In a real estate world where transactions often boil down to numbers and contracts, Twila Glenn’s success is rooted in relationships.

“It’s about connecting to the community. What are you interested in? What are your kids interested in? When you get to know people, business interactions become more natural and meeting new people is something you enjoy doing. It doesn't feel like work.”

With a career that took a turn from banking to real estate, Twila's journey is a testament to the power of genuine connections in fast-paced industry, one that relies more and more on automation.

“When another top agent works with us, they can expect one-on-one communication from me,” Twila says. “That is how everybody on the team works. When you communicate, it's amazing how many problems you can eliminate before they arise. It builds additional trust for all parties throughout the process.”

Her roots in the Tidewater area of Virginia, Twila graduated from Messiah University and says her father's career in higher education – the first African American president of a Christian institution among his accomplishments -- influenced to her perspective on work ethic and continuing education.

“My mother was actually an agent with Century 21 for a brief time,” Twila says. “I remember her going to work in her gold jacket, but not much more. I was very young at the time.”

Twila’s own foray into real estate wasn't a premeditated leap; it was a response to a desire for a life that offered both professional fulfillment and personal balance.

“Prior to real estate, I was in banking,” Twila says. “I started in banking in high school as a teller and worked my way up. After college, I did a short stint in insurance and then went into portfolio management. I worked in personal trust at M&T Bank in downtown Harrisburg for three or four years.”

Having risen through the ranks in banking, she faced a corporate glass ceiling that led her to reevaluate her career path.

Leaving a secure job and venturing into real estate in 2006 might seem like a daunting move, but for Twila, it was a conscious choice to break away from the constraints of traditional corporate structures.

“I wanted a work-life balance so I could be present for my kids, when I had kids, Twila says. “But I also wanted to make a significant income. I took the classes at GHAR in the evening after work, and I loved them!”

Twila's initiation into real estate was marked by minimal expectations. Faced with negativity surrounding the industry, she embraced the challenge with an open mind. "I didn't have too many expectations, which could have gone a different way," she says. “I've learned over the years that if you tell someone your idea, they're going to give you a bunch of negative reasons why you shouldn't move ahead. I thought, ‘Well, as long as my husband supports me, it's our life, let's just do it.’”

Twila's approach to real estate challenges the conventional methods of cold calling and door knocking. Instead, she opted for a more personal strategy—networking through events aligned with her interests. "I would go to two to three events a week," she says. "I would go to an event and pick out the person who wasn't talking to anybody in the room. And those are the people that I would go and talk to. I never ended conversations with a ‘big ask.’ We just talked, building relationships over coffee or lunch. To this day, some of those people are still my friends, and they've been repeat clients ."

Twila says this “slow approach” meant it took longer to build her business, but five years in, the results were tenfold.

"I've built my team around a referral-based, but an event-based, a one-on-one-based way of doing business," Twila says. “Every woman on our team, they have their own niche, their own perspective. Our team is truly a collaborative effort.”

One team member, for instance, engages with home parties, leveraging her affinity for social gatherings to build connections and generate leads. Another, who is passionate about yoga, explores partnerships with yoga classes. The emphasis is on making the business a natural extension of personal interests, blurring the lines between work and passion.

Twila’s team's size has grown over the years, with five full-time agents and a licensed assistant. Despite the expansion, the team remains committed to maintaining a personal touch. A commitment to personalized service, combined with an efficient system of checklists for every scenario, ensures that every client receives the same high level of attention and service, regardless of the property's value.

“This commitment to relationships is integral to our team's internal dynamics,” Twila says. “We cultivate an environment founded on trust and communication. Our unity is a key factor in our collective success.”

Beyond the realm of real estate, Twila and her husband Ryan enjoy spending time with their 11-year-old daughter and 8-year-old son, traveling, hiking, biking, playing games, and doing remodeling projects as a family. She also enjoys weight-lifting, reading, and spending time with friends and family.

Twila says she is passionate about being a positive influence for children of color and women in all walks of life. Alongside her sister, a fellow Momtrepreneur, Twila co-hosts the Successful Sisters Podcast, delving into the challenges and triumphs of women navigating successful businesses while managing motherhood and relationships.

Notably, she has earned nominations for prestigious awards, including being a finalist for the Conference for Women Leadership in Diversity Award in 2019 and recognition as a Women of Influence honoree by the Central Penn Business Journal.

Her diverse community involvements and affiliations, including awards like the Joy Daniels Premier Club and Diamond Club, showcase her commitment to excellence in both her professional and personal life. Additionally, she is an active participant in organizations like the National Association of Realtors and local groups like the Harrisburg Area Senior Outreach Services and Harrisburg Brethren In Christ Church.

Considering the future of the real estate industry, Twila envisions a return to more relationship-based practices.

"I do see it going back to that," Twila says, predicting a shift from lead-based approaches to a more relationship-centric model. In an age where virtual interactions often replace face-to-face connections, she believes that emotional intelligence will remain irreplaceable in the real estate landscape.

"Focus on your sphere of influence, focus on the relationships," she says. "AI can't replace that human connection.”

Despite the rise of online platforms and technological advancements, she believes that people will still seek personal connections and professional recommendations when making significant decisions like buying or selling a home.

“No matter what happens with the real estate market, whether people start to list more online or try to do it by themselves or whatever the case, there's still going to be a need for us in the long run,” Twila says.

“Who do you know? Who do you trust? The agents who set themselves apart as being genuine and being relationship focused, but also having a very high skill set –those are the ones that are going to be in this industry for the long haul.”