Founders' Forum

From Setbacks to Success: Jim Remley’s Blueprint for Real Estate Growth

• Marc Bernstein / Jim Remley • Episode 89

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What if failure was just a stepping stone to success? In this episode, we explore how setbacks can fuel growth with real estate veteran Jim Remley and co-host Chris Patino. Jim shares his inspiring journey from college dropout to leading one of Oregon’s largest real estate firms—revealing how mentorship, resilience, and strategic focus accelerated his success.

We dive into the power of niching down and how defining a unique value proposition can give you a competitive edge in real estate and financial services. Jim also breaks down relationship-based business strategies, the importance of leveraging your sphere of influence, and why focusing on long-term client value outperforms short-term wins.

Beyond sales tactics, Jim shares his evolution from hands-on real estate management to scalable coaching models—showing how entrepreneurs can transition from trading time for money to building sustainable, passion-aligned businesses. Whether you're a real estate professional or an entrepreneur looking to scale, this episode delivers actionable insights to fast-track your growth.

About Jim Remley ALHS, ABR:
Jim is a 35 year real estate veteran, who has been listed in the top 1% of REALTORS nationwide. In addition he has led one of the largest real estate firms in Oregon, closing an impressive 3000 transactions annually, with a sales volume exceeding 1.4 billion dollars.

Connect:
Website erealestatecoach.com
LinkedIn linkedin.com/in/jim-remley
Instagram instagram.com/erealestatecoach
Facebook facebook.com/eRealEstateCoach
TikTok tiktok.com/@erealestatecoach
YouTube youtube.com/@eRealEstateCoach

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Announcer:

Entrepreneur, founder, author and financial advisor, Marc Bernstein helps high-performing business owners turn their visions into reality. Through his innovative work and the Forward Focus Forums, Marc connects entrepreneurs to resources that fuel their success. Founders Forum is a radio show and podcast where entrepreneurs share their journeys, revealing the lessons they've learned and the stories behind their success. Join Mark and his guests for a mix of inspiration, valuable insights and a little fun. Now let's dive in.

Marc Bernstein:

Good morning America. How are you? Hey, it is sunny in Philadelphia today, as our guest was asking about. It's a beautiful, clear day here, but I do have to tell you I don't want to blow any myths, but it's not always sunny in Philadelphia. In fact, I think we're going to have a rainy, cool Thanksgiving. But welcome to the show. Today we have our guest, jim. We're going to introduce him formally in a minute and Chris Patino is here, who we recorded. We did his show live on the radio a few minutes ago and I've asked him to stay on because he's a very interesting young man with an interesting story and he's thinking about doing his own podcast. So I said why don't you sit in and help me co-host this one? So good morning Chris, good morning Jim.

Chris Patino:

Good morning, good morning, good morning.

Marc Bernstein:

And we were talking and we're going to continue the conversation from Chris's show, which was he talked about setbacks and how he likes to refer to setbacks as resets. Chris quick comment on that and I want to ask Jim his experience with those kind of things.

Chris Patino:

Yeah, a thousand percent yeah. For me it's more so a embodiment of language, right? So whether you decide to look at it as a setback and like, oh God, I have to start over again, or a reset, I get to start fresh from where I'm at today, I think that's kind of the differentiator for me, you know, versus a reset and a setback. Same meaning, different thing.

Marc Bernstein:

So you look at a setback as actually a positive thing. It's like a failure is actually a lesson.

Chris Patino:

Correct Got it, Jim.

Marc Bernstein:

how about you? Have you experienced any setbacks during your life? No, it's been a straight line of success, of course.

Announcer:

Of course.

Jim Remley:

No brakes, no turbulence.

Marc Bernstein:

All right, thank you for your answer. Wouldn't care to say anything else about it.

