LOS ANGELES 11-16-20

LOS ANGELES EDITION

How to Make Your Commute Productive COVER STORY

BRENT WATSON FEATURED AGENTS

MARC GROSS JASON & BRIANA LORGE

5 Ways to

TRANSFORM RENTERS INTO OWNERS GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

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LOS ANGELES EDITION

JASON LORGE

Jason Lorge got his real estate license billboards. We choos 7 17 23 right after earning his MBA in finance. “I of our advertising started working with friends and family, community,” Jason and the business just grew from there,” he to programs such as recalls. Though his wife, Briana, wasn’t Action Committee, initially licensed, she helped Jason out soring videos that ed with creative and design decisions. “I kept and their families on telling her she needs to get her license, and educates them and she kept saying, ‘no,’” he says. identifying and tre “Eventually, she did get it, and we’re now Plus, we sponsor t a successful team.”

The Park and other BRENT WATSON MARC GROSS MARC GROSS JASON & BRIANA LORGE In addition, they don The couple now runs Team Lorge for organizations, includ Keller Williams in La Verne, California, serving the Boy Scouts of America, and more 210 corridor from Pasadena to Rancho Cucamonga.

“Honestly, we’ll go wherever our clients need us,” When not working or giving of t says Jason. With a sales volume surpassing 60 deals love to travel as a family. “We r this year, Jason reports that his business is 75% repeat international trips, visiting Englan and referral clientele. “We love what we do; we love love to take other international va our customers; and we strive to out-work our competi“We also love to go hiking and b tion to get the best results for our clients when selling things as a family.” and/or buying a home,” 16) he asserts.

“What also WAYS 4) 5 WAYS TOa house TRANSFORM CREATIVE sets us apart from other agents is the fact that Briana As for the future, Jason hopes to RENTERS INTO OWNERS TO SAY THANK YOU and I complement each other’s strengths. I handle the like-minded agents. “We’d want t negotiating and financial aspects while she’s in charge have the same core values as we d the showings and prepping homes sale.” ally take over some of the heavy l 13) HOW TO ofMAKE YOUR 20)forGOOGLE ADWORDS: serve our clientele,” he says.

COMMUTE PRODUCTIVE HOW TO MAKE GOOGLE The team offers free staging with their own staging DO THE WORK company, and they coordinate cosmetic upgrades for FOR YOU their clients on the sell and buy side. “For us, it’s all about getting the best possible value for our clients,” he asserts. “We have a proven process and system that helps our sellers get more money with less time on the Phone 310-734-1440 | Fax market for310-734-1440 their sale.” Staging makes a huge difference and helps buyers what the home could be. mag@topagentmagazine.com visualize | www.topagentmagazine.com Jason and Briana take advantage of today’s top real No portion of this issue mayestate be reproduced in anytomanner whatsoever without including prior consent of the publisher. Top Agent technology promote their listings, Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published professional photography, videography, and 3D/virtual materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. tours. They leverage social media and other real estate To subscribe or change address, send inquiry to mag@topagentmagazine.com.

For more about J portals to promote their listings as well.

Published in the U.S. please call 714-6 Jason@teamlorge The Lorges are strong believers in giving back to the or visit listwithlorg community. “You won’t see our ads on bus stops or

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 4

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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BRENT WATSON Top Agent Magazine

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BRENT WATSON Top Agent Brent Watson spearheads his work under the banner of Brent Watson Homes, serving clients across the greater Los Angeles region.

Brent Watson always had an interest in homes and architecture, but it wasn’t until he began a career in securities that he realized his true calling. He craved a role that would allow him to interact with people, pursue his passions, and dictate his own path. “I’ve always had a love of properties, and I decided real estate was the way to go,” he remembers.

Now, twenty-six years later, Brent has built a thriving enterprise and a reputation to match, known for his incisive negotiating style, proven track record, and personal touch.

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Today, Brent spearheads his work under the banner of Brent Watson Homes, serving clients across the greater Los Angeles region, though his work most often sees him closing deals along the Sunset Strip, West Hollywood, and Beverly Hills. “I go anywhere that I’m needed,” he says, “and if you’ve been in this industry as long as I have, you have clients and business all over the city.” What’s more, almost the entirety of Brent’s business is driven by repeat and referral clientele who trust his experience and detail-oriented Top Agent Magazine

approach. “My clients know that I’m a hardnosed negotiator,” he says. “I do not leave any money on the table whether I’m negotiating on behalf of a buyer or a seller. I’m pretty tenacious about getting the deal done, and I’m often called in when others can’t do Top Agent Magazine

it. I work hard, I wake up thinking about real estate and go to bed thinking about it. It’s in my blood.”

