DISTRICT YOUR NORTH HOUSTON REAL ESTATE RESOURCE
ISSUE NO. 1 // JANUARY 2018
TODAY'S AGENT IMAGE Your Image Matters: photos that make an impact
FIGHT THE CRASHING BLUE WAVES. ELEVATE YOURSELF. I T A L I A N
P R O V E R B
SETON S'ROTIDE
ELEVATE YOURSELF Hurricane Harvey wreaked havoc on Houston this past August. The effects of this catastrophic weather event have touched all of us in some way or another. Some lives will be changed forever because of it.
There is always opportunity in disaster. Opportunities to help your neighbor, opportunities to help your community – opportunities to help yourself.
This isn’t the time to sit around and wait. It’s not a time to worry about what’s next. This is the time to stand up and look for ways to rebuild. Look for ways to rebuild your communities, for ways to continue growing in your career, and above all, looking for ways to rise above.
The theme of this first edition of District Magazine is “Elevate Yourself.” I chose it because to elevate yourself is to rise above. There will always be ebbs and flows in the marketplace. History proves that. But if you distinguish yourself as a leader; if you stand up and say, “How can I help?”; if you elevate yourself and become part of the solution…well, then, nothing can keep you down.
I hope this magazine inspires you, motivates you, and maybe even teaches you a few new things. For my part, I’m going to do everything in my power to help you succeed. Let’s work together to elevate our businesses...together.
VERONICA BAREFIELD CO-OWNER AND CEO KELLER WILLIAMS REALTY PROFESSIONALS VERONICAB@KW.COM C: 281-773-8373 O: 281-444-3900
5 Real Estate Tech Trends for 2018
The Essentials for 2018
Old Dog, New Tricks
Next Level Agent Photos
How to Get in on The Luxury Home Market
Agent2Agent
Tips for Making Tax Time Easier
EUSSI SIHT NI
Editor's Note
5 REAL ESTATE TECHNOLOGY TRENDS TO WATCH IN 2018 It can definitely be challenging to sift through the latest news, but even more so, the difficulty is in figuring out which trends are important and here to stay. The answers to these questions, though often left without confidence, will dictate strategic decisions from today’s biggest investors, agents, and brokers. The ones who pick right will be separated from the rest of the pack.
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ONLINE BRANDS WILL DOMINATE
2018 is finally the year where real estate agents will not only be encouraged, but rather expected to have built up an online brand and portfolio of their work. Buyers and sellers are looking online first, not only to find out your contact information, but also to “see your credentials and digital footprint.”
MASS MARKET EVERYTHING
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We have been talking about it for years, but perhaps 2018 is finally the time for smart home automation to take the spotlight among American consumers. Agents, brokers, and investors will need to stay ahead of the curve, rethinking how they can integrate new gadgets and gear into their home displays.
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MORE SPECIALIZATION
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GENERATION Z IS ALMOST HERE
With social media becoming a more and more powerful tool for broadcasting messages, real estate agents will be expected to heavily invest their time and resources in building their online presence. Facebook. Snapchat. Instagram. Linkedin. There are so many options and so many different interfaces you can choose to learn. With all of the different platforms to choose from, which is best and will win out? Facebook is the winner. Due to the massive number of people on Facebook, your content can reach such a large audience. People can learn more about home buying thru casual post online, whether it’s information about the home, a video tour, photos, or info on how to reach you. It is one of the best ways to market a home.
SMART HOME AUTOMATION
In the past, real estate agents have been generalists, able to “sell anything” because the process has basically been the same across verticals. Now, the best agents differentiate themselves by specializing, and paying attention to the small nuances that most others leave out. The little things matter, whether you are selling a multimillion dollar mansion or small condo actually makes a big difference in how you want to present the home.
For years, microeconomists have debated and analyzed the tastes and preferences of millennials, the most powerful and eclectic group of consumers to date. But now, there is a new cohort, Generation Z (born since 1995), that is quickly taking over.
The Essentials The Four Essentials You Need to Address to See Success in 2018
As 2018 rapidly approaches, the time for building out your business plan is here. Many of us start the process in August, September or October. If you've been too busy to plan for next year, we understand but it's time to get moving.
