There is no one path to a successful real estate business. That truth became especially clear in a recent conversation with Colby Anderson, an agent serving the competitive 30A market in Northwest Florida. In about five years, his business has grown to approximately $50 million in annual production.
For agents looking for a blueprint, Anderson’s story is a reminder that waiting for the phone to ring usually doesn’t accomplish much. It comes from identifying your lane, being intentional, and staying consistent long enough for momentum to take over.
As we spoke, Anderson kept returning to one theme. That’s when he stopped waiting and started building around repeatable opportunities, and the business started to change.
Find the lane that fits your gift
Anderson entered the real estate industry just before the coronavirus-era boom. While other agents seemed to be riding the wave of easy activity, he was a complete newbie trying to figure out how to create traction in a lackluster market.
“When COVID was going on, I didn’t have a business. It was the worst for me because other people were making all this money. I was just starting out and had no idea what I was actually doing,” Anderson said. “What I quickly realized was that I didn’t want to sit around and wait and expect the phone to ring.”
It was important to change that way of thinking. Rather than hoping that leads would show up, Anderson began researching other agents who were already performing at a high level. He noticed a pattern. “I saw a lot of highly productive agents dealing with investors and builders, and that was huge for me because I could see where I was going,” Anderson said.
That doesn’t mean builders and investors are the only way to run a successful business. In fact, Anderson is quick to point out that there are many ways to win in real estate. The key is to choose the one that best suits your market, your gift, and your personality.
“There are many ways to make money in real estate,” Anderson says. “You need to figure out what’s best for you, what best suits your personality and talents, and go down that path.”
start with better questions
Anderson did what many agents skip when builders, investors and developers identify this as a path they want to pursue. He went to meet these people in person and started asking questions.
It’s not pitching. I’m not forcing it. Just ask.
“I started reaching out to contractors and saying, ‘Look, this is me. This is what I do. I’d love to take you out for coffee or lunch and learn about your business and find opportunities and how I can help you,'” Anderson said.
Many agents miss opportunities during the first meeting. They come into meetings trying to prove themselves rather than trying to understand the other person’s business. In Anderson’s experience, breakthroughs usually occur when agents ask questions like: “If you could find the ideal property or opportunity for your business, what would it look like?”
Builders and investors will tell you.
This approach is wise for several reasons. First, there’s the relationship. Second, it gives you the opportunity to communicate what matters most to the other person.
They may want multiple buildable lots in one location. They may want some type of condominium development. They may want a long-term rental in a very specific location. Once you know what they actually want, your next steps will be clearer. Please go look for it.
Great agents do more than just search the MLS
Anderson made another point that every agent should hear. Just because you send someone something they can already find on Zillow or MLS doesn’t increase your value. “Builders and investors are paying attention to the MLS,” Anderson said. “When you actually go out and do paperwork or start calling with property owners to find opportunities or create opportunities, that’s where you separate yourself.”
From there, his business began to accelerate. Once we understood what different builders wanted, we stopped waiting for the market to deliver it. He looked for off-market opportunities that fit their criteria exactly. And when he found something, he didn’t just bring it to one person. He placed it in front of multiple qualified buyers.
“We found three or four builders/investors that were ready and willing to buy,” Anderson said. “Every time I find something, I don’t just send it to one person, I send it to multiple potential buyers. If it’s a really viable project, one of them will pull the trigger.”
This strategy did more than just generate fees on the front end. This created future listing opportunities. “As a result of consistently discovering these investment opportunities that are not publicly known and marketing them to identified investor and builder prospects, we currently have approximately $200 million worth of new construction and development inventory in progress that we plan to list for these builder and developer clients over the next two years,” Anderson said.
It’s the power of building your business around repeat opportunities rather than one-time deals. But don’t be overwhelmed by the sheer number. If you can develop relationships with just one or two builders or investors this year, it could fundamentally change the future of your business.
