GEORGIA 3-16-20

GEORGIA EDITION

The Daily Schedule of a SUCCESSFUL REAL ESTATE AGENT

Are You A VALUE-ADDED AGENT? Tips on Breaking Into the

LUXURY MARKET COVER STORY

FEATURED AGENTS

ADRIANNA BERLIN BRIAN BROCK BRIDGET PASCHAL

THOMAS LeCAIN

GEORGIA EDITION

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19 23 REA ADRIANNA BERLIN SOUTHSIDE BR

Looking for a career that could Apart from With a true love of referr peopl Bri afford her flexibility for a family, to promote and a passion forlistin rea real Adrianna Berlin chose to goestate, with The closing stories Brock Team th a frie ®A real estate. “I left my old career perfect home.

SouthSide, REALTORS i and I told my husband ‘IfLocust you Grove, getting a firstgate tim Georgia hav how can support me for four months, this milestone m achieved great heights sinc in 2007.

I’d like to give this a shot.their Andformation with her in dem the I Brock are andon siste if I don’t have a contractwas fourDustypartner oftreb Stacy Rhoden who $15 firs from now, I’ll goBRIDGET ahead they closed dea THOMAS LeCAIN ADRIANNA BERLIN months BRIAN BROCK PASCHAL started realmonths estate later in 2002. and get a regular 9-5 job.

Andin four I hadThen, Dusty’s husban she Brian was looking for a new career path and joine four listings closed and two under contract.” Although When it comes Awt her to form a team. Today they are seven agents tota it was a risky move, it paid off, with Adrianna now skips the fancy astounding forThe hervas in mainly focusing on the greater Atlanta feat region. coming up on five years in the business. approach.

She hadfrom doubled majority of their clients come repeatsthat and figure. referrals education, and, than I thought it was go a testament to their superior service and dedication.

CONTENTS She represents the area of Decatur, Georgia, andloved worksit. Iof a founding te loved all aspec alongside a business partner as a director of we extension al “I thinkas it’swell the personal attention give to ourofclient Bridget has broken perso 4) ARE YOU A operations, so she doesn’t 17) THE DAILY SCHEDULE sacrifice clientBrianCenters, that have sets ustoapart from her others,” explains.

“We no ness.

What’s more,based she ha VALUE-ADDEDexperience.

AGENT?“This allows OF A SUCCESSFUL REAL us to offer different styles intentional cultu only want them to buy aknown house, but them tm for we herwant incisive ESTATE AGENT of support to our clients.”

And her clients seem year. refer us to all their friends.

We to want to build“We’re a familypao and personal touch.

13) TIPS ON BREAKING clients.90% That’softhe important Their servic appreciate it because about hermost business is thing.” for students.

In starts off with an PROSPECTING initial consultationsocial visit, where the repeat of referral. justice.”

INTO THE LUXURY 20) TOUGH Today, Bridget is proud discuss what their clients’ needs/wants are and t helping herhow neig MARKET ENVIRONMENT CREATES Southern Classic Realtor go success aboutFOR accomplishing them.to For able theirasset sellers, tha Adrianna attributes the of her business to her NEED NEW SOLUTIONS South region.

Tot means are honest and upfront about what needs those that support her.

Herthey relationship with her Atlanta be done toand a property in order to increase its value.

Fo business is driven by rep clients transcends just business, she loves to give their buyers, they discuss the loan process and what t to them in various ways. If she sees that atrust clienther track record, str Phone 310-734-1440 | back Fax 310-734-1440 expect when submitting offers.

“We want “I to avoid tiveshe approach. try toan b is struggling or has suffered a death in the family kinds of surprises, and we also try to guide people awa mag@topagentmagazine.com | www.topagentmagazine.com and offer answers even be is quick to reach out and send groceries Instacart, from spending theirvia money unwisely.”

The Brock Team No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher.

Top Agent explains.

“Communicatio or meals through UberEats, hoping she can ease only wants whatto ensure is best theirof published clients and will d Magazine is published by Feature Publications GA, Inc. Although precautions are taken the for accuracy When you’re unfamiliar the beburden for her clients and their families.

