CANADA 8-10-20

CANADA EDITION

Is Finding a

NICHE MARKET Right for You?

EMOTIONAL FLUENCY : HOW TO COMMUNICATE WITH CLIENTS WHEN TENSIONS ARE HIGH

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

COVER STORY

AMRIT HUNJAN

FEATURED AGENT

ROB VANOVERMEIRE

CANADA EDITION

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ROB VANO

Working in the r ness made Rob Van realize that he wan into a career that wo more client relation approach. He was ested in work th ROB VANOVERMEIRE allow him to have m AMRIT HUNJAN bility with his sche decided to make R CONTENTShis career. He started out as an associat with a top team in 1999, then worked h to the owner ofA aNICHE brokerage—Coldwe 4) 5 STEPS TO ACHIEVE 15) IS FINDING LONG TERM SUCCESS AS MARKET FOR YOU? MountainRIGHT Center—with 36 agents on boa A REAL ESTATE AGENT a selling broker that also runs his own team of three agents andFLUENCY: two full-time assistan 19) EMOTIONAL 6) 5 TIPS TO MAKE NEW the areas Calgary and Canmore.

HOW TO of COMMUNICATE HIRES A LONG-LASTING WITH CLIENTS WHEN SUCCESS TENSIONS For Rob, a ARE goodHIGH amount of clients come repeat and referral business, which he beli to his multifaceted experience. “I’m quit because I do Commercial, Residential, a Phone 310-734-1440 | Fax 310-734-1440 Residential. There’s not many agents th mag@topagentmagazine.com | www.topagentmagazine.com all of that and sell in every location with No portion of this issue may be reproduced in any manner whatsoever without prior consent ofhe the publisher.

Top Agent of Calgary,” says. And his clients app Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published thoughtfulness the fact that he keep materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts suppliedand by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. with them through video, email, social m Published in the U.S. personally handwritten cards.

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Top Agent Magazine Aside from the standard means of mark also uses paid Facebook and Instagram

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why?

The hiring and training process is time-intensive and doesn’t come cheap. This means that making 6

a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role

2. Build in some perks

Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles.

If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

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While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team.

Likewise, the right candidate will return the favor and invest his or her energies into their new role.

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3. Get a sense of big-picture career plans

4. Keep the lines of communication open

Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision.

That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another?

Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience.

Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul.

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AMRIT HUNJAN Top Agent Magazine

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Serving Edmonton in Canada and the surrounding areas, Top Agent Amrit Hunjan has the vast majority of his business consisting of repeat clients and referrals.

For Amrit Hunjan, entering the real estate industry was a dream come true. “I was previously working for a civil construction company in engineering, but I always had an interest in real estate,” he explains. With a people-loving personality, he was destined 10 Copyright Top Agent Magazine

for success in this field. When the time came for a career change, he didn’t hesitate to get his license and hit the ground running as an agent. Amrit has grown every year since. Now in his third year, he’s doing better than ever even with the COVID-19 pandemic.

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“By the end of 2020, I’m going to put together a team,” he says. Serving Edmonton in Canada and surrounding areas, the vast majority of his business consists of repeat clients and referrals.

He puts his clients first and will do everything possible to help them reach their goals.

“I will do whatever it takes to get something done,” Amrit says. “People trust me, they know I’m not in it to just make a quick buck.” Amrit is focused Top Agent Magazine

on the long-term, wanting to stay connected to his clients for years to come.

“I want them to refer me to their friends/family. So I work hard to put in 100% effort and build rapport with them.” When it comes to his buyers, he is committed to getting them the best house for the lowest price possible, and he never rushes them to make a decision. Focusing on educating them throughout the process, he makes sure they can make knowledgeable choices that lead them in the right direction.

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For his sellers, he gets them the most for their property by putting it in front of as many eyes as possible.

Amrit shoots videos for all properties, no matter the price point. All photos, videos and marketing materials are then posted on his social media, where he is an active user. “I reach out to my sphere of influence and stay on top of proactively prospecting buyers and sellers, trying to find people the right fit.”

