NATIONWIDE & INTERNATIONAL 12-16-19

NATIONWIDE & INTERNATIONAL EDITION

How to Recognize

TRUE LUXURY PROPERTIES CONCIERGE CARE:

Services that Lure Clients and Transform Your Reputation

EASY BLOG TOPICS

FOR YOUR REAL ESTATE BLOG

FEATURED AGENTS

COVER STORY

GREGORY COOPER

JEN ARIZMENDI PAULA BAILEY JASON BUFFINGTON LARISSA COLANGELO CARMEN JIMENEZ MARY ELCAN MAY KAMI PYVAND DAVID REECHER CHRISTINE RICCI DAWN STEVENS PAUL SWANSON ANDY SWEAT

NATIONWIDE & INTERNATIONAL EDITION

AMS Mortgage Services is proud to congratulate

CARMEN JIMENEZ

11

6

GREGORY COOPER

CARMEN JIMENEZ on being featured for the State of New Jersey in Top 23 Agent Magazine!

19

LARISSA COLANGELO

JEN ARIZMENDI 32

28

PAULA BAILEY

MARY

36

Manuel Morgado, Vice President 973-344-9090 office | 973-713-4914 mobile NMLS #179240/20843 375 Chestnut Street, Suite 3C, Newark NJ 07105 Licensed Correspondent Mortgage Banker NJDOBI DAVID REECHER JEN ARIZMENDI

PAULA BAILEY

MARY ELCAN MAY

CONTENTS

GREGORY COOPER

Jen Arizmendi launched her career in real A born and raised Nashvillian, Mary E estate more than ten years ago. At the time, May more got her It’s startimportant in the realtoestate indt be able Paula Bailey got her start in real estate she was a Human Resources professional on back inher 1999.both In the twentyPaula yearsexpla since sides,” than twenty years ago.

Growing up, the hunt for her next challenge, when a friend career had launched, she ahas established a r clients perspective from father had been a builder, and real estate invited her to be an assistant in her real estate tation for forthrightness, regional knowle table.

Also.

I’m very deta always lingered in the back of her mind as an venture. For a year, she learned the ropes and and lasting trained in all things foreclosures and short to have my finger on the option when the timing proved right.

After a relationships. sales, earning in-depth experience in successful the turn as a retail buyer, she knew she transactions. My clients Today, Mary spearheads her work u investment property sector. Now, a decade was ready for a change. “I knew instantly that knowledgeable and insigh theinbanner & Clark Realty, generalofcanFridrich be later, Jen has parlayed that knowledge and insight explains, “and while real estate aspect of the transaction a real estate was the direction I needed to go,”investment into a successful career of her own, complete with glamorous and exciting, sometimes serves the greater Nashville and William I’m invol she remembers.

Now, decadesbeast. later, Paula properties aretwo a different That’s why path it’sThere, soto closing. a reputation for her wise counsel, communicative County region. she works alongs my communication skill has earnedimportant a reputation fora forthright advice, to have deep knowledge of the local approach, and proven track record. dedicated assistant to serve buyers and se seasoned track record, personal touch. hands-on.” market and theand potential for returns investment. of allonkinds.

In fact, her business is dr they’re able to by repeat and ref Serving clients across the greater South Bend, My clients come back because almost exclusively achieve their own personal financial goals through Indiana region, Jen spearheads her work under the Paula with first-t Today, spearheads her work solo and clientele whoWhen trustworking her unparalleled in real estate, and I’m able to guide them banner of Addresses Unlimited, LLC. There, helpsshe lead investing Shorewest Realtors’ largest office. astute of Paula’s clientele she knowledge, counsel, andthat person works with distressed properties such as foreclo- on that journey.” she begins There, she serves clients across the greater nature.

Because she is with nativea consultat to Nashv sures and short sales, often pairing with investors she80% provides unique, on-the-ground in process ahead. “Before region.

To properties, date, moreJen than ofbestthe listing blends the practo spot opportunities in the marketplace.Milwaukee Consid- When illuminates potential neighborhoods business driven repeat and referral help put them on the righ ticesis of both by traditional andthat digital marketing ering her business is almost exclusivelyher driven areas about town that appeal buyers o efforts.

