The Residential Specialist, July/August 2019 by The Residential Specialist

residential

july + aug

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

2019

THE

SPECIALIST ALSO IN THIS

ISSUE

Use tech to build relationships Get smart about smart homes Use tech for work-life balance

Emerging trends in 2019 Social media enlivens listings Go digital to drive marketing

THE

TECHNOLOGY LANDSCAPE Tech tools to help you build your business

SPECIAL ISSUE

CRS-044

TECH 2019

HOMETEAM INSPECTION SERVICE. IT’S THE QUICKEST WAY TO GAIN A CLIENT FOR LIFE. Your clients loved this house the moment they saw it. And you wanted them to get it. But you also knew this was about more than one house. It was about building trust that would live beyond this transaction. Trust that would make you the real estate agent they always turn to. So you turned to us, and we went to work. A team of professionals quickly completed the inspection and provided a thorough, thoughtful, and accurate report. Which gave you and your clients what you needed to move forward. With this house. And the next one. And the one after that.

We’re more than inspectors. We’re relationship builders. 844-HomeTeam | hometeam.com FAST

ACCURATE

TRUSTED

contents O Y TECH G 2019 O

July 20 Aug 19 vol. 18, no. 4

features

This issue surveys the current technology landscape, including industry trends and CRSs’ favorite tech tools.

SERVICE IN THE TECH AGE

6 ways agents can use technology to build client relationships and grow their business.

By Andrew Conner

FRENEMIES

Will technology make REALTORS® obsolete? By Myrna Traylor

30 26

BALANCING ACT

Tech tools, platforms, apps and programs to help balance your professional and personal life.

GET SMART ABOUT SMART HOMES

Smart homes promise comfort, convenience and sustainability—these strategies will help you sell them.

By Matt Alderton

By Donna Shryer

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contents

July 20 Aug 19 vol. 18, no. 4

departments 5 VANTAGE POINT

By Michael Burkhard, CRS

6 ENTRY POINTS

Industry Headlines, Business Technology, Ideas & Trends

6 SMART SOLUTIONS: Social Storytelling

How to use social media to breathe new life into listings.

By Gwen Moran

10 WINDOW OF OPPORTUNITY: Signpost Ahead

2019 emerging market trends and how they compare to 2018.

By Michael Chazin

13 INSIDE TRACK: Orchestrating Your Technology

Make the most of your marketing platform with digital assistance.

By Megan Craig

16 PEER TO PEER: Ian Wood, CRS Three Door— A Real Estate Company, Salt Lake City, Utah

34 WORK + LIFE

Reinforcements: How to Get People to Help You by Heidi Grant Reviewed by Allan Fallow

Quick and Easy Summer Recipes These easy recipes will impress everyone with your produce prowess.

inside RRC 37 NEWS FROM THE COUNCIL

CRSs experience informative and entertaining sessions at the May Meetings in Washington; Snazzy Traveler provides members with savings on travel.

40 LEARN FROM THE BEST

An RRC Certified Instructor explains how to protect yourself and your clients from cyber predators.

41 RRC CONNECT 48 ASK A CRS

Advice from the country’s top agents.

ON L I N E R E S O UR CE S CRS.com

is your portal to news, education, referral and membership information. Read the magazine online at TRSMag.com.

DON’T MISS SELL-A-BRATION 2020

Join the Council and your peers Feb. 14–16, 2020, in Orlando, Florida, for world-class real estate education, networking and more. Learn more and register at CRS.com/attend/ sell-a-bration.

REALTORS® Know Their Communities. So Do Credit Unions. That commonality can help put more people in homes.

When you know your local community—the economy, the local home market, the people who live and work there—you can match more homebuyers with houses. Credit unions can do the same thing with loans. They offer a variety of home-loan products for their varied memberships; products that can put more people in homes they can afford. Jumbos, ARMS, FHA and USDA. 30-year fixed, 15-year fixed and so much more—tailored to the buyer.

And there are more than 110 million credit union members nationwide—a huge market to tap into. Are you working with your local credit union? If not, you can increase your list of qualified buyers by investing a bit of time into finding out what a credit union can offer for home loans in your community. Use the Credit Union Locator to find credit unions near you: https://www.culookup.com/.

America’s Credit Unions Working locally; working cooperatively

B US I N E S S I N TE L L I GE N C E F OR TH E R R C PR OFE S S I O NA L

Coming Next Issue ...

Marketing the unmarketable house Learn about unconventional tactics CRSs have used to sell a home that’s considered unmarketable.

EDITOR Walter Boza wboza@crs.com 800.462.8841 CONTRIBUTING WRITERS Matt Alderton Michael Chazin Andrew Conner Megan Craig Gwen Moran Donna Shryer Myrna Traylor 2019 BOARD OF DIRECTORS President Michael Burkhard, CRS President-Elect Richard Waystack, CRS First Vice President Alex Milshteyn, CRS Immediate Past President Gary Williams, CRS Members Kim Cameron, CRS Shawn Cunningham, CRS Maura Neill, CRS Dan Steward Jen Ward, CRS Chief Executive Officer Lana Vukovljak Staff Liaison Patricia Stodolny PUBLICATION MANAGEMENT www.glcdelivers.com

ADVERTISING MANAGER Chuck Gekas Director of Business Development 312.321.4443 cgekas@crs.com The Residential Specialist is published for Certified Residential Specialists, general members and subscribers by the Residential Real Estate Council. 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 buying and selling residential real estate. The Residential Specialist is published bimonthly by the Residential Real Estate Council, 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 RRC 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 Residential Real Estate Council, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092. COPYRIGHT 2019 by the Residential Real Estate Council. All rights reserved. Printed in U.S.A.

Publishing Manager Phil Malkinson Art Directors Ivette Cortes Eliane Mangoubi

Advanced digital real estate marketing techniques Are you ready to rise above the beginner’s level of digital marketing? Some advanced tips and tools can help guide you to more effective digital marketing. Old-school marketing with a twist There are new ways to use classic marketing initiatives. A different twist can freshen an otherwise familiar tactic. Are current financing rules tight or loose? Is it a good time to buy a house? There’s a lot of confusion at the moment about the availability of credit.

PLUS:

Digital marketing rules—a basic primer on what to do and what not to do when digitally marketing your real estate services and listings. Would you like to be a source for a future story in The Residential Specialist? Send an email to wboza@crs.com

to be added to our potential source list.

WHO ON YOUR

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

STAY INFORMED The Residential Real Estate Council provides

crs.com

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

[vantage point]

from the desk of Michael Burkhard, CRS 2019 RRC President

THE ART AND SCIENCE OF

making connections



If we look at our industry—at the world itself—technology helps keep us connected. Computers and mobile devices allow us to communicate instantly with anyone. Apps and programs organize those communications, as well as our files, paperwork and calendars. CRM programs and social media tools keep our professional life synchronized with our business plan. You could say that technology is the science of making connections—so it’s imperative that we stay on top of what’s available. To help master that task, we cover an array of tech tools in this issue of The Residential Specialist. You can also take RRC courses, or compare notes with fellow professionals and ask which apps or platforms they use to keep their business running smoothly. Talk to people in your network, too. Ask the home inspectors you recommend and photographers you hire which business programs they use. Although it’s impossible to grow a thriving business without technology, we can’t ever forget that we work in a people business. To survive in this industry, we have to know the importance of a handshake. So it makes sense that the art of making connections lies in our ability to build a genuine person-to-person relationship with clients, business partners and other community members. The objective is to blend the art and science of making connections. For example, once a connection is established, we can use technology to provide the best possible client service and further strengthen that connection. Of course, the perfect blending is rarely 50/50—and knowing when to go digital versus when to stop by in person with paperwork is what sets a CRS apart. The hours you spend in class learning about different apps combined with the years you’ve spent learning about people give you keen insights into making connections. I believe there’s an important place in our profession for technology, and we have to morph with the ever-evolving programs, apps and platforms available to us. But we still have to maintain our heart. That brings us back to the art and science of making connections and knowing that technology can improve—but never replace—your relationships with real people.

ALTHOUGH IT’S IMPOSSIBLE TO GROW A THRIVING BUSINESS WITHOUT TECHNOLOGY, WE CAN’T EVER FORGET THAT WE WORK IN A PEOPLE BUSINESS. 20 19

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[entry points]

SOCIAL Smart

storytel

Solutions streamlining your business through technology

How to use social media to breathe new life into listings By Gwen Moran



Buyers today are driving home searches—and much of their research is being done online. And with roughly 7 in 10 U.S. adults using social media, according to the Pew Research Center, these platforms represent a significant opportunity to connect with prospective buyers and sellers. The power of social media is that it facilitates storytelling and relationship-building—both essential for generating interest in home listings. “It’s important to use social media in a way that builds rapport with your audience and keeps the home selling and buying process human,” says Katherine Waters-Clark, CRS, Compass Boston, headquartered in Boston, Massachusetts. Here are five ways social media can breathe new life into listings.

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[entry points]

ling 1. Share the story

When social media strategist Kelly Craig, founder of Social Stamina, a social media consulting firm in Red Bank, New Jersey, helps REALTORS® promote listings on platforms like Facebook and Instagram, she encourages them to find the story behind the listing. Ask the sellers what they will miss most about the home. Look for an angle that will appeal to prospective buyers, she says. For example, a photo of the home with a story about summer barbeques with family and friends can tell a story that helps buyers picture themselves there. “That’s going to be a more emotional connection to the listing than if you only post about the exteriors and interiors,” she says.

2. Evoke a feeling

Look around the home. Is there an expansive kitchen perfect for amateur chefs or a beautiful garden filled with flowers? Capture those features in a photo or video to post on social media, Waters-Clark says. As she stages the homes she is going to sell, she keeps an eye out for unusual features, great lighting or other elements that will help create evocative shots. “Rather than focusing only on the bedrooms and bathrooms, paint the picture of how the sun comes through the kitchen windows, or how much fun it will be to host a barbecue in the fenced-in yard. Create that home’s story in your social media so that potential buyers fall in love with the lifestyle as well as the house,” she says.

Job Hammond, CRS, a REALTOR® with Dash Realty in Austin, Texas, likes to use drone footage and photographs in his posts. He says that such unusual angles are captivating. “When they get to see an angle they have not seen many times before, they find it interesting,” he says.

3. Create a sense of intrigue

Hammond belongs to a variety of private real estate and community groups on Facebook where he shares information, listings and open house events. “I notify them of something unique, such as giving them an early showing opportunity or insight into something that is not yet on the market,” he says. This creates a feeling of time-sensitive early access that drives action. Waters-Clark likes to offer “sneak peeks” into upcoming listings. She leaks snippets about how the house is being prepared so buyers begin to wonder about the listing and follow its progress.

4. Show relationships

Waters-Clark also likes to use social media to showcase the relationships she builds with buyers and sellers, which can also generate interest in listings. She’ll post spontaneous “sold” selfies with her clients and share buyers’ and sellers’ stories. Her fun, lighthearted approach to social continued on page 8 

Social Media Use Frequency of visits to social media sites among U.S. adults. ■ Several times a day

Facebook

51%

Snapchat

49%

Instagram Twitter YouTube

■ About once a day

■ Less often

23%

26%

14%

38% 26% 29%

20% 17%

74% 63%

36%

22%

NET Daily

60%

39% 53%

46%

55%

46% Source: Pew Research Center, 2018

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SOCIAL

storytelling 

continued from page 7

media posts makes the buying and selling process seem less stressful and encourages people to want to work with her.

Most Americans now use Facebook and YouTube % of U.S. adults who say they use the following social media sites online or on their cellphones.

YouTube

73%

5. Mix it up

While the attention you pay to driving traffic to listings is important, don’t just post listing after listing, Waters-Clark says. Use your social media profile to celebrate and support your community. WatersClark posts a series of Facebook Live “Shop Stories” that highlight local businesses in her town of Winchester, Massachusetts, which drives more traffic to her listings. “I post in a way that highlights me as a REALTOR®, but also highlights the work behind the scenes I do for my listings. Buyers will follow and think, ‘This is a great house,’ while potential sellers will follow and think, ‘Wow, Katherine really does a lot for her clients. Our REALTOR® didn’t do any of that,’” she says. Gwen Moran is a freelance writer based in Wall Township, New Jersey.

