AUSTRALIA 9-21-20

AUSTRALIA EDITION

5

TIPS TO GET NEW CLIENTS

Is Finding a

NICHE MARKET

Right for You? 9 Things the Best Leaders Never Say

FEATURED AGENTS

TROY DOWKER TONI EL-HELOU MICHAEL EVERARD KEITH WILKINS COVER STORY

JESSE JAMES & JESSE VAN NEK

AUSTRALIA EDITION

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TROY DOWKER

Back in 2003, Troy Dowker was o the hunt for his next professiona challenge. At the time, he had sev eral friends excelling in real estat who encouraged him to try his han at the business. “Once I got a tast JESSE JAMES TROY DOWKER KEITH WILKINS & JESSE VAN NEK of what the industry was like, I wa TONI EL-HELOU inspired,” he and remembers. wa Keith Wilkins grew up in ahereal estate-savvy the market“That expectat ent Toni El-Helou – Director/ colleagues,” explains.

“We also consider 19 20 23 MICHAEL EVERARD family in Australia. were always gatedme.” us through the l the catalyst for Now, nearl our “My clientsparents family. We don’t look at them as er at industry behemoth Biggin & a dollar value.

We two know their birthdays, roondara in Victoria, Australia – buying and sellingjust property, so I was raised to with frequent updates, decades later, Troy has long established himself as aw Michael Outside re their kids’ birthdays, and we make an effort to Everard is a renowned than two decades of experience in really appreciate the process,” he recalls.

In 1985, ment, and optimismofwhi agent known for his proactive approach, dedication, an pick up the phone on each of those occasions of real estate, experience he puts rural and lifestyle property real relax with his Keith got his real estate license and moved into to achieve the personal touch.toagent. Coming fromtheangoal his and make sure they know they’re special se while helping his many grateful estate kids are g

nd sellers achieve their real estate Additionally, his vast background in ial side of the industry – he and his co-founded a successful mortgage business – provides his clients ealth of information and additional most of his competitors cannot.

the profession fullus.” time.

During his would 35 years in expert Not once did Keith try t Another reason be Toni’s extensive background in stock andfor the future, the business, Keith was involved in a project just sake he of awas marketing strategies, which utilize cuttingToday, Troy spearheads his work as head of a tightknit team marketing role in edge Retirement/Over Villagestation, havinghis Kec technologies 50’s that include beautiful,building constructionexperience and growing produced videos, virtual serving across the Gold Coast’s central to souther sector for over 10professionally years, forming a close asso-clients actions were exemplar property development, he offers the idea of add reality of walkthroughs and full floorwith plans,his all ciation with developers three very successful ethics and TONI EL-HELOU MICHAEL EVERARD KEITH WILKINS region, expertise most noticeably inprofessional beachfron clients a wide range of expertise more clients. of which ensure each listing is presented in resort projects in the country. to be admired in anyone and beachside communities.

A significant contingent of h and knowledge in any area of the its best light. Fast sales for top dollar are the most frequent result. transaction. business model is real estate Michael

driven byworks repeatasand clientel currently an referral As a REALTO

“Inbut August 2009, I was most fortunate to enter into Keith admits it isn’t di rchitectural engineer by trade,” says Toni, who trustmore histhan forthright communication anda proven few wisetrac wo agentToni withenjoys Elders Real Estate.

When he’s not working, nothing e is where my passion lies.” Currently working a franchise arrangementCONTENTS with a very successful with his clientele. In a just entering record. is what works beston fora regular us,” Tro his family, and he is also a “Collaboration committed m of 18 that includes twelve other salespersons company,spending Knobeltime & with Davis, established in 1984, to them ba philanthropist whoHis givesmany back in a multitude ofhave ways,a into this busin years in business have allowed Michael to n property management experts, Toni prefers to says.

“We really strong understanding of what a cl by two of Queensland’s most successful and respected real call him. “We’re a small community chiefly through hiswork supporton of his children’s schools and he relationships he forms with his many clients can’t all developing lasting and client entDavis,” wantslong and needs, we relationships do our besteach to not onlywin estate agents, John Knobel organizations. and Kerry he recalls. everyone knows other,” heachiev says. other community-based n his commission, and that has translated into a 4) 5 TIPS TOKnobel GET & Davis (North) that 16) HOW TO INCORPORATE that.

