MASSACHUSETTS 12-7-20

MASSACHUSETTS EDITION

A Step-by-Step Guide to

CONVERTING INTERNET LEADS TO REAL LIFE SALES Every Player is Valuable:

HOW TO BOOST YOUR TEAM’S MORALE

BE THEIR ® REALTOR FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime

FEATURED AGENTS

CAMERON CHESLEY SANDRA SMITH

COVER STORY

GERI FARRELLY

MASSACHUSETTS EDITION

SANDRA SM CAMERON CHESLEY

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GERI FARRELLY

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CAMERON CHESLEY

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SANDRA SMITH

For Sandra Smith, real estate has always been their a part of life. “I grew up in it, my father was in Thro the industry,” she explains. “But I didn’t do it and right away, I had kids first and then when the clien Top Agent Cameron Chesley – of Keller Williams based on his genuine desire youngest was in first grade, I got my license.” utili success, also on thetise so Realty in Boston – is deeply knowledgeable aboutand theSandra That was in 2003, hasn’t and looked back with many of his clients wh real estate industry, committed tosince. providing excellent She works as a solo real estate agent serv- strat and friends toWith him.a com service and in possession of an ing indefatigable work in Massachusetts.

Plymouth county ethic. Cameron, who has built his thriving business SRES (Senior Real Estate Specialist) designa- they is fo tion andintegrity, ten yearshas of experience working with portio Currently, a large on a solid foundation of honesty and price seniors inasthea home care field, she hasisextensive business based upon re more than earned his stellar reputation trusted knowledge about buyers and sellers in this real estate advocate for his many grateful buyers and and positive word of mou demographic but is able to help any and ment in the highly compet sellers in the Boston Metro market. all who need assistance in real estate. No “I think that has to do with matter who she is working with, Sandra and she an ability to w Prior to becoming a real estate agent, Cameron spent is compassionate and does edge everything eight years post-college workingcan in tothe getcorher clients towards their goals.

GERI CONTENTS FARRELLY 4) BE THEIR REALTOR® FOR LIFE: HOW TO BUILD A RELATIONSHIP WITH YOUR CLIENTS THAT WILL LAST A LIFETIME

18) 4 REASONS WHY MULTITASKING CAN ACTUALLY DERAIL YOUR DAY

22) A STEP-BY-STEP GUIDE TO CONVERTING INTERNET porate world. “I was successful,” he recalls, 13) EVERY PLAYER IS TO REAL LIFE SALES “but I missed thatLEADS entrepreneurial satisfacAround 90% of her business derives fromowned repeat aclients and referrals, a testation. I grew up with a family who VALUABLE: HOW TO BOOST ment to her service business, and I got to see mycommitment and dedication.

YOUR TEAM’S MORALE food “They know father build that business from the ground they can trust me and that

Phone 310-734-1440 | Fax

I’ll do a good job,” she explains. “I have up. My mother had experimented in real estate. I remember her being very good at it, and that sort of planted the real estate idea for me. After some research I decided to make 310-734-1440 the jump and get licensed.”

mag@topagentmagazine.com | www.topagentmagazine.com That was in 2017, and since then Cameron

No portion of this issue may be reproduced in any consent of the publisher. Top Agent hasmanner rapidlywhatsoever ascended without the realprior estate ladder, Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

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Be Their REALTOR® for Life: How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush Top Agent Magazine

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

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GERI FARRELLY Top Agent Magazine

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GERI FARRELLY Top Agent Geri started the Farrelly Realty Group in North Reading, Massachusetts six years ago and serves the region from Middlesex to Essex counties.

Geri Farrelly began her professional career as a physical therapist but decided to make a career change while her kids were still young.

“I knew I wanted to continue to help people and had an interest in real estate,” she recalls.

It’s the best thing I’ve ever done.”

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Geri started the Farrelly Realty Group in North Reading, Massachusetts six years ago and serves the region from Middlesex to Essex counties. Considered the top realtor in the area, Geri reports that her business is 98% repeat and referral clientele. “We always Top Agent Magazine

go above and beyond for our clients, no matter what the issue,” she asserts. “It’s our job to make each transaction as stress free and seamless as possible. We settle for nothing less, and I know our clients appreciate that.”

It’s not surprising that Geri receives stellar reviews for her esteemed work ethic. Client Top Agent Magazine

John Intorcio recently wrote: “Geri and her team did a fantastic job throughout the sale of our house. Suggested repairs, staging advice, and preparation tips were only the start of it.

Advice on pricing, open houses, and showings was all top notch and she made sure the closing with smooth and simple. Truly a full-service professional organization with a Copyright Top Agent Magazine9

wonderful personal touch. Would highly recommend for both sellers and buyers.”

Geri believes in maintaining a robust outreach program and stays in touch with her clients through a variety of methods. “In addition to calls and emails, we send out house anniversary cards and market analysis reports,” she says. “Also, every year, we host an ice cream truck for the entire town right before school starts.”

