CANADA 6-28-21

CANADA EDITION

Is Finding a

NICHE MARKET

ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

Right for You? How to

FEATURED AGENTS

SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

RAQUEL BLACKWELL EVAN HO WAYNE KOSHMAN JOCELYNE PETRYSHYN MOE SAFI MAGGIE TOMLINSON COVER STORY

BRENDA KIELBRATOWSKI

CANADA EDITION

EVAN HO 7

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JOCELYNE PETRY

Top Agent Jocelyne Petryshyn – Owner/Broker of RE/MAX Shoreline Realty in beautiful Outlook, Saskatchewan – holds a true passion for what she does for a living, a passion that translates into a caring, intelliBRENDA EVAN HO JOCELYNE WAYNE KOSHMAN KIELBRATOWSKI PETRYSHYN gent and highly personalized approach to working with Koshman has built his answer for her wh ce the late ’80’s, the region toWayne carefully guide themhistobusiness the 23 27 29 many clients.

Possessed of an with honesty and integrity as its core simple yet clearly pent her career right home for their needs. Through the intense work so ethic and amongs deeply values. In the real estate industry for 11 for a life in real years, she has earned a fantastic reputation Throughout her life, Raquelpopular had for p knowledgeable aboutpeople the wide years now, he operates with diligence helping find ventured down several career paths, iGuid ble experience in throughout and Muskoka. experiswath knowledge,Maggie’s always ensuring that of his territory she sells, Jocelyne has absolutely trying to find her passion and while busy stylew ction/site servicence includes being aninterest Accredited Senior client’s best is his priority.

He stellar reputation as an honest When earned her and not trusted real she excelled in many areas, she tour. with him from the inve Evan Ho, based in the Westside of Vancouver, ber and building Agent, Accredited Buyer’s Representative, specializes in helping buyers estate and sellers Wayne likes landsc advocate for both buyers and sellers alike. hadn’t found the one profession free a transactional stance.

British Columbia, Canada, started his career as an navigate theSpecialist, real estate market in the He also loves to traie r, she was sales Seller Representative Certified that truly ignited her inner drive. viewi 24 provinceand of Saskatchewan, an active memb as help with specific tr investment advisor aJocelyne, brokerage whofirm. worksAfter alongside her As equally-dedicated t Muskoka golf Staging Advocate, Luxurywith RealCanada.

Estate Raquel’s husband, Peter, mentioned land, community, he is and familiar advisor fo almost 10 years, he decided one day to search for husband – began her KOSHMAN career in real estate in 2007. “I’d er. “In time,” she MAGGIE TOMLINSON Specialist; but above all,RAQUEL she still remains MOE SAFI BLACKWELL WAYNE to her on more than one occasion As the CEO of The Saskatoonalways Home Experts, Wayne Knights of Columbus.

“It’s a interested in the business,” she recalls, “and more matters rewarding vocation, andbeen joined his wife, skill sets pointed focused ona is what most: the client Indoad that she would make a great realtor with Realty ONE Group Dynamic as a Residential nonprofit organization.

We I knew He therehas would be a need for me as another agent Megan Ho, to in real now been This philosophy is pa state full time.” relationship.

“It’s Wilson important know mark Specialist and takes pride in estate. histhat high rate ofher repeat functions and donate importa withthe attention detail and love was leaving area.

So, I to went through myto training in the business for close to 11 years and works with andhave referral clients.inKnowing how stressful and with likepeople. the Children’s Hospital Fou Evan from clien his ury Real Estate working Itapart wasn’t our consumers a choice whom they and then for approached a broker who had helped us sell theuntil transaction process canIan be impressive for many,assistant he rate andclients, a uncertain five-member team, achieving treati CONTENTS she was as a dental found out that he and his team rk Real Estate, work with,” she says.

“Because ofworking that, our home previously. It worked out well because I was makes toemployed clients. “I believe Going forwardRaquel Wayne is excited andinf thehimself dentist she was with was in retiring, ofalways 95-98% repeat andavailable referral business and doing tunistic advising, ottage and luxury properties go the extra mile to provide them with everything they able to build my business the lovethat of selling real them estate my clients keep coming back because they are happy his clients and providing miles thought this may be the perfect time to give Real Estate a try. $500-$900,000 worth sales yearly. over “Iconvenience.

He a. With her brokerage also need to make an educated when itofcomes toraising my family.”

