Nationwide 5-7-18 by Top Agent Magazine

NATIONWIDE & INTERNATIONAL EDITION

GOOGLE ADWORDS: How to Make Google do the Work for You 8 Things SUCCESSFUL PEOPLE NEVER DO 3 TEAM BUILDING EXERCISES to Revitalize Momentum in the Office

COVER STORY

COREY BURR

FEATURED AGENTS

JOHN BURGAN COREY BURR MARCELLA CHRISMAN BOB GRESHAM ROSS HARDY PAUL HENRION STEPHANIE MCLEOD DIANA MEDINA LUCIA PISCOGLIO MARNI RICHARDSON SARAH RUDINOFF BRENDAN WRIGHT

NATIONWIDE & INTERNATIONAL EDITION

Angela Guyot is proud to congratulate

Sarah Rudinoff

BOB GRESHAM 13

Army, Bob Gresham state in Kansas City on being featured for the state of Washington in Top Agent Magazine! 29 JOHN BURGAN30 25 ame clear Bob was y, and he soon won w leads The Gresham of eight agents supfice manager and a CONTENTS training director. He 19) 8 THINGS 4) GOOGLE 27) 5 THINGS YOU ADWORDS: HOWand TO SUCCESSFUL PEOPLE CAN DO TO d in both Kansas GOOGLE DO NEVER DO ACHIEVE YOUR entireMAKE Kansas City THE WORK FOR YOU BIGGEST GOALS ce in each state. “We 23) 3 TEAM 10) 5 TIPS TO GET BUILDING EXERCISES 31) 3 WAYS JOINING s on each side of the TO REVITALIZE NEW CLIENTS A PROFESSIONAL IN ORGANIZATION CAN ays. His team is cur- MOMENTUM THE OFFICE MAKE YOUR BUSINESS he KC Metro area and the nation. “WeBETTER are ill anyPhone clients need, it for a luxury home How do Bo 888-461-3930 | Faxbe 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com re small enough to stay deeply involved in able,” he sa ccess.” listing on m capture info To learn more a burgan visit e Gresham Group’s business comes from create high email johnb@bur SARAH RUDINOFF

COREY BURR

MARCELLA CHRISMAN

Licensed in 1972 and a Broker/Owner since 1977, Realtor John Burgan has seen it all. Having worked through a challenging market when the steel industry declined in the 70s, combined 6021 244th St SW, 1st Floor, Mountlake Terrace, WA 98043 with the record-breaking interest rates of the 80s, followed by the 6-year moratoAngela Guyot | Senior Mortgage Banker | NMLS #487455 rium on natural gas—there were several Office 425 - 921 - 3135 | Mobile 206 - 795 - 6963 challenges, Burgan UnbelievJOHN BURGAN BOBrecalls. GRESHAM BRENDAN WRIGHT angelaguyot@umpquabank.com | angelaguyot.com able, is the word he so often uses to describe the experience. August 20, 1977 was Burgan Real Estate’s debut. Along with fellow Realtor Leon Turek, they opened their office at 4800 Market Street. The building’s owner, Attorney Leo Waldman, rented them the office space with no lease. At the time, Leo’s words were: “I like you guys, but I know it’s going to be tough making it in real estate, and I don’t want you to be under the pressure of a lease.” Even Burgan and Turek’s former broker warned them they’d never make it, and after Youngstown Sheet and Tube, with 5,000 employees, called it quits 30 days later, “We had all the confidence in the world,” remarks Burgan. www.

www.

John Burgan, along with Leon, weathered a lot of storms the past 40 years, and turned that success to the next generation in 2017, both remaining full-time with Burgan Real Estate as sales associates. The business was sold to Patrick Burgan (John’s son) and Sue Filipovich (Leon’s daughter) who have hit the ground running. Together, the new leaders have improved training, technology, marketing, agent retention, and recruiting. The results have been “Unbelievable,” remarks John. “I’m proud to say their first quarter in 2018 was the best in the 41-year history of the company. Patrick and Sue’s support staff is second to none, and blends the very best in digital marketing, with a huge online presence, along with providing technology that is at the agent’s fingertips.”

closely with our Realtors comp helping every customer and clien

John is the only Realtor he know to sell real estate. “I consider th or in other words unbelievable heard when I arrived was: why are better places,” he recalls. “I had not lived anywhere else lik comparison. I love this commu leave—except for vacations requ

John, a graduate of the Universi Jackie Roche, and has two chi Kentucky with two children, w Lindsey, and lives one block awa ment is extensive. Currently h Business Bureau, a member of Rotary, and The Regional Cham Youngstown Columbiana Assoc Boardman Rotary, Youngstown Habitat for Humanity. John ha boards, including Park Vista, Youngstown Playhouse, United John is a graduate of the first “Yo received numerous awards inclu Chamber of Commerce’s Busine Civic’s Professional of the Yea tion for Saving a Life. Professio Specialist (CRS) charter mem Manager (CRB) Realtor Emeri (GRI). Asked if he has slowed just work half a day, and that is u other half of the day off.”

Considering his longstanding professional approach, John cites client and customer-centric service, transparency, and consistency as some of the benchmarks of his working style. “We go out of our way for people and do what it takes to make things right,” he says. “I am not afraid to be criticized and admit when I am wrong.” John admits that it is a challenge for a Baby Boomer, especially working with Generation X-ers and Millennials. “I have learned they are right a lot of the time, especially when it comes to technology.” Additionally, Burgan No portion of this issue may be reproduced in any manner without prior consent of theAssociation publisher.than Top Agent Magazine is Realtorswhatsoever have been more active in the local Realtor published by Feature Publications GA, Inc. Although precautions are taken ensure the accuracy of published materials, Top Agent any other company, with to five past Presidents, and a sixth when Patrick Magazine cannot be held responsible for opinions expressed or facts in supplied becomes President 2020. by its authors. To subscribe or change address, send

inquiry to mag@topagentmagazine.com. Published in the U.S.

Serving the Mahoning Valley, Burgan Real Estate has been a community fixture, and John has been an active advocate for many charities and non-profits. John, along with Leon, grew the company by hiring fulltime Realtors who also cared about the community and were committed Top Agent Magazine to serving the public with knowledge and integrity. The Company grew to 40 Realtors, and has grown from there since Patrick and Sue took over, while remaining an “Independent Realtor.” “In fact,” remarks www.

ROSS HARDY

s Hardy moved to the United States d. He had just completed his BacheDegree in International Business and t Cardiff University, and when he rents in Florida, the real estate marming. “My parents were both in the with my expertise in marketing, it ike the right fit. I got my license and n 2006. In 2011, my dad and I started E/MAX franchises, and our business nued to grow ever since.”

