Joe Herrera comes from a long line of alcoholics and his family lived from paycheck to paycheck. With a lack of ideal role models in his family, Joe got terrible grades and he barely finished high school.

After graduation, he went on a 2-year mission with their church and this experience changed him as a person. Coming home, he knew he wanted to break those generational chains and make something of himself. He also knew he didn’t want to pursue college. Since he believed that he has a talent in sales, he decided to go into real estate.

Several years into the business, Joe decided to shift his focus and start a marketing technology company. Unfortunately, the app they developed was unable to reach the number of daily users they needed and they couldn’t raise the additional funds to keep going and the company eventually failed. 

In 2014, Joe went back to real estate full-time. But this time around, he wanted to do something different. He took what he learned from running his marketing tech company, which is the power of social media, and used it as leverage to blow up his real estate career.

Today, Joe Herrera is the Owner/Partner at Joe Taylor Group. He is also the Owner of Love Local Real Estate, Brokered by ΓEA⅃ Broker.  He believes that agents should focus on money-generating activities like building relationships and getting deals under contract.  That is why they’ve built a system that handles the technology, lead generation, and transaction management side of the business.

Let’s hear from Joe as he shares his journey, his insights on the challenges that the real estate industry is facing, and how his failures led him to success.

Top Takeaways:

08:52 Why building a real estate business is not really a fun endeavor
09:44 Why Joe decided to build a marketing technology company
11:06 How failing at his tech company fueled his successful real estate business
12:17 What led Joe to start his own brokerage
13:37 Is it advisable to sell your independent brokerage?
17:36 The most painful loss his business went through
25:22 The number 1 pain point for broker-owners
27:30 Why they joined ΓEA⅃ Broker
33:23 How Sisu changed the way Joe looks at their team
36:12 Why do more teams today focus on ancillaries?
39:41 Joe’s most valuable possession