CALIFORNIA 7-11-22

CALIFORNIA EDITION

Are You Doing Business As You on Facebook?

5 Social Media Mistakes Real Estate Agents Must Avoid

FEATURED AGENTS

SARAH ARNOLD LAURA BRAU KEVIN KEARNEY SHIVANGI A. MISHRA

How To Speed Up

FIRST-TIME HOMEBUYER TRANSACTIONS The Daily Schedule of

A SUCCESSFUL REAL ESTATE AGENT COVER STORY

Area Specialist

KELLEN GAUTHIER

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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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?

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

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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Area Specialist

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KELLEN GAUTHIER

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KELLEN GAUTHIER

Kellen wants his clients to know that he comes from a place of giving and is here to help. It’s always a joyful experience for him seeing his clients’ faces light up when they find out they’ve gotten the home of their dreams.

Prior to becoming a Realtor® Partner with the Guy Blume Group of Keller Williams, Kellen had a successful run as the manager of a tattoo and piercing 10

studio. Being ‘the boss’ allowed him to set his own schedule, earn good income and put him at the top of his game for business acumen. Eventually though, he Top Agent Magazine

outgrew his role there. As a young man on a mission to find something more meaningful, Kellen knew that he could be doing more to make a difference in the world. His wife is a cancer research scientist and served as his inspiration for a career change. After some research and discussing it with friends, he decided on real estate as a new career path and set about getting his license.

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In his first year of business, Kellen received the prestigious Rookie Of The Year Award after closing 17 transactions. In his second year he was invited to sit on the Agent Leadership Council as the chairman of the education committee. His hard work has allowed Kellen to achieve his goal of helping people and families set themselves up for success. As part of a 11

five agent team, he serves the city of Alameda and the surrounding San Francisco Bay Area. Alameda is an island located in between Oakland and San Francisco that retains much of its original small-town charm. The area is known for its top-rated schools and

its easy commute to San Francisco, Oakland and Berkeley. It was recently ranked #1 for quality of life out of the 25 largest cities in the Bay Area.

What sets Kellen apart from his peers is his high success rate for getting his

In his first year of business, Kellen received the prestigious Rookie Of The Year Award after closing 17 transactions. In his second year he was invited to sit on the Agent Leadership Council as the chairman of the education committee.

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buyers into contract with very few offers. Over 85% of his buyer clients have either their first or second offer accepted. “Up until last week, I was on a streak where I had seven in a row first offers accepted.” Kellen tries to do everything he can to remain top of mind.

From a “Hello how are you,” to taking clients out to lunch; Kellen wants his clients to know that he comes from a place of giving and is here to help.

It’s always a joyful experience for him seeing his clients’ faces light up when they find out they’ve gotten the home of their dreams. On the selling side, he and his team use unconventional Top Agent Magazine

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marketing tactics, as well as more traditional ones like email, direct mail, postcards and even newspaper print to spread the word.

Keller Williams provides opportunities for its’ agents to participate in and host community events each season. Prior to Covid, Kellen’s team was well known for hosting big events with large turn outs, and he is excited to get back to that this year. As a father of two, Kellen spends most of his free time with his family. He enjoys spending time outdoors hiking, fishing and playing sports when time permits.

In the future, Kellen wants to help as many people as he can achieve generational wealth through home ownership. It’s something he feels more parents should instill in their children. Kellen is both grateful and humbled to have found a career which allows him to serve as a positive guide in helping to shape people’s financial future.

To learn more about Kellen Gauthier email Kellen@iLoveAlameda.com, call (510) 499-5347 or visit Kellen.iLoveAlameda.com www.

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While Top Agent Magazine

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases 16

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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KEVIN KEARNEY

“I have 20 years experience helping families experience a smooth real estate transition and I love what I do.” ~ Kevin Kearney With a proven history of helping people turn their real estate dreams into reality, Kevin Kearney draws on his years of experience to achieve positive results for his clients. Kevin’s passion for real estate was apparent from early on, and he has owned properties since he was just 21. “My grandfather was in real estate, and he inspired me to get into the business,” Kevin recalls. “I bought my first property right out of college, and since then I’ve owned rental properties and done a great deal of work on them. I love working in real estate and helping my clients achieve their goals.”

As leader of the Kearney Real Estate Group at Coldwell Banker, Kevin serves Marin 18

County, California. Located right outside of San Francisco, the area feels a world away and is renowned for its pristine natural beauty and plentiful opportunities for hiking, biking, and doing absolutely anything outdoors.

Over 90% of Kevin’s business comes from repeat and referral clients, an impressive feat that speaks to the strong personal and professional connections he builds. “Clients like my tenacity and my commitment to getting them where they want to go,” Kevin explains. “I’m very hands-on, and if something’s not right, I make it right—whether that’s getting them the right vendor to correct it, or rolling up my sleeves and taking care of it myself! I’m not Top Agent Magazine

afraid to get my hands dirty, and I have a lot of experience working on properties.”

