ARIZONA 12-7-20

ARIZONA EDITION

Are You A VALUE-ADDED AGENT?

CONNECT BEYOND REAL ESTATE

Tips on Breaking into the

LUXURY MARKET

to Attract Future Clients FEATURED AGENTS

KATE HERK JENNIFER MARSH BARBARA SCHULTZ COVER STORY

RAMIRO O GONZALEZ

ARIZONA EDITION

ty National Title is proud to congratulate

ENNIFER MARSH 6

JENNIFER MARSH

Kate Herk began her real estate career in 2004, helping 11 her mom Judy Smedes 20in her real estate business. “I was in a lull in my teaching career and planned to go back to teaching that fall,” Kate recalls, but she fell in love with the business and is still here 16 years later. Kate and Judy work together as partners for Russ Lyon Sotheby’s International Realty. Over the years, Kate has cemented her reputation as a hardworking agent with a deep RAMIRO O GONZALEZ BARBARA knowledge of her local area,SCHULTZ who will always put her clients’ best interests first.

BARBARA KATE HERK SCHUL 25

KATE HERK

help ma listings. of social buyers a and use t come up plans fo really va the mark “It’s diff question to reach?

Community involvem Kate primarily serves southern Arizona, with a focus she volunteers with H Producer in Barbara Schultz began her career in real estate at the on Tucson, but lately the support of Sotheby’s donates support c is 95% age of with 21 working as a listing agent for a Busines Bro- to ness she has begun working across a broader range offirst she is not working o very fortun kerage firm in Phoenix, Arizona.

“My husband CONTENTS families.Sh I and I Sotheby’s began buying distressed state. “We joined in and Juneselling of 2019, and businesses yoga practitioner. being featured for the State of the Arizona been very in the valley,” she recalls.

“We focused primarily on since then we’ve been doing more referral business biking, and travelingb resenting m restaurants and bars.Kate I wassays. in charge of the day to day in Top Magazine! throughout the state of Arizona,” 4) 3Agent SUREFIRE METHODS 22) CONNECT BEYOND operation of the various establishments for several knowledge In the future, Kate pl THAT MAKE FOR A REAL ESTATEthe TOsmall ATTRACT years.”

We purchased tourist comes repeatmy reach across the stat townFUTURE ofbusiness Tortilla Flat, and from this started PRODUCTIVE MEETINGAbout 90% of Kate’s CLIENTS and referral clients, an impressive feat that speaks appreciation for the Superstition Moun- to continue bringing to the loyalty andtains trust she inspires.

“My and I excellent level of se and the Apache Junction area.”

After 8) ARE YOU A 26) LIVING ON mom COMMISSION selling the final restaurant in 1988, Barboth have a long history in the local community, and with people and mee VALUE-ADDED AGENT? bara decided to get back into real estate we focus our business on building long term rela- life,” Kate says. “I l time, joining Connolly Realty in 17) TIPS ON BREAKINGtionships INTO that arefullrooted in trust. We are not in it to getting to take someb Troy.Peterson@fnf.com Apache Junction, Arizona. “Paul Conbutwas rather to build relationship THE LUXURY MARKET make a quick sale, nolly my Broker andamentor and was showing them around www.FNTArizona.com for the long term. for theofclient totreat leave theOur verygoal best is example how to and the transaction feeling happy and confident enough represent clients,” she says. He later sold Kate and Judy are p to the brokerage to Coldwell Banker Suc- deep experience. “W to refer us to their friends and family.” cess in 2000.

Phone 310-734-1440 | Fax 310-734-1440 Realtors® with many When | itwww.topagentmagazine.com comes to marketing her listings, Kate and us in this local mark mag@topagentmagazine.com Barbara has been with Coldwell Banker building relationship Judy strive to besince innovative.

In addition to profesthen, serving the East Valley region, Top No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher.

Agent trust us to always pu sional photos, drone videos, floor plans, and 3D video andprecautions is supported hertolicensed assistant, Magazine is published by Feature Publications GA, Inc. Although areby taken ensure the accuracy of published cate for them.” tours, Kate andfor Judy will hire professional writers Stacie Bell.

