ARIZONA 12-21-20

ARIZONA EDITION

5 REASONS WHY YOU NEED A MENTOR

ADDING VALUE TO LISTINGS

COVER STORY

BRENDA FOUTS

& the Advantage of Identifying Neighborhood Amenities

Small Yard?

Big Statement:

How to Make the Most Out of Micro Outdoor Spaces

FEATURED AGENT

LUPITA CLAUDIA JORGENSEN

ARIZONA EDITION

LUPITA CLAUDIA JO 9

BRENDA FOUTS

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LUPITA CLAUDIA JORGENSEN

CONTENTS 4) ADDING VALUE TO LISTINGS & THE ADVANTAGE OF IDENTIFYING NEIGHBORHOOD AMENITIES 6) RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE 15) SMALL YARD? BIG STATEMENT: HOW TO MAKE THE MOST OUT OF MICRO OUTDOOR SPACES

Lupita Claudia Jorgensen started her professional 18) CARE: SERVICES career as CONCIERGE a transaction coordinator in 2001. “I THAT LURE CLIENTS AND was working for a broker who suggested I get TRANSFORM YOUR REPUTATION my real estate license,” she recalls.

“He thought I’d be really good as an agent, so I decided that 5 REASONS was 22) a great idea.” That WHY was in 2004, and she’s YOU NEED A MENTOR never looked back. To further her education, Lupita Claudia went on to earn both her mortgage and homeowner’s insurance licenses. “I felt it was very important for me to understand every aspect of the business in order for me to assist my clients in making the best decisions, she expresses.

Phone 310-734-1440 | Fax 310-734-1440 Lupita Claudia now works as a solo agent within mag@topagentmagazine.com | www.topagentmagazine.com a team for Stunning Homes Realty in Phoenix, Arizona.

“Though we ofallthework together and help No portion of this issue may be reproduced in any manner whatsoever without prior consent publisher.

Top Agent Magazine is published by Feature Publications GA, Inc. Althougheach precautions are taken to ensure the accuracy of published other out, I handle my own clients and transmaterials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. actions,” she explains. With a volume of 35 homes To subscribe or change address, send inquiry to mag@topagentmagazine.com. per year, Lupita Claudia reports that her business Published in the U.S. is 80% repeat and referral clientele. “My clients 2

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mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school 4

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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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 6

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 Top Agent Magazine

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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BRENDA FOUTS

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BRENDA FOUTS Top Agent Brenda Fouts is the lead of the AZ Elite Team at West USA, where she supervises an award-winning team to service clients throughout the West Valley and its surrounding areas.

Brenda Fouts got her start in the real estate industry in 1988, when she accepted a bookkeeping position at the offices of West USA. She quickly fell in love with the business, particularly for the ways in which realty complimented her passion for helping others. After serving West USA for 22 years, she decided the time was right to dive in and put her license to work.

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Today, Brenda is the lead of the AZ Elite Team at West USA, where she supervises an award-winning team to service clients throughout the West Valley and its surrounding areas. By leaning on over 30 years of accumulated experience in real estate, she has developed the foundations and expertise to assist any client—no matter what their background or financial Top Agent Magazine

situation might be. “I love showing all my clients that they too can realize the dream of homeownership,” she says.

When listing a property, Brenda and her team offer a dynamic approach. By utilizing cutting edge technology and targeted social media campaigns, she ensures that a Top Agent Magazine

house reaches a wide audience. Meanwhile, Brenda harnesses her experience and professional network to further amplify her listings and invite out-of-state buyers to discover a home in sunny Arizona. “Our clients are selling property in the most beautiful state in America,” she says. “We broadcast that message as loud as humanly possible.”

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Brenda harnesses her experience and professional network to further amplify her listings and invite out-of-state buyers to discover a home in sunny Arizona. “Our clients are selling property in the most beautiful state in America,” she says.

Elsewhere, Brenda is equally attentive when helping her buyers. From the beginning to the end of the transaction, she stands strong for her clients, acting as a loyal advocate and trustworthy guide to their dream homes.

She also welcomes renters and takes joy in directing them towards safe and sound financial decisions. When examining her workflow, Brenda places a special emphaCopyright Top Agent Magazine 12

sis on communication. “Keeping in touch is tremendously important to me. My team and I are fully concentrated on our clients, and we make sure to keep them updated throughout the process.”