Facebook

68%

40 Instagram 35% Pinterest 29% Snapchat 27% LinkedIn 25% Twitter 24% WhatsApp 22%

Source: Pew Research Center, 2018

0 2012

2013

2014

2015

2016

2017

2018

CHOOSE THE RIGHT PLATFORM Have a great digital marketing story to share? Look for discussions happening online at our Facebook, Instagram, LinkedIn and Twitter pages.

July Aug

Confused about what social media platform is best for you? Each has its own personality and user characteristics. “Spend a little extra attention matching your home to the target audience,” says Kelly Craig, founder of Social Stamina, a social media consulting firm in Red Bank, New Jersey. Here are a few things to keep in mind:

Facebook: Two-thirds of adults are Facebook users and 68% of them use the platform daily. Users tend to skew older and more affluent than other social media platforms, according to Pew Research Center.

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Instagram: Another powerhouse platform driven by visuals, Instagram skews younger. Sixty-four percent of its users are between the ages of 18 and 34, according to social media tool Hootsuite.

Pinterest: Another visuals-driven platform, Pinterest remains substantially more popular with women respondents (41%) than with men (16%), according to Pew research.

WHERE MILLENNIALS ROAM

PUTTING DOWN ROOTS Why do millennials choose to move to certain areas? Job market and affordability are two of the main reasons, according to the National Association of REALTORS® 2019 report, "Most popular areas for millennials: where they move and stay." The report analyzed employment gains, population trends, income levels and housing conditions in the largest 100 metropolitan areas to identify the most popular areas for millennials. The report found that Madison, Wisconsin, is one of the top destinations for millennials— 75% of recent movers to the city have been millennials and they generally remain in the area. Lawrence Yun, NAR’s chief economist, explains, “In comparison to other areas, Madison offers one of the highest wages for millennials. Moreover, this income level, combined with the robust employment opportunities and the affordability, make Madison

among one of the most appealing locations for millennials who are looking to stay longer and raise families.” California is also a popular homebuying destination for millennials, especially Bakersfield, located between San Francisco and Los Angeles, because it is one of the most affordable metro areas in the state. Yun says Bakersfield’s affordable homes make it inviting to millennials, who can afford to purchase nearly 15% of the homes listed for sale, compared to neighboring Los Angeles, where they can only afford to buy 4% of listed homes. Millennials tend to reside and move to locations and cities where employment is strong. The median income for millennials who recently moved in the 100 largest metro areas was $53,000. Millennials who moved recently in these areas can afford to purchase nearly 1 out of 4 of the homes currently listed for sale (23%).

“IN COMPARISON TO OTHER AREAS, MADISON OFFERS ONE OF THE HIGHEST WAGES FOR MILLENNIALS.” Lawrence Yun

[entry points]

SIGNPOST ahead 2019 emerging market trends and how they compare to 2018 By Michael Chazin

Window

ofOpportunity

strategies to grow your business

July Aug



Low residential mortgage rates currently make home purchases more affordable, driving demand, especially for starter homes and new construction. “The market is similar to what it was a year ago, with even less inventory available this year,” says Jeff Scislow, CRS, RE/MAX Results, Apple Valley, Minnesota. “Low inventory always tends to put upward pressure on home prices,” he says. The residential real estate market in 2019 shares many of the same dynamics as last year’s market. “Last year we started to see corrections in February,” says Thomas J. Nelson, CRS, Big Block Realty, San Diego. “It was obvious by July, and that was evidenced by buyers slowing down.” Listings started to sit longer. “Houses that were move-in-ready sold quickly, but ones with deferred maintenance were more subject to price reductions,” he says.

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This year the market has stabilized. “It is not all that different from a year ago,” Nelson says. Prices this spring were comparable to last October.

Affordability

The impact of lower rates makes housing more affordable. This past March, 30-year mortgage rates dropped below 4%, roughly 1.5 points lower than late 2018. “When rates drop this much, the payment is significantly less,” Scislow says. “That has improved affordability of houses, especially at the entry level.” When an abundance of buyers meets a paucity of affordable homes, prices invariably increase. Scislow points to a recent listing of his that was affordably priced at $265,000. Seven buyers entered a bidding war and the price was driven up to $300,000. “Normally it would have gone

up $10,000–$15,000 above asking price,” he says. “But $35,000 more—I’d say my seller hit the jackpot.” As recently as last year, 10 homes with the same floor plan in the same neighborhood would have been priced the same. “Now homeowners have started to price based on the condition of their property, not market value for the neighborhood,” Nelson says. Price increases are slowing. Earlier this year, the Case-Shiller Home Price Index registered its slowest gain in home prices in the last four years. In the Austin market, buyers trade affordability for their commute. “Folks are being pushed farther out,” says Job Hammond, CRS, Dash Realty, Austin, Texas. There are more lots for developers to purchase, and they can provide reasonably priced products for their consumers. “One of those communities is Leander, Texas, (in the next county) where last year the population grew by 8%,” he adds. Lower mortgage rates also entice homeowners thinking about a move. With rates near historical lows, buyers can buy more house than they could have as recently as last fall. Recent data from the National Association of REALTORS® indicates 69% of homeowners believe it’s a good time to sell. “With such low interest rates, there couldn’t be a better time to move,” Scislow says.

Inventory shortages

Low rates bring more buyers into the market, but that activity is neutralized by pricing pressures due to low inventory. A recent Credit Suisse survey noted a lack of supply in housing under $300,000. “There are not enough affordable homes on the lower end of the price range,” Hammond says. The residential real estate market in Austin encompasses about 2.3 months of inventory. “A balanced market, according to the Texas A&M Real Estate Center, is about 6.5 months,” Hammond adds. “Basically there are not enough houses for people coming to the area.” “Lower mortgage rates bring buyers into the market, but it also exposes our inventory shortage,” Nelson says. In part, the issue of reduced

inventory falls squarely on the shoulders of homeowners who are looking to make a move, but reluctant to pull the trigger. “More people are staying put and remodeling instead of moving,” he says. “This uptick in demand for remodeling is clogging up inventory and creating a huge demand on the construction industry.”

Economic trends

Recently revised FHA loan standards were expected to tighten credit, but Hammond says other options make those changes less consequential. “You can qualify for conventional loans with a credit score of 620,” he says. Rather than tighten, credit is actually loosening up. Many lenders have programs that unite lowincome buyers with credit repair agencies to help boost their credit scores. In many states and even some cities, lowerincome buyers and first-time buyers can take advantage of down payment assistance programs. “In Texas, there are multiple options to consider,” Hammond says. The Texas State Affordable Housing Corporation (TSAHC) is one, which offers buyers with incomes below the median the ability to put just 1% down. “Combine that with a Mortgage Credit Certificate (MCC), which gives a $2,000 tax credit for seven years, and first-time buyers can get their dream homes,” Hammond says. Down payment assistance helps with the purchase price, but buyers still have to make monthly payments. In April, new applications for unemployment benefits fell to its lowest level in almost 50 years. Low unemployment nationwide means more prospective buyers are likely to qualify for mortgages. “In Austin, job growth nearly doubled last year’s national rate,” Hammond says. “We have more than enough jobs for people who want to move here.”

HELP FOR HOME BUYERS

Buyers, especially first-time buyers, in need of help to put together a down payment, can turn to a variety of programs offered through state and local governments. Down payment and closing cost assistance as well as special loans with reduced interest rates can be obtained from these sources. A good place to start is with a list put together by the Department of Housing and Urban Development (HUD): hud.gov/buying/ localbuying.

continued on page 12 

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[entry points]

SIGNPOST ahead BY THE NUMBER S 

In March, 30-year mortgage rates dropped below

You can qualify for conventional loans with a credit score of

620

continued from page 11

Additionally, federal income tax revisions have stimulated home purchasing. “People’s incomes have gone up,” Scislow says. Last year’s tax cuts benefited a wide swath of people. “With more take-home dollars they can afford more house.” Scislow describes the current real estate market as healthy and expects that will continue as long as unemployment stays low.

What comes next

Even with inventory issues, Hammond expects the remainder of 2019 to be positive for home sales. He expects momentum to pick up as the year progresses. “Buyers are going to try to take advantage of reduced mortgage rates and a favorable economic climate to purchase their homes,” he says. Nelson expects that 2019 will provide an almost mirror image of last year’s real estate market. Continued low inventories will combine with slight price increases, which should help sellers overall. “We also have a predicted recession coming in the next one to two years,” Nelson

says. “A first this year was an investor client who told me he plans to sit tight until the recession begins.” Nelson has seen the exact same cycle happen three times over his 20-year real estate career and knows what to expect. Buyers and sellers are less likely to remain as calm. The real estate market can be just as emotional as the stock market, Nelson suggests. “People react to news rather than use common sense.” “Homeowners will move over the next 18 to 24 months,” Nelson says. Then they will sit tight, just as they did during the last recession. The big difference is that this time the market is far more solid than a decade ago. “It’s being driven by the laws of supply and demand, not by inflated prices or fabricated loan applications,” he adds. Michael Chazin is a freelance writer based in the Chicago area. The real estate market continues to change. Are you ready for what's next? RRC education courses can help. Go to CRS.com/learn for the latest education offerings.

GADGET INSPECTOR The Lume Cube LED Light is a small but powerful portable LED light to brighten up your activities. Whether you use it for better staging of your photos/videos, station it on your actioncam to detect what goes bump in the night or even to provide light for your personal drone, this device has got you covered. With Bluetooth capabilities, you can even control all settings from your phone. $

July Aug

69.95 | lumecube.com

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Sleek and stylish, the Dyson Pure Hot+Cool Link air purifier is able to filter 99.97% of pollutants and allergens as small as 0.3 microns from the air in your home. Feeling chilly or warm, but don’t want to have to adjust the thermostat? It also can be set to heat or cool, providing comfort for when you need it most. $

499.99 | dyson.com

orchestrating

YOUR TECHNOLOGY Inside Track

Make the most of your marketing platform with digital assistance By Megan Craig

what’s trending in real estate



Social media may have been labeled a “fad” when it first appeared, but that was almost 20 years ago—clearly, the digital revolution is here to stay. That means your marketing plan should include heavy use of digital platforms. “The vast majority of buyers and sellers are online, so digital advertising is not just a great idea, it’s absolutely crucial for any professional who wants to stay relevant in 2019,” says Ginger Orem, CRS, broker/owner of Crown Real Estate Alaska in Fairbanks, Alaska. Following are five ways you can use technology to improve your marketing strategy and boost your business. continued on page 14 

Tech Tools Providing the Highest Number of Quality Leads to Agents Percentage of survey respondents who selected each tech tool as the option that provided the highest number of quality leads. Social Media

MLS Site

47 %

32%

Brokerage’s Website

Listing Aggregator Site

CRM

Copilot Cat http://realestate.copilotcat.com | 509-474-9894

Email Marketing Tool

Digital Ad Campaign

Blog or Business Website

17 %

16%

13% Source: 2018 NAR Technology Survey

Over 30,000,000 items from over a million suppliers

We enable real estate professionals to massacre their promotional products challenges by delivering laser-targeted, response boosting bespoke items that help build their personal brand and establish customer relationships, in a timely manner, at the manufacturer's lowest published prices.

[entry points]

orchestrating

YOUR TECHNOLOGY 

continued from page 13

Target your exact audience with tech tools

BY THE NUMBER S

41 %

of buyers used an agent who was referred to them by a friend, neighbor or relative, and

12 %

used an agent who they had worked with in the past to buy or sell a home. Source: NAR 2018 Profile of Home Buyers and Sellers

Buyer profiles are an excellent way to map exactly who your audience is—average salary, budget, property types, neighborhoods— but coming up with those profiles can be time-consuming. Enter: Web tools. Several lead generation services, such as Zurple, RealScout and Zillow Premier Agent, are able to help capture information on people who are browsing your listings, allowing you to better tailor your marketing to their specific needs. According to the National Association of REALTORS® 2018 Report on Real Estate in a Digital Age, agents reported that social media was the tech tool most likely to lead to high-quality leads, followed by listing websites.

