ARIZONA 11-1-21

ARIZONA EDITION

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

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TIPS TO GET NEW CLIENTS

4 WAYS TO WIN THE BATTLE AGAINST PROCRASTINATION

FEATURED AGENTS

BARBARA & STEPHANIE LEIDENHEIMER JENNIFER MACLAY COVER STORY

HOW TO SPEED UP

FIRST-TIME HOMEBUYER TRANSACTIONS

SUSAN TALARICO

ARIZONA EDITION

JENNIFER MACLAY

BARBARA & STEPHANIE LEIDENHEIMER

Top Agent Jennifer MacLay – of MacLay

“I love helpi

LEIDENHEIMER center during every transaction.

fully understa

17 and integrity to ensure their 20clients Throughout their lives, the 7 mother- Top Agent Susan Talarico Real Estate and MacLay Property Jennifer, wh daughter team of Barbara and Stephanie represents clients in find the right home for their best in Chandler, Arizona – is a most about Leidenheimer have Management been interested in Scottsdale and Paradiseinterests. Moreover, the DreamView real estate. Barbara hardworking, got her start whilededicated real estate pro-Team keeps in touch well after the “Regardless attending the University of Arizona and Valley—as a Broker closing through frequent apprecifessional whohertruly cares about her manyation events, fostering a thriving erty, every c dabbled in the industry throughout Associate with Russ Lyon focus on providing top-community among their clientele and excellent ser time in IT and theclients. corporateJennifer’s sphere.

Sotheby’s International ensuring everyone is satisfied in their When Stephanie laterof-the-line accepted a position customer service for her buyers, there for them as an assistant to an area Realtor, the two Realty, she has created new homes. “Above all, our motivaproperty management clients hastion is to find the right offer for our dreams.” Jen would team up—andsellers they’ve and been worka niche for herself in the translated into a stellar reputation as a trustedclients,” Stephanie says. “Rather than prestigious i ing together ever since.

After finding fast luxury market, particularly success in the business, the duo decided letting them settle, we build up their real estate advocate who consistently places (Certified Re to take their penchant for client service to with waterski communities. confidence so they find a home that the needs thoseBARBARA she works& with front andmeets their committed t SUSAN TALARICO STEPHANIE JENNIFER the next level and launch their ownofteam. needs.”MACLAY

for yearsThrough now, and the personal Today, Barbara and Stephanie lead theinteractions DreamView the years, Barbara and Stephanie have connections agents used to make with peo-reputation throughout Arizona, as Team, powered by Keller Williams, where they assist cliearned a fantastic ple have off as acareer result. I think voice Jennifer began Alongside her realfallen estate in their 2004, alongThere are many other rea ents throughout all of Southern Arizona. elite evidenced by rapidly growing rate of repeat cliand body language are really important for agents Rebecca Dailous Rivera, they have Those ents and referrals.

Having completed and over $11 million sideand herGabriel equally dedicated husband Brad, Co-Owner ever-growing succes communication. face-to-face interacestablished a truly unique culture around tions a strong stanin effective volumeininshowing 2020 alone, they are most fulfilled by are so much more of MacLay Real Estate. “I kind of grew up in the busi- would be excellent neg dard of expertise, friendliness, and open communication clients how much wethe careimpact for themthey’ve than can been able to make in their clients’ “as both oflives. my grandparents were hensive, appr be expressed in a text or email.” with every buyer or ness,” seller. she recalls, “Once a client finds a house that calls to intelligent their You would have tobrokers. look hard to find amany years of them heart, you just know it,” “Whether it’s includes d After persuading meBarbara and says. listings, which Realtor who utilizes the latest technological Susan got her start as a Realtor 23 years When listing a property, Barbara and Stephanie prefer a a younger, first-time home buyer or an older retiree, I my better husband to become agents, finally platforms to ensure maxi trends on behalf of clients than Susan ago in Upstate New Yorkwe before moving tojumped in diversified strategy. After helping to fully prepare each love seeing my clients realize where they need to be.”

