Roni Haskell: Turning 22,000 Database Contacts Into Deals in Charleston Real Estate

Want the best insights from this episode and more in bite-sized nuggets? Sign up for our free newsletter at https://undercontractnotes.com/ Guest Bio: Roni Haskell is the broker and owner of Ronnie & Co. in the Charleston and Summerville area of South Carolina, known online as That SC Real Estate Chick. With a background in interior design, architecture, and years selling new construction, she built a personality-driven brand and now leads an all-women team of agents, a client concierge group, and an in-house marketing team. Episode Summary: Roni Haskell traces her path from interior design and new construction sales into building a recognizable personal brand and a growing Charleston-area team. She breaks down how her content strategy, community involvement, and database of 22,000 contacts drive the bulk of her referral-based business, and how she's beginning to layer AI tools into daily operations. What's Covered: Roni explains how her background in interior design, architecture, and new construction sales shaped her approach to representing buyers and educating clients on the realities of new builds She describes the origin of her That SC Real Estate Chick brand, starting with short-form video content in 2018 and 2019 and building consistency around education, local expertise, and luxury design Roni details her team structure, including four licensed agents growing to seven, a director of operations, a client concierge team, a transaction coordinator, and an in-house marketing team She discusses building an all-women team centered on collaboration and personal support, including backing each other up for family needs and creating a shared culture outside of work Roni breaks down her lead sources, with roughly 60 percent from sphere of influence and referrals, 15 to 20 percent from broker-to-broker relationships, and the remainder from online exposure, while noting she has never paid for leads She shares how a recent client found her through an AI search and deep dive into her content, and outlines her 2027 focus on mining her 22,000-contact database and adopting AI tools like Claude Co-work and her CRM's built-in assistant Timestamps: 00:00:57 - Roni welcomed to the show 00:01:08 - From interior design and architecture into real estate 00:03:51 - Origin of the That SC Real Estate Chick brand 00:06:42 - Realizing the brand had real momentum 00:08:54 - Current team structure and roles 00:10:18 - Building an all-women team around collaboration 00:12:35 - What buyers misunderstand about new construction 00:17:50 - Building community relationships and resource connections 00:20:06 - A client found through an AI search 00:23:51 - Mining a 22,000-contact database for 2027 00:27:28 - How AI tools like Claude Co-work are changing the business 00:31:19 - The importance of knowing your why in real estate