FLORIDA 11-7-22

FLORIDA EDITION

UNTANGLING THE BIDDING WAR:

A BUYER’S & SELLER’S PERSPECTIVES

How to

SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

Embracing Smart Homes: Does New Technology Really Increase Home Value?

FEATURED AGENTS

APRIL HEINRICH BRETT EAGLSTEIN DESIREE LIRA COVER STORY

RENEE RODRIGUEZ

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

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

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

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

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

Set expectations upfront and often.

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

Then, tailor your outreach accordingly.

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

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

Know your first-time homebuyer programs and perks.

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

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

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

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

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

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

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RENEE RODRIGUEZ

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RENEE RODRIGUEZ” “Every one of my clients gets the VIP treatment, no matter what price of home they are looking at.

I pick them up, give them flowers, and work with them throughout the entire process.”

Often it’s the toughest challenges in life that lead us to where we are really supposed to be. Such was the case for REALTOR® Renee Rodriguez, who after working for 18 years at SunTrust bank, had her department sent off-shore.

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Fortunately, she wasn’t completely at a loss for what to do. Having previously spoken with a REALTOR® that she worked with, she knew that she had a passion for real estate and would enjoy working in the industry. It took some Top Agent Magazine

time to switch fields and before she got her license, Renee spent several months being a full-time mom taking care of her family. When she finally moved over to real estate, she found success quickly and was named Rookie of the Year in 2017 for her sales numbers and ethics. Today, she’s thriving as a solo agent in Central Florida helping homebuyers and sellers at all levels find their dream homes.

Renee receives most of her business through referrals, which come

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organically from past clients. “Every one of my clients gets the VIP treatment, no matter what price of home they are looking at. I pick them up, give them flowers, and work with them throughout the entire process,” she says. “Every client is treated the same way.” Renee even helps new clients looking to build their credit score and guides them until they qualify for the home they want. “They come with no hope of getting approved and at the end, they are able to accomplish their goals and get into a house

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they really love,” she explains.

Far beyond the closing table, Renee stays connected to her clients. She primarily keeps in touch through check-in emails and phone calls at the holidays.

As a result of her efforts, a lot of clients come back to her time and again to sell or purchase other homes. While Renee’s broker oversees the marketing of her listings, Renee also posts separately on her personal page to get the word out. She frequently hosts open houses and sends out brochures to reach new audiences

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who might be interested in her properties.

In her free time, Renee enjoys exercising, particularly walking in nature. She belongs to Avalon Church in Orlando and through them, cooks for a local homeless shelter. Her community involvement also includes visiting the elderly in need.

Every year, Renee’s business continues to grow and she’s looking forward to adding new team members to help her expand her business further.

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No matter how big her team gets, Renee will always concentrate on making her clients feel comfortable. “It’s great when someone comes in with cash, but that’s not what drives me. Helping people, no

matter what stage they are at is what I am passionate about,” she says. “I believe the key to success isn’t monetary — it’s delivering great work and building a strong reputation in your community.”

To learn more about Renee Rodriguez, please call 407-927-2055 or email renee.rodriguez@floridamoves.com.

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike.

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Buyer’s Perspective: Emotions Running High?

Channel it.

When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a 14

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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APRIL HEINRICH While working in retail for AT&T for 13 years, April came in to contact with quite a few realtors® setting up their business accounts. That led to talking and hearing stories of what it was like being in the business, and a spark of interest formed. Then when she got directly involved in the process during her own home purchase, she found she loved the intricacies of the experience.

The shopping and inner workings of a real estate deal fascinated her.

Once she made the jump to become an agent herself, what really shocked her was how little of the process most buyers and sellers are actually aware of. It often seemed that no one knew what to expect or what steps to take to move the process along. With an innate love of guiding and helping people, she saw an opportunity to take the scariness and unknown out of the equation and get people comfortable enough to enjoy the experience as much as possible.

That attitude of helping the client understand and get involved started her off with 13 houses sold in her first six months of her career, and it’s only grown from there. That was back in 2018, and she now works the Tampa Bay area from Clearwater to Sarasota and as far inland as Lakeland with over $8 million in sales last year. She loves running her own office as a solo agent, although it does look like she may need to hire some help in the near future as the workload keeps growing. She’ll take on any new business that comes her way, either buyers or sellers, first time owners or military - there’s no client group she’ll shy away from.

When she’s on the selling end, her listings are made complete with 3D tours before going up to MLS and Top Agent Magazine

social media. Then the more traditional open houses will come up with flyers and postcard mailings to the neighbors about new listings. She’s always been impressed with just how many buyers come from neighbor recommendations.

About 40% of her growing workload comes not just from the neighborhood, but repeat customers or referrals of satisfied clients. She keeps in close contact with her client base, reaching out around holidays, keeping up on social media on a nearly daily basis and making sure to remember the anniversary of each client’s closing.

Hurricane Ian kept her busy, calling and checking in with her clientele to make sure that everyone was doing well, and seeing if there was anything she could do to lend a hand where needed. With the area recovering now, she’ll be heading back to the beach with her family and returning to the fabulous selection of restaurants available in the Tampa Bay area. Then, it might just be time to start getting some assistants in the office.

For more information, call 813-240-0188, Email aprilsdreamhomes@gmail.com and visit aprilsdreamhomes.com https://

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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.

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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.

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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.

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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.

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BRETT EAGLSTEIN Brett Eaglstein of Miami, Florida, has built a successful luxury real estate enterprise founded on impeccable organization, persistent communication, and an innate capacity to thrive and grow on the unpredictable. “I love the craziness.

