ILLINOIS 5-18-20

ILLINOIS EDITION

INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

Uncommon Contact: Connecting With Clientele Through Social Media 3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL

COVER STORY

AARON TIDMORE

FEATURED AGENTS

EVA DIAZ TIM LORIMER MICHELLE SCHOLL LISA DOOLEY TRACE SANDY WURSTER

ILLINOIS EDITION

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AARON TIDMORE

SANDY WURSTER

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TIM LORIMER

MIC

Michelle Scholl has been w

31 TRACE, MBA, MSN EVA DIAZ 28 LISA DOOLEY real estate for 18 years. B

she taught junior high, an Dooleyit Trace has been updates.

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Hats“Marketing off to EvahaD the aUniversity listings. continue that work. Sheofearned Illinois, in Nursing Management says, “but it’s changing.

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“In today’s world raphy, virtual tours,She dig including Palatine andweArlington Heights.

Commerce and herpromote church.

During an works with Sky High Real in Lincolnwood, 20) GOOGLE ADWORDS: 4) 3 MENTAL TRICKS THAT have Estate to be creative and think outside the box, and I’m able their listings. volume and units in the Glen Ellyn office in 20 she’s out with friends and lo she focuses onup the Cook County to come with creative ways TO to make things hanging happen.”

HOW MAKE GOOGLE WILL TAKEIllinois, YOURwhere BUSINESS ranked in the top 5% for allLisa of DuPage County is active in her com live music events. region and beyond.

“I pretty much go anywhere, I DO THE WORK FOR YOU TO THE NEXT LEVEL units.

In addition, about 75% of her busine primarily serves Lake Forest and Lake Bluff, but she board of the College of don’t discriminate againstLisa areas.

Wherever the client from repeat and referral clients, and it is easy prides herself on being willing to work anywhere in the area. raise scholarship funds 6) INCORPORATING CHARITABLE As she looks towards the future, she hast is, that’s where I’m going to go,” she says.

TheHOW vast TO 25) SEND “I go anywhere within a one-hour radius of Lake Forest,” working, Lisa loves exe Michelle says clients her attention to GIVING IN majority YOUR REAL ESTATEshe on becoming aappreciate managing broker and h of her business derives fromI think repeat SMARTER says, “and thatclients, willingnessEMAILS to go anywhere has family. She is also a big of I’m her ready own.toEva love guide she focuses much of PRACTICE referrals and word of mouth, helpedsome to build a successful business. takewould Bears.

Hertofather wasne C “I’m organized.

I have checklists and 29) WHAT THE FIRST THING challenge.”

Clients appreciate and remember this whoevery duringtransaction his 28 year help them understand her energy on providingonananyamazing experience to very 15) UNCOMMON CONTACT: can-do attitude, and YOU repeat the business same way every client, so ev about 70% of AFTER Lisa’s comes draft choice, head coac DO WORK SAYS opportunity.

Nowith matter where her path everyone she serves. from repeat and referral clients.

“In an areaeach like this where 1963 World my clients have their own needs CONNECTING WITH CLIENTELE ABOUT YOU will love every second ofdifferent it. Championsh there are so many agents, repeat business and referrals from riences, everyone gets the same level of serv THROUGH “ISOCIAL MEDIA treat them like family,” she explains.

“Every past clients are crucial,” Lisa deal says.

In the future, Lisa is Michelle.

“I’m passionate about helping that I’ve had, I treated it like it was my own purchase. expanding her people busines Clients coming back to work because they strategies a Lisa difference in theirnew lives.

Whento Ibring get It’s authentic natural.”

Evakeep only wants what is with Phone 310-734-1440 | Faxand 310-734-1440 To stay in touch with past clients, Michelle know she is a hard worker and is always available to them.

Samantha and I have best for her clients, and will do everything possible closing table and see their excitementg mag@topagentmagazine.com | www.topagentmagazine.com “I’m here 24/7 for my clients,”regular she says.

“People trust me, younger perspective on mailings, including postcards featuring me.” to get them towards theirand goals.

