THE VOICE OF REAL ESTATE IN NORTH CAROLINA
VOL 98 NO 3 | AUGUST 2019
Using
Like a Pro Attract more leads & boost your brand
Plus XCHANGE ’19 Preview Multigenerational Homes Make a Comeback Helping REALTORS® & Communities Embrace Diversity
NC REALTORS® Elections We need your vote August 12 – 15. Visit ncrealtors.org/elections.
If you think the closing is just the icing on the cake, you should definitely get in touch. JOIN THE RELENTLESS
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August 2019
[CONTENTS]
features
14 XCHANGE ’19: NC REALTORS® Convention & Expo Join the field of REALTORS® from all over the state to learn, lead and become legends at one of the most timeless golf resorts in the country.
17 Using Instagram Like a Pro
Attract more leads and boost your brand with this popular social media tool.
14
23 Multigenerational Homes
An in-depth look into this growing trend of homes, their benefits and must-have features.
27 Helping REALTORS® and Communities Embrace Diversity
NC REALTORS® is #buildingthemosaic and encouraging discussions on diversity and inclusion in the real estate industry.
17 4 PRESIDENT'S LETTER 6 INSIDE NC REALTORS® 2020 Candidates & Election Information
8 LEGAL QUIZ
A recap of our most popular weekly Q&As.
TALK TO US
23 10 MEMBER PROFILE
Lenny Nguyen, Broker/REALTOR®
12 GADZOOKS: GOVERNMENT AFFAIRS IS COMING TO YOU Making moves to expand and fund a state-wide shared GAD program
27 Have something to talk about? Sure you do — and we want to hear it! Send us your comments, ideas or success stories to mallen@ncrealtors.org and you could be featured in the next Insight. ncrealtors.org • INSIGHT 3
Insight, Volume 98, Issue 3 President Asa Fleming, SFR, AHWD President-Elect Maren Brisson-Kuester Treasurer Kelly Marks, ABR, CRS, GRI Immediate Past President Amy Hedgecock, CPM, GRI Regional Vice Presidents Region 1: Sandy Hurst, Jacksonville; Region 2: Jim Goodman, Oak Island; Region 3: Connie Corey, Greenville; Region 4: Julia Tucker, Chapel Hill; Region 5: Laurie Edwards, High Point; Region 6: Penny Boyles, King; Region 7: Marsha Jordan, Lincolnton; Region 8: Geena Fie, Denver and Jennifer Frontera, Indian Trail; Region 9: Renee Cooney, Franklin; Region 10: Mollie Owen and Mark Parker, Raleigh. Chief Executive Officer Andrea Bushnell, Esq., CIPS, RCE Vice President of Communications & Marketing Mckenzie Allen Graphic Design Coordinator Raquel Stubblefield Content Marketing Coordinator Aliyah Ross Contributors Mark Zimmerman, Lee Nelson For advertising information, visit ncrealtors.org/advertise or contact Keri Epps-Rashad at (336) 217-1049. INSIGHT (ISSN 24714127) (USPS 17170) is published four times a year in February, May, August and November by NC REALTORS®, 4511 Weybridge Lane, Greensboro, NC 27407. Periodicals Postage Prices paid at Greensboro, N.C. and additional mailing offices. POSTMASTER: Send address changes to INSIGHT, 4511 Weybridge Lane, Greensboro, NC 27407-7877. This publication is designed to provide accurate and authoritative information regarding the subject matter covered. Articles which appear in Insight are an informational service to members and consumers. Their contents are the opinions of the authors alone and do not necessarily represent those of NC REALTORS®. Advertising of a product or service does not imply endorsement, unless specifically stated. To opt-out of paper copy mailings, email hello@ncrealtors.org with a subject line of “Insight opt-out.”
4511 Weybridge Lane, Greensboro, NC 27407 Phone: (336) 294-1415
ncrealtors.org
One thing is certain, NC REALTORS® are busier than ever. Home sales are back up, and I know you are out there representing your clients on transactions every day. I also know that you have been working hard to advocate for your industry and support your communities even beyond your day-to-day business deals. I saw it as we came together in Washington, D.C. to advocate for legislation that strengthens our industry at the REALTORS® Legislative Meetings and as we collaborated to make a positive impact in our respective communities through various housing-related service projects for NC REALTORS® Gives Back Day on June 19. You have demonstrated that you have the backs of your clients, communities, and industry, and I thank you for your efforts. Now, let’s dive into the content you will find in this issue of Insight. Many of you are featured on the pages of our magazine. You told us what’s trending in multigenerational home sales and how you use digital tools like Instagram to thrive in your business. It takes a lot of courage to share your experiences, and I thank you for sharing your stories to help the rest of us grow. One of my initiatives this year is to engage more diverse perspectives and to be more inclusive at the leadership level. In this issue, we meet some members of the NC REALTORS® Diversity Committee who are doing just that across the state. Their work is only a small part of the bigger picture. I hope to see you all in Charlotte on October 8 for our inaugural diversity conference, Mosaic: Discussions on Diversity, to continue this conversation. Before we do that, I hope you will find your way to Pinehurst next month for XCHANGE ’19, our annual NC REALTORS® convention and expo. Read more about our legendary keynote speaker, Diana Nyad, our lineup of expert speakers, and the exciting networking events we have planned in our Convention Preview. Until then, don’t forget: NC REALTORS® has your back!
