Speaker 1: 0:31

Well, my name is Rachel Rojala, with Homes with Rachel, and I'm with EXP Realty Brokerage and I help buyers and sellers find or sell the home that they need to and work with them to get the results that they want and meet their goals.

Speaker 2: 0:53

Wonderful. I'd like to ask what motivated you to start your real estate career in 2004 and how has your journey evolved over the years?

Speaker 1: 1:01

Okay, so it's been a while. Um, and I started out prior to that government contracting some web development design type things and kind of got tired of sitting behind a desk, so I was looking around trying to figure out what to do. My mother had actually started in real estate later in her life, so she was at that time a real estate agent and I looked at her and I was like I'll never do that.

Speaker 2: 1:31

That's how it goes, doesn't it?

Speaker 1: 1:32

That's always how it goes, just because you know she's constantly got the phone. It's always how it goes, because you know, just constantly get the phone, it's always yeah, always on, and anyway. After a while I was like not finding anything else that really struck me. So I was like, well, I'll try it. And 20 plus years later, you know, here I am and it's it's really worked well for me. It's um been something that I have. I mean, I I started before I had kids and raised my kids. I'm raising my kids still, but they're getting older now. Yeah, but I was able to be at home with them. I was able to. I mean, they've seen the inside of more houses than they would care to say but to me that was important, so it was.

Speaker 1: 2:19

It allowed me that type of freedom and throughout the years, you know, I've been able to work harder in some instances and back off if I needed to, or or whatever, but all in all I've been full-time the entire time and pretty, you know.

Speaker 2: 2:39

I'm happy with the results, love it, and can I ask how that transition went? Did you look for guidance from your mom, since she was in it, or yes, I actually started on the same, at the same company.

Speaker 1: 2:52

It was a different company at that time that I was under and with her, so she was definitely my mentor through it. We lived near each other anyway, so it was kind of a no brainer.

Speaker 2: 3:05

It worked out well. I love that. And then, as a Northern Virginia native, how has your intimate knowledge of the local market benefited your clients?

Speaker 1: 3:15

How has your intimate knowledge of the local market benefited your clients. Well, I was born and raised here. So well, for a short time after I was born my parents went to West Virginia for a while. So I came back here in sixth grade. But since then, for more or less, I've been here and so obviously I know the area, you know, I've gone to high school here and um, everything else. I just, uh, you know and raised my kids here they're going through the schools.

Speaker 2: 3:48

So um all my friends, are here and family, lots of family. And then what would you say if the market is like I know, like inventory is low? Do you see that changing or how do you manage?

Speaker 1: 4:01

It is, yes, so it has been historically low for several years now and we have seen a little pickup this spring and some people are like, oh, everybody's moving out because of reasons. Yes, yes, I really don't. We usually see a pickup in the spring and I think a lot of people, when the interest rates went up, they decided those that were thinking maybe of selling, decided perhaps they would hold on to their homes because they had such great rates. And at some point people do need to move sometimes. So I think we're kind of seeing that too, like realizing, okay, rates are where they are for now and we need to move forward with our lives, absolutely. So I think that kind of explains a lot of the uptick. Yeah, and it's still not huge.

Speaker 2: 4:53

There's very low inventory lot of the uptick, yeah, and it's still not huge.

Speaker 1: 5:00

There's very low inventory, but we'll just go in for the ride and see yes, you never know. Yeah, it's, it's a. Yeah, there's no crystal ball here.

Speaker 2: 5:04

Nope. I'd like to ask, in your opinion, what are three main factors or key components that you think a real estate agent should have when they're helping their clients?

Speaker 1: 5:15

Right? Well, it's not about. I had a hard time initially feeling like I'm not a salesperson, so I didn't know how to overcome that. And then I really cause. I always felt sales Like if I was trying to look for business. I felt salesy about it. Then I realized how finding an authentic way to market yourself and once I did that, it just kind of flowed. I'm not there to yes, it's a way I make my money, but I'm helping people Like it's a huge thing to buy or sell a house and I work with a lot of first-time homebuyers. I work with a lot of sellers-time homebuyers. I work with a lot of sellers that are downsizing or retiring, so there's more involved than just packing up and moving too. So that really and you asked for three things I know so really having understanding and knowledge and compassion, empathy, I guess for what?