Jim Remley:

No, you know, I applaud Chris to be a young man that has that kind of perspective. I don't know that. I had that perspective at his age when I got. I got in the real estate business at 19 and you definitely I didn't know what you didn't know, and I think that's true of a lot of entrepreneurs. As you get in, you just you don't know what you don't know. You get in, you think it's going to be all bed of roses and it's tough. My first six months as a real estate agent, I was a college dropout. I worked at a lumber mill. I had no experience in sales, no experience in running a business, and I failed. My first six months I was not a successful salesperson. I did okay, but not enough to pay the bills. And when I got in the real estate business, I had $1,500, which was a credit line of $1,500. And I was driving a Chevy Citation. That's all I had. That's $1,500 on my Chevy Citation.

Jim Remley:

I actually knew that, so I had a feeling that question was an appropriate one, so we'll talk about Go ahead and I went out and found good information and then I applied that to my business and I think that's the way that all of us tend to get out of holes faster is not through the school of hard knocks but through the lessons learned by others that have gone before us.

Marc Bernstein:

So, chris, somehow you were an inspiration to a guy many years ago, and look how it's turned out.

Marc Bernstein:

So listen we're speaking here with Jim Remley, alhs ABR brokerage coach, specializing in experienced agent recruiting. Jim's a 35-year real estate veteran who's been listed in the top 1% of realtors nationwide. In addition, he's led one of the largest real estate firms in Oregon closing an impressive I know a lot of realtors. This is pretty amazing 3,000 transactions annually with a sales volume exceeding $1.4 billion and I know he had a big exit strategy from that and today he's a coach and Jim. He's also impressive presence on social media, which is kind of how we met. And Jim, welcome Thanks for being here today. Thank you, it's my honor to be here with you today. So let's complete that story. So here you were a failure after six months driving a Citation. What happened from there?

Jim Remley:

Well, you know, I started to say, okay, either I'm going to go back in the lumber mill Right and start my graveyard shift back, or I'm going to figure this out. So I attended every live seminar I could Back then there wasn't podcasts, so I didn't have the pleasure of that Read every book that I could get my hands on. And I started really interviewing the top agents on my market and asking them what they were doing, because, you know, everybody puts their pants on one leg at a time and I knew if they could do it, I could do it. I just needed to figure out exactly what they were doing and model that behavior.

Jim Remley:

And I think what happens with a lot of young people or just any entrepreneur it doesn't matter young and young, not in age, but in depth of the business, any business is that you look for a secret bullet and you look for a magic wand and you look for some secret path to success and you say I'm going to shortcut this situation and the reality is there's no shortcuts, it's all fundamentals. And once you understand that it's fundamental building blocks and you're going to have to go out there and grind and work, but understanding what that work needs to be and what the grind needs to be. That's the key. Once you figure that out and you start grinding, you'll crush it, because most people in today's age are not willing to work, they're not willing to put the hours in.

Marc Bernstein:

By the way, when I asked you that question, I was just thinking. I've talked to a lot of realtors and many of them follow the principles presented by Gary Keller. Keller Williams, I don't know if you were in that system or if that was meaningful to you, but he seems to do not. Okay, that's what? That was the secret bullet you weren't looking for, I guess, Right.

Jim Remley:

I mean, I Gary's a great guy, he created a great system. But I think you know, real estate, like all sales is, is built on relationships and when you, when you build your business from a late relational standpoint and not a transactional standpoint, I think that's when you win.

Marc Bernstein:

Isn't that true of any? You know I'm in financial services business and it's all relationships as well. Yet yet most of my industry is transactional and most of them operate transactionally. It doesn't mean they don't have relationships, but without getting really into it that what we do is a planning process where we really get to know people and really understand what their wants and needs are over time and the relationships are built and our retention rate is probably an average of 25, 30 years for clients or more, whereas that's not the way most of the industry operates. In my view of it, it's kind of interesting and I suppose it's the same in real estate and other industries as well that it's the exception to the rule, you know, rather than the rule.

Jim Remley:

Yeah, we just had a study come out from the National Association of Realtors that shows 70% of all sellers, and almost the same for buyers, find their agent from a referral or repeat business and then about 84% of our clients will refer business and do business with us again, and most people only interview one agent. So everybody's always kind of scrambling to find the new client when most of their clients are within what we call in our industry their own spheres of influence. All you got to do is dig into that sphere and leverage those relationships.

