How David Garcia’s Creative Leadership Is Changing San Antonio Real Estate

The Genesis of Evoke Realty: Building on Three Pillars

David Garcia‘s journey as a broker started with a strong desire to disrupt the traditional real estate model. “We started Evoke with the idea that no other brokerage in San Antonio invests in content like we do,” says David. At the heart of his vision is a unique approach to real estate marketing, grounded in creative content production.

Evoke Realty’s in-house production team helps agents create tailored marketing campaigns, from concept to execution. “We storyboard every listing, and if an agent wants to run a marketing campaign for their audience, we’ll sit down and ensure the message is clear and concise,” David shares. This level of attention to marketing allows Evoke agents to stand out from the crowd, consistently remaining top-of-mind in the local market.

But content is just one piece of the puzzle. The brokerage is also built around two other pillars: culture and connection. “We operate on three core values: content, culture, and connection. Agents come to Evoke because they want to be part of something different, offering them a unique selling perspective compared to other brokerages,” David explains.

David Garcia is the broker/owner of Evoke Realty in San Antonio.

Crafting the Vision Behind Evoke

When it comes to the origin of Evoke Realty’s name, David reflects on a personal moment shared with his wife at their kitchen table. “I suggested calling it ‘David Real Estate,’ but my wife shot that down,” he says with a smile. “We wanted a name that would evoke emotion.” That simple brainstorming session led to the name Evoke, which, fittingly, represents the brokerage’s mission to evoke positive, forward-thinking real estate experiences.

“Evoke homeownership, evoke agent production, evoke luxury real estate,” David states, emphasizing how the name encapsulates their vision. The name also aligns perfectly with the company’s three pillars: content, culture, and connection.

Content That Speaks for Itself: The Key to Recruitment

David Garcia’s focus on content has not only attracted buyers and sellers but also piqued the interest of other agents. His creative approach to real estate marketing sets Evoke Realty apart from traditional models, leading to organic recruitment. “Agents see our listing videos and creative marketing pieces, and they want to do the same,” he explains.

This approach has allowed Evoke to attract top talent without the need for aggressive recruitment tactics. “If your content is good enough, people will seek out the best, and that’s what we aim for,” says David. The success of this model proves that content-driven strategies can significantly impact agent growth.

The Ideal Agent: Production Meets Participation

David is selective about the agents he brings on board. He looks for those who not only produce but also participate actively in the brokerage’s culture. “They have to produce—selling is a must—and they also need to participate in training, classes, and content creation,” he explains.

This dual focus on both output and engagement ensures that agents are aligned with the brokerage’s mission. Alanna D’Antonio Garcia, co-founder, co-owner, and CEO of Evoke, plays a pivotal role in overseeing and managing much of the coaching and mentorship at the brokerage. She is instrumental in fostering the growth of both the agents and the organization as a whole. “We want them to have the best year of their career every year, and we support them to achieve that.”

Hiring Agents: What Makes the Cut

When it comes to evaluating potential agents, David’s approach is refreshingly straightforward. “We ask questions like, ‘How do you navigate conversations about commissions or getting a listing?’ Their answers reveal a lot about their character and how they treat clients,” he shares. This focus on understanding an agent’s interpersonal skills, alongside their professional capabilities, helps David ensure that new hires will be a good cultural fit.

David also values getting to know potential agents on a personal level. Asking about their families, career motivations, and future goals offers deeper insights into their personality and work ethic.

Leverage and Efficiency: The Secrets to Scaling

David Garcia knows that leverage is the key to scaling a real estate business. “Hiring a transaction coordinator tripled my business,” he recalls. Recognizing the immense value of leverage, Evoke Realty now provides full administrative support to agents, allowing them to focus on closing deals and building relationships.

In addition to having a Director of Operations, who ensures the brokerage runs smoothly, David and his team handle multiple aspects of the business. “We have a property management division and a production team for marketing and content creation. It’s all about leveraging time and resources effectively,” he explains. This streamlined model allows David to balance his time between client relationships and agent development, while maintaining operational efficiency.

A Different Approach to Lead Generation

Instead of focusing on cold leads, Evoke Realty invests in building personal brands for its agents. “Leads are often cold, and you have to work hard to build trust. Instead, we invest in our agents’ personal brands so people recognize and reach out to them directly,” David says.

This strategy creates warmer leads, as potential clients come to the agents with a pre-existing level of trust and familiarity. The approach eliminates the need for traditional lead generation methods, which can often be time-consuming and less effective.

Preparing for Industry Shifts: Adapting to Change

With the ever-evolving nature of the real estate industry, David knows the importance of staying ahead of market trends. One key change in the San Antonio market has been the introduction of buyer commission trends. “We’ve been training our agents to be transparent and explain their value,” David states. His brokerage focuses on role-playing and improv classes to help agents navigate these tricky conversations, ensuring they are prepared when they meet with clients.

David believes that education and transparency are essential in helping clients understand the value of buyer’s agents and how commissions work.

Challenges of Building a Brand: Agents Moving On

One of the risks of investing heavily in an agent’s personal brand is that they might leave and start their own team. However, David views this as a natural part of the business cycle. “It’s like raising a child. You want them to succeed, and eventually, they’ll move on,” he says. He believes that agents who leave still serve as brand ambassadors for Evoke Realty, having been shaped by their experiences there.

Advice for Aspiring Team Leaders

David’s advice for anyone considering starting their own real estate team is simple but crucial: “Make sure your business is run like a business before you bring anyone else on board.” Too many agents, he believes, rush to build teams without having proper systems in place. “You need to have everything dialed in—CRM, marketing, vendors, partners—before you can properly lead a team.”

A Broker with a Clear Vision for the Future

David Garcia has built Evoke Realty on a foundation of content, culture, and connection, and these core values have driven his brokerage’s success in San Antonio. By focusing on creative marketing, leveraging administrative support, and investing in the personal brands of his agents, David has managed to build a brokerage that is not only profitable but also sustainable.

His philosophy of empowering agents through content and culture, along with his transparent and hands-on leadership, has set Evoke Realty apart in a crowded market. As the real estate industry continues to evolve, David Garcia’s forward-thinking approach and commitment to his team ensure that Evoke Realty will remain a dominant force in the years to come.