MICHIGAN 9-26-22

MICHIGAN EDITION

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FRESH NEW APPROACHES TO CONTENT MARKETING

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE UNTANGLING THE BIDDING WAR: A BUYER'S & SELLER'S PERSPECTIVES

FEATURED AGENTS

JULIE HARMON RACHAEL CHICKENSKY SALWA FAWAZ

ADDING VALUE TO LISTINGS

& THE ADVANTAGE OF IDENTIFYING NEIGHBORHOOD AMENITIES COVER STORY

JULIAN MUÑOZ

MICHIGAN EDITION

JULIE HARMON SALWA FAWAZ RACHAEL CHICKENSKY

Very with her community, ALTOR® Julie Harmon setan ill-timedSalwa “I started with rentals the beca Despite entry into the real Fawaz started her realinvolved estate career 7 17 18 21 Julie is a member of two different -changing missionestate trip in had an abundance of them. business in 2008 – the lingeras a loan officer. It is not the traditional wanI the rental ing effects downturn Chambers of Commerce. also a listings, put At this point, she was not of the economic route, but it is one she is glad she took. takeShe’s mort Craigslist then just stayed thatquesshe had not an iota to do with – part of live a tight-knit familyand who to help others, but Salwa can better help people out theirchurch area ® with everybody, said Rachael, Rachael Chickensky said support her business.

“The more you wn life and the pathREALTOR that she American dreams, and that is why she $11 million in sales last year. get out in your community, the more of her friends on that the timing trip is actually one of her best does what she does. “I first started back those rentals came out of foreclo Salw ® And that’s an important eleattributes. you’ll notice the benefits in every er who was a REALTOR 1996a home as a mortgage loan officer, and short sales, people were able volu to to selling and in buying for ry highly about herment career. aspect of your life,” she says. When worked my way up,” she says.

“I got joy you again for mortgages so we wen yourJulie client to have that ability to read ng with this friend, she’s not working, she loves to garden the sell side and went from the market, read the take the outclient, of helping people,and andgo I decided later upinto to k a moment of revelation to the beach north on Lake JULIAN MUNOZ HARMON RACHAEL CHICKENSKY SALWA FAWAZ temperature of theJULIE homeowner, and simply know on that it was better to add a real estate you that real estate was the Michigan where she and her husband When Rachael isn’t busy putting her list when the time is ”right.” license as well, so I am a licensed alwa ad been looking for. When have a property.mortJulie is also the mother social media or having a newly hired admi gage loan officer andofa two realgrown estatechildren. agent. And I’ve the local area home, she started“Itaking do put my clients above everything else. I work my that task, she has a 16-year-old that she l beenwant, loving it ever volved with th 19, but by the time hardest she wasto find what they cooking, readi whether it’ssince.” a house, a travel with. She also enjoys pandemic had begun.

The has spending already time comyou, they’ ing,Julie and just withthen friends an home in a certain area, even a certain style of Right house,”now, CONTENTS ® for Julie was that she was pleted over $2 million in sales this As a licensed REALTOR wherever there and loan officer Salwa is Rachael said. “I am very detail oriented. I make sure ly. She is a devotee of working out and exe so much while atallhome year and is on track to reach $3 And, mil- of course, she and mentally. the pieces that areable moving are going the directo provide herinclients with aphysically unique perspective.

4) RECONSIDER 19) ADDING VALUE TO ckdowns and prepare her new career by endIt’s of the year.

Whileher being successful is helping clients. tion for they’re supposed to helps go lion untilher wethe close. justtheir ahead She clients find dream home then Looking REFERRAL-ONLY LISTINGS & THE ADVANTAGE ressure of being thrown fire. a great goal, Julie is not in real estate for the money. timing.right I’m into verythe good at it.” step further by getting them creditworthy. like-minded age WHEN PLANNING goes a Rather, OFtheIDENTIFYING “We do because leasing, a lotmission. of people“I’m do nov industry it connects eaking both English and Spanish, Top Agent “Because I’m inshe theloves mortgage industry as well,which I edTHE FUTURE NEIGHBORHOOD AMENITIES do care would for. Being Rachael is a off, soloit’s Associate forsoMax Broock real estateFOR market has taken the Broker her with shenot never havea broker, met. I started to with because I ucate them on howmany to getpeople ready into to buy.