And materials, Top Agent Magazine cannot held responsible for opinions expressed or facts supplied by its authors. everything possible to help them achieve their dreams.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. this year she hosted an event for her clients my called clients, and you’re tru Published in the U.S. “Portraits and Pop-Tarts”, thetoguests towere be The educated When where it comes marketing, Brock and Teamunde als gifted with professionalgoes family portraits and scrumpabove and beyond, making pastor’ssure wifeeach for property years, I ai photographed and advertised online. use all of th tious Pop-Tarts made by a famous local vendor.

“My Top Agent Magazine and now I “We love walking p toolsthe available, including MLS, Realtor.com, Zillow brand is about celebrating people around me, and fact, relationships are the

mailto:mag@topagentmagazine.com

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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 5

‘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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THOMAS LeCAIN Top Agent Magazine

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THOMAS LeCAIN “I see myself like a concierge, giving people a fresh introduction to the Alpharetta and surrounding areas - Roswell, Johns Creek, Milton.

We help them discover their new home and their new lifestyle.”

Thomas LeCain is deeply invested in his community. As a resident of Alpharetta for 35 years, he’s selling real estate where he lives, works and plays. He’s seen Alpharetta grow, and he’s been a part of that growth. For 8Copyright Top Agent Magazine

Thomas his role goes beyond real estate - he sees himself as a guide to the community.

“I like to bridge the business owners with people who live in the community,” he says.

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“I love introducing people to this community.

I see myself like a concierge, giving people a fresh introduction. When people come to the area, if they’re relocating, they may not have an idea of what Alpharetta or the surrounding areas - Roswell, Johns Creek, Milton - have to offer. We help them discover their new home and their new lifestyle.”

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One of the ways Thomas does this is by getting onto the streets and bringing the focus to local business. “We’ve spearheaded the Go Local campaign,” he says. “We do video promotions for local businesses, and we have a specialized website specifically for those promotions. We also produce and distribute a local newspaper focusing on local market Copyright Top Agent Magazine9

Thomas and AlpharettaZen Expert Home Advisors teammates, James Pixley and Nancie Torrence closed just shy of $30 million in volume last year, with an average of $475,000 per transaction. conditions, communities and general interest in the area with about 15,000 copies being mailed or handed out.”

Those videos have been a hit on social media.

“They’ve been amazing,” Thomas says. “The videos let us get face-to-face with business owners and have a personal conversation. It really allows the community to get to know them, and it’s been a very positive way of bringing people together.”

This has led to tremendous success for Thomas and AlpharettaZen Expert Home Copyright Top Agent Magazine 10

Advisors. His partner teammates, James Pixley and Nancie Torrence closed just shy of $30 million in volume last year, with an average of $475,000 per transaction, with some transactions going as high as one and a half million dollars.

Thomas didn’t achieve success overnight; he’s been in real estate for 28 years, and the first decade of his career was in a high technology focused brokerage, which he owned and sold to a much larger firm. That firm hired him to direct their training and E-Commerce; within four years he helped Top Agent Magazine

grow that firm to $2 Billion in Sales. Thomas decided he had enough of corporate life and it was time to become an agent himself, and in 2003 he began assembling his small but efficient team to serve Alpharetta and the surrounding areas.

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Social media plays a big role in how Thomas does business. “We’re very specific in how we target audiences for our listings through social media” he explains. “We understand how to build the right, specific audience for a listing.”

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When he’s not working Thomas likes to enjoy the food scene in and around Alpharetta. “I’m a foodie,” he says. “And I’m also really into fitness - those have to go hand-in-hand! I have to work out to maintain being a foodie.”

Talking to Thomas LeCain it’s clear how much passion he has for his work, even after 28 years.

He truly cares about his community, and loves bringing the people in it closer together. “I’ve got as much drive today as I did my first day in the business,” he says. “And that’s because I’m doing what I love.”

To find out more about Thomas LeCain, visit his website at AlpharettaZen.com call 404.680.4495 or email TomLeCain@REMAX.net www.

