How A New York Broker Used Vulnerability On Camera To Build Community And Close Deals with Rebecca Blacker

We sit down with NYC broker Rebecca Blacker to unpack how candid video, clear advice, and a thoughtful team culture took her from zero listings to a 60M year while raising two kids. Expect tactical content ideas, mindset shifts, and a blueprint for sustainable growth.

• starting from zero with strategic studio videos and phone clips
• leaning into vulnerability to build trust and recall
• educational content that answers first-time buyer questions
• expanding from real estate to broader entrepreneurship topics
• why video outperforms static posts across platforms
• repurposing content without reinventing the wheel
• mixing humor with luxury brand positioning
• measuring success by pipeline, not vanity metrics
• evolving client base and niche clarity over time
• trust-first advising and long-term relationships
• setting boundaries, weekends off, and team leverage
• mentors as accelerators and how to find them
• where to follow Rebecca and join her newsletter

Please subscribe to our weekly newsletter on Blackerandread.com and follow @RebeccaBlacker for more stories, tips, and market insights

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Transcript

Meet Rebecca And Her 60M Leap

Shanna Star 0:07

Welcome back to another episode of the Shine Podcast. I'm your host, Shauna Starr. Today I have guest Rebecca Blacker here with me. She built a high-performing real estate team in New York City from the ground up, taking it from zero to five producing agents and growing from zero to sixty million in sales this year. And what is especially impressive is that it happened all while she was raising two young children. Her commitment to supporting new team members, including guiding assistants to becoming agents, has shaped an environment where growth is both personal and professional. Today we're gonna kind of jump into video and using that as marketing and how to connect with your audience and build that community and trust. Early in her career, she didn't have the listing, so she created a unique video strategy, which she will talk about to gain attention, one that's been since highlighted across her company and adopted industry-wide. These videos blend market know-how with heartfelt storytelling, building connections with clients and fellow agents alike. So let's get right to the conversation. Welcome Rebecca to the Shine Podcast. I'm so excited to have you here and chat with you and speak about all things video and business and beyond.

SPEAKER_02 1:16

Thank you so much for having me. I'm so excited to be here.

Shanna Star 1:20

So before we even started hitting record, we were just going over some just some topics and video. And you already said that that's how you started your business and how you started to become the personality online that you are. So you talk a little bit about that because that's so exciting. It's so interesting.

SPEAKER_02 1:37

Sure. Yeah. So um so I work, I'm a real estate broker in New York City. Um, and I actually worked in real estate, but kind of on a different side. Um I was more in the property management, like in-house leasing side of things. Um, and when my daughter was born about seven years ago, I decided to make a career change within real estate and become a real estate broker. Um and I had you know grown up in New York City and uh always really loved buildings and uh architecture and all that. So um when I made that switch, I sort of was like, well, what am I gonna do? How are people gonna know that they can hire me now to buy and sell real estate? Um and you know, at that time it was really about um sort of uh uh being kind of introducing yourself on social media so people got to know you even before

Starting From Zero With Video

SPEAKER_02 2:45

you stepped in the door, right? So um I decided to kind of spend a good amount of money and go to a studio uh in Brooklyn, which is um, you know, a ways away from where I live, and uh record some videos with these guys that had sort of just started a um sort of a business themselves. Um and I brought like 10 different jackets so it looked like I was it was a different day. Yeah, and I actually the first time I went in there, like I wrote all these scripts and then I sort of they had just kind of expected me to memorize them. So I I was like stumbling on all my words and they were cutting every five seconds, and I was like, it was kind of a disaster, but we got through it, and um and I recorded these videos, and a lot of them were just like you know, introducing myself or telling people, you know, I'm a uh young mom living in New York City. A lot of them were about that, or um, there were some real estate related um videos, but I just like wanted my personality to shine through and um people to just get to know me. So um, so I filmed those. And since then I've I go in there like uh once a quarter usually to do these videos with these guys and they've become my good friends. And I now use a teleprompter, so it's much better because I seem to stumble and lose my train of thought easily. Um so uh and that's really how I started my business. I started posting these videos and people started to be like, wow, I really like love, you know, what you're about and what you're talking about, and I've learned so much, and it's it's really how people started to reach out to me um for help.

Shanna Star 4:46

Yeah. I think that's incredible because I feel like myself included, when videos started to become even more important, uh as a full-time photographer, it's like, well, I just want to show my photos, and that's unfortunately you need more and more and and more video and how important it is. And all of the social media platforms that I follow, the ones I'm most invested in, even if they show up in just stories, they're in video constantly. And it could be just their face, just speaking. And I know for business owners, it's hard. We're like, I don't, I don't want to show my face, I don't want to be in front of the camera, I don't want to do that. So, how have you viewed video? Um, helping brands move beyond like just marketing and also, like you said, connecting. So, how has video helped connect and build that genuine relationship with your audience?

