Building a successful real estate business in a changing market requires more than simply following traditional industry practices. Krista Mashore proved this firsthand when she closed 154 transactions in a single year as a solo real estate agent.

After years as a real estate agent, Krista eventually transitioned into full-time coaching, where she now teaches agents about digital marketing, social media, sales funnels, and strategies for becoming more visible in their local markets. She continues to stay connected to real estate because she believes effective coaching requires current, real-world experience.

Her approach centers on one key idea: real estate professionals need to learn how to market themselves differently.

From Real Estate Agent to Full-Time Coach

Krista has been coaching for several years, but she eventually made the decision to focus on coaching full-time. She explained that she still completed transactions to maintain her connection to the real estate business and ensure the strategies she teaches remain relevant.

At the time of the interview, Krista said she had more than 1,000 students across the country and hosted a monthly virtual event focused on digital marketing, social media, and sales funnels.

Her transition from agent to coach wasn’t based on simply stepping away from real estate. Instead, she wanted to use the experience she gained in the field to help other agents build their businesses.

How Krista Closed 154 Transactions as a Solo Agent

The year Krista left real estate sales, she closed 154 transactions as a solo agent.

Rather than relying on the traditional methods many real estate agents use, Krista focused heavily on marketing and creating visibility around herself and her business. She recognized that the real estate market would continue to change, which meant agents needed to adapt their strategies rather than depend on the same techniques they had always used.

For Krista, success wasn’t about waiting for perfect market conditions. It was about taking control of the things she could influence.

Create Your Own Economy

One of Krista’s central messages is that real estate professionals shouldn’t allow market conditions, the economy, or interest rates to determine their ability to succeed.

She believes agents, investors, and lenders can create their own opportunities by positioning themselves differently, becoming innovative, and learning how to market themselves effectively.

In a difficult market, many professionals may leave the industry. Krista sees that as an opportunity for the agents who remain to differentiate themselves and become more visible.

The mindset is simple: focus on what you can control and take action instead of waiting for the market to change.

Why Traditional Real Estate Marketing Isn’t Enough

According to Krista, many real estate agents are still being taught traditional marketing techniques such as flyers, open houses, door knocking, and cold calling.

The problem is that consumer behavior has changed.

People increasingly consume information online, which means agents need to understand how to reach potential clients where they are already spending their time. Krista believes that becoming a top-producing agent requires becoming a strong marketer as well.

Instead of simply asking people for business, agents can create useful content that establishes them as a knowledgeable resource in their community.

Krista Mashore’s 3 Real Estate Marketing Strategies

Krista shared three core strategies she recommends for real estate agents who want to generate more visibility and build a stronger presence in their market.

1. Create Consistent Video Content

The first strategy is to consistently create video content.

Krista recommends creating content that serves the local community rather than making every post about the agent’s accomplishments. Instead of constantly promoting listings or announcing sales, agents can become a source of useful local information.

Examples include:

• Local market updates
• National real estate market updates
• Buyer tips
• Seller tips
• Things to do in the community
• Local restaurants and businesses
• Differences between nearby neighborhoods
• Community events and activities

The goal is to become recognized as a community market leader.

When people repeatedly see useful information from an agent, that agent can become the person they think of when they eventually need real estate assistance.

Consistency Builds Recognition

Creating content once isn’t enough.

Krista emphasizes that agents need to be consistent enough that people begin to recognize them and associate them with real estate.

The idea is similar to building familiarity with any professional service. A potential client may not need an agent today, but seeing useful content repeatedly can make the agent more familiar and trustworthy when the person’s real estate needs eventually arise.

2. Properly Distribute Your Content

Creating great content is only part of the process. Krista’s second strategy is making sure people actually see it.

She recommends using local, dynamic Facebook advertising to distribute content, target specific audiences, retarget viewers, and increase exposure.

This creates a distinction between creating content and marketing content.

An agent might spend significant time producing a helpful video, but if very few people see it, the opportunity to build awareness is limited. Krista therefore encourages agents to learn how to use paid advertising to get their content in front of the right local audience.

3. Use Digital Location Domination

Krista’s third strategy is to choose a specific neighborhood and become deeply knowledgeable about it.

She refers to this strategy as “digital location domination.”

The concept combines digital marketing with traditional neighborhood farming. The goal is to build a system around a specific community rather than trying to market to everyone at once.

For example, an agent could create a landing page dedicated to a particular neighborhood. That page could include:

• Local market updates
• Seller tips
• Marketing information
• Resources for homeowners
• Neighborhood-specific information
• Real estate analysis

The agent can then drive local residents to that resource through marketing and QR codes.

Build a Community Funnel

Krista describes combining neighborhood farming with digital marketing as creating a community funnel.

Instead of immediately asking homeowners for their business, the agent provides useful information about what’s happening in the neighborhood.

This can include sharing market activity, providing neighborhood-specific information, and delivering market analysis without directly asking for a listing appointment.

Over time, this strategy can help an agent become associated with a specific geographic area.

Krista believes that agents who consistently execute these strategies can potentially become top-producing agents in their cities within a 12-month period.

Differentiation Is a Major Competitive Advantage

Closing 154 transactions as a solo agent is an extraordinary result, but Krista attributes much of her success to being willing to do things differently.

