ABOVE Winter 2014

RE/MAX R4 GUIDE

WHAT TO KNOW BEFORE YOU GO PAGE 25

THE RE/MAX MAGAZINE WINTER 2014 REMAX.COM/ABOVE

Far From

ORDINARY RE/MAX Associates aim higher in their lives and businesses

MODEL CITIZEN British Columbia star Tony Joe PAGE 30

PLUS ALL-STAR ROOKIES

13

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MARKETING POWER 17

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RETURN TO RE/MAX 38

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OPENING REMARKS

Difference Between Reason and Purpose

BY WENDY BUNCH, BROKER/OWNER, RE/MAX PURE, MARIETTA, GA.

Wendy Bunch started her RE/MAX career in 1996, earned the Lifetime Achievement Award in 2005 and opened a RE/MAX office in 2013. The new Broker/Owner exemplifies all the good that comes from working with passion, always pushing for more and embracing the RE/MAX competitive advantages.

ABOUT THIS COLUMN Opening Remarks features the thoughts of top RE/MAX leaders, speaking on major themes within ABOVE.

I

F SOMEONE WERE TO ASK US why we became Realtors, I would expect most of us to have similar answers.

We love helping our clients reach their goals. We find satisfaction supporting families and the housing market in our communities. We’re motivated by the competition to earn and close the sale. And as RE/MAX agents, we especially love the freedom we have to think and act like entrepreneurs, and run our business our way.

It’s easy to list reasons. But how would you respond if someone asked, “What’s your purpose?” The answer might not come to mind as easily.

That’s probably because purpose implies a plan of action, as well as the vision to create it and the commitment to see it through.

Defining our purpose pushes us to think past reasons for what we do and challenges us to set parameters that guide our actions every day.

In my case, I set a goal to open my own RE/MAX franchise. One of the many reasons is that it simply felt like the right and natural next step for me. My purpose for doing this, on the

other hand, is not really about me. My purpose is to create an experience for my clients and agents that shows I put them first. This comes through in my commitment to listen more than I speak, serve their needs on their unique terms, gain more industry education to better support them, and embrace changes in technology that will help streamline all our communications and processes.

Having a clear purpose matters.

Now is as good a time as any to start defining one – or maybe refining one. A purpose is not something to set and forget; it should evolve.

And we’ve all made the choice to be part of the RE/MAX network, with a culture of continual evolution and improvement. There’s endless encouragement and support to take a more purpose-driven approach in our businesses and our lives.

As RE/MAX Affiliates, we expect more of ourselves and we want others to expect more from us, too.

If you’re looking for inspiration to tackle the year with purpose, the stories and agents featured in this edition of ABOVE might offer just what you need.

REMA X .COM/ABOVE • WINTER 2014

1

features

34 30

– TONY JOE (PAGE 30)

2

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

CONTENTS

25 30 34

ONE WORLD. ONE RE/MAX.

REUNITE. REFRESH.

REWARD. RECOMMIT. For thousands of RE/MAX Associates, the 2014 RE/MAX R4 celebration will be a time to network, learn, party and enjoy an all-star lineup of speakers and entertainers.

NO ORDINARY JOE Passionate about community and clients, top producer Tony Joe has forged extraordinary connections in the city he loves.

FIRING ON ALL CYLINDERS Proving that exceptional talent soars in the right setting, Elaine Koch has kicked her career into an even higher gear.

ABOVE ONLINE

View this and past editions of ABOVE at remax.com/above. Enhanced with videos, ABOVE Extra online exclusives and additional resources, the ABOVE website is a fun, interactive way to experience and share the magazine.

ON THE COVER LIFETIME ACHIEVEMENT AWARD RECIPIENT TONY JOE OF RE/MAX CAMOSUN OAK BAY IN VICTORIA, BRITISH COLUMBIA. PHOTO BY DEREK FORD

PHOTOS BY DEREK FORD (TONY JOE); MARK REGAN (ELAINE KOCH)

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IN EVERY ISSUE:

ABOVE

01 OPENING REMARKS 48 JUST FOR FUN

®

WINTER 2014, VOL. 4, NO. 1

10

ABOVE, a quarterly publication (January, April, July, October), is the official magazine of RE/MAX, LLC, the international real estate franchisor serving the industry’s most productive sales network.

RE/MAX World Headquarters 5075 S. Syracuse St. Denver, CO 80237-2712 PO Box 3907 Englewood, CO 80155

remax.com

®

RE/MAX, LLC

17

10 OPEN ROAD, OPEN HEARTS

Bruce Johnson and his daughter ride a motorcycle from Canada to Costa Rica to raise money for Children’s Miracle Network.

12 IN WITH THE NEW

ABOVE

CREATIVE SERVICES DIRECTOR Collin Meek SENIOR MANAGING EDITOR & ABOVE CHIEF EDITOR Amanda Derengowski

22 MASTERS OF CONVERSION

For Erika Hudson and Maria De Leon, LeadStreet is a way of business.

FULL SPECTRUM

38 LIKE NOWHERE ELSE

The welcome mat is always out for driven agents who want to return to RE/MAX.

40 LAVISH AFFAIR

The inaugural RE/MAX Luxury Forum brought together top agents who use The RE/MAX Collection.

13 ALL-STAR ROOKIES

42 ALL ABOUT TOWN

BUILDING BLOCKS

ABOVE & BEYOND

17 THE POWER OF THREE

These marketing pros have smart approaches that maximize exposure.

20 TIME TO SPECIALIZE

Consider the Certified New Home Specialist Program through RE/MAX University.

21 PUT IT IN INK

Digital marketing is hot, but flyers and postcards still pack a punch.

4

SENIOR EDITOR Deborah Kearns

National Association of Home Builders award winner Quint Lears of New Mexico shares new-homes sales tips.

Motivated new licensees take the field with RE/MAX confidence and quickly post big-league results.

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

PRESIDENT Vinnie Tracey

EXECUTIVE DIRECTOR, CORPORATE COMMUNICATIONS George White

INSIDE STORY RE/MAX Japan joins the network; social media contest is a “Perfect Fit”; Long Drive numbers say it all; top franchise rankings; and more!

VICE CHAIR & CO-FOUNDER Gail Liniger CHIEF EXECUTIVE OFFICER Margaret Kelly

EXECUTIVE VICE PRESIDENT, GLOBAL COMMUNICATIONS AND BRANDING Mike Ryan

38 6 SNAPSHOTS

CHAIRMAN & CO-FOUNDER Dave Liniger

EDITORS Katharine Davis

Dorota Wright-O’Neill

To reach the editors of ABOVE, call 303.796.3339 or email above@remax.com.

To order additional copies, visit the Shop RE/MAX website at shop.remax.net.

Copyright © 2014 RE/MAX, LLC. All rights reserved. ABOVE is a registered trademark of RE/MAX, LLC. The material herein may not be duplicated, copied or reproduced – in whole or in part – in any way without written permission. ABOVE magazine is provided to RE/MAX Affiliates as one of many benefits. The opinions of guest contributors and interviewed guests are their own and not necessarily those of RE/MAX, LLC, or its Affiliates, or any of its owners, officers, employees or agents.

RE/MAX, LLC, is not responsible for the content of advertisements and assumes no liability for any claims arising therefrom.

RE/MAX, LLC, is an Equal Opportunity Employer and supports the Fair Housing Act. Each RE/MAX office is independently owned and operated. ®

RE/MAX Georgian Bay Realty in Ontario has been voted the top realty company in Midland for 14 years in a row.

45 BANDED TOGETHER

RE/MAX Rockin’ All Stars brings down the house to benefit Children’s Miracle Network in Canada.

46 GREAT STRIDES

Tina McDonough of Washington received a Realtor magazine Good Neighbor Award for supporting Susan G. Komen.

www.hungryeyemedia.com 800.852.0857 PRESIDENT Brendan Harrington EDITOR Tom Wilmes ART DIRECTOR Lindsay Burke DESIGNER Alithea Doyle PROJECT MANAGER Susan Humphrey

ADVERTISE IN ABOVE! NATIONAL AD SALES

Susan Wist 303.378.1626 susanwist @hungryeyemedia.com

Let us help you build your business Here’s to our continued commitment to success. Let’s build on our long-standing relationship and create an even stronger one. We can accomplish this together through: • A variety of strategic alliances that can help you manage and grow your business • A dedicated short sale escalation web tool and online education at the Bank of America Agent Resource Center • Bank of America Merchant Services electronic payment processing solutions that can help Broker Owners streamline office operations • Bank of America at Work® program for RE/MAX affiliates* If you’d like to learn more about how we can work together to build your business, please contact Shay Shearer, National Relationship Executive, at 1.502.287.2675 or shay.shearer@bankofamerica.com.

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Equal Housing Lender. ©2013 Bank of America Corporation. Credit and THIS INFORMATION IS NOT INTENDED OR AUTHORIZED FOR CONSUMER DISTRIBUTION. Bank of America, N.A., Member FDIC. collateral are subject to approval. Terms and conditions apply. This is not a commitment to lend. Programs, rates, terms and conditions are subject to change without notice. All trademarks are the property of Bank of America Corporation or their respective owners. Bank of America and other advertised companies are separate entities; each is independently responsible for its products, services and incentives.

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INSIDE STORY

SNAPSHOTS

RE/MAX Opens in JAPAN THE BRAND ENTERS THE LAND OF THE RISING SUN, WHERE REGIONAL LEADERS ARE READY TO HARNESS ITS POWER BY DEBORAH KEARNS

HISTORIC MOMENT RE/MAX JAPAN COFOUNDERS YOSHINORI IKEZOE, FRONT LEFT, AND JOHN FOU, FRONT RIGHT, ALONG WITH THEIR REGIONAL TEAM, MEET WITH RE/MAX PRESIDENT VINNIE TRACEY, CENTER, AT RE/MAX WORLD HEADQUARTERS IN DENVER.

Y

OSHINORI IKEZOE, CO-FOUNDING PARTNER AND CEO OF THE NEWLY LAUNCHED RE/MAX JAPAN region, sat down with ABOVE during an October training week in Denver to explain why he and Region Owner John Fou took the momentous step.

6

CHOOSING RE/MAX

A REGIONAL FOCUS

THE JAPANESE MARKET

THE RIGHT AGENTS

“In real estate, timing is everything. This is the best time to introduce the RE/MAX brand in Japan. We expect to see an increase in the liquidation of property assets, and the Japanese government is becoming more open to change and market innovation. We also feel RE/MAX offers a mobile environment that allows more leads to go directly to agents, which is a major competitive advantage for us.”

“Japan is a very advanced marketplace when it comes to technology, and we could soon become a global leader.

We’ll focus on building technology tools for agents with the help of GryphTech (the main web-services provider for RE/MAX global regions).

We’ll also give agents the ammunition of a contact and lead database no other brand can offer.”

“Japanese citizens and businesses do a majority of the buying and selling. In terms of new and existing homes available, it’s halfand-half. Japan’s real estate industry is highly regulated, and there are roughly 920,000 licensed agents across the nation.”

“Above all, we want seasoned, experienced professionals. We also want to recruit women and active seniors, in particular. But we’re certainly open to training the right beginners.

Much like the model Dave Liniger put into place all those years ago, we want to recruit the best real estate agents Japan has to offer.”

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

ABOVE Online

VISIT REMAX.COM/ABOVE FOR EVEN MORE RE/MAX NEWS AND FEATURES, BONUS TIPS, ONLINE EXCLUSIVES AND VIDEOS, INCLUDING:

Family Team Leaves Coldwell Banker for RE/MAX Unhappy with the lack of support and services from Coldwell Banker, the Giancola Team is flourishing at RE/MAX.

261 LIKES!

131 LIKES!

Five Sales in First Week at RE/MAX When HomeSmart Realty’s No. 2 team joined RE/MAX, even bigger things started happening for the WORTH Group.

The Place for Entrepreneurs Renee Buckhoff explains why she came to RE/MAX – and why she’s never looking back.

203 LIKES!

170 LIKES!

7 Ways to Use Social Media Like a Pro Andrew Neal shares tips for turning Facebook, blogs and websites into lead-generating machines.

LIKE IT!

Delivering Service that Wins Referrals – and Awards Joan Jackson, a two-time winner of customer satisfaction awards, shares her tips for keeping clients happy.

LIKE WHAT.YOU’RE READING?.

