Nationwide 8-7-17

NATIONWIDE & INTERNATIONAL EDITION

MONICA ANGELES

AUSTIN BERGMAN

BILLIE CHUBB

DWAYNE DUPLESSIS

RAELENNA FERGUSON

HALEY GARCIA

LYDIA RUTH HILL

BARB HUNTLEY

KATIE LARSON

RANDY SINGLER

ANTHONY MAROTTA

DEBORAH SPENCE

MARC SYKES

MELODY MAY

SAM TOWNDROW

NATIONWIDE & INTERNATIONAL EDITION

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AUSTIN BERGMAN

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MELODY MAY

RAELENNA FERGUSON

KATIE LARSON

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MONICA ANGELES

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DWAYNE DUPLESSIS

BILLIE CHUBB

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT? 9) IS FINDING A NICHE MARKET RIGHT FOR YOU?

13) ARE YOU IN OR OUT? 17) 4 CHALLENGES AND SOLUTIONS FROM THE FRONT LINES OF THE REAL ESTATE INDUSTRY

22) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK? 25) CREATIVE MEDITATION FOR THE REAL ESTATE PROFESSIONAL

Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

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HALEY GARCIA

LYDIA RUTH HILL

BARB HUNTLEY

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RANDY SINGLER

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DEBORAH SPENCE

29) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

MARC SYKES

33) IS YOUR PHONE VOICE ATTRACTING— OR REPELLING? 37) COACHING 9-1-1

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ANTHONY MAROTTA

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SAM TOWNDROW

40) 3 TIPS FOR MASTERFUL TO-DO LISTS 45) DON'T FORGET YOUR CLOTHES

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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AUSTIN BERGMAN Top Agent Magazine

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AUSTIN BERGMAN Austin Bergman purchased his first home when he was only 20 years old. He enjoyed the process so much that he joined the brokerage of the real estate agent who helped him make the purchase. He now owns his own thriving brokerage with his wife Heather. Together they run Valentine Properties, which includes a team of 13 sales agents and six assistants serving Richmond and surrounding areas.

Fourteen years into his real estate career, Austin now has a staggering 98% rate of repeat and referral clients. What keeps his clients coming back? The answer is simple. “We take care of them,” Austin says. Unlike some realtors, who sell a client a house and never see them again, Austin goes to great lengths to support his past clients and actually spend time with them. Valentine Properties hosts four large client appreciation events a year including a Halloween Pumpkin Patch and a black tie Valentine’s Day party with a live band. Austin has a strong culinary background and he and his wife host large dinner parties for clients.

“We build relationships with our clients over years and years and years,” he says.

Valentine Properties has an in-house stager to help prepare properties for professional photographers. “We make the house look like it’s in retail condition,” Austin explains. The professional photographers shoots still photos and 3D video, as well as drone shots.

All listings are put out on social media, which reaches a viewership of over 7,000 people. “Many of our houses sell quickly through what people see on social media,” Austin says. He also posts all listings on Zillow and other real estate websites.

When the transaction is complete, what do clients remember about working with Austin? “They always say I’m a good nego-

tiator and that they didn’t have to worry about anything,” Austin says with a smile. “Our process is seamless and flawless and consistent. I think that’s why people come back–they know what they are getting.”

Austin loves his work because it’s different every single day. “I’m very high energy. I like it because there are lot of moving parts,” he says. He also stays very involved in his community. “Our two girls are heavily involved in cheerleading and swimming so we give to all of those organizations.” He also donates to Connor’s Heroes, a local nonprofit that both researches pediatric cancers and supports families who have a child who has received a cancer diagnosis. And he gives when needed to specific child cancer survivors–for example he paid for a prosthetic arm for a young man who wanted to lift weights with him. Last Christmas he went on television to encourage donations of presents for 100 underserved children.

When he’s not working, Austin pilots a single engine airplane and he loves to travel with his wife and their daughters to third world countries to explore a variety of cultures. He’s an avid student of national real estate markets. He’s also committed to health and fitness–he’s maintaining an 80-pound weight loss and he wakes up at 3:48am to go to the gym before work. For the future, Austin would love to continue to grow his business. “As a brokerage, we are in the $120 million range right now. I’d like to double that and have a Richmond City location,” he says.

He’d also love to expand his current speaking engagements, where he teaches other agents how to grow a thriving business and maintain work/life balance. Now those are worthy goals, and with Austin’s commitment to his clients and his community he’s bound to succeed!

To find out more about Austin Bergman,

email austinbergman@valentinepropertiesva.com, phone 804-423-6000, or check out his website at heartsinhomes.com www.

C 8 opyright Top Agent Magazine

Top Agent Magazine Copyright Top Agent Magazine

Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

Top Agent Magazine

Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 9

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 10

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

Top Agent Magazine

Top Agent Magazine

RAELENNA FERGUSON

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RAELENNA FERGUSON At the age of twenty-seven and recently married, Raelenna Ferguson was in search for the ideal career path to match her skillset and personality.

As a previously single mother, she already understood the hard work required to succeed, and after weighing her options she decided to seek a new challenge in the world of real estate. Fast forward thirteen years and Raelenna is now at the top of her career, having founded a thriving practice driven by individualized client care and a definitively outside-the-box approach.

Raelenna primarily serves the forty-five mile radius around the Cape Girardeau, Missouri area—the same community she calls home. While she launched her career as a solo agent, a steady yearover-year increase in volume inspired her to add a support team to her roster. Today, she heads a tightknit group of three, including a mentee and an additional agent at Realty Executives where she’s proudly been affliated for 13 years. Altogether, Raelenna’s foundational approach to the agent-client relationship prioritizes personal attention and accessibility. “Whether it’s a $90,000 property or a $900,000 property, I never treat anyone differently,” she explains. “I do my best to give each of client my undivided attention and never make someone feel as though they’re last in line.” With the entirety of her business driven by repeat and referral clientele, Raelenna’s ability to deliver memorably positive experiences to her clients is built into the fabric of her work. In addition to her reputation for client-centric care, Raelenna is known and respected for her inventive approaches to listing and marketing. More often than not, people who have been previously unable to sell their home come to Raelenna for her effective ideas and expertise in moving transactions along. Both a creative and critical thinker, she’s able to ascertain the root issues slowing down a sale and ultimately addresses those hang-ups to much success, finally closing the deal to her clients’ relief and benefit. Imagination and follow-through are among the incisive qualities at the crux of the value proposition that Raelenna brings to the table.

To market her listings, Raelenna goes beyond the status quo. She begins by assessing each house to determine its specific needs and the strategies necessary to effectively prepare it for market. Because she and her team members are all accredited stagers, they lend their astute sensibilities and transform homes prior to listing. “I take the time needed to do things right in the beginning, so it’s not sitting on the market later,” she says. Recognizing the overwhelming influence of digital marketing, Raelenna is sure to harness the power of social media to get listings in front of the right audiences. She also leverages her own vast network to find the right buyers, reaching out when she thinks a property might make for a good fit for one of her contacts. She cites her intuitiveness as a strength that helps her source the right home or buyer for each of her clients. “Using my experience and instincts, I can always tell when a house will or won’t work for someone,” she explains. “It’s really rewarding to walk into a house alongside a client and help them recognize the potential and vision for a property.”

