FLORIDA 10-11-21 by Top Agent Magazine

FLORIDA EDITION

GOOGLE ADWORDS: A STEP-BY-STEP GUIDE TO

CONVERTING INTERNET LEADS TO REAL LIFE SALES

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

FEATURED AGENTS

TAMARA ARISTY JEREMY BROWNE CANDY JAWORSKI MICHELLE MENKE FIFE ALEXANDRA C. PETERS SCOTT PICKERING

COVER STORY

BRIAN STONE

FLORIDA EDITION

JEREMY BROWNE

BRIAN STONE TAMARA ARISTY JAWORSKI SCOTT PICKERING MICHELLE MENKE FIFE CANDY ALEXANDRA C. PETERS for more than the deals are done to stand as an ongoin A longtime of Tarpon Springs, an ongoingShe resource Serving buyers Miami resident music to the generations. is f Michelle Menke Fife’s father started his and sellers throughout Leadership program and stayed onyounger the CANDY JAWORSKI 33 35 rals 27 30 an his career as resource and ensure every client is Scott Pickering has always been drawn and providing lon andhis surrounding alsoI on Executive career in real estate and held license areas, Alexandra C. Peters committee to be a mentor. amthe also pas- Board of the GABCsati to helping others. He began his career their new homes. strives to bring (German American Business Chamber of for over 50 the years. “My mom worked in knowledge, creativity, and sionate about myin involvement with Johns caddy for fied their new homes. Over the yeaT in the hospitality industry, serving as a approach has earned innovative marketing strategies to each trans- Hopkins All Children’sSouth Florida). real estate for a brief time as well, thereHospital. What regional chef for the Cheesecake Factory. reputationreputatio throughou opportunity to teamthere has earned a fantastic action.looking An instinctual problem-solver, she they do fortheir fore many vacations were spent the children truly tugs on But over time, he found himself seeking vast majority of his v haswe earned a reputation for being a commit- my heartstrings, In the upcoming years, Alexandra plans to va arrying throughout the Florida coast, with at land,Sharon rather than the fun day thought started volunteering a new opportunity that still spokesotoI his repeat clientsthe and refe ted advocate for her clients. Her proactive continue providing her clients with fivewe had planned as kids,” she jokes. That’s them about years ago and helped service-orientedformindset while four affording to why settle down majority ofbiggest its volume fromteam repe approach and willingness to go him above service. She is coming also passionate timeand to beorganize there for one his family. Atstar But with hisabout hav it felt like a natural progression of their annual beyond to ensure their satisfaction has made helping the new generation of agents find his wife’s encouragement, he decided to also million in volume las s recruited by to obtain her referrals. when she decided real estate fundraiserclients events. I and have joined the Sotheby’s her a standout REALTOR at ONEpursue footing in the industry, including heron t his realSalvation estate license—and suretheir remains focused license. “My dad was JEREMY born International andBROWNE raised in Army Advisory Board.” ALEXANDRA C. PETERS SCOTT PICKERING by many as the Realty,MICHELLE as one of the 3 founding 20 year old daughter KiKi Rutten who MENKE FIFE enough, he fell in love with the business. anchored his is accom Saint Petersburg and so ammembers I. We have of THE TEAM. proving herself as a young agent. “What our He’s been going strong ever since. the first place. “In e,”generational to join his WithMichelle the team Hughes Browne Group rankth knowledge of the local area Going forward, iswould focused on like to do is that to align ourselves important people stay connec and the market, works intoour continuing work further growing her clients’ needs, Alexandra pri- leads with more junior agents andtop become active Jeremy foundwhich reallySensitive asher Compass Real Estate’s performin Today, Scott the Pick Your Newand Home Team, team is about great service and per CONTENTS clients’ favor.” her business. is currently oneI think of three oritizes relationship building over one-time mentors. weI have powered by Keller WilliamsShe Luxury International, all, want atolot getoftoknowledge know my clien uncovering a group in the Jerem sales withexpertise her colleagues where associates—along he assists clients large throughout Hillsborough, to know me.Florida, My buyers and seller transactions. “Our team likes to establish lasting relationand to pass onRachael to state the next of generation.” Pasco, and Pinellas Counties and the surrounding grow up, and they’ve truly becom ships. We like to say that we want to assist our first-time 4) RECONSIDER REFERRAL-ONLY 24) HOW TO RECOGNIZE Affiliated with Keller Williams Realty St. Petersburg, Manzanares and Amber Bennett—selling Reflection xury and golf and Tom stay focused on the values th areas. Having uncovered distinct niche in the luxlast-time homeSt. sellers. think the a One thing is Alexandra Michelle strives to make thehomebuyers transaction and process seam-FUTURE Pete, aI pre-construction condo in certain, downtown Saint has no fear of becomWHEN PLANNING FOR THE TRUE LUXURY PROPERTIES rs less since, their have anchored their success in fir ury real estate market, he and his boutique team have Outside his soon. career,“Every Scottthe isday comm younger clientele appreciates our knowledge, while the ing bored with her profession anytime and is dedicated to ensuring client satisfaction. Petersburg. “Recently I’m really enjoying working with established a hands-on to meet the needs of experience. nity. Having I’ve previously m older clientele relatesWhen to us. We able to guide all gen- process inthe real estate is a different been inbeen the ayo “Realover estate is about service and practice. I are developers, understanding process from start to finmplete $1all A place. “There aren’t many jobs where any buyer or seller. Rotary Club,predict he currently coaches 13) STEP-BY-STEP GUIDE TO 31) HOW TO MAKE