MINNESOTA 2-21-22

MINNESOTA EDITION

6 WAYS TO GET YOUR CLIENT TO TRUST YOU

BE THEIR REALTOR® FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime

PRODUCTIVITY KILLERS:

4 WAYS TO MAKE BETTER USE OF YOUR WORKING HOURS

FEATURED AGENT

JONATHAN SOTO

COVER STORY

ARTEMISA BOSTON #1 HISPANIC REALTOR NATIONWIDE

MINNESOTA EDITION

Michelle Robinson is proud to congratulate

Artemisa Boston

JONATHAN SOTO

on

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After spending several years in the service even list the propert 9 21 industry, Jonathan Soto knew he loved we needed a facilita building relationships with people. But he asked Jonathan if he felt his growth was limited, and wanted facilitate the sale. H to pursue a more fulfilling path. “I read a awesome. He walke book about real estate, which inspired me cess without any is to take the course and earn my license,” time to come to the c he explains. “I didn’t really know where I needed him for any was going with it, but it ended up changGreat guy, very prof ing my life completely.” His career as an highly recommend J ARTEMISA BOSTON JONATHAN SOTO agent took off, as he made superior service the cornerHe’s my 1st phone call if we buy a stone of his business. Serving the greater Twin Cities Married with four children, any fr region of Minneapolis, most of his clients are referrals. is spent with family. He also loves By putting their needs first, Jonathan forms lasting conwife, try new restaurants and trave nections with those he serves andCONTENTS gains their trust. He being featured for the State of Minnesota goes above and beyond to assist them in any way possiLooking ahead, he hopes to keep ble, after the transaction. in Top Magazine!17) WHY MILLENNIALS 4) including 6 WAYS TO Agent GET YOUR ARE and expand into a team. “In the ne CLIENT TO TRUST YOU NOW THE HOTTEST SEGMENT to haveMARKET the biggest and most succe “I stay in touch with them and I’m happy to OF helpTHE themBUYERS pany,” he says. Motivated to hel with anything need,” ®he explains. “Even if it’s 6) BE THEIRthey REALTOR their real estate goals, he loves bein something small likeTO referring them to a handyman or FOR LIFE: HOW BUILD 22) PRODUCTIVITY KILLERS: just truly enjoy seeing them ach Michelle Robinson |4 NMLS# 695815 helping them figure out how YOUR to pay their mortgage.”

A RELATIONSHIP WITH WAYS TO “I MAKE BETTER Fluent in Spanish, manyLAST of Mortgage Jonathan’s Banker clients areYOUR WORKING CLIENTS THAT WILL USE OF Spanish speakers, and it’s not uncommon that they are A LIFETIME HOURS 651-209-2905 the first members of their family to purchase a house mrobinson@lakeareamtg.com in the United States. This makes it even more vital that 1200 West County Roadthe E, Suite 200as Jonathan is there for them during and after sale, Arden Hills, MN 55112 Phone 310-734-1440 Fax 310-734-1440 many questions arise| throughout the process. “I’m very honest about how things work, |and what to expect,” he mag@topagentmagazine.com www.topagentmagazine.com says. the truth and they No portion“People of this issuetruly may be appreciate reproduced in any manner whatsoever withoutlike 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 to be prepared.” Prioritizing communication, Jonathan materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. issubscribe there orfor them at send every and keeps everyone To change address, inquirystep, to mag@topagentmagazine.com.

Published in the His U.S. sellers are also given the same excepinformed. tional service, with Jonathan aiming to get them the most for their home. He utilizes high quality photogTop Agent Magazine raphy and social media to spread the word about his

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

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6 Ways to Get Your Client to Trust You The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything 4

or anyone who comes off as too salesy, and they want to work with individuals who they can trust.

But how do you prove to someone you’ve likely never met that you can be trusted?

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Put Testimonials or Case Studies on Your Website

When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.

Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive.

Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.

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Be Responsive and Accessible

Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating.

Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.

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Be Honest and Transparent

Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it.

You should always act in their best interest.

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Go the Extra Mile

If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.

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Put Yourself in Your Client’s Shoes

Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.

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Be Consistent

Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent.

But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates

consistency, and those systems can and should be constantly updated.

Developing trust between you and your clients will take time, but doing these things can give you a running start.