4) HOW TO SPEED UP FIRST-TIME 25) 9while THINGS THE with decision the service They know that isBEST of service. have no plans to appre TenI provide. years later Raquel hasmy notdoor only found her true passion nternational Real Estate, she such a large expenditure.” always open, and they can call me anytime they have I love what I do too much, an HOMEBUYER TRANSACTIONS NEVER SAY built pride and builtLEADERS a successful career for herself, but has built animpressive then, Jocelyne an also incredibly network of satisfied clients, How do Evan and Megan maintain such a question,” he explains, and Since adds, “I think theygood alsohas so I can make my own hours,” partie amazing team that is continuing to grow and helping satisfied positive business based upon repeat clients, appreciate my absolute honesty and integrity.

I team will sellers canreferrals count onand his commit integrity needed to meet theTOOutside her career, Maggie isrelations? deeply involved with her client As Evan explains, his 13) HOW INCORPORATE CURRENT 28) ARE YOU DOING BUSINESS in the families all overword the Region. mouth,I’m of thethem excellent customer tell people theher even Chamber ifphilosophy. it’s not of pleasant. not gauge to helping achieve their re n. community.

On top ofworks serving in local under atruth, two-part Theira true first at Th EVENTS TO YOUR EMAIL BLASTS AND AS YOU ON FACEBOOK ? she itiswouldn’t providing. “I think it’s because we really going to sugarcoat it, becauseservice I know that going to keep helping clients sell of Commerce, she also contributes to a variety of Raquel and her team at The Blackwell Group are always suppo guiding principle is to treat every client like help them in the long run. It’scare better to beevery honest and transaction,” that home they’ve been dreamin STAY RELEVANT about single says Jocelyne, when striving for maximum results and clientchapter satisfaction.

They ggie is consistently ahead of charitable efforts throughout Muskoka.

When she’s family, it’s aissues retired couple, an of theirsolife.” iron outwhether any potential as they come.” asked how sheaspiring has managed to inspire much trust and When do this by ensuring a stress free experience and allowing test industry innovations to not A with clients or giving back, she can beinloyalty found young family, or anyone between.

He values 21) IS FINDING NICHE amongst those she works with. “It’s always about has m Buyers and Sellers to enjoy the process.

“We try to foster an Infamily the bonds fast-paced modern market, finding lue. Starting out, she helpsRIGHT spending with her andand eleven grandchilstrong transparency: “We lay it out keeping oursustainable clients happy and making sure the process MARKET FORtime YOU? spend environment that is stress-free for clients,” Raquel says.

“I to stayWe’re connected with is clients is crucial aand smooth one toEvan forthethem, which can be challenging.” perty to list, recommending dren. Meanwhile, sheonways also enjoys photography the line. a family business.”

The Ella, always tell them to let us worry about our enjoys growth of any business.

ForFortunately, Wayne, sending out the one aspect of details, her job that that it’s Jocelyne ing a suite of photography writing – two talentsHo she incorporates every day to Group makes this statement of their business job tohas do been the hard work soand can bit. Isolving. know Inloves a yearly calendar athe great way tothey give hisrelax most excels at isa little problem one broadcastsPhone her listings via better assist her clients. philosophy: “All of our clients deserve and also clients a small that they can forward to and we’re there to get howgift challenging this look process can be, 310-734-1440 | Fax 310-734-1440 instance, for example, this included finding a new home media campaigns, as well as receive the“It’s same care and advice weclients wouldknow giveteam takes a hands-on explo annually. important forit me to let them through smoothly.” for a client’s Raquel’s dog. “Going above and beyond what our mag@topagentmagazine.com | towww.topagentmagazine.com that still approach, here for for them, after the transaction Chestnut Park and Christie’s Looking ahead, Maggie has strong plans theeven future is als ourI’m closest family.”

Secondly, and similarly, and their clients love it – they receive 87% of their job entails is often what we end up doing,” she explains. is finished, that’s why I find meaningful ways to also t From start to finish, though, of her business.

As her volume maintains its steady business through referrals from satisfied customers alone. insists on the importance doingof business No portion of this issue may be reproduced in anyEvan manner whatsoever without priorof consent the publisher. Top Agent connect with them.” in an pproach to Magazine the needsis of her by growth, intends GA, onwith further scaling her production aAlthough long-term outlook (something he brought published Featureshe Publications Inc. precautions are taken tofactor ensure thehas accuracy Another that playedofa published large role in Jocelyne’s Always looking to stay ahead of the trends and marketing event ghlighting materials, their home to helpcannot evenbemore in her community.