YOUR erations and our goal is to become their agents for life.” business for 17 years, and I still can’t what the first started, I would cry all the time because I wasn’t ish, and seeing the scope of what it really takes to start hometown. Whentoes, he’sitnot withhe cli ctions, setting can utilize your knowledge-base to week aheadPRODUCTIVE will bring. you on your keeps CONVERTING INTERNET LEADSaWhen COMMUTE sure if I was good at my job. The true knowledge comes pre-construction condo project. Iclients guess I’veIt keeps gotten listing a property, Scott offers his a comhe can be found spending quality Being real under the day umbrella right your working, itinteresting keeps you active, and it helps you n. when you’reTO people achieve their livingREAL and breathing estate in andof thethe real brokerage estate bug,and I just findbrain it incredibly LIFE SALES prehensive strategy. After helping them fully prepare with his dreams,” beloved family. Jerem forming mutually beneficial relationships with other remain motivated. I’m constantly having to learn how to day out. Everything can be learned, but in order to truly to learn about themarket development side.a suite I’m working with their home for the and providing of pro34) 3adapt MENTAL TRICKS THAT arewhich “For many of my clients, these purchases the makes culmin agents are two factors thatsays. Alexandra believes are crucial to a whole new set of circumstances, fessional photography services, he shares their listing Looking ahead, Scott has a clear v succeed and 18) build GOOGLE a repeat and ADWORDS: referral network you KW Developer Services and learning a whole new side WILL TAKE YOUR BUSINESS to the success of any real estate professional. “We’re forthis a really lovely and entertaining profession.” to Keller Williams Realty’s extensive network of more his business. nothing On pace for a mo caree e the ofwe the their careers and hard there’s needFounding to provide greatPrincipals service. My that clients comealigned backtion towith of of the industry. This is why I love realwork—and estate: every of day tunate have athan very global company HOW TO MAKE GOOGLE DO TO THE NEXT LEVEL 300 syndicated websites. From there, he drives to delve further into the luxury m me because I genuinely careReal forONE them. I put all International my pasisRealty. different. My plan is to continue growing andthat helping like Sotheby’s One of the reawered by Compass Estate, rewarding than seeing them through process.” the process towards a weekend of standout open house his standards of service alongside YOU sion into myTHE work, WORK and givesons itFOR more than them 100%isevery real estateinternational buyers and sellers accomplish their dreams.” we chose their far-reaching showings which are sure to generate multiple offers to his team, buyer’s agent Heather om single Palm Beach Island to Jupiter time, and that’s evident to them.” presence. When we have a listing, beyond just for ithisgoes sellers and maximize their value on the market. all, he looks forward to the new fr putting it on the MLS or aOutside website. We have y listings and a high net-worth clihis connections career, Jeremy and Tom are involved on thedeeply coast. “Hospitality makes th Michelle believes in a personal approach and paying in New York, California, Europe, and South America to But Scott is just as devoted to his buyers, leveraging he says. “With real estate, I’m able Phone 310-734-1440 | Fax 310-734-1440 he attention experience, confidentiality, and their community. Throughout the year, their team aids nume justsince a few, so it’s easy for his us to reach knowledge out to our to the small things.name “Ever I was a little in-depth of the region to uncover the and help somebody, and there’s no www.topagentmagazine.com counterparts world have the listing right investment forsold their best interests. he than lasting friend lovedmag@topagentmagazine.com buying people gifts. I love around makingthe people ate girl, anyI transaction. ous| and organizations, events, andMoreover, charities to cultivating supportthoseour servi is there for his clients long after the sale, standing as ers and sellers.” quickly and for top price. I find that the personal relahappy and soNoI portion take theofextra stepsmay for the closing gifts. this issue be reproduced in any mannerand whatsoever without prior consent of the publisher. Top Agent members we’vetoacquired within these networkspolice, are very such as a yearly golf tournament, Fore t I don’t just Magazine buy a bottle of tions wine.that I listen my clients is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published effective and have resulted in a highwhich rate of sales.” The wholeTop transaction buy them my throughout and Tomthe offer clients anandexpert Brave, provides to Pickering members of the armed force learn more services about email scott_pick@yaho materials, Agent Magazine cannot besomeheld responsible forTo opinions expressed or factsScott supplied by its authors. Team finished last year with $13,000,000 in sales volthing personalized or thoughtful I’ve learned fromto mag@topagentmagazine.com. To subscribe or changethat address, send inquiry Published in the U.S. visit pickyournewhome.com or call (727) 386-3983 sellers prepare their home Meanwhile, is active with Rotary International, Hope f and for are onthe pace to complete $20,000,000Tom this year. getting to know them, or anume item that they absolutely a blend of highly targeted digital the Warriors, and the Loggerhead Marinelife Center, and he al have 2to have in the house.” Agent Magazine Outside of work Alexandra is passionate about the Arts To learn more aboutTop Alexandra C. Peters Copyright In the meantime, the and duo utilizes charitable events for those impacted is on the Executive contributes Committee of the Friends of about Michelle To to learn more Menke Fife email AlexandraRealtor@gmail.com, by Cyst Born and raised in Saint Petersburg, Michelle believes ®

