CANADA 10-19-20

CANADA EDITION

The Daily Schedule of a

SUCCESSFUL REAL ESTATE AGENT

Is Finding a

NICHE MARKET Right for You? GOOGLE ADWORDS:

How to Make Google Do the Work for You

COVER STORY

AISLYNN RADLEY FEATURED AGENTS

JULIE PHOENIX STEVE CALLAHAN NETTIE HENDRICKS NATHAN MATIS MELISSA NAUGLER

CANADA EDITION

STEVE CALLAHAN For Steve Callahan, real estate is all about 15 7 the relationships that he builds with his clients. He takes the time to get to know each client and their goals and build trust.

As a result of this focus, in his twenty-two years in the industry, Steve has become one of the most trusted and respected agents serving the Great St. John’s metro area.

wisdom and listings via Tw Instagram, and even TikTo this thorough and contemp is often a quick sale at a v price. Steve closes between actions annually with an a $300k.

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“Real estate is a vehicle NATHANPHOENIX MATIS AISLYNN STEVE CALLAHAN his way to JULIE real estate when he to grow in life and in my RADLEY wascareer twenty-seven years old. Two ownersHe also volunteers at the localSteve says. “I now under Nathan Matis started his in the homeless AISLYNN RADLEY Steve found

20 21 noticed 23 27 for Canadian Armed Forces of as Century an Armoured shelter. He was nominated Kelowna’s he had the qualities estate can doNAUGLE for me, and NETTIE HENDRICKS MELISSA Reconnaissance Soldier of anda great movedagent into and asked him if he’d be interested Civic FredinMacklin Memorial Award for real estate.” To give back to the Naugler wanted to seas purs Nettie Hendricks followed in her along with jars ofMelissa cinnamon to celebrate many high-level/high-risk security posi‘Man of the Year’ and the Capital News becoming licensed and joining their company. “I had a has given him so much, Stevethe donate a career that fit both her lifest tions. After many years of working inbrother’s footsteps to become Award ‘Volunteer of the Year.

He was also Nettie markets her listings mu lot of trust in them, and it was well respected,”a he says.

Foundation, as wellviaasRealtor.ca, to individua the service industry, Nathan decided toreal estate agent. “He convinced nominated for the websites, ‘Realtor Care’ award— and her“CENT four k affiliate andpersonality via social after media. for women and children. service his community in the capacity ofme I would love it, and he an to real estate agents were grown, but sheHe’s was coac nervo wasaward21 given also offers a great marketing campaign,” she Steve believes in communication, and he checks in for 32 years and teaches boxing a real estate agent. At the age of 28 heright,” she notes. Nettie received who are committed to volunteering to get intotheir real estate at first.fitne “I h hisGroup, clientsa during each phase of the time process.

He trainer.

As ainterview professional speaker, he s co-founded Canada Flexwith Realty with charities.

In 2019 he won the an with Royal LePa An avid volunteer, Nettie believes in improvin her license 13 years ago and has real estate firm that follows an innovative ‘Community Oriented’ Realtor Award forwell,and knows how to never minimize the stress involved during motivation, inspiration, which went but Ileadershi wasme scar lives of those around her.

“Nothing makes ha looked back. business model thatNETTIE allows clients to have his contributions to the community.

He I his thought, ‘Ithey’re can’tcertification do this,’fora transactions. is personalized andMELISSA based obtained lifewhat coaching HENDRICKS His approach NATHAN MATIS NAUGLER than helping people find looking flexible solutions and empowers them to also spends time in Quintanacalled Roo, Mexico to thank them after the int in leads thoughtfulness, understanding and respect.

His Real humanitarian now a team for CENTURY 21® Bamber says.

“It’s work all about making their lives better by have options whenShe buying or selling real doing such as building view but said I wasn’t interested in pursuing the jo clients are eager to tell their friends and family about For the future, Steve Estate serving Calgary and theCONTENTS surrounding rural area. tating their real estate dreams.” plans to grow h estate. Nathan’s company is comprised and renovations atShe a local church. she admits. then reached out to her husband to st Steve’s boutique approach—85% of his busi- continue the relationships that mean She reports thatcaring, her business is 95% repeat and referral of 22 staff members who serve clients him about her fears.

They decided to meet for coffee ness“Icomes from repeat and referral clients.

“People Hespends also hopes to share his knowledge b clientele. am dedicated to providing my clients withand Nettie back to her by that servin throughout the Kelowna/Okanagan Valley.

