ILLINOIS 10-5-20

ILLINOIS EDITION

5 Fresh New Approaches to Content Marketing

24-HOUR TOUCH-UPS TO MAXIMIZE YOUR PRICE LIST

EASY BLOG TOPICS

COVER STORY

KIM SCOTT

FOR YOUR REAL ESTATE BLOG

FEATURED AGENTS

SHAWNA AUGHENBAUGH ALEKSANDR KATSMAN LUCY MULLARKEY

ILLINOIS EDITION

LUCY MULLARKEY SHAWNA AUGHENBAUGH

Lucy Mullarkey – of Coldwell the home,” she explains. “Then right I The notion of becoming aTop realAgent estate agent 7 17 25 29 Banker Real Estate Group in Geneva, Illinois what should be taken care ofreason came naturally for Shawna Aughenbaugh. or spr approa is a was dedicated Her family on her mother’s– side alreadyreal estate professional who order to maximize the equity.

Next staging is deeply committed to her many grateful and do research on the home, in the business. Her great-uncle Loyce A. w that is buyers sellers. Knowledgeable, hard- agents do not do. It’s called Wooff founded Wooff Real Estateand in 1942 a ma price on the principles of honesty, integrity and working and possessing a bright and highly and it enables us to price a homep loyalty. He received Realtor Emeritus and each pa likeable personality, Lucy has earned her ately.” Once the home is prepped an Honorary Lifetime Membership from the as one of the best Realtors Shawna utilizes professional ph which stellar reputation National Association of Realtors 1994. videos, floor plans, and 4-D tieswal an working in in the Chicago area market.

“My cousin suggested, ‘why don’t you come for a state-of-the-art online pre include KIM SCOTT ALEKSANDR KATSMAN SHAWNA LUCY MULLARKEY work for us,’ so I did,” sheLucy recalls.

That was “You don’t get a second chance many o began her career as a Realtor in 2012, AUGHENBAUGH seven years ago, and the rest is history. impression,” she asserts. following a lengthy, just-out-of-college stint working is seen by as man

KIMin information technology sales. “I really didn’t care SCOTT

which translates i

Shawna has recently added a new member to her team, Shawna enjoys the rewards and challenges o mention satisfied, for it,” recalls Lucy, “although I really enjoyed working Tonia Short. They hope to provide the best service to “I love the flexibility,” she says. “But what I with clients. It was a very male-dominated industry, their clients together and help as many people as possible. the most is the excitement of the business. she’s not w andserves at a certain point Metro I becamebrings verysomething frustratednew, andand When Working with Tonia, Shawna the St. Louis each day brings th CONTENTS tim really wanted my ownis boss.

I was drawn to real East Illinois market, and she reports that to herbebusiness nity for me to help people than realizespending their dream estate because my responsive parents had owned several invest- mother, providing 50% repeat and referral clientele.

“I’m very ownership.” properties when I availwas growing up. So, I decided is incredibly imp to my clients,” she notes.ment I always make myself 4) able, AREplus YOU A 21) 24-HOUR TOUCH-UPS TO gives back herto get my how it all started.”

I’m easy to worktowith.

I’m license. affiliatedThat’s with great A huge animal lover, Shawna makes it a to point through Coldwell VALUE-ADDED MAXIMIZE PRICE LIST When not wo vendor partners, soAGENT? I am able to make the buying and local YOUR animal rescue organizations. raising selling process feel smoothSince and organized. loves tobusiness travel andbased tries to get a way money several for tim then, Lucy has built a thriving

on integrity honesty.

Currently, more than seventy 15)It’sEASY BLOG TOPICS FOR andreviews 26) 5 FRESH NEW APPROACHES Looking to wants the f not surprising that she percent receives stellar for her As for the future her business, Shawna of her clients are referred by past of buyers YOUR REAL TO CONTENT MARKETING esteemed workESTATE ethic. OneBLOG clientsellers recentlywho wrote: could her impressed productivity andher amount of transactions. growing her busi and are“I continually by

not have asked for a better realtor to help “Imethink sell my planning do more investing in rental a team.

Moreprope tha professionalism. it’s because I’mto very much home! From the first timededicated we met, Shawna was honest, notes,when “I lookasked forward to continuing my curre continueonprovidin to my clients,” says Lucy, how to the point, and so knowledgeable.

She assisted us with of assisting people realize their real estate goalsc she has managed to inspire so much trust and loyalty. line, exceptional every step, start to finish. Shawna had great communiher calling card.

