FLORIDA 5-4-20

FLORIDA EDITION

6 Ways to

Welcome Home: WORKING WITH RELOCATORS IN TRANSITION

GET YOUR CLIENT TO TRUST YOU

INCORPORATING CHARITABLE GIVING

FEATURED AGENTS

IN YOUR REAL ESTATE PRACTICE

AUDREY ASCIUTTO KATIE LEAVITT KARLA GUSCHING KEVIN YANKOW

COVER STORY

EUGENE CROCKETT JR.

FLORIDA EDITION

AUDREY ASCIUTTO

Audrey Asciutto got her start B 23 27 KE KARLA GUSC in real estate back in 2012. ni Katie Leavitt first became personalized voice-oversAttothe be time, an effective wayGusching to she was heading po Fo Karla work interested in the real estate busigenerate interest in a home. and her team usemanager a small before isan a her She own successful property ness after purchasing her first multitude of online marketing tools to get a listing in pre to become a REALTOR when her fatherhe home at the age of 22. “I fell front of as many potentialbusiness buyers as possible. hel during thisher timetothat sh in-law encouraged an in love with the process,” she eve ered her passion for says. House hunting sparked a Katie and the MAR-KEY team like to stay involved try her hand at real estate. “I car M passion that led her to get her in their community throughout the year. Every August people and figured that thought why for not,theletBeth me give his w license and become a full-time they participate in a major fundraiser would best utilize KATIE LEAVITT EUGENE CROCKETT JR. AUDREY ASCIUTTO KARLA GUSCHING KEVINbe YANKOW it a try,” sheworked remembers.

“It wo ge real estate professional soon Dillinger Foundation. Other community endeavors as a real estat wh after. Now Katie has been in have included a fundraiser for a local animal shelter, as was one of the best things pro N 2012, Her Kevin decided to real estate for 16 years, and her passion remains strong. well as, brightening the holiday season forsional. seniors with intuition ever, because it got me into a career that I and absolutely right, she went on to As the Broker/Owner of MAR-KEY Property Services, their Santa For Seniors holiday drive. When isopened not soshe he up KEY love.”

Audrey is in command ofspend aSouthwest reputation as has A Legacy Group in Orlando, Florida, and b she leads a team of 20 like-minded individuals. “I never Now, working or giving back, Katie loves to quality Florida.

He ha set out to become a huge brokerage,” Katie says, “so time with her family.

She has four boys who keep her real estate business forthroughout close to six years the years,now and an agent known for her approachability, proven track st I’ve been very selective in hiring, and I’ve endedCONTENTS up busy, and she loves to go on RV trips with her loved ® four Realtors who have record, and personal touch. bu with a really incredible team of professionals.” ones on long weekends. clients happy. large po For Karla, being successful in the A real estate ex fromknowledge repeat clientsthan and r has more to do with 4) 6 WAYS TO GET YOUR 21) HOW TO SEND Katie and her team serve the Tampa Bay area, including In the future, Katie plans to continue growing her busi-Realty Today, Audrey is an agent with Lake and Land C availability commun my team completes about six Tampa, St. Petersburg, and the surrounding An ness. “My passion“Although residesEMAILS in helping people,” she says. and CLIENT TO TRUST YOU areas.

SMARTER of Highlands Inc., where she has built a successful lik amazing 95% of their business comes from repeat and “I love my job. We help people achieveeach a major milemillion in volume year, for me it’s abou “Being responsive is the career. serves clients Central Florida onf referral clients.

People keep coming back because of There, stone inshe their lives, and beingacross a part ofthe that process is innovative ways of helping my customers and 8) INCORPORATING 24) WELCOME HOME: always answer the phone the quality care, customer service and fine tunedregion, attena huge privilege.

Atentirety the end that of day, getting todriven see almost themembers ofthe her business bypassion sa really interests me. I’m GIVING YOUR with WORKING WITH RELOCATORS them,” Kevin tion CHARITABLE to detail they receive.

The teamIN at MAR-KEY huge smiles on my clients faces while indulging in says. “I’m repeat and referral clientele who herthat experience and co learning andtrust sharing knowledge with oth IN TRANSITION alsoREAL dedicatesESTATE the time andPRACTICE effort to stay in touch with their excited energy is the most rewardingclients feelingI worked in with ye my fieldvery so that they can also succeed,” sh service. “Iinprovide personalized “R clients throughout the year, whether throughsuperlative social the world.”

