INDIANA 9-13-21

INDIANA EDITION

CONNECT BEYOND REAL ESTATE To Attract Future Clients

COVER STORY

BRANDON SNEATH How To Incorporate Current Events To Your Email Blasts AND STAY RELEVANT

FEATURED AGENT

JOHN CREAMER

MILLENNIAL BUYERS:

WHERE THEY ARE & WHAT TO KNOW

CREATIVE MEDITATION For The Real Estate Professional

INDIANA EDITION

JOHN CREAMER

efforts. I was President of the After 35 years in the business, John 7 16 of Columbus for nine year Creamer is able to effortlessly guide had about 1600 members at th his buyers and sellers through the real John has also been the Pre estate transaction process while providMIBOR (Local Realtor Ass ing them with the necessary tools and on the board of directors of th education to make the best decisions. “I Association of REALTORS® started in March of 1986. I was helping National Association of REA someone with an open house and realHe has also played an ized that I truly enjoy the residential side role in the REALTORS® of real estate. That’s when I decided to Action Committees and was get my license.” Affiliated with Century REALTOR® of the Year in 201 21, John facilitates the buying and selling of properties throughout Indiana and BRANDON SNEATH JOHN CREAMER In the future, John plans to specializes in doubles and duplexes in growing his business at a ste Mid-Town Indianapolis. “I have owned and helping as many clients as possible ach doubles for over 30 years and have sold over 100 of dreams. “My plan for the future is becomin them in my career.” expert’ and specializing in our well known neighborhood in Mid-town Indianapolis,” he s Even after three decades CONTENTS in the real estate business, also has words of advice for agents who are ju John is excited to lead every client through a successful out. “Being active in various REALTOR® ass transaction. Thanks to his extensive experience, he has 4) CONNECT BEYOND 17) HOWandTO INCORPORATE meeting the REALTOR® before I do a learned that placing an emphasis on long term relationtion with them TO makes the transaction go m shipsTO with ATTRACT clients is the key to a successful business.

REAL ESTATE CURRENT EVENTS smoothly.

And while meeting them has beco “I’m always touching base with my clients.

Whether FUTURE CLIENTS YOUR EMAIL BLASTS AND of a challenge due to COVID-19, I highly re it’s through an email, a postcard, a phone call, or a STAY RELEVANT it to other agents because it has really been p small gift—I always find ways to stay involved in their in the success of my career.” lives and stay top of mind,” he explains.

14) CREATIVE

MEDITATION FOR 20) MILLENNIAL BUYERS: Completing anywhere between 35 and 45 transactions THE REAL ESTATE per year, John is meticulous when it comesWHERE to his mar- THEY ARE PROFESSIONAL &internally WHAT TO KNOW keting technique. “I market my listings both and externally. Having been in the business 35 years, I have made many REALTOR® good friends and colleagues. I’m also a big believer in open houses. When I have a new listing, I try and have that house open and Phone 310-734-1440 | Fax 310-734-1440 available to the public as soon as possible.”

mag@topagentmagazine.com | www.topagentmagazine.com Possessing a deep admiration for his local community,

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine JohnPublications spends a GA, lotInc. of Although time volunteering and being an the accuracy of published materials, Top is published by Feature precautions are taken to ensure active of his for neighborhood.

“I’m active by its authors.

Agent Magazine cannot bemember held responsible opinions expressed or very facts supplied To learn more about John Cream in the community, which gives me a wonderful opporTo subscribe or change address, send inquiry to mag@topagentmagazine.com. email jcreamer@c21scheetz.co Published in the U.S. tunity to meet people, and interact with those I’ve

done business with. I’m always supporting community

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or call (317) 250–5646

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients.

To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals.

So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause.

In fact, they want and need you to promote them.

And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you.

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content

that will draw in a broad range of followers.

Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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BRANDON SNEATH Top Agent Magazine

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Top Agent Brandon Sneath’s A & B Homes based in Brazil, IN, have spent the last two years cultivating a fresh and modern real estate environment whereby they can provide exceptional service to a wide range of clients within their community.

After spending more than a decade in the healthcare industry, Brandon Sneath wanted to try something new. He had bought and sold quite a few houses over the years, and when his personal Realtor retired, he decided to get his real estate license two and a half years ago. What started as a personal project quickly 8Copyright Top Agent Magazine

became a full-time job, though, as his business grew rapidly. Along with his partner, Brandon hit the ground running and started a real estate company, A & B Homes - they now have a small team based in Brazil, IN, and have spent the last two years cultivating a fresh and modern real estate environment whereby they Top Agent Magazine

can provide exceptional service to a wide range of clients within their community.

