MASSACHUSETTS MORTGAGE EDITION
FEATURED AGENT
3
EASY AT-HOME DIY PROJECTS TO INCREASE PROPERTY VALUE
GOOGLE ADWORDS:
JOHN MARRONI SMALL YARD? BIG STATEMENT: HOW TO MAKE THE MOST OUT OF MICRO OUTDOOR SPACES
How To Make Google Do The Work For You
COVER STORY
MODERN EMAIL ETIQUETTE FOR TODAY’S AGENTS
ADAM DELLEMONICO
MASSACHUSETTS MORTGAGE EDITION
9
20
BREAKIN
In 1995, John Mar engineer to find s his life. His brothe in his office as a John jumped at th his career as a B ADAM DELLEMONICO JOHN MARRONI the ground up, a quickly. Now, with 26 years of experie Advisor with a diverse background a d CONTENTS to pull from, and he is capable of handl 4) MODERN EMAIL 15) 3 EASY AT-HOME DIY realm of the mortgage industry. His co ETIQUETTE FOR PROJECTS TO INCREASE nication skills VALUE have earned him a large TODAY’S AGENTS PROPERTY garnered a reputation as an advisor who 6) GOOGLE ADWORDS: 21)clients SMALLand YARD? to his his peers alike. HOW TO MAKE GOOGLE DO THE WORK FOR YOU
2
BIG STATEMENT: HOW TO MAKE THE MOST OUT OF John’s main goal is toSPACES simplify the m MICRO OUTDOOR
can often be overcomplicated, and he d ICE – Income, Credit, and Equity – w Phone 310-734-1440 | Fax 310-734-1440 to understanding about what they hav mag@topagentmagazine.com | www.topagentmagazine.com and creating a streamlined plan to help No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top painlessly. “I’m here to help my clients Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. offer everything from reverse mortgag Published in the U.S. jumbo loans, bridge loans, and we even credit scores as low asTop580.” John want Agent Magazine needs it, and his flexibility makes him a
mailto:mag@topagentmagazine.com
Top Agent Magazine
3
Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing? For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that 4
inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.
Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.
Top Agent Magazine ®
Top Agent Magazine
Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters. You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.
Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone. For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.
Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download, Top Agent Magazine
you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.
Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media. When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term. Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.
Top Agent Magazine ®
5
Google AdWords:
How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 6
Top Agent Magazine
Top Agent Magazine
1
ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.
MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION
You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.
2
BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-
Top Agent Magazine
3
MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE
Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.
4
LOCATION IS EVERYTHING!
Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.
Top Agent Magazine
7
6
5
USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL
Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.
HARNESS THE POWER OF DATA
When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.
Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.
8
Top Agent Magazine
Top Agent Magazine
ADAM DELLEMONICO
Top Agent Magazine
9
ADAM DELLEMONICO “I knew exactly what I wanted to do. I love working with people, so I wanted to find something that would allow me to use my finance degree while talking to different people all day.” Talk to any of Adam Dellemonico’s clients and you’ll hear the same thing: praise about how smooth their transaction went, his responsiveness, and his caring, easyto-talk-to nature that makes a potentially 10
stressful process feel so comfortable. It’s the kind of exceptional service you’d expect to receive from a twenty-year veteran of the mortgage industry, not from someone who is only four years into a career. Top Agent Magazine
“I knew exactly what I wanted to do,” Adam explains. “I love working with people, so I wanted to find something that would allow me to use my finance degree while talking to different people all day. I started this job only ten days after graduating college.” Top Agent Magazine
Adam also had a good idea of the kind of business he wanted to build. “I had studied the mortgage industry, and had recognized a lot of shortcomings in the way some companies delivered service, with many loan officers over-promising and under-delivering, as well as a lack 11
of good communication with clients who are undertaking what is likely the biggest transaction of their lives.” Meeting people and creating a comfortable interaction was the easy part for Adam. But he became obsessed with developing a process that would exceed clients’ expectations every step of the way. It starts with solid communication and is followed by close attention to every single detail. Call Adam, and he’ll usually get back to you in ten minutes or less. He also has team of six people—each tasked
12
with a specific responsibility—to help him ensure a smooth transaction from start to finish. “In real estate, things will go wrong from time to time, but we are immediately on top of any problems that arise, and we always meet the closing date. The Realtors® we work with know that we always do what we say.” Realtors® and clients alike are very satisfied. After only 4 years, Adam has a repeat client and referral rate of 100 percent. Throughout the year, Adam stays in touch with former clients with regular
Top Agent Magazine
calls, whether to congratulate them on a special occasion or to alert them to good refinance opportunities or to send end-ofthe-year tax documents. Before Covid, Movement Mortgage also hosted a faceto-face event every year, something that Adam hopes to be able to do again soon.
