Rooted & Recognizable: How to Build a Brand That Feels Like Home
an interview with Morgan Doherty
In this week’s edition of The AHA! Moment, I’m chatting with my dear friend and fellow real estate agent, Morgan Doherty. Morgan is a dedicated Realtor based in Raynham MA, specializing on the South Shore and Cape Cod areas, with a heart for helping people find home—the place where they feel most at peace, most themselves, and inspired to thrive. As a certified Green Realtor, she offers valuable guidance to buyers interested in sustainable and energy-efficient homes.
Her commitment to service extends well beyond real estate. Morgan is a dedicated volunteer with organizations like the Soul Project, Make-A-Wish Foundation, American Foundation for Suicide Prevention, and Confikids. This August, she’s running the Falmouth Road Race for Confikids to allow more local children to have access to the extracurricular activities they love.
I loved this conversation, because I really wanted us to take a different approach when it came to discussing the industry we’re both proud to be part of, along with other setbacks and rewards we face and gain with strategies that have been discovered after plenty of trial and error. Morgan is such an incredible agent friend of mine who never fails to inspire me, and I hope she does the same for you!
Check out some of the highlights from our conversation below, and remember to listen to the full episode on The AHA! Moment Podcast — live now!
What’s your philosophy when it comes to virality versus just trying to be irresistible, even if that means reaching a smaller audience?
You’re gonna waste time, effort, memory, space, all of your resources if you're trying to bring in the type of client that's not naturally drawn to you. So honing in on those skills and understanding who it is that would want to work with you and then just putting your efforts into that.
It's while still being yourself because it's yourself that they're drawn to putting extra emphasis on that type of outward facing appearance that you convey to the world. That's what I try to do. At least I know I'm not everyone's cup of tea, and that's okay, 'cause not everyone's my cup of tea. So really embracing the people that embrace me.
How do you handle and cope with comparisonitis in such a competitive, cutthroat industry?
You are drawn to that person for a reason, and it is probably because you share similar qualities or want to emulate those qualities. There's a reason. I would say if you fall into comparison. taking a step back from your industry and talking about the situation with someone who's so removed will help.
Personal example, I was one of two agents up for a listing and I wasn't the agent selected, and in my mind I'm thinking I lost between one of two; that’s awful odds. That's pathetic, is what I was telling myself. I told my friend who is nowhere related to the real estate industry about this. She goes, do you know how many other agents you quote unquote be out to be selected as the two that she interviewed?
I didn't even think of it that way. So it's really nice to get that outsider perspective and understand, she probably was a better fit for that client. That opens up the opportunity for me to serve a client that's a better fit for me. It's such a reframe.
What’s one mindset shift that changed everything for you as an agent?
My biggest mindset shift has definitely been quality over quantity, in especially conversations when I go to networking events or if I'm in large spaces. I have found such better success with focusing on two or three people in the room, having really great conversations with them, and then following up rather than talking to everyone for two minutes, no one remembering who I was because it was such a quick conversation. Then when I follow up, feeling awkward about it because I didn't really learn anything about them either.
So keeping a small circle and honing in on those people that love and want to scream your name from the rooftops and would be a die hard for you. Thankfully, I feel like I've found some of those people in my life already and pouring my efforts into them, the quality rather than just the pure amount of people.
Where can people find you online?
Instagram: @morgandohertyrealty
LinkedIn: https://www.linkedin.com/in/morgandoherty23
Cheers,
Angelina