Meet Jackie Soto
Jackie Soto is Undisruptable
“Being undisruptable to me means feeling the fear and doing it anyway, moving forward and keeping my blinders on, moving forward, and bravery and having courage.”
Jackie Soto is fearless. She’s learned to harness her emotions to propel her business forward. Her boutique brokerage was recently acquired by eHomes and is now experiencing the meteoric rise of growth. People want to be part of what Jackie is creating because she understands the foundation of her business is trust.
“Reputation is huge because it comes with integrity. The minute you screw up your reputation, you screw up your integrity, it loses trust. You have no trust, you have no clients, you have no sphere, you have no colleagues. Your colleagues are huge for referral business, too. Who would want to work with someone that you don’t have trust.”
She cares deeply about doing the right thing and having integrity with everything she touches. Whether she’s on a stage sharing her experiences, or guiding agents on how to build their businesses, Jackie leads with heart and soul. This is what makes her undisruptable.
Read more from our conversation here:
Jackie Soto: I’m Jackie Soto and I’m the broker and owner of eHomes in Southern California.
Molly McKinley: That’s perfect. What does it mean to be undisruptable to you?
Jackie Soto: It means to lose the fear, any fear that you have of the future. It means to live in the present. It means to tackle what’s in front of you at that very moment, to have courage. You’re still going to be afraid, but to continue to move forward and not disrupt your flow.
Molly McKinley: I love it.
Jackie Soto: Being undisruptable to me means feeling the fear and doing it anyway, moving forward and keeping my blinders on, moving forward, and bravery and having courage.
Molly McKinley: That’s amazing. What are some of those things that, with all the fear-mongering, what are those things that are keeping agents up, and what would be your advice for it?
Jackie Soto: Clearly we are in the age of the eye buyer or technology coming in and meeting the consumer before we meet the consumer. The reality is, if we can somehow come to terms and meet with these technology companies and partner with them, rather than fighting against them, we’d together be able to serve the consumer at a higher level.
Molly McKinley: That’s brilliant, actually. Tell me a story or an example of some of the things that you do, maybe your client never knows about or no one ever knows about, but share those stories.
Jackie Soto: What makes me undisruptable are those late nights, when I’m up and no one’s watching me, I’m at the office, whether I’m trying to back up an agent on one of their files or I’m preparing to meet with my client the next day, I’m doing the research on that termite file, I’m doing the research on the title, I’m there late after hours connecting with different companies to…
I’m undisruptable because I never, ever let anything stop me from serving my clients, whether that be getting up in the middle of the night and putting the water hose into the pool because we have a showing the next day or sometimes even at my son’s baseball game, I’m picking up the phone because it’s a super urgent matter. I’m still screaming on the phone at my son’s baseball game, but I’m with the client, and I’m servicing them. I never let anything stop me from connecting with my client and getting the job done.
Molly McKinley: Perfect. Is that the same thing you would say as a broker then too? Do you want to tell a story about how you are undisruptable with your agents? I felt like that was perfect, but what are you guys feeling?
Jackie Soto: There’s no safe guarding from the tech side. Tech I feel is a powerful tool. You don’t safeguard your business from tech. You find ways to use tech in your business to make your business thrive, to make it better, to connect with consumers, to make the process easier for them. Tech is a tool. It’s not a… What do you call it, disruptor? It’s not a disruptor, and you can totally use that. Even though I couldn’t think of the word.
There’s no safeguarding your business from tech. Tech is a tool. You don’t safeguard your business from technology. You use technology, you embrace it. You use it as an opportunity to help your business thrive, to better connect with consumers, to make the process easier. Tech is not a disruptor. Tech is a tool. It’s an asset in your business.
Jackie Soto: Tech is a tool. The client experience is what’s going to determine if you’re successful or not. At the end of the day, people will pay for a good experience. Our value is not being decreased because technology is increasing. If our value is decreasing, it’s because the client experience is suffering. Using technology as a tool to improve our client experience increases our value.
Molly McKinley: Awesome. Tell me about the importance of your reputation.
Jackie Soto: Reputation is huge because it comes with integrity. The minute you screw up your reputation, you screw up your integrity, it loses trust. You have no trust, you have no clients, you have no sphere, you have no colleagues. Your colleagues are huge for referral business, too. Who would want to work with someone that you don’t have trust
About RateMyAgent
RateMyAgent is an Australia-based review platform now expanding rapidly in the United States. In Australia, RateMyAgent is used by agents who sell 80% of property across Australia and get reviews for 1 in 3 homes sold nationally. RateMyAgent launched in the United States in 2018 and has partnerships with MLS’s from Florida to California, including CRMLS, the countries largest MLS. They are the first review platform to be included and endorsed by the National Association of Realtors® 2019 NAR’s REACH Accelerator Program. RateMyAgent is listed on the Australian stock exchange. More information about RateMyAgent can be found at www.ratemyagent.com
