Nationwide 4-2-17

NATIONWIDE & INTERNATIONAL EDITION

DEBORAH CARPENTER-FRAASS

SARAH CASEY

ROBERT COOPER

JIM EMMER

ALLANA GONZALEZ

STEVE KECHICHIAN

CHRISTIE LEWIS

MATT MAURO

GENE MECHLING

STEVEN NARDINI

ALICIA PARKER

DAN PAYNE

CATALINA SANDOVAL

GLENN STAKEM

JENNIFFER TAYLOR

NATIONWIDE EDITION

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ALLANA GONZALEZ

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CATALINA SANDOVAL

CHRISTIE LEWIS

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DEBORAH CARPENTER-FRAASS

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SARAH CASEY

CONTENTS 4) IS STARTING A TEAM THE RIGHT SOLUTION FOR YOUR BUSINESS? 8) LIVING ON COMMISSION

18) REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA 23) SHUT UP AND SELL

27) BUYERS AND SELLERS: UNDERSTANDING HOW HOME INSPECTIONS ARE NEGOTIATION TOOLS

13) COACHING 9-1-1

Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without 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 materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

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ROBERT COOPER

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JIM EMMER

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STEVEN NARDINI

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STEVE KECHICHIAN

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ALICIA PARKER

31) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

DAN PAYNE

MATT MAURO

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GLENN STAKEM

38) HOW TO SEND SMARTER EMAILS

REALTOR Vendors and Real Estate Companies— Get Nationwide & International exposure!

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GENE MECHLING

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JENNIFFER TAYLOR

41) WHY FLEXIBILITY HURTS (NOT HELPS) YOUR ABILITY TO CLOSE SALES DEALS

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Is Starting a Team the Right Solution for your Business?

You’ve started your own real estate business and after a slow start, you’ve found your footing and business has really taken off. Sounds great, doesn’t it? Until maybe you’re getting more business than you can handle. After all, you don’t want to sacrifice service for more listings. The top-notch level of service you offer is probably what created your boom in 4

business in the first place, so you don’t want to compromise that. But, at the same down, you don’t want to turn down business either. It’s at this point, a lot of Realtors® consider starting a team. But, how do you know if that’s the right call for you? Here are a few questions you might want to ask yourself to help make your decision.

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The top-notch level of service you offer is probably what created your boom in business in the first place, so you don’t want to compromise that.

CAN YOU AFFORD IT? First things first, are you really making enough money to warrant hiring help? One of the key things to think about is your ability to generate leads. Are you so busy with your existing contracts, that you have no spare time to generate more business? Then, it might be time to consider your options. Figure out the time you’ll be afforded to generate more business, how many more transactions that will lead

to, and then see if that pays for the assistant’s wages. That should help you easily see if it’s worth the investment. If it’s on the border, you may still want to go for it if you have a lot of confidence in the market and your ability to bring in business. If you’re not quite there yet though, it might be a good idea to look into a virtual assistant until your business is ready to expand.

ARE YOU READY TO BE A TEAM LEADER? Or in other words, how comfortable are you delegating tasks and responsibilities? For some agents, they need to be actively involved in every step of the process. Being a team leader is not only about being able to delegate, it’s about mentoring and guiding your team as well. Not only do you have to help them serve the team

better, you need to look at yourself honestly too, constantly evaluating what you can do better. It’s also your job to set up systems and operations, that are constantly refined with the feedback of your team members. Clear and constant communication is key with your clients as well as your team.

CAN YOU FIND PEOPLE WHO SHARE YOUR VISION? Of course, the above two points are moot, if you’re unable to find people that you trust and that share your business’ philosophy. Having a supportive and professional team culture is instrumental in a team’s success. These are people you will be working with closely for long hours so you not only need to trust in their expertise and professionalism, you want to find people with a positive attitude. You will all be relying on each other to create seamless transTop Agent Magazine

actions in sometimes stressful circumstances.

Having the right team spirit, so to speak, is what will help your business and team grow.

The ultimate goal of a team is to have thriving careers for everyone on board.

So, if you want to see your business grow maybe a team is right for you. It may even give you a little free time for a personal life. We can all dream, can’t we?

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ALLANA GONZALEZ

A Home Sold Every 13 Days Over $15 Million in Sales Your home is one of lifeʼs major investments.

Let my unmatched dedication help you make your experience enjoyable and stress free.

I have the experience and the integrity to go above and beyond my clientʼs expectations.

With first-rate negotiating skills, I fight for my clientʼs best interest and have a genuine passion to see my clients get the very best deal.

ALLANA GONZALEZ Remax Insight

AgentAllana.com Allana Gonzalez is now one of the most successful agents working in Wisconsin, a remarkable accomplishment considering she entered the business in 2009 purely on a leap of faith. “My kids were all in school full time, so I was looking to get back to work and thought it was a great opportunity to try something new. Real estate had always intrigued me, and I knew I wanted to work with people, so it seemed like the perfect choice, and it really was.”

Allana is now with Mary Sloane at the RE/MAX Insight office and is a member of the RE/MAX Executive Club. A resident of Hartford, she serves Washington, Milwaukee, and Dodge Counties.

Allana truly excels at all types of transactions, but 6

specializes in short sales, foreclosures and distressed properties. After almost 8 years in the business, Allana already has a remarkable 75% repeat and referral business rate.

Allana has a reputation for having an incredibly strong work ethic and for offering her clients an unsurpassed level of customer service. “I’m proud that I’m known for being honest and trustworthy.

It’s really the key to building relationships with my clients, which helps me better serve them. Once a relationship is established, I do everything I can to help them meet their real estate goals. I’m tenacious, I work 24/7 to make it happen, and keep in constant communication. My clients know that I have Copyright Top Agent Magazine

their best interests at heart, which is why they feel comfortable recommending me to their friends and family. A referral really is the best way of knowing you did a great job for your clients.” All you have to do is go to her website and check out the testimonials to see just how happy her clients are with her service.

Allana really prioritizes maintaining the relationships she builds with her clients, and is there for them long after the active transaction is over. In addition to an active presence on social media that allows her to keep constant contact, she sends out yearly Christmas cards and always remembers birthdays and anniversaries.

Community involvement and giving back is important to Allana. She is a corporate sponsor of the Hartford basketball team, and has volunteered for her son’s sporting events for many years. She is also an Ambassador for the Hartford Chamber of Commerce. When she isn’t working, she enjoys spending time in nature, hiking and visiting the local parks, with her family. She loves to travel and takes a yearly vacation with her family, a great time to unwind and stay refreshed for her busy career.

Allana’s focus on building relationships has been a huge Top Agent Magazine

success. Her numbers more than doubled in 2016, and she averaged a home sold every 13 days last year, a truly remarkable feat. Allana would like to continue to grow her business, but for her it isn’t about record sales numbers and awards, it really is about the people she’s helping. She believes when you focus on that, success will come. “I love what I do. I get to work with people from all walks of life, and help them with the biggest purchase of their lives. Whether it is a 100,000 dollar or a million dollar home, I give 110% to get the outcome and satisfaction my clients deserve.Their needs always come first with me, and striving to make them happy is what keeps me going.”

