MARYLAND 7-25-22

MARYLAND EDITION

TIPS ON BREAKING INTO THE

LUXURY MARKET

INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

Are You A VALUE-ADDED AGENT?

FEATURED AGENTS

JOSH WARNER HEATHER COOKSEY &KALEE KELLY COVER STORY

LEAH REEDER

mailto:mag@topagentmagazine.com

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3 Surefire Methods that Make for a Productive Meeting Sometimes a business meeting can achieve exactly what it sets out to do: communicate, assess actions, set goals, or otherwise. Other times, meetings can feel like a drain on your time and energy, and only advance your agenda in marginal ways. While meetings are an integral form of communication in the professional world, how can you ensure that they are both productive and worthwhile?

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The truth is, it takes intentioned planning to make a meeting a success. A well-curated meeting makes partners and employees feel unified as a team, excited about what’s to come, and motivated to achieve a collective goal. With that in mind, consider a few approaches below to maximize your next meeting and ensure that all parties involved leave with a renewed sense of direction and inspiration.

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1. Create a detailed agenda in advance Oftentimes meetings are scheduled with a loose goal in mind—to hash out the terms of a contract or to strategize a new marketing campaign, for example. To ensure your meeting is productive, time-efficient, and achieves its end, create a detailed agenda in advance. This means breaking down your overarching goal into pieces and outlining what’s required to complete each component. You might also consider making time blocks for each respective component, so there is a clear structure and hierarchy in place. Not only does this ensure that time is used wisely and evenly, but it also creates order and momentum for the greater task at hand. What’s more, you’ll want to distribute this detailed agenda in advance of your meeting, so that all attendees will be familiar with the format and delineated goals of your gathering. This will set a professional tone, while keeping team members and conversation on task.

2. Reserve off-topics ideas and comments for later Too many meetings are derailed when an off-topic question or comment is made and hijacks the attentions of attendees. While it’s natural that outlying issues may arise when all team members are gathered, you can ward off distractions by creating a so-called holding area for off-topic talking points. This holding area will serve as the receptacle for any off-topic or lower priority addendum, and you can create a chunk of time towards the end of your meeting to readdress those Top Agent Magazine

points separately. Once you’ve achieved the highest priority goals of your meeting, you can then return to the items in your holding area. Note: be sure to familiarize your staff with this approach so that the expectation is already in place and interruptions won’t distract from your meeting’s true intent.

3. Conclude every meeting with a brief summary and action items The very last thing you should do before concluding your meeting is to reemphasize the main takeaways of your gathering and outline a specific list of action items. Again, successful meetings are clear and give attendees a sense of direction. That’s why reiterating action items—or next steps in need of completion—to each respective employee is an essential component of a productive meeting. Likewise, summarizing main takeaways unifies a team’s understanding of what’s important and why the meeting was called in the first place. Ending on a concrete yet proactive note helps launch team members toward the next event in their day and gives them a sense of confidence as they tackle their duties.

Meetings don’t have to be a formality or a bore. When planned and executed with incisiveness, they can inspire your talent roster and streamline productivity in your office.

Especially in the world of real estate, ensuring everyone is on the same page and doing their jobs effectively is key to success and longevity. Put a little planning into your next meeting, and you’ll save yourself valuable time and energy as you move forward.

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JOSH WARNER At just 30 years old, REALTOR® Josh Warner has established a name for himself in the real estate industry in just six years of having his license. Combining his entrepreneurial spirit along with skills garnered from growing up inspired by his father’s success in the commercial development realm, Josh has created a solid business model based on creating a seamless, uber-personalized experience for his clients.

feel like I’m ‘working’ when I’m working.

The fact that I can spend my days meeting new people, both on a personal and professional level, and guide them through reaching their real estate goals really is an amazing thing,” said Josh, who has a 95 percent rate of referrals. “When working with a buyer, it’s not just about their criteria. I strive to get to know them on a personal level as well. What they enjoy doing at home, outside of work, their hobbies, their style, likes, dislikes, etc. This allows me to create an in-depth and personal experience for them.”