Having grown up in wemotivates that’s big in real estate because have to becity trusted a seasoned professiona activities in the or suburbs, along with ot No portion of this issue may beEva reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Skokie, is an expert in the Chicagoland advisors to our clients. Iarea, know and my business, I know my area, Lackie, Designated Ma information.

But just as often, keeping in tou Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published is able to advise her clientsand onI know what my regions would suit inventory.

People can call me looking in any consummate profession materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. even naturally.

“Sinceter-in-law, I live in Samantha, the commu price range and life I canindiscuss what’smore available with accum them best.

As she’s spent her whole Illinois, To subscribe or change address, send inquiry to mag@topagentmagazine.com. a lot of my past clients when I’m out and we s racy, intelligence, and awareness of their needs.” most dynamic teams in a Published in the U.S. she also has an established network of professionals hello,” Michelle says. to refer her clients to, including attorneys, inspectors, Staying in touch with clients comes naturally to Lisa, since Lisa is positive about w lenders and more. Whenshe choosing Eva aswith anmany agent, becomes friends of them after the transaction my Magazine goal is to work hard Agent When marketing a Top listing, Michelle says pre buyers and sellers are not onlyShe getting access is over. loves going outto to an dinner with clients, and she project our community staging is the mostbuy important “I hth keeps in touch via phone house and by via sending out periodic homes. I part. see good expert, but will be guidedalso throughout the transaction,

mailto:mag@topagentmagazine.com

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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 4

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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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 6

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

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

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

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

Find causes that speak to you.

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

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

Unite your team for the common good.

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

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

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

Include clients in the process.

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

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

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

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AARON TIDMORE Top Agent Magazine

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AARON TIDMORE With over 14 years of experience as an agent, Aaron has built a thriving business that operates throughout Will and Grundy County in northeastern Illinois.

There are some people in this world you can’t help but befriend when you meet them. Aaron Tidmore is one of those people. With a wide smile and a friendly demeanor, Aaron’s commitment to building meaningful connections with his clients 10 Copyright Top Agent Magazine

has built him a reputation as one of the top real estate agents in his community.

Aaron first became interested in real estate when he was in college. At the time, he was bartending and waiting tables, and one day Top Agent Magazine

a well-known local real estate agent named Rosemary West sat down at one of his tables.

They struck up a conversation, and she told him he would make a great agent. Aaron replied that he was just about to take the test for his license, and she invited him to join her once he passed. He did, and Rosemary Top Agent Magazine

proceeded to mentor Aaron, teaching him about the vagaries of the industry until she sadly passed away earlier this year.

With over 14 years of experience as an agent, Aaron has built a thriving business that operates throughout Will and Grundy County in 11 Copyright Top Agent Magazine

“I love meeting new people. Every time I meet a client I’m always focused on creating a friendship rather than a business relationship— I think my clients appreciate this approach.” .“

northeastern Illinois, and regularly closes anywhere from 40-50 transactions a year.

If you ask Aaron how he has managed to enjoy so much success, he will credit his outgoing personality and focus on building friendships with his clients as being the primary drivers of his business. “I love Copyright Top Agent Magazine 12

meeting new people. Every time I meet a client I’m always focused on creating a friendship rather than a business relationship,” Aaron explains. “I think my clients appreciate this approach because they know that I’m focused on trying to do what’s best for them, rather than thinking about my paycheck.” Clearly this approach resonates Top Agent Magazine

with people, as 100% of Aaron’s business comes from repeat clients or referrals.

When it comes to listing a property, Aaron uses professional photographs to highlight the unique features of each property through an extensive online marketing campaign that leverages numerous websites and social Top Agent Magazine

media platforms to drive interest. Aaron’s marketing has been hugely successful, with the lion’s share of his listings selling in just two weeks.

Outside of work, Aaron loves to travel, golf, and spend time with his girlfriend.

In addition, he is heavily involved in his Copyright Top Agent Magazine 13

community. Aaron is a big supporter of Wounded Warriors and Homes for Heroes, and he also donates his truck to help support city parades and the needs of a local animal clinic. Eventually, he hopes to become a motivational speaker for children so he can help encourage them to achieve their dreams.

