No Plan, Just Purpose: How Joanna Boyd Changed the Buyer’s Game.

When I first started working with Joanna Boyd, she was already a powerhouse in the Queensland property sector, but stepping out on her own as a buyer’s advocate in Brisbane was a whole new challenge. She wasn’t just building a business—she was creating a brand, forging industry relationships, and proving the value of buyer’s agents in a competitive market.  

Now, as the REIQ Buyer’s Agent of the Year and a leader in the buyer advocacy space, Joanna shares how she built her business, Joanna Boyd Buyer’s Advocate, from the ground up. She reveals the lessons she’s learned, how she’s grown her team with four other members, built an EBU that suits her and how coaching, mindset, and resilience have shaped her success. 

When I started my buyer’s agency, I didn’t have a grand plan or a blueprint for success. I was just determined.  

Determined to build something for myself and my family, determined to help people, and determined to make a real impact in the real estate space. 

My journey into business ownership wasn’t a straight line.  

I spent 27 years in the Queensland property sector, working in corporate roles, leading sales teams, and understanding the industry from the inside out.  

But when my husband passed away suddenly while we were on a family holiday, everything changed.  

Life had thrown me into the deep end, and I had to reassess everything.  

I knew I wanted to be a buyer’s advocate, but starting from scratch was daunting. 

Fast forward six years, and I’ve built a successful buyer’s agency, won Buyer’s Agent of the Year with REIQ, and now mentor others entering the field.  

But it hasn’t been easy, and if you’re thinking about starting your own buyer’s agency (or any business for that matter), here’s what I’ve learned about making it work from the ground up. 

1. Know your value (and own it) 

One of the first things I had to overcome was imposter syndrome.  

When you start a business, it’s easy to feel like you need to prove yourself over and over.  

But the reality is, if you’ve got the skills, experience, and drive, you are just as capable as anyone else. 

I initially focused my business on what I called my ‘WADS’ clients—widowed, divorced, separated singles—because I deeply understood their challenges.  

But my coach, Sherrie Storor, encouraged me to broaden my market and diversify.  

That shift helped me build a business that was sustainable and not just emotionally driven.  

The key lesson?  

Know your worth and don’t be afraid to charge for the expertise you bring. 

2. Business development is a non-negotiable 

One of the biggest misconceptions about starting a buyer’s agency (or sales agency) is thinking that clients will just come to you.  

They won’t.  

You have to go out and get them. 

At the start, I put a lot of energy into building my brand and credibility.  

That meant investing in professional branding, social media, and networking like crazy. 

I also developed strong referral partnerships with real estate agents and past clients. 

Today, my business is built on repeat clients and referrals, but that didn’t happen overnight.  

You have to commit to business development daily—whether that’s through social media, SEO, networking events, or simply making calls and nurturing relationships. 

3. Systems and processes will save you 

When you’re a solo operator, you can wing a lot of things.  

But as you grow, systems and processes become essential. 

I’ve had to learn to step out of the daily grind and focus on building a business that operates efficiently, even when I’m not there.  

Sherrie helped me work out the structure that would work best for my business. 

That meant hiring an operations manager, using a virtual assistant, and implementing structured workflows.  

Now, my business runs smoothly, allowing me to focus on high-value tasks like client relationships and strategy. 

If you’re starting out, don’t wait until you’re drowning in admin to set up systems.  

Start as you mean to go on—document your processes, invest in a CRM, and streamline wherever possible. 

4. Build trust (because it’s everything)! 

Buyer’s advocates don’t have the same visibility as sales agents.  

We’re not running open homes or selling multiple properties a month.  

That means trust is the foundation of our business. 

For me, building trust with clients comes down to two things: communication and consistency. 

I educate my clients at every step, manage expectations realistically, and always operate with transparency.  

This approach has helped me create long-term relationships, and now many of my clients come back for their second or third purchase. 

5. Mastering the agent relationship 

One of the trickiest things in this industry can be working with sales agents.  

Yes, some agents immediately understand our value. We bring them qualified buyers! 

But some agents see buyer’s advocates as competition, while others don’t understand how we add value. 

The best way to win them over? Lead by example.  

When an agent sees that you’re professional, easy to work with, and deliver great outcomes for clients, they’ll start seeing you as an asset, not a threat.  

I’ve had agents who were initially skeptical later refer me high-value clients because they saw how I operated. 

6. Get the right support 

Running a business can be lonely.  

That’s why surrounding yourself with the right people is crucial. 

For me, attending MASTERMIND has been a game-changer.  

Being in a room with high-performing professionals who push each other to be better has completely shifted my mindset.  

It’s given me access to mentors, accountability partners, and a network of like-minded people who understand the challenges of business ownership. 

I’ve also learned to trust my gut and stand firm in my decisions.  

As a leader, you have to set boundaries, hold people accountable, and make tough calls.  

Over the years, I’ve had to restructure my team, let go of staff who weren’t the right fit, and constantly reassess my strategy. 

7. Keep adapting 

If there’s one thing I’ve learned, it’s that no two years in business are ever the same.  

The market shifts, client expectations evolve, and technology keeps changing how we work.  

To stay ahead, you have to keep learning, experimenting, and adapting. 

Right now, my focus is on scaling sustainably, building multiple income streams, and ensuring that my business isn’t solely reliant on me.  

That means bringing in more contractors, refining my processes, and continuing to develop new opportunities. 

Final thoughts 

Building a buyer’s agency from the ground up isn’t easy, but it’s absolutely worth it.  

It takes resilience, strategy, and a willingness to keep learning.  

But if you stay true to your values, invest in the right relationships, and commit to the long game, you’ll build a business that not only survives but thrives. 

For anyone thinking of taking the leap—do it.  

Back yourself, surround yourself with good people, and get to work! 

If you’re ready to take the next step in your business, the LEADER Conference on the Gold Coast on May 27 is where you need to be.

It’s a conference designed for CEOs, business owners, high-level management, and high-performing agents who are serious about scaling and leading at the next level. Secure your ticket here.

Joanna Boyd is also a proud LEADER brand ambassador this year—so if you’re coming, make sure you find her and say hi! (Trust me, you’ll want to.)

If you want to know more about creating a rockstar EBU you can pre-register for the Effective Business Unit Ministry by sending me an email at sherrie@realestatenation.co or ask me about 1:1 coaching here. 

Take the next step to LEVEL UP and build your best life, I'd love to hear from you!