What does it really take to survive real estate crashes, rebuild from scratch, and still dominate a competitive market decades later?

In this episode of the Real Estate Excellence Podcast, Tracy Hayes sits down with Laila Hassan. Laila is a Jacksonville born real estate expert with more than 25 years of experience spanning lending, short sales, luxury real estate, and market negotiations. In this episode she shares how she survived the 2008 crash, built her business while raising two children, and became one of the most trusted names in Northeast Florida real estate.

Laila opens up about the emotional side of real estate, why listening matters more than selling, and how grit carried her through the toughest years of the market. She also breaks down Jacksonville growth opportunities, luxury client expectations, why AI cannot replace great agents, and what truly separates top producers from everyone else.

Follow the show for more conversations with top real estate professionals, market experts, and business leaders shaping the future of Jacksonville real estate.

HighlightsTop of FormBottom of Form

00:00 – 12:59 Early Real Estate Career and Lending Lessons

• Getting started in real estate in 2001
• Why she failed early in the business
• Transitioning into mortgage lending
• The chaos of pre 2008 lending
• Surviving the market crash with grit

13:00 – 25:11 Building a Business Through Hardship

• Working through the recession years
• Supporting a family on commission income
• Selling low priced homes just to survive
• Returning to real estate full time
• Becoming a short sale specialist

25:12 – 37:28 Relationships Follow Up and Jacksonville Growth

• Why follow up creates long term success
• The importance of listening to clients
• How emotional life events affect buyers
• Building trust through client care
• Jacksonville market growth opportunities

37:29 – 49:04 Luxury Real Estate and Market Insights

• Transitioning into luxury real estate
• What high end buyers expect from agents
• Why concierge level service matters
• Thoughts on Jacksonville market conditions
• Why certain homes still get multiple offers

49:05 – 1:03:10 Real Estate Trends AI and Industry Changes

• Why AI cannot replace great agents
• The value of office culture and collaboration
• Lessons learned from top producing agents
• How experienced agents handle negotiations
• The reality behind commission-based careers

1:03:11 – 1:17:48 Success Mindset and Future Outlook

• Breaking sales records at Christies
• The mindset required to stay successful
• How she approaches difficult clients
• Why Jacksonville still has major upside
• Advice for new agents entering the business

Quotes:

“I love helping people. I love seeing the joy on their faces.” – Laila Hassan

“My kids were not going to suffer.” – Laila Hassan

“You can’t just let a client go and expect them to remember you.” – Laila Hassan

“It’s so important to really understand what clients need not just hearing them but truly listening to them.” – Laila Hassan

To contact Laila Hassan, learn more about her business, and make her a part of your network, make sure to follow her website.

Connect with Laila Hassan!

Website: https://www.jaxrealestateagent.com

Connect with me! Website: toprealtorjacksonville.com

Website: toprealtorstaugustine.com

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