INDIANA 8-24-20

INDIANA EDITION

Are You A VALUE-ADDED AGENT? A STEP-BY-STEP GUIDE TO

CONVERTING INTERNET LEADS TO REAL LIFE SALES How to

SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

COVER STORY

MIKE TEZAK FEATURED AGENTS

RYAN KRAMER ZACH WILLIAMS

RYAN KRAMER INDIANA EDITION

Bank of England Mortgage is proud to congratulate

MIKE TEZAK

$21-mi impres

ZACH WILLIAMS

Top Agent Zach Williams – of Century 21 7 17 Scheetz in Indianapolis – is an enthusiastic, dynamic and knowledgeable Realtor who is truly committed to helping his many buyers and sellers achieve their real estate goals. Truly passionate about what he does for a living, Zach has built a thriving business on a firm foundation of honesty, integrity and a commitment to providing above-and-beyond customer service.

23

amazing how ma after not being abl for days.”

When he’s not w he admits – Za than traveling to events, though of coronavirus pand a temporary halt. new recipes in his MIKEZach TEZAK ZACH WILLIAMS began workingRYAN as a KRAMER Realtor after supporter of loca spending than seventeen years in the “My Boxer rescu on being featured formore the State property always by my side,” he says. of Indiana in Top Agentmanagement Magazine!arena, during which he managed an average of 450 units at any given time. “I had always wanted to get into selling real estate,” says Zach, Looking to the future, Zach’s CONTENTS “because I knew I had the acumen for it. But frankly, for his business and to eventually a long time, I didn’t have the courage to make the leap. minded agents who share h after my divorce, I found myself at aSTEP-BY-STEP crossroads ethos, all while 4) HOW TO Then, SPEED UP 18) A GUIDE TO continuing to and that if there ever were a timeCONVERTING to go full tilt after the top-of-the-line FIRST-TIME HOMEBUYER INTERNET LEADS customer I really wanted, this wasTO the REAL time.” LIFE SALES synonymous with his name.

56TRANSACTIONS Valparaiso St,something Valparaiso, IN 46383

mate professional, y, diligence, a 14) ARE YOUand A

Beyond contrib a supp the eco nonpro hoods design. He also contrib Connections, a professio 20) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY on community engagemen RELEVANT enjoys time spent with fa his church, and motorspo

Tel: 219-299-8540 | boeindiana.com Jumping in with both feet in 2016, Zach quickly estab“This isn’t just a job for me, Bank of England Mortgage is a division of Bank of England. NMLS 418481. Member FDIC. lished a stellar reputation as a trustworthy real estate “This is absolutely a career, an VALUE-ADDED AGENT? advocate with an indefatigable work ethic and impecof guiding people through a cable business practices. Currently, a significant portion are buying or selling, very s of his business is based on referrals and returning ering the best customer exper clients, and that number is growing each and every year.

“I think it’s because I always try to put myself in my clients’ shoes,” says Zach, whose professional tagline is Whatever it Takes. “Buying or selling a home can be Phone 310-734-1440 | Fax 310-734-1440 an incredibly stressful situation for someone, so I try to mag@topagentmagazine.com | www.topagentmagazine.com focus on them and really listen to what they need, while No portion of this issue also may be reproduced any manner whatsoever without prior consent of the publisher. Top Agent working toinconnect with them on a personal level.” www.

their work under p, with RE/MAX, Delaware County of Katie Wray, a ker working with

As for the future, Ryan going strong as he contin For more ab through homeownership.

Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. addition to expert negotiation skills and thorough and To subscribe or change In address, send inquiry to mag@topagentmagazine.com.

Published in the U.S. intelligent marketing strategies, there are many other

2

reasons that have contributed to Zach’s success; chief among them his strong communication skills. “I believe that communicating with clients is the easiest things to do, but it can’t be taught. You are either good at it, or

Top Agent Magazine

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

Top Agent Magazine

3

How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

Top Agent Magazine ®

Top Agent Magazine

While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

Top Agent Magazine ®

5

Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

6

feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

Top Agent Magazine ®

Top Agent Magazine

MIKE TEZAK

Top Agent Magazine

7

With 20 years of experience, Top Agent Mike Tezak, and later his team, have spent well over the last dozen years as a top 10 producer in the northwest Indiana region.

