The Residential Specialist, July/August 2016 by The Residential Specialist

residential

july + aug

B US I N E S S I N TELL IGE N CE FOR THE CR S PROFE S S IONA L

2016

THE

SPECIALIST ALSO IN THIS

ISSUE

Keep your business motivated Working with veterans How to write a great listing

The challenge of low inventory Staying in touch with clients Negotiate like a pro

PICTURE PERFECT How to supercharge your listings with high-quality photos and video

CRS-019

Rest Assured. You can trust HomeTeam for a faster, more efficient home inspection. We’ve worked hard to establish our proven reputation with real estate professionals, homebuyers and home sellers alike, and we stand by our promise to provide a professional inspection every time. As experts, we’re in the business of protecting families as they make one of the most significant decisions of their lives. Find out how our team approach has helped families find safe homes for over 20 years.

That’s the HomeTeam promise.

contents

July 20 Aug 16 vol. 15, no. 4

PRETTY AS A PICTURE

Professional-grade digital visuals help potential buyers find and fall in love with your listings. By Donna Shryer

features 26

ON THE COVER Brian Teyssier, CRS, photographed for The Residential Specialist by Brian Kaldorf

30 COMING HOME Becoming familiar with housing programs to assist veterans can make you a valuable and trusted partner. By Daniel Rome Levine

WHATâ&#x20AC;&#x2122;S MY MOTIVATION?

When the market lulls, use these 10 strategies to keep yourself and your team motivatedâ&#x20AC;&#x201D; all year long. By Matt Alderton

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The Council of Residential Specialists

crs.com

July Aug

contents

departments 4 VANTAGE POINT

July 20 Aug 16 vol. 15, no. 4

By Janelle Pfleiger, CRS

5 SHORT LIST

Home and location features that yield the fewest days on market; home features that appeal to first-time buyers; and an update on teardowns.

9 COOL STUFF

inside CRS

Presenting gadgets to help make your office a place where you can get stuff done efficiently.

10 SMART SOLUTIONS

37 NEWS FROM THE COUNCIL

Create listing descriptions that attract buyers and sell homes faster.

A new video series launches, highlighting CRS members; and tips to create better videos.

By Regina Ludes

40 LEARN FROM THE BEST

12 INSIDE TRACK

Understand that negotiating is an emotional exercise and you will meet with success.

Low inventory levels continue to limit progress in housing across the country.

Jackie Leavenworth, CRS

By Brittany Magee

41 CRS CONNECT

14 WINDOW OF OPPORTUNITY

48 ASK A CRS

Consistent client follow-up increases repeat and referral business—here’s how to do it.

Advice from the country’s top agents.

By Gayle Bennett

16 PEER TO PEER

Brad Allen, CRS, of The ART of Real Estate, Columbia, South Carolina

34 WORK + LIFE

Originals: How Non-Conformists Move the World by Adam Grant Reviewed by Allan Fallow

Take Back Your Night How to get your evenings and weekends back. By Dale Carlton, CRS

ON LY A T TR S MAG. C OM THE RESIDENTIAL SPECIALIST ONLINE Visit the website at trsmag.com to access the digital edition of The Residential Specialist.

LIGHTS, CAMERA…

STANDOUT VIDEO

A downloadable checklist for sellers to use when preparing a home for photography or video.

A roundup of some of the wackiest video listings: Talking homes, goofy guided tours and celebrity appearances.

Coming Next Issue ... B US I N E S S I N TE L L I GE N C E F OR TH E CR S PR OFE S S I O NA L

Remodeling and Home-Design Trends Read about the latest trends in home design and remodeling, including research about what aspects interest buyers the most. Strategies for Hiring Assistants Get advice from the experts on when to hire an assistant, how to find one and whether to use a real or virtual assistant.

EDITOR Michelle Huffman mhuffman@crs.com 800.462.8841 2016 ADVISORY PANEL Moderator: Clark Niblock, CRS Co-Moderator: Marylea Todd, CRS 2016 ADVISORY PANEL MEMBERS Paula Angelopoulos Urbinati, CRS Sarah Delphine Coleman-Lee, CRS Lois Cox, CRS Rosemarie Doshier, CRS Barbara DuDeck, CRS Dionne Housley, CRS Michael Klinger, CRS Bradly MacLay, CRS Joseph Mathews Colleen McKean, CRS Lynn Morris, CRS Vivian Pike, CRS Jacob Sanders, CRS Beverlee Vidoli, CRS CONTRIBUTING WRITERS Matt Alderton Gayle Bennett Daniel Rome Levine Regina Ludes Brittany Magee Donna Shryer OFFICERS 2016 President Janelle Pfleiger, CRS Chief Executive Officer Lana Vukovljak 2016 President-Elect Leigh Brown, CRS 2016 First Vice President Gary Williams, CRS 2016 Immediate Past President Dale Carlton, CRS

PUBLICATION MANAGEMENT www.glcdelivers.com Publishing Manager Phil Malkinson Art Director Scott Oldham Advertising Manager Michael J. Mrvica M.J. Mrvica Associates, Inc. 856.768.9360 mjmrvica@mrvica.com The Residential Specialist is published for Certified Residential Specialists, General Members and Subscribers by the Council of Residential Specialists. The magazine’s mission is: To be a superior educational resource for CRS Designees and Members, providing the information and tools they need to be exceptionally successful in selling residential real estate. The Residential Specialist is published bimonthly by the Council of Residential Specialists, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092. Periodicals postage paid at Chicago, IL, and additional mailing offices. Change of address? Email requests to crshelp@crs.com, call Customer Service at 800.462.8841 or mail to CRS at the above address. The Residential Specialist (USPS-0021699, ISSN 1539-7572) is distributed to members of the Council as part of their membership dues. Non-members may purchase subscriptions for $29.95 per year in the U.S., $44.95 in Canada and $89.95 in other international countries. All articles and paid advertising represent the opinions of the authors and advertisers, not the Council. POSTMASTER: Please send address changes to: The Residential Specialist, c/o Council of Residential Specialists, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092. COPYRIGHT 2016 by the Council of Residential Specialists. All rights reserved. Printed in U.S.A.

Succession Planning You’ve built a successful business and want to retire. How do you pass the business to a trusted associate, employee or family member? Marketing Real Estate in College Towns How do you market to different demographics, including professors, temporary employees and parents of students who may buy investment properties?

PLUS:

SEO matters: More than 90 percent of homebuyers search online for their home. We look at SEO best practices that can be easily implemented and have the highest ROI. Would you like to be a source for a future story in The Residential Specialist? Send an email to mhuffman@crs.com

to be added to our potential source list. To see a list of the topics we’ll be covering, check out the magazine’s 2016 editorial calendar online at crs.com.

WHO ON YOUR

TEAM could benefit by receiving a personal copy of The Residential Specialist?

STAY INFORMED The Council of Residential Specialists provides superior education, exceptional networking opportunities and critical resources. The Council’s flagship magazine, The Residential Specialist, delivers the latest industry trends, success stories and proven strategies to grow your business.

crs.com

To subscribe for yourself or a colleague, call 800.462.8841. Note: Members of the Council of Residential Specialists receive the magazine as part of their member benefits.

[vantage point]

from the desk of A. Janelle Pfleiger, CRS, CLHMS, GRI, CDPE 2016 president

TAKE TIME

to learn Ø

At CRS, education and training is our strong suit. Members tell me they love our education offerings. In fact, in a recent survey, more than 90 percent of CRS Members said they would recommend CRS education to a friend or colleague. We take a lot of pride in presenting the most vital, forward-looking and useful educational material and tools available in the industry. One of the ways we do this is through weekly webinars, which touch on a range of topics that can help you differentiate yourself in your market, grow your business and improve your skills—live-streamed right to your home or office. During these busy summer sales months, the webinars can be really useful. Here’s a small sample of the topics planned for this summer: ÄFor Ä sale by owner: How to turn FSBOs into clients ÄNegotiation Ä tactics: Tools to employ in different negotiation situations ÄGrassroots Ä marketing: Get new ideas for marketing tactics that generate leads Ä5 Ä minutes to jumpstart your career: Tips to stay motivated More topics are being added all the time. Later this year, we’ll have a few sessions on using Instagram and Pinterest to market yourself and your properties. Along with the advice from seasoned educators, the discussions that take place during these webinars allow you to ask and answer questions, and get advice from your peers. Remember, though, if you can’t make the live webinar, you can download it later, along with other course materials. CRS offers a mix of free and paid webinars, and the paid ones are available to members at discounted rates. Bundle packages offer more opportunities to save (and look out for free webinars during CRS Week, Sept. 19–23). To find out more or to register, go to CRS.com. I’ll be listening in with you.

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[short list]

+ industry headlines + statistics + trends

THE

hot HOUSE Pro x

nless steel a Stai pp lia

6 days 8 t:

es: nc

0-2 50

,000

-square-foot

lay

79 days

WHICH FEATURES SELL A HOME MOST QUICKLY? u

ys da

47 d a

Are you looking for inventory that turns over quickly? The hottest size was a modest 1,500 to 2,000-square-foot Realtor.com broke down the home and neighborhood home, which stayed on the market 86 days, compared to features that attract buyers quickly and translate into the the 2,000 to 2,500 range that remained on the market for shortest number of days on market. 90 days. More than 10,000 square feet is a long stay at That unicorn house is a Spanish-style home, between 173 days, the longest time on market in the survey. 1,500 and 2,000 square feet, priced at between $200,000 The fastest-selling price point is that not-quite-starter and $250,000, with stainless steel appliances, a good school price of $200,000 to $250,000, beating out the starter price nearby and city views. Seeing as this mythical home is of $150,000 to $200,000 by three days, averaging 83 days to unlikely to actually exist, we’ll break it down for you. 86 days, respectively. Spanish-style homes are far and away the fastest-sellers, Finally, it always helps to include those kitchen features spending just 47 days on the market. But that’s likely due in listings: Homes with stainless steel sell in 79 days, while to the fact that these rare homes are primarily located in those with granite countertops sell in 82 days and opencoastal California cities where a particularly sturdy cardkitchen homes sell in 83 days. board box could probably fetch multiple offers right now. Dismissing that outlier, a traditional home is the next-best option, spending 84 days on market, followed by a od schools: 7 rchitecture: o go ranch at 95 days. 6 yt tyle a s t i h is m n a The best location feature is a good Sp school nearby. Homes spend 76 days on the market when that’s the case, followed by proximity to a stadium with 77 days.

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FEELS Ø LIKE THE

[short list]

first time

+ industry headlines + statistics + trends

HOME FEATURES MOST IMPORTANT TO FIRST-TIME BUYERS

First-time homebuyers make up roughly a third of the buyers who will hit the market this year, a number that is poised to grow. In a recent survey, 88 percent of agents predicted that number will grow this year, according to the Mid-Atlantic Housing Market Survey from the MRIS, one of the nation’s largest multiple listing services. These buyers are a little different than the repeat buyers who dominate the market. They are a little younger and need to be a little thriftier than their home-owning counterparts. The median age of a firsttime buyer is 31, while the median age of a repeat buyer is 53. First-time buyers make nearly $70,000, while repeat buyers pull in almost six figures, according to the National Association of REALTORS®. They also have a slightly different set of priorities that dictate their choices in real estate. Whether you’re taking first-timers through the homebuying process or marketing a listing to them, here’s what they’re looking for.

Updated kitchen and bath

81 % An open floor plan Source: Metropolitan Regional Information Systems, Inc.

59 %

Low-maintenance features

Walkable communities

36 %

Strength of cellphone Energy service efficiency or Wi-Fi

20 % 19 %

FAILURE TO START The starter home has long been the first step into real estate for many homeowners. It’s typically smaller, cheaper and in need of a few minor repairs, and now many buyers feel it may not be worth their time. Buyers are increasingly favoring the idea of the forever home over the starter home, according to Bank of America’s Home Buyer Insights report. Seventy-five percent of first-timers want a home that will fit their needs in a few years, and nearly 70 percent are willing to wait to save more money and move into a nicer home in the future rather than buy a starter home now.

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About half of these potential buyers are willing to sacrifice many things to buy a new home, including nice clothes, a new car, travel and their social life, but are less willing to sacrifice the details of the actual home. Only 36 percent say they are willing to sacrifice features in their dream home, and even fewer—17 percent— will sacrifice their desired location. Buyers’ waning preference for the starter home coincides with its scarcity on the market. In a survey looking at the 100 largest U.S. markets, Trulia found that the stock of starter homes available is dwindling: 95 of these markets had fewer affordable starter homes

available now compared with 2012. This year, about 238,000 homes, or 28 percent of the total available inventory, were considered starter homes, down from 425,000, or 30 percent, of all available homes in 2012. Between the limited inventory and rising prices, it may be that starter homes are no longer at starter home prices, and buyers are skeptical of paying too much for a home they will quickly outgrow. For buyers who have the money, buying homes they can stay in longer may be worth the extra money they’ll have to pony up to get there.

THIS OLD teardown

Midwest

8,100

Once a popular option for desirable communities where developable land was scarce, teardowns became a thing of the past when the market crashed and homes were suddenly both cheap and plentiful—until now. The National Association of Home Builders estimates that approximately 7.7 percent of single-family home starts in 2015 were attributed to teardown-related construction. That’s more than 55,000 total teardowns for the year. Teardowns are, perhaps not surprisingly, more popular in the densely-packed, older Northeast than in any other part of the country. Teardowns accounted for 15 percent of starts there, 8 percent in the Midwest, 7 percent in the South and 6 percent in the West. The NAHB is unable to establish a trend line at this point, due to limitations in datagathering, but the organization has anecdotally sensed that teardowns are on the rise and therefore polled its members. If you’re a REALTOR® in an area with teardown potential, check out teardowns.com, a marketplace exclusively for teardown properties. Encourage buyers and sellers to have a conversation with their local municipality and familiarize themselves with the zoning regulations that might govern this type of transaction.

