Tricia Lee is widely recognized as the “honorary mayor of Brooklyn.” Her career has been defined by a deep connection to the borough, a relentless focus on branding, and a commitment to showing up authentically in every interaction. From her early days as a small business owner to her role as a top-producing broker and cast member on Owning Manhattan, Lee has shaped a playbook that is both distinctive and effective.
Here are eight surprising lessons (and actionable takeaways) from Lee’s approach that reveal how she built authority, cultivated trust, and established herself as a leading voice in New York real estate.
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Lesson 1: Fall in love and make it a brand
Tricia Lee’s rise to becoming one of Brooklyn’s most recognizable real estate professionals did not happen by chance. She built her reputation by embedding herself deeply into the borough’s culture, creating a career that transcends transactions.
Lee described her first impression of the borough: “I felt like the day I stepped into Brooklyn, the very day I was like, what is this? I need to live here. And it was Fort Green, Brooklyn, and that was the beginning of the love story.”
Her strategy has never been about simply selling homes. As she explained, “You’re not just selling them a home. You’re selling them a piece of Brooklyn life. You’re selling the food and the culture and the small business. The lifestyle.”
That mindset set the foundation for a brand synonymous with Brooklyn living.
Lesson 2: Authority comes from sharing your journey
Lee insists that trust is built not by presenting yourself as an expert from day one, but by letting people witness your growth.
“I didn’t want to come across as [though] I thought I was an expert. I did not. I was not an expert. So I was just sharing what I would learn. But if you pay attention to that long enough and consistently enough, you realize I’m learning a lot and I’m going through a lot of transactions and I’m learning all these different things.”
This openness helped her transition from being known in beauty and wellness to being trusted in real estate. Her confidence, she says, flows from competence.
Lesson 3: Vulnerability is a marketing tool
Perhaps the most surprising moment in her journey came when Lee hit a low point in her first year as an agent. Frustrated and considering quitting, she wrote a heartfelt email to her past beauty clients.
“I sat on my couch one night, and I just wrote it. I wrote it from the heart, and I wrote it in 10 minutes, and I hit send. I was like screw it, let it go…It was really the end of a chapter and the beginning of another chapter for me.”
That email went out to 23,000 people. The response shocked her. She received more replies than she could manage, with people connecting to the fact that she was trying something different, moving in a new direction, and admitting that she was scared.
The lesson? Authenticity scales.
Lesson 4: Be a broker in every room
Lee adopted a strict rule: “You have to be a broker in every room. I didn’t get to walk into rooms and be a beauty girl and then walk into other rooms and be a broker. I didn’t get to switch hats. It’s that, you’re building something — all in. All in. And so I used to just say I’m a broker in every room.”
Whether at a fundraiser, a Pilates class, or even the dentist, she made sure people knew her as a real estate professional. Over time, that consistency created gravity, and people began to introduce her as the Brooklyn broker.
Lesson 5: Consistency signals trust
Marketing platforms are essential, but Lee says hers are “my website and my newsletters. A lot of people are shocked by that, but I love a newsletter…my newsletters are telling you what I’m doing now, what I’m up to, what I’ve been up to since we last connected, and I do them once a month.”
It took seven months before the newsletter started generating leads, but now it is her strongest source of business. For Lee, consistency is non-negotiable: “Make sure you show up as that, though. Don’t give one person and then show up as another.”
Even her appearance is part of brand discipline: “I have gone and gotten my hair done for a pitch. And everyone’s like, ‘What was that about?’ I know how I market myself and I do feel responsible to walk into that room the same way that I looked on that flyer that [got you to] call.”
Lesson 6: Innovation means leaning into your uniqueness
Real estate is crowded, particularly in New York. Lee admits the pressure to stand out is real. But her solution is simple: Focus inward.
“I definitely feel like I’m strongest when I’m focused on me and only me. I do think that it’s natural and it’s human to fall into what someone else is doing. And it’s just such a waste of time because what is that going to do to help you push the needle?”
Instead of competing on sameness, she invests in creative content. From social storytelling to newsletter insights, her approach keeps clients engaged with both her personality and her market expertise.
Lesson 7: Welcome the neighbors
Among her most distinctive strategies is the “neighbors only” open house, a practice she credits to an early mentor.
“The concept was to host an open house exclusively for the neighbors, to bring them in and to invite them to see the property…Well, that’s also for all the neighbors to see how I do what I do.”
These events, sometimes fueled by donuts, cookies, or even an ice cream truck, became powerful lead generators. “We got, I think, six or seven new listings out of it over the course of the next few months.”
By turning neighbors into advocates, she created a self-sustaining pipeline.
Lesson 8: Authenticity on and off camera
Lee’s rising profile through “Owning Manhattan” has only amplified her approach.
In the most recent season, Lee said she felt comfortable with the crew after working with them for two years, which allowed her to share more openly about her story, her influences, and the way she approaches her work and life.
At the heart of it, Lee insists, “it always comes back to not what you do, but how you do it. And I always take pride in how I do things.”
Even small details, plating a meal beautifully, arranging her schedule for connection, or curating her website design, reflect the same philosophy: Excellence through authenticity.
The thread that ties it all together
Across all of Lee’s lessons, the common denominator is presence: Being fully in her community, fully in her brand, and fully herself.
As she put it: “If I’m present, I’m marketing.”
That mindset, paired with consistency, innovation, and authenticity, has turned her into a market leader, a trusted broker, and a recognizable face on screen.
Luxury Presence is proud to partner with Lee in shaping her digital footprint, from her custom website to her content strategy. Just as she invests in branding, community, and consistency, agents everywhere can elevate their business with the right tools and support.
If you’re ready to build a brand as unforgettable as your market, connect with Luxury Presence today. Let’s craft your digital presence so clients know exactly who you are, what you stand for, and why they should trust you.
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If you’re ready to join Tricia Lee and the thousands of other top-producing agents who work with Luxury Presence, schedule a strategy session with our expert team today.
