MICHIGAN 6-29-20

MICHIGAN EDITION

Tips on Being a

GOOD TEAM LEADER

Thinking of Listing?

Nine Ways to Get Ready

YOUR SECRET PRESENTATION WEAPON

FEATURED AGENTS

ASHLEE FLACHS KEVIN IRWIN JENNIFER WARREN

COVER STORY

SHANA SINE CAMERON

MICHIGAN EDITION

JENNIFER WARREN 9

Jennifer Warren began her real estate career 17 23 three years ago, through a friend who was in the business. A former school librarian, Jennifer has always been very active in her community. “I was born and raised in Traverse City, so people know me and they know who they’re working with,” Jennifer says. In the past three years, Jennifer has built a strong reputation on ASHLEE her hard work, KEVIN IRWIN FLACHS compassion, and personal service.

to multip 27 ASHLEE FLACHS audience

Ashlee Flachs had an interI take p esting journey into her current am striv Jennifer role as the owner of a real estate company. She went from havingcommuni As a bu and her own hair salon to workingyouth crucial as an assistant for a real estatenitywhy sh servi agent. She quickly fell in love is the v Haiti, ser with the industry, and decided as well SHANA SINE she JENNIFER wanted toWARREN become an agent She is CAMERON sh herself. Last year she launchedWhen coached Dreams Realty in her hometown of Evart, Michigan.Jennifer times s And the business took off without a hitch, selling 6 also hel family.

H Jennifer serves all of northern Michigan, million in volume in its first year.

Rising supporter as well including Traverse City and surrounding small towns helpas det Mira. raises shee like Buckley, Kingsley andBeing others.

An amazing of an agent in a smaller98% community has its She advansuccess tages. For and Ashlee, it’s a clients. solid repeat referral She client also at her o enjo her business comes from referrals repeat “I andfarm.

CONTENTS rate.Jennifer “The benefit of working here is that Ianything was born and outdoors: b have a lot of repeat clients,” says, “people tell raised here, and I’ve been involved with a lot of initiaAshlee’ andSohiking. their friends and family about the experience and theymy life. tives in the community throughout I have a and pre 15) TIPS ON BEING A GOOD 4) THINKING are OF eager LISTING? to work with me.

I’m very transparent and great sphere of influence, and a great community behind she like TEAM LEADER NINE WAYS TO GETand READY me.”

And one of the key benefits of working in a place In the future, fishing.

Jenni upfront my presence on social media creates a bond where she grew up is the intimate knowledge of the area for opportunities for her he before they even get to meet me.”

20) YOUR SECRET that comes with it. “There’s not a house that I haven’t propert 8) 6 THINGS YOU NEED are some exciting dev PRESENTATION WEAPON been past a million times here,” she says. her cli TO DO TO BEStaying A GREAT wants to keep giving in touch is important to Jennifer’s approach, compan MENTOR her community. lo and in addition to social media she touches base with Ashlee her listings through various websites, to “I make 24) markets RECONSIDER REFERRALasONLY well asanniversary the local newspaper.

And because she usually board,” she says. “W clients via calls and texts on their date. “My WHEN PLANNING FOR becomes quite close with most of her clients, it hasn’t family, or my busine clients are like family,” Jennifer explains. “Getting to THE FUTURE been difficult for her to stay in touch with them. “I know them well and continuing relationship andmythrough.” love the that personal connectionseven I make with clients. after the transaction is over really engages being And the fact that theyme trustinme with what is going to be of theinvolved biggest steps their life—the purchase of active in my community.one Being in inpeople’s a home.

I take a lot of pride in that, and I take it very Phone 310-734-1440 | Fax 310-734-1440 lives in different ways and being visible in the commuseriously. My clients are counting on me to make their nities, that’s my referral. It’s not just about real estate, mag@topagentmagazine.com | www.topagentmagazine.com dreams come true.”

SHANA SINE CAMERON

KEVIN IRWIN

the whole package.”

No portion of this issue may it’s be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Because client satisfaction key for Ashlee, her Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure is theso accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. strategy is to let her clients decide how they want to One of Jennifer’s mottos is “Modern day marketing, To subscribe or change address, send inquiry to mag@topagentmagazine.com. steer the transaction. “My clients set the pace, and I with old-fashioned service.”

She has a longtime passion Published in the U.S. follow their direction. I tell them that they’re driving the 2

for photography, which helps herjust capture listings ship, I’m the motor.