After listings are “beginning withtopre-appro turn to high-quality her for herphotography, experience by repeat and referral clientele, Jen has clientele set her- who house hunt.

Likewise,soshe disseminated across a range of online platforms self apart as indispensable asset. “Investment prepared thatemphasizes the minu eye and communicative style.

“Sellers need and social media while and flyersI are real estate is a niche aspect of the business,” she what to know buyers aresite, saying, likedistributed house, they can be ready

4) CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION

21) HOW TO ANSWER THE INEVITABLE QUESTION: WHY SHOULD I CHOOSE YOU?

8) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT

25) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES

45) EASY BLOG TOPICS FOR YOUR REAL ESTATE BLOG

34) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

48) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

17) IS BRANDING THE WAY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL?

41) 5 TIPS TO MAKE NEW HIRES A LONG-LASTING SUCCESS

38) CREATIVE WAYS TO SAY THANK YOU

sellers to know what buyers are looking for. some of the stress and anx Phone 310-734-1440 | Fax 310-734-1440 Copyright Top Agent Magazine mag@topagentmagazine.com | www.topagentmagazine.com Copy

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. 2

Top Agent Magazine

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40 KAMI PYVAND43 JASON BUFFINGTON

CHRISTINE R

Award winning realatestate rating With Another a lovecomprised for peop With a love for people and a the right things done the rightoverall time.” wrote, agent isKami Pyvand hands – testimonials, abusiness, staggering talent As for first dedication to superior service, “Jason THE BEST— down. time C of Keller heWilliams has made grea Jason Buffington and his team homebuyers, walked usin throughRicci the process with so Atlanta - is a hardworking, “It’s because I am very have made great strides in the much patience, guidance & knowledge.

I would recomas a real estate agen committed and knowledgeKami whenbuying asked how h northern Georgia real estate mend him to anyone but especially to those their Westchester County able real estate advocate for loyalty.

“If I’m showing market. Jason got his start in first home. He helped us find ourof perfect New starter York. home She en KAMI PYVAND CHRISTINE RICCI JASON BUFFINGTON grateful the good andstudyin the bad the industry after selling his &his we many couldn’t be morebuyers thankful out for him!” business after and sellers.

Kami, who I hide nothing from them foundation/concrete business nurse and then a stay remains hands-on with every client despite the large this business for so long, during the recession. Always When Jason isn’t working, he’s giving back through his w mom.

“My friend ANDY SWEAT DAWN STEVENS volume of deals he closes, truly cares about the wellhomes would be best for 49 44 47 having an interest in real estate, he earned his license church or acontributing to the Fellowship of Christian Realtor encouraged me to get into the b being of his clients.

His top-drawer customer service and hit the ground running. team consists He loves out with family and she also thought I hanging would be great fit,” Christi Top Today AgenthisDawn Stevens ofis Athletes. status would be her commitment to astaying abreast of ha Andy Sweat always and direct honest approach have all playeddiscovered a part There are a multitude of Paul Swanson his the full a secretary and ten other They aim and to deliver football. a agents. dedicated professional who watching the ever-changing real estate industry and local market Once Christine earned interest her license, she hit thra in architecture in his ascension to top agent status, earning him his play when assessing Kam a concierge-style servicebrings wheretotheir feel taken the clients table almost four trends.

“I running, think clientsestate see the minute true value working passion formyreal while are loving every of in her work.

Ta real estate, but it sourc wasn’t reputation as of the top-tier Realtors intowards Atlanta. tiation skills, thorough care of throughout the transaction. to one provide Jason looks the future, he is eager to decades of“We realwant estate and real As with someone who takes the time to get the education he returned to hisofadd native leads The Ricci Team, which consists 13 m at a professional crossroads. strategies, and confiden the Ritz Carlton experience,” Jason explains.

“We want to his through rental inventory.

He also estate-related experience.

This more necessary tobusiness providestaff theand knowledge that helps them Area that he decided t including agents.

