Jessica Di Re - Applying A Marketing Background To Find Success As An Agent In Today's Market

Finding success in real estate today can be a challenge. For Jessica Di Re, she was able to take her background in marketing and events and apply it to her role as a real estate agent in the Montreal suburbs. She blends strategic marketing with the science of human connection to help clients make smart decisions. She discusses the importance of daily habits, being a woman in real estate, the differences of the US & Canadian real estate markets, and helping people buy real estate across the borders. 

In this episode, you will be able to:

• Hear inspiring real estate career transition stories from successful agents.
• Learn about the key differences between the real estate markets in the US and Canada.
• Discover expert tips for starting a successful career in real estate.
• Uncover effective strategies for building a powerful real estate referral network.
• Master the daily habits that lead to sustained success in real estate. 

The key moments in this episode are:
00:00:00 - Morning Routine and Mental Preparation
00:06:09 - Building Momentum and Networking
00:10:16 - Marketing Strategies in Real Estate
00:14:50 - Changing Real Estate Landscape
00:16:23 - Canada vs. US Real Estate Market
00:21:09 - Importance of Daily Habits and Morning Routine
00:25:18 - Importance of Implementing Systems
00:28:22 - How to Connect with Jessica 

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Full Transcript Here:

Jessica De Ri
Prepping yourself mentally and physically in the morning is key because you've got everything done for the day and you're ready to set, you know, the tone to work, right? So going to the gym, taking your steps, if you're walking, you know, just proper hydration. Setting up myself also the night before is also key. So I know what I'm wearing the next day. I have to think about it twice. So it's these little habits that I feel like you can show up successfully in in the day.

Mike Swenson
Welcome to the Real Freedom show where we inspire you to pursue your passion to gain time and financial freedom through opportunities in real estate. I'm your host, Mike Swenson. Let's get some real freedom together. Hello, everybody. Welcome to another episode of Real Freedom where we talk about different ways that people build time and financial opportunities in real estate. I am your host, Mike Swenson. If you want to get started in real estate, you can check out our website, freedom through real estate dot com. That's freedomthroughrealestate.com we love to highlight different stories, different ways that people are using real estate to accomplish their career goals and their future path of what they want to do. And today is no different. Super excited. We have Jessica deray. And so she is a real estate agent from Canada, from the Montreal area, and excited to hear her share her journey, talk a little bit about kind of differences, real estate, US vs Canada, and even talk about two people may be looking for moving across the border each way as you've helped people kind of do both. So great discussion. Super excited to have you on the show, Jessica.

Jessica De Ri
Thank you. Thank you for having me. I'm super excited to be here and talk about my journey.

Mike Swenson
So why don't you just take us back before you got into real estate. Would love to kind of hear what you did before that and we'll take it from there.

Jessica De Ri
It's quite funny because I kind of almost stumbled into real estate. I always had an inkling for it. I guess I always wanted to be in the. In architecture. Into architecture. Sorry. Or in interior design. And I kind of didn't have the math for the architecture part, so I said, you know what, let's do something else. So I went into something that allowed me to be a little bit more creative in school. So I went into event planning and marketing, which led me to a corporate position. And so I was doing marketing and events for this company, actually a very large company. It's in the US as well to abb. So so it. I was in the marketing department there. And soon enough, you know, I just kind of, as things started progressing over a few years, things started to play out. A lot of people started to get, not laid off necessarily, but departments started to get smaller and so did my tasks and I started wondering, I'm like, okay, there's, I think I'm next. I think I'm going to be on the chopping block and what will allow me some freedom and allow me to get into some of that creative that I, you know, I was so longing for. And marketing, you only have so much, especially for a company such as ABB that doesn't have that very technical company. So I decided to actually contact a local real estate agent at the time and just, hey, ask, do you need help with. I believe it was home staging to start because that allowed me to go and dive deeper into the, the whole interior design concept. And so, yeah, I started working for this real estate estate agent and soon I discovered that I was actually good with talking to clients and learning about the market.

