FLORIDA 7-11-22

FLORIDA EDITION

5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID 6 THINGS YOU NEED TO DO TO BE A

GREAT MENTOR

FEATURED AGENTS

HELANA CORMIER MARY CLEVENGER TONYA O'QUIN TAYLOR RICHARDSON

Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT

COVER STORY

ELVIDA MASSON

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

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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ELVIDA MASSON

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Top Agent Elvida Masson’s business consists heavily of new home sales, serving buyers and sellers throughout Sarasota County and beyond.

There’s one thing Elvida Masson’s clients can count on. “Always, if you see me, I always have a smile on my face, no matter what.

Because, I have to enjoy life every day.” she says. “And, I have a great attitude.”

Elvida’s attitude has helped the Sarasota County agent since her college days, when she first developed an interest in real estate. “The 8Copyright Top Agent Magazine

reason I got started, in 2002 I purchased my own house by myself. I did it all,” she says. It sparked an interest in real estate that didn’t go away. “I was supposed to pursue real estate.

The only problem, I was working and going to college.” Elvida decided to put her newfound passion on hold and concentrate on school.

In 2015, though, Elvida decided to rekindle her relationship with real estate. “In 2015, Top Agent Magazine

I decided to get my real estate license,” she says. “And one of the reasons – I love serving my community, I love serving people.”

Elvida’s genuine concern for her community shows in her work. “What I do, always, is go Top Agent Magazine

above and beyond,” she says. “As long as the buyer knows you provide quality service, you know your stuff, and to protect the investment.

Because buying real estate property is a big investment.” To show clients that she understands the magnitude of the transaction, the Copyright Top Agent Magazine9

“I usually travel to Palm Beach County to help my customers – my buyers and sellers. They still want me.

So even though I’m far away, I can’t refuse them.” solo agent educates herself in every aspect.

“You have to know your contract, you have to know your addendum. You will have to know everything. It’s a learning process every single day.” She stays up to date, “so when I help them, they know that I will provide them quality service. They know that I’m here for them.”

Her reputation goes a long way. Although she works in Sarasota County now, Elvida still travels back to Palm Beach County thanks to Copyright Top Agent Magazine 10

client referrals. “I usually travel to Palm Beach County to help my customers – my buyers and sellers. They still want me. So even though I’m far away, I can’t refuse them.” Word-ofmouth is a big part of her business. “I don’t do a lot for advertisements,” she says. But, “the best thing that happened to me” is a 2020 feature in Top Agent Magazine.

Even her robust referral system couldn’t shield Elvida from the effects of a global Top Agent Magazine

pandemic. Her business, which consists heavily of new home sales, slowed greatly because of the pandemic. “So they have to push back because of shortage,” she says. The average wait time for closing has been 16 months on Top Agent Magazine

new construction, she added. “So all the new construction that I had in 2020, they had to move back.” But, Elvida’s future is bright, she says. “My goal this year is to aim for $20 million.”

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Staying true to form, Elvida wants to become even more involved in the community. “So that’s what I really want in my heart, you know, to make sure that I can give back to my community.”

When she’s not busy serving customers and the community, Elvida spends as much time as she can with her daughter. “I don’t have a lot of breaks, but every little time that I have for free, I try to spend time with her.”

For more information about Elvida Masson, visit paradisefloridahomesforsale.com, email realtorelvida@gmail.com or call 941-441-5611 Copyright Top Agent Magazine 12

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Gene Kelly Linhares is proud to congratulate

Elvida Masson

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

Gene Kelly Linhares | Sr. Loan Originator Office: 954-998-1422 | Mobile: 954-624-2095 NMLS# 1296018

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6 Things You Need to Do to Be a Great Mentor

Everyone reaches the point in their career where they feel they have gained enough experience and wisdom about business and what it takes to succeed, to actually help someone else achieve the same. Although you may have trained or given advice over the years, taking on the official status as a mentor to someone is a whole new ball game.

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Although mentorship is an unpaid endeavor, you’ll be surprised to find out how much you’ll gain from the experience. You’ll also grow as a business person through the process of teaching someone else. It’s also an endeavor that many will pay forward one day, creating a business atmosphere that is based more on mutual success than competition, which is better for everyone.