SPEAKER_02 5:35

Yeah, so what you said really resonates with me because it is really hard. And at the beginning, I couldn't even watch these videos. I was like, oh my God, I'm just gonna post them and like hope nobody sees them. Like it was, it was um, but um, it gets easier and it kind of like as you practice it, it uh it's definitely easier. And yeah, I I I think it's just about like um people getting to know the person behind the brand, right? And um what uh people like to relate to people, they like to see similarities, they like to be like, yeah, I feel that same way. Like I did this one about like oh um like my routine in the morning with my kids. And I think everyone thought it was gonna be like at 6 a.m. I wake up and I get

Showing Up On Camera Authentically

SPEAKER_02 6:30

and I work out, and then I'm you know, showered and dressed, like, but it was really like I wake up at seven at the same time as my kids. It's a disaster in the morning. It's kind of like that scene from home alone where everyone's just running like frantically getting ready to get, you know, for school. And it's just sort of like, you know, I'm not a perfect person and nobody is. And I I actually don't like when people present themselves that way on in video and on social. So I I sort of just leaned into exactly who I am, which is, you know, sometimes it's really chaotic here.

Shanna Star 7:09

So then my question for you is I know that you said you go in once a quarter. So for those listening who are like, that's cool. I don't have that, maybe that opportunity yet, or maybe that money set aside, whatever that looks like to do that. Do you also show up in between uh just using your phone? And how does that look like? And what is the difference then between that maybe marketing strategy strategy video and just showing up quickly uh just with your phone instead?

SPEAKER_02 7:36

Yeah, I think it's great. Um, so I do a combination of both, right? Like I have these more scripted, uh, more professional videos that I do. Um, but then in between, I'm putting my phone up and I'm talking about, you know, the real estate market or um, you know, some, you know, something about um, you know, a great listing that just sold. Um, and so I think it's, you know, I like doing both because um they sort of kind of give a a different sense of me, right? Um and um I would say I I find the doing them with my phone hold like much harder. I I'm like my hair and makeup isn't done, you know, like I don't like the way I look. It's just like, but um, but I I I do both. And I think, you know, whatever you can do.

Shanna Star 8:36

Yes. Uh I love that you said already just what you do to get in the strategic marketing once a quarter, and then in between you do all those because I think it's important to go, well, how often is she doing that? How often are you recording those highly um cinematic videos? And have you found I know they both kind of work together. Have you found at first when you first started doing this? Was there one that people maybe connected more? Was it the one where it was tougher, right? With the phone, or did you find they connected with the highly produced ones at first? Or maybe interacted with, maybe not connected.

SPEAKER_02 9:12

It's really interesting. So I think they resonated with both. And I think early on, like I didn't, I didn't have anything. I didn't have listings, I didn't have deals to promote, I didn't have anything. So that was um, you know, it was just kind of here who here's who I am, and here's me, and if you like me, please hire me, you know. Um but actually a more recent video I did where the the guy that I work with at the studio was like, listen, we're not, I'm taking the teleprompter away, and I'm just gonna ask you a question that you didn't rehearse. A little bit of like what we're doing right here. Right now, yes. Um and he basically said, What's your biggest motivation? And he like turned the camera and like you can see I'm like so uncomfortable. Like it was not my usual, you know. Um, I was so uncomfortable. And I'm like looking down, and I'm like, I there's like a little my eyes get a little teary, like me thinking about my answer. And um that seemed to resonate the most um with people. I had so many people being like, do more of that. Like, I love that you are so vulnerable, and like it was so awesome to see you like that. So um funnily enough, you know, I put all this time and effort into writing these scripts and thinking so deeply about what I'm gonna say. And really the most uh powerful one was the one that just was off the cuff.

Shanna Star 10:50

Yeah, I love that you said that about vulnerability. It's it's a topic that comes up in my podcasts

Studio Shoots Versus Phone Clips

Shanna Star 10:55

and conversations that I have daily and how important it is because it's very often when we first meet people, whether it's online like us right now on a call or in person, it's the thing we look for in the other, the other one right away. And if we're giving ourselves permission to be vulnerable first, then it allows the person we're speaking to to open up to. And so I think that that connection can be uh so important. Like you said, and it was it was as soon as you were vulnerable, people are like, yes, I love that side of you. I love seeing maybe the uncomfortable, but the real, just organic answer that flows out. So that's wonderful. And when you're writing the strategic scripts, I know it's gonna be different for every business, but how do you start to prepare for that? How do you write those scripts? What are they about? What are you looking at to start to write your marketing strategy for that quarter?

