ARIZONA 8-10-20

ARIZONA EDITION

Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT

YOUR SECRET PRESENTATION WEAPON

FEATURED AGENTS

RYAN & AMBER BIEBER SOFIA GIL AMY JOHNSON DEBORAH ROSE

Easy Blog Topics for Your Real Estate Blog COVER STORY

DEB McLEAN

ARIZONA EDITION

SOFIA GILAMY JOHNSON

Sofia Gil started out as Atop a mechanical engi- White Mountains lies homes and offers additional the Arizona home.assistance Amy wasdown just a deligh 7 15 21 24 27 professio neer. When her husband, also anproperties, engineer, a place to form lasting the road. “My clients know that I’m always beautiful very knowledgeable, DEBO moved them to Green Valley, Sofiaand decided “MyWe goalcould is to keep memories build a life. With over a here for them,” she says. able. not recomm that she wanted to focus moreinofthe herfield, timeAmy Johnson is not only them informed at all times.” decade highly. Should we buyDeborah or sell a year re on raising their children.well-equipped Seeking a flexible to help buyers and sellers Amy Johnson is the realinest business career that still encouraged her entreprekeepsAnother active wrote, with their real estate goals in this region, Outside of her career,weSofia will use.” help neurial ambitions, she she decided to explore in her community.

As a longtime resident makes it a fun journey. “Real estate is the White Mountain the commu seasoned the real estate industry. supposed Right away, the value to she be fell a great adventure in life,” of Green Valley, she understands work ethic, and someone you Deborah in love. andupfosshe says. “It’s worth it to find an agent who of giving back to local trustcharities - ALL sum Amy John service t town she adores. not canRYAN take&care of you throughout it.” She tering in DEBORAH the When Valley,she’s I have referred s DEB McLEAN AMBER SOFIA GIL AMYthe JOHNSON ROSE of them Today, Sofia is an Associate Broker for hiking, and serves BIEBER all of northeastern Arizona and is working, Sofia enjoys Amy, alltraveling very successfully.

W making Realty Executives, where she out services clients throughspending based of Show Low, with around half of time at home with her family. for me to purchase a new selling a home as smooth ho a out Southern Arizona, specifically Sahuarita, Green from repeat clients and referrals. and sell an Clients existingappreciate home there, I again RYANher & business AMBERcoming BIEBER Deborah’ Valley and Tucson. Over the puts years, has earned an wants Looking aheadis to the future, Sofia thequalities further Amy hershe clients first, and only what best and she gotenvisions the job done on both that counts compassion, ha outstanding reputation in area, By withgoing the vast majorgrowthexpectations, of her business. you’ll But she also striving per- reput forthethem. above and beyond beisglad you did!” following andfor a sterling ity of her volume coming eithergreat repeat clients sonal growth in the Amyfrom has made strides as a real estate agent and is ever changing real estate market. for referrals. Her secret?

“Honesty,” Sofia “I’m theAmy times,” says.her“I’m showing no signs of says. slowing down.“You need to change with When isn’tsheworking, she’s serve givi Deborah and team CONTENTS She is currently on the Hos extremely detail oriented, and I work hard to win my always trying to adapt tocommunity. the moment.”

About 80% of her business “I think it’s my service that sets me apart,” she says. “I Board and referral donatesclients, locallyan asimpressive much as clients’ trust.”

4) TOP AGENT TIPS AND 22) EASY BLOG TOPICS FOR loyalty anddecided trust sheto andinher don’t stop, even after selling a property.

OurSofia relationship any to free time, she’s hanging out thet When first relocated Arizona, she QUESTIONS FOR CHOOSING YOUR REAL ESTATE BLOG with someone, I’mshe not just loo beyond sale.” Amy treats her like family, or gardening.

When listing a property,goes Sofia offersthe a comprehensive tryclients her hand at the realhiking, estateclimbing, industry.