TAMARA ARISTY

www.

the New World Symphony—an organization that nur-

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 4

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business. If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost. Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique. Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews. Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina. The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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

marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.” Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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BRIAN STONE

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Top Agent Brian Stone and his team, Le Grande Realty, serve clients throughout Sarasota and Bradenton. Coming from a teaching background— where he refined his ability to listen, communicate, and negotiate—Brian Stone has been able to effortlessly segue to a career in real estate. Passionate about providing clients an exceptional level of service every time, Brian anticipates their needs and uses his market knowledge to ensure that they are able to reach their goals. Brian and his team, Le Grande Realty, serve clients throughout Sarasota and Bradenton. 8 Copyright Top Agent Magazine

For Brian, communication is the key to a successful transaction. He is keen on walking his clients through every step of the process and is always available to answer their questions and assuage their nerves. He finds that educating his clients truly adds value to their experience and helps them understand all their options. “A client can have the best experience if you simply just listen and make yourself available for them. I always answer my phone and return my Top Agent Magazine

emails. I stay in touch with my clients, and they use me as a resource whenever they need something,” he explains, adding that many of his clients become actual friends. “I stay in touch with just about everybody, Top Agent Magazine

whether it’s a brief email every now and again, a phone call, or text message to check in and see how things are going. Most of my clients are out-of-state clients that are coming to buy in Florida for the first time, so it’s Copyright Top Agent Magazine 9

comforting for them to know that they have somebody here that will pick up the phone.” As a team leader, Brian’s goal is to utilize his agents’ skills in a way that provides the best experience for their clients. “Every agent on my team excels at something, and I try to give them the opportunity to use their skillset to really make a difference 10Copyright Top Agent Magazine

for our clients. My specialty is the negotiations behind the scenes that occur both with my clients and with the sellers and listing agents. I try to find a way to make it a winwin situation for both parties.” When it comes to marketing, Brian likes to focus on networking within his sphere of influence. “Marketing is not very difficult at Top Agent Magazine

“Every agent on my team excels at something, and I try to give them the opportunity to use their skillset to really make a difference for our clients.” the moment due to the optimal market conditions. I have a great database of buyers and agents I reach out to whenever I have a new listing on the market. Prior to COVID-19 I also loved doing open houses because I always enjoy seeing people face to face,” he explains. When he’s not busy working, Brian loves to travel with his wife. He also likes to Top Agent Magazine

explore local restaurants and spend quality time with friends. Brian’s future plans consist of growing his business and adding more agents to his team. He’s also hoping to get involved in the development side of real estate. “That’s something that really speaks to me. I would love to add to my community and leave a great legacy with future development projects.” Copyright Top Agent Magazine11

To learn more about Brian Stone call (434) 760–2326, visit brianstoneproperties.com, or email bstone@brianstoneproperties.com www.

