FLORIDA 12-13-21

FLORIDA EDITION

ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

UNTANGLING THE BIDDING WAR:

A BUYER’S & SELLER’S PERSPECTIVES

Is Finding a

NICHE MARKET

Right for You?

FEATURED AGENTS

JANA CAUDILL KESHA DIAZ MARISELA GONZALEZ DANIEL KRACER MEGAN & HUGO RAASVELDT MICHELE SCHERGER KLAUS SINN

How to

SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

COVER STORY

KAYCE DRISCOLL

call or text 219.712.1365

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DANIEL 7

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KLAUS SINNRAASVELDT MEGAN & HUGO DANIELSCHERGER KRACER MICHELE KLAUS member WhileKesha relocating to Vero BeachTop and listings, M Agent Michele Scherger got her startclientsdonation efforts. She isToamarket One of the best gifts DiazFor working with Kesha sionary and a leader years, Jana has been When a trail-blazer 29 33 35 which in turn feeds in real estate in 2010 when her daughters of the school district of Indian River looking for a new home, Megan 30 SINN can always count on open and honest dustry. Over the ever past received from her husbandwhen it comes to marketing strategy, KAYCE DRISCOLL

KAYCE DRISCOLL JANA CAUDILL

MARISELA GONZALEZ

KESHA DIAZ

® siteson andcreatsubsidiari first entered middle school. She Soon, she bid convinced Raasveldt’s REALTOR was when he surprised her with real communication. is committed toCounty where she’s working e has built a thriving implementing a comprehensive approach to a large real estat corporate adieu. “I was searching for a anding affordable housing for new her to try her hand at a career in real teachers estate classes—something she’d developing lasting relationships s, cultivated a stellar tailored to each property. At the forefront coverage. flexible schedule,” she recalls.

“I found estate.

He recruited her to startmarketing, work- Jana of so been thinking about trying for aof multi-media staysspares in touch er clients and fellow nowith buyers and sellerscoming into town. She’s also part While is sometimes so much more.”

Friends already estabHaving worked with 5 Top Fortune 500 ing with him, andexpense 18 yearsonlater she has photography while. She had previously worked long after and the transaction is done.Healthy Start, a charity that works with appr er one billion in sales professional not often feel lished in the industry guided Michele, companies as a In Marketing with a builder, and sparked hervideography. like to keep in touch. Whether noitregrets about the decision. She Leading new mothers. addition, Consultant, Megan it is ed herself to helping provides“Ievery client to her area and cl initiating a series of profitable mencuriosity about theThe industry.

OnceGroup, it’s billboards, sending them a text, calling,Daniel orsupports Kracer the real estate industry of professional excelwith broad coverage Raasveldt Megan worksthrough theentered local mental health assodoes invest in Goo tor-mentee relationships that enabledgift, her I find she obtained her license in 2019, she giving them a thoughtful ly that if I was going radio, and television advertising, paired with a very skillset and alongside her husband, Hugo, as well ciation andstrong is involved with theunderstandsoccer which drives add to ascend to campaigns. the multi-specialty Broker , I was going to give social media worried that the pandemic would putwith digital different ways to let them know that ing of what it takes to efficiently market as a buyer’s/showing agent,and a listing and lacrosse sports associations.

In her from Pinnacle’s s she is is, today. tookthem,” me under their JANA KESHA DIAZ & HUGO MICHELE SCHERGER ” Jana says. “That is “Our operating motto ‘Big or MEGAN small, a damper on herCAUDILL career goals, I’m“They there for she says. assistant, andbut transaction coordinator. spare time, she loves to play tennis. and promote products.

He first started out$ sonally averages wings,” By 2012 she was RAASVELDT lue.” Jana’s success all,’” says.Michele “Peoplesays. know her fears turned out to be unfounded assell sheit is The team serveswebuyers and Jana sellers She also enjoys taking advantage of all as an investor, but after feeling let down transactions. by working onwe herwork own when an REO rds and recognition, we care.

They seesurrounding howout hard currently the highest producer Indian on herthat team, and Although her schedule busy, Kesha finds throughout River County and areas.is her. theSoon wonderful outdoor activities has to offer, many of the agentsher he town was working with, he Listing Agent approached Michele thrived in ous endorsementone by of the highest in the entire brokerage. on their behalf.”time to get involved in her community whenWhenahis asked why she loves her including paddle boarding, taking boat out on the river, decided to obtain own license.