SPEAKER_02 11:47

Yeah. Um, so when it for, you know, it's kind of evolved. Um so when I first started, it was like um what what I would want to know, right, as like a first-time buyer. Uh and so I would talk about, you know, in New York we have co-ops and condos, right? So like I was describing co-ops and condos, or I was talking about staging, or you know, just like more educational, like what questions people might have that are maybe thinking about buying or selling or in the market.

Shanna Star 12:25

That's wonderful.

SPEAKER_02 12:27

And then, you know, I think that's um sort of evolved a little bit because I like while I like to keep them real estate focused, I like to keep them just like entrepreneurial focused, right? Like um, you know, how what what a what my team looks like and like how we we manage, you know, um that or um I'm trying to think of some ones that I think that I've done recently. Um it's it's evolved into like less real estate focused and more just like business, where like you know, anyone in any industry could um relate, even if they're not a buyer or seller, or you know, they're just um let's tuning in.

Shanna Star 13:13

Yeah. So I think that's you're already like hitting on so many good points, is a lot of times people are uncomfortable maybe with niching down. And it sounds like you did that right away. Like right away, you were like, This is my niche, this is what I'm talking about, and here's some sprinkle of my personality. And as you grew, then you could also expand that a little bit into all right, my people found me, and now they also want to learn maybe a little bit more about business. And so it's just also giving permission to niching down can work wonderfully because you grew such a connective audience. Um, and I know oftentimes if business owners are going to start being in front of the camera, they're like, okay, well, what do I say? I don't know. And it's often that we forget like our zone of genius, we forget the things that come easy to us because we've been in that business for so long. So I really enjoy what you said about questions that you would want to know. And maybe another way, and correct me if I'm wrong, is questions that we get as business owners because I forget, like, oh, well, I I know how to light this to make my face look flattering. But I get that question a lot. So, of course, those are things maybe I should be answering. Uh so I love that you said that exact thing, just that questions that you would want to know uh for starting out or building that business. So that was important for sure.

SPEAKER_02 14:34

Yeah. Um for sure. You realize when you're like an expert in something, you know. I almost think the videos in a way when I wasn't an expert, right? Um were uh maybe better.

unknown 14:52

I don't know.

SPEAKER_02 14:53

Like I I question that. I don't because because now, you know, sometimes I'm like, am I like too in the weeds? Like I'm like talking about something like so complicated that like people won't even know until they're like really in it. Um but yes, I think you you sort of are blind to your own expertise.

Shanna Star 15:15

Absolutely. Yes. Yeah, I I was having a conversation the other day, same thing. So I also do like graphic design, is what I went to school for. And so I was doing something for somebody, and this person came to me and said, it took me an hour, and I still couldn't do it. And I was thinking, like, you want to pay me for this thing that's gonna take five minutes. And it's oftentimes we're like, oh yeah, I've been doing this for 15 years. Of course it's gonna take me five minutes. And like you said, we just we forget our expertise and the time and skill and

Scripted Content To Vulnerable Moments

Shanna Star 15:45

talent that we've put into it for years. So now, what do you think? How important has it been shifting in the last five, 10 years from adding video, maybe not always video, but adding video to our social media or our marketing strategy versus just static photos and static posts? What have you seen that difference and how important has video become?

SPEAKER_02 16:08

Uh yeah, I think it's become so, so important. Um, you know, I think uh I I notice myself, like I'm usually not looking at static posts. Like I'm either I'm in stories. Absolutely or I think that's pretty much it. And then I think things like YouTube shorts have become really um important. Um, so what's been great is that I can sort of use the videos on multiple platforms like TikTok and and YouTube Shorts and Instagram, so um I can sort of hit those um areas. But yeah, I think the static posts, I mean, are less uh you just get less views. Um and I wish I could understand the the algorithm of it all, but um yeah, I I think video is like just more captivating. Um especially for, you know, a lot of I do a lot of video also for like listings and spaces and you know so um like a a photo is you know, we have our listing photo, so we'll post the listing photo and you know people will look at it, but then like if you take your phone and just walk around and do a video with some music behind, it seems to do much better. Yeah um, so it's interesting. I don't, I think it's just the way our brains are like constantly shifting.

Shanna Star 17:46

I agree. I think it also I know for myself, it almost feels like we get to know that person. There's one girl that I follow, and it has nothing to do with my business and nothing to do with anything that I have or own. But I follow her because she's constantly in front of the camera and speaking to the audience. And you get to feel like you're a part of their day and life. And even though they're only showing five percent, you still feel like you're a part of that. And I think as we scroll more and are spending more time in our phones, unfortunately, um, then we have still that connection that static posts don't always give. So when you're creating all of this video and content, are there ways that you're looking at it and measuring, I'm gonna quote like success in terms of that building community? And how do you how do you measure that success in a post? Or have you gotten to the place where it's like it doesn't matter if one sees it or eight million see it? How do you measure that?