West Northeast

10,600

8,000

South

28,600

SINGLE-FAMILY HOMES STARTED IN 2015 ON THE SITE OF A TEARDOWN

MARKETS WITH LARGEST DECREASE IN STARTER HOMES

8 8

1 The Council of Residential Specialists

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2 ,3

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Starter Home Inventory, 2016 Q1

Source: Trulia

Starter Home Inventory, 2012 Q1

9 3 ,0 4 3 2 1, T y, U Ci t ak e lt L Sa

7, 4 4 8

Source: National Association of Home Builders

July Aug

[short list]

+ industry headlines + statistics + trends

PRE-LISTING perks Ø

80 percent of all real estate deals are conditional on a home inspection. Be proactive and stand out from the competition by performing a pre-listing inspection for your seller.

Attracting the highest asking price = more commission for you.

Better negotiating power. As the listing agent, you have the most knowledge about the product, so you don’t want any surprises. When you know about the potential issues of a home, you can decide if the seller should fix them or leave the option to the buyer.

July Aug

For every $1,000 of perceived defect, the buyer will ask for a $3,000 to $5,000 reduction of the asking price—don’t risk getting a lower offer. You want to know about the issues now, not when the buyer’s inspector shows up.

The Residential Specialist trsmag.com

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Use the pre-listing inspection as a marketing tool—this is particularly effective in hot markets. For more information, please visit the experts at Pillar To Post Home Inspectors: pillartopost.com.

[cool stuff]

acquisitions on a theme

149.95

A BETTER workspace

Whether your office is at work or at home, it’s the place you go to every day to get stuff done. And since you spend the majority of your time there on a weekly basis, it should be a place where you can be comfortable, relaxed and productive. Here are a few gadgets to help make your office a place where you can get work done.

FROM PAPER TO DIGITAL

BUFFERING BE GONE

If you’re a fan of jotting down your to-dos and thoughts on paper, only to have to transfer them to an electronic device later, then a Livescribe 3 Smartpen is your solution. The Smartpen allows you to have the best of both worlds as it transfers your handwritten notes and sketches to the digital world in an instant. Using Bluetooth Smart technology and Livescribe dot paper, the Smartpen captures everything you write or draw and syncs it to your Android and iOS smartphone or tablet. It also allows you to share your notes via email or text, or send them directly to Evernote to keep all digital notes organized.

There is nothing more frustrating than constant buffering, especially when you’re trying to work. Eero offers an alternative to the lone Wi-Fi router by delivering fast and reliable service all over your home—not just when you’re $ 199.00 close to the router. Three eeros will cover a typical home or office, or if you have a smaller space, one will be enough. The setup is easy and the eero app allows you to manage your Wi-Fi from your smartphone or tablet. The biggest advantage of the eero system: No more manual restarts. Eero runs regular checkups automatically.

livescribe.com/en-us/smartpen/ls3

eero.com

PRIVACY PROTECTION

A HEALTHIER DESK

Whether in an office, at a coffee shop or on the go, your privacy or a client’s privacy is at risk from unwanted onlookers. Fortunately, a 3M Privacy Product protects your screen from roaming eyes with micro louver technology that “blacks out” side views, while you have a clear view directly in front of the screen. It’s a simple solution that helps protect confidential information.

The Stir Kinetic Desk isn’t simply a standing desk. It was designed to keep you more engaged, productive and healthy while working. Rather than keeping you on your feet all day, the Kinetic Desk is height-adjustable. You’ll be able to rotate between sitting and standing effortlessly with a tap on the Desk’s built-in app and touchscreen. The sensing technology shares information about how long you’ve been sitting or standing, and it will signal to you to move if you’ve been in one position too long. It also monitors how many calories you’ve burned while working. It’s a desk that has your best interest in mind.

Price varies

3m.com

129.95

GO ERGONOMIC Sitting at a desk all day is not only uncomfortable, it can cause issues in your back, shoulders, neck and wrists. Unfortunately, it’s a place many of us can’t avoid, which is why it’s important to consider ergonomic solutions, such as Microsoft’s Sculpt Ergonomic Desktop. The keyboard’s split layout and dome shape create a unique design that allows wrists and forearms to remain in a relaxed, natural position. The nontraditional shape of the mouse maximizes wrist comfort as well. A more comfortable work setting enables you to be more productive short-term, and it will help reduce long-term aches and pains.

Starting at $2,999.00

microsoft.com

SOLAR-CHARGED

37.00

An office with lots of sunlight is now all you need to charge your smartphone with the Cling Bling Window Solar Charger. The square charger creates a suction to cling to a sunny window, and uses that solar power to charge any of your devices that use a USB cable. No sun? Not a problem. To have charging power available on cloudy days, an internal polymer battery stores up to 1800 mAh power. The Window Solar Charger offers a way to free up your computer’s USB ports and is environmentally friendly. opensky.com

stirworks.com

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[smart

solutions]

streamlining your business through technology

blurb

APPEAL

Create listing descriptions that attract buyers and sell the home faster. By Regina Ludes

For every new listing, Karen Feltman, CRS, with Skogman Realty in Cedar Rapids, Iowa, invites the homeowner to write a letter to prospective buyers, sharing what they love about their home. “It helps me write a better listing description,” she says. “If the homeowner appreciates certain features, then buyers are likely to appreciate them, too.” While photos and pricing might grab a buyer’s attention, well-crafted listing descriptions provide the context, highlighting a home’s BY THE NUMBER S details and finishes that may not be According to a Zillow analysis of 24,000 home visible in photos. sales, lower-priced Therefore, word listings that included the choice is key. Not word “luxurious” sold for only can the right words and phrases paint a picture for buyers, they can more on average than expected. affect the final sale

8.2% July Aug

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price, according to recent research Tell a Story by Zillow Digs. When words such Rather than list all the home’s as “barn door,” “shaker cabinets” features, create a narrative that and “subway tiles” were found in weaves the features throughout so a listing ad, the home sold faster buyers can envision living there. and for as much as 13 percent “Each home has a vibe, an energy higher than the list price. Terms that you want to capture that isn’t like “stainless steel,” “granite,” visible in photos,” White says. “You “view” and “landscaped” are want to sell a lifestyle. What does commonly found in listings that it feel like to live in that home, in earned a higher sales price than that neighborhood?” comparable homes as well. Listing descriptions with a narraIf your property description isn’t tive context are more reader-friendly capturing the essence of your listand help buyers imagine living there, ing as well as you’d like, it’s time to says Ken Smith, CRS, with Keller rethink it. To improve your listing Williams Kansas City in Missouri. blurb appeal, consider these factors. “‘Open space’ is a concept most people understand because they can Use Compelling visualize how the kitchen opens Headlines up to the living room,” he says. Headlines should be concise, Feltman writes her descriptions specific, direct and create a with a focus on convenience and lifestyle, which appeals to online sense of urgency, says real estate buyers. She includes details such copywriter April White with as the proximity to parks and bike LuxuryRealEstateWriter.com. To trails, which may appeal to outget ideas for headlines, check out doorsy types; and open floor plans magazine covers and note which and updated kitchens for buyers words and phrases are used to who enjoy entertaining. entice people to read.

Describe Housing Upgrades

Be sure to mention home upgrades and renovations in your descriptions, says Marcia Rubini, CRS, with RE/MAX Preferred Associates in Toledo, Ohio. “No matter how old the house is, buyers want to know if the furnace was replaced or if the windows are new,” she says. When describing renovations, Rubini uses “newer” rather than “new” to avoid confusing buyers. “When you describe carpeting as new, people tend to think it was replaced last week. If it was replaced two years ago, it’s no longer new,” Rubini says. Showcase the home honestly and don’t exaggerate or understate a home’s features, she adds, or you may undermine the buyers’ trust in you—and the value of the house.

Choose the Right Words

While some words may help sell your listing faster and for a higher price, other terms can have the opposite effect. Feltman says phrases like “open floor plan,” “spacious rooms,” and “upgraded kitchens and baths” seem to attract the most buyers to her listings. But she avoids terms like “cozy,” which implies that the rooms are small and “handyman special,” which indicates that you may be softening how much work the home needs. Overused words like “luxury” and “unique” are subjective and can mean different things to different people, White says. “Instead, show what luxury means. For example, describing the marble fireplace that was imported from Italy implies luxury without stating it,” she says. Avoid using real estate jargon, White advises. “REALTORS® tend to write for other agents, not for buyers. When they mention industry terms or design features, they assume buyers understand what

REGIONAL ACCENTS

What are buyers searching for in your area? According to a 2012 study by Point2Homes, some keywords are more prevalent in areas of the country than in others. Here is a breakdown by region of top keywords used in listing ads.

NORTHEAST Move right in Renovated Beautiful Gleaming hardwood floors Great starter home

SOUTH

MIDWEST

Tennis court High ceilings Community pool/ Swimming pool Media room Plantation shutters

they mean,” she says. For example, talking about a “gabled roof” or “dormer windows” doesn’t mean a lot to buyers, even though agents may recognize those terms.

Don’t Repeat Details

If you’ve indicated on the MLS profile that the home has three bedrooms, don’t repeat that information in the description section. Use that space to highlight the intangibles of the home to help buyers imagine living there. Many MLSs limit word space, so to get around this limitation White suggests writing a full property description first, then cutting out non-essential details until it fits. If writing is not your forte, a professional writer can help with your property ads.

Add High-Quality Photos

High-quality photos can complement the home’s story. Smith hires a professional photographer to take a minimum of 25 photos of his listings, the maximum allowed by his MLS. He then displays them in order of the home’s layout, starting with the front exterior and

Move-in condition Attached garage Plenty of storage Spacious living room Gas fireplace

WEST COAST Mountain views Ocean views Gated community Beautiful home

proceeding through the common areas and bedrooms. For additional exposure, Smith posts listings on the Enhanced Listings section of Realtor.com, which gives him space for 36 photos and 2,500 characters to paint a clearer picture. Another option is to showcase the home’s best features in the first few photos, White says, especially if those features are extraordinary, such as a refurbished staircase or a designer kitchen with top-of-the-line appliances. “Once you’ve hooked buyers’ interest, the remaining images can highlight more mundane features,” White says. For increased salability in a competitive marketplace, listing descriptions with the right key words and imagery can help tell a home’s story that captures a buyer’s interest. Regina Ludes is a freelance writer based in Chicago. Want the latest information on listing strategies that work? Check out the CRS course “Listing Strategies for the Residential Specialist.”

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[inside track]

By Brittany Magee

what’s trending in real estate

BY THE NUMBER S

3.4%

There are

fewer homes for sale in the U.S. than one year ago, and

7.8 %

fewer entry-level homes for sale. Source: Zillow

For one of the first times since 2007, it’s a good time to be a seller, as a housing shortage has hit U.S. markets nationwide, driving up the value of listed properties. But the lack of supply and affordability has left buyers in a state of frustration. Prior to the crucial spring season, existinghome sales experienced some flux as an uncharacteristically large drop was succeeded by an unexpected rebound the following month. In February, sales plummeted 7.1 percent to a three-month-low 5.08 million annual rate after a 5.47 million pace in January, according to the National Association of REALTORS® (NAR). All four major regions experienced declines, with the Northeast and Midwest hit the hardest. Sales bounced back in March, however, with a 5.1 percent jump across all regions, which was a 1.5 percent increase from the same time period the year before. “Buyer demand remains sturdy in most areas this spring, and the mid-priced market is doing quite well,” says Lawrence Yun, the chief economist for NAR. “However, sales are softer at both the very low and very high ends of the market because of supply limitations and affordability pressures.” First-time buyers have felt the lack of selection more than others. In March, first-time buyers accounted for only one-third of sales, unchanged

both from February and a year ago, according to NAR. “Unfortunately, the same underlying deterrents impacting their ability to buy haven’t subsided so far in 2016,” Yun says. “Affordability and the low availability of starter homes is still a major barrier for them in most markets.” In the San Francisco Bay area, limited inventory is a serious problem, says Carl Medford, CRS, of the Medford Real Estate Team in the East Bay area. “It is propelling home prices upward as a result, and homes in the area are typically only on the market a week and receive multiple offers.” Homebuying will continue to slow as demand exceeds supply across the U.S. New buyers are flooding the market due to low mortgage rates, low unemployment and increasing rental prices. Plus, more would-be buyers are returning to the house search after being unsuccessful in 2015.

Managing Frustrations

With fierce competition in markets nationwide, buyers will be facing an uphill battle in the hunt for a home—and their REALTORS® will, too. REALTORS® will experience challenges as they help potential buyers navigate the inventory drought by offering advice, managing expectations as well as finding leads about what’s coming on the market. Matthew Meister, CRS, an associate broker of Coldwell Banker Town & Country Realty of Kearney in Kearney, Nebraska, and former president of the Nebraska REALTORS® Association,

THE HOUSING

drought

Low inventory levels continue to limit progress in housing across the country.

