GEORGIA 10-1-18

GEORGIA EDITION

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TIPS TO MAKE NEW HIRES A LONG-LASTING SUCCESS

EMOTIONAL FLUENCY : HOW TO COMMUNICATE

WITH CLIENTS WHEN TENSIONS ARE HIGH

FEATURED AGENT

SAMANTHA LUSK

COVER STORY

Marjory Cesar

GEORGIA EDITION

Christina Pritz is proud to congratulate

Marjory Cesar 7

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SAMANTHA LUS

Across a stretch of Northwest Ge nestled between the Chattan National Forest and the John’s Mou Wildlife Area, REALTOR® Sam Lusk has become the leading exp the communities and real estate of gia’s Gordon County, Floyd Co Whitfield County, Bartow Count Murray County. Since entering MARJORY CESAR SAMANTHA LUSK estate in 2000, after growing up on being featured for the state family of local developers, Sam of Georgia in Top Agent Magazine! has shared her market knowledge and professionalism with c less buyers and sellers who love the region as much as she do

As broker-owner of Samantha Lusk & Associates Realty, sh her team members deliver nothing short of exemplary se “That’s what we’re known for,” says Samantha. “Our goal provide quality service that makes transactions as stress-fr possible for our clients.”21) ClientsWHEN agree.

EMOTIONAL IT’S

CONTENTS

4) 5 TIPS TOChristina Pritz |15) Attorney TIME FOR A MAKE NEW HIRES FLUENCY: HOW 678.910.9310 (direct) | dickasonlaw.com “One of our best attributes is our listings’ marketing,” OFFICE A LONG-LASTING TO COMMUNICATE Samantha. “We are veryHOME strong with online marketing; our 1801 Peachtree Street, Suite 155, on the market reflect that.”

Averaging less than 30 days o SUCCESS WITH Atlanta, Georgia 30309 CLIENTS market, each listing from Samantha Lusk & Associates rec WHEN TENSIONS staging advice, high-quality photography and advance mark ARE HIGHall of this and more garners top value for the sellers. “We al https://

traditional marketing and MLS, but we are very heavy online our website, with social media marketing and with every po online channel.”

Another intriguing aspect of Samantha’s business is the team’s ingness and eagerness to represent every kind of buyer or mag@topagentmagazine.com | www.topagentmagazine.com including both residential and commercial properties. “Our li the same month $39,000 No portion of this issue may be reproduced in any manner whatsoever without priormight consentrange of thefrom publisher.

Top to $1.8 million; no is tooprecautions big or tooaresmall us.” the That’s because, to Samanth Agent Magazine is published by Feature Publications GA, Inc. Although taken for to ensure accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions or facts suppliednot by a transaction bus team, real estate expressed is a people business, its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com.

“I love meeting people, helping people and creating relation

Phone 888-461-3930 | Fax 310-751-7068

Published in the U.S.

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5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why?

The hiring and training process is time-intensive and doesn’t come cheap. This means that making 4

a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role

2. Build in some perks

Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles.

If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

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While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team.

Likewise, the right candidate will return the favor and invest his or her energies into their new role.

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3. Get a sense of big-picture career plans

4. Keep the lines of communication open

Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision.

That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another?

Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience.

Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul.

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Marjory Cesar Top Agent Magazine

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MARJORY CESAR Marjory Cesar, Founder and Team Leader of Cesar & Associates at Keller Williams Realty Atlanta North has achieved Top Agent status through a combination of hard work, dedication and true concern for her many buyers and sellers. Consistently placing her client’s needs front and center, Marjory is a fierce advocate, and strives to help each and every one of them achieve the American dream of homeownership.

Formerly an accountant, Marjory began her career in 2006 working primarily with 8Copyright Top Agent Magazine

foreclosures. “I did fine during the market crash,” she explains, “but when things turned around, it was a tough time for my business. I was going through a divorce, and I had three children to support, so I had to rethink what I was doing and decide if I was going to go back to accounting or if I was going to learn how to do business a different way. I was starting from rock bottom, during one of the toughest times of my life.”

Fortunately, Marjory signed on with a new company that was able to guide her through this paradigm shift, and almost immediately Top Agent Magazine

her business began to blossom again.

“The first year I was able to triple my income,” she explains. “The second year I doubled it.” Her business booming, she currently is ranked among the top ten in her office, and is now part of their prestigious Agent Leadership Council. She is also the head of their Luxury Committee. She is proud to be associated with Keller Williams Atlanta North, the fastest-growing company in the world that offers exceptional, leading-edge marketing.

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Currently working with a team that includes two assistants and a showing assistant, Marjory sells a wide swath of territory that includes Atlanta’s Cobb, Cherokee, Gwinnett, Fulton, Douglas and other counties. Her rate of referral business hovers around 75%, an impressive feat by any measure. “I think my clients keep Copyright Top Agent Magazine9

My slogan is ‘the agent that works harder for you,’ and that’s because I do go the extra mile for clients, every time.

coming back to me and referring their friends and family because I really care, sometimes more than an agent is supposed to,” she says.

