ARIZONA 3-30-20

ARIZONA EDITION

Turning Your Profession Into A PASSION GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

5 SOCIAL MEDIA MISTAKES Real Estate Agents Must Avoid

COVER STORY

KRIS ANDERSON

FEATURED AGENTS

JAY CULTON DENVER LANE SAM LEVY JONNY MEINS JENNIFER PHILIPS

ARIZONA EDITION Jimmy Vercellino & Goldwater Bank are proud to congratulate

SAM LEVY 6

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JAY CULTON

Jay Culton built his first ho when he was twenty-four ye old. At the time, he was work in tech but on the hunt fo change. A few years later, wh he hit a crossroads, he contac JAY CULTON SAM LEVY KRIS ANDERSON his former homebuilder DENVER LANE some advice about getting i on being featured for the State of Arizona ne was destined to be a in Top Agent Magazine!answered all of my questions and effectively the business. “I haven’t look 22 25 that I had. From day 29 JENNIFER PHILI . His father was a new home resolved any concerns back since,” he remembers. “I’ve been doing it now d he was always fascinated one I was treated like family and was shown twenty years.”

Jennifer Philips understands online adverti ness. He got his license in nothing but the highestHonest, level ofdedicated, respect. and passionate, building long-lasting rel lizing in new home sales in In my interactions withJonny Mr. Lane I was commitment to Meins’ features of ea Over the course of his career, Jay has built a reputat ships, with both agents and c ounty, Arizona. A year later, most impressed with his creating integrity meaningful in being relationships existing prof JIMMY VERCELLINO | NMLS #184169 for his industry experience, personal touch, and prov is THE key to success in th ing re-sale homes. me. Mr. Lane Producing Branch Manager completely transparent with withtrack his record clientsof has built himindustry. a other commer estate “Iwork always sa success.

Spearheading his from has earned my highest of recommendations.”

Direct: 602-908-5849 reputation one ofJaythe go-to further interes we’re inclients a relationship busine home in as Chandler, serves across the regi d to 2020, Denver leads a JimmyV@GoldwaterBank.com DENVER LANE JONNY MEINS JENNIFER PHILIPS ® PHXHomeLoan.com happens to sell real estate,” sh preferring to go wherever clients lead.

In fact, his bu commercial and residential real p-notch REALTORS at his What he loves most about his profession 5050 N 40th St., Suite 260, Phoenix, AZ 85018 | NMLS# 452955 top agent.

“Building mean ness is almost driven by repeat refer alty Group, offering experiis working with first-time homebuyers. estate experts in exclusively his community.

When and Jonny connections with my cowo clientele who trust his market savvy and commitm ise and professionalism that’s “There’s so much excitement and enthuAfter graduating from Northern with his fam been my focus throughout my caree in the Maricopa County area. siasm, especially after you’ve gotten themhas toand hisclients clients’ best interests.

Likewise, Arizona University in 2003, cancommunicat frequently CONTENTS something I always emphasize with our team.” a little bit of everything,” he into a property,” he expresses. plays “Iit’s can feel the a central role in Jay’s imprint.

“I make sure Jonny worked in construction for meander throt includes new homes, resale, appreciation, especially whenthe I’velines goneof thecommunication are open and that peo Jonny is also a a time ReMax Prestige Properties asfor a 17 years, es.” extra mile,before and thatjoining in turn makes me happy.”

After working the industry are always fullyinaware of where we are in this the philo proce 4) EVERY PLAYER IS VALUABLE: 19) 5 SOCIAL MEDIA MISTAKES of Gateway Realtors, h real estate 2005.

He often volunteers for hisassistant clients byin“helping out with her toand has allowed build her company, Par what’s happening, what’s next,” he says.

“If peo most proud ofHOW is the fact thatBOOST the company the kids, picking up groceries REAL or doing ESTATE yard into work.a thriving 2017.

Throug TO YOUR TEAM’S AGENTS MUST AVOID business where she’s now the CEO have to call me to find out our next step, then I’m get going until April of 2019, and they’ve ablehundreds to fromsure selling andwith movefundraisi Fast forward 15 years and transactions MORALE doing mystep job,away soofI make to stay ahead ofinto thecoa ga e 115 transactions averaging $300,000. “Our Denver believes in giving back to his community by full time.

