GEORGIA 4-8-19

GEORGIA EDITION

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TIPS TO GET NEW CLIENTS

Small Yard?

Big Statement: How to Make The Most Out of Micro Outdoor Spaces

Top 4 Ways to

JUICE UP YOUR OPEN HOUSE STRATEGY

FEATURED AGENT

MICHELLE JOHNSON COVER STORY

Rebecca Gould Strother

GEORGIA EDITION

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MICHELLE JOHN

Top Agent Michelle Johnson the number one Individual Age at her Keller Williams office Atlanta, Georgia – is a dedicat real estate professional who committed to providing ea and every one of her grate REBECCA GOULD MICHELLE JOHNSON clients with the very best servi STROTHER available in The Peach Sta Refreshingly down-to-earth and possessing a wealth industry knowledge, Michelle’s reputation as a trust real estate advocate has resulted in a successful busine CONTENTS that continues to grow year after year.

4) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS 6) SMALL YARD? BIG STATEMENT: HOW TO MAKE THE MOST OUT OF MICRO OUTDOOR SPACES

Michelle working in the real 15) TOP began 4 WAYS TO JUICE UPestate world nea two decades ago, inspired by her father who own YOUR OPEN HOUSE STRATEGY

multiple rental properties. “He was always trying sell a bunch of his properties to commercial develo 21) TIPS TO GET “So NEW ers,”5 recalls Michelle, I decided that I was going sell them, and I got my license.” Michelle took to t CLIENTS industry like a duck to water, finding almost immedia success, and today can boast that more than two-thir of her business is based on repeat clients and referra perhaps the most accurate measure of excellence customer service in her highly-competitive market.

I’ve never forgotten where I come from, and how t average person lives. I’m pretty much an average Joe mag@topagentmagazine.com | www.topagentmagazine.com says Michelle, when asked to account for the loyalty s No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent inspires in her clients. This has translated into a dec Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published edly egalitarian business materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by itsethos. authors. “I don’t care wheth To subscribe or change address, send inquiry to mag@topagentmagazine.com. my client is buying a $100,000 house, a $500,0 Published in the U.S. house or a $50,000 manufactured home,” she says. treat everyone with the same respect and I treat them the same way I would treat my friends or family.”

Phone 310-734-1440 | Fax 310-734-1440

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Michelle is that rare breed of Realtor who consisten

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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks.

But there is a method to setting them. It’s a process that takes careful thought and con4

sideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately.

1. MAKE YOUR GOALS SPECIFIC

Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific

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Your plan of action should include daily, weekly, monthly and yearly goals. goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming.

2. MAKE IT ATTAINABLE

Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one.

Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud!

3. PUT A PLAN OF ACTION IN WRITING

Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially Top Agent Magazine

important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways.

Achieving goals is all about creating good new habits.

4. MAKE IT MEASURABLE

This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone.

5. ADJUST AS YOU GO

You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation.

Sticking to a plan everyday means adjusting it accordingly.

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Small Yard? Big Statement: How to Make the Most Out of Micro Outdoor Spaces When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with 6

urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature.

Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.

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Think vertically.

When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.

Soothing sounds set the mood.

Upgrade the look of structural components.

Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods Top Agent Magazine

retailers make a variety of punchy or luxe outdoor rugs that can disguise stained or lackluster outdoor flooring. Power-washing is another great solution for old grime and dirt that’s an eyesore. Don’t have a great view? Planting ivy on bare walls, installing adjustable mood lighting, or hanging planters can create a more inviting ambiance.

While there may not be room for a swimming pool or pond in a micro yard or balcony, you can still bring the calming presence of water to your outdoor oasis. Fountains run the gamut in sizing and price, making this amenity an easy acquisition. What’s more, a running fountain not only adds a soothing sound to your space, but it also helps drown out noise from the street or the neighbors—making your space entirely your own and stress-free.

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Don’t compromise on your culinary dreams.

If you love to entertain in outdoor spaces or relish the chance to man the grill—small outdoor spaces don’t have to trip you up. Grill options (both propane and charcoal) come in a range of sizes, many of which can be outfitted securely to balcony posts or be tucked away and out of sight when out of use. Consider nesting tables or those with a removable leaf to adjust your seating and dining options depending on company.