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Outside of the office, Raelenna dedicates herself to giving back to communities both locally and abroad. She, her husband and children all participate in mission trips to Africa, having most recently helped build housing and medical facilities for children in Swaziland. At home, she and her husband just launched a non-profit organization, One City, whose mission is to unite their city through relationships, resources, and community development. The goal of One City is to give back in ways that extend beyond the financial, additionally utilizing the connections, relationships, and resources that Raelenna and her husband have acquired over the course of their careers. “We want to use our blessings to help improve and create a more united sense of community, to help offer job training and child enrichment programs,” Raelenna recounts. “Real estate has led us to so many different relationships and we know we can begin connecting those within our community to fill the gaps. I began as a single mom, then married and followed my dreams. Since then, my dreams have led me down a successful path that I want to use to help improve our community and the lives of others. In our free time, we give and we serve, that’s what we do. It’s my heart and is our family’s heart.”

As for the future, Raelenna aspires to earn her commercial real estate designation in the coming months and segue a sector of her practice to meet commercial client needs. She also plans to steadily continue her growth while maintaining the superlative standard of care her client roster has come to expect. Now, with more than a decade of insight in her arsenal—along with a decisive and distinct eye toward her clients’ successes, the best is assuredly still to come for Raelenna Ferguson and her team.

To learn more about Raelenna Fergueson, visit RFergusonTeam.com, e-mail rferguson@realtyexecutives.com, or call (573) 382-3100 www.

Top Agent Magazine Copyright Top Agent Magazine

Are You In or Out?

by Barry Eisen

Have you ever felt like you’re doing all the right things but your wheels are just spinning? You’ve invested a lot of time into a business, a job, a relationship, a sport, a course of study, but the results don’t justify the effort or time. You have so much invested, you just can’t walk away. You can see the light at the end of the tunnel but it doesn’t seem to be getting closer.

What to do, what to do?

As a business/personal coach I hear feedback every week from those who feel frustrated, powerless, and stuck in one or more areas. The reasons, or justifications for continuing doing things they tolerate rather than love are many. But, like panic attacks, unless you address the issues and make changes they get worse and you get more of them. For most, not paying attention and continuing in the same direction is a mind numbing experience, which produces a low selfesteem and is a recipe for a boring life.

Ask yourself the question, “What area Top Agent Magazine

or areas of my life am I tolerating and simply taking the path of least resistance?” In other words, “Where am I painting by the numbers?” (That’s a reference to the over 50 reader.)

Without being defensive (that’s the part of the ego that says everything is all right and points the finger of blame outward rather than to the real inward source) are there areas in which you’d like to be more passionate, confident and more in tune?

When I ask those who feel stuck or trapped if they know what to do to make the positive change, most everyone knows their own truths. Knowing and doing are very different. As Khalil Gibran once said, “To know yet not to do is to not really know.” And most are honest enough to admit that they’ve lost their vision of what was important and let distractions get in the way.

(Damn those bright shiny objects!)

A remedy that works most of the time is to refocus by identifying the area of concern, setting a short term goal 13

Visualize the success you desire. Top performers do this in every field. Do it too...with consistency.

(such as six months), creating a plan of action and following through like your hair’s on fire for that period of time.

Six months simply represents a period of time to get past the learning curve of establishing new attitudes and actions.

At the end of the six months, do a reality check. Is the success you’ve created by doing things right without excuses worth the effort you’ve put in? Or, was the victory not so satisfying? If not, move on to something else. But whether you stay focused on your successful makeover or decide to move on, you decide KNOWING, not playing mental gymnastics with yourself. Not knowing is the pain of guilt many carry. “What if?!”

Passion, confidence and a positive self-esteem don’t develop by working on them, they happen by creating victories.

Keys to getting unstuck: 1) Be willing to own your shortcomings 14

and poor attitude as well as your strengths. The truth CAN set you free.

2) Be teachable and open to learn better ways of thinking and acting.

Learn from those ahead of you, not the ones behind you.

3) Associate with those who will support, not tear you down.

4) Consistently read or go to seminars, from those who have done their homework, to get new ideas and reinforce the basics.

5) Accountability buddies and coaching work. Live up to goals.

6) Visualize the success you desire.

Top performers do this in every field. Do it too...with consistency.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

KATIE LARSON

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KATIE LARSON Katie Larson enjoyed a long and successful career in airline management before a buyout opportunity allowed her to shift gears with an encore career. “I had always had a love for real estate,” she says. “That situation gave me the perfect opportunity to jump into it.” Katie has been in business for the past four years and works as a single agent. “But with a village of support staff!”

Working throughout the Greater Long Beach CA area as well as Orange County and West LA, Katie has already built an impressive sales record and in only four years in business her repeat/referral rate is approaching 95%.

She credits the personalized attention she gives each of her clients for her success. “Real estate isn’t about sales it’s about service,” she says. Katie also brings a lot of compassion to her home buyers. “Agents are dealing with buying and selling houses everyday but most people only do it a couple of times in their lives and it can be a very daunting prospect,” she explains. “So I really try to be an advocate for my clients and make the process as smooth as possible.”

Working in the corporate world for so many years, Katie acquired some excellent communication skills and that has proven to be a great asset in her real estate career.

“A lot of agents don’t keep in touch enough while going through the process with clients or they are hard to reach,” she says. “That kind of thing wasn’t tolerated in the corporate atmosphere so I make a point to always be in touch. To me that’s part of giving exceptional service.” In fact Katie recently closed an escrow, saved an

escrow, picked up a new buyer and took in a full price offer on one of her listings — all while vacationing in Hawaii! In addition Katie possesses a natural inner calm that also works to her benefit. “Even if a situation calls for me to be upset or excited I’m good at keeping my cool so my clients will not have to see that side of me,” she says with a smile. “Although other agents might have to. I am my clients’ advocate first and foremost.”

Katie’s dedication to great service can also be found in how she keeps in touch with her clients. She hosts multiple events every year including a summer Pool Party, a Thanksgiving Pie Party and trips to micro-breweries, comedy clubs and painting classes in between! Hosting events like these comes naturally to Katie as she’s been involved with quite a few local charities for many years.

She serves on the board for Young Horizons Child Development Center and delivers Thanksgiving dinners for The Long Beach Basket Brigade as well as serving on the steering committee for Friends of Pathways among many others. “I try to be generous not just with my money but also my time,” she admits. In the near future, Katie intends to stay an individual agent and build her business by raising her price point rather than the number of units sold. Working smart allows her a little free time to enjoy the lifetime travel benefits she received from her buyout with the airline and she really adores vacationing with her husband. In only the past year they’ve been to Hawaii and Europe twice. “Our trips always involve scuba diving or wine tasting,” she says. “And preferably both!”

For more information on Katie Larson call 562-673-5335 or email katielarson@kw.com Copyright Top Agent Magazine 16

Top Agent Magazine Copyright Top Agent Magazine

Four Challenges and Solutions from the Front Lines of the Real Estate Industry

By Walter Sanford

There should be more profit-refining rather than adding a new layer of overhead or technology. Sometimes, the basics are not addressed when looking to increase the company’s or individual agent’s net returns.

1. Lack of training from top agents.

Many times, the agent who was average in production but great at the process becomes a training manager. There are broker/owners who just don’t have the time to train; there are the top producers in the office who don’t have the time or motivation to train; and then, there are the previously mentioned managers who took that job because it was as financially lucrative as production. Too many agents are not receiving superstar training in lead generation. I have coaching clients who receive training on process rather than lead generation at their offices.

There are many solutions, two of which are detailed below: A A brokerage system that brings the top agents into the training and recruiting business -- the two best known systems are Keller Williams and EXIT Realty. It is easy to reproduce these systems by giving better splits for listings sold or pieces of profit on new hires given to the introducer.

B Set up systems in the office that promote production like meetings where everyone puts their best buyer and best seller together; where the office performs certain lead generation systems until agents commit to them like expired solicitation; where top trainers are brought in and agents are held accountable to new ideas.