Asa Fleming, 2019 President
AWARDS & RECOGNITION
4 NC REALTORS® INDUCTED INTO THE RPAC HALL OF FAME NC REALTORS® is proud to announce its newest members of the National Association of REALTORS® RPAC Hall of Fame. The class of 2018 includes Lou Baldwin, Winston-Salem Regional Association of REALTORS®; Margaret Bishop, Brunswick County Association of REALTORS®; Valerie Mitchener, Charlotte Regional REALTOR® Association; and Cady Thomas, NC REALTORS®. The RPAC Hall of Fame recognizes dedicated members who have made a significant commitment to RPAC over the years by investing an aggregate lifetime amount of at least $25,000. The class of 2018 was installed at the REALTORS® Legislative Meetings & Trade Expo on May 15. Among the Hall of Fame benefits are name plaques on the RPAC Hall of Fame wall located on NAR’s Washington, D.C. building rooftop, a personal plaque commemorating the installation and recognition pins with the Hall of Fame designation.
LOU BALDWIN Winston-Salem Regional $25,000 Level
MARGARET BISHOP Brunswick County $25,000 Level
VALERIE MITCHENER Charlotte Regional $25,000 Level
CADY THOMAS NC REALTORS® $25,000 Level
Designed to provide technical support via email, chat and toll-free number at no cost to NC REALTORS®, the Tech Helpline is available to help solve your most challenging issues with your printer. They can also help you install and configure a new printer, give you tips on how to print web pages or labels and even teach you how to send images from your smartphone directly to your printer (if that functionality is available). Regardless of the brand or model, or whether it’s connected to Mac or Windows, your Tech Helpline support team is only a call or click away.
CAN THE TECH HELPLINE FIX EVERY ERROR? TECH
PRINTER NOT WORKING? CALL THE TECH HELPLINE
One of the biggest sources of frustration for real estate professionals when it comes to technology is printer problems. There are many reasons why printers won’t work. Sometimes there are simple solutions—turn off and turn back on, check your paper tray, check ink levels. Sometimes it is more complicated than that, but it doesn’t have to be a source of suffering for you. Why not call the Tech Helpline instead?
For the most part, they can. Although sometimes they must ask the question: How long have you had it? While you may have grown accustomed to it, sometimes old age sets into printers. And no matter how much one tries to get it going again, it just won’t function properly anymore or it won’t connect to your newer devices. But at least you’ll know that you’ve done everything possible to fix the issue before spending money to get a new one.
WHAT ARE YOU WAITING FOR? There are no limits to the number of calls you can make to the Tech Helpline. Their experts have the experience and passion for technology to solve tech issues real estate professionals face every day, from printers to slow computers to smartphone issues. Visit ncrealtors.org/ TechHelpline for the toll-free number, email address or link to chat. This article was pulled from a recent post on the Tech Helpline blog. Read more at techhelpline.com/blog. ncrealtors.org • INSIGHT 5
2020 CANDIDATES & ELECTION INFORMATION
PRESIDENT-ELECT
REGIONAL VICE PRESIDENTS
(Vote for one candidate)
(Vote for one candidate per region)
Wendy Harris, ABR, CRS, MRP
REGION 1
Longleaf Pine REALTORS®
Jacksonville Board of REALTORS®
Kelly Marks, ABR, CRS, GRI
Kim Endre, ABR, CRS, GREEN, RSPS, SFR, SRES
Greensboro Regional REALTORS® Association
Outer Banks Association of REALTORS®
TREASURER (Vote for one candidate)
REGION 2
Delores Knudsen, GRI Charlotte Regional REALTOR® Association®
ISSUES MOBILIZATION COMMITTEE (Vote for one candidate)
AUGUST 12 – 15, 2019 ncrealtors.org/elections
The NC REALTORS® elections will be held August 12 – 15, 2019 and voting will take place online. The candidates
Certifying/Recruiting Committee.
REGION 7
FINANCE & BUDGET COMMITTEE Kelly Ross Benton Union County Association of REALTORS®
REGION 8
Winston-Salem Regional Association of REALTORS®
REGION 10 Adam Upchurch, SPS
Teresa Pitt, ABR, CRS, GRI
Topsail Island Association of REALTORS®
Raleigh Regional Association of REALTORS®
for detailed candidate bios, voting NAR DIRECTOR (Number of Directors to be elected will be determined after July 31)
Tony Smith, ABR, CRS, GRI Charlotte Regional REALTOR® Association
6 INSIGHT • August 2019
John Ogburn Charlotte Regional REALTOR® Association
Phillip Johnson, GRI
Visit ncrealtors.org/elections rules and to vote in August.
Dennis Bailey, ABR, CCIM, CRS, GRI, SFR, SRES Cleveland County Association of REALTORS®
(Vote for three candidates)
listed on this page have been certified by the NC REALTORS®
Kathy Haines, ABR, ePRO, SPS, SRES Greensboro Regional REALTORS® Association
Kim Dawson, ABR, CRS, GRI, SRES Durham Regional Association of REALTORS®
Tony Harrington, ABR, AHWD, ALHS, CIPS Cape Fear REALTORS®
REGION 5
VOTE ONLINE
Christina Asbury, ABR, ALC, CRS, SFR, MRP
VOTE FOR the 2020 President-Elect candidate
WENDY HARRIS August 12-15, 2019 vote@teamharris.com NCRBuildingBridges.com
2019 Legislative Chair
REALTORS速 MATTER
KELLY MARKS FOR NC REALTORS速 2020 PRESIDENT ELECT
CAPABLE. PROVEN. LEADERSHIP. NC REALTORS速 TREASURER (2016-PRESENT) PAST GRRA PRESIDENT 35+ YEARS AS A REALTOR速
PAST TRIAD MLS PRESIDENT
"I ask for your VOTE so that we may continue to lead NCR together as we move into the future" FACEBOOK.COM/KELLYMARKS4NCR2020PRESIDENTELECT
A recap of our most popular weekly Q&As. BY: WILL MARTIN, GENERAL COUNSEL To learn more about each Q&A listed here, visit ncrealtors.org/resolve-library and search by the Q&A title or browse by category. Both are referenced in the parenthesis at the end of each question.
