TL;DR: The real estate market is always changing, and relying on closings alone can leave even top agents burned out and stressed. That’s why more agents are turning to digital offers to create consistent income that’s not tied to market shifts. Rachel Adams Lee is one of them. After 13 years in real estate, she built a seven-figure online business—and now she’s helping other agents do the same. Discover how she did it (and how you can, too).

The real estate market has always had its ups and downs, but in the last few years, those shifts have felt sharper than ever. Climbing interest rates, dropping inventory, buyers and sellers hesitating…it’s enough to make even the most experienced agents wonder how they’re supposed to build a career they can count on.

And if you’ve been in the industry for a while, you know the grind all too well: long hours, unpredictable commissions, and the constant pressure of deals falling apart at the last minute. 

It’s a lot. And it’s left many agents asking the same thing: How do I build something that feels stable—something I can actually control?

For some, that question has been the nudge to start looking beyond closings and explore digital products, coaching, and online offers that aren’t solely dependent on the market.

And few have embraced this path as wholeheartedly or successfully as Rachel Adams Lee.

After 13 years in real estate and selling hundreds of homes, Rachel realized she didn’t want her financial future built entirely on whether or not a deal closed. Instead of walking away from the industry, she found a way to fall back in love with it by turning her expertise into offers that help other agents find freedom, too. 

Today, those offers bring in over seven figures a year. And more importantly, they’ve given her the freedom and stability she always wanted for her family.

To find out how she did it, I sat down with Rachel for a candid conversation about digital products, personal branding, and what it really takes to create freedom as an agent in today’s market. Here’s what she had to say.

Q&A: Rachel Adams Lee on Creating Freedom Through Digital Offers

What inspired you to start building digital income streams alongside your real estate business?

The real estate market goes up and down. I have four boys ages six and under, and honestly, I’ve been in a life stage where I stressed about being able to check out at the grocery store. Or not being able to go on a vacation with my family. And I just won’t go back to that life.

I wanted to build an additional stream of income so that I could be in charge of my financial future and provide opportunities for my family.

Was there a specific moment or challenge that made you realize you needed to diversify your income?

I’ve been in real estate for 13 years, and the one thing you can count on with real estate is that the market is always going to change. I wanted consistency and stability for my family. 

Now, don’t get me wrong—I’ve sold 880 homes in my career and I’m a top agent in the country. But that doesn’t make me exempt from the market changes. 

They say the average millionaire has seven streams of income. For me, it was just a no-brainer to create an additional stream. And so many people have asked me how I built my real estate business, so I started coaching agents on how I did it. And then I discovered the beautiful world of subscription models and digital products! 

Can you share more about what your first offer looked like and what motivated you to create it?

Have you ever heard of mailbox money? It’s basically where you make money in your sleep. I always dreamt of being a wife and mama. When I started having kids, I wanted to create an income stream where I could build it once, and the money would continue to come in. 

That’s what inspired me to start creating digital products. You put effort in one time and then just reap the rewards by learning how to build an audience on social media and sell. 

My first digital product was actually free! It was about building a national referral network for realtors, and I talked about the five ways that I do that. Then, after sharing my freebie, I directed my subscribers to a coaching course that I created.  

How has adding digital offers changed the way you run your business and show up as an agent?

Oh my gosh, I’m not kidding you—it blew up my business in the best way! I have so many more buyers and sellers who come to my page organically. The conversion that I’ve experienced through lead magnets has changed everything for me! 

I’m literally the expert in my field locally, whether you want to know the five date night spots with a view or you want to know about the 10 most walkable neighborhoods. I focus on being the local expert before sharing that I also happen to buy and sell real estate. 

Digital products have been a game-changer for me. Sometimes I offer them for free, and sometimes I charge for them. But ultimately, it’s about building my brand and my email list. 

Burnout is such a big issue in real estate. What would you say to agents who are feeling stuck but don’t know where to start?

Honestly, I think one of the most exciting things about entering the coaching space and creating digital products is that it can give you a new love for real estate. In 2023, I actually thought about leaving the business because I was so freaking tired of being tired and just having deals canceled. It was so hard. 

That’s when I decided to hire my own coach and hyperfocus on building and scaling my coaching business. And then I found Stan Store. It was the end of 2024, and I decided that I wanted to do things differently. I had spent the last four years coaching through Kajabi and paying literally thousands! 

When I learned about Stan, it was like the stars all aligned. It was actually wild to me because I found one insanely affordable platform that I could totally brand myself, and it had all the features built in. It was a total no-brainer. 

I talk about how much I love this company so much because I feel like it just streamlined my entire business and helped me scale! It looks good, it’s user-friendly, and it’s just such an incredible tool for any business owner. 

You’ve talked about getting featured in AI results, which is such a timely topic. What are a few simple things agents can do to build more visibility and authority online?

AI isn’t going away, but the real estate agents who don’t use it will. The agents who are going to win through AI and SEO on social media are the ones who put the most information out there.

So I would say to really focus on making sure that you’ve filled out all of your business platforms correctly and that you’re sharing value with your audience.

Share things happening locally and talk with your audience about what’s happening in your real estate market, but make it exciting and fun. Don’t just talk about interest rates. 

I’m a big fan of having five pillars of content that I talk about, and only one of them is real estate. The rest is about who I am and why you would hang out with me on the weekend. At the end of the day, people work with people they like—and they like you! But they need to know who you are and what makes you tick. 

What’s been your favorite part about using Stan?

The simplicity and how it allows me to scale, but also how sexy the branding is. It’s current, relevant, and simple. I really can’t stress enough how much Stan has changed my business and how in love with it I am!

Finally, what’s next for you? Any new products, projects, or goals you’re excited about?

Oh friend, the sky is the limit! Unfortunately, I’m one of those people who get new ideas when I’m taking a shower or trying to sleep at night. To be transparent, my goal is to be the #1 female real estate coach in the world. Go big or go home, right? 

I’m actually going to be mapping out a new branding and content program for realtors and business owners. I love to do social media audits and help people create content, so I have a new subscription I’m working on to support real estate teams.

And also, I’ve got four little boys, so I’m busy keeping them alive and my marriage spicy! All in a day’s work 🙃

Turn Your Real Estate Expertise Into Income

You don’t need to start from scratch to build a profitable side hustle. You already have a wealth of real estate knowledge that other agents could learn from. All you need is a way to package it into an offer you can sell.

With Stan, real estate agents can turn their expertise into digital anything in minutes—ebooks, coaching calls, courses, memberships, and more. There’s no stopping what you can create. 

Because at the end of the day, it’s not about replacing your real estate career—it’s about building an online business that takes pressure off of it. No more unpredictable income, endless stress, or wondering if you’ll be able to pay your bills this month.

Try Stan free for 14 days and discover why top real estate agents like Rachel Adams Lee, Jenna Peterson, and Amy Gregory love using it to grow, scale, and safeguard their income.