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

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

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

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

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

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

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

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

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

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

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

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

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

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ADRIANNA BERLIN Looking for a career that could afford her flexibility for a family, Adrianna Berlin chose to go with real estate. “I left my old career and I told my husband ‘If you can support me for four months, I’d like to give this a shot. And if I don’t have a contract four months from now, I’ll go ahead and get a regular 9-5 job. And four months later I had four listings closed and two under contract.” Although it was a risky move, it paid off, with Adrianna now coming up on five years in the business.

She represents the area of Decatur, Georgia, and works alongside a business partner as well as a director of operations, so she doesn’t have to sacrifice her client experience. “This allows us to offer different styles of support to our clients.” And her clients seem to appreciate it because about 90% of her business is repeat of referral.

Adrianna attributes the success of her business to those that support her. Her relationship with her clients transcends just business, and she loves to give back to them in various ways. If she sees that a client is struggling or has suffered a death in the family she is quick to reach out and send groceries via Instacart, or meals through UberEats, hoping she can ease the burden for her clients and their families. And this year she hosted an event for her clients called “Portraits and Pop-Tarts”, where the guests were gifted with professional family portraits and scrumptious Pop-Tarts made by a famous local vendor. “My brand is about celebrating the people around me, and not necessarily celebrating my own success.”

For this agent, honesty is her calling card and the reason why her clients pick her out of everyone else.

“I do my best to be as authentic as possible,” she says.

“I make it about my clients and their needs, and not me and my ego.”

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Apart from referrals, Adrianna likes to use social media to promote listings. She also enjoys sharing inspiring closing stories that portray the journey of finding the perfect home. And she understand the importance of getting a first time home buyer, helping them through this milestone move, and ensuring that they will stay with her in the upcoming years. Adrianna and her partner are on trend to close $20 million this year, and they closed $15 million last year.

When it comes to community involvement, Adrianna skips the fancy charity dinner for a more grassroots approach. She is passionate about non-traditional education, and, along with her husband, she is part of a founding team for a school in Georgia, that’s an extension of a larger network called Agile Learning Centers, based on agile technology principles and intentional culture creation. The school is on its 4th year. “We’re passionate about having opportunities for students. In our school we have a big focus on social justice.” With a passion for real estate and helping her neighborhood, Adrianna is one undeniable asset to her community.

To learn more about Adrianna Berlin email Adrianna@abatlanta.com, or call (404) 564–5560 Copyright Top Top Agent Agent Magazine Magazine

The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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SOUTHSIDE REALTORS - THE BROCK TEAM With a true love of people and a passion for real estate, The Brock Team at SouthSide, REALTORS® in Locust Grove, Georgia have achieved great heights since their formation in 2007. It was Dusty Brock and sister, Stacy Rhoden who first started in real estate in 2002. Then, Dusty’s husband Brian was looking for a new career path and joined her to form a team. Today they are seven agents total, mainly focusing on the greater Atlanta region. The vast majority of their clients come from repeats and referrals, a testament to their superior service and dedication.

After the transaction, clients leave glowing reviews about their time together. One recently said, “The Brock’s were AMAZING to work with! They drove an hour and a half away from Henry County for me because I wanted a home in North Georgia, but still wanted to use them as agents. They negotiated for me and accepted nothing less than perfect. They were trustworthy, intelligent, helpful, and they made buying my first home an enjoyable experience instead of a stressful one.” Another wrote, “The Brock Team is AMAZING and I highly recommend using them to buy or sell your home. Dusty is extremely knowledgeable and made the selling process an easy one. I’ll be purchasing a home soon and I’ll most definitely use the Brock Team. Thank you again to everyone involved!”

“I think it’s the personal attention we give to our clients that sets us apart from others,” Brian explains. “We not only want them to buy a house, but we want them to refer us to all their friends. We want to build a family of clients. That’s the most important thing.” Their service starts off with an initial consultation visit, where they discuss what their clients’ needs/wants are and how to go about accomplishing them. For their sellers, that means they are honest and upfront about what needs to be done to a property in order to increase its value. For their buyers, they discuss the loan process and what to expect when submitting offers. “We want to avoid any kinds of surprises, and we also try to guide people away from spending their money unwisely.” The Brock Team only wants what is best for their clients and will do everything possible to help them achieve their dreams.