To learn more about Allana Gonzalez call 262-527-4321, email Allana@AgentAllana.com or visit agentallana.com www.

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Living On Commission

by Linda Brakeall

Commissioned sales is one of the few places where you get paid exactly what you’re worth. One of my friends really hates that concept.

“I could never live on that!” But loan officers have to do it all the time.

The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic.

When I took over a large real estate office a few years ago I found out that one of my new REALTORS® was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn’t figure out how she got in that situation.

One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

So here’s the rule: Never plan to spend more than half of any paycheck. You can have all kinds of Within six months she received a fancy formulas but that’s it. You huge six-figure commission. Within have to assume that at least a quarter two years she was in debt over her 8

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Commissioned sales is one of the few places where you get paid exactly what you’re worth. head. The problem? She spent it all!

She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn’t sell any more real estate for the next year.

REALTORS® or other commissioned sales people. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you’ll be covered!

Don’t let that happen to you. Loan officers aren’t that different from

Copyright© 2014, Linda Brakeall. All

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rights reserved.

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CHRISTIE LEWIS Real estate is a business, but Christie Lewis of Paradigm Realty in the St. Louis, MO, area, doesn’t view it that way. In fact, one of her most distinguishing factors is that she keeps the business part separate from her engagements with buyers and sellers. “I remove myself from the equation during listings appointments or showings; it’s about what I can do for them.” She notes that her brokers, Dave and Liz Fendler, are the best in the business. “Dave says it’s never about us,” says Christie.

“He and Liz are unlike anyone else I’ve ever dealt with.

They were my inspiration for entering real estate.”

Christie, who had built a successful corporate career before meeting the Fendlers, didn’t plan to be a REALTOR®. But with inspiration from Dave and Liz, she earned her license in 2011 and worked part time for them alongside her sales training role for Enterprise

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Car Sales. “When Liz said I was making my numbers, I was surprised!” she says. “In Corporate America I was obsessed with numbers, but I didn’t keep track in real estate.” It was her passion for people and properties, she soon discovered, that helped her reach goals without fixating on them. “I was doing all I could to help my clients accomplish their goals, so I didn’t worry about my own goals or paycheck.” She admits this sounds unusual. “My success comes from helping people do what they need to do.”

Christie eventually made the decision to leave Enterprise, which had treated her well for 18 years, so that she could focus on real estate. “I’m meant to be in real estate,” she says. “It brings together all the things that are important to my life and work. I love it.” That love transfers to the clients who trust her. Serving buyers and sellers from Oakville to O’Fallon and St. Charles County in suburban St. Louis, those people inspire her daily. Christie connects with them, showing compassion and going beyond the call of duty.

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Although understanding people is vital to her success, knowledge and excitement of properties also inspires Christie. “I understand from my marketing background how important pricing is, but in real estate it’s even more about how you market a house,” she says. “Every house has a personality. I figure out the personality of the house and the area before staging listings accordingly.” She then optimizes pictures to showcase the home’s unique features. “For MLS, the cover photo must be the front of the house, but that doesn’t tell a story. I create a collage featuring the front view with three pictures across the top to tell a story.” Christie’s staging and marketing skills help clients make money while saving money.

and 8, she and her husband have no shortage of sporting events, school activities and fun to attend to.

Energetic, outgoing and warm, Christie loves surrounding herself with others. She plans to build a team to support her business as it grows, but she will do so in a way that allows her to continue connecting personally with clients. “I recruited one of my former clients to work as my contract-to-close specialist and we just added a Buyers’ Agent to our team in January,” she says. While she aims to increase her transactions and volume, she will always uphold her promise to stay fully engaged.

Because Christie grew up in the area she serves, her market understanding serves buyers and sellers well. She also gives back to the community. “I give try to more than I’m asked to!” Among the causes dearest to her are the ALSAssociation, St. Jude’s and Big Brothers Big Sisters.

“Our family does the ALS Walk in St. Louis every year; we lost my mother-in-law to ALS in 2014 And since 1996, I’ve been a ‘partner in hope’ for St. Jude’s,” she says, adding that her cousin’s daughter is currently being treated there for Ewing’s carcinoma. Family, of course, is Christie’s “Why.” With two sons, ages 10

To learn more about Christie Lewis, visit christiesellsstlouis.com, email christielewis10@gmail.com or call 314.495.8260 www.

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Lucas Bourgeois is proud to congratulate

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

Lucas Bourgeois | CEO 5634 Morgan Ford Road | St. Louis, MO 63116 314-640-7131 | LUDesignBuild@gmail.com LucasUpdates.com www.

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Coaching 9-1-1

By Walter Sanford

Having a coach can provide the right answers when you need it. Below is an exchange with one of our coaching clients and it provided a little “911” for his current situation: Coaching Client: I went on what I thought was a great listing presentation yesterday. However, the couple would not sign at our meeting. They said they needed to talk. I then felt like something was up.

Walter: On the phone while making the appointment, one of the questions needs to be – “If everything meets with your approval, are you wanting to start the marketing plan tomorrow night when I meet with you?”

Coaching Client: The guy just left me a voicemail saying they loved everything I had to offer; however, they were listing with some schmo that doesn’t do any FRICKIN’ business.

Walter: Always make it your goal to get the signature! Fake that you are Top Agent Magazine

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leaving then do the “Columbo” and say, “So, I can email all answers at the office – what are you thinking about so I can do more research for you?”

Coaching Client: They said they had a personal connection that really suggested that they use this guy. I know them as well and I can hear the conversation: the (name) Team are doing just fine and (name) really needs the business. How in the heck do I fight that?

Walter: Let’s not try to fight until you are sure that’s what happened. Call them back. “(Wife’s name) and I are always trying to improve our services.

Could you help me by letting me know what I could have done differently to earn your business? Was there anything I could have improved on for you?”

Coaching Client: This other guy doesn’t even know how to spell marketing much less apply it! I am as mad as I have been since getting into real estate.

Thanks for any suggestions.

Walter: If that was the REAL reason, you needed to find it out while you were there then counter it by letting them know that more than anything else…an agent makes the difference on the amount a seller nets at the closing. Experience makes a difference in – • A large buyer database • More trust from buyers • More money to spend on marketing • The ability to convert leads into showings by uncovering needs of buyers and demonstrating how your property fulfills them having experience in negotiating • Understanding in how to write contracts to prevent post-closing seller litigation • Having a team who monitors every aspect of the closing successfully • Overcoming objections and challenges in the most cost-effective manner Walter Sanford has been designing and implementing real estate systems for 30 years.

One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

Copyright©, 2015 Walter Sanford. All rights reserved.

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CATALINA SANDOVAL Catalina Sandoval moved to Maryland in 2005, for a fresh start in her life and in her career. “When I moved here from California, I didn’t know anyone but my sister. Because it was important to us to have our kids grow up together, I decided to take a leap of faith and move across the country. However, I really wasn’t sure what I would do career-wise. Since my sister was in the mortgage business, I took an interest in real estate and found that I had a passion for it. I decided to become a realtor and haven’t looked back.

I took a risk in moving here and in starting a new business, but I’m happy to say that it has definitely paid off and has been a perfect fit!”