“I also joined force After twenty years in says theindustry, music Beyond Kami, workto ethic was instilled which helps putt provided Dawn with a impressive wealth wants make informed decisions,” Dawn, currently our clients to feel they’rehas getting the best whose service.” open locations in south Georgia. his handwho at the business.a expansion partner: Xperience Real Estate, in him by his father, been the age for often-difficult transaction business, hesince was ready for through of industry knowledge that ishas sits onworking the Board of SWEAT Directors thehis Salt Lake Board spent most of twentie DAWN STEVENS ANDY PAUL SWANSON Suarez, who isandtheir national leader,” she e of twelve, when he refurbishing bicycles unparalleled in her market, andbegan of Realtors.

She also holds a CRS designation (Certified Los Angeles, earning afor pedigree in entertainmen With a growing percentage of their clientele conReal estate is more than a career Jason, it’s a passion, next challenge and had always Ridge Ch She is growing at an exponential rate, with selling them atgrateful a discountResidential to children who could not Kami, whofewisRealtors currently marketing.

Upon hisofreturn, he recognized the pot providesit’s her Specialist), something relatively sisting of repeats and referrals, clearmany they’re doing and he loves every minute it.

“I like to satisfy the been intrigued by architecture area knowl scho 90 percent of and her nowregional coming afford they a brandbuying new one.possess, This industriousness committed philanthropist before, drawing uponbusiness his skillsets, clients withright. expert whether is awarded based upon sales volume andfrom something Soadvocacy, far in 2019, they haveare the most customer,and especially someone who never thought clients and referrals. and design.

“My previous to prestiadvoc empathy have informed his realhome estate career, which table organizations.

Whe and marketing prowess. sawearned an opportunity, I ju or selling.

Honest, personable, longevity inown the industry.

Dawn also the volume sales for aforthright team in and the extremely state of Georgia at they would a house.

Seeing“I that satisfaction and began in 2004.

“I was working as a restaurant manager rare, he admits – he loves in, and that was that,” he remembers.

Dawn Williams, strives to and make as$23 smooth as being gious Realtor 500 Award, which istheir given to theopportun Top 500 career hyper-focused detail, organization, Keller in every 2018, transaction they closedwas million ableon to help them achieve dreams is really “Itobelieve it’s my delivery ofother service thatw atreputation the time,asgaining the skills needed open a unique time with his family, possible, cementing her long held an agent agents within the Salt Lake Board, among notable follow-through, and helping people get from point A owners to in transactions. They are continually looking for ways rewarding.”

Now, years later, Andy is in command of a flouri apart,” she explains.

“It’s white-glove serv fine dining concept restaurant in Buckhead,” recalls restaurants with family a at the very top of her game. career achievements. toworking be better at what they do and aim to consistently toKami, point B seamlessly,” he remembers.

“Those skill features. career and reputation to match, known for his “and a regular customer came in, and asked me frequent communication, follow up and ress deliver a pleasant experience sets to each person they market strategies, communicative style, andaims per made for a good match.”

Today, Paul has built aloveand Office of I’d sellasfor him a house Dawn, he hadwhen recently built. was “I really this business Dawn began her illustrious career if working a paralegal she can findIttime, to travel, recently ness.”

Christine is loves always available and serve. This has resulted in the organic growth of touch.

Under the banner of Keller Williams Bay at a law firm in Florida which was the designated from aclients trip to Italy and Greece with husband. strange that as he counsel was askingreturned aknown restaurant to sell I’mthe able to her useIn my his knowle her throughout transaction, mak an agent formanager advocacy, education, fre their business, as clients toreputation refer to people Estates, Andy serves clients from his Los Gatos o for Freddie Mac. “I usedlove to do all of them their REO clos- to take She is also an active philanthropist who supports multiple a house, but I decided on the challenge.”

Kami the transaction.

I plan on smooth and as stress free as possible.

“I and client-centric care. his highrew they know.

Jason and his team make sure to keep in specializing in San Jose and other tech industry-ori ings for the state of Florida,” saysnotDawn.