Outside of work the time he volunteering, discuss thegives situation.

“We metcommunity at a restaurant j love to brag about great experiences they have,” Steve vidual agents and teams.

“It’s someth theADWORDS: highest quality service possible,” she says. the ofand Governors for isthe Calgary Nathan loves toTHE relax withBoard family friends.

He 4) GOOGLE 21)“It’s DAILY happened to SCHEDULE be across the street from Royal Real LePaE says with a smile. says.

“I have a passion for it!”

Nathan’s business includes a lot of repeat and referral also a licensed pilot, and in his spare time he likes to very important for me to always be there for them, Board Charitable Foundation, helping with Habi HOW TO MAKE GOOGLE OF A SUCCESSFUL “It must have beenREAL serendipity because, while we w clients, which he believes is the result of the compafly and take in the breathtaking views from above.

He’s to answer all of their questions, and to be responsive sitting Humanity and as fundraising chair forIher church there, I got a call from the broker interview DO THE WORK FORofYOU ESTATE AGENT ny’s focus on people numbers.

“We are also passionate about cars. the future is focused Steve is committed to staying in his clients’ lives long wheninstead they need me.” with.

HeInasked me tohecome in, which I did. This m client driven, not money after driven.the Ourtransaction clients appreciate on the continued growth of his company. would When notmeworking her time, e is over. “I believe that the sale had faith in and saidorHe hedonating was willing to takeNettie a chan 13) MAKE SOCIAL MEDIA 25) IS FINDING A NICHE that we fully focusIt’s on not themsurprising and that we operate with like to expand his team numbers and continue estabthatheNettie stellar reviewsinif touch time with her “There’s nothing Ispending would reconsider.

He family. also said he would pay m never closes,” says.receives The way he keeps MARKETING YOU? honesty and integrity,”YOUR he says. CALLING CARD lishing a MARKET wide network RIGHT of clients.FOR He would also like agent fees until I was able to pay she it back.

I could for her esteemed ethic.on One client recently wrote: than being with my grandkids,” exclaims. with clientswork depends their wants and needs.

“Some to open more Flex Realty offices in other areas. “I’d and the rest is history,” she says. That was “YouDOING can’t go wrong with Nettie. She some is a rare gemtalk in say people to be face-to-face, ontono, the 18) AREoffers YOU BUSINESS Flex Realty a variety of like marketing packages, love forlike my to company be in multiple different cities October Nettie’s plans futureour are to continue to ex athrough fieldphone. ofsocial mediocre.

She has very integrity, savvy Other prefer a quick, thoughtful text orso2018. and theyYOU advertise mediapeople sites such as high around British Columbia that we for canthe provide AS ON FACEBOOK? her business, continue to mentor communication skills, and an amazing sense of the messageasonwell social me, showing respectthroughout many regions.” new agents, and Facebook, Instagram, anda LinkedIn, as onmedia. local For level of service to clients Melissa now in her ranking at her Ro further intoleads land strong development.

“We’re looking fo In my means case, she suggestedinthe amount billboards. Nathanmarket. uses different of communiinvolves communicating thehighest way each individual LePage office, which covers the Greater Moncto to continuing to serve our community,” she says.

I could get for my property given the current market. cation in order to stay inclient touch prefers,” with clients, heincluding says.

Phone 310-734-1440 | When Fax 310-734-1440 we came very close to what that. In today’s market, Canada region, and she reports that her business phone calls, texts, And and emails. discussing already 60% referral clientele. “I never realized h he loves most about job, he says, love the entire thehisprice sold“Ithe place for wascapitalizes simply amazing.

For more about Steve Ca mag@topagentmagazine.com | www.topagentmagazine.com To we market listings, Steve on thebigwide my sphere of influence actually was, but when I p journey from startYou to finish.

Getting meet a new on your side. And can trust that toshe is always call 709-746-87 community network he’s created during twen-out there,publisher. myself I got aplease tremendous No portion of to thiswhat issue may be reproduced in any manner whatsoever withouthis prior Top Agent response. You j client, listen their are, andabout handing that it’sneeds not simply herthem getting a commission.

I consent of theemail steve.callahan@royalle have to to trust inthe your network,” she says. years in the industry. personal isensure Magazine published by ty-two Feature Publications GA, Inc. AlthoughHis precautions arebrand taken accuracy of published the key toistheir new house.

