FLORIDA 9-17-18

FLORIDA EDITION

ADDING VALUE TO LISTINGS From Chaos to

CONTROL

Tracy Ward COVER STORY

1 Billion-Plus Reasons Why You Should be Active on Facebook

FLORIDA EDITION

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TRACY WARD

CONTENTS 4) ADDING VALUE TO LISTINGS & THE ADVANTAGE OF IDENTIFYING NEIGHBORHOOD AMENITIES 6) ARE YOU A VALUE-ADDED AGENT?

15) FROM CHAOS TO CONTROL 21) 1 BILLION-PLUS REASONS WHY YOU SHOULD BE ACTIVE ON FACEBOOK

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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school 4

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 7

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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Tracy Ward

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Tracy Ward Tracy Ward began her journey in real estate more than thirteen years ago. Back then, in her native Pittsburgh, she was pursuing a master’s degree to complement her Bachelor’s in Psychology.

She always had a love for people and a knack for interpersonal dynamics, so when the opportunity arose to adjust course and pursue real estate, Tracy decided to make the leap. “Real estate gave me the perfect avenue to utilize my degree on a daily basis and help people secure their desired lifestyle and get where they need to go,” she remembers. Putting that spirit of service to the test, Tracy launched her own imprint in her 10 Copyright Top Agent Magazine

adoptive home state of Florida, where she has lived for the past eleven years. In the long stretch since beginning her career, Tracy has established herself as a driven professional defined by integrity, adaptability, and a proven track record of success.

Based in Jupiter, Tracy serves clients across Palm Beach County and into St. Lucie County. Under the banner of Keller Williams, Tracy heads the Ward and Associates team of five, which includes four buyer agents and her licensed assistant. Together, Tracy and her team drive an Top Agent Magazine

impressive 85% of business through repeat and referral clientele—a testament to her overwhelming staying power as an agent. What’s more, they offer a specialization in waterfront homes, catering to a variety of homebuyers in the coastal region. Beyond the people skills and social intelTop Agent Magazine

ligence gleaned from a career in psychology and research, Tracy also cites communication, preparedness, and a personal touch as the key drivers of her success thus far. “Nearly all of our clients end up as friends,” Tracy explains. “As an agent, I am my clients’ guard against any negativity 11 Copyright Top Agent Magazine

that could come along during a transaction. I come prepared with solutions, and they rely on our trustworthy, honest experience. I always tell my clients what they need to hear, not just what they want to hear. I come from a blue-collar working family, and everything I’ve built in this business, I’ve built from the ground up.

You’re definitely doing something right when clients come back to you each and every time they have a real estate need.”

Whether keeping in touch with past clientele or listing a property, Tracy applies a personalized approach. Two times a year, she hosts client appreciation events—from a day at Copyright Top Agent Magazine 12

the baseball stadium to an evening a Square Grouper Tiki Bar—that bring familiar faces back together. Likewise, she goes out of her way to add a personal touch to each interaction. “I take the time to do the simple things, even if it’s just a cup of coffee on their birthday,” Tracy says. “It goes a long way. I treat everyone as if they’re my own family, and to me, they’re not just another house or transaction.” As for listing properties, Tracy leaves no detail unaccounted for, ensuring each home is prepped and showcased in its finest light prior to its market debut. “We believe in using excellent photography, and from there, those Top Agent Magazine

photos become the basis for our media kit,�

Tracy explains. Then, Tracy mines her extensive database and leverages visibility across social media, YouTube, and the leading online listing platforms. She also makes use of luxury marketing platforms through outlets like The Top Agent Magazine

New York Times and duPont Registry to ensure maximum visibility.

To give back to her community, Tracy takes a hyper-local approach. In addition to her presence at the local baseball stadium, she adopts Copyright Top Agent Magazine 13

a family from the community each holiday season to ensure they have the means and support to partake in the seasonal festivities. She also pairs with local businesses and organizations to host events for the public. In her free hours, Tracy most enjoys time spent with family and loved ones, hosting her book club, visiting the beach, staying active on her bike, and communing with her church family.