“I was foreclosures.

During those years, she listed primarily CONTENTS ana has also been named numerous On pace to close $60,000,000 in ever possible.

“I this volunteer time, assist with sales volume year, mygoing how she finds intrinsic value in ab to the going long agents walks that with banks.

A well-established retail, fairbeach, market,and and working with realfor estate whilehelp buying Giving back isthat a guiding forand Jana.

During eet Journal’s Top Serving Mega-Performers. buyers and sellers throughout South consult with organizations that Megan believes the keymotivation todonations, their success is treating actions.

“Helping first-time hom herbroker’s appreciate theby local nature.

REO agent, Michele earned her license 2016, my properties, and many of them she founded a charity provide food to UNTANGLING ndation of integrity, innovation, and 4) HOW TO SPEED UP FIRST-TIME THE BIDDING WAR: Florida, Kesha places a greatwith emphasis on cusbenefit children or 24) battered women.” In and her flipping process is incredibly rewarding,” all Covid, clients the same amount of to professionalism and and in 2019 she opened Pinnacle Real Estate Group. weren’t picking up my phone calls, I would people in need.

Since the non-profit has grown, ofessionalism, Jana has satisfaction. established passion. tomer “I go into the spare time, shethus loves to BUYER’S create special memories have a hundred questions, get tho “We livetransaction in an then, upscale area, and help a In the future Megan plansPERSPECTIVES to continue growing her busiHOMEBUYER TRANSACTION A & SELLER’S delegate their work, and that’sthe when I said if providing food and community resources, bringing nt of the industry.process trying to educate more than trying to push with her family and relax by the water.

“I live in When we reach big day Through Pinnacle Real Estate Group, a local indelot of luxury clients, but to us, luxury is a state of mind ness and hopes to add more agents to the team. “My and together the community and city leaders, and feeding this is my competition it’s going to be really a sale. I work withand many buyers, and Florida so Ireal try to take brokerage, advantage of the water know I helped make possible pendent estate Michele now notfirst justtime a price point.

We serve everybody with full main focus is astoemploys provide amazing service to that every13) CREATIVE MEDITATION FOR 5 THINGS YOU CAN DO TO ACHIEVE over one hundred families during Thanksgiving as28) well state career in Crown Point, Indiana. easy.

In that moment I decided to jump it’s important to me to hold their hand through much as I can!” ferent organizations throughout th 16 agents who serve a vast area between Brevard and concierge service.

The momentgifts. we engage withofafour clione we work with. We have also started working with into providing angel Christmas The mother ed to Naples andTHE Southwest Florida REAL PROFESSIONAL YOUR BIGGEST GOALS this process andESTATE ensureasthat they receive the best real estate and transform the entire customer immersion into her community is Broward Counties.

Their stretch of Florida coastline ent we commit ourselves to providing them with the builders, so we plan to continue our expansion into new and now a grandmother of she two,continues Jana is dedicated me there. Now, she leads and two teams service that they boys, understand every step of As to grow her business, Kesha ing, fishing, and traveling far-o Canaveral National Seashore and extends Currently experience.” affiliated with to Keller most elitefamily. level of service,” shecomprises says. Their hard work construction.”

She stresses the importance of forward to her h location, providing their clients the transaction, evenINCORPORATE if that means having five issouth toying theISidea of becoming Michele looks forward to expand all around the way with to31) Hollywood, near Miami.

Last year, 18) HOW TO CURRENT FINDING A NICHE Williams Realty, sellers andreal buyers and commitment to clients have resulted in Megan and thinking to anyone who hopeshetoserves succeed in the across a range ofconversations price points. Jana throughout the day,” she explains, a Michele broker. “I truly enjoy what do. I’m notfrom on new agents, and way continuing to relocated Pinnacle to IJensen Beach, aanquiet riverBeach Palm County all the down EVENTS TO YOUR EMAIL BLASTS AND MARKET RIGHT FOR YOU? being inducted into the agent President’s at Dale industry.

“What isofcrucial to real as estate success is to On on thethe cusp oftime her twenty-fifth anniversary the busim through eXp Realty’s innovative and adds, “I like toHugo focus first homewho’s Club ininitparadise. just for She the estate nice paycheck.

I reputation a staple in downtown and oceanfront belongs to three Boards Miami-Dade.

Sorensen Real Estate, Inc. as athe always keeping your finger on the pulse of the market ness,often Jana is looking to the future.