Livingand in a rural area makes call 2 dazzle potential buyers. client She referral also loves using socialIf you treat someone extremely important. poorly, that’s really going to hurt your business here.

So o media to promote her listings and often goes “Live” on Top Agent Magazine Facebook, whether to publicize an open house or just

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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Thinking of Listing?

Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home.

With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved.

Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time.

1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable.

Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time.

2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing.

3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas 4

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such as bathrooms, the office, family room and indoor recreation spaces.

Also consider a little varnish on the front door or banister.

4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings.

6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things.

9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market.

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6 Things You Need to Do to Be a Great Mentor

Everyone reaches the point in their career where they feel they have gained enough experience and wisdom about business and what it takes to succeed, to actually help someone else achieve the same. Although you may have trained or given advice over the years, taking on the official status as a mentor to someone is a whole new ball game.

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Although mentorship is an unpaid endeavor, you’ll be surprised to find out how much you’ll gain from the experience. You’ll also grow as a business person through the process of teaching someone else. It’s also an endeavor that many will pay forward one day, creating a business atmosphere that is based more on mutual success than competition, which is better for everyone.

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If you were mentored, you may already have an idea of what it entails, and what you liked or didn’t like in your mentor/mentee relationship. Although it is a personal relationship that will need an individual approach, there are certain things that are key when it comes to being a great mentor: 1. Be a good listener

est about your own failures. It can be a huge relief to find out someone they look up to has gone through similar experiences and still managed to come out on top. As we all know, oftentimes the greatest lessons come from failures, which can be times when our character is truly tested. Building trust through mutual respect and honesty will make every aspect of your mentorship more effective.

You’re basically a sounding board who needs to hear your mentee’s ideas, plans and goals in order to advise them. Strong, constant and clear communication is key to any successful mentoring relationship.

Sometimes just letting them talk things out with you, will lead to them to discovering the solution they were looking for.

2. Set expectations and goals at the start When listening to your mentee in your first meeting about the potential relationship, it’s important to establish the parameters of what that relationship will be: What can you give them? What do they need or expect from you? Once the terms are agreed upon, you may want to set specific goals you’ll be working on together so that there’s a defined plan of action, timeline and result you can both expect.

3. Be honest This is important when it comes to offering them constructive criticism or tough love, but more importantly, you need to be honTop Agent Magazine

4. Get them to think, don’t make decisions for them Sometimes being a mentor is being a bit like a psychologist. By asking certain ques-

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tions you can lead your mentee to their own conclusions about their business dilemmas and strategies to reach their goals. Being a mentor is all about guidance. Build confidence by drawing out the best in your mentee rather than just presenting them with solutions.

5. Look at the situation objectively One of the key strengths you offer your mentee is a complete emotional detachment to their business. You have no sentimental attachment to doing things a certain way or working with an incompetent vendor because you ‘go way back’. Your only motive is what’s best for your mentee and their business. Although emotions cans still get in the way sometimes, having a detached perspective on hand to guide you is invaluable.

6. Don’t just offer constructive criticism, be supportive Yes, being a mentor is sometimes advising your mentee that he’s doing something ineffectively, but your main purpose is to alway approach everything like cheerleader.

You need to let them know that through it 8

all, you are a reliable support to them and have a complete belief in their abilities.

Make sure to always praise their accomplishments.

Remember: your job as a mentor is more about guidance than constant feedback.

Your goal is to help someone become the best they can be, not someone who just does everything the way you do it. You’re helping them build confidence in their own intuition, which will hopefully lead to a lifetime of success, and one day, they too might be a valuable resource to another mentee down the road.

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SHANA SINE CAMERON

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Top Agent Shana Sine Cameron with Sine & Monaghan Realtors at Real Living, services clients throughout Grosse Pointe and Southeastern Michigan.

You might say real estate runs in Shana Sine Cameron’s DNA. Her grandfather started her family’s company in 1935, and Shana grew up observing the industry through her dad’s eyes. After attaining her license at eighteen years old, Shana went on to pursue a career in finances; however, she was drawn back to the family business after the untimely death of her father. She’s been full time 10 Copyright Top Agent Magazine

ever since. “I was immersed in real estate from the beginning,” Shana says.

“My father left some big shoes to fill, but I think he’d be proud of the legacy my brother and I are making .”