Gateway Partners mostly focuses on Tucso year helped to later, and Jonny isTURNING now and onebeofvery the brokers and part23) YOUR PROFESSION proactive in that regard.”

Whether buy 150, which we will easily get,” he exclaims. sponsoring realtor presentations for new home builders. the surrounding areas, but also does business in Pho ners at Prestige Properties, a company that specializes or selling alongside clients, Jay prioritizes the perso 9) ARE YOU DOING BUSINESS ASa month,” he INTO A PASSION “We do at least two says. Ultimately, Denver Although she occasionally works with cth relationship theestate. heart of every directly transaction.

Looking to Lo in both commercial and residential Born 100% of his new home business is through hopes to offer scholarships for local students “for everyatreal YOU ON FACEBOOK? Jennifer spends the majority of her time coaching b afterArizona, the closing table has been reached, he remain 25% of the re-sale business is referral. becoming the andhe raised Kingman, Jonny operates home we build,” says. in 26) GOOGLE ADWORDS: ages, teams, and agents, both inside her compan resource for clients for years to come.

“I have a list ays doing research on other builders, looking throughout Mohave County, but particularly focuses Properties, an across the nation.

5 TIPS TO HOW TO MAKE GOOGLE DO y’re doing and10) figuring out what we GET can doNEW WhenCLIENTS not working, Denver spends most of his time with vendors that can help with anything clients might ne on the areas in and around Kingman, where his office business wher ove upon,” he says. his wife and two daughters, ages 2 and 4.

“We spend a lot related to their homes,” he says.

“From carpets a FOR YOU is located. THE WORK For Jennifer, ensuring that her company is comm of weekends watching Disney movies,” hefloor says.to “And I painters and roofers—I have a trusted resou to providing clients with premier At service the endisofcr his listings, Denver believes the secret to love it.” He also enjoys fishing with his friends, working her for everything.

They do good work, and I don’t get a To achieve this, Jennifer explains, “Our Jonny credits his personal and familiar style as being gets to compan help pe ard work. “I want people 310-734-1440 to know that I’m out| Fax out,310-734-1440 and heading to the beach with the family. kickbacks. I just want to make sure my clients are tak Phone developed systems, processes, and tools that strea everything I can to either move a property or the key driver of his success.

“My philosophy is that that buying a h care of.” the home buying and selling process agents mag@topagentmagazine.com | www.topagentmagazine.com o a new home,” he says. Denver’s promoDenver hopes to see his business grow by adding I treat everyone I work with thenew same way I would toso do.our Being ab on educating clients and making ages include professional photos, videos, builders. “I love to offer new opportunities, can bothconcentrate to other and overcome want them to treat my grandma,” Jonny says with No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher.

Top Agent When listing ensures they no detail is As ov sure that theirproperties, client hasJay everything need.” and 3-D walk-throughs.

He admits that his businesses as wellAlthough as to clients.” he says.

Magazine is published by Feature Publications GA, Inc. precautions are I’m taken to ensure the accuracy ofthem, published a smile.

“That means 100% honest with buy a home is looked, beginning with a consultation to ident ctic is the openmaterials, house. “ITop hold multiple open a facts result, each bylisting isn’t the sole responsibility Agent Magazine cannot be held responsible for opinions expressed opportunities or supplied its authors. tobut increase value of sa andthat 100% accessible.

My clients that ifa ishome’s they ughout each month and I cannot tell you how sendDenver he wouldn’t be doing he’sknow of what the agent, rather worked on ahead by a team To subscribe or change address, inquiry believes to mag@topagentmagazine.com.

“We figure out what the clients’ goals are, and we need something at 7 o’clock on Sunday morning help move properties,” says. doing or be as successful as he is without help from his including a listing manager, transaction coordinator, Published inhethe U.S. to fix up the house up and make it worth top dollar,” team. “I couldn’t a more of On theyask canforcall me trustworthy and I will answer.” top of this, and group marketing director.

