Real estate is personal. Not just the transaction, not just the paperwork—the relationship. And no one embodies that idea more than Tara Lauterbach, a Mount Olive–based realtor who has built her business not through gimmicks, but through genuine connection, credibility, and community.
Tara joined me on This Might Get Creative to talk about what it really takes to succeed as a realtor today, what buyers and sellers should look for, and why community involvement still matters in a digital world.
This conversation is part education, part storytelling, and part “wow, real estate is wild.”
From Girl Scout Leader to Trusted Local Realtor
Before Tara ever listed her first home, she had already spent years building relationships in Mount Olive. She’s been a resident for over 25 years, raised her kids here, and served in what feels like every volunteer role—Girl Scout leader, PTO treasurer, CYO athletic director, sports mom, and community organizer.
Tara jokes that she didn’t realize she was “building a reputation” until years later when people would say, “Oh, I remember you from the Moms Club in 2005!”
That reputation eventually became the foundation of her real estate career. By the time she got licensed in 2017, she was already the person people called when they needed advice, guidance, or a trustworthy recommendation.
And that’s the heart of real estate: trust.
Why Community Matters in Real Estate
When I asked Tara why community plays such a big role in her business, she didn’t hesitate:
“Real estate is not just selling homes—it’s a relationship business.”
Clients aren’t just buying bedrooms and square footage. They’re buying into a community. They want to know:
• Is this a town where I’ll fit?
• Who do I call when I need something?
• What’s the culture like?
Tara helps them answer those questions because she lives it. She knows the sports teams, the schools, the local businesses, the volunteer groups—she’s woven into the fabric of Morris County.
And that connection makes her credible.
How to Stand Out as a Realtor (Hint: Be Yourself)
There are many realtors—hundreds, just within Morris County alone. So I asked Tara how she stands out.
Her answer was simple: she shows up as herself.
She’s open, relatable, energetic, and not afraid to be real. Whether it’s solving a problem during a stressful closing, recommending a local contractor, or sending a video message so clients can get to know her face before meeting, she leads with authenticity.
And that leads us into a huge topic we discussed: branding.
Credibility Comes from Consistency
You’d be shocked how many realtors still use…
• Low-quality photos
• Outdated headshots
• Incomplete profiles
• Generic bios
• Inconsistent messaging
Tara said something I hear all the time as a branding designer:
“You’d be amazed how many agents haven’t updated their profiles—or don’t have any online presence at all.”
Clients notice.
Google notices.
Social media notices.
Credibility today comes from three things:
Clear branding (that looks like you—NOT a template)
Updated photos
Consistency across platforms
It’s not about perfection—it’s about clarity.
Templated Website vs. Custom Website: What Realtors Need to Know
Tara currently uses a templated website provided by her brokerage, which is extremely common. But she also shared the limitations:
• Hard to customize
• Hard to integrate blogs
• Hard to make lead magnets work
• Hard to connect branding to the site
• Hard to keep content organized
We talked about IDX/MLS integrations, SEO, and why having your own website gives you more long-term control of your brand.
When all your marketing funnels (website, Google Profile, social media) work together, you become the obvious choice—especially in competitive markets like Morris County.
Why Branding Matters More Than Ever
Tara is the perfect example of how local branding and community storytelling work together.
People follow her because:
• She’s real.
• She’s helpful.
• She’s present.
• And she cares.
Those qualities—paired with strong branding—make a business unforgettable.
Where to Find Tara
You can connect with Tara here:Social: @taralauterbachrealestate
Website: tarasellsnj.com
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