Kevin is service always in tou media or byUNCOMMON picking up the phone CONTACT: to say hello, because to my clients,” she says. “They always know their st callsIorhave text messages, ke 17) their clients’ well-being and delight in their home are Thanks to her military background Karla ep what’s happening. backs, and that I never give up on my clients or their Under ba CONNECTING WITH CLIENTELE what truly matters. whatsome a trueclients team player is.transaction, Her motto “N foreach months untilheis,does ha THROUGH SOCIAL MEDIA goals. I’ve worked with goes to war alone,” and sheWhen deploys that to id stress. it comes Educating her clients is a big part of the process.

“Mywere able to get their financing right and find the they pe her real estate business.

Wanting to giveAs hera cZ above and beyond. job is to help my clients make the most educated and right home and neighborhood they wereable looking for.” to advertise his proa best possible service, she ensures that there well-informed decisions they can make for themIn fact, Audrey’s relationships with clients extend long maintain of av selves,” Katie says. “At our preliminary walkthrough, enough hands on deck to takea high care level of all Phone 310-734-1440 | Fax 310-734-1440 on social media and Goo I make sure we discuss any items that could potentially past the closing table,the astransaction she remains resource for even all if th in aatimely manner, make a difference in attracting buyers, including any she serves. “One mag@topagentmagazine.com | those www.topagentmagazine.com out print media and also broch of the reasons estate is She so having to share herreal commission. repairs that might be needed. I focus on figuring out No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher.

Top Agent time to keep her client’s in the loop fun isit that you’re able to grow those relationships and throug what, if any,isrepairs might hinderPublications a sale or GA, make working with Kev Magazine published

by Feature Inc. Although precautions are taken to ensure the accuracyAfter of published whole transaction, sosays. that they understand ea see people around the community,” she “I keep in difficult for them to get top dollar, while giving them materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. the word about him. On thethem way, and the process. advice on the cost of general repairs that will to help them and that reminds To subscribe or change address, send inquiry mag@topagentmagazine.com. touch thatfeel I’minvolved here toinserve, tothings say enough great To find out more about Katie Leavitt, achieve top dollar.”

Published in the U.S. estates help, and to help their friends and families, too.”services we rece please call 727-408-1999, 6

12 KATIE LEAVITT

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Even though being aHissuccessful real estat email kleavitt@mar-keyservices.com, personal ‘hands on Katie uses an online-focused approach to market sional is financially rewarding, it’s the ability mar-keyservices.com or visit is second to none her listings. She has found video walkthroughs with embarking upon the listing process,estate When Audrey leverwww.

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others that is Karla’s highest priority.

“For Top Agent Magazine every showing – makin ages methods both tried-and-true and cutting edge. biggestCopyright satisfaction inunderstood my work comes from theAll value of bu Top Agent Magazine

mailto:mag@topagentmagazine.com

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6 Ways to Get Your Client to Trust You The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything 4

or anyone who comes off as too salesy, and they want to work with individuals who they can trust.

But how do you prove to someone you’ve likely never met that you can be trusted?

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1

Put Testimonials or Case Studies on Your Website

When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.

Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive.

Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.

2

Be Responsive and Accessible

Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating.

Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.

3

Be Honest and Transparent

Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it.

You should always act in their best interest.

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Go the Extra Mile

If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.

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Put Yourself in Your Client’s Shoes

Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.

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Be Consistent

Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent.

But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates

consistency, and those systems can and should be constantly updated.

Developing trust between you and your clients will take time, but doing these things can give you a running start.

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KATIE LEAVITT Katie Leavitt first became interested in the real estate business after purchasing her first home at the age of 22. “I fell in love with the process,” she says. House hunting sparked a passion that led her to get her license and become a full-time real estate professional soon after. Now Katie has been in real estate for 16 years, and her passion remains strong.

As the Broker/Owner of MAR-KEY Property Services, she leads a team of 20 like-minded individuals. “I never set out to become a huge brokerage,” Katie says, “so I’ve been very selective in hiring, and I’ve ended up with a really incredible team of professionals.”

personalized voice-overs to be an effective way to generate interest in a home. She and her team use a multitude of online marketing tools to get a listing in front of as many potential buyers as possible.

