Things You Can Do to ANTICIPATE YOUR CLIENT'S NEEDS Making a 'LEAD GENERATOR' Work for You
JASON HRNAK COVER STORY
5 Fresh New Approaches to CONTENT MARKETING Reaching the MILLENNIAL MARKET through Social Media
CONTENTS 4) 5 FRESH NEW APPROACHES TO CONTENT MARKETING
19) MAKING A 'LEAD GENERATOR' WORK FOR YOU
13) REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA
22) THINGS YOU CAN DO TO ANTICIPATE YOUR CLIENT'S NEEDS
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Fresh New New Approaches 55 Fresh to Content Content Marketing Marketing to A couple of weeks ago we were conducting A couple of weeks ago we were conducting a workshop when we were asked two excela workshop when we were asked two excellent questions about content marketing: lent questions about content marketing: People don’t want to hear from a wantevery to hear a • •People roofingdon’t company day. from So how roofing everyand day.interesting So how do youcompany produce fresh docontent you produce freshmedia and interesting for social that goes content for social media that beyond your core services andgoes yet beyond your core services and yet ties back to your business? ties back to your business? • Can you extend your social media you extend your tosocial media • Can presence and content include perpresence and content to include personal things (like your hobbies) and sonal (like affect your hobbies) and how things does that your overall how does image? that affect your overall business business image? 4
The workshop attendee who asked the first The workshop attendee who asked the first question was right. Almost no one wants question was right. Almost no one wants to hear from any company every day… to hear from any company every day… especially if all the content is about products especially if all the content is about products and services…and yes, even if they’re giving and services…and yes, even ifDoes they’re helpful tips and information. thatgiving mean helpful tips and information. Does that mean you should stop producing excellent daily you should stop toproducing excellent content related your business? No,daily of content related to your business? No, of course not! Content is created for two reasons. course not! Contentknowledge, is created for two reasons. First, to provide expertise and First, to provide knowledge, expertise and even entertainment to your ideal customers even entertainment to of your ideal customers in order to achieve top mind awareness as in order to achieve top of mind awareness as an authority in your industry. And second, an authoritySEO-rich in your results industry. to produce thatAnd keepsecond, you at to produce SEO-rich results that keep you at the top of search engines. You must strike a 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. 6
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ALEXANDER GOLDSTEIN Top Agent Magazine
ALEXANDER GOLDSTEIN Alexander Goldstein was born and raised in Golden Beach, Florida, and without realizing it at the time, spent his childhood learning this private neighborhood in a way that would fuel his success in the real estate business. After graduating from Penn State with a triple major in Business, International Politics, and Psychology, all while competing for the Varsity Water Polo Team, Alexander Goldstein was looking for a career that would utilize all of his strengths— real estate instantly came to mind. “Selling luxury real estate was the one career that my broad area of expertise seemed tailor made for. That was five years ago, and I couldn’t be happier with my decision.” After a few successful years with Sotheby’s International Realty, Alexander decided to expand his expertise by getting his law degree. Once he accomplished that, he moved on to his next goal, opening his own Brokerage. A year ago he founded Miles Goldstein Real Estate, a boutique-sized luxury real estate brokerage that has quickly cemented a reputation in the area for providing an unmatched level of customer service. “I didn’t see the company I wanted to exist, so I created it. I’m a really hands-on Broker. I train and mentor every agent I bring on. So far we have 16 highly professional agents, who are all creating their own successful brands and businesses within the company. It’s been a great experience building this company from the bottom up.” Over the last year, some of the significant sales that Goldstein has brokered include the former Golden Beach oceanfront property of President FDR for $10,000,000, Baseball legend Sammy 8Copyright Top Agent Magazine
Sosa’s Golden Beach oceanfront property for $9,150,000, and hit singer Jason Derulo’s Ft. Lauderdale mansion for $2,000,000. Miles Goldstein Real Estate has built up their listing portfolio to over $100,000,000, and have no intentions of letting up anytime soon. Other celebrity properties they have been involved with include the Gibbs of The Bee Gee’s, Dan Marino’s property, and Creed Singer, Scott Stapp. Top Agent Magazine
Miles Goldstein Real Estate specializes in the representation of some of the most incredible waterfront and oceanfront properties in South Florida. “We’ve had a lot of success focusing on the Golden Beach area, which is the only private neighborhood with beachfront properties in Miami. It’s really been a fantastic journey.” Top Agent Magazine
One of the key’s to Alexander’s success has been the unsurpassed level of communication he offers his clients. “My ability to communicate successfully with every party involved in a transaction has been a great advantage. I’m efficient about getting accurate and necessary information across in a way that people understand. I live, eat and breathe this business, and the energy I put into my properties and my cliCopyright Top Agent Magazine9
