FLORIDA 3-15-21

FLORIDA EDITION

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THINGS ALL SUCCESSFUL NEGOTIATORS DO

1 Billion-Plus Reasons Why You Should be Active on Facebook

INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

COVER STORY

ALEX BRUNO THE SELLING MACHINE™ #1 AGENT FOR 5 YEARS IN A ROW!

FLORIDA EDITION

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ALEX BRUNO ALEX BRUNO

THE SELLING MACHINE™ #1 AGENT FOR 5 YEARS IN A ROW!

CONTENTS 4) 6 THINGS ALL SUCCESSFUL NEGOTIATORS DO

15) 1 BILLION-PLUS REASONS WHY YOU SHOULD BE ACTIVE ON FACEBOOK

6) INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

20) ARE YOUR PRESENTATION SKILLS COSTING YOU MONEY?

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6 Things All Successful Negotiators Do If you think about it, you’ve been negotiating your whole life. As a kid you negotiated constantly with your family, your teachers, and your classmates. If you’re a parent, you’re negotiating probably more than you ever have in your life. But it’s one thing to negotiate staying up late on a school night, people oftentimes have trouble translating those real world negotiation skills into the business world. But the truth is there are a lot similarities.

Expert negotiators all have skills and techniques they bring to the table. It’s quite possible you also have them, and don’t even realize 4

it. Here’s a look at some traits that are common among expert negotiators.

1. They keep emotion out of the process It’s very easy to feel frustrated, angry and defensive during a negotiation process. But when emotions run high, it’s often difficult to respond with logic and reason. This can be especially difficult if the person you’re negotiating with tries to escalate the situation. As the saying goes, keep calm and carry on. You

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have an end goal in mind, and getting heated won’t help you meet it. If things don’t go your way, remember it’s not personal. Best to leave the table with no hard feelings. Hopefully even though you may not have gotten what you’ve wanted this time around, you’ve established a foundation for success at your next try.

2. They’re reasonable If you don’t ask for what you want you’ll never get it, but at the same time, you need to be reasonable about what you’re asking for. Yes, ask for a little more than you want, so you have some wiggle room to compromise. But if you ask for too much too soon, you might shut down the person you’re negotiating with from the start, or even worse offend them. No one wants to feel like they’re being taken advantage of. Ask for what you deserve and you’ll never go wrong. At the very least you might start the conversation on how that might be possible down the line, if it isn’t just yet.

3. They’re well-prepared Part of being reasonable is being well-prepared. One of the biggest mistakes novice negotiators make is showing up over-confident and under prepared. Have the research and facts to back up what you’re asking for. Show your negotiation partner evidence of why what you’re asking for is not only fair, but necessary. Facts are hard to shoot down. This will also give you the confidence to really push for what you want. It’s not just something you think, it’s something that’s undeniable true. If you go in unprepared you’re more likely to flounder, which will damage your credibility going into future negotiations.

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4. They always strive for a win/win solution for everyone Yes, negotiations are about getting what you want, but as the old saying goes, you get more flies with honey than vinegar. Your negotiation partner might also have reasonable requests that you need to consider. Ultimately, successful negotiations are about compromise on both sides, and ending up with an outcome that benefits everyone.

5. They’re creative Problems and conflict are a natural part of any negotiation. One surefire way to impress, is to head off any impending roadblocks, by coming up with creative solutions. It’s easy to point out problems and be negative. Truly expert negotiators think outside the box, and dazzle with innovative concepts and ideas that leave everyone excited about the process.

6. They’re good listeners Listening in order to really understand where your negotiation partner is coming from is important for two reasons: you not only want to make them feel heard, but knowing what they want is invaluable information you can use to get what you want. At the start, you’re gathering information by asking questions and really hearing what they say, which includes picking up on body language and nonverbal cues as well. This is part of being well-prepared, using every possible thing you can to have an advantage.

Being in control of the situation, and then leading everyone to a successful conclusion all around is what great negotiation is all about.

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 6

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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ALEX BRUNO THE SELLING MACHINE™ #1 AGENT FOR 5 YEARS IN A ROW! Top Agent Magazine

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ALEX BRUNO The #1 agent in Hollywood, Florida for five years running, Alex Bruno represents buyers and sellers of single-family homes, condominiums, and co-ops across a broad price range.

Born in Uruguay, at age twenty-one, Alex Bruno crossed the Rio Grande to join family north of the border in pursuit of his own American Dream. After studying interior design in school, he earned his real estate license fifteen years ago and “started from scratch,” with a business that originally focused on buyers. Now, twenty-six years after arriving in the States, he is a proud American citizen, an award-winning multi-lingual real estate 10 Copyright Top Agent Magazine

agent, and owner of two successful REMAX franchises in Hollywood, Florida that together employ 59 agents. Committed to his clients, his team, and his community, Alex combines his interior design background with his real estate knowledge to make dreams come true for others.

