AUSTRALIA 3-25-19

AUSTRALIA EDITION

REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

7 REASONS WHY

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

CONNECT BEYOND REAL ESTATE

to Attract Future Clients

FEATURED AGENTS

PETER ROBERTSON JOANNE ROYSTON COVER STORY

LEISA LE

AUSTRALIA EDITION

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23 JOANNE PETER ROBERTSON

How did Joan Top Agent Peter Robertson – Direcexperien come one tor at William Porteous Properties long of term in Perth, Western Australia – and has successful more than twenty-five years ner of Bayside The fanta are experience and industry knowledge a strateg under his belt, making him ideally their Joanneing decided to provideROYSTON his many buyers Australia LEISA LE PETER ROBERTSON suited JOANNE that her path l and sellers with expert real estate internatio When clients she was advocacy. Peter’s exceptional work in university, she ethic, coupled with his true desire to ing for a and studied fo help his clients achieve their goals Professio has resulted in his company’s license ranking at among the top three bined wi night and worked by day in p percent of agencies in the Perth ment. area inNow termswith of performance is shown 28 years of experienc CONTENTS and best business practices. theira team of eleven including threeand sales front of a support staff, and several administrat Peter began his journey in the real estate world upon return4) 7 REASONS WHY YOUR 16) CONNECT BEYOND managers.

“Wetohave a large ing from a year abroad in Japan.

“I was trying figure out rental Peter po is after aboutATTRACT 520recalls properties PROSPECTS AREN'T TURNING REAL TO what I really wanted to ESTATE do post University,” Peter,in the thatlocal has s Travis Iruns the business,” “and a very prominent agent suggested givethat real side estateofa try; ily throu INTO CLIENTS FUTURE CLIENTS he thought my personality would be perfect for it.” Having was a bo grown up the son of a builder, Joanne and frequently moving from nityinner on a and her team serve the 13) 5 SOCIAL MEDIA one new or renovated 20) home REACHING to Melbourne another, THE Peterasgave serious major sp wellit as several surround to give itimpressive a shot.

“I took like abusiness ters incom Pe MISTAKES REAL ESTATEthought, and decided MILLENNIAL MARKET 50%toofit her duck to water,” he recalls. Since making that decision, Peter is anothe and referral clients.

What sets Joanne AGENTS MUST AVOID has been involved THROUGH SOCIAL MEDIA in all aspects of the industry, working for in her area?

Ninety-five percen and owning multiple companiesagents before ultimately folding his When h as an auctioneer, she co own successful business into to theauction, already and highly-reputable spending for a William Porteous Properties. auctions herself. “It’s quite rare to teach well roun auctioneer,” she says. “As the auctione When asked to account for his company’s impressive and Phone 310-734-1440 | Fax 310-734-1440 agent, I can list the home, I canobvious. be ther ever-growing success, Peter points first to his aforementioned an avid throughout the campaign in order to mag@topagentmagazine.com | www.topagentmagazine.com work ethic. “Talent doesn’t work unless talent works hard,” horsebac also conduct the auction.

So I have a re No portion of this issue may be reproduced in any manner“We’re whatsoever consent the publisher.

Top Agent he says. notwithout only prior skilled, butof we’re prepared to do Equestria Magazine is published by Feature Publications GA, Inc. Although precautions are takenstanding to ensure the accuracy of published of buyers’ criteria, which is e hard yards to help our clients their goals.” materials, Top Agent Magazine cannot be held the responsible for opinions expressed or factsreach supplied by its authors.Another in many the current climate.” as is made evident in the glowing reviews he As for th To subscribe or change address, send inquiry tofactor, mag@topagentmagazine.com. and his company have received for their services, is their sinkeeping Published in the U.S. in touch Jo cere approach that makes everyTo onestay of their clientswith feel past safe clients, number in their hands. “If you’re not genuine,” says Peter, “andother you week, the top-n ful newsletters every as w don’t have your clients’ best interests at heart, you may be with his Top Agent Magazine cards for anniversaries.

She also reach a flash in the pan, but you don’t Wetohave theinskillsets, orlast. email check and see if continua her past

mailto:mag@topagentmagazine.com

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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LEISA LE

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Top Agent Leisa Le – of AP-Realty in Brisbane, Queensland – is a veritable powerhouse who has spent the last fifteen years helping legions of clients achieve their real estate goals.

