AUSTRALIA 8-10-20

AUSTRALIA EDITION

MAKE SOCIAL MEDIA MARKETING

THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance

7 REASONS WHY

Your Calling Card

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

FEATURED AGENTS

COVER STORY

LUKE HERMANS

AISHA COE RICHARD MINDRAOUI

AUSTRALIA EDITION

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LUKE HERMANS

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AISHA COE

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RICHARD MINDRAOUI

RICHARD

Richard Mindrao that he wanted to as his full-time years old and ha dad was a Realto did, and it really he recalls. “I love flexibility.” That and Richard has n

He is now managing director at Key in Melbourne, VIC, working with a d CONTENTS covers City, Southbank, and Docklan the business in 2007. “We work in a 4) 7 REASONS WHY YOUR 18) THEREsional GOES THE to obtain the best poss manner PROSPECTS AREN'T TURNING NEIGHBORHOOD: clients,” heHOW says. TO “Our excellent rep proof of our keen dedicat INTO CLIENTS LIST HIGH record WHENareNEIGHBORS our clients.”

ARE A NUISANCE

LUKE 13) MAKE SOCIAL MEDIA HERMANS MARKETING YOUR CALLING CARD

Phone 310-734-1440 | Fax 310-734-1440

Richard reports that his business is 22) 3 TEAM BUILDING EXERCISES referral clientele. “I believe they keep TO REVITALIZE MOMENTUM IN referring us because of our quality s THE OFFICE

edge of the industry,” he says. “I like top-notch service and a model work e we’re doing right by people.”

It’s no wonder Richard receives stella mag@topagentmagazine.com | www.topagentmagazine.com clients. One customer recently wrot No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent rience.

Quick and ofpainless.

Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy published Richar materials, Top Agent Magazine cannot be held responsible for opinions expressed ormy factsoptions, supplied by guided its authors.me through the To subscribe or change address, send inquiry to mag@topagentmagazine.com. process, told me what he was plann Published in the U.S. what he said. No surprises. No dram process that delivered a great outcom mended to anyone who wants a 2 Top Agent Magazine personable real estate agent with vas

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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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LUKE HERMANS Top Agent Magazine

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LUKE HERMANS “You’ve got to know your product, but your ability to connect with people is key for long term success, and is what real estate is really all about.”

Luke Hermans began his real estate career in 2013, and since then he has been steadily growing his business year by year.

Luke went into the business with an interest in property and houses, but he says, “I quickly learned that the industry is often more about people than houses. You’ve got to know your product, but your ability 8Copyright Top Agent Magazine

to connect with people is key for long term success, and is what real estate is really all about. I love working with all sorts of different people and meeting new people every day.”

Luke serves Mildura and all of the larger area of Sunraysia. His repeat business is Top Agent Magazine

very strong, and his referral base “keeps growing and growing,” Luke says. “I make sure that I service my clients well, and that often turns into repeat business.” Clients often cite Luke’s attention to detail and his constant availability as traits that stand out and keep them coming back to work with Top Agent Magazine

him again. “I’m available around the clock, seven days a week, and I’m there with them every step of the way. The level of service I offer is the foundation that has created a track record of strong results. I have a growing number of positive testimonials which now help bring new business.”

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“The level of service I offer is the foundation that has created a track record of strong results. I have a growing number of positive testimonials which now help bring new business.”

Staying in touch with past clients is important to Luke’s business, and is also just another way to show he cares. “It’s the little things like keeping in touch after the transaction,” Luke explains. “The market is always changing so I offer to send regular market updates. Values are always changing so it’s a good idea to have an update on the value of your property at least every 12 months. At different points I’ll touch base and that also provides a good opportunity to sit down and see if they know anybody who is thinking of selling.”