Catalina now leads The Sandoval Group at Coldwell Banker and serves the Washington, D.C. metro area.

“We pride ourselves on being versatile and are happy to go wherever our clients need us. We specialize in working with the Hispanic Community, especially first time home-buyers who may need some hand-holding throughout the process. Our clients have a lot of faith in us, so helping them to understand everything surrounding homeownership is very important to me.”

Because of her belief in maintaining strong relationships with her clients, nearly 100% of Catalina’s business is either referrals or repeat clients. “I feel that the level of service we provide to our clients is unmatched in the industry. We take such a personal approach with our clients that they often feel like family by the time the process is over. We always maintain a positive attitude throughout the home-buying process and I think that helps clients navigate through what can often be a stressful situation. Real estate is my passion and I want that to reflect in my level of service.

I’ve made so many wonderful and long-lasting relationships through real estate and know 16

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that my honesty and skill in handling the transactions has been integral in building my business.”

Catalina takes an active approach to maintaining her relationships, whether it’s taking a past client to lunch or sending them regular market updates. She also keeps an active presence on social medial and uses it to effectively market her listings. “I definitely take a comprehensive approach to marketing, making sure to keep up with the latest innovations and methods in our industry. I’m always trying to come up with new perspectives to market a house and often use different ideas depending on the particular property.”

Catalina is excited to see what the future holds for The Sandoval Group. She hopes to expand her work with first time home-buyers and to continuing to grow her team. Catalina LOVES WHAT SHE DOES and hopes to continue to have a positive impact on people’s lives through real estate. “I love making a difference in someone’s life and have found that helping someone buy a home, when they may have thought it wasn’t possible, certainly achieves that result!”

In her personal life, Catalina is extremely active in the community, including outreach programs through her church. Her family and friends play an important role in her life and offer the support she needs to allow her to succeed in her career. She always makes her family a priority and spends as much time as possible with her husband and children.

To learn more about CATALINA SANDOVAL call 888-561-5542, email catalina@thesandovalgroup.com, or visit thesandovalgroup.com www.

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#Reaching the Millennial Market Through Social Media

by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

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1. First, take time to understand social media. Join them (they’re free!)

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Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info.

2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos.

3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

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4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s.

Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com.

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DEBORAH CARPENTER-FRAASS When her niece asked her to revive her real estate career back in 2014, Deborah Carpenter-Fraass leapt at the opportunity to rejoin the business she’d always loved. During her first year in the industry, Deborah was the recipient of the Silver Service Award and within just two years, she became a consistent multimillion-dollar producer. Now, working primarily in the counties of Erie and Niagara, Deborah has reestablished her business as a successful, client-centered enterprise, based at Zambito Realtors in Medina, New York.

Drawn to the real estate industry for its myriad opportunities to serve others, Deborah cites her clients’ successes as the most rewarding aspect of her daily work. Understanding the seriousness involved when a client is considering a home investment, Deborah makes sure that those she works with are well-informed, encouraged, and made to feel confident in their decisions. Foremost, Deborah centers her work on the personal, recognizing that no two transactions are the same. “The best way to assist my clients is to listen,” Deborah reflects. “By tuning in and really listening, I learn so much about my clients and their goals, which only helps me do my job that much better. My main priority is to fulfill my clients’ needs and bring them happiness. I assure them they are in very good hands and that the lines of communication are always open.”

In that vein, Deborah makes continual education a part of her process, not only keeping her clients informed but also tapping into the professionals she works alongside, in order to gain a holistic view of a transaction. “I talk in depth to all the people involved in the process of a deal—lenders, inspectors, attorneys. I ask questions and am always hungry to learn. I think the more we know about the whole process, the better we can assist our clients. Because I have a better understanding of what all involved parties do, it helps me be more understanding if a problem occurs.” Likewise, Deborah participates in community education seminars for first-time homebuyers, elucidating the transaction process on behalf of Zambito Realtors.

Deborah has a particular fondness for first-time homebuyers, using her years of experience and insight to put their fears at ease.

From finding proper financing, checking for grant programs, and staying by their side until the keys are handed to them at closing, Deborah is tirelessly dedicated to her clients’ long-term success.

“The house-hunting process is such an exciting time for first-time homebuyers, and I love to be a part of that,” Deborah says. “I also work very hard to keep their stress level down by trying to stay one step ahead, letting them know what to expect, and what the next step in the process is.”

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As for keeping in touch with clients past and potential, Deborah makes use of online listing services, mailers, open houses, and even follows up in person during a client’s first holiday season in their new home. Encountering new faces and experiences every day—and overcoming challenges as they arise—is what makes Deborah tick. “It’s a fantastic business but it’s not an easy business,” Deborah recounts. “You have to be self-motivated, self-disciplined, and willing to take the bull by the horns—while still recognizing the times to remain patient, too.”

Extending her instinct toward service to her local community, Deborah maintains a variety of civic commitments, as well.

Among them are seasonal contributions to Toys for Tots and her area’s local food pantry. In the past, she also served as an elected Town Judge. The relationships and insight she cultivated in that position informs the breadth of the knowledge she employs in her current role. Deborah also has a certification to officiate weddings and she cites being part of a couple’s special day as a joy similar to her work in real estate—helping individuals and families find homes and begin their next chapter.

In her leisure hours, Deborah spends quality time with her loved ones—especially her two granddaughters. She also enjoys a few hobbies when her working hours permit, including playing cards and reading. Looking ahead to the future, Deborah has plans to continue to grow her business, without sacrificing the personal attention paid to her clients that they have become loyal to. With a mindful goal of being wholly present in all her business endeavors and continuing her professional education as the market develops, Deborah is devoted to tackling every detail of her work with mastery. Today, with years of real estate service already under her belt and a philosophy focused on cultivating relationships and executing deals, the years to come are sure to be busy and bright for Deborah Carpenter-Fraass.

To learn more about DEBORAH CARPENTER-FRAASS e-mail dcarpenter@zambitorealtors.com or call (716) 998-0039 Copyright Top Agent Magazine 21

SARAH CASEY After taking on an administrative role inside a successful brokerage, Sarah Casey decided to pursue her real estate license just six months later, having gained the inside track on an industry in which she would swiftly ascend the ranks. Today, after five thriving years in the business, Sarah not only manages a capable team of agents at the Breann Llewelyn Group, but she is also a successful agent in her own right. As a team leader, Sarah brings a unique blend of managerial, detail-oriented knowhow to her role as an agent, along with a professional ethos squarely fixed on personalized client care and the constant building of knowledge along the way.

Primarily serving areas within roughly a thirty-mile radius of Oklahoma City, Sarah’s multilayered exposure to the real estate industry allow her ease in serving clients of all varieties. With her Military Relocation Professional designation, Sarah is uniquely equipped to assist veterans and active military members in their pursuit of homeownership. With most of her business stemming from referrals—along with a robust rate of repeat business, as well—Sarah’s approach to the agent-client relationship is one founded on forthright communication, results-driven execution, and tried and true experience. “Because I manage a very high-volume real estate team, I’ve seen most everything that can be thrown at a real estate transaction,” Sarah recounts. “I always stay one step ahead so clients can have confidence and be relaxed, knowing I’m looking out for their interests and anticipating any bumps in the road. I keep things smooth and as worry-free as possible.” In addition, Sarah brings an expert’s insight to her practice, passing that firsthand experience on to her clients. What’s more, as a twenty-year resident of the area, Sarah’s understanding of the local inventory and market equips her clients with invaluable perspective, a priceless advantage in today’s competitive market.