QUESTION #1 »
QUESTION #2 »
Assume seller signs an Offer to Purchase and Contract (form 2-T). At the same time, they tell their listing agent that they want to remain in the property for a period of time after closing. The listing agent calls to tell the buyer agent that the sellers have signed the offer and that he will send the buyer agent a Possession After Closing Agreement for the buyers to sign. When the buyer agent presents the Possession After Closing Agreement to her clients, they refuse to sign it. Is the property under contract?
Does a Mineral and Oil and Gas Rights Mandatory Disclosure Statement have to be provided on a sale of vacant land?
ANSWER: Maybe yes, maybe no. The buyers can argue that the property went under contract when the listing agent communicated to the buyer agent that the sellers had signed the offer. See the definition of “Effective Date” in paragraph 1(g) of the contract. On the other hand, the sellers can argue that no contract was formed since the sellers’ acceptance was dependent on them being able to stay in the property after closing, and thus there was no “meeting of the minds” on all material terms of the contract. In any event, the listing agent clearly “got the cart before the horse” and that has created uncertainty which needs to be resolved. (Counteroffers and the Effective Date in Standard Form 2-T, April 4, 2019, Category: Contract Law)
8 INSIGHT • August 2019
ANSWER: No. (When does a seller have to provide the Mineral and Oil and Gas Rights Mandatory Disclosure Statement? April 11, 2019, Category: Disclosure)
QUESTION #3 » Should property owned by a trust be listed and sold in the name of the trust or the trustee of the trust? ANSWER: Property held in the name of a trust should more properly be considered to be owned by the trustee for the benefit of the beneficiaries named in the trust instrument. However, for purposes of selling trust property, it can be listed and sold in either the name of the trust or the trustee. (How should I list property that is titled in the name of a trust? April 18, 2019, Category: Forms/Seller Forms—100 Series)
QUESTION #4 »
QUESTION #8 »
If a buyer wants the seller to agree to make a particular repair to the property before the buyer will agree to buy the property, which form should be used to identify the requested repair, the Additional Provisions Addendum (form 2A11-T) or the Due Diligence Request and Agreement (form 310-T)?
How does the Offer to Purchase and Contract address the transfer of property subject to a lease?
ANSWER: The repair request should be identified in provision #4 on the Additional Provisions Addendum and the Addendum submitted as a part of the buyer’s offer. (Which form should be used to request repairs of the seller? April 25, 2019, Category: Forms/Addenda to Offer to Purchase and Contract)
QUESTION #5 » May a buyer request that language be added to an Offer to Purchase and Contract that would make a FSBO seller responsible for paying my firm’s fee? ANSWER: Yes, but only if the buyer or the buyer’s attorney drafts and physically adds the language regarding payment of the fee to the offer. (Can language regarding payment of my brokerage fee be added to an offer? May 2, 2019, Category: Real Estate License Law/Rules)
QUESTION #6 » In order to create a real estate team, is there a requirement that the team have its own real estate license? ANSWER: Not all teams need to have a firm license. Instead, a team’s organizational structure and its advertising will determine what it must do to comply with the License Law and the Real Estate Commission’s rules. (If I form a team with another agent, will I need a firm license? May 9, 2019, Category: Real Estate License Law/Rules)
QUESTION #7 » Would an investor buyer have the right to show property he has closed on to potential tenants during the time the seller continues to occupy the property under the terms of a Seller Possession after Closing Agreement (form 2A8-T)? ANSWER: Likely not. Unless a landlord reserves the right of entry in the lease, the general rule is that the landlord has only the same right as any other person to enter the leased property. Form 2A8-T does not have a provision allowing the landlord to re-enter the property for any reason. (Seller Possession after Closing and Buyer’s Right of Entry May 16, 2019, Category: Forms/Addenda to Offer to Purchase and Contract)
ANSWER: It doesn’t, but provision #3 in the Additional Provisions Addendum does. (How should the transfer of rental property be addressed in an Offer to Purchase? May 23, 2019, Category: Forms/ Addenda to Offer to Purchase and Contract)
QUESTION #9 » May I use a name other than my legal name in the real estate business? ANSWER: It’s likely okay to use a nickname in place of a legal first name so long as your actual name can be easily determined from your nickname. Otherwise, probably not unless you also include your legal name. (May I use a name other than my legal name in the real estate business? December 13, 2018, Category: Real Estate License Law/Rules)
QUESTION #10 » Is a closing attorney required by law to record the deed before he or she can pay a commission out of his or her trust account to a real estate broker? ANSWER: Yes. The Good Funds Settlement Act states that an attorney may not disburse funds from his or her trust or escrow account until the deeds, deeds of trust and other required loan documents have been recorded in the office of the register of deeds. (Can a broker get paid a commission before the closing documents have been recorded? November 15, 2018, Category: Fees/Commissions)
DID YOU KNOW?
NC REALTORS® have free, unlimited access to our Legal Hotline and lawyers with more than 35 years of experience. Call 336-294-1415 or email legalhotline@ncrealtors.org with any questions regarding contracts, forms, fair housing, disclosure and more. ncrealtors.org • INSIGHT 9
MEMBERPROFILE
Lenny Nguyen HOMETOWN: Cary, N.C. CURRENT LOCATION: Durham, N.C. TITLE: Real Estate Broker/REALTOR® NUMBER OF YEARS IN THE INDUSTRY: 2
Why I Love What I Do: I really love the flexibility of my job and the hands-on interactions I have with people. But what really does it for me is my REALTOR® family and the connections I have made across the state and nation.
Why I’m A Member of NC REALTORS®: Being a part of something bigger allows me to help my clients and homeowners more than just with the sale of their homes. Plus, I am only as strong as my community and network.
Fun Facts About Me: I love rock climbing and used to work as a field engineer climbing cellphone towers.
