We were lucky to catch up with Vernicia McDowell recently and have shared our conversation below.
Hi Vernicia , so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?
If I had to find one word to describe my journey of Co-Founding a top real estate team in th Carolinas as a Black woman, I’d go with “honor” ― not your typical honor, but more of an alienated honor. An “I’m literally the only person in the room with this hair texture and this skin color” honor. An “I’m representing an entire race of people” honor. How I am perceived matters.
Growing up, I was extremely fascinated with Being Mary Jane, a drama TV series whom focuses on Mary-Jane Paul, a successful cable news anchor whom has the drive to achieve greater heights within her life, being the only one of her skin color on her team. I knew right then and there that the lifestyle I’d like in my life, I had to get OK with being uncomfortable in the beginning..
In real estate, it’s very easy to be the only person in the room who looks like you because a lot of people whom are NOT different have had prior career paths and have walked down different stages of life. Real estate wasn’t their first rodeo.
Most Chief Operating Officers/Co-Founders have college degrees, spouses to lean on and have spent decade in prior roles to accommodate the current role they are in. I did not have that luxury. I entered real estate when I was 19 years old, being the youngest one in the room and not having a slightest clue in the world of what I had plans to do. I went through struggle, understanding, learning curves, the highest of highs and the lowest of lows. I learned how to make a lot of money but I also learned how to ride the wave of barely passing by as real estate is so unpredictable. Especially in the beginning stages. If you would’ve asked me 8 years ago if I’d work my way to co-founding a real estate team that does 50Million in Volume a year…. I’d laugh.
In order to be effective and where I am today, I learned a skill many people desire to have. I learned how to MASTER conversation with others through the phone and made them trust me without EVER meeting them.
Yes, I learned SALES as an African American 19 year old with zero college degree.
I learned the following things:
1) Confidence comes over a period of time: I massively bombed my first ever sales call and panicked when asked many questions. I remember telling myself, “this may not be for me.” But I got up, and kept pushing.
2) Product always wins: You can promise your clients the moon and the stars… you can even promise them you’ll have them win the lottery. But the most seasoned sales pro knows that the best way to sell a product is by ensuring great customer service.
3) Think on your feet: Find the best way to solve your clients problem. As 9/10, there will be one.
4) No matter what, never take things personal: Yes, sometimes you will have days of ups and downs. But if you learn to master the craft of not taking things personal; you have control of your emotions and how you react to things.
5) Know once you mastered your craft, don’t be around people who allow you to be complacent. GROW. Get comfortable with being uncomfortable: This is pretty self explanatory and the most important. After the beginning role…. Take it up a notch. Who cares who’s watching. Sometimes it takes 10 fails but on the 11th go-round, you’ll succeed. You’ll look back and think, “if I can do that…. I can do this. And once this is completed, I’ll do this. And so on.” This will allow you to not only expand your knowledge and growth but to continue your success. Once you have the proper skills and mentors in place, you realize,
entrepreneurship is the goal to achieve a life full of freedom and recognition.
** I have to give a shout-out to Daniel Jones of Carolina Real Estate Experts and Chari Mayo, whom were the greatest mentors of mentors and are the reason I fell in love with entrepreneurship, today.
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Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
I grew up in Mooresville, NC, a charming town just outside of Charlotte. I always dreamed of living in New York City under the bright lights and savoring pizza in Italy whenever I wished. Life, however, had different plans for me, but I’m thrilled with where I am now and excited about where I’m headed.
Growing up, I was deeply inspired by Miko Branch, CEO and Founder of Miss Jessie’s hair products. Her journey of building a successful brand from the ground up was incredibly motivating. It was then that I realized, “I may not know exactly what I’ll do in life, but it’s going to be something remarkable.”
After my brother passed away, I went through a period of deep self-reflection and decided to pursue a career in sales while attempting to complete my Bachelor’s degree. I started at a real estate firm in Charlotte, NC, and quickly moved up the ladder, which eventually led to my relocation to Raleigh, NC.
Raleigh has been a place of many firsts for me. Though I had lived on my own since 18, moving 2.5 hours away from everything familiar was a completely different experience. In Raleigh, I experienced my first time truly being away from friends and family, my first real test of self-reliance, and my first time becoming a mom. It was also the first time I put my trust and faith in myself to achieve my goals. Additionally, Raleigh is where I met my business partner and best friend, Rachel Greenwood.
Rachel and I first crossed paths on a previous real estate team, where we collaborated on several deals. Rachel is an absolute powerhouse, having sold over 60 homes in her first year—a remarkable achievement in the real estate industry. Meanwhile, I assisted over 10 agents, helping them close more than 200 deals in a single year by focusing on the operational side. Rachel quickly became my top agent, and it was then I realized we could never work without each other!