Geri utilizes all of the state-of-the-art tools to market her listings, including professional photography, drone videography, Matterport walkthroughs, a dynamic interactive website and something new. “Since COVID, we’ve started doing live video walkthroughs in which we personally hold a camera and tour Copyright Top Agent Magazine 10

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Testimonial

“Geri and her team did a fantastic job throughout the sale of our house. Suggested repairs, staging advice, and preparation tips were only the start of it. Advice on pricing, open houses, and showings was all top notch and she made sure the closing with smooth and simple.” a property. The videos are posted online for public viewing. Our clients love it.” Homes are then promoted via social and print media, as well as in local radio ads.

“Getting to know someone, going through the transaction process, and reaching the finish line when they attain their real estate goals is the most rewarding aspect of what I do.”

What Geri loves most about her work is fulfilling the needs of her clients. “I got into this business to help people,” she exclaims.

Geri strongly believes in giving back to the community that’s been so good to her. “We are involved with everything, including sponsoring

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local sports teams and school programs. We hold an annual Christmas drive for the Department of Children and Families, for which we host a gift-wrapping party for 100-150 families in need,” she explains. “We also give away Easter baskets, participate in Town Days, and sponsor summer barbecues with the local Park and Recreation Department.”

\When not working or donating her time, Geri loves visiting the Cape in the summer, skiing in the winter, and especially being with her family. As her agency continues to grow, Geri wants to maintain their quality business standards and community involvement. “It’s my goal to provide 100% satisfaction to every client that we service,” she says.

To learn more about Geri Farrelly, call (978) 866-8658, visit FarrellyRealtyGroup.com WWW.

or email Geri@FarrellyRealty.com

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at Top Agent Magazine

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: 13

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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CAMERON CHESLEY

Top Agent Cameron Chesley – of Keller Williams Realty in Boston – is deeply knowledgeable about the real estate industry, committed to providing excellent service and in possession of an indefatigable work ethic. Cameron, who has built his thriving business on a solid foundation of honesty and integrity, has more than earned his stellar reputation as a trusted real estate advocate for his many grateful buyers and sellers in the Boston Metro market.

Prior to becoming a real estate agent, Cameron spent eight years post-college working in the corporate world. “I was successful,” he recalls, “but I missed that entrepreneurial satisfaction. I grew up with a family who owned a food service business, and I got to see my father build that business from the ground up. My mother had experimented in real estate. I remember her being very good at it, and that sort of planted the real estate idea for me. After some research I decided to make the jump and get licensed.”

based on his genuine desire to help his clients achieve success, and also on the solid relationships he builds with many of his clients who continue to refer family and friends to him.

Currently, a large portion of Cameron’s overall business is based upon returning clients, referrals and positive word of mouth, a significant achievement in the highly competitive world of real estate.

“I think that has to do with my deep market knowledge and an ability to work with many different

That was in 2017, and since then Cameron has rapidly ascended the real estate ladder, 16

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personalities,” says Cameron, when asked how he manages to engender such impressive levels of loyalty and trust amongst those he works with. “I also don’t act like a typical salesperson, and I never try to sell them anything. Instead, I try to help them identify what is best for them both in the short-term and long-term.”

There are many other factors that come into play when assessing Cameron’s ever-growing success story, and chief among them would be his fierce negotiation skills, analytical acumen, and his comprehensive, intelligent utilization of cutting-edge marketing strategies. Both combine to result in fast sales for top dollar, not to mention happy clients. It’s no wonder he closed two record-breaking sales in the Boston Metro market this year alone.

“I love helping people build their future,” says Cameron, “and I really enjoy the pace and variety of this job. I get to learn a lot about the people I work with - their professions, hobbies, and families. I’m constantly learning.”

When he’s not working, Cameron enjoys outdoor activities including hiking, fishing, kayaking and camping. He is also an ardent humanitarian who gives back to his community in a variety of ways, most notably through his volunteer coaching of a youth lacrosse league – a sport he played in college, as well as hockey.

Cameron’s plans for the future of his business are in keeping with his impressive work ethic: to continue growing his already-thriving business, open his own office, and ultimately develop and build luxury properties in Boston. Above all, however, is his overarching objective: to continue providing his buyers and sellers with the top-notch customer service and client-first advice that has long been his calling card.

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For more about Cameron Chesley, please call 617-869-1750 or email Cam@CSLuxuryGroup.com Copyright Top Agent Magazine 17

4 Reasons Why Multitasking Can Actually Derail Your Day Common wisdom dictates that a master multitasker is likely to garner the most success. After all, doesn’t juggling multiple projects at once mean you’ll work faster than if you took each one as it came? While multitasking is often cited as a desirable skill—and surely serves its purpose now and again—studies show that a mere 2% of individuals can actually multitask effectively. Meanwhile, the remaining 98% might be doing more harm than good by trying 18

to tackle too much at once. Take a look below at some little-known facts about the risky side of waging a routine built on multitasking.

