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Melissa Sofia, Founder of Avenue Home Collective, reveals how she scaled a $200M brokerage through collaboration, culture, and creativity, from mentoring systems that actually work to leveraging AI and authentic content. Melissa shares the modern playbook for realtors who want to grow without burning out.

We cover:

(00:00 ) Intro
(01:23 ) Why collaboration beats competition in real estate
(02:50 ) How Avenue Home Collective scaled during COVID
(04:03 ) Building a culture where “clients come first”
(06:19 ) The truth about growing a brokerage
(07:42 ) “Grow up, then out” — the rhythm that actually works
(08:15 ) Why she attracts, not recruits
(10:38 ) Choosing the right brokerage for your goals
(13:04 ) Why traditional agent training doesn’t work anymore
(14:20 ) The mentorship model that creates top producers
(16:37 ) Why in-person training matters more than ever
(21:30 ) Designing your perfect, repeatable real estate week
(23:01 ) The 4 things every successful agent must do
(28:24 ) How to retain high-performing agents
(32:55 ) What “white labeling” really means — and why it matters
(34:52 ) Ad Break
(35:21 ) Why starting an independent brokerage is riskier than ever
(41:14 ) The rise of the “teamridge” and the fall of solo agents
(43:23 ) Why relationships will always beat transactions
(47:08 ) How content and video made her market-proof
(55:48 ) Ad Break
(56:17 ) The 4 content pillars that attract clients and agents
(1:11:20 ) How she uses AI to train and support her agents
(1:17:30 ) Managing energy, not time, as a real estate leader
(1:21:38 ) What world-class leadership really looks like

Resources:
Melissa Sofia's links:
Instagram: https://www.instagram.com/melknows/

YouTube: https://www.youtube.com/channel/UC-0VX2H_IKobB55m393zgLA

My Links:
📧 Newsletter: www.breakingandbuildingleaders.com/
🎙 Podcast: https://podcasters.spotify.com/pod/sh...
🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured
🐣 X: https://x.com/andrewbayon
📸 Instagram: www.instagram.com/andrew_bayon/
🕺 TikTok: www.tiktok.com/@andrewbayon

A little about us:
- 10 years ago I made thousands of sales calls
- I was unfulfilled on the rollercoast of referral based sales
- I was overweight
- 7 years ago I spoke on stage at Curaytor about marketing
- I was the marketer for 5 top teams in the US spending several million on paid ads
- We were posting content on social but a little aimlessly
- Now we've generated well over $10 million in GCI directly from YouTube for agents
- Run many of the top YouTube channels from 0 to 50k in real estate
- Scaled the only hyper local newsletters across 50+ markets
- We grew our team at Knwn Local to 45 people
- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.

- Brand is one of the highest leverage things in business that scales your impact beyond you.
- Big visions often don't make sense to small-minded people.

If you want to have a greater impact, you'll have to make greater sacrifices.
My message: Don’t be well known, be Knwn well.
I'm pumped to help you grow & scale your business with this content.

DISCLAIMER:

Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.

Your results may vary. Copyright © Knwn Local 2025

We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.