DON’T UNDERESTIMATE THE POWER OF REFERRALS While digital advertising is crucial to any good marketing strategy, never forget the utility of word-of-mouth to garner leads and make sales. In its 2018 Profile of Home Buyers and Sellers, the NAR found that 68% of buyers and 75% of sellers contacted only one agent in the buying/selling process, and 90% of buyers would use their agent again or recommend their agent to others. “I use lead generators as well, but I have pulled away from paying large amounts to them because much of my client base is from referrals and word-of-mouth,” says Amy Bailey, CRS, managing broker/owner of Amy Lee Realty in Flora, Illinois. Bailey says focusing on service and treating clients with respect will build loyalty and lead to sales. “It is important to keep up with technology, but no one can stay on top of it all,” she says. “As long as you have a good reputation, keep your face and name out there, and work hard, the audience will find you.”

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Get personal with the flexibility of digital

Even social media platforms like Facebook and Instagram can help you target ads to very specific audiences, depending

on the listing. Job Hammond, CRS, an agent with Dash Realty in Austin, Texas, says he’s taken his advertising almost completely digital, mostly using Facebook and Google Ads to nearly double his business. With print ads, high per-ad prices and long runtimes mean you’re stuck sending the same message to everyone. “I think the benefit that comes with online advertising is the ability to target down to the micro level, changing strategies on the fly based on the return on investment that an initiative has provided,” he says. People prefer more personalized messaging, says Amy Bailey, CRS, managing broker/owner of Amy Lee Realty in Flora, Illinois. That’s why she uses social media to create her own marketing messages that will reach people on a personal level. “I do much of my social media advertising with ads and video I build,” Bailey says. “Thankfully, I have an amazing following.”

Use a variety of media to stay top-of-mind

Going completely digital may be enticing, but in many markets, a healthy mix of digital and traditional media is necessary for a solid marketing strategy. In 24 years as a REALTOR®, Orem says she has tried all forms of advertising and she has tailored her strategy to her smaller, unique Alaska market. “I use a variety of marketing tools such as social media, local shopping cart campaigns, and radio and television ads to keep my name and brand current,” Orem says. She’s a firm believer that “no matter the size of the market, the most important focus for any real estate professional is to create and keep 'top of mind consciousness' in whatever community you are serving.”

IMPORTANT ASSESSMENT

Be social to build trust

Not all digital marketing is through overt advertising. Instead, consider acting as a subject-matter expert through social media to build trust with potential clients in your market. Hammond says he joins various community and home improvement sites and groups on Facebook, then provides information and feedback to people who request it. “I am careful not to advertise my services within that venue; however, when you build the trust within the community, you are more likely to receive opportunities from those groups,” Hammond says. “I genuinely care about the group and helping others, and while the objective was not to get any leads from that venue, I have seen a few deals as a natural part of being there.”

Look to digital media to find out what actually works

One problem with traditional media is its lack of measurable outcomes. With digital platforms, REALTORS® are better able to determine actual return on investment for different types of ads. “Digital advertising offers a more accurate way to measure results of my advertising dollars,” Orem says, noting that this obviously helps with future marketing plans.

Megan Craig is a freelance writer based in Chicago. Want to get ahead of the game on home tech? Get your Smart Home Certification from the Council. Go to CRS. com/learn/smart-homecertification to learn more.

PEACE OF MIND Almost inevitably, the subject of home inspection will come up during the buying process. Some buyers may be inclined to overlook the importance of the home inspection. However, a professional home inspection is the perfect opportunity to gain insight into the condition of the home—an unbiased evaluation that can provide much-needed peace of mind at a stressful time. This information can prove extremely useful and help avoid unpleasant surprises.

Testing: Appliances, as well as heating/cooling and plumbing, are tested to ensure proper operation. This evaluation is then included in the written inspection report, which includes detailed findings and identifies any potential concerns. The report will also indicate any recommended repairs based on the inspection results. At that time, an agent may recommend that the seller complete needed repairs, or if not, that the cost of completing the repairs should be reflected in the selling price.

for an offer to be considered at all. In these cases, a home inspection is still important because buyers can learn about the home and gain a comprehensive picture of the home’s condition. Or a home inspection may be conducted after the sale, providing the buyer with valuable information to use in planning for future repairs or upgrades, or addressing other issues. To get the most out of a home inspection, the buyer should accompany the home inspector during the process. This allows the buyer to ask questions on site and get any needed clarification about potential issues that come up along the way. It’s also a great way to get to know the home and locate important items such as key shutoff valves, the breaker panel and more. Attending the inspection will also give buyers a better understanding of any repair recommendations. The inspection report will also serve as a reference for details about the home once the purchase is complete, giving buyers confidence and peace of mind about their new home.

Option to waive: In many of today’s hot real estate markets the home inspection contingency is waived

This article was provided by Pillar To Post Home Inspectors. For more information, go to pillartopost.com.

Visual assessment: A professional home inspection includes a visual assessment of the home’s systems and structural components, including: heating/ foundation ÄÄ ÄÄ cooling walls ÄÄ plumbing chimneys ÄÄ ÄÄ electrical doors ÄÄ ÄÄ roof windows ÄÄ ÄÄ

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Three Door–A Real Estate Company, Salt Lake City, Utah

IAN WOOD, CRS

Peer to Peer profiles of people to watch

As a CRS, what have you found most rewarding? I’ve been fortunate to have attended many of the RRC-sponsored events and leadership meetings with industry leaders. It’s amazing to be surrounded by people with far more experience than me. I’ve served as membership chair for the Utah Chapter of the Residential Real Estate Council, I currently represent my state as president, and I’m honored to have just been asked to represent Region 11 as regional vice president for 2020. Since becoming a CRS, I have doubled my gross commission income and opened my own brokerage. I believe my success is directly correlated with having surrounded myself with the best of the best in our industry, my fellow CRSs. It’s not all about the money though. I love sending referrals to other CRSs because I know the level of service other CRSs provide my clients is second to none.

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Can you describe the current market in Salt Lake City? Our beautiful valley is surrounded by mountains, so buildable land is limited. Our population is growing rapidly, and affordable housing is very much a concern. There’s a great economy here with many jobs, though wages are not keeping up with how quickly the market is appreciating. There’s still big competition for homes under $400,000, and although our median time on market has ticked up from 12 days to 23 over the last year, our median price was still inching up at $325,000 as of March 2019. Low inventory, a sound local economy and population growth tell me that we still have some room for growth in prices in the short term.

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Do you have a niche market? I grew up here and went to school here, including college at the University of Utah. My focus over the years has been person-toperson interaction with people in my sphere. My best ROI is with people I know. Some of my friends are on their fourth or fifth house, and that repeat business is invaluable.

What kind of marketing do you use? My marketing is focused on the properties I list, and not so much about me. I manage a Facebook business page and use other services, like Adwerx and Remine, for targeting (and retargeting) my most likely buyers. I have some drip campaigns to send to people I don’t know, but nothing beats picking up the phone or attending the next social event—face-to-face interaction is the most powerful tool I use. The internet may enhance my interactions, but it will never replace being there.

How do you navigate the challenge of working with a tight market? I sit down with every client and educate them before we look at any homes. It’s hard for buyers in a hot market. There’s a fine line between overpaying and losing the house. I educate them about approaches such as writing personal letters to sellers, and explain the process of a contract, the limitations and liabilities they have, and how to market and price their home. Education is key. I guide them through the process, and if it’s difficult for them, then I didn’t do my job.

What aspects of your work do you find most satisfying? The feeling of seeing a customer satisfied and knowing they wouldn’t call anyone else to buy or sell real estate. I just received a text from a past client who sold his condo with my help a year ago, saying it’s time to sell the house he just remodeled— it didn’t need a listing presentation. My customers have trust and confidence in me to get the job done, and the biggest compliment is when they use me a second or third time. My clients rely on me to help them make the biggest financial decision of their life.

What other activities do you enjoy? I play in a men’s golf league every Tuesday, hit the slopes on my snowboard at Snowbird when I find the time, and one of these days I’m going to build that shed/man cave I’ve been talking about for a few years now. I love spending time with my family—my beautiful wife, Lindsey, and I just had our first baby! That said, the man cave is probably going to be on hold until Hudson can throw a hammer. What’s your greatest asset? My network of friends, clients and peers. The focus of my business is the people I surround myself with. Being involved in their lives is a beautiful way to have my life be my business, and vice versa. RRC education and the CRS family are the best that’s out there. No matter how busy I get, I will continue to attend those classes and network with my peers, and I will take something away from each of them to continue balancing my life and my work. Ian Wood, CRS, achieved CRS Designation in 2016. He can be reached at ian@ ianwoodreal estate.com or 801-712-9663.

Photo: Louis Arevalo

Nothing beats picking up the phone or attending the next social event— face-to-face interaction is the most powerful tool I use.

Ian Wood, CRS, spends his free time with his wife, Lindsey, and their baby, Hudson, including visits to Bear Lake. Wood also enjoys snowboarding and playing in a golf league.

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O Y TECH G O 2019 EMBRACING THE TECHNOLOGY LANDSCAPE

INSIDE: TECH VS. REALTORS® • BUILDING RELATIONSHIPS • SMART HOMES • WORK-LIFE BALANCE

TECH VS. REALTORS® Will technology make REALTORS® obsolete? By Myrna Traylor

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These days, a growing number of traditional businesses are looking over their shoulders, worried that their segment’s version of an Amazon or Expedia will not only disrupt their industry, but take it over entirely. REALTORS® have had some anxiety as internet-based real estate platforms and tech tools have edged into their markets. So far, however, most REALTORS® have made peace with technology, becoming adept at using the tools that work best for them and their clients, while keeping a wary eye out for the “killer app” that some mogul thinks will eliminate them. Debra Bellmaine, CRS, broker associate with Stonebridge Real Estate in Clearwater, Florida, has a unique perspective on this issue. She was a software developer before becoming a REALTOR® in 2004. “There is a great deal of fear being generated by the potential disruption of real estate by powerful tech platforms, and the iBuyer incursion in particular,” she says. “With the iBuyer platforms, the idea is that with the perfect tech, real estate transactions will be smooth, seamless, automated experiences for sellers and buyers, all conducted online. And if all real property was identical, all properties for sale occupying the same location, built the same year, with the same materials, in the same condition and so forth, it

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could easily be done that way. But that is not the reality with real property.” Bellmaine described an experience she had with Opendoor, whose CEO, Eric Wu, touts a vision of a “future where everyone uses Opendoor to buy and sell their home in a frictionless transaction that is eventually low-cost or free,” according to a March 2019 article on Inman. Bellmaine was working with a buyer on an Opendoor listing, but she could not get anyone

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to answer questions about whether the property might have defects that would disqualify it for the FHA financing the buyer had secured. “I was never able to reach an agent at all, and so my buyers won’t be considering that property,” says Bellmaine. “Eric Wu believes that his and other iBuyer platforms will turn agents into ‘advisers’ once the selling process is automated,” Bellmaine continues. “However, my one experience with Opendoor highlights the glaring issue: Individual and professional REALTORS® with a commission at stake will always strive to give superior and individual service to their sellers and buyers. Automation is only smooth as long as all the ball bearings are uniformly round

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“There is a great deal of fear being generated by the potential disruption of real estate by powerful tech platforms.” Debra Bellmaine, CRS

mies and the same size. One flat ball bearing and the gears of automation grind to a halt.” Of course, no REALTOR® can afford to be a complete luddite in this day and age. “New tech needs to be embraced,” says Job Hammond, CRS, at Dash Realty in Austin, Texas. “I have learned not only to understand technology, but to incorporate it into my business as a competitive differentiator. REALTORS® should not be scared of technology; we just have to deal with the fact that our clients are more adept than they used to be. They don’t have to use agents to access the MLS when they can do it in their pajamas.” Chris Pelkola Lee, CRS, and broker-owner of simpLEE HOME in Idaho Falls, agrees.