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2. Reliance on purchased leads.

Agents have lost their ability to prospect for sellers from hot demographics, because they buy leads from consolidators. If the purchased leads are good one year, they will go up in price or decrease in the number of leads in the next year. Agents need to prospect hot seller demographics blending “new school” with old school tools like direct mail, phone, follow-up, database, and closing abilities. The value you can offer certain seller demographics should be discussed at training meetings.

3. Offer macro-economic services.

An agent has the ability to offer great information on a local level. It is the only way to compete with national websites. Whether you develop neighborhood websites or a newsletter based on local statistics, honing your local value is the only way to beat national efforts.

4. Financially struggling agents who don’t understand budgeting, planning, and investing.

Many agents are struggling financially and they cannot devote their full attention to maximizing client satisfaction. They do whatever it takes to make the deal; they are in panic mode. With office services in place like setting up agent savings systems at close, training on tax-deferred investments, promoting real estate investing for groups, and budgeting analysis – offices have more agents who don’t live commission to commission. These agents are always better at making deals when the deals are based upon client satisfaction and not agent survival.

Before you attend another webinar from a trainer or a tech guy (who never sold real estate) as they try to make your job easier – take a step back and start firming up some of the basics.

Copyright©, 2016 Walter Sanford. All rights reserved.

Walter Sanford has been designing and implementing real estate systems for 30 years.

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

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Top Agent Magazine

MELODY MAY

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MELODY MAY You may already be familiar with Montreal Top Real Estate Broker Melody May, as she has graced the pages of Top Agent Magazine in the past. Melody was convinced to enter the field of Real Estate by a friend in the business back in 2002. Having three young children, the more flexible hours of working in the Real Estate Industry enticed her to jump in with both feet. Melody remembers, “It certainly wasn’t my idea, but I love it and have never looked back!” 15 years later, Melody is positive she made the right choice. She is still working under the Royal LePage Village banner, and Melody is now ranked in the top 5% of her market, earning her the prestigious Director’s Platinum Award as well as numerous “Broker of the year Awards”. Melody can be considered an expert in Montreal’s residential real estate market.

It is Melody’s client-based customer service approach that she attributes to her success; “with the full service that I offer, my ethics, experience, and the professionalism I bring to every transaction, I consistently satisfy my clients’ needs in the process of buying and selling their homes, and have been told on many occasions that I’ve far exceeded their expectations.” Melody is simply an unparalleled Real Estate broker, using all of her years of experience, extensive knowledge and analysis of the Montreal real estate market, as well as her attention to detail and foresight, to proactively address any concerns and answer any questions her clients may have. She carries this approach from the very first phone call all the way to successfully closing the transaction. “Prioritizing my client’s needs, before, during and after each transaction is very important to me.” It is not difficult to see why 95% of her business comes from repeat and referral clients.

Melody is passionate about her job as a realtor and is very excited about this year’s hot real estate market, which has increased the number of clients wanting to own a home before prices peak. As she put it, “more people to help!”

Melody comments that Montreal is worth investing in; it’s a city steeped in fun, culture and history with it’s European flair and joie de vivre, great festivals and world-renowned annual events, but it’s also a really great place to be, economically speaking, with the average home price much lower than the rest of Canada. “I believe that the Montreal market is being fueled by Asian speculators (buy now and rent for Copyright Top Agent Magazine 20

3-4 years), by Americans who see Montreal as a bargain considering the exchange rate, as well as local first time buyers, jumping into the market while homes are still affordable”.

Montreal’s residential real estate market is seeing strong house price vitality that is likely to grow over the coming year. The region is now one of the healthiest real estate markets in the country, the “shining star” of Canada.

Balancing business and personal commitment, Melody recognizes the need to add staff to fulfill the service standards that each of her clients deserve. Each team member has a role that compliments each other’s and consistently adheres to the nuance of each client. The individuality of her clients has inspired Melody to make certain changes and she is currently working on diversifying her team in order to provide even better customer service to her clients.

If you’re thinking of selling your current home or buying your dream home, you want someone that has her finger on the pulse of this fabulous city to represent your interests, whilst providing outstanding customer service, knowledge and expertise at the same time. Choosing Melody as your real estate broker will be a decision you’ll be glad you made.

Melody is clearly going to be a fixture of the Montreal real estate scene for many years to come, and it’s her love for people that drives her. “There’s no better feeling than hearing the excitement in my client’s voices when we’ve found the one, their dream home. If you’re not passionate about what you do, I don’t believe you’ll be great at it. Attitude makes a huge difference and I love what I do.“

For more information about

MELODY MAY, call 514-296-0868, email melodymay@royallepage.ca, or visit www.melodymay.ca Top Agent Magazine Copyright Top Agent Magazine

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

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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MONICA ANGELES Ten years ago, Monica Angeles was a stay-at-home mom in search for a career that would speak to her skillset and provide her with the flexibility to continue her focus on family. That’s when real estate entered the picture. She and her husband had already purchased a few rental properties and knew a thing or two about the industry, so she decided to take the leap and earn her license. A decade later, Monica is at the helm of a career she’s truly passionate about and has earned a host of accolades along the way, including multiple Top Producer and Excellence awards year-to-year. Grounded by a commitment to her community, her clients’ wellbeing, and forthright communication, Monica has cultivated a reputation for honesty and effective service.

Primarily serving the southeast Kansas region, particularly Crawford and Cherokee Counties. There, Monica works as a one-woman show, fielding clients of all kinds in their pursuit of homeownership.

Growing up, Monica worked often in service industries and she learned well the value of memorably quality treatment of clientele.

Today, she abides by the same philosophy, ensuring her clients are catered to through every step of the transactional process, from buying and selling to all the detail work in between. Likewise, Monica is fluent in both English and Spanish, a sought-after skill that allows her to serve clients of diverse backgrounds. She has demonstrated a consistent proficiency for delivering her clients’ goals, and Monica particularly relishes her work with first-time homebuyers—especially those who never dreamed they would be able to clear the hurdle of becoming a homeowner rather than a renter. “Working with first-time homebuyers is what keeps me looking forward to my work every day,” she says. “I really love what I do.”

To keep in touch with her past clientele, Monica incorporates a bit of everything. In addition to sending out postcards and holiday cards to current clients and those she has served in the past, she also hosts a few customer appreciation events throughout the year to create meaningful face-to-face time with her blossoming

network. To market her listings, Monica ensures that homes make an ideal first impression whether in print or online. She incorporates the leading digital listing platforms to ensure wide-ranging virtual exposure, as well as producing YouTube videos that add an immersive touch to remote walkthroughs. She also hosts open houses and utilizes print features in local publications to garner visibility among generations more interested in traditional venues. All in all, her efforts have paid off, as an impressive 60% of her business is generated by repeat and referral clientele—a testament to her professionalism, winning personality, and capable hand. “My favorite part of what I do is meeting new people,” Monica reflects. “Everyone has a different story and every day is a new a challenge. That’s what makes real estate so fun.”

To lend her spirit of service to her community, Monica is active in her church through participation in various outreaches, like backpack donation initiatives at the nearby school. She also supports local charities through donations, serves meals at the local food kitchen, and volunteers as a translator for the local police department and hospital on an as-needed basis. In her free hours, Monica enjoys training for and completing half-marathons. She participates in the 50 States Club, where members venture a race in each state nationwide. So far, she has completed half-marathons in ten states and shows no signs of slowing. She also enjoys traveling and in the last twelve months she’s made trips to Mexico, across South America, and through Italy, and even domestically to Washington D.C. and Colorado. She is a mother to five children and is soon to become a grandmother; she relishes quality time spent with family and loved ones.