Let everyone know by posting comments, downloading PDFs to share and using the Twitter, Google+ and Facebook icons to link to your favorite articles.

CONTACT THE EDITORS

Send comments, inquiries and story ideas to above@remax.com.

Just because your deal is delayed doesn’t mean your commission should be too.

Providing RE/MAX® real estate professionals a variety of commission advance products for maintaining steady business cash flow.

1 (877) 882-4368 www.eCommission.com agent@ecommission.com

REMA X .COM/ABOVE • WINTER 2014

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INSIDE STORY

SNAPSHOTS

BY THE NUMBERS

84

STORIES ENTERED

A Big WIN

THE “WHAT’S YOUR PERFECT FIT?” SOCIAL MEDIA CONTEST BUILDS BRAND AWARENESS – AND AWARDS ONE LUCKY WINNER $10,000 RE/MAX ASKED “WHAT’S YOUR PERFECT FIT?” AND MORE THAN 80 PAST, PRESENT and future RE/MAX customers answered. During the six-week, multiplatform contest, consumers revealed what makes their home a perfect fit.

Dusan Slepcevic of Nevada captured the votes of thousands of online visitors with his story. His love for his yard – full of lemon trees, rose bushes and grapevines – earned him the $10,000 grand prize.

“My grow-anything yard is an inspiration to me,” Slepcevic says. “I shared it with RE/MAX to show how even the outside of your house – landscaping, the view, a place for the dog to run – can make your home the perfect fit.”

IMPRESSIVE YEAR FOR LONG DRIVE Through fall coverage of the RE/MAX World Long Drive Championship finals, more than 14.4 million people around the world who tuned in to the Golf Channel knew your brand was behind all the excitement.

And in December, an NBC highlights show drew even more viewers. They had one more chance to watch Tim Burke of Orlando blast the ball 427 yards to win the $250,000 grand prize.

This graphic showcases more incredible results.

8

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

265

AVERAGE WEEKLY NEW FACEBOOK FOLLOWERS

68,290

AVERAGE WEEKLY TWITTER REACH

20.9 million

TOTAL DAILY FACEBOOK IMPRESSIONS

139,133

TOTAL CONTENT VIEWS

PHOTO COURTESY OF PIERRICK CONTIN

NEW VIDEO SERIES JUST FOR SELLERS

CUT DOWN ON THE TIME YOU spend advising sellers how to prepare their homes for showings. Let the new “Fit to Sell” video series from RE/MAX University do most of the talking – and illustrating – for you.

The videos are four minutes long (tops!), and they cover topics such as upgrade priorities, staging tricks and mistakes to avoid. They’re all available on the RE/MAX YouTube Brand Channel at youtube.com/remax, which means they’re also easy to share with all of your clients.

More seller resources, including a “Fit to Sell” Action Plan Booklet and Home Seller Checklist, are available in the “Home Selling” section of the “Get Advice” tab on remax.com.

A Top Franchise for Minorities FOR THE SIXTH YEAR IN A ROW, RE/MAX LLC was named one of the Top 50 Franchises for Minorities by the World Franchising Network.

RE/MAX is the only real estate company to make the Top 50 list and joins well-respected companies in other industries, such as 7-Eleven, McDonald’s and Fantastic Sams.

Congratulations!

Global Brand Suits International Race THE RE/MAX LOGO IS IMPRESSIVE. PUT IT ON THE sail of a sleek catamaran racing through the turquoise waters of the Caribbean, and it looks downright fierce.

That was the scene last November at the annual Saint Barth Cata Cup race, where RE/MAX Island Properties-St. Barths sponsored six boats, a prize, and a post-race dinner and concert on stunning Nikki Beach.

Manager David VanderNoot says the RE/MAX brand and the popular regatta make a powerful combination.

“The Cata Cup has become an internationally renowned sailing event that attracts the best sailors in the world,” he says. “It makes perfect sense for Read more about the Cata Cup branding benefits at RE/MAX to be remax.com/above. part of it.”

11 times in 15 years!

RE/MAX IS THE NO. 1 REAL ESTATE FRANCHISE brand on Entrepreneur magazine’s 2013 Franchise 500 list. It’s the 11th time RE/MAX has come out on top in the past 15 years.

And RE/MAX is in good company with the other topranking franchisors on the list, including Hampton Hotels, Subway and Pizza Hut. RE/MAX remains a top option in franchise investment because of its financial strength and stability, growth rate and size, low start-up costs, and global presence.

REMA X .COM/ABOVE • WINTER 2014

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INSIDE STORY

AMAZING JOURNEY

DYNAMIC DUO BRUCE JOHNSON AND DAUGHTER HOLLY EMBARKED ON A MOTORCYCLE FOR MIRACLES FUNDRAISING TRIP NOV. 3 AND HAVE COLLECTED MORE THAN 150 SIGNATURES ON A RE/MAX FLAG (TOP) THEY BROUGHT ALONG. THEY CHRONICLE THEIR ADVENTURES AT JOHNSONJOURNEYS.COM.

OPEN ROAD, OPEN HEARTS

A FATHER AND DAUGHTER RIDE TO RAISE THOUSANDS OF DOLLARS FOR CHILDREN’S MIRACLE NETWORK – AND UNITE RE/MAX OFFICES FROM CANADA TO COSTA RICA ALONG THE WAY

W

HEN HOLLY JOHNSON WAS 10 years old, she asked her father if he would take her on a motorcycle trip when she turned 12.

“Sure, honey, where do you think you’d like to go?” Bruce Johnson responded.

“Costa Rica!” was her reply.

It was a big dream for such a little girl, but it was a request Bruce was determined to make a reality. So on Nov. 3, 2013, the Hall of Famer with RE/MAX of Wasaga Beach and a now 12-year-old Holly departed their Wasaga Beach,

10

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

Ontario, home to turn a travel wish for one into a fundraising journey to benefit thousands. Their inspiration is Alyssa Rae, Bruce and wife Mary’s first daughter, who died at Toronto’s SickKids hospital after just 20 days of life; their goal is to raise $25,000 for Children’s Miracle Network through their blog, johnsonjourneys.com.

Calling their journey Motorcycle for Miracles, the duo knew RE/MAX offices and agents would be there every step of the way. They were right. From

Canada to Costa Rica, RE/MAX Associates have welcomed the weary travelers into their homes, treated them to meals and surprised them by coordinating media exposure.

“I’ve learned a great deal about our RE/MAX network from this journey,” Bruce says. “We are truly a large, tight-knit group. It’s far more than just business.”

Track their travels – which have taken them to nine countries and 35 RE/MAX offices – on this map. »

PHOTOS COURTESY OF BRUCE JOHNSON

BY KATHARINE DAVIS

HAMILTON, ONTARIO After departing Wasaga Beach on Nov. 3, Motorcycle for Miracles makes a stop at RE/MAX Escarpment Realty.

START WASAGA BEACH, ONTARIO TORONTO, ONTARIO BURLINGTON, ONTARIO CLEVELAND, OHIO

HOUSTON, TEXAS CARROLLTON, KENTUCKY

NASHVILLE, TENNESSEE

TULUM, MEXICO

Roberto Rivas of RE/MAX Mayaland Properties invites the Johnsons to take a detour to his town – and puts them up in a hotel for several nights.

Bruce and Holly take a guided tour of Texas Children’s Hospital. Thirty Texas Affiliates, including Region Vice President Dana Tuggle, right, greet them at RE/MAX Fine Properties.

PENSACOLA BEACH, FLORIDA

BATON ROUGE, LOUISIANA

VICTORIA, TEXAS

CORPUS CHRISTI, TEXAS

EDINBURG, TEXAS

Alyssa Rae would have turned 15 on Nov. 17. The Johnsons celebrate at the home of new friends with a barbecue and birthday cake.

JACO BEACH, COSTA RICA

VILLAHERMOSA, MEXICO

CIUDAD VICTORIA, MEXICO

The Johnsons meet Florencia Estrada of RE/MAX Promotab, and are interviewed by the local newspaper and TV station.

TAMPICO, MEXICO TULUM, MEXICO CHETUMAL, MEXICO

TAMPICO, MEXICO

TIKAL, GUATEMALA

SAN IGNACIO, BELIZE ZACAPA, GUATEMALA

OJOCHAL, COSTA RICA

On Dec. 13, the Johnsons arrive at their vacation home, and Holly’s leg of the journey officially ends.

Motorcycle for Miracles continues until Bruce reaches RE/MAX R4.

SAN SALVADOR, EL SALVADOR

The entire RE/MAX Life office greets Motorcycle for Miracles with a printed banner. Bruce and Holly are interviewed for radio, TV and the local newspaper.

Hannah Rico Fletcher of RE/MAX Oceanside Realty welcomes the Johnsons to Costa Rica and signs their RE/MAX flag.

SAN MIGUEL, EL SALVADOR SAN JUAN DEL SUR, NICARAGUA PLAYA HERMOSA, COSTA RICA

FINISH

Read more about Motorcycle for Miracles at remax.com/above.

REMA X .COM/ABOVE • WINTER 2014

11

INSIDE STORY

NEW CONSTRUCTION

As a new-homes specialist, what exactly is your role?

In With the New TOP PRODUCER QUINT LEARS SHARES HIS BEST TIPS FOR TAPPING INTO A BOOMING NEW-HOMES MARKET

I represent Hakes Brothers, the No. 1 builder in Las Cruces. Since the market for newly constructed homes has gotten more competitive, a lot of builders are relying more and more on Realtors to help market and sell their projects. That’s a new trend in the industry; homebuilders are starting to recognize the power of Realtors to leverage their real estate connections and effectively sell their properties. Hakes Brothers is a very good builder, but before the company brought in a licensed sales team it was at a disadvantage in the marketplace.

BY TOM WILMES

What are some strategies you’ve employed to sell at such a high level?

The 2012 National Association of Home Builders Salesperson of the Year used to be with a local real estate firm. But last fall, Quint Lears joined RE/MAX Classic Realty in Las Cruces, N.M. Here’s how pairing his new-homes market prowess with the value and support of the RE/MAX brand has proven to be a winning combination. »

12

Congratulations on being named the 2012 National Association of Home Builders Salesperson of the Year. What factored into the award?

Thanks so much! I’m the first person from New Mexico to win this award. It’s based on sales volume, as well as finding new and creative ways of selling in a highly competitive market and helping to bring success to our builder. We moved 147 families into homes in 2012, which represents a very high percentage of newhome sales in the area.

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

My No. 1 client is the Realtor.

I want to seek out the top agents and have them bring me their buyers, so I stay in close contact with my fellow real estate professionals. I send out educational materials to help them understand the new-homes market and the benefits of new construction. I’ve also hosted several courses to train Realtors how to specialize in new homes; education is key. And presenting to my fellow RE/MAX Associates and using the power and reach of RE/MAX has been a huge benefit, especially as Hakes Brothers moves into new markets.

Why did you join RE/MAX? I like the freedom and independence of running my own business, coupled with full staff support and greater opportunities for continuing education. Laurel Coyle is a top-producing agent for Hakes Brothers who also switched to RE/MAX with me. We both were highly recruited and could’ve gone anywhere, but being with a brand that has such a strong, broad referral base is a huge asset in what we do. Everyone knows RE/MAX. What advice can you offer Associates interested in specializing in new homes?

Don’t wait for the market to get better; you have to get better and find a good team and mentor. Most importantly: Become an expert in your area. Drive out to the new communities and meet the builders, find out who the points of contact are, and communicate with them about how their system works. Also, get educated; attend RE/MAX R4 and the National Association of Home Builders events.

And I’m always happy to share my ideas.

Anyone can contact me through my website at newhomeslascruces.com.

S T R O N G S TA R T

INSIDE STORY

All-Star Rookies

THESE MOTIVATED NEW LICENSEES TOOK THE FIELD WITH RE/MAX CONFIDENCE AND QUICKLY POSTED BIG-LEAGUE RESULTS

BY SHARA RUTBERG

T

PHOTO COURTESY OF CINDY GANNON

CINDY GANNON

HE FIRST year in real estate often involves a steep learning curve. But even though RE/MAX is known as a destination for experienced top producers, some confident, capable gogetters launch their careers here. Meet three rookies who went straight for the RE/MAX major leagues. »

REMA X .COM/ABOVE • WINTER 2014

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INSIDE STORY

S T R O N G S TA R T

She balanced digital and personal connections.

