FLORIDA 4-20-20

FLORIDA EDITION

Is Finding a

NICHE MARKET

Right for You?

5 FRESH NEW APPROACHES TO

CONTENT MARKETING

THERE GOES THE NEIGHBORHOOD:

How to List High When Neighbors Are a Nuisance FEATURED AGENTS

NATALIE ARDIS HEATHER DENARO CINDY HARROWSMITH CHRIS ZOLLER

COVER STORY

JOSH DOTOLI

FLORIDA EDITION

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NATALIE ARDIS

Over the past 10 years, Natalie Ardis has learned all about the real estate industry from the ground up. Starting off as an assistant to another agent within Coldwell Banker Schmitt Real Estate Co. in the Florida Keys, Natalie steadily worked her way to becoming a buyer’s agent, a member of the team, JOSH DOTOLI JOSH up NATALIE ARDIS DOTOLI and eventually, a partner in her own right. Through a steadfast commitment to providing her clients with world-class 19 22 customer service, Natalie has built 25 a reputation for herself as one of the go-to real estate experts in her community.

discuss ques insight into out a targete

Natalie’s co close of a tra versaries, an all of their c top of this, clients at lea

CINDY HARROWSMITH When she is HEATHER DENARO CHRIS ZOLLE water, spend

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and in gi Heather Denaro fell in love Top withAgent the Cindy and will not rest untilZoller have found y Harrowsmith – youthey weren’t Chris gotkids, started Based out of their office in Marathon, Natalie and her partner member of real estate industry when she endedand Owner thoroughly enjoyed my experience and Broker of HomeLife for.”Foundation, Tenacity five years ago, taking the Lela Ashkarian run a thriving book of business throughout up brokering her ownthehome purchase. her again should I decide to move.

Hs hisat,friend Michael LLC. IntheyMelbourne, and local sheSica hasaf FloridaProperties Keys. The brokerage work Coldwell daycar “My original agent Banker ended Schmitt up falling mewhile houses.

She made met waiting Real– Estate Co.,showing is four widelydecades acknowledged tanttables. varsity Florida hasdays nearly making certaiN the Ibest in the area, and last year the Ashkarian/Ardis for the past out, so I did it myself,asand remember wants/needs.

She never pressured me; sh andand Michael’s team, The of experience under her belt, of their dream Team closed over $24 million in transactions. program, Ta thinking at the time, ‘Whoa, likeone of liked disliked a house.

Heather return Home Team, has grown sheI is theormost soughtHEATHER DENARO this,’” CINDY CHRISand ZOLLER she HARROWSMITH recalls. AIfsingle mother at emails immediately, which definit six other agents, a staging working inbuild herup herCindy is also you askafter NatalieRealtors how she has managed to Looking to the time, she obtained her license in I consider Heather, not only my RealherE (Welcome Home Consu business so quickly, she will credit her deep knowledge of growing market today. Armed with a wealth of industry knowlProfessional 2017 edge whileand sheaworked as and a teacher friend.

She not disappoint.” the area relentless focus on customer service as beingwifepeople sheZc bymany Chris’s Linda true concern for the wellbeing of will her ensure each p the primary drivers of her success.

“Growing up here gave really enjoy to support her family. She went out a property management CONTENTS grateful buyersmeand sellers, Cindy has long set the gold maximization a depth of knowledge about the area that only comes part of our c Chris is closely to his community, and he li on her own in mid-2018.

When tied marketing, Heather posts heris lis with time. For we are a big boating community, expand mak our platforms standard for excellence inexample, customer service. thatonwhen you encourage to on prosper, ever local magazine asothers well as her they social and I’ve been out the water since I was a child, so I know that lov potential buy up happy.

Currently, Heather works solo through Beachy Beach Real involved in a lot of community charit the canal waterways and the pros and cons of different 16) 5 FRESH APPROACHES 4) THERE GOES THE are the result, Cindy began her journey in realNEW estate in 1981, while Natalie explains.

“Besides this I really Estate and covers the Panhandle region communities,” of Florida with sponsors two major localputcharities, Food MARKETING NEIGHBORHOOD: purchasing first condo in really aTO lot ofCONTENT emphasis on Cocoa communication.