“In real estate, things will go wrong from time to time, but we are immediately on top of any problems that arise, Adam is very proud of his work with Movement Mortgage, which gives back and we always meet a large portion of its profits to the com- the closing date.” munities it serves. “We also do a lot of Top Agent Magazine
13
outreach programs. Pre-Covid we had the opportunity to do two mission trips a year with the Movement Foundation, to different countries around the world. I’m sure we’ll continue that work once we get through the pandemic.” Last year, Adam was the number one purchase loan officer in Rhode Island,
an achievement he wants to build on going forward. “I’m on track to hit the $100 million milestone this year, so I’m proud of that. My goal from the beginning was to be the best in my branch, and then the best in my region. Now I’m just looking at the next milestone. I want to be the number one loan officer in the nation.”
For more information about Adam Dellemonico, please call 339-234-2988 or email Adam.Dellemonico@movement.com
14
Top Agent Magazine
3 Easy At-Home DIY Projects to Increase Property Value Most homeowners have a lengthy list of chores and bit projects they intend to accomplish around the house. Oftentimes, those to-do items are completed piecemeal over a long stretch of time, or else sometimes not at all. However, when it comes time to prepare a home for market, all those tasks begin to pile-up and overwhelm. The Top Agent Magazine
list of things to do before the photographer comes or the first open house is held might seem endless, but not if you tackle just a few things here and there as you go. These sorts of projects—easy, DIY, at-home tasks you can accomplish in a few hours or less, with tools you most likely have on hand— go a long way with marginal effort.
Top Agent Magazine ®
15
Complete a quick rehab of closets and storage areas Many agents advise clients to declutter and depersonalize their spaces ahead of professional photography and home showings. The idea is to provide prospective buyers with a neutral palette. Not only does this allow them to imagine their own lives unfolding within those four walls, but it also helps make a home’s square footage stand out. One way to add visual space to your home without calling in the contractor is to declutter common storage areas and closets. When buyers can get a complete look at a closet’s capacity, or a pantry’s depth, or the garage’s full functional potential, they get a better sense of a home’s potential and thus, its value. In that vein, consider decluttering and cleaning your high-traffic storage spaces: the garage, pantries, closets, attics, and basements. Besides, organizing and discarding unwanted items help you prep for a move anyway, while giving potential buyers a peak at how spacious your home really is.
Add easy curb appeal with a bit of sweat equity Sure, curb appeal can arrive in the form of a new mailbox, pathway lighting, or updated house numbers, but it can also come cheaper than that. Curb extends to the upkeep of your lawn, landscaping, and home’s façade, and there are plenty of ways 16
Top Agent Magazine ®
Top Agent Magazine
you can give these zones a refresh without spending anything but time. Keeping your front and back yard green and uniform adds a lux layer to exterior square footage. Likewise, polishing the outside of your windows, trimming hedges, and sweeping the walkway can make a tidy and wellcared for first impression. There are other measures you can take too. Planting wildflower seeds in empty beds, or collecting some landscaping rocks to frame mulched areas can add a bit of character to your residence. Repainting the front door, ensuring trees are trimmed, and keeping back patios Top Agent Magazine
neat and uncluttered also underscore a home at its finest, which is ripe for buyers to snatch up.
Transform tiled spaces into sparkling clean surfaces. Bathrooms and kitchens are where sellers can stand to add plenty of value in the process of selling a home. While pricey renovations might be out of the question for some, there are still affordable and time-effective ways you can transform for these spaces for the better. Cleaning,
Top Agent Magazine ®
17
bleaching, or redoing your tile grout—in either kitchens, bathrooms, or other tiled spaces—can give these high-trafficked areas a new lease on life. Ensuring windows, mirrors, stainless steel appliances and backsplashes are streak-free and polished also demonstrate to buyers that your home is well-cared for and practically move-in ready. Sometimes, the devil is in the details. You might consider relining drawers, changing out knobs and fixtures,
18
or else decluttering cabinets and shelves for a fresher look. No matter the challenges ahead as you prepare your home for sale, completing a few small tasks every weekend or so can put you miles ahead of the competition. Without spending a dime, you can add serious value to your home’s bottom line, setting you up for success as you begin your own home-shopping adventure.