Quickly, YOUR LISTING AGENT for a lifelong partnership,” De making sure everything she does helps the process strategy. On top of professionally captured photograrealized that her career was the perfect compliment to exceed people’s expectations A personality STEP-BY-STEP GUIDE go walkthroughs, smoothly. “Throughout the entire process, I guide Looking ahead, Amy wants to contin phy, videography and 3D her25) giving and excellent communication 13) THINGS YOU CAN she provides client’s positive them and communicate.”

Returning calls promptly and small team and helping grow theirt her listers with targeted social media campaigns to skills. love feeling my clients’ satisfaction atthem theexperiences end TO“ICONVERTING INTERNET DO TO ANTICIPATE YOUR tising money could buy, from and po updating thema frequently, questions go unanswered never sees handling herself fully retiring generate buzz and attention around home. She no also of LEADS a transaction,” says.

“We’re the biggest TOshe REAL LIFE SALES positive Google reviews as pr CLIENT’S NEEDS when Whetherinvestment it’s someone’s first lives. truly is responsibility a dream career.

“It’s the smile guarantees that a house willworking find a with wideAmy. audience of their That deserves time buying home or their 10th time a home, faces, that’s what I love the most. Kno through18) multi-platform Abovea all, though, Sofia to beselling celebrated.”

YOUR listings.

SECRET Clients keep coming back to Amy makes sure they know what is happening at every make it easier for them and take that prioritizes making a lasting mark on every prospective referring her to their friends PRESENTATION WEAPON step. Afterwards, continues such a great feeling.” buyer. “You have one opportunity to makeshe a strong first to keep them updated, find her easy to work with, reaching out by mail, phone calls or emails.

“I reach out impression,” she says. “I take that very seriously.” every step of the way. “I’m ve and say hello, reminding them that I’m still available. with my information,” she s is really important.”

Elsewhere, Sofia prefersThe an personal open andtouch honest approach guides for Payson are being when assisting her buyers. Leaning on her seventeen they turn to for accurate data Clients love to 310-734-1440 spread the word years Phone of real estate experience, she can guide clients to about her work, telling 310-734-1440 | Fax of market trends.” Clients everyone about their experience.

One recently said, “My the right decision for them, catering each transaction to Deborah’s patience and consi mag@topagentmagazine.com | www.topagentmagazine.com wife and I are from Tucson and we were looking for a their specific needs. “People need to know you care,” needs. “I want my clients to ge No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher.

Agent that’s right for th second home in the White Mountains.

We spoke to Amy the Top timeline she says. “When a client texts me, calls me or emails Magazine is publishedwho

by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published had come highlylike recommended to us. We were very never talk somebody into buy me, I reply immediately. Nobody ever feels they’re materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. specific about what we wanted/needed.

Amy listens! for them. My highest priority at the To back of theorline.” subscribe change address, send inquiry to mag@topagentmagazine.com.

I have theGil privilege of workin She gave us 4 properties to look at. The home we wanted To learn more about Sofia Published in the U.S. For more information about outcome, I have their back Am an was in that group.

She then guided us through the buying For Sofia, these values of customer service remain long email sofiagilrealtor@gmail.com please call 928-242-132 from initialwith offer closing, without a after the deals are done.process She stays in touch allthrough her When marketing their listings, or call (520) 490-1370 email amy.johnson@wmadva glitch.

We couldn’t be happier with our Lakeside-Pinetop clients to make sure that they are thriving in their new 2

a hands-on approach. They pr Top Agent Magazine all their listings, as well as co

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

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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DEB McLEAN Top Agent Magazine

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“I’m blessed to be a part of RE/MAX,” says Top Agent Deb McLean.

“They provide me with unbelievable broker support and a terrific suite of tools along with national and international audiences.”

After eighteen years in the industry, Top Agent Deb McLean of RE/MAX Alliance Group in Gilbert, Arizona can boast a return/referral rate of business close to 100%. Integrity, a solid work ethic and a commitment to providing top-notch client service are among the many reasons her loyal clientele keep returning and referring other customers. She also uses her resources at RE/MAX to better support her clients. “I’m blessed to be a part of RE/MAX, “ 8Copyright Top Agent Magazine

Deb says “They provide me with unbelievable broker support and a terrific suite of tools along with national and international audiences.”

