ILLINOIS 11-5-18

ILLINOIS EDITION

How to Cut Down on Digital Distractions and Up Your Productivity

GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

COVER STORY

FEATURED AGENTS

ISRAEL BALLESTEROS DEBRA DOBBS JANELL SCHMITTLING ALEXA “MIMI” WAGNER

Anna Klarck

ILLINOIS EDITION

Bradbury is proud to congratulate ECHO Home Inspection is proudPipa to congratulate

Israel Ballesteros Debra

Dobbs

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Team Doyle/Hulsey of Cross County Mortgage is proud to congratulate

ALEXA WAGNER

ISRAEL BALLESTEROS DEBRA DOBBS on being on being featured for the state of Illinois featured for the state of Illinois in Top Agent Magazine! in 14 Top Agent Magazine!

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JANELL SCH

How did Janell Schm become one of the most real estate agents in the Registered Interior Designer in the State of Illinois East St. Louis area?

ASID LEED AP ID+C | License # ID000784 | NCIDQ #027693 678.697.2142 | linkedin.com/in/pipabradbury began her career in real pipabradburydesign.com working as an assista another agent. She soo ized she had a passi ALEXA “MIMI” WAGNER ANNA KLARCK JANELL SCHMITTLING the industry and studied on being featured for the state license herself. During h of Illinois in Top Agent Magazine!CONTENTS few years as an agent, s young children and worked part time, but for the la 4) 5 LESSONS FROM SILICON 13) HOW TO worked OVERCOME YOUR years she’s as a full-time agent, steadily grow VALLEY TO MODERNIZE AND WORKPLACE FEARS thriving business.

With an office in Shiloh, Illinois, s leads a team of two buyer’s agents and an assistant s MONETIZE YOUR BUSINESS Metro East ADWORDS: St. Louis. “When HOW I started working full-ti TEAM DOYLE/HULSEY 16) GOOGLE first year I only sold twelve homes.

CROSS COUNTRY MORTGAGE-NAPERVILLE 8) HOW TO CUT DOWN ON TO MAKE GOOGLE DO THE The last three yea 605 E. OgdenDISTRACTIONS Ave., Suite B Naperville, IL 60563 DIGITAL WORKworked FOR extremely YOU hard to grow my business. Alrea year my team has closed over 92 homes,” she says.

GreatRateNow.com AND UP YOUR PRODUCTIVITY PIPA BRADBURY INTERIOR DESIGNER

www.

www.

www.

(844) OWN-2-DAY

All loans are subject to underwriting approval. Certain restrictions apply. Call for details. Illinois Residential Mortgage Licensee. Licensed by the Virginia State Corporation Commission. NMLS3029 (www.nmlsconsumeraccess.org).

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25) ISAn FINDING A NICHE MARKET impressive 94% of Janell’s business comes from RIGHTand FOR YOU? referral clients. “I don’t advertise because I f

more enjoyable to work with people who are refe me by their friends and family,” she says. What kee Phone 888-461-3930 | Fax 310-751-7068 clients coming back? “I basically get down to the of giving good service. When you give good servi mag@topagentmagazine.com | www.topagentmagazine.com earn the right to ask your clients to give your nam No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent out to a neighbor, friend or coworker who is lookin Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published to or buy or supplied sell,” she Janell has excellent comm materials, Top Agent Magazine cannot be held responsible for opinions expressed facts by says. its authors. nications skills, responding to all her clients prompt To subscribe or change address, send inquiry to mag@topagentmagazine.com. and calling sellers every week to give them updates.

Published in the U.S. love real estate and I love my clients. I don’t really fe like I’m going to work everyday because I love wh Agent Magazine I do. I think that sets meTop apart from other agents,” s says. To give back to her past clients and show appr

mailto:mag@topagentmagazine.com

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5 Lessons from Silicon Valley to Modernize and Monetize Your Business Silicon Valley may be the region for disruptors, tech entrepreneurs, and futurists, but even the most forward-thinking, abstract companies are still businesses that have to keep tabs on their bottom line. There’s much to learn from America’s fastest-growing sector, and even if Silicon 4

Valley seems like a world unto its own, there are key lessons prime for adaption in your own endeavors. Below, consider a few ways to translate the trends and teachings of Silicon Valley for your own business, and reap the rewards in the process.