Katie and her team serve the Tampa Bay area, including Tampa, St. Petersburg, and the surrounding areas. An amazing 95% of their business comes from repeat and referral clients. People keep coming back because of the quality care, customer service and fine tuned attention to detail they receive. The team at MAR-KEY also dedicates the time and effort to stay in touch with clients throughout the year, whether through social media or by picking up the phone to say hello, because their clients’ well-being and delight in their home are what truly matters.

In the future, Katie plans to continue growing her business. “My passion resides in helping people,” she says.

“I love my job. We help people achieve a major milestone in their lives, and being a part of that process is a huge privilege. At the end of the day, getting to see huge smiles on my clients faces while indulging in their excited energy is the most rewarding feeling in the world.”

Educating her clients is a big part of the process. “My job is to help my clients make the most educated and well-informed decisions they can make for themselves,” Katie says. “At our preliminary walkthrough, I make sure we discuss any items that could potentially make a difference in attracting buyers, including any repairs that might be needed. I focus on figuring out what, if any, repairs might hinder a sale or make it difficult for them to get top dollar, while giving them advice on the cost of general repairs that will help them achieve top dollar.”

Katie uses an online-focused approach to market her listings. She has found video walkthroughs with 6

Katie and the MAR-KEY team like to stay involved in their community throughout the year. Every August they participate in a major fundraiser for the Beth Dillinger Foundation. Other community endeavors have included a fundraiser for a local animal shelter, as well as, brightening the holiday season for seniors with their Santa For Seniors holiday drive. When she is not working or giving back, Katie loves to spend quality time with her family. She has four boys who keep her busy, and she loves to go on RV trips with her loved ones on long weekends.

To find out more about Katie Leavitt, please call 727-408-1999, email kleavitt@mar-keyservices.com, or visit mar-keyservices.com www.

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In our version of the story, you’re the hero.

And we like to keep it that way.

Our goal is to help you take care of your client, give them a smooth experience, and make sure the loan closes on time. Although we work together as a team, our satisfaction comes from helping you shine on closing day. Melinda and I have been friends and teammates for years. Our trust and communication have been our greatest strengths in making every deal great.

That’s exactly what we do for Katie Leavitt and what we’ll bring to your clients.

If you’re looking for a lender you can trust, contact us today.

Melissa Coleman Outside Sales Loan Originator NMLS #1586915

Melinda Bennett Loan Partner/LOA2 NMLS #197058

mcoleman@amerifirst.com C 352.263.4706 O 352.686.6000 x 56250 F 727.255.5917

mbennett@amerifirst.com O 352.686.6000 x 56267 10494 Spring Hill Dr. Spring Hill, FL 34608

10494 Spring Hill Dr. Spring Hill, FL 34608

*This is not a commitment to lend. Not all borrowers will qualify. Contact us for more information on fees and terms.

Equal Housing Lender | NMLS #110139 | A division of Amerifirst Financial Corporation | amerifirst.com | 407.961.5508 Top Agent Magazine

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 8

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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EUGENE CROCKETT JR. Top Agent Magazine

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EUGENE CROCKETT JR. “CROCKETT THE ROCKET” Serving the Brevard County region of Florida, Top Agent Eugene Crockett has about 80% of his clients coming from repeats and referrals.

With a passion for finance and a love of helping others, Eugene Crockett ‘The Rocket’ has found his true calling as an agent in the Brevard County region of Florida. He started off as a stockbroker, 12 Copyright Top Agent Magazine

and when he heard of someone in his neighborhood talking about getting their real estate license, he decided to go for it.

Called ‘Gene the Machine’ as a stockbroker, he quickly earned the name ‘Crockett Top Agent Magazine

the Rocket’ after becoming an agent. “I knew even as soon as I passed my test that I wasn’t going to be a stockbroker anymore, I was excited about real estate,” he says. Eugene is still excited about it, Top Agent Magazine

waking up every morning eager to see what the day brings. As he continues to grow, his referral business does, too, with about 80% of his clients coming from repeats and referrals.

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“I’m always communicating and I have a high level of professionalism with clients and agents. I just give everyone the respect they deserve.”