With a passion for what he does and a love for helping others, Mike Tezak has certainly made his mark on real estate in the northwest Indiana region. Mike says he got his start by accident. “My wife and I had an unpleasant experience with an agent that we felt wasn’t representing us as young homebuyers,” Mike said he turned to her and said, “ I can represent people better than this.” He got his license, won “Rookie Of The Year”, and the rest is history.

8Copyright Top Agent Magazine

With 20 years of experience, Mike, and later his team, have spent well over the last dozen years as a top 10 producer. What does Mike credit his team’s success with? Mike says a variety of things. “Getting to know our clients as people and friends, and listening to their goals, having the most current information on market conditions, and knowing how to negotiate to get the clients in a position to reach the best result for their specific goal.”

Top Agent Magazine

Mike began with a team over a decade ago. “I had a team long before it was popular,” Mike says early on with no teams, there was no one to learn from, so he made some mistakes and learned a lot. “I found that for me personally, a bigger team is not better. I scaled it back, and really focused on the quality of the agent.” Today his team consists of 4 brokers, a processor, and his college senior daughter interning as marketing and client relation specialist. “I consider myself extremely lucky with my team, each of my Top Agent Magazine

members could easily be a top agent on their own.

Their knowledge, talent, and client care are awe-inspiring.” But he says, for varying reasons, right now, they find that the team environment works for them.

“I don’t really split them up into buyer’s and seller’s agents because they are so talented, knowledgeable, and diverse. I feel that it would do a true disservice to them and our clients.” Mike says, if they ever decide to move onto their own, he wants them to have their experience and reputation built in both areas.

Copyright Top Agent Magazine9

“We go about our business in a professional, fulltime manner that’s aggressive, client-centered, and proactive. We’ve put together tools that we use to fulfill the needs of our clients while addressing the ever-changing real estate climate.” Mike says their clients recognize that this is something we do for a living, and not something we do part-time, or as a hobby. ”This ensures our clients the best representation and a true competitive edge. In most people’s lives, this will be the largest single financial transaction they will make, my team and I treat it exactly like that.” Bringing the absolute most current information, cutting edge marketing tools, and tremendous contact base we know exactly what needs to be done to successfully represent our clients.” Mike credits that being a large reason we have such an incredible repeat and referral business.”

For every seller, Mike and his team have a tried and true process to get the highest sale price possible.

“From the initial meeting, to staging and design, we gather together all the information, walk through the client’s home, going through everything that needs to be done prior to professional photography,” Mike explains. They will connect their clients to any needed vendors, or contractors needed. After the Copyright Top Agent Magazine 10

home is professionally photographed, they advertise it through all mediums, including online through all the social media and internet sites.

After the transaction, clients leave glowing reviews about their time together. One recently said, “We were extremely pleased with Mike Tezak’s handling of our house in Shorewood. At our first meeting, it was apparent that he was interested in more than just adding a listing. Recommendations were made to update the house in preparation for listing, and he had contacts with contractors whose bids were often more reasonable than others: of those we selected, the workmanship was high quality. We were frankly surprised when an acceptable offer was made hours before the first open house! Also appreciated was the professional manner in which he guided us through the often-difficult period prior to closing.”

“Our buyers market is extremely competitive right now.” Mike’s team knows that buyers need a fulltime agent that is working in real-time to guide them with the most competitive strategy to get the house.”

In a market like this, Mike and his team know even the slightest misstep or delay can cost the buyer’s from getting a house.” says Tezak. That is why he Top Agent Magazine

and his team are ready to move at any time when a new house comes on the market for their client.

But being a top producer was not enough. Over a decade ago, again based on frustrations he experienced as an agent, he decided to open his own real estate company that really would work for its agents. “I found the brokerages were not agent-centric”. “It was a top-down approach.” He felt that the model of the traditional agency was set up to hold top producing agents down. Mike says he wanted to create an environment where outstanding agents could flourish and be surrounded by other excellent agents. One where higher producing agents were rewarded for their work. “I wanted to create a bottom-up approach where the agents make a lot of the operating decisions.” With the help of Mike’s wife, they did just that.

After researching various companies, they decided Realty Executives was a great fit. We knew we wanted the support of a franchise, didn’t want it to be publicly traded so we didn’t answer to stockholders, and wanted it to be a nimble company that could maneuver with the ever-changing real estate climate.

Realty Executives International fits perfectly. Mike Top Agent Magazine

says he loves the lean approach they take. “I can literally pick up the phone and reach out to the president or vice presidents at any time with a question or an idea and get a direct response.”