While Josh spent time building his own food truck and event catering businesses during his young adulthood – running three companies simultaneously at the age of 23 – he was always enamored with real estate. He grew up tagging along to job sites watching his father build structures from the ground up through his own company, which inspired and fascinated him. “My passion wasn’t in the kitchen per se; it was with people and being able to build relationships and getting to know people on every level.

That allowed me to create memorable experiences for my clients, experiences that evolved into long term relationships,” Josh said. “Parlaying that passion into my real estate business has helped me to grow and to be able to tailor each experience for my clients to fit their exact needs. I truly am all about building that relationship with people; that is my No. 1 goal.”

When he’s not working, Josh is big on community service, including hosting neighborhood events, supporting other local businesses, and will soon be starting to visit local schools to share insight on the industry with elementary and middle schoolers. Josh has long immersed himself into Latin culture and has been extremely active in helping people whose first language might not be English. He also has developed somewhat of a green thumb, loves architecture and design, reads, rollerblades, and loves to stay as active as he was when he played football in both high school and college. Of course, it goes without saying that he still loves to cook.

And he loves making his clients happy, whether it’s a sale, purchase, a development, or a renovation.

Upon meeting team leader and mentor Barak Sky, Josh joined The Sky Group, part of Long and Foster’s Bethesda, Maryland office. Last year, the group did over $200 million in volume. Josh grew up in Montgomery County and focuses mostly on Bethesda, Rockville, and the northwest area of Washington D.C. He likes to say he doesn’t specialize in one particular area but instead specializes in creating memorable experiences for his clients. “It’s really a blessing to be able to say that I don’t

Josh has now entered into a leadership role of mentor for the team and has four mentees with whom he is working. “When I started, the guidance and advice I received from Barak was imperative to my quick success,” he said. “I knew that I wanted to do the same for others joining the team as newer agents or even veterans that just needed a little push to get their businesses off the ground. I want to mentor others the same way I was.”

Josh Warner can be reached on his cell at 240-246-3690 or at the office at 240-497-1700.

His email is josh@theskygroup.com and his website is joshwarnersells.com www.

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Matt Nader is proud to congratulate

Josh Warner

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

Matt Nader | NMLS # 333573 VP/Branch Manager of Annapolis office: 410-571-2029 | direct: 240.882.8006 firsthome.com www.

900 Bestgate Road, Suite 310 | Annapolis, MD 21401 This is not a guarantee to extend consumer credit. All loans are subject to credit approval and property appraisal. First Home Mortgage Corporation NMLS ID #71603 (www.nmlsconsumeraccess.org)

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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?

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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 9

‘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.

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LEAH REEDER Top Agent Magazine

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Top Agent Leah Reeder is one of twenty-three agents on a fantastic team covering five states and D.C. Together, they represent a little of everything from farmland to the big city.

Having a Mom who has been a topselling REALTOR® since 2003, Leah Reeder grew up surrounded by real estate. Her first job in the industry was as her mom’s assistant in 2014, after she formed a team. Learning from the best mentor, Leah eventually decided to get her license and begin working as an agent. Like her mother, she loved it from the start. Today, Leah is one of twenty-three agents on a fantastic team covering five states and D.C. Together, they represent a little of everything from farmland to the big city.

Leah’s business consists of about 50% repeat customers and referrals and 50% new clients. Born and raised in Frederick, she is incredibly knowledgeable about her area and the neighborhoods her clients are looking 12 Copyright Top Agent Magazine

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to buy or sell in. She has her own home staging business, A Better View Home Staging, which helps keep a very important part of home listings in-house and makes her a sought-after agent. Her team also offers free moving trucks for local moves, Top Agent Magazine

which is an enticing perk for anyone looking to move within the area.

When it comes to getting the word out about her business, Leah works with a photography company called Picture 13 Copyright Top Agent Magazine

Leah has her own home staging business,

A Better View Home Staging, which helps keep a very important part of home listings in-house and makes her a sought-after agent.

Perfect, LLC, who does a fantastic job marketing her listings with professional pictures, drone photos, etc. “They do email blasts and post on social media for me. I also do my own social media, where I make sure to wish clients a happy birthday, anniversary, and home anniversary,” Leah says.

In addition to the work she does in real estate, Leah spends a lot of her time giving back to the community. She just hosted a successful local food drive in Middletown where she lives. Previously, she’s participated in Meals on Wheels.