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After the transaction, Amrit makes sure to stay in touch. Clients also love spreading the word about his work. One recently said, “Amrit was attentive to what our needs were and was able to find us a beautiful home exceptionally quick! He worked with our schedules, gave us great options to consider and was upbeat throughout and after the process was over. His passion really made the process fun! I definitely recommend Top Agent Magazine

“People are giving me the responsibility of dealing with a huge asset. For them to trust me with that is not something I take lightly. It’s an amazing feeling to be able to help someone with their real estate needs.” working with Amrit - he makes the process of buying a home enjoyable!

Thanks Amrit!”

When Amrit isn’t working, he’s giving back to the community. He’s Top Agent Magazine

involved with a local non-profit that raises money for those suffering from spinal injuries. “Every year we hold various events to help them out.” In the winter time he participates in a winter jacket drive, where he reaches Copyright Top Agent Magazine 13

out to past clients, friends and family to collect jackets for those who need them. During any free time, Amrit can be found spending time outdoors and enjoying the natural beauty of his town.

Looking ahead, Amrit shows no signs of slowing down. “I want to be one of the major players in Edmonton,” he

says. With his passion and dedication, it’s clear he will reach that goal.

“People are giving me the responsibility of dealing with a huge asset. For them to trust me with that is not something I take lightly. It’s an amazing feeling to be able to help someone with their real estate needs.”

For more information about Amrit Hunjan, please call 780-934-6555 or email info@yegrealestate.net Copyright Top Agent Magazine 14

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Is Finding A Niche Market Right for You?

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

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

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

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

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

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 15

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 16

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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Laughs!

We’re still here!

Making the workplace happy is what we do.

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

Graham Harrop Cartoons

Companies large and small call on award-winning cartoonist Graham

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

for you!

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

grahamharrop.com

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 22

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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ROB VANOVERMEIRE Working in the retail business made Rob Vanovermeire realize that he wanted to get into a career that would have a more client relationship-based approach. He was also interested in work that would allow him to have more flexibility with his schedule, so he decided to make Real Estate his career. He started out as an associate working with a top team in 1999, then worked his way up to the owner of a brokerage—Coldwell Banker Mountain Center—with 36 agents on board. Rob is a selling broker that also runs his own team, made up of three agents and two full-time assistants, serving the areas of Calgary and Canmore.

For Rob, a good amount of clients come by way of repeat and referral business, which he believes is due to his multifaceted experience. “I’m quite versatile because I do Commercial, Residential, and Luxury Residential. There’s not many agents that can do all of that and sell in every location within the city of Calgary,” he says. And his clients appreciate his thoughtfulness and the fact that he keeps in touch with them through video, email, social media, and personally handwritten cards.

Aside from the standard means of marketing, Rob also uses paid Facebook and Instagram ads, and pay-per-click marketing with Google to give his listings the best possible exposure on the market. The strategy works well, with his personal team amassing 80 to a 100 transactions per year on average. But when Rob describes what he loves the most about his line of work, it’s not the money or the amount of transactions that comes up—it’s the people. “For me, the relationships I develop with my clients are what makes this job the so enjoyable. If it wasn’t for the people this wouldn’t be nearly as fun.”

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Outside of work Rob is deeply connected to his community. “I love being involved in anything that I come across that makes for a better community,” he says. And he is true to his word, which is why when he found out about the possibility of a Walmart being opened up in Canmore, he fought against it, wanting to ensure the survival of small local businesses. He is also an advocate for children’s help phone, and he’s involved in the local sporting community.

When Rob’s not spending time giving back to his community, he enjoys spending his free time playing hockey, skiing, and mountain biking. Given everything that has happened with COVID-19, Rob’s had a lot of time to think about the direction of his business in the future, and he has decided on a bold approach. “Despite the crazy year that we’ve had, I think we’re going to expend the team,” he says.

Going forward his goal is to grow his brokerage by adding another 10 associates this year, so that he’s able to help out more people while offering the same level of excellent customer service that his clients have come to expect from him.

To learn more about Rob Vanovermeire email rob@robvanoteam.ca, visit viewcalgaryareahomes.com, or call (403) 870 – 8704 www.

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