GEORGIA 8-8-22

GEORGIA EDITION

MAKE SOCIAL MEDIA MARKETING Your Calling Card

Playing the Real Estate Matchmaker HOW TO THROW A NETWORKING EVENT THAT CAN PUT YOUR BUSINESS ON THE MAP 3 MENTAL TRICKS THAT WILL

TAKE YOUR BUSINESS TO THE NEXT LEVEL

COVER STORY

SONNY JONES FEATURED AGENTS

PHOEBE HOASTER AMANDA STORER

mailto:mag@topagentmagazine.com

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home.

When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities 4

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day.

In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt Top Agent Magazine

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures.

Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees?

Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with 6

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union!

When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing.

Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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SONNY JONES

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In 2015, Top Agent Sonny Jones was nominated as rookie of the year with $6.5 million in transactions and it’s been an upward trend since then, with 2021 totaling close to $20 million.

Marketing and merchandising in corporate America for 18 years was enough for Sonny.

He was disillusioned with the system and the changes that were happening. When he was asked if he would be transferred to another city, he decided it was time to leave that world.

He always had an interest in real estate, got enrolled in the right courses and was licensed a month and a half later. A few months later, in 2015, he closed on his first sale, a million-dol8Copyright Top Agent Magazine

lar property. He was nominated as rookie of the year with 6.5 million in transactions and it’s been an upward trend since then, with 2021 totaling close to 20 million.

Sonny dove into the business by inundating himself with the tools and knowledge he needed to be successful. With his background in marketing and merchandising, he viewed real estate as simply a larger product to sell.

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All of the basic sales principles of matching a client to a product were the same. It was all about proper targeting of customers. In the current marketplace, proper targeting often leads to a sale of the property before the open houses can even occur.

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He worked at lots of open houses, even the ones that other agents didn’t want to do, just to build the connections that would continue through his career. He joined all of the committees and neighborhood boards he could to get his name into the community. It’s been eight years now Copyright Top Agent Magazine9

To this day, most of Sonny’s business is repeat and referral business and he doesn’t need anything like online advertising to sell his services. His support of the community is enough to grow his sphere of influence and get the referrals when someone asks if anyone knows a good realtor®. and his sphere of influence around intown Atlanta keeps growing. The people you get to meet face to face at an open house are the hottest prospects possible, and he used open houses as a springboard to a larger network of referrals. To this day, most of his business is repeat and referral business and he doesn’t need anything like online advertising to sell his services. His support of the community is enough to grow his sphere of influence and Copyright Top Agent Magazine 10

get the referrals when someone asks if anyone knows a good realtor®.

Sonny keeps in touch with his clientele through direct mail and emails, but his preferred method of communications is a direct phone call. Remembering birthdays, purchase anniversaries and other special dates always give him a reason for a quick contact to stay top of mind. When it’s time to reach out with a Top Agent Magazine

new listing, he’ll do all of the syndicated channels, supplemented by property information on Facebook, and Instagram with high quality images and walkthrough videos. He keeps storage units full of furnishings available to spruce up any properties that are showing their age. If it’s in an area where Sonny wants to do Top Agent Magazine

more research, he goes straight to the source and works with other local agents to get evaluations including feedback on the property itself and viable pricing ranges. In his own neighborhood, he knows all of the ins and outs of the area, having sponsored traffic medians and concert series.

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Sonny is incredibly busy right now, with a closing coordinator as his only assistant. He’s looking to add some others to his team to get some free time back. Then he can head to his cabin in Blue Ridge and get some relaxation

on the clear, refreshing waters of the lake if not the beach. When he travels now, it’s much more special than when it was being done for a corporate job. He loves the real estate business, and is looking forward to growing his business further.

To learn more about Sonny Jones, please call 404-734-3185 or email SonnyJones@dorseyalston.com Copyright Top Agent Magazine 12

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 14

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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PHOEBE HOASTER With a calming demeanor and a strong work ethic, Phoebe Hoaster has become a top agent on Saint Simons Island. She got her start in 1977, after her mother encouraged her to become an agent. “She was a REALTOR®, and I was looking for a path that allowed me flexibility to be with my child,” Phoebe explains. She originally started in Atlanta, where she eventually opened a RE/MAX Elite and had her own team.

