FLORIDA 3-20-23

FLORIDA EDITION

EMOTIONAL FLUENCY:

MILLENNIAL BUYERS:

Where They Are & What to Know

How to Communicate with Clients When Tensions are High

3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

FEATURED AGENT

TERRY CANTO COVER STORY

DANIELLE MILLER

FLORIDA EDITION

TERRY CANTO

With an entrepreneurial spirit and a for purchasing our home i 9 19 desire to make a difference in the lives She is very knowledgeable of others, Terry Canto was drawn to real market and can address an estate in the mid-90s. “I love challengcerns. She has access to ing myself, and I saw real estate as an of inventory including ne opportunity to learn something new and homes. Terry was able to grow,” she explains. So Terry earned her mendations for local contr license and quickly realized it was the purchase for various ho path for her. “I don’t know why I waited She has a great network of so long!” Today she leads the Terry Canto Key Largo area. If you’re MILLER TERRY CANTO Team, which consists DANIELLE of her spouse and A+ REALTOR®, and a gre her assistant. Serving the Florida Keys, rience, look no further than much of their business consists of repeat DANIELLE clients and referrals, as they’re MILLER known Terry loves to be part of a sm for delivering exceptional service. Terry and is always looking for puts her buyers and sellers first, prioritizing their needs and contribute to Habitat for Humanity, CONTENTS and developing lasting relationships with them.

Rescues and her favorite is St. Jude’s H Terry has free time, she loves going on t so passionate about what I do, and I love connecting the sunset, cooking our ocean’s delic 4)“I3am MENTAL TRICKS THAT 15) EMOTIONAL FLUENCY: ing buyers sellers,” she explains. “I never leave anyTOrecipes and enjoying the island life and WILL TAKEand YOUR BUSINESS HOW COMMUNICATE Terry makes it her mission to achieve Florida Keys has to offer.

TOstones THEunturned.”

NEXT LEVEL WITH CLIENTS WHEN their goals, whether it’s finding the perfect home or TENSIONS HIGHyears, Terry plans to co selling their property for top dollar. “I do everything In ARE the coming 6)possible, RECONSIDER REFERRALand point sellers in the right direction includher business and reaching new heights ing getting theirPLANNING home cleaned,FOR staged, taking20) care MILLENNIAL of encourage anyone thinking about movin ONLY WHEN BUYERS: landscaping, can sell THEY to go forARE it. “The quality of life here is so THE FUTUREand even getting it painted, so weWHERE & WHAT it for the highest price the market allows.” Terry happy to show them all the best areas.

TOloves KNOW where she lives and enjoys helping people find homes new people and making connections, i here. Her high level of regional expertise and real estate part about what I do.” knowledge means buyers and sellers enjoy a smooth transaction.

“I live the lifestyle, and I love it. I’m helpPhone 310-734-1440 | Fax 310-734-1440 ing people achieve their dream of coming to the Keys, mag@topagentmagazine.com | www.topagentmagazine.com and it’s so rewarding.”

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published After transaction is over, she remains touchexpressed with or facts supplied by its authors. materials, Topthe Agent Magazine cannot be held responsible for in opinions To subscribe or change address, send inquiry to mag@topagentmagazine.com. her clients, making sure they know she is there for any Published in the U.S.

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questions or advice. She sends out mailings every quarter, calls them throughout the year, and hosts open house parties. “During the holidays, I’ll invite them over and catch up, or send them a bottle of wine.”

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For more about Terry

Laughs!

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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next 4

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

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

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Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client.

This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

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plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

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Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game.

If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do.

The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 6

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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DANIELLE MILLER

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Top Agent Danielle Miller has built a successful enterprise as a solo agent working with the boutique Laviano & Associates Real Estate Professionals. Her geographic service area ranges the Treasure Coast, including Martin County, St. Lucie County, Palm Beach County, and beyond.

Danielle Miller of Palm City, Florida, balances diverse offerings with an unwavering dedication to client satisfaction to fuel a thriving real estate business servicing the entire Treasure Coast. “I don’t advertise myself – I put all of that energy into my properties. I mostly specialize in high end waterfront residential, but I do it all. Today I was doing beachfront condos, yesterday I was touring commercial properties, and 10Copyright Top Agent Magazine

I have several rentals – I do a little bit of everything, so I never have to say ‘No’ to any client, and I can help pretty much anybody no matter how big or how small.”

Prior to entering real estate, Danielle pursued a career as a marine biologist. “When I decided to settle down and start a family,” she recalls, “my doctor told me, ‘Well, you can’t ride a four wheeler on the beach if Top Agent Magazine

you’re pregnant,’ so I was forced to pursue something different. I had always been interested in real estate, and I’ve loved it from the moment I started.” Since that fated conversion with her physician nine years ago,

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Danielle has built a successful enterprise as a solo agent working with the boutique Laviano & Associates Real Estate Professionals.