Leisa’s steadfast commitment to excellence in customer service, coupled with deep industry knowledge and a fierce work ethic, have all resulted in her stellar ranking as the number 48 agent in the entire country, her recent receipt of the “Rate My Agent” Agent of the Year Award, and multiple awards for Excellence in Sales.

Leisa’s success story is one rooted in determination and perseverance, both personally and professionally. Born in Vietnam and orphaned at the age of one, she was being raised by her grandparents in relative poverty. “My grandfather built a boat and we escaped Vietnam in 1981,” Leisa explains. “We drifted aimlessly through the sea until we encountered a huge oil tanker ship, which pulled us aboard and dropped us off at a refugee camp in Singapore.”

After being transferred to Australia – where they had relatives – they continued to live in underprivileged circumstances. “My grandparents were very old,” says Leisa, “so they couldn’t really help me with anything, they let me know that I had to make it on my own, and that I should just do my best to make them proud.” A daunting challenge to be sure, but Leisa rose to the occasion, eventually earning a university degree in Business Management and achieving almost unprecedented, rapid success upon entering the real estate industry.

“I sold a house on my first day,” she recalls, not without some justifiable pride. “And then I sold a house every second day for the first year of my career, quickly becoming the number one agent in my area.”

LEISA LE 8 Copyright Top Agent Magazine

Typically carrying between 30 -35 listings at any given time, Leisa can also lay claim to an impressive statistic: 95% of her business is based on referrals and past clients. Her former career Top Agent Magazine

as an island resort manager in the hospitality industry has generously informed her current approach to customer service, and plays a significant role in the customer loyalty she inspires.

“That’s where I get my people skills from,” says Leisa. “I like meeting new people; I love talking to people. I’ve made a lot of long-term friends.

If you truly look after your clients, and focus on the buyers as well as the sellers, you will grow your business, because buyers eventually become sellers, and that’s where many of my clients come from.”

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Excellent people skills aside, there are a host of other factors that have played a major role in Leisa’s continuing success story, chief among them her effective– if decidedly old-school – approach to her working with buyers and sellers. While most other agents tend to get lost in new technology, Leisa keeps things simple.

“I don’t use a database, I use an actual book where I write down all of my buyers’ and sellers’ details. So if I have to do a contract on the run, I can. I keep all the necessary documents in the back of my car, so I can sign up new listings 9 Copyright Top Agent Magazine

FOREST LAKE

Brisbane’s most liveable address

Just 30 minutes drive from the heart of Brisbane city you’ll find the cities first master-planned community. Established in 1990 and spread over 1010 hectares, it is home to some 22,500 people living in 7,700 properties - some much smaller than had ever been introduced before. In fact the Forest Lake master-plan contained the first small lot housing precinct to be approved in South-East Queensland.

Every home is within walking distance of an astonishing network of green space: more than 130 hectares of parks, water features, wetlands and bushland corridors linked by 38 kilometres of walking and cycling paths. Property here is very Copyright Top Agent Magazine 10

affordable however the banks of its majestic 11 hectare recreational lake are lined with million-dollar homes. The suburb features all the conveniences of a small town – shopping centres, schools, child care centres, restaurants, retirement villages, sports fields, medical facilities, fitness centres and community halls.

Forest Lake is a thriving community where people want to live, a place where you can enjoy greener, wide open spaces, a place that encourages pride of ownership, peace of mind and a sense of belonging where fulfilment and community spirit are a way of life…

on the spot.” Leisa is also an expert negotiator.

Technology does, of course, come into play when Leisa is employing her stunningly effective marketing strategies. “My listings go up on every major real estate website in Australia,” she says. A number of other methods are employed, including print ads in the local Vietnamese-language newspaper. Leisa’s commitment to making sure each listing is seen in its best light and by as many potential buyers as possible almost always translates into fast sales for top dollar, with an average on-market time of only thirty-four days.

“Leisa was truly the best agent I have ever worked with,” reads just one out of scores of glowing reviews she has received for her services. “She was highly motivated and extremely enthusiastic and positive throughout the entire sale period. She sold the property in very difficult period and persisted right up until it was sold. She has a ‘can do ‘ attitude and is a fantastic communicator and closer.”

Looking to the future, Leisa has no plans on slowing the extraordinary, fifteen-year forward momentum of her career. The recent addition of a personal assistant will allow her to both grow her business and afford her the opportunity to provide mentorship, something she enjoys Top Agent Magazine

immensely. “Have just won all of these awards,” says Leisa, “I’m getting a lot of calls from other agents who want to pick my brain. At the end of the day, it’s good to help people. I don’t mind competition. I don’t mind sharing my knowledge.”