The Tezak’s opened Realty Executives Premier in Valparaiso in 2008. It was built around a simple concept: provide their clients and agents with the highest level of service, cutting-edge programs, and an environment that fosters innovation, success, and diversity, while placing a strong emphasis on community.

Almost immediately, other top producing agents searching for the same thing had come on board. “I was so fortunate to have the talent and knowledge of the brokers that chose to come on board early.”

We broke through the mold of traditional cut-throat agency and have created an environment of collaboration.” Years ago, Realty Executives Premier solidified their place as the top producing office in Porter County. At the end of 2017, they opened an office in Crown Point, again gathering some of the best and most knowledgeable in the business. They too are quickly moving towards that top producing spot in Lake County. “It is absolutely amazing to come into the offices every day to be surrounded Copyright Top Agent Magazine 11

by some of the best of the best. We work hard, challenge each other and the status quo of incompetence in the business, discuss ideas and have a lot of fun while producing incredible numbers for our markets.

In 2019, Realty Executives Premier closed 1389 transactions and over 315 million dollars in volume.

As for the future, Mike plans to continue with his team’s tradition of top-level customer service, watch his team members continue to excel and to grow Realty Executives Premier. He is also passionate about helping the agents he hires grow to the next level. “I want to give to them everything I can, and show them everything that I’ve learned (both good and bad), let them

take that and do it even better than I did.” Watching the people around me succeed to whatever level they want, is fulfilling for me.”

Because Mike is passionate about what he does, he doesn’t consider it work. But when he is off, Mike is an avid sports fan and loves spending time with his wife Pam, who also works at the company, and his 2 daughters Emily and Ashley.

As Mike, his team, and company continue to grow, his love for this industry only gets stronger. “I learned years ago that if you’re going to have to work, you better love what you do, and I truly love what I do.”

For more information about Mike Tezak, please call 219-405-3647 or email miketezak@me.com Copyright Top Agent Magazine 12

Top Agent Magazine

Bank of England Mortgage is proud to congratulate

MIKE TEZAK

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

56 Valparaiso St, Valparaiso, IN 46383 Tel: 219-299-8540 | boeindiana.com www.

Bank of England Mortgage is a division of Bank of England. NMLS 418481. Member FDIC.

Top Agent Magazine

13

Are You a Value-Added Agent?

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

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

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

14

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

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

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

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

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

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

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

Watch the actions, not the words.

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

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

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

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

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

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

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 15

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

Adding those Client Benefits to your Dialogue

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

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

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

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

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

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

Put Yourself to the Test

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

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

What’s the impre agent?

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

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

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

Copyright ©, 2016 Carla Cros

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

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

Find out more at www.carlacross.com.

16

Top Agent Magazine

Top Agent Magazine

RYAN KRAMER Nine years ago, Ryan Kramer and his newlywed wife were expecting their first child when he decided to make the leap into real estate. He had been working with the same grocery chain for more than a decade, but craved a role where he could be his own boss and build a business to match his entrepreneurial streak. Now, Ryan has established himself as a consummate professional, complete with a reputation for integrity, diligence, and a personal touch.

Today, Ryan and his team spearhead their work under the banner of Kramer Real Estate Group, with RE/MAX, serving the greater Muncie area and Delaware County region. Combined, the team consists of Katie Wray, a buyer’s specialist, Justin Upp, a broker working with buyers and sellers, and Jason Lipps, a commercial agent and property manager.

Almost the entirety of Ryan’s business is driven by repeat and referral clientele who rely on his experience, knowledge, and proven track record. “People have that trust factor with our team,” Ryan says. “They’re confident in us, and that’s something we really pride ourselves on.

We tell people the truth. They know they can come to us and we’ll do right by them.” As a fixture in their community, Ryan and his team focus on relationship-building and authenticity in all aspects of their professionalism.

“We’re also open about our faith and how that plays into our business model every day,” he says. “It really guides how we do business, because we treat people how we would want to be treated.”

ession you get? name? Do they

information in

$21-million in volume, totaling an impressive 175 transactions.

Beyond the office, Ryan is an avid contributor to his community. He is a supporter and board member for the ecoREHAB of Muncie, a local nonprofit that revitalizes neighborhoods through sustainability and design. He also contributes to Community Business Connections, a professional networking group focused on community engagement. In his free hours, Ryan most enjoys time spent with family and loved ones, serving his church, and motorsports.

