CHICAGO 10-1-18

CHICAGO EDITION

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THINGS THE BEST LEADERS NEVER SAY

CONNECT BEYOND REAL ESTATE

How to Incorporate Current Events to Your Email Blasts and Stay relevant

to Attract Future Clients FEATURED AGENT

PABLO GALARZA COVER STORY

D. WAVELAND KENDT

CHICAGO EDITION

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D. WAVELAND KENDT

PABLO GALARZA

CONTENTS 4) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT 13) 9 THINGS THE BEST LEADERS NEVER SAY

16) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS 21) IS YOUR PHONE VOICE ATTRACTING — OR REPELLING?

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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 profes4

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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D. WAVELAND KENDT

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With over $175,000,000 in sales over the past four years, D. Waveland Kendt specializes in new construction highrise and single family homes downtown and throughout the North Side of Chicago.

Waveland is clearly an agent to be reckoned with in the fiercely competitive Chicagoland market.

D. WAVELAND KENDT Top Agent D. Waveland Kendt of @properties, Chicago’s most successful real estate brokerage – and leading marketer of new construction in the Windy City - has truly earned his reputation as an agent who can be consistently trusted to place his many clients’ needs front and center during every transaction. With over $300 million in lifetime sales, 8 Copyright Top Agent Magazine

After returning from a year-long sailing excursion with his new wife, Waveland, a former highly-successful restaurateur, began his career in real estate in 2006. While looking for their first home together he attended a sales presentation for a new construction high-rise in Streeterville. “At the end of presentation, I told the Vice President of Sales that I wanted to come and work for them,” recalls Waveland. Even though he didn’t have a real estate license, or any experience selling real estate, he wasn’t deterred.

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At the intersection of three great Chicago neighborhoods Lincoln Park, the Gold Coast and Old Town

“He kind of blew me off, but the very next Monday I started pre-licensing classes at the Chicago Association of Realtors, and by Friday I had my license.

I interviewed for the job, and I was hired on the spot.” Its worked out very well!” states Waveland.

• 32 homes starting at 1.625M to over 5M • Modern floor plans ranging from 2300 sq. ft. to over 4,500 sq. ft.

• Sophisticated interiors fashioned by Gary Lee Partners

Specializing in luxury high-rise and single family homes from downtown through all north-side neighborhoods, Waveland can boast of having a business that is based more than 85% on repeat and referred clients, an impressive measure of client loyalty by any standard. “I think the reason for this is because Top Agent Magazine

Kitchens featuring custom cabinetry

by O’Brien Harris • Amenities include 24-hour door staff, state-of-the-art fitness center, club room and elegant lounge

I provide superior service that is supported by data-driven conclusions,” says Waveland.

Waveland has demonstrated the ability to provide superior service to both buyers and sellers equally. “A buyer needs timely and pertinent Copyright Top Agent Magazine 9

edge and facts,” he explains. “A seller needs the same type of market information so that they may maximize price and minimize market time; the two key factors that contribute to a successful sale.”

information that ultimately empowers them to make a purchasing decision based on knowl10Copyright Top Agent Magazine

Waveland cherishes the relationships he builds with his clients, and works hard to maintain contact with each of them. “Even though it’s kind of out of favor right now,” he says, “I’m a big fan of the phone call. There’s no better Top Agent Magazine

way to catch up with someone in a truly empathetic way.� Of course, Waveland also utilizes other methods like drip email campaigns and direct mail. He also sends out gifts to his clients twice a year.

Thoughtful, intelligent marketing of his listings has also played a large role in Waveland’s success, and to that end he avails himself of the innovative tools offered by @properties. Professional photography, video and a robust presence on Top Agent Magazine

social media all ensure his listings are seen in their best light and by as many potential buyers as possible.

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While the financial rewards of his chosen profession are indisputable, it’s the more personal side of the transaction that provides the most satisfaction for Waveland.

“I like creating success for my clients,” he explains, “whether that’s helping them find the perfect home for them, or if it’s helping them sell in a timely manner.”

Waveland’s plans for the future include continuing to grow his already thriving business, while sacrificing none of the exceptional client service that has become his calling card. He also plans to stay abreast of emerging technologies, to better assist his clients. “Those who stand still, fall behind,” he says.

For more information on D. Waveland Kendt, please call 313 - 330 - 3321 or email dwk@atproperties.com

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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.

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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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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.

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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.

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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.

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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.

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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.

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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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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 16

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

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

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

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Talk About Your Philanthropic Activities

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

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

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

Your Local Community

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

Use Your Creativity to Connect

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

Share Your Hobbies

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

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

Divulge Interesting Experiences

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

What and Who Inspires You

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

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 18

that will draw in a broad range of followers.

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

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Pablo Galarza Top Agent Magazine

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PABLO GALARZA Pablo Galarza began his journey in real estate back in 2003, inspired by the industry’s limitless potential for growth and self-direction. In the fifteen years since launching his career, Pablo has made impressive strides as a regional agent of note—building a business that continues to thrive and evolve, year over year. What’s more, Pablo has cultivated a reputation as a consummate professional known for his knack for strategy, industry knowledge, and personal touch.

Today, Pablo heads a tightknit team that includes his wife, a licensed agent, their former assistant turned licensed Realtor, Anthony Lopez, and a full-time administrative assistant. Together, they serve clients across the southwest Chicagoland area and its southern suburbs, under the banner of RE/MAX. Likewise, Pablo and his wife have been partner agents with Redfin for the past two years, opening up new avenues of opportunity for their business. While Pablo has been building steady experience over more than a decade, he has nurtured lasting client relationships along the way, resulting in 90% of business being generated by repeat and referral clientele. To account for his success thus far, Pablo emphasizes the power of communication, up-to-date market strategies, and an industry education.