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“An educated client is a better client,” she says, “and the more resources they have access to, the better. Our role may be more consultative.” That said, Lee knows that not everyone “is going to Google all the information about inspections, taxes, assessments, appraisals and so forth, so I can still help them with that.”

The sliding scale

Clearly, individual agents and brokers must use technology to a greater or lesser extent in their own businesses. The level of technological immersion can be a matter of preference, necessity or even location. For example, Lee reports that because Idaho is a nondisclosure state, the listings buyers find on Zillow aren’t always completely accurate or up to date. There aren’t any iBuyer platforms in her part of the state, either. Social media and email are, of course, critical marketing tools. Tracy Kirkley, CRS, vice president and broker at Crye-Leike in Olive Branch, Mississippi, relies on video to deliver news to her market quickly. “When I have great information that can impact a large group of my clients, instead of making tons of phone calls, I create a video and send it to them,” she says. “This way, I get my face in front of them, too, and they can replay the video later if they need to remember part of what I said.”

THE INTERNET CAN’T WEAR ALL THESE HATS Agents have a lot on their plates when it comes to making their clients happy and successful apart from the property sale or purchase. Whether you can call on training from an earlier career or develop the skills on the fly, an ability to play these uniquely human roles will solidify your relationships with your very human clients.

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By using e-tools to write offer letters, Hammond is able to have his clients finalize their deals Zillow bought fewer than through DocuSign or with a digital pen. He 700 homes in 2018; it has also set up an IDX (internet data exchange) expects to be buying link on his website that pings him when buyers who have registered with his site have looked homes per month in three at a property online a certain number of times. to five years. He can then set up an appointment with them through an app. “Using tech allows me to Opendoor, the first big provide concierge-level service,” says Hammond. iBuyer, bought more than “Plus, I can open doors with my watch.” Some REALTORS® have made the leap, joining internet-based real estate firms. homes last year, and in the past year it has raised “Because of the recent rumors about sites such more than $1 billion to as Zillow and Amazon taking over the real step up its pace. estate industry and replacing brokers and Source: The New York Times their agents, I joined eXp Realty to utilize their state-of-the-art cloud-based technology,” says Theresa Walters, CRS, in Sagamore Hills, Ohio. “The tools eXp Realty offers allow you to stay connected with clients at all times, anywhere in the world, and actually meet with them ‘face-to-face’ without their having to leave the comfort of their physical home or office. It saves a lot of time and gasoline.” BY THE NUMBER S

5,000

11,000

The real deal

When it comes to serving clients’ interests, though, nothing can replace an actual human being. Most of the CRSs we spoke with agree that while so much of real estate is making the numbers work for both clients and agents, it’s the interactions between them that make all the difference—plus a healthy dollop of experience and skill on the agent’s part.

COUNSELOR

Because home sales are so emotionally fraught, “I feel like a part-time counselor,” says Job Hammond, CRS. “You’re not going to do too well for yourself or your clients if you don’t care about their concerns.”

FACILITATOR

An agent must have strong local connections. “An agent was handling a sale for her 93-year-old dad and the sellers were out of town,” says Tracy Kirkley, CRS. “I was able to get people into the house to get work done. My client told me, ‘I could not imagine handling all the things that needed to be done to get to closing without your help.’”

NEIGHBOR

Are you involved in your community? “Some people may decide to conduct their transactions online, but others want to know that the person they are dealing with is out in the community with skin in the game,” says Chris Pelkola Lee, CRS.

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77% of respondents use social media for real estate. Here are the top four most-used social media networks:

Facebook

Instagram

Twitter

33%

Source: NAR 2018 Technology Survey. Data from March 2017-March 2018.

Kirkley points out that there are intangibles Redfin-employed agent, the buyer decided to that internet-based platforms can’t bring to stay with Andrea because they had established bear. “I think the overall knowledge of a market a rapport. They valued that relationship more allows us to guide our clients, especially seathan the discount. sonally. And home transactions represent major “Clients would rather have someone who can stress, as they are often done in the throes of a hold their hand and walk them through things,” life change. My job requires being able to miniSwetland says. “People think they can keep mize stressors to the client.” things simple by using an internet-based deal, “For agents who have been in this business for and then they get into it and realize it’s a comyears, we learn so many things as we go along,” plicated process. It also depends on the market; says Kirkley. “Getting the house under contract in San Francisco, you can’t just walk in and say, is only half the job—there are so many hurdles ‘Here’s my offer.’ We are still having multiple to get over before a client gets the money or key.” offers on 75% of properties; it’s very competitive.” Andrea Swetland, CRS, with Vanguard Proper“Technology can never replace the human eleties in San Francisco, acquired a buyer client ment of the real estate process,” says Hammond. through a secondary association with Redfin. “This is not like buying books or even a car, When it turned out that the buyer couldn’t for that matter—it’s often our clients’ largest receive a discount on the price that Redfin financial decision and they need someone they initially offered because Swetland wasn’t a can trust to guide them throughout the process. It is important to find a way to connect with your clients, their emotions and interests.” And as REALTORS® know, that connection with clients is vital. “What happens when a client has a question?” Swetland asks. “Is there someone on call at night when they’re stressed “I know that making a call or out? I know what to say to talk them down: When buyers do so much sending a personal note is the ‘You’re not alone—everybody feels that way. online research—checking human part of real estate that I feel that way when I buy a home.’” on things like adjacent lots technology cannot replicate in “If you can emotionally connect with someone, or long-resolved community the same way,” offers Andrea just showing you truly care and are genuine issues—that they manage to Swetland, CRS. “Many of my will mean that you will have that client for life,” talk themselves out of every clients call me a ‘mother’ or Walters says. property, Betty Bargoli, CRS, a ‘counselor.’ I listen to my “Everybody wants to feel important and can provide perspective. “It’s clients and remind them that understood,” offers Kirkley. “And isn’t that often a matter of presenting a I am available to them even what we all want?” picture that’s not as alarming after the transaction is closed.” and just saying, ‘Here’s the Myrna Traylor is a freelance writer in the Chicago area. other side of that coin.’”

ADVISER

MOM!?

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How do you employ technology in your business? Share your story in our We Are CRS Facebook group! Join at facebook. com/groups/ WeAreCRS.

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TECH 2019

EMBRACING THE TECHNOLOGY LANDSCAPE

BUILDING RELATIONSHIPS

SERVICE in the Tech

6 ways agents can use technology to build client relationships and grow their business By Andrew Conner

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As technology becomes more ingrained in our daily lives, people expect more from their interactions with businesses. Instant feedback, same-day delivery and immediate responses from apps and websites set high consumer expectations. And real estate agents are certainly not immune to this trend. However, while clients may be expecting more from their agent than they did 10 years ago, there

is a silver lining to the tech boom. The same tools that are setting these higher expectations, such as social media, texting, websites and email, can now be used to enhance your relationships with clients and, ultimately, bring you more business. Here are six ways CRSs are using technology to build relationships and strengthen their businesses.

Leverage digital resources Job Hammond, CRS, designated supervisor at Dash Realty in Austin, Texas, came to real estate after working for 20 years as a sales executive for a CRM company, so making tech work for him is an important part of his business. Working in Austin, he sees 150 new people moving to the area every day, which makes for about 50,000 new potential clients every year. One way he takes advantage of this is using social media to create awareness of his services.

Hammond uses Facebook events as a way to engage with potential clients and advertise his open houses. He’ll then boost his event post to a targeted location. A recent open house event he put up received 20,000 impressions, which led to 25 visitors who otherwise may not have attended. “I use Google Ads to target specific ZIP codes, primarily for relocating clients,” says Hammond. “I also wrote a whitepaper that I share about relocating to Austin.

I moved from California to Austin, so I know how difficult it is, so I’ll send my whitepaper and ask if they want to talk about moving and finding the right neighborhood, employment, friends, etc.”

A good website means good business An informative and user-friendly website is another way Hammond makes it easy for people interested in Austin real estate to find him. He uses IDX integration so people can find listings on his site, and this connects to his CRM, which can tell him if particular listings are getting more views than others. This type of attention to detail when it comes to technology doesn’t stop when he begins building relationships with clients. “I drive an electric car with a huge touchscreen map on it, so when we’re driving in different neighborhoods, clients can see how close a property is to other locations,” he says. “I’ll even ask clients to estimate their commute time to work by using Google Maps with traffic integration for the time of day they commute.”

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Connect with your community

Joining Facebook groups and checking in at local places of interest are great ways to show your involvement in the community, says Mary Jane Dunlop, RRC member and broker/owner at Berkshire Access Realty in Pittsfield, Massachusetts. For example, Dunlop is a regular blood donor and every time she donates, she takes a selfie and uses a real estate-related hashtag. “I’m also involved in a Facebook group of people from a local neighborhood that has been a depressed area that we’re trying to improve,” she says. “I’ve done free seminars for first-time buyers in that group, and because of that I’ve been recognized by some other interrelated groups, and I’ve gotten a lot of private messages from people with real estate questions.”

LEVEL OF SATISFACTION WITH TECHNOLOGY PROVIDED BY BROKER 35% of respondents were somewhat satisfied, and 29% were completely satisfied with the level of technology provided by their broker. Not at all satisfied

Broker does not provide any technology tools or services

Somewhat dissatisfied

Completely satisfied

29%

Neutral

22% Somewhat satisfied

35 %

Source: NAR 2018 Technology Survey.

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Get the word out

Betty Bargoil, CRS, broker at RE/MAX United in Raleigh, North Carolina, uses social media and email to make showing her appreciation of her clients easier. Most of Bargoil’s business comes from referrals, so she is always prompt with a thank-you and token of gratitude. She uses a CRM that gives her daily reminders of whom she should reach out to. “I don’t always do phone calls,” says Bargoil. “I adapt to what the client likes, such as texts or emails. Or sometimes if I’m doing something in the area, I’ll stop by and drop something off in person. Especially for people who are always sending me business, I try to treat them well and keep in touch.” One way Bargoil stays in touch with all of her clients is through a yearly picnic event. She hosts a barbeque with a band, and games for clients and their families. Having more avenues to interact with clients, whether that’s Facebook, texting or something else, makes inviting people to her event that much easier.

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Paint the right picture Nichols has seen agents in her region use virtual reality technology to give virtual tours to clients; however, well-shot pictures and video still reign supreme. “A pretty picture and video with good staging make a big difference,” she says. “And in my high-end market, it’s critical. Having in your arsenal the ability to do video, drone shots and Matterport [3D virtual tours] adds texture and depth to your perceived value.” Because many clients in the Aspen area are looking for secondary homes, whether for vacation or rental, having great photos and video easily accessible to clients is necessary. She also recommends using professional photographers, again, a given in her market. “Sometimes I’ll

see photos where clearly the broker is taking the picture and it looks like 10 teenagers just made breakfast, took showers and left,” says Nichols. “You shouldn’t even bother at that point, because it’s not helping your story.”

Be quick when it matters One controversial topic that is becoming more important for real estate agents is how available agents should be to respond to messages from clients and potential clients. Dunlop tells her clients to text or email her any time between 8 a.m. and 10:30 p.m., and she’ll respond within an hour—even if it’s just to say she needs more time to fully answer their questions. However, she occasionally uses an autoreply message when she’s doing something that requires her full attention. Hammond explains how important quick responses are, especially for his tech-savvy clientele in Austin. “Response times are key for those who want to be successful,” he says. “That’s the first feeling the client is getting from you. And very competitive tech players are making an impact by promising things like self-showings where you don’t need an agent and can open a door with an app on your phone. I think we need to be moving at the pace our clients move, and maybe even a little faster.” For example, Hammond will sometimes do quick showings, with as little as one hour notice, and he uses his CRM, which connects to an app on his phone, to follow up on leads right away. With preset templates, it only takes a few clicks for him to personalize the response

and send it to the client. If you can, he recommends this method over automating responses, because the automated responses sometimes come so quickly it feels robotic. And while not all agents are happy about increasing expectations around their availability, as a long-time agent, Lucy Nichols, CRS, broker at Aspen Snowmass Sotheby’s International Realty in Aspen, Colorado, has been able to balance these expectations with living her life. “Once I have a relationship established with a client, I use the term ‘going offline,’ saying I’ll be offline after 8 p.m., for example,” says Nichols. “You can still set boundaries so that you can sleep, breathe and take care of yourself. I’ve found that most people respect that, and the ones that push back might not be a good match in the first place.” Andrew Conner is a freelance writer based in the Chicago area. Meet your Designation Requirements today! Read this article, take a 10-question quiz and earn 2 credits. Go to CRS.com/trs-quiz to get started.