A long, windingly diverse path led Deb to the real estate world. A 1978 graduate of Luther College in Decorah, Iowa, Deb possesses Bachelor degrees in Psychology, Biology, and Physiological Psychology with an emphasis in Sports Management. She has previously Top Agent Magazine

worked for the US Olympic Training Center in Colorado Springs and the wrestling department of the University of Minnesota among others.

Eventually, a gig doing internationally recognized, award-winning real estate marketing turned into her current career of selling homes.

“It hit me one day that it would be a whole lot more fun and rewarding to sell real estate than Top Agent Magazine

just do marketing for it,” says Deb. “It’s funny, I look back at my life and see all the different things I’ve done and realize how each job has pushed me towards being a real estate agent.

Everything I see as a plus in what I do, comes from the diverse background I have. Real estate ended up being the one thing that never allows me to be bored.”

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“I love seeing the look on people’s faces when they walk into their dream home, or when a seller gets their check at closing and is ready to move on to something new.”

Deb’s trademark in the industry is an accessibility that defines every single one of her client relationships and transactions. “One thing people love about me,” she says, “is that I’m very down to earth, very casual. I want my clients to feel comfortable with me.

I don’t dress up to sell a house, because I don’t want my clients to feel like they have to dress up to look at a house.”

Honesty is of paramount importance to Deb, and to that end she is not hesitant to offer an opinion, even at the risk of losing a sale.

“If you don’t want my opinion,” she says, “please tell me. But I feel it’s important to point things out to people who may be too distracted by the interesting things inside a home to notice items like road noise, or wires going through a yard.”

For Deb, it’s less about the deal than it is about the important relationships she forms. “I love seeing the look on people’s faces when they walk into their dream home, or when a seller gets their check at closing and are moving on to something new. I always make a point to go Copyright Top Agent Magazine 10

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to closings, because it’s important for me to see the entire process through and to be there for my clients the entire way.”

When she is not working, Deb is equally dynamic, and among her passions is fostering deaf and/or blind Australian Shepherds for the Amazing Aussies Adoption group. She is also an avid gardener and sports fan. Among her charitable endeavors is the work she does with a Ugandan nonprofit, Peace for Paul, sponsoring two children’s education and care since 2010. Elsewhere, she contributes to the Children’s Miracle Network upon each completed transaction and is on the Board of Top Agent Magazine

Directors for Playworks Arizona.

For each of the past 15 years Deb’s yearly backpack drive has gotten larger with the help of clients, family and industry professionals. This year their combined effort contributed over 3500 fully equipped backpacks to needy K-6 graders in Title 1 schools throughout the Valley of the Sun. Deb is also a graduate of the yearlong City of Mesa Leadership Training as well as the inaugural class of the Mesa Citizens Fire Academy. She completed the fire training program, including crawling through a simulated burning, smoke filled building in full gear, giving her great insight into what Copyright Top Agent Magazine 11

a firefighter goes through on a daily basis. A Masters-level crossfitter, she has completed a full Murph workout to support our veterans in each of the last two years. Elsewhere, Deb is an outstanding amateur photographer, drawing inspiration from Arizona’s great outdoors.

As for the future, Deb’s plan is to carry on as she has her entire career, providing the utmost in customer care and service, while never ceasing to find the joy in what she does for a living. “Just continuing to have good clients, being a part of their lives and working with them over and over again. That’s what success means to me.”

To learn more about Deb McLean email dmclean1@remax.net or call (480) 205-5979

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Top Agent Magazine

Things You Can Do to Anticipate Your Cleint’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

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GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job.

You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction.

Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance.

Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client.

This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer.

This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are 14

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly.

Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on.

There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed.

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RYAN & AMBER BIEBER Top Agent Magazine

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RYAN & AMBER BIEBER

Top Agents Ryan and Amber—owners of the Bieber Group at Keller Williams—service clients throughout Northwest Phoenix.

