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FLORIDA EDITION

Turning Your Profession into a PASSION

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

Embracing Smart Homes: Does New Technology Really Increase Home Value? How to Incorporate Current Events to Your Email Blasts and Stay Relevant

FEATURED AGENTS

KRISTI LEE STEWART TOMASZ BIELENIN TERRYL CARL MARIENE MENIN SOMMER J NORRIS COVER STORY

AUSTIN W. BERGMAN

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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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 profes4

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

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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AUSTIN W. BERGMAN

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Austin Bergman is a luxury property specialist with The Chad Carroll Group at Compass, serving clients in South Florida and beyond as he brings together wealthy buyers and sellers from all over the world. Austin Bergman is living proof that fortune favors the bold. At the age of 19 he bought a house with his girlfriend. Dissatisfied with the level of service they received from their Realtor, they both earned a real estate license and then their broker’s licenses, opening Valentine Properties in Richmond, Virginia. They built a team of 20 agents, closing around 500 transactions a year for a sales volume of around $150 million. Despite that incredible achievement, something was wrong, and Austin wasn’t happy. “I’d been hiding the fact that I was gay,” Austin explains. “I came out in 2016, got a divorce. I was fired and forced out of the company I started in my garage, so I had the opportunity to reset my life and I moved to South Florida to start over again.” To say the move has been a success is an understatement. Today Austin is a luxury property specialist with The Chad Carroll Group at Compass, serving clients in South Florida and beyond as he brings together wealthy buyers 8Copyright Top Agent Magazine

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and sellers from all over the world. He did not want to go back to the crazy life selling 500 homes a year, so his business is a little different today. Austin sells 30/40 homes a year with an average sales price of $2.5M. He takes pride in the Top Agent Magazine

fact that 90 percent of that business comes from repeat clients and referrals. The passion Austin brings to his work, coupled with the expertise he’s acquired over 19 years in the industry, is what keeps people coming back. Copyright Top Agent Magazine9

“Whether I’m helping a buyer or a seller, my aim is to make sure they get the best value on their investment. Not much gets by me and I leave no stone unturned in that effort.” “I’ve assisted clients in navigating every kind of market, experienced all of the highs and lows,” says Austin. “Whether I’m helping a buyer or a seller, my aim is to make sure they get the best value on their investment. Not much gets by me and I leave no stone unturned in that effort.” His clients clearly appreciate that attention to detail. One satisfied seller described her experience like this: “I hired Austin to sell my home. It was a difficult task considering the market had hit bottom and there was a great influx of homes on the market. I don’t know if anyone else would have gotten the job done and I wouldn’t hesitate to recommend his services to anyone. “ Austin deploys a comprehensive global marketing plan to move his listings, utilizing both digital and print ads. Every listing is featured on the Chad Carroll Group website—a gorgeous production itself—as well as in business magazines like The Wall Street Journal and Forbes, or in recreation publications such as Yachting Magazine or Powder. “If you’re Copyright Top Agent Magazine 10

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listing a luxury home, you have to market where the wealthy are apt to see it,” Austin explains. “That includes business and entertainment platforms.” Austin also stays in touch with past clients, entertaining frequently either at home or Top Agent Magazine

on his boat, and he will often reach out to potential buyers within that sphere. When not working, Austin gives back to his community, whether that’s advocating for local Copyright Top Agent Magazine 11

businesses or supporting events like The Smart Ride, an annual bike race from Miami to Key West that raises money for HIV research. He has also inspired countless people worldwide with his book You. The Real State of Life, in which he details his road to a happy life, starting with his decision to come out and live his authentic life. The book is an Amazon bestseller.

Going forward, Austin will keep growing his business in the luxury market, continuing to deliver the gold standard of service for which he has built an international reputation. Most recently he was selected as 1 of 10 cast members on a reality TV show Agents on Fire with Kevin Harrington, the original shark from Shark Tank. Austin will compete against 10 agents in a 90-day sprint. If you have read the above, Austin is bound to win!

Contact Austin at 954-913-5357 or email Austin@TheChadCarrollGroup.com

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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:

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.

