FLORIDA 6-28-21

FLORIDA EDITION

GOOGLE ADWORDS:

How to Make Google Do the Work for You

The Daily Schedule of a

SUCCESSFUL REAL ESTATE AGENT

Is Finding a

NICHE MARKET Right for You?

FEATURED AGENTS

BECKY ALEXANDER AMY ANDERSON MELANIE ATKINSON ROBERT CASELLA

COVER STORY

VIVIANE WOLAK

FLORIDA EDITION

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AMY ANDERSON ROBERT CASELLA MELANIE ATKINSON

VIVIANE WOLAK

BECKY ALEXANDER

A lifelong Florida resident, Amy“IAnderson Moreover, Amy has deeply busi- hard like the says Melanie Atkinson, Whenwoven she isn’ther working 20 people,” 23 27 real estate business since 1979, sends out a monthly newsletter, which VIVIANE began her career as a jet enginedescribing mechanic ness into her community.

Anderson hershe favorite parttoofhighlight being ahertoplatest Melanie loves Realty being invo y Alexander provides her clients also uses WOLAK agent in the state of Florida.

“I’m a very community.

Her brokerage for the Florida Air National Guard.

Once her has just opened a new office in St. Augustine, expert guidance and makes the listings. Thanks to her hard work social person in general.

I meet a lot of events throughout the yea ss of buying or selling a homeshe as began seeking her and dedication, she made it to the top service was complete, this time equipped with a full-service coffee ® people from country, and getcountry to bar and an open invitation Melaniefor hasclients run for and the Tam ess as possible.

Becky is dedicated in Ithe 1% of the REALTORS forever career, and at the recommendation ofaround king each transaction stress-free last year. for fun Becky, help them relocate.

It’sBut really for it’s menot to the of the Year, an event hosted b a clients colleague, shetirelessly decided her real numbersto and passersby alike to drop in. At her offices, er and works to to pursue accolades introduce my clients the Tampa Baythat area.make Charitable Foundation. Th estate license.

Since then, Amy has authored she also advocates a variety of local causes, their real estate dreams a reality. hermy work it’s the people I get to show off city,worthwhile, and then I find them gives direct financial suppor ated with Lokation Real Estate, whose lives she gets to change.

“Being an accomplished, decade-spanning career hosting teacher appreciation events, donata great house.” who need help quickly. Me rves clients in Ocala Palms Golf able to help someone find a home or in the industry.

Today, she is the Broker ing to area nonprofit organizations, and and raised nearly $30,000 BECKY AMYisANDERSON untry Club, a 55+ Florida Community.

OcalaALEXANDER sell a house for top price very satisfying. I love MELANIE ATKINSON Servicing Tampa Bay and focusing on in 2019.

One way she rai and Owner of Anderson shewith people and helping them on this supporting neighborhood soccer and swim is located one mile N.W. of I-75,Realty, Exit 354 where working counties of Pasco, Hillsborough, and teams. When she’s notthrough a twenty-four-hour cala, Florida,clients just Eastfrom of the Jacksonville new Worldthe important services to St.journey.” with clients or giv- l Pinellas, Melanie has been in the business for YouTube channel.

CONTENTS trian Center.

Johns County. ing back, she can be found spending quality of her work Becky passionate about being the Outside past fourteen years.

Sheisbegan by assisting her neightime with husband and Melanie three children, decades of experience in the business,bor,active in estate her community.

“Obviously COVIDa real agent, with contractthecoordinating.

She her Outside of work, loves stayin When listinganda4) home, Amy takes an active hiking, or traveling around the country. y’s knowledge integrity continuously 19 pandemic has hindered my social involvement GOOGLE ADWORDS: 21) THE DAILY SCHEDULE fell in love with the industry, and she earned her license in a huge fan of live music and enjoys att her repeat and referral clients.

Her mission2007. a bit, but I do bestgoing to stay connected to the approach.

Starting out, she launches aGOOGLE thorough Melanie hasmy been strong ever since. with friends.