Marc Bernstein:

Not to mention the attrition rate, which I know is something you're a student of in the real estate, because my first house that I bought that wasn't directly from a builder was a guy who I he kind of went to my high school. We had people in common, really nice guy, and, um, I hadn't seen him for many years and I ran into him in a in an interclub golf tournament and I asked him how his career went after that. He said that was my first and last transaction and I thought he was a pretty talented guy, so but that taught me my first lesson about attrition in real estate. So you build a great practice and eventually we'll talk about that. So obviously it wasn't a straight line, it wasn't the smoothest ride. What secrets did you find and I know it's the things you probably work with your clients today to have a successful career in sales and real estate.

Jim Remley:

Well, I think to have a successful career the number one you got to define your unique selling proposition, because otherwise you're just a commodity, right? And so in every market in America there's way more real estate agents than there needs to be. So there's a, you know, just a my little tiny market. There's 2000 agents. But if you go to like the Phoenix or sporty, thousand agents. Most of the major cities have tens of thousands of agents. So you have to define what it is that makes you different, what makes you unique in your market. And I think if you ask, most agents tell me five things that make you unique. They can't answer that question. Thus you have the 87% attrition rate. So in the first two years 87% of agents don't make it. The reason they don't make it is because they don't define their own value proposition. So you got to first say what makes me better, what makes me unique. That's step one.

Chris Patino:

Yep, wow, and just to kind of expand on that, that kind of goes back to the sphere of influence right, with you being in the center. I think I understand most of it. I'm not really really well versed, but is that right, like you're at the center of that and then your audience grows from there?

Jim Remley:

Yeah, I mean we all have a funnel right. So our funnel is our sales funnel. Whether we realize it or not, it starts with awareness, people aware of your product. Then people may be in that funnel, say you know what, maybe I'm interested in doing some business and real estate businesses at some point, so they have some interest. Then it gets down to well, I want you to give me a presentation and then they decide they want to hire you or refer to you.

Jim Remley:

The reason why most realtors fail is because they don't have enough people coming to the top of the funnel. They get to the bottom of the funnel, right. And so what we always say in real estate is your success is a direct result of what I call Q2. It's the quality and quantity of the people in your database, your relationship database, people that know you. So you got to be continually expanding that so you get more people coming through your funnel. I'll give you two quick stats around that really quickly.

Jim Remley:

The Columbia University tells us that we all know 290 people. That's the average American knows 290. It's kind of hard to think that, but we do Look at your social media feed. You'll find 290 people and 11% of the population's moving every year. So that comes from the United States Postal Service. So if you say that every single person you know knows 290 other people and 11% of those people are going to be moving, that's 33 people that every single person knows. You know, I know everybody else knows that's going to be moving. That could be referred into you as a realtor. Oh wow, so you have this massive opportunity. You just got to tap it. So that's what we do, is we train people how to tap that opportunity. That's fascinating.

Marc Bernstein:

That is fascinating. So you said number one define your unique value proposition. Number two is Q2. What other, what other strategies did you find that worked for you?

Jim Remley:

Well, then you definitely have to leverage technology. I mean, in today's world, if you don't leverage technology, you're dead in the water. And I will say that you know we all may talks about leveraging technology, but you got to ask yourself what does that mean to you personally? Like, what are you doing with technology? How are you in deploying technology? And you don't want to be on the bleeding edge, you want to be on the cutting edge. I'll tell you a quick three minute story about me and technology. When I got early nineties, I had this idea that I wanted to do a different kind of marketing in my market. So I said I need to get a record of every single homeowner, property owner in my market. And so I went to the county and I said you have this like on floppy disks back then and like no, it's all a microfiche, little old style microfiche machines, right? I'm like, oh, that's not going to work.

Announcer:

That's not going to be very easy.