Speaker 1: 6:19

they're going through it's not just a sale. Homes are a big part of people's heart and lives in a lot of times. So you have to realize that. And there's the old real estate agents wear many hats, so you know you are also their advisor and their psychiatrist and all the things.

Speaker 1: 6:42

But I really think it's just getting to know someone what their goals are, what they're looking for, because it's not just about some people. Maybe making the most money is not the most important, maybe they just need to sell really fast or maybe whatever. But you need to get to know what their situation is.

Speaker 2: 7:00

Yeah, absolutely, I agree with that. And then, what significant changes have you observed in the Northern Virginia real estate landscape since you began your career?

Speaker 1: 7:11

Oh, there's been lots of up and downs, and I came in right before I came in in 2004. And so you know, 2008, everything had crashed. So it was an interesting time for sure, and that was, interestingly enough, 2008 was one of my better years, which was kind of just ironic. So, yeah, the changes. I mean we had foreclosures, we had all the short sales, and then we entered a more normal market and now it has switched to such a strong seller's market and it's been like that for several years and until a whole influx of inventory comes up. I don't see that changing anytime soon. Well, thanks for that insight.

Speaker 2: 8:07

I think, hey, it's the truth. You're just giving us the facts. Your business thrives on referrals, yes. What strategies do you employ to build and maintain strong relationships with your clients?

Speaker 1: 8:21

So just getting to know people, you know, taking the time to getting to know them and understanding, like I said, their wants and their needs, and just, you're not going to click with everyone but I do get along with a lot of people and you know, when you help someone and truly help them, and they know they are cared for, I think it's just second nature to them, to you know, give a referral or say you know, talk to their friends about you, or whatever.

Speaker 2: 8:58

Not so much.

Speaker 1: 8:59

Yes, yes, and that's another thing is I am there and I have people all the time that, whether or not there even have been my clients will come to me and, oh, do you know somebody that can help me with this? Or you know, I'm looking for a roofer, I'm doing this. So I have, over the years, just kind of tried to establish myself as the go-to for all things real estate and you know.

Speaker 2: 9:23

I'm sure people appreciate that they're just like hey, my friend Jamie needs some help.

Speaker 1: 9:26

You helped me, would you mind, right, right or yes, exactly, or referrals for other things like to, because I have been in the area a long time and of course I use lots of different services when getting houses.

Speaker 2: 9:41

Perfect, you're like a little directory for people. Yeah, exactly, to put it not so crazy like that. Yeah, yeah, that's what I try to do. That's great, and then would you mind sharing a memorable client experience that?

Speaker 1: 9:57

highlights your commitment to personalized service. Well, I think I could go back through a lot of different things, but, um, just taking a recent one because fresh in my mind, um, I recently helped a couple downsize and they were moving out of their home that they'd been in for over 50 years. Um, and that was a lot, you know. They raised their kids there. They were moving into a smaller retirement type area and they had so much 50 years right.

Speaker 1: 10:35

Yes, yes, they had a yes they'd get and they didn't know where to start. They're like we need to. You know we're going to be out by this date and what do we do? So I really talked them through okay, let's get together what you want to keep and what you might want to sell off or whatever. I had a wonderful crew that auctions things. So they come in and kind of organize everything. We got the auction done. We got the house cleared out. We got the services, the contractors, in to do of organize everything. We got the auction done. We got the house cleared out. We got, you know, the services, um, the contractors, in to do some fixing up and everything. And all this time they were at their new place and I was. I was going to Home Depot and ordering the appliances and getting the light fixtures, because they were. They just weren't in a position to be doing that and so just kind of, you know, contracting it all out and doing all so it's a lot more than taking some pictures and putting a sign in the yard.

