Tips on Being a GOOD TEAM LEADER
Playing the Real Estate Matchmaker
6 Ways to Get Your Client to Trust You
EMILY BU 7
CRAIG CARR CONTENTS 4) PLAYING THE REAL ESTATE MATCHMAKER— FOLLOW THESE 8 DATING RULES TO ENSURE YOU MATCH YOUR CLIENT WITH THE PERFECT HOME FOR THEM
18) 6 WAYS TO GET YOUR Broker/co-owner of Golden V CLIENT TO TRUST YOU
Emily Burke serves Clinton, Truma 22) TIPS ON BEING A and the surround GOOD TEAM LEADER
How did Emily Burke become one of the most successful real estate agent/brokers in Clinton? Eight years ago, Emily decided to take the leap and follow her dream to become a real estate agent. Now at 29 years old, and with almost a decade of experience under her belt, she’s the broker/ co-owner of Golden Valley Realty Group, LLC, whose slogan is “Converting transactions into relationships.” Phone 888-461-3930 | Fax 310-751-7068 While Emily is still a youthful presence in the industry, she’s also a leading agent, serving Clinton, Truman Lake, firstname.lastname@example.org | www.topagentmagazine.com Lake of the Ozarks, and the surrounding areas. Emily both No portion of this issue may be reproduced in any manner whatsoever consent ofarea the publisher. coverswithout a largeprior geographic and takesTopa Agent wide variety of Magazine is published by Feature Publications GA, Inc. Although listings precautions are taken to ensure theland, accuracy of published including commercial, residential, and multimaterials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. family. “To succeed in a rural area, I have to have my hand To subscribe or change address, send inquiry to email@example.com. in it all,” she says with a smile.
14) HOW TO SEND SMARTER EMAILS
Published in the U.S.
An impressive 100% of her business comes from repeat and referral clients. “I work in my hometown, in the 2
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Playing the Real Estate Matchmaker –
Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home. When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities
between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”
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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.
back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.
Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:
Be Genuine, Not Superficial
When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day. In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.
When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.
Never Let Your Client’s First Impression of a Home Rule Their Decisions
Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt
When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures. Make sure to encourage them to take some time before making such a big com-
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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.
Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.
See What Other People See in The Home – Do They See What Your Client Sees? Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with
their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade
Celebrate the Happy Union! When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing. Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.
Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.
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CRAIG CARR Top Agent Magazine
CRAIG CARR After more than a decade in the mortgage industry, Craig Carr made the fateful decision to change paths. With the encouragement of a fellow mortgage professional who transitioned to the role of agent, Craig soon followed soon, earning his license in 2016. By 2018, he had established a strong track record and opened the doors to his own brokerage in Quinlan Realty. Today, Craig has carved out a steadfast reputation as an agent known for his industry knowledge, professionalism, commitment to giving back. Based in and serving St. Louis and its metro region, Craig heads a tightknit team of four. Thus far, he has managed to drive 90% of 8 Copyright Top Agent Magazine
business through repeat and referral clientele—a testament to his professional staying power. What’s more, Craig brings a high level of industry knowhow to his role, with his prior experience in mortgages positioning him as a multifaceted expert in the field. In accounting for his swift success thus far, he cites client care, communication, and accessibility as some of the chief characteristics of his working style. “It’s all about customer service, taking care of people, and doing things the right way,” he says. “Communication and availability are also key. Those are things clients really look for in agents. They want to understand what’s going on at every step of the process, and we apply that professionalTop Agent Magazine
ism so that clients really know we care about them and donâ€™t just see them as another transaction. We really take their goals into account and help them get it done.â€? When it comes to marketing listings, Craig and his team take a tech-forward approach Top Agent Magazine
that incorporates virtual tours and exposure across the leading online listings platforms to generate maximum exposure. Additionally, they complete targeted social media marketing to source ideal demographics and geo-based visibility. Regardless of whether a client is buying or selling, imparting a personal 9 Copyright Top Agent Magazine
touch is a principle priority for Craig and his team. To maintain connections with clients for the long run, they host an annual client appreciation event with live music and family-friendly activities to bring familiar faces back together. Likewise, Craig relishes the opportunity to give back alongside those he serves. As a transaction comes to a close, he gives clients the chance to select a charity Copyright Top Agent Magazine 10
or non-profit of their choice, to which their agent will contribute a portion of their commission. “Sometimes during a transaction, stresses can run high,” he says. “That’s why it’s really nice to be able to give something positive back at the end.” Craig also gives back through his role as a board member for the Buddy Fund, which Top Agent Magazine
supplies underprivileged children with sports equipment. He and his team also support fundraising and charitable events, such as fashion shows and trivia nights, that uplift children battling cancer. In his free hours beyond the office, Craig most enjoys time spent with his wife and daughTop Agent Magazine
ter, escaping on the occasional vacation, and playing music. As for the future of his growing business, Craig intends to keep development strong and steady. â€œWe provide a lot of value through our boutique-style, because we can Copyright Top Agent Magazine 11
offer that individual attention,” he says. “We want to continue to perfect and grow.” Finally, with four strong years behind him and a bright future ahead, Craig considers what he has come to appreciate most about
his chosen field thus far. “I love the ability to give back,” he reflects. “I love real estate, because it’s not just about the commission. It’s about giving back, and that’s what’s been the most rewarding part of what we do.”
To learn more about Craig Carr email CraigCarr@QuinlanRealty.com, visit QuinlanRealty.com, or call (314) 401 – 9286 www.
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Anna Mueller is proud to congratulate
on being featured for the State of Missouri in Top Agent Magazine!