With his background in marketing, it’s no surprise that Ross really goes all out when it comes 37 33 to listing a property. “On day one, I34 do a walkthrough and guide them on the decluttering and How did Stephanie PaulI Henrion’s start in industry was professional promises. McLeo “I’m all staging we need to do before photos are taken. team become thetold most truste more unusual than most. As a former ers and sellers are what the have an extensive brochure I give them that has tialhear,” real estate agents in Ottaw Western disc jockey, he often to he says. “Buying or s tips on what to do to get your home readyCounty for my job to deliver profession Stephanie was purchasing a sale. Once the home is show ready, I bring played in a at nightlife venues around the it’s Oklahoma City region, meeting new sold the best real for estate agentvalue.” told her she professional photographer. Then we start buildfaces and building connections along an amazing fit for the indu ing buzz about a week before it goes live, through comeshis to listing, Paul social media, internet and traditional things the likeway. When he crossed paths with his When didn’tit take suggestion now businessSTEPHANIE partner, Paul soon became homes prior to market, then an in McLEOD postcards. We also have an extensive database ROSS HARDY until she became pregnant PAUL HENRION intrigued by the world of real estate. to ensure properties are showca primarily manages the offices now, we reach out to. We’ve had remarkable results she wanted a job with more f Then he invited to join Ihomes the asit, anwording agent, and Pauluniquely decided to grasp and his team concoct a marketi ads Team,Sales a Real group of highly this approach, getting topwas dollar selling putbusiness a spin on things Estate can beprofesthe idealwith profession formaintain an usually ener-contact “I could balance being an en dinaThe of Hardy Real Estate Force with each ofand them. Utilizing social and put his beyond people skills to the test. Fifteen exposure across the leading di me agents, who are all dedicated to providing in theisquickest time possible.toIntake the on lastthe 60 challenge days we have sold attention the ordinary listing details.” Bya mom,” resourceful person who willingmedia to work and she says with 43 rida has spent her entiregetic, profesto stayyears in touch and top-of-mind, her repu41 38 later, he now in command of her a winning career and haslikely carved a marketing campaign or in sh experience that is secondhard, to none. The team has in12their of our listings Such withinis4 days of being onisthe market. Two ofso, but needs flexibility schedule. doing followers are more to “share” acteristic smile. During her fifteen years in business, ld of real estate. Her deep well tation as an agent who truly cares about people is out a reputation for professionalism, follow-through, and integrity the interpersonalthe dynamics that over the state, but theythe primarily on the them actually sold before to our case of focus Lucia Piscoglio, for whom a typical 9-5 they went live in the MLS dueher posts, generating hundreds views a has been the Topmore Realtor on than two Keller Williams’ teams th dge, and coupled withona three sincere, indisputable. above all else. families. As for what he enjoys area, specialize niche communities pre-listing marketing” Marni Richardson’s earliest p job wasn’t reasonable as the mother of two young more general listing post would. ave catapulted her to the top of #1 in the world. She now leads a successful team of six isheswas the as excitement of theteac indu g Hill. Ross is a top producing agent and has been ence an educator children and the wife of a police officer. “It was chalas beingTitans among theaTop savvy marketing is another element Williams Realty, thetoCity of Ottawa. “T Today, isHe’s the senior associate in a team of tenIntegrity agents, with an serving the path homeownership. hgnized the RE/MAX Club, Lifetime Achieve- Giving back isCutting-edge, a huge priority for Paul Ross. involved with lenging a job where I could make myfactors own into Diana’s success. FromSocial media also helps Lucia stay in touch withstudies. Once she and social mand in 2015, 2016, and 2017, sheto find initial officethroughout in Normantheand an and office Edmond. Together, they serve the work,” he admits. “I love work the RE/MAX Hall of Fame. He was also several charitythat golf tournaments year he’sin client people personally; she keeps up-to-date on theirfamily, Marni set her schedule and still make a worthwhile income,” says their be reckoned with this highlyAgents consult placing the property market, herPurcell, Because of Stephanie’s Team’s Five Star customer f REALTrends BestinReal Estate in Amer- also a big supporter oftoWounded Warriors, Petsonforthe Patriots Oklahoma City region, with Guthrie, El Reno, and Shawstuck behind a desk. I’mservice able t Lucia, who had always been intrigued by real estate. lives. She additionally sends personalizedprofessional notes challenge that detail-oriented andfour-corner incredibly thor-of service. and Habitat forapproach Humanity.isWhen he isn’tasworking, Ross lovesradius nee serving their Over the course of comes dom this job allows me toreferr have over 60% of their business from repeat and and cards to her past clients and makes sure they So in late 2016, Lucia met with agents in her area, spending timeough. with his young playing golf, and enjoying “One of the main things sets enough us apart,” hisson, career, Paul has that amassed experience and exposure that a love doing what needs to be entrepreneurial spirit to shin Whatresource keeps her coming back? “We have a deepdok learning about DIANA the business and ultimately earning know she isMARNI their for clients life. “Even after LUCIA RICHARDSON the amazing lifestyle that Florida offers. drney his team, business is tender all about building and MEDINA robust component of his business is generated byindustry. repeat and referral greatest fit for to me.” in realthis estate at the says Diana, “is that wePISCOGLIO use high-definition photogof the And we don’t look as aown payc the flexibility be her we leave the settlement table, they know they can at our clients her license. “After with an office close to elationships. “We try and innovative andstarting useclientele. He’s also managed toShe build a high-volume enterprise, havshe began working asme afind recepraphy and video for all of our listings.” also do many things that are above and beyond what most realt had an interest in all things re early 2017, I knew I had found my passion!” me with questions,” she says. “I’ll always to continue to grow hison business iscontact in last the year—nearly ay in front of our past clients.inWe ing closed forty-sixand homes times volume Tomy giveagents back, to Paul andathis teaw pany. “I advanced quickly,” shepost informative Ross would like employs a decidedly egalitarian approach, and do. I four make it athe point to train look the“O set out to earn her license. help them find answers.” his of systems in order to better serve every send out emails letting people process of streamlining the average agent. considering his success to date, through a portion of each refe uple of week. years IWe became aNow closing each property, regardless ofOklahoma price point, is In given ture: our client’s family dynamics, lifestyle, andshe the h with Russo Realty, partnered up with no their turning back,” his clients. “I really want well-known to Paul focuscites moretransparency, on client appreciation in the community over the weekend, and Lucia passion, and aof personal touch as the foremost was tributes to his church, The Cr rgoing real on estate license in New 2009, she stayed with the same regal treatment. “Anything I list gets the same level either want to sell or purchase. We then figure out how Clients enjoy that Lucia can make a stressful time light and fun. Jersey broker, Ed Dupper; together they are expanding really amping up this year. I love “To me, it’s my job to help some- completely stcards showing just listed or just sold properties. and that’s something we’re drivers enthralled with thh of his working philosophy. local Boy Scouts of America, 012, when she joined Real Sales Forcea great attention,” says. all together. same thingwhen doesn’t work forBroker every cli “I and know this isnot serious work, butor Iwalk keep in a The sense of humor theirEstate team and making impactpeople. inshe New Jersey’s helping Every dayGloucester is challenging I home, really enjoy a client appreciation program, and make an effort body find their next to sell them, the door just Commerce and his is a industry.” Since then, Marni has built a sterling reputati mes full-time. it’s needed,” says. “I’m “I work really wellservices.” under stress and I enjoy County and Salem along the River. go tailor our Recently, one of Stephanie’s clientsPw outDelaware the best way to meet my client’s goals. Myshe clients gratitude to them, especially when they send County, us a figuring to“Iget atocontract signed,” he says. here to protect the buyer by In his remaining free hours, professionalism, communication, and proven follow-thr The appreciation Diana feels important for her clients is fully that aspect ofreciprocated, the job; I know, butmechanical it’sdivorce worth itand come work daythem excited,” Her appreciate through a difficult hertospouse t are Lucia. trusting meclients with the most asset they have and I it’s odd, want them to know we’re stillevery here for and says usinghow my knowledge—from understanding structural and loves spendwouldn’t time withsign his w olo, Diana sells all of South Florida, including as her perfect five-star rating on Zillow.com illustrates. Among the settlement!” Even when a transaction hits bumps, she gets gratiinvolved she is in meeting their needs. “I make a point to be take that seriously.” ateful for their business.” paperwork. of the throwing upeverything her handstoand saying issues in a home, to making sure they understand everyInstead detail of means me,” he sa Today, Marni solopurchase covering and the Nass oward Counties. Eschewing advertising, all of I go many glowing testimonials onalways that sitefication is this one: is an from “Diana witnessing people completing the biggest present for everything; to every inspection and I’m nothing I can works do,” Stephanie worked Suffolk closely with cli deal they’re walking into.” d on repeat and referredavailable, clients. This She guided us through step in home-Montauk of every their lives orour finishing a ing transaction that amarks new step even impresif it’s late atexceptional night or onrealtor. the weekend.” If a client well the North and Sho her to to Manhattan, find civil aas lawyer push the transaction throu Looking ahead, PaulSouth has plans ys much about Diana and herthe prowess an her,buying process. was extremely knowledgeable, professional in their lives. Knowing they’re happy shedriven helped makes effort toascall she provides the She responsiveness With 85% ofstop herand business by repeat and referral Whilethey Paul’s personal attention goes a that long way in making buyers and developing his team, while “We don’t at that buying and selling,” Stephanie says.mc“ get them there is and aa great reward. After each settlement, Lucia deserve. ome back to me and refer others because of and hardworking. We are very happy with her service veryestablished a demonstrable track record for memorable sellers feel comfortable amidst complex transactional process, he care and staying ahead of indu are therapists, we are jack of all trades, and we will even analyzes continue what went wellhis andoffice whatare might have agents been done my expertise,” says Diana. “I’ve been doing excited about our first home. Weoffers will exceptional definitely also value. Heworking and only in looks toward the future and the results. Inthe considering her differprofessional philosophy, s our clients move in a desperate situation.” For Stephanie also brings contemporary marketing to aOklahoma new ently. always to growhome and to improve,” she business says, eople trust me. I sell to Lucia my network of friends with Diana in thetechniques future.” the City “There’s region that offer aroom guaranteed program. is with arespective labor of clients. love andT herapproach team, it’ssale important to each stay inclients’ touch past ized catered to needs level in her market, where social media marketing has This traditionnoting that and when comes to personal growth, shebuy plans evenheir friends and family.” Diana points to her means that if Paul hisit team can’t sell by a home, they’ll it to “We’re always andhela stop in person least three times a year,evolving sendare out communication andateducational empowerment cen tually expand to a team ofapply, five orbut sixthe agents. ally not widely used.When “When I first I did so cash. much title company as one reason herbeen clients place she’s notstarted, working, Diana enjoys time restrictions with her son for Of spending course, certain program demonenter the marketplace and mark newsletters, and keep up via social media. “Passion, communication, and commitment are the mo social media marketing that other agents joked about how I abilities. “Besides being a good salesperson, I and taking advantage of thestrates sunshine andconfidence beaches ofand thecommitment beautiful when it comes to keeping ing and I don’t think I’ll ever Paul’s st ® utilizing building a brand for herself that is to my clients is of u was the possibly only REALTOR toonme,” Marni explains. “Listening und, so any scenario that could arise, region shesocial callsmedia home.as a marketing Meanwhile, Lucia’s focus is With Stephanie’s team’s varies Listing Success theypre alw learn more about Ross the Hardy resource!” “ButHardy most of myand leads have come from myTeam, based on impeccable service tomy clients and to community, notbased to and communication onProgram, my clients’ e.To There are so many factors thatshe cansays. affect send are in aa team of expert stagers ®to ensure the property lo mention her young family. “There lot of good REALTORS social media.” In her willingness to work different angles, she not ’m prettycall experienced with all of them.”email She Looking to the future, Diana is contemplating building a team, butmakes them most comfortable during a transaction is h 352-428-3017, ross@hardyrealtor.com, its best will appeal to the targeted group of buyers. T only connects her sellers quickly, she to expands out there with and it’s all about finding theand right match in personality silient, as her commitment to remaining in with with buyers one caveat: she but wishes remain hands-on every singlebusiness.” hire professional photographers, or visit thehardyteamflorida.com her network. Lucia, who majored in marketing in college, pulls and how well you work together,” she says, in admiration of thecreate virtual tours, and g the infamous market crash of the previous client, and continue to share with them her knowledge and experout all the stops to market her listings. “I talk to the neighbors, do vast majority of real estate professionals. “We all wear many hats where drones are allow drone photography for properties nstrates. “I stayed and I rode it out,” she says. tise of the real estate business. “I really love my job,” she enthuses,What’s more, Marni’s experience as a teacher gives he open-houses and create just-listed cards and fliers that tell a story. and we’re here to help people.” “We tailor our marketing for each home,” Stephanie says.