What I’m Most Proud of in My Career: Graduating from the NC REALTORS® William C. Bass Leadership Academy. When I was introduced to the leadership and those with so much passion for our industry, I really started to understand my industry and what it means to be a REALTOR®.
Do you want to be a featured member in Insight and on the NC REALTORS® website? #MemberMonday is a weekly feature that spotlights our epic NC REALTORS®. For more details, please contact Mckenzie Allen, NC REALTORS® Vice President of Communications and Marketing, at mallen@ncrealtors.org. 10 INSIGHT • August 2019
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GADzooks! Government Affairs is Coming to You. For many years, REALTORS® have had robust and effective government affairs advocacy at the national level—through the National Association of REALTORS®—and at the state level—through NC REALTORS®. REALTORS®, our clients, customers and the real BY MARK ZIMMERMAN estate industry all benefit SENIOR VICE PRESIDENT from our work to promote OF EXTERNAL AFFAIRS homeownership, bolster property owners’ rights and keep regulation of our business productive. What’s missing in this picture is NC REALTOR® advocacy engagement at the local level. We have some good news to share, however: we are in the process of expanding a program in order to change that. In 2018, NC REALTORS® approved a strategic plan that included this goal: “Expand and fund a regional or statewide shared Government Affairs Director (GAD) program.”
The idea is to ensure all our member associations have some degree of government affairs support from the state. Until this year, there have only been two ways associations have access to a GAD. Some associations are large enough to have the resources to hire their own Local GADs who work exclusively for them. NC REALTORS® works closely with these Local GADs on issues. Currently, five associations have their own Local GADs. For associations that have some resources to fund GADs, but not enough for a full-time employee, NC REALTORS® has offered local associations a Shared GAD arrangement since 2011. Under this plan, NC REALTORS® hires a GAD as a state employee who then works part-time for the local association. The local association pays a fee to share in the cost of the GAD. For several years, we’ve had Shared GADs who work with four associations. This year we added two more Shared GADs for a total of six associations who are served through the program. For many of the remaining associations across the state, resources may not be available to take advantage of the Shared GAD structure. That’s where our new program—called
2019 GAD Program Mike Butrum
Porter Graham
Mike Butrum
Stephen Bradford
Hannah Brinson
Stephen Bradford
Troi Bachmann
Katharine Wendt
Nick Scarci
Local GADs (non-NC REALTORS® employees)
12 INSIGHT • August 2019
Regional GADs—comes into play. It’s intended to offer GAD services to a wider group of associations and is entirely funded by NC REALTORS®. We started testing the service early this year and it will finish rolling out across the state in early 2020. Since there are a lot of job titles involved here, let’s summarize: •
Local GADs work for one local association as a full-time employee of that association.
•
Shared GADs are employees of NC REALTORS® who work for one or two local associations with shared costs.
•
Regional GADs are employees of NC REALTORS® who work with many local associations at no cost to them.
All of them work together in conjunction with the state government affairs department to advocate for all REALTORS®. There are some differences in the services rendered by these GADs. Because they work for one or two associations only, Local and Shared GADs become deeply involved with local regulatory issues and represent the associations in local government proceedings. Because Regional GADs work with many associations, they will concentrate instead on helping associations meet NAR’s Advocacy Core Standards, including RPAC goals and REALTOR® government affairs and election involvement. These are annual requirements for all associations designed to ensure they are active in advocacy efforts in their communities. All GADs work to communicate state and national priorities to their associations, forward local issues to the state and build a culture of government affairs involvement. So why was this effort included in the NC REALTORS® strategic plan? While it is important we remain vigilant in the halls of Congress and the state legislature, many of the laws and regulations that directly impact real estate and property owners are passed by towns, cities and counties. Zoning and land use regulations restrict property rights. Taxes and fees impact housing affordability. Development approval processes and restrictions increase the cost of housing and often end up limiting supply. What happens in your own backyard has significant impact on homeownership and your business. That’s why it’s critical for REALTORS® to be engaged in local government affairs. To accomplish this, it is now a priority for the NC REALTORS® government affairs department to help every local association with its advocacy efforts. The 2018 strategic plan defines our advocacy efforts this way: “Aggressively defend the real estate interests of members and the public through policy advocacy, fundraising and consumer engagement.” Expanding the number of our Shared GADs and introducing our Regional GADs to the rest of the state will allow us to achieve this goal. We need to be engaged at all levels of government. So, watch for a GAD coming to your area soon.
Director of Local Government Affairs
Nicole Arnold
Shared GADs
Troi Bachmann
Stephen Bradford
Mike Butrum
Porter Graham
Nick Scarci
Regional GADs
Stephen Bradford
Hannah Brinson
Mike Butrum
Katharine Wendt
ncrealtors.org • INSIGHT 13
Where Leaders Become Legends NC REALTORS® Convention & Expo | September 14 – 17, 2019 | Pinehurst Resort
REGISTER xchange19.com
OPTIONAL ADD-ONS
EDUCATION | SEPT. 14 | 8:30AM-5PM
REGULAR RATE
FULL ONSITE RATE
DAILY RATE
PSA with CE: $125/PSA no CE: $99 NAR Broker’s Edge for BICs: $99
Member: $375 Non-member: $450 Spouse: $200
Member: $400 Non-member: $475 Spouse: $455
Member: $199 Non-member: $250 Spouse: $199
GOLF TOURNAMENT | SEPT. 17 | 1PM-6:30PM
MAY 4 – SEPT. 6
SEPT. 15 – 17
AUG. 24 – SEPT. 6 & ONSITE
Individual: $250/Team of 4: $1,000
*Separate registration required. More information on next page.