“I’m kind of a workaholic, and I’ll respond to them cation throughout the entire process as well. That was a whenever they call, whether that’s in the evenings or huge310-734-1440 plus, especially while trying to sell a home during a Phone | Fax 310-734-1440 on the weekends. always give them my honest pandemic. We are so thankful we had her to I’ll helpalso us sell mag@topagentmagazine.com | www.topagentmagazine.com opinion.” Lucy cherishes the relationships she forms our home quickly!”

with ineach of herwhatsoever clients, and sheprior works hard topublisher. nourishTop Agent No portion of this issue may be reproduced any manner without consent of the Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published maintain them long past the closing table; sending In addition to sending outand a weekly newsletter, Shawna materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. out cards and calendars and handwritten notes are just a reachesor out to address, her clients through social media, phone To subscribe change send inquiry to mag@topagentmagazine.com. of the she stays in touch with her customers. calls,in and text messages. few “I also likeways to keep up with Published the U.S. client birthdays, anniversaries, and special occasions,” she says.

There are many other factors that have contributed to

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To learnnegotiation more about Shawna Aughenba Lucy’s success story. One is her expert For more inform Top Agent Magazine please she call (618) 772-2850, When it comes time to market her“I’m listings, skills. a bitShawna like a has wolfa in sheep’s clothing,” please two step process that she implements. do a thorsays with a “First, laugh.I “I’m an incrediblyemail strongshawnaaughenbaugh@gmail.c advocate

mailto:mag@topagentmagazine.com

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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Top Agent Magazine

KIM SCOTT

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Top Agent Kim Scott and son work under the umbrella of Baird & Warner, and serves clients throughout Naperville, Western Suburbs and greater Chicagoland, Illinois.

Before starting her career in real estate, Kim Scott worked in the fitness industry in England, where she’s originally from.

She decided to relocate to America with her husband and two kids and received her license in 2004, after choosing to transition into real estate. Although she was somewhat reluctant about her decision 8Copyright Top Agent Magazine

at first—worried that her frank personality might not be best suited for selling houses—she soon discovered that people quickly grew to appreciate her honest and no-nonsense approach. Although Kim primarily works alone, she has an assistant and has recently been joined by her son, who’s also a REALTOR®. She works under the Top Agent Magazine

umbrella of Baird & Warner, and serves clients throughout Naperville, Western Suburbs and greater Chicagoland, Illinois.

Besides her endearing English accent, it’s Kim’s personality that is a major component of what makes her so successful in the industry, and what drives clients to come back and Top Agent Magazine

refer her to others. “I think my clients like my energy, my honesty, and the fact that I do what I say I’m going to do. I’m also very punctual, and I’m in touch with them throughout the whole process. If they text and call I always reply promptly. I look after them the best I can, and I’m elated when they get to finally move in to a house they love,” she says.

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“I love the variety each day brings. I enjoy not being stuck in an office all day long. I can choose what I’m doing everyday and where I’m working.doing.

Kim values technology when it comes to marketing and keeping in touch with clients. She likes to give updates throughout the transaction via texts and phone calls. And her marketing practices include social media platforms such as Instagram, Facebook, and LinkedIn, where she often posts videos. Her hard work brings in anywhere from $12 to $18 million in sales volume per year, placing Copyright Top Agent Magazine 10

her among the top 1 percent of Baird & Warner’s Realtors in Naperville.

Real estate provides Kim with a flexible schedule and the ability to make every day interesting and new. “I love the variety each day brings. I enjoy not being stuck in an office all day long. I can choose what I’m doing everyday and where I’m working. For Top Agent Magazine

example, I can make calls to clients while taking a scenic walk. I appreciate the ability to create my own structure,” she says.

Outside of work Kim is passionate about helping kids. She is involved with an organization called Agape—an orphanage in Top Agent Magazine

India that supports children with HIV/AIDS. And when she’s not working or volunteering, Kim is an avid marathon runner having completed 15+ marathons (including Boston twice), and loves to stay physically active.

She also loves to travel to exotic locations with her family.

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Kim’s plans for the future include continuing to grow the business and keep on serving her clients with a consistent level of integrity and passion. Her dream is to be able to leave the

business to her kids one day. She hopes her daughter will join in on the family venture and together with her son they will carry on Kim’s legacy of hard work and real estate excellence.

To learn more about Kim Scott please email kim.scott@bairdwarner.com, visit kimscotthomes.com, or call 630–484–6775 www.

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Top Agent Magazine

Law Office of Ronald M. Kas is proud to congratulate

Kim Scott

on being featured for the State of Illinois in Top Agent Magazine!

Ronald M. Kas Law Office of Ronald M. Kas Cell: (630) 802-6220 ronaldkaslaw.com www.

2272 W. 95th Street, Suite 200, Naperville, IL 60564

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Laura Litzer & Compass Mortgage are proud to congratulate

KIM SCOTT

on being featured for the State of Illinois in Top Agent Magazine!