“Given Top with Agent Magazine held clients responsible opinions expressed or facts supplied by thorough, its authors.intelligent approach to success story is transher Wayne for closes anywhere between 25 and 35 initiatives, Raquel ensures that in this world of advanced Camb subscribe or change address, send inquiry to mag@topagentmagazine.com. ally pricingTotheir listing to all the lessons we learned last per year, it’sWhen goodit tocomes know that leaves marketing no stone unturned in about her quest actions year. he highest To learn more Wa technology, her clientstoaremarketing, receiving the online exposure mem Published in the U.S. not to chase your dreams, but his to live them,” sheassays. utilizes website as well social media to give email koshmanw@g

MAGGIE TOMLINSON

ach is what brought Maggie 2 ace. “In our business, every While our day-in and day-out

RAQUEL BLACKWELL

his listings exposure.

“Many of us have ambitions fora broad what level we’dof hope to His solid work is propelled by his passion for real estate, and accomplish one day—beethic them in real estate or in life.

But don’t wait for one day when you can act now.”

visit homesforsaleinsas or call (306) 381 Top Agent Magazine www.

Copyrigh

mailto:mag@topagentmagazine.com

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

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

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

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

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

Set expectations upfront and often.

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

Then, tailor your outreach accordingly.

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

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

Know your first-time homebuyer programs and perks.

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

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

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

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

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

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

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BRENDA KIELBRATOWSKI

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As the head of Brenda K’s Halifax Home Selling Group, Top Agent Brenda Kielbratowski works alongside an impressive all-female team of experienced REALTORS® serving clients throughout Halifax, Nova Scotia, and its surrounding suburbs. throughout Halifax, Nova Scotia, and its surrounding suburbs.

Brenda Kielbratowski has been providing clients with strategic advice and high-quality real estate service for more than a decade. As the head of Brenda K’s Halifax Home Selling Group, she works alongside an impressive all-female team of experienced REALTORS®.

“Our team has a wonderful and positive female empowerment dynamic that transfers over into our transactions. Our focus is always on trying to figure out how to improve the client experience,” she explains. The team serves clients 8Copyright Top Agent Magazine

Attributing her success to her ability to connect with clients and listen to their needs, Brenda helps buyers and sellers with the emotions involved during the transaction process. “Real estate is an emotional journey. I’ve even written a book detailing the emotional aspect of it: how the buyer is going to behave, why they’re going to behave like that, and how you should respond to it. See, when somebody is buying or selling a home, it always marks a significant time in their life. Maybe they’re newly married, or they have a baby on the way, Top Agent Magazine

or somebody is getting divorced—it’s always a journey. We are here to help them navigate through that.”

Brenda’s commitment and devotion to clients is apparent in the sincerity with Top Agent Magazine

which she approaches each transaction.

“It’s not just a deal to me. I show my clients a great level of empathy. This is a very intimate experience, and our clients are inviting us into their lives for a prolonged period. That’s why we put Copyright Top Agent Magazine9

“It’s not just a deal to me. I show my clients a great level of empathy. This is a very intimate experience, and our clients are inviting us into their lives for a prolonged period. That’s why we put so much effort into our level of service and care.” so much effort into our level of service and care.”

Thanks to her marketing background, Brenda can strategically market her listings and get them sold for top price. “I have a 2-step program: proactive marketing and negotiation. First, our team develops a client profile of who we think is most likely to buy that listing, and then we go through our database and contact them. Everything Copyright Top Agent Magazine 10

depends on the demographic. If I’m selling a listing that’s geared towards an older audience, I know my target demographic is on Facebook and not Instagram.”

When she’s not busy with real estate, Brenda loves to spend time with her family. She has recently bought an old farm home and is currently busy doing renovations with her kids. She also enjoys playing golf for fun.

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Brenda urges those who think that they can make quick and easy money by becoming a REALTOR® to think again. “I’m a people person, and I love what I do. But if you want to be successful in this business, there are going to be times when you will have to trade in aspects of your life for

somebody else. For the first 10 years in the business I wasn’t able to spend Sunday afternoons with my family because I was busy doing open houses. Real estate takes a lot of commitment and dedication, and if you want to be great at it, prepare to make sacrifices.”

