GEORGIA 12-21-20

GEORGIA EDITION

6 WAYS TO GET YOUR CLIENT TO TRUST YOU

REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

BE THEIR REALTOR® FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime

FEATURED AGENTS

ALLYCIA DOWLING SEAN ROBERTS COVER STORY

AMY PEDERSEN

GEORGIA EDITION

ALLYCIA DOWLINGSEAN ROBERTS

Allycia has always been passionate about to Atlanta, Sean Roberts and her husband, who she married this aroun reputation After moving sales and helping others. Four years ago, past September. She also23enjoys traveling, 15corpomajority of his v began7working as a salesperson in the she left her job selling marketing solutions trying new food and wine, and supporting repeats or referra rate sphere. Even though he had a knack for and decided to follow her calling to make local boutiques. She can’t wait until we can “In real estate, y it, he still craved a career that better spoke a bigger impact on people’s lives. “It was safely get back to traveling and exploring you aren’t natura to his entrepreneurial spirit.

Finally heeding a total leap of faith,” Allycia says about the new places. it. Instead, you’v recommendation of his friends and decision. “But I’m so glad I the shifted to this andis beyon decided to dive in and attain his career path because now I lovefamily, what I he do.”

What Allycia likes most about above her job real estate license—and the rest is history. helping people attain their real estate goals, Sean, Today, Sean is owner of Roberts Preferred Allycia has been building her business whether it’s trading up, down, orFor buying for that AMY PEDERSEN ALLYCIA DOWLING SEAN ROBERTS from personally Realty, powered by Atlanta Communities at Berkshire Hathaway HomeServices the very first time. “It’s super fulfilling,” she trimming Realserves Estate Georgia Properties, where she theBrokerage, where he assists says. “I know it sounds cheesy, but I do getlimbs to of even contribu city of Atlanta and the surrounding to help people achieve the dream home clientssuburbs. throughout the North Metro Atlanta Allycia is already seeing repeat clients creating ownership.”

Allycia loveshistakingclosed. her clients from their No matter how he is area.

Forand more thannew six years, he has applied business through referrals. What keeps clients coming wish list to closing, and she is skilled at building relationon being a hands-on advoc marketing and sales expertise with a genuine passion for back is Allycia’s infectious customer enthusiasm, her to positive ships theof way.

Recently, she closedWhen with ahe’s couple sellers. not assi service help buyers andalong sellers all kinds. outlook, and her knowledge of the market. “I’m CONTENTS fun to who have become great friends.found “I loved guiding them traveling, watching f work with,” Allycia says. “MyWhen clients appreciate my optithrough the process and getting to celebrate thisthe new relaxing time on lake wit listing a home, Sean utilizes a full suite of mism, especially in this market, when you have multiple chapter with them,” Allycia says. resources. Preferring a diversified approach, he offers and lots of competition.”

Supportive, personable, ® Going forward, Sean has st provides hisFOR clients with everything 16) from CONNECT professional BEYOND 4) BE Allycia THEIRisREALTOR LIFE: and optimistic, able to make her clients feel For the future, Allycia has plans to expand. Her husband business. Recently photography and videography to customized home TOgrowing REAL ESTATE ATTRACT A RELATIONSHIP at ease.HOW “I workTO withBUILD a lot of first-time home buyers,” is working on earning his real estate license, and they admin and a buyer’s agent, books, flyers and signs. He also offers complimentary AllyciaWITH says. “Sometimes, they worryTHAT about how long plan to operate as a team.

Being a former corporate event FUTURE CLIENTS YOUR CLIENTS WILL he will look to perhaps add cleaning services to ensure that a property looks the process canA take, and I’m able to stay positive and planner, he is skilled in production management, techLAST LIFETIME But projects. through “It it all, fantastic the ittime the and market.

Moreover, reassure them. I keep their spirits up. by I keep fun itforreaches nology, overseeing complicated will he be will c 20) REACHING THE service all throughout histhewinning of the targeted digital and of social them, and shoulder as much of stress ascombination I can.” perfect marriage skill sets (pun intended).

Plus, Georg estate, haven’t houses are guaranteed toMARKET MILLENNIAL 13) 6 WAYS TOmedia GETcampaigns YOUR and open with the additional support, it will allowI us to takeworked care a d “Every transaction feels easy match a home with its prospective buyer.