I guide them n Muñoz of Muñoz Realty is able to assist a wide ® the commercial aspect as well and I’ve Realtors Bloomfield Hills,“I Michigan. wasknown during as an honest that or Julie to build her career.in“God put me want toItbe REALTOR have theinsame in theDetroit process, if they and don’t qualify at the commercial time.” of buyers and in greater area. couple properties the l COVID – the another time when real estate, people can trust. 22) I’mthe here to help of people, notTHE profit off place at the14) right5sellers time,” she says.

Julie FRESH NEW UNTANGLING sellers, educatin Rachael said. “I just want to keep doi world,agent really, to a standstill.

With time to de- years,” of them.” rks as an independent at came an office APPROACHES TO BIDDING WAR: A BUYER'S s to real estate, Julian vote Muñozto herself real estateand transactions, including single family, mission,”I am sheints Her clients appreciate her honesty, she says.

That my business.

I’m doing and growing unable to show homes, she beng, has hopes to someday le forMichigan, teachingCONTENT him but everything multi-family, commercial properties, vacant & SELLER'S PERSPECTIVES MARKETING ent networking groups expand my br gan theis broker’s test.

Her philosophy check becomes why 70even percent of her business comes from re-to help My Muñoz, hasstudying land andfor investments.

He has recently sold “It uncle, wouldGastón be great to build more relationjust do more.what I truly do havelost. a passion fornee rea simple.

She Speaking always wanted to take the test but it They the pastand threehave years,”was Julian an island.

English and Spanish, So you peatboth and referral customers. know they hr for a team that additional support mentorship has led Julian able to assistshe a wide range of buyers I love the fact that no two days are the same. takesto90Julian hoursisand, well, reasoned she might nevare getting with Salwa. “A confident and educated with others says. For now, roducing agent atprovides,” Muñoz Realty,sheand greater Detroit area. His busier have thatsellers kind inofthetime again. Now Rachael covers have a whole day lined up and properties to buyer is more confident highbusiness quality service to each ness is largely referral-based, as clients trust in their choices and happier gdesher on small farming commuPhone 310-734-1440 | Fax 310-734-1440 the Oakland, Wayne, and Macomb counties areas, as they might get canceled. Or, I could have ab nLansing, the Agent ofbut the Year Award Julian’s expertise and appreciate his guidance is willing to go wherever in the end and they’re more likely to refer business. mag@topagentmagazine.com | www.topagentmagazine.com wellofas athrough little bit of northern as properties nothing on my plate and I get a call for a sho d is well-versed in all types the entire process. Michigan ed her. basically what on, is educating become available inThat’s the upper peninsula.

SheI concentrate grew

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine my inprecautions theasprocess. putting herself in her is published

by Feature Publications GA,clients Inc. Although takenBy to ensure the accuracy of published I love that versatility.

Tomaterials, me, it Top doesn’t feel lik up with a natural interest in real estate, herare parents gent Magazine Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. ionships with clients, Julie does a weekly clients’ shoes, Salwa ensures good service.

“Taking I have a good time with it.” owned a window covering company. subscribe or change address, send inquiry to mag@topagentmagazine.com. to make sureTo that they are on the same care of the client is more important to me than anyPublished in the U.S.

verything. She sends holiday cards and You canelse. contact Rachael directly at as (248) thing I work for myChickensky clients. I treat them if 821-1483 ersonal and business Facebook account her for office at (248) 385-0616.

I were buyingora at home myself.” of her clients are connected with.

When Rachael’s email is rachael@chickenskyrealtor.com 2 Top Agent Magazine marketing, Julie employs a two-pronged and her website is rachaelchickensky.com The solo agent takesTogreat is Harmon, marich focuses on social media as well as learn care morewhen aboutshe Julie www.

mailto:mag@topagentmagazine.com

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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 4

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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JULIAN MUÑOZ

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Speaking both English and Spanish, Top Agent Julian Muñoz of Muñoz Realty is able to assist a wide range of buyers and sellers in the greater Detroit area.

When it comes to real estate, Julian Muñoz credits his uncle for teaching him everything he knows. “My uncle, Gastón Muñoz, has been my broker for the past three years,” Julian explains. This mentorship has led Julian to become a top producing agent at Muñoz Realty, where he provides high quality service to each client. He’s won the Agent of the Year Award for Detroit, and is well-versed in all types of 8Copyright Top Agent Magazine

real estate transactions, including single family, multi-family, commercial properties, vacant land and investments. He has even recently sold an island. Speaking both English and Spanish, Julian is able to assist a wide range of buyers and sellers in the greater Detroit area. His business is largely referral-based, as clients trust Julian’s expertise and appreciate his guidance through the entire process.