I enjoy the whole transaccouldn’t recommend thisresponsible person more for helping you or facts supplied or visit facebook.com/SteveC materials, Top Agent Magazine cannot be held for opinions expressed by its authors. an extension ofunnoticed, his Realtor tion process.” His work ethic gone as brand and he shares life sell address, or buyhasn’t your place.”

To subscribe or change send mag@topagentmagazine.com.

Melissa believes that her strong work ethic is w he was recently recognized with theinquiry Top 40toUnder 40 Published in the U.S. continues to draw in business. “I’m very goal-oriente Award in Kelowna.

For the past 13 years, Nettie has consistently been a top she observes. “My clients know that Copyright there’s notTop a producer in her office, even garnering the Realtor of keeping me back, so when I make a plan with them Aside from putting his whole heart into doing what’s To learn more about Nathan Matis Top Agent Magazine theNathan Year Award for Calgary in 2018. satis- execute it.” best by his clients, also has a soft spot for “My clients’ emaildrives nathan.matis@flexrealtygroup.ca, faction is very important to me and this is what his community. He’s a member of MADD - Mothers www.

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visit flexrealtygroup.ca, or call (250) 859–9559 www.

mailto:mag@topagentmagazine.com

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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AISLYNN RADLEY

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AISLYNN RADLEY Top Agent Aislynn Radley oversees an expanding team at Crosstown Marketing Group, based in Burnaby, British Columbia. She reports that her business is an impressive 75% repeat and referral clientele.

Aislynn Radley has been a committed full-time licensed Realtor since 2006. Before finding her way to the real estate business, she obtained a Bachelor of Fine Arts degree and a Graduate Diploma in Business Administration and worked for several years in the software industry as a marketing manager.

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Aislynn now oversees an expanding team: Crosstown Marketing Group, based out of Sutton Centre Realty in Burnaby, British Columbia.

She reports that her business is an impressive 75% repeat and referral clientele. “I believe people keep coming back because we offer more than just a sales transaction,” she observes. “We Top Agent Magazine

educate our clients on how they can extend their real estate equity and build their wealth. I always give honest and helpful information, and they appreciate that.”

It’s no surprise that Aislynn receives stellar reviews for her esteemed work ethic. One client recently Top Agent Magazine

wrote: “Aislynn has been an absolute pleasure to deal with! She immediately put me at ease and took the time to educate me about the kind of things I should look for in a rental property. She was there to answer all my questions and calm my nerves, no matter the time of day or night. I honestly couldn’t ask for more in a realtor.”

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“I’d like us to be more involved with helping people create plans for their wealth and retirement using real estate as a basis to achieve their financial goals.”

Her vast experience in real estate extends to buyers, sellers, investors, land assemblies, commercial leasing and sales, and multi-family project marketing. She is currently working towards her CCIM (Certified Commercial Investment Member) designation.

To stay in touch with her clients, Aislynn sends out monthly informational mailers. “I hesitate to call it a newsletter. It basically offers my personal commentary on what’s happening with the market, plus there’s always an educational Copyright Top Agent Magazine 10

piece,” she says. “Every client is set up with a monthly market snapshot showing statistics for their neighbourhood only.” She also sends out emails and special occasion cards.

Aislynn does an extensive review and walkthrough of each home as part of her marketing plan. “I go room by room and make a list of what needs to be done to make the home ready to show. I call it, ‘Things You Need to Do to Make People Fall in Love With Your Home,” she explains. She next sets aside one day to stage, Top Agent Magazine

video, and photograph the home for advertising purposes. Then she will post to the MLS, professional websites and on social media.

“I’d like to think what people remember about me is the fact that I’m honest and give them sound advice for their financial future,” she Top Agent Magazine

asserts. “I want them to feel they are in control of their decisions.”

When giving back to the community, Aislynn volunteers for her daughter’s youth soccer as well as for various her time at Covenant House, a local program for homeless youth.

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In her personal time, she enjoys going to the gym and training for bike, triathlon or running events.

She has completed several full and half marathons and a couple of Ironman competitions.

She loves coffee, red wine, and trying new tapas restaurants.

As for the future, Aislynn plans to expand the team’s scope. “I’d like us to be more involved with helping people create plans for their wealth and retirement using real estate as a basis to achieve their financial goals.” she says. “I want to continue to be available for all of their questions.”

To learn more about Aislynn Radley, please call (778) 773-5696, email aislynn@crosstownmg.com, or visit crosstownmarketinggroup.com https://

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Top Agent Magazine

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

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

interactive, unmissable, and effective in generating business.