Barbara consistently Top materials, Top Agent Magazine cannot be held responsible opinions expressed or is facts supplied byaitsto authors.

RAMIRO O GONZALEZ

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

To find out more about Kate Herk, please call 52 email kate.herk@russlyon.com, or visit zillow.com/profile www.

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3 Surefire Methods that Make for a Productive Meeting Sometimes a business meeting can achieve exactly what it sets out to do: communicate, assess actions, set goals, or otherwise. Other times, meetings can feel like a drain on your time and energy, and only advance your agenda in marginal ways. While meetings are an integral form of communication in the professional world, how can you ensure that they are both productive and worthwhile?

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The truth is, it takes intentioned planning to make a meeting a success. A well-curated meeting makes partners and employees feel unified as a team, excited about what’s to come, and motivated to achieve a collective goal. With that in mind, consider a few approaches below to maximize your next meeting and ensure that all parties involved leave with a renewed sense of direction and inspiration.

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1. Create a detailed agenda in advance Oftentimes meetings are scheduled with a loose goal in mind—to hash out the terms of a contract or to strategize a new marketing campaign, for example. To ensure your meeting is productive, time-efficient, and achieves its end, create a detailed agenda in advance. This means breaking down your overarching goal into pieces and outlining what’s required to complete each component. You might also consider making time blocks for each respective component, so there is a clear structure and hierarchy in place. Not only does this ensure that time is used wisely and evenly, but it also creates order and momentum for the greater task at hand. What’s more, you’ll want to distribute this detailed agenda in advance of your meeting, so that all attendees will be familiar with the format and delineated goals of your gathering. This will set a professional tone, while keeping team members and conversation on task.

2. Reserve off-topics ideas and comments for later Too many meetings are derailed when an off-topic question or comment is made and hijacks the attentions of attendees. While it’s natural that outlying issues may arise when all team members are gathered, you can ward off distractions by creating a so-called holding area for off-topic talking points. This holding area will serve as the receptacle for any off-topic or lower priority addendum, and you can create a chunk of time towards the end of your meeting to readdress those Top Agent Magazine

points separately. Once you’ve achieved the highest priority goals of your meeting, you can then return to the items in your holding area. Note: be sure to familiarize your staff with this approach so that the expectation is already in place and interruptions won’t distract from your meeting’s true intent.

3. Conclude every meeting with a brief summary and action items The very last thing you should do before concluding your meeting is to reemphasize the main takeaways of your gathering and outline a specific list of action items. Again, successful meetings are clear and give attendees a sense of direction. That’s why reiterating action items—or next steps in need of completion—to each respective employee is an essential component of a productive meeting. Likewise, summarizing main takeaways unifies a team’s understanding of what’s important and why the meeting was called in the first place. Ending on a concrete yet proactive note helps launch team members toward the next event in their day and gives them a sense of confidence as they tackle their duties.

Meetings don’t have to be a formality or a bore. When planned and executed with incisiveness, they can inspire your talent roster and streamline productivity in your office.

Especially in the world of real estate, ensuring everyone is on the same page and doing their jobs effectively is key to success and longevity. Put a little planning into your next meeting, and you’ll save yourself valuable time and energy as you move forward.

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JENNIFER MARSH Jennifer Marsh – Lead of The Marsh Team at Russ Lyon Sotheby’s International Realty in Scottsdale, Arizona – has more than earned her sterling reputation as a trusted real estate advocate for buyers and sellers in the greater Phoenix Metro market. Hardworking, dedicated and knowledgeable, Jennifer’s exceptional work ethic and passion for what she does for a living has translated into a thriving business that is based on both honesty and integrity.

Additionally, as a lifetime resident, Jennifer’s deep familiarity with her market – and with the industry overall -has enabled her to work effectively with both local and out of state buyers and to provide excellent real estate advocacy for her many grateful clients.