Looking the future, Aaron plans to build out his business by expanding his marketing capabilities, and is excited to continue helping people in his community. “For me this job is all about the people. My slogan is: ‘changing people’s lives, one house at a time.’

Everything I do is about helping others. I like to be the reason why people smile.”

For more information about Aaron Tidmore, visit realtor.com/realestateagents/aaron-tidmore_shorewood_il_1642858, call 815-790-6889 or email aarontidmore@yahoo.com www.

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Uncommon Contact:

Connecting with Clientele Through Social Media Social media is one of the newest and most powerful tools in an agent or mortgage professional’s arsenal. With just a few keystrokes, you can stay top-of-mind with buyers, sellers, and borrowers near and far, past and present. The key is knowing how to use these mediums to your advantage, working smarter instead of harder to keep the thread of professional relationships intact. With that in mind, here are a few ways you can maximize the pull and power of social media by shifting just a few of your ideas and practices for the better.

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Not everything has to be about business.

While your relationship with a client or fellow vendor began over the course of business, your relationship going forward doesn’t have to be limited. One of the great things about social media is that’s it’s social. Not every comment, post, or communication has to revolve around your business, its metrics, or turning a sale. In fact, you should do your best to branch out and curate a brand and online identity that’s about who you are and

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the lifestyle you’re authentically interested in living. In that vein, consider interacting with clients in an organically-driven way, encouraging them during life’s milestones, reaching out with a local event, restaurant, or news item that’s relevant to their interests or neighborhood. The goal is to be a persistent presence in their lives without feeling like a talking head. Engage as you would like to be engaged with, as a human being with interests and needs and boundaries. Keep that personal thread in mind and your dynamic will shift from past business contact to present resource.

Expand your medium.

Many Realtors are comfortable on Facebook as an interactive meeting to connect with clients, but there are several other mediums where you can connect with clients both past and present, as well as future. Particularly when courting Millennial clientele, the fastest-growing segment of the buying market, a presence on Instagram and Snapchat are key to finding new faces, demonstrating hot properties, and creating an interactive brand as an agent. Not only does this help when you’re listing a property and seeking potential buyers, but it also serves as a perusable portfolio of your work and real estate prowess. You can also use these mediums to interact with clients on an outlet they might feel most comfortable in. Liking pictures, commenting, streaming Instagram Live home tours and Stories are all ways you can build engagement by simply spreading your social media presence around. Likewise, 16

these photo and video driven mediums are popular for home design ideas, and before and after renovation pictures. When you expand from Facebook into these new platforms, you’ll already have plenty of visual content ready to be transferred and consumed by an expanded audience.

Don’t just react.

Create your own content.

It’s easy enough to post a link to a new listing, or retweet a helpful article on real estate news. Creating your own organic content is a different story, but worth its weight in gold when it comes to luring engagement, ranking higher in search fields, and overall crafting an interactive presence for yourself and your business online—which is where more than 90% of homebuyers and sellers begin their process. Creating your own content can seem risky, or else like no one is listening in a digital world already crowded with information. However, original content is sure to boost personal engagement with your social media pages, guaranteed.

Instead of recycling content, consider posting a video with a Q+A theme for first-time homebuyers, or perhaps posting a live tour of a new listing will perk up your clientele surfing at home.

No matter how you decide to expand your social media presence when it comes to interacting with clients, consistency is key.

Find the ways that work best for you and stick to them, and you’ll watch your audience and business grow in tandem.

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SANDY WURSTER Top Agent Magazine

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SANDY WURSTER

Sandy Wurster is the owner of a successful brokerage called @home realty|BROKERAGE, located in Illinois.

When Sandy Wurster purchased her first house, she got a little more than she bargained for: she discovered a passion for real estate. She toyed with the idea of becoming a REALTOR® for a while, and finally decided to obtain her real estate license in 2006. Her instinct telling her that she had found her calling proved to be correct, and she’s currently the owner of a successful brokerage called @home realty|BROKERAGE, located in Illinois.