It’s all ab now make up the majority of his work.

“Most of was born on Bribie for folks to give a call justhelping to say, ‘G’ thoseIsland goalswith but Keith exceed them.

We’re effectively ou business that is based significantly upon repeat NEW CLIENTS CURRENT EVENTS TO YOUR EMAIL following the my business is relationship based.

I don’t treat clients Toni’s plans for the future revolve around growing his at the helm!

His team covers residential and commercial real s and referrals, an excellent barometer of the clients navigate the market toward the best possible ou already-thriving “We’ve created an affiliaBLASTS STAY RELEVANT e customer service he is providing. estate sales and propertybusiness. management within aand 50AND km radius have enoup like they’re just another transaction, everyone an onand Keith saysbest heisrelies professional come, we do that with the intentions, ethicall tion between us and an office in Hong Kong, so we’re around his Bribie Island locale.

Keith has successfully steered to market his listings.

“Our properties individual to me, and I listen to their concerns and 13) IS FINDING A expanding NICHE into the international market. and with empathy.

Our plan is to That’s why our clients come back to u riority of customer service is perhaps bestKnobel made & Davis (North) tooffices, a totally independent boutique a basis,” variety of including our evaluate their needs on an individual he mediums, says. definitely MARKET RIGHT FOR YOU? 21) 9 THINGS THE BEST ultimately have five all working in tandem.” y the glowing reviews he has received for his and that’s where we find that elite agents real estate agency, while Kerry Davis continues at the helm of and hard copy publications,” he sepa stat Above all, however, remains singular, in overarching His vastToni’s experience theNEVER differentSAY facets of real estate LEADERS “Having been in the property market for twenrate themselves from average ones.”

Knobel & Davis company on the Gold Coast. objective: to continue providing his many grateful buyers other agencies in the vicinity.” ars, we found Toni to be one of the best agents helps him get his clients the best possible deal every and sellers with the top-of-the-line customer service that ver dealt with. His professionalism, experience time. with Having worked in construction he understands become synonymous hisIsland name. th of knowledge was second to none. I highly Keith hashasbeen a resident of Bribie since 1997 and When it comes to isthe listing process, and his team Keith most enjoysTroy the daily interacti the amount of work money that any given property nd Toni and his wonderful team,” read justproud one. to be a born and bred Queenslander with aand company that “Whether it’s on the purchase or selli

combine digital and print components to create buzz bot

might need, andbrings is able to advise his clients accordingly. is totally Australian owned.

He personally tremendous Phone 310-734-1440 | Fax 310-734-1440 leaving the area coming in to en near anda far, and add aare huge amount of orvalue with the ed how he has managed to inspire such impres“A lot of agents get started in an area of real estate and

of professionalism, integrity and enthusiasm which I love being here to accommodate th s of loyalty and trust amongst those he amount works higharea net for worth data All properties are equipped wit mag@topagentmagazine.com | www.topagentmagazine.com they stay in that most of base. theirhecareer. forms the culture of the Knobel & Davis (North) agency team. says. I have a i grows thoughtful for moment before replying. high-end marketing to create a memorable first impres lot of diverse experience inconsent different segments ut the dedication and the ofknowledge No portion this issue that maywe be reproduced in any manner whatsoever without prior of the publisher.of Topreal Agent while placement among theagents leading onlinelevel, listinK says. “We work as a team, is one ofFeature the reports estate Ision, believe gives me edgeOn thatthe most that hisGA, business iswhich 70%precautions repeat and referral clienMagazine is which published byKeith Publications Inc. Although are taken toan ensure the accuracy of published community service at has differentiated us from other offices.

We platforms and social media outlets draws interest in sho materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts by its authors. tele. “I believe people keep because we offer twosupplied don’treturning have.”

Hairdressers With Hearts, a local ost seven days a week; we do a lot of night open To subscribe or change address, send inquiry to mag@topagentmagazine.com. key elements: consistency and communication,” he notes. order. From there,“In circulation publications victimsinoflocal domestic violence ensure & elde nd a lot of other agencies don’t do that.”

addition, we are honest and friendly.

People trust us again appropriate resources professiona strong neighborhood outreach.

