MISSISSIPPI 3-8-21

MISSISSIPPI EDITION

Why Millennials Are Now

The Hottest Segment of the Buyers Market COVER STORY

BE THEIR REALTOR® FOR LIFE:

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

MAKE SOCIAL MEDIA MARKETING Your Calling Card

TIFFANY KINSLOW FEATURED AGENTS

ZAKK VARUGHESE RANDY RICHARDSON

MISSISSIPPI EDITION

Russ Ogburn is proud to congratulate

ZAKK VARUGHESE

RANDY RICHARDSON

Randy Richardson first came to real15estate Over the years, 7 25 through happenstance. Following a mediderful reputatio cal procedure, he found himself searching with the near for a new career, and having always foscoming from re tered a passion for realty, he decided to But as his volu delve into the business. Soon after making remains focused a full recovery, he attained his real estate cal approach. “R license—and the rest is history. “I knew career, but I’m i the time was right to make a decision and difference,” he s ZAKK VARUGHESE TIFFANY KINSLOW dive in,” he says. “Sure enough, I’ve never RANDY RICHARDSON a first time hom looked back.”

I get the most g on being featured for the State of Mississippi dreams come tru in Top Agent Magazine!

After finding quick success as a Broker Associate at PowerMark Properties, Randy decided to Outside his career, Randy is t take his work to the next level and launched The 4th community. Most recently, he CONTENTS Right Team. Today, he and his full time Buyer Specialist and causes for Real Men W assist clients throughout the Mississippi Gulf Coast and that raises funds for the Ame 4) Russ 5 FRESH NEW APPROACHES 21) WHYa unique MILLENNIALS ARE surrounding areas.93490 There, he has cultivated also serves on the Leadershi Ogburn | the Area Manager | NMLS# Lending Team workflow around integrity and personalized Commerce and participates i TOOgburn CONTENT MARKETING NOW THEservice, HOTTEST SEGMENT 601-940-2998 | catering russ.ogburn@fairwaymc.com his process to the distinctOF needs of each indi- MARKET to help those in need. When h THE BUYERS LoansWithRO.com vidual buyer or seller. ing back, he can be found spe ® 12) BE THEIR REALTOR 600 Crescent Blvd., Suite B, Ridgeland, MS 39157 with his family.

FOR LIFE: HOW TO BUILD When listing a home, Randy provides clients SOCIAL with 26) his MAKE MEDIA a comprehensive strategy.

After helping them prepare Randy has strong plans for t A RELATIONSHIP WITH MARKETING YOUR their house for the market, he shares it over a blend of In the months ahead, he most YOUR CLIENTS THAT WILL CALLING CARD targeted digital and social media campaigns, as well as The 4th Right Team while sca LAST A LIFETIME stand-out signage. Moreover, by utilizing cutting edge client service. “Above all, m resources like Adwerx, he ensures that their property continue making a name and reaches a diverse network of prospective buyers. But coast,” he says. “Together, we through it all, Randy puts his clients at the forefront of all that Mississippi has to offe all his decisions. “Every choice in this industry boils Phone 310-734-1440 310-734-1440 down to| Fax being moral,” he says. “Right from the start, I let my clients know I’m looking out for their interests, mag@topagentmagazine.com | www.topagentmagazine.com own.” in any manner whatsoever without prior consent of the publisher. Top Agent No portion of this issuenot may my be reproduced WWW.

Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible expressed supplied by its authors.

Elsewhere, Randy is just for as opinions attentive whenor facts assisting To subscribe or change address, send inquiry to mag@topagentmagazine.com. his buyers, providing them with the guidance and open Published in the U.S.

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communication needed to navigate each step of their purchase. For him, the transaction is never over at the closing table; instead, Randy prefers to keep in touch with his clients well after the deals are done, dropping by

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To learn more about R email rrichardson@

mailto:mag@topagentmagazine.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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ZAKK VARUGHESE

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ZAKK VARUGHESE

Zakk Varughese began his journey in real estate as an investor, an experience that sparked his love for the industry. “Soon after I began investing, I discovered my passion for real estate. “Everything from buying and selling, to working with clients, to networking with lenders and contractors. I love people, and real estate is all about people.”

Zakk is an independent agent with RE/MAX Connection, where he serves the Jackson, MS Metropolitan communities. Zakk’s clients love his local knowledge and his enthusiasm for the community. “We have the friendliest people in Mississippi.