Earn money and deepen relationships
When I asked Anderson what had most strengthened the builder-investor relationship, his answer was immediate. “You’re making them money,” Anderson said. “That’s the biggest thing. Once they know we were very successful with the last deal, they’re going to want to know what else you have.”
That’s a very important point. In this business, when results are achieved, human relationships deepen. If you understand what a good deal looks like for a particular investor or builder and can continually provide opportunities for them to profit, you are no longer just an agent on their phone. You also become part of their business model. Team members they trust and rely on.
Anderson also noted that the company’s reputation is starting to deteriorate. “Once you become known in the marketplace, other agents will start reaching out to you,” Anderson says. “Someone contacted me the other day about a development package and said, ‘Hey, I think this is something you guys are doing. Do you know anyone who might be interested?’
That’s when momentum starts to work for you, instead of requiring all your energy just to maintain it.
Social media became an accelerator
While builders and investors helped build the foundation for Anderson’s business, he recognized that if he wanted to consistently double production, he needed other means of growth. That lever has become social media.
“When we started working together a year and a half ago, I wasn’t even on social media,” Anderson said. “You pushed me to be active on social media and incorporate video into everything I do. It made a world of difference. I’m now starting to get a lot of non-paying leads on top of the content I put out.”
That sentence is worth noting. Too many agents still consider social media optional or secondary. What Anderson has proven is that content can be a true inbound lead source if you’re consistent long enough and intentional enough with what you post.
He said he currently receives a variety of leads from various platforms, including Instagram, YouTube, and TikTok. “Right now, just in the last two months on social media, we’ve got seven or eight people working with us who plan to buy property within the next year and a half,” Anderson said.
Start simple and build
One of the things we most appreciated in our conversation was how honest Anderson was about the early days of Content. He didn’t start out with a sophisticated team, production staff, or perfect strategy. He started with a cell phone. “It all started with my iPhone,” Anderson said. “My videos started out as selfie-style videos. Most of them were me saying, ‘I’m coming to this property and I want to show you my favorite features.'”
And that’s exactly where many agents need to hear their message. You don’t need to understand everything to get started. You need to start. “The heaviest part of the gym is the front door,” Anderson says. “That’s the truth. Everybody’s so worried, ‘Well, we can’t go where he is.'” Of course he’s there. He’s been doing this. ”
Most agents aren’t struggling because of a lack of opportunity. They are struggling because they are standing around waiting for them to feel ready. Preparation is rarely done first. Agents do that too, and Anderson is a perfect example of this truth.
TikTok proved him wrong
Anderson also talked about his unexpected success on TikTok. Like many agents, he initially dismissed it. He believed that it was primarily aimed at younger users and was probably not a serious business platform. He was skeptical, but he gave it a try. And it ended up being one of his most surprising sources of business.
“I get more leads from TikTok than any other social platform, and it was the platform I thought I would get the least,” Anderson said. He shared a recent example of a random message asking if there were any good deals on 30A. What started as a conversation he almost ignored turned into a screening and the possibility of a multi-million dollar purchase.
This should be a wake-up call for many agents who still rule out platforms without testing them.
Lessons every agent should learn from this
In closing, I asked Anderson what he would say to agents who are feeling stuck — agents who know they need to do more but don’t know where to start. His answer was simple.
“We just have to start,” Anderson said. “You can’t always be in the same room with people who are selling real estate at a high level, but you can listen to what they’re doing. You can learn from what they’re doing. But you can’t just listen and learn; you have to be ready to implement and test what you learn.”
That’s the real blueprint here.
Find the lane that suits you. Ask better questions about your ideal prospects. We bring value that others don’t. Build around repeat business. Start creating content before you think you’re ready. Test your platform before ignoring it. Be consistent long enough for momentum to show up.
There are absolutely more opportunities in the real estate industry than ever before. Anderson’s story proves you don’t have to wait for an opportunity to find yourself. You can go build it.
Colby Anderson can be found on Instagram.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