She argues that many professionals struggle because they don’t know how to differentiate themselves from their competition.

Marketing creates exposure, but agents also need conversion tools and marketing materials that help them stand out once they have someone’s attention.

The combination is important:

Get attention → create trust → demonstrate expertise → convert the opportunity.

Why Video Marketing Builds Trust

Video is one of the most important parts of Krista’s marketing philosophy.

She acknowledges that many agents are uncomfortable appearing on camera. They may worry about how they look, sound, or come across to viewers.

Her advice is to stop trying to be perfect and simply start practicing.

Krista describes the process as learning any other skill: you begin by taking action, improve through experience, and eventually become more comfortable.

Video also gives potential clients an opportunity to see an agent’s personality and expertise before meeting them in person.

Become the Agent People Feel Like They Know

Krista explained that consistent video can create a strong sense of familiarity.

When people repeatedly see an agent online, they may eventually feel as though they know that person. Krista shared examples of people recognizing her students in public and approaching them because they had seen their content.

That familiarity can make conversations with potential clients feel more natural.

Instead of constantly chasing prospects, agents can focus on building an audience that already understands who they are and what they know.

Attraction Marketing Instead of Cold Calling

Krista says that during her final years as an agent, she didn’t rely on open houses, cold calling, or door knocking.

Instead, she focused on Facebook advertising and video content to increase her visibility.

She said she made sure people saw her repeatedly, which helped generate inbound interest. She also stated that she averaged 133 homes a year for 19 years.

This represents the difference between chasing prospects and creating an environment where prospects begin coming to you.

Standing Out by Doing What Others Aren’t Doing

Krista’s approach to marketing has always involved finding ways to stand out.

Earlier in her career, when other agents were using basic black-and-white flyers, she experimented with more visually distinctive marketing. She also used movie theater advertising, buses, and other forms of traditional media to increase her visibility.

Her broader lesson remains relevant even as marketing has moved online: find ways to get noticed when everyone else is doing the same thing.

Today, that means adapting the same principle to social media, video, digital advertising, and other online platforms.

Overcoming the Fear of Being on Camera

For many agents, the biggest obstacle isn’t knowing what to say. It’s being willing to appear on camera.

Krista says people can create countless reasons not to make videos. They may worry about their appearance, voice, age, experience, or whether they know enough.

Her advice is straightforward: practice and stop worrying about being perfect.

The first video may feel uncomfortable. The first few videos may not be great. But the skill improves with repetition.

Learn to Market Yourself in the Digital Age

Krista has been creating video and using Facebook marketing for many years. She explained that when she saw major brands using Facebook advertising, she recognized that real estate professionals could use the same platforms to reach their audiences.

The technology has changed, but the underlying marketing principle hasn’t:

Successful professionals need to make themselves visible.

Where agents once relied heavily on newspapers, magazines, postcards, billboards, and other traditional advertising, today’s consumers spend much of their time online.

That means real estate agents need to understand how to create digital content and distribute it effectively.

The Real Lesson Behind 154 Transactions

Krista Mashore’s 154-transaction year wasn’t simply about doing more transactions. It demonstrates what can happen when a real estate agent builds a marketing system around visibility, consistency, differentiation, and local expertise.

Her three primary strategies are:

1. Create consistent video content.
2. Properly distribute that content so people see it.
3. Dominate a specific neighborhood through digital marketing and community-focused strategies.

Together, these strategies are designed to help agents become known in their markets, establish credibility, and attract potential clients.

For agents struggling with changing market conditions, Krista’s message is to stop waiting for the market to improve and start focusing on the skills and strategies they can control.

Final Takeaway: Do Things Differently

Krista’s story ultimately comes down to differentiation.

She built a high-volume real estate business by focusing on marketing, visibility, video, Facebook advertising, and becoming known in her community. Her experience also led her to transition into coaching, where she now teaches these strategies to real estate professionals across the country.

Her final message is simple: look for opportunities, stay focused, and be willing to do things differently.

For real estate agents, that can mean putting yourself on camera, creating valuable local content, learning digital advertising, building neighborhood-specific funnels, and consistently showing up where your potential clients are already spending their time.

Build Your Real Estate Business by Doing Things Differently

Krista Mashore’s story shows that building a successful real estate business isn’t necessarily about following the same strategies everyone else is using. Her 154 transactions as a solo agent came from focusing on visibility, consistent content, digital marketing, and finding better ways to connect with people in her local market.

The bigger lesson is that success in real estate isn’t simply about waiting for the market to improve or relying on the same strategies everyone else is using. It’s about learning how to market yourself, adapting to changes in the industry, creating value, and consistently putting yourself in front of the right people.

That same focus on learning, taking action, and creating opportunities is at the heart of Dwanderful, a real estate investing resource created by real estate investor and podcast host Dwan Bent-Twyford. Since understanding financing is an important part of investing, Dwan offers resources to help investors build their knowledge and make more informed decisions.

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Krista’s story ultimately reinforces a simple idea: opportunities often come from being willing to learn, adapt, and do things differently. Whether you’re building a real estate career, investing in your first property, or looking for your next opportunity, taking action and continuing to learn can be the first step toward creating the results you want.