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Top Agent Magazine

1. Diversify your value Real estate is a business built on relationships, but your relationships will go stale if the only thing you communicate is you interest in making a sale. In order to sustain relationships for the long term, you’ve got to remain valuable to your clients beyond the transaction. Serve as a local resource, not just a salesperson or real estate expert. Ensure your marketing materials, social media presence, and communications offer useful, relevant, and original content your clients will benefit from. What’s more, vary your communications so that every time you reach out it’s not just about new business or a referral.

2. Company culture matters Silicon Valley tech giants always emphasize the importance of company culture—not just as a way of drawing and retaining talent, but also as a way to appeal to clientele. What are your company’s values? What do you stand for? How you’re positioned in the marketplace is becoming just as important as what you do and how well you do it. Your company culture is part of your branding, and your brand should feel clear and composed to clients eyeing your services.

3.Think big picture More and more, clients want to have an experience, not just a transaction. When it comes to buying a home, this means they care more about a property’s bedroom and bathroom count. As an agent, consider showcasing properties in terms of lifestyle. What neighborhood amenities are nearby? What opportunities are there for community involvement? How does public Top Agent Magazine

transportation stack up in the area? Before making the purchase of a lifetime, clients want to envision a complete lifestyle.

4. Leverage multiple platforms By now, you probably recognize that social media is not afterthought. Your social media presence should fit your brand and voice, interact across platforms, and actively engage with your audience. In other words, if you want to reap the benefits of social media, it’s not enough to post a few times a month and walk away. Active engagement means responding to comments, interacting with your followers’ profiles, and posting original content beyond a sales pitch.

Likewise, you’ll want to be active across multiple social media platforms and ensure that your profiles are interconnected. That way, you’ll be working from a unified voice and brand.

5. Reputations rule the roost Never underestimate the power of word-ofmouth marketing and testimonials. If you haven’t asked for feedback from past clients, and you aren’t sharing positive testimonials and reviews—you’re missing out on one of the most powerful tools at an agent’s disposal. You can pitch the virtues of your working style all day long, but those courting your business want to hear about positive experiences from the client’s perspective.

If you want to take your business to the next level and maximize the twenty-first century values of a company on the rise, look to the lessons of Silicon Valley to get your start. There are always opportunities to innovate, and doing so will help you break from your routine and stand apart from the pack.

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ISRAEL BALLESTEROS How did Israel Ballesteros become one of the most trusted real estate agents in Elgin? Israel has always been passionate about residential properties. In college he majored in Architecture with a specialty in Residential Architecture.

After graduating, he became a bilingual buyer’s agent in 2004, working with both English and Spanish-speaking clients. Since 2005, he’s worked as an independent agent with RE/MAX Horizon serving all of Elgin and the surrounding areas of Chicagoland where he grew up and has lived all his life.

Now with almost fifteen years experience, over half of his business comes from repeat and referral clients. What keeps his clients coming back and sets him apart from other agents?

“I’ve always prided myself on taking the time to meet with clients face-to-face at the very beginning of the process and assessing their true family needs,” he says. Really understanding a client’s personal situation and goals when he starts the search helps him to provide the best possible service. “The beginning is so crucial. Taking that time ends up making the process easier along the way.” Israel also provides clients referrals to trusted lenders, home inspectors, and attorneys that will be a great fit for them.

To stay in touch with past clients, Israel sends out a monthly newsletter full of helpful information, as well as a Christmas or New Year mailer. For clients who have closed with Israel during the year, he sends an additional thank you note at Thanksgiving. He also reaches out by random email or text to give past customers updates on the market in their neighborhood or a thought/update on a recent sale near them. “They appreciate that personal touch,” he says.