As for keeping in touch with clients both past and potential, Sarah favors a personal approach. Whether she is driving by a familiar neighborhood where a client lives and reaches out by phone, or if she is following up through holiday cards, quarterly calls, or by e-mail—Sarah never forgets the individual or family at the heart of every transaction. A decidedly twenty-first-century agent, Sarah makes use of the leading digital listing platforms to publicize the properties she is responsible for, astutely recognizing that today’s modern homebuyer will likely first encounter a home online. Additionally, as an experienced photographer herself, Sarah has a keen eye for spaces, a talent she is able to pass along to clients in order to ensure that each property makes the ideal first impression.

Perhaps the most important advantage Sarah offers her clients—and the team of agents she leads—is her experience and 22

understanding of the market, having worked in multiple roles within the industry. To Sarah, problem solving is not only one of her strongest skillsets, it’s also her favorite part of the job. “I really like putting the puzzle together and making sure all the pieces fit,” Sarah says. “Much of the work I do is behind-the-scenes, solving problems before they arise and making sure the transaction works smoothly. Piecing together a deal can be tricky sometimes, but getting my clients exactly what they need is so rewarding.”

Extending her spirit of service to her community, Sarah takes part in a variety of local boards and committees, providing her a holistic perspective on the market—as an agent, a manager of agents, and as an involved community committee member herself. In her free hours, Sarah hones her photography hobby, while she also enjoys playing the piano, crocheting, and spending quality time with family and friends.

Looking ahead, Sarah has aspirations to further develop her role as an agent, with a plan to grow her business threefold in the next five years. She also has hopes to expand her team, while maintaining the quality customer service her clients are loyal to.

Her most ambitious goal? To leave a positive mark on the real estate industry. “I’m goal-driven. I don’t just want to be part of an industry; I want to know how it works. If there’s an aspect of it that I feel can be improved, I want to be a part of the force that changes it,” Sarah reflects. “I want to make things better and have a productive, client-driven business.” Having earned five years of proactive, hands-on experience in an ever-changing industry—along with a philosophy grounded by knowledge, competency, and a devotion to her clients’ needs—the years to come are bright with promise for Sarah Casey.

To learn more about Sarah Casey e-mail sarah@hamilwood.com or call (405) 631-2882 Copyright Top Top Agent Agent Magazine Magazine

Shut Up and Sell

By Mark Hunter

Contrary to popular belief, to be a successful salesperson, it doesn’t matter how much you know about your product or service. It also doesn’t matter how much of an industry expert you are. It doesn’t even matter how great your mother thinks you are.

The only thing that really matters to be successful in selling is your ability to shut-up and listen.

On numerous occasions, everyone in sales has heard how important it is to get the customer talking, so it’s imperative that they have an arsenal of great questions to ask. Despite trying to follow this guideline, every salesperson seems to overstate the amount of time they believe they allow the customer to talk. The many interviews I’ve conducted over the years with customers and salespeople alike confirm this reality. Therefore, salespeople need to take a step back and consider their sales presentation.

To talk less means you have to ask questions that truly engage the customer. However, this doesn’t mean you need to develop complex questions. Instead, the best tactic is to ask Top Agent Magazine

shorter ones. Long questions tend to result in short answers, while short questions will generally result in long answers. An example of a great short question is, “Why?” In my opinion, there isn’t a better follow-up question you can ask after the customer has shared with you some information.

Consider how your customers would respond to other short examples like, “Can you elaborate on that?” and “Could you explain more?” These shorter questions elicit detailed responses and that’s just what you want.

On the other hand, asking complex questions often tends to perplex customers. Because they are not sure what you are looking for, they respond with the universal answer representing total confusion, “What did you say?” Questions should not be your means of showing your customers that you are an expert. Save that for your statements.

When preparing your sales presentation, a guideline I subscribe to is to limit yourself from talking for more than 20 seconds at a time without asking a question. The question you ask should be one directed at the 23

comments you just made. By doing so, you’re checking with the customer to see if they understood what you just shared with them. Again, this is something many salespeople overlook. They get caught up in sharing with the customer their expertise and the features of their product or service and forget all about what the customer is thinking. Even if your product or service requires a complex presentation, you should still follow this rule. Whether you’re selling software, high value medical equipment, or technical tools, it’s essential to check your clients understanding by asking a question every 20 seconds.

Your goal on any sales call is to talk only 20% of the time. To help ensure that this takes place, you have to plan ahead. Before you start developing your sales presentation, create your list of questions. This is contrary to the pattern of most salespeople who often spend a substantial portion of their time developing their presentation and, at the last minute, develop their list of questions. Consider that if you’re expecting to have a 20 minute presentation, you should have 40 questions (2 questions per minute).

Even though you may not use all 40, you’ll definitely be more prepared.

In addition, you’ll be able to pick and choose which ones you want to ask. If you’re following the rule of asking 24

short questions, you’ll ensure that the customer is doing most of the talking.

You’ll learn valuable information that will help you better understand the customer’s needs.

If you want to move your questioning process to the next level, make half of the questions you ask be ones that help the customer see and feel the pain they have. By doing so, they will be much more open to receiving your solution. For example, if you’re selling computer back-up systems, you might ask, “Can you explain to me what happens when data is lost?”

This short, concise question is designed to get the customer thinking about the risks they face. Furthermore, the beauty of this type of question is that no matter what the customer’s response is, some good follow-up questions will naturally arise.

By adhering to these guidelines, you will be able to see dramatic results in the number of sales you are able to close. As simple as it sounds, the more you shut up, the more you’ll sell. And, the easiest way to achieve this goal is by asking more, short questions. So, shut up and sell!

Copyright© 2014, Mark Hunter. All rights reserved.

Top Agent Magazine

ROBERT COOPER

Robert Cooper has been in real estate just four years, but his repeat and referral rate is already a phenomenal 80 percent.

How does he do it? “The biggest thing,” he says, “ is making sure I stay on top of everyone’s mind!”

Robert does a lot to keep himself out there, including advertising in the free weekly that goes to three counties surrounding Fredericksburg. “People see my real estate logo and then they remember me when they want to buy or sell,” he says. He’s also active on social media—never with a sales pitch, but with information about how he’s accomplishing what clients want.

He grew up in the area, so most of his clients are people he already knows. He has a huge sphere of influence.

Staying in front of people is one thing, but another, perhaps even more important, is that Robert treats people right. “Everybody’s situation is different,” he says. “You have to tailor what you do to that individual person, rather than putting them in a box.”

While he never “puts people in a box,” he does help them with boxes. He recently took the unusual step of buying a full-size commercial box truck (and insurance policy) that he loans to clients at no charge to save them the expense of a moving truck. He’s planning to wrap the truck with his personal advertisement very soon. “I’m never one to shy away from spending money, if it makes the process easier,” he says, “or do something unique from a marketing perspective. That’s part of the fun.”