NMLS# 21808

Laura Litzer | Senior Loan Officer | NMLS# 425945 T 630-687-6009 | C 630-957-7341 lauralitzer@compmort.com | compmort.com/lauralitzer 27755 Diehl Road, Suite 100, Warrenville, IL 60555 State License IL: 031.0041361 IN: 29681 MI: 425945 WI: 425945

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Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.

Real estate bloggers should be less concerned with whether the same post already exists (it does) Top Agent Magazine

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.

Pillar content refers to those evergreen posts that never get old because they are always timely.

Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby?

What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.

Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.

You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.

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Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.

Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.

The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.

If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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ALEKSANDR KATSMAN Top Agent Magazine

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ALEKSANDR KATSMAN

Aleksandr Katsman began his real estate career in 1992 in Kiev, Ukraine and was recognized as one of the first fifteen realtors in that city.

He emigrated to the U.S. in 1995 to seek out more opportunities. “I moved to Chicago from Pittsburgh in 1996 and got my license in 2000,” he recalls. “I’ve been actively working in the business ever since.”

Alex is now the managing broker/partner at Barr Agency Real Estate Consultants based in Buffalo Grove, Illinois, serving the Chicago and Northern Illinois neighborhoods. He oversees a team of 50+ agents as well as all aspects of the agency’s business operations. Alex reports that 65% of his business is repeat and referral clientele. “I believe people return because I am extremely honest,” he notes. “I believe that in addition to being honest, clients are looking for professional advice. I will go as far as to tell them not to buy a house if I feel it is not the right investment opportunity for them.

After all this is the biggest transaction they will most likely be making in their lives, so it has to be right for them. I just want them to be happy and in a good place financially.”

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It’s not surprising that Alex receives stellar reviews for his esteemed work ethic. One client recently wrote: “I have to say that Aleksandr is the best realtor ever! He not only helped me to purchase my first home, but he took the time to listen to what I was looking for and looked for exactly that and never anything less. As a firsttime buyer, I was thinking that the process will be long and difficult. But with Aleksandr’s experience and his great team, the whole process was actually nice and smooth. He always answered the phone and resolved all problems. So if you are looking for someone extremely knowledgeable and great to meet deadlines to make your purchase come true, he is the one for the job! I have no words to thank him and team for such a good experience!”

Alex enjoys a well-regarded reputation for understanding and catering to every client’s needs, goals, and objectives. He provides communication, negotiation, and management skills in combination with in-depth knowledge of the real estate market. He is an Accredited Buyers Representative (ABR), as well Seller Copyright Top Agent Magazine

Representative Specialist (SRS), RENE (The Real Estate Negotiation Expert), and SFR (Short Sales & Foreclosures Resource).

To stay in touch with his clients, Alex believes in the personal touch. “I make phone calls to check in on them, and I always find ways to thank them,” he says.

Alex utilizes his office’s state-of-the-art marketing technology to promote his listings. “We do most of our advertising online, through real estate websites and on social media,” he says. “Because we market to a large Russianspeaking community, we also advertise in targeted newspapers and publications.”

Alex admits he loves everything about his profession. “It’s the whole process,” he states.

“I’ve never wanted to do 9-5, so this is the perfect job for me. I enjoy helping people, I love the negotiations, and I especially like the moment when I hand my clients the keys to their new homes.”

The Barr Agency is very big on giving back to the community, and Alex has been involved with local events as well as with charities that helps kids in need.

When not working, you will most likely find Alex on the soccer field. “At one point in my life, I wanted to be a professional soccer player,” he exclaims. “But that wasn’t meant to be, so I just love playing for fun. My kids are also active in the sport.”

As for the future, Alex says he wants to continue along the same path to success. “We also have offices in Boca Raton and Hallandale Beach, Florida, and we’re in a good place, so that is where I want to be right now; helping people realize their goal of home ownership,” he says.

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To learn more about Aleksandr Katsman, email him at katsman.alex@gmail.com, or visit barragency.com, or call (847) 687-7771 http://

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

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Top Agent Magazine

24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where Top Agent Magazine

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

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good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

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scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

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Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

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can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of 24

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

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Top Agent Magazine

SHAWNA AUGHENBAUGH The notion of becoming a real estate agent came naturally for Shawna Aughenbaugh.

Her family on her mother’s side was already in the business. Her great-uncle Loyce A. Wooff founded Wooff Real Estate in 1942 on the principles of honesty, integrity and loyalty. He received Realtor Emeritus and an Honorary Lifetime Membership from the National Association of Realtors in 1994.

“My cousin suggested, ‘why don’t you come work for us,’ so I did,” she recalls. That was seven years ago, and the rest is history.

the home,” she explains. “Then I advise on what should be taken care of or spruced up in order to maximize the equity. Next, I go back and do research on the home, which most agents do not do. It’s called a market study and it enables us to price a home appropriately.” Once the home is prepped and staged, Shawna utilizes professional photography, videos, floor plans, and 4-D walkthroughs for a state-of-the-art online presentation.

