In this episode, Joey Romero continues his conversation with Sarah Ayala of Tower Agency, diving into her approach to mentorship, team building, and navigating today’s unpredictable real estate market. Sarah shares how she developed an 8-week mentorship program designed to equip new agents with the mindset, systems, and lead generation strategies needed for long-term success. She also discusses the importance of vulnerability, consistency on social media, and finding balance while managing both personal production and leadership responsibilities. With insights on today’s “emotional market,” this episode offers valuable guidance for agents, buyers, and investors looking to adapt and thrive.

Sarah Ayala is a Broker Associate and Director of Talent and Growth at Tower Agency. Since entering the real estate industry in 2015, she has specialized in helping first-time home buyers and sellers achieve their goals with confidence and care. Sarah holds a California Broker’s License—the highest credential in the state—and a Bachelor of Business Administration from California State University. She is dedicated to guiding clients through one of the most significant decisions of their lives, providing clarity, professionalism, and personalized support every step of the way.

In this episode:

• Joey welcomes back Sarah Ayala, Broker Associate with Tower Agency (Part 2).
• Sarah shares the inspiration behind building an 8-week mentorship program for new agents.
• Why mindset, goal setting, and time blocking are the foundation of success in real estate.
• Proven lead generation strategies—from traditional methods to social media and AI.
• How vulnerability and authenticity help attract and retain talent.
• Balancing personal production while mentoring and leading a growing team.
• Common challenges new agents face, including mindset, consistency, and managing client emotions.
• Insights into today’s “emotional” and unpredictable housing market.
• Advice for buyers and sellers waiting for the “perfect” opportunity.
• Where current opportunities exist, from first-time home buyers to the luxury market.
• Top tips for new agents: mentorship, consistency, and focusing on what works.
• The importance of community involvement and building genuine connections.

The Norris Group originates and services loans in California and Florida under California DRE License 01219911, Florida Mortgage Lender License 1577, and NMLS License 1623669. For more information on hard money lending, go www.thenorrisgroup.com and click the Hard Money tab.


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In this episode, Joey Romero sits down with Sarah Ayala of Tower Agency to explore the insights and strategies first-time home buyers, sellers, and real estate investors need to know. From navigating the buying process with confidence to understanding market trends and investment opportunities, Sarah breaks down complex real estate concepts into practical, actionable advice. She also shares how she transitioned into leadership in real estate talent and growth, and why building relationships and trust is key to long-term success in the industry.


Sarah Ayala is a Broker Associate and Director of Talent and Growth at Tower Agency. Since entering the real estate industry in 2015, she has specialized in helping first-time home buyers and sellers achieve their goals with confidence and care. Sarah holds a California Broker’s License—the highest credential in the state—and a Bachelor of Business Administration from California State University. She is dedicated to guiding clients through one of the most significant decisions of their lives, providing clarity, professionalism, and personalized support every step of the way.

In this episode:
-Joey welcomes Sarah Ayala, Broker Associate with Tower Agency.
-Sarah shares how her childhood home and family influenced her passion for real estate.
-The challenges and lessons from her first year in the industry.
-The role of kindness, confidence, and service in every transaction.
-How social media, Instagram Stories, and DMs became her main business driver.
-Tips for building authentic connections with clients online.
-Insights on working with investors and handling distressed properties.
-Why providing education, options, and transparency is key to investor relationships.

The Norris Group originates and services loans in California and Florida under California DRE License 01219911, Florida Mortgage Lender License 1577, and NMLS License 1623669. For more information on hard money lending, go www.thenorrisgroup.com and click the Hard Money tab.


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In Part 2 of The Norris Group Real Estate Podcast, host Joey Romero continues the conversation with Keystone CPA managing partners Amanda Han and Matt MacFarland.

They break down powerful tax strategies for real estate investors, explaining why tax planning should be a forward-looking strategy rather than just filing returns. The discussion explores how investors can use deductions, entity structuring, cost segregation, and evolving tax strategies as they scale their portfolios.

The guests also discuss the growing role of artificial intelligence in tax research, emphasizing that while AI can assist with research and preparation, investors still need professional expertise to verify information and build personalized strategies. Through real-world success stories, they illustrate how strategic tax planning can dramatically reduce tax liabilities—even for clients with large windfalls or extensive real estate portfolios.

Amanda Han and Matthew MacFarland are CPAs and Managing Directors with more than two decades of experience in tax planning and advisory for real estate investors and high-net-worth individuals. Amanda, a UNLV graduate and seasoned real estate investor, is the author of several bestselling tax strategy books and has shared her expertise on platforms including Money Magazine, Google Talks, and CNBC. Matt, who earned his accounting degree from UCLA and a Master’s in Taxation from USC, is the author of The Book on Advanced Tax Strategies for Real Estate Investors and a frequent speaker on real estate tax planning. Together, they help investors build wealth through proactive and strategic tax planning.

• Why tax planning should start before the tax year begins, not when filing returns
• How real estate investors can maximize deductions and overlooked expenses
• The right time to consider cost segregation and entity restructuring
• How AI tools are changing tax research—and why investors still need expert CPAs
• Strategies investors can use to scale portfolios while minimizing taxes
• Real stories of clients paying little to no taxes through strategic planning
• Advice on teaching financial literacy and investing to children
• The mission behind Animals for Armed Forces Foundation

The Norris Group originates and services loans in California and Florida under California DRE License 01219911, Florida Mortgage Lender License 1577, and NMLS License 1623669. For more information on hard money lending, go www.thenorrisgroup.com and click the Hard Money tab.


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