As for the future, Monica has plans to continue growing her business and creating homeownership opportunities for her fellow community members. With a decade of insight and expertise under her belt and a proactive outlook on her role in the industry, the years to come are bound to yield continued promise for Monica Angeles.

To learn more about Monica Angeles visit monicaangeles.com, e-mail monica@cobbrealty.com, or call/text (620) 249-8857 www.

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BILLIE CHUBB After her father passed away, Billie Chubb became the executor of his home and estate and set right to work on rehabilitating the property before putting it on the market. It was then that Billie discovered her love for the real estate business and decided to make it her sole professional pursuit. Because Billie was a natural, business quickly boomed, so she and her husband opened their own enterprise. Since then, all Billie’s kids have followed in their parents’ footsteps and become Realtors, too. Today, with twenty-nine years of experience in her arsenal and the expertise of a master, Billie has mounted a commendable career spurred by quality client service, unparalleled knowledge, and strong negotiating power.

Though Billie has headed large teams in the past, today she works alongside her daughter-in-law to form a team of two. Together, they primarily serve New Castle County, but do business as far afield as Kent County, Chester County, and Delaware County. Having served a lengthy tenure in the industry, Billie has forged lasting client relationships and has catered to generations of families. Whether assisting clients in the buying or selling process, it is her deep well of knowledge and tried-and-true service that keeps clients coming back. Likewise, Billie makes it a point to stay accessible and provide her clients with reliable, clear communication. She crafts a positive customer experience capped by her skills as a strong negotiator. With all those skills combined, Billie’s clients count on her time and again to deliver their goals and get them to the closing table. “I’m a pitbull when I have to be,” Billie says with a smile, “but really, I’m able to connect the dots to make things happen. I’ve been in the business for twenty-eight years and I’ve learned a lot along the way.” With that kind of storied insight, Billie has developed proficiencies in all

facets of the industry and applies her unparalleled knowhow to smoothly guide her clients toward homeownership or their next chapter.

When it comes to marketing her listings, Billie recognizes the importance of standout online presentations. She incorporates the creative eye of a licensed stager to work with clients, helping them prepare and declutter homes before commissioning professional photography. Following photos, a pristine listing is created on the MLS, syndicated to nearly every real estate website across the internet. To stay in touch with past clients, Billie sends letters, mailers, and a quarterly newsletter to keep her past clients informed on the status of the market. In reflecting on her favorite aspect of her day-to-day, Billie says: “I love helping people and getting them to their next journey in life. I’ve met a lot of good, nice people who are still my friends today. It’s been a rewarding career—being able to help people in their time of need.” Billie remembers the unique faces behind every transaction and has always operated in her clients’ best interests.

To give back to her local community, Billie hosts a fundraiser each year for a charity that helps support senior citizens and vulnerable members of the community through the winter months and in times of need. When she isn’t working, she enjoys gardening, spending time at the beach, and is always game to travel to the Caribbean. She loves boating and spend as much time on the water as possible.

Harkening back to her early days in the real estate business, she also enjoys fixing up and flipping houses.

As for the future, Billie plans on working until she’s seventy and then has her eye on retirement. Until then, she’s committed to bringing her clients the very best in real estate services, from seasoned counsel to a winning professional partnership. With all that in mind and a bright career already behind, the best is assuredly still to come for Billie Chubb.

To learn more about Billie Chubb visit billiechubb.com, e-mail billiechubb@gmail.com, or call (302) 388-86992 http://

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Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.

Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite Top Agent Magazine

easily into the daily hustle & bustle world of the busy real estate agent.

First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening 25

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts.

These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument.

Here are some examples of meditations you can try.

1

For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis.

When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity.

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DWAYNE DUPLESSIS Before he became a top Ottawa real estate agent, Dwayne Duplessis enjoyed a successful career in the fitness industry – as a personal trainer, program coordinator, and also in equipment sales. “It was a great foundation for real estate. I was really good at working one-onone with people, figuring out what their goals were, and helping them to execute a successful result. When I decided to start my own business, real estate seemed like a perfect fit. I got my license in 2004, and I never looked back.”

Dwayne has been an award winning agent right out of the gate. Within a few short years, he was earning sales performance awards from Coldwell Banker and RE/MAX, including the Coldwell Banker President’s Circle Award, and later, the prestigious RE/MAX Hall of Fame.

One of the ways Dwayne has set himself apart in a competitive market is with hard work and determination to do everything possible to get his clients the results they seek.

“I do the same things that other Realtors® do, but I also make an effort to go above and beyond to help my clients achieve their real estate goals. I’lI go door knocking in neighborhoods where my clients want to buy, and I’ve had success with that. I also go into the community to tell neighbors about a new listing, in case they know someone who is looking to buy in the area.” Dwayne also has a large sphere of influence that he reaches out to when he needs to find a particular property. “Sometimes the only way to get clients what they want is by putting yourself out there and talking to people. I’m willing to step outside of the box and do those extra things to make a sale happen.”

Dwayne realized early in his career that it takes a team of experts to provide the high-quality marketing and client care necessary to succeed in a competitive market. Dwayne’s wife Vanessa joined the business in 2009, and together, they

developed a highly process-based office designed to increase efficiency and provide optimum service. This strong foundation allows the Duplessis Real Estate Group to go above and beyond when it comes to marketing their listings – a strategy that Dwayne says must embrace “the best of traditional, current, and emerging industry tools, all working together to net the best return on each sale.”

Every listing plan includes a complimentary home staging session and a detailed list of recommendations for each seller to complete. “We don’t cut corners on any part of the process.

We are a full-service agency.” Home staging, professional photos and video tours, and well-crafted property descriptions are just the start. Dwayne also calls top local agents to find buyers for his listings. “All of these elements make a big difference together. The key is to provide a seamlessly orchestrated “launch” for each property. I always want to give it everything I’ve got because it feels great to achieve a winning outcome for my clients.”

Dwayne is a devoted husband and father, and supporter of several community charities and organizations. When he is not working, he enjoys spending time with his family and staying healthy with activities like hiking or working out at the gym.

Dwayne is pleased with his success but plans to continue honing his skills and growing the business. “I just want to keep getting better and better. I never want to rest on my laurels. I start every day as if it’s my first day on the job and I go out there and try to make things happen. I love helping families achieve their goals, whether that is moving up or downsizing. Seeing their smiles and knowing they’re happy with the job I’ve done makes me feel fantastic.”

To learn more about Dwayne Duplessis, call 613-302-3241, email info@duplessisgroup.com, or visit DuplessisGroup.com www.

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HALEY GARCIA When looking to buy or sell property in the Greater Houston area, you won’t find anyone more in-demand than Haley Garcia. Haley has been a top producing agent since she started in the industry 16 years ago. Throughout her career she has been recognized numerous times for her accomplishments including being named one of Houston Business Journal’s Top 25 Residential Real Estate Agents by Sales Volume and Transactions multiple years, as well as receiving the Houston Association of Realtors’ “Top 20 Under 40” Award.

Haley is a Broker Associate and Director of Business Development – The Woodlands, one of Houston’s’ most exclusive communities. She heads a small team that includes two buyers agents and a support staff that serve not only The Woodlands, but all over the city. Although Haley and her team specialize in the luxury market, they really excel at all types of transactions including first time home buyers and relocation clients. It is her ability to provide an exceptional customer experience that has earned her an impressive 90% rate of repeat and referral business.