She has exciting plans close fering agents flexibility mentor® top luxury buyersand because I feel like time they get theRecognized love being part of fosters someone’s story and having STAY RELEVANT and relationships with banks, REALTORS to build an international team through eXp, as well as eXp, Jana has been an ICON Agent real Many estate agents firm onsnub Florida’s Coast, Megan credits and constantly looking at what the future has in store, 34) ARE BUSINESS short end of the stick. them East this special memory withand them.

A YOU home is DOING such buyers, sellers, lenders, opposing agents.

Repeat and tofamily-owned re-launch Starbrokerage Power, organization founded byof herwhile fluencer. being ancomprise essential part keeping up with the current real estate trends.” because they don’tthehave the patience to deal anasan intimate part of someone’s life.

It’s the place referrals 90% business.

AS YOU ON FACEBOOK? Howard Brinton and dedicated to providing of questions the team’s success.

“DSRE has provided me andtomy with the number of and phone calls where they’reprofessional going raise their children and training for Realtors astools well as tosupport helping entrepreneurs ced, and innovative, Jana’s going teamsto To stay in many touch, Michele relies onI’m a CRM database, but team with necessary and to ensure that that they’re get.

But Ithe enjoy guiding my experience other milestones. honored grow their business.

Named a Star by Howard in 2002, epeat client and buyers referralthrough rate while she also prioritizes phone calls and personally we could thrive.” this process and witnessing them to play a small part in helping them attain that reaching Phone 310-734-1440 | Fax 310-734-1440 Jana has deep ties with the organization.

“I don’t plan on w leads. “We try to be diverse with out. “I believe achieve their dreams.” beautiful goal.” that voice communication is more importretiring,” says.

“It’sin nothelping about the money me; she says. “It’s a generational so we can help more people,” Jana Megan ant than orfor aplant text,” takesJana great pride heremail clients mag@topagentmagazine.com | make www.topagentmagazine.com I love the Indian work and I love to a “We difference. elves on our repeat clients and refer- roots thing.”

A proud Army veteran, Michele thanks her in the River community. haveUS aI plan fanto community operate Star Power in building the spiritKeshamdiaz@gmail.com, of Howard as well as all the new clients service forwhat instilling in her the practice of due diligence To who learn more about Kesha Diaz, email tastic and I love relationships with Nome portion this issuebrought may betoreproduced in anyDoing manner whatsoever without prior consent of the publisher. Top Agent the organization. what I sets love gives t’s important to to be of cuttingthat quickly her apart from her peers. In addition, visit keshamdiaz.com, or call (772) 812 –life 8533. my clients and introducing them to our way of and Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published me energy.

I wantand to give back to thisaindustry that has on I joined eXp, whose model is so helping Michele alsoofhas acomB.A.S. in Organizational Managethem adjust really become part the materials, Top Agent Magazine be held responsible for opinions expressed or facts supplied by its authors. given mecannot so much.” ment. When munity,” she says, and adds, “Selling homesherisbuyers a veryor sellers renovate their homes, You can reach Michele a To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Michele instructs them on how to achieve maximum personal and intimate business and you really become michelesrealestate@g on their investments. She studies current trends Published inFor themore U.S. information about Janareturns Caudill, a part of the families you work in with, which is truly an treasurecoastagent.com, selli markets and interior design. “Even a slight adjustment call 239-238-0332, email jana@janacaudillteam.com, incredible thing.”

For more about in paint color can make all the difference,” she says.Megan and Hugo or Raasveldt ptstluciehomesfor or visit starpower.com or janacaudillcrew.com Top Agent Magazine 3 please email Megan@trgverobeach.com,

MARISELA GONZALEZ SERVAT

www.

www.

www.

www.

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When she isn’t working Megan likes to make time for giving back to her community through volunteer and Copyright Top Agent Magazine

visit TRGVeroBeach.com, or call 772–360–6277Copyrigh www.

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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KAYCE DRISCOLL Top Agent Magazine

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Top Agent Kayce Driscollserves the Southeast Florida region as a solo agent with a support staff. “I have people that help me with paperwork, showings, and marketing but my clients really want to work directly with me, so I prioritize that.”

Approachable and driven, Kayce Driscoll makes her clients feel at ease. “I really have a passion for real estate,” she explains. She entered this field after working in technology.

When she was buying a second home in Miami, she felt the real estate agents were not as experienced as she hoped. “So I decided to switch careers, wanting to do something more local 8Copyright Top Agent Magazine

that didn’t require lots of traveling,” she says.

