How did your adventure with running a boutique real estate agency begin? What was the inspiration for starting your own business in this industry?

The idea for my own business was born from professional burnout and one key phone call. After several years of working in one of Warsaw's real estate agencies, I started to notice discrepancies between the rhythm of my work and my internal rhythm. Long commutes and the obligation to be present in the office every day began to generate frustration, as did the need for constant reporting and meeting random clients. I realized that this mode of work did not suit me. I left the office and started investing in real estate.

A turning point was a phone call from a client who contacted me about selling a property. This was a great distinction, especially since the client emphasized that she only wanted to work with me. This event prompted me to reflect on my own place in the real estate industry. Joining WSPON became a natural step and allowed me to finalize this transaction. I received the necessary tools and decided to continue working as an agent, but this time on my own terms. This is how the idea for creating a boutique real estate agency was born, where every client could experience individual, attentive service and be assured that I would take care of their interests.

Running a boutique real estate agency is a unique approach. Does working in such an agency differ much from working in a large real estate agency?

Working in a boutique real estate agency offers a completely different experience than working in a large agency. The atmosphere in a smaller office is more intimate, familial, and based on friendly relationships. My team consists of women on a similar mental level. All three – Agnieszka, Małgorzata, and I – have extensive experience in the industry, as well as strong motivation to act. There is equality in the team, with no clear hierarchy, and I, as the owner, also actively participate in the intermediation process. At WARSO Nieruchomości, we do not make cold calls, we do not focus on creating reports, there is no specific dress code, nor rigid working hours. We care about work-life balance and value free Sundays. Our office is not "on display," which ensures discretion for our clients who come to us with a specific purpose.

What benefits does a client gain in this business model compared to larger real estate agencies?

In a boutique real estate agency, we focus on a small number of offers, which allows for their thorough preparation and high positioning on all online portals. Each offer is carefully presented, which helps to avoid getting lost in the vastness of offers available online. An individual approach to each offer allows us to create a personalized promotional strategy. Furthermore, strong cooperation with other real estate agencies opens up new opportunities and brings benefits to our clients. We believe that this approach enables us to offer services at the highest level, which is a key advantage over larger real estate agencies.

How did you build your brand image? What marketing activities were most effective in attracting clients to your boutique real estate agency?

Initially, I focused on defining the group of clients I wanted to work with. Then, to build the brand image, I decided to do a professional photo session and started operating on social media, such as Facebook, Instagram, and LinkedIn. LinkedIn, in particular, proved to be an effective tool, where I made many valuable contacts. However, the key to success turned out to be maintaining the highest standards of client service, which translated into positive reviews, recommendations, and returning clients. This experience taught me that satisfied clients are the best form of promotion, better than traditional marketing activities.

What challenges do you face as the owner of a boutique real estate agency? Are there differences in the area of challenges between a boutique agency and larger entities?

The real estate market is constantly evolving, and the pace of change has significantly accelerated in recent years. This presents many challenges for the industry, requiring continuous monitoring of trends and flexibility. Changes in client demographics, especially the increasing role of younger buyers, require adapting marketing strategies to their expectations. Boutique agencies can better cope with these challenges, having a less complex structure, which allows for faster decision-making and adaptation to trends and implementation of new strategies.

Did your membership in WSPON influence the development of your real estate agency?

Joining WSPON proved to be crucial for the development of my business. It enabled a quick return to the real estate market and obtaining an agent's license. The organization provided necessary tools, such as agency agreements, as well as legal support and a sense of belonging to a community of experienced agents. Joining the MLS real estate offer exchange system, training, and industry meetings helped me develop skills and build business relationships. I am happy to be a member of WSPON and recommend this organization to anyone who wants to develop their business in the real estate industry.

How long did it take to build a stable image for your agency in the market? What steps did you take to distinguish your brand in a competitive environment?

In the era of social media, a stable image is an illusion. Every brand is exposed to changes in social perception, so the process of building an image never ends. I focused on several key aspects. We work primarily based on exclusive agreements, which allows us to provide clients with the highest level of service. Each offer gains high positioning and tailored marketing activities. We operate on clear principles, represent only one side of the transaction, and collect commission only from the seller. This approach makes clients feel safe, they are happy to recommend us, and they return to us.

Do you have any advice for people considering starting their own boutique real estate agency? What should one pay attention to when undertaking this challenge?

The most important thing is to be patient and be ready for costs. Running a real estate agency involves many expenses, so it is worth carefully analyzing the costs and considering what is necessary at the very beginning. It is important to start acting and successively improve operations, based on acquired experience. Progress is more important than perfection. Furthermore, running your own real estate agency requires great commitment and dedication. Even after years, most duties may rest on your own shoulders. To this day, I am not only the owner of the agency but also, and perhaps most importantly, an active real estate agent. I work 6 days a week, and my laptop is always with me even during holidays.

What goals do you want to achieve with the real estate agency in the coming years?

The main goal is to be among the top real estate agencies in Bielany and Żoliborz. I believe that the team's commitment and care for clients will allow us to achieve this goal. I am also considering expanding the team by one, maximum two people, while maintaining the intimate atmosphere of the office. New team members must share our values and passion for real estate.

The real estate industry is very dynamic. How do you deal with changing trends and client expectations in your agency?

"The only constant in life is change." The words of Heraclitus of Ephesus are still relevant. The world around us is constantly changing, and it is up to us whether we perceive change as a threat or an opportunity. In the real estate market for 13 years, I have learned to see opportunities above all. We constantly monitor new trends, participate in industry training, invest in personal development and soft skills such as communication and relationship building. We build lasting relationships with clients, based on mutual respect and trust.

Do you perceive new technologies as an opportunity or a threat to the real estate market? Can they replace people working in this industry?

New technologies are tools that streamline work, however, I do not believe they can completely replace humans. I still rely on people and invest in the team. I have established cooperation with a copywriter, as well as a smart assistant, who provides enormous support in organizational matters. Together we look at new technologies and also test various solutions, including those based on artificial intelligence. I am convinced that the human approach, experience, and skills are irreplaceable, and new technologies can only support our work.

Thank you for the interview and I wish you good luck in realizing all your plans.

Thank you, and I am glad I could share my experiences in running a boutique real estate agency. I hope my story will be an inspiration for others considering starting their own business in this industry.

The interview featured Monika Żurek – founder and owner of a boutique real estate agency. She has extensive experience in the local real estate market – in Warsaw, Łomianki, and surrounding areas. She also has transactions throughout Poland to her credit.