With a high rate of repeat and referral clients, it’s Sandy’s personable nature that allows her to form tight bonds with clients that end up translating into more business for her brokerage.

“Once I sell somebody a house, I usually end up selling their entire family a house. I take a personal approach and get to know my clients, 18

and I end up developing a very close relationship with them,” she says.

When it comes to marketing Sandy and her team focus on mobile marketing and like to utilize the latest and greatest social media tools.

She posts listings and virtual tours on platforms such as Instagram, Twitter, Facebook, and YouTube. Social media is also a great channel for her to remain connected to her clients. And her approach has worked wonders, garnering over six million in volume personally just last year, with a typical price range of 180k to 350k.

Sandy is consistently recognized as one of the areas Best of the Best.

Outside of work—when she’s not busy spending time with family and friends—Sandy Copyright Top Agent Magazine

is involved in different organizations to aim to help her local community. One is The Samuel R. Myers Foundation for Suicide and Mental Health Awareness (sammyersfoundation.com).

It’s easy to see why a cause revolving around human life would be dear to her heart when she speaks about how much she values the aspect of human interaction in her work. “What I love most about this job is the personal side of it. The daily human-to-human interaction.

Unfortunately, because of the coronavirus and the necessity for social distancing, I had to sit in my car, out in the parking lot, during my last three home closings. That really sucked the joy out of the entire process! It’s seeing my clients happiness, and being able to partake in it, that’s a key aspect of what makes this particular line of work so special.” https://

While many real estate professionals like giving out advice to young REALTORS®, Sandy is keen to pass on helpful suggestions to clients who are seeking to find an agent. “Having a good relationship with your agent is key. Buying or selling a house is an intricate process that requires a lot of communication, so you need to pick someone you have a good rapport with; an agent that you feel comfortable speaking to. Someone who is not going to make you cringe when you see their name pop up on your phone.”

Sandy’s brokerage is expanding every year, and she is enthusiastic about the future of her business. At the moment she wants to focus on growing it further, helping her team succeed, and then potentially opening a second location in Tennessee.

To learn more about Sandy Wurster, email athomewithsandy@gmail.com, or call 815.274.2535 Top Agent Magazine

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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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TIM LORIMER Top Agent Magazine

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TIM LORIMER Tim Lorimer got started in real estate after spending 10 years trading stocks and options. He was trading his own money, and began trading and selling real estate as a sideline. Before he knew it, real estate took over and he decided to go into the business full time.

He was recruited to Compass, and started a team there. Now, Tim is wrapping up his third year as a real estate agent. “It’s been amazing,” he says. “I love meeting new people and forming new relationships. That’s what keeps me going.” Tim brings a determined work ethic, as well as personal compassion, to his business. That’s what keeps clients happy, and keeps them coming back.

Tim and his team give back to their community by volunteering at the Ronald McDonald House, as well as the River North Residents Association, where they host movies in the park, pick up litter around the neighborhood, and plant new greenery in the springtime. When he is not working or giving back, Tim loves golfing and spending time with his family and friends.

In the future, Tim plans to continue growing his business and his team. “I think we’re doing all the right things and it’s certainly working, so I want to maintain this growth and build on what we have. I’m super excited about this Michigan lake project we’re developing.”

Ultimately, he says, “I just try to take care of my clients and friends and family. I think if you treat people right, whether they’re on the team or they’re a client, they see your efforts and they want to be a part of it.”

Tim primarily serves downtown Chicago, as well as some of the western suburbs and farther afield—he is currently excited to be working on a new lake development in Michigan, north of South Bend. About 90% of his business comes from repeat and referral clients.

“I’m always there for my clients,” Tim says. “The reason this grew so quickly is that I can relate on a personal level with people. Clients call me up not just to talk about real estate transactions, but also just to say hello. If people can relate to you and they don’t feel like you’re just out for that next check, that’s what helps grow your career, cultivate relationships, and build your network.” Tim makes sure to keep in touch with past clients, regularly touching base via text, call or email to see how they are doing. “I take the time to think about others, and often that leads organically to business.”