One of the keys to Haley’s success has been her natural ability to build strong relationships with her clients. “That all starts with open and honest communication. I set expectations early on and our goal as a team is to always exceed those expectations. These relationships are really important to me and I think my clients know that. I see myself as an advisor to them and I always have their best interest at heart. I’m also great at navigating what is oftentimes an emotional process. I keep things positive so everyone involved as a wonderful experience.”

Haley maintains those relationships in a unique way.

She sends out a “Letter of the Heart” quarterly. “I’ve been doing it for 6 years now, and I couldn’t be happier with the response. It’s a very personal letter.

Vulnerability isn’t usually encouraged in this business, but I find it makes stronger relationships and that’s when the business becomes amazing.”

Haley’s ability to build relationships also gives her listing clients a distinct advantage when it comes to marketing their properties. “I do everything every other agent does, I have a large presence on social media, I do print media, and have global exposure.

But one thing that sets me apart is the relationships I’ve built with other agents over the years. I have strong relationships throughout the industry and I’m highly respected. Agents know that when they work with me there will a successful transaction.”

Haley is one of the founding members of Women of the Woodlands, an organization of female business owners that supports a different charity every quarter. She is also active on other charitable endeavors throughout the year. When she isn’t working she loves spending time with her friends and family and her three dogs. She is an avid yoga practitioner, and is currently going to school to become a certified yoga instructor.

Another one of Haley’s passions is her work as a Nationwide Business Coach for The CORE Training, Inc. “I think what it all comes down to is that I really enjoy helping people. I want to continue to grow my business, but I also want to help my team members grow. One of the reasons I started a team was to give others the opportunity to have the success that I’ve had. I love what I do. I honestly think I’ll be doing this until I’m 90.”

To learn more about Haley Garcia email haley@haleygarcia.com or visit haleygarcia.com www.

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SOCIAL MEDIA MISTAKES

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

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1 Using it to Vent

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

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

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Lack of Consistent Branding

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

3Not Posting Enough

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

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

can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

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

Be a resource for people who follow your page.

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

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

4

Not interacting With Your Followers

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

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Not Sharing or Linking to Others

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

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LYDIA RUTH HILL For as long as anyone can remember, the Abaconian way of life has embodied a concierge-style, service-minded, giving attitude that permeates every aspect of life on this group of Bahamian islands and barrier cays. There, Lydia Ruth Hill, a ninth generation Abaconian born on the outer cay of Man O War, has lived and breathed the values of the island, transferring them to everyone she encounters through her work. Lydia’s career of helping people own or enjoy the Abaconian lifestyle is so much a part of who she is that, to her, it isn’t work. As a real estate sales and rental agent and property manager for more than 36 properties with 20 years of experience, visitors wanting to capture a piece of this island oasis are in good hands with Lydia.

carried through the generations,” she says. For that reason, Lydia describes herself and her team as planners, not just renters, sales agents or property managers. “We want to ensure that you fall in love with the Abacos and enjoy your stay; that you get to meet people and do things that are geared to you and your family; and that we endear the people of the Abacos to you,” she says. For visitors, she gets to know where they are coming from and what she can contribute to their vacation, even leaving welcome books and special gifts for them. This effort not only pleases visitors, but property owners, who enjoy ongoing repeat business.

“We always try to keep the property to the best standards for its price point,” she adds.

“My mom was a property manager and I always enjoyed meeting the rental guests,” says Lydia, owner of Abaco Vacation Planner. “That carried me from property management into rental and, over time, the rental guests became interested in purchasing property.” At first, Lydia would refer them to agents. “But they always came back to me for all of the information they wanted to learn, so I got my real estate license.” Doing so tied everything together for Lydia and for her clients.

“I also have a terrific team; I couldn’t do this without them!” says Lydia. Her skilled professionals are helping the company expand into new areas with reservations, listings and property management, leveraging social media and global marketing.

As part of her property management services, Lydia employs maintenance and cleaning teams in the field. By providing such broad service under a single umbrella, Lydia gains client loyalty while living out the island mindset.

Their online reservation system integrates with vacation rental hubs and offers the best possible booking and vacation experience. Some clients work directly with Lydia to book the complete vacation package for their needs, including human resources department of corporations planning group trips. “We strive to do everything to make them happy,” says Lydia. Because Abaco is a boating and fishing destination, her team has turned bad-weather days around for visitors by bringing them fishing boxes and showing how the locals fish from the dock when boating isn’t an option. By remaining tuned-in to tourist activities and experiences on the islands, Lydia’s visitors have memorable vacations and her property owners are able maximize their investments. She is also pursuing her brokers’ license to better serve everyone. “We plan to even better service our clients from start to finish, whether for rental guests, for owners who don’t rent, or for new owners learning the opportunities available to them after they purchase their property.”

“I met an agent years ago who said something that had a lasting effect on me,” says Lydia. “She said, ‘You come for the island and you return for the people.’” This couldn’t be more true in terms of how Lydia runs her business. “The number one thing we are taught in school here is manners; treating people with respect is integrated into our lives and

Lydia cannot fathom doing any other kind of work. “It’s a blessing that people choose to work with us not once, but over and over again,” she says, describing one visitor who has introduced a new client to her every time he visits for the past 20 years. That loyalty inspires her to offer even more of the giving, Abaconian way of life to everyone she encounters.

To learn more about Lydia Ruth Hill, visit AbacoVacationPlanner.com, email lydia@abacovacationplanner.com or call 242-367-3529 www.

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BARB HUNTLEY With an impressive twenty-nine years of experience under her belt, Barb Huntley of Keller Williams Alaska Group is setting the standard for excellence in client service by putting the interests of her clients first and foremost among her priorities.

Barb and her associates of Barb Huntley & Associates sell not only in the state of Alaska, but in Colorado and Arizona as well, and are currently on track to help over 400 families in 2017. This tremendous success is based on several factors. “Our number one focus is customer service,” says Barb.

“We’ve received the customer service award five years in a row. If you do good business and really care about the people you’re working for and putting their interests first, and taking care of their needs and making sure they their real estate goals, whether it’s finding the perfect home or selling a property, the rest just happens.”

A significant portion of Barb’s business is based upon referred and repeat clients. “Having been in the business for twenty-nine years, we have excellent name recognition. I’m also now at the point in my career where I’m selling to the children and grandchildren of my early clients.” Barb is quick to credit her team with helping to make her business a success. With each member of the administrative team responsible for a different element of the transaction process, clients are serviced in a professional and timely manner. “Because we have a team,” says Barb, “and everyone is single-focused on the team…we have someone who only markets listings only, someone who processes the file, someone who is the listing coordinator, we have a person who shows properties, etc. When you have one REALTOR® trying to do it all and wear multiple hats, customer service suffers.” Most of her team members have well over 5 years of experience and some have been with her since Barb Huntley & Associates was started.

her staff are extremely efficient and dependable. I highly recommend Barb for any real estate transaction you may be considering.”

It’s not financial success or the commission that brings Barb the most pleasure, rather, it’s the opportunity to help her clients find their perfect home. “Not all REALTORS® are as concerned about protecting their clients as we are,” says Barb. “I want to make sure we help facilitate a safe space where their family can really enjoy their home.”

As a life-long Alaskan, giving back to her community is of paramount importance to Barb and her team, and to that end they participate in many events that benefit multiple charities, including the Alzheimer’s Association.

When she’s not working, Barb enjoys spending time with her family, including her five children, eight grandchildren, and her three dogs.

As for the future, Barb is looking forward to growing her business to increase the number of people she can help find their dream homes, or sell their property. One of Barb’s ultimate personal goals is setting up a charity of her own. “I’d really like to increase our ability to help the community,” she says.

