Issuu

July 2022

Is it time to hire a

real estate coach?

ERIC T. NEITH also featured:

Carito Eguia

The pros and cons of trying to

time the market

Refresh your

real estate etiquette

contents

professionals 4

Ramping up — Is it time to hire a real estate coach?

Refresh your real estate etiquette

Email marketing 101 — Make the most of your efforts

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t featured cover agent

Eric T. Neith

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Carito Eguia

buyers &sellers 6

Top 10 Things every first-time home buyer should know

Weighing your options — The pros and cons of trying to time the market

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Ramping up — Is it time to hire a real estate coach? When you consider that even professional athletes earning tens of millions of dollars a year rely on a coach to help them perform their best, it is clear that everyone can benefit from a coach. Indeed, the argument can be made and supported that even those at the top of their career can benefit from the mentorship, guidance, and insight that a coach can provide. This is certainly true in real estate. But how do you know if you’re ready to ramp up your business and hire a real estate coach? Here are three signs that it may be time to hire a coach, along with reasons why they are worth the investment. You Have a Positive Attitude Towards Both Personal and Professional Growth — It has been said time and again that the only constant in real 4

estate is change. Though this is often referring to the changing cycle of real estate markets, it applies to professionals in the space as well. That is, if you’re not changing by way of growing as a real estate agent, you’re setting the stage for stagnation. On the other hand, if you welcome the opportunity to learn new ways to attract clients, better methods for negotiation, savvier means of generating referrals, and you’re willing to put forth the work to do these things, you’re ready to grow under the guidance of a coach. You Know That You Need Help in Certain Areas — Hiring a coach is only going to be useful if you are coachable (AKA teachable). In order to make the most of your experience with a real estate coach, you must be willing to look at your shortcomings, Copyright Featured Agent Magazine

When you consider that even professional athletes earning tens of millions of dollars a year rely on a coach to help them perform their best, it is clear that everyone can benefit from a coach.

and/or areas of strength. If you think there is nothing left for you to learn, hiring a real estate coach will only waste time and money. You’re Prepared for the Financial Investment ‘You have to spend money to make money,’ is a timetested truism in real estate. Just like you need to spend money on marketing listings, or marketing yourself as an agent, in order to make money via commission, it’s a good idea to invest in coaching.

If you know you need help, have a positive attitude about growth and learning, and are willing and able to make the financial investment into your long-term success, you’re in a great position to hire a real estate coach. After all, real estate coaches can help to: • Assist you in sharpening your tech skills

• Engage in role-playing to manage and serve clients with a higher level of professionalism • Guide you through proven prospecting methods • Help you learn to set and maintain a budget

• Hold you accountable to your sales, marketing, and lead generation goals

• Offer alternative viewpoints on any areas of conflict with clients or colleagues

• Provide you with feedback on various sales strategies

• Walk you through fear of failure (or success)

Real estate coaches can clearly be worth their weight in gold when it comes to taking your business to new Copyright Featured Agent Magazine

heights, but how do you find the right real estate coach? Here are four tips to help you find the coach best suited to your needs.

Ask for Referrals — Just like your buyers or sellers can be an unlimited source of potential income for you, your fellow REALTORS® can offer the same through referring you to a real estate coach who has helped them. Consider asking some of the top producers in your region who they count on for guidance and coaching.

Research and Research Some More — Compare the various programs offered by coaches to determine which offerings seem to be the best fit for your needs. Read reviews, watch videos, and reach out to others who have used specific coaches and/or coaching services.

Confirm the Coach’s Experience — It’s vital that your coach has practical experience, and a proven track record of success in real estate, so you can be sure you’re hiring a true professional who knows how to succeed.

Schedule a Consultation — It’s important that you and your coach are compatible. Scheduling a quick consultation to assure that your personalities mesh, and that you feel comfortable both talking and listening to your coach is crucial for a successful relationship and ensuing success.

When you’re ready to finesse your skills, identify and improve upon weaknesses, and see your business reach new heights, it’s time to hire a real estate coach. By following these best practices, you’ll be well positioned to accomplish your short-term goals, while laying a solid foundation for achieving long-term professional goals you have in mind. 5

Top 10 Things every first-time home buyer should know Buying your first home is exciting, stressful and life-changing. You’re going to be faced with a lot of important decisions along the way, and you’ll often have to make them quickly, so the more information you have going into the process, the better. Here are the Top 10 things every first-time home buyer should know.

Mortgage Pre-Approval Isn’t a Guarantee — Getting pre-approved for a mortgage is an important step, but just because you’re pre-approved, doesn’t mean you’ll actually get the mortgage. Financial missteps following pre-approval could derail your chances.

