In the dynamic world of residential real estate, staying ahead of technological advancements while nurturing meaningful client relationships is a challenging balancing act. John S Finn Jr, a visionary leader at United Real Estate Richmond, shares his innovative approach to conquering industry hurdles. As larger firms and proptech disruptors set new standards with sophisticated platforms and marketing clout, smaller companies must find ways to compete. John offers a unique blueprint that combines technological integration with family-run intimacy, ensuring his firm continues to thrive amidst rising interest rates and evolving buyer expectations. In this insightful conversation, discover how John is reshaping the landscape of residential real estate by marrying tradition with innovation.
Interviewee Name: John S Finn Jr
Company: United Real Estate Richmond
The Interview
What inspired you to enter the residential real estate market, and how has your personal journey shaped your approach to business?
John S Finn Jr : I was born into real estate—literally. I’m a fifth-generation member of a family rooted in both the real estate and construction industries, so you could say it’s in my DNA. My Grandfather use to say we have “sawdust in our blood”. From an early age, I was immersed in conversations about property, development, and the importance of building strong communities.
Watching my family navigate the industry with integrity and long-term vision inspired me to carry that legacy forward, but also to forge my own path. Over time, I’ve shaped my approach to focus not just on deals, but on relationships—making sure every client feels informed, empowered, and supported throughout the process.
In today’s evolving market, what are the key trends and challenges you see affecting small and mid-sized residential real estate businesses, and how do you plan to navigate them?
John S Finn Jr : In today’s evolving market, one of the biggest challenges for small and mid-sized residential real estate businesses is keeping pace with technology. Large national firms and proptech companies are setting a high bar with advanced platforms, AI tools, and massive marketing budgets—making it harder for independent businesses to compete for visibility and efficiency.
At the same time, rising interest rates, inventory constraints, and shifting buyer expectations are creating pressure from all sides. Clients expect a seamless, one-stop experience, and smaller firms have to work smarter to meet that demand.
To stay competitive, we’re not only embracing technology where it adds value—we’re also expanding our services to better support clients throughout the entire transaction. That includes offering in-house mortgage, title, and insurance services, creating a more streamlined, trusted, and efficient process.
Our goal is to combine the agility and personal connection of a family-run business with the capabilities of a full-service firm. That’s how we’ll continue to grow—by adapting to change without compromising our commitment to quality and relationships.
How do you balance the use of emerging technologies with maintaining personal relationships in your day-to-day operations?
John S Finn Jr : We use technology to enhance—not replace—the personal side of our business. Tools like digital signatures, CRM systems, and virtual tours help us work more efficiently and give clients faster service. But relationships are still at the heart of what we do. We make sure every tech touchpoint is backed by real, human communication—whether that’s a phone call, face-to-face meeting, or checking in after closing. It’s about using tech to free up more time for what matters most: people.
What strategies do you implement to enhance customer experience and foster community trust in residential real estate transactions”
John S Finn Jr : As a fifth-generation business, trust and service are everything to us. We focus on clear, honest communication and guide clients through every step of the process to make them feel confident and informed. By offering in-house services like mortgage, title, and insurance, we streamline the experience and ensure quality control. We also stay actively involved in our community, building long-term relationships—not just closing deals
What key advice would you offer to aspiring leaders who want to make an impact in the residential real estate sector?
John S Finn Jr : My advice to aspiring leaders in residential real estate is simple: lead with integrity, stay adaptable, and never lose sight of the people behind every transaction. This industry is constantly evolving—markets shift, technology advances—but trust and relationships remain the foundation.
Looking ahead, what do you think the future holds for residential real estate, and what steps are you taking to prepare your business for the evolving landscape?
John S Finn Jr : We’re seeing more demand for digital convenience, sustainable living, and end-to-end service models. To stay ahead, we’re investing in tech that improves efficiency and transparency, while expanding our in-house services like mortgage, title, and insurance to offer a seamless client experience. At the same time, we’re staying rooted in what’s always mattered—trust, community, and personalized service. Our goal is to evolve without losing the human touch that sets us apart.
Leaders Perception magazine would like to thank John S Finn Jr and “United Real Estate Richmond” for the time dedicated to completing this interview and sharing their valuable insights with our readers!
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