GEORGIA 6-28-21

GEORGIA EDITION

REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

COVER STORY

CHRIS MCCALL

EMOTIONAL FLUENCY : HOW TO COMMUNICATE

WITH CLIENTS WHEN TENSIONS ARE HIGH

HOW TO THROW A CLIENT APPRECIATION EVENT NO ONE WILL FORGET

FEATURED AGENTS

CHRISTY BARNARD MELANIE MARSH SARAH PICKELL

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GEORGIA EDITION

MELANIE MARSHSARAH PICKELL CHRISTY BARNARD

With a to naturally spirit and a love Type I Diabetes, a disease from ef introduction profes- caring Christy Barnard –Melanie memberMarsh’s of Second-Home Property Specialist), the PMN for2003, people, Sarah found her 23 true her own son suffers. ig 7 estate came in 17 27 sional real when she Pickell on Sells Team at Watkins Real (Performance Management Network), e-Pro As well, M calling in realasestate. Her first career has ® supported Rescuing Ho A beganGeorgia working for a new homebuilder ociates in McDonough, and the C2EX (REALTORS Commitment nursing, a closing coordinator. was She in followed upbut after ten years, she organization dedicated to eradica to Excellence). working, dedicated Realtor with realized stint her time W that experience with a six-year as a management skills and trafficking—by donating a portio wo decades of experience in the designer for Traton Homes.

“Those two others could help her commission from every home sal passion for helping ac When she’s not working, Christy enjoys hristy’s laser-like focus on helpperiods of my career taught me aa great attain moredeal rewarding path. “I decided effort. Prior to Covid, she also volu hu spending time with her husband of nearly ny grateful clients achieve their about the industry, not only in construction once a week at her children’s elem get my real estatethree license in 2016, ch decades and and their twenty-seven-yeargoals has earned and her design, a stellarbut also thetolegal side of the school. slowly made the progression to become sp as a trusted, honestbusiness. and deeply It really gave me a leg up when old son. She loves going to the mountains a full-time agent,”orshe explains. Today ba spending at the beach She able advocateCHRIS for Iboth madebuyers the decision to become a Realtor.”

Whenrelaxing. she’s not working or helpin MCCALL CHRISTY BARNARD MELANIE time MARSH SARAH PICKELL she is living her dream, working as aphilanthropist solo w is also an avid who gives alike. the community, Melanie spends a agent Buford, Bycommunity providing intime back to her a variety ways, She got her license in 2016, andinhas built a Georgia. as sheofcan with her family.in“ service and support guiding of herOperation clients boat Lunchbox, gan her career in the industrybusiness in 1998,aswhen successful ansuperior agent including with Kellerher people,which so we’re out on t throughout the transaction, she already Williams Signature Partners in Georgia, every chance we get. My son isAa provides healthy lunches for local school children. She ed on as Office Manager for a large real estate hasAtlanta, a isnumber of repeat clients and real a estate co serving clients Acworth, Dallas, youth MLS team so I’m a hardcor also heavily involved in the community, where she learned all the ins and inouts of the CONTENTS growing referral network. al andlicensed Woodstock. reputation she established in herPresident mom too, who’s involved with everything fro and she is the current for the Women’s Council he became officially as anThe agent in former has agent, served herofwell.

“Almost all of manager to the driver. constantly traveling so Realtors, as well as being part of localWe’re board, the quickly proved herself a topposition producing 4) INCORPORATING CHARITABLE 18) CREATIVE MEDITATION FOR my business comes from repeat clients and referrals— games.

We just got a new puppy as well, and I’ “I careMetro a lot about I work with,” she says. “I with me.” Havi South everyone Association of Realtors. e than four million in volume in 2019 alone.

GIVING IN YOUR REAL ESTATE THE REAL ESTATE PROFESSIONAL people in my sphere. I’ve built strong busy trying to help hermy adjust.” really care aboutrelationships the whole process, and I consider herself become PRACTICE with them over the years, so I was already their go-to clientsChristy’s as friends.

I want to have expe-include not be afraid to plans for them the future of the her best business the lion’s share of Christy’s considerable person for anything related to the home.