If she could relay one message to prospective clients, she would say “We’re here for you. Our team is focused on what’s most important to you. Together, we are ready to make you our top priority and put our years of experience & proven success to work for you to help you reach your next real estate goal.”

Savvy, cutting edge marketing is a hallmark of Barb Huntley & Associates. She likes to explain her aggressive marketing campaign simply as combining traditional approaches with modern technology to reach buyers and sellers no matter their age. Where some may be satisfied with the ordinary – she goes for the extraordinary. “The successful sale of our listings start with professional photos and videos. We use multiple internet sites, have an extensive social media reach and use both local and national marketing companies and campaigns.” it is her multi-tiered approach - because it works and it’s what the seller deserves. She still says – “nothing beats picking up the phone to call that buyer that you know has been looking for the property you just listed.”

As a Zillow Premier Agent, Barb boasts a solid five-star rating on the popular real estate portal. Among the many glowing reviews is this: “I’ve had the pleasure of working with Barb on several occasions.

She assisted us with selling a house, a piece of property and with our son’s purchase of his first house. Barb is one of the most sincere and ethical people I have ever had the pleasure of working with. She and 32

For more information about Barb Huntley & Associates, call 907-830-3555 or email info@barbhuntleyassociates.com Copyright Top Top Agent Agent Magazine Magazine

Is Your Phone Voice Attracting–or Repelling?

By Carla Cross, CRB, MA It’s such a simple thing, but so important--the first impression you make with your voice!

Recently, I did a presentation to a group of Luxury Agent Specialists. It was about sound and its impact on others (I used the piano to demonstrate). We usually think of visual impact. But, as agents, we come across way more people initially via email or phone than we do by sight. So, isn’t it time to Top Agent Magazine

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polish your ‘phone voice’? It’s probably the first ‘warm’ impression people get of you (I call email ‘cold communication’ because it vastly shrinks the three major ways we communicate: sight, sound, and feeling).

Here are three tips to assure your phone voice makes the best first impression.

Remember, You never have a second chance to make a first impression!

Don’t Mistake Technology as the ‘End’

We are so focused on technology today, that we are in danger of forgetting to effectively use that technology. Here’s an example. When I phone an agent today, I have no idea where that agent will answer his or her phone—or from what phone the call is being answered. And, I don’t really care. Technology allows the phone to follow the agent. That’s great. Here’s what’s not so great. The agent’s message is so dull, powerless, or mumbled that it doesn’t sound as though the agent wants to talk to me. Or, the agent’s message is so long, that I’m impatient by the time I get to leave the message.

Make a Superior Phone Message

For three days, listen carefully to the tone, intent, and messages you hear in phone messages. Listen carefully to how agents, managers, and your affiliates answer the phone (including the receptionist at the office). What do you think? If you didn’t know these people, what would you think of them? Are they excited to hear from you, or are they bored?

Here are 4 important tips to remember when recording your own message: 1. Stand up—you’ll sound as though you have much more energy.

2. Write out your script first—and be sure it’s not too long. I don’t really care where you’re going to be all day!

3. Modulate your voice pleasantly. Try to get some resonance.

4. Sound as though you’re looking forward to hearing from me!

Don’t Settle for One Run at It: Re-record Your Phone Message until It’s Perfect

As a musician, I would never play the piano for others unless I had practiced until the performance was perfect. Yet, when we ‘practice’ real estate, we often just ‘let it fly’ with whatever comes out of our mouths! Not good. You have too much at stake to settle for one run at it.

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Advice from a musician: Practice your phone message several times before you record it. Then, record and listen critically. Don’t just use the first recording.

Make sure your ‘phone voice’ is the best first impression you can make.

P. S. Managers and team leaders—two tips 1. Call each of your agents’ phone mails. What’s the impression you get?

Are they professional? Do they state the company name? Do they represent your culture and image?

2. Create a quick class in phone messaging using the information in this blog.

Copyright ©, 2016 Carla Cross. All rights reserved.

Carla Cross, CRB, MA, is the founder and president of Carla Cross & Co., specializing in real estate management and sales. Her internationally best-selling start-up plan for new agents, Up and Running in 30 Days, is now going into its 5th edition (!). Carla brings her vast experience as a top-selling agent and award-winning manager and trainer to the podium, blending her musical background with her proven sales and management strategies (she uses the piano AND even teaches someone to play—fast…..—entertaining and practical). Find out more at www.carlacross.com.

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ANTHONY MAROTTA Long before he was a successful Realtor®, Anthony Marotta was a respected name in real estate as a developer and an investor, before getting his license nine years ago. He was able to transfer his passion for the industry into a passion for helping his clients and is now one of the most in-demand agents working in Southern New Jersey.

Anthony has a small team and is with the prestigious Soleil Sotheby’s International Realty Agency where he focuses on the beach communities of Ventnor, Margate and Longport. Anthony is also the founder of a professional networking group. Pro Networking Group. The group was started 6 years ago and consists of 40 professionals who meet every week, and has led to an average of 1300 referrals per year. “It’s been a great feeling to know that I’ve helped people grow their businesses. It’s also allowed me to create what I call “Anthony’s List”, a vetted list of contractors and other service providers that’s an additional resource I offer my clients.”

Key to Anthony’s success is his 25 years of experience and his in-depth knowledge of the process from every angle. “I’ve been both a buyer and a seller 60+ times, totaling approximately $30 million worth of personal transactions, so I really make a dedicated effort to represent my clients the way I would want to be represented. I had some experiences that weren’t that great, so I not only saw what worked but what didn’t.

For most people this is the largest financial decision they’ll ever make, and I believe strongly they should be represented professionally, by a full time agent whose goal is helping people achieve their real estate dreams.

I’m 100% transparent with my clients, have impeccable communication skills and am very clear and honest. When you work with me, you can trust that I have your best interests at heart.”

Anthony’s above and beyond approach to service also extends to his marketing. “I’m blessed to have the backing of Sotheby’s International Realty, which really helps me get all of my listings maximum international exposure online. We do all the major websites as well as print media and open houses. I have the marketing philosophy that you come at a squirrel with an elephant gun.

There is no magical answer to get the results you want, so I do everything I can, every single time.”

Anthony is actively involved in the community that he loves and represents, and is a supporter of Wounded Warriors. When he isn’t working, he enjoys spending time with his children and at the beach and boating. He also loves unwinding by playing golf and meditating.

Anthony would like to continue to grow his business and is thrilled that his oldest son, Michael will be joining his team later this year. “I couldn’t be happier that he wants to join me. It’s always been my dream to work with my children and I look forward to seeing him achieve the success that I have and doing what I can to empower him. This business is really my passion. The day you think you’ve figured everything out about this business, that’s the day everything changes and that keeps things exciting. If you work hard in this business you’ll be rewarded, and the greatest reward is getting results that lead to happy clients.”

To learn more about Anthony Marotta call 609-412-6668 or email anthony@downbeachrealestate.com or visit DownBeachRealEstate.com www.

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Coaching 9-1-1

By Walter Sanford

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

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

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

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

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

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

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

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

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

Thanks for any suggestions.

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

One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us Copyright©, 2015 Walter Sanford. All rights reserved. online at www.waltersanford.com.

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RANDY SINGLER Top Agent Randy Singler, owner of Coldwell Banker Signature alongside his wife Sherri in Saskatoon, Saskatchewan has found himself among the elite of the real estate world by providing every one of his satisfied clients with unparalleled customer service.