“I’m very humble, and when people call me, I answer the phone,” he says. “If I don’t answer the phone, then I call back immediately. There’s never a communication gap.” Eugene puts his clients’ needs first, and will do everything possible to make sure they’re happy. With his experience as a stockbroker, he also has a solid work ethic and will go above and beyond to get buyers and sellers towards their goals. “I’m always communicating and I have a high level of professionalism with clients and agents. I just give Copyright Top Agent Magazine 14

everyone the respect they deserve.”

He also exceeds expectations when it comes to marketing, posting his listings on social media sites, offering virtual tours, photos, and open houses. “I’m also a 55+ Community Specialist, so I market myself in that way.” No matter who he’s serving, clients can expect to receive the best service and support every step of the way.

After the transaction, clients leave glowing reviews about their time together. One Top Agent Magazine

recently said, “Eugene is THE BEST real estate agent you could ever ask for! He is aware of the market, sensitive to your needs and adopts you as a best friend!

His knowledge, honesty and personality makes him Eugene…a TRUE New Yorker!” Another wrote, “I found Eugene to be hardworking, diligent and going above and beyond to help. Any questions, he got back to me right away and I Top Agent Magazine

never had to wait. If there were six stars, I would’ve given him six stars.”

When Eugene isn’t working, he’s giving back to the community through Knights of Columbus. He’s also spending a lot of time planning for his future, including educating himself. “I would like to get into commercial property and work with investors.”

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Eugene can’t wait to see where this path will lead him, and no matter what happens, he knows when one door closes, another opens.

“I feel like I have so much potential in this

business.” Not only is he confident about his work, he loves every minute of it. “I really enjoy helping people and meeting them. At the end of the day, we’re all in it together.”

For more information about Eugene Crockett, Jr. at Keller Williams Realty Brevard 6905 Wickham Rd #110 Melbourne, FL 32940, please call 321-328-9064 or email eugenecrockett@kw.com

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Top Agent Magazine

Uncommon Contact:

Connecting with Clientele Through Social Media Social media is one of the newest and most powerful tools in an agent or mortgage professional’s arsenal. With just a few keystrokes, you can stay top-of-mind with buyers, sellers, and borrowers near and far, past and present. The key is knowing how to use these mediums to your advantage, working smarter instead of harder to keep the thread of professional relationships intact. With that in mind, here are a few ways you can maximize the pull and power of social media by shifting just a few of your ideas and practices for the better.

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Not everything has to be about business.

While your relationship with a client or fellow vendor began over the course of business, your relationship going forward doesn’t have to be limited. One of the great things about social media is that’s it’s social. Not every comment, post, or communication has to revolve around your business, its metrics, or turning a sale. In fact, you should do your best to branch out and curate a brand and online identity that’s about who you are and

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the lifestyle you’re authentically interested in living. In that vein, consider interacting with clients in an organically-driven way, encouraging them during life’s milestones, reaching out with a local event, restaurant, or news item that’s relevant to their interests or neighborhood. The goal is to be a persistent presence in their lives without feeling like a talking head. Engage as you would like to be engaged with, as a human being with interests and needs and boundaries. Keep that personal thread in mind and your dynamic will shift from past business contact to present resource.

Expand your medium.

Many Realtors are comfortable on Facebook as an interactive meeting to connect with clients, but there are several other mediums where you can connect with clients both past and present, as well as future. Particularly when courting Millennial clientele, the fastest-growing segment of the buying market, a presence on Instagram and Snapchat are key to finding new faces, demonstrating hot properties, and creating an interactive brand as an agent. Not only does this help when you’re listing a property and seeking potential buyers, but it also serves as a perusable portfolio of your work and real estate prowess. You can also use these mediums to interact with clients on an outlet they might feel most comfortable in. Liking pictures, commenting, streaming Instagram Live home tours and Stories are all ways you can build engagement by simply spreading your social media presence around. Likewise, 18

these photo and video driven mediums are popular for home design ideas, and before and after renovation pictures. When you expand from Facebook into these new platforms, you’ll already have plenty of visual content ready to be transferred and consumed by an expanded audience.

Don’t just react.

Create your own content.