Kevin puts his clients at ease and makes them feel comfortable throughout the process. “The biggest challenge I see most buyers and sellers dealing with is indecision,” he says. “They are bombarded with information, and it leaves them feeling confused and overwhelmed. My biggest gift as a Realtor® is the ability to help families make the most powerful real estate decision, knowing that they are fully informed, experience a smooth transition, and achieve the best result possible.”

Outside of his work in real estate, Kevin loves to give back to his community. He serves on the board of 100MARIN, a local giving circle of “like-minded, philanthropic individuals who are dedicated to enhancing the support and awareness of Marin County nonprofits.” Kevin is also the author of The Little Book of Success, a primer on personal leadership concepts and skills. When he is not working or giving back, Kevin enjoys hiking and being outdoors, as well as woodworking, working on his house, and gardening.

Looking toward the future, Kevin plans to continue growing his business and staying involved in the community. “I’ve been in the business 20 years, and every year is different,” Kevin says. “I just want to keep moving forward and keep serving my clients.” Kevin looks forward to helping many more clients achieve their dream of homeownership year after year. “My favorite part of real estate is being able to hand a set of keys to a buyer and seeing them achieve their real estate goal. Getting them into their house is the best feeling.”

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To find out more about Kevin Kearney, call him at 415-297-3874, email kevin@kearneyrealestategroup.com or visit him online at kearneyrealestategroup.com www.

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Laughs!

We’re still here!

Making the workplace happy is what we do.

A Graham Harrop Cartoon can enhance office materials, training manuals and add zing to that worrying power point presentation.

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Companies large and small call on award-winning cartoonist Graham

the power Harrop to create unique, funPutting and of humour to work memorable cartoons especially for them…

for you!

Working with you to highlight aspects of your organization or celebrate that special someone, Graham is just an email away! gtoonist@shaw.ca

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

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SARAH ARNOLD Top Agent Sarah Arnold saw an opportunity to use her skills and knowledge to start her own business in the field of real estate. Formerly a project manager for a shipping company, Sarah’s past career allowed her to travel and live in different places. She enjoyed living in Mexico City and Rotterdam, but she eventually realized that she liked real estate more than her day job. Sarah is now a successful agent serving the San Francisco East Bay area. Sarah’s experience in international business has given her the skills necessary to be a successful negotiator. She is also bilingual in English and Spanish, which makes her an ideal candidate for working in real estate.

As an agent with Keller Williams, Sarah serves Alameda, Contra Costa County, and San Francisco’s East Bay. Willing to travel, she is happy to talk to anyone looking at buying or selling in the vicinity. Client referrals currently make up 25% of Sarah’s business.

She has excellent agent-to-agent relationships and she has noticed an overall increase in business from buyers of a listing she may have sold coming back to her to list in the future when they are selling up. “We’ve gotten clients that call me as the expert who sold them their house and they want me to sell it again.” What sets Sarah apart is her professionalism and her ability to take the lead as project manager for the whole process. She is intuitive, straightforward, and business-minded.

When marketing a listing, Sarah has a few standards that need to be met for the debut to be successful. Before staging, she recommends doing a series of checks to ensure the home is up to par. This includes things like decluttering, deep cleaning, and making repairs as needed. Once that’s done, professional photography, open houses, and twilight wine and cheese events will help potential buyers see the value in your listing. By following these simple steps, you can be sure that your listing will be presented in the best light possible.”We 22

have to be best in price and best in presentation. Our properties consistently sell over asking.”

Sarah’s commitment to her clients and her dedication to her career is evident in her many accomplishments. Last year she closed 26 transactions with a total sales volume of $24M. Sarah is passionate about her work and a strong advocate for mentoring other agents. “I’ve found a lot of satisfaction in building a team.” Being a mentor and seeing your peers achieve their goals makes it all come full circle.

Through KW Cares, Sarah and her team help support people who have been affected by natural disasters or debilitating situations.

In addition to her work with KW Cares, Sarah also volunteers as a coach for her daughter’s volleyball team.

Down the line, Sarah would love to hire more agents and continue growing her business. She is always looking for ways to improve her leadership skills and create positive experiences for her clients. Sarah is driven by her desire to help others, and she will continue to make a difference in her community for years to come.

To learn more about Sarah Arnold email sarah@saraharnoldhomes.com, call (925) 386-2130, or visit search.eastbayhomeswithsarah.com https://

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

2

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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LAURA BRAU With her mother in real estate, Laura decided she wanted to do something else, just to strike out on her own. She tried other careers, including a stint in the music industry at Sony Music, but all along, the friends who were thinking of moving into the Palisades would ask her advice. She was born and raised there, and in love with the community, so it only made sense for everyone to use her as a resource. While working in business development, she reconnected with a friend who told her it was clear she should be in real estate because she was already giving away the best advice and secrets for free. Then after the Pacific Palisades Junior Woman’s Club nominated her their Home Tour Chair, she looked at all the signs and got her license.

That was about 10 years ago and she has taken the Palisades by storm as a top performing solo agent with an amazing reputation. Most of her clients come to her through direct personal connections and the one-on-one connection stays that way. Laura is the agent you get on the phone, not a maze of assistants. There are no misunderstandings in the office; it’s all on Laura’s capable shoulders.