When marketing a listing, Tim offers all his clients a comprehensive listing package including video, drone footage, and social media ads. He is part of the Top Agent Network, which allows him to get out the word about pre-market listings. He also promotes open houses to the public and the surrounding neighborhood, and for bigger listings he will prepare a PR package.

To find out more about Tim Lorimer, call 630-546-0254, visit themlpg.com or email Tim@themlpg.com www.

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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EVA DIAZ When Eva Diaz was looking for a new career after working in the financial industry, she felt real estate would be the perfect fit. Working as a banker, she loved the customer service aspect of her job, and real estate allowed her to continue that work. She earned her real estate license less than 7 years ago and hit the ground running. Today she works with Sky High Real Estate in Lincolnwood, Illinois, where she focuses on the Cook County region and beyond. “I pretty much go anywhere, I don’t discriminate against areas. Wherever the client is, that’s where I’m going to go,” she says. The vast majority of her business derives from repeat clients, referrals and word of mouth, so she focuses much of her energy on providing an amazing experience to everyone she serves.

“I treat them like family,” she explains. “Every deal that I’ve had, I treated it like it was my own purchase.

It’s authentic and natural.” Eva only wants what is best for her clients, and will do everything possible to get them towards their goals. Having grown up in Skokie, Eva is an expert in the Chicagoland area, and is able to advise her clients on what regions would suit them best. As she’s spent her whole life in Illinois, she also has an established network of professionals to refer her clients to, including attorneys, inspectors, lenders and more. When choosing Eva as an agent, buyers and sellers are not only getting access to an expert, but will be guided throughout the transaction, with every question answered.

Afterwards, clients leave glowing reviews about their time together. One recently said, “I would highly recommend Eva Diaz to anyone that is in the market of buying a home. After being connected to Eva regarding our desire to purchase a home, she attacked our desire with professionalism and brought Top Agent Magazine

it to fruition. Eva was always attentive to our needs and queries. My husband always called Eva, even for queries that should have been addressed to others, but Eva always assured us that it was ok to call, she would do what she could to answer, and that if she did not know, she made every effort to find the answer. She was zealous in her efforts and she made our search for a home a pleasant one. Hats off to Eva Diaz!”

When Eva isn’t working, she’s staying active in the community through the Skokie Chamber of Commerce and her church. During any free time, she’s hanging out with friends and loves attending live music events.

As she looks towards the future, she has her sights set on becoming a managing broker and having a team of her own. Eva would love to guide new agents, and help them understand every transaction is a learning opportunity. No matter where her path leads her, she will love every second of it.

“I’m passionate about helping people and making a difference in their lives. When I get them to the closing table and see their excitement, that’s what motivates me.”

For more information about Eva Diaz, please call (312) 525-0910 or email eydiaz0910@gmail.com Copyright Top Agent Magazine 27

LISA DOOLEY TRACE, MBA, MSN Lisa Dooley Trace has been working in real estate for 19 years, with over $300 million in closed transactions. Previously she was a Navy nurse for 20 years, and then a stock broker for 16. “Real estate is my third career, and it’s been my favorite,” Lisa says. She has two master’s degrees, from Northwestern and the University of Illinois, in Nursing Management and Business Administration respectively, and she says her previous work experience and graduate work have shaped her unique approach to real estate. “In today’s world we have to be creative and think outside the box, and I’m able to come up with creative ways to make things happen.”

Lisa primarily serves Lake Forest and Lake Bluff, but she prides herself on being willing to work anywhere in the area.

“I go anywhere within a one-hour radius of Lake Forest,” she says, “and I think that willingness to go anywhere has helped me to build a successful business. I’m ready to take on any challenge.” Clients appreciate and remember this can-do attitude, and about 70% of Lisa’s business comes from repeat and referral clients. “In an area like this where there are so many agents, repeat business and referrals from past clients are crucial,” Lisa says.

updates. But perhaps the most effective way she stays fresh in her clients’ minds is by simply providing great service.

“People tend to remember a positive experience selling their home,” she says.