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ent’s interests can’t be compared. I see myself as their advisor long after the active transaction. I want them to consult me on everything. The communication never stops.” Another way Alexander has stood out in his marketplace is with his unique approach to marketing. “We really take a visual approach, taking a lot of time to create almost mini-films that show off our one of a kind properties. We create a whole storyline for the property that really sells the lifestyle. It’s been an amazingly powerful tool for us.” Alexander believes strongly in giving back, and supports multiple charities and foundations Top Agent Magazine
through his company. When he has free time he enjoys the lifestyle that Southern Florida offers by partaking in extreme water sports. Alexander would like to continue growing his business, adding more like-minded agents, increasing the amount of property they represent, while still offering customer service that truly goes above and beyond. “I love working with people and helping them with all aspects of what is oftentimes their largest asset. I take my job as their real estate advisor seriously. My business is a little over a year old and we’re already the leading sellers in the private community that we specialize in. Real estate is a colorful, rewarding career and I look forward to what the future holds.” Copyright Top Agent Magazine 11
To learn more about Alexander Goldstein and Miles Goldstein Real Estate call (305) 336-6959, email AG@MilesGoldstein.com or visit luxurywaterfrontmiami.com www.
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#Reaching the Millennial Market Through Social Media by Bubba Mills
The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.
know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.
The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.
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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.
I’m proud of that because I know in this day and age anyone who sells anything must use social media.
Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.
So here are some tips you can start using to reach Millennials on their terms:
1. First, take time to understand social media. Join them (they’re free!) Top Agent Magazine
Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.
and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. Top Agent Magazine
4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com. 15
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JASON HRNAK Although he may appear to be the quintessential Floridian, Jason Hrnak is actually a native of Wisconsin, who escaped the harsh winters there to enjoy life in the Sunshine State. “My father was in the real estate business when I was growing up in Wisconsin, and I think in the back of my mind I always thought it was an intriguing career option. When I first moved to Florida, I was a bartender before going back to school for marketing and web design. That’s when I technically first got into the business. I was creating marketing plans and websites for Realtors®. I realized I was helping these agents become more successful, why not do it for myself? I got my license in 2012 and finally gave it a try.”
friends, and in a few short years he’s already earned an impressive rate of repeat and referral business.
Specializing in the stunning and lucrative Anna Maria Island marketplace, Jason has earned a reputation for operating his business with the utmost integrity. “I have a pretty comprehensive knowledge of the area, and I’ve gained a reputation as being a straight shooter. I present my clients with facts. I want them to have a real understanding of the market before they make decisions. I don’t want them to be pushed into anything.”
Jason also enjoys working with buyers. “I love looking at property, helping them visualize what the property’s potential might be and then negotiating the best deal for them.”
That approach has been very well-received. Jason likes to say that ‘word of mouth’ has been his strongest marketing tool. Because of his commitment to always putting his clients first, they feel more than comfortable recommending him to their family and
Well known for his outgoing personality and accessibility, Jason uses his background in web design, graphic design, video editing, online marketing, digital, and print media, to create aggressive marketing plans for his listings. “The two main reasons properties don’t sell are that they didn’t get enough exposure or they weren’t priced correctly. I show up prepared with reports when I sit down face-toface with my clients. I show them what I’ve done and what I can do for them. I’m always looking for new and innovative marketing techniques. Anything I can do to give my clients a competitive edge.”
Jason’s business has doubled since he started, and he would like to continue to see his business grow as he maintains his status as one of the area’s top producing agents. But for Jason it really is about making his client’s real estate dreams come true. “My personal business philosophy is to provide superior customer service in everything I do and never stop improving. I love what I do. I get to help people from all over the world purchase some of the most stunning real estate around, in a gorgeous beach community. I really feel like I’m living the dream.”
To learn more about JASON HRNAK call (941) 773 – 6572, email email@example.com or visit jasonhrnak.com www.