Talarico. You would also be pleasantly Arizona and getting her license there. These and got oura suite licenses.

My grandparents remained our erty. The combined resu home for the providing of professional surprised to market find thatand she’s old fashioned days she represents clients in Scottsdale and photography andtovideography services, they share their their tre- not to men when it comes how she communicates Paradise as a Outside Broker Associate with Barbara mentors until they bothValley passed away in career, 2014.”

Sinceand Stephanie for top are dollar, with clients.

Lyon Sotheby’smendously Internationalactive Realty, in their community, supporting listings via a blend of targeted digital andRuss social media then, Jennifer and Brad have built acharitable thriving busiand has created a niche for herself in the events campaigns. In the meantime, the duo utilizes proven numerous throughout Sierra Vista, “I go out of my way to preserve the human luxury market, particularly with waterski ness on a solid foundation of honesty, integrity and she’s not busy he resources like promotions in nationally syndicated magasuch as its annual Dine Under the When Stars gathering. side of this business. Our industry has been communities. Her reputation for tenacity, zines and outreach tounparalleled the surrounding neighborhoods—all But looking ahead, they also have strong plans for theJennifer enjo customer service. estate goals, skewing towards more text and online loyalty, and the personal attention she gives to give their clients an added advantage. But from the start future of their business. As their volume maintains and family, running half of the transaction to the stand-out open house showing, its steady growth, Barbara is pursuing her Broker’s Copyright Top Agent Magazine Currently, almost the behalf entiretyLicense; of Jennifer’s considand playing they are there for their clients, negotiating on their in the meantime, the duo intends on expand-tennis. She a and including them with each step of the process. ing their reach throughout not only Arizona, butand also they give b erable business is based upon referrals, an accurate minded, the nation. Most of all, though, Barbara and Stephanie barometer ofareher her customers. thinkand opportunities wide variety Phone Barbara 310-734-1440 | Fax 310-734-1440 Elsewhere, and Stephanie justdedication as attentive toare excited for the new“Iclients wait- of ways, in has leveraging a lot to do the fact ourinclients sense when assisting theirthat buyers, theirwith patience ing that for them their home state—andprofits beyond.that include Feed

CONTENTS

4) HOW TO SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

18) 4 WAYS TO WIN THE BATTLE AGAINST PROCRASTINATION

14) 5 TIPS TO GET NEW CLIENTS

21) RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

mag@topagentmagazine.com | www.topagentmagazine.com

that we really have their best interests at heart,” says

through volunteerism a

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine To learn more about Barbara and Leidenheimer Jennifer, when asked she are andtaken hertoStephanie teamthe– accuracy which Jennifer teaches for her l is published by Feature Publications GA, Inc. Althoughhow precautions ensure of published materials, Top call (520) 559-4008 dreamviewteam@kw.com, Agent Magazine cannot beplease held responsible forother opinions expressedemail or supplied by its authors. includes thirteen agents – facts have managed to To subscribe or change address, send inquiry to mag@topagentmagazine.com.

DreamViewTeam.KW.com or visit inspire such impressive levels of trust and loyalty Jennifer’s plan for th Published in the U.S. https://

amongst those she works with. “We always go out of Estate and MacLay Pro Copyright Top Agent Magazine our way to help them. As for the property management continued growth and ex side of her business, Jennifer says: “A lot of them like remains constant 2 Top Agenttheir Magazine the fact that areRobin@ChicagoToNorthShore.com investors ourselves, and that we can continue providing thei Contact Robin Wilson at 847-207-1975 or we email

mailto:mag@topagentmagazine.com

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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SUSAN TALARICO Top Agent Magazine

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Top Agent Susan Talarico represents clients in Scottsdale and Paradise Valley—as a Broker Associate with Russ Lyon Sotheby’s International Realty, she has created a niche for herself in the luxury market, particularly with waterski communities.