A “I lotwith of ourwhich clients andCare TheBeach.

Welcome Home Team serve homes averaging around $278,000.

She her describes her Chris terriServices, we’re veryall ac HOW TO LIST HIGH WHEN aren’t from here and don’t live here full-time, so it’s crucial When she’s didn’t understand the process at the time,” she recalls.

Bay, and also do some business in St. Petersburg/C tory as, “The World’s Most Beautiful Beaches and all that Personally, Heather volunteers at her cn to keep 9 anTHINGS open line of communication with them.” This 23) THE BEST NEIGHBORS ARE A NUISANCE “I didn’t know what I was doing, but I found it to be through Heigh herm Chris is especially fond of the Panama City, Lynn Haven, and Panama City Beach have effective travel Guatemala on aSeminole humanitarian approach has proven fortoNatalie, as over 60% of LEADERS NEVER SAY nizations, verythe interesting, so that’s when I decided to get my homes Tampa, its eclectic historic and inc vib to offer just steps away from beautiful white sandy her business comes fromwith repeat clients and referrals. license.” Since then, Cindy hasbusinesses. built a stellar business 13) IS FINDING A NICHE small “We’re about fostering promoting the beaches.”

When she’s not all working, Heather and spen 26) itTHINKING OFaILISTING? comes time“When toequally list property, Natalie and my her MARKET RIGHT FOR YOU? that currently When employs tensays. other dedicated and dogs.

“I foste was studying for real estate li with her family in and around the w NINE WAYS GET READY team implement a TO comprehensive online and print instructor said, ‘Farm where you That’s gre hardworking agents who share her client-first busiCindy.

“The l A veteran of the hit HGTV show “House Hunters,” boating, we live.’ love the outdo marketing Heather campaign. They start offswimming, taking professional We try to support all the small businesses in our ness ethos.

Ashe consistent multi-million-dollar producer, I found homew has appeared as both a homebuyer (when purchased enjoys craftinglistings, in her downtime, photos, creating aher virtual also tour, and for higher-end hoods, and made a name for ourselves in walk through footage, which they then Cindy’s is comprised significantly of returning first house) and as a real estate agent.business She’srecording says thedrone show’s andwe’ve glass.

For more use and to advertisements that are disseminated pocket of Tampa.” producers often approach her with referrals requests forcreate people toword-of-mouth, clients, positive which isacross“I really love 305-481-3 Phone 310-734-1440 | Fax 310-734-1440 Facebook, Instagram, and 600 different websites. At the feature. “They are always looking for more fun families,” As for future plans, Heather hopes to grow perhaps the best measurement oftwo a job wella month done ininwhich the theypeople, and or Iv same time, they release videos About 80% of The Welcome Home Team’s busin mag@topagentmagazine.com | www.topagentmagazine.com she says. “And I’m happy tohighly help them out.” real estate industry. “continuing to help families develop competitive I’mand always th from repeat and referral clients, an impressive No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent demonstrates the level of satisfaction among their Though onlyPublications in businessGA, a short while, she’s already Magazine is published

by Feature Inc. Although precautions areseeing taken to ensure the accuracy of published “It’s because I give very good service,” says Cindy, “The most important thing is to take care of ou referral clientele and averages units materials, Top Agent 10-15% Magazinerepeat cannotand be held responsible for opinions or facts supplied its authors. when asked howexpressed she20has managed tobyinspire such Chris says. “We’re not your typical suit-and-tie R peraddress, year. And setsto her apart from her peers?

“I never To subscribe or change sendwhat inquiry mag@topagentmagazine.com. impressive levels of trust and amongstasher try toloyalty be as relatable possible. Not many Published in the U.S.look at my clients as just transactions,” she exclaims. We “I’m clientele. “I always return their phone calls immediestate agents are willing get down on the ground all about building relationships and maintaining my clients ately.” Cindy’s years of experience in both up and downsure the front of y your to make as friends. Some of them still text to give me updates on garden for you Top markets also informs her looks abilitybeautiful, to provide or exceptional paint aAgent roomMagazine so it looks great renovations and such.” value to her clients. “Basically, I have knowledge of our clients get top We do whatever we can to help

mailto:mag@topagentmagazine.com

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There Goes the Neighborhood:

How to List High When Neighbors are a Nuisance Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?

