FLORIDA 8-5-19

FLORIDA EDITION

The Daily Schedule of a Successful Real Estate Agent

RECONSIDER REFERRAL-ONLY

MILLENNIAL BUYERS:

Where They Are & What to Know

WHEN PLANNING FOR THE FUTURE

FEATURED AGENT

VALERIE JARNBERG COVER STORY

NATHAN ABBOTT

FLORIDA EDITION

7

NATHAN ABBOTT

21

VALERIE JARNBERG

CONTENTS 4) RECONSIDER REFERRALONLY WHEN PLANNING FOR THE FUTURE 14) MILLENNIAL BUYERS: WHERE THEY ARE & WHAT TO KNOW

18) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT 22) THE DAILY SCHEDULE OF A SUCCESSFUL REAL ESTATE AGENT

Phone 310-734-1440 | Fax 310-734-1440 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

2

Top Agent Magazine

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

Top Agent Magazine

3

Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 4

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

Top Agent Magazine ÂŽ

Top Agent Magazine

Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

Top Agent Magazine ®

5

I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

6

marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

Top Agent Magazine ®

Top Agent Magazine

NATHAN ABBOTT

Top Agent Magazine

7

NATHAN ABBOTT For Nathan Abbott, real estate is more than just a passion, it’s in his blood. “My grandfather, father and mother were all in real estate,” he explains. He knew from an early age he would pursue a career in sales, as it came so naturally to him. In 2001, he took the leap into real estate, and hasn’t looked back. Today he leads the Nathan Abbott 8Copyright Top Agent Magazine

Team at ResortQuest in Miramar Beach, Florida. The team consists of himself and several agents who are on scheduled to double their production this year. “We focus on Raising a Higher Standard of Expectation for our industry, while sharing our native connection to the Emerald Coast” Nathan says. They serve everywhere in the Florida Top Agent Magazine

Panhandle, and have extensive knowledge about the region.

“We are local experts,” he says. “We make ourselves different by offering our knowledge and local connection as a big part of our business. Most of our agents were either born in this area or have lived here most of their lives. We want to be an organization that creates a Top Agent Magazine

fun and user friendly experience for the people we serve from a true local’s perspective.” For Nathan and his team, that means guiding them throughout the entire transaction, leaving no question unanswered. “We love introducing people to this paradise we call home delivering great memories that extend well beyond a real estate transaction.” They also have an amazing group of business partners, Copyright Top Agent Magazine9

with a vendor for every type of service related to real estate, including painters, movers, interior designers, lenders, contractors, and much more. When working with Nathan, clients can expect to receive concierge-style service and a friendship that will last.

Copyright Top Agent Magazine 10

When it comes to growing his business, he focuses on learning and absorbing as much information as he can, which ultimately helps him serve more people. “Our market is not just for residential buyers. We are also an incredible vacation destination that provides a variety Top Agent Magazine

of opportunities to purchase and sell real estate. I am very active in my continued education in order to stay ahead of market trends. I’m a Certified Luxury Home Marketing Specialist and a Certified Investment Agent Specialist. “The minute you think you know it all, you lose Top Agent Magazine

everything, so I’m always trying to soak up as much knowledge as possible.”

After the transaction, clients love to help him grow by spreading the word about his work. One buyer recently said, “Nathan and his staff assisted my husband and I Copyright Top Agent Magazine 11

with the sale of our home. The Nathan Abbott team, more than any agents we met, had a strong grasp of the local market. They were hard working and provided needed expertise along the way, from the initial listing to marketing, contract and closing. We would highly recommend them.”

As Nathan looks towards the future, he wants to continue connecting with his customers and agents in a way that has a lasting impact.

“We continue to grow our amazing real estate family one customer at a time. I love being an agent in this location, and introducing people to this area and lifestyle.”