PAUL HENRION

STEPHANIE M

DIANA MEDINA LUCIA PISCOGLIO

MARNI RICH

35) IS STARTING A TEAM THE RIGHT SOLUTION FOR YOUR BUSINESS?

www.

39) HOW TO SEND SMARTER EMAILS

42) A STEP-BY-STEP GUIDE TO CONVERTING INTERNET LEADS TO REAL LIFE SALES

Top Agent Magazine is seen by Real Estate Agents and Brokers in every U.S. city and “and I love my clients. It’s not just a transaction for me, I takeInternationally! it Copyright Top Agent Magazine shehigher guides through the complexities and emotio endclients properties, she creates a glossy brochure. All

very personally, and that shows in the way I take care of my clients ofings the transactional process. “As a formercampaign educator,via I und receive a thorough online marketing so REALTOR Vendors and and make sure they’re 100% happy at the end.” The Kerr Team tance of and explaining behind selling and b media over 200the realprocesses estate websites. Please contact and marketing,” she says. “Selling and buying can feel v Real Estate Companies— To learn about Henrion After working with Stephanie andPaul her team, her especially formore someone who has never done it clients before. mag@topagentmagazine.com they were supported every step of the way. They alsopatie men email paul@kerrteam.com, visit luxuryhomemarketing.com/membe some and I am very sensitive to that. I really apply Get Nationwide & they appreciate Stephanie’s down to earth approach. theor entire and always stay available for Wh qu or– 7357, call 888-461-3930 visitexperience his Facebook atfor facebook.com/R call (405) 973 Stephanie’s favorite part of her work? “I love the fact that I to share my knowledge and reasoning, because it’s my International exposure! to meet and help different people everyday and hear their ad rates and information. informed and communicate throughout. My goal is to m

nable approach to her craft means that almost nsition into friends, and she works hard to

www.

ries. I get to help them through to the next stage of their liv

comfortable and seamless as possible.”

To learn more about Lucia Piscoglio, visit listwithlucia.com, www.

go https://www.facebook.com/luciapiscoglio/ to her Facebook page, email lcpiscoglio@gmail.comWhen or call 610.425.1279. it comes to listing properties, Marni incorpo

ForTop more information about Diana Medina, Agent Magazine

please call 305 - 297 - 4132 or email dmedina@resf.com

photography and video to showcase homes in their best l her influential social media presence and the3 leading li Copyright Top Agent Magazine

Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someoneâ&#x20AC;&#x2122;s search results, and you can set a budget for each campaign that will dictate itâ&#x20AC;&#x2122;s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 4

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

Top Agent Magazine

MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you donâ&#x20AC;&#x2122;t want to simply go into the process blind or youâ&#x20AC;&#x2122;re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 6

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SARAH RUDINOFF 7

SARAH RUDINOFF Sarah Rudinoff of Windermere Real Estate Mount Baker in Seattle, Washington is a true renaissance woman. In addition to her highly-successful business helping buyers and sellers in the idyllic Pacific Northwest, she also maintains a second thriving career as an actress, writer and vocalist. Sarah’s affable and genuine nature, true concern for her clients, and her wealth of real estate knowledge has elevated her to Top Agent status, and her reputation as an industry professional who can be trusted to put her client’s needs front and center is well established. Sarah, who hails from Hawaii and is the daughter of a real estate broker, trained at the prestigious Royal Academy of Dramatic Art in London. She has also performed at The Second City in Chicago and has toured the world with her solo shows. “I was living in New York, and then a show brought me back to Seattle,” she says. “In New York and Los Angeles, it’s possible to make a living as an actor. When I moved back to Seattle, I knew that wouldn’t be possible, so I thought I’d try real estate. Because my mother was a broker, real estate had always been on my mind.” Since obtaining her license, Sarah has managed to build a stellar business while maintaining her stage career, even recently performing in Mamma Mia! at the 2000-seat 5th Avenue Theatre. Sarah’s early years in the business were spent working primarily with fellow members of the artist community. “When I first started, I felt intimidated because I didn’t feel like I fit the stereotype of a real estate agent. I sold a lot of real estate in my first four years driving a twelve-year-old Toyota,” she laughs when recalling those days. Her clientele has expanded along with Seattle’s exploding status as a tech industry hub. “Now I work with a lot of Amazon people,” says Sarah, “but that core group of musicians and artists still comprise about forty percent of my client base.” Sarah has been the recipient of numerous awards and commendations, including Rookie of the Year in 2005, and a six-time winner of Best in Client Satisfaction by Seattle Magazine.

Her savvy, creative approach to marketing, her dedication to remaining in touch with past clients via myriad methods and her commitment to continuing education all ensure that the accolades will continue. Almost the entirety of Sarah’s business is based on repeat and referral clients. When asked to account for this level of client loyalty, Sarah explains: “I think it’s really about communication, and just being able to meet people where they’re at and really listen to them, because everyone has a unique situation.” Sarah obviously appreciates her clients, and that appreciation is reciprocated, as one whimsical testimonial on her website clearly illustrates: “Sarah not only helped us to find the home we love within the budget we had, she also thoroughly negotiated with the seller so that our our move was free of anxiety and surprise. She does more than show you homes and prepare contracts, Sarah helps you explore your dreams and guides you through the realities of your future possibilities. Also, she laughs a lot and smells pretty.” Sarah is also passionate about giving back to her community, and to that end she has put her performer side to good use as the host for many local benefit shows. In addition, she is a proud member of Agents of Change, a philanthropic guild supporting Mary’s Place and their mission to empower and house homeless families in Seattle. Looking to the future, Sarah is thinking about possibly building a team, though she will only do so if she can be absolutely certain she can maintain the exceptional level of client service that has become her trademark. For Sarah, ultimately it’s all about helping people. “I have a deep belief in homeownership,” she explains, “especially with rents rising. Buying a home can change someone’s life. I think it changes the way people see themselves and what they think they’re capable of. That’s always great to see.”

For more information about Sarah Rudinoff, please call 206 - 276 - 5476 or email SarahRu@windermere.com 8

Angela Guyot is proud to congratulate

Sarah Rudinoff

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

6021 244th St SW, 1st Floor, Mountlake Terrace, WA 98043

Angela Guyot | Senior Mortgage Banker | NMLS #487455 Office 425 - 921 - 3135 | Mobile 206 - 795 - 6963 angelaguyot@umpquabank.com | angelaguyot.com www.

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business. Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 10

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base. Top Agent Magazine

Become a referral partner with industry peers

Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set. You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again. It will not only sharpen your sales skills, but could generate a lot more business. People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do. 11

Partner up with a Relocation Company

Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®. The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest. Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property. Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills. Take on properties they haven’t been able to sell. You can even offer to throw an open

Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell. Top Agent Magazine

COREY BURR Top Agent Magazine

COREY BURR With a father who owned a residential brokerage, Corey Burr’s exposure to the real estate industry came earlier than most. In high school, he even used his senior project as a vehicle to take a real estate course and earn his license. While in college, he spent his summer breaks selling condos and earning firsthand experience. Thirty-one years later, Corey has crafted a masterful reputation as a consummate professional. After assuming his father’s imprint, 14Copyright Top Agent Magazine

Corey decided to take things to the next level with a move to affiliate alongside Sotheby’s International, affording clients global exposure and cutting-edge tools. “I wanted to make sure I had every possible advantage to serve my clients,” he remembers. Today, Corey heads a team of twelve and has built a business grounded by the principles of forthright communication, responsiveness, and uncompromising ethics. Top Agent Magazine

Serving the Washington D.C. area, along with its Maryland suburbs, Corey and his team prioritize accessibility, transparency, and personal connections in their working style. With 75% of his business driven by repeat and referral clientele, Corey has established a successful track record for memorable care that delivers results. “People deserve to have great representation when they’re engaged in such an important, life-changing decision,” Corey explains. “I grew up in real estate and I’ve been doing this all day, every day for the Top Agent Magazine

past thirty years. It gives my clients peace of mind to know I’m capable in what I’m doing and that their best interests are represented throughout the transaction.” Corey’s lengthy tenure in the industry has seen him encounter all kinds of markets, trends, and regulatory shifts. Throughout, he’s steered his business through every fluctuation, acquiring invaluable skills and insights along the way. This tried-and-true wisdom allows Corey to identify problems before they arise or come to clients with solutions in hand. What’s more, Copyright Top Agent Magazine15

he takes pride in educating clients throughout the transactional process, ensuring that they have an advocate amidst one of life’s biggest milestones. When it comes to staying in touch with his substantial base, Corey connects by phone and through informational mailers that keep clients up to date on relevant market conditions. As for listing properties, Corey’s strategy is multifaceted and draws upon Sotheby’s powerful international platform. Through social media, the MLS, and countless digital list16Copyright Top Agent Magazine

ing sites, Corey ensures all properties are met with maximum exposure. Likewise, print ads and open houses stir up local buzz around the neighborhood. Considering how long he’s been in the business, Corey’s word-of-mouth outreach to industry colleagues also serves as a meaningful tool to connect sellers and prospective buyers. “I take great care of my clients,” Corey explains. “I’m also supported by a great team with two full-time assistants. Even though I’m involved in every aspect of the transaction, I have excellent support within my office to help ensure every part of my cliTop Agent Magazine

ents’ transaction runs smoothly. I’m easy and fun to work with, and I’m absolutely honest in all my dealings. I’m always on top of my business.” To give back to his local community, Corey is involved in a variety of civic and charitable organizations. Notably, he is the past President of the Kiwanis Club of Washington, of which he’s been a member for more than twenty years. He has also served on the board of the Kiwanis Foundation, as well as the board of the Chevy Chase Fire Department. Top Agent Magazine