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

Consider your profile a landing page.

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

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

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

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

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

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

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

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

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JULIE PHOENIX

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JULIE PHOENIX

Julie Phoenix began her real estate career seven years ago, following a successful career with the Vancouver Police. “I always had an interest in real estate but never thought to take the plunge,” Julie recalls. “But ever since I did, it’s been great. I’ve never looked back or had any regrets. It’s been the best decision ever.” Julie’s clients value her attentive communication, hard work, and the personalized service she provides.

gotten referrals from people I haven’t even worked with, but who see what I’m doing and are comfortable enough and confident enough in me to provide a referral.” Julie attributes her positive reputation to the way she does business. “I base my business on relationship building, not the transaction,” she says.

“I often end up becoming friends with my clients.”

For almost her entire career in real estate, Julie has worked closely with her mentor at Macdonald Realty Squamish, Jack Fowler. “Jack took me under his wing and I quickly learned a lot from him,” Julie says. “We each do all of our own listings and buyers, but we can also help each other out. That way, our clients get two full-time realtors for the price of one.”

Julie serves Squamish BC, with occasional forays into the surrounding area. About 90% of her business comes from repeat and referral clients, a truly impressive feat that speaks to the loyalty and trust she inspires. “It’s been amazing,” Julie says. “I’ve 16

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Responsiveness is another quality that sets Julie apart. “Clients are amazed at how quickly I respond to inquiries,” she says.

“That’s something I started early on and have continued throughout my career: always being available and responding ASAP. In today’s world where everything is instantaneous, if you don’t respond, people will just move on to the next person. So having positive feedback about how responsive I am has also spurred me to continue that.”

Julie makes ample use of social media to guarantee maximum exposure for her listings. “Instagram is not going to sell the property—people still have to come and see it—but it is another avenue,” she says.

Julie also started a recurring series of posts called Feature Friday to showcase local businesses and give back to the community, and it’s had the added effect of increasing interest in her social media, giving a bigger platform to her listings.

When she is not working, Julie and her husband are avid mountain bikers. She is active in SORCA, the Squamish Off-Road Cycling Association, and she sponsors some of their events, including social rides and races. In addition to participating in mountain bike races herself, Julie enjoys paddle boarding, camping, and hanging out with her husband and their two dogs and two cats.

In the future, Julie plans to continue increasing her transaction volume, while also continuing to provide the same great service to her clients. “I would also like to figure out how to do client events on a smaller scale,” she says. “I’ve been so fortunate to be busy during this time, and I want to keep building those client relationships and going above and beyond for my clients.”

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To find out more about Julie Phoenix, call 604-849-4990, visit jackandjulie.ca or email juliephoenixsq@gmail.com www.

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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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STEVE CALLAHAN For Steve Callahan, real estate is all about the relationships that he builds with his clients. He takes the time to get to know each client and their goals and build trust.

As a result of this focus, in his twenty-two years in the industry, Steve has become one of the most trusted and respected agents serving the Great St. John’s metro area.

Steve found his way to real estate when he was twenty-seven years old. Two owners of Century 21 noticed he had the qualities of a great agent and asked him if he’d be interested in becoming licensed and joining their company. “I had a lot of trust in them, and it was well respected,” he says.

Steve believes in communication, and he checks in with his clients during each phase of the process. He knows how to minimize the stress involved during transactions. His approach is personalized and based in thoughtfulness, understanding and respect. His clients are eager to tell their friends and family about Steve’s caring, boutique approach—85% of his business comes from repeat and referral clients. “People love to brag about great experiences they have,” Steve says with a smile.

wisdom and listings via Twitter, Facebook, Instagram, and even TikTok. The result of this thorough and contemporary approach is often a quick sale at a very competitive price. Steve closes between 48 to 60 transactions annually with an average price of $300k.

“Real estate is a vehicle that allows me to grow in life and in my relationships,” Steve says. “I now understand what real estate can do for me, and what I can do for real estate.” To give back to the community that has given him so much, Steve donates to the Shelter Foundation, as well as to individual local shelters for women and children. He’s coached ice hockey for 32 years and teaches boxing fitness as a personal trainer. As a professional speaker, he shares tips about motivation, inspiration, and leadership. He’s recently obtained his life coaching certification.

For the future, Steve plans to grow his business and continue the relationships that mean so much to him.