You would have to look hard to find a Realtor who utilizes the latest technological trends on behalf of clients better than Susan Talarico. You would also be pleasantly surprised to find that she’s old fashioned when it comes to how she communicates with clients.

“I go out of my way to preserve the human side of this business. Our industry has been skewing towards more text and online 8Copyright Top Agent Magazine

interactions for years now, and the personal connections agents used to make with people have fallen off as a result. I think voice and body language are really important for communication. Those face-to-face interactions are so much more effective in showing clients how much we care for them than can be expressed in a text or email.”

Susan got her start as a Realtor 23 years ago in Upstate New York before moving to Arizona and getting her license there. These days she represents clients in Scottsdale and Paradise Valley as a Broker Associate with Russ Lyon Sotheby’s International Realty, and has created a niche for herself in the luxury market, particularly with waterski communities. Her reputation for tenacity, loyalty, and the personal attention she gives Top Agent Magazine

to people has rewarded her with a repeat client and referral rate of 80 percent.

A look at her reviews reveals happy clients gushing with praise, with one buyer writing: “Susan was fantastic to work with. We were moving from Oregon to Arizona and Top Agent Magazine

had a lot to learn and Susan was by our side every step of the way, answering questions and being available when we needed her.

She helped us navigate the process and also advocated for us when it was needed. She knew the market inside and out and passed on her knowledge for our benefit. I would Copyright Top Agent Magazine9

Susan’s reputation for tenacity, loyalty, and the personal attention she gives to people has rewarded her with a repeat client and referral rate of 80 percent. definitely recommend her and will work with her again in the future!”

Her sellers benefit from Susan’s strong negotiation skills and market savvy, as well as the networking she does with local top agents and agents in her area’s feeder markets. She markets listings on the MLS, all Copyright Top Agent Magazine 10

of the social media platforms and real estate websites, and through her website waterskiarizona.com, which is used by buyers worldwide.

Community service has always been important to Susan, and she has volunteered with the Children First Academy, dedicated Top Agent Magazine

to providing a safe and happy learning environment for homeless children. She’s also been involved with Special Olympics, and is an ambassador for the Translational Genomics Research Institute, a nonprofit medical research institute dedicated to unraveling the genetic components of Top Agent Magazine

diseases like cancer, neurological disorders, infectious disease, and rare childhood disorders. When she’s not working with clients or on behalf of her community, Susan loves spending time with her family, or doing anything outdoors, including bike riding, hiking, snow skiing and, of course, waterskiing!

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Going forward, Susan will keep growing her business, bringing on new assistants as needed to help her manage the increasing volume. She’ll also continue serving the industry as the Pinnacle Peak Luxury Home

Tour President, for which she’s been a past director. Beyond that she plans to add to the 6 real estate graduate certifications she already has in order to bring even more value to the service she offers her clients.

For more about Susan Talarico please call 602-321-1693 or email susan@susantalarico.com Copyright Top Agent Magazine 12

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5 Tips to Get New Clients

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If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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1

Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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3

Partner up with a Relocation Company

4

Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 16

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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BARBARA & STEPHANIE LEIDENHEIMER Throughout their lives, the motherdaughter team of Barbara and Stephanie Leidenheimer have been interested in real estate. Barbara got her start while attending the University of Arizona and dabbled in the industry throughout her time in IT and the corporate sphere.

When Stephanie later accepted a position as an assistant to an area Realtor, the two would team up—and they’ve been working together ever since. After finding fast success in the business, the duo decided to take their penchant for client service to the next level and launch their own team.

Today, Barbara and Stephanie lead the DreamView Team, powered by Keller Williams, where they assist clients throughout all of Southern Arizona. Alongside elite agents Rebecca Dailous and Gabriel Rivera, they have established a truly unique culture around a strong standard of expertise, friendliness, and open communication with every buyer or seller.