As The Brock Team looks ahead, they are planning on expanding their team. “We don’t want a mega team, but we want to take on new agents and help them learn the way we do things.”

When it comes to marketing, The Brock Team also goes above and beyond, making sure each property is photographed and advertised online. “We use all of the tools available, including MLS, Realtor.com, Zillow, Trulia, and we’re featured agents on all possible sites.”

Ultimately, The Brock Team expects an offer on each listing within two weeks. “It’s a really fast-paced market, so if the marketing is done right and we lead into it in the correct ways, we will get an offer in a short amount of time.”

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At the end of the day, they love what they do and can’t imagine being anywhere else. “We like building those relationships and being a source of information in buying or selling a home.”

For more about The Brock Team, please call 678-410-2961 or email info@brockteam.net Copyright Top Agent Magazine 19

Tough Prospecting Environment Creates Need for New Solutions

By Richard Weylman

Agents at all levels of experience in the industry continue to have a difficult time gaining access to qualified prospects on a favorable basis. The negative image that has been portrayed of the industry together with the general cynicism of the population has translated into more and more barriers being erected to close out sales people of all types.

The evidence of this continues to mount. Inquiries as well as questions at my various speaking engagements at industry functions indicate a general frustration with the state of the marketplace and the difficulty agents and managers are facing.

Today’s prospecting environment requires new solutions to old problems. No longer does “make more calls, see more people” address or solve the problem. Specific relational strategies and tactics are needed to gain access to qualified prospects.

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Here are just a few of the questions I’ve received recently from advisors and managers: Q: “Voicemail is everywhere. How can I get people to return my calls?”—Stephen G., Chicago, Illinois A: People return calls based on prioritization of the other calls they’ve received. People return calls for reasons of urgency or reasons of benefit. I would suggest that you write out very specific messages that you’re going to leave for your prospects. These messages should be laden with benefits, i.e., positive reasons that the prospect should return the call. As an example, “Mr. Donovan, this is Stephen G. As a teacher, you create lesson plans. As an advisor, I specialize in working with teachers to create a financial plan. Please call me at your earliest convenience.” Devise several of these messages specific to the market that you’re working so that Top Agent Magazine

Today’s prospecting environment requires new solutions to old problems.

each of them sounds different and gives people specific reasons to return your call. Review the to be sure they are relevant and speak the language of the market. If in doubt, create 5-10 messages and ask clients to select the ones they like and to which they would respond.

Q: “How can I get CPAs and attorneys to work with me? I want them to refer their clients to me.” — George A., New York, New York

food industry. You find them by asking current prospects and clients who their attorneys and CPAs are and then meeting with them. Ask your clients to introduce you if necessary.

When you meet, give them specific reasons to work with you. As an example, by pointing out the financial knowledge and services you have available which could enhance the value they bring to their clients that will motivate them to act as a center of influence for you. They are in a competitive environment also, and the good ones are seeking to increase client value. In addition, when meeting with CPAs and attorneys, let them know of your long-term interest and that you will respect the relationship that they have with their clients. As a value-added asset, you can create a consistent prospect flow.

A: CPAs and attorneys particularly like to stay in control of their clients and the decision-making process. For this and other reasons, CPAs and attorneys are not highly motivated to help you build your business by using them as the source of new prospects.

However, positioned as a valueadded asset, you can succeed here. As an example, if you are targeting a Q: “I’m targeting executives of specific market in the food industry, major companies here in Rochester. align yourself with CPAs and How can I best get their attention?” attorneys who are also working in the —Bob J. Rochester, New York Top Agent Magazine

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In today’s environment, only a systematic approach to relational marketing and prospecting will keep you in sales.

A: To reach executives effectively, keep three things in mind. First, you have to relate to these individuals.

Two, you need to speak their language.

