When Phillip Cantrell entered real estate, he didn’t follow a straight path or even know the destination. His work in commercial printing, construction, and real estate investing eventually led him to become what we now call a property flipper. In 2002, he saw an opportunity. By getting his real estate license, he could maximize his effectiveness at flipping properties. 

Four years later, Phillip launched Benchmark Realty, built on a traditional commission-split model. Then the 2008 financial crisis hit. While it could have been the end of his company, Phillip did exactly what he’s been doing his entire life – he pivoted. Benchmark Realty shifted to a fee-based brokerage model – a bold move at the time – leading to a major turning point. The lesson? Adaptability and grit aren’t just survival skills; they’re a growth strategy. 

The Ability to Adapt

Phillip, who remains active in helping guide Benchmark and also serves as Executive Vice President – Strategy for United Real Estate, calls stasis the real enemy. “Because we’ve always done it that way” has no place in modern real estate, he argues. “Too often, the industry focuses narrowly on the bottom line, overlooking the profound impact it can have.”

As Phillip explains, a single real estate transaction affects far more people than most realize – buyers, sellers, agents on both sides, inspectors, appraisers, closing attorneys, lenders – just to name a few. One deal ripples outward, touching dozens of lives. “Our impact in society is a treasure,” he said.  

Advice for Agents and Brokers

His advice for new agents is straightforward: focus on building strong customer relationships, think like an entrepreneur, maximize every transaction, and embrace continuous learning. For brokers looking to expand their business without overextending, the message is just as clear: be curious and lead with service, not money. Growth comes from prioritizing people, not just production. 

Phillip’s mindset – equal parts visionary and practical – is showcased in his new book, Failing My Way to Success. Drawing from decades of experience, the book is a reminder for agents, brokers, and entrepreneurs who want to build a business that thrives through change while keeping people at the center. For anyone seeking inspiration on navigating the ever-changing tides of business, it belongs on your “to read” list.