When it comes to marketing listings, Israel believes in a thorough approach. He does a walk-through of the house with

the seller, and advises on cost-effective changes that could be made before listing the property, as well as how to stage the house to ensure it looks its best. Israel understands that most buyers start their search online, so he has professional photographs taken of the listing. He posts all listings on the MLS, which feeds over 15 major real estate websites. “I make sure the MLS information is perfect before I list the property,” he says. This meticulous approach results in a flurry of interest from buyers.

After working with Israel, clients rave about his expertise, experience, and care, as well as his network of excellent referrals. They also appreciate his fantastic communication style and availability. “It is a hot market around here and when something is urgent I recognize it—I have the buyers sign the purchase offer electronically and send the offer immediately from the property. That timeliness has resulted in a lot of closed deals,” he said. What’s his favorite part of the job?

“I like the fact that every single day brings a new challenge, a new person, a new situation. That’s what keeps the business motivating and intriguing—no day is the same.” He’s also gratified to see homeowners who’ve bought with him in the past now selling their houses at a large profit. “It’s great to see they are now homeowners and are benefiting from that, and moving on to something bigger and better,” he explains.

This year Israel is running the Chicago Marathon as a way to raise money for the local U-46 school district. He also participates in a variety of community-based fundraisers and is active with his local church. In his free time, Israel enjoys spending time with his wife and three kids, hiking and running, and riding his Harley motorcycle. For the future, he’d like to expand into targeted group marketing and maintain high quality, consistent service for his clients. Now those are worthy goals and one’s that will benefit his customers and community!

To find out more about Israel Ballesteros, email izzy_homes@hotmail.com, call 224 - 305 - 1611, or visit newlistings4free.com www.

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ECHO Home Inspection is proud to congratulate

Israel Ballesteros

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

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How to Cut Down on Digital Distractions

and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— 8

it can feel impossible to untangle yourself from the worldwide web.

As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then

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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.

Focus on one digital task at a time.

While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any.

Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.

Give yourself a curfew.

In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in.

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Mute social media notifications and create dedicated check-in times instead.

Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.

Keep your inbox organized.

While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority.

That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from.

Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.

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DEBRA DOBBS When it comes to exceeding people’s Chicago real estate goals in the North Side neighborhoods of the Gold Coast, Lincoln Park, Bucktown and Lakeview, @properties REALTOR® Debra Dobbs is far more than an expert. By considering herself a real estate “concierge” or “quarterback” whose purpose is to fiercely advocate for her clients, Debra has delivered happiness to buyers and sellers since the 1980s. “It’s important for REALTORS® to think of ourselves as leaders and compassionate guides who provide value before, during and after the purchase or sale of a home,” says Debra.

“Some of my favorite agents are also fiercely protective of their clients’ best interests,” says Debra. “But I think what people remember about me is my ability to negotiate.” Negotiation, she explains, requires her specialized understanding of the factors involved in every real estate engagement. “Negotiating isn’t about getting the best price or winning on every point,” she adds.

“There’s an implication that everyone needs to get something; ideally, everyone walks away happy.” Debra’s effective negotiations, therefore, include taking time to completely understand and embrace her clients’ top priorities. “I then find a path to reach those specific outcomes, and take care of my clients along the way.”

Her attentiveness has earned Debra great loyalty from clients, some of whom feel like family. Real estate is so suited to Debra’s nature that it doesn’t feel like work. “People always mention how hard I work for them,” she says. “They know I’ll return emails late at night and that no detail is too small for me to get involved in it.”

They appreciate her forthright but polite demeanor as she guides them through the steps of buying or selling. “I’m not afraid to offer frank opinions backed up by my experience and knowledge, which gives my clients confidence.” All this “quarterbacking” leads to deep trust and long relationships.

“I’ve even represented the grandparents, then the parents and now the children in one family,” she says. To Debra, representation

involves much more than finding or selling property. She is so well established in the market that people rely on “Debra’s Little Black Book” – a guide filled with Debra’s go-to resources. “I get anywhere from five to 20 requests a week from past or current clients for a handyman, painter, dentist, babysitter, housekeepers or even where to get a wedding dress cleaned!” she explains. People’s trust in her referrals has led to the creation of Debra’s Little Black Book, which she updates annually in printed and digital flip-book form.