IMPROVE
CELEBRATE
XCHANGE ‘19 brings together a field of champion speakers, ready to deliver thought-provoking, inspirational and actionable sessions in a variety of styles. Interact with your peers to perfect your professional skills. Featuring sessions on:
Network with colleagues and vendors and have some fun at these special events.
VIDEO MARKETING RUNNING A SUCCESSFUL BUSINESS SOCIAL MEDIA DATA & RISK MANAGEMENT LEAD GENERATION SPECIFIC TRACKS FOR PROPERTY MANAGERS, COMMERCIAL BROKERS & AES
MASTER THE eXPO
YOUR BUSINESS GAME
Visit xchange19.com for schedule, session descriptions and speaker bios.
EXTEND*
YOUR KNOWLEDGE BASE SATURDAY, SEPTEMBER 14 | 8:30AM-5PM
Join us for a full day of professional development. Choose between NAR Broker’s Edge for BICs or earn your Pricing Strategy Advisor (PSA) certification. *Pre-registration and fees required for additional education offerings and golf tournament.
LIKE CHAMPIONS
CLUB X DANCE PARTY DJ BINGO RECEPTIONS & A NETWORKING BREAKFAST
This year’s eXPO is performance-driven with exposure to products and services that have a direct impact on your business. 70+ EXHIBITORS 9.5 HOURS OF EXPO TIME RAFFLES & PRIZES
TEE UP*
FOR A GOOD CAUSE
TUESDAY, SEPTEMBER 17 | 1PM-6:30PM Play in a tournament for the NC REALTORS® Housing Foundation’s disaster relief fund and community programs. Register to play at xchange19.com/golf-tournament.
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Using
Like a Pro
BY ALIYAH ROSS
CONTENT MARKETING COORDINATOR
How to attract more leads and boost your brand with this popular social media tool By now, it’s no hidden secret that your business should be using Facebook as a tool in your marketing strategy, but what about Instagram? Photo sharing app Instagram is one of the most popular social media platforms used for business. In June 2018, Tech Crunch reported that Instagram reached over 1 billion monthly active users. Given this statistic, now is the time more than ever to be utilizing Instagram to build your brand, obtain leads on listings and connect with potential clients. ncrealtors.org • INSIGHT 17
WHY INSTAGRAM FOR REALTORS®? Instagram launched in 2010 as a mobile-only photosharing app and has since evolved into a valuable tool that businesses can use to engage their target audience. We caught up with NC REALTORS® Angie Cole of A Cole Realty in Raleigh and Cristina Grossu of Realty ONE Group in Mooresville to discuss how Instagram has transformed how they do business. “Instagram is an amazing platform for REALTORS® and the best part about it—it’s free! It’s an easy-to-navigate platform that allows REALTORS® to reach thousands of people a day, both friends and family, and complete strangers—all of which are important for their business,” says Grossu. “It’s an insight into your everyday life while allowing you to be the expert in your field,” remarks Cole. According to the National Association of REALTORS® (NAR), in 2018, millennials made up 36 percent of homebuyers. Over 80 percent of Instagram users are under the age of 34, making Instagram ideal for agents looking to reach millennial buyers. 18 INSIGHT • August 2019
USE INSTAGRAM TO SHOWCASE YOUR BRAND Instagram allows you the opportunity to show snapshots of your personal life while always staying front of mind for clients who might be needing your services. Your clients already love the properties you are selling, make them fall in love with YOU. You are assisting in making a big decision, show them you can be trusted and relatable. “I keep my page updated with pictures of my family, vacations and pets,” says Cole. “As a REALTOR®, you have to decide how you want others to think of you. What lasting impression do you want to leave? The pictures and content you post should reflect that brand you want to portray.” It’s also important to post frequently and consistently to keep your loyal audience engaged with great content. “I post daily. I work directly with a company that manages/assists with Instagram posting. They post five days a week with fun business content to get people engaged, and then we post when there is a status or price change on our listings. I am also proactive and post pictures of my family typically 5-7 times a week,” explains Cole.
@cristinaagent Instagram is an amazing platform for REALTORS® and the best part about it—it’s free! It’s an easy-to-navigate platform that allows REALTORS® to reach thousands of people a day, both friends and family, and complete strangers—all of which are important for their business. Cristina Grossu Realty ONE Group | Mooresville, N.C. @acolerealty I keep my page updated with pictures of my family, vacations and pets. As a REALTOR®, you have to decide how you want others to think of you. What lasting impression do you want to leave? The pictures and content you post should reflect that brand you want to portray. Angie Cole A Cole Realty | Raleigh, N.C.
community. Attending your hometown baseball game or local brewery? Snap a photo and showcase your knowledge and love of the areas you serve.
CONTENT IDEAS TO IMPLEMENT TODAY Here are a few content ideas to help you get started, or to refresh your current Instagram feed. Share what you do: Instagram is an excellent platform for posting coming-soon listings, active listings, price reductions, upcoming open houses and closing day photos of clients. Then, take your content to the next level with client testimonial videos. Sharing engaging customer stories is a powerful and personal way for your followers to gain insight into the quality of service you deliver. Keep it real: It is important to post photos and videos that you capture. And you don’t need a fancy camera to do it. Using your mobile device will do the trick, and this organic aspect to your feed will resonate with your audience more than overused stock images. Take it to the streets: In conjunction with talking about your listings, share photos of you in your
Tell your story: Storytelling is a vital component of any real estate social media marketing plan. And REALTORS® have a lot to tell. Between listings, meetings, signing contracts and being epic, life can get busy! Take your followers behind-the-scenes of your busy life. Give your audience a greater appreciation of what you do. “It’s a platform that has told my “story” as a REALTOR®,” remarks Cole. Use Agent Icon: Need help coming up with fresh content? NC REALTOR® Partner Agent Icon sends a daily newsletter packed with great content to share on your Instagram and other social media channels. You also have access to a media library of beautifully designed images that are perfect Instagram stories. Sign up at agenticon.com/ncarsignup. INSTAGRAM FOR LEAD GENERATION Not only is Instagram an excellent tool for building your brand image, but it also can be a way to connect with potential leads. Post your listings and latest happenings in your market, and watch the comments come in. It could even be someone within your inner circle. “It’s amazing how many of your friends are looking for ncrealtors.org • INSIGHT 19
Your Real Estate Hashtag Guide
•
help homeowners and potential buyers.