CINDY GANNON RE/MAX GLOBAL EDMONTON, ALBERTA

IN HER PREVIOUS CAREER, Cindy Gannon spent a good amount of time jumping up and down, and acting like a chimp. As a professional photographer who took a lot of family portraits, Gannon learned to make kids – and their parents – smile.

Although she rarely busts out her monkey moves in her new career with RE/MAX, Gannon’s ability to establish immediate rapport with clients has helped her earn the smiles of satisfied homebuyers and sellers. That ability also helped her earn her way into the 100 Percent Club in 2012, her very first year in real estate.

The Edmonton-based agent was encouraged to consider real estate, and RE/MAX, by her brother-in-law and partner Monte Gannon, who has been an incredible mentor.

Most of her transactions have come through Monte’s sphere of influence

and referrals. This has afforded Gannon the chance to develop new, online streams of business, focusing on the team website and social media presence.

Gannon maintains a blog that includes tips for sellers to increase their home’s appeal – such as stashing the toaster or investing in new cabinet handles. Her e-newsletter features high-value articles with titles like “Five Tips for Selling Your Home Quickly.”

“Cindy is genuinely interested in getting people what they’re looking for,” Monte says. “And she’ll go way beyond what most agents are willing to do, including making afterhours phone calls and even helping with moving logistics.”

Building and running her own photography business gave Gannon the entrepreneurial and relationshipbuilding skills that are so important in real estate.

“Photography and real estate are people-focused businesses,” she says. “You have to listen to clients – really hear them – in order to target their home search.”

Astute observation is another key skill Gannon applies from her photography days.

“A client might say she won’t consider a home unless it has a certain feature, but then every time we look at a house without that feature she says, ‘Oooh, I love it!’”

Gannon says. “You have to observe both the spoken and nonverbal cues to dial into what clients really want. Sometimes they can’t articulate it themselves.”

You have to observe both the spoken and nonverbal cues to dial into what clients really want.

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ABOVE THE RE/MA X MAGAZINE • WINTER 2014

MICHELE HARMON RE/MAX HOMETOWN MAGNOLIA, TEXAS

IN 2012, HER FIRST YEAR IN real estate, Michele Harmon made the 100 Percent Club in just 10 months. She did it again in 2013, surpassing her first year’s numbers by the end of Q3.

What’s her secret?

“I’m fanatical about doing things well,” says Harmon, who previously worked in sales and marketing for computer brands HP and Dell. “I knew when I started with RE/MAX I was going to get an award the first year, because I’d settle for nothing less.

“Why bother if you’re not going to give it your all?”

To learn the business, Harmon asked her manager, Sharon Hart, “a million questions,” she says.

She also committed to attending conventions and soaking up strategies. Hall of Famer Christy Buck’s breakout session at the 2013 RE/MAX of Texas Convention was especially inspiring.

“I absorbed everything she said and then went home and did everything she did,” Harmon says. She put Buck’s marketing advice into action by keeping

She believed in herself and leapt into action. her website updated and adding neighborhood links. She also branded grocery carts and other materials with her logo and contact information.

Harmon continues to seek insight from Buck, a Team Leader with RE/MAX Top Realty in Houston, through the Christy Buck Team website and by asking questions on the team’s Facebook page.

Most importantly, Harmon puts what she learns into action. She listed and sold her first clients’ home and found them another in less than a week. She cites her warp-speed responsiveness and efficiency as being critical to her success.

“If you don’t respond to calls, texts and emails right away, people will contact the next Realtor in a second,” she says.

Fueled by her internal drive and the goals she sets, Harmon believes there are no limits on her business. Others agree.

“Michele was like a sponge when she entered real estate and the RE/MAX system,” says RE/MAX Hometown Broker/Owner Leslie Sullivan, who also gave Harmon invaluable help and support. “She took advantage of every class we offered and really learned the LeadStreet system, even converting several cold leads into buyers and sellers.

“Michele is not afraid of hard work, and I could not be more proud of her.”

Why bother if you’re not going to give it your all?

He role-played his way to productivity.

FOR HOURS, ROBERT FARRAR and Broker Associate Glenn Allen huddled in their RE/MAX C.C. Connection office while Allen hurled every objection buyers might toss at the fledgling Associate. Farrar ducked, dodged and bobbed until, after hours of role-playing, he found firm footing and could succinctly address any objection that came his way.

“As silly as it felt at the time, the role-playing really helped me when I went out into the field,” Farrar says. “I could respond consistently to objections and had learned how to roll the conversation right over into another topic.”

Farrar credits these intensive training sessions with setting him up for success in his first year as an agent. It all paid off when he qualified for the 100 Percent Club in only 11 months.

His ongoing relationship with Allen – combined with the real estate veteran’s genuine interest in Farrar’s promising future – has paid dividends. Farrar has benefited from tips, advice and observations of Allen’s techniques.

“It’s really important to find someone you can shadow, who can give you direction and answer your questions – in my case, a whole lot of questions,” Farrar says with a laugh.

In looking for a mentor, you need to find someone who’s not only successful, but also the right fit personally, Farrar says. He was fortunate to connect with Allen

ROBERT FARRAR

RE/MAX C.C. CONNECTION WALNUT CREEK, CALIF.

over a pepperoni pizza after his then-fiancée, and now wife, introduced them. She had babysat Allen’s children for years.

Farrar had a successful career in lending – experience that today helps him explain financing to clients, he says – and joined RE/MAX in 2012.

“At first, I worked every day, and it felt like I held open houses seven days a week,” he says, noting he was motivated by the opportunity to support his new wife and continue supporting his 104-year-old grandmother.

During that time, the 32-year-old “never came across as a rookie,” Allen says.

“Robert was smart to leverage a seasoned agent’s skills and knowledge,” adds Allen, who has been in real estate for 25 years. “He takes very seriously the fact that his clients depend on him to represent them.”

It’s important to find someone you can shadow, who can give you direction and answer your questions.

What helped you start out strong with RE/MAX? Share your story at remax.com/above.

REMA X .COM/ABOVE • WINTER 2014

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MARKETING

BUILDING BLOCKS

THE POWER OF THESE MARKETING PROS HAVE SMART APPROACHES THAT MAXIMIZE EXPOSURE AND SET THEM APART BY AMY REININK MARKETING STRATEGY IS EASIER TO DIGEST WHEN IT’S BROKEN DOWN INTO SMALLER PIECES. Three, for instance, is a pretty good number to work with. Here are three marketing approaches, offered up by three RE/MAX stars, outlined in three parts. Maybe these ideas could work for your business.

THE YOUTUBE APPROACH Lissa Weinstein

RE/MAX PREMIER PROPERTIES CHICAGO, ILL.

1

Lissa Weinstein’s YouTube channel includes professionalquality video tours of the city’s most popular neighborhoods. The productions establish her as a credible expert in Chicago’s residential real estate market.

2

Weinstein, who joined RE/MAX in 2012, started creating videos about seven years ago, profiling local neighborhoods and offering market insights. She started by purchasing a highend Canon video camera, along with microphones, a dolly, a tripod and a computer loaded with special editing software. She spent roughly $5,000 on equipment in order to ensure a highly polished result; then she hired students in DePaul University’s School of Cinema and Interactive Media to shoot the videos.

3

Weinstein prepares a detailed script for herself ahead of filming each session, and carefully edits the footage afterward. When she posts the finished products to her YouTube channel, she includes tags, such as names of specific neighborhoods in Chicago, to help buyers find her quickly through web searches. She routinely ranks among the top YouTube search results for Chicago real estate.

“It can take two full days

SCREEN QUEEN YOUTUBE VIEWERS ARE ABLE TO EXPLORE SOME OF CHICAGO’S TOP NEIGHBORHOODS AND HOMES THANKS TO LISSA WEINSTEIN’S PROFESSIONALQUALITY VIDEO TOURS.

to shoot and edit one of these videos, which is a big investment of time and energy,” Weinstein says. “But when you start doing deals with people who found you on YouTube, you see the payoff. If I’ve made one sale of a $1 million property tied to someone who found me on YouTube, I’ve already paid for a couple of years of work.”

When you start doing deals with people who found you on YouTube, you see the payoff.

REMA X .COM/ABOVE • WINTER 2014

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BUILDING BLOCKS

MARKETING

Sold 10 Listings in Under 2 Weeks on Market

for helping us help 74 families in 2012 According to RE/MAX Co-Founder and Chairman, Dave Liniger, positive trends are expected to continue throughout the New Year. “The 2013 situation is so unique that those of us who’ve worked in real estate for many years have never seen opportunities like this,” said Liniger. “There’s no single factor driving this market; it’s been a combination of low prices, low inventory, improving consumer confidence and a huge pent-up demand. That was true throughout 2012 and will continue to be true in 2013.”Liniger predicts distressed property numbers will continue to fall, higher priced homes will begin to sell and more homebuyers and sellers will come back to the market in 2013.

50811 Pheasant Cove Drive, Granger

50771 Pheasant Cove Drive, Granger

Brought the Buyer to this 2.5 Acre Home

SOLD! Townhomes and Villas!

Condition & Staging Make for a Quick Sale!

Brought 9 High-dollar Buyers

16135 Petro Drive, Mishawaka

18291 Crownhill Drive, South Bend

15785 Durham Way W, Granger

14259 Fox Chase Ct., Granger

Sold TWO on Muirfield Court!

Both in under 2 weeks on market

15888 Muirfield Court, Granger

15899 Muirfield Court, Granger

Brought a Relocation Buyer to This Great Flip!

Brought this Westside Buyer “0” Days on Market

310 Miami Club, Mishawaka

24626 Rolling Oak Drive, South Bend

THE PERSONAL BRAND APPROACH Diane Bennett

RE/MAX 100, INSPIRED TEAM MISHAWAKA, IND. HALL OF FAME & 100 PERCENT CLUB

1

When Diane Bennett joined the network seven years ago, she wanted to create a personal brand that would supplement the power of her RE/MAX affiliation. One of her first moves as a Team Leader was hiring a marketing firm to help capture her team’s unique flair.

2

Bennett has an affinity for the color red; it’s always been her favorite color, and the fact that it’s a RE/MAX color makes the connection even stronger. Because her team members believe their mission in life and in real estate is to serve others, the marketing company recommended the team brand itself “Inspired.” Bennett loved the idea instantly.

3

The “Inspired” theme and logo is part of everything the team does now. Bennett wears something red virtually every day, and the personal brand is woven into all of the team’s marketing. The logo graces everything from the team’s fliers to its social media platforms, which include Twitter, Facebook and Pinterest.

“I don’t go out of the house without red on

BOLD CHOICE CONSISTENT AND PROMINENT BRANDING – IN THIS CASE A SIGNATURE COLOR – HELPS DIFFERENTIATE DIANE BENNETT AND THE INSPIRED TEAM (ABOVE) IN A COMPETITIVE MARKET.

anymore,” says Bennett, a Hall of Fame and 100 Percent Club member.

“It’s nice to have the big RE/MAX brand behind my little team, and the freedom to add our creative twist through a personal brand.”

It’s nice to have the big RE/MAX brand behind my little team.

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ABOVE THE RE/MA X MAGAZINE • WINTER 2014

THE VISIBILITY IN MOTION APPROACH

Carlo Monteiro

RE/MAX BUSINESS II VILA VILA NOVA DE FAMALICÃO, PORTUGAL HALL OF FAME & PLATINUM CLUB

1

Carlo Monteiro joined RE/MAX in February 2009, after years in the textile industry, and immersed himself in RE/MAX education courses. He especially enjoyed the classes on sales and marketing, including a RE/MAX Portugal four-day sales-training course taught by a topproducing RE/MAX agent.

Immediately after the course concluded, Monteiro got to work acting on the ideas he’d gleaned from his instructor. He printed fliers with his name and logo, and recruited his wife to go door-to-door in his farm area to hand them out.

2

His wife’s support did not immediately extend to his next big idea: the wrapped car. She wasn’t comfortable with all the exposure. The car is white, with a red, white and blue stripe down its middle; Monteiro’s name is emblazoned across the top of the front windshield, with his phone number on both doors. An image of the RE/MAX Balloon floats above the gas tank.

3

Although Monteiro’s wife was hesitant, she couldn’t argue with the results. Monteiro says his business has grown at a rate of 40 percent to 50 percent each year since he branded his car. He now has a fleet of 13 similarly decorated cars, from fourdoor BMWs to a one-seat kiddie car “driven” by his 3-year-old daughter. Perhaps the biggest indicator of his success, though, is the fact that one of those cars is now driven by his wife.