Decide Location Versus Space — Figure out what’s most important to you. Is it the neighborhood you’ll live in, or the amount of square footage you’ll have? Once you decide that, you’ll be less likely to compromise one for the other and avoid being talked into something you don’t really want.

Understand the Total Cost — You’ve saved for a down payment, you can afford the mortgage payment, so that means you’re good to go, right? Not necessarily. You have to take into account the total cost of home ownership, which includes insurance, HOA fees, property taxes, home maintenance & repairs and more.

Don’t Expect Perfection — Very rarely does your dream home look like your dream home the moment you step through the door. You have to be able to envision the possibilities and be ready to transform it into your ideal space. Be sure you’re looking at homes with an open mind. The School District Matters — Even if you don’t have kids or aren’t planning to, the school district in which your home is located affects the property value.

Don’t Make Rushed Decisions — While it’s true that you may have to make some quick decisions during the bidding process, don’t commit to anything you feel you’re being forced into or aren’t ready for.

Understand the Time Commitment — As a renter, you come and go as you please, and if something breaks or needs to be repaired, you make a phone call and that’s that. As a homeowner, you’re responsible for maintenance and upkeep, both inside and out, which will likely take a bite out of your free time.

Research the HOA — If you’re looking at a home in a community with an HOA be sure you read and understand the covenants, conditions, and restrictions (CC&Rs) and talk with your potential new neighbors to get a feel for how the HOA performs.

Don’t Be Afraid to Ask Questions — You’re about to make a huge decision. It’s perfectly normal to have lots of questions for your lender, your REALTOR®, the home inspector and anyone else involved in the transaction. Most real estate pros enjoy working with and educating first-time buyers, so ask away. It Should Be Fun! — The home buying process can definitely be stressful, but it should also be fun, too. After all, you’re about to realize the American Dream of home ownership. Enjoy the ride! 6

ERIC T. NEITH Copyright Featured Agent Magazine

ERIC T. NEITH

Eric T. Neith was involved in the real estate field for nearly two decades as an investor before earning his license in May of 2015. At that point, he left behind the catering business he’d been running for eight years and began working in real estate full-time. He expected that with his entrepreneurial skills and background in investment, it’d be a smooth transition. However, there were more than a few bumps in the road. He was left to figure out how to structure a business, arrange schedules, and attract clients, with very little guidance from his fellow agents. Now, as a seasoned agent himself, Eric makes a priority of showing new agents the support and mentorship that he needed back then. Eric joined EXP Realty in September of 2020, and started his team in April of 2021. In just over a year, the team has grown rapidly to include 14 agents who are 8

all actively selling properties. To Eric, seeing his team grow and develop is worth more than any award. “Their success is just as important as my success,” Eric says of his team, and his actions prove his words. He works hard generating leads for newer agents so they can build their own clientele. “It’s very important that everybody gets a cut of the pie.” The team culture is carefully designed to lead to happy, satisfied agents who are always learning and progressing and want to stay with the team long-term. This environment of collaboration, rather than cutthroat competition benefits not just the agents on the team, but the clients they work with as well. One thing his clients know they can count on is availability. Eric’s team works all over the Lehigh Valley in Pennsylvania. They keep very busy covering such a large area, but the fact that they are always ready to step

“IF YOU DO THE RIGHT THING WITH THE CLIENTS YOU’RE WORKING WITH, THE BUSINESS WILL ALWAYS BE THERE.” in for one another assures that nothing falls through the cracks. Someone can always cover an unexpected issue or spontaneous property viewing if needed. “We’re readily available,” Eric explains. “Loyalty is big for us. You have to make every client feel like they’re your only client.” He also makes a point of giving clients what they need, not what will lead to a quick sale. “I’d much rather show someone 20 houses that work for their family, than just push them into what probably isn’t the best thing for them long-term. If you do the right thing with the clients you’re working with, the business will always be there.” Copyright Featured Agent Magazine

His results certainly speak for themselves. Around 8590% of the team’s business comes from referrals and repeat clients, who clearly appreciate the reliability and integrity they’ve come to expect from Eric and his team.

While the agents on Eric’s team put a lot of dedication into their work, they make time for other things, too. Along with team building activities, they also engage in community service together. Last October, they threw Halloween parades for the local community. In November they gave away gift cards to allow families in need to buy supplies for Thanksgiving dinner. Eric likes serving 9

RELATIONSHIPS MATTER TO ERIC — WITH HIS FAMILY, WITH HIS FELLOW AGENTS, AND WITH HIS CLIENTS. others on a personal level, too. In fact, he says it’s his favorite part of working in real estate: “Helping a client achieve something they never thought they could.” Eric also enjoys educating people on the various programs and tools available that will allow them to go from renting to owning when they may not have realized it was an achievable option for them.