• •
exclusivity for your followers.
•
#[HomeStyle], #Bungalow, #Beachfront, #Victorian, #Modern, etc.: to attract buyers with a specific style of house that you’re listing.
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#OpenHouse, #HouseHunting, #DreamHome, #StarterHome, #Flip, #Investment, #LuxuryLiving, #MillionDollarListing: these
hashtags per post, but according to analysis by marketing insights company TrackMaven, posts with nine hashtags receive the most engagement. Consider these real estate hashtags to make your content discoverable:
#NewListing, #JustListed, #JustSold, and #ForSale: for the fastest way to browse hot listings and increase the feeling of
Instagram posts with hashtags increase likes by 70 percent. Instagram allows up to 30
#RealEstate, #Realtor, and #[YourRealEstateName]: to help people find you or your real estate agency.
According to research by social media management company Agorapulse,
#[YourNeighborhood/City]: to connect to users searching for where you
hashtags also connect specific buyers to specific properties and events.
•
#DIY, #CurbAppeal, and #UpdatedCharm: for before-and-afters of properties you’ve been a part of.
Retrieved from https://adespresso.com/blog/instagram-for-real-estates.
a home but are just too afraid or busy to approach you for help. Instagram is a great way to ease into that business/ friendship relationship,” remarks Grossu. “I closed about five deals last year from Instagram directly.” Lead potential clients to your profile and boost engagement with the use of hashtags. A hashtag is a combination of letters, numbers or emojis preceded by the # symbol (i.e., #realestate, #newhome.) Hashtags are like keywords for a search engine, and when used properly, they can make your content more accessible for potential followers to discover on Instagram. Who doesn’t want that? Using hashtags can help bring more people to your posts, but don’t just stop there. Be sure to respond to comments and messages on your Instagram account. Neglect in this area could cost you, literally. Think of it as if someone called you about a listing. You would jump at the chance to call that prospect back. Treat Instagram comments the same way. If someone comments on your post and asks for more specifics on the property, reply to the comment with details so that everyone looking at your post now and in the future will get the same information. Or, respond by sending a private message to the user to get more personal information about their interest. TAKE IT A STEP FURTHER Pictures on your website or feed can only do so much. Features such as Instagram Stories, Instagram Live, and IGTV can help you deliver a variety of content to your followers. “I always love the stories section,” says Cole. “This feature serves as a great way to talk about your day in the life of a REALTOR®. These stories only stay active for 24 hours, so you can post away without feeling as if you are bombarding the public.” Take your prospects on a live tour of your listing using Instagram Live. Use Instagram Stories to show quick 20 INSIGHT • August 2019
snippets of your listings and what you are doing throughout the day. Make it more personal and fun by utilizing the gallery of Instagram stickers. You never know what might resonate with your followers and potential new clients. “There have been multiple instances where I posted an agent preview on my story, and then had friends reach out asking for more information about that house,” says Grossu. “Come to find out, they weren’t working with a REALTOR®, and thus, a new client relationship was formed.” NEXT STEPS There are a lot of different ways to think about how you should use a personal or business account to showcase your real estate business on Instagram. “I started with two accounts, a personal and a business. I realized that having two made no sense. The point of having an Instagram account is to attract followers, who will then lead to potential new business. If you don’t showcase your real estate business on your personal page, you are missing tons of opportunities from friends and family,” comments Grossu. She has one account and merges all her activities in one place. There is also an option to convert a personal page to a business account. This change allows you to get realtime metrics on how your stories and posts perform, plus insights into your followers and how they interact with your posts throughout the day. It gives you the chance to form a strategy and really follow the results. If you go this route, make sure to update your profile to mention your business website and contact details. Now that you are armed with all the right tools to use Instagram like a pro, it’s time to take your real estate marketing to the next level. Follow Grossu (@cristinaagent) and Cole (@acolerealty) on Instagram for even more ideas.
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ncrealtors.org • INSIGHT 21
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Multigenerational Homes Recently, NC REALTORS® past president and SRES® instructor Patrice Willetts used Facebook to ask her REALTORS® friends about a unique topic:
BY ALIYAH ROSS
CONTENT MARKETING COORDINATOR
Patrice Willetts: For my REALTOR® community: I need help defining "multigenerational home". In your opinion, is it a growing need? What would be the most important aspect of this type of property? Private entrance? Separate kitchen? One level? How are people updating homes to accommodate this need?
This Facebook discussion got us wanting more, so we decided to research the growing trend of multigenerational homes. ncrealtors.org • INSIGHT 23
Defining Multigenerational Homes
The Benefits of
To understand the growing trend of multigenerational homes, we must first define it. Based on research and conversations with NC REALTORS®, a multigenerational household consists of two or more adult generations living under the same roof. Examples include a couple who still has an adult child living at home, or an adult who lives with and cares for aging parents.
The Growing Need The trend of multigenerational homes is nothing new. In 1940, about 25 percent of the U.S. population lived with three or more generations in a single household. After World War II, this number decreased to 21 percent in the 1950s and hit an all-time low of 12 percent in the 1980s. Today, numbers are on the rise with 64 million Americans having two or more adult generations in a single home. According to the Pew Research Center, factors such as the need to provide care for aging parents and millennials moving out later due to massive student loan debt have contributed to the increase in these numbers.