With over 50% of Gateway eview, one client wrote: “Mr. Denver Lane is people, from assistants to associate brokers,” he asserts. business coming from repeat clients or Jonny strives to make Partners’ all of his communications 2 Top Agent Magazine most phenomenal real estate agents that I’ve “The loyalty, the camaraderie, and the work ethic they referrals, these methods have proven to be an effecwith former clients as personalized as possible.

“We asure to work with. He promptly and clearly display make every day a pleasure to wake tive up to.” means of building client all get cards from local businesses which are prettyloyalty. “Our clients

JONNY MEINS

WWW.

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

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at 4

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: Top Agent Magazine

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

2

Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

3

If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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SAM LEVY Sam Levy found his passion for real estate when he was still in college. His grandparents passed away, leaving an estate to his parents, who asked Sam if he wanted to be responsible for selling the property. He listed it for $1 million and it sold for cash in two days. “It was an eye-opening experience for me,” he said. After that experience, he studied for and received his license and then went to work at a marketing firm, selling real estate part-time. In 2016, he decided to follow his passion and pursue real estate full-time. He’s now part of a team at The Brokery where he serves Central Phoenix with a focus on 15th Avenue to I-51.

Already an impressive 90% of Sam’s business comes from repeat and referral clients. Sam’s complete dedication to his clients wins their loyalty and trust.

He listens closely to their goals and educates them about each step of the process. For buyers, he talks them through the inspection and the current and potential future value of the home, and he shares information about school districts, local businesses and restaurants, and neighborhood walkability.

For listings, Sam works closely with sellers to prepare the home and to decide on a listing price. Once the house looks its best, he hires professional photographers to highlight the property’s best features. He then uses his tech savvy to spread information about the listing through social media and internet blasts.

He’s a firm believer in print marketing as well as sending direct mail and placing ads in local publications. “We also have an office in The Biltmore Hotel. We market our listings in that lobby which has about a million visitors a year. That’s one really 6

unique way we get the word out about our listings,” he says. The result of this combined approach is often a quick sale at a competitive price.

Sam’s has two favorite parts of the job—his clients and negotiating on their behalf. “My clients and I become both friends and business partners at a deep level. I love closing challenging deals and making my clients really happy.” To stay in touch with past clients, he emails them an informative weekly newsletter, sends birthday and holiday gifts, and often meets up with them for lunch or dinner. To give back to the community, he coaches youth basketball; volunteers with Native Health, a local nonprofit; and is involved in youth and peer mentoring. He’s currently in the process of creating a scholarship fund to help students from his high school attend college. In his free time he plays basketball with a local league, runs half marathons, and enjoys trying new local restaurants with his girlfriend. For the future, Sam plans to continue to grow his business and build a team so he can support and mentor up-and-coming agents.

To find out more about Sam Levy, please call 602-501-9352, email sam@thebrokery.com, or visit SamLevyHomes.com www.

Copyright Top Top Agent Agent Magazine Magazine

Jimmy Vercellino & Goldwater Bank are proud to congratulate

SAM LEVY

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

JIMMY VERCELLINO | NMLS #184169 Producing Branch Manager

Direct: 602-908-5849 JimmyV@GoldwaterBank.com PHXHomeLoan.com WWW.

5050 N 40th St., Suite 260, Phoenix, AZ 85018 | NMLS# 452955

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2 9 2 9 E . Ca m e l b ack R d. • S u i t e 2 0 0 - 2 0 4 Phoenix, AZ 85016 8

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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5 Tips to Get New Clients 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 10

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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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

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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 12

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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KRIS ANDERSON Top Agent Magazine

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KRIS ANDERSON Top Agent Kris Anderson leads a team of seven top-performing agents who cover Sedona, Verde Valley and Scottsdale, Arizona territory.

Until Kris Anderson discovered real estate, she was excelling in the medical sales profession. “I was working with the bottom 20% and became known as ‘the hatchet woman’ because I was forced to 14 Copyright Top Agent Magazine

keep firing sales people that weren’t performing,” she recalls. Then on day, one “gentlemen” she fired threw a clock at her forehead. It was then that she realized she was in the wrong business.