Friendliness runs through the hearts of Mississippians. Combined with the diverse natural beauty, stretching from the coasts to the rolling foothills, the people of Mississippi make the Magnolia State a great place to live and work.”

beginning of the pandemic here in Mississippi, but I ended up closing $4.3 million in sales across 31 transactions.” This astronomical success is thanks to Bethany Purvis, RE/MAX Connection’s Director of Agent Development and Zakk’s approach to treating every transaction with consideration and empathy and meeting his clients ready to listen to their needs and goals. “Quickly, I learned to forget about the sale and care about the people. Clients want to work with agents who care about them.

Staying in touch with clients and listening to their

Zakk earned his REALTOR® license almost a year ago. Zakk says, he “was nervous, because March was the 8

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stories cannot be replaced by technology. If you want clients to be loyal, you have to find time to care about them.”

Zakk forms relationships with clients that last well beyond closing day. He stays in touch through regular phone calls and social media platforms.

To market his listings, Zakk creates beautiful campaigns that feature professional photography, appearing across social media, targeted applications, and websites tailored to meet the clients’ needs.

At RE/MAX Connection, Zakk has found a professional culture that is fulfilling and supportive.

“I love working for RE/MAX Connection. I decided to work for RE/MAX Connection because of Danny and Vickey Ward’s commitment to fostering a strong sense of teamwork, and building a team that can communicate, cooperate, and innovate in an atmosphere of mutual trust and respect.”

A people person through and through, Zakk is also passionate about the people he can meet through his career. “I love to meet new clients where they are, learning about them, their family, and culture.

Zakk is as dedicated to the community as he is to his clients, philanthropy is a priority for him. With a Doctorate degree and over 20 years of executive leadership experience in healthcare, Zakk is especially passionate about charitable organizations and causes. “Whenever the Lord puts something in my heart to give, I give. Recently, another agent started a mobile shower for homeless people in Jackson, and I donated to that effort.” In his limited free time afforded by his thriving business, Zakk loves to spend time with his children. “I just enjoy being in their presence.”

Zakk has already built an impressive business, and for the future he plans to continue to grow. “I want to continue working hard for my clients. My responsibility begins and ends with them, making sure they find the right home, the place they want to raise their families, the place of their dreams.”

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To find out more about Zakk Varughese, you can contact RE/MAX Connection at (601) 326-3670 or (601) 667-8414, by email at zakk.varughese@gmail.com, or visit MississippiRealEstateSolutions.com www.

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RE/MAX Connection is proud to congratulate

ZAKK VARUGHESE

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

Daniel Ward | RE/MAX Connection 601-326-3670 | JacksonMSHomes.com www.

540 Keyway Drive, Suite B, Flowood, MS. 39232

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Russ Ogburn is proud to congratulate

ZAKK VARUGHESE

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

Russ Ogburn | Area Manager | NMLS# 93490 Ogburn Lending Team 601-940-2998 | russ.ogburn@fairwaymc.com LoansWithRO.com WWW.

600 Crescent Blvd., Suite B, Ridgeland, MS 39157

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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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TIFFANY KINSLOW

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Top Agent Tiffany Kinslow is affiliated with Main Street Realty brokerage where she’s been helping buyers and sellers navigate the Central Mississippi market for close to nine years.

Initially inspired by her parents to pursue a career in real estate, Tiffany Kinslow has now been helping buyers and sellers navigate the Central Mississippi market for close to nine years. “While I was growing up my dad worked as a contractor, and my mom was an interior decorator, and ever since I can remember I’ve wanted to be in real estate.” Working with passion and professionalism, she seamlessly guides clients through each transaction, always aiming to give them the best outcome.

Tiffany is affiliated with Main Street Realty brokerage where cultivating long lasting relationships with clients is a priority. “My clients really become like part of my family,” she says. And coming from a teaching background, she is always looking to educate them during the transaction process. “I love my clients and I work hard to take 16 Copyright Top Agent Magazine

Top Agent Magazine

really good care of them. I think it’s an honor to be chosen to represent them. That’s why I always try to educate them and communicate every step of the way in order to make the process as easy as possible for them.”