12Copyright Top Agent Magazine

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online. Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales. Top Agent Magazine

RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up. Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 14

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease. Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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TAMARA ARISTY Top Agent Magazine

TAMARA ARISTY

Broker-Owner of Camino Real Realty, Tamara Aristy provides a concierge-level of service to her clients. She possesses unparalleled expertise and the necessary experience to discern their needs and help them navigate the current market in order to reach their goals. Helping buyers and sellers throughout South Florida, Tamara believes in hard work and attention to detail. Fluent in Spanish and knowledgeable in Portuguese, she is also able to help a wide variety of international clients with real estate investments.

knowledge of the industry’s latest technology, and price strategy designation. Tamara’s tremendous success in real estate is a direct result of her genuine passion for helping

Tamara attributes her success and longevity in the business to the close relationships she develops with clients. Her strong work ethic allows her to meet her clients’ real estate goals and exceed their expectations. “I’ve been quite fortunate to grow my business based on referrals. I’m extremely trustworthy, transparent, and my goal is to become the go-to person when my clients need help.” Also, because Tamara is herself a real estate investor, every client that comes to her will benefit from her hands-on real estate investment experience, acquired negotiation skills, 16

people. Known for being empathetic and caring, she continues to make sure her clients are well taken care of long after they leave the closing table. “What I really like the most is the relationships that I have created through my work. I continue to stay in touch with my clients even after the transaction is done. I take the time to call them and see how they’re doing, and to make sure they know I haven’t forgotten about them, I want them to know that I’m there for them” she says. When it comes to marketing, Tamara emphasizes the importance of having an online presence. “We utilize various websites to make sure our listings get in front of many eyes. We also lean on our sphere of influence and send out email campaigns to our database of buyers that might be interested,” she says. In her free time, Tamara spends time with her husband and two beautiful daughters. She is also an active part of her community. She is part of the local Chamber of Commerce and is involved in her children’s school activities and events. Along with her team, she also supports various nonprofit organizations. Continuing to be an inspiring leader for her team is important to Tamara, and she’s set on helping her new agents succeed in business while working with a high standard of ethics. “We just signed up several new agents to the team, and my goal is to mentor them and help them reach their highest potential. I also want to encourage them to generate lifelong clients through forming close relationships and building trust, because having a solidified repeat and referral client base is the key to an agent’s success. I would like Camino Real Realty, a boutique brokerage, to be the go-to place for clients seeking top quality real estate service. A place not only designed to generate profit, but mainly to have a purpose: help change people’s lives for the better.” Top Agent Magazine

To learn more about Tamara Aristy email tamaraaristy@gmail.com, or visit caminorealrealtyfl.com www.

Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 18

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 20

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CANDY JAWORSKI Top Agent Magazine

CANDY JAWORSKI

Candy Jaworski got her license in 2007, but her real estate journey began long before that. “I have a background that led me to selling real estate,” Candy recalls. “My late husband was a general contractor, and as early as 1980, we built a few spec houses. I would host open houses not knowing much more than that I liked houses, and I liked people!” Candy and her husband continued to invest in real estate, learning about financing, investing, and rehabbing along the way. In the course of searching for a Realtor® who could teach her about investing, Candy says, “I stumbled upon a young man who today is my broker here at RE/ MAX Signature. He exemplified character & integrity, both important traits to me. We have one of the highest producing offices in the area, lots of successful agents, & tons of training. I’m definitely in the right place. I feel like all of those experiences have led me to where I am today.”

business comes from repeat and referral clients, an impressive feat that speaks to the trust and confidence she inspires. “Because I was an investor myself when I started, I knew a lot of investors,” Candy explains. “The first house I sold was in 2008, when the market was at its worst ever. At that time, the investors were the only ones buying. Then those clients started buying houses for themselves, and they began referring me to other people. It’s ongoing, and I love it that way.”