“It’s a to veryand tightknit com Michael uses a wide variety of and marketing techniques For more about Toni El-Helou, again, and we’ve never let them down.” and we do a lot with them,” he says. m expert negotiation skills, another factor behind sell his listings and likes utilize munity here,toand we both reallytraditional look out and for each other” Tro ss of Toni and his team is their strong emphasis please call +61-408-512-554 or modern media to give them maximum exposure.

“For says. “There is a lot of charm and on the souther 2 Topcharacter Agent Magazine ng solid relationships with their many clients.

It’s no surpriseemail thatTElhelou@BigginScott.com.au Keith receives reviews.

Clientare still When he’s notBut working, you will fin active buyersstellar the real estate and portals powerful.

Gold Coast, it’s enjoyable to share that with peopl ourselves a family, rather than just being work Elaine Chambers recently wrote: “Keith Wilkins is the real on their boat fishing. “That’s how when it comes to the more passive buyers social media Published in the U.S.

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

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 4

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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3

Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 6

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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JESSE JAMES & JESSE VAN NEK Top Agent Magazine

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Top Agents Jesse James & Jesse van Nek operate as a team, with Jesse V on board for the past four years. The team serves Redlands City and are located in Redland Bay. After being injured and unable to continue his work, Jesse James had to make a switch to a job that would be less physically taxing. Having known a couple real estate agents, he decided to give the industry a try, and walked into an agency where he managed to secure a job on the spot. He’s been in the property business for 15 years now and works with a team, which includes a buyer manager named Jordan, an assistant by the name Teesh, as well as a lead agent—and his namesake—Jesse 8Copyright Top Agent Magazine

van Nek. The two Jesses met at Jesse James’ bull riding event, and when Jesse van Nek mentioned that he was looking to get out of bull riding and into a new career path, Jesse James offered him a deal, “Teach me how to ride bulls and I will teach you how to sell houses,” Jesse J said. Jesse V agreed, they shook hands, and here they are today operating as a team, with Jesse V on board for the past four years. The team serves Redlands—Redland Bay, Mount Cotton and Victoria Point.

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With a great number of repeat and referral business, there are a few key ingredients that inspire people to continue doing business with the Redland Bay team. “Integrity is crucial to our business. I don’t pretend to be someone I’m not. I talk to my clients the same way that I talk to my family, and I treat everyone equally. You have to maintain who you are, you can’t allow money or pressure Top Agent Magazine

to influence the way you portray yourself,” Jesse James says. Another contributing factor in their success is always staying in touch with clients.

The team employs a concierge service in order to maintain communication with their database on a quarterly basis, sharing anything from end of financial year market updates on the client’s property to announcing upcoming community events. They Copyright Top Agent Magazine9

Above is Jesse J hung up, with Jesse V to the rescue - “A team in and out of business”.

Jesse James started his own bull riding event - Grass Roots Bull Riding - that promotes local businesses and charities.

They are also involved in an organization called The Cage, that helps youth and their families get off the street. also personally keep in touch post transaction with face-to-face meetings and follow up phone calls, as well as thoughtful gifts purchased in the neighborhood in order to support local business.

much broader audience than that of the average REALTOR®. They also use professional twilight photography, photo signboards, floor plans, social media, as well as leaflets and brochures.

The beginning of the team’s marketing process starts with walking through a client’s house and making note of any cosmetic issues that might be improved and make the house more appealing to a potential buyer. The Jesses have created a recognizable brand online, with listing videos featuring them in their cowboy hats that are now viewed by people from all over the world, giving them a

Although both Jesse James and Jesse van Nek enjoy being successful in this business, it’s not the numbers or sales that either of them mention when talking about what they love about their work. Instead, it’s the people. “I don’t think there’s any better feeling than the feeling of giving. I love handing the key to a buyer and saying, ‘Congratulations, here’s the key to your new

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home.’ And equally, there’s nothing better than letting the seller know that the transaction is complete,” Jesse James says. And Jesse van Nek adds, “We’re in people’s lives heavily for 3 to 6 months at a time. During this time we’re in and out of their homes at all times of day and night. Along with that they’re usually going through a very emotionally testing time. I love that we have the Top Agent Magazine

ability to provide someone the confidence and a sense of security that will make their next adventure all possible.”

Outside of work, the team stays involved in their local community. Jesse James started his own bull riding event—Grass Roots Bull Riding—that includes local businesses and charities. They are Copyright Top Agent Magazine 11

also involved with an organization called The Cage, that helps youth and their families get off the street.