Ryan and Amber Bieber took different paths to their real estate careers. For Ryan, the interest grew from his eight years of experience in the mortgage industry.

Meanwhile, Amber, who had started out working for a world-renowned neurosurgeon, saw how real estate complimented her conscientious personality. After Ryan attained his license, she joined him. “And we haven’t looked back,” Ryan says.

Today, Ryan and Amber are licensed Realtors and owners of the Bieber Group at Keller Williams, where they service clients throughout Northwest Phoenix. Over the years, the husband and wife team has established an accomplished workflow around compassion and communication.

online marketing to target their listings over social media websites and various search engines. “We don’t just post your house on Facebook,” Ryan says.

“92% of buyers start their search online, so you absolutely have to maintain a sophisticated presence on these platforms.”

Elsewhere, Ryan and Amber offer an equally comprehensive effort to their buyers, guiding them through

When listing a house, Ryan and Amber always go above and beyond for their clients. Most importantly, the couple can utilize their acute understanding of 16

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the transaction from beginning to end. The couple understands, above all, the value of clarity when navigating a purchase, going so far as to provide clients with personalized websites, where they can check on the status of their transaction and stay up to date. “Our clients deserve to know what’s going on at all times,” Amber says. “Openness is the key to any successful transaction.”

Long after closing on a house, Ryan and Amber prefer to stay in touch with their clients, having befriended them in the process. As a matter of fact, they have even participated in weddings for past clients, due to the tight bond formed over the course of their collaboration. For this caring approach, the husband and wife team has accumulated an outstanding reputation around the Phoenix area, with the vast majority of their volume coming from referrals. “We’re all about building lasting relationships,” Amber says.

“Once you work with us, you become part of our family.”

Outside of real estate, Ryan and Amber play an active role in their community. Beyond volunteering at their local church, they also partake in Red Day, a charitable event through Keller Williams, and serve on the Agent Leadership Council. Ryan also teaches regular classes at his Keller Williams branch, where he can apply his expertise to help inspire the next generation of Realtors.

Looking ahead to the future, Ryan and Amber have strong ambitions. As their client list continues to grow, they are making plans to expand their team.

But the couple hasn’t lost sight of the attentive service that has brought them so much success in the first place. “We care most about growing our clients’ experience,” Ryan says.

In the meantime, the Biebers are satisfied with the rapid growth they have generated by connecting buyers and sellers throughout Phoenix. “We love seeing families accomplish their goals,” Amber says. “Our passion in real estate comes from the joy of assisting our clients and helping them realize their dreams.”

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For more about Ryan and Amber Bieber email amber@biebersoldmyhome.com or ryan@biebersoldmyhome.com, visit searcharizonahomesforsale.com or call (623) 282-4328 www.

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Your Secret Presentation Weapon

by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best?

Here’s how.

“The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition.

“I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?”

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly.

Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day.

A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.”

AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price.

This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine

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only been viewed by my buyers.

It’s fun for me. It’s the best way to give you the competitive edge.”

C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?”

You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf.

A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like?

The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction.

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The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them.

The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process.

In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them.

This is an advanced skill that raises your effectiveness and enhances your relationships and your results.

It requires preparation and practice.

It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business.

Copyright©, Rich Levin. All rights reserved.

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SOFIA GIL Sofia Gil started out as a mechanical engineer. When her husband, also an engineer, moved them to Green Valley, Sofia decided that she wanted to focus more of her time on raising their children. Seeking a flexible career that still encouraged her entrepreneurial ambitions, she decided to explore the real estate industry. Right away, she fell in love.

Today, Sofia is an Associate Broker for Realty Executives, where she services clients throughout Southern Arizona, specifically Sahuarita, Green Valley and Tucson. Over the years, she has earned an outstanding reputation in the area, with the vast majority of her volume coming from either repeat clients for referrals. Her secret? “Honesty,” Sofia says. “I’m extremely detail oriented, and I work hard to win my clients’ trust.”