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8 THINGS TO FORGET

acknowledges that In order to compete in a low-inventory market, here are eight pieces working in a market of advice Carl Medford, CRS, shares with clients and other agents. with limited inventory can be frustrating. ➊ Forget non-professional advice. ➎ Forget the appraiser. However, he says it’s The best advice comes from a REALTOR® who understands Appraisals are difficult as prices go up—prep your buyers to important as a CRS to the current market. handle low appraisals. Some buyers are removing appraisal not just analyze the ➋ Forget the list price. contingencies. entire market, but to be List prices are meaningless—only focus on the price that ➏ Forget your maximum price. more specific because clients need to pay to get the home they want. Buyers need to look at homes 10–15 percent under their limit each price range has ➌ Forget comps. to compete with multiple offers. its own nuances. Comps reveal historical prices—focus on the price you ➐ Forget searching for your dream home. “The key issue to believe another buyer might be willing to pay. Homes can be improved over time. A lack of houses doesn’t understand is that ➍ Forget what you believe the house is allow buyers to be “picky.” every market is differworth. ➑ Forget giving up. ent, and agents have If a client doesn’t believe a house is worth the price, another It’s a frustrating process, but it will be worth it in the end if to be able to analyze buyer will. you want to own. their own market,” he says. “Even though the total number of listings is low, some price She advertises on her website, in print media ranges are overly saturated with options.” and on her blog, and discusses the needs of Being able to properly analyze your market will buyers on her weekly live radio show, ‘All About help you manage clients’ expectations of what Real Estate.’ “This is similar to a dating site,” she they can afford and how quickly they need to put says. “It’s matchmaking for lovers of homes.” in an offer. “We have an extensive dialogue with all potential buyers before putting them in our Two Key Components vehicles,” Medford says. Before hitting the market, While there are a variety of ways for REALTORS® Medford prepares clients for the tight market by: to deal with a low-inventory market, two of the ÄÄProviding checklists of things they must have best things you can do are what REALTORS® in place before they see any property are accustomed to doing on a regular basis: ÄTeaching Ä them how to facilitate the viewing process to maximize the number of proper1. Communicate with other agents. ties they see Other agents are your best sources for knowing what’s coming on the market so you can quickly ÄÄPrepping them for writing fast offers connect your client with the right house. “NetÄÄGoing through all of the nuances of writing working is important when we’re dealing with without contingencies, having enough funds listing shortages in any price range,” Meister says. in the event of low appraisals, etc. He also teaches them the “8 Critical Things 2. Put in extra work for your clients. To Forget” (see sidebar) when trying to buy a When houses are scarce and prices are high, home in a low-inventory market. “I teach these clients are going to rely on their REALTORS® to agents at local marketing meetings and other more than usual. “Go out there and be proactive venues,” Medford says. ”It’s a reality check of for your buyers,” Rome says. “Tell people what how to train buyers to effectively compete.” kind of house you’re looking for and show your As an independent broker and listing agent, buyers that you’re working for them.” Margaret Rome, CRS, owner of HomeRome And remember—sometimes the most frusRealty in Baltimore, Maryland, deals with inventrating times in real estate are the best times tory the same way in any market. “We have for the best REALTORS®. “I think that’s when many different neighborhoods, but there will clients start to say, ‘I don’t need a REALTOR® always be the same few areas that are always who sits and waits for my phone call, I need a hot—with low inventory—that people want Want more? Check out the REALTOR® who’s going to be out there advocatto get in to,” she says. “And you always have to CRS webinar ing for me all the time,’” Meister says. manage client expectations about price.” series Multiple Offers on CRS. When the market is tight, Rome advertises for com. Brittany Magee is a freelance writer based in Chicago. specific homes qualified buyers are looking for.

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strategies to grow your business

touch

POINTS Consistent client follow-up increases repeat and referral business—here’s how to do it. By Gayle Bennett

Ø BY THE NUMBER S The typical REALTOR® earned

of his or her business from repeat clients and customers and

through referrals from past clients and customers. Source: 2015 National Association of Realtors® Member Profile.

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Steve Epstein, CRS, with Epstein Partners, has lived in Santa Barbara, California, his whole life, and he’s been a REALTOR® there for almost 30 years. “I still run into people on the street who say, ‘Oh yeah, you’re in real estate. You know, I just bought a house last week.’ And I think, ‘You know I’m a REALTOR®. What didn’t I do to continue to remind you?’” Epstein, like other successful CRSs, continually has to find ways to remind people—particularly past clients—that he’s here for their real estate needs, and those of any of their friends and family members. The goal is to consistently follow up with clients without being “that guy.” Here are five ways CRSs successfully maintain relationships with past clients— and encourage repeat and referral business.

Regularly send clients useful information.

Sending a card or email asking for referrals isn’t going to cut it these days. “You need to touch clients with good, relevant information

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that they deem relevant,” says Frank Serio, CRS, with RE/MAX By The Sea in Bethany Beach, Delaware. Linda Fuller, CRS, with RE/MAX Cutting Edge Realty in Macon, Georgia, sends all her buyers from the previous year a reminder in January about how to get the homestead exemption to lower their property taxes. Jennifer Hunt, CRS, with Calcagni Real Estate in Southington, Connecticut, sends everyone in her database monthly items of value, such as market trends or energyefficiency tips. She also lets them know that she’s a good resource for vendors, such as painters, electricians or plumbers. Epstein sends his clients information on new listings, recent sales or any other real estate activity near their homes. “Everyone wants to know what’s going on in their neighborhood,” he says.

Don’t forget 2 the personal touch.

Both Hunt and Epstein send past clients handwritten cards from time to time. Epstein will also call clients occasionally. “I’m always looking for a trigger, or a reason to get in touch,”

he says. “I’ll call and say, ‘I just drove by your house and was thinking about you.’ Of course, it’s great if they are painting or putting in new landscaping, and I can mention that.” Hunt will also stop by a client’s home with a small gift for a quick hello. “They really like it,” she says. “I even had a client give me a pop-by, with lilies and little Easter eggs.”

He recommends giving these silent salespeople, as he calls them, personalized gifts. For example, Serio knew that one of his key advocates had become interested in wine, so he picked up a book for him in Napa on how to pair wines with food. “That was one unique gift for one unique client,” Serio says. “You focus on the few, but be cognizant of the many.”

yourself visible 3 Make in the community.

Ask for referrals—and 5 teach your clients how to give them to you.

Epstein regularly attends community events and fundraisers, volunteer days, sporting events and school-related activities; he’s also on three or four boards at any given time. “Your face has to be out there,” he says. In addition, a few years ago he decided that he and his team needed to eat lunch at a local deli rather than at their desks. “We’re just like a live billboard,” he says. He does the same thing with his weekly team meeting. “We’re interrupted [by former clients] constantly, and we can say, ‘Hey, meet the whole team.’ That’s very powerful: Here we are working in front of you.” Because the community now includes online space, Epstein is active on Facebook, Twitter, LinkedIn, Instagram and Snapchat. “You really have to be everywhere, but you don’t want to over-post,” he says. He doesn’t always post about real estate, either. “They want to see that you had a fun vacation. They want to see something real about you that makes you more human, and then you aren’t just an ad.”

particular attention 4 toPayyour advocates.

Serio considers an advocate to be anyone who sends him at least three referrals in a year— regardless of whether they translate into clients.

Ed Hatch, president of Ed Hatch Seminars, regularly teaches CRSs how to ask for referrals. He emphasizes that both delivery and timing need to be appropriate. “You have to earn the right to raise the issue, and then you need to deliver it as if it was casual conversation. It shouldn’t sound like a business strategy.” For instance, when a client lists a home with you, Hatch recommends bringing up referrals by saying the following: “I have a favor to ask. When someone says they need an agent, I want you to tell them about me and why you chose me. And here’s the favor, but only if you are comfortable with it: I want you to tell them to expect a phone call from me within the next 48 hours, and then, with their permission, I need you to call me with their name and number so I can make the call.” Like everything else in real estate, proper follow-up that leads to repeat and referral business is all about engagement. “Once the engagement is created and ongoing,” Serio says, “the referrals will be a natural byproduct of it because your client wants to see you continue to succeed.”

BY THE NUMBER S

of buyers found their real estate agent through a friend, relative or neighbor. Source: 2015 Profile of Home Buyers and Sellers, National Association of REALTORS®

Want more advice on building your referrals? Download the FREE webinar recording “Surefire Ways to Build Your Referral Business” on CRS.com.

Gayle Bennett is a writer and editor based in Washington, D.C.

THREE STEPS TO BUILDING MORE REFERRAL BUSINESS Ed Hatch, president of Ed Hatch Seminars, and the instructor for the CRS courses “Building an Exceptional Customer Service Referral Business,” which he authored, and “Exclusively By Referral—THE PROgram,” has a three-step strategy he teaches to CRSs to help them grow their referral business. Step 1: Realize that you have a wealth of repeat and referral business that remains untapped. “Agents need to run through the people in their database and put a check mark next to

anyone who has repeated or referred on a regular basis,” Hatch says. “What they will discover is that 85-90 percent of their database is neither repeating or referring.”

Step 2: Start raising the issue of referrals and teaching all current clients how to give you referrals. See the “Ask for Referrals” section in the main article for his tips on how to do this.

Step 3: Re-establish relationships with neglected past clients. For each past client, Hatch recommends sending monthly letters that contain valuable and relevant information, calling

them three times a year and inviting them to an annual client appreciation event. “Agents need to do that for a few months before they earn the right to raise the issue of referrals with those people.”

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The ART of Real Estate, Columbia, SC

[peer to peer]

profiles of people to watch

What first interested you in becoming a CRS? I’ve always been the kind of person who likes to see the best in any field and then use that as my model. When I got into real estate, I saw that CRS was the Cadillac of the REALTOR® Designations, so I knew that was the goal to achieve. When we started the firm, the first REALTORs® on board got our CRS Designations at the same time. As time went on and we acquired new team members, I encouraged everyone to get their CRS when they were able to. It’s not a requirement [for working at our firm], but it is highly encouraged. How did having the CRS Designation affect how you did business? When I was studying, we didn’t have a lot of classes in South Carolina, so I had to travel to take them. Because of that, I saw how others were doing business, what kinds of things were working and what wasn’t, so I was able to apply those lessons to our business. All in all, the business planning class was not very exciting, but it provided me with so many ways to set our business apart and showed me how we could step up our game.

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What do your clients appreciate most about your services? Clients love that we are a full-service, client-centered brokerage. For example, we hire an appraiser and inspector at our cost to come evaluate houses, we pay for staging, and we have a professional photographer and videographer on staff. All these services have helped us become pros in our clients’ eyes; they see that we will take their product and put it in the best possible light to get it sold. We are working hard to enhance the client experience. We sell our homes within 4 to 5 percent of the listing price, so that shows we are doing things right. In addition, our average listing is sold in 64 days as opposed to the 98-day average of our local market.

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“ When I got into real estate, What else about your firm sets you I saw that CRS was the apart from your Cadillac of the REALTOR® competitors? We are a true team. In Designations, so I knew that addition to my partner was the goal to achieve.” and myself, we have four ® REALTORs and full-time marketing, listing and closWhat would you say ing specialists. We feel that to other CRSs? we are a marketing team You should absolutely take that happens to sell houses. advantage of networking Every client gets a video and and learning opportunities. a virtual tour of the home for I was just at Sell-a-bration®, and soon I’ll be flying to New sale on our website. And the England to give a presentation. quality of our videography Your website is There are people at these and photography is truly one of the best events who are willing to share excellent; it’s not done as we’ve seen—for their expertise, and it’s purely an afterthought. The online any business. Why non-competitive because most sites like Zillow are here to do you go above everyone is from a different stay, but our services and and beyond on market. If there’s a person knowledge are so much better. that aspect of your there saying, “I want you to business? How so? So many people’s websites are get better—here’s my listing presentation,” why wouldn’t We took a one-day just built from a template— you grab that? Yes, it costs team-building class about and they look it. We wanted money to attend, but I’ve how to position our business ours to make a statement, so received four or five referrals and learned quite a lot. For that someone coming to the just this month from CRSs instance, we know our stats site (theartteam.net) would see how much care we I have met. If you take the like the back of our hands— take to give our clients the opportunity to collaborate with average price, average days information and promotion the best REALTORs® in the on the market, our sell rates, world, you’ll get more out of they need. It really is our etc. We know that stuff cold, it than you can imagine. online business card. unlike other agents working in the market. That expertise pays off: We did dual-agency Brad Allen achieved his CRS Designation in listings for about 45 proper2012. He can be reached at 803.348.7780 or at brad@theartteam.net. ties last year.

Photo: Peter Taylor

BRAD ALLEN, CRS, ABR

Brad Allen, CRS, serves on several industryrelated boards and the S.C. State Housing Finance and Development Authority. He enjoys doing professional photography, renovating homes, working in real estate and spending time with his wife and daughters. He is currently adding 600 sq. ft. to this 1940s home.

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By Donna Shryer

Ø Professionalgrade digital visuals help potential buyers find and fall in love with your listings.

