From Interior Designer to Top Indiana Realtor: How Merissa Houston Built a 90% Referral-Based Real Estate Business

Building a sustainable real estate business takes more than chasing leads or riding market highs. In the latest Good to Great episode by Agent Moves, we sat down with Merissa Houston, an Indiana-based Realtor and team leader, to unpack how she built a thriving, referral-driven real estate business rooted in relationships, systems, and community.

Merissa’s journey—from interior design to leading one of the most respected real estate teams in the Indianapolis Metro South and Greenfield, Indiana areas—offers valuable insights for buyers, sellers, and real estate professionals alike.

Indiana Real Estate Success Story: From Interior Design to Top-Producing Realtor

Before becoming a top-producing Realtor in Indiana, Merissa spent nearly a decade as an interior designer. Her passion for homes, layout, and design naturally led her and her husband—who worked as a contractor and inspector—into flipping houses.

What started as a way to support their investment projects quickly turned into a full-time career in real estate. After earning her license and joining Keller Williams, Merissa discovered that helping people find the right home was just as fulfilling as designing one.

Over the past 10 years, she’s built a reputation as a trusted Indiana real estate agent who blends market expertise with a strong personal touch.

How Top Indiana Realtors Build Business Through Referrals (Not Cold Calling)

One of the most impressive takeaways from Merissa’s story is that over 90% of her real estate transactions come from referrals and past clients.

Instead of relying on cold calling or heavy ad spend, Merissa focuses on:

• Deep relationship-building

• Consistent follow-up systems

• Client appreciation events

• Personalized communication

Her team averages 40–50 meaningful touches per client per year, including calls, handwritten notes, newsletters, social media engagement, and in-person events.

This strategy keeps her top of mind and creates a steady flow of referrals—something many Indiana Realtors strive for but few execute consistently.

Client Appreciation Events That Drive Real Estate Referrals in Indiana

Merissa and her team are known locally for their standout client appreciation events, which play a huge role in their referral success.

Some of their most effective events include:

• Summer concert nights with wine and appetizers

• Thanksgiving pie giveaways for past clients

• Community-focused gatherings across multiple Indiana locations

While these events often lead to new business, Merissa is clear: the goal isn’t sales—it’s connection. That mindset is exactly why clients keep coming back and referring friends and family.

Building and Leading a Real Estate Team in Indiana

After years of success on a team, Merissa took on a new challenge: taking over an established real estate team when its founders retired.

Rather than sacrificing her own production, she focused on smart leverage:

• Hiring a buyer’s agent

• Bringing on an events and marketing coordinator

• Using a virtual assistant for backend support

This allowed her to grow the team while maintaining strong personal production—something many agents struggle to balance.

Her leadership philosophy is simple but powerful:
Slow down. Make people feel important. Relationships matter.

Indiana Listing Strategy: How Homes Sell Fast Even in a Changing Market

Despite market shifts and higher interest rates, Merissa’s listings in Indiana average just 9 days on market.

Her secret? A strategic delayed launch and “coming soon” strategy:

• Pre-marketing listings within Keller Williams networks

• Building anticipation through social media and internal promotion

• Limiting showings to weekends

• Setting clear offer deadlines to encourage competition

This approach creates urgency, drives multiple offers, and often pushes sale prices higher—benefiting Indiana home sellers even in uncertain markets.

What Indiana Home Buyers and Sellers Can Learn From This Approach

For buyers, sellers, and fellow Realtors, Merissa’s story highlights key lessons:

• Pricing and education matter more than market hype

• Strong systems outperform short-term tactics

• Community involvement builds long-term success

• Relationship-based real estate is resilient in any market

Whether you’re buying, selling, or building a real estate career in Indiana, these principles apply.