As an Indiana native, Brandon understands the need for new blood in his local real estate community. One of the primary goals of A & B Homes is to bring a contemporary Top Agent Magazine

touch to the real estate world, using inventive techniques and imaginative branding to foster a more youthful and fun atmosphere in Brazil. Brandon wants to ensure the agents on his team are having fun and being productive at the same time, and does a lot of networking through lunch and Copyright Top Agent Magazine9

“More than anything, I want clients to leave my care feeling satisfied with their real estate experience,” Brandon says. “ Anything I can do to make it more enjoyable for them or boost their chances of success is worth doing.” dinner meetings to bring people together under the banner of real estate business.

When it comes to building relationships with clients during the transaction process, Brandon focuses on consistent, direct communication to build trust and provide a comfortable experience for Copyright Top Agent Magazine 10

them. He is honest and responsive, and strives to keep his clients informed. “More than anything, I want clients to leave my care feeling satisfied with their real estate experience,” Brandon says. “Anything I can do to make it more enjoyable for them or boost their chances of success is worth doing.” Due to his ability to reduce Top Agent Magazine

stress and maintain an effective correspondence, Brandon is already starting to build his referral business and develop an extensive sphere of influence, all while building mutually beneficial relationships with all of his clients.

Brandon and his team employ a variety of marketing strategies for their listings, Top Agent Magazine

including high quality drone photography and digital staging to highlight the strengths of each home, and online advertising (including Coming Soon Listings) to generate a maximum number of prospective buyers. In particular, Brandon is very active on Facebook, and uses social media both as a significant marketing tool and as a way to communicate with past clients and his Copyright Top Agent Magazine 11

community at large. Brandon has closed an impressive 87 transactions over the past 12 months, and hopes to continue meeting that standard of productivity for years to come.

In his free time, Brandon enjoys gardening and traveling with his partner. They also love doing rehabs together, and in reality, they spend most of their time on real estate.

As an active community member, Brandon

frequently volunteers for the local Rotary, and A & B Homes does a lot of fundraising, including an annual pickleball tournament that provides funds for the local Humane Society. In the future, Brandon hopes to continue growing his team and providing excellent service to the community of Brazil. If you’re looking for an enthusiastic and innovative Realtor in Indiana, get in touch with Brandon Sneath today!

Contact Brandon at (317) 850-9514 or email brandon@abhomesin.com

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Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.

Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite 14

easily into the daily hustle & bustle world of the busy real estate agent.

First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening Top Agent Magazine

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts.

These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument.

Here are some examples of meditations you can try.

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For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis.

When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity.

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JOHN CREAMER After 35 years in the business, John Creamer is able to effortlessly guide his buyers and sellers through the real estate transaction process while providing them with the necessary tools and education to make the best decisions. “I started in March of 1986. I was helping someone with an open house and realized that I truly enjoy the residential side of real estate. That’s when I decided to get my license.” Affiliated with Century 21, John facilitates the buying and selling of properties throughout Indiana and specializes in doubles and duplexes in Mid-Town Indianapolis. “I have owned doubles for over 30 years and have sold over 100 of them in my career.”

Even after three decades in the real estate business, John is excited to lead every client through a successful transaction. Thanks to his extensive experience, he has learned that placing an emphasis on long term relationships with clients is the key to a successful business.

“I’m always touching base with my clients. Whether it’s through an email, a postcard, a phone call, or a small gift—I always find ways to stay involved in their lives and stay top of mind,” he explains.

efforts. I was President of the Knights of Columbus for nine years, which had about 1600 members at that time.”

John has also been the President of MIBOR (Local Realtor Association), on the board of directors of the Indiana Association of REALTORS® and the National Association of REALTORS®.

He has also played an extensive role in the REALTORS® Political Action Committees and was MIBOR REALTOR® of the Year in 2016.

In the future, John plans to continue growing his business at a steady pace and helping as many clients as possible achieve their dreams. “My plan for the future is becoming a ‘local expert’ and specializing in our well known historical neighborhood in Mid-town Indianapolis,” he says. John also has words of advice for agents who are just starting out. “Being active in various REALTOR® associations and meeting the REALTOR® before I do a transaction with them makes the transaction go much more smoothly. And while meeting them has become more of a challenge due to COVID-19, I highly recommend it to other agents because it has really been paramount in the success of my career.”

Completing anywhere between 35 and 45 transactions per year, John is meticulous when it comes to his marketing technique. “I market my listings both internally and externally. Having been in the business 35 years, I have made many REALTOR® good friends and colleagues. I’m also a big believer in open houses. When I have a new listing, I try and have that house open and available to the public as soon as possible.”

Possessing a deep admiration for his local community, John spends a lot of time volunteering and being an active member of his neighborhood. “I’m very active in the community, which gives me a wonderful opportunity to meet people, and interact with those I’ve done business with. I’m always supporting community 16

To learn more about John Creamer email jcreamer@c21scheetz.com, or call (317) 250–5646 Copyright Top Top Agent Agent Magazine Magazine

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 profesTop Agent Magazine

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.

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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

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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

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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.

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 20

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy?

Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer?

Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

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that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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