The #1 agent in Hollywood for five years running, Alex represents buyers and sellers Top Agent Magazine

of single-family homes, condominiums, and co-ops across a broad price range; though a multimillion-dollar producer. Regardless of price point, Alex is determined to provide every client with stellar service, and, as a self-admitted “workaholic,” he gives one hundred percent, 24/7. He notes that he has a great Top Agent Magazine

team at RE/MAX 5 Star Realty that help his business run smoothly, including an assistant, two photographer, a drone operator, marketing department, and a team manager; however, Alex also emphasizes that he interacts directly with his clients every step of the way from start to finish—reviewing and negotiating contracts, 11 Copyright Top Agent Magazine

In addition to serving local clients, Alex and his team work with many international and out-of-town clients. When necessary, he steps in to serve as an out-of-town’s clients “eyes and ears”—meeting contractors, staging properties and going over details that need to be addressed. showing properties, attending inspections, closings, and final walk-throughs—adding, “when someone hires me, they get me.”

For Alex, it’s all about listening and truly paying attention; he can only make dreams come true if he understands what his customers need. He says many of his clients are first-time buyers or sellers, and he is “happy to explain Copyright Top Agent Magazine 12

things and guide them, to teach them, and also to advise them regarding all of the steps for a purchase or listing.” No matter where in life a client is, Alex’s goal is to see them happy as they move into the next chapter.

In addition to serving local clients, Alex and his team work with many international and out-of-town clients. With 130,000 agents Top Agent Magazine

around the world, RE/MAX has a presence in over 100 countries, and Alex is always open to referrals. He specializes in relocations, helping buyers find their ideal property or facilitating transactions for sellers. When necessary, he Top Agent Magazine

steps in to serve as an out-of-town’s clients “eyes and ears”—meeting contractors, staging properties, going over details that need to be addressed before listing, and informing them so they are not surprised by costs associated Copyright Top Agent Magazine 13

with selling a home. He also understands that follow-up is essential; he keeps a CRM database of clients and his sphere of influence, and he reaches out regularly. “It’s all about technology,” he says. “The market is always changing and we need to adapt to the format of new trends.”

Alex’s commitment is also evident in how he spends his time outside of work. He’s served as the Vice President of the Hollywood Historical Society for ten years and is a board member of his HOA, saying he believes in his neighborhood, his city, his country—and he believes that “dreams can come true for everyone.”

For more information about Alex Bruno, call (954) 673-7739, email AlexBrunoTeam@outlook.com; or visit homesandcondosinsouthflorida.com www.

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1 Billion-Plus Reasons Why You Should Be Active on Facebook

By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook.

That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers.

Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience.

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website.

And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers.

• Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content.

• Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture.

But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video.

How can REALTORS® use Facebook Live?

Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show!

Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers.

Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you.

And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones.

NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters.

Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business.

Copyright©, Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.

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Laughs!

Graham Harrop Graham Harrop Cartoons Cartoons

Putting the power of humour to work for you!

Putting the power of humour to work for you! grahamharrop.com

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Are Your Presentation Skills Costing You Money?

S

ometimes we’re so focused on technology and education that we forget this is a “people business”. And, a great deal of the money you make comes from your ‘point of contact’ skills. What do I mean by that? Lead generating dialogues and presentation dialogues. Yet, how much do we work on those verbal skills?

Unfortunately, communication sales skills have gotten short shrift in the last decade. Why? I think it’s because many of us are so challenged by technological changes. But, slow down. Think about how you actually make money. It’s at point of contact.

Getting better at point of contact skills translates into more money in less time.

We’re All Presenters Everyone in the real estate business presents: Agents present, when they are doing listing or buyer presentations. Managers present when they are recruiting, or doing their office meetings. Mortgage and title 20

By Carla Cross

When you’re doing a listing presentation, what do you want to happen? You want them to sign the listing agreement when you’re done. reps present when they are in front of a group of agents in an office, talking about their services. So, doesn’t it make sense to become ‘killer’ at those presentations? You’ll double your money and halve your time.

Bug Off: I Do Okay Just Like I Am Yeah. I know. As a musician, I’ve worked with literally hundreds of people who thought they ‘played good enough.’

Some people just get to a certain performance level and leave it there. Have you ever thought that, often, our presentation strategies (or lack of) work in spite of us, not because of us?

As a musician, I know the thrill of performing at high levels. So, open your mind and consider

stepping up to a higher presentation level. Not only will you have personal satisfaction, you’ll make more money!

Now, let’s tackle one set of presentation skills: Organizing that presentation effectively.

Having heard listing presentations that wander all around the world, I know the importance of effective presentation organization.

Three Steps to Organize Your Presentation to Knock Their Socks Off Most of the time, we just get in front of people and say whatever we think of first. That leads to some big presentation mistakes, and costs us ‘sales.’ Instead of stumbling through a presentation, why not organize it to Copyright Top Top Agent Agent Magazine

grab their attention, persuade them to your way of thinking, and motivate them to action?

