From California to Texas: How One Agent Built a $250 Million Business Through Social Media and Market Timing

Written by:

Steve Marcinuk

Date:

17 Feb 2026

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The Austin real estate market has seen one of the sharpest booms and corrections in recent memory, moving from explosive pandemic growth to what many now call the nation’s most corrected market. Few agents have experienced this cycle as directly as Soomin Kim of Soomin Kim Group, who moved from Southern California to Austin in 2020 and built a $250 million real estate business in just five years, largely through digital outreach and a deep understanding of buyer motivations.

Kim’s rapid rise in an unfamiliar city highlights how market cycles, buyer psychology, and digital marketing are reshaping how agents connect with clients and close deals in today’s real estate environment.

Building Trust Through Digital Outreach

Kim’s approach to finding clients stands apart from typical real estate prospecting. Rather than relying on cold calls or door-knocking, he focused on building a presence through organic social media content, especially YouTube, where his channel now has over 23,000 subscribers.

Kim says traditional prospecting often feels intrusive and inefficient. In contrast, by the time potential clients reach out to him, they are already familiar with his background and perspective. “When they finally call me, they already know me. They know my story. They know what I look and sound like,” he explains.

This strategy creates familiarity and trust before the first conversation. Instead of having to sell himself to skeptical leads, Kim finds that new clients often approach him with a sense of connection. “It’s more like, ‘Hey Soomin, we found you, we watched, we know all about your story, and we can really relate to some of it,’” he says.

Kim’s method matches how consumers now research major decisions. He notes that people routinely turn to YouTube for solutions, whether to fix a household appliance or to learn about new cities. “The same thing is true for people looking for information about homes, real estate, areas, cities, moving, cost of living,” he says.

Relocation Patterns

Kim’s own recent relocation from Orange County gave him credibility with other out-of-state buyers. He quickly became a resource for those moving from high-cost, high-tax states, especially California’s Bay Area and Seattle, Washington.

He points to several key factors driving this migration. Many buyers are attracted by Texas’s lack of state income tax, lower regulatory barriers for entrepreneurs, and an overall business-friendly climate. Kim notes, “On the macro level, you’re seeing companies like Tesla moving headquarters to Texas. On a smaller level, entrepreneurs and high-earning professionals are seeking states with no state income tax.”

Politics and lifestyle also play a role, with many people leaving more liberal states for more conservative ones. Kim’s perspective as a fellow newcomer helped him relate to these clients and guide them through the challenges and opportunities of relocating.

From Frenzy to Balance

The Austin market’s rapid changes have forced agents and buyers alike to adjust. At the market’s peak, homes sold within days, and buyers had to act immediately. “If you saw a home that you liked, you had to buy it right away, or someone else would buy it. There were very few homes, a lot of buyers,” Kim recalls.

That urgency has disappeared. Today, buyers take their time, and inventory far outpaces demand. “There are a lot of homes, fewer buyers. No one’s in a hurry, no one has to buy right away. They can spend a week or two looking at different homes,” he says.

This reversal has also affected Kim’s business. Early on, his work focused almost entirely on representing buyers. Now, about 70% of his work involves listings, as many of his past buyer clients now need to sell due to job changes, layoffs, or employers ending remote work policies.

Interest Rates and Buyer Psychology

Kim emphasizes that while mortgage rates are higher than in 2021 and 2022, they remain low by historical standards. “When I was younger, people were buying homes with rates in the teens and twenties,” he says. The real challenge is that buyers compare today’s rates to the pandemic-era record lows, not to longer-term averages.

Builders and sellers have responded by offering incentives, such as rate buy-downs or closing cost credits, to help buyers manage higher monthly payments. Kim notes, “In Texas and areas with a lot of new construction, builders will pay to lower your rate if that’s the only thing holding you back. Even in the resale market, you can negotiate with sellers for concessions.”

Despite these solutions, Kim sees buyer psychology as the main barrier. Many are waiting for media signals or headlines declaring it’s safe to buy. He describes a strong herd mentality: “Until CNBC or CNN says ‘Now’s the time to buy,’ buyers hesitate, even if agents can address their objections.”

Investment Realities

Kim offers a realistic assessment for investors considering Austin. While Texas is often promoted as a strong rental market, he cautions that high property taxes make cash flow difficult, especially for out-of-state buyers expecting monthly profits.

“Austin is probably the most corrected market in the entire nation. Homes rose to the highest, then dropped and corrected themselves. So you can purchase property and have it trace back to that value. That equity play is really powerful,” he explains.

His advice: Investors focused on short-term cash flow will likely be disappointed, but those willing to hold property for long-term appreciation may see strong returns as the market stabilizes and grows.

He also highlights future demand drivers, such as Delta Air Lines’ opening of Crew Bases in Austin, which will bring an influx of pilots and staff who will need housing near the airport. “As an investor, that means a lot of people are going to need homes, maybe within 15 minutes of the airport,” Kim says.

Looking Forward

Kim expects a gradual improvement in buyer activity over the next year, driven by what he calls “buyer patient fatigue,” renters tired of waiting for the perfect market who are ready to buy despite less-than-ideal conditions. “They’re sick of paying rent. They’ve been looking at beautiful homes. There’s essentially buyer patient fatigue happening,” he says.

He anticipates a slight uptick in sales volume this year, unless major government action brings rates down more dramatically. Looking ahead, Kim is more optimistic, predicting significantly more market activity, though not a return to the frenzy of 2021.

Community and Connection

Beyond sales numbers and market trends, Kim values the community-building aspect of his work. He has seen firsthand how new arrivals form connections — through schools, sports, churches, and neighborhood events — and how real estate facilitates these relationships.

“It’s wonderful to see the context of how community comes together on a micro level—people and their kids becoming friends, finding lifelong friendships within that community. That’s the beauty of what I do,” Kim says.

He believes these human connections are often overlooked in broader market analysis, which tends to focus on statistics and migration patterns rather than the personal stories behind each move.