To learn more about Brenda Kielbratowski email brendak@brendak.ca, call (902) 471–8497 or visit brendaksellshalifax.com/about www.

Offering services in England and French

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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 profesTop Agent Magazine

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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EVAN HO

Evan Ho, based in the Westside of Vancouver, British Columbia, Canada, started his career as an investment advisor with a brokerage firm. After almost 10 years, he decided one day to search for a more rewarding vocation, and joined his wife, Megan Wilson Ho, in real estate. He has now been in the business for close to 11 years and works with a five-member team, achieving an impressive rate of 95-98% repeat and referral business and doing $500-$900,000 worth of sales yearly.

with him from the investment industry) rather than a transactional stance. He aims to function not only as help with specific transactions but as a long term and familiar advisor for his clients.

This philosophy is part, but not all, of what sets Evan apart from his peers. When working with clients, he and his team make sure to avoid opportunistic advising, instead prioritizing honesty over convenience. He explains things simply and

How do Evan and Megan maintain such good client relations? As Evan explains, his team works under a two-part philosophy. Their first guiding principle is to treat every client like family, whether it’s a retired couple, an aspiring young family, or anyone in between. He values strong bonds and transparency: “We lay it out on the line. We’re a family business.” The Evan Ho Group makes this statement of their business philosophy: “All of our clients deserve and receive the same care and advice we would give to our closest family.” Secondly, and similarly, Evan insists on the importance of doing business with a long-term outlook (something he brought 16

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without jargon, and finds what works for clients’ specific needs in a straightforward manner. Evan also incorporates a very thorough and thoughtful analysis of Vancouver’s highly international market into his practice – beginning with a comprehensive macro view and carefully narrowing things down to a specific micro view.

Evan’s firm markets on every platform, whether print or digital, using what he calls 3-dimensional marketing. The team is also working on a significant development in their online presence, in the form of a new kind of community network of local businesses and professionals on their website. This network allows for interaction and cross-promotion among like-minded people, all facilitated by the Evan Ho Group.

Evan is clearly a people person, and loves that his job allows him to meet interesting people and hear their stories. Even after completing a transaction for a client, he makes sure to send cards for birthdays and Christmas, and quarterly newsletters. When not working, Evan enjoys playing tennis and spending time with his six-year-old. He acknowledges that times have been tough during the pandemic, but greatly values the social engagement that his tennis club community provides for him and his family.

When asked about future plans for his business, Evan admits, “I’m not here to build an empire.

We’re not driven by ego. We’re very happy with what we have and we just really want to help people.” Evan laments the possibility of clients being misled in the real estate industry, and aims to do the opposite with honesty and integrity. He intends to build his practice from within rather than grow outwards and focus on strong relationships with his clients. If nothing else, Evan wants readers to know that he values helping people more than anything, and is committed to seeing his clients through the highs and lows of their real estate experiences.

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www.

Contact Evan at (604) 732-1336, email evan@evanhogroup.com, or visit evanhogroup.com for more information Copyright Top Agent Magazine 17

Laughs!

Graham Harrop Graham Harrop Cartoons Cartoons

Putting the power of humour to work for you!

Putting the power of humour to work for you! grahamharrop.com

grahamharrop.com 18

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JOCELYNE PETRYSHYN Top Agent Jocelyne Petryshyn – Owner/Broker of RE/MAX Shoreline Realty in beautiful Outlook, Saskatchewan – holds a true passion for what she does for a living, a passion that translates into a caring, intelligent and highly personalized approach to working with her many clients. Possessed of an intense work ethic and deeply knowledgeable about the wide swath of territory she sells, Jocelyne has absolutely earned her stellar reputation as an honest and trusted real estate advocate for both buyers and sellers alike.

Jocelyne, who works alongside her equally-dedicated husband – began her career in real estate in 2007. “I’d always been interested in the business,” she recalls, “and I knew there would be a need for me as another agent was leaving the area. So, I went through my training and then approached a broker who had helped us sell our home previously. It worked out well because I was able to build my business in the love of selling real estate while raising my family.”