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O Y TECH G 2019 O EMBRACING THE TECHNOLOGY LANDSCAPE

c n a l a B WORK-LIFE BALANCE

Tech tools, platforms, apps and programs to help balance your professional and personal life by Donna Shryer

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An article in The Onion, credited with inventing satirical, Stephen Colbert-esque “news,” suggests that the only way to achieve a work-life balance is not to work. There may be a shred of logic here. But unless your next address is a thatched hut on a quaint island with abundant, free fresh water and food, it’s probably not the most practical path to balancing your professional and personal life. There are, however, tech tools, platforms, apps and programs that help you do what needs to get done in less time and with more efficiency—so you can make your daughter’s softball game, meet friends for a non-working lunch or sweat through a guilt-free workout.

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ACT A few general tips

Almost every digital solution to better balance work and life comes with pros and cons. “There’s no right or wrong answer,” says Kiah Treece, real estate analyst with FitSmallBusiness.com, a firm that researches digital solutions for small businesses. “It’s about choosing the tools that meet your needs in the moment.” Here are some conditions to consider when deciding whether a certain technology will help or hinder your work-life balance.

�Technology can sabotage your personal life if you don’t power off sometimes. Mobile devices, smartwatches and all the apps that come with them deliver flexibility when it comes to where you can conduct business.

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You can work from a traditional office, home office, car, vacation cabana or at the local café with a hot macchiato. On the flip side, staying perpetually connected to the office may mean that your macchiato will be ice cold by the time you respond to every incoming text, email and phone call.

�Constant connection disrupts productivity. Responding in a timely manner to client and coworker communications is crucial to a REALTOR®’s success. However, a study conducted at the University of California reveals that it takes about 23 minutes to refocus on a task after an interruption, which includes checking every pop-up message. Depending on a task’s importance, being always reachable may be counterproductive.

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�Technology will never replace real time REALTOR®to-client communication. Jenna Koontz, CRS, REALTOR® with Howard Hanna Real Estate Services headquartered in Pittsburgh, is an avid tech fan, heaping high praise on her CRM program, video and social media marketing platforms, as well as the ability to instantly connect with past clients or new leads. The caveat, Koontz cautions, is that you can’t lean exclusively on technology. “Technology is effective and efficient, but no app or program can top the personalized empathy and compassion I give my clients.”

�Complex technology, although impressive, may undermine your efforts to find a work-life balance. Before paying for technology, be it a mobile device or an app, scrutinize the features, urges Jasmine Lee, senior research specialist at G2, a company that collects user reviews to help professionals assess business solutions. “Play around with the demos and ask about a trial period,” she says. “The bells and whistles may be time-consuming, difficult to use and a wasted effort, which will only backfire and hurt your worklife balance.”

Getting Down to Specifics

With realistic expectations as to what technology can or cannot do for your work-life balance, here are a few tech tools, platforms, apps and programs to think about:

p CRM programs can keep you organized by systematizing tasks.

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�If you go heavy into tech, make sure you have a tech expert on staff. “Technology can save a lot of time, which is key to work-life balance. But even the most cutting-edge technology is useless if no one in your office knows how to use it,” says Jason Rosado, business and executive coach. “Before you invest in technology, you want someone onboard who can accomplish two things. First, you need someone who can teach everyone else how to use a new device or app. This person also needs to know which devices and apps can interface smoothly. If the team’s mobile devices can’t communicate, you may be creating chaos and probably extending the work day.”

Customer relationship management (CRM) While a customer relationship management program can help accomplish many tasks, Lee suggests programs that earn high marks in handling a REALTOR®’s most time-consuming and labor-intensive tasks. “That usually means collecting paperwork, digitizing information and making sure your contact information is clean and up to date.” According to G2, top CRM products geared specifically to real estate include BoomTown, Market Leader and IXACT Contact. “A huge piece of achieving a good work-life balance is about organizing your business and making sure everything is systematized, and a good CRM program does that,” says Brandon Wise, president of Wise Agent, a real estate business management software company that provides an all-in-one CRM platform. “It’s also important to have an automated system of communications appropriate for each lead category, and one that will help ensure you’re never working just one lead. This feature alone can help a REALTOR® save a lot of time.”

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HERE’S TO YOUR HEALTH The jury is still out as to whether smartwatches and smartphones help or hinder work-life balance. It depends on individual use. Studies suggest that wearable technology may improve a person’s connection to their own mental and physical health, which may in turn help identify when it’s time to see the doctor—and that could cut back on sick days. Some smartwatches not only serve as a fitness tracker but also communicate directly with a physician. For example, the Apple Watch Series 4 monitors basic activity, like steps, and also has a heartrate sensor and ECG function that generates a PDF of your heart rhythm. If it’s peace of mind you seek, there are several meditation apps earning respect, such as Headspace and Calm, both with free and paid versions. One suggestion: mindfully turn off email, text and phone alert sounds before getting comfortable.

Lead qualification Lead qualification is t Many apps can help foster an area that leans on relaxation artificial intelligence (AI), and peace of Treece says. Structurally is mind. Turning a program tailored to real off alerts also estate, which Treece spothelps. lights for verifying buyer leads. “When a lead connects with you through your website, a chat bot moves through qualifying questions. If it becomes appropriate, it offers to schedule an appointment with you. So you spend more time on buyer leads that are partially vetted.” Turning to seller leads, Treece suggests looking into Revaluate Pro. Based on predictive analytics, including spheres, databases and networks, this software program looks for key indicators of movers and notifies you when someone is more likely to move. “This increases your success with cold calling, so you’re not dialing randomly. It’s an important time-saver,” Treece says.

p Displaying Social media locally relevant Social media, to data on social be effective, needs media increases daily attention. On top of engagement. that, Treece emphasizes, “You need engaging content that isn’t always salesy—and that takes more time.” A social media service geared specifically to real estate is CityBlast, which posts fresh, locally relevant content on all your social media platforms. “I recommend this service because it taps into your specific market,” Treece says. “If your market is Chicago, CityBlast shares information relevant to Chicago-area buyers and sellers—rather than generic housing content. The goal is to look like you handle every social media post yourself.”

Mileage tracking Mileage tracking is what some might call a “necessary evil.” It has to be done, but as Treece says, “It takes a lot of time and it’s probably the last thing a REALTOR® is thinking about when driving clients around town.” One app she recommends is Everlance, which doesn’t come with a lot of bells and whistles, but it does what it says it can do: track mileage and expenses so the REALTOR® has IRS-compliant expense and mileage logs for taxes. t Dedicated apps can automate the tracking of mileage and expenses.

Does being digitally connected 24/7 to clients, coworkers and social medial platforms affect your work-life balance? Ironically, there are apps to help you control your dependence on apps: The Forest app times and measures your ability to stay off your phone, and apps based on the Pomodoro Technique break tasks into short, timed intervals. Or you can set digital boundaries when you turn off your devices. A Nielsen study reports the average American spends four hours a day on devices. If you power down for half that time, you’re looking at a lot of quality time with family or friends, or “me time.”

Do tech tools help or hurt your work-life balance? Tell us at facebook. com/groups/ WeAreCRS.

Donna Shryer is a freelance writer based in Chicago.

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O Y TECH G 2019 O EMBRACING THE TECHNOLOGY LANDSCAPE

SMART HOMES

Smart homes promise comfort, convenience and sustainability—these strategies will help you sell them By Matt Alderton



Smart homes can automatically brew your coffee when you wake up in the morning, unlock the front door for your dog walker when you’re away, buy milk when you run out of it, turn the lights on at dusk and turn off the air-conditioning when no one’s home to enjoy it. But here’s something you’ll probably never say to your smart assistant: “Alexa, sell my house.” Because even though it’s smart enough to operate a home, technology isn’t shrewd enough to sell one. For that, even the brightest homes still require the services of a residential real estate agent. Business is not a given, however. To succeed in the era of intelligent real estate, agents must be just as smart as the homes they represent. “Technology is a growing element in the home, and it can literally make or break the deal,” says residential REALTOR® Matthew Rathbun, CRS, an RRC Certified Instructor and executive vice president of Coldwell Banker Elite in Fredericksburg, Virginia. “As agents, it’s our responsibility to understand smart home devices so that we can explain the benefits to potential buyers.” Buyers want technology in ever-growing numbers, according to market research company Statista, which says the global smart home market currently is worth $71.6 million, with just 7.7% market penetration. By 2023, it predicts, the global smart home market will more than double in size, reaching $151.9 billion in value and 18.1% market penetration. Clearly, the appetite for in-home technology is growing. To leverage it in your business, use the following strategies to turn smart home doubters into smart home devotees.

smart GET SMART ABOUT

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[feature]

technological superiority

O Y TECH G 2019 O

EMBRACING THE TECHNOLOGY LANDSCAPE Demonstrating smart home tech enables buyers to more fully appreciate its value.

Hone your message

To be considered truly “smart,” a home must have technology in its bones, according to Vasiley “Vachi” Udolkin, partner associate at RE/MAX Advance Realty and RE/MAX Advance Realty II in South Miami and Miami, Florida, respectively. “Just having an Amazon Echo in your home doesn’t count,” explains Udolkin, who says genuine smart homes are those with built-in, whole-house systems whose platforms typically consist of a central hub through which to control and integrate disparate smart home solutions. Which leads to the No. 1 reason people want to own a smart home, according to Udolkin: convenience. “It just makes life easier,” he says. But convenience isn’t the only message that resonates. For some buyers, financial and environmental incentives also are motivational. “Smart thermostats can save 10%–15% of your energy bill each year, and pay for themselves within two years. When people learn that, it’s a no-brainer,” says Don Ham, vice president of Refresh Smart Home, a New York State-based installer of smart home solutions. “Also, there are people who are very conscious about what fossil fuels do to the environment; with their smart thermostat and smart lighting they feel like they’re contributing to the preservation of the planet.” Yet another benefit is safety. “Adding smart locks, cameras and sensors can add layers of security to home monitoring,” says Mitchell Klein, executive director of the Z-Wave Alliance, a consortium of smart home manufacturers that have pledged to make their products interoperable with each other. Agents must discern what messages will most connect with a given buyer, then market smart homes through the appropriate lens.

