CALIFORNIA 8-10-20

CALIFORNIA EDITION

ADDING VALUE TO LISTINGS CONNECT BEYOND

REAL ESTATE

COVER STORY

DAVID CRABTREE

to Attract Future Clients FEATURED AGENT

5 SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid

JAMES TAN

876 Muskingum Ave

$7,149,000

Pacific Palisades, CA. 90272 5 beds, 9 baths , 6,706 Sq foot on a 18,198 sq foot lot

Exquisite custom home designed by Steve Giannetti Spread out over a 18,198 square foot lot, Architect Steve Giannetti designed “The Golden Circle,” a 5 bedroom, 9 bathroom on a 6,706 square foot elegant and welcoming retreat. A place to live, work and host in. Custom-built by Morrow and Morrow with meticulous attention to detail and singular quality. Enter the rotunda onto limestone and marble floors, a spiral staircase, high ceilings, skylight and his and hers powders. Dining with French silk walls and a fireplace. The study has seagrass walls and velvet curtains with French handles. Chef’s kitchen has viking appliances, 4 ovens, 2 warming drawers, a griddle, butlers pantry, 2 dishwashers and 3 sinks with onxu mosaic tile. This all opens up to a sunny breakfast room and a lush yard with a pizza oven. Master suite upstairs has a fireplace, a large balcony, art deco throughout 6 rooms, italian light fixtures, and custom shower tile. Every bedroom and bathroom were custom built. Landry has a microwave and a fridge. Pool has a beach entrance, grotto, infinity edge, and a wood dock. Curvilinear shapes tie together the Italian, French and Art Deco influence, bringing 2 coherence throughout. beautiful

876Muskingum.com

LISTING AGENT

Anthony Marguleas CalBRE# 1173073

Amalfi Estates 310-293-9280 AmalfiEstates.com www.

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CALIFORNIA EDITION

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DAVID CRABTREE

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JAMES TAN

James Tan was working a neer in San Jose when he colleague drive up in a remember thinking to m must be doing somethi so I asked him. Turns o JAMES TAN a real estate agent on the recalls. “So I decided to g estate license and pursue the business as well.

CONTENTS 4) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS 8) CREATIVE WAYS TO SAY THANK YOU 15) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

The Great Recession of 2008, he realized, w in19) a lifetime opportunity” ADDING VALUE TOto acquire investm erties.

That’s precisely what he did and h LISTINGS & THE ADVANTAGE quite successful. Before long, a lot of fellow OF IDENTIFYING NEIGHBORwere seeking out his advice. That’s when h HOOD AMENITIES to pursue a real estate career full-time. He w 22) OPEN HOUSES get hisTURN broker’s license and opened up busin INTO California.

DESTINATIONS Grove,

James has a team at Bethany Real Estate & In where he serves the Greater Sacramento region or selling a home can be one of the biggest in in one’s life,” he asserts. “That’s why I take Phone 310-734-1440 | Fax 310-734-1440 a broker very seriously. I represent my client mag@topagentmagazine.com | www.topagentmagazine.com the best way I can, throughout the process, w No portion of this issue may be reproduced in any manner whatsoever without prior consent the publisher.

Agent the listing/selling orofbuying of aTopproperty.”

Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

James is ranked 5-stars on Yelp, Zillow, Published in the U.S. Top Agent Magazine

Goo and Realtor.com. He reports that the major business is repeat and referral clientele. “Wha 3 clients is value,” he exclaims. “That’s the most

CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 4

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

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

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

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Talk About Your Philanthropic Activities

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

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

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

Your Local Community

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

Use Your Creativity to Connect

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

Share Your Hobbies

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

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

Divulge Interesting Experiences

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

What and Who Inspires You

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

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 6

that will draw in a broad range of followers.

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

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Call 1-800-771-5971 or visit us at www.lgscompliance.com email info@iusecompliance.com Top Agent Magazine

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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DAVID CRABTREE

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As a broker with Home & Ranch Sotheby’s International Realty, David serves the Central Coast of California. His average production volume is approximately $100 million per year.

David Crabtree began his real estate career in 1990, and it wasn’t long before he knew he was made for it. “Once I got my license and started working with clients, listening to their wants and needs and being able to facilitate and put the pieces together, I couldn’t believe I was 10Copyright Top Agent Magazine

getting paid for it,” David says. “I absolutely loved it, and it became a passion.”

Through his 30 years in the business, David has forged strong relationships with his clients, and he takes pride in being able to help them make their real estate dreams a reality.

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As a broker with Home & Ranch Sotheby’s International Realty, David serves the Central Coast of California.

His average production volume is approximately $100 million per year. David Top Agent Magazine

leads a team that includes 16 other agents, and close to 80% of his business comes from repeat and referral clients. “I really value my clients, and I always look out for my clients’ needs first,” David Copyright Top Agent Magazine11

“I really value my clients, and I always look out for my clients’ needs first,” David says.

“When you genuinely listen and care about the people you work with, it comes through.” says. “When you genuinely listen and care about the people you work with, it comes through.”