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Making A ‘Lead Generator’ Work For You by Carla Cross
When it comes to sales, some people just seem to have the ‘golden touch’. There are agents who seem to be able to convert ‘leads’ into appointments, while others struggle. I had an opportunity to observe this time and again as a manager. Jerry, in my office, seemed to be able to convert ‘floor time’ calls into appointments with ease. (Floor time, as you may remember, is a scheduled time when agents answer inquiry calls from consumers). George, on the other hand, seemed never to get an appointment while he was assigned floor time. In fact, George accused me of giving Jerry “all the good floor time”. From Jerry’s conversion rates of calls to appointments, it may have seemed like it. However, we simply rotated floor times with all the agents. No one got any better ‘floor time’ than any other agent! Why did Jerry convert calls to appointments, while George struggled? You would know the answer if you just listened to each Top Agent Magazine
man on the phone. Jerry immediately established rapport, asked great questions, and answered objections masterfully. He followed up immediately. He had awesome sales skills. George had no skills, seemed not to care much about the caller, and acted as though he was doing the caller a great favor simply by answering the phone! A “lead generator” is anyone or thing that generates leads for you. There are two types of lead generation: Pro-Active: You go find the lead (like calling on for sale by owners) Re-Active: You wait for the leads (like lead generating companies, floor time, and open houses) Too often, agents like George blame the re-active lead generating source for lack of quality of leads. On the other side, lead generating sources feel that agents don’t convert enough of the leads provided. Instead of blaming each other, we can take 19
positive steps to assure that you can screen your leads effectively, and turn good leads into appointments. Now, both agents and lead generating sources are happy! The First Principle: Follow Up on the Lead Now! A web site lead costs $215 to generate, on average. Yet, a majority of real estate agents don’t even get back to a lead—ever! Why? I think there are three reasons:
you can’t just get back to a lead three days later. The consumer today expects to get a reply quickly. I’m constantly amazed when someone thanks me for responding quickly about a product or a question about our coaching. Our standard for answering product and coaching inquiries is within the day. What’s your standard for answering lead inquiries? (Which require much faster responses, in my opinion, than my ‘leads’).
There’s Competition For That Lead • Agents mistakenly think that the A few days ago, I was visiting with lead will be theirs forever—that my cousin, whose daughter just went there’s no time sensitivity to into real estate (she’s twenty-two). She has immediately put technology answering that lead to work, creating an awesome • Agents believe there’s no database and contact management system. She’s selling up a storm— competition for the lead and making the agents in the area • Agents don’t know the cost of a mad at her. Why? Because she’s lead—in both time and money so getting to the consumers before the they don’t treasure that lead as if it other agents do. They thought they ‘owned’ those consumers’. But, my were gold cousin’s daughter is proving that no With the instant information age, one owns the consumer. She’s 20
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turn that lead into an appointment. In my coaching program, Carla Cross Coaching, we find that developing agents lack the sales skills to optimize their time and energies. So, we The Second Principle: Give provide sales skills training resources to shore up their motivation and desire the Lead Its Value to reach their goals. If you’ve ever spent time generating your own leads, you know what this Set Your Sites And Raise Your means. As a new agent, I knew Skills To Mastery about two people in the area. Because I had no built-in network, I Our high accountability training did every kind of lead generation program, Advantage, is helping new known to man. I worked all the and newer agents capture the sales time. I learned by all my mistakes and organizational skills it takes to how to generate leads—and the convert leads more often. But, value of a lead. Purchasing a lead is training is only the start. It takes so much easier than generating your coaching to master any skill, along own. But, you must treat that lead with your determination to get like the potential gold it is, so you’ll really good at lead conversion. be the Jerry of sales, not the George. Decide today your standards for performance, what you want to The Third Principle: Develop master, and how you’ll go about it. Now, you’re on your way to Your Sales Skills becoming a top producer! Following up on the lead immediately shows you value the lead. But, that’s Copyright©, Carla Cross. All rights not all. It takes specific sales skills to reserved. demonstrating that those who put technology to work effectively today capture the consumer’s attention and loyalty.
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Things You Can Do to Anticipate Your Cleint’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.
tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.
The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-
From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate
GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL
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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job. You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction. Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance. Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.
SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client. This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer. This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are Top Agent Magazine
likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly. Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.
FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on. There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.
TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed. 23
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