“I was charitable organizations and communities, including only sold thatdoing house, but three more asunder well in them mythe wing.

I become their go-to touch throughout thewell process, leaving nothree question such as Cupertino, Sunnyvale, and two daug all of the legwork, as as the closing documents, and local foodcommunities banks, first responders, schools and others. following months.

He enjoyed the process so and they really feel I have their best interests Clara.

Thus far, he’s managed to drive more than unanswered.

This applies to after the transaction as handing over large checks to these agents.”

Noting Serving across Chicago’s northern neighborhoods an much heclients decided tothe get officially licensed, a stellar I’m alland about building rapport andBears, connecting of his business through repeat and referral clie well, as they send out newsletters, personal letters, unprofessional demeanor of many of these agents, Dawn When asked about her plans for the future, Dawn says career was born. andJason suburbs—with a focus on Park Ridge, where hein-depth understan focusing solely the transactional side.” N trusther his astuteon counsel and phone calls to and wasmake certain she could docatch better.up.

“I quickly gothis myteam real she’d likewho to put many years ofand experience to use do Christine’s clients appreciate her suppo of the region andnewer its inventory. more, he has lived for the more two decades—Paul spearheads As for th also host appreciation suppers special events, like estate license,” she recalls, “andand literally within first than educating and mentoring agents. What’s “I just signed Over the years, Kami has won multiple awards forher passion. heavily on his background in digital marketing to also love seeing “They know I lo his under the of Baird & Warner andsays. “Whether as his bu free photos thirty days with I hadSanta. sold two properties that surpassed my up for a national speaking course,” she the work customer service and banner excellent practices. aIbusiness nuanced and builds data-driven approach to his We workw do, and that a high trust factor. salary as a paralegal. I jumped indoing feet first,business and I’ve I’ll ranked become a speaker orthree perhaps afar, trainer to beye as To agent.

Home, Inc. Thus heofremains seven Among these arenever his Closer being the number have a vast knowledge thefrom area, us andthr I to get“Iaof concierge style service looked back.” seen.”

Regardless her future career path, one thing is Both buyers and sellers love to has leave glowing reviews agent in the entirety of the more Southeast, and his data,” ranking managed to drive than 60% of his business ground, on market he explains.

“When I connect the process.” certain: Dawn will continue to excel at taking care of her about their time with Jason. One among recentlythe said, top“Jason oneand percent of all Keller Williams’ people, I’m a who straight trust shooter. I don’t real oversell, be through repeat referral clientele estat Currently working for RealtyONEGroup in Cottonwood clients, and also providing the amazinghis level of customer was wonderful in finding the right house prop- States. Kami agents in and the United has also just been I understand how big a decision and process Heights, Utah,that Dawn justifiably boast her service that has become synonymous with name.

When itascomes to marketing, Christine and sharp eye, astute counsel, and his her transactio erty for a trust I amcan responsible for.

He isthat a great isabiding for my clients. respond to informatio that honesty featured in Atlanta’s Who’s Who Magazine adedication master They to For more business is based in large part on returning clients and also go above and beyond.

“It starts with more about Jason Buffington, listener and seeks to understandclients’ exactly were bestwe interests.

“I For focus oncan creating an overall tha transparency. this business, thereplease areguide a lot of diff6 Realtor.what Solid proof of Kami’s excellence be In found call referrals, a significant achievement in the highly competdetailed consultation.

When we consult wi looking for. He was also a consummate professional, personalities, different price points, and diff on his Zillow page, where“and he holds a perfect five-star 770-540-6264 or make experience,” he Iplease take thecall time to help myemail go kamipyv itive world of estate.

When to as account for says, the we come Beyond from analleducational responding to real phone calls and asked emails quickly as situations. that, people standpoint. want to cut tW email chase dawgnationhomes@gmail.com clients Ibe never want my We clients that impressive level andappreciation trust she understand inspires, Dawnthe process. to theirwork advocate. listen askstep que and with someone they and can totally re possible, and hadofaloyalty genuine for getting grows pensive for a moment before replying.