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. Top Agent Magazine

KRISTI LEE STEWART

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KRISTI LEE STEWART

Kristi Lee Stewart is not only the Owner of Coastal Home Real Estate, but she is also a Broker and the Team Leader for the Coastal Home Team. Kristi initially got started in real estate while working as an administrative assistant in a small office on Long Island, NY in 2009. From there she expanded her office skill set to include Relocation Coordinator, Trainer and Notary Public until getting her real estate license in 2016. She then began working as a full time agent in 2017 with a focus on handling her clients with the utmost professionalism.

for the high rate of repeat business. “Just about every customer I’ve worked with has become a friend.” Kristi loves to maintain her relationships after a sale. Whether that be going out for birthday lunches, dinners or regular interactions on social media; Kristi loves any opportunity to maintain friendly communication. After several years in the industry, Kristi’s high level of service offerings have helped her to stand out amongst her peers. For her sellers, she offers pre listing inspections, a deep cleaning of the

Currently, Kristi manages five team members and nineteen additional agents in her office. With an impressive knowledge of the area; Kristi presently serves the Treasure Coast community of Florida comprising Indian River, St. Lucie and Martin counties. Personally, 85% percent of Kristi’s repeat business comes from a referral. She attributes her strong relationship building skills 16

property, professional photos and virtual tours. For buyers, Kristi puts together creative marketing pieces that pair her buyers with the best partners possible and help them throughout the transaction process. When marketing listings, social media is king. Other than that, the MLS and emailing her listings to partnered Brokers helps Kristi to get her listings maximum exposure. As an office, Coastal Home Real Estate did $46M in transactional sales volume last year. As a team, the Coastal Home Team did approximately $23M and individually Kristi brought in $7M in sales volume respectively. What Kristi likes most about the real estate business is helping buyers obtain the dream of home ownership, helping sellers maximize their profits, training her agents and running a successful brokerage. “I like every aspect of the business.” Giving back to the community that supports them is important for the Coastal Home Team. They get involved in community activities whenever the opportunity presents itself. This includes sponsoring the local softball teams, sponsoring the local high school team (Port St. Lucie Jaguars) and donating to various non-profit Veterans charities. On her days off, Kristi enjoys traveling throughout the state of Florida while visiting all the different springs and some of the older cities. She enjoys spending a lot of time outdoors, fishing and riding comfortably in golf carts (a signature of coastal Florida living). Future plans for Kristi include opening multiple locations for the brokerage and expanding her team. Her yearly goals include increasing sales volume year to year by at least 20% and helping her new agents transition from fresh to seasoned. The high volume and demanding duties of being a Broker/Owner will continue to give Kristi the opportunity to increase her skills and become even more knowledgeable of the Treasure Coast. Top Agent Magazine

To learn more about Kristi Lee Stewart please call (631) 617-8743 email brokerkristilee@gmail.com, or visit coastalhometreasurecoast.com http://

Embracing Smart Homes:

Does New Technology Really Increase Home Value? Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 18

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

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

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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market. On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

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

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

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

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TOMASZ BIELENIN Down-to-Earth with a desire to make a difference in every real estate transaction, Tomasz Bielenin has become a top agent in the greater Florida Panhandle region. He entered the field after running a local gun range, wanting to pursue a path with endless opportunities for growth. “I had a friend at church that was in real estate, and they hired me on as their assistant back in 2011,” he explains. He quickly grew passionate about the field and earned his license in 2012. By 2013, he was ready to go out on his own, and today he runs his own team at RE/MAX Agency One in Crestview. He and team member Alisha Dalton, as well as transaction coordinator Kayla Mitchell, have been working together to exceed client expectations. They’ve experienced exponential growth, with Alisha hitting RE/MAX’s Executive Club in her first year, and their total production for 2021 reaching over $16 million. Much of Tomasz’s business derives from repeat clients and referrals, as he guides them throughout the transaction and only wants what is best for them. “When taking on a client, I find out what their intentions and needs are,” he explains. “I listen to that, and recognize that it may take us a few months to get there. I’ve had sellers that contacted me a year ago and aren’t ready to sell until now.” Rather than pressure his clients to make decisions, he wants them to act when they are ready. Tomasz has even talked buyers and sellers out of buying or selling at that moment, because after talking with them he realized that it just wasn’t the right time or right move based on their circumstances. “We would patiently wait for that time to come and it has always worked out for the best of their interests.” Whether he’s assisting a buyer, seller or investor, Tomasz puts incredible effort into communication. He keeps everyone on the same page and constantly updates them, organizing everything on a spreadsheet so they know the next steps. “They are never left in the dark. They know Top Agent Magazine