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Show, don’t tell

The best way to sell technology is to showcase it, according to Klein, who suggests giving interactive demonstrations when showing a smart home. “Hands-on is the best way for the concept of the smart home to ‘click’ in potential homebuyers’ minds,” Klein says. “They have to be able to visualize themselves actually using this technology and it being valuable to them.” Because he can’t always be present, Rathbun has found ways to remotely illustrate smart homes’ benefits. One strategy is filming a video walk-through during which he points out the home’s devices; he subsequently leaves the video playing on a television while buyers’ agents show the home. He also creates informational cards that he laminates and posts with sticky tack on devices so buyers will notice them when they’re touring the home. He even creates VR tours for remote buyers in which they can learn about a given device by watching the manufacturer’s commercial for it on their VR goggles. “When a buyer purchases a home, it’s an emotional purchase,” says Udolkin’s business partner, RE/MAX Advance Realty and RE/MAX Advance Realty II broker-owner Anthony Askowitz, CRS. “When you show off the smart home, it appeals to those emotions.”

technological superiority

SMART HOMES AT A GLANCE

Want the skinny on smart homes? Check out “Smart Homes: An Emerging Real Estate Opportunity,” published last year by Coldwell Banker Real Estate. Based on a survey of more than 3,000 residential real estate brokers and agents, here are its top findings: 91% of brokers and agents say they would benefit from incorporating smart home technology into the marketing of a home. 82% of brokers and agents say smart home technology streamlines a home sale. 46% of brokers and agents say they’ve recently worked with sellers who either had smart home technology or intended to install it to increase their home’s appeal. 53% of brokers and agents

use smart home technology themselves; and another 39% say they don’t use it, but would like to use it. 79% of brokers and agents say buyers are willing to pay more for smart homes. Brokers and agents say buyers most often inquire about smart home technology in the following categories: 36.4%— security 26.7%—energy management 21.8%—entertainment

Sell the ‘smart’ lifestyle

When you discuss smart home solutions with prospective buyers, avoid talking about the technology; instead, emphasize what kind of life it will enable, suggests Brad Hintze, senior director of product marketing for Control4, a maker of whole-house smart home solutions. “Speak about the technology in terms of what it would enable a homeowner to do—being able to see who’s on your front porch while you’re away, for instance; being able to unlock the door and turn on the lights for a guest when you’re not home; or being able to turn off all the lights as you’re leaving the house,” Hintze says. “Describing that experientially helps consumers imagine themselves as the owner of that home.” Because technology is most prevalent in new construction, experiential anecdotes can be particularly persuasive for selling existing homes. “[Technology] gives an edge to older homes by making them feel more modern,” Udolkin says.

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Anticipate apprehension

Although many buyers will be wowed by smart homes, others will be wary of them. Older buyers, for example, may worry that technology will be too difficult for them to use. But in fact, systems often come with intuitive interfaces that were designed to be intergenerational, like a wall-mounted keypad or a handheld remote control. Giving buyers tactile opportunities during showings—letting them press the button or give the voice command—often allays their concerns. “It’s like using a light switch; everyone knows how to use a light switch,” explains Hintze, who says hesitant buyers can commission a smart home installer to do a factory reset of all in-home technology and teach them how to use it. Another common concern is security. “People are afraid of being hacked,” reports Ham, who says homebuyers should review the devices in homes to make sure they’re from reputable vendors. “It’s really important to purchase name-brand smart home products because those companies have security teams that are constantly providing software updates to ensure their products don’t become susceptible to hacking.” Likewise, buyers need to understand basic network hygiene. “The first point of entry for hackers is actually your wireless router,” Ham continues. “How to secure their router is the most important thing you can teach a buyer who’s worried about security.” At the end of the day, the sale hinges as much on an agent’s relationship with technology as it does a buyer’s relationship, says Rathbun, who recalls a recent favor asked of him by a competitor and friend. The agent asked Rathbun to meet a mature couple on her behalf at a house in which they were under contract. The couple was having doubts because the house was overheated when they did their walkthrough. The cause: The current owners had a smart thermostat that was set to turn off the air-conditioning when the home was unoccupied. “Because they didn’t understand how the thermostat worked, and because their agent didn’t know, they assumed the system was broken and decided they didn’t want to close,” Rathbun says. “I was there for less than 15 minutes, and because I understood the device, I was able to show them how it worked and how it would benefit them. Now they think it’s the most amazing thing in the world.” Matt Alderton is a freelance writer based in Chicago. Meet your Designation Requirements today! Read this article, take a 10-question quiz and earn 2 credits. Go to CRS.com/trs-quiz to get started.

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resources for learning & leisure GOOD READS

help is

A TWO-WAY STREET To be a better help requestor, look into reinforcements— the small, subtle cues that motivate others to work with us. By Allan Fallow

Why is it so unsettling to ask someone for help? Psychologist Stanley Milgram tried to answer that question in his “subway studies” of the 1970s, directing graduate students to board crowded trains beneath New York City and ask strangers to give up their seats. Nearly 70% of those who were asked willingly obliged, yet the experience seemed to traumatize the requestors themREINFORCEMENTS: selves: They felt sick How to Get People to their stomachs, to Help You turned white or by Heidi Grant nearly fainted. When Harvard Business a skeptical Milgram Review Press $ tried the experiment 202 pages, 28 himself, he reported, “I could feel my face blanching. I actually felt as if I were going to perish.” That discomfort is something we can all learn to neutralize, writes

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intuitions about what should make others more likely to help [us] are often dead wrong,” Grant cautions. “Our fumbling, apologetic ways of asking for assistance generally make people far less likely to want to help.” How can we increase the likeliNo one succeeds in a vacuum, hood of receiving help? Appeal to whether you are in an entry-level the potential helper’s identity and position or have a view from the self-esteem. Give them a chance C-suite. Cross-functional teams, agile project-management techniques, and to see their assistance “land.” And above all, work on becoming a matrixed or hierarchy-minimizing organizational structures mean we’re better perspective taker. As things stand now, writes Grant, aid seekers all collaborating more and having “seriously underestimate how likely to suffer the small agony of asking others are to comply with a direct people to help us on a regular basis. request for help.” We obsess over the imagined burden that a favor Reinforcements abounds with good news about “the small, subtle request puts on its recipient, discues that motivate others to work counting the “cost to the potential with us.” Much more than it often helper of saying no.” seems, Grant writes, human So despite its bad rep as a sales beings are “wired to want to help cliché, Grant’s research reveals and support one another.” Yet the that we should never hesitate to book is equally rich in caveats on “make the ask.” But “don’t make it weird,” she urges us, by flubbing how not to seek such aid. “Our motivation expert Heidi Grant in Reinforcements, a sprightly read that is the author’s fifth book. For salespeople in particular, Grant has a timely reminder about our reliance on others:

the “tricky” process of requesting The helper must be help: apologizing profusely, remindable to furnish the help ing people they “owe you one,” or you seek. Every potential painting the help you need as some benefactor you summon the gumpsort of insignificant favor. tion to approach is probably leading Grant may have a Ph.D. and some a very busy life of his or her own. hifalutin titles, but she comes So take a few steps to facilitate their across as very grounded in spelling act of generosity: Make your request out “The Four Steps to Getting the explicit (no more vague requests to Help You Need”: “meet for coffee”); confine it to a reasonable size (something you Someone needs to notice know will be within the other’s you’re in need. Thanks to power to accomplish); and be open to our pesky self-preoccupation— receiving help that may differ from often stemming from conditions that which you stated (it may prove known as perceptual load and far more useful than you suspect). If there’s a surprise in Reinforceinattentional blindness—we are ments, it’s the predictable one bad at recognizing when a fellow that “perseverance pays.” Those human requires aid. When you need support, writes Grant, it’s “far who reject a first request for assistance, it turns out, are in fact more less obvious to the people around apt to lend a hand the second time you than you think it is.” around. After one industry notaThe helper must believe ble ignored her request to blurb you need help. Something her first book, for example, Grant quailed at asking him again: If he called audience inhibition didn’t help me then, why would causes others to assume that “if he help me now? To her surprise, you want help, you will ask for it. Mr. Naysayer came through on They expect you to come to them.” To counter this dynamic, ask for Grant’s second try, contributing a help overtly: some 75%–90% of the quote that made her “blush a little assistance that colleagues lend one from the generosity of its praise.” another in the workplace, Grant’s The episode forced the author to research shows, occurs in response relive many similar instances when to direct appeals. she herself had agreed to a second request “to make up for having The helper needs to been too selfish, lazy, or preoccu“own” the act of helping. pied to give someone the help they When there are many people needed the first time.” who could help in a given situation, Even seeming maverick Steve Jobs it’s unclear to everyone involved recognized the urgency of making who should help. To chase away this your needs known. “Most people ambiguity, ditch the mass appeal in never pick up the phone and call, favor of the direct approach: “Help most people never ask,” Jobs mused requests that are made face-to-face in a 1994 interview, a few years are the most successful,” writes before he returned to the helm of Grant, “because the discomfort of Apple. “And that’s what separates, saying no—the awkwardness and sometimes, the people that do things sense that you have violated social from the people that just dream norms—increases exponentially. about them.” Indirect requests, like those made via email, do not cause discomfort Allan Fallow is a freelance book doctor in to the same extent.” Alexandria, Virginia. Follow him @thefallow.

YO U M I G H T A L S O L I K E …

DIGITAL MINIMALISM: by Cal Newport [Portfolio] 304 pages $ 15.90/hardcover

Learn how to curb your technology usage in this device-driven world. THE SURPRISING SCIENCE OF MEETINGS by Steven G. Rogelberg [Oxford University Press] 192 pages

Discover how to transform mundane meetings into productive discussions and results. BE FEARLESS by Jean Case [Simon & Schuster] 272 pages $ 16.51/hardcover

Follow along with real-life examples of how to deal with challenges, and learn to succeed in the ever-evolving game of life. THE MAKING OF A MANAGER by Julie Zhuo [Portfolio] 288 pages $ 17.06/hardcover Zhuo’s book provides practical guidance on how to thrive as a manager and become a better leader.

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resources for learning & leisure

E A S Y, B R E E Z Y S U M M E R C O O K I N G

QUICK AND EASY

summer recipes

The warm, sunny days of summer are perfect for creating fun and colorful meals. Whether you’re cooking family dinner or a dish for a potluck with friends, here are some recipes that are quick and easy for you—but will leave everyone else impressed by your produce prowess. Recipes adapted from Damn Delicious.

Grilled Honey Garlic Shrimp Bowls

Summer Skillet Pasta Ingredients 8 ounces penne 2 tablespoons olive oil, divided 1 red bell pepper, chopped 1 zucchini, sliced 1 large yellow squash, sliced

6 ounces Andouille sausage, sliced ⅟₂ sweet onion, chopped 3 cloves garlic, minced 1⅟ ₄ teaspoons Italian seasoning

Directions 1. Preheat oven to 350 degrees F. 2. Cook penne according to package instructions until al dente. Drain well. 3. Heat 1 tablespoon olive oil in a large, oven-proof skillet over medium-high heat. Working in batches, add zucchini and squash and cook until golden, stirring occasionally, about 3–4 minutes. Set aside. 4. A dd remaining 1 tablespoon olive oil to the skillet. Stir in sausage, bell pepper and onion and cook until golden, about

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1 (28-ounce) can diced tomatoes Salt and pepper ⅟₃ cup chopped fresh basil 8 ounces mozzarella cheese, shredded

4–5 minutes. Stir in garlic and Italian seasoning until fragrant, about 1 minute. 5. Stir in diced tomatoes. Reduce heat and simmer until slightly thickened, about 7–10 minutes. Season with salt and pepper, to taste. 6. Stir in pasta, zucchini, squash and basil until well-combined; sprinkle with cheese. 7. P lace into oven and bake until bubbly and golden brown, about 15 minutes. Serve immediately.

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Ingredients 1 pound medium shrimp, peeled and deveined 1 cup brown rice ⅟₄ cup honey 2 tablespoons reducedsodium soy sauce 4 cloves garlic, minced 1 tablespoon freshly grated ginger Zest of one lime

1 teaspoon Sriracha 1 avocado, halved, peeled, sliced 1⅟₂ cups cherry tomatoes 2 tablespoons olive oil Salt and pepper 1 cup corn kernels, frozen, canned or roasted 2 tablespoons fresh cilantro leaves, chopped

Directions 1. In a large saucepan of 2 cups water, cook rice according to package instructions; set aside. 2. In a small bowl, whisk honey, soy sauce, garlic, ginger, lime zest and Sriracha. Reserve 2 tablespoons and set aside. 3. In a gallon size Ziploc bag or large bowl, combine honey mixture and shrimp; marinate for at least 1 hour, turning the bag occasionally. Drain the shrimp from the marinade. 4. Preheat grill to medium-high heat. Add shrimp to grill and cook, flipping once and basting with reserved marinade until cooked through, about 2–3 minutes on each side. 5. Brush avocado and tomatoes with olive oil. Add to grill and cook, flipping once, until charred, about 1–2 minutes. Season with salt and pepper, to taste. 6. Serve shrimp immediately with rice, avocado, tomatoes and corn, garnished with cilantro, if desired.