HOW TO MAKE OF A SUCCESSFUL REALAn avid sports fan, she hold advocate for her clients and ensure that community and donate to various organizations. tickets.

“In general, always of new th pre-marketing campaign, providing clients Amy has strong plans for there’s the future THE WORK ESTATE eceive the highest DO quality of service when FOR I alsoYOU make floral baskets and gifts to be raffled AGENT Melanie’s clients appreciate her dedication to educating Tampa,” says Melanie.

“We actually with professional Anderson Realty. As her volume maintainshave ng with her.

“I always wantphotography to do the right services, off,” she says. When she’s not busy working or them about their market sta- growth, soA I get to explore both and St. Pe 14) CREATIVE WAYS TO SAY IS NICHE by my buyers and sellers.

I lookand out for their giving back hertransaction time, Becky and lovesthe to current do25) arts and posting preview videos, generating wordits FINDING steady she intends onTampa deepening tus.

She says, “Whether it’s their first, second, or third nterest, and I ensure that they don’t get taken crafts for fun and enjoys a bit of retail therapy.

MARKETwork RIGHT FORmentoring YOU? the talented of-mouth buzzTHANK within herYOU extensive sphere of influence. her community while Looking to the future, Melanie is exc tage of—especially my senior clients. Myhouse, there’s always something new going on.” Melanie homeandisassist ready Amy then over a of of herateam. the way, though, she offers sOnce to helpapeople themtoinlist, achieving Inbelieves theshares future, Becky’s goal ismembers to keep or growing truly thatit the process buying selling home Along supporting her clients as the pursue their re 18) MAKE SOCIAL MEDIA blend ofneeds,” targeted digital and andadds, social media campaigns. sound advice to any aspiring agent.

“Our industry real estate she explains, her business and helping her clients achieve their She is currently underway streamlining th should be fun, and she strives to keep the atmosphere light MARKETING YOUR CALLING CARD ing can a very stressfula sense experience, goals.

“I’m to keep helping people find the “It’s all be about creating of urgency for excited the buyer,” changes quickly, and there are many opportunities for m while working efficiently. backend of her business.

“I’m getting ially for older people. That’s why I try to perfect home in this amazing community. This is a make sure that my clients are having she says. “With each listing, we want to take advantage of agents to get lost in the shuffle. But at the end of the day, the it as comfortable as possible for them and really nice small tight-knit place where everybody top priority for Melanie is tois establish trust between transaction possible,” she says. Melanie allstress the momentum to A going live.” strength knows everybody, everybody our really friendly,comes down to having relationships with he out of it. They gained know thatprior they can Phone 310-734-1440 | Fax 310-734-1440 mentorsovernight. new and up-and-coming her clients and herself.

“I don’t consider myself a ‘salesto live and work.”that doesn’tand me anytime and talk to me about anything and it’s just a wonderful place people—and happen Honor the age person.’

My job is to give my buyers and sellers the Her advice to young agents are just starting e concerned about.” mag@topagentmagazine.com | www.topagentmagazine.com Elsewhere, Amy is just as attentive towards her who process, create a relationship with your clients, and build market need, them on difout inknowledge the businessthat is tothey follow the educate Golden Rule. buyers, on years experience and lifelong community trust.

Those ofthings will help you establish a No portion of this issueofand may be“Treat reproduced any whatsoever without prior the publisher.

Top Agent ferent areas & inneighborhoods, introduce them to consent their der to keepleaning in touch withher past clients everybody themanner way you want to be treated Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published knowledge of the region to guide them to the right home lifetime of business.” them up to speed on the market, Beckyfuture and home, try to bring smile into everyone’s andanegotiate the terms life.” of the sale. I tell materials, AgenttoMagazine cannot held opinions expressed facts supplied by its authors. for their needs.

FromTopstart finish, sheclients isbethere for her forbe all my thatresponsible it shouldn’t hard to pick theorhouse To subscribe or change address, send inquiry to mag@topagentmagazine.com.

