FLORIDA 4-13-20

FLORIDA EDITION

EMOTIONAL FLUENCY : HOW TO COMMUNICATE

COOPERATION, NOT COMPETITION,

CREATES MUTUAL SUCCESS FOR AGENTS

WITH CLIENTS WHEN TENSIONS ARE HIGH

FEATURED AGENT

KERRY JAYNE JACKSON COVER STORY

MIKE & CINDY GEORGE

FLORIDA EDITION

9

19

KERRY JAYNE J

Kerry Jayne Jackson was w a plush $160,000-a-yea communications job with benefits when she decided the plunge into the unknow world of real estate. Prom her agent, who pointed o MIKE & CINDY GEORGE KERRY JAYNE JACKSONknack for finding good ment properties, she got h estate license. But when h year brought in only $30,000, she began to w if she made a big mistake. That’s when she d CONTENTS to utilize the skill that had made her so succe sales: building relationships with people. “Yo for people toFLUENCY: come to you. That’s not ho 4) TURN OPEN HOUSES 15)wait EMOTIONAL estate You have to serve other people, INTO DESTINATIONS HOW TOworks.

COMMUNICATE people to want WHEN to do business with you, and WITH CLIENTS you,” she says.

6) COOPERATION, NOT TENSIONS ARE HIGH

COMPETITION, CREATES MUTUAL SUCCESS FOR AGENTS

2

native works 22)This HOW TOCanadian THROW A solo and has been business for over 20 years.

But although she d CLIENT APPRECIATION EVENT a team, admits that making high 6 fi NOhave ONE WILLshe FORGET

year couldn’t be possible without some help. case, it’s the help of her son, to whom she de administrative tasks. “It’s important to adm you can’t do everything. You’re not the bePhone 310-734-1440 | Fax 310-734-1440 end-all to your business. You’re really good at mag@topagentmagazine.com | www.topagentmagazine.com things and you need to focus on the things tha No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent you are successful.” it’s crucial for Kerry to Magazine is published by Feature Publications GA, Inc. Although precautions taken to ensureAnd the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinionsbecause expressed orthe factssignificance supplied by its authors. of the service she p To subscribe or change address, send inquiry to mag@topagentmagazine.com. as a real estate agent is now more important tha Published in the U.S. as her market is Northwest Florida—more s cally Panama City Beach—an area recently r Top Agent Magazine

by Hurricane Michael, where over 35,000 ha their homes.

mailto:mag@topagentmagazine.com

Top Agent Magazine

3

Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules.

But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers.

There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends.

4

The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge.

With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than

Top Agent Magazine ®

Top Agent Magazine

midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed.

In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house.

Your client’s benefit is the buzz.

A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for lowkey social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor. But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact. Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing.

Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend? Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property Top Agent Magazine

before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses!

Prospective buyers always want to know about the community when visiting open houses.

Consider inviting representatives of community

organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town. For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information.

Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.

Top Agent Magazine ®

5

Cooperation, Not Competition, Creates

Mutual Success for Agents When people get along during a business transaction, everyone comes out happier. And in a service industry like real estate, agents have the power deliver that happiness. By working cooperatively, sharing advice and helping each other help clients, agents not only enhance their own reputations, but that of real estate in general.

6

“Bring everyone together” Matt Kobelski, with Credentials Real Estate Group in Massachusetts, points out that providing good service involves more people than the party you’re representing. “I’m not afraid to bring together all the parties in a deal and say, ‘OK, let’s figure out a solution that works best

Top Agent Magazine ®

Top Agent Magazine

Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem

for everyone,” he explains. “My goal is to avoid being adversarial.” Real estate, he believes, should always be a field in which each person can win. “It’s about working toward a mutual goal, shaking hands, and walking away happy that a seller sold, a buyer bought and everyone got what they wanted.”

But Is it that simple? Most agents have experienced the ways conflicting personalities and tension during a transaction can heat up even the most cordial relations. In reality, however, it’s more productive to let down your guard and work with others as a team than it is to allow stress and competition to preside. South Florida REALTOR® and broker associate, Risë V. Siegrist, for instance, has zero interest in competing with other agents. “It’s more important to be professional and associate with competent, caring people,” she says. By serving others with a cooperative spirit, experienced agents like Risë set an excellent example for emerging real estate stars. Risë hopes to be a model for the next generation of agents, training people who may one day become part of her team.

Risë’s position on cooperation inspires more reasons for nurturing relationships with other agents. Over the decades, many agents change brokerages several times. Who knows if that agent across the table will one day work at the Top Agent Magazine

same brokerage you do? Perhaps you’ll even have an opportunity to partner on an exciting, future transaction. Good relations keep doors open to endless possibilities.