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‘My mom, who was a real estate agent at the time, said to me, ‘you should really think about getting into my business,” she says. “So I did. You know what they say, ‘Mother knows best.’”

Fast-forward 23 years, Kris Anderson now leads a team of seven top-performing Top Agent Magazine

agents who cover Sedona, Verde Valley and Scottsdale, Arizona territory. She says 67% of her business comes from repeat and referral clientele.

In a recent review, one of Annie’s clients writes, “Kris helped us with the sale of our home and to say we were blown away 15 Copyright Top Agent Magazine

Kris’ team has over 34 years of combined real estate experience and over 65 years of combined sales experience and works with everyone from first-time homebuyers to seasoned investors to every need in-between by her expertise, thoroughness, professionalism, motivation, and competence is an understatement. We would HIGHLY recommend Kris and her team to anyone looking to buy or sell in the Sedona area.

I honestly wish we could clone her for our other homes in other cities. She is hands-down the best agent we have ever worked with.”

Kris credits her success to her ability to find solutions to her clients’ problems.

“I take away the drama that comes with Copyright Top Agent Magazine 16

every home sale,” she says. “Nothing offends me and I always keep my cool.”

She adds that she is “super responsive” and has 100 percent follow-through.

She also believes she has an uncanny ability to adapt to every client personality.

“I’m very versatile,” she says. “You can’t be successful in this business if you can’t acclimate to different social styles.”

Kris’ team has over 34 years of combined real estate experience and over 65 years Top Agent Magazine

of combined sales experience and works with everyone from first-time home-buyers to seasoned investors to every need in-between. “We average only nine days to find a buyer a home and our average list/buy ration for our buyers is 94.7 percent,” she asserts.

Kris employs a comprehensive listing package to market her properties. The kit includes video, professional photography, digital walk-throughs, 3-D tours, and 2-D schematics. Once the Top Agent Magazine

listing goes live, she places ads via social media, print, Zillow, and Google. Some will even go international. “Every house has a different story, so each marketing tactic is unique,” she explains.

She also enjoys solving problems. “It’s like one big jigsaw puzzle,” she notes.

“That’s what I like about real estate. You never get bored.”

To stay involved in her beloved community, Kris and her team are involved Copyright Top Agent Magazine 17

with multiple local charities, including The Sedona Women, a non-profit making a positive and lasting impact by providing opportunities for women to build relationships, to learn about the community, to support community needs and to enhance the natural beauty and distinctive character of Sedona.

When not working, Kris and her family enjoy entertaining at her home, spinning, hiking and spending time together.

Looking ahead, Kris hopes to maintain her #1 status while continuing to build by 10 percent each year, adding, “I hope to retire successfully by age 60.�

To learn more about Kris Anderson, email kris@yourpremierteam.net visit ilovesedonarealestate.com, or call (928) 298-4155 or (480) 567-2103 www.

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

2

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

4

Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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JAY CULTON Jay Culton built his first home when he was twenty-four years old. At the time, he was working in tech but on the hunt for a change. A few years later, when he hit a crossroads, he contacted his former homebuilder for some advice about getting into the business. “I haven’t looked back since,” he remembers. “I’ve been doing it now for twenty years.”

Over the course of his career, Jay has built a reputation for his industry experience, personal touch, and proven track record of success. Spearheading his work from his home in Chandler, Jay serves clients across the region, preferring to go wherever clients lead. In fact, his business is almost exclusively driven by repeat and referral clientele who trust his market savvy and commitment to his clients’ best interests. Likewise, communication plays a central role in Jay’s imprint. “I make sure that the lines of communication are open and that people are always fully aware of where we are in the process, what’s happening, and what’s next,” he says. “If people have to call me to find out our next step, then I’m not doing my job, so I make sure to stay ahead of the game and be very proactive in that regard.” Whether buying or selling alongside clients, Jay prioritizes the personal relationship at the heart of every transaction. Long after the closing table has been reached, he remains a resource for clients for years to come. “I have a list of vendors that can help with anything clients might need related to their homes,” he says. “From carpets and floor to painters and roofers—I have a trusted resource for everything. They do good work, and I don’t get any kickbacks. I just want to make sure my clients are taken care of.”