During his years of service, he’s actively supported causes related to unprivileged children, helping sponsor and organize a free orthopedic clinic for children out of Sibley Memorial Hospital, as well as fund a scholarship program for graduating seniors in D.C.’s public schools. Likewise, much of his work supports the Goodwill of Greater Washington, as well as Goodwill Industries International. In his remaining free hours, Corey most enjoys spending quality time with his family, taking care of the yard, and playing the occasional round of golf or tennis. Copyright Top Agent Magazine17

Looking ahead, Corey has plans to support his business’s steady upward trajectory. “We’ll continue to provide the same outstanding service to clients, while staying on top of the industry’s emerging technologies so that we have every tool at our disposal,” he explains. Now, with more than three decades of experience behind him and a steady hand guiding his business into the future, Corey Burr reflects on what he enjoys most about his day-to-day career. “I love help-

ing people,” he says. “It can make for a turbulent time when someone is uprooting themselves or their family to move here or to another city—or even down the street. There are a lot of things that can go wrong and it’s helpful to work with someone who knows what they’re doing and can make the process go smoothly. At the very end, when my clients put their heads on their pillows in their new house—they have peace of mind—that’s what I love accomplishing.”

To learn more about Corey Burr email cburr@ttrsir.com, visit coreyburr.com, https://www.facebook.com/coreyburrrealestate/ page here call 301 – 967 – 3344, or visit his Facebook

https://www.remax.com/realestateagentoffice/kalispell-mt-59901-phillippaphillabuda-id29354317.html

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Things Successful People Never Do

There always seems to be people around you who find success with ease, but trust me, that is NOT the case. Although luck can often times play a role in someone’s success, most of the time it’s due to hard work and avoiding bad habits. The best way to find your own success is to implement some of qualities you see in people you admire into your own life. The hard work part is still up to you, but by shifting your perspective a bit, and NOT doing some of the following

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things, that success might happen a little quicker.

DON’T JUST WING IT

Successful people plan everything. Not only do they have yearly goals, but weekly and sometimes daily ones as well. By giving your time a purpose, and a clearly defined goal, you’ll eliminate the time you spend haphazardly doing things that might not be a priority. It will also make you feel less scattered, which is always a good thing.

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THEY DON’T TAKE ON MORE THAN THEY CAN ACHIEVE

Successful people take on what they can do well, and no more. That all starts with a daily ‘do to’ list. They always make sure their list is manageable and then they don’t sleep until that list is completed. If you find yourself not finishing your list, assess whether it was too much or if you slacked off. You’ll be surprised at the feeling of accomplishment you feel when you finish your list. Not finishing will bring you down, so make sure you aren’t biting off more than you can chew.

THEY DON’T WORK HARDER, THEY WORK SMARTER

Yes, having a strong work ethic is key, but that doesn’t mean you should waste time on things that will have less of an impact on your success. Focus on the things that will give you the most bang for your buck. Better to spend the majority of your time there, than spread yourself thin on numerous tasks.

THEY DON’T TRY TO PLEASE EVERYONE

This might seem like a bad call in business, but successful people know when to cut your loses and move forward. Anything or anyone, that frustration into your life, is never a good thing.

REPEAT THE SAME MISTAKES

Similar to not trying to please everyone, successful people are also diligent about accepting when something isn’t working 20

and moving on from mistakes. Yes, you learn from them, but don’t repeat them. Part of being innovative is trying new things, that will keep you fresh and energized, but learning how to let go is an equally important part of the equation.

GO FOR THE SHORT RUN SOLUTION

Successful people are in it for the long haul and therefore thinking long term. When you have a plan for success and the patience to see it through, while you might have a slow start, you’re establishing a foundation for long term success. Going for the easy fix, usually doesn’t pay off.

PAY ATTENTION TO THE NAYSAYERS

Lets face it, we all have people in our lives who might be a little more pessimistic than is healthy to be around. You can’t change them, all you can do is not let them drag you down into their ‘glass half full’ mentality. Have your plans and goals, be confident about them. When you’re insecure, that’s when you’re most vulnerable to those types of people.

THEY NEVER QUIT

That doesn’t mean letting go of things that aren’t working. It means having an end goal. Whatever obstacles or challenges come up, you take them on, always with that end goal in sight. Successful people know that adversity and overcoming those challenges, is how you grow, and will ultimately make you a better business person.

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MARCELLA CHRISMAN Top Agent Magazine

MARCELLA CHRISMAN Top Agent Marcella “Chella” Chrisman of Keller Williams in Glendale, Arizona has built a solid, highly-reputable business by providing each of her many buyers and sellers with the very best service available in The Grand Canyon State. With a focus on authenticity, availability, and client education, The Chrisman Realty Group has become recognized as a team that truly places their client’s best interests front and center. Marcella began her journey in real estate four years ago. “I was working for the local school district,” she explains. “I was divorced at the time, and had two kids. I reconnected with a high school sweetheart and we ended up getting married, which gave me the opportunity to start a new career. So I chose to start working in real estate.” Initially, it was a challenge. “I was way out of my element, definitely not something I was used to,” she laughs. “I had joined with Keller Williams and had excellent training, so I was able to get my business off to a good start.” Having found her footing, Marcella’s career began a rapid ascendency that continues to this day. In 2016, her husband Stephen joined her team, and he now focuses on working with buyers while Marcella works primarily with listings. The pair also employ a transaction coordinator to keep things running smoothly. With a sizeable portion of their business based on referrals from satisfied clients, Marcella and her team are clearly doing something right. “I think we get a lot of referrals because our clients become our friends. I think it’s important to build relationships and to stay in contact with all of our past clients,” she says by way of explaining this level of customer loyalty. “Also, we walk our clients through the transaction, and let them know how the buying and selling process works.” Selling real estate is not a nine-to-five endeavor for Marcella. “Wherever our clients are in the transaction, and whatever time it is,” she explains, “we make sure there is always someone available to answer their questions and to help them understand. I think that

sets us apart. If my client can’t meet until 8 PM, we make accommodations for them. It’s important to us to do that.” When asked what she enjoys most about what she does, Marcella points to the more personal aspect of her career. “It is definitely rewarding,” she says, “to hand someone the keys to their new home, or calling to congratulate someone on their home being sold. It’s not just about making money, I feel like I’m helping people, being able to walk them through the process.” Marcella’s clients reciprocate her appreciation for them, and this is made evident by the numerous five-star reviews on Zillow, including this testimonial: “Much thanks goes to Marcella and Stephen Chrisman, with Chrisman Realty Group, for handling a complex real estate sale. The Chrisman team handled the process quite ethically and in a timely manner. They comped the property, found the right buyer and sold the property for full list price. This team comes highly recommend, if you are looking for top-notch realty professionals. Definitely will be referring their expertise to friends, family and anyone who may have a real estate need.” When she’s not working, Marcella enjoys nothing more than spending time with Stephen, their five children, and extended family and friends. The couple are also heavily involved with their community, and are active in local car shows (Stephen is a classic car owner), and work closely with their neighborhood’s block watch. “If there’s a question about anything going on in the neighborhood,” says Marcella, “everyone knows to call the Chrisman Realty Group.” As for the future, Marcella is looking to eventually add more team members and to continue to grow her business, while sacrificing none of the exceptional client service that has become synonymous with their name. “I just want to continue keeping our clients happy,” she says.

For more information about Marcella Chrisman, please call 602 - 819 - 2963 or email soldbychella@gmail.com 22

3 Team Building Exercises to Revitalize Momentum in the Office A positive team dynamic can transform an average office into a powerhouse lineup. Likewise, a healthy in-office atmosphere translates to boosted productivity, while clients sense an environment brimming with positivity and support. Just as professional self-development is an essential ingredient to a dynamic career, the development of a team is indispensable to long-term growth and success. So, how do you create a platform for office Top Agent Magazine

members to combine their energies and talents for the better? For starters, add these team-building exercises to your repertoire to inspire natural comradery and momentum in your workplace.

Dream Big, Together If team members arenâ&#x20AC;&#x2122;t challenged, productivity stagnates and the office loses steam. The same can

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If team members aren’t challenged, productivity stagnates and the office loses steam. The same can happen if employees don’t believe their voice is being heard or taken seriously. happen if employees don’t believe their voice is being heard or taken seriously. How should a leader compensate? To curtail negativity and bring a breath of fresh air into the office, give team members a platform to think big, no questions asked. Before your next office-wide meeting, devote a half-hour to visionary thinking. Ask each member of your team to write privately for ten minutes, considering what if scenarios regarding their current roles, career aspirations, and the office’s culture. What do they wish was different? How might things be streamlined? What skills do they wish they possessed? Encourage team members to be imaginative and wrestle with the hurdles or questions they’ve been grappling with. When time is up, split employees into smaller breakout groups and allow them to share their thoughts with one another. Not only will this ignite thoughtful discussion, but it will also allow team members the chance to brainstorm creatively, while articulating their ideas and visions for the road ahead.