Speaker 2: 11:38

Yeah, I have to ask for something like that Just because you know you don't stop to realize, even for yourself, like you've lived in that house for 50 years, I'm sure that is it an emotional it's very emotional.

Speaker 1: 11:50

That's why I said the. You know the. Yes, um, people have a hard time with it. They have a hard time parting with things. Um, some have a hard time changing things like that would be more marketable maybe to the. You know when you're putting it on the aware you don't want to come in and be like okay, sign the contract, We'll get this on the market, and blah, blah blah. You need to help them through that process because it can be very emotional.

Speaker 2: 12:35

Yeah, I'm so glad that they have you, especially because you said you're at Home Depot and they were in no position the fact that you care enough to help them and offer assistance and get the extra help so they don't have to worry about it.

Speaker 2: 12:46

So while they're going to their other place, that they're staying. I think that's very kind and thoughtful of you and I'm sure that they appreciate that, because that transition time I can't even I'm not even at that age but I can't even imagine what it's like to like just have all your possessions and trying to decide how to you always think you're going to have your stuff and I'll be in this house forever. It's okay, it's fine.

Speaker 1: 13:06

Right, and then you're moving from a big house down to this little box and you got to figure out what stays and what goes and you're not keeping and it's it's a reminder for me to like all these things that we hold onto all these years and accumulate, it's like those are just going in the trash after a little bit.

Speaker 2: 13:23

It's sad but it's the reality of it, right? How do you leverage modern marketing tools and technology to showcase properties and connect with potential buyers?

Speaker 1: 13:34

Sure. So obviously, starting 20 years ago, the marketing has changed quite a bit and I followed and kept up with the social media aspect of everything. Of course, it's so important when you're doing that not to just have your Facebook page and post your for sale, which you can do, of course, but then you're reaching, you know, your mother, brother, sister and all those people.

Speaker 1: 14:03

So, you have to learn strategically and how to how to meet the algorithms and everything so that you are reaching a target audience too. So I have kept up with that field, putting ads behind things so that you're getting and it's a great way you spend very little to get thousands of views where with print avatarizing it's quite expensive and you're only reaching hundreds probably You're driving around taping putting things on there.

Speaker 1: 14:33

Yes, all those things. So social media has been wonderful in that sense, but I still find it's very important. I do it all. That's why I say I'm old school and new, because you never know who is going to, just like I said. Yes, the people that I just helped, they were probably not on Facebook I can guarantee you they weren't, but my mailers came through, or you know, and market updates and things like that. So I think it's very important to to kind of keep a big and I also am very, um, I like to focus on my neighborhood a lot in my area that I work yeah, work in, and I work all over northern Virginia and Maryland, but at the same time, um, of course, I like my area. I mean, who knows it better than somebody who's lived there?

Speaker 1: 15:32

20 years and um 25, and so I do a lot of community events, things that are not real estate related even necessarily, and I partner up with my lender and settlement company and things like that to pictures in the park for families. Or we are right near a pool and I'll do. We always do Friday happy hours, so I'll bring drinks for everyone. I'll do. We always do Friday happy hours, so I'll bring drinks for everyone. And I have, you know, color changing cups with my logo on it, which I think pretty much every kid now has those in their house because they have to take them. But little things like that, just to keep the community, keep in, stay in the community, and different raffles and things like that too. So, yeah, just a full scale, really robust marketing.

Speaker 2: 16:25

Yeah, no, that's important and the cool swag never hurts, right, all the kiddos have it. Yeah, I, I, I really like that. You don't just um to the, to the marketing piece that you don't just like. Okay, this is outdated. I'm just going to like leave that in the past. It's fine, like you're not forgetting those target audiences as well that still rely on that type. I love that you have both. You're not like, oh, the new technology, it's okay, I'm going to stick to the old stuff. And you're not like, oh, the old technology, no, I'm just going to stick to one.