A former heating and plumbing tradesman who owned his own home inspection company, Randy transitioned into the real estate industry nine years ago, where his vast resources of knowledge and his commitment to doing right by his clients has resulted in a current rate of referral business that hovers around 85%, a staggering achievement by any measure. “After I started to work for myself,” he says, “I became fascinated with real estate, and figured it was going to be a good fit. As someone who knew a little more about homes than most, I knew I’d be able to protect my clients. So I took a chance and went from a 100% guaranteed paycheck to working 100% for commission.” His gamble clearly paid off handsomely.

That rate of referral is a direct result of a philosophy that was handed down to him by another successful agent in Saskatoon. “I told him I wanted to grow my business, and asked if he had any advice for me,” says Randy. “He told me to nurture the business that is in front of me, and not to chase empty leads. I’ve used that model since day one, and make sure that I take care of the people in front of me and of the referral sources that come in. Business just snowballed after that. We love to take good care of our clients – that is number one for us.”

Before Randy and Sherri purchased Coldwell Banker Signature, they joined together with husband and wife team, Jessica & Dan Betteridge to form ESYXE Real Estate Group, going on to win many prestigious awards in Saskatoon. The four of them share a dedication to helping their clients achieve their dreams and to make the often-convoluted transaction process go smoothly. “We take our client service to the next level. We identified the stress of buying or selling a home, and implemented systems to take care of the little things. Randy also

credits his Office Manager Melissa Goetz as a behind-the-scenes dynamo: “She’s unbelievable with our clients, her attention to detail, and the things she does for us are amazing.”

What sets him apart in this industry, says Randy, is his commitment to continuing to educate himself. “My very first year in real estate,” he says, “I realized this was my passion. I figured I should have the right people helping me, so I hired a coach who really guided me with putting together systems and to see things a bit differently. But I think my work ethic is the biggest thing that sets me apart.”

Despite his financial success, that is not what Randy likes most about what he does for a living. Where he finds the most satisfaction, he says, is from helping his clients. “I love waking up every day and helping guide people down the path to the biggest transaction of their lives. A lot of them are scared, it’s nice to be able to protect them through their journey and then get that ‘thank you’ at the end for having made the process seamless.”

Giving back to his community is of utmost importance to Randy, and to that end he is currently Vice Chair for the local Saskatoon City Hospital Foundation, and will assume the mantle of Chair next year. He is also part of a men’s charity club called the Synergy Eight Community Builders, and together they have raised millions of dollars that have gone towards purchasing a children’s ambulance for their province and the expansion of a local cancer clinic expansion.

As for the future, Randy’s plan is to continue to grow his business alongside his wife Sherri and expand the reach of Coldwell Banker in his province. “That’s on the horizon for the next two years,” he says. His other objective is to simply continuing doing what he loves – selling real estate and help mentor other agents with their business.

“When I wake up in the morning,” he says, “I look forward to the day because I love what I do.”

For more information about Randy Singler, please call 306-221-5809 or email randy@esyxe.com Top Agent Magazine

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3 Tips For Masterful To-Do Lists

by Rob Flitton

Here are three masterful tips to easyto-prepare and easy-to-perform todo lists.

1-Important v. Urgent.

Always prepare your lists based on what is important, not what is urgent. Why? Let’s define our terms.

“Important” in this context is about what matters to you. “Urgent” in this context is about what matters to others.

People have a tendency to not only assemble their lists based on the needs of other people, they get derailed by interruptions and distractions from the pressing needs of others—they get on phone calls, discussions, text-threads, or emailexchanges that take away their focus.

The corollary tricks here are to (i) negotiate for time and space in advance, and (ii) learn to say “no.”

Since you want to focus on what’s important and not on what’s urgent, it causes you much less friction to negotiate ahead of time with those who matter to you for the time and space you need to be able to focus.

This keeps you from worrying about family matters when at work, and work matters when enjoying your family or leisure time.

When we are afraid in life to politely say “no” to the wrong thing, we makes ourselves unavailable to say “yes” to the right things. Those who appreciate and understand you will cooperate—those who do not will simply have to adjust.

2-Obey The Crow.

Sometimes these urgency-intruders There should never be more than 7 can be close to you and hard to say items on your to-do list. No one no to—your spouse, boss, children, can concentrate on too many things at once. customers, or strangers.

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To be able to focus, a person needs to be able to discern which activities or ideas are most important to him at that moment, and at any given moment a person is only able to hold, focus on, or visualize perhaps somewhere between 4 and 7.

This limitation was understood from an experiment observing a flock of crows gathered in a clearing. When various groups of men would cross the clearing and then enter the nearby woods, the crows would flee to the Top Agent Magazine

treetops only to return when the full number of men could be accounted for—i.e., when they felt safe.

If one man went in and then came back they would return to the clearing. If three men went into the woods and only two returned, they wouldn’t. If five men went into the woods and only four returned, they felt safe to return to the clearing.

This means that the crows could only hold 3 or 4 units of the men in their focus.

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Focusing on where the money comes from strips away all of the non-essentials.

For humans, the same is true but may be slightly higher. Look at a forest—you can perceive and focus on and count about 6 or 7 trees at one time, but you can never focus on or count an entire forest.

being the most important, and 1 dollar sign being the least important—like movie, book or restaurant ratings.

At the end of the to-do list period— whether it is a daily, weekly, monthly or annual list—you need not have completed every item, but you need to have entirely completed or accomplished the 4- and 5-star items. You would rather fully complete three 5star items than partially complete all seven items on your list.

The powerful piece of knowledge here is that by using unit economy— by limiting your ideas and activities into manageable groups—you can greatly overcome these limitations and leverage your means to tackle more and more work. By breaking lists down into groups of 4 to 7 Money is a measuring stick for how units, you can accomplish hundreds, effective you are at conducting your if not thousands, of important jobs business—it is really the only objective means of measuring your and tasks annually. effectiveness. Yes, there are plenty of non-monetary goals and outcomes 3-Dollar Signs.

The matter of deciding what should we all want to achieve, but I assert be at the top of your list should that being profitable matters the come down to the money. Money is most, and your to-do lists need to best barometer of what you should establish the mental attitude required spend your time on. Bookkeeping is to achieve maximum profitability. an important task in business, but Focusing on where the money comes closing sales is significantly more from strips away all of the nonimportant—no sales adds up to no essentials. need for bookkeeping.

Rob Flitton is a Seattle Real Estate MarAssign everything on your to do list a number of dollar signs, 5 dollar signs 42

keting specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314.

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DEBORAH SPENCE Top Agent Deborah Spence has forged a reputation as one of the most dependable, hard-working realtors in the Philadelphia area through sheer determination, excellent client service skills, and a refusal to skimp on the hard work necessary to build a thriving career.

While her one-and-a-half years in the business would seem to mark her as a relative neophyte in the real estate industry, Deborah proved her mettle right out of the gate, listing an astounding sixty properties in her very first year.

Currently overseeing a small team under the umbrella of Weichert Realtors, Deborah was a former pre-paid phone salesperson whose interest in real estate was sparked by a conversation with her mechanic. “There was this vacant lot, and he told me that if someone developed it and put three homes on it, it would be worth millions of dollars. So I did some research, and realized it wouldn’t take too much to get licensed and learn a little bit more about real estate. So I took the leap, quit my retail job and jumped right in to a new career. It was a great decision.”

Her clients would tend to agree. Going above and beyond industry-accepted levels of client service is par for the course for Deborah. “I do everything super, super awesome,” she laughs. “I use the ability of my company to have my listings placed on several hundred websites. I use a professional photographer to take the photos no matter how small or how large the property is. They all get the same treatment. And once that’s done, I do video tours, and then I’ll do really big open houses every weekend until the property sells.”