Jennifer’s career in real estate was borne out of frustration with the several Realtors she used to purchase her first house. “I was twenty-one,” she recalls, “and I had two agents who were trying to push me outside of my budget, and other things that were problematic. So, I had a rough time with my first home buying process until I started working with my third Realtor, who really listened and cared. That was when I became very interested in real estate.” Jennifer started in the industry as an unlicensed assistant and transaction coordinator, but soon decided to obtain her license, which she did in 2018.

Prior to forming her own expert team, Jennifer was a member of the prestigious RTT Home Group, ranked the #1 RE/MAX team in the entire Southwest Region of the United States, and the #17 team nationally. Currently, the lion’s share of Jennifer’s business is based upon repeat clients, referrals and positive word of mouth. “It’s because I truly care about my clients,” says Jennifer, when asked how she manages to inspire trust and loyalty amongst those she works with. “I’ve worked with some buyers for years before they purchase a home. I never force them into making a decision. I also really take the time to listen to my clients, and they trust me. They know I’m not just trying to make a quick commission. I really have their best interests at heart.”

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Another major factor in Jennifer’s success would be her local market knowledge. “I’m an Arizona native,” she says, “and I work with a lot of out of state buyers who have bought from me sight unseen. They trust me to know the area, and to find them the home they’re looking for.”

Other reasons for her ascendancy in the industry would be her fierce negotiation skills, and her expert, comprehensive marketing strategies, all of which result in fast sales for top dollar, not to mention happy clients.

When she’s not working, Jennifer enjoys simply hanging out with her husband and their son, as well as traveling.

She is also an ardent philanthropist who has supported multiple charitable events and organizations, including a local animal rescue, and Homeward Bound, which assists the homeless with getting back on their feet. Others include Habitat for Humanity and Feed My Starving Children.

Jennifer has big plans for the future, including eventually forming her own team. Growing her business is a goal as well, but not at the expense of the exceptional customer service that has become synonymous with her name.

“I love this career,” says Jennifer. “I think buying or selling a house is always emotional and exciting, and I love being a part of something my clients are always going to remember.”

For more about Jennifer Marsh, please call 602-312-5415 or email JMarsh@FineProp.com Copyright Top Top Agent Agent Magazine Magazine

Fidelity National Title is proud to congratulate

JENNIFER MARSH

on being featured for the State of Arizona in Top Agent Magazine!

Troy.Peterson@fnf.com www.FNTArizona.com

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 9

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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RAMIRO O GONZALEZ Top Agent Magazine

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Top Agent Ramiro O Gonzalez, Associate Broker with Prestige Realty, is known to his clients as a hardworking, experienced guide through the process of buying or selling a home.

Ramiro O Gonzalez began his career in real estate in 2005. He and his sister are business partners, and as an Associate Broker with Prestige Realty, Ramiro is known to his clients as a hardworking, experienced guide through the process of buying or selling a home. He takes pride in helping his clients achieve the American dream of homeownership.

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Ramiro serves Maricopa County, but says, “Wherever we get referred or get a call, we can go there.” A significant amount of his business comes from repeat and referral clients, and he also finds success through marketing to the public and reaching out to past clients. “A lot of our business is incoming through Facebook, Instagram, and other social media,” Ramiro says, “and we also Top Agent Magazine

keep in direct contact with all our previous clients, whether it’s through mailers, phone calls, or birthday and holiday cards.”

He emphasizes that while many agents say they go “above and beyond,” he and his team really live up to that ideal. “Over Top Agent Magazine

the years, we’ve developed a set of skills that we can implement to help our clients,” Ramiro says. “We try to help them out as much as we can and add value to their situation. Whether they’re downsizing because their kids are moving out, or their family is growing and they just had a baby, we take 13 Copyright Top Agent Magazine

Ramiro and his team are also significantly involved in new construction. “I like being involved with building brand-new houses from the ground up, from finding the land, to working with the contractors and developers from scratch.” that into consideration. We always take what’s going on in their life and try to make it a part of ours.”

When it comes to serving his clients, Ramiro finds that simply picking up the phone sets him apart from other Realtors®. “Often it can be so hard just to get somebody on the phone,” he explains. “We accomplish so much by just communicating, picking up the phone, and talking to somebody else.