He also hopes to share his knowledge by training individual agents and teams. “It’s something I love,” he says. “I have a passion for it!”

Steve is committed to staying in his clients’ lives long after the transaction is over. “I believe that the sale never closes,” he says. The way he keeps in touch with clients depends on their wants and needs. “Some people like to be face-to-face, some like to talk on the phone. Other people prefer a quick, thoughtful text or a message on social media. For me, showing respect involves communicating in the way each individual client prefers,” he says.

To market listings, Steve capitalizes on the wide community network he’s created during his twenty-two years in the industry. His personal brand is an extension of his Realtor brand and he shares life Top Agent Magazine

For more about Steve Callahan, please call 709-746-8780, email steve.callahan@royallepage.ca, or visit facebook.com/SteveCallahan22 www.

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NETTIE HENDRICKS Nettie Hendricks followed in her brother’s footsteps to become a real estate agent. “He convinced me I would love it, and he was right,” she notes. Nettie received her license 13 years ago and has never looked back.

She now leads a team for CENTURY 21® Bamber Real Estate serving Calgary and the surrounding rural area.

She reports that her business is 95% repeat and referral clientele. “I am dedicated to providing my clients with the highest quality service possible,” she says. “It’s very important for me to always be there for them, to answer all of their questions, and to be responsive when they need me.”

It’s not surprising that Nettie receives stellar reviews for her esteemed work ethic. One client recently wrote: “You can’t go wrong with Nettie. She is a rare gem in a field of mediocre. She has very high integrity, savvy communication skills, and an amazing sense of the market. In my case, she suggested the highest amount I could get for my property given the current market.

And we came very close to that. In today’s market, the price we sold the place for was simply amazing.

You can trust that she is always on your side. And that it’s not simply about her getting a commission. I couldn’t recommend this person more for helping you sell or buy your place.”

For the past 13 years, Nettie has consistently been a top producer in her office, even garnering the Realtor of the Year Award for Calgary in 2018. “My clients’ satisfaction is very important to me and this is what drives me to be a trustworthy, honest, and hands-on real estate agent. Serving their needs is my top priority.”

Nettie reaches out to her clients via emails and phone calls. She also puts out two newsletters. “This year, we’re getting ready for our Thanksgiving pop-by campaign,” she says. “We’ll be dropping off pumpkins 20

along with jars of cinnamon to celebrate the season.”

Nettie markets her listings via Realtor.ca, multiple affiliate websites, and via social media. “CENTURY 21 also offers a great marketing campaign,” she says.

An avid volunteer, Nettie believes in improving the lives of those around her. “Nothing makes me happier than helping people find what they’re looking for,” she says. “It’s all about making their lives better by facilitating their real estate dreams.”

Nettie gives back to her community by serving on the Board of Governors for the Calgary Real Estate Board Charitable Foundation, helping with Habitat for Humanity and as fundraising chair for her church.

When not working or donating her time, Nettie enjoys spending time with her family. “There’s nothing better than being with my grandkids,” she exclaims.

Nettie’s plans for the future are to continue to expand her business, continue to mentor new agents, and delve further into land development. “We’re looking forward to continuing to serve our community,” she says.

For more about Nettie Hendricks, please call (403) 875-7981 email nettiehendricks1@gmail.com, or visit nettie-hendricks.c21.ca https://

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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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NATHAN MATIS Nathan Matis started his career in the Canadian Armed Forces as an Armoured Reconnaissance Soldier and moved into many high-level/high-risk security positions. After many years of working in the service industry, Nathan decided to service his community in the capacity of a real estate agent. At the age of 28 he co-founded Canada Flex Realty Group, a real estate firm that follows an innovative business model that allows clients to have flexible solutions and empowers them to have options when buying or selling real estate. Nathan’s company is comprised of 22 staff members who serve clients throughout the Kelowna/Okanagan Valley.

Nathan’s business includes a lot of repeat and referral clients, which he believes is the result of the company’s focus on people instead of numbers. “We are client driven, not money driven. Our clients appreciate that we fully focus on them and that we operate with honesty and integrity,” he says.

Flex Realty offers a variety of marketing packages, and they advertise through social media sites such as Facebook, Instagram, and LinkedIn, as well as on local billboards. Nathan uses different means of communication in order to stay in touch with clients, including phone calls, texts, and emails. When discussing what he loves most about his job, he says, “I love the entire journey from start to finish. Getting to meet a new client, listen to what their needs are, and handing them the key to their new house. I enjoy the whole transaction process.” His work ethic hasn’t gone unnoticed, as he was recently recognized with the Top 40 Under 40 Award in Kelowna.