In the 90s, she and her husband moved to Saint Simons Island, an idyllic, Georgia barrier island twelve miles long and nearly three miles wide (roughly the size of Manhattan Island in New York) with stunning beaches and beautiful homes. Phoebe consistently ranks in the top five producing agents for the area, and has seen her business skyrocket in recent years. As the co-founder of Signature Properties Group, she works mostly with repeat clients and referrals. Loving each second of her career, she has no plans to retire anytime soon. “It’s just such an exciting business. No day is ever the same, and that’s what I love about it.”

Those who work with Phoebe appreciate her kind approach and ability to eliminate stress. “I’ve had one client tell me I’m like a duck on water, calm on the surface but paddling hard underneath,” she explains.

Acknowledging that real estate is one of the largest transactions her clients will ever make, Phoebe knows it can feel overwhelming at times. She alleviates this by guiding them throughout, answering questions and advising them, making sure they are prepared for each step. “I handle problems before I even call my clients,” Phoebe says. “My job is to take care of them and handle everything.” When it comes to marketing her listings, Phoebe utilizes the internet, posting them on the top real estate websites and high end magazines.

Her properties typically sell quickly, for the highest amount possible, as her advertising attracts numerous potential buyers.

Whether she’s helping a buyer, seller or investor, Phoebe Top Agent Magazine

impresses each customer with her superior service. One client recently said, “Phoebe is an outstanding real estate broker! She takes her time and does the job properly, she’s not out to make a quick buck. We hired Phoebe because we saw how honest, knowledgeable, and helpful she was. Phoebe guided us smoothly and professionally through the whole process of selling our home.”

During Phoebe’s free time, she can be found giving back through St. Simons Community Church.

Phoebe and three other agents just started the Christian Real Estate Association, which aims to be a haven for real estate agents, allowing for lasting connections.

“We have some amazing speakers, and we really just wanted to become a place where agents can come and be accountable with each other,” she explains. They are also raising money for local causes and charities through the group, recently donating $7,500 to the Veterans Association. When Phoebe isn’t working or giving back, she loves to spend time with her family, in her garden, and taking photos.

“My plan for the future is to keep on keeping on,” she says. “I want to continue taking care of my client base and sending love out into the world.” Phoebe can’t wait to see what comes next, and there’s no doubt she’ll reach great heights.

For more about Phoebe Hoaster, please call 912-270-5730 or email PhoebeHoaster@gmail.com 15

3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next 16

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

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Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client.

This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

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plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

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Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game.

If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do.

The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 18

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 20

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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AMANDA STORER When Amanda started in real estate, it was unfortunately in 2007, when the market was started to shift. She had fold a fair share of houses, but knew it was time to get out. She was living with her husband in Ohio and had a degree in Human Resources, so she shifted into the more stable comfort of that field for a while. About six years ago, her husband was given an opportunity in Atlanta. While looking for their new Georgian home, she and her husband were struck with just how hard it was to get in touch with a real estate agent when they needed to. They would go to open houses and make plans that were never followed through by the showing agents.

Knowing she could do better and that she had a lot of hustle in her to do the job right, Amanda moved her license to Georgia. She’s been working there ever since, covering the area south of Atlanta, including Coweta and Fayette counties. As part of a team, she’s taken two new agents on to mentor this year. One of those new agents is not so new to Amanda – it’s her husband.

When new listings come up, she leverages that sphere of influence, letting everyone know when a new hot property becomes available. She supplements that marketing with her Facebook page and a campaign of targeted emails.

The excitement for Amanda is that every day in real estate is different. She’s not stuck behind a desk. The schedules, the people, the places are always changing.