As for the future, Ryan intends to keep momentum going strong as he continues to support his community through homeownership. “We always want to continue to grow naturally and become more efficient in what we do to serve our clients best,” he says. Now, with nearly a decade of experience to his name, Ryan considers some of the valuable lessons learned along the way. “The best advice I could give to agents is to be yourself,” he says.

“Don’t ever be something you’re not. Once, an agent told me that in this business, it’s important to work with those that want to work with you. It was a simple statement, but it really resonated. We bend over backwards for our clients, not only to meet their real estate needs, but to be their lifelong agent and advisor. I’m there to help them, advise them, and continue to build on that relationship.”

ss. All When rights reserved. it comes to listing properties, Ryan and his team

account for every detail, beginning with professional

& Co.,photography specializing in and documentation that captures homes in start-up for From newthere, listings are launched across theirplan finest light. of a range of online listing platforms and social media n (!). Carla brings her outlets, ensuring ideal buyers are paired to sellers in short er and trainer to the order. Ryan also draws upon his established network s andof management fellow agents and industry professionals in order to build buzz and interest at the local level. Last year, fast…..—entertaining Ryan and his team beat their personal record in selling Top Agent Magazine

To learn more about Ryan Kramer email ryan@kramerrealestategroup.com or call (765) 717–2489 Copyright Top Agent Magazine 17

A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

18

RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

Top Agent Magazine

Top Agent Magazine

Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when Top Agent Magazine

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

Top Agent Magazine

19

How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes20

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

Top Agent Magazine ÂŽ

Top Agent Magazine

One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

Top Agent Magazine

Top Agent Magazine ®

21

your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

22

them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

Top Agent Magazine ®

Top Agent Magazine

ZACH WILLIAMS Top Agent Zach Williams – of Century 21 Scheetz in Indianapolis – is an enthusiastic, dynamic and knowledgeable Realtor who is truly committed to helping his many buyers and sellers achieve their real estate goals. Truly passionate about what he does for a living, Zach has built a thriving business on a firm foundation of honesty, integrity and a commitment to providing above-and-beyond customer service.

Zach began working as a Realtor after spending more than seventeen years in the property management arena, during which he managed an average of 450 units at any given time. “I had always wanted to get into selling real estate,” says Zach, “because I knew I had the acumen for it. But frankly, for a long time, I didn’t have the courage to make the leap.

Then, after my divorce, I found myself at a crossroads and that if there ever were a time to go full tilt after something I really wanted, this was the time.”

Jumping in with both feet in 2016, Zach quickly established a stellar reputation as a trustworthy real estate advocate with an indefatigable work ethic and impeccable business practices. Currently, a significant portion of his business is based on referrals and returning clients, and that number is growing each and every year.

“I think it’s because I always try to put myself in my clients’ shoes,” says Zach, whose professional tagline is Whatever it Takes. “Buying or selling a home can be an incredibly stressful situation for someone, so I try to focus on them and really listen to what they need, while also working to connect with them on a personal level.”

In addition to expert negotiation skills and thorough and intelligent marketing strategies, there are many other reasons that have contributed to Zach’s success; chief among them his strong communication skills. “I believe that communicating with clients is the easiest things to do, but it can’t be taught. You are either good at it, or you’re not,” he explains. “I make myself available to my clients at all times, even when I’m on vacation. It’s Top Agent Magazine

amazing how many people have called me after not being able to reach their own agent for days.”

When he’s not working – which is rare, he admits – Zach enjoys nothing more than traveling to see concerts and sporting events, though of course the advent of the coronavirus pandemic has brought that to a temporary halt. He also enjoys trying out new recipes in his kitchen, and he is a strong supporter of local animal rescue projects.

“My Boxer rescue Gracie Lou Freebush is always by my side,” he says. “She’s my pride and joy.”

Looking to the future, Zach’s plan is to continue to grow his business and to eventually establish a team of likeminded agents who share his client-centric business ethos, all while continuing to provide his clients with the top-of-the-line customer service that has become synonymous with his name.

“This isn’t just a job for me,” says Zach emphatically.

“This is absolutely a career, and I take the responsibility of guiding people through a transaction, whether they are buying or selling, very seriously while also delivering the best customer experience that I can.”

For more about Zach Williams, please call 317-430-9500 or email ZWilliams@C21Scheetz.com Copyright Top Agent Magazine 23

mailto:mag@topagentmagazine.com

24

Top Agent Magazine