SPEAKER_02 18:48

Yeah, um, I try not to measure it. I think I would go a little crazy if like every time I post one, I was like, you know, looking. Yeah. Like, how many people are looking at it? Um I, you know, because social media can could could drive people a little nuts.

SPEAKER_01 19:10

Yes, yes, consuming for sure. Yes.

SPEAKER_02 19:13

Um, but um no, you know, I honestly like I know this might sound core. I'm just like proud that I put something out there. You know, it's so hard to I I know I do it all the time, but it's still hard.

SPEAKER_01 19:28

Yeah.

SPEAKER_02 19:29

And um, I'm just like proud that I like hit the post button and that it's there. And I think the way I I measure it is like, you know, just am I am I am I doing business, right? Like it's not about that particular post. Um and it doesn't hurt when like people that I know or I've I see say like, oh, I really love that post, you know, but I'm not like like just staring at the numbers, right?

Shanna Star 20:04

Um I'll say something for myself, because I still struggle with this, where like I said, I'm a photography business owner by day. And so of course I'm showing I do video behind the scenes and with my clients and little clips of the actual shoot and of course static posts too, but it's still interesting because so many business owners are like, well, I don't need to be the face, but there does need to be a face of the business because I'll go weeks, months, whatever that looks like without posting even on my actual like timeline, my face. But as soon as I do, those are the ones that get the connections and the DMs and the questions. And it's still in my business, I still am like, oh, I forget that. And if I show whole stories of all the things I'm doing, but as soon as I share something that's been personal, um, that's where the connection comes from. And I think we forget that. And I still forget

Education First, Then Broader Business

Shanna Star 21:00

it. And you know, I'm in it.

SPEAKER_02 21:01

So I know I still am like shocked when someone like writes me, like, where did you get your sweater? And I'm like, wait, what? Like people are actually watching these things?

SPEAKER_01 21:12

Yes. Yeah.

SPEAKER_02 21:13

Like actually wanting to engage, you know. Um, I don't know, it's still like shocking to me that people are looking at it. But I I do agree. I I, you know, early on, even with not video, you know, even with all of our like marketing that we do, like I I really try to always put my face on it. So like, you know, we'll even with print or um with our like newsletters or you know, even like the static post sometimes like we'll do like a it'll be like a tile with my face on it. Yeah. Um because I think people are just like you know, they wanna know who's that person? Behind the behind the listing or behind the the beautiful space.

Shanna Star 22:04

So I know normally like you're fabulous and you have a big personality, but normally when people think of your business, they think it's a serious business, right? And so thinking about videos in that space, like what emotions do you I don't know, aim to evoke with those videos? Do you find yourself, I know there's so many you can be teaching, like I know we've talked about connecting. Do you do ones just for like entertainment? And how do you switch that up? What emotions are you looking to evoke when you're making those videos or those posts?

SPEAKER_02 22:35

I wish I could say I think about it very deeply. Yeah. But I think I what I I think it is a very serious business. And I do think that what I, you know, there's a lot of us, right? There's a lot of real estate agents. Um and I it was a thought that that was something I wanted to set myself apart from the others by by showing that I can be silly and goofy, but I'm also really good at what I do. And I'm I'm thoughtful and um, you know, skilled. And so uh I think that you know, that was sort of the what I what I wanted to get across, right? Is like I know my stuff, but like I'm also really fun.

SPEAKER_01 23:27

Yeah.

SPEAKER_02 23:28

Um so that was sort of like what I thought about when I first um started doing them. Um and interesting, I think I've gotten more serious as um time has gone on. Um just because uh I don't know if it's that's intentionally. Yeah.

SPEAKER_03 23:50

I just um has your client face changed?

SPEAKER_02 23:55

Yes, so I think my um my clients are definitely in a different are, you know, I'm selling more luxury, more expensive homes. Um I think I am there's a big like analytical, like financial, economic perspective on real estate that at the beginning was sort of like I I didn't really know that much about, right? But now like I'm very tapped into it. And I guess that's a serious topic, right? Like when I'm getting on to speak about the market or you know economic changes, like that's just a serious topic. I don't know, like there's nothing to be, it's not funny. Um and so um I think I've tried to just um kind of be, you know, it's it's sort of a mix of serious and silly. Um but I was you know, I was really surprised. I um I did a uh New York taxi ad. Um so they there's televisions in the yellow taxis in New York. And so I did a video in in them uh for it ran for a month.

Shanna Star 25:11

And that's so fun. Okay.

SPEAKER_02 25:14

It was awesome. I got like I think there were like five million views, um and it was it was great. Um and I struggled with should it be serious, should it be like funny? And I decided to go with like a 30-second, like funny video.

SPEAKER_01 25:31

Okay, yeah.