Mike Swenson
Well, it's interesting like, you know, for a lot of people. Well, kind of the joke is, you know, hey, I didn't want to work a 9 to 5 anymore, so I got into real estate so I could work 24 7. But what we find is that freedom piece is really important because at least you have the opportunity to kind of do what you want, a little bit of when you want. Now you are at kind of your client's time, time needs and, and so there's a lot there. But the nice thing is, is you're building your own path. It' that can be taken away from you. Right. And we find a lot of people that, yeah, have job uncertainty, don't know what the future is going to hold, not necessarily excited about what the next five or ten years might bring at their current career. And so it's like, hey, it's a chance for me to kind of build my thing, pave my own entrepreneurial path and do something different. So.

Jessica De Ri
Absolutely. And I, I feel as though with real estate, yes, we can work, you know, up to 90 hours a week or whatnot, but you have the control over that 90 hours. I feel like as, especially if you actually carve out your calendar appropriately, like I'm always trying to figure out how to utilize my Cal calendar that's more beneficial for me. So I have my non negotiables in the morning, which I make sure I do them every time. And that sets me up for success for the day or for the week. Right. So it's all the small habits that we put in place that allow us to make sure that those 90 hours go a long way.

Mike Swenson
Yeah, and I know for me being able to, you know, coach some of my kids sports teams, you know, and my wife has a flexible schedule too. And I sometimes think like, I don't know if our kids realize what the 9 to 5 W2 type jobs are like because they haven't been exposed to that just because we've been able to have that freedom and flexibility. And now what they do see is, you know, working after the fact or you know, their, their interpretation might be like, well, dad's always working. It's like, well the reason I'm working the other's hours is so that I can do the things with you and be a part of your activities and, and, and do that. So yeah, there's definitely a, a give and take involved. But yeah, there's a lot, lot of hours to be had to be able to build a business in real estate.

Jessica De Ri
A hundred percent. I actually had, I was a stepmom before and they were kind of used because their father as well too isn't, you know, a solopreneur. And so they get got to see us, you know, staying at home, working from home or going out and about and having all these different hours. But I think it's also letting them know exactly what it is that we do and why we're doing it for and making sure that we're there for the important parts of their, you know, lives and their different stages. And then when we take a step back because of work, we just let them know and make sure that that's communicated properly. I think that's, at the end of the day, kids just want to be, you know, heard and loved and just acknowledged. Right. So I think yes, it's a busy situation scenario, but it all works out in the end.

Mike Swenson
So talk a little bit about the early days. Building momentum in real estate networking, focusing on certain clients to build your client base. Would love to kind of that story of getting your feet wet and starting to build that momentum because it's a challenge for a lot of people.

Jessica De Ri
Oh, 100%. And I remember when I first started real estate, I said, oh my, I'm going up against some heavy hitters that have been in the business for way longer than I have. And I had just started and I was fresh young, I was in my 20s and I said, oh my God, no one's going to take me seriously. And I already look much younger than I already am. So I said, how do I utilize this to my advantage? And so I thought, I have an advantage. I know social media. So at the time, which was over a decade ago, I was, you know, using social media. I said, why don't I just put myself out there through these platforms and that would be a really good way to kind of capture people through these social media platforms. And no one else was doing it. No one even knew how to use Instagram or how to utilize Facebook, Facebook groups for example. So I really just dove in and really started utilizing Instagram mostly. And people were reaching out through there actually, and they liked the posts I was sharing. Interior design and all those fancy, cool house stuff wasn't really out there at the time. So that's what I was focusing on. Not necessarily educational content per se, but how, you know, showcasing nice places and spots, community stuff. And then came some of the educational posts like tips and tricks. And that's how I kind of got into it. And people were like, who is this person and why does she know these things? So I had people reach out to me and DM me and that's how it kind of got. And you know, it started like a snowball effect from there.

Mike Swenson
Was it just people asking kind of clarifying questions or tell me more about that or is it like, hey, I've seen you've done a lot of this. I have a house to sell or I have a, I want to buy a house. Like how long of kind of a warming up period with those relationships? Or was it just people seeing like, hey, she looks like she knows what she's talking about. So I'm going to reach out to her.