“My clients essentially become my family. I treat people the way I want to be treated.”

Marjory’s solid work ethic plays a significant role in her success, as does her trustworthy nature. “I have the ability to convey to people that they can trust me,” she says. “They know that I really am there for them 100%.

My slogan is ‘the agent that works harder for you,’ and that’s because I do go the extra mile for them, every time. I’ve also hired a Copyright Top Agent Magazine Copyright 10

coach to work on my skills daily so that I learn the tools and strategies to get homes sold quickly and for top dollar. It’s always gratifying to see them comment on that in the reviews I receive.” On industry website Zillow.com, Marjory holds a perfect five-star rating, comprised of dozens of glowing testimonials. Among them is this one, which perfectly illustrates the exceptional level of client service she provides: “This was our first time buying a house so we were very stressed, but Marjory was a huge source of support the entire way. She was completely supportive and we never felt pressured. She was very responsive and able to answer any questions we had…she definitely knows what she’s doing and we highly recommend her.”

Marjory is passionate about giving back to her community, and primarily does so through her support of The Hope Center in Woodstock Georgia. The Hope Center is a medical clinic specializing in pregnancy diagnosis and decision support, and also assists community Top Agent Magazine

members with relationship issues. “I volunteer alongside amazing women who uplift each other,” says Marjory. “I have gained so much by being a part of the Center, and it’s Top Agent Magazine

amazing to be able to volunteer there! I am so grateful to be able to give back.” Marjory also organizes charitable events to benefit the organization.

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Marjory’s plans for the future are to continue to grow her business while making sure she sacrifices none of the exceptional customer service that has become synonymous with her name. “I love meeting new people every day, and helping them achieve a goal they didn’t think they could reach. That’s the best part of my job.”

When asked what advice she might have for newer agents just entering the real estate industry, she replies: “Anything is possible, no matter how impossible your situation might seem. You can accomplish anything, no matter where you’re coming from.”

For more information about Marjory Cesar (aka #MrsClosed on social media), call 770 - 598 - 2269, email marjory@cesarsellsga.com, visit her website at mrsclosed.com www.

or visit Keller Williams Atlanta North at 3730 Roswell Rd., Suite 150, Marietta, GA 30062 Copyright Top Agent Magazine 12

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The Law Offices of Thomas & Brown are proud to congratulate

Marjory Cesar

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

Lon Thomas & Mark Brown Kari Green | Director of Client Relations 770-241-1215 | KariGreen@proclosers.com thomasandbrownlaw.com www.

400 Galleria Parkway, Ste 1500, Atlanta, GA 30339 241 Heritage Walk, Woodstock, GA 30188 3730 Roswell Road, Ste 25, Marietta, GA 30062 Top Agent Magazine

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Christina Pritz is proud to congratulate

Marjory Cesar

on being featured for the state of Georgia in Top Agent Magazine!

Christina Pritz | Attorney 678.910.9310 (direct) | dickasonlaw.com https://

1801 Peachtree Street, Suite 155, Atlanta, Georgia 30309

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 18

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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SAMANTHA LUSK Across a stretch of Northwest Georgia, nestled between the Chattanooga National Forest and the John’s Mountain Wildlife Area, REALTOR® Samantha Lusk has become the leading expert on the communities and real estate of Georgia’s Gordon County, Floyd County, Whitfield County, Bartow County and Murray County. Since entering real estate in 2000, after growing up in a family of local developers, Samantha has shared her market knowledge and professionalism with countless buyers and sellers who love the region as much as she does.

As broker-owner of Samantha Lusk & Associates Realty, she and her team members deliver nothing short of exemplary service.

“That’s what we’re known for,” says Samantha. “Our goal is to provide quality service that makes transactions as stress-free as possible for our clients.” Clients agree.

“One of our best attributes is our listings’ marketing,” adds Samantha. “We are very strong with online marketing; our days on the market reflect that.” Averaging less than 30 days on the market, each listing from Samantha Lusk & Associates receives staging advice, high-quality photography and advance marketing; all of this and more garners top value for the sellers. “We also do traditional marketing and MLS, but we are very heavy online with our website, with social media marketing and with every possible online channel.”

Another intriguing aspect of Samantha’s business is the team’s willingness and eagerness to represent every kind of buyer or seller, including both residential and commercial properties. “Our listings the same month might range from $39,000 to $1.8 million; nothing is too big or too small for us.” That’s because, to Samantha and team, real estate is a people business, not a transaction business.

“I love meeting people, helping people and creating relationships

that last a lifetime.” Running into a client in the grocery store and hearing how happy they are with their new home gives Samantha great joy. Many clients also approach her long after a sale or a purchase if they’re considering a remodel, looking for a contractor or seeking tips on any number of services in the community. “We’re a one-stop shop!” says Samantha.