Jim Remley:

So I bought this 356 computer it cost me $3,000 in 1990 dollars and I set this up with an assistant and I bought a microfiche machine and she hand transferred 68,000 records from the microfiche over to a DOS version of Excel and then we were able to create mailing lists and begin mailing. And so we were in our county. We were the first ones to actually own a computerized database of our county records, even before the county had it. So we absolutely crushed it with that technology back then. But there are so many levels of technology today with AI and everything that's happening. Realtors and every business owner has to look at this from a kind of a global landscape and say I want to use that and that and that. Don't get lost in the weeds, pick two or three and deploy and use it and be the best at it.

Marc Bernstein:

And you'll crush. Can I share you a funny story about my technology real early on? Sure, in the financial services business I was really good at getting referrals In the first year. They had me because I had this and I've talked about it in one of these shows that I had a part-time job in college selling cookware and you started with no people and you went to the local 7-Eleven and hung out and you met somebody and they referred you to someone else and we sold to working women out of high school and we would get them to pull out their yearbooks and we get all the referrals that would last all summer in the summer program I was in. So I was good at that.

Marc Bernstein:

But I felt like I needed to broaden my base. So I bought a um, one of these auto dialers that they used to have, that made phone calls for you and it was amazing to me that I actually did business from it. I had a couple of clients that I got that I had for like 30 years, but ultimately there were regulations that came out about it and it got very difficult and it wasn't really the market that I wanted to hit. That was the thing. It was the people that were answering these things weren't really my ideal market, but just to show you how much technology has evolved from today, you know, to social media and to podcasts and all the other things you can do, is really crazy. So technology is ever changing, right, of course. The next thing is AI. Are you looking at that for uses in real estate? I'm sure you are.

Jim Remley:

Oh yeah, I could give you 100 use cases that we're deploying right now. I mean, ai is absolutely transforming real estate. I use it every single day and a lot of my students do as well. There's so many uses for it.

Marc Bernstein:

Yeah, we're starting to do that as well. With that, actually, believe it or not, we're already halfway through our show, so I think we'll take a quick break, but what I want to talk to you about a little more is your consulting business and your future vision for that right after the break. So we are going to take a break and we'll be right back with our guest, jim Renly.

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Marc Bernstein:

We're back on Founders Forum with our guest today, jim Remley and Chris Patino's in the studio. Jim, so talk about you built a really big practice. We're having a little technical issue here. There we go, all right, so you built a really big practice and then I think you sold a business. You wanna talk about that as an exit strategy and then how you evolved into what you're doing today.

Jim Remley:

Sure, actually I bought and sold several businesses over the years. My first real estate company I opened it I was 24 years old. We grew that from one office to 17 offices across the state of Oregon, became the largest independent company in Oregon for several years and I was able to sell that to my partner. And then I went on to to teach for the national association of realtors for 10 years. Along those along that ride I was, I wrote a few books and then I got recruited to come down and help another guy, uh, with another company in southern oregon and we grew that from 35 agent company to 250 agent company, went from 100 million dollars in business to 1.4 billion dollars in sales and then I was able to successfully sell that um to a group of or to an agent in my company, um and um.

Jim Remley:

The funny story about that is I sold it to an agent in my company, to him and his partner. They did very well and they retained me as the manager. So I've managed. I continue to manage the company. I sold for six more years and then I helped him sell it to the corporate franchise. So I helped. I sold my own company twice and we both made money. Everybody made money.

Marc Bernstein:

Good for you. So this is great. So, and then, what brought you to so? After that, and now, today, you're a coach. How did that come about?

Jim Remley:

So my specialization what I've been known for for years is helping brokerage leaders recruit experienced agents, and recruiting is such a key part of running a real estate company. People think that real estate companies sell real estate. We don't Right. What real estate companies do is they serve agents who sell real estate. A real estate company's profit comes from hiring and retaining real estate agents who then go out who sell real estate. A real estate company's profit comes from hiring and retaining real estate agents who then go out and sell real estate. So that's kind of a misnomer in our industry. So what I do is I help people grow their companies and grow them quickly. So that's my specialization today, and we've got lots of clients across the country that I work with a couple of times a month and we help them grow.