When he isn’t working, Eric enjoys spending time outside. He may be hiking, riding his motorcycle, or just taking in the great outdoors. More than anything, he loves spending time with his eight-year-old daughter. Relationships matter to Eric — with his family, with his fellow agents, and with his clients. That’s what makes him the kind of agent anyone would be lucky to work with.

ERIC T. NEITH

EXP REALTY, LLC | ALLENTOWN, PENNSYLVANIA

484.239.9130 | ERICTNEITH@GMAIL.COM | WWW.TEAMNEITH.COM 10

Refresh your

real estate etiquette

There was a time when the rules of etiquette governed everyday interactions, and breaking those rules was ground for (mild) scandal. Fortunately, social norms have relaxed over the years, and most of us operate much less formally than in times past. But even in this informal age — and in some cases, because of it — it’s important to observe a set of guidelines and best practices when it comes to real estate etiquette. That’s because, at its heart, real estate is, and always will be, a people business. And as the famous Maya Angelou quote says: “… People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” With that in mind, here are some simple rules of real estate etiquette that can help ensure you always make your clients and colleagues feel good about working with you.

Behave Respectfully Toward Colleagues Real estate is a unique profession in that your competition is often also someone with whom you have to get along to reach a successful outcome for your client. Cultivating a reputation as someone who is respectful to all the parties in a transaction — other agents, lenders, appraiser, stagers, inspectors and everyone else — will only serve you well. That means being on time for meetings (or calling if you’re going to be late), quickly responding to messages, being willing to resolve issues as they pop up and never speaking ill of someone behind their back. If you’ve heard someone else is difficult to work with, give them the benefit of the doubt. Go in with an open mind and you might find that the two of you hit it off and get along great. By demonstrating respect for your colleagues at every level, you’ll become someone other agents and real estate pros can’t wait to have the chance to work with again.

Offer Feedback on Listings — You take your clients to a home, they decide it’s not for them and then what? Do you just move on or do you let the seller know what your clients liked and didn’t like about it? Not offering feedback is a little like going on a first date and then never calling the person again — they’ll get over it, but they’ll always wonder what went wrong. Offering polite, constructive feedback is not only the right thing to do, it could lead to a deal. Copyright Featured Agent Magazine

If your clients like the house with the exception of a few small things or one big deal breaker, you might be able to get the seller to make concessions and create a win/win outcome for everyone.

Mind Your Manners on Social Media — Love it or hate it, social media is here to stay. And it can be a landmine for your business if you’re not careful. A simple rule of thumb, never (ever) write something on social media you wouldn’t say to someone directly, and never post a photo you wouldn’t want your mom to see. Even if you have separate business and personal accounts set up, clients and colleagues are bound to cross from one to the other. And while technically not social media, be careful with texting, too. Never talk badly about a person or a business via text; it’s all too easy to accidentally send it to the wrong person. If you simply must get something off your chest, call a trusted friend — ideally someone not in the business — and talk about it instead.

Work Out Issues One-on-One — No matter who you work with or what size brokerage you’re in, at some point you’ll have a disagreement with a colleague. When it happens, don’t be the person who immediately escalates the situation by involving your broker or cc’ing half the office on a snarky email chain. Work things out one-on-one, preferably face-to-face (too much can get lost in translation over email). It won’t always be easy, but when you gain the reputation for being someone who takes the high road, there’s a good chance those disagreements will hardly ever happen. Leave the House Like You Find It — Whether or not the listing is occupied, it’s important to leave it in as good (or better) shape, than you find it. Turn off the lights (if it’s approaching dusk leave one light on), straighten anything that gets moved and be sure all doors and windows are closed and locked — that includes interior garage doors and any exterior gates or security doors. Additionally, if you notice anything out of place, say, a leaky faucet or a trail of ants on the kitchen floor, do your best to remedy the situation and be sure to contact the listing agent immediately to let them know what you saw. 11

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When Carito Eguia, of Eguia Achu Real Estate and Management, brokered by eXp Realty, came to the United States from Peru back in 2000, her intentions were to study and obtain her associates degree. However, once that goal was achieved, Carito discovered her passion for the world of real estate and her life was changed forever. With an entrepreneurial spirit learned from her mother, the owner of Achu Realty in Peru, Carito set out on a new adventure.