Lend a Hand If in-office team-building activities aren’t your style, consider service-oriented excursions that bring office staff together and benefit a worthy cause. In the real estate field, there are countless housing-related organizations to which your office can donate their time and energies. For instance, Habitat for a Humanity constructs homes for those in need using amateur volunteers, while there are nationwide projects that support housing relief for military veterans. The scope of your service commitment can also vary—from a dedicated day hammering away at a new home, 24

to sponsoring a golf tournament benefitting area organizations. Either way, service projects unite your team’s energies, afford employees a refreshing change of pace, and positively impact your community.

When All Else Fails, Keep it Light Sometimes team members need to blow off steam to avoid office burnout. One way to combat low energy is bring team members together for a lighthearted game. Try office-themed trivia: come up with thirty trivia questions based on your office, then divide team members into competing groups. Encourage groups to think up team names, and organize trivia questions into themed categories. Remember to award fun prizes to create a light incentive. A healthy sense of competition revolving around silly subject matter can get team members loosened up and working together. Concoct questions of moderate difficulty that speak to people’s common ground. For instance, how many tiles are in the office kitchen? Or, how many doors can be found in the office? These questions are light and won’t create any real tension, but will allow a reframing of a stuffy office into a collective home base. Plus, it’ll keep your next holiday party lively. Team-building is an important form of routine maintenance, whose benefits shouldn’t be overlooked. Whatever activity you land on, the overarching idea is to nudge team members beyond their comfortable routines and come together in a new way. At the end of the day, you’ll boost your business, office morale, and colleagues in the process.

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BRENDAN WRIGHT Top Agent Magazine

BRENDAN WRIGHT The stellar career of Top Agent Brendan Wright of Atlanta Fine Homes Sotheby’s International Realty has been built upon a solid foundation of deep industry knowledge, keen insight and a tireless work ethic. Without exception, Brendan strives to go the extra mile for all of his many grateful buyers and sellers, and in return has been rewarded with an impressive reputation as a Realtor who can be trusted to always put his client’s needs front and center. Brendan began his journey in the world of real estate in 2011, following his graduation from the University of Georgia in 2010, where he obtained a degree in Health Promotion and Behavior. Though he initially planned to pursue a Masters degree, he ultimately decided he’d had enough of school and opted to get his real estate license instead. That turned out to be a fortuitous decision for Brendan, and also for his many clients. He hit the ground running, and as they say, the rest is history. Now a CNE (Certified Negotiation Expert), and recognized as Top Producing Agent with Atlanta Fine Homes Sotheby’s International Realty and as a member of the Atlanta Board Multimillion Dollar Sales Club, Brendan’s rapid ascendency among the who’s who of Atlanta real estate seems unstoppable. With a business that is based entirely upon repeat clients and referrals from satisfied customers, Brendan is clearly providing top-drawer service. “It’s because I work very hard,” says Brendan, by way of explaining this impressive level of client loyalty. “I’m very dedicated to my client’s goals. Prior to being retained by a new buyer or seller, I sit down with them and we just talk. I have a theory that I kind of need to be their best friend to effectively clarify and understand their needs. Only then can I provide the results they have come to expect.” Once Brendan has formed a relationship with his clients, that relationship remains even after the transaction has closed. “They’re my friends,” he explains, “so I stay in touch with them just like

I would any other friend. We’ll meet for dinner, or run into each other at an event.” Clever marketing plays a role in his success, as well. “I’m no social media genius,” says Brendan, “I’m actually very basic but somewhat deliberate and that seems to work. I never want to be in somebody’s face with annoying messages. Simple pictures here and there of houses and satisfied clients paint the picture. Sotheby’s has a great marketing platform. When you list with us it goes anywhere and everywhere a property can be marketed, but I’ll also put it on my own Facebook, Instagram and Snapchat. I’ve also worked directly with our VP of Marketing in bringing revolutionary tools like 3D tours and individual property websites to the marketing arsenal Sotheby’s International Realty puts at our fingertips.” The gratitude his clients feel for his services is made evident by his perfect five-star rating on Zillow.com. Among the many rave reviews he has received on that site is this one, which perfectly illustrates the amount of care Brendan shows his clients: “My experience working with Brendan far exceeded my expectations. Brendan was extremely patient and took the time to understand exactly what I was looking for. He knows the Atlanta market very well, and helped me narrow down areas to find a neighborhood that is perfect for me! I would recommend Brendan Wright to anyone in the market to buy or sell a house in Atlanta. He goes above and beyond to get you exactly what you’re looking for.” When he’s not working, Brendan enjoys spending time with his family and his dog. He enjoys design, architecture, live music, being outdoors, large bodies of water and taking road trips. He is also passionate about giving back to his community, and has been involved in charitable organizations that include Children’s Healthcare of Atlanta. Looking to the future, Brendan is exploring the idea of developing new communities that are innovative and unique. Most important, however, is his desire to continue providing his clients with the excellent service that has become synonymous with his name.

For more information about Brendan Wright, please call 404 - 661 -4740 or email brendanwright@atlantafinehomes.com 26

5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those Top Agent Magazine

little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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JOHN BURGAN Licensed in 1972 and a Broker/Owner since 1977, Realtor John Burgan has seen it all. Having worked through a challenging market when the steel industry declined in the 70s, combined with the record-breaking interest rates of the 80s, followed by the 6-year moratorium on natural gas—there were several challenges, Burgan recalls. Unbelievable, is the word he so often uses to describe the experience. August 20, 1977 was Burgan Real Estate’s debut. Along with fellow Realtor Leon Turek, they opened their office at 4800 Market Street. The building’s owner, Attorney Leo Waldman, rented them the office space with no lease. At the time, Leo’s words were: “I like you guys, but I know it’s going to be tough making it in real estate, and I don’t want you to be under the pressure of a lease.” Even Burgan and Turek’s former broker warned them they’d never make it, and after Youngstown Sheet and Tube, with 5,000 employees, called it quits 30 days later, “We had all the confidence in the world,” remarks Burgan. John Burgan, along with Leon, weathered a lot of storms the past 40 years, and turned that success to the next generation in 2017, both remaining full-time with Burgan Real Estate as sales associates. The business was sold to Patrick Burgan (John’s son) and Sue Filipovich (Leon’s daughter) who have hit the ground running. Together, the new leaders have improved training, technology, marketing, agent retention, and recruiting. The results have been “Unbelievable,” remarks John. “I’m proud to say their first quarter in 2018 was the best in the 41-year history of the company. Patrick and Sue’s support staff is second to none, and blends the very best in digital marketing, with a huge online presence, along with providing technology that is at the agent’s fingertips.” Considering his longstanding professional approach, John cites client and customer-centric service, transparency, and consistency as some of the benchmarks of his working style. “We go out of our way for people and do what it takes to make things right,” he says. “I am not afraid to be criticized and admit when I am wrong.” John admits that it is a challenge for a Baby Boomer, especially working with Generation X-ers and Millennials. “I have learned they are right a lot of the time, especially when it comes to technology.” Additionally, Burgan Realtors have been more active in the local Realtor Association than any other company, with five past Presidents, and a sixth when Patrick becomes President in 2020. Serving the Mahoning Valley, Burgan Real Estate has been a community fixture, and John has been an active advocate for many charities and non-profits. John, along with Leon, grew the company by hiring fulltime Realtors who also cared about the community and were committed to serving the public with knowledge and integrity. The Company grew to 40 Realtors, and has grown from there since Patrick and Sue took over, while remaining an “Independent Realtor.” “In fact,” remarks John, “the past three years have been the company’s best, delivering exceptional results amidst a competitive market. We respect and work Top Agent Magazine

closely with our Realtors competitors and value their cooperation in helping every customer and client have successful results.” John is the only Realtor he knows that actually moved to Youngstown to sell real estate. “I consider the move the best decision I ever made, or in other words unbelievable. The most disappointing comment I heard when I arrived was: why would you want to move here; there are better places,” he recalls. “I realized I was talking to people that had not lived anywhere else like I had and did not have a point of comparison. I love this community, and the people, and will never leave—except for vacations required by my wife.” John, a graduate of the University of Denver, is married to the former Jackie Roche, and has two children. Pam is a physical therapist in Kentucky with two children, while their son Patrick is married to Lindsey, and lives one block away. John’s charitable and civic involvement is extensive. Currently he serves on the board of the Better Business Bureau, a member of “Grow Mahoning Valley,” Boardman Rotary, and The Regional Chamber. John is a past President of the Youngstown Columbiana Association of Realtors, Poland Optimists, Boardman Rotary, Youngstown Jaycees, Mental Health Board, and Habitat for Humanity. John has also served as a member of other boards, including Park Vista, Governors Small Business advisory, Youngstown Playhouse, United Way Leadership Club, and others. John is a graduate of the first “Youngstown Leadership Class,” and has received numerous awards including twice as Realtor of the Year, the Chamber of Commerce’s Business Professional of the Year, Boardman Civic’s Professional of the Year, and Ohio State Patrol’s Recognition for Saving a Life. Professionally, John is a Certified Residential Specialist (CRS) charter member, Certified Residential Brokerage Manager (CRB) Realtor Emeritus, and Graduate Realtors Institute (GRI). Asked if he has slowed down any, John remarks: “Yes, I now just work half a day, and that is usually 6 am to 6 pm, while taking the other half of the day off.”