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First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.

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How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.

as a courtesy introduction to the neighborhood.

While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.

Is the neighbor’s landscaping an eyesore?

Here’s your recourse.

Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach.

Start by thinking small and operating from a place of authenticity and neighborly service.

You might explain to the neighboring tenant that you’re listing and offer to mow their lawn Top Agent Magazine

Are there foreclosed or abandoned homes on your client’s block?

Do your homework.

It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about

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squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.

Noisy, nosy, or annoying neighbors?

Don’t be discouraged.

Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor 6

that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.

While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.

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JOSH DOTOLI Top Agent Magazine

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Josh is a powerhouse broker featured in Bloomberg, Curbed, Haute Living, Mansion Global, Sun Sentential, Local 10 ABC News, and Miami Agent Magazine as a contributor on South Florida real estate topics.

Josh Dotoli has had a passion for the real estate industry all his life. His father built custom homes in New Jersey, and by the time Josh could walk, he spent time on his father’s job sites. Josh later attended The University of South Florida, where he received a Bachelor of Science. During his college studies, Josh 8Copyright Top Agent Magazine

worked for a well known real estate investor assisting in the day to day management of the real estate portfolio.

Today, Josh Dotoli is the Principal of Josh Dotoli Group and one of the founding Compass agents in Fort Lauderdale. Josh is Top Agent Magazine

a powerhouse broker featured in Bloomberg, Curbed, Haute Living, Mansion Global, Sun Sentential, Local 10 ABC News, and Miami Agent Magazine as a contributor to South Florida real estate topics. However, his stats say it all with 51 Million dollars of real estate sold in 2019. Josh’s expertise has positioned Top Agent Magazine

him in the Nations’s top 1% of 1.4M Realtors, and he was recently awarded a spot in the 2019 list of America’s Best Real Estate Professionals by Real Trends. Also, in 2019, Josh was included in the Top Achievers Under 40, published by South Florida Business & Wealth Magazine.

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Josh is a leading marketing expert that understands how to effectively market listings; it’s essential to create online exposure, momentum, and buzz.

Josh Dotoli Group is a powerhouse real estate team that offers a wealth of experience and a client-focused system from the initial phone call to the closing table. Not only is Josh an expert in every aspect of the luxury market, but he also has a network of the highest quality vendors who can meet his clients’ every need. Clients often quickly decide Josh and his team will be their “agent for life.” They also let their friends and family in on what is no Copyright Top Agent Magazine 10

longer a well-kept secret—Josh is the preeminent agent for high-end properties in Fort Lauderdale.

Josh is a leading marketing expert that understands how to effectively market listings; it’s essential to create online exposure, momentum, and buzz. He’s a member of an exclusive Compass group called the Private Client Network, where he cross markets listings with over forty top-producing agents Top Agent Magazine

across the country that sold a combined 1.5 billion dollars of real estate in 2019. He also advertises listings in Fort Lauderdale’s top publications and pairs this networking approach with online campaigns that include social media outreach, a custom website for each listing, and Google Ads based on keywords relevant to the property and the area. This combination of traditional Top Agent Magazine

marketing and digital forward marketing is what sets Josh Dotoli Group apart from the competition and often results in record sale prices.

Josh’s favorite part of the business is developing relationships with his clients and helping them achieve their goals when buying, selling, or investing.

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He also enjoys channeling his entrepreneurial spirit into helping others achieve their goals.

He and his wife, Dayana, are also members of Coral Ridge County Club and Coral Ridge Yacht Club. His obsession with real estate means that in his free time, his favorite thing

to do with Dayana; their daughter, Jona; and their golden retriever, Lucy, is cruise the Intracoastal looking at houses. Josh also plans to continue to grow his team strategically and to work with local builders and developers.

To find out more about Josh Dotoli, you can contact him by phone at 954.290.4793 or by email at josh@joshdotoligroup.com.