As a REALTOR®, you know the importance of loading up the internet with listing photographs and videos. But is your pictorial journey through every property ZMOT-worthy? ZMOT stands for Zero Moment of Truth, a term coined by Google in 2011 that explains how today’s shoppers shop, starting with the “zero moment,” or the precise moment they have a need to be fulfilled. To put it simply, ZMOT is pre-shopping—the hours of online research before deciding whether to consider purchasing a product or service. These digital fact-finding missions are typically a shopper’s first touch point with a desired purchase—whether it’s a protein bar, wedding planner, mattress or home. Engaging visuals and text trigger the next pre-shopping phase, which has the shopper sharing those captivating links with friends, family and social media

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The iGuide house-mapping software generates a virtual tour and a floorplan. Users can cursor their way around a room, and the adjacent floor plan view shows exactly where the user is standing. Other features include a measuring tool and a snapshot feature.

contacts—along with a shout out for feedback. Google estimates that 88 percent of U.S. customers begin the buying process at this Zero Moment of Truth. It’s no different for homebuyers. According to the National Association of REALTORS®, 42 percent of shoppers begin the home-buying process by looking online at properties for sale, while only 14 percent of buyers first contact a real estate agent. Of these pre-shoppers, 87 percent find photos, videos, slide shows and 3-D virtual tours very useful. “The internet has fundamentally changed how people look for property,” says Laurent Perez, director at the Barcelona Diagonal office of

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Fine & Country, a global real estate brand specializing in providing a premium service in the upperquartile of the market. “Now more than ever, high-quality visuals and opportunities to virtually interact with a property make a huge difference as to whether or not your listing makes a buyer’s shortlist,” Perez adds. And that shortlist matters. It’s what’s shared with friends and family, and winds up representing the homes that buyers actually go see and make offers on. It is often at this point that agents are contacted.

Be Seen

You can forget about making anyone’s shortlist if search engines

can’t “see” you and buyers can’t research your properties. To improve your search results, get your visual presentations onto the internet as much as possible. To help search engines see his property presentations and rank them higher, Glenn Hanon, CRS, associate vice president, Wisconsinbased Shorewest REALTORS®, posts his listings’ visual presentations on his company website, his personal YouTube channel and every pertinent social media site, such as Facebook, Linkedin, Twitter, Pinterest, Vimeo and Instagram. Hanon also uploads photos and videos to MLS, which are pulled into other sites, including Zillow, Trulia and Realtor.com. While photography remains one of a REALTOR®’s strongest digital sales tools, Perez says that video postings are growing in importance, especially for SEO: “Google loves video! I’ve seen recent

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studies reporting that searchengine-optimized videos are more likely than text alone to rank higher in Google results. And because Google owns YouTube, it sees this particular videosharing site even faster.” YouTube is also the second-largest search engine after Google, with 3 billion searches a month and 4 billion videos viewed each day.

Trending Now

To connect with a potential buyer during the pre-shopping phase, the overarching goal is to put out a metaphorical welcome mat that invites viewers inside, Hanon says. “You want viewers to feel emotionally connected to the property and say, ‘I see myself living here!’” Several emerging digital marketing trends can give your visual presentations that extra snap, crackle and pop that tugs at a buyer’s emotions. Digital 3-D Virtual Tours: Based on home-mapping software, a 3-D, interactive, web-based tour

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STAY FOCUSED

allows home shoppers to virtually walk through a property in a way that’s similar to how they would wander about a home in person. Online shoppers can probe corners, angles and features inside a property’s every room. They can gaze out windows, inspect kitchen appliances and virtually experience the floor plan’s flow. The current frontrunners in interactive, digital 3-D walk-throughs include Matterport (matterport.com) and iGuide (goiguide.com). Amit Bhuta, CRS, estate agent with ONE Sotheby’s International Realty in Coral Gables, Florida, relies on Matterport. “The experience is very realistic, which helps international and out-of-town buyers pull together a shortlist without having to make multiple visits to a city,” Bhuta explains. Online 3-D tours are equally valuable when a buyer’s family and friends live out of town, Bhuta says. Palos Verdes, California-based Walkthrough Productions, a digital marketing firm that specializes in real estate, uses iGuide, and

When it comes to producing a video that packs a punch, there are a few general rules— although when or if called for, there remains space for artistic expression.

Invest in a tripod. Like so many high-tech devices, video cameras are decreasing in size, which makes them lighter and more difficult to hold steady.

Actors can add interest— just make sure these professionals do not distract viewers. The home has to be the star. One often-used and largely successful ploy is to film actors moving from room to room, which helps the viewer transition as well.

Most experts recommend turning audio off while filming and dubbing in sound later. This gives you time to adapt the script to your final edit and also increases sound quality, since your footsteps, breathing and the neighbors barking dog won’t steal the viewers attention. Adding audio post-production also eliminates the echo that can occur in homes with high ceilings.

Zoom in on features and amenities that the listing does not emphasize. For example, rehashing the number of bedrooms, bathrooms, square footage and tax stats is wasting valuable time. Instead, open cabinet drawers to illustrate their soft close, or if the home has a high-end air conditioning unit particularly for those with allergies, feature that.

The Matterport VR system creates virtual reality spaces that can be viewed on your website or by any browser. Dollhouse view (above) shows an entire property, floorplan view gives a top-down perspective, or you can walk through the property as if you are there.

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Generally speaking, your video should come in around one or two minutes max, although final length can be expanded if there’s enough to feature. Once beyond two minutes, a second objective opinion can be invaluable.

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FlyWorx provides aerial drone imaging services. Aerial pictures can make a listing stand out by uniquely showing the entire scope of a property and its overall location. Potential buyers can gain familiarity with a property prior to their first visit.

a realistic experience is just the beginning, says Brenna Humphreys, Walkthrough Productions’ co-founder and creative director. “Because home-mapping software is web-based, agents can capture valuable data. You can see how many people click on a virtual tour and how long they interact with it. Our analytics tell us that iGuide 3-D virtual tours are sticky in that people stay longer with an interactive floor plan than a slide show.” Drones: While Amazon experiments with 30-minute delivery via drone drop-off, REALTORS® are also testing the technology. Drones, or unmanned aerial vehicles (UAVs), take dramatic aerial videos and photographs of a property’s surrounding grounds, which is a strong selling point when the home sits on vast acreage with incredible views.

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The Federal Aviation Administration’s Field Guide (faa.gov/uas/ civil_operations) outlines rules and regulations for commercial drone operations, including the fact that drone operators must have a permit for commercial use. Brian Teyssier, CRS, an agent with RE/MAX Advanced REALTORS® in Pittsburgh, is a drone owner, so he leans on the technology as often as possible, which includes aerial shots of luxury estates as well as moderately priced homes nestled within charming neighborhoods. “I’ll take aerial shots of the surrounding community, like a neighborhood park, a quaint downtown shopping area, a nearby golf course or convenient expressway access. The goal here is to sell the neighborhood—a lifestyle—rather than an estate. Millennials in particular love this view.”

A Flash of Passion: There was a time when “luxury home” meant size—lots of square footage. “That’s when photographers headed to a room’s four corners and snapped away. From that angle, a room looks very big,” says Barry Rustin, an architectural photographer based in Chicago. While home size remains a selling feature, The New Rules of Luxury Living, a white paper published by Luxury Portfolio International, addresses today’s high-end homebuyer’s passion for valuable collections. Rustin says that a property’s online presentation should include close-up shots that show where a prized collection can comfortably live. For example, Rustin will photograph an enormous painting on a living room wall. “I’m selling the idea that this is a home for a serious art collector, with wall space for paintings and niches for sculptures,” Rustin says.

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Expanding on this point, you Daly explains that “smartphones Moving indoors, BY THE NUMBER S want to look beyond collections or inexpensive point-and-shoots Humphreys says that and spotlight property features that won’t do it. You need a good camera, turning on interior complement a personal lifestyle. For a wide-angle lens—which is no lights—with the instance, when a home is environmatch for a smartphone’s panoramic exception of fluoresmentally-friendly, quality products cents—makes it feel app—a zoom lens and tripod for of all “luxury” home sales in 2016 will include drone that protect our planet’s ecosystem evening and/or low-light shots.” like someone’s home. need to be showcased. Aesthetically At the end of the day, Daly “Without the lights on, footage, and all but 5 percent, where the drone is pleasing and superbly constructed adds, it doesn’t matter if you hire rooms tend to look owned by the REALTOR®, solar panels, geothermal systems, professional photographers and dead and cold.” will be through business rainwater collection systems and videographers or do it yourself. Andre Alvarez, relationships with aerial photography service reclaimed wood beams, wood floor- What matters is that whoever takes videographer and ing and doors may not make for the the shots has the right equipment, photographer with A3 providers. most romantic visuals, but in the Media LLC in Miami, knows how to use the equipment Source: Dronelife eyes of a specific buyer, you’ve just often partners with and has an artist’s eye. increased the home’s value—and Bhuta to shoot luxury Regardless of who creates your possibly the asking price. properties. “I rely on natural light visual presentations, here are Tech-savvy buyers want to see as much as possible, but when several key tips to create stunning how they can simply touch their that’s not an option, adjusting my images. smartphone and lock camera’s exposure doors, manage the and white balance home’s climate, switch to present the sublights on and off, and ject as it would look control the alarm sysif illuminated with tem—all while away natural light can make on vacation. Again, all the difference and they’re not the most save post-production charming images, editing time.” but hugely pertinent. Another approach Icontrol Networks, is to add or subtract which specializes in artificial lighting. “I the connected home use flash lighting to platform, states in supplement daylight its 2015 State of the and tungsten lighting, Smart Home Report which is similar to View the Earth through high-resolution graphics and satellite images using Google Earth. In populated areas, that 25 percent of lamp light, to accent users can clearly see a house and capture an image of it. Americans moving to something—like a a new property seek a floor or cabinet’s smart home, with that beautiful wood grain,” figure expected to rise. Rustin says. See the Light: “Lighting is so While it’s impossible to schedule Hitting the Target important,” Humphreys says. “For shoots around perfect weather Bowing to creative expression exterior shots, one of the best that comes with perfect natural as well as market demand, the times to shoot is at twilight—that lighting, Bhuta says the Dark Sky best practices to achieve quality golden hour just before sunset.” app (darkskyapp.com), created for property visuals come with some To enhance the romance, Daly the iPhone and iPad, is a reliable wiggle room. One best practice, suggests turning on all the lights safety net. Dark Sky uses statehowever, is nonnegotiable. “You need inside the home and then hosing of-the-art technology to predict professional-grade equipment,” says down the walkways, which will weather conditions for an exact John Daly, CRS, agent with Coldwell reflect light. “Shoot the picture location. “Having this data saves Banker Grass Roots Realty in Grass with a slightly longer exposure,” time and money since I don’t have Valley, California. As both a profesDaly adds. “It makes the home look to reschedule as many shoots due sional photographer and REALTOR®, warm and inviting.” to inclement weather,” Bhuta says.

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Set the Stage: Home staging has always been important, but with millennials now a dominant force in the housing market, Carl Medford, CRS, REALTOR® with Keller Williams Benchmark Properties in Fremont, California, believes it’s more important than ever. “We’ll remove old furniture, put in newer, contemporary furniture and stage everything to look as move-in-ready as possible. We do this because millennials generally want to unpack boxes and be done with it,” says Medford, who owns his own staging company.

in the bathroom, clutter obscuring surfaces and pets running loose.” It’s About Time: Producing the best possible real estate photography and video presentations can’t be done in a day. In fact, Daly says that realistically, great visuals can require several days and multiple shoots. “First you shoot the home with the sun behind you. But you can’t just walk around to the property’s other side because now you’re facing the sun and the direct light will blow out your pictures. You either come back at dusk, when

Staging can make it easier for buyers to visualize a property as a future home. Staging is also an opportunity to address flaws in the home to make it move-in ready. Before and after photos can help convince sellers of the value of investing in staging.

In addition to adding or subtracting furniture, Hanon often rearranges furniture. “Sometimes people arrange a room for the convenience of watching TV, but it’s not the best arrangement for that room. So I might suggest ditching the TV and going for a more appealing furniture layout.” The seller has staging work to do, too. “To prep for a shoot, we give homeowners a must-do list—and rule No. 1 is to follow the list,” Hanon says. “No amount of staging can be successful with unmade beds, wet towels hanging

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the sun is at another angle, or you come back the next day.” Scheduling plenty of time for photos and videos also delivers the quantity you need to achieve quality. In other words, move around a room, shoot various angles, try different lighting techniques and give yourself the luxury of choices—so you never need to say, “This photo will just have to do.” For example, Daly may take nearly 100 digital photos in order to score the 30 shots MLS allows REALTORS® to upload per listing. Hanon says it easily takes two hours of raw

footage to create a truly engaging 90-second video. A deep image pool also helps break out of any cookie-cutter presentations, Bhuta says. “REALTORS® sometimes make the mistake of leading with the front of the house, when actually many properties’ best feature isn’t the front yard at all.” But limited photos produced under tight time restraints can cause a home’s “best feature” to slip through the cracks, Bhuta adds. Polish off the project: How you manipulate visuals postproduction can be a REALTOR®’s best or worst friend. The key is that post-production tools should enhance images but never be used in place of talent. Rustin explains: “When interviewing professional photographers, be leery of that classic line: “I’ll fix it in Photoshop.” That’s inexperience or laziness talking.” Another post-production faux pas is over-editing, Teyssier says. “Making the sky super blue or over-saturating the grass can turn a beautiful photo into a caricature.” It all comes down to truth in advertising, Medford advises, and as a REALTOR® in the San Francisco Bay Area, he knows what he’s talking about. “We have a serious drought, so many high-end homes have dead landscaping and colorcorrecting the lawn is misleading. However, we may put a sign on the lawn that says ‘Brown is the new green’ and photograph that.” When correcting color, Hanon says that staying seasonally correct is essential. “If we boost the landscaping when it’s winter, potential buyers might ask, ‘Why are they showing a summer photo? How long has this house been on the market? What’s wrong with it?’” What you can ethically do, Rustin says, is correct situations

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GOOGLE EYES

Google Cardboard is available but somewhat slow to create a true global industrywide buzz. But according to Carl Medford, CRS, REALTOR® with Keller Williams Benchmark Properties in Fremont, California, it’s an idea ready to burst wide open. Google Cardboard is much like the exorbitantly high-priced virtual reality headsets that serious gamers use— minus the exorbitant price. In Google’s case, the headset is indeed made from a cardboard cutout and works with a pair of 40mm focal distance lenses, a magnet, some Velcro, a rubber band and an Android or iPhone. Place the smartphone in its designated spot and by using compatible apps, the viewer is immersed in a 3-D experience that’s reportedly comparable in many ways to more expensive hardware like the Oculus Rift. “When you move your head up, down and around, it’s a 360-spherical video experience,” Medford says. “I’d keep my eyes and ears open. I predict it’s the next serious trend for REALTORS®.”

that will be fixed once the home is officially on the market. “Let’s say you notice a tile missing from the kitchen counter—but the home seller assures you that it’s on order and will be repaired in a week. In this situation, it’s fine to add the tile using Photoshop.” And Daly won’t hesitate to take a photo into Adobe Photoshop Lightroom to tweak clarity, vibrancy, saturation and shadows. “I prefer shooting with curtains open and light streaming in. Then I balance the photograph in Lightroom.”