Robert has always had a preference for people-oriented work, starting out as a sales consultant at CarMax. Then he did home inspection work, but his interest in real estate overshadowed it. He wanted to have his own business and invest in property.

As a home inspector he had spent time with real estate agents and was familiar with the industry. He took a class online, got his license and went from there! Now Robert serves the Fredericksburg area and surrounding counties of Stafford, Spotsylvania, King George and Caroline. He has a full-time assistant and a few referral partners to whom he gives leads.

Today much of Robert’s business is listings. Since everything on the MLS goes to all the websites, he focuses on content.

From professional and drone photography to videography, he makes certain each listing is high concept and well presented.

For example, he did one full-production video showcasing a riverfront listing using stage actors to illustrate the property’s possibilities. “I told the local videographer what my vision was,” he says. “I had seen high-end videos in Los Angeles and New York and I wanted to see what would happen. I like to stay on the cutting edge.”

As much as he enjoys the creativity of marketing, his favorite part of the business is helping people find a home. “It’s a fun, happy experience at the end,” he says, “especially if the buyer is someone I know.”

Whether he’s volunteering at his local church or helping a local charity, Robert enjoys being of service. Since he works hard, in his spare time he likes to fish, camp or go to the beach.

Robert is very satisfied with his real estate progress and plans to continue facilitating his transactions with the same high-quality level of service, while gradually expanding the number of referrals he gives other agents. The old adage “If you light a lantern for another, it will brighten your own way” describes Robert Cooper to a T.

For more information about Robert Cooper of Arista Real Estate, Fredericksburg, VA, please visit HomeSearchFredericksburg.com, call 540.654.8308 or email BuyWithRobert@gmail.com www.

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JIM EMMER / EMMER REAL ESTATE GROUP INC. After 30 years in the industry, Jim Emmer has become recognized as one of the most respected names in Wisconsin real estate. And to think, he started his career almost by chance. “In 1985 I saw an infomercial about learning how to buy real estate and becoming an investor. It really intrigued me, and I ended up getting my license in ‘86.” At the time he was also working on his family’s dairy farm, so he essentially had two full time jobs. “My real estate business took off faster than I expected, and soon I had to focus exclusively on that.” Four years later, he started his own team, and in 1999 he opened Emmer Real Estate Group.

“We’ve been growing year after year ever since.”

Emmer Real Estate Group is currently one of the premier boutique agencies in Wisconsin, with two offices, serving the West Bend and Green Lake areas of the state. Emmer’s team consists of 19 total, 9 of which are outside sales partners. “I set up a structure that maximizes everyone’s top skills. Everyone has their specialty, and I bring it all together to make the business happen.” He personally lists about 100 homes each year while also managing all marketing strategies. “We put customer service first, and with the systems we’ve implemented we can provide service levels that are truly unsurpassed. Nothing falls through the cracks. We’re always striving to do better, and for that reason we have a high repeat and referral business rate. It’s been a really successful overall business model.” Last year the Emmer team closed and pended 210 transactions.

Emmer counts discipline and integrity as the keys to his success, both of which he credits to his father. “Earning our client’s trust is important to us. They’re putting us in charge of what’s usually their largest asset, and it’s our job to maximize the dollars for them.” To set himself apart, Jim invests in continuing education. He’s worked with select real estate coaches for the past 25 years. “Training with the industry’s most top-producing agents has helped me stay on the cutting edge of technology and industry innovations. I’m constantly studying the market, not just my own, but across the country. I keep an eye on the trends. My experience, in-depth knowledge, and coaching has a lot of value. I can negotiate deals that bring more money to my clients.”

Giving back to his community is also important to Emmer.

He sets aside a portion of his budget every year in order to support local charities and events, including his yearly Coats for Kids drive. He also donates a portion of every commission to the Citizens Advocates of Washington County, a local organization that helps adults with disabilities.

Despite so many years in the industry, Emmer still gets excited about the business, and is always looking to learn more and expand his reach. He’s even considering a Milwaukee office in the near future. “I really love helping people build wealth through homeownership.

I’ve gotten a lot of satisfaction over the years seeing how my clients not only build wealth, but also retire on it. It’s a creative, energizing business, and I’ve had a lot fun along the way.”

To learn more about Jim Emmer and Emmer Real Estate Group call (262) 629-4747 x113, email jemmer@emmerrealestate.com, or visit emmerrealestate.com www.

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Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections.

For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money.

THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise.

If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price.

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THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process.

As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home.

Be sure to attend the inspection or assign a proxy if you’re out of the area.

Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts.

HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results.

Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations.

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STEVE KECHICHIAN Agent Steve Kechichian of Rodeo Realty may only have three years of experience under his belt, but he’s already making quite a mark in the highly competitive world of Los Angeles real estate, where reputation is everything and integrity can make or break a career.

Steve, who spent his first two years in the industry selling all over the LA area, now focuses his efforts primarily on the tony neighborhoods of Encino, the Hollywood Hills, Beverly Hills, Bel Air and Brentwood. His reputation for the highest possible client service precedes him, and his business is currently based almost 90% on referrals from satisfied clients who have come to trust and depend on Steve for the steady and honest guidance he provides.

“If there’s one thing that I believe in,” says Steve, “It’s going that extra mile for my clients. I think of that extra mile as an investment in my future, and it always pays off.” Going above and beyond is routine for the dedicated, enthusiastic Steve. “I do things a little different from other realtors, and I’ll even do things that aren’t necessarily my job. But I’ll do it anyway because my clients are that important to me.”

Steve found success quickly in the business, selling his first home within a month of starting out, and obtained his first million dollar listing that same year. Last year, he closed a staggering 17 transactions worth over ten million dollars.

This year, he is on track to quadruple his business, based on additional business from foreign investors. “I’m very

motivated,” Steve explains. “I have an action plan and I follow it. I don’t just talk about action, I do the work.” This hard work and focus has also resulted in Rodeo naming him among their top producers from a field of over 1,100 agents.

It’s about much more than the material success for Steve, however. His enthusiasm for servicing his clients transcends the business world and lands squarely in the realm of the personal. “I think one of the biggest things I get a kick out of is watching the excitement of my clients, whether they’ve just sold their home or bought a home.” Steve is egalitarian in his approach, as well. Every client receives the same VIP service, regardless of the size of the transaction. “I make sure everyone is happy,” he says. “I want my clients to brag about me. It’s one of the greatest marketing tools that I have.”

When he’s not working, Steve can be found relaxing with friends at local cigar lounges, or on a regular basis at his gym. “I just like to catch up with friends and take it easy,” he says. He is also looking into future opportunities to give back to the community that has been so good to him and his career.

As for the future of his business, Steve is as professional as ever. “I have a short-term plan, and a long-term plan.

By the age of thirty I want to be a millionaire, and I want to become one of Los Angeles’s top agents. His long-term goals involve commercial investment, but not at the exclusion of being an agent, which is truly his passion in life.

“I love what I do,” Steve reiterates. “My clients can see this in me. It’s one of the biggest things that sets me apart from my competitors.”