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If you were mentored, you may already have an idea of what it entails, and what you liked or didn’t like in your mentor/mentee relationship. Although it is a personal relationship that will need an individual approach, there are certain things that are key when it comes to being a great mentor: 1. Be a good listener

est about your own failures. It can be a huge relief to find out someone they look up to has gone through similar experiences and still managed to come out on top. As we all know, oftentimes the greatest lessons come from failures, which can be times when our character is truly tested. Building trust through mutual respect and honesty will make every aspect of your mentorship more effective.

You’re basically a sounding board who needs to hear your mentee’s ideas, plans and goals in order to advise them. Strong, constant and clear communication is key to any successful mentoring relationship.

Sometimes just letting them talk things out with you, will lead to them to discovering the solution they were looking for.

2. Set expectations and goals at the start When listening to your mentee in your first meeting about the potential relationship, it’s important to establish the parameters of what that relationship will be: What can you give them? What do they need or expect from you? Once the terms are agreed upon, you may want to set specific goals you’ll be working on together so that there’s a defined plan of action, timeline and result you can both expect.

3. Be honest This is important when it comes to offering them constructive criticism or tough love, but more importantly, you need to be honTop Agent Magazine

4. Get them to think, don’t make decisions for them Sometimes being a mentor is being a bit like a psychologist. By asking certain ques-

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tions you can lead your mentee to their own conclusions about their business dilemmas and strategies to reach their goals. Being a mentor is all about guidance. Build confidence by drawing out the best in your mentee rather than just presenting them with solutions.

5. Look at the situation objectively One of the key strengths you offer your mentee is a complete emotional detachment to their business. You have no sentimental attachment to doing things a certain way or working with an incompetent vendor because you ‘go way back’. Your only motive is what’s best for your mentee and their business. Although emotions cans still get in the way sometimes, having a detached perspective on hand to guide you is invaluable.

6. Don’t just offer constructive criticism, be supportive Yes, being a mentor is sometimes advising your mentee that he’s doing something ineffectively, but your main purpose is to alway approach everything like cheerleader.

You need to let them know that through it 16

all, you are a reliable support to them and have a complete belief in their abilities.

Make sure to always praise their accomplishments.

Remember: your job as a mentor is more about guidance than constant feedback.

Your goal is to help someone become the best they can be, not someone who just does everything the way you do it. You’re helping them build confidence in their own intuition, which will hopefully lead to a lifetime of success, and one day, they too might be a valuable resource to another mentee down the road.

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MARY CLEVENGER Compassionate and effective, with a wealth of experience to draw on, Mary Clevenger has been serving her clients since 1993. She got into the real estate business shortly after she and her husband moved from New Jersey to sunny Florida, and in 2008 she expanded into providing property management services as well. Mary’s property management business forms the core of her success, and at any given time she has a roster of 175-200 properties she manages on her own. Mary’s property management clients love that she takes the stress of managing an investment property off of them. All her clients value her work ethic and the way she cares for them every step of the way toward achieving their real estate goals.

Mary serves central Florida, including all of Osceola, Orange, and Polk counties, as well as some of Lake County. Impressively, 100% of her business comes from repeat and referral clients, a testament to the quality of service she provides. “Clients keep coming back to work with me again because I treat every home I sell or rent as if it’s my own,” Mary says. “I don’t look at this as a sales job. When I started in real estate, my broker told me, ‘We’re not selling anything, we’re helping people.’ And that’s how I’ve treated my career ever since: I’m not a salesperson, I’m helping people realize the American dream.”

When it comes to marketing, Mary’s efforts set her apart in potential clients’ minds. She uses social media extensively to ensure optimum exposure for her listings, in addition to traditional methods such as postcards. “I use a postcard system when listings sell or go under contract, and people hold onto those postcards, sometimes calling years later to say they want to work with me because they liked the message!”

Mary says.

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When she’s not working, Mary and her husband love getting out on the ocean in their fishing boat. She is also the proud grandmother of 7, and she says, “When we’re not fishing, we’re spending time with our grandchildren!”

Looking toward the future, Mary plans to continue helping her clients build prosperity for themselves and their families through real estate. “In the current market, many of my investors have been selling their properties, and rents are astronomical too,” Mary points out. “I see great opportunities for growth in the future.”

Most of all, Mary looks forward to continuing to serve her clients. “I love how every day is different in this business. Every day there’s a different challenge or obstacle to overcome, and there’s always something new to learn. I’ve been doing this for a very long time, and I couldn’t imagine doing anything else!”

Contact Mary Clevengerat 407-870-8388, email TheClevengerTeam@gmail.com, or visit mary-clevenger.weicherthallmark.com http://

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HELANA CORMIER Helana Cormier is an honest and integrity-driven real estate professional based out of Jacksonville, Florida, where she was born.

