From Good to Great: How Felicia Mondragon Built a Relationship-Driven Real Estate Business

In the world of real estate, it’s easy to get caught up in lead counts, algorithms, and marketing tactics. But time and time again, the most successful agents prove that true growth doesn’t start with technology—it starts with people.

In this edition of AgentMoves’ Good to Great series, Michael Bruh, sits down with Felicia Mondragon, a top-producing Keller Williams agent based in Eugene, Oregon. What unfolds is a powerful story of how community involvement, authentic relationships, and intentional growth can transform a good real estate career into a truly great one.

Leading With Community First

Before talking business, Michael highlights something that immediately sets Felicia apart—her deep involvement in her community. From animal advocacy and fostering shelter pets to serving on church boards and supporting low-income housing initiatives, Felicia’s commitment goes far beyond transactions.

She shares how her community has partnered with organizations to create affordable mobile homes—studios, two-bedroom, and three-bedroom units—placed within local low-income parks. These initiatives aren’t marketing plays. They’re part of who she is.

As Michael notes, the best agents he’s worked with all share this common trait: a genuine desire to help. For Felicia, real estate is simply another way to serve.

A Second-Generation Realtor With a Modern Vision

Felicia’s journey into real estate began naturally. As a second-generation realtor, she grew up immersed in the industry. Her father built a successful local business, and her brother followed a similar path within Keller Williams.

Felicia officially entered real estate in 2018 after years in high-end wine sales, where she honed her skills in customer service and relationship-building. She started as a buyer’s agent under her father’s mentorship, intentionally mastering one skill set at a time.

Those early years proved invaluable—especially heading into the intense pandemic market. Working with buyers during a highly competitive period gave her a deep understanding of negotiation, urgency, and client psychology.

Relationships Over Transactions

One principle defines Felicia’s business philosophy: relationships come first.

She believes real estate success isn’t built on postcards or rigid “36-touch” systems alone. Instead, it’s about staying genuinely connected long after the deal closes. That mindset has paid off—over 65% of her business comes from referrals, with projections reaching as high as 75%.

Her referral network isn’t limited to Oregon. Through intentional relationship-building with agents across the U.S. and beyond, Felicia has built a powerful, trust-based referral ecosystem.

Community Events as a Growth Engine

Felicia’s marketing strategy revolves around experiences, not ads.

She regularly hosts creative, high-impact client events, including:

• Trivia nights in a private speakeasy

• Bubble parties at local parks for families

• Women-only client events and watch parties

• Trunk-or-treat community celebrations

• Holiday wreath-making workshops

• School supply drives for local teachers

These events aren’t just fun—they’re strategic. Felicia often partners with local lenders and businesses to co-fund events, creating win-win relationships while keeping costs manageable.

Her approach proves that consistent, meaningful community engagement can outperform cold prospecting.

Expanding Beyond the Local Market

While her father’s business was primarily local, Felicia’s reach expanded organically through Keller Williams’ national training events like Family Reunion and Mega Camp.

Attending these large-scale events became a turning point. Wearing her “Eugene, Oregon” badge sparked conversations, connections, and long-term professional relationships. Coaching, mentorship, and branding insights led her to create Tracktown Real Estate, a name that reflects her roots while allowing for team growth.

What started with a handful of referral partners has grown into a trusted network of more than 40 agents nationwide.

Coaching, Leverage, and Scaling

Despite years of success, Felicia credits much of her growth to coaching. Like many top producers, she emphasizes that no matter how experienced you are, having a coach provides clarity, accountability, and perspective.

Looking ahead, her growth strategy includes:

• Hiring a buyer’s agent to expand coverage

• Increasing leverage through admin and transaction support

• Integrating AI to streamline operations and free up time

She’s candid about the grind—acknowledging that even established agents face challenging market cycles. The difference is resilience and the willingness to adapt.

Social Media With Authenticity

For Felicia, social media isn’t optional—it’s essential.

Her team posts consistently across platforms, combining organic content with paid campaigns. But her most engaging posts aren’t listings or stats—they’re personal moments. Her dog. Family trips. Everyday life.

Her philosophy is simple: people can spot inauthenticity instantly. Being real, relatable, and consistent matters more than chasing trends.

From Good to Great

Felicia Mondragon’s story is a reminder that sustainable real estate success isn’t built overnight—and it isn’t built alone.

It’s built by:

• Showing up for your community

• Investing in relationships

• Seeking coaching and leverage

• Adapting through market shifts

• Staying authentic at every stage

As Michael puts it, if one person walks away from this conversation with a single valuable takeaway, it’s time well spent.

And for agents striving to move from good to great, Felicia’s journey offers a blueprint worth following.