SPEAKER_02 25:32

Um and I had people who I think I consider, you know, very high net worth individuals say, like, I loved that like like I would so hire someone like you or like you, basically, um from that ad. Wow. Um and I remember thinking, wow, I'm surprised. Like I just, you know, it wasn't serious. Yeah. But I think people, I think people need some levity in their lives. Yes.

Shanna Star 26:07

Will you talk about what the commercial was just so I can envision envision it?

SPEAKER_02 26:10

Oh, sure. So it was basically like me um kind of like bragging about myself. Uh it was like it was like, have I have I mentioned I'm like a I'm like a top broker in New York or like that I'm a contributor for US News and World Report, or like, and I just can't say, and then it'd be like, no, no, no, cut, like let's not do it like that. Like, and then I I kept saying all these braggy things, but then they'd cut. Um

Why Video Beats Static Posts

SPEAKER_02 26:40

and then at the end, it was just like, you know what, forget all that. Like, um, like I'm Rebecca Blacker, and like you should hire me. And like that was that was it. I love that. Um and so it was kind of like it was like blooper kind of real. Um and it was really, it was really fun, and I got like a great response from it.

Shanna Star 27:06

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SPEAKER_02 29:09

Um I definitely got clients from it. Um I struggle with the measuring piece.

Shanna Star 29:18

Yeah, it's hard. Well, especially a video 50,000 people see, you know.

SPEAKER_02 29:23

Um, yeah, so like um I think I just I I consider it like advertising where like you can't really connect the the sales to the video, but like um, you know, there were definitely people reaching out, say, you know, uh, or like a friend would see it and it would remind them that of what I do, and they were like, oh, and they'd tell their other friend, like, I know you're trying to sell your apartment, like you should call her. She's in the taxis, right? Uh, so I think it was like a really good for word of mouth and like keep being top of mind because uh in New York I I put it in like during uh like end of school kind of time. Okay. So when people are just running around, it's it's busy and that people are having to take taxis uh maybe more often. So yeah, it was a lot of fun.

Shanna Star 30:26

Um I think you're right about how it's hard to measure exactly when you're advertising and marketing in different ways, especially with videos all over, whether it's social media, what necessarily brought them. I can't remember the statistic and I'm going to be off, but I heard a while ago that it's something like it takes seven times for people seeing you before they're ready to reach out. And that's when they're already ready to, you know, like okay, maybe they want to get a new house. Well, they probably maybe have to see your content seven, it's probably way more times now because we see so much content before they reach out, and so that is hard to measure, but it's I think it's important to remember all of those facets are part of it and are important and to continue to market and post because we think, oh, I posted that great piece of content and no one reached out, but that could be the first little touch point with somebody.

SPEAKER_02 31:21

Yeah, and I'm like a firm believer that like you should do as much as you can, right? Like there's no um,

Measuring Impact Without Obsessing Metrics

SPEAKER_02 31:31

you know, like there were moments where I was like, I I thought about it now. I'm like, should I do another taxi ad? Yeah. And I'm like, yes, I should do a taxi ad, and I should, you know, like be networking with the estate attorneys, right? Like there you should like there, I I think as many things, as many touch points as you can have. Um, and it all, as you said, like the more you're out there, the more people see you, the more it just clicks. Yes.

Shanna Star 32:07

Um so you've created so much content, and I'm sure you have tons in your wheelhouse now. For those listening to, like, okay, I've created a ton of content and some days I'm just stuck. Do you reuse some? Do you re-crop them, clip them, and repost those? And how often do you do that as well?

SPEAKER_02 32:27

Um, I definitely reuse uh and not probably as much as I should.

Shanna Star 32:36

Yeah, totally get that. Me too.

SPEAKER_02 32:41

Like people are gonna remember, but no one remembers. That's the thing. You remember, but like, you know, that like reminds me. I'm gonna go on and just like post a video that I posted like three years ago. Good.

Shanna Star 32:54

I look a little younger, but and I'm like, don't change my hair, otherwise I can't repost that. That's uh yeah, exactly.

SPEAKER_02 33:01

Um I but I I think it's like it's great. I mean, if you have content, you should be reusing it, recycling it, um, because it's really hard to come up with new stuff. Yes. And um if something was great, you know, and did you know people responded to three years ago, they're gonna respond to it now. Yeah. So why not?

Shanna Star 33:28

Yeah. Do you um it brought up a couple things? One thing, same. It's like Christmas, right? I've done tons of Christmas photo shoots or content in the past. So I'm like, I'm just gonna re put that to my story. Of course, this is a video of Christmas, and of course I'm still making new things, but we do forget about that. We've created good pieces in the past that we can reuse that no one remembers from a year ago or two years ago. And then my other question about that was you know, when you're going in and making those videos, and they're very strategic and maybe they're a little bit more longer form. Are you using them on different platforms, or do you have videos that you're like, this is for TikTok, this is for that? And how do you splice that differently? Or are you using the same and just putting it everywhere?