Marc Bernstein:

We've had a guest on our show who's also been a co-host on the show, craig Lurch, who's with EXP Realty, and I know I think you've done some work with them and they're kind of making it transparent about the business that they're in. You know it's really it's about bringing on agents and helping them grow and you know so it's not. They're not selling real estate. They're doing exactly what you're talking about.

Jim Remley:

Yeah, I'm. I'm brand agnostic, so I work with uh, I work with the XP folks, lpt, keller Williams, you know every major brand I'm. I work with everybody.

Marc Bernstein:

Gotcha. Uh, so what kind of do you have challenges in that business?

Jim Remley:

Well, like all businesses, the biggest challenge is getting known. You know to get your name out there and let people know what you do and why you do it. I will tell you that my coaching business over the last 10 years has evolved dramatically. When I started, I thought I did a really good job as an agent coach and I thought I'm going to go into the agent coaching side and go out there and crush it. And I built a whole program, spent hundreds of thousands of dollars developing this program, websites and everything else, and what I found is that there was a million agent coaches in the market, right. So everybody that was a real estate agent for 10 minutes decides they're going to be a coach, right? So I thought you know what? I'm going to leave that because there's too many people in that space. It's just too crowded. And what am I really passionate about? And it just evolved that most was my most.

Jim Remley:

Most of my passion was around the brokerage coaching side and recruiting specifically within that model. So that's what I went after and I will just encourage everybody that's listening to this, no matter what kind of business you are. It's easy to think that the broad approach is like I'm going to be this thing and it's going to be the broadest possible audience. It's exactly the mistake right. The more you niche down, the more successful you'll become. So get as niche as you possibly can and you will grow, grow, grow, grow, grow. Since I've done that, my business has blown up and I think that's awesome.

Chris Patino:

Jimmy, I honestly think that's something that I'm personally learning right now. It's to to get into like that niche Right, and and I think it's extremely fascinating what you're saying and just to kind of I guess reset a little bit is the question, and we spoke about this a little bit how did you get into this? How did you get started with all this? Where did that like drive come from? You know?

Marc Bernstein:

By the way, we've discovered the same thing On the coaching. Go ahead, I'm sorry. Go ahead, jim. Go ahead.

Jim Remley:

No, no, go ahead.

Marc Bernstein:

I was just going to say we've discovered the same thing. So I've been in financial services for 40 years and not that the model we've always kind of emphasized business owners, but our marketing hasn't always been that, it's kind of, you know, whoever came to us by referral. We're getting very focused and we're redefining our unique value proposition toward entrepreneurs, because it's a different mindset and it's a different skill set than doing traditional financial planning, which most people are aimed towards retirement. We were talking earlier. Entrepreneurs often and you're a great example of it don't retire.

Marc Bernstein:

You know, I say in my book I talk about they refire, they aspire, they rewire, whatever you want to call it, but they don't really retire. So it's a whole different type of planning. It's how do you exit, how do you build your legacy? It's a whole different set of questions than it is for the average consumer. So, yeah, same thing. That's the bet, the more you can focus in and I and I think we're even going to get more specific in terms of certain niches within within, within entrepreneurs. But, jim, your thoughts on that?

Jim Remley:

think that's a mistake. You're like I'm just going, I'm like a magnum going towards the money that's you. You can't do that and and that will take you down a road that you don't want to go down. You got to go through the passion, so and where, organically, it's taking you. The reason I got into brokerage coaching and I'm still doing agent coaching, by the way, but the reason I'm now more focused on the brokerage coaching, is because I was interviewed on podcasts, just like this one, and we just started having conversations and brokers organically reached out to me and said what's your saying? Is it resonating with me? I want you to coach me personally.

Jim Remley:

And it all just kind of happened. And then one led to two, led to 10, led to 20, led to 50. You know so. And then I just rewired my business completely around it Last January. Actually, I completely rebuilt my business model around it and I just started focusing 1000% on that and then the business just took off. So go for it. Go where your passion is what you really truly enjoy, where work it doesn't feel like work, it just feels like you're doing something fun and that's where you're going to really take off.

