Scaling a $4B Real Estate Empire from Behind the Scenes | Julia Spillman
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
Julia Spillman, CEO of the Eklund | Gomes Team, shares the behind-the-scenes reality of building and running a $4+ billion luxury real estate empire. From her roots in small-town Kentucky to becoming the operational backbone of one of the industry's most recognizable brands, Julia reveals what it really takes to scale a business while managing high-profile personalities like Fredrik Eklund and John Gomes from Million Dollar Listing. (00:48) The conversation dives deep into the power of strategic content creation, the importance of betting on yourself, and how to navigate growth as a female leader in a male-dominated industry.
- Main themes: Strategic business growth, personal branding through content, female leadership in real estate, the reality behind TV fame, and building sustainable systems for long-term success.
Speakers
Julia Spillman
Julia Spillman is the CEO of the Eklund | Gomes Team, one of the most successful luxury real estate teams in the world with over $4 billion in annual sales. Known as the operational force behind the glitz and glamor of Million Dollar Listing, Julia has played a key role in scaling the Eklund Gomes brand into a national powerhouse. From her roots in small-town Kentucky to running a multi-market real estate empire, she brings unmatched leadership, strategy, and heart to the industry.
Justin Colby
Justin Colby is a real estate investor and entrepreneur who has completed almost 3,000 deals over 18 years, generating 7 figures in active income through wholesaling and fix-and-flipping. He hosts The Entrepreneur DNA podcast and The Science Of Flipping podcast, and has coached thousands of aspiring investors through his education company and REI LIVE program.
Key Takeaways
Bet on Yourself with Zero Salary Expectations
Julia worked for ten years without taking a single dollar in salary from Fredrik and John, instead betting on profit participation. (38:04) This approach positioned her as an investment rather than a cost center, ensuring she would always be in the profit column of the P&L statement. Her willingness to prove her value first led to eventual partnership ownership in the company. This strategy demonstrates the power of long-term thinking and viewing yourself as an equity participant rather than just an employee.
Reinvent Yourself Continuously to Stay on Top
Being number one at Douglas Elliman for a decade requires constant evolution because everyone is targeting you. (01:26) Julia emphasizes that reaching the pinnacle doesn't mean you can coast - instead, you must "build more mountain" and reinvent yourself annually. This includes staying current with technology, marketing trends, business strategy, and even personal health optimization. The pressure of being chased by younger, smarter competitors demands relentless self-improvement.
Diversify Your Business Portfolio to Weather Market Shifts
Rather than hyper-focusing on one market segment, Julia strategically expanded from new developments to resale properties, which now represents over 50% of their business. (04:57) This diversification creates a pipeline where "something is always hitting in season" - when Miami slows down, New York heats up. The key is thinking like a business owner with multiple revenue streams rather than chasing individual transactions.
Master the Art of Strategic Content Creation
Content creation isn't just about posting pretty pictures - it's about telling authentic stories that build genuine connections. (24:08) Julia notes that Fredrik gets the most engagement when showing family content rather than just business posts. The goal is helping people understand who you are as a person, not just as a professional. Strategic content takes properties and developments "on the road" to reach consumers who can't physically attend open houses.
Use Your Authentic Story as Your Competitive Advantage
Julia openly acknowledges her grammar struggles and small-town background rather than hiding these perceived weaknesses. (32:08) By owning her authenticity and saying "I can win the spelling bee or I can be top in sales," she transforms potential limitations into relatability. This approach builds trust with clients and team members who appreciate working with a "real person" rather than a polished facade.
Statistics & Facts
- The Eklund | Gomes Team has maintained the #1 spot at Douglas Elliman for a decade and generates over $4 billion in annual sales. (01:26) This demonstrates their sustained dominance in luxury real estate despite increasing competition.
- In their most recent year, the team completed approximately 2,000 transactions with an average transaction value of $2.5-2.7 million. (50:32) This reveals that their business model relies on volume rather than just ultra-high-end deals.
- Over 50% of their current business now comes from resale properties, which Julia originally pitched as a new venture when the team was primarily focused on new developments. (05:25) This diversification strategy has been crucial to their national expansion.
