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CALIFORNIA EDITION

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Fresh New Approaches to Content Marketing

MODERN EMAIL ETIQUETTE FOR TODAY’S AGENTS

BE THEIR REALTOR® FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime COVER STORY

HEIDI CAFARELLA

FEATURED AGENTS

VINNY ARBIZO MELANIE BARKER KIP MACHADO

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CALIFORNIA EDITION

MELANIE BARKER

Melanie Barker jokes that her mother, a real family 19 23 VINNY ARBIZO 27 estate agent, “conned” her into the busiThrou ness. “I was working in Silicon Valley and proces When you sit down to chat w things weren’t working out. When I asked knowl Vinny Arbizo about his r my Mom what I should do, she said, ‘I think listene you’d be good at real estate,’” she recalls. estate career, it quickly becom chang clear that you’re speaking “I told her that I couldn’t work on commisThere someone with a deep passion sion-only, so she suggested I work part-time. we ha his work.

“I pride myself After I got my license, she said, ‘Well, we noon othm HEIDI CAFARELLA MACHADO ARBIZO MELANIE BARKER and love what I do,” Vin don’tKIPtake part-timers, so VINNY you have to do work, prope this full time. And that’s how I got started.” says. “Before I became an agen fro Melanie obtained her license in 2004, fell in worked in a variety of jobs Melan KIP and customer service ha love with the business, has been goingto manual labor—when you comes that of background I think tele. you appreciate t strong everMACHADO since.

“I found mykind passion!” she exclaims.

“In addition CONTENTS kind of business.” cards, we include Based out of Oakhurst, California, Melanie’s brokerage she says. “For th 4) BE THEIR REALTOR® 16) 5 TIPS TO MAKE NEW HIRES Indeed,Coarsegold, Vinny didn’t become agent covers Ahwahnee, Fish Camp, Bass Lake, a full-time seed packets forun E FOR LIFE: HOW TO BUILD A LONG-LASTING SUCCESS North Fork, Yosemite National Mariposa. andForrememb he hadPark beenand working for Last over 30love years. the fi A RELATIONSHIP WITH YOUR year the company made 13 $10 MMODERN inofvolume and moved connection.” years his career, Vinny worked in the groce 21) EMAIL ETIQUETTE CLIENTS THAT WILL LAST 25-30 homes. business, and it wasn’t until 1996 that he first becam FOR TODAY’S AGENTS A LIFETIME A big believer in g interested in real estate. “I had a gentleman approa Melanie is proud to state that herNEW business is of the Boys & me24) and95% say,of‘I’ve beenAPPROACHES watching youlocal manage t 5 FRESH 13) BUYERS ANDrepeat SELLERS: and referral clientele.

“I believe peoplebekeep of C store I think you’d a greatthe fit Chamber for real estate TO and CONTENT MARKETING UNDERSTANDING HOW HOME coming back, because my business partner and“IIlooked are into withit the policy Vinny tells Top Agent. at the time b INSPECTIONS ARE NEGOTIATION ® honest, ethical and maintain constant communication,” , I’m m REALTOR didn’t pass the licensing test so I carried on with TOOLS ® she says. “I’m a hands-on REALTOR guiding organized real est life, and eventually took amy sales job with Frito-La clients through the entire We work together “That includes pr In process.

2002 a friend of his started a mortgage brokera as a buyer or seller teamcompany to be successful.

Negotiating, our citizens.

I ha and asked if Vinny would join him.

Phone 310-734-1440 | Fax 310-734-1440 educating, and logistics are my strong suits. information that decided to give it Ia negotiate try part-time, while continui win-win contracts for my buyers and sellers.” estate industry ena mag@topagentmagazine.com | www.topagentmagazine.com at Frito-Lay. He enjoyed the work, but longed to g While I’m a firm No portion of this issue may be reproduced in any manner whatsoever without prior consent the publisher.

Top the Agentbusiness, more involved with theofclient side of Melanie also says teamprecautions has a skilltaken for relating broader awarenes Magazine is published by Feature Publications GA, Inc.her Although ensure thetoaccuracy of published in 2007 he are got histo license and began working as materials, Top Agent Magazine cannotacross be held responsible for opinions expressed facts supplied by its authors. clients all generations.

“We loveorworking with ment to my busine part-time agent. Finally, in 2017 Vinny made the tra To subscribe or change address, send inquiry to mag@topagentmagazine.com. people of every age, from Millennials to Gen X to Published in the U.S. sition into working as a full-time agent, and has nev seniors,” she says. “We cater to their needs and stand by Melanie hopes to looked back. them through every step of the transaction,” she says. momentum of her 7

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small, maybe addi 3 Today, he is one of the crack agents at Jordan–Link Melanie’s clients have nothing but stellar reviews. have to be like-mi Company, a Century 21 strategic partner.