they can always reach out to me, and I am their main point of contact.” With nearly 100 five star reviews on Google, he’s the most reviewed agent in his area, as those who work with him love spreading the word. Grateful for his business, Tomasz makes sure to give back to the community. He and his office recently raised over $3,000 to donate headsets to local schools in Crestview. During his free time, he’s soaking up every minute with his family, including his wife of 11 years, Nicole, and their young daughter and son. He also regularly attends church and participates in various committees. In the coming years, he is eager to continue growing his team and possibly become a broker. “But right now, I’m enjoying what I’m doing,” he says. “It’s different every day. And like any business, there are good days and bad days. But you get to see a lot of beautiful homes out there and you meet a lot of different people. God has truly blessed me in every aspect of life and I wait on Him to guide my next steps.”

For more about Tomasz Bielenin, call 850-902-0572 or email tomasz.remax@gmail.com 21 Copyright Top Agent Magazine

TERRYL CARL With a business-savvy mind and a love for helping others, Terryl Carl has made impressive strides as a real estate agent in Florida’s Sarasota County. She started her professional career as a restaurant and dance studio owner. While she loved her work, she grew tired of the late nights. “My great grandmother actually had a real estate license and was a broker,” Terryl explains. “I heard stories about it growing up, and it always intrigued me.” So Terryl decided to earn her license, as she knew it would fulfill her entrepreneurial spirit for many years to come. Today most of her business derives from referrals, as she prioritizes building lasting relationships with those she serves. “I try to make it a win-win situation for both parties,” Terryl says. “I pride myself on establishing strong connections with my clients, and having a high integrity value.” This superior service results in buyers, sellers and investors trusting Terryl, knowing she wants what is best for them at all times. She starts off every meeting by getting to know them and what they are looking for, which allows her to establish a plan to reach their goals. Terryl is just beginning to implement consultations and seminars for her sellers, where they can sit down and learn what steps are necessary to get their home listed. “A lot of people don’t understand all aspects of the market, and sometimes they don’t know where to start,” Terryl says. She finds it incredibly rewarding to guide her clients throughout the process, whether they’re first timers or seasoned investors. Those who have worked with Terryl ensure that her business continues to grow by referring her to their family and friends. One buyer recently said, “Terryl Carl went above and beyond finding the perfect house lot, and would recommend her for any of your real estate needs as we live in Rhode Island and everything still went smoothly. She met with us and in 2 22

days found a lot that was perfect for our new home.” A seller/buyer wrote, “I can’t recommend Terryl enough! Had my townhome sold in an hour! She was the driving force to keep us in the game and gave us an added push that helped us get the house of our dreams! Terryl doesn’t sit back and wait for things to happen; she helps make it happen!” Passionate about everything Florida has to offer, she makes sure to give back at every possible chance. She was previously on the Parks and Recreation Board for North Port, and was on the board for a performing arts nonprofit that helps young children earn scholarships to pay for tuition. Terryl is currently on the board of directors for her brokerage, Keller Williams Island Life Realty, holding the Culture Chair. During her off hours, she’s taking long walks on the beach or spending time with her grandchildren. Having recently purchased her first investment property, Terryl hopes to continue expanding in her own ventures and in her work with clients. “It really means a lot to me when I can help a family with the biggest purchase or sale of their life. Everyone has a different story to tell, and that’s what motivates me each day.”