While many realtors utilize their sphere of influence to gain a foothold in the industry, relying on relatives and friends, Deborah went it alone and built her business from scratch, from the ground up. In possession of a stellar work ethic, she set about finding clients the old-fashioned way: cold calling, a method often eschewed by realtors who are less fearless than she. “The fact that I’m not afraid to pick up the phone and call a thousand people a week really helped me,” she says. “If I hadn’t done that, I would never have become successful in this business, because my friends and family don’t have the means or ways to help me with real estate. I come from very humble beginnings, I grew up in the South Bronx in dire poverty. So I had to coldcall people. I just don’t have a fear of doing that, and that’s what sets me apart from a lot of other realtors.”

Aside from assisting her many grateful clients, Deborah appreciates the flexibility her new career provides. “I’m a single parent,” she says, “I have a teenage son, and I love that I can just check in on him in the middle of the afternoon and make sure he’s where he should be.” A born salesperson, she also takes pride in her ability to convince others to rightly place their trust in her. “It’s the biggest transaction my clients may ever be involved in, and to be able to convince them over the phone to trust me with that is powerful.”

As for the future, Deborah is in the process of writing a book detailing her phenomenal, more-than-sixty-listings first year in the business. She also plans on growing her team and her business within Weichert, all the while maintaining the level of exceptional client service that has become her hallmark.

For more information about Deborah Spence,

please call 484-934-2744 or email dspence@weichert.com Top Agent Magazine

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MARC SYKES Marc Sykes began his tenure in the real estate industry twenty-two storied years ago. While he was growing up he was exposed early to the business, as his mother was the only licensed broker for years on the Hawaiian island of Maui. Today, Marc serves as the Branch manager for Dickson Realty’s Caughlin Ranch Office. What’s more, he is the Designated Property Manager for Dickson Realty, partnering with Paul and Sue Armstrong to head Sykes Armstrong Management, where they combine their expertise to oversee more than seventy residential properties in the Reno and Sparks area.

In the two decades plus that Marc has served as an agent and property manager, he has built his reputation on consistency, client-centric service, and accessibility.

Accordingly, he has generated an impressive 80% rate of repeat and referral clientele. Serving homebuyers and sellers across the Washoe County and northern Nevada areas, he has earned a litany of designations over the course of his career, including as a Graduate of the Realtor Institute (GRI) and as a Certified Residential Specialist. As for his extensive property management services, Marc and his team provide full-spectrum care to an array of tenants, on behalf of property owners located around the globe.

At Sykes Armstrong Management, Marc and his team’s services include fielding leasing applications, conducting inspections, billing, executing maintenance, supervising move-ins and move-outs, and showing properties personally—to name just a few of their comprehensive duties.

Considering his robust rate of repeat and referral business, Marc’s ability to deliver memorably superior service is unequivocal and has kept his business steady and well-respected by clients and colleagues alike.

Considering many of his landlord clients are dispersed throughout the world—from Bangladesh to Shanghai—Marc has mastered the art of overseas communication and easily keeps in contact by e-mail. No matter the miles, international property owners trust his ability to execute and drive continued business. To market listings—from resale properties to upcoming available rentals—he makes use of the leading digital listing sites to ensure maximum exposure online. As a result, Marc fields constant interest on behalf of his clients and properties stay profitable for the long-term. With a client roster that’s ever-growing, Marc relishes the changing day-to-day nature of his work serving others. “I like that I never know what will come through the door each day. It’s always different,” he says. “I thoroughly enjoy what I do for a living—there’s never a dull moment.”

For years, Marc has been thoroughly involved in his local professional community. Not only was he the Founding President of the Northern Nevada Regional MLS, but he has also served as the President of the Reno/Sparks Association of Realtors and as a Nevada Real Estate Commissioner from 2005 to 2013, then as Commission President in 2012. He is also an avid fundraiser for the area’s Girl and Boy Scouts. In his free hours, Marc is a championship offshore sailboat racer who appreciates the rugged outdoors of northern Nevada.

As for the future, Marc has plans to continue growing his professional imprint as he eyes retirement possibilities ahead. Having cultivated an extensive, twenty-two-year pedigree that spans multiple facets of the real estate industry, Marc’s affinity for his work matches his keen ability.

As he rounds out a stellar career, the best is assuredly still to come for Marc Sykes.

To learn more about

MARC SYKES

visit dicksonrealty.com, e-mail msykes@dicksonrealty.com, or call (775) 284-3018 www.

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Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing.

And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market.

A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came Top Agent Magazine

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession.

It’s about being known for being DIFFERENT in your profession.”

Another misconception is that you should begin marketing before your brand is defined.

For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

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platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand?

In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

1

What is my ultimate goal?

Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

2

Who is my ideal customer?

Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

3

What is my point of differentiation?

This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

4

What am I willing to be known for that is authentic to me and significant to my ideal customer?

Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’.

It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else.

A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well.

So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner.

Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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SAM TOWNDROW Sam Towndrow started a music events management company when he was only 18 years old. When he was 23 he decided to embark on a new career and it was actually his mother who suggested real estate might be a good fit. “There are a lot of similarities between the two careers, so it was an easy transition in that respect. I started as an agent 10 years ago and I’ve loved it ever since,” Sam says.

His friendly, articulate nature, attention to detail and passion for service have all helped him to build a thriving business.

tionship throughout that campaign.” To keep in touch with past clients, Sam touches base occasionally by phone, and sends holiday and birthday gifts.

Sam now works as a solo agent at Ballard property, working with only one assistant. He serves all of the Inner Eastern suburbs, with a focus on Paddington and Woollahra, as well as Double Bay and Bellevue Hill. A longtime resident of the area, Sam knows it well and shares his expertise with clients to help them find their dream homes or sell at the best possible prices. Currently 45% of his business comes from repeat and referral clients and that number grows each year. What is it that keeps his clients coming back? “We have a detailed structure for all our clients from start to finish. We make sure we do absolutely everything we set out to do and we maintain a high level of communication,” Sam says. “I work to treat every single sale like it’s my very first one.” That dedication and enthusiasm comes through to clients. Sam’s diligence and caring result in quick sales and happy clients eager to rave about Sam to their sphere of influence. “When we finish the process, my clients and I end up staying friends,” Sam says.

“There’s definitely a business side, but we build a nice rela-

To market a listing, Sam starts first and foremost with the property itself. “Presentation is obviously key,” he says. “That’s the main focus.” He uses high quality photographs and videos, focusing on the special features of each property. He shares those on real estate listing websites as well as social media. He also reaches out to residents of nearby suburbs by direct mail, an effective tool to spread the word about a listing among potential buyers.

His experience in events management gives him an edge in real estate and he sees many parallels between putting on an event and selling a home. “It’s a similar process from start to finish,” he says. “And my knowledge of how to put on event helps me with the structure of the process of helping a client buy or sell a home.” What does Sam like best about the job?

“It’s very social, I love that,” he says with a smile. He also enjoys the flexibility. “I work hard, but I enjoy it. It’s a great industry to be in.”

In his free time, Sam enjoys spending time with his wife.

He maintains his passion for music and deejays in Sydney on the weekends. For the future, Sam hopes to continue to grow his business organically and diversify, adding a project side. With his deep understanding of the area he serves, he’s sure to succeed!

For more information about Sam Towndrow,

email sam.t@ballardproperty.com.au, call +61-415-977-890, or check out his website at ballardproperty.com.au/team/sam-towndrow http://

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