We take care of them by answering their Copyright Top Agent Magazine 14

questions, and in general getting them the information they need.”

In marketing his listings, Ramiro has found great success with a digital approach. He has begun implementing Matterport 3D tours for his listings, and he says Facebook and Instagram have been very helpful in generating sales. But he’s also a fan of old-fashioned door knocking. “I try to add value, whether people want to use us or not,” he says. “Even if they’re not interested in Top Agent Magazine

listing their house, we try to drop off some information and help them out.”

Ramiro and his team are also significantly involved in new construction. “I like being involved with building brand-new houses from the ground up,” he says, “from finding the land, to working with the contractors Top Agent Magazine

and developers from scratch. I love taking something that nobody was aware of previously, and building a home for a family to move into.”

Community involvement is important to Ramiro. He has been involved with Chicanos Por La Causa through NAHREP. He and his Copyright Top Agent Magazine 15

office have also worked with Andrew Home in downtown Phoenix, taking donations of blankets and handing them out to people in need. When he is not working or giving back, Ramiro loves to spend as much time as possible with his family. He also enjoys golfing when the weather is nice.

In the future, Ramiro plans to continue to “educate, innovate, and move wherever the market goes.” His advice to other agents?

“Always educate yourself, and try to seek out more information. Do whatever you can to learn how you can help others and add value to their lives.”

For more about Ramiro O Gonzalez, please call 480-593-8438, or email at rgonzalez31@cox.net

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

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involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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BARBARA SCHULTZ

Barbara Schultz began her career in real estate at the age of 21 working as a listing agent for a Busines Brokerage firm in Phoenix, Arizona. “My first husband and I began buying and selling distressed businesses in the valley,” she recalls. “We focused primarily on restaurants and bars. I was in charge of the day to day operation of the various establishments for several years.” We purchased the small tourist town of Tortilla Flat, and this started my appreciation for the Superstition Mountains and the Apache Junction area.” After selling the final restaurant in 1988, Barbara decided to get back into real estate full time, joining Connolly Realty in Apache Junction, Arizona. “Paul Connolly was my Broker and mentor and was the very best example of how to treat and represent clients,” she says. He later sold to the brokerage to Coldwell Banker Success in 2000.

Producer in the industry and reports that her business is 95% repeat and referral clientele. “I’ve been very fortunate to work with multiple generations of families. I stay in touch with these clients and that’s been very beneficial,” she notes. “I take pride in representing my clients with the highest standards of knowledge and professionalism.”

Barbara has been with Coldwell Banker since then, serving the East Valley region, and is supported by her licensed assistant, Stacie Bell. Barbara is consistently a Top 20

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It’s not surprising that Barbara receives stellar reviews for her esteemed work ethic. Once client recently wrote: “I buy and sell property in the east valley and have worked with Barbara Schultz for over 15 years.

Barbara represented me on my very first purchase and since then has been the exclusive agent for all my developments, projects, and homes. I recommend Barbara Schultz to anyone looking to buy or sell a home. You’ll receive honest expert advice and friendly professional service.”

Barbara’s friendly personality combined with her reliable knowledge of business and real estate have made her one of the most successful agents in the East Valley.

Barbara believes in the personal touch and reaches out to her clients by making a quick call or sending an email. “Social media is great, but I do like being able to ‘chat’ and catch up with old and new clients,” she says. “I believe my clients do appreciate it.”.

To promote her listings, Barbara relies on Coldwell Banker’s exceptional marketing platform. “It is the very best in the business,” she says.

What Barbara enjoys most about her work is being able to help people attain their real estate goals. “I especially enjoy working with buyers looking for the right piece of land to build their dream home on” she says. “It is very rewarding to see process from start to finish.”

Barbara believes it’s critical to give back to her community and has been involved with multiple charities over the last few years. “I support the causes that are closest to my heart–the Apache Junction Food Bank and the Hope Women’s Center,” she expresses.