For her unmatched work ethic, Brenda has earned an outstanding reputation around Arizona, as evidenced by her strong rate of Top Agent Magazine

repeat clients and referrals. But through it all, she remains focused on what she cares about most: the people. “There’s nothing more rewarding than helping clients purchase a home for the first time,” she says. “I Top Agent Magazine

will always cherish the opportunity to find the deal that best suits their interests.”

Outside of her career, Brenda serves on the board of West USA Cares, helping to Copyright Top Agent Magazine 13

sponsor and enact community events throughout the year. Via the platform, Brenda has been able to supply water and resources to the homeless, support local service members and host school supplies drives for area children in need. When she’s not assisting clients or giving back her time, Brenda can be found enjoying life with her family in the great outdoors.

Looking to the future, Brenda has a straightforward plan. “Keep growing,” she says. In the months ahead, she will be adding members to her team and focusing on lead generation.

Most of all, though, she looks forward to the new transactions and connections that await her in the West Valley. “Real estate has brought so much freedom to my life,” Brenda says.

“Personally, I can’t wait to pass that freedom on to my buyers and sellers.”

To learn more about Brenda Fouts please call 602-818-9670, email Brenda@westusa.com, or visit AzRealEstateAdvice.com www.

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Small Yard? Big Statement: How to Make the Most Out of Micro Outdoor Spaces When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with Top Agent Magazine

urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature.

Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.

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Think vertically.

When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.

Soothing sounds set the mood.

Upgrade the look of structural components.

Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods 16

retailers make a variety of punchy or luxe outdoor rugs that can disguise stained or lackluster outdoor flooring. Power-washing is another great solution for old grime and dirt that’s an eyesore. Don’t have a great view? Planting ivy on bare walls, installing adjustable mood lighting, or hanging planters can create a more inviting ambiance.

While there may not be room for a swimming pool or pond in a micro yard or balcony, you can still bring the calming presence of water to your outdoor oasis. Fountains run the gamut in sizing and price, making this amenity an easy acquisition. What’s more, a running fountain not only adds a soothing sound to your space, but it also helps drown out noise from the street or the neighbors—making your space entirely your own and stress-free.

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Don’t compromise on your culinary dreams.

If you love to entertain in outdoor spaces or relish the chance to man the grill—small outdoor spaces don’t have to trip you up. Grill options (both propane and charcoal) come in a range of sizes, many of which can be outfitted securely to balcony posts or be tucked away and out of sight when out of use. Consider nesting tables or those with a removable leaf to adjust your seating and dining options depending on company.

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Another trick? A small, oscillating fan can keep air flow moving in a small space during grill season—and can be easily affixed to walls or posts, as well.

Don’t let yourself or clients be discouraged by spaces with more limited square footage in outdoor areas. Furniture and design trends have already begun shifting toward providing better small-space options, and at the end of the day, a backyard space is all about providing an area for relaxation. With a few well-placed, strategic choices, you can still have it all.

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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LUPITA CLAUDIA JORGENSEN

Lupita Claudia Jorgensen started her professional career as a transaction coordinator in 2001. “I was working for a broker who suggested I get my real estate license,” she recalls. “He thought I’d be really good as an agent, so I decided that was a great idea.” That was in 2004, and she’s never looked back. To further her education, Lupita Claudia went on to earn both her mortgage and homeowner’s insurance licenses. “I felt it was very important for me to understand every aspect of the business in order for me to assist my clients in making the best decisions, she expresses.

Lupita Claudia now works as a solo agent within a team for Stunning Homes Realty in Phoenix, Arizona. “Though we all work together and help each other out, I handle my own clients and transactions,” she explains. With a volume of 35 homes per year, Lupita Claudia reports that her business is 80% repeat and referral clientele. “My clients 20

tell me they love my personality and dedication to them,” she says. “I don’t stop until each client attains their real estate goal.”

It’s not surprising that Lupita Claudia receives stellar reviews for her esteemed work ethic. Once client recently wrote: “Lupita Claudia Jorgensen was absolutely amazing! She walked my family, step by step, through what to expect and what was next. She was very kind and loving and fun towards my kids who had to be at every meeting we did. She answered our calls and text any time of the day. She was absolutely just so wonderful.

She has a warm and kind spirit and makes you just feel so comfortable like a long-time friend.

Will definitely recommend and use in the future!

