GRIT: The Real Estate Growth Mindset Episode 153: Tiny Markets, Massive Impact: How Desi Williams and Elizabeth McNally Make It Big
In this episode of GRIT: The Real Estate Growth Mindset, Brian Charlesworth welcomes Desi Williams and Elizabeth McNally, two high-performing team leaders who are breaking records in small markets. Desi Williams from Burley, Idaho, and Elizabeth McNally from Medicine Hat, Alberta, share how they've captured over 40% market share in communities where most agents settle for 20 deals a year.
Desi shares her journey of moving to Idaho and starting her real estate career with no sphere of influence. Her first big break came from courageously pitching a developer for a listing, which resulted in selling all 14 homes in the project. "I had to show I was willing to do the work," Desi explains, reflecting on how determination fueled her growth. Elizabeth, from Alberta, also built her business from the ground up by focusing on professionalism and innovation, introducing professional photography and staging to her market before these practices became the norm.
The conversation quickly turns to mindset and the habits that have fueled their success. Desi explains how consistency has been her superpower, maintaining 100+ conversations weekly to keep her business thriving. Elizabeth adds, "People often lose momentum after a big win, but that’s when it’s most important to keep going." Both agree that breaking through mental barriers, like fears of success or judgment, was essential to their growth.
Both leaders reveal their systematic approach to growth, with Desi noting a dramatic shift after implementing a CRM: "I went from 40 transactions to 89 that year." They discuss the importance of consistent follow-up, maintaining high conversation counts, and providing value-add services that differentiate them in their markets.
As the episode wraps up, the two discuss their upcoming mastermind for agents in small markets. "There’s not enough tailored advice for small communities, and we want to change that," says Desi.
Top Takeaways:
(4:02) How to build stamina for real estate success
(5:36) Why do some agents lose their edge?
(6:23) What happens when agents make their first $30k?
(8:39) What’s the “DoorDash” model for real estate?
(10:49) How do agents escape repetitive routines?
(14:18) Surrounding Yourself with the Right People
(17:56) Innovating in Small Markets
(22:55) How does staging impact listing performance?
(26:52) The Power of CRMs in Small Markets
(31:07) Overcoming Self-Doubt and Burnout
(36:02) The Impact of Networking and Growth Events
Tune in to discover how these innovative leaders have built multimillion-dollar businesses in markets others might overlook, and learn their strategies for maintaining exceptional performance regardless of market size.
About Desi Williams
Desi Williams is a Southern Idaho real estate broker committed to helping clients create their ideal home, whether it’s a starter house, a hobby farm, or a retirement property. As a mom of five, she understands the importance of finding the right space for every stage of life. With expertise in buying and selling, Desi provides stress-free transactions, marketing strategies for maximum exposure, and personalized financing recommendations. She’s passionate about guiding her clients every step of the way to ensure they achieve their goals.
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About Elizabeth McNally
Elizabeth McNally is the team lead for Real Estate Collective in Medicine Hat, Alberta, proudly leading Canada’s #1 small team at Real Broker. Her journey into real estate began early, working alongside her parents on renovation projects and property management in SE Hill. With over 17 years of experience, Elizabeth combines her hands-on knowledge and passion for real estate to offer client-focused services. Her team provides staging, professional photography, and strategic marketing to ensure properties stand out. Elizabeth is dedicated to helping buyers and sellers find not just a home, but the home.
Connect with Elizabeth: