CANADA 3-1-21

CANADA EDITION

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

Is Finding a

NICHE MARKET

Right for You? 9 Things the Best Leaders Never Say

COVER STORY

RYAND CAMPBELL

FEATURED AGENTS

SHERRY BLINKHORN MARIO CEFAI JAROD CROGHAN JORDAN MACNAB LOUISE McKNIGHT CHRISTINE TETREAULT

m to do andard clients tisfied, s were back to as more Mario JORDAN MACNAB y being putting hen he

CANADA EDITION

JAROD CROGHAN 7

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LOUISE McKNIGHT cates a be said, RYAND CAMPBELL MARIO CEFAI JAROD CROGHAN SHERRY BLINKHORN CHRISTINE TETREAULT Louise McKnight started out in Els o make ® Last up yearfor sawthemselves,” an exciting development enjoys the challeng ce Sherry and Blinkhorn real estateRealtor in 2008, finding fast as Sherry explains. She is is a veteran in Christine’s real estate career.

After utilizesMoreover, tools like he D 27 31 35 natFor 32 Jarod Croghan, entrepreneurship comes well known for her work with non-profin Nova Scotia who has built a hallmark enjoys three years as an agent at her brokerage, Breakout Clips to m success in the industry through buy urally.sector.

Four years he decided to earn his vided by his its and volunteer “I’veago, fostered real estate career from the ground up.

Christine madethe a big leapreal to take ings stand out.in“Ithe tr support estateover license while investing in properties future, ® instincts and pasher unmatched kno the One Percent Realtywhere franchise in put them up on socia an environment we put the people Within her first couple years as a Realtor , around Toronto. Always on the lookout for new our listings o Edmonton, from hernothing former he will see“We them.”

Tho first.” Alberta Sherry wants more than to into the busishetoearned her You place in for the reach top 5% of really st opportunities, decided to delve team can Mario Cefai by her phone at sion client service.

Across clie broker. The transition made for a very volume of sales per ® ness with aof seasoned Realtorlife in Quebec—and the make biggest transaction someone’s Realtors across Canada with a National successful year, in spite of the challenges every one of her cli number 416-910-4077, online at mariocefai.com, rest is history. Today, Jarod is a Realtor for Royal Elsewhere, career, has OvJ a reality, regardless Franchise. Since then, she hasshe opened her truly seen it all, posedbecome by the Covid-19 pandemic.

In noof the hurdles. success to their refe LePage Vallée de L’Outaouais, where he and his leaning on th time, after stepping into her leadership RYAND own brokerage, and continues to train orattaining by email at top mariocefai@outlook.com her Managing Broker and h partner assist clients throughout Shawville and LePage a role, Sherry’s Christine managed to almosthard triple to produce a Christine is a mem team works producing agents year after year. the surrounding areas. A specialist her brokerage in size.

Services Committee license and co-owning her own broout CAMPBELL in rural properties, he has cultivated high-quality their JORDAN MACNAB SHERRY BLINKHORN CHRISTINE LOUISE Mproduct cKNIGHTand to make EstateAssociation, b a workflow around personalized Top Agent clients’ lives They virtual The group Sherry owns is called After twelveMagazine years total easier. working in the use TETREAULT Christine lovesvol to re kerage inBlinkhorn 2012. LouiseCopyright and Leslie service and an in-depth knowledge real estate industry selling hundreds husband, spending s reality toursandand drone videography to Real Estate Ltd, and it has become one of of the Quebec region.

Zhao teamed up 8 years ago, add-homeslistings, or over the course of her career, most of and they have the experiencetown of Montreal visiting with fa the highest producing real estate companies in Pictou enhanceoftheir Christine’s business these days comes from repeat and taking occasional excursions to th When listing a home, Jarodbest takes a CONTENTS ing Ryan Sidhu their dle andthree expertise necessary to ensure getwho the County, and is a well-known brand in the to region.

Sheteam referral clients who know that she’s they an agent will and Jasper. varied approach. After helping his prices for sellers. has made a true name for herself by espousing core seeboth them buyers through and the selling or homebuying process clients to fully prepare their propyears later. In 2019, Samantha in with care for their concerns.

After a great first year of run values of generosity and personal care while passing erty for the market, he proceeds to Christine is just getting started 4)on5toTIPS TO she GET NEW CLIENTS 24) RECONSIDER Rogers, Austin and topw over a blendREFERRAL-ONLY of social media Real Estate Ltd share is a itcommunity-focused those values the agents hires.

“We McFarland, truly care Blinkhorn “I love that I’m actually helping people, especially in future. First and foremost, Chris campaigns, as well as open houses WHEN PLANNING FOR THE FUTURE They sponsor teams andandare about humans,” Sherry says.

“We work as a team; this economy.

They’re gettingsports professional service her business significantly. Havin Lynn Ghinzel came organization. aboard “It 13) ISMary FINDING A NICHE to the surrounding community. a great price. They they are listened to and routinely involved withknow various non-profits andhave otherteam, Christine has begun the when you get one of us, you get all of us.” Sherry is RIGHT FOR YOU? CREATIVE ®MARKET rounda Realtor in construction and andrelationships referral clients.

“Year after year we try to push someone to 30) understand that they may going through onboard and mentor new agents, as well—and the rest history. say organizations across the county.

“WebeWAYS don’t seeTO our-SAY who emphasizes with her is clia stressful period.” decided to take his skills the envelope with our marketing.

We have a totally THANK YOU ® eventually having a team of over a selves as good salespeople – we are good Realtors ,now, Christine trains all her own ents and coworkers as theTO top priority of her business. thea HOW INCORPORATE nto a career in18) real estate. different approach than most other agents town, there is Aain difference!”

Sherry says. sees Outside of work,the value of fostering a sense o natural people person, Christine her openness EVENTS TOofYOUR EMAIL 9 THINGS THE BEST team—brokeredCURRENT

by Keller and we were one the first ones to use drone footage33) Team assists clients and caretoforspend her clients the key to boating, her success.traveling, “I take among her team. “I want topeo hav Sherry and her team provide aMcKnight personally tailored ex- Sherry loves timeas outside h his brother, Russ, and has AND in ourSTAY area. Because my brother and I had a skate/ BLASTS RELEVANT LEADERS NEVER SAY an extra-long time with my clients, and even though professionals who stand apart,” perience for each throughout client they do business with.Rock, She andSouth doing yard work. She hopes that her business can White lifeC llers in Vancouver, Canada snow board clothing company when we were younger, I’m very professional throughout the process, I also truly aims to assist themwe with their specific needs in continue to catchy thrive and keepChristine its spotsays. as a“I top brokerage show them that I care,” go above and have a lot of experience with unique and and the surrounding areas.

They have cultivated any way they can, Surrey, and find it rewarding to help peoin Pictou County well into the future! beyond, and I communicate with them that I care about marketing strategies. We now invest in the Macnab Especially inof our economy, acquire marketing one of atheunique greatest achievements ofthat their workflow puts clients atgoing thethrough. forefront Outside their careers, andple innovative brand by designing shirts, sweatshirts, andwhat hatsthey’re (aka prices are lower, so I can sympathize.”

Christine makes Phone 310-734-1440 | Fax 310-734-1440 lives instrategy, home ownership.

“Honesty and ethics areaway very to friends and clients,” his business Jordan #MacSwag) that we give herself available clients’ questions around eachsays. transaction.

“No matter your level,to answer we her will promendously active with important to of us,” Sherry he “We aimincludes to do professional extensive network repeat says.

Thealways team also videos,“I try to reassure them that they can call me the clock. mag@topagentmagazine.com | www.topagentmagazine.com with the ofsame Louise says. previously served on t what’s best for the vide client.”you Sherry’s method puttingservice,”anytime, even after a deal“Here, is made.” we the clientNofirst has deal made her and incredibly portion of this issue mayher beteam reproduced in any manner whatsoever without prior consent of the publisher. Top Agent with everything fromTopsmall condos to multi-milthe Peace Arch Hospit Copyright AgentEach Magazine of Christine’s listings is treated to a full MLS expoConnect with Christine via phon published

by Feature Publications precautions are taken to ensure the accuracy of published popular Magazine with theirislocal community – her team getsGA, Inc. Although sure, postings across numerous realty websites, and or via email at: christine.onepe lion dollar mansions.

Regardless, I strongly believe that the Great Pumpkin Ru Top Agent Magazine cannot be held responsible for opinions expressed orFacebook facts supplied by its 80% of materials, their business through repeat business and Find out more at ab.onepercentre heavy circulation of adds on Marketplace, asauthors. facebook.com/save subscribe or customers. change address, send inquiry to mag@topagentmagazine.com. referrals To from satisfied well as can adds oncall other social media platforms. Christine everyone deserves a place that they home.” with manyandother cha Published in the U.S. her community. InCopyrig the Long a mental health advocate and a past president of the Canadian Mental Health Association, has a When listing aSherry property, Team McKnight prefers a ofTopRealtors Make Goo 2 Agent Magazine passion for service and helping people get where they more about Sherry Blinkhorn, Ryan is deeply investe AfterFor equipping their sellers want to be. Not onlycomprehensive does she regularly giveapproach. back to her www.

https://

www.

please call (902) 759-2557,

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

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

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

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

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

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

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

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

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

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

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

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

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3

Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

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

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

This can be a real score for any Realtor®.

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

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

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

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

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Create a Website that Offers Real Value to Potential Clients

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

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

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

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RYAND CAMPBELL Top Agent Magazine

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Top Agent Ryand Campbell is the team leader of Campbell & Company Real Estate at Keller Williams, and serves clients throughout Brantford, Ontario and surrounding areas.

Ryand Campbell jumped into the profession of Real Estate right after high school. Following his graduation, he wasn’t completely sure what he wanted to do as his career, but having watched his parents buy and sell a lot of homes growing up, he had a small background knowledge of the industry.

He was eager to build his own business, and began attending real estate investment seminars, where he was often the youngest in the room. He started reading investment and development books and soon purchased his first rental property. Through that experience he decided to jump right into the world of Real Estate.

The decision to pick his first brokerage came down to two factors, a strong brand and healthy work 8Copyright Top Agent Magazine

environment, both of which Ryand found at Century 21. Throughout the 11 years he was with them, he learned a clear understanding of the industry and the importance of long-term relationships. “Since the beginning of my career I always put a strong focus on building great relations with my colleagues and other REALTORS® I’ve worked with.”

Right from the start, Ryand knew that to be successful in the industry he had to commit himself to offering the best client service possible and focus on building client relations for life through honesty, strong work ethics, and innovative business strategies. “Our team puts customer service at the top. We let our clients know that there are no bad questions.

You can ask us anything and everything, because Top Agent Magazine

we’d rather you ask than assume something that’s incorrect. We’re also very transparent. Whether it’s good news or bad news, we tell it straight,” he says.

Ryand’s personal experience with business coaches has fueled his desire to become a strong leader.

Over the past 5 years he has started to expand Top Agent Magazine

his vision for what’s possible and started to build his team. Following a conversation with a Keller Williams Realty broker, he became intrigued by what the company offered in regards to their work culture, industry leading technology, and the leadership structure. He was invited to attend mega agent panels, and other Keller Williams trainings, Copyright Top Agent Magazine9

“My goal is to make a difference at work, with my clients, and in my children’s lives. I want to be able to share everything I’ve learned over the years and help people better their lives both personally and professionally.” and started to realize this company was much more in alignment with his core values and the vision of what he aspired to do with his career. He decided it would be best for him and his team to make the move to Keller Williams.

Following the move, Ryand instantly began connecting with top producers within Keller Williams to learn about how they structured their business, how they supported their sales agents, and how they stayed focused on consistent growth and achieving their goals. He also joined the Agent Leadership Counsel to help make a difference within his brokerage. And by attending the Career Visioning course he was provided with great clarity Copyright Top Agent Magazine 10

on how to get into business with the right people, move forward with bringing on sales agents, and support them in breaking down their daily activities in order to achieve their goals. “It’s thanks to these courses that my vision of what’s possible in building a business expanded and I developed my personal organization chart, which gave me a roadmap of the people I needed to achieve the results I was looking for in building a bright future for myself, my family, and everyone in my circle.”

Currently Ryand has a team consisting of his Director of Operations, an executive assistant, a marketing director, in house videographer/photographer and 3 sales agents, with 2 more currently Top Agent Magazine

completing their courses. Over the past year, he has begun to transition himself out of residential sales and putting a strong focus on leadership within his team, his brokerage, and his board.

He plans to move into commercial sales and stay focused on leadership ensuring his team and everyone else he mentors, are well equipped with the knowledge and the skills they need to build a strong business in real estate while living a purposeful life outside of work. He is deeply committed to the growth of Keller Williams as Top Agent Magazine

he knows first hand the power of strong leadership, a strong culture of sharing and caring, innovative technology in a constantly evolving industry and the importance of always learning and sharpening your skills to be a true professional in the industry.

Outside of work Ryand is actively involved in his community being a board member of his local hockey association, a coach for both his son’s hockey teams, and a volunteer member on Copyright Top Agent Magazine 11

his real estate board. He has built strong relations with many local businesses within the communities his team services, and he also participates in an annual tradition of helping out families in need during Christmas season. He is married to his wife Ashley and has 2 children Caden (8) and Zachary (5). They enjoy spending time outdoors whenever possible, and regardless of the temperature you will find them exploring and walking trails, playing sports, and enjoying quality time with friends and family.

Ryand loves the world of Real Estate because it has no boundaries. “You can do as little or as much as you want to do and it allows the opportunity to truly make a difference in peoples lives – whether it is a client, a team member, or a colleague.” He truly believes no joy is equal to the joy of serving others and watching the success that can come from it. “My goal is to make a difference at work, with my clients, and in my children’s lives. I want to be able to share everything I’ve learned over the years and help people better their lives both personally and professionally.”

To learn more about Ryand Campbell email ryand@campbellandco.ca, visit campbellandco.ca, or call 519–761–8211 www.

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Top Agent Magazine

Is Finding A Niche Market Right for You?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Are you already serving a niche?

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

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

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

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

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MARIO CEFAI

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MARIO CEFAI

Mario Cefai is a Realtor in the Greater Toronto Area who places a great emphasis on the fully-developed and persistent service he provides for his clients. He was originally an HVAC contractor in his twenties, and developed an interest in real estate through renovating and building custom homes. He eventually became a Realtor, and fell in love with the job. Mario has been thriving as a sales agent in Toronto due to his extensive knowledge of the industry, and his people-first approach has allowed him to serve a great number of clients over the course of his career.

and the social aspect of his work became his favorite part. “I like people and I like helping people,” Mario says. “It’s easy for me to meet someone new and get along with them immediately. I enjoy it every time.” Mario meets a lot of different people through his work, many of whom have become good friends. “My group is loyal,” he says. “I get a very high number of referrals.” People come back to Mario and

Mario was a builder and a developer for some time, as well as a tradesman for hire. He would find agents to assist him on the sales side, until he realized that he could do that part of his job as well.

With that realization, Mario’s career as a Realtor began and quickly blossomed, 16

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recommend him to their friends because he is warm, fun to be around, and clearly loves what he does.

Due to his diverse background, Mario has developed a deep well of knowledge regarding sales, construction, management, and everything else related to homes. This breadth of knowledge makes Mario a distinctly valuable asset to his clients, and he is well aware of this, marking it up as his strongest element as a Realtor. “I have a wealth of knowledge when it comes to real estate.

I know about finances, legalities, mortgage, construction, you name it. I can help my clients solve any problem.”

Mario is a true real estate Renaissance man. He does it all, and his thorough understanding of the moving parts of real estate transactions allows him to do more for his clients than the standard transaction would require. His clients always leave his services satisfied, knowing that all of their bases were covered, and they keep coming back to him because they know that he has more experience than the competition. Mario earns the trust of his clients by being incredibly knowledgeable and putting his clients’ best interests first when he conducts their business.

Mario loves his work and dedicates a great deal of time to it. It must be said, though, that he never forgets to make time for his wife and his niece and nephew, who he loves dearly. He enjoys going fishing as well. For the future, Mario hopes to build out a larger team to help him reach an even greater number of real estate clients in Toronto.

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You can reach Mario Cefai by phone at 416-910-4077, online at mariocefai.com, or by email at mariocefai@outlook.com www.

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes18

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

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

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

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

Sports news makes a splash

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

People love to rally behind the home team.

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

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

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

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

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

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

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

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

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JAROD CROGHAN

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JAROD CROGHAN

For Jarod Croghan, entrepreneurship comes naturally. Four years ago, he decided to earn his real estate license while investing in properties around Toronto. Always on the lookout for new opportunities, he decided to delve into the business with a seasoned Realtor in Quebec—and the rest is history. Today, Jarod is a Realtor for Royal LePage Vallée de L’Outaouais, where he and his partner assist clients throughout Shawville and the surrounding areas. A specialist in rural properties, he has cultivated a workflow around personalized service and an in-depth knowledge of the Quebec region.

Moreover, he leans on the tools and systems provided by his brokerage to give his sellers added support in the marketplace. “My partner and I get our listings out there as much as we can,” he says.

“We really strive to leave no stone unturned.”

Elsewhere, Jarod is just as present for his buyers, leaning on the myriad resources offered at Royal LePage and his experience as a longtime resident

When listing a home, Jarod takes a varied approach. After helping his clients to fully prepare their property for the market, he proceeds to share it over a blend of social media campaigns, as well as open houses to the surrounding community.

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of Shawville to guide them to their dream homes.

A business owner himself, he understands deeply the importance of making sound real estate investments, and he is careful to educate his clients each step of the way in their transactions.

For his expertise and emphasis on client relationships, Jarod has earned a terrific reputation throughout the Pontiac, with the near entirety of his volume coming from referrals. Last year, in fact, he and his partner were ranked 96th in all of Canada against all other Realtors in Royal LePage; however, through it all, Jarod remains passionate about what matters most. “I truly appreciate the opportunity to meet new people every day,” he says. “Whether I’m on the road, negotiating a deal, or looking at a home, I’m helping others.

There’s nothing more rewarding than seeing the satisfaction in my clients once they have bought or sold their house.”

Outside his career, Jarod is tremendously active within his community, serving on the Shawville Rotary and making frequent donations to his local food bank and charities. On top of running a successful real estate business, he also manages rental properties as well as a laundromat in his area. In the rare instances where he is not working, he can be found skiing or enjoying life outdoors in the town he loves.

Going forward, Jarod has strong plans for his future. In the months ahead, he will be opening an office in Shawville, which will encourage more face-to-face interactions with his clients and allow him to scale out his standards for service as his volume continues its rapid growth.

And along the way, he will continue helping buyers and sellers in the only way he knows how.

“Success in real estate comes down to two things: providing unmatched assistance and possessing a unique insight into your region,” he says.

“For that reason, I put my clients at the center of everything I do.”

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To learn more about Jarod Croghan please call (819)664-7093 or email croghanj8@gmail.com Copyright Top Agent Magazine 23

Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 24

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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JORDAN MACNAB Top Agent Magazine

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JORDAN MACNAB

With an extensive background in construction and design, Jordan Macnab decided to take his skills and expertise and put it into a career in real estate.

He started The Macnabs team—brokered by Keller Williams Elite Realty—with his brother, Russ, and has been helping buyers and sellers in Vancouver, Canada for the past 13 years.

Keeping customer service and innovative marketing techniques at the center of his business strategy, Jordan has been able to amass an extensive network of repeat 28

and referral clients. “Year after year we try to push the envelope with our marketing. We have a totally different approach than most other agents in town, and we were one of the first ones to use drone footage in our area. Because my brother and I had a skate/ snow board clothing company when we were younger, we have a lot of experience with unique and catchy marketing strategies. We now invest in the Macnab brand by designing shirts, sweatshirts, and hats (aka #MacSwag) that we give away to friends and clients,” he says. The team also includes professional videos, Copyright Top Agent Magazine Magazine

photo, and 3d floor plans with each listing, and supports local artists by collaborating with them to compose original music for the video soundtrack.

The team’s social media platforms bring in an impressive audience and help their clients sell quickly and for top dollar. With popular Instagram accounts and a Youtube channel that has over 17 million views, they are able to get their listings a large amount of exposure in a short amount of time. Through their hard work and determination, The Macnabs team has repeatedly made it to the top 10% of real estate teams in Vancouver, and are finishing this year off with 100 closed deals. But while he celebrates his accomplishments, Jordan’s true enthusiasm is directed at helping people and not just closing transactions. “My passion is helping the people I work with. Since both my brother and I come from a background in construction and design, we’re able to help them with far more than purchasing or selling a home. We can provide them with in-depth knowledge about renovations as well as contractors we trust and can personally vouch for,” he says.

In order to nurture their relationships with clients Jordan and his team host various client appreciation events. “We always try to go above and beyond for our clients. That includes thoughtful housewarming gifts, Christmas gifts, as well as numerous fun events we host. Most recently we rented out an entire skating rink and had Santa come in for the kids,” he says. “Unfortunately due to Covid we’ve had to cancel this year’s events and we are extremely sad.”

When he’s not working Jordan spends the majority of his free time trying to relax while keeping his three young boys alive and entertained. He also likes traveling, skiing, wake surfing, dirt biking, and spending as much time up at the lake with the family as possible. Going forward he’s looking to add more people to the team and continue expanding the family business. Down the line The Macnab brothers hope to pass their real estate passion and knowledge to their combined 6 Macnab boys.

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To learn more about Jordan Macnab, please call (604) 551 – 5695, email Jordan@theMACNABS.com, or visit theMACNABS.com, @jordanmacnab insta, @themacnabs insta + facebook + youtube Copyright Top Agent Magazine 29

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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SHERRY BLINKHORN Sherry Blinkhorn is a veteran Realtor® in Nova Scotia who has built a hallmark real estate career from the ground up.

Within her first couple years as a Realtor®, she earned her place in the top 5% of Realtors® across Canada with a National Franchise. Since then, she has opened her own brokerage, and continues to train top producing agents year after year.

The group Sherry owns is called Blinkhorn Real Estate Ltd, and it has become one of the highest producing real estate companies in Pictou County, and is a well-known brand in the region. She has made a true name for herself by espousing core values of generosity and personal care while passing those values on to the agents she hires. “We truly care about humans,” Sherry says. “We work as a team; when you get one of us, you get all of us.” Sherry is a Realtor® who emphasizes relationships with her clients and coworkers as the top priority of her business.

Sherry and her team provide a personally tailored experience for each client they do business with. She truly aims to assist them with their specific needs in any way they can, and find it rewarding to help people acquire one of the greatest achievements of their lives in home ownership. “Honesty and ethics are very important to us,” Sherry says. “We always aim to do what’s best for the client.” Sherry’s method of putting the client first has made her and her team incredibly popular with their local community – her team gets 80% of their business through repeat business and referrals from satisfied customers.

Long a mental health advocate and a past president of the Canadian Mental Health Association, Sherry has a passion for service and helping people get where they want to be. Not only does she regularly give back to her local community at large, but she lives her daily life in a way that maximizes the aid that she can offer to people who need it. “I’m an advocate for those who can’t speak Top Agent Magazine

up for themselves,” Sherry explains. She is well known for her work with non-profits and the volunteer sector. “I’ve fostered an environment where we put the people first.” Sherry wants nothing more than to make biggest transaction of someone’s life become a reality, regardless of the hurdles.

Sherry’s team works hard to produce a high-quality product and to make their clients’ lives easier. They use virtual reality tours and drone videography to enhance their listings, and they have the experience and expertise necessary to ensure they get the best prices for both buyers and sellers.

Blinkhorn Real Estate Ltd is a community-focused organization. They sponsor sports teams and are routinely involved with various non-profits and other organizations across the county. “We don’t see ourselves as good salespeople – we are good Realtors®, there is a difference!” Sherry says. Outside of work, Sherry loves to spend time outside boating, traveling, and doing yard work. She hopes that her business can continue to thrive and keep its spot as a top brokerage in Pictou County well into the future!

For more about Sherry Blinkhorn, please call (902) 759-2557, email blink@ns.sympatico.ca or visit blinkhornrealestate.com 31

LOUISE McKNIGHT Louise McKnight started out in real estate in 2008, finding fast success in the industry through her unmatched instincts and passion for client service. Across her career, she has truly seen it all, attaining her Managing Broker license and co-owning her own brokerage in 2012. Louise and Leslie Zhao teamed up 8 years ago, adding Ryan Sidhu to their team three years later. In 2019, Samantha Rogers, Austin McFarland, and Mary Lynn Ghinzel came aboard as well—and the rest is history.

Team McKnight assists clients throughout White Rock, South Surrey, and the surrounding areas. They have cultivated a unique workflow that puts clients at the forefront of each transaction. “No matter your level, we will provide you with the same service,” Louise says. “Here, we deal with everything from small condos to multi-million dollar mansions. Regardless, I strongly believe that everyone deserves a place that they can call home.”

When listing a property, Team McKnight prefers a comprehensive approach. After equipping their sellers with a suite of professional photography and videography, they share the listings over print advertisements, targeted digital and social media campaigns, and even Mandarin-translated promotions on WeChat. The #1 ranked social media Real Estate Team in Canada, the team keeps clients on the cutting edge through innovative marketing ideas like her recent Team Talks, which amplify listings through viral video campaigns.

“We also strive to uphold a standard of diversity on our team,” Louise says. “That way, we can work with clients directly in their own language, which helps their transaction run far more smoothly.”

Elsewhere, Team McKnight is just as attentive when assisting their buyers, leaning on their in-depth knowledge of the region to guide clients towards strong decisions.

Over the years, the team has earned a tremendous reputation throughout, with the majority of their volume coming from repeat clients or referrals. In fact, they have handled more than 1.8 billion dollars in volume, placing them among the top producing agents in Canada.

“It’s incredibly rewarding work,” says Ryan. “No matter what, I take the most satisfaction out of guiding people to the next chapter in their life and helping them start afresh.”

Outside their careers, Louise and Ryan are both tremendously active within their community. Louise has previously served on the Board member at Large with the Peace Arch Hospital Foundation and as Co-Chair of the Great Pumpkin Run and the Hospital Gala, along with many other charitable organizations throughout her community. In the past, she was awarded the honor of Realtors Make Good Neighbor Award. Meanwhile, Ryan is deeply invested in development projects for his community and supports a variety of local charities.

Going forward, Team McKnight have strong plans for the future of their business. As their volume continues its rapid growth, they intend on continuing to expand their commercial division with specialist Leslie Zhao, while also moving into new development sales. But through it all, Team McKnight is most focused on continuing to raise the bar for client service. “We are extremely committed to our profession and our craft,” Louise says. “Our goal, above all, is to empower each client with the resources and knowledge they need to find their dream home.”

To learn more about Team McKnight, please visit team-mcknight.com www.

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9

Things the Best Leaders Never Say

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

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

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

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

1

I’M THE BOSS

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

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

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

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2

6

I’LL DO IT MYSELF

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

3

THAT WASN’T MY FAULT

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

4

I’M SORRY TO ASK YOU TO DO THIS

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

5

I ALREADY KNOW THAT

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

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

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THAT’S NOT THE WAY WE DO IT HERE

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

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

7

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition.

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

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DON’T BRING ME BAD NEWS

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

9

YOU JUST DON’T GET IT.

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

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

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CHRISTINE TETREAULT Last year saw an exciting development in Christine’s real estate career. After three years as an agent at her brokerage, Christine made a big leap to take over the One Percent Realty franchise in Edmonton, Alberta from her former broker. The transition made for a very successful year, in spite of the challenges posed by the Covid-19 pandemic. In no time, after stepping into her leadership role, Christine managed to almost triple her brokerage in size.

After twelve years total working in the real estate industry and selling hundreds of homes over the course of her career, most of Christine’s business these days comes from repeat and referral clients who know that she’s an agent who will see them through the selling or homebuying process with care for their concerns.

“I love that I’m actually helping people, especially in this economy. They’re getting professional service and a great price. They know they are listened to and have someone to understand that they may be going through a stressful period.”

A natural people person, Christine sees her openness and care for her clients as the key to her success. “I take an extra-long time with my clients, and even though I’m very professional throughout the process, I also show them that I care,” Christine says. “I go above and beyond, and I communicate with them that I care about what they’re going through. Especially in our economy, prices are lower, so I can sympathize.” Christine makes herself available to answer her clients’ questions around the clock. “I try to reassure them that they can call me anytime, even after a deal is made.”

Each of Christine’s listings is treated to a full MLS exposure, postings across numerous realty websites, and heavy circulation of adds on Facebook Marketplace, as well as adds on other social media platforms. Christine Top Agent Magazine

enjoys the challenge of marketing and utilizes tools like Doodle marketing and Breakout Clips to make adds for her listings stand out. “I try to make it fun and put them up on social media where people will see them.” Though she closes a high volume of sales per year, she remembers every one of her clients and attributes her success to their referrals and loyalty.

Christine is a member of the Member Services Committee for the Edmonton Real EstateAssociation, but outside of real estate, Christine loves to read and travel with her husband, spending summers in her hometown of Montreal visiting with family and friends, and taking occasional excursions to the mountains of Banff and Jasper.

After a great first year of running her brokerage, Christine is just getting started with her plans for the future. First and foremost, Christine wants to expand her business significantly. Having started with a small team, Christine has begun the recruiting process to onboard and mentor new agents, with the end-goal of eventually having a team of over a hundred people. For now, Christine trains all her own agents and appreciates the value of fostering a sense of support and loyalty among her team. “I want to have them known to be professionals who stand apart,” Christine says.

Connect with Christine via phone at: 780-268-4888, or via email at: christine.onepercent@gmail.com.

Find out more at ab.onepercentrealty.com/agents/1327 and facebook.com/savewithchristine https://

www.

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