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RRC news from the council

COME

together

CRSs connect at the 2019 REALTOR® Legislative Meetings & Trade Expo



Over 300 CRS Designees gathered in Washington, D.C., on May 14–15 for the Council meetings that were held in conjunction with the National Association of REALTORS® Legislative Meetings & Trade Expo. On Tuesday, May 14, we kicked off the day with a highly informative and quite entertaining presentation by Elliott F. Eisenberg, Ph.D., on the economic outlook for the next 18 months and how it could impact the residential real estate business. The day followed with very successful breakout sessions for each of our three Mastermind Divisions: Education, Regional and Outreach. We thank all of our volunteers who participated in these sessions for their commitment to the Council. The final session of the day was a very thorough presentation by Jessica Lautz, NAR’s vice president of Demographics and Behavioral Insights on the future of real estate. The day ended with the RRC night out, an opportunity for our members to socialize, network and have a well-deserved good time. The highlight for May 15 was the RRC Education Showcase followed by four education sessions, during which some of our top instructors shared portions of their classes. Overall, the meetings were a great opportunity for our members to get together, meet old and new friends, and hear updates on the Council’s activity.

The RRC May Meetings were informative and entertaining. CRS members enjoyed the opportunity to network, socialize and have a well-deserved good time.

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RRC news from the council

WHAT’S

your line? 

RRC’s booth at the 2019 REALTOR® Legislative Meetings & Trade Expo provided an opportunity for our members to express how they see themselves as REALTORS®. Some of the great responses we received included rock stars, friends, listeners and world-class experts.

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inside

RRC

MEET OUR NEW DESIGNEES Celebrate and acknowledge your peers in residential real estate who have recently earned the Certified Residential Specialist (CRS) Designation. Visit the “Welcome New CRS Designees” webpage at CRS.com/newdesignees where you can view the names and locations, along with links to Find a CRS profiles of new designees. Congratulations on achieving this prestigious designation!

April and May

Christy Aiwohi, CRS Ashley Alexander, CRS Stella Alexander, CRS David Alfin, CRS Elizabeth Avery, CRS Sally Awad, CRS Audrey Barr, CRS Antonet Barut, CRS Cristina Benitez, CRS Temple Blackburn, CRS Cynthia Borbely, CRS Arlene Bowie Forrester, CRS Bonnie Broyles, CRS Yvonne Burdette-Van Camp, CRS H. Byrd, CRS Brandon Byrne, CRS John Carlson, CRS Cody Clements, CRS Jim Coady, CRS Lucretia Collins, CRS Victoria Commender, CRS Mindy Cronic, CRS

NEW MEMBER BENEFIT

Quinn Dallin, CRS Diane Decker, CRS Stephanie Didomenico, CRS Carolyn Dietrich, CRS Shannon Dixon, CRS Alicia Doan, CRS Angie Dziurgot, CRS Natalie Filbert, CRS Grisela Flores, CRS Gerad Garcia, CRS Marlissa Gervasoni, CRS Phyllis Gettier, CRS Rollin Goering, CRS Nicolle Gust, CRS Daniel Hale, CRS Lisa Hall, CRS Lisa Harris, CRS Ranae Harris, CRS Mardi Henderson, CRS Sheri Hilton, CRS Chad Hines, CRS Charles Holliman, CRS Kati Houser, CRS

Bob Hudgins, CRS Jon Hulsizer, CRS Karin Kasinger, CRS Cody Keim, CRS Tanya Keller, CRS Silvia Knight, CRS Angela Kuester, CRS Teresa Larson, CRS Abhijit Leekha, CRS Amy Legatt, CRS Michelle Lions, CRS Jon Littlefield, CRS Kasey Longan, CRS Bianca Lovett, CRS Darla Lyons, CRS Jesse Maddox, CRS Jenna Madrid, CRS Sharon Maney, CRS Tonja Masina, CRS Sudhir Matthew, CRS Stephanie Mattingly, CRS Grace McCurry, CRS Whitney McNair, CRS

Keyna Meives, CRS Jennifer Messner, CRS Lori Miko, CRS Trish Mills, CRS Ryan Mills, CRS James Moore, CRS Deirdre Murphy, CRS Laurie Murphy-Kelly, CRS Albert Ngai, CRS Sue Nichols, CRS Hilary Notario, CRS Mayra Nulph, CRS Patricia Orange, CRS Marley Orton, CRS James Parrish, CRS Michael Partridge, CRS Tiffany Pech-Williams, CRS Jon Perog, CRS Gregory Perry, CRS James Pewitt, CRS Andrea Prieto, CRS Venus Proffer, CRS Joseph Rains, CRS Deborah Rees, CRS Jennifer Regan, CRS Katia Reisler, CRS Robert Robertson, CRS Azam Roohani, CRS Judy Ross, CRS Christopher Royer, CRS

news from the council

Angela Ruel, CRS Naisha Russell, CRS Kenneth Rutherford, CRS Victoria Sammis, CRS Sarah Scattini-Goles, CRS Timothy Sheetz, CRS Mary Shelkey-Miller, CRS Laura Solis, CRS Carol Steven, CRS Jorunn Stimbra, CRS Rosa Stimmler, CRS Marsha Stowell, CRS Bonnie Sumida, CRS Jan Tamanaha, CRS Jean Taylor, CRS Alicia Teeter, CRS Lisa Thomas, CRS Glen Thone, CRS Connie Towry, CRS Rob Traister, CRS Nikki Trautman, CRS Kelly Tripp, CRS Valley Tyminski, CRS Chelsea Varnell, CRS Dusty Washburn, CRS Faith Welch, CRS Abby Williams, CRS Peter Willits, CRS Tammy Woodbury, CRS Sherry Yagin, CRS

RRC has partnered with Snazzy Traveler to provide our members with a FREE membership valued at $99. Snazzy gives access to unlimited savings on thousands of hotels, cars, cruises, activities and more all year long. To join, go to SnazzyTraveler.com/RRC and enter your exclusive Promo Code: RRCTravel.

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learn

from the

BEST strategies from the industry’s top educators

LOCK IT down Protect yourself and your clients from cyber predators By Craig Grant

RRC INSTRUCTOR

Cybersecurity has become an issue for anyone who uses a device, computer or online account. Hackers and fraudsters have targeted the real estate industry because large sums of money are in play on a daily basis. REALTORS® need to know the possible pitfalls so they can protect themselves and educate their clients about what to look for, how it works and how to not fall for it. Some scams are very sophisticated. For example, online listing scams, which typically occur on sites like Craigslist or Backpages, often dupe consumers into trying to rent a property that isn’t available for rent. This can lead to a legal headache if that consumer not only provides funds, but also takes possession of your property even though it isn’t actually available.

Spear-phishing

Craig Grant is the CEO of the Real Estate Technology Institute and RETI.us, which offers technology, marketing and risk management education for real estate professionals. He specializes in making technical topics easy to understand. He provides guidance on topics like digital etiquette, avoiding social media gaffes and maintaining the NAR code of ethics and fair housing standards in all communications to prevent serious business consequences.

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A more aggressive tactic is wire transfer fraud, a form of “spear-phishing,” in which hackers try to trick the buyer in a real estate transaction. Typically, they hack into the email server of entities that handle real estate transactions, such as an attorney, lender or title company. The hacker looks for an upcoming transaction, and gets a buyer’s name and information. They then send out a fake email that appears to be from that entity with instructions on where to wire the funds, which, of course, go into the hacker’s account. This is timed to coincide with the planned transaction date—but is perhaps “moved up” by a day—so the victim doesn’t suspect anything is wrong. A con artist who intercepts a wire transfer can make hundreds of thousands of dollars in a split second. The problem has become so severe that the FBI has set up a special division to deal with wire transfer fraud. Fortunately, there are ways to limit one’s exposure to cyber crime. The good news is that you don’t have to be a computer geek to make security improvements. The first step is to

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strengthen all your passwords and change them on a quarterly basis. Assign a unique, complicated password to each site you visit. Next, make sure that each device you use has strong anti-virus protection—every phone, tablet and computer needs to be covered. Everything running on your devices, including the operating system and apps, must be up-to-date and patched at all times.

Slow but sure

And the most important advice is to slow down and pay attention—sometimes an extra step, while inconvenient, might be what saves you. Often if you do so, you will notice obvious tipoffs that indicate the email might not be from the company they claim they are from, or that the link isn’t a safe one on which to click. You should also consider purchasing separate cyber-insurance (which isn’t expensive) to protect yourself and your business in the event of internet-related attacks, such as ransomware, malware, wire transfer fraud and so on. Most REALTORS® think their E-O (Errors & Omissions) insurance will cover losses of this kind, but it usually doesn’t cover digital crime. After you have shored up your defenses, make sure everyone understands the need to follow security protocols—all it takes is one click and everybody can be exposed. To learn more about cybersecurity, be sure to check out the new CRS course that Grant co-authored titled “Cyber Security: Protect Your Business and Your Clients,” or contact claudia@crs.com for details regarding scheduling it in your market.

RRC

connect

YOUR RRC

network

PACIFIC NORTHWEST

Seattle & the ‘Burb’s

I got a call from a member in San Francisco to meet with a client to sell a home in Santa Rosa, California. I made the appointment and then got a call from a member in the East Bay with the same details. The seller was so impressed that they were referred to the same agent from two different agents in different cities. I was hired, the home was sold and the clients were happy. I was happy and honored to be thought of and referred by two different agents hours away from each other.

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

CONNECTION PERFECTION

Barb Avery

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

RE/MAX Northwest Realtors

206-226-2879 SeattleSuburbs@yahoo.com www.SeattleSuburbs.com

Terriann McGowan, CRS, REMAX GOLD Rohnert Park, California

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

PACIFIC

WEST

Selling Lake Tahoe Since 1989 tural Resources Na ”

Over $800 million in Tahoe Sales

ah o

e’s

“One of Lake T

t. c o m

oe ag en

HAWAII

expand your network

ai g

Z a ger | l a k

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

Nancy D. Metcalf, CRS REALTOR®, Vice President

Luxury Property Specialist RB-16599

Hawaii CRS of of Year, 2003® Hawaii Association REALTORS REALTOR® of the Year 2018 Direct: (808) 223-9246 nmetcalf@cbpacific.com www.nancymetcalf.com Celebrating 27 years yearsassisting assistingclients! clients! Celebrating 25

PACIFIC

WEST

SOUTH

MAUI Real Estate

Luxury waterfront specialist serving Longboat & Sarasota, FL for 35 years

BEN & CAROLE HEINRICH Local real estate experts in Carmel, Carmel Valley, Pebble Beach, Big Sur, Monterey & Pacific Grove for over 30 years.

www.JoanneFoxxe.com

808-385-2918 jofoxxe@gmail.com

Joanne Foxxe CRS, GRI, SRES e-pro Maui CRS director

Carole, CRS, CFP® Ben, CRS & CRB RSPS & SRES CRS NorCal chapter past president

ABR, CLHMS, CRS, GRI, e-Pro

941.356.0437

DebraPitell-Hauge@michaelsaunders.com SarasotaHomes4Sale.com 440 Gulf of Mexico Dr | Longboat Key, FL 34228

www.TheHeinrichTeam.com 831.626.2434 Team@TheHeinrichTeam.com

Ben BRE License #: 00584641

20 19

The Residential Real Estate Council

crs.com

Carole BRE License #: 01069022

July Aug

RRC connect

RRC CLASSROOM COURSES

expand your network

RRC classroom courses earn either eight credits (for one-day courses) or 16 credits (for two-day courses) toward the CRS Designation. At press time, the RRC courses listed below were scheduled for 2019. For more up-to-date listings, visit CRS.com/education-catalog. To attend a class, please go to CRS.com/events-calendar, locate the date of the course you would like to attend and follow the registration prompts.