SPEAKER_02 34:14

I'm using the same and putting it everywhere.

Shanna Star 34:16

I love that. Okay.

SPEAKER_02 34:17

Yeah. Um, I listen, like those videos that I do in the studio, they're not inexpensive, as I mentioned. And if I'm gonna do that, which you know, it's you know, if I'm gonna like invest in that, then I'm going to use them wherever I can use them. And so like, like I will, even though I think LinkedIn sometimes isn't exactly um the place to put them, like I don't I sparingly put them on LinkedIn too. Um and I I put them on everything. Um, if there were more social media out like, you know, programs, I would be putting them on there. Yes.

Shanna Star 35:05

Yeah. So you have created such a beautiful brand. And I was looking on online, like you said, it's such a luxury, beautiful brand, and I know you've worked hard at that. And you've talked a lot a bit of video and how I've helped your business. So will you talk? And I know you did at the beginning, just a little bit about how you're building that brand and how I know you said even your client, your ideal client has shifted over time. Just about it's okay to shift, it's okay to pivot, it's okay to move in a different direction. Just how your business has moved and how it's been growing, and just a little bit more about you.

SPEAKER_02 35:36

Yeah. Um so, you know, when I started, it was just about you know, it still is the to the core of my business, but it it is all about like helping people, right? Like that's what I love about my job. I love that like if you get very close to people, you know, this is the biggest asset of their life, um, usually is their home. And it's very emotional, and it's um so I like to be there with them in that moment. And I am my clients have become some of my closest friends, um, people I didn't even know before. Um and but I, you know, it definitely like the let's call it, like the audience has changed a little bit, right? Like, you know, I

Humor, Luxury, And A Taxi Ad

SPEAKER_02 36:40

I've kind of always worked my like niche, I'd call if I if I have a niche, is like I work with families like myself, you know, like young families um that have children, and you know, I typically stick to certain areas where there are, you know, uh a lot of where a lot of families live. And um that sort of has always worked for me because like people see me and they're like, oh well, you have a family, like you get you understand me, right? Um you get what like what I need in my home because like you also have kids around the same age. So um that's always been sort of my business. Um and then you know, I don't know exactly if it was um something I did purposely, but like the price points for those families have just gone up, right? So um, you know, there are people now working with a lot of people that are looking to upgrade. So they had kind of were in their starter apartment and now they're looking for their maybe forever apartment. Um, and so I I think that's just sort of happened over time. Um it feels like it's been a a shift um in my business. Um and but I don't know if I if there was anything I did in particular. Um I think I'm just like growing with these families, right? Like, like we don't have babies anymore. Now we have, you know, my son is eight. So like, you know, they're they're getting older and people's needs change and and they see me as like their person. So that kind of has has evolved. Um and yeah, I think that's kind of the I think I answered your question.

Shanna Star 38:44

Yes, you know, you totally did. I it brought up a few more things, and that was you live in such a fabulous but very dense population place. And uh just like any other business that here, there's eight billion photographers. You could throw a stone and there's a ton of them, you know, you're gonna hit 12, you know. And same thing with what you're doing. So how I know video and appearing differently and showing up differently has been a large part of your brand identity that to stand out, but in such a highly populated place, how else do you feel like you've stood out to become and to get where you are? I think it's so interesting to be able to be that successful in such a place where I'm not gonna live. And I think it's incredible. So I just really look up to that for sure.

SPEAKER_02 39:30

Thank you. Um I think I I I hate to say, I think it's like the being genuine. Uh it's like horrible. I think there are a lot of real estate agents that are um, you know, it's about the transaction for them. And I think people feel that. Um and I think there are some, you know, obviously there's tons of amazing ones that are very genuine, but I think um, you know, clients feeling like they can trust you um is like paramount for the whole process. And I think that people generally can see that pretty quickly. So it's it's the trust, and then it's just adding value, right? Like they they want my opinion. Like, is this gonna be my forever home with my family? Like, and I will, I'm not like, yes, you should buy it, right? I I'm like, you know what? I think in five years you're gonna outgrow this space. So like let's think about looking at some things that have like that extra room where your family, you know, can go. And I'm not looking to make a quick buck. Like I'm looking for like a long-term relationship with people and for them to like be in their home and think, oh my god, like I am so glad I waited to buy this home because like if I had bought that other one that we wanted, but she talked us out of like I would be, you know, unhappy or or you know, feeling like I made the wrong decision. And so I I mean, I have clients I I worked with for many, many years, and like I don't I it sometimes takes many, many years to get to the place where you can buy what you want, um, and sort of the the search evolves and um so I think you know the um you know, and then I guess it's also the part of me I grew up in New York City, so um I know I know things that maybe other people.