Top Agent Magazine ®
Top Agent Magazine
mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
Top Agent Magazine
19
BREAKING THE I.C.E. WITH JOHN MARRONI In 1995, John Marroni left his career as an engineer to find some more flexibility in his life. His brother offered him a position in his office as a mortgage broker, and John jumped at the opportunity. He built his career as a Broker in Boston from the ground up, and his business grew quickly. Now, with 26 years of experience, John is a Mortgage Advisor with a diverse background a deep well of knowledge to pull from, and he is capable of handling anything within the realm of the mortgage industry. His competence and communication skills have earned him a large following, and he has garnered a reputation as an advisor who offers valuable insight to his clients and his peers alike. John’s main goal is to simplify the mortgage process, which can often be overcomplicated, and he does that by breaking the ICE – Income, Credit, and Equity – with his clients, coming to understanding about what they have and what they need, and creating a streamlined plan to help them reach their goals painlessly. “I’m here to help my clients first and foremost. We offer everything from reverse mortgages, construction loans, jumbo loans, bridge loans, and we even work with clients with credit scores as low as 580.” John wants to help everyone who needs it, and his flexibility makes him a good option for a wide variety of folks.
because he’s spent careful time and energy to really make his clients feel cared for, as well as building lasting relationships with everyone he works with. As well as offering every type of loan there is, John is also Certified Divorce Lending Professional. He has established himself in that niche through building relationships with Family Law Attorneys and assisting their clients in dividing the equity of their real estate assets and determining their purchase or refinance ability prior to settlement. By cultivating relationships with so many different people, John has allowed his brand to expand to the point where he is a household name in the industry, and his reputation precedes him. On top of leading a storied and accomplished career as Broker and Lender, John has co-hosted a live radio program called “The Mortage Forum” on WBNW and WESX, and has appeared several times as a guest on the radio program “Keeping It Real... Estate”. He is also recognized as a Certified Senior Advisor for the Society of Senior Advisors, an organization that advocates for the social, financial, and physical well-being for senior citizens across the country. Moving into the future, John hopes to continue developing honest relationships with divorce attorneys and Realtors® to expand his business, and to continue finding time to go skiing and read a good book on the beach.
One of John’s biggest assets as a mortgage professional is his communication. He makes a sincere effort to return calls and emails in a timely manner, and he is transparent when it comes to offering information and advice to his clients. Dependability is a source of pride for John, and he makes himself available to answer any question a client might have throughout the week. “When the going gets tough, that’s when it’s the most important to make phone calls and communicate with the client,” John says. “Communication is the one thing you can control, and it’s the thing that’s going to keep the deal together for both parties.” John’s business is entirely referral-based
To learn more about John Marroni, call (617) 680-6495, email at john.marroni@dkmortgage.com or visit dkmortgage.com/jmarroni www.
20
Top Agent Magazine
Small Yard? Big Statement: How to Make the Most Out of Micro Outdoor Spaces When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with Top Agent Magazine
urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature. Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.
Top Agent Magazine ®
21
Think vertically. When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.
Soothing sounds set the mood.
Upgrade the look of structural components. Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods 22
retailers make a variety of punchy or luxe outdoor rugs that can disguise stained or lackluster outdoor flooring. Power-washing is another great solution for old grime and dirt that’s an eyesore. Don’t have a great view? Planting ivy on bare walls, installing adjustable mood lighting, or hanging planters can create a more inviting ambiance.
While there may not be room for a swimming pool or pond in a micro yard or balcony, you can still bring the calming presence of water to your outdoor oasis. Fountains run the gamut in sizing and price, making this amenity an easy acquisition. What’s more, a running fountain not only adds a soothing sound to your space, but it also helps drown out noise from the street or the neighbors—making your space entirely your own and stress-free.
Top Agent Magazine ®
Top Agent Magazine
Don’t compromise on your culinary dreams. If you love to entertain in outdoor spaces or relish the chance to man the grill—small outdoor spaces don’t have to trip you up. Grill options (both propane and charcoal) come in a range of sizes, many of which can be outfitted securely to balcony posts or be tucked away and out of sight when out of use. Consider nesting tables or those with a removable leaf to adjust your seating and dining options depending on company.
Top Agent Magazine
Another trick? A small, oscillating fan can keep air flow moving in a small space during grill season—and can be easily affixed to walls or posts, as well. Don’t let yourself or clients be discouraged by spaces with more limited square footage in outdoor areas. Furniture and design trends have already begun shifting toward providing better small-space options, and at the end of the day, a backyard space is all about providing an area for relaxation. With a few well-placed, strategic choices, you can still have it all.
Top Agent Magazine ®
23
mailto:mag@topagentmagazine.com
24
Top Agent Magazine