Meet the dynamic duo behind Urban Nest Realty: Rachel Freed and Holly Burton!
As pioneers in the real estate industry, Rachel and Holly embody passion, expertise, and a relentless commitment to empowering their team and clients alike. In this special Women's History Month Q&A session, get ready to dive into their journey, insights, and the inspiring stories that have shaped Urban Nest Realty into the thriving community it is today.
How did both of you meet and decide to embark on this real estate journey together?
Rachel: We met at Keller Williams. I was going away on my first vacation in forever and the agent I usually had cover for me was unavailable so she suggested I talk with Holly. Not only did Holly manage my business for me while I was gone but she helped get pending and sold one of my toughest listings ever while I was away. I then took her out to dinner and asked her to be my business partner!
Holly: We recognized early on that we have almost opposite but complementary personalities. We are closely aligned on our vision and values for the business but approach things very differently. This has proven to foster growth for both of us and for the company.
Can you share a little about your background and what led you to the world of real estate?
Rachel: I have a Master’s Degree in Film & Video and thought I was going to be working in television and independent film in New York City. After a bad experience at a public television station, I decided to try something different. A friend suggested real estate and the rest is real estate herstory!
Holly: I'd worked mostly in social work and education and took a break from employment when my kids were little. I've never been much of a planner but somehow I knew Real Estate was a good path for me. It was a way I could be myself and not have to fit myself into a container of the wrong shape, to have the flexibility to remain available to my children, to earn enough that my husband could do his high human impact/low personal income work. I could use my head and my heart, and have a long-lasting, fulfilling career.
In celebration of Women's History Month, who are some women who have inspired you in the business world or real estate industry?
Rachel: Obviously Holly. Also, our Managing Broker Karen Bilsing who taught me how to do real estate 22 years ago. On the national stage, I’m a huge fan of Brene Brown. She is so wise and honest.
Holly: My mom. I am fortunate to have had the kind of mother who was loving and supportive of her family and strong and confident in the world. She took on executive positions when it was unusual for women to do so and also was the linchpin of our home life. I never made a conscious decision to follow in her footsteps but I see her influence in almost everything in my life.
How do you think being a woman has influenced your approach to leadership in the real estate sector?
Rachel: I think we are gentler and kinder. We don’t see real estate through the lens of competition therefore we believe that each of our agents is created equal regardless of how much they sell or how long they have been in the business. No one at our brokerage should ever feel left out or lesser than.
Holly: I think we are humble and empathetic in leadership. This doesn't mean meek, but open to the viewpoints and feelings of others, recognizing and respecting the value of each person in our sphere.
What advice would you give to other aspiring female entrepreneurs looking to break into the real estate industry?
Rachel: Get your license and have at it! How lucky are we to work in a profession where each day we get to help someone? Technically I’m helping people through purchases and sales but it is so much bigger than that. We are really helping people through major life transitions and it is an absolute honor to do so.
Holly: You can make a real estate career what you want it to be, and you can learn an awful lot about yourself and other people along the way. Have faith in yourself, offer support to others, and allow others to help you. Treat everyone with respect. Recognize that the process can be emotional for people; position yourself as the calm at the center of the storm by seeing things through the eyes of others and not taking difficulties personally. Also, it's fun - enjoy yourself!
Can you share a project or deal that holds a special place in your heart and why?
Rachel: We work with a lot of people who are downsizing which is such a big and important process in a person’s life. There is sadness in saying goodbye to a well-loved home that has sheltered you throughout the years but also excitement at being able to move on to your next big adventure. That being said, there’s nothing better than giving a first-time buyer their own set of keys. That is just the absolute best.
Holly: Well, there are those special gorgeous homes that are always a pleasure to have a hand in buying or selling but, really, the most satisfying are the simple lovely homes that people can call their own when they weren't sure they could do it - first-time buyers are a pleasure to work with! I've often said I love the "serial intimacy" of being a real estate agent. You work closely with people on an important project in their lives and get to know them in a way that you wouldn't otherwise. It's a great bonus of the job.
What's one accomplishment or milestone that you're particularly proud of as founder of Urban Nest?
Rachel: That we have created a place with very high standards for agents who want to dig in deep and practice exceptional real estate. We don’t take just anyone who comes to talk with us. We want to make sure that the agents who are invited to join Urban Nest have a high level of expertise to bring to their colleagues and their clients.
Holly: I'm proud of our reputation - we've been told many times that co-op agents are confident that things will be handled well when there is an Urban Nest agent on the other side. And I'm pleased that we have gotten to the point where we have a low rate of turnover. Mostly, our agents stick with us. We must be doing something right.
On a lighter note, can you share something fun or unexpected about each of you that people may not know?
Rachel: Holly has a very good sense of color. She is great at choosing fresh paint colors for her seller’s homes during listing prep and has also brought that gift to bear when we decorate our offices.
Holly: Rachel is a chocolate freak!
What's a guilty pleasure or a hobby you enjoy outside of the real estate world?
Rachel: I love watching moody European TV dramas about serial killers.
Holly: Hahaha - don't ask me why, but I find it very relaxing to watch "Say Yes to the Dress"! I mean, it's ridiculous - I'm no fan of patriarchal rituals or conspicuous consumption, both on flagrant display in that show, but I get a kick out of it.
One last question… surprise us! ☺️
Rachel: When I’m not doing real estate I’m home trying new chocolate chip cookie recipes trying to bake the most perfect chocolate chip cookie on the planet.
Holly: Though I try to be cooperative in real life, I am competitive in games - I play to win!