“I earned my license, and in my first week I sold two properties worth about $3.5 million in total. It might have been beginner’s luck, but that’s all it took. I was hooked.”

Today she serves the Southeast Florida region as a solo agent with a support staff. “I have Top Agent Magazine

people that help me with paperwork, showings, and marketing but my clients really want to work directly with me, so I prioritize that,” Kayce says. Her superior service and steadfast ethics has resulted in the vast majority of her business being referral-based. “We have a second home market here on Miami Beach and Top Agent Magazine

many clients come for a limited time, finding them something within 3 days takes an intimate knowledge of the market. In addition, listening to the criteria and taking in account desired amenities and navigating the available inventory takes experience,” she says. “I am proud that so many of my clients refer me and Copyright Top Agent Magazine9

“I am proud that so many of my clients refer me and come back for multiple transactions over the years, it’s amazing how many multi-generation clients I have in my customer list.” come back for multiple transactions over the years, it’s amazing how many multi-generation clients I have in my customer list.”

When it comes to assisting her sellers, she has a thorough strategy that allows her to get the highest offers in the shortest amount of time. “I’ll do email blasts, social media, inform my current and past clients, and I’m very proactive with Copyright Top Agent Magazine 10

other agents,” she says. “As I’m going about my day, I will talk about new listings that are coming up, because agents want to work with other agents that they trust, as they are confident the transaction will be successful for their clients.”

Marketing her own business is hardly necessary, as Kayce’s past buyers and sellers tend to spread the word about her work. One recently Top Agent Magazine

said, “Kayce is the best!! She was patient with my search for a home in Miami, and she made the deal a seamless and painless one, even though the hectic market that is S Florida this year. Once I moved in, she made sure I had support in everything from setting up utilities to having the essentials on site when I arrived.

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Kayce will go above and beyond for her clients and I absolutely highly recommend her!

During any free time, Kayce can be found giving back to her community through various local causes, including supporting the local art scene, contributing to many local charities and Copyright Top Agent Magazine 11

she is on the Board of Directors for a Therapy Animal charity. Kayce also makes time for hobbies, including skiing in Colorado, where she has a second home, golf, dancing, and has traveled to over 55 countries.

In the next few years, her sights are set on growing the business. “I would like to stay on my

current course, helping people find or sell homes in Florida,” she says. “As many plan to move here or buy second residences here, it’s been extremely busy.” Kayce’s love for what she does keeps her going, and she can’t picture herself anywhere else. “It’s so fun to be a part of this amazing journey of watching Miami grow into a world class city.”

For more about Kayce Driscoll, please call 305-401-6100 or email kayce.driscoll@elliman.com Copyright Top Agent Magazine 12

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Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.

Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite Top Agent Magazine

easily into the daily hustle & bustle world of the busy real estate agent.

First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening 13

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts.

These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument.

Here are some examples of meditations you can try.

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For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis.

When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity.

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MARISELA GONZALEZ SERVAT

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MARISELA GONZALEZ SERVAT

Marisela Gonzalez Servat left the corporate world to pursue a real estate career in 2013.

“I started in real estate as a fun side project, but I quickly discovered that it was my calling, and I didn’t want to do anything else. It’s been the best thing that’s ever happened to me,” she explains. Passionate and determined to help her clients achieve their goals, she’s closed over $24,000,000 in sales volume this year alone. Affiliated with Avanti Way Realty, she serves buyers and sellers throughout Brickell, Key Biscayne, South Beach, Coconut Grove, and key markets around Miami-Dade.

Her commitment to customer service has not been taken for granted by her clients, who appreciate her diligent work. “I always strive to do the best job so that clients continue to want to work with me in the future. My clients trust me and know that I put my heart into every single transaction, and I work as hard as if it were my own. I’m there from day one until closing. During the process I am very involved, from contacting the mortgage broker, attorneys, or closing agents; I stay on top of everything.”

Marisela’s infectiously positive energy makes every transaction smooth and enjoyable for her clients. “Each transaction comes with a unique set of surprises. Whenever we face a challenge, I’m there to solve it. It’s all about creativity and determination. If my clients get stressed, I let them know that there isn’t anything we can’t figure out together.”

