Going out on my own was the best thing I did for my career.
My first month in business as a Buyer’s Agent —
Starting a business is never easy. Opening a Buyer’s Agency is a whole other can of worms, but alas, one I ran toward with optimistic enthusiasm — and I never looked back.
I’ll admit, going out on my own has come with some challenges, but despite all the ups and downs I’ve experienced as an independent business owner, I wouldn’t have it any other way.
If Freedom is your leading value — listen up!
One of my top values which seems to be the driving force in my life is Freedom, and taking control of my career in the way I have has ticked this box hard.
I call the shots.
I make the big decisions.
I decide which clients I take on.
And I determine how much I make.
No one is holding me back from achieving anything and everything I want. It’s damn well empowering — and there’s nothing stopping you from following a similar path.
Month 1 - the big reveal
Your first month in business is a time like no other.
It’s exciting and terrifying all at the same time (but in a good way).
There’s just so much to do in the setup phase and you’ll feel like you’ll never get through it - but you do.
Your anxiety will likely be through the roof and not knowing when your next payday will be is scary, but despite all this, you’ll have a deep down feeling that what you’re doing is right.
This is how I felt.
I was ready.
Before I left the agency I was with, I had setup my website www.wendyrussell.com.au and so technically, my ‘shopfront’ was already operational by the time I officially started solo.
I urge anyone working in real estate to have their own personal brand and website. Regardless of whether you choose to work with an agency or not, building your personal brand is crucial. This post reveals why agents need to build their personal brand.
Setting up for business success —
The steps I took in that first month:
Step 1 - I trademarked my name WENDYRUSSELL®. It was a bold and costly move but I had previous experience with trademarks and decided it was worth the investment.
Doing this was also an important mindset move. It gave me a feeling of confidence that my brand was important, and worthy of being protected because I was going to be a huge success. I share the pros and cons of trademarking your name in my online program for buyer’s agents — The Buyer’s Agent Blueprint.
Step 2 - I setup my website, using squarespace to design the site. I didn’t pay a designer - I did it myself, because I found squarespace to be so user friendly for someone who has no design or coding skills. I later moved the site to wordpress, but I still love squarespace — hence why I used it to design and host Deals in Heels. I registered the domain name wendyrussell.com.au with Crazy Domains and setup one email address - hello@wendyrussell.com.au.
Step 3 - I setup Xero as my accounting software and created invoice templates. I had my accountant manage the books and tax compliance stuff because I didn’t want the distraction of having to think about the bookwork. It’s not my strength, and I felt it was more important for me to be focussed on bringing in the clients and doing the deals. I already had an existing company setup - Samson Properties Pty Ltd (named after one of my pugs, Samson) and so I ran the business through this company as the corporate licensee, with myself as the personal licensee.
Step 4 - I told everyone I knew what I was doing and where to find me. (aka I’m no longer working for the agency and have set up my own independent Buyer’s Agency working for myself). I reached out to family, friends, real estate agents, my hairdresser - everyone I knew and posted it on my social channels and sent out emails.
Step 5 - I had a friend take some photos of me looking like a boss-lady in power outfits and used these photos for my website and social media. We also created a short promo video that I promoted on my social channels. It was very amateur hour back then and looking back on some of these photos and video footage is definitely cringe-worthy but my goal was to setup on a shoestring budget. As I mention a lot in our show The Rising Professional Podcast — ‘scrappy’ is how you need to roll in the first few years of business if money is tight.
Step 6 - I ramped up my social media effort. I had created my personal facebook business page - Wendy Russell Brisbane Buyers Agent and starting getting super active on social. Instagram soon followed and so did my Linked In Professional Profile and Youtube page. I hired a virtual assistant to connect with as many industry associates as she could find and we soon grew the following into the thousands. I recorded videos of what I was doing in the field and shared market updates with my small audience of followers.
Step 7 - I setup my CRM system using mailchimp and started adding real estate agents to the list. Eventually, I would add clients and potential clients into the system. In the beginning, I did this manually, but soon realised I needed to automate the systems.
Step 8 - I started attending women’s business networking events and became active on the Brisbane social scene.
Step 9 - I starting blogging and writing content. Writing comes naturally to me so that’s what I did - I focussed on my strength in this department. I started creating content for my website and social media channels and made a huge effort to be seen in as many places as I could. I have friends who work in Public Relations and their advice at the time was to get seen in as many places as possible, so that’s what I did.
Step 10 - I bought a pair of Christian Louboutin nude pumps as a gift to myself for having the courage to take this leap of faith — because that’s exactly what it was. I had no idea how it was all going to work out and that felt scary as hell.
Buying the heels at that time probably wasn’t the most financially sound decision (since I didn’t really know when my next commission was coming in) but they gave me a sense of power and prestige.
I hadn’t become a someone just yet, but I wanted to channel that energy. I’ve always believed in rewarding yourself along the way and I’ve stayed true to this throughout the years. Only now, I feel like I can actually afford the designer shoes and handbags!
Step 11 - I did the work. When a new client signed on, I went over and beyond to make the experience incredible and focussed on getting them the best outcome possible. I asked for testimonials and shared these across my social channels.
Business is always a work in progress.
Over the years I have improved and refined my systems and processes considerably since these early days, and learned how to overcome imposter syndrome to set a high-level fee structure that reflects the boutique nature of my premium service offering.
But essentially, this is the backbone of how I started.
I still believe these steps form a baseline for anyone looking to go out on their own in business or build a personal brand.
If you’re working with an agency, the points I share are still very relevant to building your personal brand and gearing yourself up as a high-value agent.
I hope they act as a solid guide for you moving forward.
How I can help you become an independent agent.
If you’re ready to start your own business as an independent seller’s agent or buyer’s agent, I can help.
I understand it can be incredibly scary to leave the security of a salaried role, but believe me - once you take the leap of faith, you’ll never look back! I went from strength to strength as an independent business and real estate agency owner and now, I’m dedicated to helping other agents hatch a plan to step into their power and earn six figure incomes running their own agency.
Courses for real estate agents and buyer’s agents :
The WENDYRUSSELL Buyer’s Agent Blueprint - steal my systems, processes and skillset to become an independent buyer’s agent.
Masterclass for Women in Real Estate - The Polished Professional - level-up to become a high-value agent who earns more and attracts A-class clientele.
MEET THE WRITER
Hi. I’m Wendy.
I’m a storytelling writer, champagne lover and Luxury Buyer’s Agent based in Brisbane Australia. I share my journey as an independent real estate professional and self-made career woman. My story >
Wendy Russell is a Luxury Buyer’s Agent, social introvert and self-made businesswoman on a mission to help career women step into their power as high-value professionals. It starts here.
What the participants are saying …
Lina Paselli-Kruse | LPK Luxury Home Hosting
“Your mentoring has been absolutely outstanding. Together with The Polished Professional Masterclass, I definitely have all the tools, confidence and good practices in place to deliver new services to investors wanting to dive into the Darwin region property market. Thank you. You are truly amazing, super professional, fun and such an inspiration.”
Sarah Treen | Central Buyers Agents