“Everyone thought I was crazy,” says the Platinum Club member, who’s on a fast track to the RE/MAX Hall of Fame. “Now 70 percent of my lead calls come from those cars.”

HIGH-OCTANE MARKETING CARLO MONTEIRO’S CAR HAS HELPED HIM INCREASE BUSINESS

BY NEARLY 50 PERCENT EACH YEAR SINCE HE BRANDED IT. HIS FLEET NOW INCLUDES 13 VEHICLES.

Everyone thought I was crazy, but now 70 percent of my lead calls come from those cars.

REMA X .COM/ABOVE • WINTER 2014

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BUILDING BLOCKS

RE/MAX UNIVERSITY

Time to SPECIALIZE IF YOU WANT A PIECE OF THE ACTION IN THE NEW-HOMES MARKET, BEGIN WITH THE CERTIFIED NEW HOME SPECIALIST PROGRAM THROUGH RE/MAX UNIVERSITY

BY KELLY WHEELER

T

HANKS TO A PARTnership with Dennis Walsh & Associates, one of the industry’s premier consulting and training groups, RE/MAX offers agents 24/7 access and discounted rates for newhome education through RE/MAX University.

“Getting the training to successfully work with builders, developers

and new-home buyers is essential if agents want to be competitive in this changing market,” CEO Dennis Walsh says.

In a special offer, the Certified New Home Specialist Program for RE/MAX is available to RE/MAX Affiliates at steeply discounted rates – with two great packages to choose from.

The training provides agents with the knowledge, skills, strategies, tools and marketing ideas to successfully expand their new-home business. Working with new homes often benefits an agent’s resale business, as the majority of new-home buyers have an existing home to sell.

Walsh cites a recent survey across 25 metro areas

revealing that 19 percent of buyers are interested in purchasing only new homes, along with another 35 percent who are interested in both new construction and existing homes.

“If 54 percent of buyers want to at least consider a new home, it is ludicrous to ignore this market segment,” Walsh says.

CNHS Training Packages

There are two options for RE/MAX Associates

WHAT’S INCLUDED

Package A

Package B

Certified New Home Specialist™ (CNHS) Training Course Residential Construction Certified™ (RCC) Training Course Sixteen Elective Credits Toward the CRS Designation Access to RE/MAX New Homes Marketing Materials

ADD THE BANK OF AMERICA EDGE

90-Day Full Satisfaction Money Back Guarantee CNHS Presentation Builder™ PowerPoint® Slides CNHS ToolBox™ Forms and Action Plans RCC Onsite Media™ Photo Collection Retail Price RE/MAX Price

$599 $399

For more information about the Certified New Home Specialist Program through RE/MAX University, visit sellnewhomes.com/remax.

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ABOVE THE RE/MA X MAGAZINE • WINTER 2014

$1,145 $699

Visit agentresources. bankofamerica. com/builder to access Bank of America products, services and tools for working in new construction.

DESIGN CENTER

BUILDING BLOCKS

Put It in

nk DIGITAL MARKETING IS HOT, BUT FLYERS AND POSTCARDS STILL PACK A PUNCH

BY KEVIN HAWKINS

S

UPPOSEDLY, PRINT is dead.

Try telling that to Design Center show that the Teresa Cronk, who can trace creation of print marketing more than a dozen transacmaterial during the past five tions to printed postcards. years has remained relaShe and her husband, Bill, tively consistent – probably are RE/MAX multimillionbecause Cronk isn’t alone in dollar producers. They reher view that printed pieces cently relocated have great value. from Florida’s Although a west coast to flyer probably RE/MAX Town won’t sell a home, & Country in it can certainly Blairsville, Ga. convince the Cronk conseller of the value tinues to use you bring to the postcards avidly table. And great– TERESA CRONK in her marketing looking printed mix because they produce postcards stand out better closed transactions, not just than ever, now that digital leads. She especially likes usmarketing has reduced mailing the “just listed” and “just box clutter. sold” postcards available in “Some people might the RE/MAX Design Center. consider postcards to be One listing came from send- old school,” Cronk says. ing the owners an expired-list“But everyone still loves to ing postcard that read, “Why get a great piece of ‘art’ in didn’t your home sell?” their mailbox.”

“They called us, we listed their home, and then we sold TOUCH AND FEEL it,” Cronk says.

Statistics support Cronk’s experience.

POWER OF PRINT The response rate for a Usage statistics for the printed marketing piece

Everyone still loves to get a great piece of ‘art’ in their mailbox.

sent to an existing customer is 28 times higher than the rate when an email is sent to an existing customer, according to Direct Marketing Association research.

And researchers say you shouldn’t discount the extra value of creating a marketing piece that someone can touch and feel.

A study by Millward Brown, a leading research agency, discovered that “physical media” – that is, direct mail – left a “deeper footprint” on the brain; when consumers can physically hold something, the information resonates more.

PRINT IN PRACTICE For Cronk, “doing it all from inside the Design Center is a huge timesaver.” She says having top commercial printers fully integrated – including QuantumDigital, Merrill Corporation and Expresscopy.com – shortens the time and effort

TOP 5

PRINT DESIGNS Print certainly prevailed in the Design Center in 2013. Here’s a list of the five most-popular printable projects.

SEARCH THESE FILE NAMES: 1. IMP_FLYER_015 2. IMP_FLYER_EDE_RMX_001 3. REMAX_FLYER_EDE_001 4. IMP_FLYER_EDE_RMX_002 5. REMAX_FLYER_082

required to produce great print marketing.

With new print and mail campaigns created specifically for the Design Center, RE/MAX agents will find it faster and easier than ever – using automated marketing – to put a printed piece in the hands of a home seller or buyer.

REMA X .COM/ABOVE • WINTER 2014

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BUILDING BLOCKS

LEADSTREET

Masters of

CONVERSION

FOR THESE TWO ASSOCIATES, LEADSTREET ISN’T A PERK OF THE BRAND – IT’S A WAY OF BUSINESS

BY KATHARINE DAVIS

R

ESPOND IMMEDIATELY. That’s the secret to success with LeadStreet, according to Erika Hudson and Maria De Leon.

“It’s so simple,” Hudson says.

De Leon adds: “If I can’t reach the prospective client by phone, I email.”

Hudson and De Leon agree that using LeadStreet – the RE/MAX lead-management system that last year delivered its 13 millionth remax.com lead to RE/MAX Affiliates – has improved their businesses and increased their revenue. And both agents, who praise the quality and quantity of the leads, want to see other RE/MAX Associates convert more leads, too.

IT’S WHAT YOU DO WITH THE LEADS THAT MATTERS Erika Hudson joined RE/MAX in spring of 2013. By early fall, she

22

had already converted five LeadStreet leads into closed transactions.

“LeadStreet is dummyproof,” she says. “What you do with the leads is what matters.

“If you wait an hour to pick up the phone, you’ve probably lost the lead already; if you call back immediately, the customer’s first impression is, ‘Wow, this is a rock-star agent.’”

Hudson, a Sales Associate with RE/MAX Preferred Associates in Raleigh, N.C., had her career-best month in December – and she works diligently to be that rock-star agent with every lead she receives. Hudson says her No. 1 goal is to meet with the prospective clients after the initial phone call – not attempt to prequalify them.

“That’s the best thing I’ve

ERIKA HUDSON

learned,” she says. “Even if I don’t have the finance conversation, I still want to get in front of them so they know I’m a fantastic agent. After they get to know you and you build rapport, they want to work with you.”

Acknowledging that not every lead will turn into an instant transaction, Hudson stresses the importance of continued communica-

If you wait an hour to pick up the phone, you’ve probably lost the lead – ERIKA HUDSON already.

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

tion. If prospective clients face financial hurdles, she places them in a credit-repair program. And when hesitant buyers change their minds and decide to wait, she makes sure to check in with them periodically.

“They’ll eventually be closed sales as well,” she says.

That confidence comes from understanding the power of LeadStreet. Although she’s no stranger to online leads – she got her real estate start at a company that dealt solely with Internet leads – Hudson says LeadStreet was what “sealed

My goal is not to show them houses; my goal is to get them in the office and educate – MARIA DE LEON them on the process.

MARIA DE LEON

the deal” for her to make the move to RE/MAX. “Joining a company that provides me with the same quality leads but with a better split was a no-brainer,” she says. “I’m working less, I’m making more money, and I’m happier.”

MAKE IT EASIER FOR THEM TO MAKE A DECISION Maria De Leon turned her attention to LeadStreet in 2012 to help her become more efficient – and it worked.

“Someone once told me that you can’t get what you’ve never gotten unless you do something you’ve never done,” she says. “I decided to do something different, and I got different results.”

Crediting LeadStreet with helping to turn around her business following a challenging year, the 100

Percent Club member with RE/MAX Center in Duluth, Ga., says the two years she’s been using the program have been the most profitable years of her career.

Adding to the effectiveness of LeadStreet is De Leon’s proven strategy. When she reaches out to prospective buyers, she makes sure to provide information they might not be getting elsewhere.

“The more information they have, the easier it is for them to make a decision,” she says.

But she’s quick to point out that her focus is not necessarily on the finish line; it’s on the next step.

“My goal is not to show them houses; my goal is to get them in the office and educate them on the process,” she says. “If they’re not willing to come into the office to meet me, then I know they’re not serious.”

And because De Leon views LeadStreet as more than a lead-generating tool, she never allows more than a day to pass without logging in. By using it as her contact management system – something she recommends other agents also do – she’s able to see leads immediately and follow up accordingly.

“I’m in LeadStreet all the time; I’m either checking on listings for somebody or checking their searches, or I’m tweaking things and calling people,” De Leon says. “I use it for everything.”

A final piece of advice from De Leon: “Don’t allow it to intimidate you. Just go in and do a little bit at a time. LeadStreet can be overwhelming because there are so many fabulous features, but it’s worth it.”

FIND YOUR LEADSTREET STRIDE Here are seven guidelines from Erika Hudson and Maria De Leon to help you achieve better results:

1

Call immediately; let them know there’s an agent behind the website.

2

Assume all phone numbers provided are legitimate. De Leon estimates two-thirds of the numbers she has received are accurate.

3

Send a follow-up email after speaking on the phone.

4

Don’t pressure the clients; show them houses they’re interested in and educate them on the process.

5

Meeting face-to-face should always be the first goal.

6

Never assume anything when it comes to buyers; rental leads can turn into buyers – now or later.

7

Drive business to yourself by including your email and web addresses on every piece of marketing.

REMA X .COM/ABOVE • WINTER 2014

23

build referral power make a commercial connection Call and introduce yourself to a RE/MAX Commercial Practitioner today.

You’ll have a specialist ready and able to close your commercial leads – and a potential new source of residential referrals.

Connect with a RE/MAX Commercial Practitioner.

remaxcommercial.com ©2014 RE/MAX, LLC. Each office independently owned and operated. 131201

REUNITE. REFRESH. REWARD. RECOMMIT.

One World.

One RE/MAX.

FOR THOUSANDS OF RE/MAX ASSOCIATES, IT WILL BE A TIME TO network, learn, party and enjoy an all-star lineup of speakers and entertainers. It’s the 2014 RE/MAX R4, March 3-6 in Las Vegas.

By Katharine Davis, Deborah Kearns and Dorota Wright-O’Neill

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

25

REUNITE. REFRESH. REWARD. RECOMMIT.

one world. one re/max.

RE/MAX R4 is a four-day mega convention that offers an unparalleled opportunity to

REUNITE and network with

RE/MAX colleagues who want the same thing that you want: results. From the Opening General Session through the final concert, you’ll meet, exchange ideas and form friendships with agents from almost every corner of the world. Now that’s a

Essential.

Information.

What: RE/MAX R4 When: March 3-6, 2014 Base registration: $600 (before Feb. 24)

sphere of influence!

The first-rate educational sessions are geared to REFRESH old talents, introduce new ones and empower you with cuttingedge tools to become more profitable.

The Best of RE/MAX Awards Celebration sets the stage to

REWARD excellence and recognize your achievements in 2013. Ask anyone who’s ever attended R4, and they’ll tell you it reminds them of their purpose and helps them RECOMMIT to Where: Mandalay Bay Resort & Casino, Las Vegas

the business they love.

Experience it yourself!