Elderly Parents Americans are living longer, with a life expectancy of 78, thus creating a need for living spaces where they have support. This is especially true when elderly parents experience health complications and living with their adult children is often the best option for their well-being and to ensure supervision and adequate care.
Millennials Staying Home Younger generations are moving out of their parents’ home much later due to crippling amounts of student loan debt, rising housing costs and difficulty finding employment after college. According to the National Association of REALTORS®, more than 80 percent of people age 22 to 35 credit student debt as the primary reason why they are unable to own a home. The Northwestern Mutual’s 2018 Planning & Progress Study showed millennials having an average of $42,000 in student loan debt.
24 INSIGHT • August 2019
1 – Childcare Coverage With the rising costs of childcare, many grandparents who are well into retirement age have moved in to assist their working children with raising their grandchildren.
Americans are living longer 78 Years =
Life expectancy in the U.S.
$42,000 Average amount of student loan debt for millennials
More than 80% of millennials say student debt is the primary reason why they are unable to own a home
Multigenerational Homes
2 – Millennial Homeowners Sharing expenses provides an opportunity for millennials to save more money to work towards eventually becoming a homeowner. Research shows that millennials who live at home for a while, purchase their own home three years sooner.
3 – Generational Togetherness Multigenerational households encourage a sense of togetherness among generations. “A multigenerational home has worked out remarkably for our family, and we still get to share precious time, lots of laughter and family meals,” says REALTOR® Laurie Edwards of High Point.
Then & Now 1940
1950s
25% of the U.S. population had 3 or more generations in a single home
21% of the U.S. population had 3 or more generations in a single home after World War II
1980s
2019
12% of the U.S. population had 3 or more generations in a single home
64 million Americans have 2 or more adult generations in a single home ncrealtors.org • INSIGHT 25
In multigenerational homes, separate living quarters like a basement with valued features—such as a kitchenette, a bathroom and a laundry room— provide the comfort of privacy.
Features of Multigenerational Homes Privacy is a valued feature in multigenerational homes, especially for aging parents. “Elderly parents are accustomed to having their own home, so letting them keep that sense of privacy is important,” says REALTOR® Phyllis Furr of Charlotte. Many families fear losing this sense of privacy while accommodating different generations under the same roof, but features such as separate entrances and kitchenettes help provide the comfort of privacy. “We looked at a lot of different homes before we chose the one we are in. It has a private entrance, and even though it is in the basement, my mom said it didn’t “feel” like a basement,” says REALTOR® Amy Hedgecock of High Point. Her mother's area of the home has two bedrooms, a living room, a bathroom with a walk-in shower, a small kitchen and a washer and dryer, so she doesn’t have to walk upstairs to do laundry. “Oh, she even has a patio.”
Renovation and Relocation Most houses on the market today do not include the ideal features of multigenerational homes. Many families are 26 INSIGHT • August 2019
renovating their homes or relocating to accommodate multiple generations. Willetts experienced this when trying to move her mother into the home with her family after her father passed away. She first wanted to renovate her existing home, but zoning rules, costs and other setbacks made that quite impossible. Thankfully, a more appropriate home became available and provided all the features she was trying to add to her original home. “The home provided [my mom] with her own kitchen, bedroom, bath and storage, along with a private entrance. The lower level of this home was grade level, so there were no stairs, and she did not feel like she was in the basement,” she said. Plus, it provided a separate living space for Willetts, her husband and her 12-year-old daughter. That’s three generations under one roof. “My daughter then headed off to college, and a few years later, my mom passed away, so when it was just the two of us, we decided to sell and allow another family to enjoy all this home had to offer.”
What can REALTORS® do? As multigenerational homes become a growing trend, REALTORS® will need to be better equipped to deal with families in search of these types of properties. Obtaining the SRES® (Seniors Real Estate Specialist®) designation is a great place to start and prepares REALTORS® to assist aging citizens with selling, buying or relocating their property. “We are already seeing municipalities looking at their zoning and density rules and making changes to accommodate additions to existing homes,” says Willetts, a SRES® instructor. “I would encourage REALTORS® to put aside two days to attend the SRES® course. It is very insightful.” Learn more about the SRES® designation, sign up for an online course or find a class near you at sres.realtor.