To learn more about Becky you want.

ItAlexander should be an easy decision because they are clients, keeping them fully informed and ensuring their Published in the U.S. mail beckyalexanderhomes@gmail.com, or call 352-362–3007 prepared and ready.” transaction runs smoothly—no matter what.

“Processes or 352-732-0111 are vital,” she says. “In this business, you must be able to Something that sets Melanie apart herMagazine marketing stratCopyright Top is Agent 2 Top Agent Magazine juggle multiple transactions at a time.

Buthighly our team egy. She’s activehas on social media, and her YouTube a system in place to keep everything straight and Loves provide channel, Melanie Tampa Bay, boasts a following of

ROBERT CASELLA

mailto:mag@topagentmagazine.com

Top Agent Magazine

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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VIVIANE WOLAK Top Agent Magazine

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Top Agent Viviane Wolak with One Sotheby’s International Realty in Aventura, Florida, specializes in luxury real estate from Miami to Orlando, with a focus on the Miami areas of Sunny Isles, Aventura, and downtown Brickell.

Originally from Brazil, Viviane got her start in real estate twelve years ago and found that in no time at all her career began to soar. “After the first year, I was very focused and embraced real estate totally,” she remembers. Viviane quickly rose to the top of agent rankings at every company she worked for, collecting various awards and nominations.

Today, Viviane is a real estate broker associate with One Sotheby’s International Realty in Aventura, Florida. She specializes in luxury real estate from Miami to Orlando, with a focus on the Miami areas of Sunny Isles, Aventura, and downtown Brickell. Currently, over eighty percent of her business comes from repeat and referral clients.

She speaks four languages fluently, Portuguese, English, Hebrew and Spanish as well.

“I really dedicate myself to my clients; I go above and beyond,” Viviane says of what brings 8Copyright Top Agent Magazine

Top Agent Magazine

her such a high rate of referral business and keeps clients coming back to work with her again. “What a lot of realtors will not do—or are not able to do for whatever reason—I do it,” she adds. “My passion for real estate says a lot about me.”

With a high percentage of her buyers being from Brazil, Viviane goes the extra mile to facilitate management of their properties beyond Top Agent Magazine

closing the transaction, often managing rented properties, and keeping an eye on upkeep and bills. “That keeps them coming back and then referring me, because this is a level of service that not everyone is willing to do.”

Viviane remains close with many of her past clients. “Most of them become my friends,” she proudly claims. Ever attentive to her current and past client needs, Viviane takes calls to Copyright Top Agent Magazine9

As an associate with One Sotheby’s International Realty, Viviane’s listings are treated to Sotheby’s robust MLS and advertising system, posting across multiple platforms. assist and answer questions, night and day.

“Whenever they call, whatever time, they’ll always get an answer from me.”

Meeting new people and getting to help her clients transition into a new chapter of their life is part of what Viviane loves most about working in real estate. “I love dealing with people’s future, helping them search for their next big step.”

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When it comes to marketing, Viviane’s great relationship-building skills come into play as word-of-mouth spreads the news of any new listing to many in the Brazilian community. In addition, as an associate with One Sotheby’s International Realty, Viviane’s listings are treated to Sotheby’s robust MLS and advertising system, posting across multiple platforms. Finally, Viviane also markets herself via Instagram through a professional Top Agent Magazine

account. On average, Viviane closes $18 million in volume per year.

Viviane stays very connected with her Jewish roots. She often volunteers and is involved with multiple organizations that foster Jewish culture and events in her local community.

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When she’s not working, Viviane appreciates the value of free time to focus on being with her family and spending time with her husband and kids.

Currently, Viviane’s business with One Sotheby’s International Realty is thriving. Looking to the future, Viviane has goals of expanding her business and possibly even running her own brokerage.

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Find out more at: viviwolak.com, facebook.com/wolakrealestate, and instagram.com/wolakrealestate.

Connect with Vivi via phone at: 786.586.2221 (mobile) or email at: vivi@wolak.me www.

www.

www.