You can also check them out online at JoshDotoliGroup.com http://

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Top Agent Magazine

Is Finding A Niche Market Right for You?

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

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

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

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

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

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 13

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

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

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

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

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

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 14

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

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

Are you already serving a niche?

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

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

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

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

Top Agent Magazine

NATALIE ARDIS Over the past 10 years, Natalie Ardis has learned all about the real estate industry from the ground up. Starting off as an assistant to another agent within Coldwell Banker Schmitt Real Estate Co. in the Florida Keys, Natalie steadily worked her way up to becoming a buyer’s agent, a member of the team, and eventually, a partner in her own right. Through a steadfast commitment to providing her clients with world-class customer service, Natalie has built a reputation for herself as one of the go-to real estate experts in her community.

Based out of their office in Marathon, Natalie and her partner Lela Ashkarian run a thriving book of business throughout the Florida Keys. The brokerage they work at, Coldwell Banker Schmitt Real Estate Co., is widely acknowledged as the best in the area, and last year the Ashkarian/Ardis Team closed over $24 million in transactions.

If you ask Natalie how she has managed to build up her business so quickly, she will credit her deep knowledge of the area and relentless focus on customer service as being the primary drivers of her success. “Growing up here gave me a depth of knowledge about the area that only comes with time. For example, we are a big boating community, and I’ve been out on the water since I was a child, so I know the canal waterways and the pros and cons of different communities,” Natalie explains. “Besides this I really put a lot of emphasis on communication. A lot of our clients aren’t from here and don’t live here full-time, so it’s crucial to keep an open line of communication with them.” This approach has proven effective for Natalie, as over 60% of her business comes from repeat clients and referrals.

When it comes time to list a property, Natalie and her team implement a comprehensive online and print marketing campaign. They start off taking professional photos, creating a virtual tour, and for higher-end listings, recording drone walk through footage, which they then use to create advertisements that are disseminated across Facebook, Instagram, and 600 different websites. At the same time, they release two videos a month in which they Top Agent Magazine

discuss questions from buyers and sellers while offering insight into the real estate sales process. They also send out a targeted mailer campaign to homeowners in the area.

Natalie’s contact with her clients doesn’t end with the close of a transaction. Her team sends out mailers on anniversaries, and also issues a quarterly newsletter to keep all of their clients informed about local market trends. On top of this, Natalie makes sure to call each of her former clients at least five or six times a year to check in on them.

When she isn’t working, Natalie loves to run, go out on the water, spend time with her husband and their two younger kids, and give back to her community. Natalie is a board member of both the Coldwell Banker Schmitt Charitable Foundation, and the Grace Jones Community Center, a local daycare facility. In addition, she has been the assistant varsity volleyball coach at Marathon High School for the past five years, and was involved in the mentor program, Take Stock in Children.

Looking to the future, Natalie is excited to continue growing her business so she can expand the number of people she can help. “I’m very community oriented, so I really enjoy meeting new people and helping them become part of our community. I’d like to grow our team so we can expand our reach and continue to help people find homes that they love.”

For more information about Natalie Ardis, call 305-481-3317, email natalieardis5@gmail.com, or visit searchfloridakeyshomes.com www.

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

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

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HEATHER DENARO Heather Denaro fell in love with the real estate industry when she ended up brokering her own home purchase.

“My original agent ended up falling out, so I did it myself, and I remember thinking at the time, ‘Whoa, I like this,’” she recalls. A single mother at the time, she obtained her license in 2017 while she worked as a teacher to support her family. She went out on her own in mid-2018.

Currently, Heather works solo through Beachy Beach Real Estate and covers the Panhandle region of Florida with homes averaging around $278,000. She describes her territory as, “The World’s Most Beautiful Beaches and all that Panama City, Lynn Haven, and Panama City Beach have to offer just steps away from the beautiful white sandy beaches.”

A veteran of the hit HGTV show “House Hunters,” Heather has appeared as both a homebuyer (when she purchased her first house) and as a real estate agent. She’s says the show’s producers often approach her with requests for people to feature. “They are always looking for more fun families,” she says. “And I’m happy to help them out.”

and will not rest until you have found your forever home. I thoroughly enjoyed my experience and will definitely use her again should I decide to move. Heather spent many days showing me houses. She made sure they met my wants/needs. She never pressured me; she let me decide if I liked or disliked a house. Heather returned my phone calls and emails immediately, which definitely won my favor.