The Big Pay Off

So does digital marketing bring the REALTOR® a strong return on investment (ROI)? “I do not think we can statistically come up with an ROI for videos, etc. There are many factors that bring buyers to see a property,” Daly says. “I will say that good photography, video and aerial drone work equally contribute to more showings, quicker sales and often higher prices for the seller. And when a client comes to a house with a positive attitude—due to the images they’ve seen—they are much more open to liking the house and buying it,” Daly adds. Here are a few ways to gauge your listings’ visual presentations and estimate if they’re producing a positive ROI.

More efficient showings: Quality online photos, videos and 3-D virtual tours tend to increase the number of serious showings— shoppers who want to see the home versus “lookie loos” out for a leisurely afternoon of house browsing. “With ZMOT, today’s buyers are less likely to visit a home simply because it’s active. They visit only if what they see online resonates with them and compels them to make the effort to show up,” Medford says. More listings: Bhuta feels that posting quality visual presentations for his listings helps establish his reputation with future sellers and buyers. “I’ve had clients come to me and talk about a listing video they saw two years ago. They weren’t selling then, but they are now! And they remember my video, which brought them straight to me. So my investment in online digital marketing materials helps sell a property, but also promotes my brand for future listings.” Increased website traffic: While Teyssier hasn’t crunched the numbers, he definitely thinks that high-quality photos increase online views. “And I think videos get more views than photographs,” he adds. A study conducted by the international listing website Domain.com

supports Teyssier’s hunch: Real estate listings with videos receive 403 percent more inquiries than those without videos. Higher closing prices. “The better a property shows online, the greater the chance of multiple offers,” Medford says. Multiple offers can ignite a bidding war, which can result in a higher closing price. The trigger for this positive action often begins with quality online photographs and videos. A survey by VHT found that professional online photographs increased a buyer’s perceived value of a listing by 11.5 percent when compared to listings with descriptions only. Adding an online video tour of the property increased perceived value by 6 percent. As for Hanon, he doesn’t look at ROI. “We do videos and still photography because we’re working for the seller and we want the most attention possible for their home. It’s a business cost just like any other. Promoting the seller’s home and making them happy with a sold sign is my ROI. In that way, our payback is huge.” Donna Shryer is a freelance writer based in Chicago. To download a checklist you can share with your sellers to help them prepare their home for photos or video, visit trsmag.com.

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When the market lulls, use these 10 strategies to keep yourself and your team motivated—all year long. By Matt Alderton

Sometime in late 2014, Bill Carter, CRS, woke up with a bad case of burnout. A REALTOR® since 1980, he recognized the symptoms instantly because he’d felt them before: restlessness, boredom, anxiety, fatigue. He’d always loved real estate: Instead of feeling enthusiasm for his work, however, he suddenly felt exhausted by it. “Being in real estate for 35 years, I’ve experienced the highs and lows of the business before,” says Carter, of RE/MAX Ability Plus in Yorktown, Indiana. “I was part owner and managing broker for an office that had about 15 agents. I had to do everything, and that took me away from my love for listing and selling real estate. I knew I needed a change.” The self-prescribed change was swift and substantial: Carter divested himself of ownership and management in his previous RE/MAX office and associated instead with RE/MAX Ability Plus, which has 200 agents in nine offices across central and northern Indiana. Although he once again has assumed a managing broker role, the organization’s larger size means he has ample resources to delegate the tasks he doesn’t enjoy in order to focus on the ones he does.

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“Being in a new office has revitalized my business and my career,” Carter says. “It’s given me new legs, so to speak. I’m excited about real estate again.” Many REALTORS® experience the same listlessness— especially at that time of year when the sprint of the spring and summer selling season starts to give way to the slow crawl of fall and winter. The doldrums aren’t permanent,

Seek Inspiration

Mike Hughes, CRS, is a self-described “self-help junkie.” When he needs an extra dose of motivation, he therefore turns to magazines, YouTube videos, podcasts and other on-demand sources of inspiration. “If I’m in the car on the way to a showing, or even just over lunch, I’ll pop on a podcast to hear about people overcoming adversity,” says Hughes, of Mike Hughes Team in Waltham, Massachusetts, who subscribes to podcasts and TED Talks featuring the people on SUCCESS magazine’s list of the 25 most influential people in personal development. In the same spirit, Sasha Farmer, CRS, sends her team a weekly “Monday Motivation” email containing an inspirational quote or video. “We do whatever we can to create a pervasive environment that’s upbeat and positive,” says Farmer, owner of The Sasha Farmer Team and vice president of innovation at Montague, Miller & Co. REALTORS® of Charlottesville, Virginia.

Know Your ‘Why’

San Antonio-based RE/MAX of Texas REALTOR® Lisa Weissgarber Harder, CRS, constantly dangles carrots to remain motivated. When she started her career, she taped the brochure for a new car on the wall in front of her desk; less than a year later, the car was in her driveway. Today, she puts folders on top of all her active and pending files; on each folder she writes the date of something she’s looking forward to—a party, for example, or vacation. “Every time I’m in my office I’m reminded, ‘OK, this is why I’m doing this,’” she says.

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though. Whether they’re caused by a season in the market or a season in your career, you can overcome them. Sometimes the solution is drastic, like Carter’s. Oftentimes, however, even small tweaks to your daily routine can make a big impact by giving you newfound energy to build relationships, get organized, make sales and otherwise grow your business. Here are 10 ways to refill your motivation tank when it’s empty:

A member of Hughes’ team similarly created a “dream board.” The board includes clusters of images around team members’ names, representing everyone’s motivations and goals—including boats, cars, vacations, money and family. “The board is a reminder of why we wake up and face the challenges that we may not

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Team Up

Farmer also leverages the power of the group for motivation. Her team meets weekly to share successes and frustrations, convenes monthly outside the office to develop personal relationships, and even has a mutual incentive— a group trip to the Caribbean if the office meets its annual sales goal. The team also communicates regularly via group text—as opposed to email—to foster an atmosphere that’s more “family” than “corporate.” “When something really great happens, we send each other congratulations and accolades, and when people are struggling we offer support,” Farmer says. “We’re here to lift each other up. Because that mentality pervades the whole office, when someone’s having a rough time it’s harder for them to get stuck in a negative pattern and a lot more likely that they’ll snap out of it.” Hughes echoes the sentiment: “The more we come together as a team, the more we can channel each other’s excitement and momentum into motivation for ourselves.”

want to face,” Hughes says. “It’s exciting to see others’ dreams and goals … I don’t want to be the weak link in their journey to success.”

Track Your Performance

One of Hughes’ biggest motivators is data. He therefore tracks and shares his team’s performance at every opportunity. “We vigorously track our numbers—daily dials, calls, contacts, appointments and closings—so we can see exactly where we are individually and as a team in relation to where we want to be for the month, quarter and year,” he says. “Some of these numbers are posted in the office and most of them are reviewed weekly so we don’t lose sight of our goals.”

Get Educated

Something that’s helped Carter stay motivated in the past is continuing education, which has kept him engaged and excited by exposing him to new knowledge and emerging trends. The Council of Residential Specialists, for example, offers on-demand webinars, online classes and live classroom courses that can make bored REALTORS® excited about real estate again. “Learning can re-energize you by giving you some new things to think about and try in your business,” Carter says, citing both the social and educational benefits of professional development.

7 Hire a Coach

If being held accountable to your goals motivates you, consider hiring a business coach. “I’ve had several coaches,” Hughes says. “Sometimes we have blinders on, so having a coach gives you an outside perspective that can be really helpful. That person can often see around the corner when you can’t.” A mentor or even a friend can serve the same purpose, challenging you when you need to be challenged and encouraging you when you need encouragement.

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Keep Good Company

Farmer’s No. 1 source of motivation is the people with whom she works. She therefore staffs her office carefully. “The most important thing is to have the right people on the bus,” she says. “There were times in my past where there were people on my team who sucked the energy out of me because they came in with dismal attitudes, or I always had to cheer them up. Now I surround myself with team members who are generally happy, optimistic people. That really helps.”

Create a Competition

Look Your Best

Harder motivates herself to be successful by looking successful. “There’s an old saying: It’s better to look good than to feel good,” says Harder, whose perpetually professional wardrobe ensures she’s always ready to meet clients on short notice. “If you look marvelous, that’s the first step to having a good day.”

Stay Busy

It’s hard to feel “stuck” if you’re always moving. For that reason, Harder always has a full to-do list. “At the end of the day, I write down everything I have to do for the next day,” she says, adding that her agenda during slow periods might include planning events or making phone calls to check in with past clients. “When I go to bed, I know I have a plan for the next day and will succeed as long as I achieve what I’ve planned to achieve.”

Something he’s found especially motivating at his new office is a companywide contest called “The Big Push,” according to Carter, who says agents in each of the company’s offices get together weekly over a period of weeks to work their respective databases. A lender is onsite, and agents receive points for various activities over the course of the campaign, such as showing up prepared, making a call, securing a buyer or seller appointment, and getting a prospect to discuss preapproval Burnout is inevitable for everyone at some point, but with the onsite lender. At the having motivational strategies ready when it strikes can help end of the campaign, the agent you rebound quickly. “This business ebbs and flows, but with the most points receives it’s important to control your own mindset,” Farmer says, a reward. “because the most successful people “It’s been really successful,” in real estate are those who bounce Drop in on a Carter says. “It’s a great way to back quickly from failure.” webinar or take a course on a get like-minded agents together topic you want in a competitive atmosphere; it Matt Alderton is a Chicago-based freelance to brush up on. Go to CRS.com gives you a good reason to work writer specializing in business, travel and for more details. your database.” technology.

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COMING

HOME

★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★

Becoming familiar with housing programs to assist veterans can make you a valuable and trusted partner.

★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ By Daniel Rome Levine ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ ★

When it’s time to help veterans buy or sell a home, REALTORS® owe it to them to be as knowledgeable as possible about the wide range of specialized programs, loans and assistance available to these 22 million brave Americans. Shirley Matlock, CRS, has been helping veterans buy and sell homes in Columbia, Maryland, for over 15 years. And to this day she is still surprised by how many of them don’t fully understand the wide range of home financing benefits available to them. “Many veterans have no idea about the details involved with a Veterans Administration (VA) loan and will rely on their REALTOR® or lender to tell them,” says Matlock, an associate with RE/MAX Advantage Realty. In her initial meeting with a veteran, Matlock reviews a detailed rundown of the benefits to which they are entitled. For instance, she explains that a VA loan doesn’t require a down payment to purchase a home and that if they have at least a 10 percent service-related disability, the agency will waive its VA loan funding fee, which can run as high as 3.3 percent of the loan’s value.

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HOMES FOR OUR HEROES

In 2010, Marine Corps Corporal Todd Nicely was leading his squad back to its base from a security patrol in Afghanistan when he stepped on an improvised explosive device (IED). He was lucky to survive. Nicely lost both legs at the knees, as well as his right arm up to the elbow, and his left hand. Thanks to the Building for America’s Bravest program, part of the non-profit Stephen Siller Tunnel to Towers Foundation, two years later Nicely was able to move into a custom-designed home that was built for him free of charge and specially adapted with smart technology to meet his unique needs. For instance, the light switches, handles, faucets and knobs in the home are all easier to operate because they are larger than normal and can be turned on and off with a simple tap. “This house gives me my independence back so I don’t have to rely on anybody else to take care of me,” says Nicely, of Lake Ozark, Missouri. “This house makes it possible

Building for America’s Bravest has completed or broken ground on 47 custom homes for injured veterans since 2011. This home was built in Lovettsville, Virginia, for Marine Cpl. Ronny Porta.

