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

In this solo episode of Better Your Business, Cheryl Goetz shares how she created her perfect calendar to go from feeling scattered and anxious to focused, present, and aligned. Designed for realtors juggling both business and personal demands, Cher walks listeners through a step-by-step process to build a calendar that supports intentional growth—both personally and professionally. With a focus on mindset, boundaries, and practical strategies, this episode offers a real-world framework for creating a business that fuels your life, not drains it.

In this episode you will hear:

• [00:50] Cher’s transformation from a reactionary, anxious schedule to one that brings calm, focus, and joy.
• [01:49] Why your mindset around time boundaries needs to shift before your calendar can truly work.
• [03:59] The “perfect month” planning exercise: organizing personal responsibilities, celebration prep, and time for future-you.
• [07:46] How to identify small steps that move you toward big personal goals like financial health or wellness.
• [08:49] Structuring your calendar for present business: showing up for active clients with built-in flexibility.
• [10:57] Future business planning: Cher’s Venn diagram approach to choosing marketing activities that feel good and attract aligned clients.
• [13:25] Systems-focused business development: identifying and improving backend processes (CRM, finances, client experience).
• [17:16] Weekly “Review + Preview” practice: how to reflect, follow up, and proactively plan for a smoother week.
• [25:30] Why narrowing your focus each month matters and how to adjust your calendar to better fit your energy, capacity, and priorities.

Connect with Cher:

Instagram: @chergoetz_

Join the Better Your Business Membership / Get Resourced 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 Tory Akene — one of the world’s first AI-certified real estate agents and a business coach with Kathleen Black International. Tory shares her unconventional journey into real estate, her passion for helping agents unlock the power of AI, and how she balances entrepreneurship with motherhood. With her signature blend of authenticity and strategic insight, Tory offers a wealth of practical advice for agents looking to grow their business with systems, intention, and creativity.

In this episode you will hear:

• [01:45] Tory shares her journey from insurance claims to becoming a licensed agent during the pandemic.
• [03:40] How AI, when customized, can dramatically improve a realtor’s efficiency and output.
• [06:02] The importance of storing business information in ChatGPT to enhance performance and automation.
• [13:04] Real-world examples of using AI for custom clauses, listing relaunch strategies, and turning research into client communication.
• [16:38] The value of customizing ChatGPT to practice scripts, roleplay, and even adjust tone for different audiences.
• [20:20] How to improve ChatGPT outputs with one simple prompt: “How can you make this better?”
• [23:20] Why networking with other agents has been a powerful business growth strategy for Tory.
• [27:51] Tory opens up about the hardest season in her business which is balancing entrepreneurship with personal life changes.
• [30:47] The number one struggle she sees agents facing right now and the importance of narrowing down three core lead generation pillars.
• [34:34] Why agents shouldn’t expect business from friends and family unless they’ve intentionally nurtured those relationships.
• [38:30] Tory and Cher discuss intentional parenting while growing a business and the power of creating consistent connection routines.
• [43:40] Tory shares a current challenge finding an AI calling platform that sounds human and supports her lead outreach.
• [44:48] Her advice to women in real estate: hire a virtual assistant to help lighten the mental and operational load.
• [47:15] Shoutouts to women who’ve inspired her Stacey Prieur and Kathleen Black

Connect with Tory:

Instagram: @myrealtortory

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 reflective and solo episode, Cher Goetz shares powerful goal-setting strategies that go far beyond traditional metrics. Recorded just after hosting her first Better Your Business webinar, Cher walks listeners through the exact method she uses to set aligned goals based on how she wants to feel. This is a process that has helped her build a business that supports her life, not drains it. With real-life examples and a behind-the-scenes look at her personal and business planning, this episode offers Realtors a grounded, honest approach to creating goals that stick.

In this episode you will hear:

• [01:40] Cher introduces her 7-step framework for building a sustainable real estate business, starting with setting clear goals rooted in emotion and impact.
• [04:52] Learn Cher’s “delegate, delete, reframe” method to intentionally release feelings or habits that no longer serve you.
• [07:00] Cher shares her 2025 goal to feel energized, which led her to hire a trainer and work toward doing one unassisted pull-up by year-end…mission accomplished!
• [11:09] To feel more ease, Cher limited phone use with simple boundaries (e.g. no screen time before 7 a.m. or after 9 p.m.) and prioritized being present at home.
• [14:27] Her “dopamine menu” included quiet, joyful moments like reading, painting, dog walks, and sipping coffee, intentionally inserted into daily gaps.
• [18:33] She talks about auditing relationships, both personal and professional, to protect joy and surround herself with high-energy, values-aligned people.
• [26:12] She recaps her goal-setting process, encouraging listeners to identify feelings first, then actions, then schedule them creating real accountability.
• [28:02] Cher previews the full Better Your Business webinar replay, including how she sets income goals, attracts ideal clients, and builds marketing systems with ease.
• [32:04] Mindset takeaways: embrace imperfection, show up despite fear, and remember this - your imperfect effort will always outperform someone else’s inaction.
• [36:14] Encouragement to trust the process: what you put out will come back to you, especially when you lead with service, gratitude, and generosity.
• [38:35] Cher announces her new Better Your Business membership: weekly accountability calls, bite-sized lessons, and a supportive Realtor community.