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When asked what advice she might have for newer agents or those considering a career in real estate, Leisa grows pensive for a moment before replying. “You have to be ethical. You have to be honest,” she says, “not just with your buyers and sellers, but with other agents as well.”

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@AP-Realty is a broad-based real estate business which offers a unique range of innovative residential and investment property services throughout Brisbane’s south-western suburbs The business was established in 1988 and its superior sales, investment research and property management skills have attracted investment clients from all over Australia and South-East Asia In this ever competitive real estate marketplace a strong and meaningful brand can be the difference between success and failure. Not to be different in a competitive environment is suicidal…

@AP-Realty combines a broad knowledge base in advertising, marketing and promotions with an extensive background in the real estate industry. With years of practical experience in the suburb, selling all types of properties from cottages to upscale acreage, the company fully understands the marketing strategies required to take a property to market and sell it quickly. @AP-Realty merges spectacular graphic design, informative content and state-of-the-art printing processes in every marketing piece that they produce – giving their work that special something that makes it stand out far and above anything else produced by their competitors.

The real estate industry’s shift from traditional (offline) marketing to online marketing has reached new levels of disparity. Legacy marketing mediums such as newspaper

ads now only account for 14% of the overall market spend while online ads account for over 56%. This trend is expected to continue as newer digital platforms such as social media, mobile, video, paid lead generation portals and contextual display advertising all continue to develop, rapidly. @AP-Realty has a digital business model that embraces all forms of new technology in its marketing strategies – properties are listed on no less than 8 different websites and featured heavily on social media to ensure maximum exposure. The company chooses the most effective advertising platforms available and by advertising on these platforms, gives clients access to one of the most, if not the most, comprehensive and accurate marketing databases in the marketplace, allowing us to target specific audiences that are most relevant to the property.

For more about Leisa Le, please call 07 3372 0400 or email Leisa@ap-realty.com.au

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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.

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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.

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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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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 16

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

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

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

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Talk About Your Philanthropic Activities

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

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

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

Your Local Community

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

Use Your Creativity to Connect

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

Share Your Hobbies

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

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

Divulge Interesting Experiences

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

What and Who Inspires You

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

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 18

that will draw in a broad range of followers.

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

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PETER ROBERTSON Top Agent Peter Robertson – Director at William Porteous Properties in Perth, Western Australia – has more than twenty-five years of experience and industry knowledge under his belt, making him ideally suited to provide his many buyers and sellers with expert real estate advocacy. Peter’s exceptional work ethic, coupled with his true desire to help his clients achieve their goals has resulted in his company’s ranking among the top three percent of agencies in the Perth area in terms of performance and best business practices.

Peter began his journey in the real estate world upon returning from a year abroad in Japan. “I was trying to figure out what I really wanted to do post University,” recalls Peter, “and a very prominent agent suggested I give real estate a try; he thought my personality would be perfect for it.” Having grown up the son of a builder, and frequently moving from one new or renovated home to another, Peter gave it serious thought, and decided to give it a shot. “I took to it like a duck to water,” he recalls. Since making that decision, Peter has been involved in all aspects of the industry, working for and owning multiple companies before ultimately folding his own successful business into the already highly-reputable William Porteous Properties.

When asked to account for his company’s impressive and ever-growing success, Peter points first to his aforementioned work ethic. “Talent doesn’t work unless talent works hard,” he says. “We’re not only skilled, but we’re prepared to do the hard yards to help our clients reach their goals.” Another factor, as is made evident in the many glowing reviews he and his company have received for their services, is their sincere approach that makes every one of their clients feel safe in their hands. “If you’re not genuine,” says Peter, “and you don’t have your clients’ best interests at heart, you may be a flash in the pan, but you don’t last. We have the skillsets, integrity and our work ethic. We always put our clients first.

That’s something a lot of agents will give lip service to, but don’t actually do in practice. There are always new agents who enter the business and just want to sell the most number of properties, and they can be very ruthless about how they go about it, and often compromise their clients’ best interests in pursuit of that. I want my clients to have the quality of their transactions be at the highest level so that they have a fantastic

experience. It is how we create clients for life and achieve long term growth and success.”

The fantastic experience Peter and his team provide includes a strategic, thorough and cutting-edge approach to marketing their listings. Aside from posting on the three major Australian real estate portals, they also promote their listings internationally. A top-of-the line CRM database categorizes clients into the type of properties/price range they are looking for and sends direct emails when one becomes available.