Jessica De Ri
So a bit of both actually. So I had people kind of reach out to me, especially I guess in the younger bracket being like, hey, I'm looking to buy. You look like pretty cool. Because people want to buy from people they know like and trust, right, and have the similar values and things like that. So they reached out to me saying like, hey, we want to buy, we want to work with you. Would you take us on? So that was kind of how it started there. And on the flip side was also I would call them third parties. So people that were either in lending or, or financial advisors. We're also actually asking like, hey, would you wanna, you know, work on seminars and workshops? This is obviously pre pandemic. And so I was going, yeah, for sure. Like why not? And I was grabbing at any opportunity possible just so I can get into the door and get my name out.

Mike Swenson
There in terms of Kind of business as a, as it grew. Have you always kind of been on your own? Sometimes people take on a team. How did that work in your journey?

Jessica De Ri
It's been quite a journey, I'll say. So I first started at a top tier brokerage, I would say, and so I was right under somebody there and then for whatever reasons, it just didn't pan out. And then I went and, you know, worked with somebody else. I always just wanted to start not solely by myself, I just kind of wanted to make sure I was not shadowed per se, but making sure that I was learning the right way. So I was partnered with somebody and then eventually I went on my own and then now I'm with a team. I find after working alone, especially with, you know, the market shifts that we've been having, I feel a team dynamic is actually a better approach.

Mike Swenson
Yeah, I've always been on a team from the beginning. I really believe in teams and too because it's, it's, you've got people to talk to, bounce ideas off of, figure out what's working well and you can still do that at a brokerage, but it's just at a different level. Like you just have a different level of connection with people and then two, being able to help out like on schedules, whether it's open houses or showings or different things like that you have other people so that you've got a little bit more time freedom with things and then you've got leverage of, you know, admin and different things like that. So I think there's a ton of value being a part of a team a hundred percent.

Jessica De Ri
And they always say like, if you want to build something big, like have a team, you can't just be one person doing it all. And I find with our team specifically we all, all have different skill sets that bring such a uniqueness to our team. So I find, you know, like I'm more of the marketing girl so I'll come up with the ideas for some content and so you're the ones really good at negotiations, someone's really good at, you know, fetching the business. So I find having that team dynamic with different skill sets really helps us set it, set us apart. So I, I really like that about team.

Mike Swenson
Now you mentioned about coming from a marketing background and events. You know, obviously you started in, in social media, but what are maybe some thoughts you have in marketing to be successful in real estate, to be able to bring in that business, what do you see out there? What, what ideas do you have for people?

Jessica De Ri
It really does change. And it's a loaded question because it's almost like TikTok. You know how there's a different trend every week? I don't know if you follow TikTok, but now it's kind of the same thing for agents. You know, there's a, a meme that was posted on Instagram saying, oh, I used to sell homes, but now I'm actually like a marketing manager. I'm a clown in videos and all these things. That's basically it. It's kind of almost following the trends, but coming from marketing, it's always like we want to be ahead of the trend. And I'm always thinking like, what's next? What can we do to elevate this? So, you know, time has passed about the videos of welcome to 1, 2, 3, 4, Sesame Street. You know, those are quickly losing, you know, its fuel, so you got to grab onto the next. So I always try to find ways to catch and capture people's attention within the first second of a video. So I'm always doing my research on that and really trying to focus on. I walk into a property, like, what will stand out about this property? Really focusing on the lifestyle. Is it the location? Is it the pool in the backyard? Is it. What is it about a property that we should feature solely versus having to showcase every bit of a property? Leave it to the imagination almost.

Mike Swenson
It certainly is a challenge because there's lots of agents out there and you know, the average person knows, you know, three, four, five agents. And you've got to find a way to stand out. And so especially in, in the, the media now with instant attention and like you said, needing to grab people's attention in the first second, it's a challenge, such a challenge.

Jessica De Ri
And you always have to do you have to just look at the metrics and the ROI as well too. You can't really figure that out in, you know, dollar value, but in terms of views per se or how many people have called or reached out from that. So I think our team does a really good job at looking at those metrics to the point now we've realized we also post educational videos too that really go in depth in certain topics and those have been working really well, depending on the topic, of course, because if it's a, you know, a bank rate that's been cut, I mean everyone posts those, so that really doesn't necessarily grab as much traction. But for some reason DIYs or how to cut a few costs or whether to, you know, do a rental or not when it's time to list those videos really grab attention.

