MASSACHUSETTS 2-22-21

MASSACHUSETTS EDITION

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TIPS TO GET NEW CLIENTS

Is Starting a Team

THE RIGHT SOLUTION FOR YOUR BUSINESS?

UNTANGLING THE BIDDING WAR:

A BUYER’S & SELLER’S PERSPECTIVES

COVER STORY

FEATURED AGENTS

KAREN BERNIER TRACY GAGNE & JOHN GLYNN

JOANNE HAMBERG-MAGURN

MASSACHUSETTS EDITION

TRACY GAGNE & JOHN GLYNN

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than compete against each other we would Tracy Gagne is a regionally recognized team leaderGAGNE KAREN BERNIER TRACY with strong community ties who understands the forces and create a team that could benefit & JOHN GLYNN KARENneeds BERNIER of buyers, sellers and real estate agents. Tracy our different levels of expertise and success i and her partner John are building a business around great customer experiences. “Buying a house is a BIG DEAL, we understand this and want the experience to reflect our appreciation of the efforts that go into getting to the closing table,” she says.

CONTENTS John Glynn, a business coach and real estate trainer, 4) 5 TIPS TO GET NEW CLIENTS

NNE BERG-MAGURN

13) HOW TO CUT DOWN ON DIGITAL DISTRACTIONS AND UP YOUR PRODUCTIVITY

originally got into real estate as an investor, “I love the feeling that comes with transforming a home or building into a beautiful and more useful space.

I also love the powerful feeling that comes with acquiring real estate. I recognized early the value and benefits that real estate can give you in building long-term wealth, as well as how multi-faceted real estate really can be.”

industry.”

Tracy and John also understand that there are of challenges in an industry that has an 80% fal rate for new agents. They want to change the g by providing a comprehensive training pro combined with accountability, personal dev ment, lead generation activities and lead sou for their agents. They feel they have created a rounded and diverse business model. Their goa each individual on their team is that they event develop a business of their own by being ab use the systems and training provided in a pl play model while keeping a competitive com sion structure. As a result, they can enjoy mo what life has to offer and they can give back to future team members.

18) UNTANGLING THE BIDDING WAR: A BUYER’S & SELLER’S PERSPECTIVES

When asked the reason for partnering? John says, “We were both on the same path, we both had the same vision and we both understand that agents need and deserve more. So we decided that rather

22) IS STARTING ATheTEAM things that excite and drive both John Tracy are seeing their agents succeed. “We a THE RIGHT SOLUTION FOR YOUR BUSINESS?

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 4

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 6

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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JOANNE HAMBERG-MAGURN Top Agent Magazine

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JOANNE HAMBERG-MAGURN Top Agent JoAnne Hamberg-Magurn ranks yearly in the top 1% to 3% of all Realtors® nationwide. In 1990, she opened the doors to the Real Estate Exchange, which sees between 75 and 80% repeat and referral clients.

JoAnne started her real estate career in 1985, and at the age of 21, she purchased and renovated her first multi-family home and resold it. After her first successful flip, she used the profit from that sale to purchase her primary residence in Lunenburg and then began to 8Copyright Top Agent Magazine

expand her business horizons by obtaining her broker’s license in both Massachusetts and New Hampshire. Today, JoAnne continues to rank yearly in the top 1% to 3% of all Realtors® nationwide. In 1990, she opened the doors to the Real Estate Exchange.

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Celebrating just over 30-years in business, JoAnne’s team has grown to include a director of operations, a transaction coordinator, a marketing director, and multiple real estate specialists. As a result of their outstanding customer service and attention to detail, the Real Estate Exchange sees between 75 and 80 percent repeat and referral clients.

JoAnne and her team’s main focus is on tending to their clients’ needs. They strive to stay connected with past clients, utilizing everything from direct mail and client Top Agent Magazine

care events. In the past year alone, the Real Estate Exchange team has helped over 85 families with buying and selling properties. Their passion for helping clients and their impressive work ethic continues to help the company grow. “It’s really amazing when you can actually help somebody purchase a home that they never thought was possible,” JoAnne says.