When listing properties, Jay ensures no detail is overlooked, beginning with a consultation to identify opportunities to increase a home’s value ahead of sale.

“We figure out what the clients’ goals are, and we try to fix up the house up and make it worth top dollar,” he Top Agent Magazine

says. “Sometimes that’s as simple as a quick paint job, and sometimes it’s a bit more involved, but I manage that process from beginning to end.” From there, exposure is earned through dissemination across the leading online listing platforms and social media outlets, in addition to tapping his wide database of past clients and fellow agents.

Beyond the office, Jay gives back to his community through supporting local causes and sponsoring area youth sports leagues. In his free hours, he most enjoys time spent with his family and loved ones, hiking, and enjoying Arizona’s rugged outdoors.

As for the future, Jay intends to keep progress going steady as he continues to grow his business. “I believe in goalsetting every year,” he says, “and I like what I’m doing and feel I have a really good hold on my business.

I’m fortunate to work with awesome clients, and that keeps things fun.” Finally, after twenty years of experience and insight, Jay Culton considers what he enjoys most about his chosen field. “I love the opportunity to help people,” he says. “I also get a lot of gratification from the way I do business, by showing clients their options, educating them along the way, and looking out for their best interests always.”

To learn more about Jay Culton email Jay@JayCulton.com, visit JayCulton.com, or call (602) 616–5999 www.

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DENVER LANE Denver Lane was destined to be a REALTOR®. His father was a new home builder, and he was always fascinated by the business. He got his license in 2013 specializing in new home sales in Maricopa County, Arizona. A year later, he began doing re-sale homes.

Fast-forward to 2020, Denver leads a team of top-notch REALTORS® at his Balboa Realty Group, offering experience, expertise and professionalism that’s unmatched in the Maricopa County area.

“We all do a little bit of everything,” he says. “That includes new homes, resale, and land sales.”

What he’s most proud of is the fact that the company didn’t really get going until April of 2019, and they’ve already made 115 transactions averaging $300,000. “Our new goal is 150, which we will easily get,” he exclaims.

Denver says 100% of his new home business is through referral and 25% of the re-sale business is referral.

“We’re always doing research on other builders, looking at what they’re doing and figuring out what we can do better, improve upon,” he says.

To market his listings, Denver believes the secret to success is hard work. “I want people to know that I’m out there doing everything I can to either move a property or get them into a new home,” he says. Denver’s promotional packages include professional photos, videos, drone shots, and 3-D walk-throughs. He admits that his best sales tactic is the open house. “I hold multiple open houses throughout each month and I cannot tell you how quickly they help move properties,” he says.

In a recent review, one client wrote: “Mr. Denver Lane is one of the most phenomenal real estate agents that I’ve had the pleasure to work with. He promptly and clearly

answered all of my questions and effectively resolved any concerns that I had. From day one I was treated like family and was shown nothing but the highest level of respect.

In my interactions with Mr. Lane I was most impressed with his integrity in being completely transparent with me. Mr. Lane has earned my highest of recommendations.”

What he loves most about his profession is working with first-time homebuyers.

“There’s so much excitement and enthusiasm, especially after you’ve gotten them into a property,” he expresses. “I can feel the appreciation, especially when I’ve gone the extra mile, and that in turn makes me happy.”

He often volunteers for his clients by “helping out with the kids, picking up groceries or doing yard work.

Denver believes in giving back to his community by sponsoring realtor presentations for new home builders.

“We do at least two a month,” he says. Ultimately, Denver hopes to offer scholarships for local students “for every home we build,” he says.

When not working, Denver spends most of his time with his wife and two daughters, ages 2 and 4. “We spend a lot of weekends watching Disney movies,” he says. “And I love it.” He also enjoys fishing with his friends, working out, and heading to the beach with the family.

Denver hopes to see his business grow by adding new builders. “I love to offer new opportunities, both to other businesses as well as to clients.” he says.