Mike Swenson
And then obviously, you know, we talk about, you know, the amount of time that it takes to get a new client versus retaining your existing clients. You need to be marketing to them as well and making sure that you, you know, build, build a mode around them so that they want to continue to use you over and over again, versus always looking for eyeballs of new followers and all that.

Jessica De Ri
Exactly. So we always, in our newsletter too, that we have to our clients, you always just make sure to keep them abreast of what we're doing and linking them always to our content so that they know that we're continuously there and providing value no matter what. And then naturally not if they're not going to buy again or whatnot, they're always just going to refer us. So that's really a good thing. So content wise, like people just don't realize that it's not just for Instagram and Facebook visibility or whatnot. It's really also for your existing clients because that content could always be just repurposed, you know, to the next person that they think that, you know, might need that information as well.

Mike Swenson
Now, in terms of your job changing over the years as you've gained more and more experience in terms of kind of the day to day, maybe the types of properties, the areas you're working would love to hear kind of how your client base or kind of territory has maybe changed a little bit as you've grown more and more in experience.

Jessica De Ri
So I worked primarily in the suburbs of Montreal, so just outside of the downtown core I would say. And so we typically obviously do just a single family dwellings and condominiums, for example. So here I would say the shift in our little niched neighborhood is that a lot more buildings have been constructed for rentals because now we see this influx where people are just not getting their mortgage done. And so they want to have that flexibility of going into a rental, which our little pocket here did not have a lot of rental opportunities. So now there's a lot of buildings being constructed to house a lot of just, you know, rentals. That's it. And that's all. So that's what we're kind of seeing. It's the landscape has shifted a bit so we're seeing more of those buildings come into fruition. And also because the older generation had nowhere to go, it's like, where do you place them once they've, you know, sold their houses, where do they go? They're autonomous. So where do we Put them. So that's why these buildings were also put in place to house these individuals that, you know, no longer can be in a home and want a smaller space.

Mike Swenson
So now you talked about US versus Canada. You talked about there's a lot of people kind of coming north, people coming, leaving Canada, going to the US Would love to just kind of hear your thoughts on kind of the Canada market versus US market and some of those opportunities like you mentioned about people getting second homes. So just would love to hear your thoughts on that.

Jessica De Ri
So I deal a lot with the feeder markets as well, from Quebec to example, Florida. So that's a, that's a really hot market for us as well too. The political landscape is obviously going to change the dynamic of things as well. You know, primarily now people want to get out of the States and just come back or you know, vice versa, want to leave Canada and you know, go to the States. So we always try to help other, you know, our clients and making sure that they're well, how do I say this? Well, adverse. We put them in contact with people in those theater markets and making sure that they know what to do. Exactly. I've noticed a trend too where people who have moved to the States primarily for work are also coming back here to put, you know, lay down the roots back into Canada. And also, again, the same thing to going to the US A lot of people are taking job opportunities that are no longer here in Quebec and getting them elsewhere in the States. And also remote wise, there's a lot of opportunities where people are buying, you know, not here either in Canada or the U.S. and looking for remote places such as Mexico to live in. So my job here is almost like I'm a liaison. I'm like, okay, you know, who do you need? And just making sure that I have the right people that are very skilled and, and I always make sure to ask people, okay, who have you worked with in the past from this location and making sure that that referral is, is, you know, gonna be in good hands.

Mike Swenson
Yeah, I mean, re. Referrals are huge. You wanna make sure that you're putting people in good hands. I've had that happen before where I send out a referral and it doesn't work out well and it's not what they're looking for. And so, you know, your reputation is at stake and you wanna make sure that you're, you're putting people with knowledgeable folks that understand and care for and have the time to be able to take care of the people that you refer and so, yeah, network, you've gotta be able to make those great relationships with people and know that you are having them in good hands. And like you said, now people are coming back too. And so that might switch the other way. So getting that referral back from somebody is important.

