Today we’d like to introduce you to Kristi Berryhill.
Hi Kristi, so excited to have you on the platform. So, before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
It all started over 10 years ago. I decided that real estate needed to be more inclusive, equitable, and holistic. I’ve had great mentors and sponsors through my life and career, but one thing for sure is that growth comes out of pain. I’ve failed many times, but what counts are the many times you get up. As such, my LUXLIFE mission statement is to be a trusted and utilized company that has blessed me to help others become their true potential with their own gifts and talents. Blessed to be a blessing. My goal is to encourage, inspire and coach others to really show up through my journey in real estate and life lessons.
The LUX brand came into existence in 2015. That was a major shift in my life. I had lost everything in my first business down to my credit, house, cars, friend, family, and most importantly my marriage was going through a transition eventually ending in divorce. I found solace in being an entrepreneur because all I knew was my love for helping others. My mentor took me under her wing when I worked in her brokerage. It was then that I realized my potential to be a servant leader by helping others find their dream home. Home is where the heart is and I wanted to be part of that important chapter for as many people as possible! I fell into the apartment locating business in 2011. My first leap was LUX Locators- my first brand under the “LUX” name. The “LUX” name is a lifestyle with three (3) brands. Lux Locators’ mission is to take the hassle out of finding an apartment and it’s a free service to anyone. We have great partnerships with luxury properties that allow qualified tenants to live the lifestyle at any certain budget.
Then in February 2020 during the onset of the pandemic, I expanded and scaled the LUX name to include LUX Locators + Residential Sales. I focused on customer service and ensured all LUX agents had the best-in-class training. They were trained in communication on the highest level with respect and integrity. This is a value we all share as a team and as a mission. We believe there is a real person on the other end of every phone call, email, and text message. All of our team members are trained for every situation to arise, they are multi-cultural and well-traveled. Bringing in the right team to support our mission and expansion plans is crucial to me. As such, scaling the company was part of our 3-year plan and I proceeded forward not knowing how interesting 2020 was to become. We decided the LUX name was ready to expand its breadth and operations into residential sales due to the DFW demand and growth. Within the past year, Lux Locators + Residential Sales has grown to 20 agents that are all producing and talent retention is stable at 95%.
The third brand includes the LUX Lending Group! In April 2021, we expanded to include a new service, LUX Lending, our online mortgage resource where purchasing a home or refinancing is easier than ever. This was a labor of love as the goal was to bring a one-stop shop experience for our clients. We take our client’s feedback (good or bad) seriously. They were looking for a seamless and continuous journey that would adapt to their real estate needs and goals. Home buying is still the American dream and we set out to simplify the process for everyone at any phase of the journey. With that said, we vetted numerous lenders that provide best-in-class options and a personalized approach to fit lending needs. The expansion into mortgage lending has proven to provide North Texas with more options from the LUX ecosystem. We now have a team of real estate professionals that includes locators, realtors, and lenders that provide a personalized experience.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
2020 was not a smooth road for the real estate industry. For instance, there was so much debate if we were an essential business or not. The uncertainty brought low morale and it took a lot of tenacity and grit to keep moving forward. The pandemic was truly unprecedented in the real estate industry. There wasn’t a blueprint for success or to navigate the ever-evolving COVID-19 crisis. Although there were many changes, we called, texted, sent cards, and emailed our clients and LUX family database that LUX Group was still available to help. Whether it was the pandemic, snowmageddon, the crazy real estate market, we were a call away!
Our team immediately implemented an actionable, emergency plan. We partnered with luxury community properties to implement virtual tours, Instagram and Facebook Live, and virtual webinars to answer any questions. We were accessible 24/7 while keeping work-life balance at bay. During the pandemic, our website team designed and launched a new website to accommodate our expansion of different brands. We wanted to make sure our partners, residential communities, and communities had a favorable digital experience.
We also amplified our LUX concierge operations to ensure we were mobilizing local business and communities to unlock the potential of living a LUX LIFE. The concierge team started in 2019, but with the pandemic and racial unrest that took place in 2020, it reminded the LUX team the power of expression and advocacy. We wanted to connect and promote empathy and understanding. As such, we were committed to empower more minority businesses and foster more partnerships with local black businesses. The concierge’s mission is to enhance our ecosystem’s day-to-day lives and fulfill their biggest dreams through bespoke experiences and lifestyle services. By doing so, Lux Concierge hopes to further unleash the collective power of our community’s ecosystem and support local businesses.
As you know, we’re big fans of Lux Locators + Residential Sales. For our readers who might not be as familiar what can you tell them about the brand?
So far, the team made a measurable impact over the past year as work culture and operations shifted to support the growth and pivot in the pandemic. We transformed the organization to support a new vertical that brings personalized services and individualized approach to home selling, refinancing and buying. As we all know, technology plays a big part in real estate. We set out to reimagine the entire experience to make it seamless and enjoyable across the board without removing the human element. We are in the business of customer service that happens to be enhanced by technology. We actively listen to our client’s story and compassionately design each experience for them. We amplify our client’s voices and needs, by creating and supporting partnerships and activate events that bring the community together.
We are also innovating. It’s one of our values. We’ve made major strides in our partnerships. The one I am most proud of is the recent sustainability partnership with eCarra. eCarra is the market leader and new standard in sustainable ridesharing for the impact minded. Our purposeful partnership was led by leaders from both eCarra and Lux Group with a commitment to encourage sustainable living practices to leave the world a better place. The combined goal is to empower people to make a difference by using services they already use such as apartment locating and ridesharing!
Both organizations have aligned to support each other’s mission and sustainability plans to address social and environmental problems. The business has helped individuals and families connect into thriving communities since June 2015 and now it’s adding an element of sustainability to scale environmental best practices into our day-to-day activities. If there’s anything that 2020 taught us, it’s compassion and it is imperative to mobilize green power partnerships.
Both teams plan to make a measurable impact over the next few years as home and work cultures shifted due to the pandemic. As we all know, people, technology, and sustainability plays a big part in the intersections of real estate. We plan to reimagine the entire experience to make it sustainable, seamless, and enjoyable across the board without removing the human element through our corporate social responsibility department.
What quality or characteristic do you feel is most important to your success?
Part of the success equation is embracing failure. Everyone fails! Learning to fail is a skill like any other — which means it takes practice. Learning to thrive in spite of even your most epic mistakes has been the most important. In addition to tenacity and grit, giving back and paying it forward is part of the success equation. My passion is to serve others and contribute to the NTX region by creating more jobs and opportunities. Everyone is moving to NTX and my team helps you be part of the Texan culture. Our job is to keep you in Texas to live, work, and play!
Another secret is to have your own “fun” outlet. Life can’t all be WORK. I’m an MMA fighter on the side. Fighting is a microcosm of the macrocosm that is life. During the pandemic, real estate became a questionable essential business. However, my team and I weathered the storm. Through the ups and downs, I’ve been fighting in other ways throughout my professional career, namely in the various businesses I’ve developed – some successful, some not. However, throughout all of it, the wins and the losses and the literal blood and sweat, has made me a better leader and human being. If anything, I look at every experience as a lesson, even if it is one in what not to do. Looking at life through that lens has led me to being more productive. MMA fighting allows me to see life as one large stage where QUITTING is not an option.
Contact Info:
- Email: kristi@luxlocators.com
- Website: https://luxlocators.com/
- Instagram: https://www.instagram.com/luxlocators/?hl=en
- Facebook: https://www.facebook.com/luxlocators/
- Other: https://www.luxlending.group/