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Be Their REALTOR® for Life: How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush Top Agent Magazine

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

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ARTEMISA BOSTON #1 HISPANIC REALTOR NATIONWIDE

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Top Agent Artemisa Bostona is a solo agent serving all of Minnesota and the Wisconsin area. She is the #1 Latina Realtor® in the USA and the #1 Realtor® in Minnesota.

Artemisa Boston has been a Realtor® serving the Latinx community for over 20 years.

Previously an office manager; Artemisa embarked on her real estate journey at a time when she wanted to make more money while her husband was in law school. Remarkably she was able to improve her English by studying for her real estate exam and translating the texts. Currently, she is a solo agent serving all of Minnesota and the Wisconsin area. She is also 10 Copyright Top Agent Magazine

the #1 Latina Realtor® in the USA (NAHREP) and the #1 Realtor® in Minnesota by transactions (Real Trends). Artemisa believes in delivering the best service she can and has been able to generate 80% percent of repeat referral business. Her clients rely on her because she often helps find resources for members of the hispanic community outside of real estate. She understands their needs, being an immigrant herself, and uses her bilingual skills to provide Top Agent Magazine

all the necessary support and advice they might need while making one of the most important decisions of their lives.

Using a mix of old and new; Artemisa stays in touch with past clients using mailers like Top Agent Magazine

birthday cards, Mother’s Day cards and Xmas cards. When reaching out to potential clients, she uses curated newsletters and a strong presence on social media, TV and radio to keep her name front of mind. Listings are given a combination of open houses and anything else they 11 Copyright Top Agent Magazine

Artemisa’s clients rely on her because she often helps find resources for members of the hispanic community outside of real estate—she understands their needs, being an immigrant herself. might need to maximize the homes’ appeal and get them sold. Last year Artemisa closed on an astonishing 300 transactions worth approximately $79M in volume. As the sole agent for Realty Group LLC, these impressive numbers are a reflection of her hard work, organizational skills and attention to details.

Looking back fondly over her 20 years in the business; Artemisa recognizes that her love for Copyright Top Agent Magazine 12

real estate has changed over the years. “In the beginning [it was] the money but now [that I am older] it’s about changing lives.” In the hispanic community, she can see that she’s had a deep impact in helping people achieve their American dream. So much so that the children of those families are now contacting her years later to buy their first home and this truly gives her a sense of achievement. Giving back; Artemisa has been part of the National Top Agent Magazine

Association of Realtors® (NAR’s) Professional Standards Committee for years working behind the scenes.

These days, Artemisa enjoys spending quality time with her two children and husband.

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Her daughter plays softball and her son plays baseball. When not working; Artemisa enjoys accompanying them on their away games as they travel to other states. “Being in a room of teenagers is a lot of fun.” While Artemisa is clearly one of the top producers in the nation Copyright Top Agent Magazine 13

(Top 50 nationwide), she has no plans of pursuing the #1 spot. To do that she would need to sacrifice something and after 20 years she has finally reached a work-life balance. She’s grateful for her past and the life that she has. Being

able to provide for her family and being able to help so many others with employment and housing has been a true blessing for her. In the future, Artemisa plans on enjoying more of this golden moment in time and spending it with her kids.

To learn more about Artemisa Boston call (651) 503-2625, email arte54@yahoo.com or visit artemisaboston.com www.

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Top Agent Magazine

Michelle Robinson is proud to congratulate

Artemisa Boston

on being featured for the State of Minnesota in Top Agent Magazine!

Michelle Robinson | NMLS# 695815 Mortgage Banker 651-209-2905

mrobinson@lakeareamtg.com 1200 West County Road E, Suite 200 Arden Hills, MN 55112

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Quintin Jacobson is proud to congratulate

Artemisa Boston

on being featured for the state of Minnesota in Top Agent Magazine!

Quintin Jacobson | Senior Loan Officer NMLS ID#452471 | CO# 100512909 P 612.598.9277 | F 651.846.6396 qjacobson@bayeq.com www.quintinjacobson.com 434 Hale Ave. Suite 100, Oakdale, MN 55128 800.BAY.3703 | Bay Equity LLC | NMLS ID#76988

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Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives?

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A number of factors contribute to what has recently made Millennials the hottest segment of the Buyers market. One factor is the improved job outlook for Millennials. Millennials took a serious blow during the recession.

Unemployment in this group soared to 14 percent, compared to the 9.6 percent for the population as a whole. But, in recent years that number has been decreasing, with unemployment for Millennials being 9.3 percent this past year.