Co-listing cooperation Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem. In fact, some agents cleverly capitalize on their collective attributes, rather than competing against one another. South Carolina REALTOR® Kimberly Pannit is a perfect example of the universal benefits of co-listings. Although she has always been an independent agent, Kimberly works hard to form professional alliances that give her business the feel of a cooperative network across brokerages.

This cooperative approach may be nontraditional, but it benefits clients in unique ways. By working closely with agents at other brokerages, she shows how agents can improve client service while helping one another.

Kimberly’s cooperative approach began in her own neighborhood, where an agent friend from a different brokerage also lives. “Several years ago, I approached her because both of us were friends with our neighbors. I asked, ‘Why don’t we give our neighbors superior service and

Top Agent Magazine ®

7

co-list together? We both love our area and are passionate about our jobs, the location and schools.’” She also didn’t want to make their mutual friends choose between them when they could work together. “I said, ‘Let’s give them amazing service together!’” With their brokers’ permission, two weeks later the agents co-listed their first home and put extra energy into ensuring uninterrupted client service.

Networking and “Co-opertition” When the ultimate goal is to match a client with the perfect home or create optimal terms of sale for a listings, networking with other agents can facilitate that ideal buyer-seller match.

Nashville REALTOR® and broker/owner Lisa Land embraced every opportunity to contribute meaningfully to the real estate industry and to her local market, even before building her own team. “Agents would frequently ask me for help or advice,” she says, noting that she shares, rather than guarding, the methods she uses to get through difficult or confusing transactions. “I was fortunate to have great mentors when I started in real estate, so I’m always

8

willing to offer help, even to agents outside of The Luxe Collective.”

Meanwhile, on Cape Cod in Massachusetts, Janet Leigh Scott describes the climate between agents as relaxed and professional. “While the real estate market is highly competitive, we’re truly a ‘co-opertition’ market; agents work together and a have greater sense of community than you might experience in off-island brokerages,” Janet says. “If I have buyer coming into town, I’ll reach out to agents I’ve done transactions with to ask if they have anything coming up that might not be on the market yet.”

Even in hot, competitive L.A. real estate, independent agents such as Andrej Nagy of The Agency RE knows the importance of receiving and providing professional mentorship.

“My relationships with clients are extremely important,” he says. “But my relationships with agents on the other side of a deal are also important.” For REALTORS® like him, working smoothly with other agents is a privilege.

Doing so builds rewarding relationships while ensuring win-win transactions for everyone at the closing table.

Top Agent Magazine ®

Top Agent Magazine

MIKE & CINDY GEORGE Top Agent Magazine

9

Mike and Cindy George first met on a blind date in 1992. Seven months later, they were married; however, that was only the beginning. “Right after we settled down,” Mike recalls, “we bought our first investment property.”

10Copyright Top Agent Magazine

Through the years, Mike had always harbored an interest in real estate while Cindy offered a unique background from her 6 years in Germany, coordinating military moves.

Over time, Mike and Cindy began pursuing this passion, first investing in property, then Top Agent Magazine

At Keller Williams Realty, Mike and Cindy service clients throughout all of Volusia County, Florida, including Daytona Beach, Ormond Beach, New Smyrna Beach, Edgewater, Deltona, Deland, Debary and Orange City. obtaining their licenses. Today, this power couple has seen it all. At one time, they even owned a franchise brokerage that, despite its modest size, ranked among the top 25 in the state. “We’ve been through the whole gamut,” Cindy says, “all the ups and downs.”

Currently Mike and Cindy service clients throughout all of Volusia County, Florida Top Agent Magazine

for Keller Williams Realty. This includes Daytona Beach, Ormond Beach, New Smyrna Beach, Edgewater, Deltona, Deland, Debary and Orange City.

“Being a husband and wife team has helped us tremendously,” Mike says. “You know the saying: ‘Opposites attract?’ Well, we’re perfect complements to each other.” Mike offers Copyright Top Agent Magazine11

“Being a husband and wife team has helped us tremendously,” Mike says. “You know the saying: ‘Opposites attract?’ Well, we’re perfect complements to each other.” clients seasoned business acumen from his years as a hospital’s chief financial officer; meanwhile, Cindy assists their buyers and sellers with her trademark charm.

Utilizing their balanced relationship, Mike and Cindy provide clients with an extensive listing process, consisting of both online and offline marketing. With professional pictures and staging for their listings, they share listings on thousands of websites worldwide to ensure that a property receives maximum exposure.

12Copyright Top Agent Magazine

Mike and Cindy’s long-term commitment to compassionate customer service has left an impression, with more than 70% of their transactions coming from either repeat clients or referrals. Above all, the couple is motivated by a deep appreciation for their buyers and sellers. “We’re helping people make the most important investment of their lives,” Cindy says. “That thought is always on my mind.”