Basedallout Wrote one client: “Melanie Barker has helped our says. “We’re a

Be Their REALTOR for Life: ®

How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush Top Agent Magazine

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

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HEIDI CAFARELLA Top Agent Magazine

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Top Agent Heidi Cafarella is with San Diego-based brokerage Esquire Realty. Her expertise in dealing with banks and distressed properties allows her to help homeowners buy, sell, or modify their loans all over California, and she can do modifications in all 50 states.

Heidi Cafarella entered the real estate industry at a young age, not knowing that eventually it would become something that she would become passionate about. Her initial experience with real estate was different than most: she was a single mother, without financial backing or the right team of resources, and experienced the devastating loss of her own 8 Copyright Top Agent Magazine

property, the only family investment she owned. “Had I only known then what I know now,” Heidi says. However, it inspired her to educate herself and later help others avoid similar situations. “I became an expert on how to help people save their houses by specializing in loan modifications and negotiating with banks for short sales,” she says. Her journey in Top Agent Magazine

partnering up with Lugash Law Center as well as being a licensed realtor for two decades has been one she is thankful for.

Today, Heidi continues to work with Lugash Law Center to help people who might be in a Top Agent Magazine

situation like the one she faced, and is also an active real estate agent with San Diego-based brokerage Esquire Realty. While she primarily serves San Diego, her expertise in dealing with banks and distressed properties allows her to help homeowners buy, sell, or modify Copyright Top Agent Magazine 9

“I don’t keep all these stats like everyone does,” Heidi says. “I’m super busy focusing on clients and I put my heart and soul into helping people save their houses. Sometimes people just want to sell and sometimes their goal is to try and keep the home and modify their loan. I can help them with either option.” their loans all over California, and she can do modifications in all 50 states. Heidi says that about 80% of her business comes from repeat and referral clients. “I don’t keep all these stats like everyone does,” she says. “I’m super busy focusing on clients and I put my heart and soul into helping people save their houses. Sometimes people just want to sell and sometimes their goal is to try and keep the home and modify their loan. I can help them with either option,” Heidi says. “And sometimes it ends up being both. If we can’t get them an approved loan modification, then we convert it to a traditional or a short sale. And if I’ve helped them save it, when it’s time for them to sell, they’ll call me. I’ve worked really hard for my reputation and I try to do right by people, and that’s gotten around over the past 18 years.”

Heidi credits her success to the continued support to her extended professional team. To market listings on the real estate 10Copyright Top Agent Magazine

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side of her business, Heidi works with a production team in San Diego, Nav Productions (@navproductions), for eye-catching visuals.

She also works closely with business development coach, Maryam Habashi, the founder of INFUSE Theory (www.infusetheory.com or @infusetheory). “Maryam’s coaching program keeps me motivated, and accountable by Top Agent Magazine

challenging me to be the best when it comes to leading my practice,” Heidi says.

Heidi’s favorite part of her work, and the thing that keeps her going, is the relief and joy of saving a client’s home. “When I help someone out of foreclosure and they don’t lose [their house], everybody’s so grateful, Copyright Top Agent Magazine11

and I feel grateful they gave me an opportunity to help them,” Heidi says. “I was there 15 years ago. When someone is in foreclosure or a default situation and they need help...I [offer] free consultations, because who else is going to help them? I’ve been there before. I try to help whoever I can. I try my best to do good.” There’s another, personal reason Heidi is so dedicated to helping people. “I lost my mom about five years ago, and I’ve changed my life to be about gratitude. Helping people is very gratifying to me,” she says. When she’s not working, Heidi

loves to support both her and her daughter’s passion for soccer.

In the future, Heidi would like to expand her reach and broaden her clientele. “I want to be able to reach out to more people. My mentor, Maryam, will help me get to the next level with my advertising. That’s never been a priority for me. Some people might think that’s crazy, but I’ve been fortunate enough to have been kept busy constantly. I just focus my time doing actual work.”

To learn more about Heidi, find her on Zillow and Facebook, email hc@lugashlawcenter.com, or call 619-400-7444

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Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections.

For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money.

THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise.

If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price.

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THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process.

As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home.

Be sure to attend the inspection or assign a proxy if you’re out of the area.

Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts.

HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results.

Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations.

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5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why?

The hiring and training process is time-intensive and doesn’t come cheap. This means that making 16

a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role

2. Build in some perks

Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles.