How to follow the action: Download the RE/MAX R4 Mobile App

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ABOVE THE RE/MA X MAGAZINE • WINTER 2014

Travel: A limited number of discounted rooms at Mandalay Bay start at $199 per night (plus taxes and fees) for stays between Feb. 26 and March 8 How to get there: Whether it’s by plane, train or automobile, your travel plan should start with an email to EDR Travel at info@edrtravel.com. Leave the details to them and have a great trip!

Country ‘Idol’.

On Thursday, March 6, country music superstar Keith Urban will perform a private concert for RE/MAX! The Grammy Award winner is one of country music’s biggest names with 15 No. 1 songs and nine albums – his latest album is titled “Fuse.” You can bet he’ll ignite a party at R4. As a member of the legendary Grand Ole Opry, a former coach on Australia’s version of “The Voice” and a current judge on “American Idol,” Urban is a master of putting on a good show. Don’t miss it!

BONNIE ESHELMAN, CENTER, ADDS A FIFTH “R” TO HER TRIP AS SHE RELAXES WITH FRIENDS AFTER A BUSY DAY AT A PAST R4.

The R4 must-do list You’d be hard-pressed to find a bigger fan of R4 than RE/MAX veteran Bonnie Eshelman. The Lifetime Achievement Award winner with RE/MAX of Reading in Wyomissing, Pa., hasn’t missed many conventions since joining RE/MAX in 1996. Here are her nine tips for getting the most out of RE/MAX R4:

Cost: $75. Ticket required.

Doors open at 7:30 p.m.

1

4

8

Book your trip through EDR Travel.

It’s easy, and it saves you a lot of hassle.

Download the RE/MAX R4 Mobile App. It’s the best tool to help you navigate R4.

If you’re new to R4, go to the R4 101: First-Timers Session.

And the Best of RE/MAX Awards Celebration will motivate you to be more productive in the coming year.

2 Bring a lot of business cards and your favorite marketing materials to share.

3 Bring an iPad. You’ll be thankful you have it for taking notes and taking advantage of the inevitable video and photo opportunities.

y a d s r u Th

KEITHN Night URBA

5 Attend the Opening General Session. It’s always fun and educational, and it’s great to hear directly from RE/MAX leaders, especially Chairman and Co-Founder Dave Liniger.

6 Go to at least one educational session in an area that’s new to you.

9 When you get home, discuss what you learned with other agents in your office and tell them about the new ideas you’d like to implement in your business.

They can help you be accountable for putting your intentions into action!

7 Attend at least one Featured Super Session. I’m looking forward to hearing the motivational speakers.

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

27

Big Ideas from Big Names

They’re powerful and motivating, and they’ll inspire you to have an amazing year. Come learn from these dynamic featured R4 speakers.

Jean Chatzky Jean Chatzky is an award-winning journalist and bestselling author, but the money expert is best known for being the financial editor for NBC’s “Today” show and a contributor to “The Oprah Winfrey Show.” For nearly 20 years, she’s shared her personal finance know-how to embolden people to take control of their futures.

Darren Hardy By age 27, Darren Hardy had already built a $50 million-a-year enterprise. Now a mentor to CEOs and corporations, the publisher and founding editor of SUCCESS magazine helps others get the most out of life by teaching them to forge their own pathways to success.

Earvin “Magic” Johnson The Chairman and CEO of Magic Johnson Enterprises, which oversees billions of dollars in assets, also runs one of the most recognized philanthropic organizations.

Add to that the fact he’s a member of the NBA Hall of Fame and a former Olympian, and it’s no wonder Magic Johnson is an expert on the art of success.

John O’Leary

He’s one of the winningest NBA players and most beloved athletes of all time, but there might be a few things you don’t know about Earvin “Magic” Johnson.

Enjoy these fun tidbits about the basketball great, then get the full story in his words at the R4 Featured Morning Super Session, presented by Bank of America, on Wednesday, March 5.

1. He earned the moniker “Magic” after a local sports writer watched him score 36 points, 16 rebounds and 16 assists as a 15-year-old sophomore at Everett High School in Lansing, Mich.

2. He has three children: Andre, Elisa and EJ (Earvin III).

3. He’s part of a group of investors who purchased the Los Angeles Dodgers in May 2012 for a record $2 billion.

4. He’s a very tall man – 6 feet, 9 inches to be exact.

5. His first business venture was an investment in two Colorado radio stations in 1981.

6. He briefly coached the Los Angeles Lakers in 1994 during a retirement stint.

Once given a 1 percent chance of survival, John O’Leary is a burn survivor with an inspiring perspective and motivating story. His combination of humor and emotion will empower you to realize your potential – and change your world.

7. He owns Magic Johnson Enterprises, a company that has a net worth of $700 million.

Subsidiaries include a television network, ASPiRE, and a food services and facilities management company, SodexoMAGIC.

Simon Sinek

8. According to an ESPN journalist, Magic and friend/ rival Larry Bird are credited with saving the NBA from bankruptcy.

He’s presented his unconventional and innovative ideas on business and leadership to the United Nations, U.S. Air Force and NASA. During R4, Simon Sinek presents them to you. The Columbia University instructor is an ethnographer and the author of the book “Start With Why: How Great Leaders Inspire Everyone to Take Action.”

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Think You. Know Magic?.

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

9. He’s grateful to have met Nelson Mandela during a trip to South Africa.

10. He has a star on the Hollywood Walk of Fame.

Be Better Than ever Want to make this your best year yet? Darren Hardy will share insights to get you there during the Tuesday Featured Morning Super Session at R4

PHOTO COURTESY OF SUCCESS MAGAZINE

HE’S AN UNSTOPPABLE FORCE IN THE PERSONAL-DEVELOPMENT FIELD. HE HAS COACHED executives, athletes and other super-achievers the world over. And Darren Hardy got his start in the business world as a quite successful RE/MAX agent. Here’s a taste of what you’ll hear from this dynamic speaker and mentor at R4.

Change begins with awareness

Bad habits are barriers

I got started in real estate when I was 20, and I did really well. At the end of my first year in business, I met with my accountant and discovered I owed $100,000 in taxes. I never set aside money to pay my taxes; what I earned passed through my hands like water. He told me to buy a 50-cent notepad and write down every penny I spent for the next 30 days. After just one week, it became clear to me how much I was spending.

You have to discern the habits that hinder you from the ones that help you.

Then start tracking your progress. When you start seeing positive results, you’ll become addicted to repeating the right habits over and over again.

Distractions will control your life if you let them Ceaseless distractions suck us into those time-burning activities that overwhelm and overexert us – and leave us unfocused. You need systems to stay on track throughout the day.

There’s no progress without a plan Step 1: Figure out what three goals, if you accomplished them this year, would make 2014 the biggest year of your life.

Step 2: Determine what key behaviors are most important to achieving those goals. And finally, track the key behaviors to get you there.

Rejection doesn’t have to hold you back We all experience failure.

It hurts, and it’s OK because we’re human. Sulk a little; then brush yourself off and get back to work. The best motto to live by: This too shall pass.

Focus on your vital functions When I was a Realtor, I got paid to do three main things: pitch listings, negotiate contracts and prospect. An assistant or other team member could handle everything else.

If you haven’t hired an assistant or built a team, you should do it before you need one. Team or no team, you should have trusted vendors (lenders, title reps, contractors, etc.) you can refer clients to, so you stay focused on your vital functions. If you’re not rainmaking, you’ll end up with a dry pipeline.

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RY DINA R O IS AN TO DO E D O E J D I EC TONY HO D W S. Y GU HING IN T Y FORT R NA I DEAN D R R O AO MAY EXTR TORIA – CITY

IC OF V

NO RY A N I D OR E O J

I

e ny Jo o T r ce produ he loves p o t y s, client s in the cit d n a n ty muni connectio rek Ford m o c e t y abou raordinar ll | Photos by D e t a t a on ed ex By John Threlf Passi g r o f has

IF YOU WANT TO KNOW THE SECRET TO REAL ESTATE success, just look to Madonna.

That’s who Tony Joe takes cues from. Not because of her dynamic media presence or keen business savvy – both qualities the “Queen of Pop” shares with the top-selling agent – but because of her constant push for reinvention.

“I think about Madonna often,” Joe says. “She’s had many different personas over the years and wouldn’t be as successful today if she were still the Material Girl from the ’80s.

In a way, that’s how we need to view our business.”

Joe pauses and glances out the window of his storefront office in Oak Bay, one of Victoria, British Columbia’s pricier postcard neighborhoods, where Madonna herself could easily own a multimillion-dollar waterfront mansion.

“I’m always on the lookout for something new,” Joe says.

“By the time I find an idea, implement it and start seeing results, other people have started doing it, too. Then it’s time to move on and find something different.”

Finding something different is one of the traits that sets Joe apart. He produces podcasts, blogs, YouTube videos and his own app; he hosts PBS fundraisers on TV and real estate shows online; he organizes cultural festivals; and he works to eliminate homelessness in his community. He never stands still.

The Team Leader of Tony Joe & Associates has been with RE/MAX Camosun Oak Bay in Victoria since the early 1990s, and he has spent 22 years building a reputation as a real

estate agent who cares as much about the community as he does about the bottom line.

Consider the advice Joe gives to new agents, despite his penchant for the new and fresh.

“Get out there in the community and serve genuinely and sincerely,” Joe says. “There is no easy way – no easy money.

It’s just a matter of finding a way people can get to know who you are and what’s in your heart.”

GROWING IN THE GARDEN CITY Bright, friendly, intelligent and socially engaged, Joe very much epitomizes the city in which he was born and raised.

Located at the southernmost tip of Vancouver Island, equidistant between Seattle and Vancouver, Victoria is the capital city of British Columbia and one of Canada’s most desirable cities in terms of both climate and livability.

“Every time I fly into Victoria, I look out the window and think, ‘Man, I love living here,’” says the 44-year-old husband and father of two. “I have a great network of agents across the country, and virtually all of them refer people who are moving to Victoria. It’s hard to reciprocate, because so few people move away from Victoria.”

Having sold nearly 1,400 homes so far, Joe has made his luck the old-fashioned way: through hard work, strong networking and smart business moves.

“Tony’s a good example of what other successful agents need to do to stay successful,” says RE/MAX Camosun Broker/Owner Wayne Schrader. “He’s an outstanding citizen and a good family man; he leads by example. He’s quietly successful, and that’s really admirable in this business.”

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DEEP THOUGHTS

TONY JOE’S PERSPECTIVE ON BUILDING A SUCCESSFUL CAREER LEAD BY EXAMPLE. “I’m the ethics instructor for new real estate agents, and while I joke about it, you can’t teach something and not operate that way yourself. In the course of business, if we ever bump into a situation where something is questionable, we take the higher road.”

story and put them to bed.

Then I might do some work afterward. It’s all about sticking to a schedule.”

universal that high-level performers need a coach – even Tiger Woods needs one.”

TIPS FOR NEW AGENTS.

SOAK IT UP.

Sonya Jones, who previ“Service organizations like “I became a conference Rotary are a good place junkie a number of years ously worked for the Victoria to start – not because ago. I go to events like Real Estate Board and is they’re great places to the Realtors Conference, now Operations Manager for get business, but because RE/MAX conventions and if you go in with sincerity Richard Robbins InternaJoe’s team, offers an insider’s FAMILY LIFE. and a desire to help people tional events. These events perspective.

“It’s very important to and participate in events, are amazing. There’s really “Not only is Tony finding have a supportive spouse, people will get to know great education and a lot and mine is fantastic. you better. of networking. If people people great places to live, The saving grace in our ask me to find a Realtor he’s also making sure Victoria household is date night.

FINDING A COACH. in another city, it’s nice to continues to be a great place Sue and I have date night “One of the things that be able to say ‘I know this every Friday – that’s our really changed my busiperson, we’re friends, we’ve to live for everyone,” she commitment.

There’s a ness was getting involved talked, we broke bread says. “Knowing the city’s number of non-negotiables with real estate coaching. together, I know he or she 1,300 Realtors, there are very in my life right now. I’m I’ve been working with the has integrity.’ That’s a real home as often as I can to same business coach for value to customers.” few of them I would have left bathe my kids, tell them a three years now.

It’s pretty my job for. But when Tony approached me about joining his team, I couldn’t say no.

He’s open to trying new things and finding what works best for everyone – not TEAM WORKS just for him. That’s a great quality in a team leader.”