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Known for always coming up with creative strategies, Marisela chooses to think outside the box with both her marketing and while she’s trying to help buyers secure an offer. “I always recommend that my clients write a personal letter to the seller, and I think that makes a big difference. When a buyer expresses to the seller how important the property is for them, it plays an important role in the seller’s decision.” Similarly, she strives to invoke that same emotional response through her marketing. “I’m very specific about the description of the home so that people can envision the lifestyle that it comes with. I also like to do open houses because it’s important for a potential buyer to get a feel for the house. Sometimes it’s not the most beautiful house that’s going to make you feel truly at home.”

Having been blessed with success in business, Marisela remembers to give back to community. Originally from Venezuela, and currently living in Key Biscayne, she donates a part of her commission to a charitable organization that builds homes in Latin America.

She also supports the Pink Key Society team for the Susan G. Komen foundation to find a cure for breast cancer. In her free time, which is rare these days, she loves to enjoy the local beach with her husband and her kids, 2 and 5.

Going forward Marisela is ready to expand her business. In 2021 she has also focused on assembling her team, The Servat Group, with the top talent and tools in the industry, to help deliver the best possible real estate experience to her clients. Together with her team, she plans to bring her passion, hard work and authenticity to offer the highest level of customer service in luxury real estate to the south Florida market.

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For more about Marisela Gonzalez Servat please call (786) 663–2842, email mgservat@gmail.com or visit servatgroup.com www.

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes18

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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KLAUS SINN Top Agent Magazine

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KLAUS SINN

Klaus Sinn began his real estate career after his own unsatisfying experience inspired him to give it a try. “I got misrepresented by an agent,” Klaus recalls, “and I thought, ‘I can do a better job!’” The rest is history, and throughout his 26 years in real estate, Klaus has done just that. His clients know they can count on him to act in their best interest and help them achieve their real estate goals.

In addition to excellent customer service, Klaus draws on his experience and knowledge of real estate to provide value to his clients.

“I have a few tricks up my sleeve,” he says.

“I’m also familiar with real estate auctions, and I know my way around probates and short sales, of which I have done over 400. The real estate market changes constantly, so I try to

With eXp Realty, Klaus mainly serves Palm Beach County. An impressive 90% of his business comes from repeat and referral clients, a feat that speaks to the trust and confidence he inspires. “I’m client-oriented,” Klaus explains. “Real estate is a broad spectrum, and one mistake agents make is that they want to do everything. I try to really focus on my clients’ needs and not to be the Jack of all trades. I focus on what I’ve got, and I do the best I can to help my clients.”

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adapt quickly. I’m flexible, and I think that gives me an edge over everybody else.”

When it comes to marketing, Klaus uses a comprehensive approach to ensure optimum exposure. “I treat every listing pretty much the same,” Klaus says. “For the past 8 years I’ve been working with the same professional photographer who specializes in real estate. It doesn’t matter the price of the listing, I get the best photography available, including aerials, floor plans, and more.” Klaus presents each listing in its best light, using techniques such as virtual and physical staging to ensure the listing will stand out.

Klaus emphasizes the importance of marketing to other agents. “Most sellers think that buyer is the marketing target, but the target is really the buyers agent,” he explains. “78% of all listings sell through buyers agents, so I think it makes sense to do whatever you can to make it very easy for buyers agents to show my listings and get all the information about it. Putting that package together makes a lot of sense, and it gives me and my clients a big advantage.”

In the future, Klaus plans to continue building his organization and focusing more on agent education and coaching other agents. “I think there is a lot of talent out there that needs coaching,” he says. Above all, Klaus looks forward to continuing to serve his clients. “I like to deal with people, and this is a people business. Every seller or buyer has a unique situation, and I like to help find a solution that works best for them. Anyone can sell a house, but finding a solution to their problem is what intrigues me most. And as more complicated it gets, as more creative I become.”

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To find out more about Klaus Sinn, please call (561) 654-6112, email Klaus@KlausSinn.com or visit klaussinn.com www.

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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 Top Agent Magazine

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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DANIEL KRACER

Having worked with 5 Top Fortune 500 companies as a Marketing Consultant, Daniel Kracer entered the real estate industry with a very strong skillset and understanding of what it takes to efficiently market and promote products. He first started out as an investor, but after feeling let down by many of the agents he was working with, he decided to obtain his own license. “I was working with real estate agents while buying and flipping my properties, and many of them weren’t picking up my phone calls, would delegate their work, and that’s when I said if this is my competition it’s going to be really easy. In that moment I decided to jump into real estate and transform the entire customer experience.” Currently affiliated with Keller Williams Realty, he serves sellers and buyers from Palm Beach County all the way down to Miami-Dade.