Helping REALTORS® and Communities
Embrace Diversity
BY LEE NELSON Shaleen Young was born in Guam but was raised in Washington, D.C. She served in the military and came from a strong military family. Despite her successes as broker/ owner of Young Realty & Associates in Matthews, N.C., Young feels discrimination wherever she turns. “I feel like it happens to me every time I step into a room or open my mouth,” she says. “I feel that my words are thought about twice before considered. I feel like this is because of the way I look, or perhaps because I look young or because of the color of my skin. Maybe, it is a bit of paranoia, but that feeling is there.” Those feelings of being persecuted, prejudiced against or completely invisible to others because of a myriad of reasons hurt, humiliate and hinder ncrealtors.org • INSIGHT 27
people. That’s why diversity and inclusion have become top priorities of NC REALTORS®, and why we created the Mosaic campaign. Eliminating discrimination in the housing world, whether you are a buyer, seller, real estate agent, renter or community member, is part of the Mosaic. So is showcasing the diversity of NC REALTORS® members and their commitment to the REALTOR® Code of Ethics. Another piece: a big event October 8 at the Crowne Plaza Executive Park in Charlotte. The Mosaic | Discussions on Diversity event will encourage conversations on diversity and inclusion and inspire attendees to work together to be ambassadors of social change. All of this was inspired by the mission of the diversity committee, of which Young is the chair. This year, they are reaching out throughout the state to listen, present the Mosaic campaign and offer help to local REALTOR® associations. “I hope that the diversity committee will help bridge the gaps between people, that we will see more local associations having the diversity conversation, that we will see more diversity committees starting within the local associations and that diversity will no longer be a touchy subject but one that is embraced,” Young adds. 28 INSIGHT • August 2019
What the diversity committee is all about The diversity committee at NC REALTORS® develops programs and recommends policies to help manage risk when it comes to housing discrimination. They also help provide equal professional services to everyone. “The topic of diversity is in the news a lot more these days, and a lot of organizations and companies are doing diversity training,” says Amy Kemp, member engagement assistant for NC REALTORS®. She serves as a liaison to the diversity committee, along with Keri Epps-Rashad, director of business development. Companies such as Sephora and Starbucks recently closed their stores for a day or a few hours to train all their employees on diversity. In North Carolina, many of the local REALTOR® boards operate in very rural areas, where you don’t see diversity committees or diverse members on the committees at all. “We want to get into those areas and make them feel important and part of their associations and committees,” says Epps-Rashad. “It’s kind of heartfelt and warm when the local association executive in a rural area comes to us and tells us they need help. We are just igniting the conversation.” NC REALTORS® is offering tools, tips and experiences that can help the local associations to start their own diversity
“I hope that…diversity will no longer be a touchy subject but one that is embraced.” Shaleen Young NC REALTORS® Diversity Committee Chair
Follow #buildingthemosaic on social media and join us for Mosaic | Discussions on Diversity October 8 in Charlotte. Learn more at ncrealtors.org/Mosaic
path and create awareness. The committee adopted a mission statement this spring to further its cause: “Our goal is to promote REALTOR® voices in an inclusionary manner that reflects its members, local communities and statewide diversity opportunities and initiatives.” What diversity committee members are learning For three weeks, diversity committee member Adam Upchurch traveled to all 47 REALTOR® associations across the state to listen and educate on diversity. “Some associations felt as though this is too sensitive of a topic and were worried to take that next step,” he explains. “They didn’t know if it would backfire on them in the community.” Some associations had already established full-fledged diversity committees. But the most common theme he discovered was they just didn’t know where to start. The state committee is offering their expertise and investigating what funds, materials or other resources might be needed to help them move forward by next year. Upchurch, who owns Marvel Realty Group in Wilmington, also serves as president of Topsail Island Association of REALTORS®.
“My association has 150 white members. But the reality is that every member has a very different background. They didn’t all grow up in Topsail Island,” he says. “People use the eye test and say, ‘We aren’t diverse.’ It doesn’t work that way.” Diversity is about all kinds of things in people’s lives from their culture to gender identity to race to religion. Upchurch attended four different high schools in four different cities across the state. He was treated as an outcast in many of the cliques but was welcomed in other social circles. Every place possessed different cultures, ethnicities and lifestyles. “It created situations for me to learn to adapt to whatever situation I was in. I look back at it today and feel that it was a really good thing for me in business and in life,” he says. “I feel like it helped me understand people’s different perspectives.” Being born and raised in Barranquilla, Columbia, Patsy Irvin has a mixed heritage from Scottish, German, Italian and more. “The only thing I have Hispanic is that I was born in Columbia,” says Irvin, now REALTOR®/broker at Weichert Realtors PMI Group in Gastonia. She studied abroad in Paris and Spain, and for a few years, she served as an ambassador for Columbia in San Francisco. “Even though I’ve lived all over the world and met people ncrealtors.org • INSIGHT 29
from all cultures, as a REALTOR® I get to see different people from different parts of the world live right here. We are all unique and great in our own way,” she says. When people discriminate, she believes it’s totally about ignorance. They haven’t experienced others fully and listened to their stories. “How dull the world would be with just classical music. We should think that way culturally. Everybody in the world has their own food, music, thoughts and talents,” she explains. Irvin has witnessed her clients be discriminated against. One Hispanic man’s landlord promised him if he stayed in the trailer, it would be his one day. “That didn’t happen. People take advantage of people that can’t defend themselves. That breaks my heart,” she says. Going beyond the Code of Ethics Another piece of the Mosaic is that REALTORS® abide by a Code of Ethics, which states: REALTORS® shall not deny equal professional services to any person for reasons of race, color, religion, sex, handicap, familial status, national origin, sexual orientation, or gender identity. REALTORS® shall not be parties to any plan or agreement to discriminate against a person or persons on the basis of race, color, religion, sex, handicap, familial status, national origin, sexual orientation, or gender identity.
“The REALTORS® were pretty forward-looking in their recognition of classes of people who belong to federally protected classes, but also for members and consumers who belong to discriminated against groups of people who are not yet federally protected,” says NC REALTORS® CEO Andrea Bushnell. “I think it is imperative that we continue to press forward and ensure that we recognize and support these protections that are built into the Code of Ethics.” She’s not sure that all members are aware of these protections or even in agreement with the protections, but “they are bound by the Code of Ethics to protect these groups who are often discriminated against regardless. Ignorance of these provisions of the Code of Ethics is simply not an excuse and willfully ignoring these provisions is actionable,” Bushnell says. “What I see in the state or even the world shows me that embracing diversity is needed more than ever,” Young says. “That we as people are not as progressive as we should be. I see through comments to one another that if understanding and accepting diversity were priorities, we would be kinder.”
Lee Nelson is a freelance journalist from the Chicago area. She has written for Yahoo! Homes, TravelNursing.org, MyMortgageInsider.com, and REALTOR® Magazine. She also writes a bi-monthly blog on Unigo.com.
MOSAIC Discussions on Diversity 10.08.19 Crowne Plaza Charlotte Executive Park
KEYNOTE:
#buildingtheMOSAIC
Michael Fosberg
ncrealtors.org/MOSAIC
Writer & Performer
30 INSIGHT • August 2019
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For more details, please email Michael McKinney at mmckinney@ncrealtors.org.
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