Since then, Jocelyne has built an incredibly impressive business based upon repeat clients, referrals and positive word of mouth, a true gauge of the excellent customer service she is providing. “I think it’s because we really care about every single transaction,” says Jocelyne, when asked how she has managed to inspire so much trust and loyalty amongst those she works with. “It’s always about keeping our clients happy and making sure the process is a smooth one for them, which can be challenging.”

Fortunately, one aspect of her job that Jocelyne enjoys the most and excels at is problem solving. In one instance, for example, this included finding a new home for a client’s dog. “Going above and beyond what our job entails is often what we end up doing,” she explains.

Another factor that has played a large role in Jocelyne’s success story is her thorough, intelligent approach to marketing that leaves no stone unturned in her quest 20

to gain maximum exposure for her listings. Among the many methods utilized are video tours hosted by Jocelyne, which allow her clients to fully experience the property prior to physically visiting it, which provided a leg up for her company when the COVID-19 pandemic limited in-person showings. All her methods combined translate into fast sales for top dollar, not to mention happy – and returning and referring – clients.

When she’s not working, Jocelyne is an avid reader who enjoys nothing more than spending time with her husband and their three children. She is also heavily involved in her community, and currently serves as the Chair for the Lake Diefenbaker Tourism Board, and also as the President of the local Chamber of Commerce. She also served as a first responder for roughly seven years until her move to Outlook. Jocelyne also sat as a board member for Mid-Sask Community Futures.

Jocelyne’s plans for the future of her business include continuing her good working relationship with her incredibly supportive husband, and to add team members to allow her to expand her already-substantial selling area. Above all, however, remains her constant, unwavering commitment to providing her clients with the top-of-the-line, unparalleled customer service that has long been her calling card. “This is a great industry if you love people and you love making people happy,” says Jocelyne.

For more about Jocelyne Petryshyn, please call 306-856-0066 or email Jocelynep@remax.net Top Agent Agent Magazine Magazine Copyright Top

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 21

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 22

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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MAGGIE TOMLINSON A resident of Muskoka since the late ’80’s, Maggie Tomlinson has spent her career building ideal foundations for a life in real estate. After gaining valuable experience in both banking and construction/site servicing, she delved into the lumber and building supply industry, and later, she was sales manager for a prominent Muskoka golf course/new home developer. “In time,” she says, “I realized all those skill sets pointed towards going into real estate full time.”

Today, Maggie is a Luxury Real Estate Broker with Chestnut Park Real Estate, where she specializes in cottage and luxury properties throughout all of Muskoka. With her brokerage also affiliated with Christie’s International Real Estate, she has established a global network of satisfied clients, possessing the insight and integrity needed to meet the demands of any transaction.

When listing a home, Maggie is consistently ahead of the curve, utilizing the latest industry innovations to maximize each client’s value. Starting out, she helps her sellers ready their property to list, recommending improvements and providing a suite of photography services. From there, she broadcasts her listings via targeted digital and social media campaigns, as well as the platforms within both Chestnut Park and Christie’s International Real Estate. From start to finish, though, Maggie personalizes her approach to the needs of her clients—whether she is highlighting their home with a virtual tour or strategically pricing their listing to ensure an efficient sale.

In fact, this dynamic approach is what brought Maggie to real estate in the first place. “In our business, every day is different,” she says. “While our day-in and day-out activities might be the same, we’re constantly meeting different people and representing different properties. After all, every cottage or shore home has unique features to accentuate, locations to spotlight, and stories to tell.”

the region to carefully guide them to the right home for their needs. Through the years, she has earned a fantastic reputation throughout Muskoka. Maggie’s experience includes being an Accredited Senior Agent, Accredited Buyer’s Representative, Seller Representative Specialist, Certified Staging Advocate, and Luxury Real Estate Specialist; but above all, she still remains focused on what matters most: the client relationship. “It’s important to know that our consumers have a choice in whom they work with,” she says. “Because of that, I go the extra mile to provide them with everything they need to make an educated decision when it comes to such a large expenditure.”

Outside her career, Maggie is deeply involved with her community. On top of serving in her local Chamber of Commerce, she also contributes to a variety of charitable efforts throughout Muskoka. When she’s not with clients or giving back, she can be found spending time with her family and eleven grandchildren. Meanwhile, she also enjoys photography and writing – two talents she incorporates every day to better assist her clients.

Looking ahead, Maggie has strong plans for the future of her business. As her volume maintains its steady growth, she intends on further scaling her production to help even more clients in her community. “Given all the lessons we learned last year, it’s good to know not to chase your dreams, but to live them,” she says.