When he markets his listings, Luke aims to create what he calls a “layering effect” of different methods to bring attention to a property. He makes sure that everything is high quality, for instance preferring twilight photo shoots to day shoots for added visual impact. Luke also uses video Copyright Top Agent Magazine 10

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to show another perspective of the property, and “get a lot more traction and engagement online, particularly on social media.” When he posts videos on social media, Luke averages about 10,000 views on each video.

On social media, boosted posts provide another avenue for engaging potential buyers. “Social media is already big and still Top Agent Magazine

growing,” Luke explains, “and it’s important to be everywhere. I see boosting a post on social media as the modern-day letterbox drop. It allows us to target a demographic in an area online, on Facebook in particular, and push the property there.”

Outside of real estate, Luke is heavily involved in his community through basketball.

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He is a member of the Board for Mildura Basketball, and is also a local sponsor for the organization. Luke coaches juniors, a rewarding pursuit to which he gives a lot of his time and energy. “If I’m not at work or at home with family, I’ll be down at the basketball stadium,” Luke says.

In the future, Luke plans to continue growing his business, with an eye toward eventually owning his own business. Above all, Luke wants to continue providing his clients with the same excellent level of service. “At the end of the day, it always comes back to the people,” he says.

“It doesn’t matter what the property is, if you’re dealing with good people, it’s an enjoyable job.”

To find out more about Luke Hermans, contact him by phone at +61-488-520-846, or by email at luke.hermans@raywhite.com.

You can also find him online at lukehermans.raywhite.com https://

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 14

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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AISHA COE

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AISHA COE

Aisha Coe had an unconventional start in real estate.

While she was looking for a career, she imagined how exciting it would be to work with houses and help people find their homes. As a woman who believes in making things happen, instead of waiting for things to come to her, she decided to put on a suit and personally visited multiple agencies until she landed a starting position with a real estate firm countrywide group in the UK. Aisha’s been in the business for over 12 years, and currently works as a solo agent in Australia.

Aisha’s hard work and dedication to her clients has earned her multiple awards and accolades, including Top Sales Agent out of 80 office in the Arun Estate Network Uk 2012 Cubitt & West, Number 1 female Agent in Australia 2015 REB young guns awards, and July 2020 Gold Award $5,000,000 of settled sales Harcourts.

And her lengthy experience in the business has allowed her to develop a reliable network of repeat and referral clients. “I think people appreciate how real I try to be with them. I don’t tell them something just because I know that’s what they want to hear, or because I know it will help me keep their business. I’m transparent and honest, and I always want my clients to feel heard and understood, that’s my priority,” she says. While emails and texts are a great way to communicate and confirm 16

details, Aisha’s primary method of communication will always be phone calls. “I will always build connection face to face or by the phone, which builds genuine relationships and trust.”

Every real estate agent has their own personal strategy for how to best prepare for the day in order to succeed. For Aisha, her morning routine is key to ensuring a great day. “As a strict morning person with a morning regime that gets the endorphins going, this helps elevate my positive energy so that I am the best version of myself I can be when interacting with anyone. While I want to experience good energy I also want others to experience good energy from me, so priming myself in the morning is vital to my success (and basically key to being happy and a well balanced human). This involves the well known S.A.V.E.R’s routine which stands for Silence (Meditation), Affirmations, Visualization, Exercise, and Reading. I also like to add on healthy breakfast and journaling to really tune in to the high performing human I can be.

After this I make 10 calls before 10am, and those 10 people I speak to get the highest vibrating version of me as I am on such a natural high from the morning. I tend to get a lot of business out of those first 10 calls for the day because they are REALLY good conversations. Energy doesn’t lie.”

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With an ambitious goal of becoming a million dollar agent this year, Aisha focuses on a lot of social media marketing in order to make it happen, including walkthrough video tours of her listings.

But at the end of the day, her primary concern is not the amount she makes, but the people she helps. “It’s all about the people for me. I enjoy the variety of characters I meet, and the different ways people like to interact. It feels like going on a journey together. Making the process as easy and smooth as possible for them is what I really enjoy.”