★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★

“ [VA FINANCING IS] SUCH A COMPLEX PROCESS THAT YOU REALLY WANT TO SCREEN THE LENDERS YOU WORK WITH … THESE LENDERS CAN REALLY MAKE OR BREAK A DEAL.”

sure you choose one who is knowledgeable and “I have learned and will continue to learn a lot has experience with VA financing,” she says. working with so many veterans,” Matlock says. “These lenders can really make or break a deal.” You don’t need Matlock’s in-depth level of Experienced lenders can also help smooth the knowledge to make a difference for these men and women. Even a basic, working knowledge of way for veterans as they navigate VA regulations for obtaining a loan. For instance, they can help housing and loan assistance programs available a veteran request a Certificate of Eligibility to vets on a federal level and in your state will form showing they are eligible for a VA loan. make you a trusted and valuable partner. As They can also help a veteran determine whether several CRS agents from around the country a property they are thinking of buying meets who have experience working with veterans tell the requirements for a VA loan according to the The Residential Specialist, helping these heroes agency’s Minimum Property Requirements. find an affordable place to live is as gratifying as it gets.

Lending a Hand

Maura Neill, CRS, founder of Buy Sell Live Atlanta at RE/MAX Around Atlanta, is the lead instructor for the National Association of REALTORS® (NAR) certification class for agents who want to work with current and former military service members, the Military Relocation Professional (MRP). She is also behind the CRS webinar “Working with Military and Veteran Buyers and Sellers.” Neill says one of the keys to success when working with vets is aligning yourself with a lender who knows VA financing inside and out. “It’s such a complex process that you really want —Maura Neill, CRS to screen the lenders you work with to make

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Helping Those Who Are Physically Disabled

When working with physically disabled veterans, Neill counsels REALTORS® to first do an in-depth interview with them to find out as much as they can about their limitations and how they go about their everyday lives. This will allow them to determine the exact features of their living space. For instance, if the veteran uses a wheelchair, they may need wider hallways and doorways and a ramp to enter the house, as well as countertops and tables that are lower or adjustable. Once you know exactly what type of house they need, you are in a position to help them start looking. Neill’s office donates a percentage of each closing to

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for me to take care of myself again. I’m grateful that somebody was able to step up and build me a home like this.” Since 2011, the Building for America’s Bravest program has completed or broken ground on 47 similarly custom-designed and technologically advanced homes for severely injured veterans across the country. They are all mortgage-free. For more information, visit tunnel2towers.org and ourbravest.org.

Building for America’s Bravest homes are often equipped with adaptive features for veterans with mobility issues. Left, Marine Sgt. Mike Nicholson’s home in Tampa, Florida; above, Nicholson demonstrates the low-fit kitchen appliances.

★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★ a private, non-profit organization called Homes for Our Troops that builds custom-made homes for injured vets. Another similar organization is the Stephen Siller Tunnel to Towers Foundation (see sidebar). There are also VA grant programs, Neill says, that pay to adapt a temporary residence to suit an injured vet’s specific needs, as well as grants that do the same for a home they may own.

Setting the Record Straight

When working with buyers using VA financing, Neill says she often has to overcome misconceptions listing agents and sellers have about the program. She admits VA appraisals can be tougher than conventional ones, but points out that a higher percentage of VA loan applications get closed than Federal Housing Administration (FHA) or conventional loan applications, and VA appraisal turnaround times are also faster.

Inside Knowledge

Alison Wisnom, CRS, has an edge when working with veterans. She speaks their language. Having served in the Army, she knows and can easily use the jargon and the many colloquialisms and acronyms that are an integral part of military life. “I think I gain credibility and trust with veterans that way,” she says.

Wisnom, an agent with Hawaii Life Real Estate Brokers on the island of Oahu, says veterans there using VA financing face the unique challenge of competing in an international market where cash is king. A veteran putting zero cash down on a VA loan is going to be competing against an all-cash offer or even a buyer using a conventional loan and putting 20 percent down, she says. Wisnom gets around this problem by relying on her in-depth knowledge of the island’s real estate market and pointing out to her veteran clients any one of about 12 “micro-markets,” as she calls them, where VA loans are more commonly seen. “Here the veteran’s competition is less likely to be cash or conventional loans,” she says, “and if they are competing against other buyers using VA loans, then they can use other strategies to assemble a stronger offer.” Wisnom, Matlock and Neill all say they feel honored to be able to help veterans. “Working with veterans is one of my favorite parts of the job,” says Neill. “Our servicemen and women have given so much to their country and the least we in the real estate profession can do is gain the knowledge necessary to serve them as capably as possible at the time they need to buy a home.”

To see these veterans and their homes in action, visit trsmag.com.

Daniel Rome Levine is a freelance writer based in Wilmette, Illinois.

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resources for learning & leisure

AGAINST

groupthink The author of Give and Take returns with a case-filled instruction manual on how anyone can tap into originality. By Allan Fallow

We make a fundamental mistake when we sit in awe of those highly original types “who fuel creativity and drive change in the world,” writes Adam Grant in his latest collection of business wisdom. ORIGINALS: Assuming that great How Non-Conformists creators are cut from Move the World a different cloth than by Adam Grant our own, he writes in Viking Originals, is not just 322 pages overly reverential, it’s $ 27.00 debilitating: It keeps us from seeing that the creativity we too willingly impute to mavericks is well within our grasp as well. To illustrate his point, he asks us right off to consider entrepreneurs: They’re real shoot-from-the-hip types, right? Freewheeling gamblers? Not so fast there, Bub: In a

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study made public in 2014, management researchers Joseph Raffiee and Jie Feng showed that entrepreneurs who hung on to their day jobs for as long as they could ran a 33 percent lower risk of experiencing business failure than those who threw caution to the winds. Future Nike CEO Phil Knight, for example, continued working as an accountant five years after he sold the first pair of running shoes from the trunk of his car. Internet search pioneers Larry Page and Sergey Brin were so fretful about dropping out of Stanford’s graduate school that they came close to never launching Google.

Take Action

Many of us are overflowing with ideas for how to improve our community, our children’s school or our workplace. Many of us have looked beyond the default systems that saddle us to question whether a better alternative might not be in the offing. Indeed, Grant believes the only thing that separates the bulk of us from demonstrated originals is that we have not yet seized the initiative—we have not yet taken the actions—required to make our visions a reality.

Kicking himself for “the worst financial decision I ever made”—in 2009, the author declined a pitch from its founders to invest in fledgling Warby Parker—Grant sets out to parse the success recipe that would earn the online eyewear enterprise the “most innovative company” award from Fast Company magazine just six years later, with annual revenues of $100 million and a valuation north of $1 billion. It wasn’t enough for the young guns behind Warby Parker to uncover the fact that traditional eyeglasses were so hideously expensive only because a single company—the European conglomerate Luxottica—had managed to get a chokehold on the market. To qualify as originals in Grant’s eyes, the company had to “reject the default and explore whether a better option exists.” And boy, did it: Warby Parker made eyeglasses easily accessible—and, at $95 per pair, affordable—for the first time online, smashing Luxottica’s monopoly in the market. Aiming to take readers on a guided tour of applied originality, Grant does not merely report what social scientists are discovering about creativity. Instead, he

suggests how we can fold their to push our simmering originality findings into our own lives. Want to a boil. One of them—to learn a to maximize your chances of new craft or immerse yourself in producing a masterpiece? Sima new domain—was uncovered ply generate a higher number by a group of psychologists who of notions, writes Grant in his studied what separates Nobel chapter on the art and science of Prize-winning scientists from their recognizing original ideas: “Creeveryday colleagues: It was simply ative geniuses weren’t qualitatively that the standouts were more likely [emphasis added] better in their to have gotten involved in the arts fields than their peers.” Grant says, at some point in their careers. The crediting the work of psychologist implications for all of us aspiring Dean Simonton. “They simply inventors and entrepreneurs are produced a greater volume of work, obvious, Grant writes: Those who which gave them more variation contribute to patent applications or and a higher chance of originality.” launch successful businesses “were Quantity, Grant concludes, is the more likely than their peers to have surest path to quality. leisure-time activities that involved Or perhaps you’ve hit on a drawing, painting, architecture, novel idea and want to field-test sculpture, and literature.” how sound it might be. The most So, the takeaway? Originality is reliable feedback here is likely to much more within our reach than come from a colleague, Grant says, we might imagine, and far less not from a manager and certainly difficult than we might expect. not from yourself—even geniuses Individuals can learn to voice are notoriously maladept at under- and champion new ideas in the standing when they have a hit on workplace, and—as a practical protheir hands. Sure, there’s no shinductivity tool—managers can learn ier badge of professional honor for to build cultures that welcome a comedian than to make a fellow dissent. At home and in schools, comic laugh, and magicians live parents can teach children how to for the moment when an original feel comfortable questioning the trick baffles a fellow prestidigita“default systems” that too often tor. But the real reason that peer block their view of a more just and evaluations constitute the most creative world. reliable judgment of an idea’s Oh, and you needn’t be a Kramer originality is that our co-equals to make it happen. For the bulk of “lack the risk-aversion of managers us, runs the reassuring message and test audiences; they’re open of Originals, the George Costanza to seeing the potential in unusual approach should work just fine: possibilities, which guards against “The most successful originals are false negatives. At the same time, not the daredevils who leap before they have no particular investment they look,” says Grant, counterintuin our ideas, which gives them itively correcting the conventional enough distance to offer an honwisdom. “They are the ones who est appraisal and protects against reluctantly tiptoe to the edge of a false positives.” cliff, calculate the rate of descent, triple-check their parachutes, and Within Your Reach set up a safety net at the bottom In a helpful appendix titled just in case.” “Actions for Impact,” Grant suggests some concrete (but often quite sim- Allan Fallow is a magazine editor in Washington, ple) steps that any of us can take D.C.

YO U M I G H T A L S O L I K E …

CHASING PERFECTION by Andy Glockner [Da Capo Press] 288 pages $ 17.43/hardcover A look at how advanced technology is changing the game of basketball— a perfect combination of science and sport. THE ONE-PAGE FINANCIAL PLAN by Carl Richards [Portfolio] 224 pages $ 14.01/hardcover A great financial plan has nothing to do with what the markets are doing—it has everything to do with what’s most important to you. DISRUPTED by Dan Lyons [Hachette Books] 272 pages $ 13.50/hardcover Now a writer for HBO’s Silicon Valley, Dan Lyons shares his experience in the start-up world after working in the magazine industry for 25 years. NAKED MONEY by Charles Wheelan [W.W. Norton & Company] 368 pages $ 15.70/hardcover The new addition to the bestselling Naked series demystifies the world’s banking and monetary systems.

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TAKE BACK

your night

Send your 3 clients an update every

Friday morning so they have time to respond before the weekend.

How to get your evenings and weekends back.

By Dale Carlton, CRS

There is an epidemic in the real estate profession regarding the amount of time a real estate agent is available to their clients. While teaching across the U.S., I often hear how agents are working 24 hours a day, seven days a week. In reality, most agents do not work 24/7, but they do make themselves available nearly that long. But you can take back your evenings and weekends in three easy steps.

Tell your clients what you are doing for them.

We are often so busy working for clients that we fail to let them know what it is we are doing. They then sometimes feel we do very little for the money we make, which we know isn’t true. Try this: When you get a new listing, provide a detailed list of all the steps you will take to market their listing and a timeline for when those items will be accomplished. Don’t just tell them you will have an open house. Tell them what you do to prepare for the open house,

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that you will post the open house on your website, listing sites and in your MLS. Tell them when you will put out the open house sign, that you will prepare brochures and that you will be at the open house to meet and great all potential buyers. The more details you provide, the more they feel you are busy working for them.

Communicate 2 everything you know with your clients before 5 p.m. on a weekday.

Our clients are often working during the day and do not have a chance to call until they are headed home, but many read their emails at work. Send your clients an email update sometime between 3–4:30 p.m. Try this: For buyers, let them know things such as: you have reviewed the new listings for the day and there is nothing new within their parameters, you contacted the selling agent and are expecting a reply and will forward it to them as soon as received, or you will be available tomorrow at lunch to view a new listing.

As you know, the weekends are when clients spend the most time thinking about their home sale or purchase, and it’s when they might reach out more often. Try this: Send them an overview of the week with details from your daily emails. Include in this email your schedule for the weekend so they know when you are available if they need to reach you. It is perfectly acceptable to tell your clients that you will be at the ballpark from 11 a.m. to 3 p.m. or that you have appointments scheduled from 2 to 5 p.m., but will be watching for new listings, or have arranged for your office to set any appointments for showings. The desire to be available and not miss an opportunity often results in real estate agents burning out or failing to be as productive. With these three steps, you can reduce the number of calls on the evenings and weekends so you can rejuvenate, enjoy your life and be more productive when you are focused on your client’s needs. Dale Carlton, JD, CRS, is the principal broker of Carlton Realty, Inc., in Fayetteville, Arkansas. He is also an attorney at law, CRS Past President and a Certified Instructor for CRS.

inside

CRS news from the council

VIDEO

vanguards

New video series launches this month.