Candy serves Daytona Beach Shores and the surrounding area. Close to 100% of her 22

Her communication with clients truly sets Candy apart. “I believe in communication. It’s one of my strengths,” Candy says. “I always figure out which methods of communication each client prefers, and I provide a steady stream of communication to keep them updated. Buying or selling a home is one of the largest financial transactions that most people make, & they feel much more comfortable when they know what’s going on!” When it comes to marketing her listings, Candy uses a comprehensive approach that is custom-tailored to the individual property. “I work very hard to focus on making the initial presentation as good as possible,” Candy says. “You only get one chance to make a good first impression! Initially, I offer suggestions on any necessary repairs, depersonalizing & staging, & curb appeal…All designed to present their home in the best possible way. I always use a professional photographer, and I invest in whatever I think that particular property needs, whether it’s virtual staging, a video walkthrough, or a 360 tour. I invest a lot in the upfront marketing, so that when the listing goes out to the MLS and all the other websites, we have the best possible chance with potential buyers and agents.” A big believer in education, Candy is constantly taking classes and earning designations to better assist her clients. She is especially proud to be a Certified Residential Specialist as well as a Certified Luxury Home Marketing Specialist. “My favorite parts of real estate are the people and the houses,” Candy says. “Those are two of my favorite things in life anyway. I love all the cool houses I get to see, and I love all the interesting people I get to meet. Many of my clients have become friends, and I’ve had friends become clients as well. I really enjoy get involved in my clients’ lives, and I stay in touch with them after the transaction is over. I totally believe in the power of real estate.” Top Agent Magazine

To learn more about Candy Jaworski, call 386-212-1578, email candyj@remax.net, or visit CandyJ.RemaxAgent.com http://

How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good

architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider. Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?

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• Practical Layout: Make sure you have enough room to live

in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.

• Unobstructed Views and Light: You want to live in

a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?

• Windows: Windows are the primary source of losing heat and

cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.

• Ceiling Height: Consider the cubic footage of the property.

You want to look for high ceilings that increase the openness of a room. Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.

• Storage: If you’re a woman, you will understand this one. We need

lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage

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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space. • In-Unit Laundry: In-unit laundry has become necessary for

any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.

• The Gym: Having a fitness area nearby is an amenity that is especially

important, particularly in winter when you don’t feel like walking to the gym a few blocks down. One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees. • Move-In Ready: I’d advise against buying time-consuming and

frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.

• Reputation: Pay attention to the reputation of the building. A

property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have. If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property. 26

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JEREMY BROWNE A resident of the Jupiter area for more than 37 years, Jeremy Browne began his career as a professional fisherman and caddy for the PGA Tour. There, he had an opportunity to travel the world, but after marrying Sharon Santella Browne, he decided to settle down in Jupiter. Soon after, he was recruited by Tom Hughes, who is known by many as the “Trusted Name in Real Estate,” to join his established Real Estate Firm. Jeremy found fast success in the region, uncovering a distinct niche in Florida’s luxury and golf course properties. In the years since, their company has gone on to complete over $1 billion in real estate transactions, setting themselves apart in the region. Today, Jeremy and Tom are the Founding Principals of the Hughes Browne Group, powered by Compass Real Estate, where they assist clients from Palm Beach Island to Jupiter Island. Specializing in luxury listings and a high net-worth clientele, their team possesses the experience, confidentiality, and compassion needed to facilitate any transaction. When listing a property, Jeremy and Tom offer clients an expert approach. After helping their sellers prepare their home for the market, they broadcast it to a blend of highly targeted digital and social media campaigns. In the meantime, the duo utilizes proven outlets like notable print publications—all while sharing each listing to a network of more than 20,000 Compass agents spanning the nation. “But at the end of the day, our business model comes down to representing our clients, not ourselves,” Jeremy says. “Our agents service everything from $100,000 properties to $100 million properties, and together, we believe everybody deserves great representation, no matter their level.” Moreover, Jeremy enjoys communicating with his clients in the way they are most comfortable. With his father being a Chilean born US Citizen, he went to school in Venezuela and high school in Chile, and today he is fluent in Spanish. Elsewhere, Jeremy and Tom are just as devoted to their buyers. Leveraging their combined decades of experience in the Jupiter area, they carefully guide clients to the right investment for their best interests; moreover, the two keep in touch long after