She knows the Palisades. It’s where she was raised, and where she wouldn’t think of moving away. From Santa Monica to Brentwood to Belair, Laura has connections in every community. Even when clients are looking for smaller houses or a condo in neighborhoods further away from the heart of her territory, she knows the right agents and people to go to for the best deal for her clients. She will also direct you to the right place to get your nails done, your dry cleaning, the park where your kids will play, and knows the Palisades is the best place to watch a 4th of July Parade after the Kid’s Fun Run, which she will sponsor this year.

That best real estate deal isn’t about the money. It is about the right property. Whether she’s dealing with clients looking for their forever home, friends moving around the area, or working with a new young family transplanting their lives, Laura is about helping people of all generations finding what is right for them at that moment in their lives.

When anything changes in the market, she’ll be in touch, making sure her client base knows what’s selling around them and how it may change their current investment. This extra care means Laura doesn’t need to advertise her services.

Clients happily recommend friends and family to the most knowledgeable agent they know. And those that don’t know her yet will come across her by a simple google search for the top agent in the area.

Her amazing network of agents throughout the region also tell her about hot properties before they hit the market - connections which ended up landing her $160 million in transactions last year. Again, it’s not about some quota or hitting that impressive dollar figure. To Laura, it’s about the beaming faces of new homeowners being handed the keys to their dream home. And if they weren’t friends before the transaction, they will be afterwards. Pre-COVID, she held an annual get together at her house for her client base, and she hopes to restart that activity soon. Dealing with clients in real estate can almost feel like dating. She wants to let those clients know they should be comfortable in her home and meeting her family. After all, sometimes she takes a call while cheering from the sidelines of a soccer field where her daughter was playing, and now they get to meet Laura’s star player. Then it’s off to continue to grow the business and make sure that all of her clients have found financial security and comfort not just in their house, but in their home.

For more info, email laura@laurabrau.com and call 310-650-4156 Top Agent Magazine

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

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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Top Agent Magazine

SHIVANGI A. MISHRA Shivangi A Mishra is an exceptional real estate agent with a passion for social equity.

A second-generation realtor, Shivangi works as a buyer specialist on the Kelley Solberg Real Estate Team.

Shivangi’s family immigrated to the United States from India in the 90s and purchased their first home shortly after. This transition opened up opportunities for the entire family. Shivangi’s mother went from working as a housewife to launching her own real estate career.

Shivangi shares how this early exposure to the industry motivated her own aspirations. Upon coming to a turning point in her career, Shivangi says, “I chose real estate after my mom.”

Shivangi has worked as a buyer specialist for six years, two in Seattle. She currently serves Santa Clara County and Alameda County. Shivangi is a dedicated buyer’s agent who prioritizes this modality, “The opportunities for expansion and depth are limitless when you specialize in just one thing.” She spends her time extensively researching areas, analyzing local schools, and thoroughly studying the elements that matter to her buyers. Her deep dives into purchaser strategies and techniques make her a valuable asset in the current market. Shivangi’s current referral business is at 50%.

Shivangi works closely with Kelley Solberg, her counterpart and broker. The two-women team stays in close contact with all past clients. Shivangi notes, “Your buyers are just as important as the listing.” She shares how together they make holiday gifts for their clients and host client appreciation events, “It’s one of the fun things about being on a team.” Shivangi’s buyer approach includes keeping her clients’ needs front and center. She specializes in cultivating off-market inventory through her vast realtor connections and personal referral system.

Her average volume is eight units per year.

When asked what she enjoys about the industry, Shivangi shares, “I love working with so many people, and being able to have an impact on their lives.” She continues, “Every listing is another chance to interact with someone new in the industry.”

Diversity initiatives and community giveback are the lifeblood of Shivangi’s mission.

Prior to the pandemic, she volunteered with an email penpal program, which helped students grow comfortable emailing adults and persons in authority. She plans to volunteer with Reading Partners, a national nonprofit that promotes literacy via in-school reading support. Last year, Shivangi led the newly founded Diversity, Equity, and Inclusion Committee at Keller Williams as a Regional Ambassador for Northern California and Hawaii. This year she is the Chair of the Diversity, Equity and Inclusion (DEI) Committee at her local association, the Santa Clara County Association of Realtors. In this work, she focuses on making the business more welcoming to all people and communities. She spearheads training and education for Realtors and leaders. Shivangi was recently recognized with an Excellence Award for her work at Keller Williams.

In her limited free time, Shivangi is building a coaching program and reads “furiously.” She laughs, “I’m pouring through the Harvard Business Review.” Shivangi also occasionally enjoys relaxing with a cross-stitch project.

When asked about her plans for the future, Shivangi shares, “If you’re climbing Mount Everest, people think you have to keep your eye on the summit.” She continues, “But in reality, it’s all about basecamp, you’re just going from one to the next.” For Shivangi, this “basecamp” looks like expanding her leadership initiatives. This career intersection has allowed her space to invest more energy into social equity. Shivangi says, “It’s very exciting.” She intends to continue selling homes, while also working with various councils and organizations to expand inclusion and diversity initiatives across the board.

To connect with Shivangi, email shivangim@kw.com or call 408-892-4303

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