Jessica De Ri
Exactly. And I have to say that's back to the career and where I started too. I made a huge emphasis on, you know, being that person that people can refer to here. And also outbound as well. I think there was, it was a big chunk of my business, almost 60% or more when I first started in referrals because I wanted to make connections with people across Canada. Quebec still remains the cheapest province to, to purchase. So for, you know, our feeder markets in the US that, you know, either wanted to buy a secondary property, like here we are, you know, your Canadian, your US dollar goes a lot further here in Canada, of course, and obviously for the other provinces too, compared to Vancouver, Toronto, we are still the cheapest. So people that were coming here, I want to be that resource in Montreal for them. And so that's kind of how I, I worked. It worked itself out and I made sure to be that resource. I, you know, went to events, I contacted agents, I made sure I was top of mind all the time. And to this day, it still trickles down to being like, oh, hey you, you're the girl from Montreal. So it always works out in the end. So I think referrals is a huge business that I think people don't utilize as much as they should.

Mike Swenson
There's a lot of people that I know in some, some higher tourism markets or some markets where a lot of people are moving to. Yeah, you can make a significant amount of money just from, just from referrals, you know, not even focusing on your own folks in your own community because people are coming to your spot. And so, yeah, whether, you know, Florida, those types of markets, Las Vegas, Nashville, here in the U.S. like, those are the biggies where, yeah, if you set up and make great relationships with agents, you can bring in a lot of big business. Are you looking to get started or scale in real estate investing but don't know your next step? Are you overwhelmed thinking about finding deals, analyzing deals, doing due diligence, and managing properties on top of it? Go ahead and push the easy button and invest with us. Real estate investing is what we do full time. We've done dozens of deals with hundreds of doors. We have the knowledge and experience to handpick the best deals that most investors can't find We've at large off market deals all the time. We're where you can hopefully find returns and economies of scale that you just can't find on your own. The best thing is it's 100% passive to you for less capital than you put down trying to acquire a property on your own. Don't let this year go by where you don't make the leap, add to your portfolio or you just sit in analysis by paralysis. To find out more, visit freedomthroughrealestate.com and click on Invest. You can book a call and learn more there. So get to scaling your portfolio now. Now with us by your side. Now. You had mentioned about daily habits and, and morning routine. Would love to hear you talk a little bit more about that as, as being a key part of your success and kind of what you do and, and what you've attributed that success to by having those, those daily habits and morning routines.

Jessica De Ri
I'm still refining it because sometimes I feel like I have so many steps in my days that, or to, you know, before I start my day that I'm almost going, okay, I gotta refine it so it's a little cut shorter or else I'm dashing out of the house. But I just find prepping yourself mentally and physically in the morning is key because you've got everything done for the day and you're ready to set, you know, the tone to work. Right. So going to the gym, taking your steps, if you're walking, you know, just proper hydration. Setting up myself also the night before is also key. So I know what I'm wearing the next day I have to think about it twice. So it's these little habits that I feel like you can show up up successfully in, in the day. So you don't know who you're going to meet, what last minute lunch, someone's going to ask you to. So you got to just really be prepared for the day. So that's kind of how I plan my morning routine, which is already starting the night before essentially. And it all comes down to also, you know, to the things I consume. So I make sure that in the morning, if I'm going out for a walk, for example, like I know already what podcast I'm listening to to just jump up my frequency. So I think that's attributed to my success is to really know that by time 9 o' clock rolls in and I've got to tackle all those emails that have come in while I'm already primed to do so.

Mike Swenson
Yeah, it really is important because I think conserving mental energy in the morning, like you had said, like laying things out, having that ready to go and then just energizing yourself because it's a lot, it's a high pressure, high stress work environment to be in. And so you need to make sure that you're, you're at your peak performance, ready to go for the day. Because if you come stumbling in on, on fumes and not having that energy, it's gonna, it's gonna suck the life out of you pretty quick in the morning.

Jessica De Ri
Exactly. I mean, I will admit there are some days where it's a bit more lenient. I'm like, oh, I have nothing, nobody to see, nothing is going on today. I could actually be more of a relaxed fit and do my thing. So that's kind of, it's good. I take advantage of those days for sure. But essentially it's just making sure that I, I, I always hit those non negotiables in the morning and it's journaling, reading, meditating, and you know, whatever people feel like it's called to them. You know, just do it in the morning and at night, I mean, listen, have a good night routine, get yourself a good night's sleep. Some people always ask me, well, what if I'm not a morning person? You know, what do I do? I'm going, well, do it at night, prime yourself at night, I guess. But yeah, I think just knowing who you are as an individual too, and what works and what doesn't is also key to success as well too. Like don't force something if it's not gonna, if it's not you.