Marc Bernstein:

Jim, I know you're a future looking guy. I mean, you could have retired a couple of times already, I'm sure, and you're not doing that, so you're staying engaged. What does your future vision look like? If we're sitting here talking a year from now, what would have to happen in your business and or your life that would make you feel like that was a successful year in your journey?

Jim Remley:

You know, a friend of mine told me years ago and it was something that I have just reflected on almost daily, but definitely weekly and that is, you can't trade time for money, and so we get trapped in trading time for money and then you're in trouble, because this is what the normal person does, right?

Jim Remley:

You go to work and in exchange for work, you get paid an hourly wage, but there's no growth in that, and in order for you to grow and scale to the income levels you deserve to be making, you've got to find a way to not trade time for money. So, for me, I'm building out a couple different courses right now, and I'm really passionate about building these courses, all focused on brokerage, coaching and working with a few other people that are like-minded, I'm helping them build out some courses, too. That will all be a part of our kind of overall umbrella under my company eReal Estate Coach, too. That will all be a part of our kind of overall umbrella under my company, e-real estate coach. So that's where you, for me, when I sell a course, I can scale that, because I don't have to be sitting there with somebody individually. They can take my course whenever it's convenient for them. So that's what I'm going to be passionate about for 2025. That's what I'm all about getting these courses launched and we start to grow and start to reach a larger audience.

Marc Bernstein:

That way, I I was going to the students who started. It sounded like scaling to me, and that's we're looking at the same thing in our business as well. I think it's you have to and you know, and more and more you realize how, how you know, important time is, you know, and you don't want to trade it for money. So good, good lesson early on, chris, for you as well?

Chris Patino:

Yeah for sure. No, I appreciate it. It's definitely something I'm going through as well right now, like scaling is definitely also in my purview, and I think hearing things like this from you guys, it's extremely valuable and I appreciate it.

Jim Remley:

Jim, I know you're that being said, chris, we put a lot of time in Right, right, right, don't get it twisted.

Marc Bernstein:

And it takes a lot of time to learn that, to really learn it too. So that's the other part aspect of it. Jim, um, what I? I know you're a voracious reader. What are you, uh, currently reading?

Jim Remley:

actually it's funny you say that because I have four books on my palette right here oh, you're like me.

Marc Bernstein:

Yeah, I can't read. Just one reading um.

Jim Remley:

Yeah, I get bored reading just one book, so I I got the. I get bored reading just one book, so I got the Upstream Model, which is written by a friend of mine. I was just on his podcast, justin Stoddart. So if you know, justin's a great guy based in Portland, oregon. The Upstream Model is a great book for any entrepreneur, but definitely for realtors. Really really good book. I think it'd be great for you, chris for sure. A little plug for Justin Brene Brown's the Gift of Imperfection, great book, and then Grit by Angela Duckworth, great book Two good books, nice, very good.

Marc Bernstein:

Do you have a favorite book or a go-to book?

Jim Remley:

Favorite book of all time. I'm a big fan of Anthony Robbins' Change my Life at 16. So any of his books are great. Uh, awaken the giant within would probably be my number one choice there. So if you haven't read that book or listened to his uh, you know the the recorded audio version I'd highly recommend it. Definitely for for a poor kid growing up with nothing, um, it definitely changed my life, so I'd recommend it.

Marc Bernstein:

Um, there there's. I'll just recommend one book to you guys. If you haven't. I may have mentioned to you earlier, chris, but I've been plugging it on the show a little bit. Not many people have heard about it yet. It's called don't believe everything you think by Joseph Wynn, spelled N G Y U E N, I believe, and, uh, it's, it's little, it's really easy. I you have to read it several times to really absorb it or I did at least and it's really changed my. It's catching me in my thoughts all the time, because it's interesting what your thoughts do if you're not paying attention to them, and that's kind of what the book is about. So we're out of time, jim, but it's been a pleasure having you here and look for Jim online Jim Remley, r-e-m-l-e-y because you'll see him. He's very present and prescient online and thanks for being here. Have a happy Thanksgiving and thank you all for listening to Founders Forum and we'll talk to you next week. We hope you enjoyed your listening to Founders Forum and we'll talk to you next week.

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