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they needed done. I modeled them. No need to
reinvent the wheel.”
Baker began growing her team when she became
pregnant with her daughter, Victoria Vasquez, and
requested friend and colleague Elizabeth Coats to join
her 21 years ago.
“One day she pulled me into the conference room
and sat there in her St. John Knit and started telling me
how she needed a partner... I really had no idea what it
was going to mean,” Coats said. “No clue what I was
getting into.”
Taking on TikTok
When a business coach suggested Baker get on the
latest social media platform, she told the coach flat-out:
“I’m not getting on TikTok.”
It wasn’t until Baker met an agent at a conference
who had 43,000 views on a single TikTok video that
she reconsidered.
“I looked at my friend Sergio and I said, ‘If that guy
can do video, so can I,’” she said. “And I came back from
that conference and got very intentional about video.”
So intentional that she reached out to a
professional videographer to help her shoot videos for
the app. When the videographer pointed out that she
could simply shoot videos from her smart phone, she
cut to the point once more: “That’s not really my
brand.” Instead, Baker signed a six-month contract to
shoot 11 hours for one day, once a month.
“The last time we shot we were able to pull out 56
videos out of that one shoot, and it’s all short form for
the most part,” she said.
From those shoots, Baker is able to pull together
phrases and advice like, “All the money is green and
everyone has a dream.” She’ll touch on everything from
explaining earnest money to subletting.
Baker’s no-nonsense, quick-to-the-cut demeanor
and a passion for hard work attracts a number of
viewers who appreciate her guidance in the real estate
world during record-low interest rates and record-high
sales.
Her most viewed video on the platform, which has
more than 10.4 million views, opens with a quick
one-liner; “So once upon a time, I sold a big-a-- house,”
Baker says to the camera. “I made $137,000 in
commission on that one house. And rather than taking
that money and investing it in real estate, I went and
bought a brand new Mercedes, I went on a shopping
spree, and I p---ed that money away. Instead of buying
a townhouse on Lennox road. It was right in the middle
of foreclosure season, I could have bought that
townhouse for $100,000. That townhouse today, that
in 1995 was $100,000, is $1 million. That Mercedes is
worth zero and those clothes, don’t fit. This is a
cautionary tale.”
She’s a straight shooter, a strong Southern woman
who resembles a character straight out of “Steel
Magnolias” or Julia Sugarbaker from “Designing
Women.” With her blonde locks curled, her makeup set
and a smile on her face, Baker won’t hesitate to tell it
like it is, and her brutal honesty is what keeps her fans
— her Glennda Rotties, as she calls them — coming
back for more.
“They are loyal, they are fierce and they are
protective... You know that you have a loyal following
when you don’t even have to respond to the negative
comments,” she said.
Baker said according to the analysts at TikTok, she
has the “stickiest” audience in terms of engagement
among any non-celebrity real estate influencer on the
app. She averages 185,000 views a day across her
entire video catalogue, more than any other creator on
the app in her sector. Comments are up 21% and the
following for 2022 is up about 17%.
APRIL 2022 | COBB LIFE 35
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