Looking ahead to the future of her business, Tracy intends to continue on her path thus far—applying hard work, market savvy, and collaboration to reach new heights year-over-year. She also hopes

to build an expansion team of Ward and Associates in the years to come, serving new regions of the grand Florida community she calls home.

Now, with thirteen years of experience behind her, Tracy Ward considers what she enjoys most about her chosen career: the people she serves. “It all goes back to what I went to school for: psychology and people,” she says. “I love the opportunity to work with and help others. There’s something very rewarding about understanding people’s emotions and working well with different personalities. At the end of the day, I’m growing my family.”

To learn more about Tracy Ward email Tracy@WardandAssociates.com, visit WardandAssociates.com, call (561) 909 – 7100, https://www.facebook.com/wardandassociates/ or visit her Facebook page here. www.

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From Chaos to Control

By Barry Eisen

Below are 24 great ideas designed to give you back your time and life.

Managing time, rather than letting it manage you is an art form. Little changes can make huge differences. Look at what is offered below and incorporate 1 or 2 ideas that make sense to do. You can always come back to the list for more when you’re ready for more.

1. Get Ready the Night Before. Get it out of your head. Plan

out your next day by writing a “killer” To-Do list and prioritize A, B and C business and personal priorities. You’ll sleep better too.

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2. Focus on the Important Things. Less is more. Commit to

doing the A things on your To-Do list. Stop randomly playing games and surfing social media. Focus on what’s important. Here’s the procrastinationbe-gone formula: Do the important stuff first. No “ifs,” “ands,” or “buts” do it.

3. Remove the Clutter. Much of our “visual noise” is caused by

stuff. Practice a three-part clutter rating system that will help you prevent and remove clutter: • It’s important now. Use it and then put it in its home (where it’s supposed to be).

• It will be important. Put it in its home (where it’s supposed to be).

• It’s not important. Get rid of it: Toss it or if possible, consider donating it.

4. Get Organized and Stay That Way. Pick an organizational

system, execute it, and stick to it. Your new system may feel foreign at first, but it will eventually form into a habit. If you slip or feel like you’re ready to give up, recall the benefits of being organized and pick up where you left off. When necessary, make adjustments, but avoid switching to new organizational systems or you’ll lose the benefits.

5. Keep One Calendar. Whether it’s a Week/Month at a Glance

appointment book, wall calendar, smartphone app, etc. - keep ONE calendar.

First, keep track of the usual calendar events: birthdays, and appointments.

Second, use your weekly calendar to keep track of bills, plan menus, make appointments with yourself to write or read, etc. This will help prevent the scenario of sifting through bills, notes, and multiple calendars.

6. Focus on What’s in Front of You. Of course, not all tasks

require 100% focus, but for tasks like prospecting or writing, never multitask.

Lots of studies have shown the inefficiency of juggling tasks. If you refocus your attention on another task, it can take more time to refocus on your original task. Don’t do it. Stay focused. Turn off your phone and disconnect from the internet during tasks, like writing or studying, to focus. Don’t drop what you’re currently doing to address something you just thought of or remembered. If you think of something completely unrelated to what you’re 16

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working on, jot down a few quick notes (a word or two to jog your memory will suffice). Keep up momentum: FOCUS. 7. Execute Decisions Faster. If you find

yourself hemming and hawing over a decision, make a decision then and there. If the task Sometimes a has a lot hanging on the outcome, fresh set of eyes is seek/ask for more information if you need it, but the key all you need to get is: make a decision now. back on track.

8. Delegate and Learn to Love It.

We can be greedy with our workloads. Drop the, “if you want things done right, you have to do it yourself” mentality. If it can be done by someone else (more effectively) and it’s not an important task, delegate it.

9. Just Say “No.” Stop agreeing to take on things for which you don’t

have time. If you don’t have time for it or it will take your focus away from other priorities, say no.

