The Real Currency in Business: Relationship Building

I’m 30, and if there’s one thing I’ve learned across my past career in Real Estate and now running my own business, it’s that relationship building is the real currency in business. Not the sale, not the pitch, not the quick win. It’s how people feel when they leave an interaction with you.

And to be blunt, most people are not naturally good at it.

We live in a world where we’re being “sold to” from every angle. Ads, funnels, DMs, “follow-ups”… it’s endless. Recently, I followed a coach on Instagram because I liked one of her reels. Four DMs later (clearly automated), I had to reply: “Just following as I like your content – nothing more at the moment, thanks.” Instead of drawing me in, it completely put me off engaging. And that’s the difference, I’ll decide who, what and when I'm ready to take action.

That experience cemented what I already knew: genuine relationship building can’t be faked. (even if people are calling me 'love' or 'hun' eww)

Tone Is Everything

How you say something matters more than the words themselves. A warm, calm tone can turn a routine check-in into a conversation that builds trust. The wrong tone - rushed, distracted, or pushy, does the opposite.

It’s not about being overly polished. It’s about being intentional in how you show up. Your voice, your pace, and even the pauses you make to allow others to speak all signal that you’re listening and that you care.

Repeated Connections

Strong relationships don’t come from one big conversation. They’re built through consistent touchpoints, mini connection moments like emails, calls, SMS, Voice-notes, check-ins, even casual encounters. But consistency doesn’t mean constant. Bombarding someone with “just following up” emails or generic DMs won’t work.

Instead, think variety. A quick call, a thoughtful message, a shared article, a face-to-face catch-up. Each touch point should feel like a genuine moment of connection, not another sales attempt.

Your Presence

One of the greatest lessons I learned in Real Estate was how powerful it is to be fully present. Whether meeting a brand-new client or one you’ve worked with for years, showing up relaxed, attentive, and open changes the entire experience.

When someone feels truly heard because you paused, gave them space, and responded thoughtfully (because you're listening) they link a positive emotion to you. That’s where the science comes in. Emotional responses are tied to memory. Just like a song, a scent, or a taste can transport you back to a moment, the emotions tied to your interactions with clients will be remembered.

And when they need something, they’ll think of you first because of how you made them feel.

My Secret Sauce

To me, the “secret sauce” isn’t found in a script, with ChatGPT/AI, a funnel, or a clever piece of software. It’s in the experience.

If you can sprinkle warmth, positivity, and genuine care into every interaction, you stand out without trying. You don’t need to force it, and you don’t need to appear desperate. People notice when a connection is real, and they notice when it’s not.

Running my own business has only reinforced what I first learned in Real Estate: relationships are everything. They take time, attention, and a willingness to bring more of yourself to the table.

I’m all for relaxed, warm, positive connection-making. Call it my version of sprinkling joy & support wherever I can.

Because in the end, people may not remember every detail of what you said, but they’ll always remember how you made them feel.

Storm Dawson

Personal Assistant | Business Owner | Nova X Solutions