David maintains his excellent repeat and referral rate by making the effort to stay in touch with past clients. He communicates via mailings, email, and phone calls. “I try to reach out on a regular basis, just to say hello and check in and ask how they and their families are doing,” David says.

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When he markets his listings, David takes a comprehensive approach that covers all the bases and ensures that a home reaches as many potential buyers as possible. In addition to traditional methods such as producing high-end flyers and promoting in print magazines including Homes and the DuPont Registry, David has a robust online presence. And through the Sotheby’s brand, he also has access to international markets, which Top Agent Magazine

greatly expands his reach and brings in more clients.

Outside of real estate, David likes to give back to his community. He serves as Vice Chairman for the ECHO Homeless Shelter, and before that he was a founding director and member of must! charities, an innovative crossroads of philanthropy Top Agent Magazine

that partners with donors to strengthen their community by connecting visionary leadership to strategic philanthropic investments. “I’ve been very fortunate and very blessed, so I feel an obligation to give back,” David says.

In the future, David wants to continue to grow his business. “The more people Copyright Top Agent Magazine13

we can serve, the better,” he says. He also wants to continue passing on the knowledge and experience he’s picked up over 30 years to other agents. “What I love about real estate are the relationships and the people I meet. It’s the best business in the world, and I have so many phenomenal

relationships and partnerships that have evolved out of it. I love meeting people, learning their story, understanding where they came from and where they want to go to. And if I can help them facilitate that next goal or objective in their life, it’s rewarding and fun.”

To find out more about David Crabtree, email davidcrabtreeandassociates@gmail.com, call 805.459.9261 or visit davidcrabtree.net www.

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SOCIAL MEDIA MISTAKES

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

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1 Using it to Vent

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

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

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Lack of Consistent Branding

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

3Not Posting Enough

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

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

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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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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school Top Agent Magazine

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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JAMES TAN James Tan was working as an engineer in San Jose when he noticed a colleague drive up in a Ferrari. “I remember thinking to myself, ‘he must be doing something right’, so I asked him. Turns out, he was a real estate agent on the side,” he recalls. “So I decided to get my real estate license and pursue the business as well.”

The Great Recession of 2008, he realized, was a “once in a lifetime opportunity” to acquire investment properties. That’s precisely what he did and he became quite successful. Before long, a lot of fellow investors were seeking out his advice. That’s when he decided to pursue a real estate career full-time. He went on to get his broker’s license and opened up business in Elk Grove, California.

James has a team at Bethany Real Estate & Investments where he serves the Greater Sacramento region. “Buying or selling a home can be one of the biggest investments in one’s life,” he asserts. “That’s why I take my role as a broker very seriously. I represent my clients’ interests the best way I can, throughout the process, whether it is the listing/selling or buying of a property.”

James is ranked 5-stars on Yelp, Zillow, Google, Trulia and Realtor.com. He reports that the majority of his business is repeat and referral clientele. “What I give my clients is value,” he exclaims. “That’s the most important thing. Take location, for example. I can advise them about schools, neighborhoods, businesses, etc. There’s great value in helping clients make crucial decisions.”

gorgeous pictures, put them on the MLS, internet sites, even a single property website and a video. Despite the lackluster demand in that area at the time for high-end homes, he tirelessly did his marketing campaign, whether it was an open house, email, postcards, etc. He got us a couple of great offers, one of them cash. Not long after that, we sold our home … If you are looking for an agent who will go the extra mile for you, look no further.”

To market his listings, James relies on social media, websites, and his CRM. “When I sell a home, the first thing I do is ensure that the house is pristine for photos as well as for showings. I’ll suggest what needs to be done and help to make it happen” he states. He then arranges for professional photographers, drone videos, and 3-D walk-throughs.

James is a member of the Master’s Club, a prestigious designation for top realtors from the Sacramento Association of Realtors, and a past Director at AREAA Greater Sacramento.

When not working, James says he spends all his free time with his family. “They’re the reason I do what I do, and I want to be a blessing for them,” he says.

James hopes to continue to build his brand and team.

“With decades of experience in real estate, investing and venture capital, I want to continue to offer my clients valuable & professional service for as long as I can,” he says.

No wonder James’ clients praise him for his service. One client recently wrote: “My husband and I used James as our agent when we recently sold our home. We can’t recommend him more highly… James was kind enough to help by making sure that our home is in perfect condition for the sale. His crew improved the condition of the To learn more about James Tan, front lawn, he got us a gardener for the maintenance and email bethanyrealestate@gmail.com, his handyman fixed certain things and pressure washed http://www.bethanyreinvestments.com/James-Tan-MBA-Broker-REALTOR-Bethany-Real-Estate-Investments or visit him here, or call (916) 230-5250 the concrete. Once the house was perfect, he took Top Agent Magazine

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Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules.

But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers.

There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends.

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The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge.

With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than

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midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed.

In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house.

Your client’s benefit is the buzz.

A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for lowkey social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor. But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact. Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing.

Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend? Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property Top Agent Magazine

before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses!

Prospective buyers always want to know about the community when visiting open houses.

Consider inviting representatives of community

organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town. For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information.

Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.

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