Denver believes that he wouldn’t be doing what he’s doing or be as successful as he is without help from his team. “I couldn’t ask for a more trustworthy group of people, from assistants to associate brokers,” he asserts.

“The loyalty, the camaraderie, and the work ethic they display make every day a pleasure to wake up to.”

To learn more about Denver Lane, email Denver@balboarealtyaz.com, visit balboarealtyaz.com, or call C: (602) 432-2028 O: (602) 491-0245 www.

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Turning Your Profession into a Passion The old adage goes that if you do what you love, you’ll never work a day in your life.

On the other hand, it’s easy to get bogged down in the day-to-day worries and responsibilities of your career, even if you generally enjoy what you do. While there’s no guaranteeing that every day on the job will be a picnic, there are a few steps you can take to vastly improve your morale and transform your profession into a passion.

After all, cultivating a passion for what you do will not only add to your quality Top Agent Magazine

of life, but will likely make you more successful in the long run.

BUILD YOUR BASE OF KNOWLEDGE Knowledge builds confidence, and confidence breeds success. A sure way to light a fire in your heart for your daily work is to challenge yourself to learn more and expand your understanding of your field. By doing so, you equip yourself for success, create challenges, and find the most inter-

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esting features of your work—especially those that most appeal to your interests and talents. Try reading the top five books on the topic of your industry, or subscribe to a podcast where thriving professionals offer their two cents. Either way, learning more about your industry is bound to reveal a source of inspiration worth pursuing.

THINK ABOUT THE BIG PICTURE

and excelling in your field, you may find that others’ approaches inspire your own.

Likewise, what you learn from other successful, passionate people in your field can help you shape your own office and work life, in turn creating more opportunities for you to fall in love with what you do, all over again.

TAKE RISKS

CONNECT WITH LIKE-MINDED PROFESSIONALS

One of the biggest hindrances of professional passion is falling into a rut. Routines are familiar and everyday responsibilities vie for our energy. But the next time you tackle a task the way that you always have, take a moment and try to refresh your perspective—is there a more clever or efficient way you could approach this project?

Even better: why not take the plunge and do the things you’ve always been meaning to—throw that client appreciation event you’ve put off planning, take the continuing education course you keep forgetting to register for, even try a creative activity that pushes you out of your comfort zone.

There’s no better way to inject some passion into your life than by going outside your bubble and taking a risk.

Have you ever chatted with someone who was overflowing with energy for what they do? That sort of passion tends to be infectious—often causing us to beg our own questions about professional engagement.

By participating in local organizations or networking with those who are active

Passion comes from all directions—from your own interior journey and from the world around you. To transform your profession into a passion worth having, invest in yourself and venture into the vast world around you. You’ll surely reap the rewards.

Sometimes reinvigorating your passion for your work is about looking outward, rather than inward. Gain some perspective and consider who your work helps in the long run. As a real estate professional—whether you work as an agent, broker, in mortgages, home inspections, or otherwise—your work positively impacts someone else’s home-sweet-home. You make a difference. While it may seem like just another day at the office, taking a moment to visualize exactly who you are helping in the world at large is a great way to add some motivational fire to your daily tasks.

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JONNY MEINS Honest, dedicated, and passionate, Jonny Meins’ commitment to creating meaningful relationships with his clients has built him a reputation as one of the go-to commercial and residential real estate experts in his community.

After graduating from Northern Arizona University in 2003, Jonny worked in construction for a time before joining ReMax Prestige Properties as a real estate assistant in 2005.

Fast forward 15 years and hundreds of transactions later, and Jonny is now one of the brokers and partners at Prestige Properties, a company that specializes in both commercial and residential real estate. Born and raised in Kingman, Arizona, Jonny operates throughout Mohave County, but particularly focuses on the areas in and around Kingman, where his office is located.

