TRUST ME... I'M A REAL ESTATE AGENT

WELCOME

In today’s episode of Where in the World Is Glennda Baker, I’m coming to you from sunny Turks and Caicos! Oh, my stars and stripes, this is the land where screensavers are born. I’m here for Elevate Retreat 2026 and it’s been such a powerful experience that the backdrop would not even matter. I’m with a group of brilliant and dynamic women and we’re learning about what’s possible when we rise together. I’m so excited to tell everyone about it when I get back! (That I’ll have a nice tan is simply an added bonus.)

Anyway, while I’ve been down here, I’ve had a lot of people ask me about my content. While creating content has been a game-changer for me, that’s not what’s at the heart of my success in real estate. Instead, I credit that to something so much more simple… and it doesn’t require a boom mic or a ring light. So let’s get right to it!

STORYTIME WITH GLENNDA

Build Your Business on Trust

Y’all know I’m a huge advocate for creating content. I will sing the praises of creating content day and night because that’s what took my business to another level. I love content creation and I am such an evangelist for it. However, I need to make something clear: posting more isn’t what’s going to help you build trust with your audience.

Yes, you’ll create awareness, and of course, that awareness can be a game-changer. But I want to point out that awareness does not equal trust. Plus, a lot of agents are just exhausted from trying to “perform” professionalism online, while it may not even be landing because those consumers are quietly tuning out. What your buyers and sellers really want—even if they can’t articulate it—is trust.

Here’s what no one tells you: trust is built in private moments. Yes, it’s fun to see those big, splashy videos on your FYP. (And going viral can be a bit of a thrill, NGL.) But views don’t equal trust. Trust is built on the phone calls no one else hears. Trust comes from giving a thorough explanation that takes an extra five minutes. Trust is fostered in that follow-up that doesn’t directly lead to a sale. Trust stems from when someone says, “Glennda, I feel so much better after talking to you.” I promise y’all this: clients are never going to walk away from an interaction saying, “Did you see how many likes she got?” They’ll walk away thinking, “Whew, I’m so relieved now that she explained it all!”

That is the work that matters. (And it doesn’t come with analytics.)

There’s a lot of emphasis in this business on charisma. Charisma may be what catches a client’s attention, but it’s your consistency that gets you hired. Clients want to know that when things get complicated, your energy doesn’t change. They need you to respond the same way on a good day as you do on a bad one. Consistency is quiet, but oh my stars, is it powerful. Consistency is what makes people trust you with something as emotional and expensive as buying a home.

Right now, it’s easy to confuse activity with effectiveness, especially when so much of the industry rewards visibility. But clients remember how you made them feel far more than how you positioned yourself. They’ll remember whether you returned their call quickly. They’ll remember whether you explained things without talking down to them. Every time you stay present when the deal gets stressful, you’re reinforcing that trust you’re building.

One of the fastest ways to build trust is to tell people what’s coming before it happens. Uncertainty creates anxiety. When anxiety creeps in, confidence leaks out. So if you can explain the next step clearly (even if it's just about waiting), you take pressure off your client’s nervous system. When they understand that nothing’s being hidden and nothing’s being left to chance, you make the process so much less scary. It’s like how pilots (agents) see turbulence. They know it’s no big deal and they see it all day long and twice on Sunday. But the first-time flyer (buyer) may be sweating bullets in their seat, suddenly discovering religion. How much better would that anxious person feel if the pilot came on and explained what was happening, and how beverage service will resume in six minutes?

Another trust builder is being early instead of being urgent. If a client sees you scramble, you’re going to spike their cortisol. It doesn’t matter if you manage to miraculously pull things together at the last second. The “save” won't be what they remember. Instead, they’re going to sit in the part where they felt uneasy and uncomfortable. Sure, we love seeing the hero save the day in the movies, but in real life, we gravitate toward boring. (That’s why your tax attorney is the least exciting person you know by design.) So, if you can flag a potential issue or proactively address a small concern, you’re demonstrating your competence. You build trust when your client sees that you’re paying attention, and they’ll appreciate that you’re thinking a few steps ahead on their behalf.

Now, here’s something I learned the hard way: tell your clients the truth without being dramatic and without minimizing the problem. You don’t need to sugarcoat reality. Instead, I’ve learned that factual honesty builds confidence. Clients trust agents who stay grounded, especially when the situation isn’t ideal.

One of the best ways to reinforce that trust is to do what you say you’re going to do. If you promise it, you’d damn well better deliver on that promise. Anyone (and everyone) can promise results. But your clients will remember if you did the little things you said you would do; it’s just that simple. Trust lives in those margins. When you follow through consistently, you build a reputation that speaks for itself.

Ultimately, trust isn’t built by saying the right things. Nope. Trust is built by behaving the same way every time.

The truth is, if you want to build your business, it’s not imperative that you post more. (Although if you want to post more, I can certainly teach you how to do so effectively.) My message today is that you don’t need to keep up with anyone else to build and strengthen that trust. What will propel you forward more than anything is to be consistent. To be clear. And to show up in a way that makes people feel steady and supported. Because real trust doesn’t come from being seen everywhere… it comes from being there when it counts.

But if you do want to talk about creating content, we’ll do that next week! For now, here’s a little taste:

@glenndabaker

Nothing accelerates credibility faster than proof! #GlenndaBaker #RealEstate #AtlantaRealEstate #credibility #GoogleGlennda #GlenndaTok

Social media isn’t optional anymore, y’all - it’s where clients decide if they want to work with you. If you’re not growing online, you’re invisible. That’s why I recommend the Estate Social Growth Program. You spend just a couple of hours filming, and the team turns it into polished, optimized content that builds your brand and gets you seen by the right clients. If you’re ready to show up the way you should, this is where you start.

GLENNDA’S GURU

Welcome, Chad

I have eight billion reasons why y’all are going to want to hear my chat with Chad Carroll! When people talk about a true “power broker“ in real estate, Chad is exactly who they mean. He’s the rare agent who understands every side of the deal—real estate, finance, contracts, negotiation—and knows how to bring it all together in a way that gets clients exactly where they want to be!

Chad built his career the hard way, rising to the top of the industry after moving to Miami during the aftermath of the mortgage crisis. With (eight) billions in sales, Chad has set a standard that’s damn hard to touch. What I love most is that for all the numbers and accolades, his business is still deeply personal. He’s all about concierge-level service, constant availability, and a genuine commitment to his clients long after the closing table. He’s the kind of agent you want in your corner, and I’m thrilled for y’all to get to know him!

Thanks, Chad!

GLENNDAISM

Today’s Words of Wisdom

GLENNDA BAKER & ASSOCIATES

Craft(sman) Your Own Story

This Craftsman at 1429 Lakeview Road in Grayson, GA, is for the buyer who wants freedom, not fine print. Set on a storybook 1.7-acre lot with a peaceful pond, it offers the rare combination of timeless character and real, usable space, both inside and out.

The home has been thoughtfully restored, preserving its original hardwoods, millwork, and pocket doors while pairing them with a modern, open kitchen that actually works for today’s life. The finished walk-out basement is a true flex space, complete with a kitchenette, workshop, and durable flooring. It’s absolutely ideal for a creative studio, guest suite, or multi-generational living! Outside, the property delivers serious utility with ample parking, a carport, and storage for boats, RVs, or equipment. With major systems already updated and no HOA restrictions, this is a place where you can live, build, and breathe… on your own terms!