To learn more about John Burgan visit burganrealestate.com, email johnb@burganrealestate.com, or call (330) 718 – 9888 www.

BOB GRESHAM After serving in the US Army, Bob Gresham began his career in real estate in Kansas City in 1995. It quickly became clear Bob was a natural for the industry, and he soon won multiple awards. He now leads The Gresham Group, a thriving team of eight agents supported by a full-time office manager and a full-time marketing and training director. He and his team are licensed in both Kansas and Missouri and serve the entire Kansas City Metro area, with an office in each state. “We do over 100 transactions on each side of the state line annually,” he says. His team is currently in the Top 1% in the KC Metro area and the nation. “We are big enough that we can fill any clients need, be it for a luxury home or a first home. But we are small enough to stay deeply involved in our buyers’ or sellers’ success.” A staggering 70% of The Gresham Group’s business comes from repeat and referral customers. What keeps their clients coming back and eager to spread the word to their friends and family? “Customer Service,” Bob says. “Our tag line is: Your Home, Our Passion. Everyone on our team loves what they do. We are passionate about doing good business and providing excellent customer service.” Bob and his team shine as true full-time professionals committed to their clients and their careers. Two agents work with every seller or buyer, ensuring clients receive quick responses every time they reach out. The members of The Gresham Group Team aren’t just colleagues, they’re also close friends with a great rapport. Their clients can feel they have the support of a solid team of people, not just one individual agent. The Gresham Group loves the work both because of their great colleagues and because of the clients they serve, who quickly become their friends as well. To keep in touch with past clients, Bob and his team reach out via email, and send holiday cards and postcards. “Honestly, we just do

such a great job at the time we are working for them that they still remember us eight or ten years later when they are ready to buy or sell again,” Bob says. “They remember how well we took care of them, and how we educated them during the process.” Bob has a degree in Education, and he and his team act as educators eager to ensure each client fully understands every step of the process. This creates lasting loyalty. “Now that I’ve been in the business for over 20 years, I’m selling homes to the children of my first clients,” he says with a smile. How do Bob and his team market listings? “Every way imaginable,” he says. They conduct social media campaigns, post each listing on multiple websites, and use “lead capturing” software to capture information on anyone who clicks on a listing. They also create high quality fliers and use “Text To” signs on each listing. “We always want to do everything one-step-better than other realtors,” he says. As an individual, Bob’s favorite part of the job is creating opportunities for his team members and helping them become successful. As a team member, he loves helping clients achieve their goals of buying, selling, or building a home. With twelve years experience in the construction industry, he can also work with people through the process of building a custom, dream home. To give back to the community, Bob and his team volunteer with Habitat for Humanity, building homes for underserved community members. The Gresham Group recently created a scholarship for the Alathae School District, and they also sponsor local recreational sports teams. In his cherished free time, Bob enjoys motorcycle riding, scuba diving and skydiving. For the future, he hopes to continue supporting his team, his clients, and his community. Now that’s a worthy goal and one he’s sure to achieve!

To find out more about Bob Gresham, email Bob@TheGreshamGroup.com, call 816-686 - 2070, or visit thegreshamgroup.com/meet-the-team www.

3 Ways Joining a Professional Organization Can

Make Your Business Better Any real estate professional worth his or her salt knows that relationships are everything in this industry. Of course, it’s essential to cultivate connections with your in-office colleagues and your clientele—but there’s even more to be done when it comes to building meaningful professional relationships on a larger scale. How can you make the most of your sphere of influence? The answer lies in professional organizations.

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These institutions vary in breadth and scope— from the local chamber of commerce and state-level organizations geared toward young professionals, to nationwide groups like the National Association of Realtors. No matter which avenue you pursue, these organizations and the professionals therein can add tremendous value to your business and professional repertoire. Not quite convinced? Consider a few of the benefits below to understand how just how influential a professional organization can be when doing business in the modern marketplace.

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1. Expand your skillset. It’s hard to argue that continuing education and professional development aren’t worthwhile causes. One of the little-known values of joining a professional organization is that there are countless opportunities to boost your talent through free or subsidized skill-building events, workshops, and speaker series. Seminars, coaching events, opportunities to volunteer, and conferences are just a few more ways that professional organizations put you in the right position to learn from others, or advance your understanding of the industry. In real estate, staying ahead of the curve is crucial to the longevity of your business. By joining a professional organization, you’ll not only have the chance to learn from industry veterans, but to also take advantage of indispensable resources that set you apart from the real estate pack.

2. Simplify your networking experience The obvious benefit of joining a professional organization is the chance to meet and network with fellow agents and industry pros. But, have you ever considered how commonly networking comes into play in the real world? On the local and state level, the real estate scene isn’t as big as one might imagine. This means you’ll cross paths with all sorts of agents, lenders, home inspectors, title company representatives, contractors, developers, investors, and more. Positioning yourself within a professional organization not only fortifies your reputation to the outside world and to those in your industry, but it also makes it easier to strike up conversations or navigate deals. How so? A professional organization 32

creates a baseline of common knowledge and trust when doing business with those inside or aware of your organization. Likewise, when reaching out to an agent or lender who you’re not familiar with, you can mine your professional organization for related contacts that give you a sense of who you’re doing business with or how to make the transition progress smoothly.

3. Utilize a support system While advancing your career is a worthwhile motive when joining a real estate professional organization, also consider the mental benefits of fellowship with industry colleagues and local entrepreneurs. Rather than carting your anxieties home at the end of the day, you can lean on professionals moving through the same ranks. What’s more, you can turn to others in your industry for advice, commiseration with frustrations, or help sourcing a solution for a particular problem they may have experienced and overcome in the past. Even talking shop with likeminded pros can relieve stress and refresh your perspective—perks that are just as valuable as an updated contact sheet. The old saying stands true: if you want to go fast, go alone; if you want to far, go together. In that vein, professional organizations can make all the difference when it comes to a career that doesn’t burn out. Try connecting with a professional organization that you find inspiring—whether its mission is focused on volunteer work, industry developments, or peer mentorship. No matter which path you pursue, remember that no man is an island and the benefits of joining a professional organization can transform you and your enterprise for the better.

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ROSS HARDY In 2005, Ross Hardy moved to the United States from England. He had just completed his Bachelor of Arts Degree in International Business and Marketing at Cardiff University, and when he joined his parents in Florida, the real estate market was booming. “My parents were both in the business and with my expertise in marketing, it just seemed like the right fit. I got my license and joined them in 2006. In 2011, my dad and I started acquiring RE/MAX franchises, and our business has just continued to grow ever since.” Ross’s dad primarily manages the offices now, and Ross leads The Hardy Team, a group of highly professional full time agents, who are all dedicated to providing a customer experience that is second to none. The team has worked all over the state, but they primarily focus on the Tampa Bay area, and specialize on three niche communities within Spring Hill. Ross is a top producing agent and has been honored with the RE/MAX Titans Club, a Lifetime Achievement Award and the RE/MAX Hall of Fame. He was also named one of REALTrends Best Real Estate Agents in America in 2017. For Ross and his team, this business is all about building and maintaining relationships. “We try and find innovative and useful ways to stay in front of our past clients. We post informative blog articles every week. We send out emails letting people know what’s going on in the community over the weekend, and of course postcards showing just listed or just sold properties. We also have a client appreciation program, and make an effort to show our gratitude to them, especially when they send us a referrals. We want them to know we’re still here for them and that we’re grateful for their business.”

With his background in marketing, it’s no surprise that Ross really goes all out when it comes to listing a property. “On day one, I do a walkthrough and guide them on the decluttering and staging we need to do before photos are taken. I have an extensive brochure I give them that has tips on what to do to get your home ready for sale. Once the home is show ready, I bring in a professional photographer. Then we start building buzz about a week before it goes live, through social media, internet and traditional things like postcards. We also have an extensive database we reach out to. We’ve had remarkable results with this approach, usually getting top dollar and selling homes in the quickest time possible. In the last 60 days we have sold 12 of our listings within 4 days of being on the market. Two of them actually sold before they went live in the MLS due to our pre-listing marketing” Giving back is a huge priority for Ross. He’s involved with several charity golf tournaments throughout the year and he’s also a big supporter of Wounded Warriors, Pets for Patriots and Habitat for Humanity. When he isn’t working, Ross loves spending time with his young son, playing golf, and enjoying the amazing lifestyle that Florida offers. Ross would like to continue to grow his business and is in the process of streamlining his systems in order to better serve his clients. “I really want to focus more on client appreciation and that’s something we’re really amping up this year. I love helping people. Every day is challenging and I really enjoy figuring out the best way to meet my client’s goals. My clients are trusting me with the most important asset they have and I take that seriously.”

To learn more about Ross Hardy and the Hardy Team, call 352-428-3017, email ross@hardyrealtor.com, or visit thehardyteamflorida.com www.