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Understanding how important this process is for his clients, Daniel goes above and beyond to exceed their expectations. He was born and raised in Mexico so he’s 100% bilingual in Spanish. His MBA from UNC Chapel-Hill has been fundamental in helping many investors, and his unparalleled expertise with flipping properties allows him to guide clients on any property concerns they might expect. “I’ve updated and flipped many properties so I have the investor mindset and if a home needs to be renovated, I can give my clients a fairly accurate idea of how much it’s going to cost and a list of trusted contractors who can help them do the work. It’s an all-in-one package for my buyers.”

Daniel as a single agent thrives on getting to know his clients and building close bonds with them. “It’s an honor to be there for my clients Top Agent Magazine

through such a stressful and important moment in their lives. The trust that’s built helps form amazing relationships with my clients, going beyond real estate where sometimes I’m even learning about their unique hobbies. Very few industries lend themselves to that and I’m truly grateful to have such opportunities.”

With his background in marketing, analytical mindset, and real estate expertise, Daniel has a strong go-to-market strategy he utilizes with every listing which includes pricing it correctly, highlighting unique features, and targeting the right audience. “Before I even put a property for sale, I’ve identified who’s my competition and what makes my property different and unique. Every property has its unique character and features, my job is to highlight them to the right audience at the right price and that’s when magic happens.” His successful strategy has led him to be on track to generate over $10,000,000 in sales volume this year, and set himself apart from the thousands of agents in his market.

Outside of work Daniel is invested in his community. He works with various organizations to help underfunded kids with school supplies. This year he is involved with Best Christmas Ever (BCE), an organization that helps families who are going through very challenging times have their best Christmas ever and provide them with the power of hope and generosity when they need it the most! In his free time, he likes to cook, go to the beach, read, travel, and spend time with family and friends.

The future of Daniel’s business looks truly bright. He is currently hiring for multiple key positions to continue helping his clients reach their real estate goals.

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To learn more about Daniel Kracer call (717) 364 – 8211, email danielkracer@gmail.com or visit danielkracer.kw.com www.

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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success.

Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks.

But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately.

1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming.

2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those 28

little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud!

3. PUT A PLAN OF ACTION IN WRITING Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits.

4. MAKE IT MEASURABLE This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know.

Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone.

5. ADJUST AS YOU GO You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it.

Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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JANA CAUDILL Jana Caudill is a visionary and a leader in the real estate industry. Over the past twenty-five years, she has built a thriving business in two states, cultivated a stellar reputation among her clients and fellow agents, completed over one billion in sales volume, and dedicated herself to helping others in the pursuit of professional excellence. “I decided early that if I was going to pursue this career, I was going to give it everything I had,” Jana says. “That is still my guiding value.” Jana’s success has earned her awards and recognition, including a prestigious endorsement by Barbara Corcoran. Jana has also been named numerous times to The Wall Street Journal’s Top Mega-Performers.

Operating on the foundation of integrity, innovation, and high standards of professionalism, Jana has established herself at the forefront of the industry.

Jana began her real estate career in Crown Point, Indiana.

In 2014, she expanded to Naples and Southwest Florida after purchasing a home there. Now, she leads two teams that operate in each location, providing their clients with top-tier service across a range of price points. Jana has also built a team through eXp Realty’s innovative Brokerage model, offering agents flexibility and mentorship. In her time at eXp, Jana has been an ICON Agent and a Top Growth Influencer.

Dedicated, experienced, and innovative, Jana’s teams have earned a high repeat client and referral rate while also prioritizing new leads. “We try to be diverse with our lead-generation so we can help more people,” Jana says. “We pride ourselves on our repeat clients and referrals, agent referrals, as well as all the new clients who give us their trust. It’s important to me to be cuttingedge. That’s one reason I joined eXp, whose model is so forward-thinking.”

For years, Jana has been a trail-blazer when it comes to marketing strategy, implementing a comprehensive approach tailored to each property. At the forefront of multi-media marketing, Jana spares no expense on professional photography and videography. She provides every client with broad coverage through billboards, radio, and television advertising, paired with digital and social media campaigns.

“Our operating motto is, ‘Big or small, we sell it all,’” Jana says. “People know that we care. They see how hard we work on their behalf.”