“Many of us have ambitions for what we’d hope to accomplish one day—be them in real estate or in life.

But don’t wait for one day when you can act now.”

For more information about Maggie Tomlinson, email TeesRus@muskoka.com, visit ChooseMaggie.com or call (705) 644-9283. www.

Elsewhere, Maggie is just as helpful when assisting her buyers, leaning on her considerable knowledge of Top Agent Magazine

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MOE SAFI Before getting his start in real estate, Moe was working with his brother in the mortgage side of the industry. Then, six years ago, seeing the great potential in the selling side of the business, he made the leap into a career as a realtor.

Today, Moe is an agent with Royal LePage West Real Estate Services in Surrey, British Columbia, serving clients in the Fraser Valley area. A staggering ninety percent of his business is derived from repeat and referral clients.

“I like to go above and beyond for each of my clients,” Moe says. “I try to treat them like they’re my own family by working hard for them and getting them the best deal I can.”

Moe credits his success with repeat and referral business to the high level of service and attention he brings to helping each of his clients through their transaction, whether it’s helping a first-time homebuyer find their dream home, or quickly securing the best deal for someone selling their home.

Moe’s years of experience and dedication to each client set him apart from other agents in a competitive market. From the outset, Moe equips his clients with details about every step of the process, keeping them informed and involved along the way. From his years in the mortgage industry, Moe can provide references for brokers, insurance agents, lawyers, notaries, and tradesmen, ensuring that he provides every needed resource, and that each transaction goes smoothly from start to finish.

“This is generally a stressful thing for most people, and I can ease the burden for them,” Moe says. “I

like spending time with people, getting to know them, and helping however I can.”

When it comes to marketing, Moe’s listings are showcased through online ads with a wide digital reach, launching from the Royal LePage website, and with heavy marketing on Facebook. A strong online presence, paired with word-of-mouth networking helps Moe close over twenty transactions a year, and this year is already looking to be his strongest yet.

As an agent who cares about giving back, Moe and his colleagues at his office donate a portion of each transaction to support local women’s shelters. Moe also makes donations to the local schools, as well as volunteering in his community.

When he’s not working, Moe stays active with outdoor leisure like snowboarding and soccer. He also fosters a great love of cars, and enjoys the all-Canadian pastime of watching a good hockey game.

Looking to the future, Moe has already begun laying the groundwork for growth. Earlier this year, he partnered with another realtor to launch their own team, taking on two additional agents. Now, Moe and his partner are looking to take on more agents and expand their marketing efforts to an expansive audience of buyers and sellers.

Moe concludes, “I like to think of myself as a full-service realtor. You get help from beginning to end with me, whether you’re doing a renovation, or you need a mortgage broker, or you need an inspector, I’m there for everything.”

Find out more at realtor.ca/agent/2006822/Moee-safi, and rew.ca/agents/80444/Moee-safi/my-listings. www.

www.

Connect with Moe via phone at 604-363-2239, and via email at Moee@listwithMoee.com

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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

8

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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RAQUEL BLACKWELL Throughout her life, Raquel had ventured down several career paths, trying to find her passion and while she excelled in many areas, she hadn’t found the one profession that truly ignited her inner drive.

Raquel’s husband, Peter, mentioned to her on more than one occasion that she would make a great realtor with her attention to detail and love for working with people. It wasn’t until she was working as a dental assistant and found out that the dentist she was employed with was retiring, that Raquel thought this may be the perfect time to give Real Estate a try.

Ten years later Raquel has not only found her true passion and built a successful career for herself, but has also built an amazing team that is continuing to grow and helping satisfied families all over the Region.

Raquel and her team at The Blackwell Group are always striving for maximum results and client satisfaction. They do this by ensuring a stress free experience and allowing Buyers and Sellers to enjoy the process. “We try to foster an environment that is stress-free for clients,” Raquel says. “I always tell them to let us worry about the details, that it’s our job to do the hard work so they can relax a little bit. I know how challenging this process can be, and we’re there to get them through it smoothly.” Raquel’s team takes a hands-on approach, and their clients love it – they receive 87% of their business through referrals from satisfied customers alone.