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PAUL HENRION Paul Henrion’s start in industry was more unusual than most. As a former County Western disc jockey, he often played at nightlife venues around the Oklahoma City region, meeting new faces and building connections along the way. When he crossed paths with his now business partner, Paul soon became intrigued by the world of real estate. Then he was invited to join the business as an agent, and Paul decided to take on the challenge and put his people skills to the test. Fifteen years later, he is now in command of a winning career and has carved out a reputation for professionalism, follow-through, and integrity above all else. Today, Paul is the senior associate in a team of ten agents, with an office in Norman and an office in Edmond. Together, they serve the Oklahoma City region, with Guthrie, Purcell, El Reno, and Shawnee serving as their four-corner radius of service. Over the course of his career, Paul has amassed enough experience and exposure that a robust component of his business is generated by repeat and referral clientele. He’s also managed to build a high-volume enterprise, having closed on forty-six homes last year—nearly four times the volume of the average Oklahoma agent. In considering his success to date, Paul cites transparency, passion, and a personal touch as the foremost drivers of his working philosophy. “To me, it’s my job to help somebody find their next home, not to sell them, or walk in the door just to get a contract signed,” he says. “I’m here to protect the buyer by using my knowledge—from understanding structural and mechanical issues in a home, to making sure they understand every detail of the deal they’re walking into.” While Paul’s personal attention goes a long way in making buyers and sellers feel comfortable amidst a complex transactional process, he also offers exceptional value. He and his office are the only agents in the Oklahoma City region that offer a guaranteed home sale program. This means that if Paul and his team can’t sell a home, they’ll buy it for cash. Of course, certain restrictions apply, but the program demonstrates Paul’s confidence and commitment when it comes to keeping

professional promises. “I’m all about honesty, and making sure buyers and sellers are told what they need to hear, not just what they want to hear,” he says. “Buying or selling a home can seem stressful, but it’s my job to deliver professionalism and get their property bought or sold for the best value.” When it comes to listing, Paul and his team utilize a stager to ready homes prior to market, then incorporate a professional photographer to ensure properties are showcased in their finest light. From there, he and his team concoct a marketing strategy that ensures wide-ranging exposure across the leading digital listing platforms. When crafting a marketing campaign or in showing a home, Paul also accounts for the interpersonal dynamics that lure or deter prospective couples and families. As for what he enjoys most about his chosen field, Paul relishes the excitement of the industry and the ability to serve others on the path to homeownership. “There’s nothing I don’t like about my work,” he admits. “I love working with people, and I love not being stuck behind a desk. I’m able to be my own boss and I love the freedom this job allows me to have—as a dad, a husband, and a Realtor. I love doing what needs to be done for people and this job has been the greatest fit for me.” To give back, Paul and his team donate to area children’s hospitals through a portion of each referral commission. Likewise, Paul contributes to his church, The Children’s Rehabilitation Hospital, the local Boy Scouts of America, he participates in the area Chamber of Commerce and his Broker is a standing member of The Rotary Club. In his remaining free hours, Paul is a consummate family man and loves to spend time with his wife and grown children. “My family means everything to me,” he says. Looking ahead, Paul has plans to continue growing his business and developing his team, while maintaining his superlative standard of care and staying ahead of industry evolutions. Lastly, Paul Henrion looks toward the future and the legacy he hopes to leave behind. “My business is a labor of love and always a work in progress,” he says. “We’re always evolving and adjusting our strategies as new people enter the marketplace and marketing trends shift. I plan to stay working and I don’t think I’ll ever stop altogether. I just love what I do.”

The Kerr Team

To learn more about Paul Henrion email paul@kerrteam.com, visit luxuryhomemarketing.com/members/member_23f25.html, call (405) 973 – 7357, or visit his Facebook at facebook.com/RealtorPaulHenrion www.

www.

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 Top Agent Magazine

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. 35

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 trans36

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? Top Agent Magazine

STEPHANIE McLEOD How did Stephanie McLeod and her team become the most trusted residential real estate agents in Ottawa? When Stephanie was purchasing a home, her real estate agent told her she would be an amazing fit for the industry. She didn’t take his suggestion seriously until she became pregnant and realized she wanted a job with more flexibility. “I could balance being an entrepreneur and a mom,” she says with her characteristic smile. During her fifteen years in the business, Stephanie has been the Top Realtor on two Keller Williams’ teams that became #1 in the world. She now leads a successful team of six at Keller Williams Integrity Realty, serving the City of Ottawa. Because of Stephanie’s Team’s Five Star customer service program, over 60% of their business comes from repeat and referral clients. What keeps her clients coming back? “We have a deep knowledge of the industry. And we don’t look at our clients as a paycheck. We do many things that are above and beyond what most realtors would do. I make it a point to train my agents to look at the whole picture: our client’s family dynamics, their lifestyle, and the home they either want to sell or purchase. We then figure out how to bring it all together. The same thing doesn’t work for every client so we tailor our services.” Recently, one of Stephanie’s clients was going through a difficult divorce and her spouse wouldn’t sign the needed paperwork. Instead of throwing up her hands and saying, “There’s nothing I can do,” Stephanie worked closely with the client, helping her to find a civil lawyer push the transaction through. “We don’t stop at buying and selling,” Stephanie says. “We are therapists, we are jack of all trades, and we will even help our clients move in a desperate situation.” For Stephanie and her team, it’s important to stay in touch with past clients. They stop by in person at least three times a year, send out helpful newsletters, and keep up via social media. With Stephanie’s team’s Listing Success Program, they always send in a team of expert stagers to ensure the property looks its best and will appeal to the targeted group of buyers. They hire professional photographers, create virtual tours, and use drone photography for properties where drones are allowed. “We tailor our marketing for each home,” Stephanie says. For higher end properties, she creates a glossy brochure. All listings receive a thorough online marketing campaign via social media and over 200 real estate websites. After working with Stephanie and her team, her clients rave they were supported every step of the way. They also mention they appreciate Stephanie’s down to earth approach. What’s Stephanie’s favorite part of her work? “I love the fact that I get to meet and help different people everyday and hear their stories. I get to help them through to the next stage of their lives.” Top Agent Magazine

Stephanie believes strongly in personal development and has been coached by some of the most successful coaches and real estate agents in the world. Since 2010, she’s received coaching from Mary-Anne Gillespie, Owner of Red Apple Coaching. “We focus on leadership, business development, team systems and ‘out of the box’ thinking to ensure we have a solid foundation to build on and it allows us to keep growing,” Stephanie says. She and her team also participate in several Keller Williams training events throughout the year such as Family Reunion and MegaCamp. These events bring realtors from around the world to collaborate, train and learn from some of the best in the business. Giving back is important to Stephanie. In conjunction with her husband’s construction business, each year she donates renovation services to at least two families who can’t afford to move but are hoping to improve their housing situation. “It means more to us when we are helping people we know,” Stephanie says. She also donates funds to her daughter’s school to pay for hot lunches for underserved children. She always looks forward to participating in Keller Williams’ charity events and annual Red Day. Stephanie’s husband often does renovation work for her clients. “It’s a very good business for him to have alongside mine,” Stephanie says. She loves having his company as a trusted referral for her clients to help them move forward. In her cherished free time, Stephanie enjoys hanging out with her husband, kids and dogs, and “doing all the girly stuff” like getting her hair done. Stephanie plans to double the size of her team in the next two years and have a larger presence in the Ottawa area. With her history of driving Keller Williams’ teams to #1, she’s sure to succeed!

To find out more about Stephanie McLeod, email stephanie@ottawahomerealestate.com or call 613 - 796 - 5726, or ottawahomerealestate.com visit www.

DIANA MEDINA Top Agent Diana Medina of Real Estate Sales Force in Coral Gables, Florida has spent her entire professional life in the world of real estate. Her deep well of industry knowledge, coupled with a sincere, affable personality have catapulted her to the top of her profession. Recognized as being among the Top Ten agents at her firm in 2015, 2016, and 2017, she is clearly a force to be reckoned with in this highly competitive market. Diana began her journey in real estate at the tender age of sixteen, when she began working as a receptionist at a title company. “I advanced quickly,” she says, “and after a couple of years I became a closing agent.” Obtaining her real estate license in 2009, she stayed with that company until 2012, when she joined Real Estate Sales Force and began selling homes full-time. Currently working solo, Diana sells all of South Florida, including Miami-Dade and Broward Counties. Eschewing advertising, all of her business is based on repeat and referred clients. This impressive client loyalty says much about Diana and her prowess as an agent. “My clients come back to me and refer others because of my work ethic and my expertise,” says Diana. “I’ve been doing this for so long that people trust me. I sell to my network of friends and family, and to their friends and family.” Diana points to her years working at the title company as one reason her clients place so much faith in her abilities. “Besides being a good salesperson, I have a legal background, so any scenario that could possibly arise, I’ve dealt with before. There are so many factors that can affect the transaction, and I’m pretty experienced with all of them.” She is also extremely resilient, as her commitment to remaining in the profession during the infamous market crash of the previous decade clearly demonstrates. “I stayed and I rode it out,” she says. Diana’s highly personable approach to her craft means that almost all of her clients transition into friends, and she works hard to

maintain contact with each of them. Utilizing social media to stay in touch and top-of-mind, her reputation as an agent who truly cares about people is indisputable. Cutting-edge, savvy marketing is another element that factors into Diana’s success. From initial client consult to placing the property on the market, her approach is detail-oriented and incredibly thorough. “One of the main things that sets us apart,” says Diana, “is that we use high-definition photography and video for all of our listings.” She also employs a decidedly egalitarian approach, and each property, regardless of price point, is given the same regal treatment. “Anything I list gets the same level of attention,” she says. The appreciation Diana feels for her clients is fully reciprocated, as her perfect five-star rating on Zillow.com illustrates. Among the many glowing testimonials on that site is this one: “Diana is an exceptional realtor. She guided us through every step in our homebuying process. She was extremely knowledgeable, professional and hardworking. We are very happy with her service and very excited about our first home. We will definitely continue working with Diana in the future.” When she’s not working, Diana enjoys spending time with her son and taking advantage of the sunshine and beaches of the beautiful region she calls home. Looking to the future, Diana is contemplating building a team, but with one caveat: she wishes to remain hands-on with every single client, and continue to share with them her knowledge and expertise of the real estate business. “I really love my job,” she enthuses, “and I love my clients. It’s not just a transaction for me, I take it very personally, and that shows in the way I take care of my clients and make sure they’re 100% happy at the end.”