Rising rents are also contributing to making Millennials more interested in purchasing homes now. Rents have risen so much that buying a home now just makes more sense. Half of all renters spend more than 30 percent of their income on housing. Millennials are becoming increasingly stressed over the constantly increasing financial obligation to something that isn’t even theirs to own.

The near-historic low mortgage rates are luring Millennials towards purchasing a home with their promise of affordability. When compared with the skyrocketing rental rates, buying a house looks even more enticing.

Another factor helping Millennials get over the hump of purchasing a house is the lower down payment requirements. Fannie Mae and Freddie Mac are now offering new loan programs that require as little as a 3 percent down payment. This may just be the last push the Millennials needed to turn toward buying a home rather than rent.

So, now that we’ve established that Millennials are finally joining the Buyers market, the next thing that it is important to understand is what exactly Millennials are looking for in a home. What kind of floorplans do they prefer? What locations are they interested in? Here are some of the essentials that Millennials are looking for in a home: • Updated Kitchens and Baths: Almost everyone wants to buy a

home with new kitchen and bath fixtures, but this is especially true for Millennials Buyers. Millennials are going to spend most of their savings on the down payment and furnishings, leaving little room to update the Kitchen and Bath, which are also the most expensive parts of a home to

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Top Agent Magazine

update. Millennials who are on a budget simply won’t have the money to sink into those areas. An updated Kitchen and Bath is sure to bring in a younger crowd.

• Big Kitchen with Open Floor Plan: For Millennials, the kitchen has

become the room where they hangout in addition to the family room. This is why having an open space that can transition easily from the kitchen to the TV room is high on the list of things Millennials are looking for in a home. Along a similar vein, Millennials are attracted to an open floor plan rather than one that compartmentalizes the home. This has to do with how Millennials entertain. Millennials want their guests to flow through the rooms and mingle together, rather than be sectioned off in different rooms.

• Home Office: More than 13 million Americans now work from home,

and if you look at the trend, that number is only going to increase as the time goes on. With technology steadily increasing, more Millennials than ever have the flexibility to work from home. But, the home office isn’t just for someone working from home full time. Having a separate space dedicated to work helps people concentrate and focus on work while they are at home. They can separate themselves from the activities going on around the house and have a quiet space where they can set up their workday, plan a presentation, hold a meeting on Skype, or even pay bills.

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• Less Maintenance: Many Millennials work different schedules that

don’t conform to the 9 to 5 workday, as well as full social calendars. This doesn’t leave them much time to clean a big house. Lawn services and low-maintenance front yards are particularly appealing, as they take less responsibility to still keep the curb appeal high.

• Energy-Efficient Appliances: Millennials have been educated on

keeping the Earth clean from the time they were born. They want to do their part to help the environment and appreciate the long-term cost savings that come with it. Energy-efficient appliances and greener ways to heat and cool the home might end up being the tipping point that makes them choose one house over another.

• Hardwood Floors: Millennials don’t have the time or patience to clean

dirty carpets, especially those that own pets. Hardwood and laminate flooring is easy to mop up if there’s been a mess. The more time they can conserve, the better.

• Good Location: Millennial buyers are looking for homes that are in

proximity to public transportation and have a good walking score. Young Millennial buyers without children are more likely to want a location closer to the action of the city, while Millennials with children would prefer more residential areas.

• Technology: Technology rules the Millennial’s life. They do work on

their computers through an Internet connection and solely use cellphones for communication. They are going to ask about how strong the cell service is and about the Internet service provider. While these amenities are out of the seller’s hands, Millennials are still going to ask these questions, and you will need to know how to answer them.

Knowing what Millennials are looking for in a home will ultimately help you make the necessary changes that will attract these buyers to your home.

Since they are the a serious segment of the market now, updating your home to fit their needs will lead to more buyers and better offers. So, get with the times and embrace the Millennial buyer.

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JONATHAN SOTO After spending several years in the service industry, Jonathan Soto knew he loved building relationships with people. But he felt his growth was limited, and wanted to pursue a more fulfilling path. “I read a book about real estate, which inspired me to take the course and earn my license,” he explains. “I didn’t really know where I was going with it, but it ended up changing my life completely.” His career as an agent took off, as he made superior service the cornerstone of his business. Serving the greater Twin Cities region of Minneapolis, most of his clients are referrals.

By putting their needs first, Jonathan forms lasting connections with those he serves and gains their trust. He goes above and beyond to assist them in any way possible, including after the transaction.

