In the competitive world of real estate, building trust is paramount. It’s not just about transactions; it’s about relationships, community connections, and establishing a brand that resonates with authenticity. On a recent episode of the Moxie Creative podcast, “Building Trust in Real Estate: Jason Miller on Branding, Community, and Growth,” we spoke with Jason Miller, founder of Trust Real Estate Co., about his journey in launching a new real estate firm in St. Cloud, Minnesota. With 20 years of experience in the industry, Jason shared invaluable insights on the evolution of real estate, the importance of community involvement, and the power of a bold brand in setting his company apart.
This isn’t just a story about a new real estate firm; it’s a blueprint for building a business rooted in trust, community, and a commitment to doing things differently. For businesses and aspiring entrepreneurs, Jason’s insights offer valuable lessons that resonate far beyond the real estate market. As a creative agency dedicated to helping brands find their voice and thrive in competitive landscapes, Moxie Creative found this conversation particularly inspiring, echoing our core belief in the power of a well-executed idea.
From Corporate Retail to Community Roots: Jason's Journey
Jason’s journey into real estate wasn’t a straight line. After six years of college and two degrees, he humorously notes, he ended up in real estate school for 30 days. However, this seemingly unconventional path provided him with a unique perspective. He spent 10 years in big corporate retail, including a stint at AT&T, where he experienced firsthand the limitations of creative control and the importance of local connection. “If you wanted to move a merchandiser act from one side of your store to the other, you had to go up four chains of command to get approval for that,” he recalls.
This experience led him to seek out independently owned, locally owned real estate companies, eventually landing at Premier Real Estate Services. After 20 years there, he felt a calling to create something of his own, a company where he could have complete creative control and prioritize his core values: community involvement, client advocacy, and a commitment to ethical practices. This vision led to the birth of Trust Real Estate Co. at the beginning of 2024.
Navigating the Ever-Evolving Real Estate Landscape
Jason’s two decades in the industry have given him a front-row seat to its dramatic evolution. He’s witnessed market highs and lows, including the 2008 recession, and the more recent COVID-19 pandemic, which surprisingly led to record transaction years in Minnesota.
He emphasizes the importance of adaptability and finding opportunity in any market. During the recession, he focused on helping first-time homebuyers, recognizing the opportunity in a down market. Now, he’s deeply involved in discussions about housing affordability, a critical issue as prices and interest rates rise. His commitment extends beyond simply selling houses; he’s actively working to address the challenges facing the industry and the people it serves.
Building a Brand on Trust: More Than Just a Name
The name “Trust Real Estate Co.” wasn’t chosen lightly. Jason’s “Jerry Maguire moment,” as he calls it, came after a real estate conference where the keynote speaker emphasized the power of trust in building relationships. “People work with people they like,” the speaker noted, “but in reality, they don’t even have to like you. But if they trust you, that’s at the core of the decision they’re going to make to work with you.”
This resonated deeply with Jason. He wanted a brand that reflected his commitment to earning his clients’ trust, a name that conveyed integrity and reliability. The logo, designed in collaboration with Moxie Creative, is intentionally simple yet powerful. The lowercase “trust” conveys approachability, while the subtle roofline hints at the company’s core business. The chosen colors, a distinctive blue and purple, hold personal significance for Jason, further solidifying the brand’s authenticity.
The Power of Community: A Local Focus
For Jason, real estate is inherently local. “Real estate is so localized, neighborhood by neighborhood,” he explains. He emphasizes the need for “neighborhood experts,” agents who understand the nuances of specific areas. This local focus is deeply ingrained in his approach. He’s a long-time resident of St. Cloud and actively involved in the community, from the Chamber of Commerce to the March of Dimes and the Children’s Museum.
His deep roots in the community aren’t just a personal preference; they’re a strategic advantage. He tells his clients, “I’m not going to list your house today and be gone in two years when you need help with something. I’m not going anywhere.” This long-term commitment builds trust and reinforces his dedication to his clients and the community he serves.
Lessons in Bold Branding and Authenticity
Jason’s journey with Trust Real Estate Co. offers valuable lessons for any business seeking to build a strong brand:
- Authenticity Matters: Be true to your values and your story. Jason’s personal connection to St. Cloud and his commitment to community involvement are integral to his brand.
- Trust is Paramount: In any industry, trust is the foundation of strong relationships. Make it a core value and communicate it clearly in your branding and messaging.
- Local Focus Wins: Especially in service-based businesses, a deep understanding of your local market and a commitment to your community can set you apart.
- Don’t Be Afraid to Be Bold: In a crowded market, a distinctive brand is essential. Jason’s choice of the name “Trust” and his vibrant brand colors demonstrate a willingness to stand out.
- Embrace the Process: Building a brand is a journey, not a destination. Be open to collaboration, feedback, and the evolution of your brand over time.
Taking the Leap: Jason's Advice for Aspiring Entrepreneurs
Jason’s advice for those considering starting their own business is simple yet powerful: “Even if you don’t have tasks to do that day, treat it like a minimum of a nine-to-five job.” He emphasizes the importance of commitment, discipline, and a willingness to embrace the uncertainty that comes with entrepreneurship.
He also stresses the importance of action over perfection. “Done is better than perfect,” he advises. Don’t let the pursuit of an elusive ideal paralyze you. Get started, learn from your mistakes, and adapt as you go.
Tune In and Get Inspired
Jason’s story is a testament to the power of a bold vision, a commitment to community, and a brand built on trust. At Moxie Creative, we’re passionate about helping businesses like Trust Real Estate Co. articulate their unique value proposition and connect with their audience in meaningful ways.