These same professionals play key roles when Debra markets and lists homes. From the stager, painter, landscaper and contractors to Debra’s own elbow grease in decluttering a home, every listing is in ideal shape before professional real estate photos and extensive online and print marketing.

In addition to premier listings marketing through @properties, Debra has her own marketing team to manage captivating listings writeups, engaging brochure copy and all materials such as e-flyers and pocket listings prior to going live on MLS. To recharge personally, Debra enjoys relaxation with family and her three dogs, plus cooking with extended family. In fact, it was her collective her love of service, entrepreneurship and Italian desserts that originally led Debra to real estate. In Italy in the 1980s, Debra trained to make gelato, later opened a gelateria in a Chicago’s West Loop. It was one of her customers who convinced her to transfer her gelato entrepreneurship into real estate entrepreneurship and the rest was history.

Years later and still successful, her close-knit team includes a select few agents along with professional administrators and marketers. While Debra is considering the possibility of growth, she won’t grow to extreme levels. “I consider myself a specialty boutique REALTOR®.” Sure, some days include stress and worry, but Debra wakes up every morning excited to do something new for her clients and grateful that, to her, real estate is not work.

To learn more about Debra Dobbs, visit debradobbs.com https://www.facebook.com/debrapdobbs/ or go to her Facebook page, email debra@debradobbs.com or call 312.307.4909 http://

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Leonard Litwin is proud to congratulate

Debra Dobbs

on being featured for the state of Illinois in Top Agent Magazine! litwinlaw@aol.com leonardlitwin17@gmail.com

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Pipa Bradbury is proud to congratulate

Debra Dobbs

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

PIPA BRADBURY INTERIOR DESIGNER Registered Interior Designer in the State of Illinois ASID LEED AP ID+C | License # ID000784 | NCIDQ #027693

678.697.2142 | linkedin.com/in/pipabradbury www.

www.

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pipabradburydesign.com

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How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

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ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

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TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

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THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad Top Agent Magazine

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world.

Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

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COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

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START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence.

A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties.

Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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ALEXA “MIMI” WAGNER Top Agent Alexa “Mimi” Wagner of RE/MAX Professionals Select in Naperville, Illinois has more than a decade of experience under her belt.

A former middle school teacher, Alexa takes pride in educating her many buyers and sellers and being a fierce advocate for their financial well-being. With a solid emphasis on providing exceptional customer service, and a true dedication to placing her client’s best interests front and center, Alexa has become the go-to agent for those looking for honesty, integrity and knowledge in a real estate advisor.

“I was just ready for a change,” says Alexa by way of explaining her transition from sixth-grade teacher to real estate broker. “I had been an educator for fifteen years. I procured my real estate license in 2008, just around the time of the market downturn, so that was interesting. I learned how to master short sales and foreclosures, and I guess the positive takeaway from that is that I learned how to do things correctly. I really learned best practices, and it’s just really grown from there.” Alexa, who can now boast of a business that is based almost entirely on referrals, believes that her previous career has positively informed her approach to selling homes. “It’s a fairly simple segue to go from teaching to real estate,” she explains, “because in both professions you’re helping people and you’re educating people. Many referred clients become life-long friends.”

Another factor in this stunning rate of client loyalty is perhaps the most important: the strong, caring service she provides each of her buyers and sellers. “I feel like my clients trust me,” says Alexa. “I fully cocoon them during the process. I help them obtain trusted service providers such as a lender, an attorney, a home inspector and insurance. I really take care of them the whole way through and beyond the transaction.” Anyone who has spoken to Alexa comprehends that she projects a warm,

genial nature that clearly works as a soothing tonic when dealing with the often-convoluted transaction process. “I think they appreciate both my knowledge and my enthusiasm,” she muses. “I work hard for them, but try to have fun doing it.