Speaker 1: 16:58

Absolutely yes, and I also think now, especially with email like that's where our junk mail goes right. And in our actual mailbox what we're picking out is so much smaller than what it was many years ago. So you're getting noticed more in snail mail as opposed to like electronic. So I think it's.

Speaker 2: 17:22

Yeah, I still look at my, my advertisements and things that I've seen. Sometimes they have like cool coupons that aren't even online, so I'm just like, okay, this is, let me go try them out. I'm curious.

Speaker 1: 17:31

And it's fun to get mail Everybody's like. Oh, I never get any mail, so yeah, exactly.

Speaker 2: 17:36

Right, um. And then, what role does social media play in your marketing strategy and how has it impacted your business?

Speaker 1: 17:43

OK, so kind of like I said but it has.

Speaker 1: 17:50

how has it impacted my business? I would say it definitely. Like I said, it reaches masses, so I get more views on. When people Google me or something comes up and I have different topics that I talk at. I'm a probate specialist certified, so I have like some series on probate things and I've had people reach out to me like, oh, I'm going through this, what do I need to do, or whatever. Or you know, biggest views are like tips and tricks for your house. That's people love to see like just little shortcuts and things like that.

Speaker 1: 18:31

But just putting different stuff out, like they're, like that, it just gets you obviously higher in all those rankings and the CEOs and this and that, yes, you know, you know Awesome.

Speaker 2: 18:45

And then, being a long term resident of Broyhill Crest, how do you engage with and contribute to your local community?

Speaker 1: 18:53

So, like I said, just doing events, my kids went to the elementary schools very close to our neighborhood. We walked there. Both my kids went through the elementary school there. I was in that elementary school. A lot of people thought I was an employee. I don't work here. I just like it here but. I was like PTO, you know, president, and all sorts of roles there for years, almost like nine, 10 years.

Speaker 1: 19:21

And so I would do a lot with that and also, like I said, branching off. I do movie nights usually twice a year, a lot of times at least once a year, though, in our pool parking lot we'll do the blow up movie and popcorn and just invite the neighborhood and invite clients and whoever wants to show up. You know, and it's not a um, it's not meant to, you know. Of course there's the, but there's no um spiel or anything for real estate with it.

Speaker 2: 19:54

It's just community connection getting to know each other. Maybe somebody just moved in and it's a way to get to know your neighbors.

Speaker 1: 20:00

And I also like highlighting local businesses a lot, so I'll do videos or interviews with them and sometimes they'll do like a coupon or whatever to mail out for them. But one of the local ice cream places that had opened, we had them come and do ice cream in the park for us and stuff like that?

Speaker 2: 20:23

Yeah, where can people watch these interviews and stuff? Is it all on your website?

Speaker 1: 20:27

Yeah, it's all on Well. So Homes with Rachel is my tagline and I wasn't able to get that for Facebook, so it's Homes with Rachel Rajala. I wasn't able to get that for Facebook, so it's Homes with Rachel Rajala. But yes, if you go on actually linktreecom, slash homeswithrachel, that will give you everything.

Speaker 2: 20:49

Beautiful, thank you.

Speaker 1: 20:58

And then, what are some challenges you face in the real estate industry and how have you overcome them? Well, the industry is always changing, obviously, and consistency is really the answer to it.

Speaker 1: 21:08

You just you don't stop. You know things will slow down or whatever. But if you are consistently marketing and prospecting, then there's always people. I don't care what the situation is, there are always people that are going to need to buy and sell, yep. So when the going gets tough, a lot of people step back and take a break and if you keep going, you're going to prevail?

Speaker 2: 21:35

Yeah, absolutely. And how do you stay up to date with the latest law, changes, policies or anything going on in the real estate world?

Speaker 1: 21:44

So my eXp is very good about keeping us updated on everything. So if there are changes in contracts, things like that, we get notified immediately. They have meetings on it and webinars or whatever so we're always able to sweet staying on top of it yeah, all right.

Speaker 2: 22:07

And what key advice would you offer to first-time home buyers navigating the northern virginia market? Um talk with a real estate agent.