Upon completing college, she landed an administrative position with a large-scale commercial project in Coral Gables, Florida. As she had her hands in many aspects of the project, Carito was inspired by several real estate professionals who were also involved. “I saw how they were able to help so many people become homeowners or investors and I wanted to do that too,” says Carito. “I also saw there was a huge need for bilingual agents in South and Central Florida, so I thought, why not? This is my time to be part of that dream!”

With more than 20 years of experience in real estate and property management, Carito has assisted countless buyers and sellers in Miami-Dade and Broward counties with her extensive knowledge of the market and unmatched customer service, and she is also licensed in the state of North Carolina. As nearly all of her business stems from repeat clients and referrals, Carito says, “I am by my clients’ side from the beginning of the transaction to the very end, and even after closing. I believe customer service is the key to success in any business.” Carito learned that from her very first job in this country as a waitress, and recalls how she quickly learned the importance of good service. “The only pay I got at that job was from the tips I earned and that’s how I survived.”

It’s something she has held on to all these years and carried over into her real estate business, and it has led to great success. Carito also remembers the advice she was given

Carito Eguia

early on in her career that helped her grow her business into what it is today. “Somebody once told me that no matter what, always have transparency with my clients. I am always honest and sincere and I put myself in their shoes so I can have a better understanding of what their needs are and what the next steps will be for their best outcome.” Carito’s charismatic personality, natural ability to interact with people, and strong negotiation skills have earned her an award, however, that type of recognition is not what she strives for. “There is no better achievement for me than to just be part of my clients’ dreams,” she says. “That is the best award I could ever receive.”

With her expertise in analyzing current markets and passion for South Florida real estate, Carito offers invaluable guidance to her clients as they consider the path that is right for them. “This is how I can help anyone who might be on the fence about buying. Maybe they feel like they’re not ready and they want to keep renting because there is so much competition right now, but when we sit down and do the math, their rent would probably be the same as a mortgage,” she explains.

Outside the office, Carito enjoys spending time as a volunteer at her church with the children’s ministry, as well as participating in charitable events that give back to the Latin American community. She enjoys reading and is currently pursuing her Master’s Degree.

Having obtained her Broker’s license in 2019, Carito looks forward to opening her own office in the near future, to share her knowledge with others looking to get started and grow in real estate. “I want to have likeminded agents come on board to help them learn more about the industry,” shares Carito. “There is so much potential here in Miami. It’s more than just buying and selling — this area is also very attractive to foreign investors. I read, eat, and walk real estate, so I want to share what I know with anyone interested in buying, selling, or investing in South Florida. This is my passion and it’s what I want to do for the rest of my life.”

Carito Eguia eXp Realty, LLC. | Miami, Florida 305.910.3662 | caritoeguia@gmail.com 12

Email marketing 101— Make the most of your efforts When it comes to marketing, there has never been a better time to be a real estate agent. The sheer volume of venues available in which you can showcase your listings, market yourself, team, or brand, and connect with others, is greater than at any other time in history. From blogging, to social media, to websites, to online and print publications, it’s truly a great time to be in real estate.

However, there is one marketing strategy that continues to dominate when it comes to yielding the best ROI — email marketing. True, by today’s standards, compared to social media and other digital marketing platforms, email marketing is a dated marketing strategy. Yet studies continue to show that when email marketing is done properly, it is still one of the most cost-effective ways to reach your audience, and more importantly, generate sales.

It’s important to note however, that a poorly planned or haphazardly executed email marketing campaign can certainly fall flat. So how can you increase the odds of your email hitting its mark? Here’s a look at five best practices to ensure your emails are received, opened, and acted upon.

Start with a Succinct, Snappy or Silly Subject Line — The subject line of your email will be seen before any of the content included in your message, so it needs to be succinct, but it also needs to be attention grabbing. For some REALTORS,® the magic formula may be a short but standout description of a new listing, while others may find a subject that is a bit sassy or silly receives better feedback. If you’re handling your email marketing on your own, try mixing it up, and evaluate the results from the different styles.

Be Mindful of Frequency — Emailing your audience too often will lead to email fatigue. Bombarding your database increases the likelihood that you’ll receive requests to unsubscribe. There are conflicting reports on how often you should be reaching out to your target audience, but more than once a week is typically not recommended. Many real estate agents find that once Copyright Featured Agent Magazine

or twice a month is perfectly sufficient for solidifying or maintaining top of mind awareness.

Time Your Distribution Wisely — Emails that are received at 2am are not likely to be deemed important. This shows that the sender is obviously not in touch with their target audience, or else they wouldn’t dream of sending an email in the middle of the night. Likewise, sending an email first thing in the morning is generally not smart, as you run the risk of the email being buried beneath others. Email tracking services are available and can help you determine when your audience likely reads emails, but if such a service does not fit in your marketing budget, a good rule of thumb is to stick with mid-morning, mid-afternoon, and early evening. Make Sure Your Emails are Mobile Friendly If you are sending an email that contains graphics or a video, make sure that it is optimized for a mobile device. Studies have shown that not only do most people read their emails from their phone or tablet, they also delete and/or unsubscribe to emails that are not optimized to be mobile friendly.