Whether she is helping someone buy or sell a property, Tiffany understands how Top Agent Magazine

monumental of a moment it is for most of her clients and treats them with the utmost care. “I get to help my clients in one of the biggest moments of their lives. It is the largest investment most people will ever make, so I do not take it lightly. I do everything in my power to make sure that it’s a good experience for them because I want it to 17 Copyright Top Agent Magazine

“I get to help my clients in one of the biggest moments of their lives. It is the largest investment most people will ever make, so I do not take it lightly. I do everything in my power to make sure that it’s a good experience for them because I want it to be a positive memory they can look back on later in life.” be a positive memory they can look back on later in life.”

In her spare time Tiffany enjoys giving back to her community. “I live in a wonderful place. I’m from a very small town so I’m involved in a little bit of everything.

My husband and I are a part of our local Copyright Top Agent Magazine 18

church and serving in ministry has always been important to us,” she says. They are also part of an outreach program dedicated to helping those in need. Through the years they’ve donated to causes focused on helping women, children, as well as the homeless. When she’s not giving back her time, Tiffany likes to travel, exercise, Top Agent Magazine

partake in retail therapy, and spend quality time with her husband and son.

Tiffany’s goals for the future are centered around beating her own personal records. She finished last year with 75 Top Agent Magazine

closed transactions, and she’s hoping to add to that number this year while always keeping immaculate client service as her priority. Most importantly she is inspired to serve more people in her community. “My brother, Phillip, and I have been selling Copyright Top Agent Magazine 19

real estate together for years. Our goal has always been providing service to our community. Each year we set out to be better than we were the year before, provide more service than previously, and be the

best version of ourselves. I am an eternal optimist and I believe our only limits are the ones we place on ourselves. The sky is the limit and we can’t wait to see what the future holds!”

To learn more about Tiffany Kinslow call 601–382–1179, email tiffanykinslow@teammsr.com, or visit teammsr.com/tiffany-kinslow www.

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Top Agent Magazine

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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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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RANDY RICHARDSON Randy Richardson first came to real estate through happenstance. Following a medical procedure, he found himself searching for a new career, and having always fostered a passion for realty, he decided to delve into the business. Soon after making a full recovery, he attained his real estate license—and the rest is history. “I knew the time was right to make a decision and dive in,” he says. “Sure enough, I’ve never looked back.”

After finding quick success as a Broker Associate at PowerMark Properties, Randy decided to take his work to the next level and launched The 4th Right Team. Today, he and his full time Buyer Specialist assist clients throughout the Mississippi Gulf Coast and the surrounding areas. There, he has cultivated a unique workflow around integrity and personalized service, catering his process to the distinct needs of each individual buyer or seller.

When listing a home, Randy provides his clients with a comprehensive strategy. After helping them prepare their house for the market, he shares it over a blend of targeted digital and social media campaigns, as well as stand-out signage. Moreover, by utilizing cutting edge resources like Adwerx, he ensures that their property reaches a diverse network of prospective buyers. But through it all, Randy puts his clients at the forefront of all his decisions. “Every choice in this industry boils down to being moral,” he says. “Right from the start, I let my clients know I’m looking out for their interests, not my own.”

Elsewhere, Randy is just as attentive when assisting his buyers, providing them with the guidance and open communication needed to navigate each step of their purchase. For him, the transaction is never over at the closing table; instead, Randy prefers to keep in touch with his clients well after the deals are done, dropping by throughout the year and even sending holiday gifts—all to ensure that they are fully satisfied in their new homes.

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Over the years, Randy has earned a wonderful reputation throughout Mississippi, with the near entirety of his volume coming from repeat clients or referrals.

But as his volume continues to grow, he remains focused on his time-tested, ethical approach. “Real estate has been a great career, but I’m in this business to make a difference,” he says. “Whether I’m helping a first time home buyer or selling a house, I get the most gratification out of making dreams come true.”

Outside his career, Randy is tremendously active in his community. Most recently, he has volunteered at events and causes for Real Men Wear Pink, an organization that raises funds for the American Cancer Society. He also serves on the Leadership Gulf Coast Chamber of Commerce and participates in local benefit car shows to help those in need. When he’s not with clients or giving back, he can be found spending quality time boating with his family.

Randy has strong plans for the future of his business.

In the months ahead, he most looks forward to growing The 4th Right Team while scaling his lofty standards for client service. “Above all, my team and I are going to continue making a name and leaving an impact on our coast,” he says. “Together, we can’t wait to show people all that Mississippi has to offer.”

To learn more about Randy Richardson email rrichardson@pmprealtor.com, visit RealtorRandyMS.com or call (228) 265-7282 www.

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence 26

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and Top Agent Magazine

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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