the deals are done to stand as an ongoing resource and ensure every client is satisfied in their new homes. Over the years, their team has earned a fantastic reputation throughout the Florida coast, with the vast majority of its volume coming from repeat clients and referrals. With the Hughes Browne Group ranked as Compass Real Estate’s top performing large group in the state of Florida, Jeremy and Tom stay focused on the values that have anchored their success in the first place. “There aren’t many jobs where you can utilize your knowledge-base to help people achieve their dreams,” Jeremy says. “For many of my clients, these purchases are the culmination of their careers and hard work—and there’s nothing more rewarding than seeing them through that process.” Outside his career, Jeremy and Tom are deeply involved in their community. Throughout the year, their team aids numerous organizations, events, and charities to support our service members and police, such as a yearly golf tournament, Fore the Brave, which provides services to members of the armed forces. Meanwhile, Tom is active with Rotary International, Hope for the Warriors, and the Loggerhead Marinelife Center, and he also contributes to charitable events for those impacted by Cystic Fibrosis. When he’s not with clients or giving back, Jeremy can be found playing golf at the Bear’s Club, spending quality time with his wife, or taking the occasional fishing trip. Going forward, Jeremy and Tom have exciting plans for the future of their business. As they continue to grow their client-base, they intend on further scaling their standards of service alongside their roster of up-and-coming agents; in fact, Tom’s own daughter, Mallory Hughes, has been with the Hughes Browne Group for over five years and also had great success. With her serving as a key member of their team, Jeremy and Tom hope that their representation becomes generational. “We’ve got a team of energetic, well-rounded, and educated agents who share our values,” Jeremy says. “That’s what’s most important to us: Above all, we want to maintain our ethics and remain a boutique, local, service-oriented Broker for years to come.”

To learn more about Jeremy Browne email jeremybrowne@compass.com, visit hughesbrownegroup.com or call (561) 379-9474 www.

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Laughs!

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MICHELLE MENKE FIFE Michelle Menke Fife’s father started his career in real estate and held his license for over 50 years. “My mom worked in real estate for a brief time as well, therefore many vacations were spent looking at land, rather than the fun day we thought we had planned as kids,” she jokes. That’s why it felt like a natural progression when she decided to obtain her real estate license. “My dad was born and raised in Saint Petersburg and so am I. We have generational knowledge of the local area and the market, which really works in our clients’ favor.” Affiliated with Keller Williams Realty St. Petersburg, Michelle strives to make the transaction process seamless and is dedicated to ensuring client satisfaction. “Real estate is all about service and practice. When I first started, I would cry all the time because I wasn’t sure if I was good at my job. The true knowledge comes when you’re living and breathing real estate day in and day out. Everything can be learned, but in order to truly succeed and build a repeat and referral network you need to provide great service. My clients come back to me because I genuinely care for them. I put all my passion into my work, and give it more than 100% every single time, and that’s evident to them.”

Leadership program and stayed on the committee to be a mentor. I am also passionate about my involvement with Johns Hopkins All Children’s Hospital. What they do for the children there truly tugs on my heartstrings, so I started volunteering for them about four years ago and helped organize one of their biggest annual fundraiser events. I have also joined the Salvation Army Advisory Board.” Going forward, Michelle is focused on continuing her work and further growing her business. She is currently one of three sales associates—along with her colleagues Rachael Manzanares and Amber Bennett—selling Reflection St. Pete, a pre-construction condo in downtown Saint Petersburg. “Recently I’m really enjoying working with developers, understanding the process from start to finish, and seeing the scope of what it really takes to start a pre-construction condo project. I guess I’ve gotten the real estate bug, I just find it incredibly interesting to learn about the development side. I’m working with KW Developer Services and learning a whole new side of the industry. This is why I love real estate: every day is different. My plan is to continue growing and helping real estate buyers and sellers accomplish their dreams.”