If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

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While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team.

Likewise, the right candidate will return the favor and invest his or her energies into their new role.

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3. Get a sense of big-picture career plans

4. Keep the lines of communication open

Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision.

That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another?

Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience.

Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul.

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KIP MACHADO Top Agent Magazine

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KIP MACHADO Kip Machado decided to pursue her real estate career after having worked at a local title company for four years where she learned, firsthand, the back end of the real estate process. Before obtaining her license, she honed her skills as a brokerage office manager and then as a transaction coordinator. “Just around the time I received my license, I was offered the opportunity to manage a vacation rental program, which I did for about 4-5 years as I developed my real estate career,” she recalls.

Kip is the sole agent in a small team and serves the Calaveras County region of Northern California. She estimates that 40% of her business is repeat and referral thanks to her dedication, warmth and honesty. Real estate is a relationship-based business, and Kip strives to create client relationships built on trust and confidence. Her ultimate goal: a business built upon referrals from clients who are completely satisfied with the professional and caring service they received.

She believes what sets her apart from her peers is her business background and her unsurpassed knowledge of the local inventory, gleaned from years of working in the vacation rental management sector. It’s an incredible asset for both buyers, sellers and investors.“Our area is a resort-centric area. When buyers come here, they’re happy to know that there’s a professional who has the local knowledge and can take care of their needs,” she says. In 2019, Kip sold 38 houses averaging in price from $320-$620,000 and was one of the top 10 agents in the area.

frequently post on social media, mail fliers, and send out postcards,” she says.

Kip loves what she does because of the assortment of people she gets to meet. “I live in a resort community, so we have a variety of clientele,” she notes. “Some days people are looking to move to our area full time, or retirees are looking to settle in the mountains. Other days, we see families with young children looking to purchase a vacation home and enjoy the outdoors. I love the variety!”

Kip is very involved with her local chamber of commerce and real estate associations. When giving back to her community, she participates in the local parades and sponsors her four grandchildren’s sports and activities.

When not working, Kip likes to spend time outdoors, either puttering around her house or enjoying her community’s natural surroundings. “I love to go hiking, boating, camping, fishing and just being out with the family, especially during the summer months,” she says, “This is God’s country, after all.”

As for her plans for the future, Kip hopes to expand her business. “Every year, I like to reevaluate and assess how I’m doing in a particular area,” she exclaims. “This year, I’m focusing on growing my marketing side. It’s so important to stay ahead of the marketing and digital trends to keep up with your clients’ needs.”

Kip maintains regular contact with her past and present clientele. In addition to emails, postcards, special occasion cards and phone calls, she sends out seasonal reminders for homeowners. “In the fall, I advise them to winterize their homes, and in the spring, I remind them to clear out their brush for fire season,” she states.

Kip takes pride in her marketing skills. Not only are her properties–which are professionally photographed–listed on the brokerage website, they are posted on her personal site as well. In addition, she is an exclusive agent on such real estate sites as Zillow and Realtor.com. “I also

For more about Kip Machado of Cedar Creek Realty (DRE# 01872089) email kip@kipmachado.com, visit kipmachado.com or call 209-768-0634 http://

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Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing?

For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that Top Agent Magazine

inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.

Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.

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Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity.

However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters.

You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.

Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone.

For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.

Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download, 22

you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.

Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media.

When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term.

Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.

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VINNY ARBIZO When you sit down to chat with Vinny Arbizo about his real estate career, it quickly becomes clear that you’re speaking to someone with a deep passion for his work. “I pride myself on my work, and love what I do,” Vinny says. “Before I became an agent I worked in a variety of jobs from customer service to manual labor—when you have that kind of background I think you appreciate this kind of business.”

Indeed, Vinny didn’t become a full-time agent until he had been working for over 30 years. For the first 13 years of his career, Vinny worked in the grocery business, and it wasn’t until 1996 that he first became interested in real estate. “I had a gentleman approach me and say, ‘I’ve been watching you manage this store and I think you’d be a great fit for real estate,’” Vinny tells Top Agent. “I looked into it at the time but didn’t pass the licensing test so I carried on with my life, and eventually took a sales job with Frito-Lay.” In 2002 a friend of his started a mortgage brokerage company and asked if Vinny would join him. He decided to give it a try part-time, while continuing at Frito-Lay. He enjoyed the work, but longed to get more involved with the client side of the business, so in 2007 he got his license and began working as a part-time agent. Finally, in 2017 Vinny made the transition into working as a full-time agent, and has never looked back.