Thank you so much Claudia you rock!”

Lupita Claudia believes in adding a personal touch when reaching out to her clients. “I like to send out little gifts or birthday and home anniversary Copyright Top Agent Magazine

cards just to let them know I’m thinking about them,” she says. She also interacts with them over social media.

To market her listings, Lupita Claudia uses professional photography and videography to showcase each property.

She then promotes via social media and on all of the top real estate sites. “I am a Zillow Premier agent, so I often feature listings there as well,” she says.

What Lupita Claudia likes most about her work are the relationships she forges. “I genuinely love helping people,” she expresses. “Giving the keys to clients who never thought they could own their own homes is so rewarding.”

She also enjoys the negotiation process. “I really like negotiating with the other agents to get the best numbers for my clients,” she says.

Lupita Claudia is very involved with the non-profit organization Pinal Council for CASA/Foster Inc. “This is an organization that’s close to my heart,” she exclaims. “I participate in multiple fundraisers and events throughout the year. Right before school starts, I organize backpack donations in the area, and at Christmas, we pick up donated toys to distribute to the kids.” When not working or giving of her time, Lupita Claudia loves being with family, working out, and traveling when she can.

A native of Arizona, Lupita Claudia plans to grow her business to best serve her community. “Ultimately, I’d like to expand my team and get a broker’s license, so I can open my own brokerage,” she says.

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For more about Lupita Claudia Jorgensen, please call (480) 688-0915, email claudia@stunninghomes.com, visit zillow.com/profile/claudia64 www.

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5 Reasons Why You Need a Mentor As great as it might feel to start your own business, and be solely responsible for its success, at some point, every entrepreneur reaches the limit of their potential, and needs a boost that only experience can provide.

But how do you get a lifetime of experience when you’re just starting out? Sure you can read countless books, but no book can replace the real life experience and advice of a mentor.

Mentors not only provides valuable insights, but they also have access to valuable connections as well. In fact a majority of the 22

most successful CEOs and entrepreneurs in the country have said that having a mentor early on was instrumental in their success.

Here are some of the reasons why.

1. They’re able to see where you need improvement, when you can’t When you’re working non-stop to get your business off the ground, you might feel sensitive to any criticism from people who aren’t going through what you are. A good

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mentor knows exactly what you’re going though, and has probably made every mistake. When you’re in the thick of it, you might not be able to see where the problems are. A knowledgeable outsider, who knows exactly where you’re at and has only your best interests at heart is just what you need.

When you have a trusting relationship with someone like that, you will be more willing to listen to that brutal honesty, even if that constructive criticism stings.

energy into it. They can see things in a completely logical way and guide you based on the facts rather than emotion. A good mentor helps you work smarter, not harder. They help you focus on your goals and how to get there, as well as setting boundaries for you so you don’t overextend yourself. They teach you how to say no and help you let go when you need to move on from a setback.

2. They will encourage you to think outside of the box

In addition to expertise, building a strong network is something that can only come with time. A mentor will most likely have that already, giving you access to people and resources that would take others years to gain. These connections will lead to opportunities that might never have happened otherwise. It’s also a great confidence boost knowing that your mentor trusts and believes in you enough to invite you into their inner circle.

Years of experience can give someone a great idea of what works and what doesn’t.

They’ve seen things first hand, not just in theory. At the same time, mentors recognize the importance of taking chances, calculating risks, as well as cutting losses and moving on. A good mentor isn’t trying to encourage you to be a carbon copy of them, they are trying to create the best ‘you’ possible. That includes encouraging you to take chances, and then being there pushing you to keep going forward if it doesn’t work out.

A good mentor knows that even failures can be opportunities.

3. They take the emotion out of decisions and help set boundaries Unlike you, a mentor has no emotional investment in certain business approaches that you might have decided to try. There’s nothing harder than admitting something isn’t working when you’ve put a lot of time and Top Agent Magazine

4. Networking

5. Encouragement At the heart or it all, a mentor offers you encouragement and motivation along the way, in good times and in bad. After a failure, it can be hard to get back on track and keep forging ahead. It helps to have someone who has spent year getting back up after being known down and coming out stronger than ever. It’s during those moments, when you feel alone and isolated, that having someone around offering you advice and positive feedback will be a much needed salve. They’re your cheerleader, they want you to succeed, and hopefully, you’ll pay it forward one day when you become as successful as them.

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