With days spent chasing her 4-year old around a pool, she’s certainly used to a constantly shifting environment. She recalls even working on deals while in the hospital about to deliver, and being back out in the field just days later to serve her clients’ needs. She wants every client to know they will get the same intense and personal attention and even having a baby won’t stop her from getting the job done right. In her moments of breathing space, she and her husband will work with animal rescue organizations, and then she’ll turn her focus to mentoring him and other agents to be the most dependable customer service-oriented team possible.

When she started as a new transplant to Georgia, she allied with Zillow for clients and referrals. No, she finds about 90% of her business comes back to her as repeat and referrals. Those clients keep on coming back largely due to Amanda’s HR background. While the end goal of a transaction may be landing someone in their dream property, the process involves getting to know the people involved, their families and their background. People tend to enjoy this personal HR style touch and it ends up making them lifelong clients, adding to over $11 million in transactions in 2021.

That personal contact extends after the sale, with texts, emails and her quarterly magazine. Former clients will be delighted by surprises like holiday themed lottery tickets or personalized cards throughout the year.

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For more info, call 678-633-0123 and email amandastorerhomes@gmail.com 21 Copyright Top Agent Magazine

How to Throw a Networking Event

that Can Put Your Business on the Map It’s hard to argue with the benefits of attending networking events—you make new connections, enjoy industry skill-building conversation, and expand your reach in the local business community. However, have you ever considered the benefits of hosting a networking event?

Instead of attending as a guest, you’ll be the wizard behind it all. Throwing a networking event can position you as a local business leader, and you’ll be able to curate the experience to your tastes and goals. This idea may be tempting, but how do you pull it off? Review some 22

of our tips and tricks below and you’ll be more than ready to throw a networking event that’ll put you on the map.

MAKE IT EASY FOR YOUR GUESTS TO SAY YES. From the outset, try to keep things as simple as possible for your guests. This means that e-invites should be structured, yet conversational.

Include a link to register online so that arriving to your event is seamless and requires no signup sheets or stuffy check-in procedures. Select a venue that’s relatively well-known and central

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Throwing a networking event can position you as a local business leader, and you’ll be able to curate the experience to your tastes and goals. to your area. It should also have easy-to-access parking so that attendance is streamlined and hassle-free. Also consider sending an automated event reminder the day before and the day of the event—that way you’ll set guests up for easy attendance that they don’t have to debate.

CREATE A THEME. Capitalizing on a holiday or local event is a great way to drive attendance to your networking function. While getting to know area professionals is a worthy reason to meet up, you’re likely to engender a livelier ambiance if you incorporate a holiday or theme. This will inspire comradery among your guests, in addition to giving your event a natural focus. Major sporting events, a Thanksgiving themed pie bakeoff, or a spring cleaning themed community volunteer day can generate more interest than your average mixer.

GET CREATIVE WITH YOUR GUEST LIST. While you may be trying to keep your invite list industry-specific, you may benefit from casting a wider net. Invite area entrepreneurs, young professionals, collegiate professional organizations, and even friends and family. You never know what sort of connections will be made, and high attendance is key to keeping the energy of your networking event at a high tier. Don’t worry about only collecting info from realtors or brokers or mortgage pros. Instead, create a Top Agent Magazine

sense of community so that opportunities flow naturally and conversation remains diverse.

BE THE BOSS. As host, it’ll be your job to play matchmaker and drive conversation at your networking event. This means that you’ll get to know more people, but it also means you’ll be able to create connections between different professionals and businesses. You can maximize your matchmaking abilities by planting a few socially-minded friends around to drive additional conversations. Your goal is to keep people talking and to be outgoing. It should also be your goal to follow-up once the event is complete. Use this as an opportunity to continue to connect different people you met, or to follow-up with coffee or lunch with someone you found interesting. Try sending out a group thank-you e-mail to your guests after the fact, telling them to keep an eye out for your next event, or to get in touch with you for any questions or contact information of fellow attendees.

While it may feel like a risk to throw a networking event, it’s a risk worth taking. By positioning yourself as the host of your event, you’ll drive awareness to your business and brand, and build up the local professional community in a way that’s sure to draw good will your way.

Keep these ideas in mind as you go about planning a memorable networking event of your own, and above all—have a good time and others will follow suit.

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