I consider Heather, not only my Real Estate Agent, but a friend. She will not disappoint.”

When marketing, Heather posts her listings in a popular local magazine as well as on her social media. She is also involved in a lot of community charities. “My company sponsors two major local charities, Food 4 Kidz and Beach Care Services, with which we’re very active,” she exclaims.

Personally, Heather volunteers at her church and plans to travel to Guatemala on a humanitarian mission this June.

When she’s not working, Heather spends all of her time with her family in and around the water. “It might be boating, swimming, we love the outdoors,” she says. She also enjoys crafting in her downtime, working with paint and glass.

As for future plans, Heather hopes to grow and expand while, “continuing to help families and develop relationships.”

Though only in business a short while, she’s already seeing 10-15% repeat and referral clientele and averages 20 units per year. And what sets her apart from her peers? “I never look at my clients as just transactions,” she exclaims. “I’m all about building relationships and maintaining my clients as friends. Some of them still text to give me updates on renovations and such.”

And Heather uses every means available to stay in touch with her clientele, including texting, emails and social media. “I’ll utilized every resource that’s available to me to check in on them,” she states.

Recently, Heather was recognized as a finalist in the 2019 Best of Bay Contest in which she came in at #2 among 1900 agents as well as honored as Rookie of the Year in her brokerage. Writes one reviewer, who gave her 5 stars: “If you’re looking for a bright, energetic, go-getter Real Estate Agent, Heather is for you. She will work with you Top Agent Magazine

To learn more about Heather Denaro, email heather@beachybeach.com, visit beachybeach.com/team/heather-fox, or call (850) 541-5774 https://

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Laughs!

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CINDY HARROWSMITH Top Agent Cindy Harrowsmith – Broker and Owner of HomeLife Properties LLC. In Melbourne, Florida – has nearly four decades of experience under her belt, and she is one of the most soughtafter Realtors working in her market today. Armed with a wealth of industry knowledge and a true concern for the wellbeing of her many grateful buyers and sellers, Cindy has long set the gold standard for excellence in customer service.

Cindy began her journey in real estate in 1981, while purchasing her first condo in Cocoa Beach. “I really didn’t understand the process at the time,” she recalls.

“I didn’t know what I was doing, but I found it to be very interesting, so that’s when I decided to get my license.” Since then, Cindy has built a stellar business that currently employs ten other equally dedicated and hardworking agents who share her client-first business ethos. A consistent multi-million-dollar producer, Cindy’s business is comprised significantly of returning clients, referrals and positive word-of-mouth, which is perhaps the best measurement of a job well done in the highly competitive real estate industry.

they weren’t completely sure what they were looking for.” Tenacity is another hallmark of Cindy’s approach, and she has spent years working with certain clients making certain they can qualify for and find the home of their dreams.

Cindy is also an expert marketer of her many listings.

Professional photography is utilized exclusively to ensure each property is shown in its best light, and maximization of the internet and multiple social media platforms make certain each listing is seen by as many potential buyers as possible. Fast sales for top dollar are the result, not to mention happy clients.

When she’s not working, Cindy enjoys giving back through her involvement with animal rescue organizations, including Touch of Grey, which provides fostering and placement of elderly, unwanted rescue dogs. “I foster tons of them; it’s my passion,” says Cindy. “The last two I took in were blind and deaf and I found homes for them.”

“I really love what I do,” says Cindy. “I meet the best people, and I have become friends with many of them.

I’m always there for my clients, and they know that.”

“It’s because I give very good service,” says Cindy, when asked how she has managed to inspire such impressive levels of trust and loyalty amongst her clientele. “I always return their phone calls immediately.” Cindy’s years of experience in both up and down markets also informs her ability to provide exceptional value to her clients. “Basically, I have knowledge of my product,” she says succinctly.