Today, he is one of the crack agents at Jordan–Link & Company, a Century 21 strategic partner. Based out of his office in Visalia, California, Vinny runs a thriving book of business throughout Tulare, Fresno, San Luis Obispo, and Kings County, and will also occasionally take clients in Los Angeles county. Vinny consistently places in the top 5% of agents in the area, and last year was recognized as the third highest producer after closing over $15 million in transaction volume.

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If you ask Vinny how he has managed to enjoy so much success he will credit his relentless focus on customer service as being the primary driver of his business. “My customer service is impeccable. I’m 100% available to my clients, and I always go above and beyond,” Vinny explains. “The other day for example, I had a kid who got a divorce and didn’t have a trailer or a truck to move. I hired a trailer and truck and went over there myself to help him physically move his things out. Mind you this is after I had already gone there to help his ex-wife move several days before.” This approach clearly resonates with people, as over 40% of Vinny’s business comes from repeat clients and referrals.

Outside of work, Vinny loves to travel, spend time with his family and friends, and give back to his community. Having been born and raised in Exeter, Vinny is involved in numerous charities and local organizations, and likes to give back wherever he sees a need.

With an eye to the future, Vinny is excited to grow his business while maintaining his high standards for quality so he can continue to help his clients achieve their dreams of homeownership. “My favorite thing about my job is helping buyers find that perfect home.

I love seeing the gleam in their eyes as we walk through the property, knowing that they absolutely love it. I enjoy what I do and I think people notice that and appreciate it.”

For more about Vince Arbizo, please call 559-804-6774 visit vincentarbizo.c21.com or email varbizo@sbcglobal.net https://

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

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

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MELANIE BARKER Melanie Barker jokes that her mother, a real estate agent, “conned” her into the business. “I was working in Silicon Valley and things weren’t working out. When I asked my Mom what I should do, she said, ‘I think you’d be good at real estate,’” she recalls.

“I told her that I couldn’t work on commission-only, so she suggested I work part-time.

After I got my license, she said, ‘Well, we don’t take part-timers, so you have to do this full time. And that’s how I got started.”

Melanie obtained her license in 2004, fell in love with the business, and has been going strong ever since. “I found my passion!” she exclaims.

Based out of Oakhurst, California, Melanie’s brokerage covers Ahwahnee, Fish Camp, Coarsegold, Bass Lake, North Fork, Yosemite National Park and Mariposa. Last year the company made $10 M in volume and moved 25-30 homes.

Melanie is proud to state that 95% of her business is repeat and referral clientele. “I believe people keep coming back, because my business partner and I are honest, ethical and maintain constant communication,” she says. “I’m a hands-on REALTOR® guiding my clients through the entire process. We work together as a buyer or seller team to be successful. Negotiating, educating, and logistics are my strong suits. I negotiate win-win contracts for my buyers and sellers.”

Melanie also says her team has a skill for relating to clients across all generations. “We love working with people of every age, from Millennials to Gen X to seniors,” she says. “We cater to their needs and stand by them through every step of the transaction,” she says.

Melanie’s clients have nothing but stellar reviews.

Wrote one client: “Melanie Barker has helped our

family purchase two homes and sell one.

Throughout the selling and purchasing processes she was quickly available, knowledgeable, professional, and a great listener. She kept us updated on any changes and informed on what to expect.

There were no surprises. Because of this, we have grown to trust her and would use no other agent to help us buy or sell future properties.”

Melanie thinks out of the box when it comes to staying in touch with her clientele. “In addition to sending out special occasion cards, we include little novel gifts, like lottery tickets” she says. “For the spring, for example, we sent out seed packets for Earth Day. People enjoy the mailbox love and remember us because there’s a personal connection.”

A big believer in giving back, Melanie is on the board of the local Boys & Girls Club and is a past president of the Chamber of Commerce. She’s also very involved with the policy of real estate. ‘As a professional REALTOR®, I’m engaged in my local community and organized real estate as an industry leader,” she says.

“That includes protecting private property rights for our citizens. I have access to the latest and greatest information that drives our economy and the real estate industry enabling me to better serve my clients.

While I’m a firm believer that all real estate is local, broader awareness of industry issues is an enhancement to my business and clients.

Melanie hopes to continue the successful forward momentum of her business. She would like to keep it small, maybe adding on a few new agents. “But they’d have to be like-minded in order to work with us,” she says. “We’re all about working for the client.”

To learn more about Melanie Barker, email melanie@sellingthesierras.com, visit homeasap.com/melaniebarker, or call (559) 760-3860 https://

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mailto:mag@topagentmagazine.com

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