Michelle believes in a personal approach and paying attention to the small things. “Ever since I was a little girl, I loved buying people gifts. I love making people happy and so I take the extra steps for the closing gifts. I don’t just buy a bottle of wine. I listen to my clients throughout the whole transaction and buy them something personalized or thoughtful that I’ve learned from getting to know them, or an item that they absolutely have to have in the house.” Born and raised in Saint Petersburg, Michelle believes it’s her duty to give back to the community. “I have a history of volunteer work for the Tampa Bay Beaches Chamber of Commerce. I completed the Institute for 30

To learn more about Michelle Menke Fife email Michelle.Menke@KW.com, visit zillow.com/profile/michelle%20menke1, or call (727) 543–9660 www.

How to Make Your Commute Productive The highest caliber business owners and entrepreneurs utilize every minute of their day. Though this may be a lofty goal, there are certainly ways to make our daily routines more efficient and productive. Consider the morning and evening commute—time blocks that are accounted for every day. For some of us, daily commutes may mean a lengthy drive through gridlock traffic, or perhaps just a quick fifteen-minute crosstown excursion. However short or long your commute may be, there are ways to maximize this component of your daily routine and reap the rewards. With that in mind, take a look at some ideas below to inject some energy and productivity into your daily commute. Top Agent Magazine

Listen to the latest industry-centric podcasts or audiobooks Whether you drive, bike, walk, or take public transportation, a commute is the perfect time to tune into an industry-oriented podcast or audiobook as a way of building your skills or getting into the zone for the day. Instead of letting your commute time be passive, you can process insights from leading industry professionals, or develop your skillset on a topic you haven’t yet made time for. Perhaps you’d like to develop your social media presence, or maybe you’d like to tap into the millennial homebuyer market—whatever the case may be, there is audio material out there suited to your interests. What’s more, podcasts are free and easy to incorporate on your smartphone or

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tablet, and there are ample audiobook subscription services out there that make regular listenership cost effective.

Create a mental to-do list to get a head-start on your day, or to prepare for tomorrow Getting your thoughts in order with a straightforward to-do list can help you dive in once you make it to your desk, or serve as a conclusive mental routine to end your work day. If you drive to and from work and don’t have your hands free, don’t fret. Speaking your to-do list aloud can help you detangle your thoughts and tasks by vocalizing them. You can also try breaking down your to-do list by verbalizing the day’s goals, the week’s goals, and the month’s goals as a way of structuring priorities. If your commute is hands-free, you can incorporate a variety of apps that serve as custom-made todo lists that’ll organizationally map your duties for the day. In either case, use your commute window to identify and name the tasks ahead of you, and you’ll be able to hit the ground running when the time comes to perform.

Tend to your personal commitments and planning A productive commute can boost your professional performance, but it can also serve your personal growth and out-of-the-office responsibilities, as well. Perhaps you can think out and plan your meals for the week so that you don’t come home burnt out and with nothing in mind for dinner. Maybe you check in with a relative or partner and catch up for a spare twenty minutes. Not only does this eliminate a few items off of your personal to-do list, it can actually give you a more focused mind at the office. If your personal life is in good order, you’ll be able to devote your full attention to work tasks. As the old saying goes, there are only so many hours in a day. If you added up all the minutes spent commuting around town, how many hours would amount? Though the trek to and from the office is an engrained part of professional life, it doesn’t have to be a drag. Account for those spare commute windows in productive ways, and in only a month you’ll have devoted a significant portion of your time to bettering yourself as a person and a professional.

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ALEXANDRA C. PETERS Serving buyers and sellers throughout Miami and surrounding areas, Alexandra C. Peters strives to bring knowledge, creativity, and innovative marketing strategies to each transaction. An instinctual problem-solver, she has earned a reputation for being a committed advocate for her clients. Her proactive approach and willingness to go above and beyond to ensure their satisfaction has made her a standout REALTOR® at ONE Sotheby’s International Realty, as one of the 3 founding members of THE TEAM. Sensitive to her clients’ needs, Alexandra prioritizes relationship building over one-time transactions. “Our team likes to establish lasting relationships. We like to say that we want to assist our first-time homebuyers and last-time home sellers. I think the younger clientele appreciates our knowledge, while the older clientele relates to us. We are able to guide all generations and our goal is to become their agents for life.” Being under the umbrella of the right brokerage and forming mutually beneficial relationships with other agents are two factors that Alexandra believes are crucial to the success of any real estate professional. “We’re fortunate that we have aligned with a very global company like ONE Sotheby’s International Realty. One of the reasons we chose them is their far-reaching international presence. When we have a listing, it goes beyond just putting it on the MLS or a website. We have connections in New York, California, Europe, and South America to name just a few, so it’s easy for us to reach out to our counterparts around the world and have the listing sold quickly and for top price. I find that the personal relations that we’ve acquired within these networks are very effective and have resulted in a high rate of sales.” The Team finished last year with $13,000,000 in sales volume and are on pace to complete $20,000,000 this year. Outside of work Alexandra is passionate about the Arts and is on the Executive Committee of the Friends of the New World Symphony—an organization that nurtures young classical musicians and promotes classical Top Agent Magazine

