A Word on Community Engagement & Faith from Real Estate Leader Diamon “Lady D” Turman – 150+ Homes Closed, Over $2M+ in Sales Annually

Diamon “Lady D” Turman is the founder of RED Gems Realty in St. Louis, Missouri, and a real estate pro with 9+ years of experience spanning residential, commercial, and urban development.

I spoke recently with Real Estate Leader Diamon “Lady D” Turman of St. Louis to unpack her undeniable market impact.

Over five years ago, on the South Side of St. Louis, I looked up one afternoon and there she was—flyering houses, pounding the pavement, and inviting folks to her homeownership workshop. She stopped to talk with me, smiled with that unmistakable baby-doll face, and extended an invitation to her church. From that day, I admired her boldness. Diamon was fearless in engaging her community, in showing up, and compelling people onto a brave path.

It’s this fearless, hands-on approach that defines her business style: authentic community engagement, anchored in faith. In a world where entrepreneurs are chasing clicks and algorithms, Diamon insists on meeting people where they are — on their front porches, at neighborhood events, and through workshops that teach financial literacy and homeownership.

A lot of my work has been organic; deeply engaged in community; we have to be intentional as entrepreneurs. Along with strategy, community engagement has been key. Events, community engagement, has been my biggest lead generation force and authentic for me, because that’s what I do naturally. And I don’t need to be salesy. By the grace of God, I get it from my mother. I want to educate, teach, and train. Being in the community, I get to be able to do what I do, and connect you to what you need.

That mix of service and strategy has fueled Diamon’s rise as a real estate leader. Since 2016, Diamon has closed more than 150 properties — averaging 20 per year — and has worked across residential, commercial, and urban development projects. She’s led high-profile transactions, including selling to Cedric Cobb, a Shark Tank–backed entrepreneur. As a two-time Bronze Award recipient at Keller Williams, recognized for exceeding $2M in annual sales, Diamon also served on the KW Leadership Advisory Board before launching her own boutique brokerage, RED Gems Realty, in 2024.

Her current projects include co-managing the construction of Elevation Co-Working Space and overseeing home renovations in the historic Fountain Park neighborhood of St. Louis — an estimated $50 million urban renewal initiative. In addition to brokerage, Diamon mentors other agents, guiding them through RED Gems Realty, and sees real estate as her “ministry,” a way to empower everyone, from buyers to investors, with wealth-building.

Another key to her success? Closing deals comes second to her faith. 

Entrepreneurship is a faith walk. It’s nothing short of that. It’s literally a faith walk. And if you don’t believe—not only in what you’re providing, but in the One who sent you those product ideas and services—it’s going to be extremely hard to stay committed to what you’re doing.

There’ve been times in these nine years I’ve questioned it. I didn’t know if I could keep going. It got a little rough. But every time, God would send someone I wasn’t even looking for. They found me—maybe through Facebook or somewhere else—and those dots connected. I was able to assist them however they needed. And now, they’re homeowners.

Without faith, it’s impossible to please God. You don’t know where your next transaction is going to come from. We live under this unrealistic, false hope that employment equals safety—but we know that’s not guaranteed. This work is not for the weak at heart. It’s hands down a matter of faith.

Diamon’s words truly capture the heart of what it takes to succeed as an entrepreneur: faith, persistence, and showing up fully.

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