“I stay in touch with them and I’m happy to help them with anything they need,” he explains. “Even if it’s something small like referring them to a handyman or helping them figure out how to pay their mortgage.”

Fluent in Spanish, many of Jonathan’s clients are Spanish speakers, and it’s not uncommon that they are the first members of their family to purchase a house in the United States. This makes it even more vital that Jonathan is there for them during and after the sale, as many questions arise throughout the process. “I’m very honest about how things work, and what to expect,” he says. “People truly appreciate the truth and they like to be prepared.” Prioritizing communication, Jonathan is there for them at every step, and keeps everyone informed. His sellers are also given the same exceptional service, with Jonathan aiming to get them the most for their home. He utilizes high quality photography and social media to spread the word about his listings. Selling over 100 homes in 2021, he is continuing to grow with each passing year.

Marketing his own work is rarely needed, as his clients spread the word about his business for him. One recently said, “When we decided to sell our townhouse we called Jonathan. He came out and arranged a photographer for pictures for the listing. We had a buyer before we could Top Agent Magazine

even list the property. We found out that we needed a facilitator and of course we asked Jonathan if he would be willing to facilitate the sale. He agreed and he was awesome. He walked us through the process without any issues. He even took time to come to the closing just in case we needed him for any questions at closing.

Great guy, very professional, and I would highly recommend Jonathan to anybody.

He’s my 1st phone call if we buy again.”

Married with four children, any free time Jonathan has is spent with family. He also loves to work out with his wife, try new restaurants and travel.

Looking ahead, he hopes to keep his momentum going and expand into a team. “In the next five years, I’d like to have the biggest and most successful team at my company,” he says. Motivated to help people accomplish their real estate goals, he loves being a part of the journey.

“I just truly enjoy seeing them achieve their dreams.”

For more about Jonathan Soto, please call 651-592-4303 or email jonathan101soto@gmail.com Copyright Top Agent Magazine 21

Productivity Killers: 4 Ways to Make Better Use of Your Working Hours

Even on the busiest of days, it can be hard not to get distracted by social media, smartphones, chatty colleagues, or personal to-do list items. So how do you keep your professional blinders on and power through your tasks with efficiency? Practice these four tips and witness your productivity skyrocket—easing stress and bringing renewed energy to your daily duties.

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1. Create a sense of peace and quiet The office may not be your idea of a tranquil oasis, but for most, focus requires quiet and calm to best lend attention to the task at hand. If you find yourself seated next to talkative coworkers or in the center of a bustling office atrium, consider noise can-

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Top Agent Magazine

celing headphones, earplugs, or carving out an empty conference room for your work day. Turning the volume down creates fewer chances for disruption, allowing you to make the best use of your time.

4.Take your smartphone off the table

2. Organize your workspace A messy work area breeds anxiety and distraction, but a clean and organized desk inspires efficiency. If you’ve got a busy day ahead, take fifteen minutes and organize your workspace: gather miscellaneous papers into their proper place, dispose of out-of-date or unnecessary documents, or give your keyboard a dusting. Not only does cleaning and organizing your workspace prepare you for the work ahead, it also helps you transition to a productive, goal-oriented mindset.

3.Create a goal-oriented reward system Coffee breaks, coworker catch-up, and social media check-ins tend to break up our workflow on an hourly basis. Instead of trying to go cold turkey on these workplace routines, reframe them as rewards.

For every to-do list item you complete, allow yourself a fives minute treat, whether that’s a fresh cup of coffee or a walk around the block. Not only will creating a reward Top Agent Magazine

system help you stay motivated throughout the day, it will also provide you with much-needed mental breaks that actually boost long-term productivity.

The number one productivity killer in this day and age? Smartphones. With access to endless social media portals, web browsing, text conversations, and games, smartphones are one-stop shops for distractions. While you may not want to delete apps from your phone, try leaving your smartphone in a locked desk drawer until your next break, or safely in your car. By simply putting your smartphone out of your line of sight, the impulse to distract yourself is muted.

Even though technology and the modern office create ample opportunity for distraction, making these few small adjustments can go a long way in safeguarding your productivity. After all, a productive day allows you to enjoy your time at home and outside the office, without the worry of incomplete tasks and looming deadlines darkening your day. Keep these productivity tricks in mind as you mount your daily to-do list and you’ll be thanking yourself tomorrow.

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