In this episode of Better Your Business, Cher sits down with Steph Furfaro, Realtor and founder of Referral-First. Steph shares how she built her real estate business almost entirely through referrals and why she believes relationship-driven businesses are the most sustainable path for realtors. The conversation explores how client experience, organization, mindset, and intentional relationship building contribute to a strong referral network. Steph also walks through the pillars of her referral-first framework and how agents can begin implementing these principles in their own businesses.

In this episode you will hear:

• [02:09] Steph shares how her interest in real estate began at age 12 after being included in the process of her parents buying and selling her childhood home.
• [07:18] The experience with an early client that motivated Steph to build a business focused on referrals and aligned relationships.
• [12:04] How Steph defines an ideal client based on personality,alignment, and energy rather than overly detailed demographics.
• [14:34] A simple onboarding strategy Steph uses with clients, including asking about their favourite holiday as a way to personalize future touchpoints.
• [23:07] Steph outlines the importance of strong organizational systems, including using a CRM and maintaining structured records of client information.
• [30:50] Examples of creating “wow” moments for clients by anticipating needs and making the moving process easier.
• [35:10] Non-negotiables in a referral-based business, including serving clients first, being proactive, and setting expectations clearly.
• [39:15] The mindset shift from focusing on transaction volume to focusing on value and building a business that supports personal lifestyle goals.
• [43:57] Why tracking referrals and intentionally thanking clients who refer business is essential for strengthening relationships and encouraging future referrals.
• [52:12] Steph explains how exploring her human design helped her understand her strengths and approach business in a way that feels more aligned.

Visit Steph’s website to grab her free masterclass and join her e-mail list!

Connect with Steph:

Instagram: @stephfurfarorealtor

@referralfirstrealtor

Website: stephaniefurfaro.ca

Meet Cheryl 'Cher' Goetz:

Cheryl Goetz has been a Realtor since 2016 and knows firsthand what it feels like to build a business filled with anxiety, confusion, and constant pressure. After raising two kids, navigating a transition from new construction to resale, and adapting through shifting markets, she transformed her career into one that now feels intentional, joyful, and ease-filled. Today, Cheryl helps women in real estate do the same — creating businesses that reflect their authentic selves, attract aligned clients, and grow sustainably. Her mission is simple: to help women drop the industry “shoulds” and build businesses that fuel their lives.

Let's Connect:

Instagram: https://www.instagram.com/chergoetz_?igsh=MWZrY2Rlem9ua3RrdA==
Website: www.athomecompany.ca
Email Community: https://athomeco.myflodesk.com/bybpodcast
Contact: hello@athomecompany.ca

Thank you to our Sponsors:

Staci Millard @ Thrive Accounting

Instagram: @thriveaccounting

Website: https://thriveaccounting.co

EFV Legal

Instagram: @elenafavaroviana

Website: efvlegal.ca

In this solo episode of Better Your Business, Cheryl Goetz shares seven powerful business lessons passed down from her retired entrepreneur father. After a summer conversation at the cottage sparked reflection, Cheryl revisits the advice he lived by and how she’s seen it play out in real time throughout her own real estate career. From leadership and financial discipline to integrity and mindset, this episode is packed with practical wisdom for realtors who want to build sustainable, profitable businesses without sacrificing peace of mind.

In this episode you will hear:

• [02:37] Share the wealth. Why rewarding loyalty and effort builds long-term success and how Cher applies this mindset in her own business.
• [04:19] A real example of sharing the wealth. How inviting a social media manager into a growth opportunity and rewarding her contribution to a retreat’s success.
• [05:48] Working 16-hour days in the beginning and embracing seasons of hustle intentionally while building a strong foundation.
• [09:12] “Don’t cheat the tax man”. The importance of integrity, organization, and staying calm during audits or financial scrutiny.
• [11:50] “Don’t do anything that will keep you up at night”. Choosing ethical decisions over commission and protecting your peace.
• [14:21] When everything feels like it’s blowing up the simple but powerful practice of pausing, stepping away, and responding with clarity.
• [16:48] Financial discipline for realtors navigating unpredictable income cycles.
• [19:35] Managing overwhelm while overseeing 16 custom home builds and the leadership lessons learned under pressure.
• [20:16] “You drive the ship” — stepping into the CEO role of your real estate business instead of reacting to clients and circumstances.
• [21:26] Shifting from “I’m just a realtor” to “I am the captain of this organization” and setting boundaries, expectations, and leading with authority.