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Another trick? A small, oscillating fan can keep air flow moving in a small space during grill season—and can be easily affixed to walls or posts, as well.

Don’t let yourself or clients be discouraged by spaces with more limited square footage in outdoor areas. Furniture and design trends have already begun shifting toward providing better small-space options, and at the end of the day, a backyard space is all about providing an area for relaxation. With a few well-placed, strategic choices, you can still have it all.

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Rebecca Gould Strother

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REBECCA GOULD STROTHER Real estate was a natural career choice for Rebecca Gould Strother, also known as “Becca,” having grown up watching a friend’s mother work as a successful broker. In 2014, they encouraged Rebecca to get her real estate license and join them, and soon she was working as the broker’s personal assistant. “It was the smartest thing I could have done, because I didn’t just jump in and struggle. I learned directly from the broker,” she says. After working as an assistant for a couple of years, Rebecca transitioned into working as full time agent, and it wasn’t long before she was working 24/7 helping people reach their real estate goals. “I felt confident and prepared, 10 Copyright Top Agent Magazine

and was able to dive in at that point.” Serving all of southeast Georgia, primarily Glynn County, she has become a top agent in the area.

“I make my clients feel like they’re my only client,” Rebecca explains. “Whether I’m working with a handful of people or 20 people at the same time, I make sure they don’t feel that I’m focusing on anyone else.

I always plan ahead and make sure my clients never feel rushed.” When looking at properties with Rebecca, clients feel they can take their time. “I want them to know if they look at 2-3 houses and fall in love with one, that’s great. And if we end up lookTop Agent Magazine

ing at 40 houses, that’s great, too. It’s their home, not mine, so I want to make sure they’re 100% happy,” she says. Rebecca goes above and beyond expectations, even going as far as housekeeping prior to a last minute showing, watering plants for an out of town homeowner, or using FaceTime to show homes to a client living many states away. Everyone who works with Rebecca, Top Agent Magazine

clients and other agents alike, feels appreciated, with no question left unanswered.

When it comes to marketing her listings, Rebecca also makes sure every aspect is handled, including professional photography, aerial shots, video walkthroughs and 3D mapping of homes. She hosts open houses and invites other local real 11 Copyright Top Agent Magazine

estate agents to view her listings. Typically, Rebecca has around 20-30 listings at a time, rather than having 100s at once, so she can offer them attentive service with a smile. On average, they sell within 120-180 days.

After working with Rebecca, clients leave glowing reviews about their time together.

One recently said, “There are not enough kind and sincere words to describe the level of customer service and compassion that Copyright Top Agent Magazine 12

Rebecca “Becca” Gould Strother provided to my wife and I during our home purchase.

I reached out to Becca months in advance, prior to my move to the Brunswick area from many states away. Becca was consistent with her communications with me, and even reached out during times of my dormancy to ensure I was tracking along. Becca’s knowledge of Brunswick/St. Simons Island homes was very extensive, I would not have thought anything less from the local area native!”

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When Rebecca isn’t working, you can find her enjoying the outdoors with her husband, riding her horse, or walking her two Jack Russell Terriers on the beach. She also loves staying involved with the community. She is Top Agent Magazine

a member of the Saint Simon’s Land Trust, Sterling R contributor to RPAC, is active with the Young Professionals Network, and is currently serving the Golden Isles Association of Realtors as the Awards Chair for this year’s Copyright Top Agent Magazine 13

Awards Committee. For the past three years she has hosted an event she assisted in creating through YPN called Realtor Derby Day. As she looks towards the future, she is eager to continue growing and wants to eventually earn her broker’s license. “I have a passion for

mentoring other agents, I was given a good opportunity and I want others to have the same,” she explains. In the meantime, she’s enjoying every minute of her work. “I give 100% when I work with my clients, I’m not going to let a deal fall apart. I’m going to make it work, whatever it takes.”

For more information about Rebecca Gould Strother and Duckworth Properties, please call (c) 912-223-1946 / (o) 912-262-0366 or email becca@duckworthproperties.com Copyright Top Agent Magazine 14

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Top 4 Ways to Juice Up Your Open House Strategy

by Rob Flitton

I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.

