GRIT: The Real Estate Growth Mindset Episode 152: From Shiny Objects to Sustainable Growth: Veronica Figueroa’s Real Estate Pivot
In this episode of GRIT: The Real Estate Growth Mindset, Brian Charlesworth talks with Veronica Figueroa, a leader in real estate team operations and growth. Veronica shares her journey from managing a complex business that sold over 2,200 homes a year to building a streamlined, sustainable model.
Veronica opens up about the challenges of scaling too quickly, explaining how a focus on simplicity transformed her team’s operations. "We realized the business was too heavy, and simplicity became our goal," she shares. Her insights into focusing on what truly matters, like clear leadership and sustainable growth, will resonate with anyone feeling overwhelmed by complexity.
A major part of Veronica’s transformation involved leveraging technology like Sisu to simplify processes and cut costs. "Every transaction starts in Sisu now, and it’s made a huge difference for us," she says, reflecting on how operational efficiency has allowed her team to focus on what matters most—culture, performance, and growth.
The conversation also dives into key lessons about recruiting and accountability. Veronica stresses the need to maintain high standards even when it’s difficult. "You can’t lower the bar just because someone doesn’t want to comply—it only hurts the team," she explains. She emphasizes that leadership requires balancing data with heart, ensuring every agent feels valued and connected.
As the episode closes, Veronica leaves a piece of advice for leaders tackling market shifts. "People need to know where they’re going and why they’re doing it," she says, adding that clarity and authenticity are essential for inspiring teams to thrive.
Top Takeaways:
(2:07) Simplicity and sustainability in real estate leadership
(3:58) The dangers of chasing shiny objects in business
(8:06) Why recruiting never stops in real estate
(8:59) Why team standards should never be negotiable
(10:29) The cost of becoming too transactional
(12:04) Can outsourcing leadership hurt your company’s culture?
(15:53) What happens when your team isn’t ready for a shifting market?
(20:01) How does a strong culture attract top agents?
(25:14) How Sisu eliminated redundancies and saved thousands
(28:15) Filling operational gaps with vision and talent
This is a must-listen for anyone looking to simplify operations, build a winning culture, and lead with purpose in today’s competitive real estate market.
About Veronica Figueroa
Veronica Figueroa is the CEO and Team Lead of The Figueroa Team at eXp Realty, recognized as one of the top-performing real estate teams in the nation. Her team has served over 2,000 families, achieving $646 million in sales volume in a single year. She has been a Zillow Advisory Board Member since 2016 and is known for her forward-thinking approach to real estate, including leading the I-Buyer movement.
As a sought-after speaker, Veronica has shared insights on leadership and business growth at major industry events such as Inman Connect, NAHREP, and the eXp Shareholders Summit. She is passionate about mentoring real estate professionals, helping them strengthen their leadership skills and scale their businesses effectively.
Connect with Veronica Figueroa Today!