Today, Shana is a Realtor for Sine & Monaghan Realtors at Real Living, where she services clients throughout Grosse Pointe and Southeastern MichTop Agent Magazine

igan. Over the years, she has built a strong reputation as a dependable, hardworking Realtor, with the vast majority of her volume coming from either repeat clients of referrals.

When listing a property, Shana provides expert assistance. After preparing a home with professional photography and virtual tours, she harnesses outlets like Top Agent Magazine

MLS, Adworks to supply her clients with targeted digital advertisements. On top of that, Shana also makes sure a home leaves a memorable footprint on social media sites like Facebook and Instagram— giving it the furthest reach possible.

Elsewhere, when working with buyers, Shana uses a compassionate approach.

Above all, she helps her clients find a 11 Copyright Top Agent Magazine

“It’s never about closing a deal,” Shana says.

“Instead, it’s about making sure my clients purchase the right home for them.” As such, she winds up befriending most of her clientele in the process, forging long-lasting bonds that extend long after the deals are done.

home to suit their specific needs.

“It’s never about closing a deal,” she says. “Instead, it’s about making sure my clients purchase the right home for them.” As such, Shana winds up befriending most of her clientele in the process, forging long-lasting bonds that extend long after the deals are done.

Outside of her career, Shana maintains an active role in her community. She serves on the Grosse Pointe Farms Foundation, which assists with various projects around the area. Shana also donates to charities such as SpeCopyright Top Agent Magazine 12

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cial Kids and Kids on the Go, both local charities for special needs children, as well as Forgotten Harvest.

Shana also has her hands full at home. The proud mother of twin boys, she spends much of her time bouncing between Top Agent Magazine

hockey and baseball practices and games.

When she does find time to relax, though, Shana prefers a low-key afternoon spending time on the water if possible.

Looking ahead to the future, Shana envisions the steady growth of her family Copyright Top Agent Magazine 13

business. But she is also perfectly happy with the successful workflow she has built around the hometown she loves.

While Shana was raised around the real estate industry, she didn’t fully dive into the business until the passing of her father.

Through steady work and perseverance, she

and her brother have excelled in the market. Best of all, Shana has found a career that speaks to her core values of helping others and cultivating a community. “I love serving a purpose in other people’s lives,” she says. “I don’t care how long it takes: My number one goal is to find the right deal and the right home for my clients.”

To learn more about Shana Sine Cameron email shanasinecameron@gmail.com, visit site4homes.com or call 313-530-7705 www.

Copyright Top Agent Magazine 14

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Tips on Being a Good Team Leader Your business is booming, so much in fact, that you’ve finally made the decision to start a team. You’ve made sure it’s financially feasible, and you’ve found the right people, but there is still one other component of a successful team. And that’s an effective leader. It’s your job to not only generate business, but to motivate your team, which in turn increase productivity. Here are a few simple tips on being a good team leader.

1. Evaluate each team member, making sure to utilize their strengths Hiring the right people is one of the first steps in creating a successful team, but once you have those people it’s really Top Agent Magazine

important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine.

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Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to…

2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results.

Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future.

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Don’t forget to always take in what you can do to be a better team leader as well.

3. Stay connected and in communication These are your team members! There’s more to that than just a label. Be connected to them on a daily basis. Clear, open and honest communication is important on a busy team and that’s much easier if you actually like and trust your co-workers.

Sure you want to succeed for yourself, but knowing that other people you respect are counting on you, is an additional motivating factor, that is certain to lead to everyone going above and beyond creating a wildly successful business.

4. Be inspiring and supportive If you’re enthusiastic about what you’re doing, it really will be infectious. Encourage innovation and creativity. Yes, systems and consistency are great but don’t let your team get in a rut either.

Support their individual careers, always encourage them to go for more, let them rely on you for mentorship. If they sense that you want each member to succeed as much as you have, you won’t find more loyal employees. And perhaps most importantly focus on what’s being done right. Don’t be the boss that just points out things they don’t like. Let them know when they’ve done an amazing job and be specific about what it is. Make them feel valued and they will become a valuable asset to you and your business.

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KEVIN IRWIN

Top Agent Kevin Irwin is team leader at Freedom Home Group brokered by Five Star Real Estate out of Grand Rapids, Michigan, where he covers Belmont, Greenville, Casnovia, Rockford, Cedar Springs, Grand Rapids, and surrounding areas.