For more information about Terryl Carl, call 941-962-7922 or email terrylcarl@kw.com Top Agent Agent Magazine Magazine Copyright Top

Turning Your Profession into a Passion The old adage goes that if you do what you love, you’ll never work a day in your life. On the other hand, it’s easy to get bogged down in the day-to-day worries and responsibilities of your career, even if you generally enjoy what you do. While there’s no guaranteeing that every day on the job will be a picnic, there are a few steps you can take to vastly improve your morale and transform your profession into a passion. After all, cultivating a passion for what you do will not only add to your quality Top Agent Magazine

of life, but will likely make you more successful in the long run. BUILD YOUR BASE OF KNOWLEDGE Knowledge builds confidence, and confidence breeds success. A sure way to light a fire in your heart for your daily work is to challenge yourself to learn more and expand your understanding of your field. By doing so, you equip yourself for success, create challenges, and find the most inter-

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esting features of your work—especially those that most appeal to your interests and talents. Try reading the top five books on the topic of your industry, or subscribe to a podcast where thriving professionals offer their two cents. Either way, learning more about your industry is bound to reveal a source of inspiration worth pursuing. THINK ABOUT THE BIG PICTURE

and excelling in your field, you may find that others’ approaches inspire your own. Likewise, what you learn from other successful, passionate people in your field can help you shape your own office and work life, in turn creating more opportunities for you to fall in love with what you do, all over again. TAKE RISKS

CONNECT WITH LIKE-MINDED PROFESSIONALS

One of the biggest hindrances of professional passion is falling into a rut. Routines are familiar and everyday responsibilities vie for our energy. But the next time you tackle a task the way that you always have, take a moment and try to refresh your perspective—is there a more clever or efficient way you could approach this project? Even better: why not take the plunge and do the things you’ve always been meaning to—throw that client appreciation event you’ve put off planning, take the continuing education course you keep forgetting to register for, even try a creative activity that pushes you out of your comfort zone. There’s no better way to inject some passion into your life than by going outside your bubble and taking a risk.

Have you ever chatted with someone who was overflowing with energy for what they do? That sort of passion tends to be infectious—often causing us to beg our own questions about professional engagement. By participating in local organizations or networking with those who are active

Passion comes from all directions—from your own interior journey and from the world around you. To transform your profession into a passion worth having, invest in yourself and venture into the vast world around you. You’ll surely reap the rewards.

Sometimes reinvigorating your passion for your work is about looking outward, rather than inward. Gain some perspective and consider who your work helps in the long run. As a real estate professional—whether you work as an agent, broker, in mortgages, home inspections, or otherwise—your work positively impacts someone else’s home-sweet-home. You make a difference. While it may seem like just another day at the office, taking a moment to visualize exactly who you are helping in the world at large is a great way to add some motivational fire to your daily tasks.

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MARIENE MENIN “I wanted to make a difference,” are the words of Mariene Menin, a real estate agent for Coldwell Banker with Brazilian roots who paved her own career path as a thriving agent of Southeast Florida. With over nineteen years of experience in the real estate industry, Mariene makes a point to deliver and complete the ultimate dream: an incredible and successful home buying experience for her clients. Today most of her business is word of mouth. She specializes in the highend luxury market, offering a tri-lingual background, top-tier concierge-like service, and is most passionate about helping international clients find their dream home in America. Awarded one of the 250 National Association of Hispanic Real Estate Professionals (NAHREP) Top Latino Agent and named among Realogy Brokerage Group’s Top 1,000 Sales Associate in 2020 (Top 2%), Mariene is an absolute inspiration in the industry. “My clients know they can count on me for anything,” she shares while she works solo as an agent with support from a transaction manager and full-time assistant. She has recently reached a level that less than 1% of Coldwell Banker agents achieve worldwide. Whether her clients need her direct assistance, to close a home quickly, or even just a friend, Mariene is reliable as an Agent. Often, she uses her extensive list of local vendors to assist them. “We become very good friends over time. Many clients are international. They are not always from America, so they don’t know how things work. I do and can help guide them. I always have time for everyone,” she shares. Mariene markets listings through various websites, magazines, TV, high end mailers and much more. She also uses social media. In addition, she stays in touch with clients through text messages, WhatsApp, and phone calls, whether to check in for a friendly chat or offer additional support to her clients. One thing is sure, Mariene has it all figured out, while her total volume per year is an astonishing fifty-five million. Top Agent Magazine