For more information about Diana Medina, please call 305 - 297 - 4132 or email dmedina@resf.com 38

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 contactâ&#x20AC;&#x2122;s attention. Let them know they are welcome and that you appreciate their interest. Top Agent Magazine

2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 40

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LUCIA PISCOGLIO Real Estate can be the ideal profession for an energetic, resourceful person who is willing to work hard, but needs flexibility in their schedule. Such is the case of Lucia Piscoglio, for whom a typical 9-5 job wasn’t reasonable as the mother of two young children and the wife of a police officer. “It was challenging to find a job where I could make my own schedule and still make a worthwhile income,” says Lucia, who had always been intrigued by real estate. So in late 2016, Lucia met with agents in her area, learning about the business and ultimately earning her license. “After starting with an office close to me in early 2017, I knew I had found my passion!” Now with Russo Realty, Lucia partnered up with well-known New Jersey broker, Ed Dupper; together they are expanding their team and making a great impact in New Jersey’s Gloucester County and Salem County, along the Delaware River. “I go to work every day excited,” says Lucia. Her clients appreciate how involved she is in meeting their needs. “I make a point to be present for everything; I go to every inspection and I’m always available, even if it’s late at night or on the weekend.” If a client makes the effort to call her, she provides the responsiveness they deserve. Lucia also brings contemporary marketing techniques to a new level in her market, where social media marketing has traditionally not been widely used. “When I first started, I did so much social media marketing that other agents joked about how I was the only REALTOR® utilizing social media as a marketing resource!” she says. “But most of my leads have come from my social media.” In her willingness to work different angles, she not only connects her sellers with buyers quickly, but she expands her network. Lucia, who majored in marketing in college, pulls out all the stops to market her listings. “I talk to the neighbors, do open-houses and create just-listed cards and fliers that tell a story.

I put a spin on it, wording things uniquely to grasp attention beyond the ordinary listing details.” By doing so, her followers are more likely to “share” her posts, generating hundreds more views than a more general listing post would. Social media also helps Lucia stay in touch with people personally; she keeps up-to-date on their lives. She additionally sends personalized notes and cards to her past clients and makes sure they know she is their resource for life. “Even after we leave the settlement table, they know they can contact me with questions,” she says. “I’ll always help them find answers.” Clients enjoy that Lucia can make a stressful time light and fun. “I know this is serious work, but I keep a sense of humor when it’s needed,” she says. “I work really well under stress and I enjoy that aspect of the job; it’s odd, I know, but it’s worth it come settlement!” Even when a transaction hits bumps, she gets gratification from witnessing people completing the biggest purchase of their lives or finishing a transaction that marks a new step in their lives. Knowing that they’re happy and that she helped get them there is a great reward. After each settlement, Lucia analyzes what went well and what might have been done differently. “There’s always room to grow and to improve,” she says, noting that when it comes to personal growth, she plans to eventually expand to a team of five or six agents. Meanwhile, Lucia’s focus is on building a brand for herself that is based on impeccable service to clients and to community, not to mention her young family. “There are a lot of good REALTORS® out there and it’s all about finding the right match in personality and how well you work together,” she says, in admiration of the vast majority of real estate professionals. “We all wear many hats and we’re here to help people.”

To learn more about Lucia Piscoglio, visit listwithlucia.com, www.

go https://www.facebook.com/luciapiscoglio/ to her Facebook page, email lcpiscoglio@gmail.com or call 610.425.1279. Top Agent Magazine

A Step-by-Step Guide to Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online. Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales. RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter sign-ups. Don’t let an online lead go to waste by taking too long to engage and follow-up. Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender. ENGAGE WITH OPEN-ENDED CONVERSATION

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move. DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling When online back-and-forth goes stale, commumodern clientele your way, but in order to take nication drops off quickly. If you’re following full advantage of the web’s reach, you’ll need up via e-mail, social media, or text, be sure to to tailor your follow-up technique. Mastering keep topics focused squarely on the potential the fundamentals of digital communication is client. Ask open-ended questions to give your the first step to converting digital interest into lead the opportunity to loosen up and engage concrete business. Keep these tips top-of-mind on a personal level. There’s no better way to as you build your online presence and mine the cement a digital lead than to take a pointed vast world wide web for an endless wealth of interest in the specifics of their situation. Doing clientele. Earning a command of digital lead so transforms the impersonal invisibility of the conversion is the surest way to bolster your internet into a true connection. business in the ever-evolving digital era. Top Agent Magazine 42

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MARNI RICHARDSON Marni Richardson’s earliest professional experience was as an educator teaching middle school social studies. Once she and her husband began their family, Marni set her sights on a new professional challenge that would allow her entrepreneurial spirit to shine, while giving her the flexibility to be her own boss. She’d always had an interest in all things real estate, and soon set out to earn her license. “Once I dove in, there was no turning back,” she remembers. “I was completely enthralled with the excitement of the industry.” Since then, Marni has built a sterling reputation for consummate professionalism, communication, and proven follow-through. Today, Marni works solo covering Suffolk and Nassau Counties, from Montauk to Manhattan, as well the North and South Shores of Long Island. With 85% of her business driven by repeat and referral clientele, Marni has established a demonstrable track record for memorable service that yields results. In considering her professional philosophy, she cites a customized approach catered to each clients’ respective needs. Likewise, steady communication and educational empowerment are central to her mission. “Passion, communication, and commitment are the most important things to me,” Marni explains. “Listening to my clients is of utmost importance, and my communication varies based on my clients’ preferences. Whatever makes them most comfortable during a transaction is how I customize my business.” What’s more, Marni’s experience as a teacher gives her unique insight as she guides clients through the complexities and emotional ups and downs of the transactional process. “As a former educator, I understand the importance of explaining the processes behind selling and buying, negotiating, and marketing,” she says. “Selling and buying can feel very overwhelming, especially for someone who has never done it before. It’s emotional for some and I am very sensitive to that. I really apply patience and care during the entire experience and always stay available for questions. I’m happy to share my knowledge and reasoning, because it’s my job to keep clients informed and communicate throughout. My goal is to make the process as comfortable and seamless as possible.” When it comes to listing properties, Marni incorporates professional photography and video to showcase homes in their best light, then leverages her influential social media presence and the leading listing platforms for

maximum visibility. When working with buyers, Marni creates a customized concierge packet detailing all the area’s amenities, from local eateries and dry cleaners to gyms and aquatic centers. Each packet is tailored to her clients’ unique needs, while demonstrating Marni’s commitment to going the extra mile. She’s also a big believer in knowing the specifics and trends of particular markets and neighborhoods. These insights guide her expertise regarding an area’s status, its recent statistics, and what value buyers and sellers alike stand to gain. Furthermore, she acts as a comprehensive resource for her clients, offering vetted connections that streamline the transactional process. “I’ve built a strong network of top-notch partners who provide the same high level of service that I do,” she says. “From lenders and marketers to contractors and insurance providers—I work with many like-minded people who have strong communication skills and a high level of expertise.” To give back to her community, Marni is involved in a range of charitable and civic organizations. She and her husband, an FDNY Fireman, are avidly involved in their daughter’s school community. Marni serves as the President of her daughter’s elementary school PTA and has previously served on the board as Recording Secretary and its first Vice President. For four years, she’s served as a Scout Leader for the Girl Scouts of America, and she recently launched an anti-bullying committee for her daughter’s school, organizing assemblies and programs to teach students self-awareness and accountability. In her remaining free hours, she most enjoys time spent with her family—traveling to Montauk in the summer and to Puerto Rico in the winter. She also enjoys barbecues with friends and staying active in the great outdoors. Looking ahead, Marni has plans to continue developing her business’s steady upward trajectory. Since education is a touchstone of Marni’s work, she also has strategies in place to stay ahead of the curve of market trends as they evolve. Now, almost a decade since her role as agent began, Marni Richardson reflects on what she enjoys most about her chosen field and outlines the legacy she wants to leave behind. “In this business, every single day is different and no two deals are the same,” she says. “I’ve learned so much from my clients and I like adapting my strategies accordingly. There is so much excitement that comes from facilitating my clients as they get to where they’re going. When people think of real estate, I want my name to come to mind—not only as a top producer, but also because of the level of commitment and service I’m able to provide. My success is purely based on the relationships I have made throughout the years and continue to make. For that, I am eternally grateful”.

To learn more about Marni Richardson

email: mrichardson@signaturepremier.com, call (631) 965 – 0898, https://www.facebook.com/marnisellshomes/ or visit signaturepremier.com/Marni-Richardson, or her Facebook page here www.

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