Today we’d like to introduce you to Joel Carson.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I got into real estate in 1991 when I was 26 years old. Before that, I was working as a CPA and also doing some door-to-door sales. It was an unusual combination, but I discovered something about myself during that time—I really enjoyed meeting new people, sitting down with them in their homes and getting to know them.
That got me thinking that real estate might be a good fit, so I decided to give it a try.
I started with very little experience and nobody to call on. I had to figure out how to find people who needed help. I used a lot of common sense, asked a lot of questions and started looking for people other agents might be overlooking.
A lot of those people were homeowners trying to sell their homes on their own. I became very comfortable knocking on doors and talking with them, probably in part because of my door-to-door experience. Rather than just trying to convince someone to hire me, I tried to understand what they were hoping to accomplish and figure out how I could help.
It worked. In my first year, I helped with 106 home sales, most of them through those conversations, and was named National Rookie of the Year for Better Homes and Gardens.
From there, I just kept building. Real estate has changed tremendously since 1991, and I’ve had to change with it. I’ve worked through great markets, recessions, housing booms and incredible changes in technology.
Today I lead Utah Real Estate, but my favorite part of the job is the same as when I started—working directly with people and helping them solve problems.
Over the years, I’ve focused more and more on making the process easier for the people I work with. That’s really where my TurnKey Real Estate Services came from. Getting a home ready to sell can be overwhelming, so I’ve built a network of people who can handle the repairs, cleaning, yard work, hauling, photos and everything else that needs to happen first. Instead of handing a seller a long to-do list, I can take it off their plate.
More than 35 years later, the business looks completely different, but what I believe in hasn’t changed: meet people, ask questions, listen, work hard and find ways to help.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t always been a smooth road.
One of the first challenges was starting out with no experience and trying to earn people’s trust. I didn’t have years of history or a list of past clients to fall back on, so I used a lot of common sense, asked a lot of questions and tried to find ways to be genuinely useful to people.
The recession was a completely different challenge. A lot of families were struggling, and there wasn’t a clever strategy that was going to make things easy. I just had to dig in and work. I sold mobile homes. I drove two and a half hours to Northern Utah to show homes. If someone needed help, I was willing to do the work. I did what I had to do to make ends meet and keep moving forward.
Today’s market is hard in its own way. Higher interest rates and home prices have made buying much more difficult for a lot of people. Even though today’s rates aren’t unusual when you look back over several decades, people remember the 2% and 3% rates during COVID, and I understand why today’s rates feel so hard.
At the same time, I think there’s reason for hope. Buyers generally have more room to negotiate than they did during the frenzy of a few years ago, and for people who can make the monthly payment work, there are some very good opportunities right now.
If I’ve learned anything over more than 35 years, it’s that the market is always going to change. You can’t control that. What you can control is how hard you’re willing to work, how quickly you’re willing to adapt and whether you’re willing to keep finding ways to help people when things get difficult.
Thanks – so what else should our readers know about Utah Real Estate?
I help people buy and sell homes all over the Salt Lake Valley, from Davis County down through Utah County and up into the mountain communities. I’ve lived here my whole life, so when someone is thinking about a new neighborhood, I can usually tell them what it’s actually like to live there.
What I care about most is making things easier for people. Buying or selling a home is one of the biggest decisions most families will ever make, and it usually comes at a time when a lot of other things are happening in their lives. People are starting a new job, growing their family, getting ready to retire or moving closer to their kids and grandkids. Some are going through a divorce or the loss of someone they love. The last thing they need is more stress.
That’s why I started my TurnKey Real Estate Services. Getting a house ready to sell can feel overwhelming, especially when you’re still living in it. So I take care of it. The repairs, cleaning, yard work, hauling away what isn’t needed and getting the home looking its best for photos are all handled, and it doesn’t cost my sellers anything extra.
I also think people deserve to have someone they can actually reach. I have great people helping me behind the scenes, but my clients work with me directly. If someone has a question in the evening, on a weekend or on a holiday, I answer. I know how much it means to get a straight answer when you’re worried about something.
My background as a CPA helps too. A lot of people feel unsure about the money side of buying or selling a home. I like sitting down with them, walking through the numbers and making sure they understand exactly where things stand before they make a decision. I also served in the Navy, so I have a soft spot for military families. Moving on short notice is hard, and I’m glad to help make it a little easier.
I’ve been fortunate to be ranked the top agent in Utah for several years, and in 2024 I helped people through 206 home sales. I’m grateful for that, but what those numbers really represent is a lot of people I got to know and help along the way. When someone comes back to me years later, or sends a friend or family member my way, that means more to me than any award.
If you ever have a question about buying or selling a home, call or text me at 801-673-3333. I’m happy to help, even if you’re just trying to figure out your options.
Do you have recommendations for books, apps, blogs, etc?
I’m probably a little different from some people when it comes to this. I don’t have a long list of business books or podcasts that I follow religiously. Most of what I’ve learned has come from doing the work, talking to people, asking questions and paying attention to what’s changing around me.
Technology has become a big help, though. I’m a believer in embracing new tools rather than being intimidated by them, especially when they help me take better care of people. I use AI, and ChatGPT in particular, every day. It helps me research, make sense of information, come up with ideas and explain things more clearly. Sometimes I use it to challenge the way I’m thinking about something. I think we’re only at the very beginning of what AI is going to do.
I also rely on technology to stay organized and in touch with the people I work with. I use a CRM to keep track of every conversation so no one falls through the cracks. Google tools and social media are a big part of how I stay connected, too.
But one of my best resources is still talking to people. I’ve been doing this since 1991, and I still ask a lot of questions. I talk to other agents, lenders, clients and people outside of real estate. You can learn a tremendous amount by being curious and listening.
I’ve never felt like I have everything figured out, and I think that’s actually helped me. I’m always looking for a better way to help the people who count on me.
Contact Info:
- Website: https://joelcarson.com/
- Instagram: https://www.instagram.com/allutahrealestate/
- Facebook: https://www.facebook.com/joel.carson.realtor
- LinkedIn: https://www.linkedin.com/in/joelcarsoncompany
- Youtube: https://www.youtube.com/@JoelCarsonSLC
- Yelp: https://www.yelp.com/biz/joel-carson-utah-real-estate-cottonwood-heights