Digital tools: Today, the three undisputed digital marketing essentials for agents are blogging, social media and email. An agent’s blog should function as a “hub”; it’s where consumers discover agents’ custom digital content. Once posted, social media and email are the best digital channels for disseminating a blog’s content. To expand reach across these channels, incorporate lead scoring,
According to Inman, there are four essentials real estate agent need to address to see success in 2018: Strategy: Your strategic plan must be technical and complex because the digital tools — working in tandem with traditional media — require a sophisticated methodology for reaching new and past clients. If your service or provider’s strategy doesn’t encompass content, market analysis, tracking and a firm, diligently maintained schedule for consistent delivery, find a new partner.
routine referral campaigns, lead nurture material, enticing lead-capture forms and web cookies. Farming: The most powerful and comprehensive way to farm is still through direct mail. Data & Marketing Association’s (DMA) most recent survey shows that direct mail is seven times more effective than all digital channels combined. In 2016, marketers reported an ROI of 27 percent from standard direct mail, while agents mailing custom newspapers report ROIs of 400 percent and higher, the DMA report showed. Why so effective? Mail — including marketing mail — can be easily targeted
Content: Content is marketing’s sine qua non,
to an entire neighborhood, not just subsets, and
literally “that without which there is nothing.” To
gets an 80 percent “open” rate, according to DMA.
survive, your content must shift to what matters most to your prospects. Today, custom, “hyperlocal” content is the key. It’s used by the nation’s most successful and best agents to dominate their markets. Content builds relationships and improves SEO. Google’s algorithms have moved from keywords and backlinks to relevance — and quality content often registers as extremely relevant.
Content and channel integration is the critical component for making it all work. Choose a system that blends technology and strategy with content and agency-like campaign management.
Old Dog, New Tricks How Top Producers Adjust Their Business in a Shifting Market When the market shifts, shift with it. Don’t try to fight it or deny it. Top agents are on top of their markets. Get real and get right. Local shifts happen very quickly from a sellers’ market to a buyers’ market. (Buyers’ to sellers’ markets happen gradually). If you were around in April 1990, you know what we mean. It shifted quickly and took two years for prices to stop dropping (eventually by 40 per cent). The game of real estate is played between your ears. You must adjust your mindset and your actions quickly. K.A.S.H . Knowledge, attitude, skills and habits are what you need to focus on right now. Find the motivated. There is a difference between a buyer and buyer-buyer and a seller and a seller-seller. A buyer wants to buy but a buyer-buyer must buy…. same with sellers. Focus on your core competencies 80 per cent of the time: *Get the training and knowledge you need *Lead generate and capture *Manage your money!
STAND OUT IN THE CROWD
NEXT LEVEL PHOTOS By Jennifer Almblad Owner, SYM Marketing Photographs by Derrick Bryant
In today's marketing landscape there is a lot of talk about the importance of brand message. What exactly is a brand message? How do you as an agent, communicate your message? Well, one of the most efficient ways to do it is with your photos. With the number of Real Estate agents in the market growing, it's easy to get lost in the crowd. Taking your headshot to the "next level" can help you stand out and make a solid first impression. Here are some pointers to help make accomplishing that goal easier. 1. Hire a professional portrait photographer. Be sure to check his/her portfolio to ensure they can capture what you want. 2. Do a variety of in-studio shots. Backdrops and lighting can change the entire mood of the photo. 3. Bring wardrobe options and use them all. Different looks will be used for different advertising. 4. Google unique portrait poses and send the photos you like to your photographer in advance. The better they understand what you are looking for, the better chances you have for a successful shoot. 5. Be genuine. Don't try to be something you're not with your photos. Allow your photos to tell the story of who you are. 6. Leave fear at the door. Don't let the fear of being the "odd one out" stop you. This is exactly the time to be different.
FRANK BROWN REALTOR®
HOW TO GET IN ON THE LUXURY HOME MARKET Even if you live in an area where the luxury home
Educate Yourself on Luxury Finishes and Designs
market is quiet, you can get in on the action. In fact, a quiet market means you could have less competition
If you want to be taken seriously in the luxury home
from other agents. Here are some ideas to try out.
market, you have to be able to “talk the talk.” You’ll need to know how to identify and market luxury
Market Your Boutique Services
finishes like Carrara marble and gilded walls. Clients will want to know that you understand the value of
Luxury home buyers and sellers may be less willing to
high-end homes.
spend time doing things like browsing internet listings, or being lectured about lowering
Invest in a Top Tier Website
expectations. To gain trust and loyalty, market your boutique services and offer things such as: A custom, leather-bound portfolio of available luxury homes with pages of glossy photos and detailed descriptions of each room. Providing luxury transportation to a viewing in the form of a limousine or exotic sports car (rented by you). Offering a dedicated, private cell phone number where they can reach you anytime, day or night.