ANNA MUELLER | ACCOUNT EXECUTIVE Missouri Insurance License # 8431336 Investors Title Company License # 0042456 AMueller@investors-title.com www.investors-title.com 219 South Central Ave | Clayton, MO 63105
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How To Send
Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:
1. SEND A WELCOME EMAIL TO
NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contactâ€™s attention. Let them know they are welcome and that you appreciate their interest. 14
2. NURTURE YOUR RELATIONSHIP
THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to
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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.
3. CELEBRATE IMPORTANT DATES
Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.
MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.
TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,
and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.
DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.
The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. Top Agent Magazine
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Broker/co-owner of Golden Valley Realty Group, LLC, Emily Burke serves Clinton, Truman Lake, Lake of the Ozarks, and the surrounding areas. How did Emily Burke become one of the most successful real estate agent/brokers in Clinton? Eight years ago, Emily decided to take the leap and follow her dream to become a real estate agent. Now at 29 years old, and with almost a decade of experience under her belt, she’s the broker/ co-owner of Golden Valley Realty Group, LLC, whose slogan is “Converting transactions into relationships.” While Emily is still a youthful presence in the industry, she’s also a leading agent, serving Clinton, Truman Lake, Lake of the Ozarks, and the surrounding areas. Emily both covers a large geographic area and takes a wide variety of listings including commercial, land, residential, and multifamily. “To succeed in a rural area, I have to have my hand in it all,” she says with a smile. An impressive 100% of her business comes from repeat and referral clients. “I work in my hometown, in the 16
community where I was born and raised, and where my parents were born and raised, so all the business I do is by word of mouth or people who know me,” she says. “That sets me apart from other agents in the area.” Emily is known for being down to earth, ethical and very considerate. She’s committed to her education, traveling to attend conferences and staying up-to-date on industry trends. “I think loving to both learn and teach your clients is an important role for a broker,” she explains. When it comes to marketing, Emily believes in using cutting-edge technology. Growing up in the age of everevolving technology, she sees the need to be versatile with marketing. She shines when it comes to conducting thorough marketing campaigns on several social media platforms. “For instance on Facebook I might post a photo of a new listing to grab the attention of others. Copyright Top Agent Magazine
I also like to drop little hints here or there about what I’m up to everyday or about market statistics to keep my clients, present and future, in tune with the market,” she says. This helps create a frenzy of interest in new listings. “Print marketing is becoming obsolete, so I have to use other options and be creative to set myself apart,” Emily says. What’s Emily’s favorite part of her job? “It’s the people,” she says. “I get to meet new people everyday that I create relationships with.” She also loves that no two days of work are the same. To give back to the community, Emily serves on the local tourism committee. “We want people to come to our town on vacation, but to also fall in love with the town and want to live here and stay here,” she says. She’s a member of Gamma Beta, a service sorority focused on community service that also raises money for worthy causes, individuals, and different community organizations, and proudly gives scholarships to local high school students every year. Emily has served on various committees for the local board of realtors. She’s currently serving her second consecutive term as MLS Chairperson. She’s also given time to the committee dedicated to promoting realtor safety. “We collaborated to create a protocol for safety and worked to get agents to pledge to our protocol,” she says. “Realtor safety is very important in today’s day and age and along with that it is important to educate consumers so they are not surprised if agents ask for personal information prior to showings, a practice that protects everyone’s safety.” A country girl at heart Emily loves to spend time outside in the garden or just enjoying nature in general, whether it be hunting or fishing or just sitting around a campfire. She expresses that spending time with family and friends is also a vital part of her life, “Without them I wouldn’t be where I am today!” For the future, Emily hopes to continue growing her brokerage and serving people in the area that means so much to her. With her youth, enthusiasm, and expertise, she’s sure to make those dreams a reality! Top Agent Magazine
To find out more about Emily Burke, email firstname.lastname@example.org or call (660) 351 - 2382 Copyright Top Agent Magazine 17
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 18
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.
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.
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. Top Agent Magazine
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.
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.
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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Tips on Being a Good Team Leader Your business is booming, so much in fact, that you’ve finally made the decision to start a team. You’ve made sure it’s financially feasible, and you’ve found the right people, but there is still one other component of a successful team. And that’s an effective leader. It’s your job to not only generate business, but to motivate your team, which in turn increase productivity. Here are a few simple tips on being a good team leader. 1. Evaluate each team member, making sure to utilize their strengths Hiring the right people is one of the first steps in creating a successful team, but once you have those people it’s really 22
important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine. Top Agent Magazine
Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to… 2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results. Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future. Top Agent Magazine
Don’t forget to always take in what you can do to be a better team leader as well. 3. Stay connected and in communication These are your team members! There’s more to that than just a label. Be connected to them on a daily basis. Clear, open and honest communication is important on a busy team and that’s much easier if you actually like and trust your co-workers. Sure you want to succeed for yourself, but knowing that other people you respect are counting on you, is an additional motivating factor, that is certain to lead to everyone going above and beyond creating a wildly successful business. 4. Be inspiring and supportive If you’re enthusiastic about what you’re doing, it really will be infectious. Encourage innovation and creativity. Yes, systems and consistency are great but don’t let your team get in a rut either. Support their individual careers, always encourage them to go for more, let them rely on you for mentorship. If they sense that you want each member to succeed as much as you have, you won’t find more loyal employees. And perhaps most importantly focus on what’s being done right. Don’t be the boss that just points out things they don’t like. Let them know when they’ve done an amazing job and be specific about what it is. Make them feel valued and they will become a valuable asset to you and your business. 23
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