SPEAKER_01 41:54

I'm sure I can only imagine, yes.

SPEAKER_02 41:56

Um and I know the buildings and I pretty much know somebody that lives in every building. And so um, you know, there's a lot of buildings uh, you know, you're buying into a community, and

Repurposing Content Across Platforms

SPEAKER_02 42:10

uh I'm trying to help connect um people within, you know, to people in the community. Yeah.

Shanna Star 42:20

So um and with that too, there's two things that came up for me. So we'll only answer one at a time. I don't want to overwhelm with all the questions, but uh one is then you're building and helping build like team members as well. So we'll get to that. But you know, you talked about, and I totally agree. I there's another statistic that your clients are more likely to become your friends rather than your friends becoming your clients, and so and I found the same in my business. Um and so you have this business where I'm sure you feel like there's seasons of hustle and seasons of overwhelm, and then there's seasons where it's a little more scarce and whatever that looks like. But even so, you're still sharing your life and who you are online. Are there things that you've done then to create some boundaries on that so that you aren't overworked all the time? I know, like I said, there's seasons where we're gonna feel overworked, and then also boundaries of just cutting things off as far as when you're gonna respond, or just tell me a little bit about your your boundaries overall.

SPEAKER_02 43:20

Um so I'd say the first four years of my career had no boundaries. Totally get better. I was like I said yes to every single thing. Um and I worked I 24 hours seven days a week. Like that's how it felt. Um and around year four, um is when I guess like it it was something I I felt like okay, like I I can stand on my own two feet now. Like I'm you know I've made it to a a certain level.

SPEAKER_01 44:02

Breathe a little. Yeah. Yeah. Maybe you can breathe. Yeah.

SPEAKER_02 44:06

The funny thing is is like I don't I'm the kind of person where like I don't know what that level is. Like I'm always like, oh, I'm not I always say uh I'm not there yet or I'm not at that level. Um but I guess year four is where I felt like I was at a certain level where um and I think I what I also realized what I was really good at. You know, there's so many aspects of the business. There's the like bringing in the business, you know, being out there and and then there's the execution and and you know the transaction management and all that. And so I think I realized after a year four like um what I was good at, um, which was probably the like the people part, you know, the bringing the business in. Um and so at that moment I, you know, decided that I was going to start a team. Um one because I needed to be I needed help. Like I couldn't be in a million places at once and saying yes to everything and um you know taking every single client and listing and whatever. Um and two, you know, it it it was sort of it became a lonely business uh to do it on your own. Um I just wanted to be able to like bounce things off of people. And we're so you know, I think being a real estate broker is a little unique in that we're all independent contractors. So while you might work at a firm, you're all like competitors in certain in a certain way. I mean, you know, I don't I I like to collaborate with everyone, but we are really separate businesses, so it's very it's sometimes tricky to bounce things off of other brokers in your firm because you know, there's it's there's still a level of that, yes, yeah, for sure. There's a competition there. So um so having the team has really been like it's just great. Like, you know, there'll be like a tricky situation and I'll

Brand Evolution And Ideal Clients

SPEAKER_02 46:20

like just ask everyone like what do you like can we just talk this out? You know, like this client wants X and I can't figure it out. So can we like just chat about it? And it's just like it makes it less lonely and it makes me better for my clients to like have other people's perspectives, you know, more diverse perspective. And then two is that now like uh if I'm with one client and I need to show a listing, like I can have someone on the team um do that for me. Um and so it's still a work in progress. Um I think you know with with people comes, you know, there's different personalities and and navigating that is a skill within itself.

SPEAKER_01 47:21

Absolutely, yes.

SPEAKER_02 47:24

Um, but it has been just um amazing. I mean, and also we're like a all-woman team, so and we're in a similar like stage of life. Um and except my business partner, she's like um kind of in a different stage of life, but the rest of the team is, and it's like just really it's been really fulfilling.

Shanna Star 47:51

Yeah. Have have you found with your team now? I know, like you said, the first few years, first four for sure, it was 24-7, and you have a team that can maybe alleviate some of that overwhelm once in a while. Do you feel like you can now put on different boundaries to I I mean, I know with kids to just allow yourself to be with them and um maybe a little bit more?

SPEAKER_02 48:16

I work a lot less on weekends now. Wonderful. I um I used to sit at every open house. Um and so I, you know, and that was every Saturday, every Sunday, and then I was working Monday through Friday. So um I work much less on the weekends. Wonderful because that's what I get to be with my kids. Yes, and like I become like such a sports mom on the weekends now, and um yes, I think like just being able to just say I work less on weekends and like someone needs me on a Saturday, like I now feel like I can like firmly say, like I can't do it, you know. Yeah, and someone else can someone else do it or like no, so give me another day that you can right, you know.