Jonny credits his personal and familiar style as being the key driver of his success. “My philosophy is that I treat everyone I work with the same way I would want them to treat my grandma,” Jonny says with a smile. “That means I’m 100% honest with them, and 100% accessible. My clients know that if they need something at 7 o’clock on Sunday morning they can call me and I will answer.” On top of this, Jonny strives to make all of his communications with former clients as personalized as possible. “We all get cards from local businesses which are pretty clearly printed en masse,” Jonny explains. “That kind of thing always rubbed me the wrong way, so I try as much as possible to send people handwritten notes and personalized emails.” Jonny’s approach has proven effective, as more than 80% of his business comes from repeat or referral clients.

When it comes to marketing his listings, Jonny leverages social media to implement a comprehensive Top Agent Magazine

online advertising campaign that highlights the best features of each property. In addition, he uses his existing professional relationships with numerous other commercial brokers in the local area to drive further interest.

When Jonny isn’t working, he loves to spend time with his family, and is an avid outdoorsman. You can frequently find him hiking the many trails that meander through the beautiful Arizona highlands.

Jonny is also an active member of the local Association of Realtors, having served as the chapter president in 2017. Through this organization, Jonny is involved with fundraising for Toys for Tots, and his efforts last year helped to raise $15,000 for the charity.

Looking to the future, Jonny is in the process of becoming the head broker and owner of Prestige Properties, and is excited to continue building up the business where he first got his start.

At the end of the day, Jonny loves his job because he gets to help people. “A lot of people don’t even think that buying a house is something they will ever be able to do. Being able to help someone navigate the process and overcome any obstacles they face so that they can buy a home is such a rewarding experience.”

For more information about Jonny Meins, please call 928.279.1164 or email jonnyremax@gmail.com 25 Copyright Top Agent Magazine

Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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JENNIFER PHILIPS Jennifer Philips understands that building long-lasting relationships, with both agents and clients, is THE key to success in the real estate industry. “I always say that we’re in a relationship business that happens to sell real estate,” she tells top agent. “Building meaningful connections with my coworkers and clients has been my focus throughout my career, and it’s something I always emphasize with our team.”

After working in the industry for 17 years, this philosophy has allowed her to build her company, Gateway Partners, into a thriving business where she’s now the CEO and able to step away from selling and move into coaching full time. Gateway Partners mostly focuses on Tucson and the surrounding areas, but also does business in Phoenix.

Although she occasionally works directly with clients, Jennifer spends the majority of her time coaching brokerages, teams, and agents, both inside her company and across the nation.

For Jennifer, ensuring that her company is committed to providing her clients with premier service is crucial.

To achieve this, Jennifer explains, “Our company has developed systems, processes, and tools that streamline the home buying and selling process so our agents can concentrate on educating clients and making sure that their client has everything they need.” As a result, each listing isn’t the sole responsibility of the agent, but rather is worked on by a team including a listing manager, transaction coordinator, and marketing director. With over 50% of Gateway Partners’ business coming from repeat clients or referrals, these methods have proven to be an effective means of building client loyalty. “Our clients keep coming back to work with us because they trust us, and the process, and always know that they will have a whole team working for them,” Jennifer says. “Our clients can be sure that we are always working with their best interests in mind.”

to their success. “We have a number of systems and people in place that send out market reports showing our clients details about everything that we’ve done to market their listings,” says Jennifer. Even after they close the transaction, Jennifer’s team stays in close contact with former clients by using a combination of personalized texts and calls, as well as educational emails which provide them with updates on market trends.

When Jennifer isn’t busy with work, she loves to spend time with her family and friends, golf, travel, read, and work to improve her community. As part of this, Jennifer works closely with many local organizations, and helps with non-profits such as Make A Wish Foundation, Ella Bath for cancer research and others. She also spends time coaching and training brokerages and teams to develop their skills to offer better service to their agents and clients.

In looking to the future, Jennifer is excited to continue to expand her coaching business into new markets across the country while helping her team continue to provide their customers with the high-quality experience Gateway Partners is renowned for. “Our objective is to provide our clients with the best marketing, best tools, systems, processes, training and the best staff, to ensure they have a truly amazing experience.”

For more about Jennifer Philips, visit gatewaagent.com, call 520-505-1696 or email jen@gatewayagent.com www.

In addition, Jennifer credits her team’s intensive communications as being an important contributor Top Agent Magazine

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