And when not working or giving back, Jesse James loves to spend time with his family, riding bulls or following the rodeo sport, while Jesse van Nek enjoys fishing, camping and socializing with family and friends.

Going forward the team is looking to keep growing the business without sacrificing any of the personal service their clients know them for. “We’re not looking to be the biggest office, we’re looking to be the best office,” James says. “It’s our goal to leave a positive impact on as many lives as we possibly can along the way to our own journey to success.”

To learn more about Jesse James & Jesse van Nek, email jesse.james@raywhite.com or jesse.vannek@raywhite.com, visit raywhite.com/jesse-van-nek/real-estate-agent/jvn163011349, or realestate.com.au/agent/jesse-james-153406, or call +61-403-652-232 www.

www.

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Top Agent Magazine

Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

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Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 13

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 14

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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TROY DOWKER Back in 2003, Troy Dowker was on the hunt for his next professional challenge. At the time, he had several friends excelling in real estate who encouraged him to try his hand at the business. “Once I got a taste of what the industry was like, I was inspired,” he remembers. “That was the catalyst for me.” Now, nearly two decades later, Troy has long established himself as an agent known for his proactive approach, dedication, and personal touch.

Today, Troy spearheads his work as head of a tightknit team, serving clients across the Gold Coast’s central to southern region, with his expertise most noticeably in beachfront and beachside communities. A significant contingent of his business model is driven by repeat and referral clientele who trust his forthright communication and proven track record. “Collaboration is what works best for us,” Troy says. “We have a really strong understanding of what a client wants and needs, and we do our best to not only achieve those goals but exceed them. We’re effectively helping our clients navigate the market toward the best possible outcome, and we do that with the best intentions, ethically, and with empathy. That’s why our clients come back to us, and that’s where we find that elite agents definitely separate themselves from average ones.”

When it comes to the listing process, Troy and his team combine digital and print components to create buzz both near and far, and add a huge amount of value with their high net worth data base. All properties are equipped with high-end marketing to create a memorable first impression, while placement among the leading online listing platforms and social media outlets draws interest in short order. From there, circulation in local publications ensures strong neighborhood outreach. “It’s a very tightknit community here, and we really look out for each other” Troy says. “There is a lot of charm and character on the southern Gold Coast, and it’s enjoyable to share that with people and find an area that suits their lifestyle needs.” Whether working alongside buyers or sellers, Troy remains communicative, transparent and open throughout the course of Top Agent Magazine

a transaction. “Being consistent in communication builds trust” he says. “An agent must consistently inform and update the people they’re working with, provide accurate market feedback, and never sugarcoat the truth. That way, clients can make the most informed and educated decision.

That’s what we strive toward.”

Beyond the office, Troy gives back to his community through his support of the Salvation Army and Red Cross, in addition to having a heavy involvement with the Surf Life Saving community from a young age. In his free hours, he most enjoys time spent with his wife and three children, traveling, adventuring with nature, surfing, and snowboarding. As for the future, Troy intends to keep momentum going strong as he continues to uplift his community through ownership and grow his team in the process.

Now, with seventeen years of experience and insight, Troy Dowker considers what he enjoys most about his chosen field, along with some lessons learned along the way. “I love the freedom of getting out and connecting with people,” he says. “If you’re passionate about where you live, it’s fun to share it with others. It’s also a matter of keeping disciplined, staying energized and positive, and being resilient—especially through a year like this 2020, which has been challenging and tough on so many people. A mindset of positivity, empathy, and focus go a long way.”

To learn more about Troy Dowker email troy@kollosche.com.au, visit kollosche.com.au/employee/troy-dowker-2, or call, +61-409-057-087 https://

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes16

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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TONI EL-HELOU Top Agent Toni El-Helou – Director/ Auctioneer at industry behemoth Biggin & Scott Boroondara in Victoria, Australia – has more than two decades of experience in the world of real estate, experience he puts to good use while helping his many grateful buyers and sellers achieve their real estate dreams. Additionally, his vast background in the financial side of the industry – he and his wife Kris co-founded a successful mortgage brokerage business – provides his clients with a wealth of information and additional value that most of his competitors cannot.