Lisa is excited to be working as a team with her daughter-in-law, Samantha Trace, who she says brings a younger perspective to the business. This is especially useful when it comes to using social media and the internet to market listings. “Marketing has always been important,” Lisa says, “but it’s changing. Now looking online is how people find out about you.” In addition to social media, Lisa and Samantha use professional photography, drone photography, virtual tours, digital brochures, and print media to promote their listings.

Lisa is active in her community, serving on the foundation board of the College of Lake County, where she works to raise scholarship funds for the students. When she is not working, Lisa loves exercising and spending time with her family. She is also a big Chicago sports fan, especially the Bears. Her father was Chicago football legend Jim Dooley, who during his 28 years with the Bears was the 1952 #1 draft choice, head coach, and assistant coach during the 1963 World Championship and 1985 Super Bowl teams.

Clients keep coming back to work with Lisa because they know she is a hard worker and is always available to them.

“I’m here 24/7 for my clients,” she says. “People trust me, and that’s big in real estate because we have to be trusted advisors to our clients. I know my business, I know my area, and I know my inventory. People can call me looking in any price range and I can discuss what’s available with accuracy, intelligence, and awareness of their needs.”

In the future, Lisa is very excited about growing and expanding her business, in particular coming up with new strategies to bring in younger buyers. “As a team, Samantha and I have great synergy. Clients can have a younger perspective on what they’re buying, but also have a seasoned professional working on their behalf.” Scott Lackie, Designated Managing Broker, says, “Lisa is the consummate professional and teaming with her daughter-in-law, Samantha, makes the Trace Team one of the most dynamic teams in all of Northern Illinois.”

Staying in touch with clients comes naturally to Lisa, since she becomes friends with many of them after the transaction is over. She loves going out to dinner with clients, and she also keeps in touch via phone and by sending out periodic

Lisa is positive about what the future holds. “As an agent, my goal is to work harder, stay focused, be positive, and to project our community as a wonderful place to live in and buy homes. I see good things ahead.”

To find out more about Lisa Dooley Trace, call 708-710-4104, email ltrace@gglrealty.com, or visit gglrealty.com/lisa-trace www.

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What the First Thing You Do After Work Says About You We all have our routines. From that morning cup of coffee to a jog at the gym, it’s common to establish touchstones for our daily lives.

But have you ever considered what these habits tell us about ourselves? Our actions reveal much about our motivations and emotional life, so taking a second look at your first move at the end of the day can be telling.

With that in mind, see how you fare when it comes to post-workday habits...

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Break a Sweat After a long day of work, is your first instinct to strap on your sneakers and take off on a run? Do you stop off at the local yoga studio for an extended stretch? Maybe you head to the weight room to pump some iron. Whatever your exercise pick, if you’re inclined to sweat it out at the end of a long day, you’re likely a routine-oriented profes-

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sional who internalizes work-related stress. Of course, you’ve chosen a healthy release for all that pent-up tension, and you’ve discovered the power of endorphins. Once work hours are over, not everyone finds the motivation to stay active. This means you’re driven by routine, conscious of your emotional and physical health, and prefer to leave your cares at the gym, rather than bring them into your home oasis. However, it’s important to give your body a rest now and again, as recuperation time is not only beneficial for physical health, but can help prevent burnout for the long haul.

Flexibility is a skill, and one just as important to cultivate as rigid commitment. If you find yourself out of sorts if you miss just one day of working out, you might want to pay some attention to your routines and motivations, and rebalance your commitments and fitness routine accordingly.

Round-the-Clock Hustle If you’re the type to bring work home with you, you aren’t alone. While your motivation to work nonstop is admirable, it’s also important to make the mental transition from workplace to home, establishing the time to hustle and the time to relax. Just like those that hit the gym without fail after a long day, sometimes you’ll need to practice saying no. If your work life is indistinguishable from your personal life, it’ll be hard to catch a break and recharge.

This means burnout, frayed nerves, and missed details will soon be on the horizon. Of course, round-the-clock hustle is a strength, too. You’re passionate about your work, care deeply about doing things right, and failure is not an option.