“I think it’s to feel pressured, and it’s important to gothe through the well.” it’s and who knows market extremely discover what their motivations are,”done she e because I try to create a relationship with my clients that Agent Magazine buying and selling process the right way.Copyright I have Top a lot take-awa are friendship-based,” she says. “I go to dinner with them, When it comes to listing properties, Andy blends experience with public-facing customer service, you’re Cl I stop by their houses. Because Iof work in a very specific digital and traditional marketing methods to crea area, and I live in that area, it provides me the opportunity realizing individual needs, and working with different effective hybrid.

“I don’t turn a blind eye to old s the grocery store and has made tactics, Top Agent Magazineto run into my clients at places like butdifference I’m very skilled targeting3buyers on perspectives.

This a huge in atmy the gas station.” he says. “People respond to a more proactive, mo

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business, and I want people For toapproach think me itascomes a resource moreofwhen about Dawn to Stevens, marketing.” This

inc

Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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Top Agent Magazine

sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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CARMEN JIMENEZ It was 20 years ago that Carmen Jimenez decided to enter the real estate industry, and she hasn’t regretted a moment of it. “For family reasons I needed something more flexible, and real estate was the perfect fit,” Carmen explains. Today she leads CJ Executive Team which currently consists of herself and one other agent who assists in open houses and showings. Together they serve all of Essex, Union and Morris counties in New Jersey. They aim to provide superior service, which has resulted in the vast majority of their business consisting of repeat clients and referrals. Over the years, Carmen has amassed several awards, including Executive Club (2013), 100% Club (2014-2017), Platinum Club (2018), Hall of Fame (2019) and NJ Realtors Circle of Excellence Sales (2002-2018).

“I am always there for my clients,” Carmen explains.

Even after the transaction, Carmen makes sure she is available to answer questions and guide them on anything they may be confused about. “I educate them on taxes, and help them find out if they can lower their interest rates. We become like family through the purchase or sale of a home. We truly go above and beyond for them,” she says. When it’s time for a home to be inspected, Carmen makes sure she’s at the property so her clients don’t have to take a day off from work. “We do everything we can for our clients, it’s the right thing to do.” She stays in touch throughout the year as well, sending cards, calling them and keeping up with them on social media.

When it comes to marketing, Carmen also exceeds expectations, marketing herself and her listings on Zillow. “Our listings are also on Trulia, Google, 6

Realtor.com and the MLS,” she says. All of this effort has resulted in their transaction volume reaching $12 million this year alone.

After the transaction, clients leave glowing reviews about their time together. One recently said, “If you want someone who is extremely knowledgeable and professional then look no further. Carmen Jimenez is a trusted advisor and advocate for her clients.

She ensures she’s making the real estate process as seamless as possible, all with her customer’s best interest in mind. My husband and I have been on the buyer and seller side with Carmen as our agent and we were beyond satisfied with her efforts, hence our 5-Star rating. Thank you, Carmen for your professionalism and knowledge. You are a pleasure to work with.”

As Carmen looks towards the future, she is excited to start growing her team. “I’m looking for more assistants that are reliable and can help build our business.” In the meantime, she’s enjoying every minute of her work. “I like helping people. I really love seeing them own their home and seeing the happiness in their eyes. I want them to succeed, prosper and achieve the American Dream.”

For more about Carmen Jimenez, please call 973-450-4000 or email cjimenez116@aol.com Copyright Top Top Agent Agent Magazine Magazine

AMS Mortgage Services is proud to congratulate

CARMEN JIMENEZ

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

Manuel Morgado, Vice President 973-344-9090 office | 973-713-4914 mobile NMLS #179240/20843 375 Chestnut Street, Suite 3C, Newark NJ 07105 Licensed Correspondent Mortgage Banker NJDOBI

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes8

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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Top Agent Magazine

One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

Top Agent Magazine ®

Top Agent Magazine

GREGORY COOPER Top Agent Magazine

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GREGORY COOPER Gregory Cooper launched his career in real estate twenty years ago and immediately hit the ground running. After earning Rookie of the Year for his debut efforts, he swiftly ascended the ranks and went on to become a top-producer under his brokerage, breaking highest-ever sale price records in buildings throughout Manhattan all along the way.

