Carol Craig, 76 Founder of The Craig Group with Keller Williams
Carol Craig jokes that her husband, Jim, has retired three times. “The last time was two years ago,” she says. But as she nears the 40-year mark in her real estate career, she has yet to retire — and doesn’t plan to.
“I don’t feel I’ve reached what I want to accomplish before I even think about retiring,” says Craig, a Realtor with Keller Williams.
A native West Virginian, Carol Craig says frequent moves tied to her husband’s career progression readied her for her own career.
“As we moved around, I watched agents list houses and go to contract,” she recalls. “I felt I could do that, and I felt I’d love the involvement with people.”
The couple moved to Chattanooga the first time in 1983. She became a Realtor in 1984 and notched her first sale late that year.
“I remember it very clearly,” she says. “It was my listing, but my mentor in real estate, Kay Witt, actually sold it. It was a young family wanting to move up in terms of their housing.
“Make no mistake — we do this for a living. But the thrill you get — the high when you can help someone accomplish their real estate goals and dreams — is what keeps me going.”
Craig says she and her husband moved from Chattanooga to Palm Beach, Florida, in 1987, on to North Carolina in 1994 and back to Chattanooga in 2000, when she launched The Craig Group with her son, Jay, who’s a team leader with Keller Williams. She estimates that The Craig Group has done deals for more than 4,200 individuals and families.
“I feel like there really has not been a challenge that education, knowledge and telling the truth doesn’t overcome,” she says. “I believe that to my core.”
What keeps you excited/interested in continuing work?
For several years now, my guiding principle has been “legacy” — reflecting my desire to finish all things well. The Craig Group belief system prioritizes God, family and business, in that order. I start each day with devotions before diving into the day’s schedule.
Despite its ever-changing landscape, my passion for guiding clients through their real estate journey remains undiminished after nearly four decades. Whether it’s overcoming challenges or sharing in the excitement of achieving dreams, real estate’s dynamic nature keeps me engaged and eager to make a positive impact every day.
How has your industry changed over the course of your career, and how have you adapted?
The real estate industry has been evolving rapidly, especially in the past five years. At The Craig Group, we’ve learned to adapt to these shifts by embracing flexibility and staying disciplined. We understand the importance of showing up, especially when things get tough. By focusing on improving our skills and drawing from our experience, we’ve found ways to thrive in this ever-changing business.
What are some habits or strategies that have helped you succeed?
Succeeding for me involves sticking to our core values of honesty, trust and integrity, and constantly expanding our knowledge base. Education is crucial to staying ahead and serving clients better.
I attribute our wins with clients to our positive attitude, always seeking possibilities and staying on the offense. We prioritize listening, pushing beyond our comfort zones, and focusing on what’s within our control, especially in uncertain times.
What are some ways you’re preparing the next generation to lead?
To prepare the next generation for leadership, it’s essential to prioritize education while fostering adaptability and embracing change that benefits the community in both work and personal life. It’s crucial to adopt a relational, rather than a transactional, approach, focusing on building genuine connections.
Encourage a mindset of recovering quickly from setbacks and resetting for future growth. Leading with integrity, always doing what’s right, and taking ownership of one’s actions are paramount. Empower individuals to define their own success rather than letting others dictate it.
By combining these approaches, individuals and companies can empower the next generation to lead effectively and ethically.