Always looking to stay ahead of the trends and marketing initiatives, Raquel ensures that in this world of advanced technology, her clients are receiving the highest online exposure

for potential buyers. This includes professional HD photos, iGuide floor plans of the homes in addition to infomercial style videos filmed in the clients’ homes, providing a real time tour. These tools are an important piece of creating a stress free experience, as it allows buyers to feel as though they are viewing the home for a second and getting a true layout of the land, thanks to Raquel’s guidance and informative videos.

In addition to Buyer’s Agents, an administrative and a marketing division, Raquel’s team also includes a dedicated client care specialist. The team culture has never been about treating clients as a transaction but rather as new found friends and family. Because of this, they want to celebrate every milestone and achievement that their clients’ experience. The appreciation for their clients doesn’t stop there, as Raquel has prided herself on throwing all inclusive client appreciation parties several times a year. From family bowling and picnics in the park, to comedy nights and pumpkin and pie drive by’s at Thanksgiving, giving back to her clients for their continued support is always top of mind for The Blackwell Group.

When Raquel isn’t with clients or working on the business, she has many pastimes and hobbies that keep her busy. She enjoys spending time with her husband of 21 years and adorable dog, Ella, that she and Peter adopted just over a year ago. Raquel loves to golf and catch up with family and friends. Travel is also a huge part of her and her husband’s life as they love exploring and enjoying different cultural experiences. Raquel is also a firm believer in not only giving back to her clients but also the community and tries to involve herself and the team in any charitable events and organizations. Some of these events include the Superhero Fun Run with Kidsability and Cambridge Rotary Ribfest, which Raquel has been an active member of Rotary for many years now.

If you’re looking to make a move or would just like some guidance about the world of Real Estate from someone knowledgeable, patient and who prides themselves on providing the highest duty of care to her clients, please contact Raquel Blackwell at (519) 277-2880 or by email at raquel@raquelblackwell.com.

You can also visit her website at raquelblackwell.com for more information. 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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WAYNE KOSHMAN Wayne Koshman has built his business with honesty and integrity as its core values. In the real estate industry for 11 years now, he operates with diligence and knowledge, always ensuring that his client’s best interest is his priority. He specializes in helping buyers and sellers navigate the real estate market in the province of Saskatchewan, Canada.

As the CEO of The Saskatoon Home Experts, Wayne is with Realty ONE Group Dynamic as a Residential Specialist and takes pride in his high rate of repeat and referral clients. Knowing how stressful and uncertain the transaction process can be for many, he always makes himself available to clients. “I believe my clients keep coming back because they are happy with the service I provide. They know that my door is always open, and they can call me anytime they have a question,” he explains, and adds, “I think they also appreciate my absolute honesty and integrity. I will tell people the truth, even if it’s not pleasant. I’m not going to sugarcoat it, because I know that it wouldn’t help them in the long run. It’s better to be honest and iron out any potential issues as they come.”

his answer for what motivates him is simple yet clearly epitomizes why he’s so popular amongst his clients: “I enjoy helping people find their homes.”

When not busy working with clients, Wayne likes landscaping and yard work.

He also loves to train dogs and play golf.

As an active member of the Saskatoon community, he is an executive for the Knights of Columbus. “It’s a charitable Catholic nonprofit organization. We do a lot of community functions and donate to important causes and places like the Children’s Hospital Foundation.”

Going forward Wayne is excited to continue helping his clients and providing them with the best quality of service. “I have no plans to retire anytime soon.

I love what I do too much, and I’m my own boss so I can make my own hours,” he says. Buyers and sellers can count on his commitment and dedication to helping them achieve their real estate goals. “I’m going to keep helping clients sell their property or get that home they’ve been dreaming of and start a new chapter of their life.”

In the fast-paced modern market, finding sustainable ways to stay connected with clients is crucial to the growth of any business. For Wayne, sending out a yearly calendar has been a great way to give his clients a small gift that they can look forward to annually. “It’s important for me to let clients know that I’m still here for them, even after the transaction is finished, that’s why I find meaningful ways to connect with them.”

Wayne closes anywhere between 25 and 35 transactions per year. When it comes to marketing, he utilizes his website as well as social media to give his listings a broad level of exposure. His solid work ethic is propelled by his passion for real estate, and Top Agent Magazine

To learn more about Wayne Koshman email koshmanw@gmail.com, visit homesforsaleinsaskatoon.com, or call (306) 381–3330 www.

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