Context / Initial Conditions

I joined my family’s real estate business at a point when it had no infrastructure — no CRM, no marketing systems, no brand materials, no operating standards, and no budget to hire outside help. My father and brother had strong sales ability but no tools, no process, and no structure to convert that ability into consistent, repeatable transactions. We were also supporting three households at the time, so failure to generate deal flow was not theoretical — it meant not paying bills.

Objective

Build the operational foundation required to generate and sustain real estate transactions without external funding, consultants, or existing systems.

Constraints

• Zero budget for software, design vendors, or consultants

• All tooling had to be low-cost or free (Canva, Google Sheets, Constant Contact, FUB)

• No prior systems maturity — I was building from true zero

• High financial pressure — several months without sales was not an option

• Needed to install structure without slowing down active deals

Scope of Work (What I Built and Led)

• Built CRM (FollowUpBoss) and lead tracking system from scratch

• Designed full marketing asset library (print & digital) for listings & open houses

• Created standardized open house SOP (signage, tour flow, QR capture, follow-up)

• Launched monthly email cadences via Constant Contact

• Built competitor & pricing analysis templates to guide offer strategy

• Developed scripts and templates for client communications and follow-up

• Oversaw new website build (in-progress) for brand credibility and lead capture

• Supported 10+ client events per year to drive referrals and retention

Risk Management

Primary risks included cashflow collapse if deals didn’t close, credibility risk without professional branding, data loss or disorganization without CRM, and lost leads from inconsistent follow-up. I mitigated by standardizing follow-up automation, enforcing CRM usage, establishing repeatable marketing workflows, and creating materials that elevated perceived professionalism without agency spend.

Outcomes & Impact

• Business closed 20+ transactions in under 3 years after system build

• CRM and follow-up workflows enabled repeat and referral deals

• Professional materials increased conversion in competitive offer scenarios

• Open house SOP increased lead capture and buyer pipeline generation

• Business shifted from ad-hoc to process-driven execution

• Enabled sustained income during high-cost period without external hires

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