Just make sure that you establish some foundational boundaries so that you maintain an 30

appropriate, healthy balance between your time at work and your time at home with the loved ones and hobbies you cherish. If making way for downtime isn’t easy, try penciling it in the way you would a work engagement. Dinner with a friend, a date night with a significant other, or a solo movie fest can be readily added to your calendar, and thus built in to your regimented schedule.

Turn to Food If your first instinct after work is to eat, it can say a few different things about your routine.

Perhaps you’ve been so on-the-go all the day that you haven’t had time for lunch. In this case, you might need to regiment your schedule with more purpose aimed towards downtime and self-care; food is fuel, after all. If you head home and gorge after an average day, you may be turning to food as a way to relieve stress.

In this case, you may need to reassess some of your post-work habits and find a healthier balance and outlet for your tension. Taking a walk, grabbing fresh ingredients for dinner, hitting the gym, or decompressing by catching up with a friend or a good book—all are healthier, more balanced ways of executing the transition from the office to the home. Pay attention to your consumption post-work. Determine how hungry or satiated you really are before making a grab for the nearest sustenance.

People decompress in all different ways after getting home from the office, but always remember that routines are telling. Don’t take your daily actions and impulses for granted. Examine the root behind your well-worn practices, and you may detect nuances at play beneath the surface that can you help you recalibrate for the better.

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MICHELLE SCHOLL Michelle Scholl has been working in real estate for 18 years. Before that she taught junior high, and she says her experience as a teacher prepared her for the interpersonal aspect of real estate. “I make people feel at ease, so they are willing to ask the questions they need answered,” Michelle says. “I try to make people understand they are my top priority.”

As part of Baird & Warner, Michelle serves DuPage County, Illinois, as well as some parts of Cook County including Palatine and Arlington Heights. She was #1 in volume and units in the Glen Ellyn office in 2019, and is ranked in the top 5% for all of DuPage County for closed units. In addition, about 75% of her business comes from repeat and referral clients, and it is easy to see why.

Michelle says clients appreciate her attention to detail.

“I’m very organized. I have checklists and systems I repeat the same way with every client, so even though my clients each have their own different needs and experiences, everyone gets the same level of service,” says Michelle.

To stay in touch with past clients, Michelle sends out regular mailings, including postcards featuring upcoming activities in the city or suburbs, along with other useful information. But just as often, keeping in touch comes even more naturally. “Since I live in the community, I see a lot of my past clients when I’m out and we stop to say hello,” Michelle says.

When marketing a listing, Michelle says preparing the house via staging is the most important part. “I have a great staging team,” she says. “Depending on the listing, they may bring in new furniture for the staging. This creates the effect of taking the current homeowner out and putting the new buyers in. Staging is just one part of the very detailed marketing plan I go over with all my clients.”

Outside the office, Michelle is active in her community. In the past she has volunteered with the American Top Agent Magazine

Cancer Society, and currently she takes part in a mentoring program through her church. Michelle is now in her sixth year meeting with local students to mentor them, and she loves getting to be a positive influence in kids’ lives. When she is not working or giving back, Michelle loves golfing, exercising outdoors, working in her yard, and visiting with friends and family.

In the future, Michelle plans to expand her menu of services, especially in the realm of staging for the senior community, many of whom are looking to downsize into smaller homes.

“I want to help them find the resources they need to empty their homes and prepare their homes for the market,” says Michelle. “If they are not willing or able to rip up carpeting and do other home improvements themselves, I want to make sure I offer ways to assist in some way.”

Michelle’s favorite part of working in real estate is meeting new people. “I like that the relationship I form with a client grows over time. Sometimes it almost makes me sad that when the deal is over, I don’t get to see them anymore!” Michelle says with a laugh. “I love making people feel special. It’s a great feeling at the end of a transaction when they’re not just happy with their house, they’re happy with the whole process.”

To find out more about Michelle Scholl, please call 630-207-2116, email michelle.scholl@bairdwarner.com, or visit schollsellshomes.com www.

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