“I’m an architectural engineer by trade,” says Toni, but real estate is where my passion lies.” Currently working with a team of 18 that includes twelve other salespersons and seven property management experts, Toni prefers to focus on the relationships he forms with his many clients rather than his commission, and that has translated into a thriving business that is based significantly upon repeat customers and referrals, an excellent barometer of the impressive customer service he is providing.

That superiority of customer service is perhaps best made evident by the glowing reviews he has received for his services. “Having been in the property market for twenty-plus years, we found Toni to be one of the best agents we have ever dealt with. His professionalism, experience and wealth of knowledge was second to none. I highly recommend Toni and his wonderful team,” read just one.

colleagues,” he explains. “We also consider our clients family. We don’t look at them as just a dollar value. We know their birthdays, their kids’ birthdays, and we make an effort to pick up the phone on each of those occasions and make sure they know they’re special to us.” Another reason would be Toni’s expert marketing strategies, which utilize cuttingedge technologies that include beautiful, professionally produced videos, virtual reality walkthroughs and full floor plans, all of which ensure each listing is presented in its best light. Fast sales for top dollar are the most frequent result.

When he’s not working, Toni enjoys nothing more than spending time with his family, and he is also a committed philanthropist who gives back in a multitude of ways, chiefly through his support of his children’s schools and other community-based organizations.

Toni’s plans for the future revolve around growing his already-thriving business. “We’ve created an affiliation between us and an office in Hong Kong, so we’re expanding into the international market. Our plan is to ultimately have five offices, all working in tandem.”

Above all, however, remains Toni’s singular, overarching objective: to continue providing his many grateful buyers and sellers with the top-of-the-line customer service that has become synonymous with his name.

When asked how he has managed to inspire such impressive levels of loyalty and trust amongst those he works with, Toni grows thoughtful for moment before replying.

“It’s about the dedication and the knowledge that we have,” he says. “We work as a team, which is one of the things that has differentiated us from other offices. We work almost seven days a week; we do a lot of night open houses, and a lot of other agencies don’t do that.”

Aside from expert negotiation skills, another factor behind the success of Toni and his team is their strong emphasis on building solid relationships with their many clients.

“We call ourselves a family, rather than just being work Top Agent Magazine

For more about Toni El-Helou, please call +61-408-512-554 or email TElhelou@BigginScott.com.au Copyright Top Agent Magazine 19

MICHAEL EVERARD Michael Everard is a renowned rural and lifestyle property real estate agent. Coming from an extensive background in stock and station, building construction and property development, he offers clients a wide range of expertise and knowledge in any area of the real estate transaction. Michael currently works as an agent with Elders Real Estate.

His many years in business have allowed Michael to work on developing long lasting client relationships that now make up the majority of his work. “Most of my business is relationship based. I don’t treat clients like they’re just another transaction, everyone is an individual to me, and I listen to their concerns and evaluate their needs on an individual basis,” he says.

His vast experience in the different facets of real estate helps him get his clients the best possible deal every time. Having worked in construction he understands the amount of work and money that any given property might need, and is able to advise his clients accordingly.

“A lot of agents get started in an area of real estate and they stay in that area for most of their career. I have a lot of diverse experience in different segments of real estate which I believe gives me an edge that most agents don’t have.”

Michael uses a wide variety of marketing techniques to sell his listings and likes to utilize both traditional and modern media to give them maximum exposure. “For active buyers the real estate portals are still powerful. But when it comes to the more passive buyers social media is a great way to achieve organic exposure.” Through his efforts he sells an average of $25 million in volume per year. But when asked about what inspires him most in business, it’s not the numbers he talks about. “The most exciting part about work now isn’t the volume, but being able to help people, especially those that are in situations of adversity, and need guidance and support.

It may not be the most rewarding financially, but it’s the most rewarding for me personally,” he says.

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Outside of real estate Michael enjoys being able to relax with his family. His favorite activities to do with his kids are going mountain biking and fishing. In the future, he wants to continue building his business and growing his client base. He’s also toying around with the idea of adding an agent to his team to be able to help more clients.

As a REALTOR® with a lot of experience Michael has a few wise words of advice to younger agents who are just entering the real estate business. “You have to go into this business with a real desire to help people. You can’t win all the business, and you shouldn’t aim for that. It’s all about working with like-minded people and following the fundamentals. If you stick to the process and have enough discipline, you will be successful.”

To learn more about Michael Everard please call 0408-653-161, email michael.everard@elders.com.au, or visit michaeleverard.com.au www.