Kevin Irwin began his professional career as a mechanic for Caterpillar, Inc. “Part of my job involved going to construction sites and talking to the builders,” he recalls. “I realized I really enjoyed that aspect, working with people.” Shortly thereafter, he sold his house and noticed that his agent was having a good time at her job. “Plus she was a RE/MAX recruiter and said I would be great in the business, but it wasn’t until I listened to an inspirational podcast with Joshua Smith from “The GSD Mode Podcast” that I decided real estate is for me,” he says.

Kevin received his license in 2017 and has never looked back. He is now a team leader at Freedom Home Group brokered by Five Star Real Estate out of Grand Rapids, Michigan, where he covers Belmont, Greenville, Casnovia, Rockford, Cedar 18

Springs, Grand Rapids, and surrounding areas. Last year, he sold 43 homes, around 8 Million in volume. “Since joining the industry, I’ve learned what it takes to help my clients make a solid real estate decision. I meet every client where they are, discuss their budget and their needs in a home, and I work relentlessly to make their vision for their lives a reality,” he asserts.

Though still new to the industry, Kevin says he’s already getting referral clientele and believes that’s due to his high energy, strong negotiating skills, work ethic, and marketing ability.

His clients agree and have been giving him stellar reviews. One reviewer wrote, “Kevin helped us sell our Michigan home from Montana. I have never been through an easier transaction. Kevin knew exactly Copyright Top TopAgent AgentMagazine Magazine

how to calm all of our worries and concerns effortlessly. He is such a great person to speak with and is very knowledgeable about the real estate market. He went to bat for us when we had issues with our listing price being accepted by the VA. He was upfront on how long it would take, and what the next step would be. I recommend Kevin to anyone looking to sell or buy a home. The level of professionalism, and courtesy was top notch. Thank you, Kevin, for making a hard time in our lives hiccup free.”

Kevin maintains quality contact with his clients through a variety of means. “I believe in sending out cards for special occasions,” he says. “We also do client appreciation events.” And he reaches out over social media.

To market his listings, Kevin utilizes his video shooting and editing expertise. “I video every listing, no matter the price,” he says. “We recently shot professional footage of $13,000 lots and painted a picture for the viewers. It enabled them to visualize their home there.” He also invests a lot of effort creating and posting SEO ads on Facebook. “When you work with me, it’s a team effort, and the secret to success is as simple as that,” he states. “When buying or selling a home, it’s important to find someone you can trust to help you make the right decision for your investment. I put my clients first every step of the way.”

Kevin loves the freedom and flexibility that comes with his profession. He also likes watching his junior agents attain their goals. “I bring entrepreneurs on to the team and enjoy watching them shine,” he says.

A Jeep enthusiast, Kevin spends his time off “going wheeling and taking to the local trails,” he says. He also likes to mountain bike and has put boating on his to-do list.

As for the future of his team, Kevin hopes to expand with like-minded agents but is not in any hurry. On the business end, he wants to grow the investment side. “It’s all great right now, and things will happen when they are meant to be,” he says.

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To learn more about Kevin Irwin, email kevinirwinrealtor@gmail.com, or call (616) 265-8277 Copyright Top Agent Magazine 19

Your Secret Presentation Weapon

by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best?

Here’s how.

“The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition.

“I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?”

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly.

Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day.

A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.”

AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price.

This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine

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only been viewed by my buyers.

It’s fun for me. It’s the best way to give you the competitive edge.”

C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?”

You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf.

A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like?

The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction.

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The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them.

The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process.

In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them.

This is an advanced skill that raises your effectiveness and enhances your relationships and your results.

It requires preparation and practice.

It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business.

Copyright©, Rich Levin. All rights reserved.

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ASHLEE FLACHS Ashlee Flachs had an interesting journey into her current role as the owner of a real estate company. She went from having her own hair salon to working as an assistant for a real estate agent. She quickly fell in love with the industry, and decided she wanted to become an agent herself. Last year she launched Dreams Realty in her hometown of Evart, Michigan.

And the business took off without a hitch, selling 6 million in volume in its first year.

Being an agent in a smaller community has its advantages. For Ashlee, it’s a solid repeat and referral client rate. “The benefit of working here is that I was born and raised here, and I’ve been involved with a lot of initiatives in the community throughout my life. So I have a great sphere of influence, and a great community behind me.” And one of the key benefits of working in a place where she grew up is the intimate knowledge of the area that comes with it. “There’s not a house that I haven’t been past a million times here,” she says.