When listing a property, Sofia offers a comprehensive strategy. On top of professionally captured photography, videography and 3D walkthroughs, she provides her listers with targeted social media campaigns to generate buzz and attention around a home. She also guarantees that a house will find a wide audience through multi-platform listings. Above all, though, Sofia prioritizes making a lasting mark on every prospective buyer. “You have one opportunity to make a strong first impression,” she says. “I take that very seriously.”

Elsewhere, Sofia prefers an open and honest approach when assisting her buyers. Leaning on her seventeen years of real estate experience, she can guide clients to the right decision for them, catering each transaction to their specific needs. “People need to know you care,” she says. “When a client texts me, calls me or emails me, I reply immediately. Nobody ever feels like they’re at the back of the line.”

For Sofia, these values of customer service remain long after the deals are done. She stays in touch with all her clients to make sure that they are thriving in their new Top Agent Magazine

homes and offers additional assistance down the road. “My clients know that I’m always here for them,” she says. “My goal is to keep them informed at all times.”

Outside of her career, Sofia keeps active in her community. As a longtime resident of Green Valley, she understands the value of giving back to local charities and fostering the town she adores. When she’s not working, Sofia enjoys hiking, traveling and spending time at home with her family.

Looking ahead to the future, Sofia envisions the further growth of her business. But she is also striving for personal growth in the ever changing real estate market.

“You need to change with the times,” she says. “I’m always trying to adapt to the moment.”

When Sofia first relocated to Arizona, she decided to try her hand at the real estate industry. Quickly, she realized that her career was the perfect compliment to her giving personality and excellent communication skills. “I love feeling my clients’ satisfaction at the end of a transaction,” she says. “We’re handling the biggest investment of their lives. That responsibility deserves to be celebrated.”

To learn more about Sofia Gil email sofiagilrealtor@gmail.com or call (520) 490-1370 21 Copyright Top Agent Magazine

Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.

Real estate bloggers should be less concerned with whether the same post already exists (it does) 22

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.

Pillar content refers to those evergreen posts that never get old because they are always timely.

Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby?

What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.

Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.

You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.

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Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.

Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.

The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.

If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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AMY JOHNSON Atop the Arizona White Mountains lies beautiful properties, a place to form lasting memories and build a life. With over a decade in the field, Amy Johnson is not only well-equipped to help buyers and sellers with their real estate goals in this region, she makes it a fun journey. “Real estate is supposed to be a great adventure in life,” she says. “It’s worth it to find an agent who can take care of you throughout it.” She serves all of northeastern Arizona and is based out of Show Low, with around half of her business coming from repeat clients and referrals.

Amy puts her clients first, and wants only what is best for them. By going above and beyond expectations, Amy has made great strides as a real estate agent and is showing no signs of slowing down.

“I think it’s my service that sets me apart,” she says. “I don’t stop, even after selling a property. Our relationship goes beyond the sale.” Amy treats her clients like family, making sure everything she does helps the process go smoothly. “Throughout the entire process, I guide them and communicate.” Returning calls promptly and updating them frequently, no questions go unanswered when working with Amy. Whether it’s someone’s first time buying a home or their 10th time selling a home, Amy makes sure they know what is happening at every step. Afterwards, she continues to keep them updated, reaching out by mail, phone calls or emails. “I reach out and say hello, reminding them that I’m still available.

The personal touch is really important.”

Clients love to spread the word about her work, telling everyone about their experience. One recently said, “My wife and I are from Tucson and we were looking for a second home in the White Mountains. We spoke to Amy who had come highly recommended to us. We were very specific about what we wanted/needed. Amy listens!