Having an effective team helps Joe balance his community and realty activities. While Jones handles all the paperwork and scheduling, Joe focuses on finding new listings and looks to three other licensed agents to serve buyers.

“One reason I’m able to put a lot of time in the community is because I have people who take care of the most time-consuming parts of the job: driving people around, doing the paperwork, managing social media,” he explains.

“I’m still an integral part of every client’s sale or purchase, but because my team is doing a great job, I can get out into the community more.”

RE/MAX Camosun Broker/Manager Ray Blender has known Joe for 20 years and describes him as “outgoing, sincere and dedicated.” In addition to praising Joe’s professionalism and client longevity, Blender notes the general high regard in which he’s held.

“Anybody who has done a transaction with Tony respects him,” he says. “Tony believes very strongly in the brokerage, and he supports it by leading a series of seminars for new agents about organizing their work. He’s an excellent leader.”

Case in point: Joe created a weekly business network a few years ago – a mix of 35 tradespeople and other professionals who have skills to help him better serve his clients.

“The trap other agents fall into is that after they make the sale, they drop the client,” Joe says. “On our team, we MEET THE TEAM (FROM LEFT) make sure our customers know we’re still here to help them TIM WANG, SONYA JONES, SUSAN FROHER, TONY JOE out. Even though we’ve earned our pay, our job isn’t over.”

AND ANGIE HILL

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HE E IN T E R E H T SERV T D U N O A GET LY. UNITY M M O CERE C N I S ND ELY A N I U GEN

Y JOE - TON

MAN ABOUT TOWN TONY JOE SAYS GETTING TO KNOW THE PEOPLE IN HIS COMMUNITY HELPS NOT ONLY HIS BUSINESS, BUT HIS CITY AS WELL.

COMMUNITY BUILDER

For Joe, it comes down to dollars and sense.

“It costs $58,000 a year to provide services for one homeless person, which is a lot more money than most people need to live,” he explains. “Victoria would be very different if homeless people were able to get off the streets for good.”

Pointing out that Victoria is close to becoming the first Canadian city to end street homelessness, Mayor Fortin sees no coincidence in the fact that it was a Realtor who helped turn the tide.

“Tony made it his mission to get out there and engage businesses; his strength is straightforward, honest communication that allows people to see the benefits of what he’s proposing.”

Joe gestures toward people passing by his office, many of whom pause to look at his window listings.

“People think our business is all about houses, but it’s really not – it’s about meeting new people and finding ways to help them,” he says.

Joe’s community mindset extends to everything he does, as evidenced by the awards blanketing his office walls. Most recently, he was the 2013 recipient of Victoria’s prestigious CFAX 1070 Community Leader of the Year Award. A RE/MAX Lifetime Achievement Award recipient, Joe is also a perennial Platinum Club producer. He was the multiple award-winning President and three-term DirecCHOOSING TO BE EXTRAORDINARY tor of the Victoria Real Estate Board, and a past chair of Despite not yet achieving his dream of total financial freenumerous local real estate committees. dom, Joe is clearly pleased with his life and career – even if Joe also holds membership in many service organizations, he can’t quite put his finger on the secret to his success. including Rotary International, the Knights of Columbus and “For a long time, I attributed it to the fact I was born and the Independent Order of Odd Fellows; plus, he’s a coraised in Victoria,” he says. “But then someone pointed out founder or board member of nearly a dozen local businessthat there are other locals who haven’t been successful es, and cultural and social organizations. The organization in the same business. What made the difference for me? nearest and dearest to Joe is the Greater Victoria Coalition I don’t have to sell myself. I put community first, and that to End Homelessness, where he spent two years as co-chair tells people all they need to know about me.” alongside Victoria Mayor Dean Fortin.

Mayor Fortin has a thought on that: “Tony is an ordinary “The strides we’ve made in guy who decided to do extraordinary eliminating homelessness in Victoria things. He proves that one person Visit remax.com/above to are stunning – and Tony has been an can make a real difference. Even with learn another way Tony Joe essential part of that team,” Mayor everything else he does, he’s a true expanded his business.

Fortin says. professional and one hell of a Realtor.”

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FIRING

ON ALL

CYLINDERS Proving that exceptional talent soars in the right setting, Elaine Koch has kicked her career into an even higher gear

BY SCOTT MCCABE PHOTOGRAPHY BY MARK REGAN

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ON THE MOVE ELAINE KOCH, AN AVID RUNNER AND THE NO. 2 RE/MAX AGENT IN MARYLAND IN 2012, HITS THE ROAD NEAR HER HOME.

It’s easy to appreciate the architecture and design of a home built in 1829, especially for all its character and details, like custom moldings. But it’s hard to imagine a 9-year-old girl marveling at these features.

Elaine Koch grew up in a rambling, two-story home constructed in at least four stages beginning in the early 19th century and, therefore, filled with lots of hidden spaces and nooks perfect for childhood adventures. As a girl, Koch would crawl into the attic to see and touch the aged, original log-cabin walls.

“It was a great place to grow up,” Koch says. “The character and uniqueness of that house sparked my passion for real estate.”

Koch dreamed of becoming a real estate agent while in high school. She earned her license at age 19 and sold her first home while still in college at the University of Maryland, where she graduated with a degree in finance.

Although she started strong and with great ambition, her passion for real estate nearly wilted when, 10 years after first obtaining her license, Koch felt stuck on what she calls “the daily treadmill.” She was merely dabbling in real estate, she says, knowing she could accomplish so much more with the right tools and guidance.

“Most people get into the real estate business and get out, because they don’t know what to do,” Koch says. “They don’t even know where to start building a sustainable business with real growth potential.”

Enter Judy Milstein, a local agent who represented the buyer of an investment property that Koch owned.

Milstein could see the young woman’s potential: Koch was assertive and ambitious, and she hustled. But she was raw, unfocused and worked out of a small space in the back of her home.

Milstein took Koch under her wing.

“I just taught her, ‘We don’t show and tell; we show and sell,’” Milstein says. “Otherwise we’re just taxi drivers.”

Koch followed her mentor everywhere, learning handson what to say to clients, how to close a deal and how to read people.

Koch recalls a simple but important lesson imparted after Milstein overheard her asking a potential client the best time to meet. After Koch hung up, Milstein told her that she had it backward: Instead of working around the

client’s schedule, tell the client when it works for you; give the client two dates or times to choose from.

“It shows people that you’re professional, you take your business seriously, and you bring value to the table,” Koch says.

Milstein taught Koch how to close a sale, create urgency with clients in a professional way, and develop skills to help Koch most efficiently achieve her clients’ goals.

“No matter what I told her to do, she did it,” Milstein says. “She never gave up, she always hung in there. She just took it and ran with it.”

Koch recalls a FSBO seller who had no intention of making a decision to accept her clients’ offer that day – at least at first. Milstein showed her how to gently push the seller into making a decision.

“We told the truth,” Koch says. “The clients had a second choice, they were in from out of town, and they wanted to make a decision that day.”

That’s all it took – telling the truth.

CLAIMING HER TURF

Today, three decades into her career, Koch is one of the top agents in the RE/MAX Central Atlantic Region and was the No. 2 RE/MAX agent in Maryland in 2012.

She joined RE/MAX Metropolitan in North Potomac, Md., owned by siblings Cynthia Wilson and Chuck Wilson, two years ago. She says the added brand recognition has given her already-stellar career a major boost.

The Wilsons say Koch is conscientious, works hard for her clients and has a way of making them feel comfortable with her poise, knowledge, experience and followthrough. She listens and works with clients to achieve what they want, not just settle for what’s available.

But it didn’t always come easily for Koch, who first made her mark in the tony Washington, D.C., suburb of Kentlands, known for its white picket fences, tree-lined streets, and short walks to shopping and schools.

“She competed against a lot of agents – big hitters who had been established for a long time,” Milstein says.

“She broke that market wide open and took over.”

Breaking in wasn’t a cake walk. Three experienced professionals had cornered the market – top Realtors who not only had deep roots in the Kentlands community, but who also consistently posted extraordinary numbers.

There was no reason for anyone to call on “rookie Realtor” Elaine Koch.

Undaunted, Koch worked seven days a week to build her name and her brand, and establish a reputation as an expert in her community. She volunteered at local

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“The best way to move forward is to find out who’s successful in your field and take cues from their strategies – clearly they work.”

schools, participated in community programs and sponsored events like concerts, home-and-garden shows and homeowner association happenings.

“Her BlackBerry was attached to her hip,” Milstein says. “She was out there hustling; she worked a million hours.”

She also learned by emulating her competition.

One of the agents who had cornered the Kentlands market used engaging mailers to help sell her properties. Koch tailored print- ELAINE KOCH marketing pieces to reflect her unique branding and approach, and she launched a mailing campaign of her own.

“The best way to move forward is to find out who’s successful in your field and take cues from their strategies,” Koch says. “Clearly they work.”

AT THE CORE

As she became more successful, Koch began building a staff and learned early on to hire talented people with experience. To hire the right person, she now asks all applicants to complete a DiSC online personality test to gauge how they might fit with the rest of the team and in what role.

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Today, Koch has an office manager and three buyer’s agents, all with varied and complementary skill sets and experience levels. Her buyer’s agents, for example, all have to have drive, ambition, people skills and passion for real estate to succeed. Office managers must be more detailoriented and have a polished, professional demeanor.

WORKING SMARTER ELAINE KOCH SAYS BEING A TEAM LEADER WITH A STRONG SUPPORT STAFF ALLOWS HER TO SPEND MORE TIME WITH HER DAUGHTER, CASSIE, AND PURSUE PERSONAL INTERESTS.

PLAN FOR PRODUCTIVITY To avoid getting sidetracked by daily distractions, Elaine Koch sets a series of goals for the day, week, month and year. Here’s how she maintains focus on the big picture in the midst of the details: Map out each day. Each morning Koch starts with a list of three goals, and four things that she will do to accomplish each goal. She also lists three leads to follow up on and all her appointments for the day. “Don’t go to your email and don’t answer your phone until you have your day planned and you know where you’re going,” Koch says. “It really does work. I find it’s so much more productive to focus on accomplishing things that will help my business stay on track in the long term.”

“You can’t bring just anyone in,” Koch says. “You have to bring in real talent and create an opportunity for them to play to their strengths.”

As for herself: “I’m a very driven Plan early; re-evaluate often. Koch starts planning person – very goal-oriented,” Koch says. for the next year each August. She adds four new marketing ideas, along with a new area of real estate Being a team leader and having to pursue. She outlines a 12-month marketing plan and agents under her is fairly new, but the identifies what’s currently working. Koch meets with change has allowed Koch to spend each team member to establish their goals and then more time with her 14-year-old follows up monthly to make sure everyone is where daughter, thanks in no small they want to be. part to her office staff.

Hold a daily meeting. Koch starts her day with her An office manager/listing office manager to schedule the day and the week specialist oversees the dayahead. That keeps her and her team on track. Often to-day operations, distributes the meetings turn into brainstorming sessions, which leads to agents, staffs open ultimately create more business. houses and events, and makes Schedule buyer counseling sessions. Before she sure daily tasks are completed. shows a property, Koch meets with her clients in the And a transaction coordinator office to identify their needs. She knows what her processes all under-contract clients can afford, where they want their payment and files to closing. what they require in a home.

“As a result, the rest of the team is free to do what we do best: sell houses,” Koch says.

Koch leads by being available for her House, a historic Maryland farmhouse that her father, a team, teaching, mentoring and holding heating and air conditioning contractor, helped restore them accountable. Agents must preview and maintain. It was the same home where Koch had all homes, know their inventory and be an her adventures and grew to love real estate. expert in their community so they can give Through a chance meeting, Koch recently reconnected solid advice to clients. with the buyers of that first home she sold during college.

Her buyer’s agents are required to hold Decades later, the buyers, Karen and John Gresh, still two open houses a month to help generate remember the impression Koch made. business, touch base daily with past clients “Elaine put a lot of effort into the sale,” Karen Gresh and keep Koch updated on the progress of says. “She really was a hard worker and even had her dad leads generated from her listed properties. come in and fix up the place. For that being her first sale, “My dad came here from Israel at the age she was very poised.” of 9, and he raised me to work hard, make something of Koch continues to exude professional composure, and myself and keep moving,” Koch says. She expects the now has the brand tools and support to go with it. She still same of everyone she works with. hustles, but she’s happy to have arrived at a place in her Koch’s father raised her and her three sisters after their career where she doesn’t have to “do it all, all the time,” mother left the family. They lived in the John D. Berry she says.

