FLORIDA 8-29-22

FLORIDA EDITION

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WAYS TO TRANSFORM RENTERS INTO OWNERS FEATURED AGENT

DENISE GOBIN

TIPS ON BREAKING INTO THE LUXURY

MARKET

WELCOME HOME:

WORKING WITH RELOCATORS IN TRANSITION THINGS YOU CAN DO TO ANTICIPATE YOUR CLIENT'S NEEDS COVER STORY

RACHEL HUTCHINGS

FLORIDA EDITION

DENISE GOBIN

Florida’s Emerald Internationally recognized as an expert Serving in uncover the right prope Coast, Top Agent Rachel 18 7 the South Florida real estate market, Denise terests. More than anyt Hutchings was recently Gobin has always possessed an entreprecoming newcomers to nominated for the 2022 neurial spirit. Originally from New York, Florida community, f “Ten Best Real Estate she got her start in the corporate sphere; scenery to local hotspo Agents in Florida” through however, upon relocating to Parkland, JB’s on the Beach. the American Institute of Real Estate Agents.

Florida, she began seeking a new opportunity that afforded her time to be there for In her career, Denise h Rachel Hutchings is a seasoned real estate agent serving Florida’s Emerald Coast, accomher infant daughter, Alyssa. After launchtic reputation througho plishing her goal of becoming her buyers’ and RACHEL HUTCHINGS DENISE GOBIN “forever agent” through her commit-entirety of her business com ing a career as a mortgage broker, shesellers’ would take near ment to excellence and personal service. With nearly a decade in the industry, Rachel ranks an interest in residential and commercial real estate, Having completed $26.7 million consistently as a top producer in her market and has no intention of slowing down. In addition which inspired her to pursue her license in 2000. Since alone, she remains focused on wh to her years of experience as a Multi-Million dollar producing realtor in a highly competitive then, she has authored an accomplishedluxury career as an treat every client as if they were a market, Rachel’s professional accolades include being a certified home stager, a freelance agent, establishing a network of clients and making sure they h interiorcolleagues design/decorator, propertyfamily—from manager, CONTENTS marketing manager; as a Christian minister in that spans the region. insurance to helping them i program and leadership developmentowners and much more. She was also recently nominated for the At the end of the day, I’m 2022 “Ten Best Real Estate Agents company. in Florida” through the American Institute of Real Estate ® 4) WELCOME 19) THINGS YOUyour CAN COMPASS Today, Denise is HOME: a REALTOR withAgents. call when AC breaks, or eve Being raised in a Christian Pastor’s home, Rachel says, ‘I know nothing better than WORKING WITH DO TO ANTICIPATE Florida & New York, where she assists clients onepre-to walk your dog.”

“People business.”

Her sound repertoire cedes her and makes Rachel a valuable asset for RELOCATORS IN TRANSITION YOUR NEEDS client looking tosurbuy, sell,CLIENT'S or build. throughout Parkland, Coral Springs, any and the rounding areas of South Florida. Offering a one- Outside of real estate, Denise i 15) 5 WAYS TO TRANSFORM 22)culTIPS community.

ON BREAKING stop-shop for buyers and sellers alike, she has On top of mentoring RENTERS INTO OWNERS INTO THE LUXURY tivated a boutique workflow to meet the needs of Parkland area,MARKET she also volunteers any transaction, living up to her time-tested slogan: and organizations like COMPAS “Your REALTOR® for life.”