She gave us 4 properties to look at. The home we wanted was in that group. She then guided us through the buying process from initial offer through closing, without a glitch. We couldn’t be happier with our Lakeside-Pinetop 24

home. Amy was just a delight to work with, very knowledgeable, professional and personable. We could not recommend her more highly. Should we buy or sell a property again, Amy Johnson is the real estate professional we will use.” Another wrote, “Knowledge of the White Mountain communities, a strong work ethic, and someone you can absolutely trust - ALL sum up Amy Johnson. As an agent in the Valley, I have referred several clients to Amy, all very successfully. When it came time for me to purchase a new home in Pinetop, and sell an existing home there, I again turned to Amy and she got the job done on both counts. Talk with her you’ll be glad you did!”

When Amy isn’t working, she’s giving back to the community. She is currently on the Hospital Foundation Board and donates locally as much as she can. During any free time, she’s hanging out in the great outdoors, hiking, climbing, or gardening.

Looking ahead, Amy wants to continue training her small team and helping them grow their businesses. She never sees herself fully retiring from real estate, as it truly is a dream career. “It’s the smile on my clients’ faces, that’s what I love the most. Knowing that I can make it easier for them and take that stress away, it’s such a great feeling.”

For more information about Amy Johnson, please call 928-242-1329 or email amy.johnson@wmadvantage.com Copyright Top Agent Magazine

A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 26

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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DEBORAH ROSE Deborah Rose is beginning her 17th year in real estate, having been in the business full-time since 2004. With the help of her excellent team of seasoned real estate professionals, Deborah delivers concierge-style service to her clients, taking care of them every step of the way and making the process of buying or selling a home as smooth and stress-free as possible.

Clients appreciate Deborah’s honesty, expertise, and compassion, qualities that have earned her a dedicated following and a sterling reputation in her field.

Deborah and her team serve the central Arizona area.

About 80% of her business comes from repeat and referral clients, an impressive number that attests to the loyalty and trust she and her team inspire. “When I work with someone, I’m not just looking for a deal, I’m looking for a lifelong partnership,” Deborah explains. “I have to exceed people’s expectations.” Deborah considers her client’s positive experiences to be better than any advertising money could buy, and points to her overwhelmingly positive Google reviews as proof.

Clients keep coming back to work with Deborah, and referring her to their friends and family, because they find her easy to work with, effective, and informative every step of the way. “I’m very honest and very accurate with my information,” she says. “When the relocation guides for Payson are being produced, I am the realtor they turn to for accurate data, statistics and my opinion of market trends.” Clients also say they appreciate Deborah’s patience and consideration of their individual needs. “I want my clients to get exactly what they want at the timeline that’s right for them,” Deborah says. “I will never talk somebody into buying a home that’s not right for them. My highest priority is to let every single person I have the privilege of working know that no matter the outcome, I have their back and I’m on their side.”

When marketing their listings, Deborah and her team take a hands-on approach. They produce 3D virtual tours for all their listings, as well as color flyers with high-quality Top Agent Magazine

photos. In addition to marketing online, Deborah and her team feature their listings in a local real estate magazine.

“As soon as you hire us, everything is taken care of,” Deborah says. She adds, “We price our listings exceedingly well, and they usually sell quickly.”

Community involvement is important to Deborah and her team. She runs an annual food drive for the local board of Realtors®, and she also does work with domestic violence causes. Deborah is also passionate about helping veterans, and she recently co-produced a veterans’ benefit concert featuring the Charlie Daniels Band.

When she is not working or giving back, Deborah loves to be on the water, and enjoys visiting the local rivers with her dogs. She loves music and reading, and calls herself an “insatiable learner,” always learning something new.

Right now she is learning how to speak French, as well as picking up some new cooking techniques from her daughter, a culinary school graduate.

In the future, Deborah wants to continue helping others in her field learn how to exceed their customers’ expectations. “I would like to see more collaboration among brokers,” Deborah says. “Eventually I would like to train Realtors®, and maybe become a coach in the industry locally. I want to teach Realtors® how to be businesspeople and how to take care of their clients. To improve this industry we have to work together, raise the bar, and take better care of people.”

To find out more about Deborah Rose, please call (928) 978-0063, email paysonazproperties@gmail.com, or visit PaysonAZProperties.com www.

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