Outside of their careers, Mike and Cindy strive to give back to their community. When they Top Agent Magazine

aren’t teaching classes in budgeting and personal finance, they are donating a portion of every sale to local charities through the Keller Williams Cares and RED Day charities. For Cindy, who has served on the board of her local Chamber of Commerce, these contributions Top Agent Magazine

are second nature. “I was born in Daytona Beach,” she says. “Serving my community is a deeply held value.”

When Mike and Cindy first met, they began the journey and partnership of a lifetime.

Copyright Top Agent Magazine13

Alongside their successful real estate careers, the couple have been blessed with three lovely daughters, an amazing son-in-law and their first grandchild is on his way. “Our children have watched our whole career unfold,” Cindy says. “Watching us stay steady with our business and each other is a legacy I’m proud to leave them.”

Elsewhere, the future looks bright with plans for growth as Mike and Cindy expand their support team. But they also look forward to celebrating their 25th anniversary as caring and trusted Realtors. They summarize their philosophy with Zig Ziglar’s famous saying: “You can have everything in life you want if you help enough other people get what they want.”

To learn more about Mike and Cindy George email them at team@georgehometeam.com visit GeorgeHomeTeam.com or call Mike at (386) 673-6086 or Cindy at (386) 451-2762 www.

14Copyright Top Agent Magazine

Top Agent Magazine

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?

Top Agent Magazine ®

15

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

16

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

Top Agent Magazine ®

Top Agent Magazine

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

Top Agent Magazine

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.

Top Agent Magazine ®

17

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.

Top Agent Magazine ®

Top Agent Magazine

KERRY JAYNE JACKSON Kerry Jayne Jackson was working a plush $160,000-a-year telecommunications job with great benefits when she decided to take the plunge into the unknown: the world of real estate. Prompted by her agent, who pointed out her knack for finding good investment properties, she got her real estate license. But when her first year brought in only $30,000, she began to wonder if she made a big mistake. That’s when she decided to utilize the skill that had made her so successful at sales: building relationships with people. “You can’t wait for people to come to you. That’s not how real estate works. You have to serve other people, to get people to want to do business with you, and to trust you,” she says.

This native Canadian works solo and has been in the business for over 20 years. But although she does not have a team, she admits that making high 6 figures a year couldn’t be possible without some help. In her case, it’s the help of her son, to whom she delegates administrative tasks. “It’s important to admit that you can’t do everything. You’re not the be-all and end-all to your business. You’re really good at certain things and you need to focus on the things that make you successful.” And it’s crucial for Kerry to focus because the significance of the service she provides as a real estate agent is now more important than ever, as her market is Northwest Florida—more specifically Panama City Beach—an area recently ravaged

by Hurricane Michael, where over 35,000 have lost their homes.

With an 80% of referral and repeat business, what is it about Kerry exactly that keeps her clients coming back? “They know that I know what I’m doing. They trust that I care about them more than I do about my commission,” she says. “Once somebody really trusts you, they will come back to you.” Kerry subscribes to Top Agent Magazine

the notion that a good network equals good marketing, and therefore a lot of her marketing is done on the phone, speaking to other agents or to prior clients.

Taking action that helps someone.

Kerry values making connections over making quick deals. “I want to know what my clients really want. I ask them about their lifestyle, where they came from, what they like to do, if they prefer to be closer to restaurants or to nature. I don’t just take them to the first house they mention without finding out what they truly want inside.”

When she’s not busy making successful deals, Kerry is usually on the phone reconnecting with previous clients, or working on her newest book “Heart to Win” to help other agents. She also spends her time on personal growth, which is crucial in real estate and life. One other guiding principle in her life and in real estate is H.E.A.R.T, an acronym that stands for: Habits, Ethics, Attitude, Resilience, To gain trust. She says, “Always remember when you get out of alignment with your principles it’s okay, because nobody is perfect. Just admit it and get right back into alignment and learn from it.”

www.

To learn more about Kerry Jayne Jackson email kerry@Marketpros.com, visit PanamaCityBeachHomesandCondos.com, or call (850) 960–8646 19 Copyright Top Agent Magazine

Laughs!

20

Top Agent Magazine

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

Top Agent Magazine

21

How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estate—an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year.

22

Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and you’ll create a coveted, in-person opportunity to forge relationships and broaden your reach.

Top Agent Magazine

Top Agent Magazine

An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.

Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.

ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests.

Apply A Personal Touch

Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well.

By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too.

Theme Your Event Whether the area’s high school sports team has made it to the state championTop Agent Magazine

Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.

Top Agent Magazine

23

mailto:mag@topagentmagazine.com

24

Top Agent Magazine