As a Certified Residential Specialist, you’ve heard the Council talk a lot about why agents should become CRS members: It’s the education, the networking and the esteem of having the designation only 3 percent of REALTORS® earn. That’s the message we share with potential members every day. But that message is most powerful when it’s coming from you. That’s why we launched a new video series featuring some of our most active CRS members talking about why they joined the Council and why they continue to value their membership, participate in our events and promote the designation among consumers and other REALTORS® every day. In the videos, Kurt Thompson, CRS, offers four reasons for joining CRS, including the lifelong friendships and opportunities for mentorship and growth. Holli Woodward, CRS, touches on how the CRS education has been a game-changer for her career. And these are just two examples. The video series is rolling out now and will be prominently featured all year. We will be using the videos in targeted social media campaigns to REALTORS® who are not yet CRS Designees. They will also be shared with potential members through our numerous marketing outreach efforts. Our national and state leaders, as well

as our ambassadors and educators, will use the videos as recruitment tools when they meet with potential members. We want you to use the videos to spread the word as well. Tell your fellow REALTORS® about CRS and share with them the passion and dedication our members have. We all want to work with more professional real estate agents. In fact, the National Association of REALTORS® identified masses of untrained, unethical and incompetent agents hurting the reputation of REALTORS® as the No. 1 threat to the credibility of our industry. This comes at a time when many online real estate tools have made it easier than ever for buyers and sellers to go it alone. Our value to consumers is in our education, our trustworthiness and our experience. That’s the future of our profession, and CRS Designees are at the leading edge. We all have a stake in building that public trust of REALTORS®. Raising the level of education and professionalism among our colleagues means working with more knowledgeable and professional agents every day—and that makes our everyday lives a little easier and more fun. You can find these videos online at our YouTube channel, YouTube.com/CRSConnect, and share them directly from there.

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The Council of Residential Specialists

Videos from Holli Woodward, CRS, and Kurt Thompson, CRS, are two examples of the new video series featuring CRS Designees talking about the value of their CRS membership.

crs.com

July Aug

inside

CRS news from the council

WEBINAR SNEAK PEEK

THE AGENT

stays in the picture

8 tips to create and distribute better videos.

By Lisa Tomcko

Video has increasingly become the marketing medium of choice in an age when social media, email marketing and the internet dominate business marketing plans. Not only is video a relatively inexpensive marketing tool, it is now extremely easy to use and highly effective. A recent National Association of REALTORS® study found that 85 percent of buyers and sellers want to work with an agent who uses video marketing, yet only 15 percent of agents have a video presence. Brian Icenhower, CRS, offers a two-part webinar series, “Video Techniques: Effective Strategies to Capture, Enhance and Distribute,” that touches on how to craft worthwhile videos that help sell you and your properties. We’ve culled a few fast tips from Icenhower’s series, but to get the full webinar, download it online at CRS.com.

4 Ways to Use Video for Real Estate Marketing

In Part 1 of his video webinar series, Icenhower covers several types of real estate videos to help you capitalize on this underutilized medium.

Geographic farming videos Icenhower calls this the most popular video type for SEO. He recommends setting up specific pages on your website dedicated to geographic areas you want to farm, e.g., “The Briarcliff Neighborhood” in Kansas City. Post videos covering neighborhood features, such as schools, parks, etc., on farm pages to drive traffic.

Pre-listing videos A pre-listing video demonstrates that you deliver a higher level of service. Icenhower advises getting this video professionally done, if you have the funds. If not, shooting on a newer smartphone, such as the iPhone 6, will do just fine.

Hyper-local videos For hyper-local videos, try to find local amenities or businesses that don’t have good websites, such as running trails or farmers markets. Shoot a quick video about them, and post it to your site. Because your video has fewer established sites to compete with it, you become the resource for information about that amenity, and you become better associated with the area.

Client testimonial videos Shooting these off the cuff on a smartphone can actually be advantageous—they come across as more genuine.

July Aug

4 YouTube Hacks to Boost Your SEO

In Part 2 of the series, Icenhower shares YouTube tweaks to rig your videos for maximum SEO appeal.

Fine tune your title Google’s crawlers give the most weight to the first five words in your video’s title, so be selective. It’s a good idea to start with “Real Estate” and then get more specific, e.g., “Real Estate Investing Tips.”

Start with your site YouTube only displays roughly the first 160 characters of the description. To see the rest, viewers must click the “SHOW MORE” button. So, begin your description with a link to your site to drive traffic there.

IT’S YOUR WEEK

The Council is once again offering a bundle of great webinars, useful resources and education discounts as part of CRS Week. Join us September 19–23 for free webinars that focus on the top business strategies that help set CRS Designees apart from their competition. We have webinars that will help you get more references through Zillow and Trulia, better use listing presentations to close the deal, manage your time and find apps to simplify your business. Free marketing and social media resources that help make your job easier will also be available. State CRS groups will also put on events as part of the week-long celebration of our members. Last year, thousands of participants snagged great tips and techniques from CRS’s top-rated webinars and attended CRS Week networking events held by their State CRS groups. This year promises to be even better with great webinars that count towards the CRS Designation and job tools to help you stay on top of your game.

Take time to tag When tagging, think of terms people might search for that would lead them to your video. Include different variations of a term in your tags, e.g., “buyer’s agent,” “buyers agent,” and “buyer’s specialist” if the video is about training buyers’ agents. Refrain from using more than six tags, however, as this can dilute the weight Google gives to each tag. Hint: You can use Google AdWords (free with a Gmail account) to hone your title and tags.

Build your subscriber base Google gives higher rank to videos with lots of views. Subscribers are automatically notified when you post new videos, which helps to rack up views. To build a subscriber base, include periodic annotations in your video urging viewers to subscribe. You can add annotations via the Video Manager when logged into your channel.

There is still time to register, attend an event and spread the word about CRS Week. Visit the CRS website at CRS.com or call us at 1-800-462-8841.

QUICK HITS

Updates from the Council

As we enter the second half of 2016, the Council has been busy developing new and exciting offerings and initiatives that will continue to evolve throughout the year. Here are a few of the latest developments to look forward to this year and into 2017: ÄThe Ä Vendor Marketplace is now offering peer reviews of products that are helpful to your business. Check it out. ÄTwo Ä new classroom courses will be added on the consumer journey and new construction, as well as a number of new courses under consideration. ÄÄNew e-learning courses will be introduced on the habits of successful agents, safety, photography, working in the cloud and listings. Stay tuned for developments ÄÄAn invitation-only top-producer conference on these initiais coming this fall. tives and more at CRS.com and ÄÄA content archive of The Residential TRSMag.com. Specialist articles will be implemented.

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The Council of Residential Specialists

crs.com

July Aug

learn

from the

BEST strategies from the industry’s top educators

negotiate LIKE A PRO

Understand that negotiating is an emotional exercise and you will meet with success. CRS INSTRUCTOR

Jackie Leavenworth, CRS

Jackie Leavenworth is a CRS instructor and the owner of Jackie Leavenworth Seminars. She conducts classes around the country, including the CRS course “Win-Win Negotiation Techniques” during which agents develop practice scripts for negotiation through highly-interactive role-playing activities. You can find her at CoachJackie.com.

July Aug

Win-win should be the negotiation goal these days, yet we sometimes find negotiations turning into a win-lose, or even lose-lose situations—and no one likes to be a loser. I’m sure we have all experienced closing a transaction in which our client, the seller or the buyer, felt as if they got the “short end of the stick.” When that happens, even though the transaction closed, we will typically not get their repeat business and they will not be a future referral source, in which case, we lose, too. Unfortunately, a win-lose outcome seems to be the goal of too many real estate agents. We learned to win when we were two or three years old playing Go Fish and the thrill of the win has stayed with us into adulthood. I am shocked at some of the nasty exchanges that take place between agents who are supposed to be working to complete a transaction for their clients. We are so anxious to advocate the position of our client and win for them that we forget the fact that it is possible to advocate without adversity.

The Residential Specialist trsmag.com

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Agents can, in fact, play nice, be polite and still win: Fairness is key. Interestingly enough, the word “fairly” appeared in the National Association of REALTORS® Code of Ethics until the early ’90s, when it was eliminated. We can remove the word from the code, but we cannot remove the need to be treated fairly from the human heart. Research shows that people will actually act against their own best interests to spite another person who they believe treated them unfairly. Think of sellers who are offended by a low-ball offer on their home and then refuse to ever sell to that particular buyer, even at full price. Consider asking your clients this question: “What would have to happen for you to feel you were treated fairly in these negotiations?” It’s an interesting question that gets interesting answers, and helps you ensure that your clients feel that they are treated fairly. People will give much more and remain more loyal when they believe they are cared about. That’s really what they’re looking for. Two agents in Alabama who had been working through counteroffers heard me teach this philosophy. During class, the buyer’s agent realized that the sellers kept inching toward the buyer, but her buyers had not given anything in return. The buyer’s agent called the buyers and asked if they really wanted that particular property. When the buyers said they did, the agent explained that perhaps they could make it happen by offering something that might make the sellers feel they were getting a “fair shake.” The buyers made a new counteroffer that the seller agreed to that night. The agents put that $800,000 cash transaction together after struggling for nearly two months. This is exactly what win-win negotiating gets you: Closing more deals and building a relationship that ensures your client walks away feeling satisfied, ready to return again and refer you to everyone they know. Want more insight? Jackie Leavenworth recommends you read the book Sway: The Irresistible Pull of Irrational Behavior by brothers Ori and Rom Brafman.

YOUR CRS

CRS

connect

network

SOUTH NAPLES, BONITA SPRINGS, ESTERO, FT MYERS—FLORIDA

Marie Pimm

PA Realtor® CRS, CIPS, e-PRO, GRI

Cell: (239) 770-3383

Email: mpimm@comcast.net www.MariePimm.com

MariePimm.com

expand your network

Last summer, Kathleen O’Donnell, CRS, principal broker of O’Donnell Group Realty in Portland, Oregon, received a call from Larry Walker, CRS, a broker associate from Kissinger Bigatel & Brower in State College, Pennsylvania. He had found O’Donnell through the CRS website and asked if she could help his clients who were selling their family home and moving, with three children in tow, to Portland. The big challenge was finding them something commensurate with what they were selling in State College, a significantly less-expensive, cooler market. The mother and daughter came for a long weekend and O’Donnell was able to show them some newly-built homes on the outskirts of Portland that were in a good school district and within their modest price range. They made an offer almost immediately. Their house sold and they were able to transition with only a few days of being “homeless.” CONNECTION PERFECTION

24201 Walden Center Dr. Bonita Springs FL 34134

SOUTH

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Re/Max Premier offices in

954.545.5550 (office) 954.695.6518 (cell)

Ashburn, Fairfax and Leesburg

Direct: 703-999-6535 Office: 571-210-SELL

lisacromwell@remax.net www.LisaCromwell.com

SOUTH

gary@garylanhamgroup.com www.GaryLanhamGroup.com

SOUTH

Kent Redding BROKeR, gRi, CRs, ABR

the Kent Redding group Berkshire Hathaway texas Realty

512.306.1001

Austin, texAs Kent@CallKent.com www.CallKent.com

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The Council of Residential Specialists

crs.com

July Aug

CRS

connect

CRS CLASSROOM COURSES expand your network

CRS classroom courses earn either eight credits (for 100-level, one-day courses) or 16 credits (for 200-level, two-day courses) toward the CRS Designation. At press time, the CRS courses listed below were scheduled for 2016. For more up-to-date listings, visit crs.com.

CRS 120—Converting Leads Into Closings Aug. 8—Richmond, Virginia [Virginia CRS]

Sept. 20—Tulsa, Oklahoma [Greater Tulsa Association of REALTORS®]

Sept. 13—Ocean City, Maryland [Maryland Association of REALTORS®]

918-663-7500

Instructor: Chandra Hall, CRS

800-638-6425

804-249-5722

Sept. 6—Destin, Florida [Georgia CRS and the Georgia Association of REALTORS®]

CRS 121—Win-Win Negotiation Techniques Sept. 1—Jacksonville, Florida [Northeast Florida Association of REALTORS®]

Sept. 19—Tulsa, Oklahoma [Greater Tulsa Association of REALTORS®]

678-597-4124

904-394-9494

Instructor: Gee Dunsten, CRS

Instructor: Chandra Hall, CRS

WEST

RELOCATION SPECIALIST “Succeed with Sandra Jean” Certiﬁed Real Estate PRO

Thinking

Hawaii?

www.JamesHawaii.com

Broker,ABR,CLHMS,CRS, SRES,REALTOR, Since 1984

...sharing Aloha through excellence and experience...

DIRECT: 919-418-2400

Nancy D. Metcalf, CRS REALTOR®, Vice President RB-16599

Serving: Raleigh, Durham, Chapel Hill, Research Triangle Park, Wake Forest & Surrounding Counties, North Carolina

CRS of the Year, 2003 Direct: (808) 223-9246 nmetcalf@cbpacific.com www.nancymetcalf.com

www.FindRaleighHomes.com Email:sandra@sandrajean.com

Celebrating 25 years assisting clients! 1991-2016

RE/MAX United, 9131 Anson Way, Raleigh, NC 27615

WEST

Seattle & the ‘Burb’s Barb Avery

Managing Broker, CRS, GRI, I-Pro, SRES, WCR

RE/MAX Northwest Realtors

888-255-2272 (Call-Barb) 206-226-2879 SeattleSuburbs@yahoo.com www.SeattleSuburbs.com

Relocation, city-wide to world-wide. Seniors Specialist/Estate Specialist Voted Best in Client Satisfaction multiple years —Seattle Magazine

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29 years of “Experience You can Trust” James E. Lewis (R) CIPS, CRS, GRI, SRES® Cell: 808.225.0569 RB-14807 Email: J.Lewis@Realtor.com Equal Opportunity Act. Operated by a subsidiary of NRT LLC. Coldwell Banker® and the Coldwell Banker Logo are registered service marks owned by Coldwell Banker Real Estate LLC. Real estate agents not employees of Coldwell Banker Real Estate LLC, Coldwell Banker Residential Brokerage or NRT LLC.