When not working or giving of her time, Barbara and her husband, Dan, enjoy getting away to their cabin in the White Mountains “We love getting away for a weekend or a few days to enjoying the cool weather and relax,” she says.

Barbara hopes to continue along the same successful path. “I’m happy where I am,” she says. “As long as I can continue to serve my clients and community, I’m in a good place.”

To learn more about Barbara Schultz, please call (480) 688-8199, email Barbara.Schultz@azmoves.com, or visit zillow.com/profile/user8467104 www.

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 22

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients.

To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals.

So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause.

In fact, they want and need you to promote them.

And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you.

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 24

that will draw in a broad range of followers.

Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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KATE HERK Kate Herk began her real estate career in 2004, helping her mom Judy Smedes in her real estate business. “I was in a lull in my teaching career and planned to go back to teaching that fall,” Kate recalls, but she fell in love with the business and is still here 16 years later. Kate and Judy work together as partners for Russ Lyon Sotheby’s International Realty. Over the years, Kate has cemented her reputation as a hardworking agent with a deep knowledge of her local area, who will always put her clients’ best interests first.

help market some of their higher-end listings. They also harness the power of social media to track where potential buyers are coming from geographically, and use that data to target their ads. “We come up with individualized marketing plans for every listing, and our clients really value the hard work we bring to the marketing process,” Kate explains.

“It’s different for every property, but the question is always: Who are we trying to reach?”

Community involvement is important to Kate, and she volunteers with Habitat for Humanity. She also donates to support cystic fibrosis research. When she is not working or giving back, Kate is an avid yoga practitioner. She also enjoys hiking, mountain biking, and traveling with her family.

Kate primarily serves southern Arizona, with a focus on Tucson, but lately with the support of Sotheby’s she has begun working across a broader range of the state. “We joined Sotheby’s in June of 2019, and since then we’ve been doing more referral business throughout the state of Arizona,” Kate says.

In the future, Kate plans to continue expanding her reach across the state of Arizona. She also wants to continue bringing her local clients the same excellent level of service. “I really enjoy working with people and meeting people from all walks of life,” Kate says. “I love working with buyers and getting to take somebody out who’s new to the area, showing them around this great community.”

About 90% of Kate’s business comes from repeat and referral clients, an impressive feat that speaks to the loyalty and trust she inspires. “My mom and I both have a long history in the local community, and we focus our business on building long term relationships that are rooted in trust. We are not in it to make a quick sale, but rather to build a relationship for the long term. Our goal is for the client to leave the transaction feeling happy and confident enough to refer us to their friends and family.”

Kate and Judy are proud of their local roots and deep experience. “We are a trusted partnership of Realtors® with many years of experience between us in this local market,” Kate says. “We focus on building relationships with our clients, so they can trust us to always put their interests first and advocate for them.”

When it comes to marketing her listings, Kate and Judy strive to be innovative. In addition to professional photos, drone videos, floor plans, and 3D video tours, Kate and Judy will hire professional writers to

To find out more about Kate Herk, please call 520-444-9263, email kate.herk@russlyon.com, or visit zillow.com/profile/kateherk/#reviews www.

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25 Copyright Top Agent Magazine

Living On Commission

by Linda Brakeall

Commissioned sales is one of the few places where you get paid exactly what you’re worth. One of my friends really hates that concept.

“I could never live on that!” But loan officers have to do it all the time.

The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic.

When I took over a large real estate office a few years ago I found out that one of my new REALTORS® was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn’t figure out how she got in that situation.

One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

So here’s the rule: Never plan to spend more than half of any paycheck. You can have all kinds of Within six months she received a fancy formulas but that’s it. You huge six-figure commission. Within have to assume that at least a quarter two years she was in debt over her 26

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Commissioned sales is one of the few places where you get paid exactly what you’re worth. head. The problem? She spent it all!

She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn’t sell any more real estate for the next year.

REALTORS® or other commissioned sales people. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you’ll be covered!

Don’t let that happen to you. Loan officers aren’t that different from

Copyright©, Linda Brakeall.

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