If this episode resonated with you, share it with a fellow realtor, leave a review, and subscribe so you never miss an episode designed to help you build a business that fuels your life — not drains it.

Connect with Cher:

Instagram: @chergoetz_

Join the Better Your Business Membership / Grab Resources Mentioned: https://betteryourbusiness.thinkific.com/collections

Meet Cheryl 'Cher' Goetz:

Cheryl Goetz has been a Realtor since 2016 and knows firsthand what it feels like to build a business filled with anxiety, confusion, and constant pressure. After raising two kids, navigating a transition from new construction to resale, and adapting through shifting markets, she transformed her career into one that now feels intentional, joyful, and ease-filled. Today, Cheryl helps women in real estate do the same — creating businesses that reflect their authentic selves, attract aligned clients, and grow sustainably. Her mission is simple: to help women drop the industry “shoulds” and build businesses that fuel their lives.

Let's Connect:

Instagram: https://www.instagram.com/chergoetz_?igsh=MWZrY2Rlem9ua3RrdA==
Website: www.athomecompany.ca
Email Community: https://athomeco.myflodesk.com/bybpodcast
Contact: hello@athomecompany.ca

Thank you to our Sponsors:

Staci Millard @ Thrive Accounting

Instagram: @thriveaccounting

Website: https://thriveaccounting.co

EFV Legal

Instagram: @elenafavaroviana

Website: efvlegal.ca

In this episode of Better Your Business, Cher sits down with Shaleni Henriquez, a West GTA realtor with over 12 years of experience and the founder of We Rise Collective. Shaleni shares her journey into real estate as a second career, transitioning from a corporate background while raising young children. Throughout the conversation, she speaks candidly about money mindset, evolving definitions of success, boundaries, and building a business that aligns with who you truly are.

In this episode you will hear:

• [01:10] Shaleni shares how real estate became her second career after working in corporate medical and insurance roles, and what pushed her to finally take the leap.
• [13:05] A candid conversation about money mindset, scarcity, learning financial management in real estate, and using systems like Profit First to create stability.
• [16:35] The importance of boundaries, learning that not everything is urgent, and how slowing down can actually support long-term growth.
• [26:35] Practical and approachable tips for getting started with video and social media, including overcoming self-doubt and embracing imperfect action.
• [31:47] Shaleni shares why she created We Rise Collective after attending the Forward Event, describing the loneliness of real estate and her desire to create a supportive, in-person community.
• [33:40 ] She explains how her first We Rise event came together simply, without overthinking and why starting small removed pressure and fear around hosting events.
• [44:35] Shaleni emphasizes authenticity for women in real estate, challenging the idea that success must follow a specific hustle model or “shoulds.”
• [49:48] A powerful reflection on aligning income goals with how you want to feel, and why achieving financial success through methods you hate isn’t sustainable.
• [1:01:15] Her answer to the “one thing” agents should focus on: staying in touch with past clients and avoiding a transactional approach to real estate.
• [1:01:43] She explains her “surprise and delight” system for clients, including using onboarding forms to personalize thoughtful follow-ups and gifts.

This episode is a reminder that success doesn’t have to look one way and that building a business you love starts with knowing yourself and staying connected to the people you serve.

Connect with Shaleni

Instagram: @soldbyshaleni

Meet Cheryl 'Cher' Goetz:

Cheryl Goetz has been a Realtor since 2016 and knows firsthand what it feels like to build a business filled with anxiety, confusion, and constant pressure. After raising two kids, navigating a transition from new construction to resale, and adapting through shifting markets, she transformed her career into one that now feels intentional, joyful, and ease-filled. Today, Cheryl helps women in real estate do the same — creating businesses that reflect their authentic selves, attract aligned clients, and grow sustainably. Her mission is simple: to help women drop the industry “shoulds” and build businesses that fuel their lives.

Let's Connect:

Instagram: https://www.instagram.com/chergoetz_?igsh=MWZrY2Rlem9ua3RrdA==
Website: www.athomecompany.ca
Email Community: https://athomeco.myflodesk.com/bybpodcast
Contact: hello@athomecompany.ca

Thank you to our Sponsors:

Staci Millard @ Thrive Accounting

Instagram: @thriveaccounting

Website: https://thriveaccounting.co

EFV Legal

Instagram: @elenafavaroviana

Website: efvlegal.ca