When listing properties, Brent adjust marketing campaigns to suit the particular Copyright Top Agent Magazine 9

“I do my homework,” Brent says, “and I really search out that knowledge. I want a complete understanding of the property, and if you have that, you have a leg up. It’s not just another product. It’s a home and it’s got a story. That’s what I want to know.” property in question, pairing high-end photographers with architectural marvels that lure buyers the world over. In addition to immersive documentation, homes are disseminated across a range of listing platforms and social media outlets. “I do my homework,” he says, “and I really search out that knowledge. I want a complete understand10Copyright Top Agent Magazine

ing of the property, and if you have that, you have a leg up. It’s not just another product.

It’s a home and it’s got a story. That’s what I want to know.” Closing roughly 25 to 30 properties annually, at an average pricepoint of $3-million to $6-million, Brent has set himself apart in one of the nation’s most sought after locales.

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Beyond the office, Brent gives back to his community through various charitable efforts, especially in support of animal rescue organizations and L.A.’s Outfest Film Festival. In his free hours, he most enjoys time spent traveling in Italy.

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As for the future, Brent intends to keep progress advancing steadily, with hopes to mentor and bring on an additional agent in the years to come. For now, he is content to build his greater Los Angeles community with each home sold. Now, with nearly three decades Copyright Top Agent Magazine11

of experience and insight to his name, Brent considers what he enjoys most about his chosen field, and what lies ahead. “My favorite thing is matching a personality to a property,” he says. “There’s also the feeling of success

and satisfaction that comes from negotiating a great deal for a client and finding the best fit for them. I don’t plan on retiring anytime soon. I love what I do. For as long as I can keep doing it, I’ll be here.”

To learn more about Brent Watson please call (310) 600–9119 email Brent@BrentWatsonHomes.com, or visit BrentWatsonHomes.com www.

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How to Make Your Commute Productive The highest caliber business owners and entrepreneurs utilize every minute of their day.

Though this may be a lofty goal, there are certainly ways to make our daily routines more efficient and productive. Consider the morning and evening commute—time blocks that are accounted for every day. For some of us, daily commutes may mean a lengthy drive through gridlock traffic, or perhaps just a quick fifteen-minute crosstown excursion. However short or long your commute may be, there are ways to maximize this component of your daily routine and reap the rewards.

With that in mind, take a look at some ideas below to inject some energy and productivity into your daily commute.

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Listen to the latest industry-centric podcasts or audiobooks Whether you drive, bike, walk, or take public transportation, a commute is the perfect time to tune into an industry-oriented podcast or audiobook as a way of building your skills or getting into the zone for the day. Instead of letting your commute time be passive, you can process insights from leading industry professionals, or develop your skillset on a topic you haven’t yet made time for. Perhaps you’d like to develop your social media presence, or maybe you’d like to tap into the millennial homebuyer market—whatever the case may be, there is audio material out there suited to your interests. What’s more, podcasts are free and easy to incorporate on your smartphone or

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tablet, and there are ample audiobook subscription services out there that make regular listenership cost effective.

Create a mental to-do list to get a head-start on your day, or to prepare for tomorrow Getting your thoughts in order with a straightforward to-do list can help you dive in once you make it to your desk, or serve as a conclusive mental routine to end your work day.

If you drive to and from work and don’t have your hands free, don’t fret. Speaking your to-do list aloud can help you detangle your thoughts and tasks by vocalizing them. You can also try breaking down your to-do list by verbalizing the day’s goals, the week’s goals, and the month’s goals as a way of structuring priorities. If your commute is hands-free, you can incorporate a variety of apps that serve as custom-made todo lists that’ll organizationally map your duties for the day. In either case, use your commute window to identify and name the tasks ahead of you, and you’ll be able to hit the ground running when the time comes to perform.

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Tend to your personal commitments and planning A productive commute can boost your professional performance, but it can also serve your personal growth and out-of-the-office responsibilities, as well. Perhaps you can think out and plan your meals for the week so that you don’t come home burnt out and with nothing in mind for dinner. Maybe you check in with a relative or partner and catch up for a spare twenty minutes.

Not only does this eliminate a few items off of your personal to-do list, it can actually give you a more focused mind at the office. If your personal life is in good order, you’ll be able to devote your full attention to work tasks.

As the old saying goes, there are only so many hours in a day. If you added up all the minutes spent commuting around town, how many hours would amount? Though the trek to and from the office is an engrained part of professional life, it doesn’t have to be a drag. Account for those spare commute windows in productive ways, and in only a month you’ll have devoted a significant portion of your time to bettering yourself as a person and a professional.

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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MARC GROSS Top Agent Magazine

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MARC GROSS

“I always had an interest in real estate since I bought my first place,” Marc Gross explains.

