Kelley Decowski
Kelley Decowski: How to Build a $200M Referral Business—One Note at a Time
What if the most powerful marketing tool wasn’t automation or social media—but a handwritten note and a daily routine?
In this episode of Outside the Box, veteran Realtor Kelley Decowski shares how she built a $200M referral-based business by leaning into timeless habits, not trendy tactics. No cold calling. No chasing. Just consistent connection with her sphere—and a laser focus on the client experience.
"It really is just a matter of being consistent."
From Teacher to Top Producer: Kelley’s Journey Into Real Estate
Before becoming one of Florida’s top Realtors, Kelley spent over a decade teaching public school. What changed? She wanted a career that gave her the freedom to be a more present mom.
"That was really appealing for me as a mom… wanting to be a good mom."
Her early years in real estate were shaped by mentors like Janice Petaway and Brian Buffini. She joined a team, learned foundational habits, and eventually went solo—carrying those routines with her.
"I get up every morning, have my coffee, check the MLS, and write my notes. My notes are in the mailbox by 8 a.m."
Why She Never Cold Calls (and Doesn’t Have To)
Kelley follows Brian Buffini’s referral system—religiously. That means categorizing her sphere (A, B, C), sending monthly newsletters, making regular calls, and always handwriting her notes.
"You can't just call somebody once a year or mail them a card at Christmas and expect them to send you business."
It’s not complicated. But it’s intentional. And it works.
"People who commit to that system will just dominate it."
Her Favorite Referrals Came From Middle School
One of Kelley’s best referral stories? It started 25 years ago.
"I’ve had some really great referrals come from some surprising places, like my church youth group that I went to in middle school."
They remembered her, learned she was in real estate, and reached out. Those one-time clients sparked ripple effects that grew her business.
"It multiplies much better than relying on that open house lead... You really don't have anything in common with them other than the fact that you sell real estate and they want to buy real estate."
The Hire That Broke Her Plateau
After leaving her team, Kelley’s business hit a ceiling. For three years, she stayed stuck—until she made one key hire.
"I spent a good year stressed out and struggling until I finally hired a transaction coordinator."
That hire—Leslie—freed Kelley to focus on income-producing activities and high-touch client care. And her business took off.
"If you have sold 20 homes a year for two years in a row and you're just not getting over that 20 mark, then you should hire somebody."
A Pop-By Calendar That Keeps Her On Track
Kelley doesn’t just talk about consistency—she schedules it. Her pop-by strategy is driven by made-up holidays and monthly planning.
"I try and do four to five pop-bys a week. If I hit that, I consider it a win."
It’s not about perfection—it’s about being memorable, personal, and present.
"If you pick one or two [holidays] out per month, those can completely guide your pop-bys."
Simple Still Wins
While others chase the latest platforms, Kelley sticks to what works.
"I've used the same CRM for 10 years. It's simple, and it works."
"If you consistently do the activities that nurture your database, you will get more referrals."
Your Ideal Client Might Be Right In Front of You
Kelley’s biggest regret? Not starting with the people who already knew her.
"My ideal customer was sitting right in front of me. I just needed to reach out to them and ask them to help me."
Those relationships became her referral machine.
"Those people are right in front of you."
Why Her Clients Keep Referring
Kelley doesn’t settle for good service. She aims for unforgettable.
"You get repeat business and referrals by doing a great job, going above and beyond. Doing a good job is just doing what you were hired and paid to do."
That includes:
- A professional stager
- High-end photography
- A cleaning crew
- Branded moving boxes
"They need to feel like the whole transaction is smooth… when it’s not, they need to know that you’re out in front of it."
Listen to the Full Episode
Want to hear Kelley’s full story and referral strategies?
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May 09, 2025
Overcoming Shiny Object Syndrome: Why Kelley Decowski Doubled Down on Consistency
In a world full of real estate tools, CRMs, templates, and trends, it’s easy to feel like you’re always one app behind. But Kelley Decowski doesn’t chase the next big thing. She doubled down on what actually works: handwritten notes, personal calls, and staying visible to the people who already know and trust her.
“People get shiny object syndrome. Sometimes the things that are right in front of you—that your coworker has been doing for the past 10 years—there’s a reason they work. You just have to do them consistently.”
The Simplicity of a Proven System
Kelley has used the same CRM for over a decade—Referral Maker. Not because it's flashy, but because it’s focused. It supports the exact actions she knows generate repeat and referral business: handwritten notes, regular calls, and monthly value-driven touchpoints.
“I’ve used the same CRM for 10 years. It’s simple, and it works.”
The Secret? Rhythmic, Reliable