She primarily serves Clay County Florida, her family’s longstanding residence for nearly 22 years. She strives to educate her community about the real estate industry in order to equip and empower homeowners and homebuyers.

Helana initially considered real estate when a family member told her that they would be interested in her and her husband’s support when buying a home, investment properties, or building a new construction home. Helana’s husband’s construction background is a valuable asset in the renovation and remodeling projects. At the time, Helana had “various experiences with buying and selling our own homes.” Her nephew, Dan Murphy, followed his life dream and got his realtor’s license. As Dan completed steps towards his goal she knew she could too. He inspired her. She shares, “I needed a change in my life and career.” This led Helana to earn her real estate license this past year.

Helana initially worked as an independent realtor under the Florida Homes Realty & Mortgage brokerage with James Angelo. In less than a year as a licensed agent, Helana has already found great success in the industry. Her exemplary work and client-first approach set her apart as a noteworthy agent. Recently Helana joined The New Diggs Coaching Team and The New Diggs Team with Bernard Diggs. The educational training and techniques she has learned from their team have provided valuable resources to advance her real estate career and strengthen relationships in the real estate industry.

Helana shares about the invaluable training programs offered through her brokerage. She states that James Angelo, an independent broker and founder of Florida Homes Realty & Mortgage provides his agents with “absolutely phenomenal educational resources.” From training videos to in-depth online courses, Helana has benefited greatly from the intentional support and demonstrated an ability to learn and adapt quickly. Florida Homes Realty & Mortgage is notably ranked number four among the state’s independent brokerages.

Despite the fierce competition in today’s market, Helana currently has five properties listed.

She is on track to achieve her goal of 10 million annual volume, with 2.2 million listed so far in 2022, and 2.1 million scheduled to close during the month of May 2022. Helana utilizes James Angelo’s Luxury Marketing Program and brokerage portal to market her properties. She enjoys keeping in touch with past clients and building lifelong relationships.

When asked what she enjoys most about the industry, Helana shares, “The different components that are involved.” Beyond buying and selling houses, Helana’s passion lies in the educational sphere.

She is dedicated to teaching the younger generation and people of all ages what the home buying and selling process entails, from listing, marketing, to selling their home. Helana says, “I provide sellers with a Comparable Market Analysis (CMA), present the marketing process and listing presentation, and thoroughly explain the listing agreement.” and “I guide buyers through getting their first pre-approval to then walk them through the steps of purchasing their new home.”

She is active in her community and regularly networks with local entrepreneurs and businesses. Helana is a member of the Clay County Chamber of Commerce and is “working hard to implement changes to keep our communities a place where families can live for years, and not become rental communities being purchased by leasing investors.” Her priority is helping her clients get the home of their dreams, not just a home.

In her personal life, Helana regularly volunteers at Russell Baptist Church. A mother of seven, she stays busy with her children, ranging in age from 10 years old to their upper twenties.

They also have five grandchildren, ranging from one to 10 years old. She says, “Family is so important to us.” They often relax by their neighborhood pool and spend quality time together.

Helana’s goal is to continue educating people from a young age about the valuable investment of a new home. She believes that education is powerful knowledge and that the realtor is responsible to provide clients with full transparency throughout the process. Helana concludes, “You need an educated trustworthy realtor fighting for you and your best interests.”

To get in touch with Helana, email helanacormierflhomes@gmail.com or call 904-254-5792

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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TONYA O’QUINN Florida Realtor® Tonya O’Quinn cannot fly. Nor is she as powerful as a locomotive.

She cannot even leap a tall building in a single bound. But when it comes to solving problems, she is pretty mighty. “That’s really my superpower,” she says. “There’s nothing I can’t fix, nothing I can’t solve.”

Originally from Canada, Tonya had been solving problems for 25 years in the corporate world when her family relocated to northeast Florida. She had owned rental properties in Canada and was interested in purchasing some here. A friend, the agent who sold her her own house, suggested she get a license. “She kind of jokingly (said), “Why don’t you get your license, and then you can manage those.’ And shortly afterwards, I did get licensed,” she said. She began working for her friend part-time. “And well, the rest is history, because there’s no such thing as a part time job in real estate.”