Conclude With a Call to Action — A marketing email that doesn’t prompt readers to act is an ineffective email. Every marketing email you send should have a call to action, however small it may seem. Drive people to your website, tease them with a new blog entry, entice them to click on a listing with a preview, ask them to call you, or ask for a referral, but make sure you do something. A call to action is imperative.

Many REALTORS® will find that having email marketing campaigns automated removes a great deal of stress, and reduces the likelihood that they’ll go too long without contacting their database. There are many such services available, but if you don’t know where to start, ask a successful colleague what has worked for them. Even in the inherently competitive real estate industry, a trusted colleague, manager, or business coach will be willing to share their secrets for successful email marketing so that you too can take your business to the next level. 13

Weighing your options — The pros and cons of trying to time the market

In many circles, when conversations about buying and selling homes arise, the concept of “timing the market” invariably emerges. Some people will swear by the practice, citing example after example of instances where buying low and selling high has worked for them, or for people they know. Others will say that timing the market is not only impossible, but that the best time to buy or sell is when you’re ready to buy or sell. Period.

So, what is fact and what is fiction? Can the market be accurately timed, so as to mitigate spending and maximize profit? Or are those who seem to have an uncanny knack for buying when homes are at their lowest price, and selling them at the highest points, just incredibly lucky? Unfortunately, despite entire books being devoted to the practice of learning how to time the market, it’s most certainly not an exact science. But like most things in life, there are definite 14

pros and cons to trying to time the market. Here’s a look at some of them.

The pros of trying to time the market

Ensures Education — If you’re attempting to time the market, you’re going to have to do your homework. You’ll need to monitor home values, interest rates, FED rates, neighborhood appreciation/ depreciation, inventory levels, and more. Overall, this works to your benefit, as you’ll be learning something new nearly every day, which can only help you to become an even savvier buyer or seller in the future. Knowledge is indeed, power. Protects Your Pocketbook — Being mindful of what the real estate market is doing certainly increases your likelihood that you’ll get a better deal than if you completely omit market conditions from your

Can the market be accurately timed, so as to mitigate spending and maximize profit? Or are those who seem to have an uncanny knack for buying when homes are at their lowest price, and selling them at the highest points, just incredibly lucky? mortgage interest rates drop to their lowest, can lead to missed opportunities to invest, or to become a homeowner. Holding out for just one more price reduction or decrease in interest rates may cause you to lose out on an incredible deal. Missed Opportunities to Make Memories Waiting too long to buy or sell, in effort to time the market can ultimately cost you valuable time. Instead of taking the profits from a home sale and purchasing a new home when conditions are favorable, you ultimately may miss out on awesome opportunities to make new memories in your home. Consider that buyers who attempt to time the market perfectly may miss the chance to celebrate special occasions and milestones in a new home.

investment strategy. Generally speaking, making an effort to time the market, although not failsafe, will make you a more informed buyer or seller, thereby increasing your likelihood of securing better pricing, terms, concessions, or conditions.

Puts You in a Position of Power — Whether you’re a potential buyer in a down market, or a seller in an up market, you have a lot more bargaining power during decidedly lopsided markets. Subsequently, as a buyer or seller, you will have far more leverage in an unbalanced market than during periods of relative equilibrium/neutrality in the real estate market.

The cons of trying to time the market Potential for Letting Great Properties or Profits Pass You By — Trying too hard to wait to buy until home prices hit rock bottom, or when Copyright Featured Agent Magazine

Market Stability Is Never Guaranteed — It’s long been said that the only constant in life, is change. That’s undeniably true when it comes to the real estate market. There is no guarantee that interest rates, or home prices won’t change on a dime. The inherent unpredictably of the real estate market means that even the most well-laid plans for buying or selling are not immune from potential and/or substantial market swings.

Although there are benefits and potential pitfalls to consider when deciding whether to try your hand at timing the market, one irrefutable fact remains. An investment in a home is a significant undertaking. For the overwhelming majority of people, it will be one of the biggest financial decisions of our lives. As such, deciding to buy or sell is not something most people will want to go into alone, or haphazardly. With the help of an educated REALTOR,® a skilled mortgage professional, and guidance from other trusted advisors such as your CPA or financial advisor, conducting due diligence before making any decision just makes sense. 15

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