If someone is As for the future of her business, Melanie w 21)and HOW TO THROW A possible.”growth, Sarah understands thather purchasing continued to maintain commitment to based upon repeat and referred clients,rience a trying to decideFLUENCY: what color to paint their house,CLIENT they APPRECIATION keep growing as a Realtor andNO find more ways 13) EMOTIONAL EVENT or selling one of inyour largest assets can be stressful, “If you keep yo excellence customer service. tor of the exceptional customer service she call me,” she laughs. her community. “My goal is simply to continu HOW TO COMMUNICATE WILL FORGET and she wants to makeONE the journey as easy as possible. and don’t compa g. “I think it’s because I take my job very the go-to person people rely on. I’d also like to WITH CLIENTS WHEN TENSIONS “There’s a lot helping of moving partsfind to it, thinking to s “I love people theand home they’re ” she explains, whenMelanie asked how she has mancreates professional photographs of all of the work I’djust been doinglooking withbe ourshocked school once Christy, “whether a first-time pire so muchARE trust HIGH and loyalty amongst about itsocial cansays seem overwhelming, it again.” sounds totally home herself in any o her listings, marketingthose them onfor,” media sites like to dothey’re so 24) REACHING THE MILLENNIAL or somebody retiring and looking tospecdownsize. with. “I invest in my clients and make sure impossible.

I’ve seen the LordTHROUGH do some really chance to be a Facebook andI Instagram.

Shebuyer also But utilizes reverse MARKET SOCIAL MEDIA satisfaction seeing the of joy are taken care of. I’m like a mama lion, protacular, amazing through reallook estate, andon to their be face see the Lord at prospecting for potential buyersThe through herthings MLS.ofShe when they achieve their goals is incredibly satisfying.” cubs. I will fight forstays them until the end.” able to walk through process with somebody and experience that in touch with her past clients through texts,that cards, or pop-bys when she’s in Before blessing.” When working betheir a partneighborhood. of it is an incredible many other factors that come intoshe play the pandemic, alsowhen hosted client parties, which shetime to understand exactly with buyers, she takes the Phonehopes 310-734-1440 | in Fax 310-734-1440 to againhands-on thewhat future.

Christy’s success story.

“I dohave theyHer arefavorite lookingpart for,ofand doesn’t stop searching the job is theestate. positive impact able toMeanwhile, make on she thoroughly markets ” she says, “in all facets of real I know until that is found. mag@topagentmagazine.com |she’s www.topagentmagazine.com people’s lives. but “I love the that I’m someone the g a home can be very stressful, I make herfact listings, advertising them through social No portion of this issue may be reproduced insellers’ any manner whatsoever without prior consent of the publisher.

Top Agent people in my community can rely on.

It gives me an process by Magazine educating my clients on current is published by Feature Publications Although precautions to ensure the accuracy of published mediaGA, toInc. get as many eyesare ontaken them as possible.

It’s incredible senseoffer, ofcannot purpose!” materials, Top Agent be held responsible for opinions expressed or facts supplied by its authors. ditions, putting together the Magazine best negoclear her methods are working, as she closed 23 transTo subscribe or change send My inquiry to mag@topagentmagazine.com. best price, and everything in address, between. in 2020.

PublishedMelanie in the U.S.is also an activeactions w what is happening during every step of thecontributor to the life of her community. She supports Camp Kudzu, a nonprofit If you would like Melanie’s help either buying or se process.”

Buyers and sellers love spreading the word about

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organization out of Atlanta with the mission of home, you can call her direct at 770-630-5559 or Sarah’s work.

One recently said, “We rate Sarah Pickell empowering young children and teens living with MelanieMarsh@kw.com, or visit marshfamilyhomes Tophard AgenttoMagazine 3 For o works keep herself educated aon5 out of 5 in all areas! She made us feel so confiFor more information about Christy Barnard, anging real estate industry, and she has also ple dent during the entire house selling process. She was http://

Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 4

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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CHRIS MCCALL Top Agent Magazine

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CHRIS MCCALL “We stay in touch, we follow up, and we are available to answer when our clients call. That’s the biggest thing we hear that sets us apart. We’re responsive to our clients.”

Chris McCall began his real estate career over 24 years ago. He has always been interested in houses and real estate, having studied architecture and design in college. Ever since he entered the business, Chris has excelled at helping clients achieve their real estate goals.

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Chris and his team at Chris McCall Realty serve Hall County and all the surrounding counties. Almost all of his business comes from repeat and referral clients, an impressive feat that speaks to the trust and confidence Chris inspires. “I’m now working with my third generation of Top Agent Magazine

clients,” Chris says. “There are people I sold homes to as young people back in the day, and I’m now selling to their kids and even their grandkids.”

His clients keep coming back, Chris says, “Because we concentrate on customer service.

We’re not chasing a dollar. We pride ourselves on what we do to take care of the customer, and the knowledge we bring them about the market.”

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Another quality that sets Chris and his team apart is availability. “We also pride ourselves on being available to clients,” he says. “We’re not the ‘put a sign in the yard and forget about you’ type of agents.

We stay in touch, we follow up, and we are available to answer when our clients call.

That’s the biggest thing we hear that sets us apart. We’re responsive to our clients.”