Shanna Star 49:17

That's so important. Uh, because of course we start the business thinking like I'm the only one that can show up in all the things that at some point we have to uh allow for the right yeses and not just all the yeses, because I feel like that just leads to burnout eventually. You can go years doing that, but then it's it hits you. And uh you said something earlier about working all of that time. And it there was a quote that I heard that what got you here isn't going to get you there, which all the work and how you worked, yes, it got you here, got you the success you got or have. Um, but those same actions aren't going to get you to the next thing. And so shifting, adding that team is probably part of that. And you know, we've talked about an online community, but having one in person and bouncing those ideas and having some women who are encouraging is is so vitally important. So I'm glad you have that now too, because that's incredible. Yeah.

SPEAKER_02 50:16

It's been great. And it's like funny how it's like as soon as we I built the team, it was like there there was like, ah, I can breathe. And I do also think I got to the point where I was like, there's no more growth left. Like I cannot I cannot be on all these places at once. Right.

Shanna Star 50:34

Like it's not as you were forced to have a team, basically, at that point. Yes. Yeah. Which I've heard so many people don't get a team until it's past the point of where you should have had a team, you know, you should have been doing that, but we don't because we think we can do it all, which is yeah, you know, and we want to, you know, it's our business, we love it. So I totally get that. So we've talked a lot about video and community and teams and and working and and all of that shifting and and boundaries. But is there anything else that you feel keeps coming up for you lately that you want to share, maybe personal or business, just something on your heart that maybe we didn't touch on yet?

SPEAKER_02 51:14

Um, yeah, I've been thinking a lot about um mentors.

Trust, Advice, And Local Insight

SPEAKER_02 51:20

Um and just like how vital they are to uh someone's success. Like I have been so lucky to have some really incredible mentors. Um I feel like I would say both my parents were both were amazing mentors. I don't know if those count, but they're they absolutely do, yes. And then like, but but then you know uh my my business partner was my mentor before we became business partners, and just like how instrumental they are to success, just someone who like believes in you and is in your corner and can help you and will take your phone, like will take your phone call like always, you know. And um I think it's like maybe not even talked about as much as it should be, but it's like I think for like you know, the younger generation, like it's so important. Like I wanna, there's so many, I wanna help so many people because I'm so grateful to the people that helped me before.

Shanna Star 52:39

So that's really beautiful. I I totally agree. I think you need your actual mentors, whether you're paying for them or their you know, family or friends, or just the people you can rely on. And and I've talked about this in the past too, where also like conversations like this, I've had women recently who, after we're done recording, they'll speak just like life and words over me of them seeing things for my future and them seeing things. And so just being open to those kind of conversations and mentoring where I leave going, ooh, that was just monumental in my life to hear. So I love that you just want to talk about mentors because it is important, uh, no matter what age you're at, but for sure if we're younger, because we're just scrolling most of the time. So yeah, exactly.

SPEAKER_02 53:23

Um so I think like the going back into the office actually might be a positive thing for uh uh finding more mentors.

Shanna Star 53:38

That's beautiful. I love that, yeah, in a positive way, because I know people are like, I don't want to get dressed and go up and go out, but how important it is to have actual people sitting in front of you. So yeah. So how you've shared so many beautiful things, and I don't want to stop, but I don't want to but how can we find and follow you and subscribe and all the things?

SPEAKER_02 54:01

Yep. So um my handle on social media is at Rebecca Blacker, just my first name, last name. Um, my team is Blacker and Read. Um, our website is Blackerandread.com. And it's beautiful, yes. We send out a weekly uh newsletter, which you could subscribe to on our website. So if you're interested in seeing what we're up to, please subscribe.

Shanna Star 54:28

I love that. And if they're gonna be buying in New York, they know where to go. So I guess please call us. Yes. And I think it'd be great to start to follow you too to see how you do video and how you show up. So all of those handles and website links will be in the notes, uh, just in case they can't get to it. And thank you so much for all you talked about today. I appreciate it. Are you ready to streamline your business and elevate your client experience? I've been using HoneyBook for over two and a half years, and it transforms the way I work. With Honeybook, you can manage all your projects from start to finish all in one place. In fact, this is how I scheduled these podcast episodes today. So you can buy the scattered emails and unorganized files with this user-friendly interface. Honeybook allows you to create professional proposals, contacts, and invoices that impress clients and make you stand out in your field, automate your workflows, and spend less time on tasks, bringing up time to focus on what you do fast. Honeybook's client management tools help you keep communication clear and consistent, ensuring that every client feels valued, informed through the entire process. Plus, with the ability to accept online payments, you get paid faster and more securely. Right now you can get 30% off with my discount code. You simply just go to share.honeybook.com forward slash Sean Star. That's S H A N N A S T A R. It will also be in the notes for you. I love Honeybook and can't wait for you to use it too.