Your broker likely offered you a page on their website where you can post your image and profile info. This won’t be enough to attract high-end listings, though. Invest in a modern, top quality website with your own custom domain name. Feature the kinds of luxury homes that you’d like to represent, and keep the lower priced homes in the background. Or, you can post lower-priced homes on your broker’s site, and keep your personal website dedicated to luxury homes.
Start Networking in a Higher Circle You probably won’t meet potential luxury home clients at your neighborhood barbeque. Look to more discriminating events to rub shoulders with wealthy homeowners who might become future clients. These might include a local country club, private golf course, or a local theatre. Consider volunteering for local charities, which is where many wealthy people spend time in order to give back to the community. Be Ready to Provide a Reasonable Valuation When you do get the ear of a potential client in the luxury home market, be ready with a realistic figure of what they might hope to get for their home. You’ll be able to do this with some prior research on neighborhood property values. You'd be surprised at how willing a person might be to consider selling for the right price. Of course, always have your professional business card ready to offer when the opportunity arises for a new contact. Even in this digital age, a beautiful business card and a firm handshake still make a powerful lasting impression.
"Keep score. Know your numbers, know your goals, and what actions you will take to achieve them."
Agent
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D: What have you done this past year to take your business to the next level? WD: Reeducating and getting back to the foundation of education so you don’t go stale from doing the same thing over and over again. Role playing- practicing because you don’t want to practice on your clients and make it feel nature that way it comes out nature. Keeping to date with your clients and know that a 45 year only isn’t going to view a modern home the same way a 25-year-old would because they are all wanting different things. Also being as resourceful for his clients as he could be.
Agent
with Walter Davis, REALTOR®
D: What suggestions do you have for keeping your business on track during a shifting market? WD: Keep score. Know your numbers, know your goals, and what actions you are going to take to achieve them. Take it in small pieces and build your way up to achieving that set goal. Continue to reevaluate those goals as you hit milestones. Additionally, education. You must know all aspects of your industry inside and out. Knowledge is key to being successful, even in a challenging market.
D: How are you building your business inside and outside of the office? WD: Outside the office is definitely taking a more active approach in building relationships with people on social media and interacting. I've used social media platforms in the past but not to the level I do now. I've had to work towards being more purposeful and building the right audience but I can see it paying off now. Also, using resources and culture. The culture in my office is one of very open communication and constantly pushing each other to excel. Mindset inside the office propels us to greatness.
Ideas for Making Tax Time Easier A Few Small Changes Can Make Things Better Tax time is rarely pleasant, except when you’re expecting a big refund. As it stands, tax forms are complicated, especially when you are a business entity, such as is the case with real estate agents. Here are some ideas to make tax time easier. You’ll be able to implement some of them right away. Others can be taken advantage of in time for the 2018 tax time. 1. Hire an Accountant Who Works With Real Estate Agents You’ll be doing yourself a huge favor if you seek out an accountant with specific real estate agent tax return experience. These are the accountants who will be able to understand all your revenue channels, as well as help you maximize your deductions as a real estate agent. Even if you already have an accountant you work with, it’s worth talking to one with specific real estate expertise. 2. Set Up a Separate Cell Phone Account Your broker and your clients call unexpectedly, and you need to be available to them. But that doesn’t mean you should blend your personal cell phone use with your professional cellular use. Make an investment in a second cell phone that’s dedicated to business use. You’ll be able to instantly deduct 100% of the cost of that phone to your business without having to guesstimate the percentage of business calls versus personal calls. 3. Keep Track of Mileage With an App Use a free mileage app such as MileIQ to keep track of deductible mileage on your vehicle. You’ll be able to instantly give your accountant the total miles driven for business without the hassle of handwritten mileage logs. 4. Use a Separate Credit Card for Business Purchases This may sound obvious, but many real estate agents continue to use their personal credit cards for business purchases. This is especially prevalent because an increasing number of credit card companies offer category sorting services for their customers. No matter how convenient you think those services can be, nothing is better than having a credit card that you use solely for business expenses, and which you can immediately total for your accountant’s purposes for your tax return. The better you are at organizing your income and expenses throughout the year, the easier it will be for your accountant to help you take advantage of every tax break coming your way.
Still
WE RISE
VERONICA BAREFIELD CEO & CO-OWNER
VERONICAB@KW.COM C: 281-773-8373 O: 281-444-3900