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He says that buyers and sellers benefit when an agent is available to service their needs. “When you’re looking for an agent, I would advise people to hire somebody who’s full-time in the real estate business and can respond to you during the day. Especially in this market, an agent is doing you a disservice if they’re not available full-time.”

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When it comes to marketing, Chris uses a comprehensive approach to ensure maximum exposure. “We have a photography team, and we do a lot of drone photography,” Chris explains. “We’re also starting to get more hands-on with creating videos for YouTube.”

That’s in addition to investing in marketing on social media and the MLS. Top Agent Magazine

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Community involvement is important to Chris. He volunteers his time to some of the local schools and their athletic programs. When he is not working, Chris enjoys hanging out with family and friends, snow skiing, playing on the lake, and hiking in the mountains.

In the future, Chris says, “I plan to keep doing what we’re doing right now.

We have a team of nine, and I love the fact that we’re turning properties with our repeat customers. We have a lot of referrals coming in from our past, and we’re proud to be able to serve them.”

To find out more about Chris McCall, call 770-654-8111, visit mccallproperties.com, or email chris@mccallproperties.com www.

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Emotional Fluency:

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

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

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

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

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

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

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

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

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clearly and with solutions already in hand.

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

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 16

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

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

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CHRISTY BARNARD Top Agent Christy Barnard – member of The Shannon Sells Team at Watkins Real Estate Associates in McDonough, Georgia – is a hardworking, dedicated Realtor with more than two decades of experience in the industry. Christy’s laser-like focus on helping her many grateful clients achieve their real estate goals has earned her a stellar reputation as a trusted, honest and deeply knowledgeable advocate for both buyers and sellers alike.

Christy began her career in the industry in 1998, when she was hired on as Office Manager for a large real estate firm, and where she learned all the ins and outs of the business. She became officially licensed as an agent in 2017, and quickly proved herself a top producing agent, selling more than four million in volume in 2019 alone.

Currently, the lion’s share of Christy’s considerable business is based upon repeat and referred clients, a sure indicator of the exceptional customer service she is providing. “I think it’s because I take my job very personally,” she explains, when asked how she has managed to inspire so much trust and loyalty amongst those she works with. “I invest in my clients and I make sure their needs are taken care of. I’m like a mama lion, protecting her cubs. I will fight for them until the end.”

Second-Home Property Specialist), the PMN (Performance Management Network), e-Pro and the C2EX (REALTORS® Commitment to Excellence).

When she’s not working, Christy enjoys spending time with her husband of nearly three decades and their twenty-seven-yearold son. She loves going to the mountains or spending time at the beach relaxing. She is also an avid philanthropist who gives back to her community in a variety of ways, including her support of Operation Lunchbox, which provides healthy lunches for local school children. She is also heavily involved in the real estate community, and she is the current President for the Women’s Council of Realtors, as well as being part of the local board, the Metro South Association of Realtors.

Christy’s plans for the future of her business include continued growth, and to maintain her commitment to excellence in customer service.

“I love helping people find the home they’re looking for,” says Christy, “whether they’re a first-time home buyer or somebody retiring and looking to downsize.

The satisfaction of seeing the look of joy on their face when they achieve their goals is incredibly satisfying.”

There are many other factors that come into play when assessing Christy’s success story. “I have hands-on experience,” she says, “in all facets of real estate. I know that buying a home can be very stressful, but I make it a smooth process by educating my clients on current market conditions, putting together the best offer, negotiating the best price, and everything in between. My clients know what is happening during every step of the transaction process.”

Christy also works hard to keep herself educated on the ever-changing real estate industry, and she has also earned multiple prestigious designations that provide extra value to her clients, including the RSPS (Resort and Top Agent Magazine

For more information about Christy Barnard, please call 678-346-6979 or email Christy@ShannonSellsTeam.com Copyright Top Agent Magazine 17

Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.

Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite 18

easily into the daily hustle & bustle world of the busy real estate agent.

First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening Top Agent Magazine

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts.

These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument.

Here are some examples of meditations you can try:

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For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis.

When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity.

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How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estate—an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year.

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Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and you’ll create a coveted, in-person opportunity to forge relationships and broaden your reach.

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An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.

Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.

ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests.

Apply A Personal Touch

Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well.

By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too.

Theme Your Event Whether the area’s high school sports team has made it to the state champion22

Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.

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MELANIE MARSH Melanie Marsh’s introduction to professional real estate came in 2003, when she began working for a new homebuilder as a closing coordinator. She followed up that experience with a six-year stint as a designer for Traton Homes. “Those two periods of my career taught me a great deal about the industry, not only in construction and design, but also the legal side of the business. It really gave me a leg up when I made the decision to become a Realtor.”