1. Multitasking decreases productivity While multitasking gives us the illusion of completing two tasks at once, it actually means

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our focus and productivity is split. In other words, switching back and forth between two activities doesn’t mean they’ll each be completed sooner; it means that you’re getting half-as-much complete as you would if you focused on a singular task. Multitasking fatigues your brain, elicits stress, and make you less efficient in retaining new information.

2. Multitasking is actually addictive While watching TV or taking a walk, have you ever noticed the impulse to check your smartphone or scroll through your social media feed? Even though we think about multitasking as a workplace skill, it’s also an addictive form of mental stimulation. By satiating our need for distraction with constant check-ins online, we become accustomed to frequent breaks in our focus, training us to crave updates, messages, and push notifications—we even hit refresh when we’ve checked in five minutes prior! This negative habit-building makes it difficult to complete sustained bouts of concentration.

3. Multitasking has negative physical side effects Studies show that those who juggle multiple focus-intensive activities actually show spikes in cortisol, a stress hormone. Likewise, frequent multitaskers display symptoms of sleep deprivation: fatigue, disorientation, and lack of focus. Studies in Europe have recently Top Agent Magazine

discovered that those who consistently multitask may actually show decreases in empathy and emotional control. What’s more, a constant sense of anticipation—readying to switch from one task to another, or persistently checking for e-mail updates—can potentially cause a decrease in overall IQ.

4. Multitasking breeds mistakes When our attention is split between tasks, it’s difficult to perceive and retain detail-oriented information. Because of this, mistakes—typos, clerical errors, mislabeled documents, and the like—occur with greater frequency. We’re in such a hurry to complete a portion of a task and switch to the next project that we lose sight of prompts, deadlines, and tying up loose ends. This means multitaskers are far more likely to overlook a glaring error than an individual who is devoting 100% of their attention to the task at hand.

Now that we understand some of the dangers of multitasking, what can we do about it? While our tech-driven day-to-day might make focusing on a singular task a difficult endeavor, it’s the surest way to produce efficient, error-free work—while cutting down on stress, fatigue, and miscommunication.

Try approaching your tasks for the day with a clear-cut schedule, moving one task at a time down your to-do list. This approach can eliminate some of the inefficiency inherent in multitasking and make for your most productive work routine yet.

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SANDRA SMITH

For Sandra Smith, real estate has always been a part of life. “I grew up in it, my father was in the industry,” she explains. “But I didn’t do it right away, I had kids first and then when the youngest was in first grade, I got my license.”

That was in 2003, and Sandra hasn’t looked back since. She works as a solo real estate agent serving Plymouth county in Massachusetts. With a SRES (Senior Real Estate Specialist) designation and ten years of experience working with seniors in the home care field, she has extensive knowledge about buyers and sellers in this demographic but is able to help any and all who need assistance in real estate. No matter who she is working with, Sandra is compassionate and does everything she can to get her clients towards their goals.

their back, I’m responsive to calls and emails.”

Throughout the transaction, Sandra is flexible and patient, understanding the life transition her clients are going through. For her sellers, she utilizes all the social media platforms to advertise their property, as well as unique marketing strategies like running online contests. When it comes to her buyers, she listens intently to what they are looking for and once the ideal property is found, she makes sure they receive the best price possible.

Around 90% of her business derives from repeat clients and referrals, a testament to her commitment and dedication.

“They know they can trust me and that I’ll do a good job,” she explains. “I have 20

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Afterwards, clients do not hesitate to spread the word about Sandra and her work. One recently raved, “First met Sandra at one of her listings in Carver at which time I had decided to put our home on the market. Her great personality along with her knowledge in real estate made our decision to work with her and list our townhouse a decision we were so glad to have made. After listing, we received multiple offers and within two weeks on the market we accepted an offer. The whole process from start to finish was superb.

Sandra’s hard work and determination throughout the entire process made the entire experience a lot less stressful than I imagined.”

When Sandra isn’t working, she’s actively engaging with the community. Sandra is an ambassador of the Plymouth Area Chamber of Commerce.

She’s also part of the Council on Aging, has delivered for Meals on Wheels, and is the president of a networking group that focuses on working with seniors.

“We raise funds for the seniors of our county for when they’re in need,” she explains. Sandra is on the committee of Walk to End Alzheimer’s, and during any free time, you can find her at the beach or enjoying time with family.

Looking ahead, Sandra is eager to continue growing and helping as many people as she can. She can’t imagine a more fulfilling career, and truly feels lucky to be a part of every client’s journey. “I love putting all the pieces together for them. It’s so fun to listen, find out what they’re looking for, and make their dream a reality.”

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For more information about Sandra Smith, please call 508-415-0509 or email ssmith@remaxspectrum.com Copyright Top Agent Magazine 21

A Step-by-Step Guide to

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

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

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

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

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

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

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

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

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

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

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