For more information about Nathan Abbott, please call (850) 803-7653 or email nathan@nathanabbottteam.com For all real estate services visit NathanAbbottTeam.com, and visit our new concierge website to see our favorite spots along the “Emerald Coast” for dining, adventure, shopping, golfing, and more... EnjoyEmeraldCoast.com www.

www.

Copyright Top Agent Magazine 12

Top Agent Magazine

Sue Botelho is proud to congratulate

NATHAN ABBOTT

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

SUE BOTELHO, Sales Manager O: 850.362.6901 | C: 850.797.7946 SBotelho@WaterstoneMortgage.com sue-botelho.com www.

NMLS #262520 123 Staff Drive, NE | Fort Walton Beach, FL 32548

Top Agent Magazine

13

Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 14

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

Top Agent Magazine ®

Top Agent Magazine

a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy?

Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

Top Agent Magazine

tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer?

Most Millennials are digital natives, or close to. That means they grew up learning

Top Agent Magazine ®

15

how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

16

that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

Top Agent Magazine ®

Top Agent Magazine

financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

Top Agent Magazine ®

17

How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes18

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

Top Agent Magazine ÂŽ

Top Agent Magazine

One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

Top Agent Magazine

Top Agent Magazine ®

19

your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

20

them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

Top Agent Magazine ®

Top Agent Magazine

VALERIE JARNBERG With a love of real estate and a passion for helping others, Valerie Jarnberg has made great strides in her career as an agent. “I started in late 2006, when the market started crashing, so I became very good at short sales,” she explains. “Throughout those years I was able to increase my business by 20 percent each year.” Originally from France where she worked for Air France, Valerie moved in 1993 to the states with her American husband. When she decided to pursue a different career, she knew real estate would be the perfect fit, allowing her to combine her customer service skills with her knowledge of the area. Today, she is joined by her son, Alex Jarnberg, a Realtor, who helps her with drone footage, marketing, property showings and writing contracts. Together they serve all of Tampa Bay in West Florida, with their business largely made of past clients referrals.

Valerie credits that high referral rate to her honesty and knowledge. “I am very honest, and I work hard for them. I know this area and I’m always prepared,” she explains. “I’m always trying to grow my knowledge.”

Valerie attends conferences across the country and the world, allowing her to meet many different Realtors, establishing a relationship and helping them discover the beautiful Tampay Bay area. “In order to keep helping my clients, I make sure I have a good referral base of agents all over the world. That way I can refer them to people I trust.” She also became a broker last year, which has helped her gain an in-depth education about the ins and outs of the business.

Because Valerie values her relationships with her clients and will go above and beyond to help them, she has made friends with most of them. “We are friends after the transaction. I don’t have to focus on staying in touch with them because it just happens naturally. It’s a real bond.” After the transaction, clients love to leave glowing reviews about their time together. One recently Top Agent Magazine

said, “I couldn’t have asked for a better professional to help me through my first home buying process! Not only is Valerie super responsive and knowledgeable, but she also has a network of resources to help make the process smooth and painless. In addition to her vast experience, Valerie has a wonderful personality and is very approachable - she treated me like family from beginning to end and I valued her insight on the properties/neighborhoods we visited. I’m so happy to have had her by my side during this big life milestone.”

During the few hours Valerie isn’t working, she’s staying involved in the community through the Florida Association of Realtors and various French speaking groups. Valerie mentors other agents and enjoys teaching them how to become successful. She also loves traveling with her family and enjoying the beauty of Florida.

As Valerie’s business continues to grow, she continues to love every minute of it. There’s no other job she could imagine doing. “I just love meeting new people and helping them achieve their dream of homeownership.”

For more about Valerie Jarnberg, email valerie.jarnberg@gmail.com or call 727-793-8111.

ValerieFloridaRealty.com

Top Agent Magazine ®

www.

Copyright Top Agent Magazine 21

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.

22

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

Top Agent Magazine

Top Agent Magazine

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.

Top Agent Magazine

.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.

Top Agent Magazine

23

mailto:mag@topagentmagazine.com

24

Top Agent Magazine