“I market a THROUGH MEDIA CLIENT TOand TRUST YOU Allycia does of my expanding Responsive, attentive detail-oriented, clienteleSOCIAL with the same care and attenand I love knowing that I’v two thousand listingI always the same way I not take for granted the trust that herhundred clients place in her. “Idollar tiveness have.” community.” wouldshea says. six hundred thousand dollar listing,” he says. understand it’s a huge investment,” “I don’t take “No matter who my client is, they will receive as much it lightly when people trust me with the biggest investexposure humanly possible.” ment they will ever make.” Clients raveasabout Allycia’s accessibility and her clear communication, which helps demystify the process of buying or| selling a home.

Sean is equally thorough when collaborating with his Phone 310-734-1440 Fax 310-734-1440

buyers, guiding them through all nuances of the trans-

mag@topagentmagazine.com www.topagentmagazine.com At Berkshire Hathaway, Allycia has and access to |powerful action making sure they find the right home for marketing tools that uses to her clients’ best advanNo portion of thisshe issue may be reproduced in any manner without prior consent of the publisher. Top Agent their needs. Above all, hewhatsoever values open communication tage. Through houses, targeted advertising across Magazineopen is published

by Feature Publications GA, Inc. Although precautions are taken to ensure and honesty throughout the process—no matter what.

“Ithe accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. tens of thousands of websites, truly and social media marketing appreciate the opportunity to help people navigate To subscribe or change address, send inquiry to mag@topagentmagazine.com. campaigns, Allycia is able to showcase her clients’ propTo find out more about Allycia Dowling, the biggest financial decision of their lifetime,” he says. in the U.S. erties toPublished a huge number of prospective buyers. please call (404) 713-8534, “From start to finish, I work to repay my client’s trust allycia.dowling@bhhsga.com, by simplifying the process for them email and removing stress When Allycia is not busy helping clients, she enjoys or visit allyciadowling.bhhsgeorgia.com fromher thetwo negotiation.”

2 Top Agent Magazine spending time with her friends, rescue dogs, To learn more abo please call (77 Because of his tireless work ethic and lasting commitwww.

mailto:mag@topagentmagazine.com

Top Agent Magazine

3

Be Their REALTOR for Life: ®

How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

4

Top Agent Magazine Top Agent Magazine

1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

Top Agent Magazine

5 Top Agent Magazine

contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

6

Top Agent Magazine Top Agent Magazine

AMY PEDERSEN

Top Agent Magazine

7

AMY PEDERSEN Top Agent Amy Pedersen is the lead of The Highborne Group at Red Barn Real Estate in Woodstock, Georgia.

Top Producer and multiple award-winning agent Amy Pedersen – Lead of The Highborne Group at Red Barn Real Estate – is a consummate professional who is dedicated to placing the needs of her clients front and center for the duration of every transaction. Deeply knowledgeable about both the real estate industry and her local market, Amy has developed an impressive reputation as a real estate agent who truly cares about the buyers and sellers she works with.

Prior to beginning her real estate career, Amy worked in the corporate world as a marketing 8Copyright Top Agent Magazine

consultant for major corporations such as Cox Communications and the Coca-Cola Company. Always interested in real estate, she and her husband partnered with a friend and, together, they bought their first rental property. From there, Amy and her husband began flipping houses. As they grew, she longed for a solid agent to represent their interests.

Agent after agent fell short of her expectations so she ultimately decided it was best for her to get licensed in order to champion their investments. Friends and family soon asked her to do the same for them and all aspects Top Agent Magazine

of her real estate business have grown as a result. She now hangs her license with Red Barn Real Estate, owned by renowned husband and wife team Anita and Ken Corsini, hosts of the popular HGTV show Flip or Flop Atlanta among others.

Top Agent Magazine

Amy recently began growing a team to support her thriving business. Based upon her honesty, integrity and fierce work ethic, Amy has created an impressive client-first ethos. “We specialize in customized solutions for our clients,� says Amy, who can boast that nearly Copyright Top Agent Magazine9

“We specialize in customized solutions for our clients,” says Amy, who can boast that nearly two thirds of her business comes from repeat clients, referrals and positive word of mouth. two thirds of her business comes from repeat clients, referrals and positive word of mouth.

“We work with our buyers and sellers to create custom solutions around their specific real estate problems.”