For more information about Steve Kechichian, please call 424-284-9051 or email SteveK@RodeoRE.com Top Agent Magazine

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MATT MAURO For Matt Mauro, real estate was always a dream career. He knew early on that he would pursue it, and jumped in as soon as he could at age 18. “I wanted to own real estate, so I thought I would start by getting my license,” Matt explains. As an agent, he worked under great mentors, and was able to start purchasing property at just 23 years old. While he was flipping houses, he continued working as a Realtor, and by 2006, he was at RE/MAX in Des Moines. He became a managing partner of RE/MAX REAL ESTATE CONCEPTS in 2008, and purchased the entire company with three partners in 2016. Today, he is growing faster than ever before. With about 40 percent of his business being made up of referrals or repeat clients, it’s clear he’s going above and beyond expectations.

“If I don’t earn their referral business, I believe I failed,” he says. Matt truly values the relationships he has with his clients, often showing his appreciation through parties or gifts.

“I follow up with them every month and stop by their houses twice a year to make sure we’re maintaining contact.” But it’s also easy for him to stay in their minds through the exceptional experience he provides them when buying or selling.

“They really value me for my knowledge, since I’ve been flipping homes for 22 years, I can point out all the bad or good in a home quite easily,” he explains. “My buyers have benefited from my extensive knowledge. But my sellers have, too, as I can make sure we are positioned in the market and look at their listing from a buyer’s standpoint.”

After the transaction, clients don’t hesitate to spread the word about their time with Matt. One recent buyer said, “Being a first-time home-buyer, there was a lot that I didn’t know. Matt Mauro made the process easier than I could have imagined. What was most helpful for me, was Matt’s honesty and overall physical/structural knowledge.

He helped to point out both the good and the bad, and was very straight-forward. The buying process was VERY smooth and easy, and I felt like Matt did more than his fair-share in making the purchases happen. Matt utilized all of his resources to find the right house for me, and I don’t feel like I would have gotten the house that I did without him. I will be calling Matt first when I am ready to consider a new property.”

Aside from Matt’s commitment to real estate, he is also active in the community. Grateful for his ability to give back, he and his team created non-profit Concepts Cares, which focuses on helping local charities. Every month they host an event which raises money for a specific cause, ranging from animal rescue to gathering clothes for those in need.

As Matt looks towards the future, he’s excited to continue growing. He loves every minute of his work, and although he would someday like to retire, he knows that his passion for this industry is too strong to do that any time soon.

“Every day is a challenge, and I love being an owner, being able to recruit agents and do hands-on training. I am motivated by that. But it’s also incredibly rewarding to become lifelong friends with the people I meet, and to be a resource for them.”

For more information about Matt Mauro please call 515-779-3469 or email matt@realestateconcepts.net 30

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

2

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

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can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

4

Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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GENE MECHLING As an Associate Broker with Keller Williams in Reston, Virginia, Top Agent Gene Mechling of Gene Mechling & Associates has been in the real estate business since 2005 and brings to the table an extensive 25-year background in the financial services industry. As part of Keller Williams Realty, Gene has access to an infinite amount of resources and tools to assist each and every one of her grateful clients.

A former employee of Wells Fargo, she left the bank when her last child went off to college, and obtained her real estate license. “I haven’t looked back since,” she says. Serving a wide range of clients throughout Northern Virginia, Gene does not limit herself to one geographic area. Instead, she goes where her clients need her. She is also licensed in D.C. “My willingness to go pretty much everywhere has given me experience in a lot of different neighborhoods and markets,” she says. “I’ve found it very valuable to know much more about the individual parts and how they relate to the area as a whole.”

Gene has built a loyal client base that has resulted in a business that is comprised of more than 90% referrals, and she credits the personal touch she provides her buyers and sellers.

“I try to be sensitive to all my client’s needs,” she says. “I treat each one individually, and each one is a priority. I take this business very personally.”

Educating herself - and her clients - is paramount to Gene. A member of the Council of Residential Specialists, an Accredited Buyer Representative, and a Certified Luxury Home Marketing Specialist (among others), she is able to pass along her knowledge to all of her satisfied clients. “I have a lot of designations,” she says. “I find it extremely important in

helping me grow my business. Each designation has added a different dimension to my business. For example, when the market shifts, I shift too. When there were a lot of foreclosures and short sales in my market, I became a Certified Distressed Property Expert.”

Gene’s genuine concern for her buyers and sellers is evidenced by the number of friendships she has built with past clients.

“I’ve built close relationships,” she says. “I take each one very personally, and try to be very available to them. I want their experience to be very good, want them to ask me whatever questions they want, even after the transaction is over. I want my clients to feel comfortable using me as a resource.”

Helping her clients is what Gene enjoys most about what she does. “I like helping people, educating them, and I like working with the different age groups, too. Some of my business sphere is my age group, which is starting to downsize, and they have kids who are now buying their first homes or need advice. I just enjoy the whole spectrum of family and relationships and how it all fits together.”

Philanthropy and giving back to her community is part of her ethos, as well, and she regularly participates in Keller Williams Red Day, like helping build a backyard playground for a child with cancer. She also raises money for various charities by participating in marathons, walks and even a triathlon. When not working, Gene enjoys going to the movies, attending live theatre productions, and spending time outdoors. Being with family, however, takes priority.

As for the future, Gene plans on continuing to grow her business while sacrificing none of the care and attention she provides her clients. She has a philosophy that she adopted long ago and has served her in good stead: “Take care of the customer and your business will be rewarded.”

For more information on Gene Mechling, please call 703-599-8894 or email mecproperties@aol.com Top Agent Magazine

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STEVEN NARDINI Born and raised in the North Arlington, New Jersey area, Steven Nardini is a bona fide expert in his market. His family has been in the business for over 30 plus years, and decided to open up their own office about two years ago. It was five years ago that Steven went for his real estate license, but once his family opened up the brokerage, he began to pursue it full-time.

Steven’s need to serve others has always been apparent. “In a past career, I managed an upper scale restaurant seven nights a week. I have always been in the service industry,” he explains. Having the chance to work in real estate has been a dream come true for Steven. In 2016, he had his biggest and most successful year yet. He is the head of the Nardini Real Estate Team, and is continuously hiring and training new agents. “We’re not corporate, and that’s a big reason people choose to work with us,” Steven says. The Nardini Real Estate Team provides personal, individualized service to each and every client that comes their way.

“What sets me apart is my work ethic, attention to detail and superior service.” Steven understands that buyers and sellers have options when they are looking for a real estate professional. He stands out, as he understands how to provide careful and considerate service to his clients. “That just comes naturally for me, especially with my background,” he says. After the transaction is complete, he follows up with them, and also stays in touch through various events around town. “I have a pretty big family in our small town.” We own two small businesses, my siblings and I all went through our local school system and we are members of the church as well. It’s a one-square mile community, so we’re very tight-knit,” Steven explains. Word spreads fast about his

work, with past clients eager to spread the news about their experience with Steven and his team. He is able to work and advertise his services in over 15 different zip codes!

When it comes to marketing, he relies heavily on video advertising, virtual tours, and virtual reality tours. He also has one of the most viewed Zillow profiles in the area, where his reputation is backed by dozens of 5-star reviews.