Cares, and Canine Companions When she’s not giving back, she c When listing a property, Denise prefers a comprehen- ing quality time with her friends an Phone 310-734-1440 | Fax 310-734-1440 sive strategy. Starting out, she helps her clients ful- the beachfront, or traveling to see mag@topagentmagazine.com | www.topagentmagazine.com ly prepare their home for the market, providing them now attending law school in Chica No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine with a suite of Publications professional photography services. is published

by Feature GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or supplied by Going its authors.forward, Denise has excitin From there, she broadcasts her listings via a facts highly To subscribe or change address, send inquiry to mag@topagentmagazine.com. targeted ness. As her volume maintains its Published blend in the U.S.of digital, social media, and print campaigns. Along the way, she also utilizes proven outlets intends on building her team while like customized signage and postcards to the surround- with investment properties. Most Topto Agent Magazine her vi ing neighborhoods—all in the leadup to the standout looks forward expanding open house showing. compassionate service throughou Copyright Top Agent Magazine

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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 4

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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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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RACHEL HUTCHINGS

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Serving Florida’s Emerald Coast, Top Agent Rachel Hutchings was recently nominated for the 2022 “Ten Best Real Estate Agents in Florida” through the American Institute of Real Estate Agents.

Rachel Hutchings is a seasoned real estate agent serving Florida’s Emerald Coast, accomplishing her goal of becoming her buyers’ and sellers’ “forever agent” through her commitment to excellence and personal service. With nearly a decade in the industry, Rachel ranks consistently as a top producer in her market and has no intention of slowing down. In addition to her years of experience as a Multi-Million dollar producing realtor in a highly competitive luxury market, Rachel’s professional accolades include being a certified home stager, a freelance interior design/decorator, property manager, marketing manager; as a Christian minister in program and leadership development and much more. She was also recently nominated for the 2022 “Ten Best Real Estate Agents in Florida” through the American Institute of Real Estate Agents. Being raised in a Christian Pastor’s home, Rachel says, ‘I know nothing better than “People business.” Her sound repertoire precedes her and makes Rachel a valuable asset for any client looking to buy, sell, or build.

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Linking her eye for design and architecture, Rachel shares how she was always interested in the real estate industry. She launched her new career in 2014 on the heels of running a Home Staging and Freelance Interior Décor Business. This provided a seamless transition into the real estate world, in which Rachel began staging homes and building relationships with other real estate agents.

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Rachel currently works as an independent agent, along with her assistant, serving Florida’s panhandle from Destin to Panama City Beach specifically. Her office is based within the famed ‘30A’, which is a 20-mile stretch of highway hosting a Boutique Beach Market full of rich and unique vacation offerings. Her website is LoveMyBeachLife.com where she explains in sharing ‘that life’ through Copyright Top Agent Magazine9

Rachel currently works as an independent agent, along with her assistant, serving Florida’s panhandle from Destin to Panama City Beach specifically. real estate simply never feels like work! Rachel explained that their once almost secret coastal paradise, familiar to the 8- hour drive-in clientele, has been discovered. Some noteworthy qualities are the area’s popular Caribbean-style beaches, featuring blue-green water and whitesnow sand, amazing state parks, inlet lakes, and one of the most unique ecosystems in the world. She says, “It’s a tourist market here.”

Rachel notes how more and more businesses are growing and expanding within the area, as the panhandle increases in popularity for vacation, but also the primary market here is now in great demand as well.

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Rachel says, “Most of my business is referral and repeat at this point.” At 80+% referrals, Rachel’s five-star client ratings speak for themselves.

She adds, “I’m very service and people-oriented. I serve people like that are my family.”

Her background in Christian service bodes well for Rachel’s servant’s heart and personable approach to real estate. She shares, “I give a high level of service and a strong attention to detail.”

Rachel prioritizes client trust above all else, stating, “Trust is imperative to what I do.”

Beyond the typical systems and methods to stay engaged with her database, social media is Top Agent Magazine

Rachel’s go-to method of communication with past clients. She says, “I keep a strong presence there and stay involved with what’s going on in their lives. From celebrating birthdays and special occasions to having coffee together, Rachel stays in close contact with all her clients. She shares that many of her clients end up becoming dear friends.

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Rachel’s heart for her community is evident in her volunteer work. She is involved with local charities like Sharing and Caring in South Walton, to Children in Crisis, Inc; outreaches through her church to the under-resourced, including the annual Backpack to School program, providing Christmas to all the foster children in Bay, Walton, and Okaloosa Copyright Top Agent Magazine 11

countries, providing Thanksgiving meals to those in need, stocking local food pantries, as well as participating in area and beach cleanups to preserve the sanctity of the paradise we get to call home. She shares how she is launching her own initiative to help uplift local organizations, with the intention of sponsoring a new charity each month. Her humanitarian efforts find their roots in the Biblical principle,

“To whom much is given, much is required.”