Professional photography, detailed floor and site plans combined with professional copywriting ensures that each listing is shown in its best light, and deft exploitation of social media and their own state-of-the-art website puts their properties in front of as many potential buyers as possible.

Peter is also adamant about giving back to the community that has supported him and his business, and does so primarily through his local chapter of the Rotary Club, of which he was a board member for two years. “We support our community on a city-wide basis,” says Peter, “and we are one of the major sponsors of one of the most significant women’s shelters in Perth. Sponsorship of local schools and sporting clubs is another avenue of philanthropy for Peter.

When he’s not working, Peter enjoys nothing more than spending time with his wife and their two young sons. “I want to teach them everything I can about growing up to be good, well rounded, capable well balanced men,” he says, his pride obvious. Peter also loves spending time in the water, and is an avid swimmer, free-diver and surfer. Another passion is horseback riding; as a schoolboy he was once named State Equestrian Champion.

As for the future, Peter’s plans are relatively simple and in keeping with his client-first business ethos: to expand the number of clients he is able help, while sacrificing none of the top-notch customer service that has become synonymous with his team and the name William Porteous Properties. “We continually review the things we do and look for ways of doing them better. When you stop learning, stop growing, stop improving, your start to go backwards.” he says, “The better we do, the better our clients do, and that’s what it is all about.”

For more information about Peter Robertson, please call +61 427 958 929 or email peter.robertson@porteous.com.au Copyright Top Agent Magazine

#Reaching the Millennial Market Through Social Media

by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

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1. First, take time to understand social media. Join them (they’re free!)

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Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info.

2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos.

3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

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4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s.

Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com.

Top Agent Magazine

JOANNE ROYSTON How did Joanne Royston become one of the most trusted and successful agents in the inner Bayside area of Melbourne?

Joanne decided at a young age that her path lay in real estate.

When she was 18 and starting university, she went to school and studied for her real estate license at night and worked by day in property management. Now with 28 years of experience, Joanne leads a team of eleven including three sales agents, two sales support staff, and several administrators and property managers. “We have a large rental portfolio—we look after about 520 properties in the local area. My brother Travis runs that side of the business,” she explains.

Joanne and her team serve the inner Bayside area of Melbourne as well as several surrounding suburbs. An impressive 50% of her business comes from repeat and referral clients. What sets Joanne apart from other agents in her area? Ninety-five percent of her sales go to auction, and as an auctioneer, she conducts all of the auctions herself. “It’s quite rare for a woman to be an auctioneer,” she says. “As the auctioneer and the listing agent, I can list the home, I can be there with my agents throughout the campaign in order to sell it, and then also conduct the auction. So I have a really good understanding of buyers’ criteria, which is especially helpful in the current climate.”

suburbs,” she says. “We are only 15 kilometers from the city here, and we are also on the beach.” She also conducts a thorough online campaign on the RT Edgar website and all the major real estate websites such as realestate.com. Joanne often carries about 20 listings at a time. “Usually about 17 of those are auction listings and three or four are private sales,” she explains.

The average price of the homes she sells is around $1,250,000. On average her listings sell in 41 days.

What’s her favorite part of the job? “It’s the auctioneering side of things,” she says. “I love getting out there. I see it as a performance. It also allows us to really maximize the price for our clients, because under competitive bidding people usually do pay more. That process is really exciting and challenging as well!” To give back to the community, Joanne and her team sponsor local sporting and football clubs, as well as local primary schools, toy libraries, and charity events. In her free time, Joanne enjoys spending time with her adult children and her new dachshund puppy. A true foodie, she loves to try new restaurants with her friends. For the future, she wants to continue to refine the systems and processes of her business. “We want to be as efficient as possible so we have as much time as possible to focus on getting deals done,” she says with a smile.

With her dedication to her clients and community, she’s sure to make that goal a reality!

To stay in touch with past clients, Joanne sends helpful newsletters every other week, as well as thoughtful cards for anniversaries. She also reaches out by phone or email to check in and see if her past clients need any additional information or market updates.

When it comes to marketing listings, Joanne has found that print media through publications such as The Domain and The Age is still very effective. “It’s a great way to capture buyers from those eastern Bayside Top Agent Magazine

To find out more about Joanne Royston, you can contact her via email at jroyston@rtedgar.com.au or by phone 0402 996 622. You can also check her out online at joanneroyston.com www.

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