it’s good that you’re… Like, you check out all that stuff. For people that have a learning disability like me, you can test it.

Suneet: Yeah. Maybe I have a learning disability, too, ’cause I can’t stop just being into shit. I could talk a lot about, like, comic books and, like, sci-fi movies and rocks, rock music. So yeah, lots of useless knowledge, too. what advice do you have for anybody listening to th- this episode? 

Jannifer: Stay the course.

Jannifer: You gotta stay the course. Stay in the box, do the things even when it feels like it’s not working, just stay in the box [00:34:00] 

Suneet: Yes, stay in the box. how do you do that? 

Jannifer: You gotta show up. You gotta do the things every day. You have to market. You have to be consistent. You have to model behavior. You have to not take things personally.

Jannifer: There’s a gazillion ways to stay in the box every day, and every day is for sure not perfect, but, we get another opportunity tomorrow to make it more perfect. And yeah, just stay in the box and try to, as close as you can, just stay within those lines of doing the things to the best of your ability for a long period of time.

Suneet: Yeah, exactly. Yes, right? everything will work on some time horizon, right? the amount of volume will shorten that time horizon. Like, we’re talking about posting to three different channels or eight different channels, right? The volume just creates more opportunities and maybe shrinks the amount of time it will take for mastery or proficiency [00:35:00] or success.

Jannifer: And if you stay in the box, you’re already winning because, like, it’s really, that sounds like a simple thing, but you know, not a lot of people will do it over a consistent long run. So if you’re willing to stay longer, you’ll win. 

Suneet: make your bed in the morning, right? you see a piece of paper on the ground, bend over and pick it up, right?

Suneet: You see your door open, close that fucker, right? Like, yes. that’s how you stay in the box, guys. anyways, what’d you think of this episode? 

Jannifer: I love chatting with you, so it’s- 

Suneet: Yes. I love chatting with, I love chatting with you, too, and I can’t wait to see you in Vegas, so that’s so great.

Jannifer: I can’t wait either. See you in a few weeks.

Suneet: Everybody listening to this episode, make sure you follow Jennifer Gale, all her accounts on social media. Like I said, it’s just mastery. Like, you’re not gonna see [00:36:00] a real estate organization do it better than Jennifer. I don’t, right? so and so, well, it’s just creative, and you got people talking about Diet Coke, and I’m not even a guest, right?

Suneet: She’s wearing a Diet Coke shirt. You got people talking about Diet Coke. 

Jannifer: Well, because maybe there’s a Diet Coke

Jannifer: person listening to this right now who wants to give Gale Group a sponsorship. 

Suneet: Make sure you go follow Jennifer. They’re doing great things. And if you have a referral for Woodstock, Ontario, Canada, she’s the only person that I would ever call.

Suneet: Believe that. o- okay. And yeah Watch the last episode with Jennifer. Watch the last episode with Rachel, her marketing manager, and we’ll see you on the next episode of the Reside Platform Podcast. Peace out