WEST

Serving Seattle, Bellevue, Kirkland, Redmond, Bothell, Duvall, Lynnwood & Woodinville

The Residential Specialist trsmag.com

Instructor: Chandra Hall, CRS

HAWAII

Sandra Jean LaBarbera

918-663-7500

Instructor: Dale Carlton, CRS

SOUTH

July Aug

Instructor: Robert Morris, CRS

CRS 122—Building a Team to Grow Your Business Aug. 31—Jacksonville, Florida [Northeast Florida Association of REALTORS®] 904-394-9494

Reach more than

30,000

CRS peers with your ad here.

WEST

Instructor: Dale Carlton, CRS

Contact Joe Stella: jstella@glcdelivers.com or 847-205-3127

WEST

CRS 123—Mastering Relevant, Consumer-Focused Marketing July 25—Wichita, Kansas [Kansas CRS] 785-587-7145

Instructor: Frank Serio, CRS

(925) 251-2536

CRS 166—Certified Luxury Home Marketing Specialist Training Part I Aug. 11—Addison, Texas [Metro Texas Association of REALTORS®] 214-485-3000

Instructor: Tami Simms, CRS

CONTINUED ON PAGE 44 Ú

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Specializing in helping You reach Your Real Estate goals since 1991!

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RE/MAX Professionals

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REALTOR ®

Over 700 million in Tahoe sales

Sell Sell phone: phone: 775.901.4663 craig@CraigZager.com

www.LakeTahoeAgent.com

NORTHEAST

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CANADA

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Pittsburgh

area

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Email: jackiecollesi@howardhanna.com Website: www.jackiecollesi.howardhanna.com

RE/MAX Hallmark Lind Group Realty Ltd., Brokerage Aurora Ontario Canada

Nancy Wright, ABR, CRS, GRI

Toll Free: 1-888-727-8223, ext. 228

RE/MAX Realty Brokers 5608 Wilkins Ave. Pittsburgh, PA 15217 OFS: 412-521-1000 x170 CELL: 412-508-0040 nancywright@remax.net

www.hallmarklindrealty.com

Fax: 905-727-2230

E-mail: lenard@hallmarklindrealty.com

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The Council of Residential Specialists

crs.com

July Aug

CRS

connect

CRS CLASSROOM COURSES

expand your network Aug. 18—The Woodlands, Texas [HUB Personal Insurance] 214-485-3000

Instructor: Bill Hensley, CRS CRS 167—Certified Luxury Home Marketing Specialist Training Part II Aug. 12—Addison, Texas [Metro Texas Association of REALTORS®]

CRS 204—Buying and Selling Income Properties Aug. 25—Grand Junction, Colorado [Grand Junction Area REALTORS® Association] 970-243-3322

Instructor: Christopher Bird, CFP Sept. 12—Cupertino, California [California CRS]

214-485-3000

949-766-2901

Aug. 19—The Woodlands, Texas [HUB Personal Insurance]

Sept. 21—Bow, Washington [Washington CRS]

214-485-3000

360-901-0307

CRS 200—Business Planning & Marketing for the Residential Specialist Aug. 4—Pleasanton, California [California CRS]

CRS 206—Technologies to Advance Your Business Aug. 23—Orlando, Florida [Florida CRS]

949-766-2901

941-725-4374

Sept. 7—Baton Rouge, Louisiana [Greater Baton Rouge Association of REALTORS®]

CRS 210—Building an Exceptional Customer Service Referral Business Aug. 3—Birmingham, Alabama [Birmingham Association of REALTORS®]

Instructor: Tami Simms, CRS

Instructor: Bill Hensley, CRS

Instructor: James Nellis, CRS

225-761-2000

Instructor: Lee Barrett, CRS CRS 202—Effective Buyer Sales Strategies July 27—St. Charles, Missouri [Missouri CRS] 314-267-2691

Instructor: Jackie Leavenworth, CRS Aug. 22—Brentwood, Tennessee [Williamson County Association of REALTORS®]

Instructor: Christopher Bird, CFP

Instructor: Dale Carlton, CRS

Instructor: Pat Zaby, CRS

205-802-6066

Instructor: Frank Serio, CRS Sept. 28—Austin, Texas [Texas CRS and the Austin Local Networking Group] 210-363-9292

Instructor: Robert Morris, CRS

615-771-6845

Instructor: Jackie Leavenworth Elective Courses Elective courses vary in length and credits earned toward the CRS Designation. Please visit the CRS website for details at crs.com.

July Aug

The Residential Specialist trsmag.com

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PERSONALIZE, REPRODUCE AND MAIL THIS NEWSLETTER TO YOUR CLIENTS

EDIT

Leave YOUR HOME as is, or personalize the newsletter by adding your photo, logo, address and phone number to the mailing panel.* You can also substitute any article in the newsletter with one of your own. Edit the newsletter e lectronically by downloading the Microsoft Word version at crs.com/ yourhomenewsletter. PLEASE NOTE: The images featured in the YOUR HOME newsletter may only be used within the PDF version of the newsletter. These images may not be reproduced or republished elsewhere outside of this newsletter format. CRS members are free to re-use the text of the articles contained in the newsletter, however.

REPRODUCE

Do it yourself with your office copier, or take the newsletter or electronic file (in addition to your photograph and any information you want inserted) to a printer who can prepare and reproduce the newsletter for you.

DISTRIBUTE

MAIL. If you photocopy YOUR HOME or use it “as is,” please note that it is designed to be folded in a Z fold with the words YOUR HOME facing out on one side and the mailing panel facing out on the other side. Postal regulations require that Z folds have three closures (tabs or tape)—one on top in the center and two on the bottom. For your convenience, we have placed asterisks (*) where the closures should be. Be sure to check with your local mailer or post office to make sure you have prepared your mailings properly. ELECTRONIC FILE. Attach the customized newsletter file to an email to your clients or create a web link to the file on your website. Consult your webmaster or technician to make sure the file is prepared correctly for these purposes, since these basic instructions will vary by person and system. * This newsletter is for the exclusive use of CRS members.

your *

home J U LY/A U G 2 016

Tips and tre nd s for homeow ners, buyers and sellers 2

THE TOP 10

trendiest

HOME FEATURES Ø

Whether you’re thinking of selling soon or have an eye on remodeling with solid return-on-investment potential, think about which features make your home oh-so-desirable when it’s time to list. An analysis of the Realtor.com listings over the past five years found that the following items were listed most often, solidifying a venerable spot among buyers’ favorites:

1. Fireplace 2. Wood floor 3. Carpet 4. Granite counter 5. Stainless steel appliances

6. Open floor plan 7. Walk-in closet 8. Formal dining room 9. Vaulted ceiling 10. Open kitchen

Do trends lose steam? Oak and cherry cabinets had a strong foothold in the cabinet marketplace but are no longer popular.

WELCOME TO THE NEIGHBORHOOD Moving is hard: With all the logistical considerations of buying the home, closing, moving out of the old place and then into the new, unpacking and then getting settled, you might be too overwhelmed to actually get out and meet the neighbors. But nothing will make your new house feel like a home like knowing the area and the people around you. Here’s a few ways to get involved: ÄÄ Get outside. Nothing is quite as easy or effective as showing your face in the neighborhood. Do some yardwork, take frequent strolls or take the kids (or the dog) to a nearby park. ÄÄ Volunteer. Whether you can spare a few hours at your kids’ school, with a service group or at an animal shelter, volunteering will allow you to meet people while doing good. Try VolunteerMatch.org or contact your local municipality about opportunities. ÄÄ Join a club. Try your local library, events listings for the area or Meetup. com for groups that might share your interests. ÄÄ Take a class. Community colleges, local art and music schools, fitness centers and libraries all offer classes that provide you with the ability to learn something new while networking with neighbors. ÄÄ Get connected online. So much of our socializing is done online. Try searching for local Facebook pages or join Nextdoor.com, a social network dedicated to neighbors.

BROUGH T T O Y OU B Y Y OUR A GEN T, A MEMBER OF T HE C OUNCIL OF RE SIDEN T I A L SPECI A L IS T S

Tips and trends for homeowners, buyers and sellers

the energy audit math Ø

You’ve heard of home energy audits or assessments. You may have even thought they sounded like a pretty good idea: A professional auditor comes to your house, assesses how much energy your home uses—and loses—and makes recommendations for steps you can take that will save you money over time. But you just haven’t pulled the trigger. Well, why not this year? According to the U.S. Department of Energy, the average energy audit saves homeowners between 5 and 30 percent off their energy bills each year. With the average household spending $2,060 on energy bills every year, according to EnergyStar, that means an audit could save between $103 and $618 annually. Over the years, those numbers really add up. But an energy audit isn’t exactly cheap. According to HomeAdvisor, most average between $218 and $551. To

E REFER RA LS!

SAY YES TO CRS EQUAL HOUSING

save the upfront cost of hiring a pro, you could conduct an amateur version yourself by following the steps outlined at energy.gov. Typically this involves a visual inspection of any place two materials meet, electric outlets, doors, windows and a few other spots. However, there are benefits to hiring a pro to perform a diagnostic test. Professional audits typically employ a blower test. A powerful fan mounts into the frame of an exterior door and pulls air out of the house, lowering air pressure inside, which then allows the outside air to flow in through all unsealed cracks and openings. This is a more thorough method of detecting leaks and can help the auditor offer better recommendations for ways to address your home’s energy inefficiencies. A professional may also be able to determine how useful your insulation is acting and other ways your home may be losing energy. If you want to hire a professional, try searching through the Department of Energy’s Residential Energy Services Network, resnet.us.

Buying or selling a home can seem like an overwhelming task. But the right REALTOR® can make the process easier—and more profitable. A Certified Residential Specialist (CRS), with years of experience and success, will help you make smart decisions in a fast-paced, complex and competitive marketplace. To earn the CRS Designation, REALTORS® must demonstrate outstanding professional achievements—including high-volume sales—and pursue advanced training in areas such as finance, marketing and technology. They must also maintain membership in the National Association of REALTORS® and abide by its Code of Ethics. Work with a REALTOR® who belongs in the top 3 percent in the nation. Contact a CRS today.

DO YOU KNOW SOMEONE WHO IS THINKING ABOUT BUYING OR SELLING A HOME? PLEASE MENTION MY NAME. This newsletter is for informational purposes only and should not be substituted for legal or financial advice. If you are currently working with another real estate agent or broker, it is not a solicitation for business.

OPPORTUNITY

GET MORE HIGH QUALITY REFERRALS

PURCHASE ADS AND LISTINGS IN THE CRS ONLINE REFERRAL NETWORK

BANNER ADS

ADDITIONAL LISTINGS*

Become a featured agent for a specific CITY or ZIP CODE for $250. You can submit your own design or choose from a number of pre-designed ad templates for an additional $50.

Each CRS Designee is provided a complimentary listing in their office CITY and ZIP CODE, but you can dramatically increase your odds of being found in the online directory by ordering additional city and zip code listings for $25 each.

PLACE YOUR ORDER TODAY!

* All Additional Listings are also featured in our Find a CRS iPhone/iPad and Android Apps!

It's easy to expand your presence in the online directory and increase your chances of getting a referral! To purchase, log into your CRS Account and select the link in the right sidebar that reads, "Place Your Online Directory Order Today."

All online directory listings and banner ads will run for one year from the date they are posted. If more than one designee purchases a banner ad in the same city or zip code, the ads will rotate, so each designee receives equal exposure. You will receive a reminder email when your additional listing or banner ad is ready for renewal.

For questions, call Customer Service at 800.462.8841 or email us at crshelp@crs.com.

ask a

CRS advice from your peers

RISE OF THE MACHINES

Do “smart home” features really sell a home faster/better in your market?

“ If marketed as a smart home and the listing agent can demonstrate the value, then yes, smart home features can increase marketability and lower time on market, but you won’t see an increase in price because these features won’t change the appraisal.” John Stark, CRS Coldwell Banker MidAmerica Group Des Moines, Iowa john.stark@cbdsm.com

“ Many smart home features are simply not mainstream enough in our homes to provide enough data. When a home is renovated and updated, people are starting to incorporate some of the features, but they are still expensive and the products don’t have long track records yet.” Melanie McShane, CRS BrokerInTrust Real Estate San Gabriel Valley, California melanie@melaniemcshane.com

“ In my experience with homes under $500,000, all things being equal, the automation is a bonus and may be a driving factor. However, if there is a premium due to the automation, then it comes down to location, price, floorplan, etc.” Debbie German, CRS Realty Executives of Nevada Summerlin Office Las Vegas, Nevada debbie@debbiegerman.com

Participate in active discussions like this one by visiting our CRS Facebook page, www.Facebook.com/ CRSConnect.

July Aug

The Residential Specialist trsmag.com

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FEBRUARY FEBRUARY 9-10, 9-10, 2017 2017 ARIZONA ARIZONA GRAND GRAND RESORT RESORT && SPA SPA PHOENIX, PHOENIX, AZ AZ

In In 2017, 2017, the the brightest brightest stars stars in in residential residential real estate will head to Phoenix, real estate will head to Phoenix, AZ AZ on on February February 9-10 9-10 for for 22 days days of of unparalleled unparalleled networking networking opportunities, opportunities, business business building building strategies, and the chance to hear insights strategies, and the chance to hear insights from from top-producing top-producing agents agents and and industry industry leaders. Invest in the future of your leaders. Invest in the future of your business business and and register register today! today!

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This is home. Itâ&#x20AC;&#x2122;s a place called amazement. Home is a word that signifies so much. You understand what it means for each of your clients, and they rely on you to lead them on their journey there. Our goal is to help your clients truly understand their home, so they can feel good, feel right, and know the miraculous feeling of home.

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