You can. In my new resource, Knock Their Socks Off: Tips to Make Your Best Presentation Ever, I show a simple three-step format to create your persuasive presentation. No matter why you’re in front of people, we need to be persuasive Think about it. When you’re doing a listing presentation, what do you want to happen? You want them to sign the listing agreement when you’re done.

So, it’s extremely important that you organize your listing presentation using a persuasive format, not just an information-heavy dialogue flow.

Grab Their Attention in the Opening Have you thought about your opening? Or, are you nervously standing at the sellers’ door, worried about what you’re going to say? Are you hiding in your office because you dread doing that sales meeting? When we haven’t organized our presentation, we come up with some really boring, off-putting openings, like: I won’t take much of your time, but...

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We have a lot to cover today We won’t get through the outline I know you don’t want to listen, but...

I’m not really prepared

You just open your presentation book, point to the pretty pages, and say, “here’s a keybox” (I’m not kidding. I’ve seen it….)

Great openings, yes? Yet, we’ve heard them dozens of times. You don’t have to settle for whatever 21

If you’re doing a presentation to sellers, one of the major objectives of your presentation is to persuade them to your listing price point of view. comes ‘naturally.’ Instead, make your openings: Provocative Interesting Different Engaging I just attended a ‘Train the Trainer’ session (yes, I still learn great stuff every day!), where the trainer said it was important to engage the audience in a meaningful way in the first two minutes of your presentation. I think that’s a great rule to follow today, because people’s attention spans are the length of a gnat’s eyebrow. So, the next time you attend a presentation, see how much time elapses before the speaker/presenter/trainer gets the audience into meaningful action.

I don’t mean to ask a rhetorical question, either!

A Middle That Educates Your ‘Audience’ to Your Point of View In the middle of your pres22

entation, add those stories, statistics, and visuals that support your point of view. By the way, as you create that presentation, jot down your point of view. If you’re doing a presentation to sellers, one of the major objectives of your presentation is to persuade them to your listing price point of view.

Retention is Key

Why Use Visuals?

Three days later:

There are two reasons to use visuals in your presentation:

We retain 10% of the information when we hear it

We believe what we see

We retain 65% of the information when we hear and see it

We retain the information much longer As you organize your presentation, ask yourself:

Have you ever met with sellers or buyers, given them lots of information—and then had them question you about it a few days later—as if they never heard you—or heard you backwards? That’s because people don’t hear and retain very well.

Look at the statistics:

So, use visuals to prove your points, not to merely show pretty pictures of houses.

The Ending: What are the main, and fre- Back to the Beginning quently, unspoken objections my ‘audience’ will have? How do I educate them to show them the reasoning behind my point of view?

Have you thought about your wrap-up? Or, like many presenters, does your ending sound like this?

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Well, that’s all. What do you think?

pop tunes are constructed with this format:

We’re out of time. Thank you.

I hope you’ll list with me

theme—variation—theme

I don’t have time to close.

I couldn’t get to much of the material, but you can read it In fact, even the most professional presenters frequently have trouble with their endings.

One of the main reasons is that they run out of time. Another is that they haven’t thought the ending through.

How to Do a Stunning Ending Crafting an effecting ending is the second most important part of your presentation. (The first is the opening). To craft a great ending, Go back to your beginning opening theme Summarize the benefits of going ahead with you/take action Motivate your ‘audience’ to take action

A Great Presentation is Crafted Like a Pop Song As a musician, I know that all Top Agent Top Magazine Copyright Agent Magazine

This is known in the music business as the ABA format.

Think of your favorite pop tune: Hum the beginning.

Think of the end. They’re alike, right? It’s the middle— known as the ‘bridge’—that is the humdinger. It wanders all around. Your persuasive presentation should be crafted like that pop tune: A. A compelling start (think Billy Joel, Neil Diamond, etc.)

B. An interesting, developed middle, with stories, statistics A. Back to that theme, with a motivating ending Now, you’re all set to craft a great listing or buyer presentation, great recruiting meeting or sales meeting, or awesome product/service presentation to any audience.

Carla Cross, CRB, MA, President of Carla Cross & Co., is an international speaker, coach, and resource provider specializing in real estate management. A former master level CRB instructor, and National REALTOR® Educator winner, Carla was recently named one of the 50 most influential women in real estate. For a free document on standards to establish, email Carla at Carla@carlacross. com and ask for standards document.

Carla has written six internationally published books, and provides coaching programs for management, including her affordable inoffice coaching programs Up and Running in 30 Days and On Track to Success in 30 Days for Experienced Agents, which provide standards, focus, and accountability.

Reach Carla at 425-392-6914 or www.carla cross.com.

P. S. Practice!

Many more tips on presentations and presentation skills are in my new resource, Knock Their Socks Off: Tips to Make your Best Presentation Ever.

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