Marc initially started working as an appraiser, and eventually thought it would be the perfect opportunity to become an agent. He met his soon-to-be-wife, who also worked in the business, and did some appraising work for her as well. But as Marc says, “I realized that I hated sitting behind a desk and writing reports all day. She suggested that I go get my license to sell, and I said ‘sure, why not?’” Marc now works as a successful real estate agent in the greater Los Angeles area.

pretty honest with people,” and even though this has cost him some deals, it has brought him even more. “When I’m just open and honest with people, they trust that,” he explains.

Marc recommends that Realtors be a little more casual and down-to-Earth, as this has brought him much of his success.

Initially, Marc grew his business by cold calling and door knocking, but once he started just being himself, he says, “things started opening up a bit.” He typically focuses on building relationships and finding a connection outside of business, and now he finds most of his clients through his sphere of influence. Marc says, “I don’t pretend to be a sly, slick salesman. I’m 18

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Clients appreciate the connection they share with Marc and the fact that they can trust him to always have their best interest at the center of any transaction.

One former client shared, “I am a first time home buyer and I was trying to purchase a home during the pandemic to get a low interest rate. I had talked to other Realtors but was unimpressed by their attitude and lack of response.

Then I met Marc and he was incredible. He was friendly, easy-going and made sure I could safely look at the property during the pandemic.”

As a valued member of the community, Marc says, “When I can, I like to give back.” One of his favorite ways to do so is by collecting supplies for animals, and once a month, handing out the supplies to homeless people with pets. In his free time, some of Marc’s favorite activities are hiking with his dog, going to the beach, spending time with family, and playing the bass. “It’s really been go, go, go,” Marc says.

As Marc’s real estate business progresses, he plans to grow his team and impact more people in the Los Angeles area. In the next few years, he wants to bring in at least two buyers’ agents so that he can focus more on selling and putting together good listings, and in the long term, Marc wants to hold a more managerial position. “I got into this business because I wanted to help people,” Marc says, and as his business continues to progress, he is sure to help more people and build meaningful, productive relationships with them.

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For more about Marc Gross, please call 818-497-7994, or email MrListerLA@gmail.com Copyright Top Agent Magazine 19

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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JASON & BRIANA LORGE Jason Lorge got his real estate license right after earning his MBA in finance. “I started working with friends and family, and the business just grew from there,” he recalls. Though his wife, Briana, wasn’t initially licensed, she helped Jason out with creative and design decisions. “I kept telling her she needs to get her license, and she kept saying, ‘no,’” he says.

“Eventually, she did get it, and we’re now a successful team.”

The couple now runs Team Lorge for Keller Williams in La Verne, California, serving the 210 corridor from Pasadena to Rancho Cucamonga.

“Honestly, we’ll go wherever our clients need us,” says Jason. With a sales volume surpassing 60 deals this year, Jason reports that his business is 75% repeat and referral clientele. “We love what we do; we love our customers; and we strive to out-work our competition to get the best results for our clients when selling a house and/or buying a home,” he asserts. “What also sets us apart from other agents is the fact that Briana and I complement each other’s strengths. I handle the negotiating and financial aspects while she’s in charge of the showings and prepping homes for sale.”

The team offers free staging with their own staging company, and they coordinate cosmetic upgrades for their clients on the sell and buy side. “For us, it’s all about getting the best possible value for our clients,” he asserts. “We have a proven process and system that helps our sellers get more money with less time on the market for their sale.” Staging makes a huge difference and helps buyers visualize what the home could be.

Jason and Briana take advantage of today’s top real estate technology to promote their listings, including professional photography, videography, and 3D/virtual tours. They leverage social media and other real estate portals to promote their listings as well.

The Lorges are strong believers in giving back to the community. “You won’t see our ads on bus stops or Top Agent Magazine

billboards. We choose to give the majority of our advertising dollars back to the community,” Jason asserts. “We donate to programs such as the Youth & Family Action Committee, which includes sponsoring videos that educate our local youth and their families on the dangers of vaping and educates them on the importance of identifying and treating mental health.

Plus, we sponsor the local Concerts in The Park and other community events.”

In addition, they donate their time to local organizations, including the AYSO, PTA, Boy Scouts of America, and more.

When not working or giving of their time, the Lorges love to travel as a family. “We recently took our first international trips, visiting England and France, and I’d love to take other international vacations,” says Jason.

“We also love to go hiking and biking and just doing things as a family.”

As for the future, Jason hopes to expand the team with like-minded agents. “We’d want to bring in agents that have the same core values as we do, so they can eventually take over some of the heavy lifting as well as better serve our clientele,” he says.

For more about Jason & Briana Lorge please call 714-686-5807, email Jason@teamlorgerealestate.com, or visit listwithlorge.com www.

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