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Top Agent Magazine

Law Offices of Rodrigo S. Da Silva, P.A. are proud to congratulate

VIVIANE WOLAK

on being featured for the State of Florida in Top Agent Magazine!

Rodrigo S. Da Silva, Esq. (305) 615-1434 | rodrigo@rdasilvalaw.com rdasilvalaw.com http://

777 W 41st Street, Suite 402, Miami Beach, FL 33140 Boutique law firm focusing on the following practice areas: domestic and international litigation and arbitration, U.S. immigration, real estate and business transactions.

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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ROBERT CASELLA

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ROBERT CASELLA

For Robert Casella, Five Star real estate professional, success is a matter of resilience. Coming of age, nothing was easy for him, but his father and mother taught him values of persistence that he would carry all the way to Penn State, where he graduated in the top 10% of his class. From there, Robert sought to follow in his father’s footsteps and become an attorney, founding his own title company. But while forging a successful career in law, Robert found himself drawn to real estate, in particular for the ways it spoke to his love of helping others. “With attorneys, you’re often ripping things apart,” he says. “But with real estate, you’re bringing them together. In this career, you get to vicariously live through your clients at the most exciting moments of their lives.”

himself apart in the region. “Out here, you win by inches,” he says. “To excel in our market, you need to be super responsive while bringing empathy to each transaction.”

When listing a home, Robert stands at the forefront of his industry. An early adopter to social media marketing platforms like YouTube, he broadcasts his listings not only over trusted outlets, but also through viral campaigns. In the meantime, he also equips his sellers with a suite of professional photography and videography—all while sharing their listing to his extensive sphere of influence.

Inspired, Robert would relocate to Florida and work for a local builder, learning the industry from the ground up. Soon after, he launched his career as a Realtor—and the rest is history. Today, Robert is the President of the Casella Group, powered by Keller Williams Realty, where he assists clients throughout the Lakewood Ranch and Sarasota areas. By combining tireless hard work with unmatched standards for client service, he has truly set 16

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Elsewhere, Robert is equally attentive when assisting his buyers, utilizing his insight and legal background to remove any stress from their transaction. Always striving to go the extra mile, he caters his process directly to their needs. This approach has earned him a fantastic reputation throughout Florida, with the majority of his volume coming from repeat clients and referrals. As he describes, “At closing, I usually tell my clients that our relationship is just beginning. After getting them from point A to point B, I never go away; I’m always here to help.”

Examining his foundations in the real estate business, Robert circles back to the importance of his team, which has been a key catalyst in their ascension to the top of the Florida market. His wife, Kristin Casella, leads through her extensive business experience while the Casella Group’s stellar agents, Chieko “Chi” Horras and Elena Stefanoski, have been driving forces behind their continued growth and success. “These are not your ‘garden variety’ realtors,” Robert says. “They are dedicated to their craft, place a premium on education and possess numerous certifications and designations. Together, they are leading us through 2021 and beyond.”

Outside his career, Robert is tremendously active in his community. Currently, he volunteers for organizations like Take Stock in Children or Unidos Now, where he mentors underprivileged teens and provides the guidance and resources needed to propel them to the next level. When he’s not with clients or giving back, he can be found traveling, cooking, gardening, or spending quality time at home with his beloved wife and son.

Robert has strong plans for the future of his business. As his volume maintains its steady growth, he looks forward to mentoring the up-and-coming members of his team while deepening his work with new construction. Along the way, though, he is most excited about the new connections that await. “Every person is a novel, and everyone is different. In a given transaction, I hope to learn more about my clients than they learn about me, because that cultivates a relationship that will last for years to come.”

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For more about Robert Casella, email robert@lwrhome.com, visit lwrhome.com or call (941) 961-4037 www.

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence 18

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and Top Agent Magazine

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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BECKY ALEXANDER In the real estate business since 1979, Becky Alexander provides her clients with expert guidance and makes the process of buying or selling a home as seamless as possible. Becky is dedicated to making each transaction stress-free for her clients and works tirelessly to make their real estate dreams a reality.