While she dominates the Southeast Florida luxury market, she is a model citizen within her community. She donates partial commission to the Cares Foundation from Coldwell Banker and participates in various Brazilian organizations to donate items to the needy. In addition, though there is less financial gain for her and rather more a way of paying respects, Mariene is passionate about assisting with VA loans while her son is active in the military. When she isn’t conquering the neighborhoods she sells the most volume in, she is a nature gal who loves visiting her cabin in the Blue Ridge Mountains of Georgia. Mariene can step aside and be one with nature, where she enjoys hiking and various outdoor activities. While Mariene has already reached her over fifty-five million dollar goal, she plans to reach even higher goals in 2022 and helping buyers and sellers reach their ultimate goal. Mariene is doing what she loves and is an impressive Top Agent of Southeast Florida.

To learn more about Mariene please visit MarieneMenin.com email Mariene.menin@floridamoves.com or call 954-817-2774

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business. So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

BUILD A SOLID FOUNDATION

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy. You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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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. 28

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SOMMER J. NORRIS Once Sommer Norris entered the real estate industry, she was instantly hooked. “I wanted to be a REALTOR® from a very young age; I came into real estate with my fiancé and mother-in-law on a team, ” she explains. “I started as the assistant, and ended up liking it so much that I earned my license.” Today she co-leads The UNIQ Group with her fiancé Alvaro Trueba, and holds the position as a Corporate Productivity Leader at Avanti Way Realty. Serving Broward and Miami-Dade counties, nearly 100% of their business derives from repeat and referral business. Their emphasis on predictive analytics, customer service, and commitment to going above and beyond has helped them stand out in this industry. “My clients continue to refer me to their friends and family and work with me because of the additional level of service I provide,” she explains. “I’m all about paying attention to the small details and personalizing the experience for the people I assist.” Sommer takes pride in getting to know her buyers and sellers, wanting to understand their needs on a deep level. She can then customize a plan that suits their unique goals and help them achieve those in an efficient manner. For her sellers, she takes advantage of her company’s marketing tools and resources to spread word about their listings. “We are able to position the property in front of the right people, getting exposure internationally and domestically by focusing on the unique data of the market,” she says. “I also stay connected with other agents that I’ve built relationships with over the years, so we can really target the right buyers and work together.” Sommer’s dedication to her clients’ happiness has led her to become one of the top producers for her company year over year, and she expects to continue on that path well into the future. Word of mouth is the main way Sommer grows her business, as past clients love to tell their friends and family

about her work. One recently said, “Sommer is not just an amazing REALTOR®, but also a wonderful person. My husband and I were expecting our first child when we started working with her to find our first home. Needless to say, we were in a time crunch. She went the extra mile and showed us over ten homes in one day. She always provided us with sound advice and communicated with us every step of the way. I have recommended her to coworkers who have also been very happy with her excellent service and real estate knowledge. There are many agents out there but few can measure up to Sommer.” Real estate and community are intertwined, so Sommer makes sure she is staying active in her region. She is part of the Miami Association of REALTORS®, serving on the YPN Leadership Council as a Governor, and is a State Director for Florida REALTORS®. “Being part of the real estate community beyond just the brokerage level really gives back to the industry and also paves the way for great legislation that helps protect agents.” During her off hours, she is spending time with her two chocolate labs, trying new restaurants, taking on DIY projects, or relaxing with family and friends. Sommer sees her business expanding not just in terms of volume, but also in her work with other agents. “No one makes it to the top without the help and support of others along the way, and I want to be able to help others achieve their unique goals as we all succeed parallel to each other,” she says. She finds it endlessly rewarding to be a part of her clients’ real estate journeys. “As a REALTOR®, you’re doing something amazing for other people, while also continuously improving yourself. And that’s really exciting.”

For more information about Sommer Norris, please call 954-548-4264 or email sommer@avantiway.com Copyright Top Agent Magazine

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