MASSACHUSETTS 1-25-21

MASSACHUSETTS EDITION

6 Habits of Highly Productive Agents

Keeping in touch – How to Stay in Your Clients’ Lives for the Long Haul

COVER STORY

SARAH MAGUIRE

FEATURED AGENT

ANA PICANCO LINNEHAN

MASSACHUSETTS EDITION

ANA PICANCO LINNEHAN

After a successful career in human Ana gives back to the com 9 23 resources in the corporate world, Ana Keller Williams Cares, Picanco Linnehan wanted to make a runs drives and othe professional change to a job that would efforts. She has been n allow her more independence. “I’ve Agent Leadership Counc always loved everything having to do heads charitable outreac with real estate,” Ana says. “I bought my In her free time, Ana first investment property at twenty-one, and everything having and since then I’ve been very involved outdoors, including hik with investment properties, all before I and camping. “I’m lucky was licensed. I’ve also always wanted to beach,” Ana says. “Beac be working for myself, and real estate felt ANA PICANCO LINNEHAN quiet time.”

SARAH MAGUIRE like the right move.”

Dedicated to her family, Ana appreci Licensed for five years, Ana is a Realtor in Andover real estate has provided. “For me, fa Massachusetts, where she leadsCONTENTS her own group through big part of my life,” Ana says. “M Keller Williams. Her clients rave about her dedication many health challenges over the yea and her trustworthiness. “Customer service is a top grateful that real estate has allowed m priority for me,” Ana THE says. SOUL, “I tell all my clients, both her in much larger 4) IF IT’S GOOD FOR 15) KEEPING INa TOUCH – capacity than a ty buyers and I believe it is a partnership. wouldIN have.”

IT’S GOOD FORsellers, THE that BUSINESS HOW TO STAY YOUR CLIENTS’ We are in this process together, as partners.” DetailLIVES FOR For THE HAUL oriented, driven, and committed to helping her clients, theLONG future, Ana has plans to expa 6) 6 HABITS OF HIGHLY Ana goes above and beyond to support them towards business. “My goal for next year is to PRODUCTIVE MORNING their goals.AGENTS “I will do whatever it takes,” 21) Ana 5 says. done thisHABITS year,” Ana says. “I am well“Sometimes that means I do more than what a typical that. I can’t wait!”

TO MAKE YOUR DAY SUPER agent will do.”

PRODUCTIVE

SARAH MAGUIRE

To market her listings, Ana uses all the tools at her disposal, implementing her own strategies and leveraging the resources of Keller Williams. “I do what it Phone 310-734-1440 | Fax 310-734-1440 takes,” Ana says.

“Every property is different, and I mag@topagentmagazine.com www.topagentmagazine.com market every listing based on| what it needs.” Combining media marketing advertisements in local No portion social of this issue may be reproduced inwith any manner whatsoever without prior consent of the publisher. Top Agent Magazine ismagazines, published by Feature Publicationsher GA, Inc. Although precautions taken to ensure the accuracy of published Ana provides clients with tailoredareand materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. customized campaigns that give them wide visibility.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

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For Ana, people are at the heart of what she loves about her job. “I love the people part of things” Ana says. “All the interactions and relationships. Many of my clients have become close friends. I came from

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If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night?

The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning.

REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their 4

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing.

Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says.

“There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.”

The longtime “big picture” for Colorado REALTOR® and property manager, Linda

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Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home.

For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!”

Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie.

We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured Top Agent Magazine

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 6

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova7

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 8

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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SARAH MAGUIRE Top Agent Magazine

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Top Agent Sarah Maguire of Compass serves the Greater Boston market, specializing in South Boston, Dorchester and the Seaport.

On any given weekday, Compass agent Sarah Maguire is doing it all. Her day can start by teaching a spin class at The Handle Bar, continue with a handful of showings or appointments with developers, and finish off cooking a delicious dinner for her husband and two young children. What’s more, you better believe she’s rapid-fire responding to hundreds of texts from clients, vendors and 10 Copyright Top Agent Magazine

agents all throughout the day. This may seem daunting for some, but it’s this fast pace that’s enabled Sarah to become one of the top agents in Boston and continue to grow her business with her small but mighty team.