1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.

Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.

It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance.

There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads.

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If you combine this dynamic booklet with properly trained closing language, as touched upon below, it is something the average person will either keep and use or pass along to someone they know. A well designed booklet can bring you a lot of business.

data—and they are void of interesting or problem-solving information.

2.Work The Neighborhood A few days prior to your open house, find the names and addresses (from tax records—or elsewhere) of, say, 20 homes in each direction from the Pre-internet, both open houses for open house. resale listings, and model homes for new construction, relied on strategic For the cost of postage and some collateral materials (handouts). Vis- sweat-equity, mail a postcard to these itors were ostensibly looking at sev- 80 homeowners inviting them to the eral competitors at the same time, so open house and offering something collateral materials had to have the unique and compelling—perhaps a power to bring them back to your drawing or giveaway for those willing site—a great call to action, eye- to provide their opinion on the asking catching color, identification of the price of the home (and the entry card, of course, will net you their email benefits of buying your product. address and phone number). People Yet at open houses today, I primarily are generally nosy and like to be see bland information sheets dis- validated, so asking for their opinion cussing features—the listing price, on something happening in their own the square footage, and the standard neighborhood is very appealing.

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And, it is best to mail them again right after the open house to talk about what happened.

“From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”

dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection.

Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem.

While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite.

If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and Top Agent Magazine

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here again you need the right type of closing and qualifying dialogue.

The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions.

Example: “What types of functions do you want in your new home, or activities near your neighborhood?”

Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”

4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away.

If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.

Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is?

Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314.

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MICHELLE JOHNSON Top Agent Michelle Johnson – the number one Individual Agent at her Keller Williams office in Atlanta, Georgia – is a dedicated real estate professional who is committed to providing each and every one of her grateful clients with the very best service available in The Peach State.

Refreshingly down-to-earth and possessing a wealth of industry knowledge, Michelle’s reputation as a trusted real estate advocate has resulted in a successful business that continues to grow year after year.

Michelle began working in the real estate world nearly two decades ago, inspired by her father who owned multiple rental properties. “He was always trying to sell a bunch of his properties to commercial developers,” recalls Michelle, “So I decided that I was going to sell them, and I got my license.” Michelle took to the industry like a duck to water, finding almost immediate success, and today can boast that more than two-thirds of her business is based on repeat clients and referrals, perhaps the most accurate measure of excellence in customer service in her highly-competitive market.

I’ve never forgotten where I come from, and how the average person lives. I’m pretty much an average Joe,” says Michelle, when asked to account for the loyalty she inspires in her clients. This has translated into a decidedly egalitarian business ethos. “I don’t care whether my client is buying a $100,000 house, a $500,000 house or a $50,000 manufactured home,” she says. “I treat everyone with the same respect and I treat them all the same way I would treat my friends or family.”

Michelle is that rare breed of Realtor who consistently goes above and beyond for her clients, in every situation.

“I take care of everything,” she explains. “I’ve been told that I’m a bit of a bulldog. One of the biggest stressors in life is buying or selling a house, and I try to alleviate as much of that stress as possible. I explain everything about the process to my clients upfront, and Top Agent Magazine

make sure they know that it won’t necessarily be an easy process, but if anything unfortunate does happen, I will absolutely take care of it, often without the client even knowing about it.”

Michelle’s success is also based, in large part, on her exceptional marketing strategies. Professional photography and virtual tours ensure that each listing is shown in its best light, and deft exploitation of multiple MLS’s, the internet, and social media all make certain that every property is seen by as many potential buyers as possible.

“I love helping people,” says Michelle, when asked what she enjoys most about what she does. “I love watching my clients post on Facebook after they’re in their new home, seeing them happy and watching their family grow and knowing that I had a hand in that. It’s incredibly rewarding.”

Michelle has many plans for the future of her business, including incorporating cutting-edge emerging industry technologies that will allow her to help even more buyers and sellers with even more efficiency. Above all, however, is her goal of continuing to provide the very best in customer service.

For more about MICHELLE JOHNSON, call 678-776-9258 or email michellerealtor1@live.com Copyright Top Agent Magazine 19

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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 Top Agent Magazine

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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