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9

Things the Best Leaders Never Say

As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.”

Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes.

There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone

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you work with, make sure you don’t say any of the following things.

1

I’M THE BOSS

Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component.

It also may indicates a stubbornness that is the death knell of a healthy work environment.

Your job as a leader is to bring everyone to your level of success, not to create a larger rift.

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2

6

I’LL DO IT MYSELF

Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.

3

THAT WASN’T MY FAULT

There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.

4

I’M SORRY TO ASK YOU TO DO THIS

Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.

5

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions?

Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team.

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THAT’S NOT THE WAY WE DO IT HERE

Well, why not? Being a successful leader means always being open to change and improvement.

No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.

7

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition.

Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business

8

DON’T BRING ME BAD NEWS

No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.

9

YOU JUST DON’T GET IT.

You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future.

Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.

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KEITH WILKINS Keith Wilkins grew up in a real estate-savvy family in Australia. “My parents were always buying and selling property, so I was raised to really appreciate the process,” he recalls. In 1985, Keith got his real estate license and moved into the profession full time. During his 35 years in the business, Keith was involved in a project marketing role in Retirement/Over 50’s Village sector for over 10 years, forming a close association with developers of three very successful resort projects in the country.

and the market expectations. He skillfully navigated us through the lengthy selling process with frequent updates, wise advice, encouragement, and optimism whilst never losing sight of the goal to achieve the very best result for us.

Not once did Keith try to influence an outcome just for the sake of a sale. It was a wonderful experience having Keith as our agent. His actions were exemplary in both his personal ethics and professionalism - sterling qualities to be admired in anyone.”

“In August 2009, I was most fortunate to enter into a franchise arrangement with a very successful company, Knobel & Davis, established in 1984, by two of Queensland’s most successful and respected real estate agents, John Knobel and Kerry Davis,” he recalls.

Knobel & Davis (North) was born on Bribie Island with Keith at the helm! His team covers residential and commercial real estate sales and property management within a 50 km radius around his Bribie Island locale. Keith has successfully steered Knobel & Davis (North) to a totally independent boutique real estate agency, while Kerry Davis continues at the helm of Knobel & Davis company on the Gold Coast.

Keith admits it isn’t difficult to stay in touch with his clientele. In addition to reaching out to them on a regular basis, he finds they often call him. “We’re a small community here on the island and everyone knows each other,” he says. “So, it’s not uncommon for folks to give a call just to say, ‘G’day.’”

Keith has been a resident of Bribie Island since 1997 and is proud to be a born and bred Queenslander with a company that is totally Australian owned. He personally brings a tremendous amount of professionalism, integrity and enthusiasm which forms the culture of the Knobel & Davis (North) agency team.

Keith most enjoys the daily interaction he has with people.

“Whether it’s on the purchase or selling side, whether people are leaving the area or coming in to enjoy our island lifestyle, I love being here to accommodate their dreams and goals,” he says.

Keith reports that his business is 70% repeat and referral clientele. “I believe people keep returning because we offer two key elements: consistency and communication,” he notes. “In addition, we are honest and friendly. People trust us again and again, and we’ve never let them down.”

On the community service level, Keith is involved with Hairdressers With Hearts, a local organization that aids victims of domestic violence & elder abuse gain access to appropriate resources and professional help. “It’s so important and we do a lot with them,” he says.

It’s no surprise that Keith receives stellar reviews. Client Elaine Chambers recently wrote: “Keith Wilkins is the real estate agent you dream of but never expect to find. He is a stand-out in his profession. In fact, we consider him ‘one out of the box’. In a challenging market his measured calm approach, communication skills, empathy, and profound knowledge combined with tenacity, secured a sale outside our

When he’s not working, you will find Keith and his family on their boat fishing. “That’s how we like to spend our Sundays,” he says.

Keith says he relies on professional photography and videos to market his listings. “Our properties are pushed out through a variety of mediums, including our websites, social media, and hard copy publications,” he states. “We also market to other agencies in the vicinity.”

As for the future, Keith wants to continue on his path to success by bringing in more like-minded agents as well as helping his clients achieve their financial goals.

To learn more about Keith Wilkins, email keith@kdnorth.com.au, visit kdnorth.com.au/agents/1stf0010/Keith-Wilkins, or call +61-413-153-431 www.

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