One buyer said, “Steven Nardini is a very knowledgeable Realtor. He showed me a couple of properties that were a perfect match between my budget and what I’m looking for in a home. I’m still currently working with him in finding my dream home, but if you’re looking for someone who respects your time and meets your criteria, I recommend him to anyone. I’m proud to call him my Realtor.” Another client raved, “I can not say enough about Steve’s service. He helped me sell my home of 41 years and buy a beautiful new condo at the same time! He made this huge decision and transition so stress-less for my family and I. He has an excellent work ethic and made himself available literally at all times. He answered every single question we had. He had a list of great local vendors that helped us repair items and move us in quickly. My attorney even commented on Steve’s professionalism the day of our closing! It was an absolute pleasure to work with Steven and I will recommend him to every person I know.”

Looking towards the future, Steven is excited to be featured on HGTV show “House Hunters” in the Spring of 2017. It’s clear real estate is his passion, and he can’t imagine doing anything else. “This is the most important decision in their life. It’s big, and for me to be able to be apart of it, that’s such an honor.”

For more information about Steven Nardini, call 201-889-4277 or email snardini@starrealestateagency.com 34

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How To Send

SMARTER EMAILS

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 contact’s attention. Let them know they are welcome and that you appreciate their interest.

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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.

4.

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.

5.

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.

6.

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.

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ALICIA PARKER Top Agent Alicia Parker of Chinowth & Cohen Realtors in Tulsa, Oklahoma has twenty-four years of solid experience under her belt.

Currently among the top 3% of all realtors in Tulsa, Alicia has built a reputation for being among the most solid, dependable and honest agents working in the industry today.

A college graduate with a degree in Fashion design and experience in interior design, her career took a detour while working for a master planned community for the developer. He offered to pay for her real estate licenses in exchange for Alicia’s assistance with selling homes and the rest is history.

Working solo as opposed to being part of a team appeals to Alicia, as her commitment to personal responsibility is paramount to her incredible work ethic. “I don’t play well with others,” she jokes, “so it’s easier for me to just do it all myself. If I say I’m going to do something, I’m going to do it. My clients can count on me.”

Selling primarily in the Tulsa Metro area, Alicia’s sterling reputation has resulted in an incredible rate of return and referral business that exceeds 94%. “That’s the majority of my business,” says Alicia. “I think it’s the personal touch that I provide my clients, that’s what keeps them coming back to me, year after year. They appreciate the follow up, hand-holding and advice I provide for them.”

I’ve always done my business: very family and communication oriented. It’s all about relationships for me.”

This glowing five-star Zillow review is an example of the care and attention Alicia provides: “Alicia was always there for us whenever we needed her. She sold our house quickly and we received a very good price for it. Whenever we needed information or an explanation on something she was prompt to give us what we needed. She was not just a wonderful realtor but ended up being a friend. Would definitely use her again and would not hesitate to recommend her to anyone needing to buy or sell a home.”

When she’s not working, Alicia loves traveling and spending time with her husband and family. She is also a literal soccer mom to her son Rowdy, 16, a competitive player.

She also gives back to her community via volunteering at a local food bank, and plans on becoming even more active charitably once her son has left for college.

As for the future of her business, Alicia has no major changes planned. Instead, she simply wants to focus on continuing the excellent client service that has become her stock in trade.

“I always try to do the right thing,” she says. “It’s important to me, because that’s how I was raised, and it’s how I became successful.”

Though every aspect of her client service is top-notch, that personal touch is perhaps the number one thing that sets Alicia apart from her competitors. “I’m not the kind of agent who jumps all over the latest and greatest technology gimmick,” she says. “I believe in tried- and-true customer service. Nothing can replace that. I really take care of my customers, and everything I do is based on what’s in their best interests, even if it means I’m not going to close a deal.”

Long-lasting friendships are often the result of such client care, and Alicia will send out holiday cards, birthday cards, and do whatever it takes to make sure the customer knows she cares about them. “I try to make sure I become a part of their family immediately after the deal is done. That’s how Top Agent Magazine

For more information about ALICIA PARKER, please call 918-231-5995 or email AParker@cctulsa.com Copyright Top Agent Magazine 37

DAN PAYNE For Dan Payne, real estate was the natural choice as his career path.

After graduating from college with a business administration degree in 2013, he decided to become an agent. Dan began working at a brokerage in Wisconsin, and today he works with Oevering Real Estate Group. With over 125 transactions completed over the last three years, he has developed an extensive knowledge about the industry, and is able to help anyone and everyone with their real estate needs. Serving New Richmond and surrounding areas, he works on his own, ensuring each client is getting superior and individualized service.

What sets Dan apart from others is his commitment to serving his clients. “My business is very customer-service focused. My brand is all about convenience and customer care,” he says. Throughout the transaction, he stays in communication with his clients, letting them know every update along the way. “It’s important to stay in touch. If you take care of someone the first time around, there’s a good chance they will come back to you again.”

Once the transaction is complete, his clients leave glowing reviews about their time together. One buyer said, “My wife and I purchased a home with the help of Daniel in October of 2015. Dan was with us every step of the way making recommendations and answering any questions we had. He met us anytime that was convenient for us and was always available. Dan was great to work with I would

recommend him to anyone especially new home buyers like us he made the process very easy!” Another said, “We met with Dan right away when we decided to get a house built. We looked at various lots that would work for us, that Oevering Homes owned. We went through prices and extra costs, which I questioned a lot of things and he was good about answering. He was very easy to communicate with and was good about finding answers if he didn’t have them at the time of asking. As we are about ready to close on our house, he has done a good job about having paperwork together and organizing everything.”

Specializing in selling new construction, Dan is able to market his listings through other agents. “I have built a lot of agent relationships,” he explains. He also posts on social media sites and hosts many open houses. All homes, whether new construction or not, are professionally photographed.

When Dan isn’t working, he’s spending time with his family or giving back to the community. He is involved with Feed My Starving Children, and also is starting to host happy hours for vendors and clients. His favorite hobbies include golfing, hunting, and fishing on occasion.

As he looks towards the future, he is excited to continue expanding, hoping to soon receive his broker’s license.

Dan also wants to start serving Minnesota, and is just beginning to take courses to become licensed there. But no matter how much he grows, he will always be grateful to work in his dream career.

For more information about Dan Payne, please call 715-222-3167 or email Dan@oeveringhomes.com 38

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Why Flexibility Hurts (Not Helps) Your Ability to Close Sales Deals

By Kendra Lee

For many sales reps, being flexible throughout the sales process seems like the best, consultative approach to establish a strong prospect relationship and win more sales. Rather than suggest what a prospective client should buy, reps opt to empower the client to dictate their needs. In doing so, the thought process is that reps convey patience and a commitment to ensuring the client gets exactly what they want, which will in turn improve their chances of closing the deal.

Here’s what that approach accomplishes instead: Slower buy cycles and lower closing ratios.

Truth is, most buyers don’t know exactly what they need from you.

Sure, prospects know the outcome they want to achieve. They might even have an idea of which tools or services might help accomplish it. But they don’t know which specific products, services, or solutions will get them there. Other prospects know the outcome they want to achieve, but have no idea how to get started, let alone which products, services or solutions to look at.

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Either way, to achieve the outcome they’re aspiring to, buyers often look to you to guide them toward the right decision.