Affiliated with Lokation Real Estate, she serves clients in Ocala Palms Golf & Country Club, a 55+ Florida Community. Ocala Palms is located one mile N.W. of I-75, Exit 354 in Ocala, Florida, just East of the new World Equestrian Center.

With decades of experience in the business, Becky’s knowledge and integrity continuously earn her repeat and referral clients. Her mission is to advocate for her clients and ensure that they receive the highest quality of service when working with her. “I always want to do the right thing by my buyers and sellers. I look out for their best interest, and I ensure that they don’t get taken advantage of—especially my senior clients. My goal is to help people and assist them in achieving their real estate needs,” she explains, and adds, “Moving can be a very stressful experience, especially for older people. That’s why I try to make it as comfortable as possible for them and take the stress out of it. They know that they can call me anytime and talk to me about anything they’re concerned about.”

In order to keep in touch with past clients and keep them up to speed on the market, Becky

sends out a monthly newsletter, which she also uses to highlight her latest listings. Thanks to her hard work and dedication, she made it to the top 1% of REALTORS® in the country last year. But for Becky, it’s not the numbers and accolades that make her work worthwhile, it’s the people whose lives she gets to change. “Being able to help someone find a home or sell a house for top price is very satisfying. I love working with people and helping them on this important journey.”

Outside of her work Becky is passionate about being active in her community. “Obviously the COVID19 pandemic has hindered my social involvement a bit, but I do my best to stay connected to the community and donate to various organizations.

I also make floral baskets and gifts to be raffled off,” she says. When she’s not busy working or giving back her time, Becky loves to do arts and crafts for fun and enjoys a bit of retail therapy.

In the future, Becky’s goal is to keep growing her business and helping her clients achieve their goals. “I’m excited to keep helping people find the perfect home in this amazing community. This is a really nice small tight-knit place where everybody knows everybody, everybody is really friendly, and it’s just a wonderful place to live and work.”

Her advice to young agents who are just starting out in the business is to follow the Golden Rule.

“Treat everybody the way you want to be treated and try to bring a smile into everyone’s life.”

To learn more about Becky Alexander email beckyalexanderhomes@gmail.com, or call 352-362–3007 or 352-732-0111 20

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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AMY ANDERSON A lifelong Florida resident, Amy Anderson began her career as a jet engine mechanic for the Florida Air National Guard. Once her service was complete, she began seeking her forever career, and at the recommendation of a colleague, she decided to pursue her real estate license. Since then, Amy has authored an accomplished, decade-spanning career in the industry. Today, she is the Broker and Owner of Anderson Realty, where she services clients from Jacksonville to St. Johns County.

When listing a home, Amy takes an active approach. Starting out, she launches a thorough pre-marketing campaign, providing clients with professional photography services, posting preview videos, and generating wordof-mouth buzz within her extensive sphere of influence.

Once a home is ready to list, Amy then shares it over a blend of targeted digital and social media campaigns.

“It’s all about creating a sense of urgency for the buyer,” she says. “With each listing, we want to take advantage of all the momentum gained prior to going live.”

Elsewhere, Amy is just as attentive towards her buyers, leaning on her years of experience and lifelong knowledge of the region to guide them to the right home for their needs. From start to finish, she is there for her clients, keeping them fully informed and ensuring their transaction runs smoothly—no matter what. “Processes are vital,” she says. “In this business, you must be able to juggle multiple transactions at a time. But our team has a system in place to keep everything straight and provide clients with hands-on assistance. Today, we’re a very well-oiled machine.”

Over the years, Amy has earned a fantastic reputation throughout Florida, with the near entirety of her volume coming from repeat clients and referrals; but through it all, she most enjoys the reward of helping others. “I love being part of such an important moment in people’s lives. When I see my clients flourishing in their new homes, there’s nothing more fulfilling than knowing I contributed to one of their most significant milestones.”