“You don’t get a second chance at a first impression,” she asserts.

Shawna has recently added a new member to her team, Tonia Short. They hope to provide the best service to their clients together and help as many people as possible.

Working with Tonia, Shawna serves the St. Louis Metro East Illinois market, and she reports that her business is 50% repeat and referral clientele. “I’m very responsive to my clients,” she notes. I always make myself available, plus I’m easy to work with. I’m affiliated with great vendor partners, so I am able to make the buying and selling process feel smooth and organized.

Shawna enjoys the rewards and challenges of her job.

“I love the flexibility,” she says. “But what I appreciate the most is the excitement of the business. Each day brings something new, and each day brings the opportunity for me to help people realize their dreams of home ownership.”

It’s not surprising that she receives stellar reviews for her esteemed work ethic. One client recently wrote: “I could not have asked for a better realtor to help me sell my home! From the first time we met, Shawna was honest, to the point, and so knowledgeable. She assisted us with every step, start to finish. Shawna had great communication throughout the entire process as well. That was a huge plus, especially while trying to sell a home during a pandemic. We are so thankful we had her to help us sell our home quickly!”

As for the future of her business, Shawna wants to increase her productivity and amount of transactions. She’s also planning to do more investing in rental properties. She notes, “I look forward to continuing on my current journey of assisting people realize their real estate goals.”

In addition to sending out a weekly newsletter, Shawna reaches out to her clients through social media, phone calls, and text messages. “I also like to keep up with client birthdays, anniversaries, and special occasions,” she says.

When it comes time to market her listings, Shawna has a two step process that she implements. “First, I do a thorough room by room walkthrough to take inventory of Top Agent Magazine

A huge animal lover, Shawna makes it a point to donate to local animal rescue organizations. When not working, she loves to travel and tries to get a way several times a year.

To learn more about Shawna Aughenbaugh, please call (618) 772-2850, email shawnaaughenbaugh@gmail.com, or visit wooffrealtors.com/our-agents https://

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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Top Agent Magazine

LUCY MULLARKEY Top Agent Lucy Mullarkey – of Coldwell Banker Real Estate Group in Geneva, Illinois – is a dedicated real estate professional who is deeply committed to her many grateful buyers and sellers. Knowledgeable, hardworking and possessing a bright and highly likeable personality, Lucy has earned her stellar reputation as one of the best Realtors working in the Chicago area market.

Lucy began her career as a Realtor in 2012, following a lengthy, just-out-of-college stint working in information technology sales. “I really didn’t care for it,” recalls Lucy, “although I really enjoyed working with clients. It was a very male-dominated industry, and at a certain point I became very frustrated and really wanted to be my own boss. I was drawn to real estate because my parents had owned several investment properties when I was growing up. So, I decided to get my license. That’s how it all started.”

Since then, Lucy has built a thriving business based on integrity and honesty. Currently, more than seventy percent of her clients are referred by past buyers and sellers who are continually impressed by her professionalism. “I think it’s because I’m very much dedicated to my clients,” says Lucy, when asked how she has managed to inspire so much trust and loyalty.

“I’m kind of a workaholic, and I’ll respond to them whenever they call, whether that’s in the evenings or on the weekends. I’ll also always give them my honest opinion.” Lucy cherishes the relationships she forms with each of her clients, and she works hard to nourish and maintain them long past the closing table; sending out cards and calendars and handwritten notes are just a few of the ways she stays in touch with her customers.

There are many other factors that have contributed to Lucy’s success story. One is her expert negotiation skills. “I’m a bit like a wolf in sheep’s clothing,” she says with a laugh. “I’m an incredibly strong advocate for my clients, particularly if they’re not being treated Top Agent Magazine

right during the transaction.” Another reason would be her intelligent, thorough approach to marketing, beginning with staging and the professional photography that is utilized exclusively, regardless of price point. Lucy also produces videos of each property for posting on social media, which has helped her sell many properties and gain new clients. Other methods include open houses, Broker’s tours and many other avenues ensure that each listing is seen by as many potential buyers as possible, all of which translates into fast sales for top dollar, not to mention satisfied, happy clients.

When she’s not working, Lucy enjoys nothing more than spending time with her daughter. “As a single mother, providing for her and being a good role model is incredibly important to me,” she says. Lucy also gives back to her community both via her church and through Coldwell Banker’s charitable efforts, including raising money for animal shelters.

Looking to the future, Lucy’s plan is to continue growing her business, and perhaps putting together a team. More than anything, however, is her plan to continue providing her customers with the top-of-theline, exceptional customer service that has long been her calling card.

For more information about Lucy Mullarkey, please call 331-202-9098 or email MullarkeyRealtor@gmail.com Copyright Top Agent Magazine 29

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