She actually met her fiancé, an elementary school teacher, while working at their local YMCA. Today, she helps in the classrooms at his school when she can. “I’ve always had a passion for working with children,” she says.

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For fun, Leah loves spending time with her dogs and decorating her home, which she and her fiancé bought a year ago. They also enjoy going to local fairs, like The Great Frederick Fair and the In the Streets Festival in downtown Frederick. This year, Top Agent Magazine

Leah’s company is sponsoring a few concerts at the Frederick Fair as well as the Demolition Derby.

Last year was Leah’s biggest year ever so far in sales. As she looks to the future, she’s 15 Copyright Top Agent Magazine

working to grow her sales volume and continue to build the relationships she has with clients. While she has an eye for home design and a natural talent for sales, Leah’s motivation on a day-to-day basis is to help people.

“I love walking homebuyers through their first transaction, which is their first big purchase. Being a part of that special time in their lives and helping them reach their goals is very rewarding.”

For more about Leah Reeder please call 240-586-0430 or email leah@longandfoster.com

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

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involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 20

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

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

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

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

Find causes that speak to you.

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

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

Unite your team for the common good.

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

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

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

Include clients in the process.

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

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

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

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HEATHER COOKSEY & KALEE KELLY Lifelong residents of Southern Maryland, Heather Cooksey and Kalee Kelly have long been drawn to real estate. Originally a personal trainer, Heather first took an interest in the industry while purchasing her first home. She fell in love with the process, and decided to pursue her license and launch her career as an agent.

network of local contractors. “We treat our clients like family,” Heather says.

“From start to finish, we personalize the experience to their needs. Best of all, we prefer local lenders and title companies, so when a client works with us, they are literally engaging with the members of our community.”

Kalee had an opportunity to learn the business from the ground up through her previous career as a loan originator, which inspired her to transition into real estate. Sure enough, the two would find fast success as agents, establishing a robust network of clients and colleagues that spans the region. Most recently, they decided to establish The Kelly & Cooksey Team—and the rest is history.

As a team, Heather and Kalee have earned a fantastic reputation, with the vast majority of their volume coming from repeat clients and referrals. Having already exceeded $14 in volume in 2022, the two enjoy welcoming newcomers into Southern Maryland—from the military bases and businesses surrounding Washington DC, to local hotspots like Rucci’s or The Charles in La Plata.

Today, Heather and Kalee lead the The Kelly & Cooksey Team, powered by RE/MAX One, where they assist clients throughout Charles County, Calvert County, and St. Mary’s County, as well as the surrounding areas of Southern Maryland. There, they have established a boutique workflow to meet the needs of any buyer or seller.

Outside of real estate, Heather and Kalee are dedicated to their community. On top of contributing to the local police station and sponsoring events at her local bike track, Kalee also supports her area service members.

Elsewhere, Heather and Kalee also donate a portion of every commission to the Children’s Miracle Network.

When she’s not with clients or giving back, Kalee can be found managing her home staging company or boating with her family; meanwhile, Heather enjoys exercising or spending quality time at home with her husband and daughter.

When listing a property, Heather and Kalee utilize a comprehensive approach. Starting out, they help their clients fully prepare their home for the market and provide them with a suite of resources, including professional staging, photography, and videography services.

From there, they share their listings via a highly targeted blend of digital and social media campaigns.

But Heather and Kalee are just as attentive when assisting their buyers. In fact, they keep in touch long after the deals are done through regular check-ins and even gifts at the holidays—all to ensure clients are satisfied in their new homes and connect them to an expansive

Going forward, Heather and Kalee have exciting plans for their business. As their volume maintains its steady growth, they intend on expanding their team while deepening their ties to the Maryland community. “I love the process of getting to know our clients,” Kalee says.

“There’s nothing more rewarding than building a lasting friendship with our buyers and sellers. After all, real estate gives us an opportunity to truly change their lives.”

For more about Heather Cooksey & Kalee Kelly, call 240-427-8283 or 240-682-1719 email kellyandcookseyteam@gmail.com or visit zillow.com/profile/kellyandcookseyteam www.

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