Her geographic service area ranges the Treasure Coast, including Martin County,

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In addition to her range of geography and inventory, Danielle attributes her success to a white-glove level of individualized service.“My clients know that they can get all of their needs met through me, and me alone.”

St. Lucie County, Palm Beach County, and beyond. Her flexibility and persistence has helped her build a book of business that is over ninety-five percent repeat and referral clients, and in 2022, she cleared $36 million in collective volume. She has been a top ten producing agent in her brokerage since the year she started, and for the past several years, she has closed at the number one spot.

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In addition to her range of geography and inventory, Danielle attributes her success to a white-glove level of individualized service. “My clients know that they can get all of their needs met through me, and me alone.

Whenever they have questions about renovations or need guidance with insurance, they’re working with me twenty-four hours a day. They’re not having to communicate Top Agent Magazine

with others – that direct customer service keeps people coming back.” For those without pressing needs and questions, Danielle still goes to great lengths to keep her clients connected as members of an extended community. She sends out homestead reminders, raffle invitations, and seizes every opportunity to pass along gift cards for some of her favorite businesses. “I have to allow at least an hour to go to Publix and grab a couple of things – I’m always running into people and catching up!”

On top of impromptu conversations and detailed services, Danielle connects her neighbors by sponsoring the Martin County Girls Fastpitch Softball League (which hosts

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both of her children), and she regularly volunteers at Our Community Table, where she helps distribute much needed food to her community. As her business expands, she is excited to build on those connections alongside her colleagues at Laviano & Associates Real Estate Professionals, and her simultaneous dedication to professional and private communities is a hallmark of her work.

“We’re starting to expand and invite new agents, and I have this ‘team-no-team’ philosophy. I don’t want anyone to have to rely on my name by forming a team that works underneath me – I want everyone to grow their own business too, with their names on the signs, and we can still work together with creative, collective advertising.”

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To learn more about Danielle Miller, please call 772-260-2537, email Dmiller@lavianoassociates.com, or visit daniellemillersellshomes.com https://

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 18

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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TERRY CANTO With an entrepreneurial spirit and a desire to make a difference in the lives of others, Terry Canto was drawn to real estate in the mid-90s. “I love challenging myself, and I saw real estate as an opportunity to learn something new and grow,” she explains. So Terry earned her license and quickly realized it was the path for her. “I don’t know why I waited so long!” Today she leads the Terry Canto Team, which consists of her spouse and her assistant. Serving the Florida Keys, much of their business consists of repeat clients and referrals, as they’re known for delivering exceptional service. Terry puts her buyers and sellers first, prioritizing their needs and developing lasting relationships with them.

“I am so passionate about what I do, and I love connecting buyers and sellers,” she explains. “I never leave any stones unturned.” Terry makes it her mission to achieve their goals, whether it’s finding the perfect home or selling their property for top dollar. “I do everything possible, and point sellers in the right direction including getting their home cleaned, staged, taking care of landscaping, and even getting it painted, so we can sell it for the highest price the market allows.” Terry loves where she lives and enjoys helping people find homes here. Her high level of regional expertise and real estate knowledge means buyers and sellers enjoy a smooth transaction. “I live the lifestyle, and I love it. I’m helping people achieve their dream of coming to the Keys, and it’s so rewarding.”

After the transaction is over, she remains in touch with her clients, making sure they know she is there for any questions or advice. She sends out mailings every quarter, calls them throughout the year, and hosts open house parties. “During the holidays, I’ll invite them over and catch up, or send them a bottle of wine.”

Clients love to spread the word about Terry’s work, with one recently saying, “Terry was excellent to work with Top Agent Magazine

for purchasing our home in the FL Keys.

She is very knowledgeable about the local market and can address any of your concerns. She has access to a wide variety of inventory including new construction homes. Terry was able to provide recommendations for local contractors after our purchase for various household needs.

She has a great network of contacts in the Key Largo area. If you’re looking for an A+ REALTOR®, and a great buying experience, look no further than Terry.”

Terry loves to be part of a small community and is always looking for ways to donate and contribute to Habitat for Humanity, Marrvelous Pet Rescues and her favorite is St. Jude’s Hospital. When Terry has free time, she loves going on the boat, watching the sunset, cooking our ocean’s delicacies with new recipes and enjoying the island life and everything the Florida Keys has to offer.

In the coming years, Terry plans to continue growing her business and reaching new heights. She wants to encourage anyone thinking about moving to the region to go for it. “The quality of life here is so great. And I’m happy to show them all the best areas. I love meeting new people and making connections, it’s my favorite part about what I do.”

For more about Terry Canto, please call 305-394-3037 or email Terry@TerryCanto.com 19 Copyright Top Agent Magazine

Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 20

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy?

Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer?

Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

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that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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