Top of Mind Techniques to Boost Your Brand 7/18—Tallahassee, Florida [Tallahassee Board of REALTORS®] Instructor: Kim Knapp, CRS

Succession Planning: Building, Valuing, and Selling Your Business 8/2—Lihue, Hawaii [Hawaii Association of REALTORS®] Instructor: Chandra Hall, CRS

Business Planning and Marketing for the Residential Specialist 7/31 & 8/1—Honolulu, Hawaii [Hawaii Association of REALTORS®] Instructor: Chandra Hall, CRS

Power Up on Smart Home Technologies 8/20—Orlando, Florida [Florida RRC] Instructor: Matthew Rathbun, CRS

WEST

A trusted name on the Monterey Peninsula for nearly 50 years! Terry McGowan CRS, GRI, ABR, SRS, e-Pro, SRES Cal DRE# 01126129 Sotheby’s International Realty 831-236-7251 terry.mcgowan@sothebyshomes.com www.terrymcgowan.com DRE# 01005829

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

WEST

JEFFREY CORMAN

I am your concierge REALTOR®

Selling the tax-free, Lake Tahoe lifestyle

775.339.1144

tahoejeffrey@gmail.com www.LiveInIncline.com

The Residential Specialist trsmag.com

20 19

13 Approved courses from which to choose! Let’s do a great class together!

Mike@Selvaggio.com (302) 584-5590

www.Mik keMyCoach. oach.ccom www.MikeMy yCoach.com www.MikeMyCoach.com C MID-ATLANTIC

Luxury is an experience, not a price point.

July Aug

Top of Mind Techniques to Boost Your Brand 8/30—Denver, Colorado [Pikes Peak Association of REALTORS®] Instructor: Chandra Hall, CRS

MID-ATLANTIC

CALIFORNIA’S MONTEREY PENINSULA

WEST

Win-Win Negotiation Techniques 8/26—Denver, Colorado [Denver Metro Association of REALTORS®] Instructor: Rich Sands, CRS

NRED 0174475

We Do All the Work Up-front SM

With a Quicken Loans® Verified Approval , we underwrite your clients’ income, assets and credit1 in less than 24 hours,2 giving your clients the strength and confidence of a cash buyer. That means their offer is more attractive to sellers, and you can be confident their loan will close.

Power Buying Process

only from Quicken Loans

Prequalified

We’re so confident your client’s loan will close, we’ll put money behind it – meaning if it doesn’t close, we’ll pay your client $1,000. It’s all part of the Power Buying Process only from Quicken Loans.

Verified Approval

RateShield Approval

RealEstate.QuickenLoans.com

1 Your client’s participation in the Verified Approval program is based on an underwriter’s comprehensive analysis of credit, income, employment status, debt, property, insurance, appraisal and a satisfactory title report/search. If new information materially changes the underwriting decision resulting in a denial of the credit request, if the loan fails to close for a reason outside of Quicken Loans’ control, or if the client no longer wants to proceed with the loan, participation in the program will be discontinued. If the client’s eligibility in the program does not change and the mortgage loan does not close, the client will receive $1,000. This offer does not apply to new purchase loans submitted to Quicken Loans through a mortgage broker. Quicken Loans reserves the right to cancel this offer at any time. Acceptance of this offer constitutes the acceptance of these terms and conditions, which are subject to change at the sole discretion of Quicken Loans. This is not a commitment to lend. Additional conditions or exclusions may apply. 2 Verified Approval within 24 hours of receipt of all requested documentation. Quicken Loans Inc.; NMLS #3030; www.NMLSConsumerAccess.org. Equal Housing Lender. Licensed in 50 states. AR, TX: 1050 Woodward Ave., Detroit, MI 48226-1906, (888) 474-0404; AZ: 1 N. Central Ave., Ste. 2000, Phoenix, AZ 85004, Mortgage Banker License #BK-0902939; CA: Licensed by Dept. of Business Oversight, under the CA Residential Mortgage Lending Act and Finance Lenders Law; CO: Regulated by the Division of Real Estate; GA: Residential Mortgage Licensee #11704; IL: Residential Mortgage Licensee #4127 – Dept. of Financial and Professional Regulation; KS: Licensed Mortgage Company MC.0025309; MA: Mortgage Lender License #ML 3030; ME: Supervised Lender License; MN: Not an offer for a rate lock agreement; MS: Licensed by the MS Dept. of Banking and Consumer Finance; NH: Licensed by the NH Banking Dept., #6743MB; NV: License #626; NJ: New Jersey – Quicken Loans Inc., 1050 Woodward Ave., Detroit, MI 48226, (888) 474-0404, Licensed by the N.J. Department of Banking and Insurance.; NY: Licensed Mortgage Banker – NYS Banking Dept.; OH: MB 850076; OR: License #ML-1387; PA: Licensed by the Dept. of Banking –License #21430; RI: Licensed Lender; WA: Consumer Loan Company License CL-3030. Conditions may apply. Quicken Loans, 1050 Woodward Ave., Detroit, MI 48226-1906

CRS

connect

CRS CLASSROOM COURSES

expand your network

Buying and Selling Income Properties 9/3 & 9/4—St. George, Utah [Utah RRC] Instructor: Pat Zaby, CRS

Mastering Your Time to Achieve Your Goals 9/10—Bow, Washington [Washington RRC] Instructor: Jackie Leavenworth, CRS

7 Things Successful Agents Do Differently: A Proven Business Plan 9/9—Bow, Washington [Washington RRC] Instructor: Jackie Leavenworth, CRS

7 Things Successful Agents Do Differently: A Proven Business Plan 9/10—Mobile, Alabama [Mobile Area Association of REALTORS®] Instructor: Jackie Leavenworth, CRS

MID-ATLANTIC

Reach more than

30,000

CRS peers with your ad here. Contact Joe Stella: jstella@glcdelivers.com or 847-205-3127 Ad_CRS-040_LenardLind-Rev19_JF19_MP_112pv.pdf

CANADA

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. RRC members are free to re-use the text of the articles contained in the newsletter, however.

REPRODUCE

CHESAPEAKE  NORFOLK  VIRGINIA BEACH

CHARLEE@CHARLEEGOWIN.COM │ WWW.CHARLEEGOWIN.COM

PERSONALIZE, REPRODUCE AND MAIL THIS NEWSLETTER TO YOUR CLIENTS

12/4/18

1:19 PM

NORTHEAST Your referral source for the greater

Pittsburgh

area

I help clients make the Wright move CRS, CRS, GRI, PMN Nancy Wright, ABR, GRI

RE/MAX Realty Brokers 5608 Wilkins Ave. Pittsburgh, PA 15217 x221 OFS: 412-521-1000 x170 CELL: 412-508-0040 nancywright@remax.net

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 trifold with the mailing panel facing outward. Postal regulations require that trifolds have two closures (tabs or tape) on top. 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 RRC members.

July Aug

The Residential Specialist trsmag.com

20 19

your *

home

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

NEW BUYER beware!

If you’re looking to become a first-time homeowner, it’s easy to get excited, and in the process, get ahead of yourself. There are several financial aspects you must examine when navigating the purchasing process. Here are a few important warnings, or homebuying ‘don’ts,’ that you should consider.

Don’t delay on getting preapproved. Just because you say you’re in the browsing stage of buying a home doesn’t mean the home of your dreams won’t fall into your lap. If you find a home that you love before you’ve been approved for a home loan, you may be out of luck. Due to a low inventory of homes across the country, competition is high, so don’t delay getting preapproved. Don’t ignore closing costs. Closing costs, which can involve a wide variety of fees, are often forgotten during the excitement of the homebuying experience. Many people focus strictly on the down payment costs when shopping, but escrow, application and inspection fees may apply to you during the closing process. Be sure to budget for these extra expenses. Don’t forget about monthto-month costs. Whether it’s normal living expenses or taxes, insurance and homeowner’s

association fees, you’ll be spending money related to your home on a monthly basis. Expenses such as utility costs for water and electricity often get overlooked when purchasing a home. Less essential costs such as landscaping/lawn care are also lurking. So be prepared to research all of these potential monthly bills prior to closing. Don’t try to do it yourself. You may save money buying a home with no professional help, but it can turn into a nightmare. Not knowing the ins and outs of real estate transactions could come back to haunt you if another party takes advantage of your lack of knowledge. Unless you have extensive experience in real estate, the smart move is to always consult a professional to assist you with all facets of buying a home.

TIPS FOR MILLENNIAL INVESTORS Investing in real estate can be fruitful. Now, after years in the workforce, more millennials are taking the leap. Many are first-time investors who need helpful tips about how to get started in the real estate game. 1. I mprove your credit. Investors need a good credit score to get certain loans—especially first-time investors. Money lenders comb through your finances to ensure you’re a good risk, so pay off previous loans to bump up your score. 2. Build your savings. Having a stable savings stream puts you in good standing with lenders. Save a percentage of your paychecks to store funds for your first purchase, and create a smart and consistent plan to pay off your highinterest debts first. 3. Study up. Research can help you build a strong portfolio and learn about the industry. Calculate how much you can spend and how long it takes to renovate and sell homes in your price range. Use comparisons for similar real estate in the area to save time, money and stress. 4. U se your brain. Emotion can get in the way of real estate investment. What may seem too good to be true often is. Consult an inspector prior to making a purchase. And learn from any failures to become a stronger, smarter investor.

BROUGH T T O Y OU B Y Y OUR A GEN T, A CERT IFIED RE SIDEN T I A L SPECI A L IS T

EFER R

LS!

ER OV

EQUAL HOUSING

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

Tips and trends for homeowners, buyers and sellers

CHECKLIST FOR

new homeowners

You’ve finally finished the paperwork and you’ve got the keys. Congratulations, you’re officially a new homeowner! While some think the purchasing process is daunting, what comes next can be equally challenging: deciding what you need in your home. Here are a few items to think about prior to moving in, so you’re ready to live comfortably when the day comes.

Cleaning Equipment. If you’re coming from an apartment lifestyle, you’ll soon realize that cleaning a home is much more challenging and exhausting. More rooms and furniture amount to more work and ground to cover. Make sure you’re prepared with a broom and mop, as well as a good vacuum cleaner.

SAY YES TO CRS

Toolkit. Not paying rent anymore is a burden lifted, but you also don’t have a landlord anymore. This means you’ll be responsible for all repairs. Consider assembling an extensive tool collection to be prepared for all possible mishaps—which assuredly will happen.

Design and Customization. As a new homeowner, you may not be able to splurge on fancy design elements, but that shouldn’t stop you from creating the interior of your dreams. Start with your window treatments and create

a color scheme for your home with different styles and hues of drapes. Think about inexpensive accents like photo frames, vases or vintage furniture you can refurbish.

Entertainment. When your friends and family find out about your new purchase, they’ll want to come over and enjoy your home with you. Don’t forget about having party supplies to easily facilitate entertaining guests. Party-hosting materials, such as serving platters, placemats, cocktail/wine glasses, dishes and cutlery, will help show off your new space.

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.

ask a

CRS advice from your peers

Q: TECH CHECK

Technology is impacting the real estate market, but in what ways?

O Y TECH G O 2019

We have to transition from being a provider of information, which now is available to anyone, to being a trusted adviser to the buyer or seller during the real estate transaction.

A pretty picture and video with good staging make a big difference. And in my high-end market, it’s critical. Having in your arsenal the ability to do video, drone shots and Matterport [3D virtual tours] adds texture and depth to your perceived value. Lucy Nichols, CRS, Aspen Snowmass Sotheby’s International Realty, Aspen, Colorado Read more- See Service in the Tech Age on page 22

Technology can never replace the human element of the real estate process. This is not like buying books or even a car, for that matter—it’s often our clients’ largest financial decision and they need someone they can trust to guide them throughout the process. It is important to find a way to connect with your clients, their emotions and interests. Job Hammond, CRS, Dash Realty, Austin, Texas

Oscar Resek, CRS, Keller Williams, Miami Shores, Florida

You have to be on top of education, with all the options available to create a smart home. Taking a class through RRC helped me feel more confident about the subject. Michelle Cecchini, CRS, Chelle Realty Co., Ormond Beach, Florida

With the emergence of websites where agents bid their commission online for a listing, it is critical for us to build relationships so that potential sellers don’t feel the need to have random agents bid for their business. We need to get to the consumer before the consumer gets to the internet.