Cindy, who counts a significant number of veterans among her clients, is also incredibly personable, and possesses a quality that is rare among many other agents: empathy. “It’s important to me to listen to my clients,” she explains. “I listen to them so I can find out what they are really looking for, and sometimes I’m able to find them what they wanted when even 22

For more about Cindy Harrowsmith, please call 321-917-7878 or email Harrowsmith@mac.com Copyright Top Agent Magazine

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Things the Best Leaders Never Say

As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.”

Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes.

There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone

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you work with, make sure you don’t say any of the following things.

1

I’M THE BOSS

Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component.

It also may indicates a stubbornness that is the death knell of a healthy work environment.

Your job as a leader is to bring everyone to your level of success, not to create a larger rift.

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2

6

I’LL DO IT MYSELF

Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.

3

THAT WASN’T MY FAULT

There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.

4

I’M SORRY TO ASK YOU TO DO THIS

Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.

5

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions?

Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team.

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THAT’S NOT THE WAY WE DO IT HERE

Well, why not? Being a successful leader means always being open to change and improvement.

No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.

7

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition.

Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business

8

DON’T BRING ME BAD NEWS

No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.

9

YOU JUST DON’T GET IT.

You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future.

Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.

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CHRIS ZOLLER Chris Zoller got started in real estate five years ago, taking the leap with his friend Michael Sica after the two met while waiting tables. Now Chris and Michael’s team, The Welcome Home Team, has grown to include six other agents, a staging company (Welcome Home Consulting, run

by Chris’s wife Linda Zoller), and a property management division.

Chris is closely tied to his community, and he is living proof that when you encourage others to prosper, everyone ends up happy.

photos will look great. We clear the home of any clutter or personal items, so it doesn’t distract from the home itself.”

Chris and The Welcome Home Team serve all of Tampa Bay, and also do some business in St. Petersburg/Clearwater.

Chris is especially fond of the Seminole Heights area of Tampa, with its eclectic historic homes and vibrant local small businesses. “We’re all about promoting the area,” he says. “When I was studying for my real estate license, my instructor said, ‘Farm where you live.’ That’s great advice.

We try to support all the small businesses in our neighborhoods, and we’ve made a name for ourselves in our little pocket of Tampa.”

In the future, Chris plans to continue growing his team in a way that is sustainable, keeping the same great level of service that sets The Welcome Home Team apart. “I love the personal aspect of real estate,” he says. “We teach all our agents what we call the ‘Welcome Home Team Way’: how we run our business, get business, make sure every listing shines, make sure buyers love us, and continue to grow.”

Digital marketing is important to The Welcome Home Team’s strategy, since “social media and Google are the way people find real estate agents now,” Chris says. They advertise extensively on social media, and Chris’s popular Instagram feed, @historictampahomes, generates additional interest. Chris also likes to partner with local small businesses to provide food and drink for his open house events.

“We like to promote the community that we’re in, and when we work with local businesses it generates business for us and for them.”

About 80% of The Welcome Home Team’s business comes from repeat and referral clients, an impressive rate that demonstrates the level of satisfaction among their customers.

“The most important thing is to take care of our clients,” Chris says. “We’re not your typical suit-and-tie Realtors®.

We try to be as relatable as possible. Not many other real estate agents are willing get down on the ground and dig up your garden for you to make sure the front of your house looks beautiful, or paint a room so it looks great in photos.

We do whatever we can to help our clients get top dollar for their homes.”

When marketing their listings, The Welcome Home Team give every client the same comprehensive package. “We take professional photos of every listing, whether it’s a $100,000 listing or a $1 million listing. We treat every client just as well as everyone else.” In addition to professional photos, professional home staging is key to The Welcome Home Team’s marketing approach. “We do our own staging for every listing, starting with a staging consult where we look at the property and make sure everything is perfect so the Top Agent Magazine

To find out more about Chris Zoller, call (813) 997-1501, visit whttampa.com or email chris@whttampa.com https://

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Thinking of Listing?

Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home.

With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved.

Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time.

1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable.

Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time.

2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing.

3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas 26

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such as bathrooms, the office, family room and indoor recreation spaces.

Also consider a little varnish on the front door or banister.

4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings.

6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things.

9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market.

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