Giving back is a guiding motivation for Jana. During Covid, she founded a charity to provide food to people in need. Since then, the non-profit has grown, providing food and community resources, bringing together the community and city leaders, and feeding over one hundred families during Thanksgiving as well as providing angel Christmas gifts. The mother of four boys, and now a grandmother of two, Jana is dedicated to her family.

On the cusp of her twenty-fifth anniversary in the business, Jana is looking to the future. She has exciting plans to build an international team through eXp, as well as to re-launch Star Power, an organization founded by Howard Brinton and dedicated to providing professional training for Realtors as well as to helping entrepreneurs grow their business. Named a Star by Howard in 2002, Jana has deep ties with the organization. “I don’t plan on retiring,” Jana says. “It’s not about the money for me; I love the work and I love to make a difference. I plan to operate Star Power in the spirit of what Howard brought to the organization. Doing what I love gives me energy. I want to give back to this industry that has given me so much.”

For more information about Jana Caudill, call 239-238-0332, email jana@janacaudillteam.com, or visit starpower.com or janacaudillcrew.com https://

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KESHA DIAZ One of the best gifts Kesha Diaz ever received from her husband was when he surprised her with real estate classes—something she’d been thinking about trying for a while. She had previously worked with a builder, and it sparked her curiosity about the industry. Once she obtained her license in 2019, she worried that the pandemic would put a damper on her career goals, but her fears turned out to be unfounded as she is currently the highest producer on her team, and one of the highest in the entire brokerage.

Serving buyers and sellers throughout South Florida, Kesha places a great emphasis on customer satisfaction. “I go into the transaction process trying to educate more than trying to push a sale. I work with many first time buyers, and it’s important to me to hold their hand through this process and ensure that they receive the best service and that they understand every step of the transaction, even if that means having five conversations throughout the day,” she explains, and adds, “I like to focus on the first time homebuyers because I feel like often time they get the short end of the stick. Many agents snub them because they don’t have the patience to deal with the number of questions and phone calls that they’re going to get. But I enjoy guiding my buyers through this process and witnessing them achieve their dreams.”

When working with Kesha clients can always count on open and honest communication. She is committed to developing lasting relationships and stays in touch with buyers and sellers long after the transaction is done.

“I like to keep in touch. Whether it’s sending them a text, calling, or giving them a thoughtful gift, I find different ways to let them know that I’m there for them,” she says.

Although her schedule is busy, Kesha finds time to get involved in her community whenever possible. “I volunteer my time, assist with donations, and consult with organizations that benefit children or battered women.” In her spare time, she loves to create special memories with her family and relax by the water. “I live in Florida so I try to take advantage of the water as much as I can!”

As she continues to grow her business, Kesha is toying around with the idea of becoming a broker. “I truly enjoy what I do. I’m not an agent who’s in it just for the nice paycheck. I love being a part of someone’s story and having this special memory with them. A home is such an intimate part of someone’s life. It’s the place where they’re going to raise their children and experience many other milestones. I’m honored to play a small part in helping them attain that beautiful goal.”

To learn more about Kesha Diaz, email Keshamdiaz@gmail.com, visit keshamdiaz.com, or call (772) 812 – 8533. www.

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Is Finding A Niche Market Right for You?

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

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

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

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

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

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 31

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 32

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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MEGAN & HUGO RAASVELDT While relocating to Vero Beach and looking for a new home, Megan Raasveldt’s REALTOR® convinced her to try her hand at a career in real estate. He recruited her to start working with him, and 18 years later she has no regrets about the decision. Leading The Raasveldt Group, Megan works alongside her husband, Hugo, as well as a buyer’s/showing agent, a listing assistant, and transaction coordinator.

The team serves buyers and sellers throughout Indian River County and surrounding areas.

On pace to close $60,000,000 in sales volume this year, Megan believes that the key to their success is treating all clients with the same amount of professionalism and passion. “We live in an upscale area, and thus help a lot of luxury clients, but to us, luxury is a state of mind and not just a price point. We serve everybody with full concierge service. The moment we engage with a client we commit ourselves to providing them with the most elite level of service,” she says. Their hard work and commitment to clients have resulted in Megan and Hugo being inducted into the President’s Club at Dale Sorensen Real Estate, Inc. Recognized as the top luxury real estate firm on Florida’s East Coast, Megan credits the family-owned brokerage as being an essential part of the team’s success. “DSRE has provided me and my team with the necessary tools and support to ensure that we could thrive.”