Looking back over the years, JoAnne has seen how marketing has evolved in the digital age. “Back in the day,” she remembers, Copyright Top Agent Magazine9

“The office I worked at had a single computer, one copy machine, and a typewriter.

Information regarding listings for sale was only available in the MLS books.” Today, with an abundance of technology, the Real Estate Exchange team is able to promote listings on a wide variety of social media platforms, ranging from Facebook to LinkedIn, and all new listings are immediately uploaded on Zillow, Realtor.com and other realty websites.

JoAnne has purchased many properties over the years with her biggest investment being Woodland Estates. In 2005, she purchased Woodland Trailer Park (as it was originally

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named) and after years of meeting with the engineers and the various building departments in the city of Fitchburg she was approved to expand and upgrade the community from 18 homes to 54 homes. After meeting with several contractors, JoAnne decided to take the project head on. With the help of her brother Jerry Jeffrey, they started purchasing excavation equipment, hired several experienced operators, began the process of installing all new utilities and all the while replacing the older homes with new manufactured homes.

Woodland Estates today is a growing 55 and older community and one of JoAnnes proudest accomplishments. Even during the pandemic, JoAnne has seen many older clients

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looking to sell their multi-level home and find a fresh start at Woodland Estates. “I felt that we had more need for additional single level housing options for the adults reaching retirement so I was excited to be able to cater to this market. Being there and helping with the home buying process is very rewarding.”

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When she’s not working tirelessly for her clients, JoAnne cherishes any time spent with her family, together, they enjoy lakeside cookouts at their home and ski vacations to Colorado.

As for the future of the Real Estate Exchange, 11 Copyright Top Agent Magazine

JoAnne says, “We are working hard to implement additional programs and improve our ability to help more people become homeowners.” JoAnne and her team hold weekly trainings to stay on the cutting edge of technology in marketing and continue to expand their listings.

Most importantly, JoAnne and her team strive to be the best hands-on resource for their clients, helping them through the important and sometimes stressful decision of buying or selling a home. “Our motto is ‘We’re the doorway to all your real estate needs,’ because we want everyone to know that we’re here for them.”

For more information about Real Estate Exchange, please call 978-582-4339 or 800-743-4680, or visit REE123.com or Woodlandestates55.com

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How to Cut Down on Digital Distractions

and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— Top Agent Magazine

it can feel impossible to untangle yourself from the worldwide web.

As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then

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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.

Focus on one digital task at a time.

While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any.

Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.

Give yourself a curfew.

In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in.

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Mute social media notifications and create dedicated check-in times instead.

Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.

Keep your inbox organized.

While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority.

That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from.

Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.

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KAREN BERNIER Top Agent Magazine

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KAREN BERNIER

When Karen Bernier left the University of Miami in 1985, she decided to get her real estate license at the recommendation of a good friend.

Since then, she’s steadily developed a consistently impressive career in real estate focusing her efforts on the North Shore of Massachusetts.

Over the course of her 35 years in the Real Estate business she has received multiple awards and spent a great deal of her time as one of the top agents on the North Shore of Boston. Karen has cultivated and maintained her monolithic career through an outstanding combination of thorough knowledge of her local market and personal charm and integrity.

the way she conducts her business. Her clients know she has the local knowledge and experience needed to produce a smooth transaction, and therefore come back to her time and time again. “My favorite part about being a Realtor is interacting with my community. I love being the go-to for my clients and helping them with their real estate needs,” Karen says.

Karen keeps a high profile, advertising her business on multiple social media sites, national

Karen appreciates that a lot of her business comes to her from repeat buyers and sellers and personal referrals from satisfied clients and it’s easy to see why. She earns the trust of her clients by being both personable and efficient in 16

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and regional high-end magazines, through robust direct mail campaigns, and local print in an effort to reach out to her community. Her company has an international partnership with Luxury Portfolio and Leading Real Estate Companies of the World, which expands their services for luxury properties both nationally and internationally. Karen likes to stay connected with her current client base as well as her community at large because she knows personal connection breeds trust, good will, and business opportunities between her and her clients.

