Making a Difference in the Lives of Others

by Paige Tepping, RISMedia

Published November 2021 Real Estate Magazine

Brenda Cole
Principal Broker
United Real Estate | DFW Properties
Grapevine, Texas

Region served: Dallas-Fort Worth Metroplex
Years in real estate: 32
Number of offices: 1
Number of agents: 42
Key to Continued Growth & Success: Surround yourself with the right people

How did you get started in real estate, and what led you to where you are today?

After going through the home-buying process, my REALTOR told me she thought I would be great at real estate. I had been working in sales at the time, and as I began to consider getting my master’s degree, her words reverberated in my mind. Within the next year, I had secured my license and transitioned into real estate. I spent 22 years working with the same large brokerage, transitioning from sales to management to being a broker for 15 offices. I learned a ton, but I missed having more direct contact with agents. This is what propelled me to open my own office.

What were the most important considerations for selecting United Real Estate? 

Their agent-first focus and out-of-the-box thinking around their business model jumped out the most. You can tell there was ownership involved that didn’t have a lifetime in the industry, and therefore, were not confined to status quo thinking. I love that United isn’t confined to doing things the same way other brokerages are. Our model doesn’t foster a codependency on big brick-and-mortar buildings, and we don’t need to justify agents coming into the office to use our tools and resources. The United mindset revolves around helping agents become financially responsible and independent, which I find very refreshing.

As an entrepreneur, how is United Real Estate supporting your success?

United lets us do it our way. Their “Find Your Freedom” motto works for broker/owners and agents alike, allowing us to run our business the way in which we feel is best for our individual market, office and our own personal way of doing things. United provides the framework, support, software and programs we need to succeed.

How have United’s core values and culture helped to change the financial trajectory of your agents?

United’s core values are totally in line with my own personal values. Seeing the way in which their core values intertwine with my own life is proof that it’s working. Agents are encouraged to succeed but don’t have an absolute minimum production quota, which has given them the freedom to run their business in the way that best suits their own needs. United gives them the tools and support they need as well as the financial freedom to spend their money where and how they want to spend it.

What is your personal philosophy for what makes a brokerage succeed or fail?

You have to be present and engaged with your agents. You have to be aware of their transactions while taking an interest in their personal lives. It’s all about treating my agents, staff and everyone I work with as family. At the end of the day, I want to know that I’ve made a difference in the lives of those around me.

How have your agents benefitted from aligning with United Real Estate?

I opened my office with experienced agents I had previously worked with as well as experienced agents who were referred to me by other agents and industry partners. Since joining United, they’ve continued to move in a positive direction financially. I enjoy seeing those with children have more time to spend with their kids because they’re making more money with United’s low-fee transaction model, and I take pride in the fact that the United model has enabled agents to make a living selling real estate full-time.

“Brenda has a nurturing style and sense of caring that is woven through everything she does day in and day out, creating a sense of belonging that permeates throughout the organization.

– RICK HAASE, President, United Real Estate

About United Real Estate

United Real Estate (United) – a division of United Real Estate Group – was founded with the purpose of offering solutions to real estate brokers and agents in the rapidly changing real estate brokerage industry. United provides the latest training, marketing and technology tools to agents and brokers under a 100%/fee-based agent commission model. By leveraging the company’s proprietary Bullseye™ Agent & Broker Productivity Platform, United delivers a more profitable outcome for agents and brokers. United operates in 27 states with more than 100 offices and over 13,500 agents. 

About United Real Estate Group

United Real Estate Group (UREG) operates United Real Estate and United Country Real Estate, addressing the unique market needs of suburban, major metropolitan urban and rural markets. Utilizing the Bullseye™ Agent & Broker Productivity Platform, UREG offers the latest training, marketing and technology tools producing a significant competitive advantage. The platform realizes a decade-long investment in virtual agent and brokerage technology services and is powered by a 1.8+ million listings data warehouse generating over 3 million monthly visitors and 30,000 leads per year. Together, the United Real Estate Group supports more than 600 offices and 15,000 real estate and auction professionals across four continents. Through its in-house advertising agency, UREG offers differentiating marketing support and collateral for specialized lifestyle property websites as well as access to a 650,000+ opt-in buyer database. For more information about United Real Estate or United Country Real Estate, please visit or


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