MASSACHUSETTS 5-18-20

MASSACHUSETTS EDITION

Every Player is Valuable:

HOW TO BOOST YOUR TEAM’S MORALE

24-HOUR TOUCH-UPS TO MAXIMIZE YOUR PRICE LIST

5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

COVER STORY

MARISOL FRANCO FEATURED AGENT

WILL NATOLI

MASSACHUSETTS EDITION

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MARISOL FRANCO

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WILL NATOLI

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT?

17) 24-HOUR TOUCH-UPS TO MAXIMIZE YOUR PRICE LIST

13) EVERY PLAYER IS VALUABLE: HOW TO BOOST YOUR TEAM’S MORALE

22) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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MARISOL FRANCO

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Top Agent Marisol Franco heads up a team of two buyer’s agents and an assistant at Real Living Real Estate out of Wilbraham, MA. Marisol Franco began her professional career in banking and insurance. Then 16 years ago, she realized that she needed a change. “Around that time, I had a 2-yearold and was pregnant with my second child, I decided I wanted to work from home. I 8Copyright Top Agent Magazine

would read about ‘Agents of the Month’ in my local paper and thought, ‘I can do that.’”

Marisol went on to get her real estate salesperson license and obtained her broker’s license in 2015. “This was my goal, and I’m Top Agent Magazine

resort style amenities!

“Phase 3 Now Available” 55+ Condo Community

gardensofwilbraham.com 413-427-0151 MarisolFranco.com happy I accomplished it,” she exclaims. She now heads up a team of two buyer’s agents and an assistant at Real Living Real Estate out of Wilbraham, Massachusetts. “We are dedicated to providing the most up-to-date market data in the area,” she says. “Our team Top Agent Magazine

is made up of caring, knowledgeable professionals that work tirelessly to help you with the home buying and selling process.”

Marisol is proud of the fact that they have streamlined the process of buying or selling a Copyright Top Agent Magazine 9

“We are dedicated to providing the most up-to-date market data in the area,” Marisol says. “ Our team is made up of caring, knowledgeable professionals that work tirelessly to help you with the home buying and selling process.” home to make every stage readily accessible.

“We have built a team of industry experts to make sure clients have access to local home inspectors, contractors, interior designers, service providers, property managers, lending professionals, painters, gardeners, plumbers, electricians, and more to provide them with the best service possible,” she states.

Last year, the team boasts a volume of over $17 million, selling 60 homes, with an average price of $290,000. Marisol estimates that 80% of her business is repeat and referral clientele. “I think we have such loyal clients is Copyright Top Agent Magazine 10

because we consider what we do as more than just a business; we establish relationships,” she notes. “Our clients become friends who rely on us, and that’s so important.”

To maintain those connections, Marisol reaches out to clients via phone calls, texts, and cards. “During the pandemic, I sent out cards letting them know that I’m thinking about them,” she says. She also believes in leaving gifts at their front doors.

And her clients truly appreciate her esteemed work ethic. In a recent review, one wrote: Top Agent Magazine

“Marisol is an excellent realtor. She possesses an extremely high level of professionalism, knowledge, and is very capable. We sold our house very quickly and she was always guiding us throughout a very stressful hectic time in our lives. Marisol made the sale smooth and easy for us. I would highly recommend Top Agent Magazine

her as a realtor as she would always work for her clients to the best of her ability.”

To market each listing, Marisol brings in a professional photographer/videographer to create eye-catching collateral. “All properties are featured on real estate websites, social Copyright Top Agent Magazine 11

media, etc,” she says. “We send out marketing materials that has proven to be very successful and effective. Marisol admits that the best part of her career is delivering the keys at closing.

“It is the most exciting moment for every client,” she says. “They’ve worked so hard to come to this point of home ownership.” She also adds, “For me, real estate is not a job, it’s a passion. It’s about helping people accomplish their real estate dreams.”

When not working Marisol loves to travel, watch her favorite baseball team, The Boston Red Sox, and spend time with her family and two teenage daughters.

Marisol is looking forward to growing her business and building on her lasting relationships with her clients. She notes, “Nothing is more exciting and gratifying than helping my clients meet all of their real estate goals.”

To learn more about Marisol Franco, email marisol@marisolfranco.com, visit marisolfranco.com, or call (413) 427-0151 www.

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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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Laughs!

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Working with you to highlight aspects of your organization or celebrate that special someone, Graham is just an email away! gtoonist@shaw.ca

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24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where Top Agent Magazine

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

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good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

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scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

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Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

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can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of 20

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

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WILL NATOLI Will Natoli was born and raised in the Beacon Hill neighborhood of Boston, which naturally resulted in the nickname Beacon Hill Will. He grew up surrounded by incredible real estate, and had always been interested in the business. After meeting Realtor® Collin Bray at a boarding school reunion, Will decided to take the leap and get his real estate license. Fast forward almost five years, and Will is still working alongside Collin Bray and now fellow agent Colin Bayley where they are year after year three of the firm’s top producing agents.

Will serves everyone from first-time homebuyers to high end sellers and developers, with a focus on the Beacon Hill, Back Bay, and South End areas of Boston. But, Will says, “I go where clients need me to go.” A solid 80% of Will’s business comes from repeat and referral clients, a testament to the strong relationships he builds. “It’s such a relationship-based business,” he says. “No matter what they’re renting or buying, I always give each client the same tailored service across the board. You never know what can happen. That person I helped find that $1,800-amonth apartment rental may come back and refer me someone who wants to buy a $2.5 million home.”

Will takes a comprehensive approach to marketing.

“We do everything we can to get eyes on the property,” he says. “Our firm does a great job with the traditional marketing side.” This includes professional photography and videography, professional brochures, and pushing listings to every online platform. Will also uses all of the latest technology to help his listings stand out and get potential buyers interested, from drone videos to custom virtual tours.

And, of course, “Social media is huge,” Will says.

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He promotes listings on Instagram and Facebook, including paid Facebook ads that are targeted to likely buyers.

Community involvement is very important to Will.

He volunteers his time at Hill House, a community center in Beacon Hill where he used to go as a kid. He coaches baseball and soccer there, along with participating in many other local charities and fundraisers.

When he’s not working or giving back, Will loves snowboarding. He snowboarded competitively in high school, and he loves to take trips to Jackson Hole.

In the future, Will would like to develop a team, and also maybe get his broker’s license for the new possibilities that would open up. More than anything, he wants to keep helping his clients achieve their goals.

“I love getting to know people and helping them.

Especially with first-time homebuyers, it’s such a big process for them to find their dream home, and helping them do that is very fulfilling.”

To find out more about Will Natoli, please call 617.680.9097, email wmnatoli@gmail.com, or visit WilliamNatoli.com https://www.facebook.com/Jimmy-Rupert-Your-Maryland-Realtor-496444270462631/?ref=hl

www.

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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