It’s easy enough to post a link to a new listing, or retweet a helpful article on real estate news. Creating your own organic content is a different story, but worth its weight in gold when it comes to luring engagement, ranking higher in search fields, and overall crafting an interactive presence for yourself and your business online—which is where more than 90% of homebuyers and sellers begin their process. Creating your own content can seem risky, or else like no one is listening in a digital world already crowded with information. However, original content is sure to boost personal engagement with your social media pages, guaranteed.

Instead of recycling content, consider posting a video with a Q+A theme for first-time homebuyers, or perhaps posting a live tour of a new listing will perk up your clientele surfing at home.

No matter how you decide to expand your social media presence when it comes to interacting with clients, consistency is key.

Find the ways that work best for you and stick to them, and you’ll watch your audience and business grow in tandem.

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AUDREY ASCIUTTO Audrey Asciutto got her start in real estate back in 2012.

At the time, she was heading her own successful small business when her fatherin-law encouraged her to try her hand at real estate. “I thought why not, let me give it a try,” she remembers. “It was one of the best things ever, because it got me into a career that I absolutely love.” Now, Audrey is in command of a reputation as an agent known for her approachability, proven track record, and personal touch.

Today, Audrey is an agent with Lake and Land Realty of Highlands Inc., where she has built a successful career. There, she serves clients across the Central Florida region, with almost the entirety of her business driven by repeat and referral clientele who trust her experience and superlative service. “I provide very personalized service to my clients,” she says. “They always know I have their backs, and that I never give up on my clients or their goals. I’ve worked with some clients for months until they were able to get their financing right and find the right home and neighborhood they were looking for.”

In fact, Audrey’s relationships with clients extend long past the closing table, as she remains a resource for all those she serves. “One of the reasons real estate is so fun is that you’re able to grow those relationships and see people around the community,” she says. “I keep in touch and that reminds them that I’m here to serve, to help, and to help their friends and families, too.”

When embarking upon the listing process, Audrey leverages methods both tried-and-true and cutting edge. All properties are documented in their most immersive light ahead of wide-ranging distribution across the leading online listing platforms and social media outlets. Of course, outreach to fellow agents and her extensive database of past clients also stirs local buzz. Last year, she closed roughly $3.8 million in volume, demonstrating her certain longevity in the business.

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Beyond the office, Audrey gives back to her community through each transaction successful closed. A portion of every residential sale goes to support a local animal rescue organization called Pawsitive Effects. In her free hours, she most enjoys time spent with family and loved ones, hiking, and traveling with her family.

Most recently, they embarked upon a five-and-a-half week camping road trip where they explored American gems, including the Grand Canyon and Yellowstone National Park.

As for the future, Audrey intends to grow her business steadily while maintaining the high level of client care buyers and sellers have come to expect. She also plans to expand her venture to the Naples coast, where many of Central Floridians vacation and own second homes. “I’d like to keep growing here in Highland County, as well as on the coast. It’s a natural transition for the business,” she says. Now, with seven years of insight, Audrey Asciutto considers what she enjoys most about her chosen field.

“Real estate is a fantastic business,” she says. “You never stop learning, and it’s a career that allows me to give back to my community, spend time with my family, and have so many wonderful one-on-one interactions with people. It’s a really fun way to run a business.”

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To learn more about Audrey Asciutto email YourSebringRealtor@gmail.com, call (863) 273–0308, or visit lakeandlandrealtyco.com/agents/?agent_id=893 Copyright Top Agent Magazine 19

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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KARLA GUSCHING Karla Gusching worked as a property manager before deciding to become a REALTOR®. It was during this time that she discovered her passion for helping people and figured that her talent would be best utilized if she worked as a real estate professional. Her intuition proved to be right, and she went on to start KG Legacy Group in Orlando, Florida, and has been in the real estate business for close to six years now.

For Karla, being successful in the real estate industry has more to do with knowledge than numbers.

“Although my team completes about six to eight million in volume each year, for me it’s about finding innovative ways of helping my customers and my team members that really interests me. I’m passionate about learning and sharing that knowledge with other people in my field so that they can also succeed,” she says.

