C’Anna Keffer: Navigating Success

Real Estate Agent Magazine sat down with C’Anna Keffer of Compass Realty Group to talk about her journey and insights in the real estate industry.

REAM: Growing up in the homebuilding and rental business, how did your childhood experiences shape your passion for real estate, and what aspects of those early experiences do you bring into your current career?

CA: Growing up in the real estate industry, I saw first-hand all that it takes to be a successful builder and landlord. These professions carry a lot of risk and stress, but also have big reward when done correctly. I have a deeper understanding and appreciation for what it means to be a contractor and investor. This is part of the reason why I love working with clients on new builds as well working with investor clients to find properties that cash flow and enrich their portfolios. I also love working with builders directly because I understand their side of the business as well as my own.

REAM: What’s the most important piece of advice you’ve received during your time as a real estate agent?

CA: I’ve heard so many great pieces of advice, but what sticks with me the most is that you should never prioritize commissions over clients. I am not attached to the outcome. Sure, I love selling houses and being successful, but I put my clients first. The rest will take care of itself, and good things: clients, commissions, opportunities, will come to you!

REAM: As a longtime member of the community, can you share specific examples of how the relationships and network you’ve developed have proven valuable to your clients in real estate transactions?

CA: Ohh, I have so many examples! Real estate IS a relationship business. One of my personality strengths is relationship building and connection, and that has served my clients, and myself, incredibly well over the years. Many years ago I was a member at a local crossfit gym, where I met fellow member, Harry. Fast forward to getting into real estate, and I run into Harry at a local chamber of commerce event. That reconnection led to a conversation about my getting into the industry and to this day, Harry is my #1 lending partner and someone I have developed a great professional relationship with. Harry has saved a number of deals and been instrumental in several clients realizing the dream of owning a home. I know I can rely on him and always get answers and education, all because I made a connection at a gym years ago.

REAM: As someone with a passion for both real estate and marketing, how do you see the future of the real estate industry evolving?

CA: It’s true that the only constant is change. Our industry is no exception. I believe different forms of technology will continue to impact the speed and ways in which our industry evolves and the way we do our jobs. It’s important to stay on top of trends and this evolution so we can provide our clients the best service. Social media will continue to play a large role in how we market ourselves and serve our clients. I think we will continue to see a movement toward non-traditional brokerages, too. I think these changes will force more traditional, “old school” brokers, brokerages and agents to keep up or get left behind.

REAM: What are some of the habits you’ve developed that have led to your success?

CA: Organize, organize, organize! I have developed systems to help me keep track of my business and my clients and overtime have worked to streamline processes for myself. That is constantly evolving and I’m always implementing new things which help me maintain relationships with my clients and improve my referral business. Additionally, I have continually invested in education and training of various forms. I love learning new things and understanding what is working for agents in other markets. I’ve implemented a lot of things that no one else in my market has – and that sets me apart from the rest. Most importantly, gratitude and goal setting…I am a big believer in daily gratitude practice and I’ve found it helps my mindset and focus. Each morning I write down 5 things I am grateful for. It could be as simple as a cup of great coffee or finding a good parking space, but the point is I am actively focusing on good, positive things and I believe that shifts my vibration and what I am calling more of into my life. I also write down 10 things that have happened in the future (dreams that became reality) because it shifts my mind into thinking they’ve already happened, and that shifts how I think and operate.

REAM: How do you work to maintain balance between your home life and work life?

CA: I think we are all striving for balance, but I don’t know that we ever truly feel we have achieved it. Our job as real estate agents is so unique and unconventional in terms of hours, schedules and work days. That is exactly what I love about it though. For me, no two days are the same and I have a lot of flexibility and freedoms I wouldn’t enjoy in a traditional work setting. I remind myself of that when I am taking calls and emails while on vacation or evenings. I love what I do so it never feels like “work” to me and I can enjoy days off when I want – I don’t have to wait for a weekend like many folks do. That being said, I strive to set boundaries while I’m traveling in terms of having coverage from someone else in my office, and I prioritize self-care to avoid burnout. I often have to force myself to close my laptop and stop working, so I am not a great example. Do as I say, not as I do!

REAM: Who are your real estate mentors? How do you seek to emulate them?

CA: I am very grateful to my Broker, Allan Collins, who has mentored me from Day 1. Allan was an educator and coach before getting into real estate and his demeanor and expertise have been invaluable to me. Allan has a great way of finding common ground and using common sense that have benefited me immensely. My dear friend, Caitlin, is the one that encouraged me to get into this industry and she has been very helpful from the beginning. I also admire Glennda Baker. I joke that I want to be Glennda when I grow up!

REAM: What do you enjoy doing outside of work? Hobbies? Sports?

CA: I love to travel! There are so many wonderful places and things to see and experience in the world. I feel blessed to have a career that allows me to do that. I also love to cook and bake. Trying new recipes is a great way to turn my brain off and create something. I read a lot too, the Kindle Paperwhite has been a game changer for me. I also focus on working out and self-care several times a week; weight training is my favorite but I try to mix in things like spin, yoga and pickleball.

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