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“My family has been in the business for 20 years now,” he explains. And because Julian is a lead inspector, risk assessor, and has his builder’s license, clients know he can properly advise them on various aspects of a property.

During the transaction, Julian never rushes

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them to make a decision, instead he offers his knowledge and advice, which gives them the confidence to choose their next move. At every step, he is mindful that each person he serves is going through their own personal challenges, so he approaches them with care and empathy.

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Because Julian is a lead inspector, risk assessor, and has his builder’s license, clients know he can properly advise them on various aspects of a property.

“I understand that everyone is human,” Julian explains. “It’s important to be aware that they’re moving or selling for a reason.”

When assisting his sellers, Julian’s goal is to get them the most money in the shortest amount of time. This means having professional photographs taken of their property, going door-to-door, and reaching out to his network of potential buyers. This strategic approach has led to Julian closing over 100 deals in the past year.

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Not only does Julian assist traditional buyers and sellers, he also frequently helps investors. One recently said, “Thanks to Julian, I was able to get a commercial building at an amazing price. He helped me with the whole process and made it flawless. From contracts to the wire his expertise was a part of it all!”

When Julian isn’t working, he’s staying involved with the Detroit Association of REALTORS®. He loves going to the gym, spending time with his girlfriend, and going Top Agent Magazine

on spontaneous adventures. He’s also planning for the future, which includes investing in and remodeling properties. “I’m a contractor now so I really want to get into building homes and helping clients that way, or rehabbing clients’ homes.”

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As Julian progresses in his career, he continues to find it endlessly rewarding. “I love the architecture, but most of all, I love seeing my clients happy. It brings me so much joy to share that moment with them.”

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For more information about Julian Muñoz, please call 248-214-7421 www.instagram.com/sambazzy1/ or email julianmunozrealty@gmail.com

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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JULIE HARMON In 2019, REALTOR® Julie Harmon set out on a life-changing mission trip in Guatemala. At this point, she was not only looking to help others, but questioning her own life and the path that she was on. One of her friends on the trip had a daughter who was a REALTOR® and spoke very highly about her career.

While speaking with this friend, Julie experienced a moment of revelation and realized that real estate was the answer she had been looking for. When she got back home, she started taking classes in 2019, but by the time she was licensed, the pandemic had begun. The silver lining for Julie was that she was able to learn so much while at home during the lockdowns and prepare for her new career without the pressure of being thrown right into the fire.

Now that the real estate market has taken off, it’s the perfect time for Julie to build her career. “God put me in the right place at the right time,” she says. Julie currently works as an independent agent at an office outside Lansing, Michigan, but has hopes to someday join a team. “It would be great to build more relationships through a team and have that additional support that working with others provides,” she says. For now, she’s focusing her business on small farming communities outside Lansing, but is willing to go wherever her clients need her.

To build relationships with clients, Julie does a weekly consultation to make sure that they are on the same page about everything. She sends holiday cards and has both a personal and business Facebook account which a lot of her clients are connected with. When it comes to marketing, Julie employs a two-pronged approach which focuses on social media as well as advertising in the local newspaper. “This way, I can reach younger and older generations and no one is left out,” she explains.

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Very involved with her community, Julie is a member of two different Chambers of Commerce. She’s also a part of a tight-knit church family who support her business. “The more you get out in your community, the more you’ll notice the benefits in every aspect of your life,” she says. When she’s not working, she loves to garden and go to the beach up north on Lake Michigan where she and her husband have a property. Julie is also the mother of two grown children.

Right now, Julie has already completed over $2 million in sales this year and is on track to reach $3 million by the end of the year. While being successful is a great goal, Julie is not in real estate for the money.

Rather, she loves the industry because it connects her with so many people she never would have met.

“I want to be known as an honest REALTOR® that people can trust. I’m here to help people, not profit off of them.”

To learn more about Julie Harmon, please call 517-983-8545 or email juliesharmon68@gmail.com Copyright Top Agent Magazine 17

RACHAEL CHICKENSKY Despite an ill-timed entry into the real estate business in 2008 – the lingering effects of the economic downturn that she had not an iota to do with – REALTOR® Rachael Chickensky said that timing is actually one of her best attributes. And that’s an important element to selling and buying a home for your client to have that ability to read the market, read the client, take the temperature of the homeowner, and simply know when the time is ”right.”

“I do put my clients above everything else. I work my hardest to find what they want, whether it’s a house, a home in a certain area, even a certain style of house,” Rachael said. “I am very detail oriented. I make sure all the pieces that are moving are going in the direction they’re supposed to go until we close. It’s just timing. I’m very good at it.”