Ashlee markets her listings through various websites, as well as the local newspaper. And because she usually becomes quite close with most of her clients, it hasn’t been difficult for her to stay in touch with them. “I love the personal connections I make with my clients.

And the fact that they trust me with what is going to be one of the biggest steps in their life—the purchase of a home. I take a lot of pride in that, and I take it very seriously. My clients are counting on me to make their dreams come true.”

Because client satisfaction is so key for Ashlee, her strategy is to let her clients decide how they want to steer the transaction. “My clients set the pace, and I follow their direction. I tell them that they’re driving the ship, I’m just the motor. Living in a rural area makes client referral extremely important. If you treat someone poorly, that’s really going to hurt your business here. So Top Agent Magazine

I take pride in the fact that I have a great clientele and I am striving to gain a great reputation in my community.”

As a businesswoman, as well as a woman of faith, it is crucial for Ashlee to help out her community, which is why she’s actively involved in the city government. She is the vice president of the local Chamber of Commerce, as well as part of the Evart Business Women’s Club.

She is also involved in various local committees, has coached cheerleading for 14 years, mentors kids, and at times steps in as a substitute at the local school. Ashlee also helped chair the housing committee for the program Rising Tide, set forth by the Governor of Michigan to help develop stronger communities. The program was so successful that the Governor himself paid Ashlee a visit at her office so that he could personally shake her hand.

Ashlee’s remaining free time is spent with her six kids, and preferably out in nature and the outdoors, where she likes to ride ATVs, and be on the water, preferably fishing. In the future, she would like to hire more agents for her team, and would also like to get involved with property management. But her resolve remains helping her clients find their forever homes. “I named my company Dreams Realty because I’m really just trying to make people’s dreams come true,” she says.

To learn more about Ashlee Flachs call 231-349-1034. email aflachs18@gmail.com, or visit ashleeflachs.agentsquared.com 23 Copyright Top Agent Magazine

Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 24

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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JENNIFER WARREN Jennifer Warren began her real estate career three years ago, through a friend who was in the business. A former school librarian, Jennifer has always been very active in her community. “I was born and raised in Traverse City, so people know me and they know who they’re working with,” Jennifer says. In the past three years, Jennifer has built a strong reputation on her hard work, compassion, and personal service.

to multiple different sites to reach the widest audience possible.

Jennifer remains very involved in her community, having served at her church’s youth and K-3rd grade programs. Her community service work has also included trips to Haiti, serving with overseas missions.

Jennifer serves all of northern Michigan, including Traverse City and surrounding small towns like Buckley, Kingsley and others. An amazing 98% of her business comes from referrals and repeat clients. “I have a lot of repeat clients,” Jennifer says, “people tell their friends and family about the experience and they are eager to work with me. I’m very transparent and upfront and my presence on social media creates a bond before they even get to meet me.”

Staying in touch is important to Jennifer’s approach, and in addition to social media she touches base with clients via calls and texts on their anniversary date. “My clients are like family,” Jennifer explains. “Getting to know them well and continuing that relationship even after the transaction is over really engages me in being active in my community. Being involved in people’s lives in different ways and being visible in the communities, that’s my referral. It’s not just about real estate, it’s the whole package.”

One of Jennifer’s mottos is “Modern day marketing, with old-fashioned service.” She has a longtime passion for photography, which helps her capture listings and dazzle potential buyers. She also loves using social media to promote her listings and often goes “Live” on Facebook, whether to publicize an open house or just putting up signs for a property. “I love creating that buzz and getting people excited to see the property. It’s almost like I’m giving them their own private tour of my listings.” Jennifer also uses video software to do slideshows of properties, and her listings are syndicated Top Agent Magazine

When she is not working or giving back, Jennifer loves spending time with her family. Husband Brian who is her biggest supporter as well as their three kids Dawson, Hope and Mira. She raises sheep and goats on her family’s hobby farm. She also enjoys traveling with the family and anything outdoors: bonfires, camping, fishing, hunting, and hiking.

In the future, Jennifer plans to continue expanding opportunities for her clients, and she hints that there are some exciting developments in store. Above all, she wants to keep giving all she can to help her clients and her community. “I love serving, all the way across the board,” she says. “Whether it’s in my community, my family, or my business, that’s just who I am, through and through.”

To find out more about Jennifer Warren, email jenniferw@city2shore.com, call 231-313-4483, or visit JenniferWarren.C2Sgo.com

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