When listing a property, Barbara and Stephanie prefer a diversified strategy. After helping to fully prepare each home for the market and providing a suite of professional photography and videography services, they share their listings via a blend of targeted digital and social media campaigns. In the meantime, the duo utilizes proven resources like promotions in nationally syndicated magazines and outreach to the surrounding neighborhoods—all to give their clients an added advantage. But from the start of the transaction to the stand-out open house showing, they are there for their clients, negotiating on their behalf and including them with each step of the process.

Elsewhere, Barbara and Stephanie are just as attentive when assisting their buyers, leveraging their patience

and integrity to ensure their clients find the right home for their best interests. Moreover, the DreamView Team keeps in touch well after the closing through frequent appreciation events, fostering a thriving community among their clientele and ensuring everyone is satisfied in their new homes. “Above all, our motivation is to find the right offer for our clients,” Stephanie says. “Rather than letting them settle, we build up their confidence so they find a home that meets their needs.”

Through the years, Barbara and Stephanie have earned a fantastic reputation throughout Arizona, as evidenced by their rapidly growing rate of repeat clients and referrals. Having completed over $11 million in volume in 2020 alone, they are most fulfilled by the impact they’ve been able to make in their clients’ lives. “Once a client finds a house that calls to their heart, you just know it,” Barbara says. “Whether it’s a younger, first-time home buyer or an older retiree, I love seeing my clients realize where they need to be.”

Outside their career, Barbara and Stephanie are tremendously active in their community, supporting numerous charitable events throughout Sierra Vista, such as its annual Dine Under the Stars gathering.

But looking ahead, they also have strong plans for the future of their business. As their volume maintains its steady growth, Barbara is pursuing her Broker’s License; in the meantime, the duo intends on expanding their reach throughout not only Arizona, but also the nation. Most of all, though, Barbara and Stephanie are excited for the new clients and opportunities waiting for them in their home state—and beyond.

To learn more about Barbara and Stephanie Leidenheimer please call (520) 559-4008 email dreamviewteam@kw.com, or visit DreamViewTeam.KW.com https://

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Copyright Top Agent Magazine 17

4 Ways to Win the Battle Against Procrastination One of the most common professional afflictions is procrastination. The funny thing is, everyone knows that procrastination is negative—it’s a waste of time, a creator of stress, and is entirely a problem of our own making.

Still, knowing all of this doesn’t necessarily decrease our odds of procrastination. There are plenty of explanations we give when putting 18

work off until the last minute. Perhaps you convince yourself that you work best under pressure, but it’s truer that you’re used to working under pressure by necessity. Maybe you’re a perfectionist and the fear of getting it all wrong puts you off from the task. Whatever the justification may be, overcoming procrastination requires some willpower and technique. With

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that in mind, take a look at a few tricks below to jumpstart your motivation and nix the lastminute time crunch. After all, you owe it to yourself and your business to operate like a procrastination-free professional.

1. Make Your Intentions Known As realtors and mortgage professionals, you may serve as your own boss. So, when the time comes to complete a task and you put it off—perhaps you’re only disappointing yourself. This is easily remedied by making a new promise to try again tomorrow. On the other hand, it’s much harder to break promises and commitments to others. Try verbalizing your intent and commitment to your team, or to an assistant who can hold you accountable, or better yet—to a business partner or to a client.

Make a hard deadline public and you’re likely to perform for fear of embarrassment or losing face. In a way, this puts the pressure of expectation on you, instead of the pressure of the ticking clock.

2. Take a Baby Step When tasks pile up, it’s easy to get overwhelmed. If you’ve got a number of items on your to-do list, including some heavy hitters that require a lot of attention and time, begin by taking on something simple. Identify an easily completed job that needs attention and put it first in your queue. Duties that are straightforward and aren’t time-intensive can lead you to the rest of your to-do list, fueling you with the satisfaction of a task already complete. Even if it’s as small as returning e-mails, or dropping off your dry-cleaning, one simple thing off your Top Agent Magazine

list can inspire you to continue on to the next item in the spirit of productivity.