After both experiencing traumatic life events and periods of deep self-reflection, Rachel and I decided it was time to elevate our business. If others could succeed, why couldn’t we? We dedicated countless days to developing a solid plan, which led to the creation of Greenwood Residential powered by Compass.
Curious about the name Greenwood? It’s not only Rachel’s last name but also a tribute to her father, whom I deeply respected. We both supported him during his final days, and he encouraged us to trust ourselves and take a leap of faith in starting our own business.
Greenwood Residential, Raleigh’s premier real estate agency, specializes in providing our clients with exclusive access to the best deals and a behind-the-scenes look at the MLS. We ensure you never miss out or overpay. Every client enjoys a luxury experience, regardless of the price point. With Greenwood Residential, you’ll walk away confident and satisfied with your decision to choose us as your real estate partner.
We launched Greenwood Residential and hired five top agents in the industry. We built our brand on a foundation of expertise and had one-on-one calls with Dan Jones, a leading real estate team owner in Charlotte, NC, and John Adams, a commercial real estate expert. These two mentors provided us with invaluable guidance, ensuring we were on the right path as we pursued our dreams.
I am blessed, thankful, and excited to say that our hard work has paid off. We were awarded the Compass Gold Award within our first few months, successfully closing $48 million in volume for the calendar year. Our team is on track to achieve $60 million in volume and approximately 150 transactions in 2024.
At Greenwood Residential, we’re excited to announce the launch of several new projects in the upcoming year. As I mentioned, I have mastered the art of phone sales. If you can close a deal over the phone without ever meeting the client, you are truly unstoppable and can overcome any challenge. This Fall, we’ll be introducing VElite Scripting, where I will share the powerful tools and scripts that have driven our success, aimed at helping others in the industry who may be struggling.
Additionally, we have a range of business ideas in the pipeline, which we plan to develop once we achieve certain milestones within our organization. Greenwood is more than just a residential real estate firm; it is a hub for two ambitious women pursuing their dreams.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Embarking on an entrepreneurial journey is both exciting and challenging. Here are some key pieces of advice for developing and improving the essential qualities and skills needed for success:
1. **Continuous Learning:** Stay curious and committed to learning. Read books, take courses, attend seminars, and stay updated on industry trends.
2. **Networking:** Build a strong network of mentors, peers, and industry contacts. Surround yourself with people who can provide guidance, support, and opportunities.
3. **Resilience:** Entrepreneurship is filled with ups and downs. Develop a resilient mindset to overcome setbacks and stay motivated.
4. **Time Management:** Learn to prioritize tasks effectively. Use tools and techniques like time blocking, to-do lists, and goal setting to manage your time efficiently.
5. **Adaptability:** Be flexible and open to change. The ability to pivot and adapt to new circumstances is crucial for long-term success.
6. **Financial Acumen:** Understand the financial aspects of your business. Learn about budgeting, cash flow management, and financial planning.
7. **Marketing and Sales:** Develop strong marketing and sales skills. Understanding how to promote your business and close deals is essential for growth.
8. **Customer Focus:** Always prioritize your customers. Deliver excellent service and build strong relationships to foster loyalty and repeat business.
9. **Innovation:** Encourage creativity and innovation. Continuously seek ways to improve your products, services, and processes.
10. **Self-Care:** Take care of your physical and mental health. Entrepreneurship can be demanding, so it’s important to maintain a healthy work-life balance.
By focusing on these areas, you can build a solid foundation for your entrepreneurial journey and increase your chances of success.
Oh, and last but certainly not least, you will encounter haters, doubters, and those who cast skeptical glances. Remember, there’s enough business for everyone. Focus on your dream and your dream alone, and you will be blessed. Ultimately, it’s up to you to believe in yourself!
Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?
I’ve mentioned several influential people, like Dan Jones, Chari Mayo, and John Adams, who have been instrumental in my real estate growth. In this season, however, Kim Curry has been exceptional in helping me overcome challenges and build the essential skills, qualities, and knowledge for the next level with VElite Scripting. Kim has been both a professional and personal mentor, guiding me not only in business but also in understanding how my personal life and mindset profoundly impact my business.
It’s crucial to find someone who supports your business and dreams and helps you realize the long-term effects of your personal well-being and thought processes on your business’s success. With such guidance, you can truly thrive in all aspects of your life.
Contact Info:
- Website: www.greenwoodresidentialnc.com
- Instagram: www.instagram.com/greenwoodresidential
- Linkedin: https://www.linkedin.com/in/vernicia-m-a80a4615a?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
Image Credits
Image Credits: John Brown of Brown Boy Photography, Raleigh NC