Rachel notes, “As a community, we need to all rise together.”

Rachel’s plans for the future include growing and expanding her own team, founded on her strong core values. She intends to build a solid foundation from which she can expand her influence and reach within the industry.

To get in touch with Rachel Hutchings, call 850-842-9202, email rbhrealtor@gmail.com, or visit lovemybeachlife.com www.

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The McLendon Team is proud to congratulate

Rachel Hutchings

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

The McLendon Team at Pillar to Post

THE McLENDON TEAM

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850-271-0501 McLendon.Team@pillartopost.com mclendonteam.pillartopost.com http://

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty Top Agent Magazine

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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1

Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes 16

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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DENISE GOBIN Internationally recognized as an expert in the South Florida real estate market, Denise Gobin has always possessed an entrepreneurial spirit. Originally from New York, she got her start in the corporate sphere; however, upon relocating to Parkland, Florida, she began seeking a new opportunity that afforded her time to be there for her infant daughter, Alyssa. After launching a career as a mortgage broker, she would take an interest in residential and commercial real estate, which inspired her to pursue her license in 2000. Since then, she has authored an accomplished career as an agent, establishing a network of clients and colleagues that spans the region.

Today, Denise is a REALTOR® with COMPASS Florida & New York, where she assists clients throughout Parkland, Coral Springs, and the surrounding areas of South Florida. Offering a onestop-shop for buyers and sellers alike, she has cultivated a boutique workflow to meet the needs of any transaction, living up to her time-tested slogan: “Your REALTOR® for life.”

When listing a property, Denise prefers a comprehensive strategy. Starting out, she helps her clients fully prepare their home for the market, providing them with a suite of professional photography services.

From there, she broadcasts her listings via a highly targeted blend of digital, social media, and print campaigns. Along the way, she also utilizes proven outlets like customized signage and postcards to the surrounding neighborhoods—all in the leadup to the standout open house showing.

Elsewhere, Denise is just as attentive when assisting her buyers, drawing from her breadth of experience as a REALTOR®, investor, and mortgage consultant to

uncover the right property for their best interests. More than anything, she loves welcoming newcomers to her thriving South Florida community, from its beachside scenery to local hotspots like Dejà Blue or JB’s on the Beach.

In her career, Denise has earned a fantastic reputation throughout Florida, with the near entirety of her business coming from referrals.

Having completed $26.7 million in volume in 2021 alone, she remains focused on what matters most. “I treat every client as if they were a member of my own family—from making sure they have the right homeowners insurance to helping them identify the best title company. At the end of the day, I’m the person you can call when your AC breaks, or even if you need someone to walk your dog.”

Outside of real estate, Denise is dedicated to her community. On top of mentoring young girls in the Parkland area, she also volunteers for local food banks and organizations like COMPASS Cares, Parkland Cares, and Canine Companions for Independence.

When she’s not giving back, she can be found spending quality time with her friends and family, exploring the beachfront, or traveling to see her daughter, who is now attending law school in Chicago.

Going forward, Denise has exciting plans for her business. As her volume maintains its steady growth, she intends on building her team while scaling up her work with investment properties. Most of all, though, she looks forward to expanding her vision of integrity and compassionate service throughout Florida. “I truly love what I do,” she says. “Over the years, real estate has given me a platform to make a genuine and lasting impact in our community. No matter the client, I’m always here with that personal touch.”

To learn more about Denise Gobin, email Denise@GobinRE.com, visit AskDeniseGobin.com or call (954) 553-1089 www.

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Things You Can Do to Anticipate Your Client’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

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GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job.

You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction.

Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance.

Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client.

This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer.

This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are 20

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly.

Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on.

There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed.

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Laughs!

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when 22

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

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involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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