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Tiffany McQuaid, president of McQuaid and Company, is one of the real estate industry’s most innovative and prolific marketers. Her new book, The Inth Degree, ranked No. 6 on Inman’s 2025 Must-Reads list, teaches you how to differentiate yourself from your competitors, build an effective brand, and navigate life’s most difficult business and personal challenges. Packed with inspirational tips to help you overcome your challenges.
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We first met McQuaid speaking at the 2021 NAR NXT Conference. Her sessions were filled with innovative marketing ideas that McQuaid had already implemented at her brokerage firm, McQuaid & Company. McQuaid later shared a number of these strategies in an Inman article titled “How to Upgrade Your Marketing in 2022.” The tips in this article are as relevant today as they were three years ago.
Creative legacy: a notebook full of ideas
McQuaid described how her mind is a “ticker tape” that keeps creative thoughts flowing. Since she first began documenting these ideas over 15 years ago, she has created a vast collection of notebooks to document, refine, and present many of those ideas.
“My notebooks represent my legacy in business. If someone were to find them, they would provide a blueprint for growth, innovation, and success in the real estate industry,” McQuaid said.
McQuaid’s notebooks don’t just testify to her creative process. It also reminds agents how important it is to gather customer feedback and customize their marketing approach to best serve their specific customer database.
Build your business on authenticity
When it comes to branding, today’s consumers are looking for more than a polished logo or marketing slogan, they’re looking for authenticity. “Trustworthiness forms the foundation of a strong brand, especially in a competitive industry like real estate,” said McQuaid.
“What buyers and sellers really want to know is how you will improve their transactions, how you will be a resource to them and benefit them, but most importantly, if you are a genuine, absolute Will you help me bring the best version of myself to the table?” You will present them with a contract and negotiate on their behalf. ”
Three key takeaways from The Inth Degree
To succeed in today’s marketplace, McQuaid believes that knowledge is power, authenticity is essential, and that no matter how good or bad the market is, you must be consistent in your marketing.
1. Educate and then re-educate yourself
Continuous learning is essential, especially in a time of change due to inventory shortages, high interest rates, and fee litigation.
“Educate, educate, re-educate, because we have all heard the parable or adage that knowledge is power. and your value to the seller.”
2. Build an authentic brand and stay true to it
“The power of your brand is who you want to be combined with marketing. Don’t put yourself in a little box,” she urged. “Cannot connect inside the box.”
Instead, try to be consistent with all elements of your branding. “Remember that your photo and logo, combined with your authenticity, who you are, and what you share, is your brand,” McQuaid said. Ta. “It’s important to always stay true to your brand.”
3. The biggest mistake agents make
McQuaid said the biggest mistake agencies make is not marketing consistently. “You don’t have to spend a lot of money promoting yourself, but you do need to make a presence. The biggest mistake I’ve seen agents make is not to advertise and be aggressive when times are good. And when the going gets tough, it’s about stepping back,” McQuaid said.
“Actually it should be the other way around. Even if things are bad, put your will and your money outwards. Do whatever it takes because when the market changes and things get better again, everything will change. Whoever is there will get the business. It’s important to move forward.”
Going All In: How to move beyond your comfort zone
McQuaid describes her approach as “all in.” For her, down markets represent the best opportunity to differentiate her business, whether it’s expanding her footprint, experimenting with new marketing avenues, or rebranding to better resonate with clients.
She also believes that most agents are happy with the “status quo” rather than pushing their comfort zone, which can lead to unexpected success. McQuaid explained:
“When you’re riding the wave of the status quo and you’re afraid of upsetting the apple cart,” my “fairy godmother” Barbara Corcoran once said to me, “Tiffany, ignore the naysayers. Anything fresh and innovative offends them, and their deliberate job is to clip your wings.”
This approach helped McQuaid ignore critics and stay focused on her unique vision. She advises agents:
“When you push past your fears and your current situation and put your heart and soul into whatever you do, something good always comes out of it,” McQuaid said.
Seven keys to success: McQuaid’s “in” principle
In The Inth Degree, McQuaid outlines seven principles she calls the “In” elements. Her seven keys all begin with “In” and cover everything from how you think to what you do. These seven elements are
IN Fear IN Vitality IN Intention IN Inspiration IN Creativity IN Motivation IN Influence
and serve as a personal guide to a more purpose-oriented career.
Each key covers a different aspect of our lives, how we can make a big impact and make a difference in the world, and how we can boldly meet challenges and difficulties. It includes how you can overcome it and how you can listen to your inner guide and align your inner being with your intention and direction. How can we do it with a little bit of hope, a little bit of energy, a little bit of energy, a lot of energy,” McQuaid said.
This book includes thought-provoking questions that encourage agents to think about their goals, habits, and values. McQuaid believes these questions are important checkpoints for agents who want to stay focused, motivated, and aligned with the mission.
“The key is understanding your motivations and pushing yourself out of your comfort zone, which will help you unlock your potential,” explains McQuaid. “They encourage you to act from a place of intent rather than just following the crowd.”
Three Magical Teaching Moments
Throughout her travels, McQuaid met some of the most influential people who shaped her career, gave her valuable insight, and gave her resilience. Here’s what she learned from three women who had a huge impact on her life.
McQuaid’s mother
McQuaid’s father died when she was just 10 years old, and her mother passed away 21 years ago. She started keeping a diary for McQuaid and her sister as their mother was battling cancer. Inspired by her mother’s diary, Ms. McQuaid began journaling more than 15 years ago.
“Not only did the diary give me solace, it also gave me life lessons that shaped my approach to business, which I incorporated into my book,” McQuaid said. .
From McQauid’s perspective, journaling is a powerful tool that can also help agents.
barbara corcoran
Ms. Corcoran became her “fairy godmother” and not only helped McQuade become more resilient, but “she saw something in me that made me want to return all the goodwill she had given me.” said McQuaid. “In my book, I share some of the most powerful tips and thoughts she has taught me over the years.”
Katy Perry’s “fireworks” moment
Whenever McQuaid needed motivation, he would play Katy Perry’s song “Firework.” It was her personal theme whenever she went into a meeting or needed extra inspiration.
“Something magical happened at a very low point in my life and I immediately connected it to that song,” McQuaid explained. “When I had the opportunity to meet Katy Perry in person, we felt an incredible dynamic. In the stories I share in this book, I reach for the stars. We talk about how important it is to simply surrender and trust.
Embracing emotional intelligence: Connecting with clients on a deeper level
The main focus of McQuaid’s book is emotional intelligence. A key piece of advice she gives her team is: “Don’t ask your clients what they think about real estate; ask them how they feel.”
This approach fosters deeper connections, encourages more authentic responses about motivations, and helps agents have more meaningful and insightful conversations with clients rather than just asking them what they think.
McQuaid’s final advice
Never be satisfied with the status quo. The path to true success lies in challenging your comfort zone, cultivating creativity, and learning from every experience. Always remember Mr. McQuaid’s words. “Every challenge represents an opportunity to give your all, make a breakthrough, and achieve your personal best.”
Bernice Ross, President and CEO of BrokerageUP and RealEstateCoach.com and founder of RealEstateWealthForWomen.com, is a national speaker, author, and trainer who has published more than 1,500 articles.