3. Work in Windows If work is the last thing you want to do and you can’t seem to self-motivate, make a compromise with yourself. Agree to work just fifteen minutes, and mean it. This tiny window of time is easy enough to complete, isn’t overwhelming, and you’ve already agreed to move on once time is up. The truth? Odds are that just fifteen minutes of active work will inspire you to keep going. After all, the most difficult part of procrastination is getting started. By putting in those fifteen minutes, you’ll trick yourself into diving into the action.

4. Switch Up Your Environment If you’re stuck in rut when it comes to procrastination and productivity, try changing your surroundings. If the office feels stale and stressful, take your work to the nearest coffee shop and try to tackle your tasks there. Perhaps the quiet, studious ambiance of a library can make you focus, or a picnic table outside the office can stimulate the senses. Sometimes changing your scenery can breathe new life into your routine and give you the extra push you need to get work done.

There’s no one way to overcome procrastination.

In fact, it’s likely a lifelong process of building discipline, finding techniques that work for you, and simply prioritizing your time more effectively. Don’t lose hope—remember these tricks and winning the war will be possible, even if you lose a few battles along the way.

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JENNIFER MACLAY Top Agent Jennifer MacLay – of MacLay Real Estate and MacLay Property Management in Chandler, Arizona – is a hardworking, dedicated real estate professional who truly cares about her many clients. Jennifer’s focus on providing topof-the-line customer service for her buyers, sellers and property management clients has translated into a stellar reputation as a trusted real estate advocate who consistently places the needs of those she works with front and center during every transaction.

Jennifer began her real estate career in 2004, alongside her equally dedicated husband Brad, Co-Owner of MacLay Real Estate. “I kind of grew up in the business,” she recalls, “as both of my grandparents were brokers. After many years of them persuading me and my husband to become agents, we finally jumped in and got our licenses. My grandparents remained our mentors until they both passed away in 2014.” Since then, Jennifer and Brad have built a thriving business on a solid foundation of honesty, integrity and unparalleled customer service.

Currently, almost the entirety of Jennifer’s considerable business is based upon referrals, an accurate barometer of her dedication to her customers. “I think that has a lot to do with the fact that our clients sense that we really have their best interests at heart,” says Jennifer, when asked how she and her team – which includes thirteen other agents – have managed to inspire such impressive levels of trust and loyalty amongst those she works with. “We always go out of our way to help them. As for the property management side of her business, Jennifer says: “A lot of them like the fact that we are investors ourselves, and that we can help them purchase a home, rent it out for them and know that it’s going to be taken care of completely.”

“I love helping people, I really do,” says Jennifer, when asked what she enjoys most about what she does for a living.

“Regardless of the price point of the property, every client of ours gets the same excellent service. I love being able to be there for them, helping them achieve their dreams.” Jennifer – who has earned the prestigious industry designation of CRS (Certified Residential Specialist) is also committed to ensuring that each client fully understand the transaction process.

There are many other reasons for Jennifer’s continuing and ever-growing success story, and chief among them would be excellent negotiation skills and a comprehensive, intelligent approach to marketing their many listings, which includes deft utilization of social media platforms to ensure maximum exposure for each property. The combined result is almost always a fast sale for top dollar, not to mention happy clients.

When she’s not busy helping people reach their real estate goals, Jennifer enjoys spending time with friends and family, running half-marathons and Ragnar races, and playing tennis. She and Brad are also philanthropic minded, and they give back to their community in a wide variety of ways, including their support of nonprofits that include Feed My Starving Children, and through volunteerism and donations. Additionally, Jennifer teaches for her local real estate association.

Jennifer’s plan for the future of MacLay Real Estate and MacLay Property Management includes continued growth and expansion. Above all, however, remains their constant, overarching objective: to continue providing their many grateful clients with the best customer service available in the Grand Canyon State.

For more information about Jennifer MacLay, please call 480-980-0958 or email JenMacLay@gmail.com 20

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that Top Agent Magazine

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and 22

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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Top Agent Magazine