“We’re just over the top with our customer service,” says Amy, when asked how she manages to generate such impressive trust Copyright Top Agent Magazine 10

and loyalty, as evidenced by the scores of glowing reviews she has received, including on Zillow.com on which site she is a Premier Agent with a perfect, overall five-star rating.

“Every one of our clients become like family to us.”

Fierce negotiation skills also place Amy near the pinnacle of her profession, as does Top Agent Magazine

her thorough, strategic, individually customized approach to marketing her listings. “My corporate negotiating abilities have helped me considerably,” she explains. “Having put together multi-million deals for large corporations has certainly come in handy when negotiating for my clients.” The most frequent Top Agent Magazine

outcome is a fast sale for top dollar, and in turn, happy clients who continue to refer her to family and friends.

Amy has many exciting plans for the future, with growing her already thriving business being chief among them, and a new partnership that Copyright Top Agent Magazine 11

allows clients to become cash buyers by essentially getting them into their next home prior to selling their current one. “This allows them to move in without contingencies. It’s been liberating for a lot of my clients.” In addition, Amy has partnered with Ken Corsini to launch Level Up Investors, a real estate investing education and coaching program to help newer investors work towards financial freedom.

When asked what advice she might have for newer, less-seasoned agents, Amy takes a thoughtful pause before replying. “Life can throw you curve balls,” she says. “There are a lot of them in real estate. It’s about being prepared, being nimble and being a problem solver.

When you take care of your clients, your clients will take care of you.”

For more information about Amy Pedersen, please call 404-932-8668 or email amy@highbornegroup.com

Copyright Top Agent Magazine 12

Top Agent Magazine

6 Ways to Get Your Client to Trust You The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything Top Agent Magazine

or anyone who comes off as too salesy, and they want to work with individuals who they can trust.

But how do you prove to someone you’ve likely never met that you can be trusted?

Top Agent Magazine ®

13

1

Put Testimonials or Case Studies on Your Website

When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.

Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive.

Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.

2

Be Responsive and Accessible

Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating.

Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.

3

Be Honest and Transparent

Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it.

You should always act in their best interest.

14

4

Go the Extra Mile

If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.

5

Put Yourself in Your Client’s Shoes

Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.

6

Be Consistent

Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent.

But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates

consistency, and those systems can and should be constantly updated.

Developing trust between you and your clients will take time, but doing these things can give you a running start.

Top Agent Magazine ®

Top Agent Magazine

ALLYCIA DOWLING Allycia has always been passionate about sales and helping others. Four years ago, she left her job selling marketing solutions and decided to follow her calling to make a bigger impact on people’s lives. “It was a total leap of faith,” Allycia says about the decision. “But I’m so glad I shifted to this career path because now I love what I do.”

Allycia has been building her business at Berkshire Hathaway HomeServices Georgia Properties, where she serves the city of Atlanta and the surrounding suburbs.

Allycia is already seeing repeat clients and creating new business through referrals. What keeps clients coming back is Allycia’s infectious enthusiasm, her positive outlook, and her knowledge of the market. “I’m fun to work with,” Allycia says. “My clients appreciate my optimism, especially in this market, when you have multiple offers and lots of competition.” Supportive, personable, and optimistic, Allycia is able to make her clients feel at ease. “I work with a lot of first-time home buyers,” Allycia says. “Sometimes, they worry about how long the process can take, and I’m able to stay positive and reassure them. I keep their spirits up. I keep it fun for them, and shoulder as much of the stress as I can.”

Responsive, attentive and detail-oriented, Allycia does not take for granted the trust that her clients place in her. “I understand it’s a huge investment,” she says. “I don’t take it lightly when people trust me with the biggest investment they will ever make.” Clients rave about Allycia’s accessibility and her clear communication, which helps demystify the process of buying or selling a home.

At Berkshire Hathaway, Allycia has access to powerful marketing tools that she uses to her clients’ best advantage. Through open houses, targeted advertising across tens of thousands of websites, and social media marketing campaigns, Allycia is able to showcase her clients’ properties to a huge number of prospective buyers.

When Allycia is not busy helping clients, she enjoys spending time with her friends, her two rescue dogs, Top Agent Magazine

and her husband, who she married this past September. She also enjoys traveling, trying new food and wine, and supporting local boutiques. She can’t wait until we can safely get back to traveling and exploring new places.

