Dec 10, 2024
n this dynamic episode, Seth Struiksma sits down with Mel Sofia, the founder and broker of The Avenue Home Collective, to explore the power of authenticity in the real estate industry. Mel shares her journey from conforming to industry expectations to embracing her true self—and how that transformation skyrocketed her career and happiness. From balancing life as a leader, mom, and entrepreneur, to building an agent-first brokerage that celebrates diversity, Mel offers invaluable insights for agents and entrepreneurs alike.
Key Takeaways:
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Authenticity Over Aesthetic:
- Mel emphasizes the importance of living and working authentically to attract the right clients and agents. She shares how embracing her passions—like music festivals and snowboarding—helped her connect with like-minded people and thrive professionally.
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Building a Values-Driven Brokerage:
- Avenue Home Collective operates with a core focus on being client-centric, community-focused, and agent-supportive. Mel discusses the power of diversity, collaboration, and shared values in building a strong team culture.
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Lead Generation with Heart:
- Mel’s unique approach to lead generation centers on forming relationships, hosting community events, and creating value for others—proving that cold calling and scripts aren’t the only way to succeed.
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Lessons in Leadership:
- Mel shares how stepping out of her comfort zone, starting her brokerage, and supporting her agents’ growth turned challenges into triumphs.
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Mindset and Growth:
- Personal development is at the heart of Mel’s success. She dives into her practices of gratitude, mindset shifts, and leveraging coaching to continuously evolve.
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Navigating the Real Estate Market:
- Seth and Mel discuss the current San Diego market, including trends, buyer demand, and the enduring appeal of the region.
Quotes to Remember:
- “Authentic over aesthetic: Shine your light brightly to attract the people who align with your values.”
- “If you’re not growing, you’re dying—there’s no standing still.”
- “Confidence is the key to influence in real estate conversations.”
About Mel Sofia:
Mel is the founder and broker of The Avenue Home Collective, a San
Diego-based real estate brokerage dedicated to diversity,
collaboration, and client care. With over 20 years of experience,
Mel is also a mom, community advocate, and an agent of change in
the real estate industry.
Connect with Mel:
Instagram: @melknows
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