Mike Swenson
What other advice might you have for, you know, younger agents, people getting into real estate today? You know, it feels like there's always different pressures, stresses, whatever it might be with the different markets of real estate. And you know, you've been in long enough to see a few different things. But yeah. What would you advise for, for people that are looking to build a care real estate or to get into real estate, do it as a side hustle, whatever that might be.

Jessica De Ri
I always, well, I think while I was told this many times, never use it as a side hustle, like fully dive into it 100%. And I know not everyone has the, the means at first and they always want to just test out the waters, but I think to be fully successful, you got to plunge in at 100% to, to make it into a lasting business. But I would tell a newer agent is, you know, I'm now focusing More on systems and how things, you know, and also learning AI to help us create better systems as well too. So I think just really be of value. So really learn what is up and coming and learn systems so because those systems will help you navigate your career and learn how to optimize your business. 10x so if I would have implemented systems from the get go, so CRMs for example, making sure, you know, I was just tracking everything down to a T, I think I would have done a lot of things differently. So I think for a newer agent is making sure you know, you're calculating all your expenses, knowing where your marketing is going and what those metrics are, what is working, what is not working, where's most of your business coming from? Right. If you're you know, know a month in, two months in, if you've done a few sales, tracking those things because then that can help you deviate or you know, keep going down that path. So I think it's really like systems and I think now it's AI too. How I could utilize, how could you benefit you and your business?

Mike Swenson
Yeah, you had mentioned about part time. It's hard. It's really hard. The longer I've been in the business, the more I realize that if, yeah, if you're coming in part time on something, you've got to have a plan and a date, right. Like you've got to be building momentum towards something because I said otherwise it's like you're running a sprint in your day job and you're running a sprint at your night or weekend, whatever that might be and eventually you're going to run out of gas. And so it's very fatiguing. And so you can only do that double sprint for a certain amount of time. And so yeah, if you are coming into real estate, you've got to have a plan of how that momentum is going to build and then a date where you do cut in because otherwise you're just going to eventually wear yourself out. Because yeah, you, you can't get that traction that you need to turn it into a full time thing unless you get in full time.

Jessica De Ri
100 and I still know some people and these might be older agents that are still just transacting a little bit and they have their license because you know, they have a network of some sort and then they have another job that they do. I remember doing a transaction with I believe a lady that worked for an airline because she was able to travel so much but also was doing real estate and just trickling, you know, actually phasing out of real estate. And it, she became a little bit frazzled. I think she kept forgetting a few things and couldn't recall a few things about the property. And, and I think it, it disserviced her in a way at the end because of the fact that she wasn't able to be fully present and obviously she would. The time differences were just, I couldn't communicate with her essentially. So it does take a toll whether we like to, to hear it or not.

Mike Swenson
Yeah, I could say I can, I can tell when I'm working with a part time agent. Because you don't hear back from them at certain times.

Jessica De Ri
Exactly.

Mike Swenson
Awesome. Well, Jessica, any parting thoughts? Parting wisdom. Anything that you want to share here before we wrap up?

Jessica De Ri
You know what, real estate's a tough game, especially now shifting markets. I just want to say parting wisdom. Know your market, know the ins and outs, tap into your network as much as possible. And I always think now, right now it's time to go back to the basics and basically just service your clients at the basic level. That's what they really need right now.

Mike Swenson
Well, thank you so much for coming on and sharing. For people that want to reach out to you or connect with you more, how can they do so?

Jessica De Ri
They can do so through my Instagram at Jessica Di Re or my website. It's just easier. It's Jessicaderay.com and that'll link you to everything.

Mike Swenson
Well, thank you so much for coming on and sharing.

Jessica De Ri
Thank you.

Mike Swenson
Fun to hear your story and how it's changed and grown over time and best of luck to you as you continue on in real estate in the future.