music to the younger generations. She is also on the Executive Board of the GABC (German American Business Chamber of South Florida). In the upcoming years, Alexandra plans to continue providing her clients with fivestar service. She is also passionate about helping the new generation of agents find their footing in the industry, including her 20 year old daughter KiKi Rutten who is proving herself as a young agent. “What our team would like to do is to align ourselves with more junior agents and become active mentors. I think we have a lot of knowledge and expertise to pass on to the next generation.” One thing is certain, Alexandra has no fear of becoming bored with her profession anytime soon. “Every day in real estate is a different experience. I’ve been in the business for 17 years, and I still can’t predict what the week ahead will bring. It keeps you on your toes, it keeps your brain working, it keeps you active, and it helps you remain motivated. I’m constantly having to learn how to adapt to a whole new set of circumstances, which makes this a really lovely and entertaining profession.”

To learn more about Alexandra C. Peters email AlexandraRealtor@gmail.com, visit TheTeamMiami.com, or call (786) 282–5290 www.

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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibil34

ities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client. This may seem obvious, but one of the best ways to clarify your communication and ensure your complete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game. If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do. The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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SCOTT PICKERING A longtime resident of Tarpon Springs, Scott Pickering has always been drawn to helping others. He began his career in the hospitality industry, serving as a regional chef for the Cheesecake Factory. But over time, he found himself seeking a new opportunity that still spoke to his service-oriented mindset while affording him time to be there for his family. At his wife’s encouragement, he decided to pursue his real estate license—and sure enough, he fell in love with the business. He’s been going strong ever since. Today, Scott leads the Pick Your New Home Team, powered by Keller Williams Luxury International, where he assists clients throughout Hillsborough, Pasco, and Pinellas Counties and the surrounding areas. Having uncovered a distinct niche in the luxury real estate market, he and his boutique team have established a hands-on process to meet the needs of any buyer or seller. When listing a property, Scott offers his clients a comprehensive strategy. After helping them fully prepare their home for the market and providing a suite of professional photography services, he shares their listing to Keller Williams Realty’s extensive network of more than 300 syndicated websites. From there, he drives the process towards a weekend of standout open house showings which are sure to generate multiple offers for his sellers and maximize their value on the market. But Scott is just as devoted to his buyers, leveraging his in-depth knowledge of the region to uncover the right investment for their best interests. Moreover, he is there for his clients long after the sale, standing as

an ongoing resource for contractor referrals and providing long-term support for their new homes. This compassionate approach has earned him a tremendous reputation throughout Florida, with the vast majority of his volume coming from repeat clients and referrals. But with his team having completed $17 million in volume last year alone, Scott remains focused on the values that have anchored his accomplished career in the first place. “In this day and age, it’s important that people stay connected,” he says. “Our team is about great service and personalization. Above all, I want to get to know my clients, and I want them to know me. My buyers and sellers have seen my kids grow up, and they’ve truly become my friends.” Outside his career, Scott is committed to his community. Having previously been a member of his local Rotary Club, he currently coaches Little League in his hometown. When he’s not with clients or giving back, he can be found spending quality time on the water with his beloved family. Looking ahead, Scott has a clear vision for the future of his business. On pace for a career year, he is excited to delve further into the luxury market while scaling his standards of service alongside the newest addition to his team, buyer’s agent Heather Moore. But most of all, he looks forward to the new friendships that await on the coast. “Hospitality makes the world go round,” he says. “With real estate, I’m able to get up every day and help somebody, and there’s nothing more positive than cultivating those lasting friendships with my buyers and sellers.”

To learn more about Scott Pickering email scott_pick@yahoo.com, visit pickyournewhome.com or call (727) 386-3983 www.

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