Megan takes great pride in helping her clients plant roots in the Indian River community. “We have a fantastic community and I love building relationships with my clients and introducing them to our way of life and helping them adjust and really become a part of the community,” she says, and adds, “Selling homes is a very personal and intimate business and you really become a part of the families you work with, which is truly an incredible thing.”

When she isn’t working Megan likes to make time for giving back to her community through volunteer and Top Agent Magazine

donation efforts. She is a member of the school district of Indian River County where she’s working on creating affordable housing for new teachers coming into town. She’s also part of Healthy Start, a charity that works with new mothers. In addition, Megan supports the local mental health association and is involved with the soccer and lacrosse sports associations. In her spare time, she loves to play tennis.

She also enjoys taking advantage of all the wonderful outdoor activities her town has to offer, including paddle boarding, taking a boat out on the river, going to the beach, and going for long walks that help her appreciate the local nature.

In the future Megan plans to continue growing her business and hopes to add more agents to the team. “My main focus is to provide amazing service to everyone we work with. We have also started working with builders, so we plan to continue our expansion into new construction.” She stresses the importance of forward thinking to anyone who hopes to succeed in the real estate industry. “What is crucial to real estate success is always keeping your finger on the pulse of the market and constantly looking at what the future has in store, while keeping up with the current real estate trends.”

For more about Megan and Hugo Raasveldt please email Megan@trgverobeach.com, visit TRGVeroBeach.com, or call 772–360–6277 www.

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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MICHELE SCHERGER Top Agent Michele Scherger got her start in real estate in 2010 when her daughters first entered middle school. Soon, she bid corporate adieu. “I was searching for a flexible schedule,” she recalls. “I found so much more.” Friends already established in the industry guided Michele, initiating a series of profitable mentor-mentee relationships that enabled her to ascend to the multi-specialty Broker she is today. “They took me under their wings,” Michele says. By 2012 she was working out on her own when an REO Listing Agent approached her. Soon Michele thrived in foreclosures. During those years, she listed primarily with banks. A well-established retail, fair market, and REO agent, Michele earned her broker’s license by 2016, and in 2019 she opened Pinnacle Real Estate Group.

Through Pinnacle Real Estate Group, a local independent real estate brokerage, Michele now employs 16 agents who serve a vast area between Brevard and Broward Counties. Their stretch of Florida coastline comprises Canaveral National Seashore and extends south all the way to Hollywood, near Miami. Last year, Michele relocated Pinnacle to Jensen Beach, a quiet river and oceanfront paradise. She belongs to three Boards of REALTORS® and fosters close relationships with banks, buyers, sellers, lenders, and opposing agents. Repeat and referrals comprise 90% of her business.

To stay in touch, Michele relies on a CRM database, but she also prioritizes phone calls and personally reaching out. “I believe that voice communication is more important than email or a text,” she says. “It’s a generational thing.” A proud US Army veteran, Michele thanks her service for instilling in her the practice of due diligence that quickly sets her apart from her peers. In addition, Michele also has a B.A.S. in Organizational Management. When her buyers or sellers renovate their homes, Michele instructs them on how to achieve maximum returns on their investments. She studies current trends in markets and interior design. “Even a slight adjustment in paint color can make all the difference,” she says.

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To market listings, Michele uses the MLS, which in turn feeds other real estate websites and subsidiaries, and she subscribes to a large real estate portal for maximum coverage. While social media marketing is sometimes appropriate, Michele does not often feel it is particularly valuable to her area and clientele. However, she does invest in Google pay-per-click ads, which drives additional traffic. Aside from Pinnacle’s success, Michele personally averages $10 million in annual transactions.

When asked why she loves her job, Michele explains how she finds intrinsic value in abundance in daily interactions. “Helping first-time homebuyers navigate the process is incredibly rewarding,” Michele says. “If they have a hundred questions, I get those questions answered.

When we reach the big day and close on their home, I know I helped make that possible.” She donates to different organizations throughout the year, but her favorite immersion into her community is the Florida Way: boating, fishing, and traveling to far-off ports. In the future, Michele looks forward to expanding Pinnacle, bringing on new agents, and continuing to cement her business’s reputation as a staple in downtown Jensen Beach.

You can reach Michele at 561-309-2950, michelesrealestate@gmail.com, treasurecoastagent.com, sellingportstlucie.com, or ptstluciehomesforsale.com

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