Third, you must recognize that they are typically screened from any unwanted calls and/or mail. The best way to get their attention is to involve yourself in the activities and organizations that they support. As an example, the Senior Vice President of Marketing will most likely be involved in the American Marketing Association. The CFO will be involved in the CFO Society, heads of communication in IABC, etc.

belong to, ask executive clients to have or refer to Gale’s Encyclopedia of Associations regional edition (1800-877-GALE).

These questions represent a larger problem. In years past, the industry was focused on sales and transactions.

Not a great deal was done to enable the development of the local sales agency into a marketing and prospecting organization. Advisors were expected to simply sell their friends and neighbors. Today’s marketplace, however, is significantly different. In the past, sales kept you in business; in today’s environment, however only a Getting involved in these organization systematic approach to relational will allow you to reach these exec- marketing and prospecting will keep utives and, most importantly, position you in sales. yourself as a resource to them. By serving on committees and activities C. Richard Weylman is an expert in that they’re involved in and support- marketing, selling and communicating to ing the causes to which they are affluent and high net worth people. He is drawn, it will position you as a the author of “Opening Closed Doors, Keys resource to them, someone who is a To Reaching Hard-to-Reach People," as caring and credible individual. If well as numerous sales, relationship and you’re having difficulty determining marketing and management audio and the organizations that these executives video education programs.

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BRIDGET PASCHAL Bridget Paschal initially got into real estate as a way to advise her friends and family as they navigated the process. Soon enough, however, she found herself in high demand and relished the challenge of buying and selling for the best deal. In her first year in business she earned the Rookie of Year Award after selling 26 houses—an astounding feat for her industry debut. By year two, she had doubled that figure. “I thought, okay, this is more than I thought it was going to be,” she remembers. “I loved it. I loved all aspects of it.” Now, five years later, Bridget has broken personal bests every year in business. What’s more, she has built a reputation as an agent known for her incisive market savvy, communication, and personal touch.

Today, Bridget is proud to serve under the banner of Southern Classic Realtors, assisting clients across the South Atlanta region. To date, almost the entirety of her business is driven by repeat and referral clientele who trust her track record, straightforward style, and proactive approach. “I try to be one step ahead of my clients and offer answers even before they have questions,” she explains. “Communication is a major part of what I do.

When you’re unfamiliar with real estate, like many of my clients, and you’re trusting someone else, you want to be educated and understand what’s going on. As a pastor’s wife for years, I always loved counseling others, and now I love walking people through this process.” In fact, relationships are the priority for Bridget, and she takes care to keep connections alive long after the closing table has been reached. “I see this industry as relationship-focused,” she says, “that’s the way I was brought up and how I live my life. They’re not just clients to me.

They become family.”

When listing properties, Bridget accounts for every detail. Campaigns are tailored to the specific needs of every home-seller by using tools such as professional photography, drone footage, custom videos, and immersive property descriptions that construct an enticing Top Agent Magazine

narrative of each home’s journey and potential. She also uses nontraditional open house events as a strategy to create buzz on a local level. Last year, she closed over $17-million in volume as a solo agent, underscoring her professional longevity and undeniable knack for results.

“I’ve had four full years in real estate now,” she says, “and as long as your drive is right, there are no boundaries on your success.”

Beyond the office, Bridget gives back to her community through her local church and Backpack Buddies, a ministry that feeds children. In her free hours, she most enjoys time spent with loved ones and exploring the outdoors with her family. As for the future, Bridget intends to keep progress moving steadily along as she builds upon relationships and uplifts her community, one home at a time. Now, with nearly five years of insight and experience, what she most enjoys about her career in real estate is, “the joy in helping others.” “That’s what I love most. Real estate can be very similar to ministry in that you meet people wherever they are in their life and help them take that next step. Sometimes that means working to build good credit, and I’ll connect them with a lender, walk them through the steps, and check in throughout. Sometimes it’s about starting the house-hunt or exploring neighborhoods. Whatever the next step is, I like playing a part in helping others on their journey.”

To learn more about Bridget Paschal, email Bridget@PaschalHomes.com, visit bridgetpaschal.georgiamls.com, or call (770) 755–8546 https://

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