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FULL SPECTRUM

RETURN TO RE/MAX

Like Nowhere Else AGENTS WHO LEAVE RE/MAX OFTEN DISCOVER THEY MADE THE WRONG MOVE. THAT’S OK, BECAUSE THE WELCOME MAT IS ALWAYS OUT FOR AGENTS WHO WANT MORE FROM THEIR BUSINESSES AND HAVE THE DRIVE TO GO AFTER IT BY SARAH BENNETT

I

T’S A COMMON CHORUS repeated by agents who leave RE/MAX for an-

other brand: “What was I thinking?”

Those who set out for what they thought would be greener pastures are rejoining the RE/MAX network in earnest.

They’re realizing the support and brand-name recognition simply can’t be replicated elsewhere.

Offices are enthusiastically welcoming back these motivated agents.

Here are two of the many stories of agents

Susan Canny RE/MAX Professionals Englewood, Colo.

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PHOTO BY MARC PISCOTTY

who are glad to be back. »

SUSAN CANNY RETURNED TO RE/MAX IN 2012 AFTER leaving in 2005 for the opportunity to enter a partnership and be a managing broker with a different national brand.

When the recession hit and her new venture folded, the former GRI instructor moved to yet another franchise, where she was the top agent in her 60-agent GREG SKIPPER FIRST office and the top recruiter for two years. joined RE/MAX Ocean Greg Skipper “I come from a family of entrepreneurs, so I gave it a Forest at the height of RE/MAX Ocean Forest shot,” she says. “But forming a new office and joining the market in 2007, but, Myrtle Beach, S.C. another franchise only made me appreciate all that like many others, he RE/MAX offers and the value of the brand. I’ve now found himself struggling been on the other side.” when the recession hit. He started getting Today, Canny works with a supportantsy and left the brand to join an indepenive manager and is thriving, surrounddent brokerage in 2010. ed by other top producers – a key Skipper quickly realized that the leads reason for her return. She realized the A few of the many weren’t as robust as he had been led to average transactions per agent at reasons agents come believe. He began feeling that he had back to RE/MAX: RE/MAX were staggeringly high, and made a mistake leaving RE/MAX. she wanted to be around other suc“Any of the leads that came in were Productive, cessful, productive agents. experienced peers the brokerages’ leads; at RE/MAX, it’s your business and your clients,” he says.

Instant brand “If I wanted to make a decision about my recognition fees or advertising, it had to go through Global presence one person, and sometimes I couldn’t get an answer.”

Top-notch education At the end of 2010, Skipper decided to Leads with no come back to RE/MAX and spoke with his referral fees former manager, who welcomed him back Reputation for as if no time had passed. professionalism, “They were wondering how long it was credibility “I can concentrate again on listing going to take,” Skipper says, laughing. and selling,” she says. “I’m excited that I Entrepreneurial It’s been three years since he returned, and freedom have earned several No. 2 monthly sales Skipper couldn’t be happier with the comawards in my office for doing what I bination of freedom and Broker/Owners enjoy most.” committed to support he gets from agents’ success Canny’s son is earning his real estate RE/MAX. Instead of license, and Canny can’t overstate how competing against othSupport to run their highly she recommends RE/MAX. business their way ers in the same office, “There’s an age-old debate among as was the case with the agents about whether the consumer independent brokerage, is hiring you or hiring the company; to Skipper enjoys the came, it’s both,” she says. “When I was with a less-recmaraderie at his RE/MAX office and likes ognizable brand, I was constantly trying to justify the that everyone supports each other in their success. brand. Now, I deliver the same great service I always “If you dig in and do the work, you can make a lot more have, but RE/MAX sells itself. My clients have added money with RE/MAX,” he says. “I won’t ever leave the Balconfidence in me because I’m with RE/MAX.” loon behind again!”

THE RIGHT PLACE TO BE

When I was with a less-recognizable brand, I was constantly trying to justify the brand. Now I deliver the same great service, but RE/MAX sells itself.

At RE/MAX, it’s your business and your clients.

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FULL SPECTRUM

THE RE/MAX COLLECTION

Lavish AFFAIR THE INAUGURAL RE/MAX LUXURY FORUM BROUGHT TOGETHER TOP AGENTS WHO RELY ON THE RE/MAX COLLECTION TO MAKE LASTING IMPRESSIONS ON AFFLUENT BUYERS AND SELLERS AROUND THE WORLD

BY DEBORAH KEARNS

They sell some of the most expensive and sophisticated real estate in the world – and they gathered in one room to share success stories and learn from the best in the luxury market. More than 170 RE/MAX luxury specialists attended the inaugural RE/MAX Luxury Forum in California this past fall, and it was nothing less than powerful. At the epicenter of the event was The RE/MAX Collection, the network’s premier marketing program for luxury homes and properties. Brand Manager Anne Miller says there’s tremendous demand from RE/MAX agents to learn strategies for assisting affluent buyers and sellers – and for incorporating the benefits and brand-name visibility offered by The RE/MAX Collection.

Hear from four attendees who embrace The RE/MAX Collection in their home markets. »

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MEET THE LUXURY SPECIALISTS These four attendees, from four very different luxury markets across North America, elevate The RE/MAX Collection brand at home. Here are some of their insights:

MARIE AVERY

RE/MAX Alliance Group Sarasota, Fla.

DEBRA BEAGLE

RE/MAX Elite Brentwood, Tenn.

USE THE RE/MAX COLLECTION “I love the look, elegance and feel of the signs and materials. The RE/MAX Collection magazine has been a major advantage in marketing my listings, especially when I can include sleek aerial shots of waterfront property. That makes a lasting impression.”

– MARIE AVERY

REACH OUT TO INTERNATIONAL BUYERS “We have a huge influx of Asian buyers in Vancouver, particularly people from China. I speak Cantonese and Mandarin, and I know their language and the culture; I can relate to them on a personal level. If you have a specific group of international buyers or investors looking for properties in your market, get in front of the trend and use the collective strength of the RE/MAX network to reach out to them.”

PHOTOGRAPHY BY SARA JORDAN

– SHARON LUM

MAKE A LASTING IMPRESSION “On a $4.5 million listing, I met with the sellers, who were on the fence about the sale. After the appointment, I sent a fruit arrangement

SHARON LUM

RE/MAX Select Properties Vancouver, British Columbia

JASON MOORE

RE/MAX Legends Buford, Ga.

and included a note that read, ‘Thanks for the opportunity to meet with you.

We look forward to exceeding your expectations.’ They called me that day and listed. It cost me $50, but gained me so much more in return.”

Specialist (CLHMS) designation is a must. You’ll gain access to all kinds of graphics and charts to help you tell the national story of the luxury market, and there are templates you can tailor to your own market. It’s worth it!”

– JASON MOORE

– JASON MOORE

BE CONFIDENT, PASSIONATE

DON’T LET THE COMPETITION SCARE YOU

“It might sound cliché, but you have to have a passion for and knowledge of luxury real estate to appeal to the types of buyers and sellers you’re trying to work with. Knowing the architecture and history of our Nashville-area historic homes is a huge benefit for me in this market. Confidence and knowledge are your biggest assets with luxury clients.”

– DEBRA BEAGLE

“In the Sarasota market, I’m up against some big names in luxury real estate.

With The RE/MAX Collection marketing tools, I have the support and confidence to effectively compete in our marketplace. The luxury brand and our unbeatable international exposure impress my clients far beyond anything the competition can offer.”

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KNOW YOUR STUFF “Clients you’ll work with want someone who knows what they’re talking about. If you’re new to luxury real estate, get specialized training. The Certified Luxury Home Marketing

BE A STRAIGHT SHOOTER

“Luxury clients need to feel they can trust you, and they want someone who is honest and upfront to speak to them directly. As long as you go in with the right information and can back up what you say with Visit remax.com/above for luxury marketing tips meaningful statistics and from David Collins, founder of Real Marketing, facts, you’ll win that trust.” which produces The RE/MAX Collection magazine.

– SHARON LUM

REMA X .COM/ABOVE • WINTER 2014

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FULL SPECTRUM

G R E AT O F F I C E

All About Town

ON THE WATER IN SMALL-TOWN ONTARIO, RE/MAX GEORGIAN BAY REALTY HAS BEEN VOTED THE TOP REALTY COMPANY IN MIDLAND FOR 14 YEARS IN A ROW – AND THE SIX-OFFICE BROKERAGE HAS 40 PERCENT MARKET SHARE IN THE SOUTHEAST GEORGIAN BAY AREA TO BACK IT UP

B

OB ARMSTRONG believes in the power of doing it yourself.

That’s why he still goes to the bank. Picks up his own mail.

Drops off his dry cleaning.

Some may think this isn’t the best possible use of Armstrong’s time. After

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all, he’s the Broker/Owner of RE/MAX Georgian Bay Realty, leading 44 agents in six offices across five Ontario towns in the southeast Georgian Bay area.

But who can argue with his approach when his Associates have 40.3-percent

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

market share and the Midland community has voted RE/MAX Georgian Bay Realty the best realty company 14 years in a row?

“The real estate business is about looking people in the eye on a daily basis,” says Armstrong, who opened his

first residential-only brokerage in Midland in 1982 and has since expanded to several nearby communities.

“We need to be real people with a tangible presence.”

Tiffany McGregor, an Associate who works out of the franchise’s Balm Beach

PHOTOS BY MIKE GUILBAULT

BY KARA KURYLLOWICZ

office, agrees.

“We love living, working and playing in this region,” she says. “It fuels our passion for the area’s real estate and our focus on building strong, vibrant communities.”

Meeting and connecting with the members of the southeast Georgian Bay community – not just screen-to-screen or by phone, but in person – is a central value shared by all of Armstrong’s agents.

A big part of that community presence is in the brokerage’s 16-plus years of fundraising for Children’s Miracle Network, totaling approximately $225,000.

Associates also have raised more than $40,000 for the Canadian Breast Cancer Foundation with its annual Yard Sale for the Cure, a nationwide fundraiser each May. Locals come together for community yard sales, and the proceeds from the sale of their unwanted items benefit the foundation.

Additionally, each office is strategically located to maximize exposure to drive-by and pedestrian traffic.

“Whether it’s for an existing customer who drops in to say hello or the out-oftown prospects who drive the shoreline when they’re on the prowl for recreational properties, you have to be readily available,” says Peggy Worthen, who also works out of the Balm Beach office.

“House hunters here typically have a ‘This is it!’ reaction to properties. And if they don’t get immediate answers, they move on to the next agent.”

The flagship office on

Midland’s four-lane King Street – the main thoroughfare leading directly to downtown and the waterfront – is on a lot that fronts three regulation soccer pitches. Families swarm there in the spring, summer and fall.

Construction on a 100-home subdivision right behind those fields will begin in the next few years, and Armstrong is looking forward to the additional exposure and sales.

The King Street office is also right across from a Tim Horton’s outlet – the ubiquitous coffee chain that has a powerful presence in Canada’s main cities, but absolutely rules in small towns as a community gathering spot.

“I will never have a coffee machine in the King Street office,” Armstrong says. “We all walk across the street to Timmy’s to stand in line and have a chat. You never know who you’ll run into or who you might meet for the first time.”

TRULY COMMITTED RE/MAX Georgian Bay Realty Associates serve the Midland area, which includes the small communities of Midland, Penetanguishene, Elmvale, Balm Beach and Coldwater, as well as Tay, Tiny and Wyevale.

Local knowledge, community involvement and a reputation for strong customer service have all helped agents claim top market share in the area. Ask RE/MAX Georgian Bay Realty agents exactly why that is and they’ll say it comes down to what they do each and every day.

“We’re full-time real estate agents; this is how we earn

MEET ‘THAT 777 GUY’ Kevin Ellis customizes each of his listings with a price ending in 777. It’s a strategy that has helped interested buyers remember him, even if they can’t quite remember his name.

All they have to remember is 777, and everyone knows who they mean.

Ellis is known as “that 777 guy.”

He’s RE/MAX Georgian Bay Realty’s best-selling agent 12 years running and one of the Top 100 RE/MAX agents in the RE/MAX Ontario-Atlantic Region, ranking No. 44 as of October.

“If you want the puck, go get it!” he says.