While some agents grow up and work in the same area their whole lives, Aisha’s background has far more variety. Her expat parents met in Beijing while both working overseas, which is where Aisha spent the first few years of her life, and continued her relationship with China in later years working there when she was in her teens and 20’s.

Having traveled to many different countries, and now living in Australia as a British native has made Aisha particularly keen on local involvement and strengthening community bonds. She’s participated in programs to assist the elderly and started a group that allows for people to receive free help for everyday tasks such as lifting heavy objects or taking a pet to the vet. When she’s not working Aisha enjoys socializing with friends, working out, and exploring Australia and all its natural beauty, like waterfalls and forests. She also loves to read, write, and create visions boards with inspiring quotes to keep her motivated.

In the future Aisha would like to build a team of her own which will include two other people being on team Coe. As a London native, Aisha’s had to fight hard for a period of seven years in order to finally obtain her Australian residency. And this process has taught her something about herself—a message that she also applies to her work—“If you really want something, you can stick it out.” And her rigorous London training background has also left her with a useful piece of advice for young agents.

“Don’t just put a home on the market and wait for the phone to ring. You can’t wait for things to happen. You have to go out there and make it happen yourself!”

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To learn more about Aisha Coe call 0439 888 837, visit aishacoe.com, or email agentaishac@gmail.com www.

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There Goes the Neighborhood:

How to List High When Neighbors are a Nuisance Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?

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First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.

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How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.

as a courtesy introduction to the neighborhood.

While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.

Is the neighbor’s landscaping an eyesore?

Here’s your recourse.

Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach.

Start by thinking small and operating from a place of authenticity and neighborly service.

You might explain to the neighboring tenant that you’re listing and offer to mow their lawn Top Agent Magazine

Are there foreclosed or abandoned homes on your client’s block?

Do your homework.

It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about

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squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.

Noisy, nosy, or annoying neighbors?

Don’t be discouraged.

Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor 20

that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.

While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.

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RICHARD MINDRAOUI Richard Mindraoui knew early on that he wanted to pursue real estate as his full-time career. He was 21 years old and had a friend whose dad was a Realtor. “I saw what he did, and it really appealed to me,” he recalls. “I loved the freedom and flexibility.” That was 35 years ago, and Richard has never looked back.

He is now managing director at Keystone Real Estate in Melbourne, VIC, working with a dedicated team that covers City, Southbank, and Docklands. He established the business in 2007. “We work in a moral and professional manner to obtain the best possible results for our clients,” he says. “Our excellent reputation and track record are proof of our keen dedication to stay true to our clients.”

Richard reports that his business is 70% repeat and referral clientele. “I believe they keep coming back and referring us because of our quality service and knowledge of the industry,” he says. “I like to think we offer top-notch service and a model work ethic that illustrates we’re doing right by people.”

It’s no wonder Richard receives stellar reviews from his clients. One customer recently wrote: “A great experience. Quick and painless. Richard advised me on my options, guided me through the decision-making process, told me what he was planning, and then did what he said. No surprises. No dramas. Just a smooth process that delivered a great outcome. Highly recommended to anyone who wants a trustworthy and personable real estate agent with vast knowledge of the Melbourne Heritage Market and an enviable database of potential purchasers.”

Richard maintains regular contact with his clientele.

“I reach out with information they can use, so they appreciate hearing from me,” he asserts. “Things like market reports and information about their particular communities.”

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When marketing his listings, Richard says his initial presentation is key. He then brings in professional photographers to create the perfect profile. All properties are featured on high-end real estate sites. “We market on realestate.com premier, so we get right in front of the appropriate buyer,” he notes.

Richard loves the challenges and every-day aspects of his work. “You never know what each day will bring,” he exclaims. “It’s like going fishing. You don’t know what you’ll be reeling in.” He also enjoys meeting new people and having new experiences. “Every morning offers the promise of an exciting new opportunity,” he says.