Speaker 1: 22:16

Yeah, Find somebody that is knowledgeable in the area and have a one-on-one with them before you do anything. And I know it's so hard for people now because they can look for the houses on their own. They can go to the open houses and they get excited. They're like I'm going to buy a house, so they go out and they get excited. They're like I'm going to buy a house. So they go out and they start looking and maybe they'll start applying to loans, for loans or whatever. But they're not necessarily doing it in the right order and really just have that sit down so that, oh, your credit just got pulled five times. You know why?

Speaker 1: 22:58

And you're not going to use any of those lenders or whatever, like just have that conversation. So you know it's always there's a reason you hire specialists for things. You know I've done my own taxes and I always say there's a reason we have tax accounts. Yeah, yeah, so you know there's somebody for, and especially with buyers, there is no. I mean, as a good buyers agent is going to negotiate their commission so that the seller is covering that. So there's really, in essence, likely no, there doesn't have to be a charge to them either for having someone have their back and negotiate on their behalf and and guide them through the process. Because it is. It's more than just saying I want this house.

Speaker 2: 23:47

Let's write a contract. Absolutely, you're so right about that and it's so great to have someone who is honestly look well. Once you have that like one-on-one with your real estate agent, you find the right one, that someone is looking out for you and has your best interest. Exactly. I love it. Is there anything that I have not touched on that perhaps you would like to share uh with our listeners, whether it's in regards to your industry, your business yourself?

Speaker 1: 24:11

I think we've covered a lot. I actually, though, with um, my years in the business, I, I have changed over time. Obviously, you learn things what not to do, what to do and now, for the past several years, I, like I said, I've been marketing very intentionally and in, uh, authentically, so I'm not feeling like I'm out there, I, I have fun doing these events and stuff. I love parties and I love, so I make it, you know, a fun thing and I love doing that and connecting with people. So I think that is so important. I wish I'd kind of picked up on that a lot early in my career.

Speaker 1: 24:51

So I actually am working now to um offering coaching for people that want to kind of learn how to market authentically to a certain niche or neighborhood. So I'm kind of taking that as a little bit of a side thing too.

Speaker 2: 25:09

Okay, that's awesome.

Speaker 1: 25:10

Just to help agents.

Speaker 2: 25:12

Yeah, I think that's great, especially with your experience and everything. I think that they would benefit through that so much, Like you know the odds and ends now that they would benefit through that so much.

Speaker 1: 25:21

Like you know the odds and ends now. So, and it's and I have coaches like it's it. Coaching is a great thing through lots of things in life, so you can always learn from each other. Um, so, yes, I just thought that was something that I wanted to pass on and share.

Speaker 2: 25:33

Uh plug that info there for for coaching. If anybody wants to work with you or have coaching sessions with you, where can that be found?

Speaker 1: 25:42

Absolutely so I am. It can be. Just email me right now at rachelathomeswithrachelcom and I, like I said, I'm kind of getting it off right now, so I don't have the whole platform set up, but I'm also the fact that I am getting it started. I am offering a few free sessions completely and I want to just just to kind of home the whole package. Yeah so yeah, if anyone's interested and would like to reach out then absolutely hit up Rachel.

Speaker 2: 26:20

All right, my final question. I promise I know you're like ah, keep them coming. Um, do you have a quote or a saying that has inspired you in any way? Or maybe somebody told you something?

Speaker 1: 26:33

that resonated. Would you like to share that with us? Um, oh gosh, I you know you got me on the spot here, but I will say my tagline for my business is, um, turning dreams into reality, and that kind of just it does resonate with me because that's what I hope I'm doing. You know that that's my goal is, people have have their goals and ideas on real estate and whether it's big house, small investment, whatever it is it's a dream, absolutely, and I want to make it happen for them.

Speaker 2: 27:05

Beautiful, well said. Thank you so much for coming on the podcast. We really appreciate you sharing your insight and everything with us. I appreciate it. You're so welcome. It's very nice to, of course,