When you don’t provide that guidance, it stalls the sales process and dramatically reduces closing ratios. Here’s why: 1 Flexibility doesn’t empower buyers — it confuses them 2 Forcing work on to your buyers typically causes them to look elsewhere for someone who can figure out how exactly to address their problem In both cases, your performance suffers.

Ultimately, buyers — particularly in the earlier stages of their buy cycle — don’t want total flexibility or the freedom to choose any possible solution.

They want, and need, guidance from you to navigate toward the right one.

When you provide that definitive insight in the early stages of the buying cycle, customers gain confidence that you’re the right person to get them to where they need to be.

To put it more bluntly, being “flexible” is a cop out. It might make you feel better, but it’s not helping prospects.

If you really want to empower small and mid-size businesses to make meaningful change, you have to be willing to make a definitive, confident recommendation and show prospects a clear path to addressing their problem.

When you do that, you’ll close sales faster and your clients will be happier.

They’ll get what they need (and want), and your closing ratios will trend in the right direction.

Copyright©, 2016 Kendra Lee. All rights reserved.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.)

Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies.

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GLENN STAKEM Now one of the most successful agents working in Northern Virginia, Glenn Stakem, originally didn’t consider a career in real estate. “In 2006, I owned a successful sales business. My Aunt and Uncle were the owners of three RE/ MAX firms and were always trying to convince me to join them. I finally decided to give it a shot. I started in an entry level position, then worked in commercial property management, before moving over to residential sales. It really has been the perfect career for me.

It combines my entrepreneurial side with my people skills to great effect.”

of listing it is. I do everything it takes to find the right buyer for the property.”

Serving Loudoun and Fairfax Counties, Glenn has consistently been a top producing agent. He was in the Top 100 RE/MAX Agents for 2015 in the state of Virginia and was also named one of the Dulles Association Of Realtors® Top Producers for 2015 & 2016. In 2016 he was named to the RE/MAX Hall Of Fame.

Glenn wants to continue seeing his business grow and is looking to get more into the luxury and commercial markets in the next year. But for him, it really is about the people.”I love getting to know people. Yes, I’m in business to make money but it’s also about helping people and having fun during the process.”

Although Glenn’s primary focus is on residential he still works with rentals and has had great success converting those clients into eventual buyers, something he is particularly proud of. “It’s really a testament to treating everyone the same. Renters become buyers, and people buying starter homes move up one day.”

Glenn has recently become active with the Dulles Association of Realtors, and is on the Young Professional Network Committee (YPN). He also donates to several local charities including Mobile Hope, an organization that helps homeless teens. In his free time, he enjoys being with his family and is an avid snowboarder.

With his personable approach to sales, it comes as no surprise that 90% of his business is referral based. Glenn is quick to credit his ability to build long lasting relationships for much of his success. “My whole business is about treating every person with the same level of service, whether it’s a rental or someone buying a $3 million house. I’m dedicated to providing an unsurpassed level of service and I make myself accessible 24//7 for my clients. I’m willing to go the extra mile to make a deal happen, even if the other side isn’t pulling their weight. I’ll step in and make it happen. I’ll guide them through the process, educating them along the way, so there’s no surprises. My goal is makes things as stress free as possible My clients really become friends, and those relationships last long after the active transaction. My goal is to make their experience as stress free as possible. My clients become friends, and those relationships last a lifetime.”

Another aspect to his high level of service, is the comprehensive approach Glenn takes when marketing a listing.

“It all starts with high quality professional photos and videos. I’m starting to do more walkthrough videos as well.

Then I really target my marketing depending on the type Top Agent Magazine

To learn more about GLENN STAKEM call 703-727-9207 or email gstakem@myselectproperties.com Copyright Top Agent Magazine 41

JENNIFFER TAYLOR After graduating from Pepperdine University with a degree in advertising, one of the first jobs Jenniffer Taylor undertook was in real estate, leading marketing efforts for an elite San Diego firm. After a few years building solid industry experience, she decided to become an agent, and began working with one of the top agent teams within the company, where she could learn the ropes from the best. That was eighteen years ago. Now, with almost two decades of hard-won industry experience from all angles, Jenniffer’s ethos is one fixed on exemplary client care and considered execution.

Jenniffer’s residential real estate talents extend from first time buyers to multi-million dollar sellers. Her expertise range includes all residential properties, from single-family homes and condos, to equestrian ranches and even vacant land in the San Diego area, recognizing that many modern homeowners are in search for land to build their dream property upon.

Guiding clients toward their homeownership goals is the leading motivator of Jenniffer’s professional philosophy, and with a 50% rate of repeat and referral clients, Jenniffer’s ability to deliver results is unequivocal. What’s more, her approach to the agent-client relationship prioritizes forthright communication, adaptability, and coaching—sure to keep her clients empowered by information throughout the transactional process. She also makes herself as accessible as possible to those she works with, instilling a sense of comfort and confidence that their advocate is easily reached, clearly communicating, and always a step ahead. Likewise, Jenniffer keeps the personal squarely in the forefront when navigating a deal, never forgetting the individual at the heart of every negotiation. “When you’re showing

a home and your client and their family know it’s the home they’ll buy and love—it’s the best part of what I do,” Jenniffer recounts. “Being able to witness the emotional bond made between a client and home, and knowing you’ve been part of that family’s cherished moment is so gratifying.”

As for her marketing efforts, Jenniffer favors a twofold approach, blending the traditional with the modern. A twenty-first century agent, Jenniffer makes keen use of social media’s vast reach, in addition to a variety of digital listing platforms to ensure that each and every property she represents makes a memorable first impression. In that vein, Jenniffer incorporates professional photography, the occasional aerial photo shoot or video tour, and personalized online listings to publicize her properties. Jenniffer also integrates print campaigns and mailers to ensure her clients’ are best represented across all mediums.

In her coveted free hours, Jenniffer is kept busy by her family, attending a variety of sporting events, from Muay Thai to Little League. She extends her spirit of service to the community by volunteering within the local school district each week, and assisting students in the Arts Attack program. Jenniffer and her family enjoy staying active throughout the scenic San Diego area, hiking, visiting the world class San Diego Zoo, and spending time at the beach. She also makes time for her three German Shepherds, beloved members of her tightknit family.

Looking ahead, Jenniffer has plans to continue her business’s upward trajectory, with her family’s future in mind. Additionally, she has ambitions to grow her professional team, assembling a collective of likeminded professionals to expand the hallmark client care she is known to provide. Having earned well-rounded experience in the industry for more than a decade, Jenniffer is more poised than ever to continue her exemplary service, diligently working toward a future bright with promise.

To learn more about Jenniffer Taylor, visit SDRanchandCoastHomes.com, e-mail jentaylor1993@gmail.com or call (619) 892-6773 www.

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Great Pacific Escrow is proud to congratulate

Jenniffer Taylor

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

Pamela Cross | Escrow Officer/Branch Manager 8318 La Mesa Blvd, La Mesa, CA 91942 619-567-6292 – Direct | 619-567-6290 – Main pcross@greatpacificescrow.com greatpacificescrow.com www.

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mailto:mag@topagentmagazine.com

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