Richards supports his community by attending and sponsoring events at the different buildings he represents.

“They appreciate that we’re there for them,” he says.

When asked what he likes to do when not working, Richard answers definitively, “Playing golf!”

As for the future of his business, he wants to continue to work with quality clients and maintain his repeat business. “I’d like to add that I consider my staff part of the overall team,” he says. “We’ve created a really good work culture and that’s something you don’t take for granted.”

To learn more about Richard Mindraoui, email richard@keystonerealestate.com.au, https://www.keystonerealestate.com.au/about-us/,%20https:/www.realestate.com.au/agent/richard-mindraoui-87004 or visit him here, or call +61-437-250-964 Copyright Top Agent Magazine 21

3 Team Building Exercises to Revitalize Momentum in the Office A positive team dynamic can transform an average office into a powerhouse lineup. Likewise, a healthy in-office atmosphere translates to boosted productivity, while clients sense an environment brimming with positivity and support. Just as professional self-development is an essential ingredient to a dynamic career, the development of a team is indispensable to long-term growth and success. So, how do you create a platform for office 22

members to combine their energies and talents for the better? For starters, add these team-building exercises to your repertoire to inspire natural comradery and momentum in your workplace.

Dream Big, Together If team members aren’t challenged, productivity stagnates and the office loses steam. The same can

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If team members aren’t challenged, productivity stagnates and the office loses steam. The same can happen if employees don’t believe their voice is being heard or taken seriously. happen if employees don’t believe their voice is being heard or taken seriously. How should a leader compensate? To curtail negativity and bring a breath of fresh air into the office, give team members a platform to think big, no questions asked.

Before your next office-wide meeting, devote a half-hour to visionary thinking. Ask each member of your team to write privately for ten minutes, considering what if scenarios regarding their current roles, career aspirations, and the office’s culture. What do they wish was different? How might things be streamlined? What skills do they wish they possessed? Encourage team members to be imaginative and wrestle with the hurdles or questions they’ve been grappling with. When time is up, split employees into smaller breakout groups and allow them to share their thoughts with one another. Not only will this ignite thoughtful discussion, but it will also allow team members the chance to brainstorm creatively, while articulating their ideas and visions for the road ahead.

Lend a Hand If in-office team-building activities aren’t your style, consider service-oriented excursions that bring office staff together and benefit a worthy cause. In the real estate field, there are countless housing-related organizations to which your office can donate their time and energies.

For instance, Habitat for a Humanity constructs homes for those in need using amateur volunteers, while there are nationwide projects that support housing relief for military veterans. The scope of your service commitment can also vary—from a dedicated day hammering away at a new home, Top Agent Magazine

to sponsoring a golf tournament benefitting area organizations. Either way, service projects unite your team’s energies, afford employees a refreshing change of pace, and positively impact your community.

When All Else Fails, Keep it Light Sometimes team members need to blow off steam to avoid office burnout. One way to combat low energy is bring team members together for a lighthearted game. Try office-themed trivia: come up with thirty trivia questions based on your office, then divide team members into competing groups.

Encourage groups to think up team names, and organize trivia questions into themed categories.

Remember to award fun prizes to create a light incentive. A healthy sense of competition revolving around silly subject matter can get team members loosened up and working together. Concoct questions of moderate difficulty that speak to people’s common ground. For instance, how many tiles are in the office kitchen? Or, how many doors can be found in the office? These questions are light and won’t create any real tension, but will allow a reframing of a stuffy office into a collective home base. Plus, it’ll keep your next holiday party lively.

Team-building is an important form of routine maintenance, whose benefits shouldn’t be overlooked.

Whatever activity you land on, the overarching idea is to nudge team members beyond their comfortable routines and come together in a new way.

At the end of the day, you’ll boost your business, office morale, and colleagues in the process.

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