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Moreover, Amy has deeply woven her business into her community. Anderson Realty has just opened a new office in St. Augustine, this time equipped with a full-service coffee bar and an open invitation for clients and passersby alike to drop in. At her offices, she also advocates a variety of local causes, hosting teacher appreciation events, donating to area nonprofit organizations, and supporting neighborhood soccer and swim teams. When she’s not with clients or giving back, she can be found spending quality time with her husband and three children, hiking, or traveling around the country.

Amy has strong plans for the future of Anderson Realty. As her volume maintains its steady growth, she intends on deepening her community work while mentoring the talented members of her team. Along the way, though, she offers sound advice to any aspiring agent. “Our industry changes quickly, and there are many opportunities for agents to get lost in the shuffle. But at the end of the day, our strength comes down to having relationships with people—and that doesn’t happen overnight. Honor the process, create a relationship with your clients, and build community trust. Those things will help you establish a lifetime of business.”

To learn more about Amy Anderson email amy@teamandersonsells.com, visit teamandersonsells.com www.realtor.ca/agent/1671979/stacey-campbell-15-scurfield-boulevard-winnipeg-manitoba-r3y1g3 or call (904) 955-5355 http://

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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 25

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 26

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.

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MELANIE ATKINSON “I like the people,” says Melanie Atkinson, describing her favorite part of being a top agent in the state of Florida. “I’m a very social person in general. I meet a lot of people from around the country, and I get to help them relocate. It’s really fun for me to introduce my clients to the Tampa Bay area.

I get to show off my city, and then I find them a great house.”

Servicing Tampa Bay and focusing on the counties of Pasco, Hillsborough, and Pinellas, Melanie has been in the business for the past fourteen years. She began by assisting her neighbor, a real estate agent, with contract coordinating. She fell in love with the industry, and she earned her license in 2007. Melanie has been going strong ever since.

Melanie’s clients appreciate her dedication to educating them about their transaction and the current market status. She says, “Whether it’s their first, second, or third house, there’s always something new going on.” Melanie truly believes that the process of buying or selling a home should be fun, and she strives to keep the atmosphere light while working efficiently.

A top priority for Melanie is to establish trust between her clients and herself. “I don’t consider myself a ‘salesperson.’ My job is to give my buyers and sellers the market knowledge that they need, educate them on different areas & neighborhoods, introduce them to their future home, and negotiate the terms of the sale. I tell all my clients that it shouldn’t be hard to pick the house you want. It should be an easy decision because they are prepared and ready.”

Something that sets Melanie apart is her marketing strategy. She’s highly active on social media, and her YouTube channel, Melanie Loves Tampa Bay, boasts a following of almost 20,000 subscribers. She uses her platform to market select listings, but she mostly focuses on giving people information on the Tampa Bay area, advice on moving to Florida, and general real estate advice whether you are a buyer or a seller.

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When she isn’t working hard for her clients, Melanie loves being involved with her community. Her brokerage sponsors charity events throughout the year. Additionally, Melanie has run for the Tampa Bay Woman of the Year, an event hosted by the Westchase Charitable Foundation. The organization gives direct financial support to area families who need help quickly. Melanie personally raised nearly $30,000 and placed second in 2019. One way she raised money was through a twenty-four-hour livestream on her YouTube channel.

Outside of work, Melanie loves staying active. She is a huge fan of live music and enjoys attending concerts with friends. An avid sports fan, she holds hockey season tickets. “In general, there’s always new things going on in Tampa,” says Melanie. “We actually have two cities here, so I get to explore both Tampa and St. Pete.”

Looking to the future, Melanie is excited to continue supporting her clients as the pursue their real estate dreams.

She is currently underway streamlining the process on the backend of her business. “I’m getting more organized to make sure that my clients are having the most stress-free transaction possible,” she says. Melanie also works with and mentors new and up-and-coming agents.

To learn more about Melanie Atkinson, please call 813-368-6084 or email matkinson@smithandassociates.com Copyright Top Agent Magazine 27

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