Rachael is a solo Associate Broker for Max Broock Realtors in Bloomfield Hills, Michigan. It was during COVID – another time when real estate, and the world, really, came to a standstill. With time to devote to herself and unable to show homes, she began studying for the broker’s test. Her philosophy was simple. She always wanted to take the test but it takes 90 hours and, well, she reasoned she might never have that kind of time again. Now Rachael covers the Oakland, Wayne, and Macomb counties areas, as well as a little bit of northern Michigan as properties become available in the upper peninsula. She grew up with a natural interest in real estate, as her parents owned a window covering company.

“I started with rentals because we had an abundance of them. I would take the rental listings, put them on Craigslist and then just stayed in touch with everybody, said Rachael, who did $11 million in sales last year. “When those rentals came out of foreclosure and short sales, people were able to qualify again for mortgages so we went heavy into the sell side and went from there.”

When Rachael isn’t busy putting her listings on social media or having a newly hired admin tackle that task, she has a 16-year-old that she loves to travel with. She also enjoys cooking, reading, skiing, and just spending time with friends and family. She is a devotee of working out and exercising, physically and mentally. And, of course, she enjoys helping her clients.

“We do leasing, which a lot of people do not do and do not care for. Being a broker, I started to venture into the commercial aspect as well and I’ve sold a couple of commercial properties in the last few years,” Rachael said. “I just want to keep doing what I’m doing and growing my business. I am into different networking groups to help expand my brand and just do more. I truly do have a passion for real estate.

I love the fact that no two days are the same. I could have a whole day lined up and properties to sell and they might get canceled. Or, I could have absolutely nothing on my plate and I get a call for a showing.

I love that versatility. To me, it doesn’t feel like work.

I have a good time with it.”

You can contact Rachael Chickensky directly at (248) 821-1483 or at her office at (248) 385-0616.

Rachael’s email is rachael@chickenskyrealtor.com and her website is rachaelchickensky.com www.

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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school Top Agent Magazine

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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SALWA FAWAZ Salwa Fawaz started her real estate career as a loan officer. It is not the traditional route, but it is one she is glad she took.

Salwa can better help people live out their American dreams, and that is why she does what she does. “I first started back in 1996 as a mortgage loan officer, and worked my way up,” she says. “I got joy out of helping people, and I decided later on that it was better to add a real estate license as well, so I am a licensed mortgage loan officer and a real estate agent. And I’ve been loving it ever since.”

As a licensed REALTOR® and loan officer Salwa is able to provide her clients with a unique perspective.

She helps her clients find their dream home then goes a step further by getting them creditworthy.

“Because I’m in the mortgage industry as well, I educate them on how to get ready to buy. I guide them in the process, if they don’t qualify at the time.”

Her clients appreciate her honesty, she says. That is why 70 percent of her business comes from repeat and referral customers. They know what they are getting with Salwa. “A confident and educated buyer is more confident in their choices and happier in the end and they’re more likely to refer business.

That’s basically what I concentrate on, is educating my clients in the process. By putting herself in her clients’ shoes, Salwa ensures good service. “Taking care of the client is more important to me than anything else. I work for my clients. I treat them as if I were buying a home for myself.”

The solo agent takes great care when she is marketing a listing. Salwa makes sure to post on social media and MLS. In addition, she reaches out to the community directly. “I also send out cards to the neighborhood saying, ‘Hey, we just listed this property in your neighborhood,’ because most of Top Agent Magazine

the buyers really want to move, but they want to stay in the same area. So you are more likely to get a buyer from the same area than you are further out.”

Salwa is always out in her community volunteering. Giving back is something you have to do, she says. It helps you get to know your community, and it helps your community get to know you. “I’m always volunteering for any events that the local area requires because you have to be involved with the community. (When) people see you, then they’re gonna know you. So I’m always, wherever there’s something going on, I’m there.”

Looking ahead, Salwa plans to build a team of like-minded agents who put the client before the commission. “I’m very picky about who I want to work with because I would rather have individuals who have the same mentality – teaching the buyers and sellers, educating the clients. It’s not about the commission,” she says. “The moment that commission check becomes more important than your clients you lost. So you need to just take care of the client.”

To learn more about Salwa Fawaz, please call 248.535.1428 or email soldbysalwa@gmail.com 21

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

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Buyer’s Perspective: Emotions Running High?

Channel it.

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

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

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

Sellers Perspective: Manage expectations.

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

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

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

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

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

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

Seller’s Perspective: How powerful is cash?

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

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

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