The RE/MAX Lifetime Achievement Award recipient lives and works by this philosophy, because hockey has been a major part of his life for more than three decades. When he started his Midland real estate business 21 years ago, he attended plenty of open houses and ran a lot of ads, but over time he figured out what really worked for him: hockey.

Ninety percent of his business is a result of who he knows and meets through hockey and other community activities, such as the local racquetball,

hockey, soccer and baseball teams he sponsors, and through providing scholarships to high school students.

Ellis shows his appreciation in creative, meaningful ways for the more than 100 annual transaction ends he closes, which are largely a result of referrals from present and past clients. He’s given clients paint trays with RE/MAX logos on them, as well as paint cans filled with chocolate, wine or beer. And, on occasion, he’s offered tickets to a Toronto Maple Leafs game or movie passes.

“I tailor my gift baskets as much as I can,” Ellis says.

He’s also regularly inspired by the ideas presented on remax.ca, and never misses the RE/MAX Ontario-Atlantic Canada Region’s sales rally in January.

But, in the end, Ellis credits his community involvement, positive wordof-mouth referrals and meaningful interpersonal interactions as the cornerstones of his success.

“Just be nice to people,” he says. “Be approachable, be friendly and always do a good job – it’s really that simple.”

REMA X .COM/ABOVE • WINTER 2014

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FULL SPECTRUM

G R E AT O F F I C E

our living,” McGregor says.

“It’s not a hobby.”

While community involvement is key, McGregor is convinced she and her colleagues have earned their customers’ trust because they also exercise due diligence and tell the truth.

“Whether it’s a water-quality test, a question about the Harmonized Sales Tax (HST) or whether a property can be rented due to bylaws or a land lease, I find the answer,” McGregor says.

Collectively, the six offices had 880 transaction ends in

We love living, working and playing in this region. It fuels our passion for the area’s real estate and our focus on – TIFFANY MCGREGOR building strong, vibrant communities. the Midland MLS by November 2013; five of the top 10 area agents, ranked by units sold, are with RE/MAX Georgian Bay Realty.

Every Thursday morning, RE/MAX Georgian Bay Realty agents meet at the North Simcoe Sports & Recreation Centre in Midland to share tips and exchange information. Then they pile into vehicles to tour the newest listings, and visit

new developments to meet with staff and get a real feel for the properties. Once a month, speakers are brought in to address specific topics such as legal updates and home insurance.

“I always learn something from the speakers – whether it’s about a change to an existing law or that a particular street is great for young families,” McGregor says.

“And the weekly tours are so valuable. On three occasions, I’ve walked through a colleague’s listing, texted a buyer to say, ‘I’m standing in your new house right now!’ and later closed the deal.”

Although attendance isn’t mandatory, it’s obvious why more than half of the firm’s agents typically take part.

“You don’t really understand a new condo, subdivision or a resale home until you’ve walked through it yourself,” Armstrong says.

“Photos and virtual tours are only a starting point.”

Kevin Ellis, a top producer who works out of the King Street office and celebrated his 17th anniversary with RE/MAX last May, agrees.

“We’re the hometown experts; it’s a foundation of the RE/MAX system,” he says. “You have to be able to answers clients’ questions

about the whole community, not just local real estate.”

MUCH LOVED Georgian Bay, a massive part of Lake Huron, offers 2,000 kilometers (1,243 miles) of shoreline and more than 30,000 islands, many of which are just a 15-minute boat ride from several of the brokerage’s locations.

Three of Armstrong’s offices sit just a few blocks from Georgian Bay and specialize in waterfront properties.

“The Midland area is the best-kept secret north of Barrie, because we’re on a larger body of water than Barrie’s Lake Simcoe,” Armstrong says. “We have more-affordable homes and the smalltown atmosphere.”

Like so many of his agents, Armstrong has been listing and selling real estate in this area for decades, and now he’s working with his original clients’ children.

“I refuse to do business outside the Midland area, but I’m happy to accept and give referrals,” Armstrong says.

“No matter how much research you do and regardless of the statistics and facts you gather, you will never know or understand an area as well as someone who has lived and worked there for years.”

ON THE WATERFRONT BROKER/OWNER BOB ARMSTRONG, FRONT, ENJOYS GEORGIAN BAY WITH BONNIE MCLAREN, DAVE DESROCHES, KEVIN ELLIS, GREG ST. AMANT, JOHN EPLETT, KAREN RUTHERFORD AND STEPHEN JUPP.

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ABOVE THE RE/MA X MAGAZINE • WINTER 2014

ABOVE & BEYOND

PHOTO BY MELISSA DEX GUZMAN

G R E AT L I F E

BANDED TOGETHER RE/MAX ROCKIN’ ALL STARS BRINGS DOWN THE HOUSE TO BENEFIT CHILDREN’S MIRACLE NETWORK BY SHARA RUTBERG

W

HO KNEW THERE were so many Canadian RE/MAX agents who can rock the house?

Bruce Dougall had an inkling, so the professional trumpet player and Broker Associate with RE/MAX Kelowna in Kelowna, British Columbia, recently formed a 10-piece rhythm-and-blues band called the RE/MAX Rockin’ All Stars.

“I felt like Robin Hood picking his merry men,” Dougall says. “Each member is a stellar musician and a stellar real estate agent.”

Reminiscent of bands like Chicago, Tower of Power, and Earth, Wind & Fire, the RE/MAX Rockin’ All Stars packed Vancouver’s 308-seat Metro Theatre in November for their first gig, which raised money for Children’s Miracle Network.

CMN will benefit from all the band’s proceeds, already more than $3,000 thanks to the kickoff concert, which the group organized themselves.

Their next big show: opening

for the headlining act at the RE/MAX of Western Canada Annual Conference in February. They hope to one day play at RE/MAX R4.

“We do a real highenergy show,” says guitarist Ari Lahdekorpi, a former session musician who has worked with blues legends like Pinetop Perkins and Bo Diddley. “With a four-piece horn section and a six-piece rhythm section, we really have a full sound.”

For more images of the RE/MAX Rockin’ All Stars benefit concert, visit remax.com/above.

THEY’RE WITH THE BAND BAND LEADER AND TRUMPETER BRUCE DOUGALL KEPT HIS EAR TO THE GROUND TO FIND TOP RE/MAX MUSICIANS FROM ACROSS BRITISH COLUMBIA. On guitar: Ari Lahdekorpi, RE/MAX Select Properties, Vancouver On lead vocals: Albert Gilmer, RE/MAX Crest Realty Westside, Vancouver On guitar and vocals: Rob Lacerte, RE/MAX Nyda Realty, Chilliwack On drums: Daryl Miller, RE/MAX 2000 Realty (Guildford), Surrey On trombone: Ken McClelland, RE/MAX Real Estate, Kamloops On keyboards: Brad Leslie, RE/MAX Real Estate Services, Vancouver On alto sax: Dan Pigott, RE/MAX Crest Realty, North Vancouver On tenor sax: Tim Barrett, RE/MAX Little Oak Realty, Abbotsford On bass guitar: Rob Johnson, RE/MAX 2000 Realty, Surrey

REMA X .COM/ABOVE • WINTER 2014

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ABOVE & BEYOND

MORE THAN AN AGENT

Great Strides

“N

EVER LOOK back, always look forward” is Tina McDonough’s life motto, and it’s one that has inspired her to raise the bar on what it means to be a good agent.

Active in her local Rotary, schools and area nonprofits, McDonough has also, for the past six years, led the Susan G. Komen 3-Day for the Cure’s largest and No. 1 fundraising team. Her efforts recently earned the 100 Percent Club member with RE/MAX Select Real Estate in Renton, Wash., a prestigious Realtor magazine Good Neighbor Award and a $10,000 grant that will benefit Susan G. Komen.

“I think the two worlds complement each other,”

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McDonough says of her real estate career and her role as the leader of her walking team. Named “Valley Girls and Guys,” the 168-person team participates in Seattle’s 3-Day for the Cure walk every September.

“My clients – many of whom are 3-Day walkers themselves – know that when I sell their house, I’ll make a donation to Komen on their behalf,” she says. “I’m doing what I love and donating to a cause I believe in, so it’s a win-win situation.”

McDonough first walked the grueling 60-mile course over 72 hours at the 2007 3-Day event. She was proud of her accomplishment but told herself that once was enough.

ABOVE THE RE/MA X MAGAZINE • WINTER 2014

Then, a close friend’s death from breast cancer a few months later prompted the fiery McDonough to recommit to the cause and form her own fundraising team.

THE ‘FUN’ IN FUNDRAISING Over the past five years, the Valley Girls and Guys team has raised $1.4 million for Komen, 75 percent of which

Tina is the Energizer Bunny. People do not say no to Tina McDonough.

– TRACY KURDNA

stays local and goes into sizable research and publichealth programs that provide help for men and women battling breast cancer.

McDonough’s impressive fundraising abilities, coupled with her effervescent personality, have helped attract new walkers every year and turn her team into the largest in the country.

Every other month or so, Valley Girls and Guys hosts a fundraiser in the area, such as an annual auction held for more than 500 guests at a local horse-racing track; Survivor Night, a more casual barbecue, takes place in McDonough’s backyard.

Tracy Kurdna, who became one of the first breast-cancer

PHOTOS BY MERYL SCHENKER

RE/MAX ASSOCIATE TINA MCDONOUGH RECENTLY RECEIVED A REALTOR MAGAZINE GOOD NEIGHBOR AWARD FOR HER SUBSTANTIAL CONTRIBUTIONS TO SUSAN G. KOMEN BY SARAH BENNETT

POWER OF PINK TINA MCDONOUGH (FAR LEFT) AND HER VALLEY GIRLS AND GUYS TEAM, ARE SUSAN G. KOMEN 3-DAY FOR THE CURE’S LARGEST AND NO. 1 FUNDRAISING TEAM. THEY’VE RAISED MORE THAN $1.4 MILLION FOR SUSAN G. KOMEN.

survivors on McDonough’s team in 2009, can attest to McDonough’s drive and fundraising success.

“Tina is the Energizer Bunny,” Kurdna says. “She’s amazing at getting people to sponsor our team. People do not say no to Tina McDonough.

“None of us on our own would make those requests, but she thinks of it every single day. She never stops coming up with ideas.”

INFECTIOUS ENERGY RE/MAX Select Real Estate Broker/Owner Colleen Fischesser says she feels grateful to have McDonough with her brokerage because she makes everybody want to be better.

“From the brokerage perspective, Tina is not only a top producer who does lots of great business in the right way, she’s also a major asset to the office because her outlook is always positive,” Fischesser says. “She’s all over the place all the time, and the rest of us just scratch our heads and wonder how she does it.”

With McDonough’s energy so infectious, many of her fellow agents can’t help but become involved in her 3-Day efforts. Many have even used their own connections to source donated auction items or sponsor individual walkers who need extra funds.

Because the average 3-Day team size is about 10 people, McDonough’s 168-member team might seem too large to manage, but McDonough wouldn’t have it any other way. She continues to receive weekly requests to join her crew, and says she would never feel comfortable putting a cap on her team size or turning away anyone who wants to walk with them.

As if her efforts in the Seattle area aren’t remarkable enough, three years ago McDonough began making the trip to San Diego to participate in the 3-Day there.

Says Kurdna: “It’s important that we raise the money for Komen, but it’s also important for Tina because she wants to honor everyone on the team and their reasons for walking.

“Whether they are a survivor or have friends who are, she genuinely cares about every single person on the team – and the cause.”

CULTURE OF GIVING

RE/MAX Associates who give back in their communities are not exceptions – they’re the rule. Search “Good Deeds” at remax.com/above for more feel-good stories.

Here are some great examples:

BIKING .

FOR KIDS .

Brian Godfrey of British Columbia biked across Canada to raise $30,000 for British Columbia’s Children’s Hospital.

POLIO.VACCINES. A polio-free future is now possible for hundreds of children in northern India who were vaccinated by Margarita Lartitegui of Florida and other volunteers last summer.

YEAR-ROUND. SANTA. Santa look-alike Fred Imhausen of Indiana dresses up for charitable events and fundraising drives regardless of the time of year.

REMA X .COM/ABOVE • WINTER 2014

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JUST FOR FUN

CONTEST

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ABOVE THE RE/MA X MAGAZINE • WINTER 2014

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March 3 – 6, 2014 • Las Vegas, Nevada Mandalay Bay Resort & Casino ©2014 RE/MAX, LLC. All rights reserved. Each RE/MAX® real estate office is independently owned and operated. 131167

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