She got her license in 2016, and has built a successful business as an agent with Keller Williams Signature Partners in Georgia, serving clients in Acworth, Atlanta, Dallas, and Woodstock. The reputation she established in her former position has served her well. “Almost all of my business comes from repeat clients and referrals— people in my sphere. I’ve built strong relationships with them over the years, so I was already their go-to person for anything related to the home. If someone is trying to decide what color to paint their house, they call me,” she laughs.

Melanie creates professional photographs of all of her listings, marketing them on social media sites like Facebook and Instagram. She also utilizes reverse prospecting for potential buyers through her MLS. She stays in touch with her past clients through texts, cards, or pop-bys when she’s in their neighborhood. Before the pandemic, she also hosted client parties, which she hopes to do again in the future. Her favorite part of the job is the positive impact she’s able to make on people’s lives. “I love the fact that I’m someone the people in my community can rely on. It gives me an incredible sense of purpose!”

Melanie is also an active contributor to the life of her community. She supports Camp Kudzu, a nonprofit organization out of Atlanta with the mission of empowering young children and teens living with Top Agent Magazine

Type I Diabetes, a disease from which her own son suffers. As well, Melanie has supported Rescuing Hope—an organization dedicated to eradicating sex trafficking—by donating a portion of the commission from every home sale to the effort. Prior to Covid, she also volunteered once a week at her children’s elementary school.

When she’s not working or helping out in the community, Melanie spends as much time as she can with her family. “We are boat people, so we’re out on the lake every chance we get. My son is also on a youth MLS team so I’m a hardcore soccer mom too, who’s involved with everything from team manager to driver. We’re constantly traveling for his games. We just got a new puppy as well, and I’ve been busy trying to help her adjust.”

As for the future of her business, Melanie wants to keep growing as a Realtor and find more ways to serve her community. “My goal is simply to continue being the go-to person people rely on. I’d also like to resume the work I’d been doing with our school once it’s safe to do so again.”

If you would like Melanie’s help either buying or selling a home, you can call her direct at 770-630-5559 or email MelanieMarsh@kw.com, or visit marshfamilyhomes.kw.com http://

Copyright Top Agent Magazine 23

#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.

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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:

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

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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.

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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.

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SARAH PICKELL With a naturally caring spirit and a love for people, Sarah Pickell found her true calling in real estate. Her first career was in nursing, but after ten years, she realized her time management skills and passion for helping others could help her attain a more rewarding path. “I decided to get my real estate license in 2016, and slowly made the progression to become a full-time agent,” she explains. Today she is living her dream, working as a solo agent in Buford, Georgia. By providing superior service and guiding her clients throughout the transaction, she already has a number of repeat clients and a growing referral network.

“I care a lot about everyone I work with,” she says. “I really care about the whole process, and I consider my clients as friends. I want them to have the best experience possible.” Sarah understands that purchasing or selling one of your largest assets can be stressful, and she wants to make the journey as easy as possible.

“There’s a lot of moving parts to it, and just thinking about it can seem overwhelming, it sounds totally impossible. But I’ve seen the Lord do some really spectacular, amazing things through real estate, and to be able to walk through that process with somebody and be a part of it is an incredible blessing.” When working with buyers, she takes the time to understand exactly what they are looking for, and doesn’t stop searching until that is found. Meanwhile, she thoroughly markets her sellers’ listings, advertising them through social media to get as many eyes on them as possible. It’s clear her methods are working, as she closed 23 transactions in 2020.

Buyers and sellers love spreading the word about Sarah’s work. One recently said, “We rate Sarah Pickell a 5 out of 5 in all areas! She made us feel so confident during the entire house selling process. She was always prepared, was quick to respond, made the extra Top Agent Magazine

effort and was so good at helping us navigate through everything so seamlessly.

Absolutely a joy to work with!”

When Sarah isn’t working, she’s staying active with her family, including her husband of 12 years and their three children. “We do a lot with youth sports, my husband is also a high school basketball coach.” Sarah also loves working out and hopes to start gardening in the next year.

As she looks ahead, she hopes to continue on her current path. “I want to always do a great job for my clients, and someday I’d love to have an assistant with me.” Having started a second career and seeing herself become successful at it, Sarah wants others to not be afraid to take the chance.

“If you keep your head down and focus on yourself, and don’t compare yourself to others, you’ll eventually be shocked to see where you are.” She can’t imagine herself in any other path, as real estate gives her the chance to be a part of something beautiful. “I get to see the Lord at work in somebody’s life, and get to experience that with them. It’s amazing.”

For more about Sarah Pickell, please call 770-262-4817 or email info@sarahpickellhomes.com Copyright Top Agent Magazine 27

mailto:mag@topagentmagazine.com

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