Maguire got her first exposure to the industry by becoming an assistant to a seasoned broker. She started managing new construcTop Agent Magazine

tion gut rehab projects and hasn’t looked back since. Now with 10 years of real estate experience, Sarah serves the Greater Boston market, specializing in South Boston, Dorchester and the Seaport.

What sets Sarah apart from other agents and keeps clients coming back and referring their Top Agent Magazine

family and friends? It’s the genuine bond that she builds and countless hours she devotes to each client no matter their budget. “The real estate buying experience needs to be special at any price point. I spend as much time with clients buying a starter home as I do with clients buying a second or third million dollar home,” says Maguire.

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“I know how important it is for my clients to have their questions and concerns addressed immediately. They know I’m going to give it to them straight, perhaps having a conversation that is more natural than what other agents provide.”

Beyond the casual catch up call, Sarah stays in touch with clients through social media, special events, and care packages; all with the help of Compass’ advanced CRM tools. Also important, Sarah never takes more than 10 minutes to respond to clients, who are largely millennials and first-time homebuyers. She says, “I know how important it is for my clients to have their questions and concerns addressed immediately. They know I’m going to give it to them straight, perhaps having a conversation that is more natural than what other agents provide.”

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Working alongside Sarah at The Maguire Group is her husband Ryan Maguire who specializes in small to mid-sized residential developments and large land acquisitions and Christine Healy, a licensed agent and their Director of Operations. The team is getting ready to complete their most successful year yet and have an exciting 2021 and 2022 pipeline with nearly 90 new construction units in the Greater Boston area. It may seem unimaginable that a team that size is capable of handling that type of volume, but the decision Top Agent Magazine

to keep the team small is intentional. “Real estate transactions are a major decision and there’s a lot of money at stake. No matter the volume of business we’re doing, my goal will always be to make our client experience personal and intimate,” says Maguire.

Outside of her career in real estate, Sarah also works as a Master Instructor at Best of Boston Top Agent Magazine

spin studio, The Handle Bar. Each year she combines both interests to host a community spin class that raises money for a local charity. “I like to bring my passions and worlds together,” Sarah says, and attendees love to get involved every year and give back . When she’s not supporting clients or teaching a class, Sarah also enjoys spending time with her two children and relaxing on Cape Cod. Copyright Top Agent Magazine 13

Sarah’s favorite part about working in real estate is that she is constantly on the move and overcoming various challenges that come along with working dozens of deals concurrently. As she says, “I literally learn something new every single day, which keeps me humble and the work

exciting.” The native Jersey girl has the thick skin and gusto necessary to stand out in the sometimes cut-throat industry. “It’s a lot of work and it can be stressful,” Sarah explains, “but it’s definitely rewarding and there’s never a dull moment!” It’s just the way she likes it.

For more information about Sarah Maguire, please call 617.797.9679 or email sarah.maguire@compass.com

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g n i p Kee h c u in To

HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work.

To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside.

Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: Top Agent Magazine

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch.

Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients.

Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time.

Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s inter-

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ests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional.

Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson.

Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

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GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it.

TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time.

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You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts.

This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED

No matter how you choose to keep in contact with past clients, make sure to be consistent.

Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year.

Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business.

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5 Morning Habits to Make Your Day Super Productive For many, most mornings begin with a rush—a rush to get dressed, a rush to find something edible for breakfast, a rush out the door and into rush hour. Likely you have heard articles advising you to set your

alarm early to give yourself some flexibility —which is sound advice, of course—but consider a few of these additional tweaks to your morning routine that can set a productive tone for your day at large.

1. Keep Screens Away Until Breakfast Oftentimes, our first instinct upon waking is to check-in on our phones, tablets, or computers, to scope out the latest social media updates and e-mail correspondence. While diving into the action might seem productive, studies show that waylaying screen time until you’re up and dressed, and have had a good breakfast, will actually make your first pass Top Agent Magazine

at all things digital more focused, clear, and efficient. Instead of answering a few e-mails, checking out a friend’s photos, and then hurrying to shower and dress, instead make a resolution to keep the online world at bay for the first half-hour to an hour after you rise, then you’ll approach the digital world with fresh eyes, energy, and adeptness.