10. HELP Is not a Dirty 4 Letter Word. Ask for help. Sometimes

a fresh set of eyes is all you need to get back on track, but be sure your plea is directed at the right person and is respectful of their own priorities.

11. Time Activities. We all can get swept away by television, social

media, internet browsing, article reading, and games. Allot yourself an amount of time for online activities and playing games. Set an alarm. When the time is up, stop the activity.

12. Time Your Conversations and Meetings. I’m not

recommending that you don’t socialize or be rude. I’m recommending that you don’t allow conversations or meetings to completely disrupt your day.

Allot yourself time. For “water cooler” talks, give yourself 5 minutes and keep them infrequent. For meetings, estimate how much time you’ll need to address the needs of those involved, come prepared, and if there isn’t Top Agent Magazine

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already an agenda, propose talking points to squeeze more value out of the meeting.

13. Call, Don’t Text. Text messaging is supposed to be quick and to

the point... not long, drawn out conversations. For anything beyond a quick yes or no question, call. For example, call for emergencies and all of those “how are you?” and “what ‘cha doin’?” questions. If it goes to voicemail, don’t worry. Most people have access to visual voicemail anyway, so it will be like a text. Either way, trust that they will get the message.

14. Turn Aimless Browsing Into Growth Opportunities.

Create an ongoing list of questions, curiosities, or things you’ve always wanted to find out more about. When you sit down to browse the internet, start looking for answers. You might surprise yourself with what you find.

15. Do Your Errands at the Same Time. Schedule time to

do errands and plan a route ahead of time to ensure you’re not wasting time bouncing back and forth across town.

16. Filter Your Email. How much time do you waste in your inbox?

Filter your email: • Create rules for recurring emails that don’t require an action to be archived in a particular folder.

• Set rigorous anti-spam settings to block unwanted email from reaching your inbox.

• Form a habit of touching an email once: If you open it, you have to address it (e.g., respond and file).

17. Automate Responses. If you find yourself replying with the

same or nearly identical responses for clients keep a template to quickly copy/paste the response and tweak it as necessary to personalize the message.

18. Automate Bill Payments. For any recurring bills that you

have: AUTOMATE. Not only will this save you time, it may even save you money and raise your credit score if you’re the forgetful type.

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19. Sort the Mail in Your Hand. When you get your mail, don’t

let it sit in a pile. Sort out the junk right away and then prioritize other items respectively (see weekly calendar). If possible, go green by electing not to receive the hard copy.

20. Avoid Rush Hour. Do you commute to work? Negotiate a work

schedule to travel during non-traffic delayed times. You can easily turn a 60-minute, traffic-jammed commute into 25 minutes by getting ahead of the traffic or waiting it out. Online apps, like Waze, do a good job informing of traffic problems so you can adjust accordingly.

21. Keep a Running Shopping List. Create a policy that for

whoever squeezes the last bit of toothpaste out of the tube, kills the mustard bottle, etc., they are responsible to write it down on the shopping list. In doing so, this will save time from taking inventory as well as keep your shopping trip quick - get into the store, grab what you need, and go (rather than meandering down aisles).

22. Cook for Tomorrow. Double the amount of what your cooking

and refrigerate/freeze the leftovers. It may take you a small amount of time to double what you’re already making, but it will save you much more time making your next meal by not having to start from scratch.

23. Learn While You Workout. When on a treadmill, elliptical

machine etc., listen to news, pod casts, and audiobooks rather than music to keep up with trends in your niche, current events, books, and learning at large.

24. Exercise More Effectively. Exchange moderation for higher

intensity. You can have a more effective and efficient workout by putting more effort into a 30-minute high-intensity workout than 90 minutes of lowto-medium effort.

Copyright©, 2016 Barry Eisen. All rights reserved.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

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1 Billion-Plus Reasons Why You Should Be Active on Facebook

By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook.

That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers.

Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience.

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Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website.

And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers.

• Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content.

• Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture.

But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video.

How can REALTORS® use Facebook Live?

Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show!

Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers.

Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you.

And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones.

NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters.

Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business.

Copyright©, Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.

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