Karen’s experience in real estate is second to none. Over 35 years, she’s seen everything real estate has to offer, good and bad, and recently has closed between 30 and 45 transactions per year. She uses this expertise to offer astute observations and invaluable advice to her clients in any given situation and her depth of market knowledge means that her clients are always kept up to date on market trends and home values. Karen’s clients trust her because they know she is a veteran in the industry and has the information and the background to support her insights into real estate.

Karen is the co-owner of Churchill Properties, a company she started with her husband Chris four years ago, that is designed to offer top-notch real estate service across the North Shore. They now have four offices that service the North Shore of Boston and feel very blessed for their success. Karen hopes to continue to grow and expand her company with her husband. In her free time, she is a passionate boater and lover of life. If you are looking for real estate services on the North Shore of Massachusetts, don’t hesitate to give Karen Bernier a call!

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You can contact Karen Bernier at (978) 807-5580 or by email at Karen.Bernier@churchillprop.com.

You can also check out her company’s website at churchillprop.com for more details. www.

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike.

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Buyer’s Perspective: Emotions Running High?

Channel it.

When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a Top Agent Magazine

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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TRACY GAGNE & JOHN GLYNN

Tracy Gagne is a regionally recognized team leader with strong community ties who understands the needs of buyers, sellers and real estate agents. Tracy and her partner John are building a business around great customer experiences. “Buying a house is a BIG DEAL, we understand this and want the experience to reflect our appreciation of the efforts that go into getting to the closing table,” she says.

John Glynn, a business coach and real estate trainer, originally got into real estate as an investor, “I love the feeling that comes with transforming a home or building into a beautiful and more useful space.

I also love the powerful feeling that comes with acquiring real estate. I recognized early the value and benefits that real estate can give you in building long-term wealth, as well as how multi-faceted real estate really can be.”

When asked the reason for partnering? John says, “We were both on the same path, we both had the same vision and we both understand that agents need and deserve more. So we decided that rather 20

than compete against each other we would join forces and create a team that could benefit from our different levels of expertise and success in the industry.”

Tracy and John also understand that there are a lot of challenges in an industry that has an 80% fall-out rate for new agents. They want to change the game by providing a comprehensive training program combined with accountability, personal development, lead generation activities and lead sources for their agents. They feel they have created a wellrounded and diverse business model. Their goal for each individual on their team is that they eventually develop a business of their own by being able to use the systems and training provided in a plug n play model while keeping a competitive commission structure. As a result, they can enjoy more of what life has to offer and they can give back to their future team members.

The things that excite and drive both John and Tracy are seeing their agents succeed. “We allow Copyright Top Agent Magazine

our agents to do what they love, and that is making dreams come true by finding that perfect home.

We take care of the rest, allowing the agents to focus on their clients and their clients’ needs,” Tracy says.

They also both really enjoy the creative aspect of building a business that focuses on helping buyers buy, sellers sell and agents thrive. They have created comprehensive marketing plans that include

both a national and an international reach when marketing a home for sale. This allows their team to work with buyers from all over the country.

They also understand the importance of giving and have plans to participate in multiple charity drives throughout the year. They have seen firsthand the needs within the community and have participated in local food drives, blood drives, and Toys for Tots drives with the Shriners.

For more about Tracy Gagne, please email tracygagne@gmail.com or call (413) 219-4225.

John can be reached at westernmasshomes@gmail.com or by phone at 413-896-2676.

You can also check them out online at theagentshoppe.com www.

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Is Starting a Team the Right Solution for your Business?

You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in 22

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision.

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The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless transTop Agent Magazine

actions in sometimes stressful circumstances.

Having the right team spirit, so to speak, is what will help your business and team grow.

The ultimate goal of a team is to have thriving careers for everyone on board.

So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we?

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