The Keller Williams agent is now a part of a top producing team out of Ponte Vedra Beach, just outside of Jacksonville. Home to the PGA Tour, the area appeals to golfers and beach lovers alike. “We have all the beach communities; we have top school districts. It really is just a beautiful place to live. It’s really (the) lifestyle that we’re selling,” she says. Part of the northeast Florida life is seasonal temperatures, as opposed to the heat of south Florida. But there’s more to the area than good weather and pretty beaches.

“Jacksonville is very much a growing business community,” Tonya says. “I think that’s the other piece that makes us a lot different than some other parts of Florida for sure.”

Tonya is different from other Realtors®, as well. Her job is not to sell but to guide, she says, especially in today’s market. “My philosophy is, you know what you want to buy and how you want to spend your money. I’m there to guide you and provide my expertise on the process,” she says. “In the last couple Top Agent Magazine

of years, it’s been such a challenging real estate environment. You need somebody who knows what they’re doing when you come into this market.”

Her clients like what she’s doing. Tonya and the team sold $92.5 million last year.

A high percentage of that business was from past clients and referral business.

Customers become friends and so do their friends. “I would honestly say that 75-to80 percent of my friends are past clients,” she says. “I love the deals, I love the business, but the people and who I get to stay in contact with and how I kind of build that family around me is the most important part.”

As she looks ahead Tonya is keeping her focus on what’s important. She says she wants to grow the back end of her business so she can spend more time selling and managing her clients out in the community she loves. “I’m so happy to see the transition and growth of the business. I’m just really excited to be part of it, actually,” she says.

To learn more about Tonya O’Quinn, visit lisasellspontevedra.com, email tonya@lisasellspontevedra.com or call 904.445.0726 www.

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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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TAYLOR RICHARDSON Nearly ten years ago, real estate agent Taylor Richardson received an offer he just couldn’t refuse from Miami Beach real estate legend Eloy Carmenate.

Eloy became a pioneer of the Miami Beach real estate market as the exclusive sales agent for 1500 Ocean Drive and Il Villaggio. He has been instrumental in the growth of Miami Beach and ranks consistently among the Wall Street Journal’s Top 100. When Taylor needed to make a career change as a young pre-med student, real estate provided the path. Today, Taylor is a member of a dynamic three-person team including partners Carmenate and Michael Duchon; the team achieved sales in excess of $400 million last year and is already on track to close $225 million so far this year.

The Carmenate Duchon team works primarily in Miami Beach but covers a large surrounding area from Pinecrest to Fort Lauderdale - wherever the opportunities. Miami Beach is a vibrant cosmopolitan, sub-tropical city connected to the mainland by bridges and surrounded by white sand beaches and turquoise water. The city draws millions of visitors each year with world-renowned galleries, hotels, the largest contemporary art fair in the world, nightlife and a restaurant scene that has recently been added to the lineup for a Michelin star. This cutting-edge oasis also features a historic district showcasing a unique, early 20th century Art Deco architectural style. Distinctive pastel-colored buildings tell the story of a city with many layers.

With a 90% or better repeat and referral rate, Taylor attributes the team’s success to a mix of exceptional customer service, tenacity and reputation. They get to know their client, the market and properties equally, making long-lasting working relationships and friendships with their clients. Whether it’s keeping in touch through a text, call, an afternoon on the green, social media, email or mailers the connection is always there.

The experienced team has built an extensive network Top Agent Magazine

of more than 20,000 contacts as a result of their masterful ability to always connect the dots for each client.

What Taylor likes most about working in real estate is the interactions with people and the opportunities he can offer clients. Closing multi-million dollar deals and working with high-profile clients demonstrate the confidence the team has earned through their reputation in real estate. Taylor values being able to deliver on expectations and ensure client satisfaction. Real estate gave Taylor a way to turn his dreams a lucrative and rewarding career. To date, Taylor has closed and contributed to more than $2.5 billion in sales as part of the Carmenate Duchon team.

Taylor spends his free time with his family and three Siberian Huskies. He contributes to the community through The Cysytic Fibrosis Foundation where he is a board member, the Greater Jewish Federation, Flamingo Gardens a wildlife rehabilitation facility and various women’s and children’s shelters. Taylor believes the key to continued success in real estate is keeping up with the times and adapting to an ever-changing market. He sees the importance of utilizing new technology and platforms like social media which bridge the gap for a younger market. Taylor believes you can never get too comfortable with real estate and that achieving top results requires continuous improvement and hard work.

To learn more about Taylor please call 305.905.5502, email taylor@cdresi.com or visit carmenateduchon.com/team www.

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