Connect with Cher:

Better Your Business Webinar Replay:

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 seasoned sales coach Kirsten Schmitke for a deep dive into the art of selling authentically. With over 15 years of experience helping entrepreneurs and executives increase revenue and deepen their impact, Kirsten shares practical mindset shifts, frameworks, and tools to help Realtors overcome the “ick” of sales and build trust-based client relationships. Together, they unpack how authenticity, emotional intelligence, and client-focused conversations can transform how Realtors approach selling and presentations.

In this episode you will hear:

• [00:44] Kirsten introduces herself as a sales expert and coach and shares how her tech industry background shaped her approach to authentic selling.
• [02:18] Cher and Kirsten discuss the common discomfort Realtors feel with “selling themselves” and why reframing sales as service can remove the ick.
• [04:15] A mindset exercise to reframe negative associations with sales by identifying old beliefs and creating a new definition rooted in trust and transparency.
• [07:20] The “30 Results” exercise to shift focus from Realtor tasks to the results and emotions clients experience clarity, ease, confidence, and excitement.
• [15:47] How to turn the 30 results list into engaging marketing content, storytelling in listing presentations, and building deeper trust with clients.
• [20:16] Kirsten shares how oversharing features can overwhelm clients and shift focus back to what’s in it for them, clarity and emotional alignment wins.
• [25:20] The “three-question rule” for client meetings: ask before telling, uncover what matters, and let the client write your presentation for you.
• [34:05] Cher and Kirsten explore how leadership in real estate involves confidence, adaptability, and emotional check-ins to meet clients where they are.
• [39:08] The importance of flexibility in your sales process and client communication, and how checking in leads to better experiences and referrals.
• [50:54] Why letting go of “how” and leaning into belief, energy, and aligned action can help you reach your goals faster.

Special Offer: Kirsten offers a free worksheet to help listeners connect with their next-level identity. DM her “Better Your Business” on Instagram to receive it.

Connect with Kirsten:

Instagram: @kirstenschmidtke

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 is joined by Eliz Akcagliyan to unpack the Reals Production Mastery event hosted by Amy Youngren and Real Brokerage. The two share honest and off-the-cuff reflections from a day filled with impactful speakers, strategy-packed panels, and mindset-shifting conversations. From platform leadership to AI tools and practical marketing tips, this recap dives into what resonated most and how Realtors can use these insights to grow a business that works for their life, not against it.

In this episode you will hear:

• [03:24] First impressions of the event and Real CEO Tamir’s vision: building a brokerage for every type of agent, not just top producers.
• [04:49] Tamir’s mindset reminder: "The market doesn't control us; our habits and skills do."
• [13:19] Shifting your value proposition as tech evolves and focusing on connection, trust, and the human element.
• [28:30] Darren’s quadrant method for simplifying lead generation and the STAB content framework (Sell, Teach, About You, Behind The Scenes).
• [34:37] Steph’s standout panel insights: stay a little longer, prioritize people over transactions, and create touch points even outside buying/selling.
• [41:58] Andrea’s advice: tell the truth, set boundaries, and make decisions aligned with how you want to feel.
• [44:51] Avoid shiny object syndrome: choose mentors and systems that reflect the business you actually want.
• [56:07] Steph’s family story: "Take care of the people" is the key to longevity in business.
• [56:46] Real COO Jenna’s quote: “Improvement is better than delayed perfection.” Raise standards and serve exceptionally.
• [59:39] Leo AI resolves 25% of tickets; advisory board to ensure Canada-specific support at Real.
• [1:04:11] Emma Pace’s strategy: run $1/day video ads for visibility, engagement, and lead revival.
• [1:13:08] How to run co-hosted vendor events to gain high-value leads and mutual exposure.
• [1:16:48] Social media panel takeaways: green screen strategy, local business features, and just start posting.
• [1:23:12] Partnering with small businesses for mutually beneficial marketing.
• [1:26:07] Joe’s closing message: reverse engineer your lead gen based on the life and business you want to build.

This recap is packed with reminders that success doesn’t come from hustle alone but from clarity, connection, consistency, and community.

Connect with Eliz:

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