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2. Meal Prep Sometimes hitting the snooze button is inevitable, but if you make prepping breakfast the night before a part of your routine, then grabbing something healthy on the go will be a snap—and your stomach will thank you for it. Load up your coffee machine ahead of time, so all you have to do

is hit brew. Or, chop up a fruit salad, mix a smoothie, or simply put a granola bar and a grapefruit in your lunch bag, ready to be grabbed on your way out the door. Even if it’s small or basic, keeping yourself fueled will keep distractions, inefficiency, and mood swings at bay.

3. Queue Up a Podcast on Your Commute Whether you’re driving, biking, or taking public transportation into the office, a podcast is a perfect way to brush up on industry knowledge. Try sourcing a podcast relative to your field and narrated by experts.

Not only will it get you thinking about the topics of your industry—while expanding

your professional vocabulary—it will also wake up your brain and get your head in the game as you prepare to launch your day. Use your commute time to bump up your knowledge and conversation points, and you’ll be ahead of the curve before you reach the office.

4. Begin with a To-Do List When work gets busy, sometimes just getting started is an overwhelming prospect.

Before you dive in to your e-mails and projects, take twenty minutes and be thoughtful as you assess your daily and weekly to-do

list items, then map them. By giving yourself a bullet point system of what you need to accomplish and by when, you can undo some of the anxiety that a busy schedule promotes.

5. Walk It Out, Even If You Missed the Gym While we often rely on coffee for our morning buzz, exercise provides a potent burst of energy that can supercharge your day. But, let’s say you’re running behind and skip the gym—all is not lost! Take fifteen minutes in

the early morning to take a walk around the block a few times. The fresh air and aerobic exercise will wake you up, get your blood moving, and provide your morning with a natural injection of motivation.

Everyone’s morning routine varies, but perhaps the first step is identifying aspects of your routine that could be improved, and tackling them from there. From waylaying

screen time distractions to getting in a little blood-pumping exercise, keep these tips in mind as you launch your most productive morning routine ever.

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ANA PICANCO LINNEHAN After a successful career in human resources in the corporate world, Ana Picanco Linnehan wanted to make a professional change to a job that would allow her more independence. “I’ve always loved everything having to do with real estate,” Ana says. “I bought my first investment property at twenty-one, and since then I’ve been very involved with investment properties, all before I was licensed. I’ve also always wanted to be working for myself, and real estate felt like the right move.”

Licensed for five years, Ana is a Realtor in Andover Massachusetts, where she leads her own group through Keller Williams. Her clients rave about her dedication and her trustworthiness. “Customer service is a top priority for me,” Ana says. “I tell all my clients, both buyers and sellers, that I believe it is a partnership.

We are in this process together, as partners.” Detailoriented, driven, and committed to helping her clients, Ana goes above and beyond to support them towards their goals. “I will do whatever it takes,” Ana says.

“Sometimes that means I do more than what a typical agent will do.”

Ana gives back to the community through Keller Williams Cares, a program that runs drives and other philanthropic efforts. She has been nominated to the Agent Leadership Council, which spearheads charitable outreach and programs.

In her free time, Ana loves anything and everything having to do with the outdoors, including hiking, gardening, and camping. “I’m lucky to live near the beach,” Ana says. “Beach walks are my quiet time.”

Dedicated to her family, Ana appreciates the freedom real estate has provided. “For me, family is a really big part of my life,” Ana says. “My mom has had many health challenges over the years, and I’m very grateful that real estate has allowed me to be there for her in a much larger capacity than a typical 9-5 career would have.”

For the future, Ana has plans to expand and grow her business. “My goal for next year is to double what I’ve done this year,” Ana says. “I am well-positioned to do that. I can’t wait!”

To market her listings, Ana uses all the tools at her disposal, implementing her own strategies and leveraging the resources of Keller Williams. “I do what it takes,” Ana says. “Every property is different, and I market every listing based on what it needs.” Combining social media marketing with advertisements in local magazines, Ana provides her clients with tailored and customized campaigns that give them wide visibility.

For Ana, people are at the heart of what she loves about her job. “I love the people part of things” Ana says. “All the interactions and relationships. Many of my clients have become close friends. I came from the human resources world, so I’ve always been in the people business. For me, that’s what real estate is, too.”

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To find out more about Ana Picanco Linnehan, call 978-857-0956, email homeswithana@kw.com, or visit homeswithanarealtygroup.com www.

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