They know they’re going to get 100% from me, and I will talk them off the ledge if they need to be. Real estate agents have to be like therapists at times. I think that’s one of the reasons I keep getting so many referrals.”

Alexa has also developed a reputation as an agent who consistently goes the extra mile for her clients. “I can read people very well,” she says, “and I work hard to get done what they need to get done. Then, I always try to do a little bit extra that hopefully surprises them. Something unexpected and thoughtful, that sets me apart.”

The appreciation her many clients feel for Alexa is perhaps best illustrated by the glowing testimonials she has received, including this one posted on Zillow.com: “We had the pleasure working with Alexa on the sale of our home. She was nothing but professional, honest and amazing to work with. We were able to sell our home with multiple offers and for top dollar. I would recommend working only with her - and her expertise to get your home sold.”

While the financial rewards of a career in real estate can be considerable, it’s the more relational side of the business that provides Alexa with the most personal satisfaction. “I thoroughly enjoy bringing people together,” she says. I’m very much a win-win agent; and I love when everything comes together perfectly. When I get an offer on a listing, or when my buyer’s offer is accepted, I get almost giddy. Also, many of my clients are my former students, so I think I get as excited as they do. It can be so much fun.”

For more information about Alexa Wagner, call 630 - 460 - 6256, email awagner@remax.net or visit awagner.illinoisproperty.com www.

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Team Doyle/Hulsey of Cross County Mortgage is proud to congratulate

ALEXA WAGNER

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

TEAM DOYLE/HULSEY CROSS COUNTRY MORTGAGE-NAPERVILLE 605 E. Ogden Ave., Suite B Naperville, IL 60563 GreatRateNow.com (844) OWN-2-DAY www.

All loans are subject to underwriting approval. Certain restrictions apply. Call for details. Illinois Residential Mortgage Licensee. Licensed by the Virginia State Corporation Commission. NMLS3029 (www.nmlsconsumeraccess.org).

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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Anna Klarck

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Anna Klarck

The launch of Anna Klarck’s career in real estate dates back more than two decades. In 1996, she was looking for a professional path that would support her entrepreneurial spirit, while giving her the freedom for more flexible hours as a mother. Real estate made for the perfect fit, and for the next twenty-two years, she cultivated a steadfast reputation as a regional powerhouse, known for her integrity, knowledge, and abiding personal touch. She was even featured in the pages of Top Agent Magazine for her impressive track record and noteworthy client-centric care.

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Two years ago, Anna opened her own brokerage and stepped out solo without the backing of a national franchise. While the move was nerve-wracking and not without its risks, 2016 and 2017 turned out to be Anna’s best year in business yet, amounting to over 200 homes sold. Now, she continues her legacy as she expands her next chapter as a top agent.

With the support of her assistant, Anna serves clients across Lake County and parts of Cook County under her own banner of AK Homes.

Over the course of her lengthy career, she Top Agent Magazine

now manages to drive 75% of her business through repeat and referral clientele—a testament to her staying power and deliverable results. To account for her success thus far, Anna credits personalized luxury service, personal connection, and client advocacy as the central pillars of her working style.

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“Relationships are the most precious things about what I do,” she explains. “As a single, individual agent, I work closely with my clients, one-on-one, from start to finish. Along the way, we build connections and memories that last.” Furthermore, Anna emphasizes the importance of a market education and equips Copyright Top Agent Magazine21

stand each phase of the process—so that they feel comfortable and in a good financial position once they do find the right home. It’s so important to listen to their needs and make sure they understand all their options.”

her clients with all the information and options out there to fortify their purchase or sale. “Educating my clients helps them feel empowered to make the best, most informed decision,” she says. “I make sure they under22Copyright Top Agent Magazine

When marketing properties, Anna begins by incorporating professional photography and virtual staging to ensure each home is showcased in its finest light.