What Allycia likes most about her job is helping people attain their real estate goals, whether it’s trading up, down, or buying for the very first time. “It’s super fulfilling,” she says. “I know it sounds cheesy, but I do get to help people achieve the dream of home ownership.” Allycia loves taking her clients from their wish list to closing, and she is skilled at building relationships along the way. Recently, she closed with a couple who have become great friends. “I loved guiding them through the process and getting to celebrate this new chapter with them,” Allycia says.

For the future, Allycia has plans to expand. Her husband is working on earning his real estate license, and they plan to operate as a team. Being a former corporate event planner, he is skilled in production management, technology, and overseeing complicated projects. “It will be the perfect marriage of skill sets (pun intended). Plus, with the additional support, it will allow us to take care of my expanding clientele with the same care and attentiveness I always have.”

To find out more about Allycia Dowling, please call (404) 713-8534, email allycia.dowling@bhhsga.com, or visit allyciadowling.bhhsgeorgia.com www.

15 Copyright Top Agent Magazine

CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 16

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients.

To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals.

So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

Top Agent Magazine

Top Agent Magazine

n

Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause.

In fact, they want and need you to promote them.

And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

Top Agent Magazine

17

secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you.

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 18

that will draw in a broad range of followers.

Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

Top Agent Magazine

Top Agent Magazine

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

Top Agent Magazine

19

#Reaching the Millennial Market Through Social Media

by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

20

Top Agent Magazine

Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

Top Agent Magazine

1. First, take time to understand social media. Join them (they’re free!)

21

Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info.

2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos.

3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

22

4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s.

Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. 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 1800-957-8353 or visit us at www.Corcoran Coaching.com.

Top Agent Magazine

SEAN ROBERTS After moving to Atlanta, Sean Roberts began working as a salesperson in the corporate sphere. Even though he had a knack for it, he still craved a career that better spoke to his entrepreneurial spirit. Finally heeding the recommendation of his friends and family, he decided to dive in and attain his real estate license—and the rest is history.

Today, Sean is owner of Roberts Preferred Realty, powered by Atlanta Communities Real Estate Brokerage, where he assists clients throughout the North Metro Atlanta area. For more than six years, he has applied his marketing and sales expertise with a genuine passion for customer service to help buyers and sellers of all kinds.

When listing a home, Sean utilizes a full suite of resources. Preferring a diversified approach, he provides his clients with everything from professional photography and videography to customized home books, flyers and signs. He also offers complimentary cleaning services to ensure that a property looks fantastic by the time it reaches the market. Moreover, his winning combination of targeted digital and social media campaigns and open houses are guaranteed to match a home with its prospective buyer. “I market a two hundred thousand dollar listing the same way I would a six hundred thousand dollar listing,” he says.

“No matter who my client is, they will receive as much exposure as humanly possible.”

Sean is equally thorough when collaborating with his buyers, guiding them through all nuances of the transaction and making sure they find the right home for their needs. Above all, he values open communication and honesty throughout the process—no matter what. “I truly appreciate the opportunity to help people navigate the biggest financial decision of their lifetime,” he says.

“From start to finish, I work to repay my client’s trust by simplifying the process for them and removing stress from the negotiation.”

Because of his tireless work ethic and lasting commitment to his clients, Sean has earned a tremendous Top Agent Magazine

reputation around Atlanta, with the vast majority of his volume coming from either repeats or referrals. The key to his success?

“In real estate, you don’t have a boss, so if you aren’t naturally driven, you won’t make it. Instead, you’ve got to push yourself to go above and beyond for your clients.”

For Sean, that means doing everything from personally installing light fixtures or trimming limbs back from a seller’s home to even contributing money to get the deal closed. No matter how he is needed, he prides himself on being a hands-on advocate for all his buyers and sellers. When he’s not assisting clients, Sean can be found traveling, watching football or spending some relaxing time on the lake with his beloved family.

Going forward, Sean has strong plans for his rapidly growing business. Recently, he has brought on an admin and a buyer’s agent, and in the months ahead, he will look to perhaps add a listing agent to his team.

But through it all, he will continue raising the bar of service all throughout Georgia. “Since going into real estate, I haven’t worked a day in my life,” Sean says.

“Every transaction feels easy because I love what I do, and I love knowing that I’ve made a difference in my community.”

To learn more about Sean Roberts please call (770) 695-8858, or email sean@rprgeorgia.com 23 Copyright Top Agent Magazine

mailto:mag@topagentmagazine.com

24

Top Agent Magazine