No day is the exact same – it’s not like going to a desk job where you have an idea of what to expect. Even on a light calendar day, chaos is sure to ensue. I average anywhere between five and ten deals under contract at a given time, and that’s where I tend to separate myself from the pack. Every day is a little bit of a battle, and in the residential real estate market, you have to come to solutions fast. I love that instant gratification.”

more than anybody else on the team, and I am constantly on the lookout for the next value touch point. That changes from client to client, but the most important thing is that I listen and pay attention to what people need, and make sure I find a way to help them secure it. I had a client call me out of the blue last November, and told me that they originally had no plans on buying property in Florida when we first met, but after receiving four years of communication from me, they decided to purchase a condo in Miami.” By dedicating his time and energy to his own interpersonal network, Brett is able to build upon the robust digital footprint established by The Carroll Group, which includes every internet outlet imaginable, along with editorials and interviews, to ensure their clients receive maximum exposure.

Additionally, with the increased migration from the heart of the nation toward the coasts, the team has gone to great lengths to establish ironclad connections with agents in the Chicagoland area,extended Midwest, the tri-state area in the Northeast, as well as California.

With an insatiable penchant for high-velocity industries, Brett has been in sales ever since he graduated from Tulane University. He started his career as a software salesman for Bloomberg LP dealing with some of the most affluent individuals in the financial space, and went on to help launch two enterprising start-up tech companies before being recruited by his brother-in-law Chad Carroll who is the President of The Carroll Group. “Chad is extremely business focused. He must’ve thought I was a natural in this industry, because he hounded me for years. I joined him almost a decade ago, and it’s been a match made in heaven.” Today, in 2022, Brett is the Senior Vice President of Luxury Sales for The Carroll Group of Compass, which recorded a combined total of $848 million in sales volume in 2021, with Brett single handedly responsible for $105 million across 57 transactions.

In addition to his meticulous organization of his own book of business, Brett also oversees the training and mentorship of new agents within the team. “With my extensive corporate background work, Chad likes me to train new agents. We partner up for a year or two, share deals and clients, and I set them up for success. The first thing I teach them, one of the pillars of our business model, is: ‘You are done chasing prices.’ We operate a little bit differently because we put an emphasis on successful transactions rather than price points.” This approach has cemented The Carroll Group as a dominant force in the markets in and around South Florida, not just Miami, and their trajectory shows no signs of slowing.

Brett attributes his meteoric success to an unwavering commitment to communication and tenacious perseverance. “I am probably persistent to a fault. I use our CRM

For more about Brett Eaglstein, visit TheChadCarrollGroup.com, call 305-699-8050 email brett@thechadcarrollgroup.com orhttps://www.instagram.com/bretteaglstein/ on Instagram: @bretteaglstein www.

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Embracing Smart Homes:

Does New Technology Really Increase Home Value?

Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 20

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

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Smart home amenities range in price and return.

There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market.

On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

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DESIREE LIRA Desiree Lira is a seasoned real estate agent with a history of success that speaks for itself. With over 20 years of in-depth residential real estate experience, Desiree offers her clients sound knowledge and a strong commitment to providing outstanding real estate service, every time. She is a full-time, bilingual agent who lives and serves in the Greater Miami area. Clients can trust Desiree’s expert approach and “lived-in” understanding of south Florida real estate.

Desiree shares how she stumbled into real estate “on accident” over two decades ago. At the time, life changes had shifted her goals and began seeking a new career to fully support herself. After working in the corporate world as an office manager for 14 years, Desiree was ready for a change. While working as a personal trainer, she connected with a woman who encouraged her to pursue real estate. Desiree took the chance, initially working in real estate land sales. She eventually honed her true passion for residential real estate, transitioning to work as a solo agent under Coldwell Banker until 2012, when she moved to RE/MAX Advance Realty.

Today, Desiree maintains a thriving real estate business. She says, “I’ve built this from the ground up.”

Thinking back to her early days in the industry, Desiree recalls how she would spend hours knocking on doors and making cold calls to connect with her community and pitch potential clients. She laughs, “We didn’t even have Zillow back then.” This consistent effort paid off, as two years into building her business, Desiree shares, “It began to quickly grow.”

Now 80-90% of Desiree’s business consists of repeat and referral clients. Over the years, Desiree has helped several families buy and sell multiple homes and often is referred to client friends and family members. She stays in touch with past clients via frequent calls and Top Agent Magazine

texts. Every holiday, her clients receive handwritten holiday cards from Desiree.

Desiree’s professional strategy is to establish trust with her clients, “Trust never fails.” She shares how she goes into each new client meeting with the goal of establishing a strong relationship and building a comfortable partnership. Desiree notes, “When I start with trust, I always walk out with the keys to their home.” Desiree reports that she works with listings priced from $200,000 to the millions. She approaches each property with a unique strategy and notes, “I have the ability to sell quickly, regardless of price.” Desiree relies on her industry expertise and tailored market pricing to ensure a quick sale for every client. Desiree smiles, “I even met my second husband while selling him a vacation condo 8 years ago.”

Desiree notes that her plans for the future include “semi-retiring.” In her over two decades of business success, she has found other things that she wants to pursue, such as traveling and spending time with family.

She laughs, “I won’t ever completely stop, that doesn’t happen in real estate.” Desiree notes that client-facing remains her top priority and she intends to continue offering her current client network high-quality care.

Contact Desiree at 305 778 0834, email lirahomes@bellsouth.net or visit BestHomesinMiami.com www.

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