From there, she leverages exposure across dozens of the leading online listing platforms to net wide-ranging digital visibility—where Top Agent Magazine

the overwhelming majority of house-hunters launch their search. Whether she is working alongside buyers or sellers alike, Anna’s primary focus remains on the individual and family at the heart of each transaction. “I love creating memories with my clients and seeing how they make their own memories in a Top Agent Magazine

home—from getting the keys to raising their families,” she says.

Beyond the office, Anna gives back through sponsorships of area organizations, from the local Boy Scout troop to school sports teams.

In her leisure hours, she most enjoys time Copyright Top Agent Magazine23

spent with her family and loved ones, gardening, and powerwalking.

As for the future of her imprint, she intends to continue her steady growth, with plans to add likeminded team members to the ranks in the years to come. In fact, her son is currently in the process of earning his license to join the family business. “My goal is to work with agents who

want to be by their clients’ sides from start to finish,” she says. “In building this brokerage, our first years were amazing, and I realized I could build a company around who I am and the personalized service I provide for my clients. It’s a great feeling to play a role in my clients’ lives and during a time of major transition for them. Those relationships are the most important thing to me about this business.”

To learn more about Anna Klarck email Anna@AnnaKlarck.com, visit AnnaKlarck.com, or call (847) 401–6010 www.

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Top Agent Magazine

Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

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Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 25

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 26

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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JANELL SCHMITTLING How did Janell Schmittling become one of the most trusted real estate agents in the Metro East St. Louis area? Janell began her career in real estate working as an assistant for another agent. She soon realized she had a passion for the industry and studied for a license herself. During her first few years as an agent, she had young children and worked part time, but for the last four years she’s worked as a full-time agent, steadily growing her thriving business. With an office in Shiloh, Illinois, she now leads a team of two buyer’s agents and an assistant serving Metro East St. Louis. “When I started working full-time, the first year I only sold twelve homes. The last three years I’ve worked extremely hard to grow my business. Already this year my team has closed over 92 homes,” she says.

An impressive 94% of Janell’s business comes from repeat and referral clients. “I don’t advertise because I find it’s more enjoyable to work with people who are referred to me by their friends and family,” she says. What keeps her clients coming back? “I basically get down to the basics of giving good service. When you give good service you earn the right to ask your clients to give your name out to a neighbor, friend or coworker who is looking to buy or sell,” she says. Janell has excellent communications skills, responding to all her clients promptly and calling sellers every week to give them updates. “I love real estate and I love my clients. I don’t really feel like I’m going to work everyday because I love what I do. I think that sets me apart from other agents,” she says. To give back to her past clients and show appreciation for referrals, she hosts four client appreciation parties a year as well as smaller events that allow her to stay in touch with past clients, many of whom become close friends.

Janell realizes that most buyers start their search for a home online so she ensures every listing looks it’s best, hiring a professional photographer for each listing. She also hires a stager as needed. She conducts a thorough marketing campaign on social media and her website, which reaches her large following. She also creates Top Agent Magazine

high quality flyers she sends to her database, which is incredibly effective. “I have found I get a better response from advertising to my database of clients than I do to the general public, because people who have worked with me before like me and trust me,” she explains. “Past clients often reach out to tell me they know someone looking for that type of listing.” After working with Janell, her clients rave that she works hard and truly cares about them and helping them to achieve their goals.

What’s Janell’s favorite part of the job? “I’ve made so many friends through my work in this business. Those relationships really fill my life. And I love being able to be my own boss and live the life that I want.” To give back to her community, Janell raises funds for charitable causes through the Methodist Church in Shiloh, which she attends regularly. She also hosts a holiday toy drive for Toy for Tots. In her free time, she enjoys traveling with her family, spending time with her husband and two children, and attending their sports activities. “My daughter is involved in dance and my son is involved in basketball,” she says. For the future, she wants to continue helping her team to reach their goals and live their best lives. “I want to keep growing because I feel like the more that I grow, the more I can give back to others!” Now that’s a worthy goal and one that will surely benefit her clients, her team and her community!

To find out more about JANELL SCHMITTLING, email janell@homesbyjanell.com, call (618) 444 - 6141, or visit homesbyjanell.com www.

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