Outside of work Karla enjoys spending time with her family. She is also deeply committed to helping change society for the better. Karla is on the leadership committee at her local church, as well as a program that allows her to mentor high school students. Her ultimate goals in the future are to fund a homeless shelter, and help end world hunger. Although the second idea might sound like a lofty goal, for Karla it isn’t just a dream scenario. She is actively working on getting the right people on board to implement a strategy that would make this dream a reality one day.

As the world struggles against the COVID-19 pandemic and panic is at an all-time high, it’s the kind and selfless acts people do for others that are making the biggest difference in society. For Karla, who has always been naturally inclined to help others, this time is no different. “Everyday I wake up I ask myself, ‘Who can I help today, and how can I help them?’ Life is best spent when it’s lived for others,” she says.

Thanks to her military background Karla epitomizes what a true team player is. Her motto is, “No soldier goes to war alone,” and she deploys that ideology in her real estate business. Wanting to give her clients the best possible service, she ensures that there are always enough hands on deck to take care of all aspects of the transaction in a timely manner, even if that means having to share her commission. She also takes the time to keep her client’s in the loop throughout the whole transaction, so that they understand each step of the way, and feel involved in the process.

Even though being a successful real estate professional is financially rewarding, it’s the ability to serve others that is Karla’s highest priority. “For me, the biggest satisfaction in my work comes from being able to help other people achieve their goals. It also brings me fulfillment to be able to implement my creativity in my work. Real estate can be a very rewarding career for the right person.”

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To learn more about Karla Gusching call 931-217–1089, email karla@kglegacy.com, or visit KGLegacyGroup.com www.

Copyright Top Agent Magazine 23

Welcome Home:

Working with Relocators in Transition People stage moves for all sorts of reasons.

From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do?

For starters, envision the big picture. Relocators have extra obstacles between them and 24

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

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Top Agent Magazine

exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear.

Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation.

Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips.

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Attune your communication style so that nothing goes overlooked or miscommunicated.

Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand.

Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations.

Have a contractor who can get a head-start on home projects while clients make the move?

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Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables.

Relocations aren’t your typical transaction.

You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away?

Are there time zone differences to factor in?

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If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go.

There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

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KEVIN YANKOW For Kevin Yankow, real estate is a true passion. With an entrepreneurial spirit and a love for helping others, it combines everything he loves into one career. He got his start during his senior year of college, working for his father-in-law who owned a brokerage. In 2012, Kevin decided to open his own brokerage, so he opened up KEY Real Estate, serving all of Southwest Florida. He has brought on various agents throughout the years, and today his team consists of four Realtors® who have a strong drive to make their clients happy. A large portion of his business comes from repeat clients and referrals, a testament to his availability and communication.

“Being responsive is the foundation to my business, I always answer the phone and make sure I’m there for them,” Kevin says. “I’m willing to help. I even have clients I worked with years ago call me for things.”

Kevin is always in touch through emails, phone calls or text messages, keeping everyone updated on what’s happening. Understanding the importance of each transaction, he does everything he can to ease stress. When it comes to marketing, Kevin also goes above and beyond. As a Zillow Premier Agent, he is able to advertise his properties to more people and maintain a high level of visibility. He also advertises on social media and Google, in addition to sending out print media and brochures.

After working with Kevin, clients love to spread the word about him. One recently said, “We can’t say enough great things about the professional real estates services we received from Kevin Yankow.

His personal ‘hands on’ approach to selling real estate is second to none. He personally attended every showing – making sure prospective buyers understood the value of upgrades and all the unique Top Agent Magazine

features of our home. His marketing plan generated thousands of views and directly led to selling our home. We highly recommend Kevin Yankow and KEY Real Estate services.”

When Kevin isn’t working, he’s giving back to the community through sponsoring local school activities and supporting various charities. During any free time, he’s hanging out with family and loves going to Florida’s amazing amusement parks.

Looking ahead, Kevin is eager to capture more of the market and continue helping others achieve their real estate goals. “I want to continue to better myself, learn new things and find different tools to help myself become more successful.”

No matter what the future holds, he will enjoy every minute of it. “I take pride in what I do. As the broker and owner of my business, I’m willing to go above and beyond and put in work that others aren’t willing to do. It’s fun for me, and I honestly love what I do.”

For more about Kevin Yankow, please call 239-312-3120 or email kevin@keytosold.com Copyright Top Agent Magazine 27

mailto:mag@topagentmagazine.com

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