Amy Lilly, otherwise known as the agent behind Deals in Heels, became a licensed REALTOR® in 2018; however, her real estate journey began long before then. 

Amy grew up around the real estate industry. Her father built houses, sold mobile homes, and managed rental properties. Her career started with flipping houses, staging, and managing rental properties. She then got a job as an office manager and technology trainer. Later, she became the MLS Director and Trainer for the Kanawha Valley Board of REALTORS®. After that, she got her license, started selling, and surpassed her first-year sales goal in under six months. 

One of her brokerage's top performers, Amy has received some incredible recognition since acquiring her license, including being featured on the popular HGTV show House Hunters and in Apple News, USA Today, FOX, CBS, Market Trends, and Google News articles. Apple News also recognized her as 2025's #1 Top Real Estate Agent in West Virginia. 

While her bubbly personality certainly has a way with people, it was undoubtedly Amy's real estate marketing and technology experience that enabled her to excel as an agent so quickly. Today, along with running her own successful real estate business, Amy trains the other agents in her office on how to use the DeltaNET platform, AI, and other technology to grow their real estate brand. 

According to Amy, the formula for success in the current real estate market includes creating a memorable brand, establishing a strong online presence, utilizing a CRM, and leveraging artificial intelligence. Being willing to evolve along with new technology as it becomes available is also a key ingredient.

Creating a Brand That Stands Out

Amy's path to building a successful real estate career didn't start with a business card — it started with a brand. After years of working behind the scenes, she knew exactly what it would take to stand out in a crowded market.

Amy learned that being a real estate agent isn't just about selling homes; it's about selling yourself — and that requires you to have a memorable brand. So she leaned into her red lipstick and high heels signature look, and named her brand Deals in Heels. She knew people wouldn't forget it.

"I'm not giving a sales pitch that says you have to buy this home; instead, I'm explaining why you should buy it from me," she says. "Then they'll eventually want to find a new place, and hopefully, that will lead them to choose me to sell their current home. But to do that, you have to be memorable. I knew that I had to come up with something that when people thought of real estate, they thought of this name."

Amy also knew from her experience that she didn't just need a name for her brand that stood out  — she needed a look that customers wouldn't forget.

"All of my advertising has the same look," she says. "It's always the same because it has to be that way every time they look at it. It's like you see a Coke, you know what a Coke is, you see the Pepsi, you know it's a Pepsi. It has to be that when you look at a heel, you know it's me."

Customizing Her Deals in Heels Website

After building an unforgettable brand, Amy's next step was designing a website that matched. Amy used DeltaNET to create her website, which her brokerage, Realty Exchange, provides. She found that Delta Media Group® made it simple for her to customize her website for her brand. 

"For me, it was a lot about colors," she explains. "I needed to be able to customize my colors because it is red and black, and our company is red and black, so it's important to me to have that red and black all through it. I was able to put my logo in there instead of just the company logo."

Amy believes the interface enables both new and non-tech-savvy agents to design a website with all the necessary elements quickly.

"As far as creating the website, from a newbie to someone who has done this stuff before, it works great, with little effort," she says. "You can create a website that you never have to touch again. It keeps up to date with your listings. You can put in your reviews. You can have everything you need."

She emphasizes the importance of having an SEO-friendly website that is easy to find.

"If someone Googles 'heels' and 'real estate,' I come up," she explains. "If the people in your market area can't find you, they'll find somebody else and go with them instead."

Leaning on an All-in-One CRM That Automates Outreach

Amy next turned her attention to nurturing leads and staying in touch with past clients. Having been a technology trainer in real estate offices before, she was aware that to do this, she would need to use a CRM to keep a customer database. With the DeltaNET CRM, she can store and manage her customers' information and automate all her outreach through various marketing channels.

"The CRM is great," she says. "I have used it to pull my labels to get cards out to do all of that. You have everything in one place, including those addresses and all the information. And so that's amazing. I love the CRM."

Amy signs up every new lead she gets through her website for email drip campaigns. Her favorite time to send these is during the holidays.

"I do the email campaigns," she says. "I sign my customers up for all the holiday ones. As soon as somebody goes to my website and they put in their address, they're already on that, and it's a few touches throughout the year."

Having become a real estate agent in 2018, when social media marketing was starting to take off, Amy made business profiles on Facebook, LinkedIn, and Instagram that reflected the Deals in Heels Brand. She attributes much of her early accomplishments to her strategy of staying consistent with posting on these platforms. 

"For three years, I consistently advertised —  whether it was LinkedIn, Instagram, or Facebook," she says. "If there's ever a word for anybody in this business to do, it's consistency. Consistency with your marketing."

Given her approach of staying consistent, another automated feature in DeltaNET she loves that has been a huge time saver — and lead generator — for her is Social Connector. With Social Connector, whenever she gets a new listing or a sale goes under contract, it's shared automatically to all of her social media channels.

"If you've got new listings that hit pending, all of that, all of that's just automatic; it just goes, and you don't even have to think about it," she says. "That is probably where I get the most clicks back to my website is through social media."

Becoming an agent with Realty Exchange wasn't Amy's first introduction to the DeltaNET platform. She showed the agents in the Max office where she worked how to use it back in 2009. Amy recalls what DeltaNET was like before all the features and integrations it has today.

"Even back then, I always felt that DeltaNET had an easy way to do everything," she says. "It was very simple. It had your basics. There wasn't a CRM there. You could create postcards to send out and design flyers. Those were the two big things. Eventually, it reached the point where you could generate the seller's reports. You could go in and start doing stuff with your listings."

Getting a Little Help From ChatGPT

While DeltaNET helps Amy manage her brand and client outreach, she's taken things a step further by embracing AI tools like ChatGPT to support content creation and brainstorming. The final piece to the puzzle, Amy understands that without it, she could get left behind while other agents forge ahead.

"I don't want to get left behind; I want to be on that cutting edge," she says. "I want to be at the top of my game all the time."

Her favorite AI platform to use is ChatGPT, primarily for its ability to learn about the user, their preferences, and their brand over time.

"I use ChatGPT a lot, and the reason that I use ChatGPT is that it learns about you," explains Amy. "You can put in things like, 'I'm responding to an email, here's the email, here's what I want to say. Make it sound like me but also sound professional.' I am always asking ChatGPT for ideas. That's where I used to go to Google; now I go to Chat."

She uses ChatGPT to generate ideas for training topics, new social media content, or even party ideas. She also uses it for assistance in writing her MLS listing descriptions. She notes that while it's always best to read it over thoroughly to ensure it follows your instructions and fair housing compliance, she has noticed the platform improving in these areas.

"I use it for my MLS listing remarks," says Amy. "I'll say, 'Hey, it's a three-bedroom, it's got a fenced-in yard, two bathrooms, updated kitchen,' go over all that in 1300 characters. Of course, you always have to watch to make sure it's not saying something that it shouldn't say, and you can see it getting smarter."

The Tech-Savvy Agent Behind the Heels

Amy Lilly's journey from behind the scenes to the leading lady of West Virginia's top real estate brand is a testament to the powers of modern marketing and technology. By merging her marketing savvy with a deep understanding of real estate operations, she's built Deals in Heels into more than a catchy name, but rather a trusted brand that clients instantly recognize. 

From her early days teaching agents how to use DeltaNET to now leveraging its most advanced CRM and marketing automation tools, Amy proves that innovation and adaptability are key to long-term success in real estate. Her use of AI platforms like ChatGPT further demonstrates her willingness to evolve, always staying one step ahead.

To learn more about Amy Lilly, visit dealsinheelsagent.com.