In 2010, Pablo headed back to school, earning his associate’s degree, before receiving a grant that supported his four-year tenure at St. Xavier University, where he graduated in 2015 with a Bachelor’s Degree in Business. While juggling a full-time enterprise along with a challenging course load wasn’t an easy task, Pablo credits his business’s rapid growth to the educational edge he worked hard to earn. “The year that I graduated, our business doubled and has continued to grow yearly since then,” Pablo explains. “Education is a huge factor in our business, and using the knowledge I gained, I’ve implemented different branding and marketing techniques that have grown our business and team.”

In approaching listings, Pablo applies a similar dedication to hard work, bolstered by a multifaceted approach that leaves no detail unaccounted for. “It’s all strategic,” Pablo says. “From orchestrating the

perfect timing for listing, to selecting the right photos to use—we’re always looking for ways to add value for our clients, and that’s been a huge factor in our success.” When listing, Pablo curates an immersive and striking presentation that lures prospective buyers and includes professional, high-definition photography, virtual tours, 3D Matterport tours, open houses, and broker opens.

Likewise, properties on the market benefit from wide-ranging exposure across the leading online listing platforms—targeting online buyers on the house-hunt. Accordingly, the majority of Pablo’s listings sell within thirty days of their market debut—a extraordinary turnaround that speaks to Pablo’s diligence and dynamic methods. This year, they have set goals to close 100 transactions and at least $24 million in volume—an impressive feat for a boutique-style team.

To give back, Pablo and his colleagues take a hands-on approach.

From sponsoring the local football team to supporting St. Jude’s Research Children’s Hospital, building community is a central tenet of Pablo’s practice. Likewise, the team has contributed to charitable efforts through RE/MAX, supporting scholarships for local Hispanic graduates, as well as the Chicago Police Department. Always looking for ways to apply a personal touch, Pablo and his team also completed a turkey giveaway to all of their past clients last year.

Looking ahead, Pablo intends to continue building his imprint steadily, with plans to add new team members and deploy new, cutting-edge strategies as the market develops. For now, he is content to support the aspiring buyers and sellers of his Chicagoland community, one home at a time.

Finally, with fifteen years of experience behind him and no signs of slowing, Pablo Galarza considers what he enjoys most about his career. “We love the challenge and quick pace of our industry,” Pablo says. “Every day is different, but in this industry, hard work always pays off.”

To learn more about Pablo Galarza, email pgalarza9@gmail.com, visit his website at pgalarza.illinoisproperty.com, or call (773) 367 – 0788 www.

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Is Your Phone Voice Attracting–or Repelling?

By Carla Cross, CRB, MA It’s such a simple thing, but so important--the first impression you make with your voice!

Recently, I did a presentation to a group of Luxury Agent Specialists. It was about sound and its impact on others (I used the piano to demonstrate). We usually think of visual impact. But, as agents, we come across way more people initially via email or phone than we do by sight. So, isn’t it time to Top Agent Magazine

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polish your ‘phone voice’? It’s probably the first ‘warm’ impression people get of you (I call email ‘cold communication’ because it vastly shrinks the three major ways we communicate: sight, sound, and feeling).

Here are three tips to assure your phone voice makes the best first impression.

Remember, You never have a second chance to make a first impression!

Don’t Mistake Technology as the ‘End’

We are so focused on technology today, that we are in danger of forgetting to effectively use that technology. Here’s an example. When I phone an agent today, I have no idea where that agent will answer his or her phone—or from what phone the call is being answered. And, I don’t really care. Technology allows the phone to follow the agent. That’s great. Here’s what’s not so great. The agent’s message is so dull, powerless, or mumbled that it doesn’t sound as though the agent wants to talk to me. Or, the agent’s message is so long, that I’m impatient by the time I get to leave the message.

Make a Superior Phone Message

For three days, listen carefully to the tone, intent, and messages you hear in phone messages. Listen carefully to how agents, managers, and your affiliates answer the phone (including the receptionist at the office). What do you think? If you didn’t know these people, what would you think of them? Are they excited to hear from you, or are they bored?

Here are 4 important tips to remember when recording your own message: 1. Stand up—you’ll sound as though you have much more energy.

2. Write out your script first—and be sure it’s not too long. I don’t really care where you’re going to be all day!

3. Modulate your voice pleasantly. Try to get some resonance.

4. Sound as though you’re looking forward to hearing from me!

Don’t Settle for One Run at It: Re-record Your Phone Message until It’s Perfect

As a musician, I would never play the piano for others unless I had practiced until the performance was perfect. Yet, when we ‘practice’ real estate, we often just ‘let it fly’ with whatever comes out of our mouths! Not good. You have too much at stake to settle for one run at it.

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Advice from a musician: Practice your phone message several times before you record it. Then, record and listen critically. Don’t just use the first recording.

Make sure your ‘phone voice’ is the best first impression you can make.

P. S. Managers and team leaders—two tips 1. Call each of your agents’ phone mails. What’s the impression you get?

Are they professional? Do they state the company name? Do they represent your culture and image?

2. Create a quick class in phone messaging using the information in this blog.

Copyright ©, Carla Cross. All rights reserved.

Carla Cross, CRB, MA, is the founder and president of Carla Cross & Co., specializing in real estate management and sales. Her internationally best-selling start-up plan for new agents, Up and Running in 30 Days, is now going into its 5th edition (!). Carla brings her vast experience as a top-selling agent and award-winning manager and trainer to the podium, blending her musical background with her proven sales and management strategies (she uses the piano AND even teaches someone to play—fast…..—entertaining and practical). Find out more at www.carlacross.com.

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