Being a top producer nowadays requires not just hard work but also creativity, consistency and a strong relationship-building focus. That’s what mega agent Fernando Chavarria, out of Atlanta, Georgia, has mastered.
With a reputation as one of the best and a social media following that tops thousands, Chavarria has transformed his business through a combination of time-tested prospecting strategies with the power of today’s content marketing.
I interviewed Chavarria recently, and what a joy that was. It’s one of those interviews that gets me all charged up and energized. He shared his story, from cold calls and door knocking all the way through becoming one of the most dynamic social media marketers around, and his story is a blueprint for agents looking to embrace a more conscious and authentic approach to marketing.
Cold calling: The foundation for building relationships
Like all of us business people, Chavarria started out with cold calls. His approach? Never leaving a contact on his list behind. Whether a friend from a previous era or a number that he didn’t even know, Chavarria made the effort to contact and connect with each one. His approach was simple: “Don’t leave anyone out — commit to doing the activity.”
That persistence paid off. His first deal came from a call he almost didn’t answer — a young guy who, to his surprise, was prepared to buy. That single call established the tone for Chavarria’s stubborn refusal to ever presume someone is not prepared to take action.
The social media shift: Building real relationships
When social media started catching on as a marketing tool, Chavarria didn’t just jump on board — he leaned in with a mission. Instead of getting caught up on likes and views, he focused on creating content that actually represented himself and his passion for real estate.
Whether showcasing luxury condominiums, talking about generational buyer trends, or simply sharing a fun family experience, Chavarria’s content is always real and relatable.
One of his most notable attributes is his ability to mesh business with personal material. Chavarria understands that people want insight into the person behind the agent. He openly discusses his life as a father, his love for filmmaking and even his humor. By doing this, he creates a sense of rapport and confidence, allowing clients to feel comfortable and secure working with him.
Making DMs the real deal
What impressed me most from our conversation was how Chavarria extends his relationship-building strategy through direct messages (DMs). Most agents just stop at posting, but he takes it a step further and actually engages with his audience through responding to stories, posting on other people’s stories and moving conversations from comments into DMs.
He doesn’t overthink — he simply responds and starts conversations. From a friend’s restaurant dining experience to wishing a client well on their new home, Chavarria’s secret is making people feel important and recognized. It has led to many referrals and repeat business.
Real estate copy that speaks home
Whereas most agents are overdoing their attempts at having a social media voice, Chavarria keeps it consistent with a low-key, playful style. He’s not concerned with perfection, much less with virality. Instead, he’s just trying to show up each day and have a good time with it.
One of his best-performing video segments is his comedic commentary on generational trends for home purchasing, and they succeed because they’re entertaining and perceptive.
Chavarria’s advice for agents is straightforward: Forget about the end product, and enjoy the journey. “It’s better to be done than to be perfect,” he said. By doing this, he avoids burning out and keeps his ideas flowing freely.
The power of giving back
One of the strongest aspects of Chavarria’s business model is his need to give back. Whether he’s surprising a client with a personalized gift or featuring a local business on his videos, he’s always seeking out ways to give back to his community. That servant’s heart doesn’t just build business — it builds legacy.
Takeaway for real estate agents
Chavarria’s story is a reminder that there is no secret formula for real estate marketing success. It’s a case of simply showing up, being consistent and caring about whom you serve. Whether you’re doing cold calls or creating viral content, purpose and authenticity are what drive long-term success.
If you wish to elevate your real estate business, do as Chavarria does: Talk with people, connect on a human level, and never let a chance slip away to show that you care.
Rick Guerrero is the Director of Branch Sales and Strategic Partnerships at US Mortgage Corp. You can follow him on Facebook or connect with him on LinkedIn.