Aside from putting his whole heart into doing what’s best by his clients, Nathan also has a soft spot for his community. He’s a member of MADD - Mothers Against Drunk Driving, where he served as a Director.

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He also volunteers at the local homeless shelter. He was nominated for Kelowna’s Civic Fred Macklin Memorial Award ‘Man of the Year’ and the Capital News Award ‘Volunteer of the Year. He was also nominated for the ‘Realtor Care’ award— an award given to real estate agents who are committed to volunteering their time with charities. In 2019 he won the ‘Community Oriented’ Realtor Award for his contributions to the community. He also spends time in Quintana Roo, Mexico doing humanitarian work such as building and renovations at a local church.

Outside of work and the time he spends volunteering, Nathan loves to relax with family and friends. He is also a licensed pilot, and in his spare time he likes to fly and take in the breathtaking views from above. He’s also passionate about cars. In the future he is focused on the continued growth of his company. He would like to expand his team numbers and continue establishing a wide network of clients. He would also like to open more Flex Realty offices in other areas. “I’d love for my company to be in multiple different cities around British Columbia so that we can provide our level of service to clients throughout many regions.”

To learn more about Nathan Matis email nathan.matis@flexrealtygroup.ca, visit flexrealtygroup.ca, or call (250) 859–9559 www.

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Is Finding A Niche Market Right for You?

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

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

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

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

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

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 25

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

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

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

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

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

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 26

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

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

Are you already serving a niche?

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

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

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

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

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MELISSA NAUGLER Melissa Naugler wanted to pursue a career that fit both her lifestyle and personality after her four kids were grown, but she was nervous to get into real estate at first. “I had an interview with Royal LePage which went well, but I was scared.

I thought, ‘I can’t do this,’ and called to thank them after the interview but said I wasn’t interested in pursuing the job,” she admits. She then reached out to her husband to tell him about her fears. They decided to meet for coffee to discuss the situation. “We met at a restaurant that just happened to be across the street from Royal LePage.

“It must have been serendipity because, while we were sitting there, I got a call from the broker I interviewed with. He asked me to come in, which I did. This man had faith in me and said he was willing to take a chance if I would reconsider. He also said he would pay my agent fees until I was able to pay it back. I couldn’t say no, and the rest is history,” she says. That was in October 2018.

Melissa now leads strong in her ranking at her Royal LePage office, which covers the Greater Moncton, Canada region, and she reports that her business is already 60% referral clientele. “I never realized how big my sphere of influence actually was, but when I put myself out there, I got a tremendous response. You just have to trust in your network,” she says.

According to Melissa, each client is treated equally, regardless of the finances involved. “Everyone receives priority attention, as if they were a member of my family,” she says. “I will stay with them to the end and they can really trust and depend on me.” This is why she implements the personal touch when reaching out.

“Rather than sending out emails, which can sometimes seem cold, I make phone calls or send text messages to check in. Nothing formal,” she notes.

For Melissa, real estate is much more than a sales job. “I’m capable of great compassion and really love working with people,” she says. “After all, buying a home is probably the biggest transaction someone will ever make, and they put it in my hands. It’s essential that I provide great service and be completely responsive throughout the process.”

When not working, Melissa loves spending time with her family and two Goldendoodles. “I have a very strong family mentality, which helps me relate to clients with kids,” she says. “I understand where they’re at and what they need every step of the way, and they appreciate that.”

As for the future of her business, Melissa hopes to continue along her current path to success. She notes, “I do want to expand, and perhaps next year, I will bring on more agents to form a team.”

Melissa believes that her strong work ethic is what continues to draw in business. “I’m very goal-oriented,” she observes. “My clients know that there’s not a lot keeping me back, so when I make a plan with them, I execute it.”

It’s not surprising that she receives stellar reviews. One client recently wrote: “Melissa is very professional, always accessible, and if she didn’t know something, she would find the answer and get back to us as soon as she could. She is honest and goes above and beyond to achieve the best for her clients. We highly recommend her!”

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For more about Melissa Naugler, please call (506) 962-4858 email Mnaugler@Royallepage.Ca, or visit her website here https://www.royallepage.ca/en/agent/new-brunswick/moncton/melissa-naugler/61004/

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