While Samantha does take advantage of a CRM system for remembering clients on important dates, she says that the best form of communication is regular, genuine interactions. “I check in to see what’s up with them or let them know if something reminded me of them.” This often leads to organic interactions. “I’ll see someone who will say, ‘Thank you for helping us find our home four years ago; we still refer people to you!’”

While Samantha agrees that being part of a community means giving back meaningfully, her company makes a point of not advertising their community outreach or volunteer activities for the sake of promotion. “We like to keep that private,” says Samantha, noting the intrinsic benefits of giving back to the nonprofits each team member supports. “We do throw community appreciation events once a year!” she adds. “Those are open to clients and anyone who wants to come out and hang out to have a good time.”

In addition, Samantha likes to relax and rejuvenate by hanging out and having a good time with friends and family. “I love the outdoors. My son is a golfer and watching him play golf is one of my favorite things.”

Looking to the future, Samantha plans to continue to grow her business deliberately and mindfully. “At the end of every year, we evaluate that year and determine what we can do to better serve our clients in the community,” says Samantha. Some years, that may mean adding a new buyers’ agent to the team; other years it might mean adopting a new technology. “Real estate is changing daily.

We stay on top of the latest trends and the latest updates to remain progressive and move forward for our clients.”

To learn more about Samantha Lusk, https://www.facebook.com/samanthaluskrealestate/ visit samanthaluskandassociates.com or go to her Facebook page, email samlusk81@gmail.com or call 770.547.1441 www.

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When It’s Time for a Home Office

by Nancy Michaels

So, you’re tired of clearing your papers off the dining room table every time someone wants to eat (how dare they!). And you’re still recovering from the business call you were forced to take that time your 5-yearold pressed the phone into your hand just as you stepped from the shower (it’s amazing how professional one can sound while wrapped in a towel and dripping wet).

fairly easily for this purpose. Use bookcases, filing cabinets, plants, screens, even lighting to define your work space. It’s essential that you remain committed to your space as office space. Without this psychological distinction between home and work, the two areas of your life may slide into one another, causing you to lose focus, and thus, productivity.

Sounds like it’s time for a home Choose furnishings that are ergooffice. nomically correct, and which fit in with the decor of the rest of your Ideally, you’ll have a spare room to home. Lighting should come from turn into office space—preferably three sources: natural, ambient and one with a locking door. An extra direct. Give yourself enough storage bedroom, the basement, or attic can space to keep your work area all serve this purpose. If you don’t uncluttered. You may want to store have room for a dedicated office, your supplies in another part of the take a look around your house to see house, keeping just a week’s worth where you can carve yourself some in your office. And schedule a space. A closet, bedroom corner, weekly or biweekly cleanup where hallway alcove or even the area you go through your papers and files under a stairway can all be converted and either throw away or stow away Top Agent Magazine

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anything that is not essential to the event of a power failure. An daily operation of your business. uninterruptable power source supply is also a must for the home office.

Almost every business requires a This will keep your computer runcomputer system. Don’t skimp. You ning during a power outage until want something with enough speed you’re able to safely shut it down. and memory capacity to last into the future. A good-quality inkjet, or Another essential component of the preferably, a laser printer is also home office is telecommunications, essential. Investigate the all-in-one meaning telephone, fax and Internet printer, fax, copier and scanners. access. An account through an These may save you money as well Internet service provider or online as precious office space. I also service shouldn’t cost more than $20 recommend a computer backup per month and it will give you the system, which will protect the ability to send and receive e-mail. contents of your hard drive in the 22

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It’s essential that you remain committed to your space as office space.

You’ll probably want more than one phone line, three if you’re using one line for a fax and modem hookup.

It’s wise to invest in a business line, which allows you to list your business name and number in the phone book and with directory assistance. To keep costs down, use that line for incoming calls only. If you don’t want the expense of a business line, but can do without a repeat of the shower scene, order “distinct ring” service from your phone company. This is a separate phone number which rings into your home line, but sounds different from your normal ring. This alerts you and family members to incoming business calls. If you’re dishing up dinner or washing the dog, you’ll know to let your answering machine, or better yet, your electronic voice mail system, grab the call. If you’re in the shower, hopefully your 5year-old will know to do the same.

You may also want to order “call Top Agent Magazine

answering” from your phone company. It’s just a few dollars a month and sounds more professional than an answering machine, and which won’t break down while you’re on vacation.

A home office can either improve productivity, or harm it. You may find yourself doing paperwork at 2 a.m. when you should be sleeping, or flipping to General Hospital at 3 p.m. when you should be working. It’s helpful to treat your home office as you would an outside office, complete with “starting” and “quitting” times.

This will help you stay focused, organized, and productive. And your family will appreciate having their dining room table back.

Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright©, Nancy Michaels. All rights reserved.

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