Today, Gregory spearheads his work with the help of an assistant, under the banner of Douglas Elliman Real Estate. There, he serves clients all across Manhattan, with a particular specialty in the Central Park 12Copyright Top Agent Magazine

West area, and has also found success in Brooklyn. Likewise, he has built a reputation across a number of neighborhoods for his savvy marketing, excellent returns, and high rate of repeat and referral clientele. In fact, almost the entirety of his business is driven by sellers and buyers who return to or refer Gregory for his honesty, full-scale service, and proven track record. “I’m known for being transparent and straightforward, and for getting the best results,” he says. “I put my clients’ interests above mine, and it’s clear.

I don’t just tell people what they want to Top Agent Magazine

hear, and people appreciate that sort of honesty. That’s how you build a professional relationship that lasts. It’s based on trust.” Having earned a coveted spot in the top 1% of all agents in America and as the #2 agent in his banner company of more than 8,000, Gregory has cemented himself as a national leading sales broker.

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When it comes to marketing, Gregory’s eye for detail and comprehensive approach shine. His pre-market regimen for properties include cleaning, storage, high-end professional photography that also capture sunrise and sunset views, time-lapse videos, virtual staging and floorplans, and 3D renderings. Accordingly, prospective Copyright Top Agent Magazine13

buyers are able to envision the full scope of a property and its future potential. Detailed neighborhood features help global or outof-town buyers acquaint themselves with the area, while strategic pricing breeds competitive bids so sellers earn top dollar on their investment. Not only does Gregory often earn sellers far above asking price, but he has also broken numerous building and neighborhood records for 14Copyright Top Agent Magazine

the highest price-point per square footage—all thanks to his dynamic marketing campaigns and outside-the-box approach.

Typically, the price range for homes in areas where Gregory’s sales range from $800,000 to $8-million, and all move off the market with expediency.

Whether working with sellers or buyers, Gregory’s steadfast focus remains on the Top Agent Magazine

client, their goals, and a positive outcome for all parties. “I like making other people happy and enhancing the life of a family—whether they’re buying their first home or growing,” he says. “I do my best to get them excellent results and that’s the most rewarding part, helping Top Agent Magazine

them find the right home, or getting them top dollar so they can move on to their dream home or retire. Making them happy makes me happy, and that’s genuine. I care, and I want and do what’s best for them. That’s always been and will be my first priority.”

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Photos by Richie Schwartz of Pets Photography Studio

Beyond the office, Gregory most enjoys time spent with family and friends, trying out new restaurants around the city, swimming, and spending time with his dogs. As for the future, he intends to keep growth steady. “I’ve been fortunate enough to grow

tremendously and I’ve worked very hard to be at the top of my profession,” he says.

“When I’m working with clients, my focus is on their happiness. When you do right by people, the word spreads. Now, the sky is the limit.”

To learn more about Gregory Cooper email Gregory.Cooper@Elliman.com, call (212) 882–1922, or visit GregoryCooper.Elliman.com https://

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 17

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 18

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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LARISSA COLANGELO

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LARISSA COLANGELO For Larissa Colangelo, real estate has always been a dream career. “I wanted to do it all my life,” she explains. So once she was able to work as an agent full time, she hit the ground running right away. Motivated by the desire to help families, Larissa loves helping others achieve their dreams of homeownership. Committed to providing superior service throughout the transaction with guidance and support, she has consistently exceeded expectations. Today, the vast majority of her business consists of repeat and referral clients.

Serving Monmouth, Ocean, Middlesex, Burlington & Mercer Counties in New Jersey, Larissa works with RE/MAX Realty 9 to get her clients towards their goals.

“I think what sets me apart is my honesty,” she explains. “I just treat every single one of my clients like they’re my family. I go above and beyond and spend a lot of time with them. I’m still in touch with them even after 14 years because I build relationships with them.” When Larissa works with someone, she becomes their real estate agent for life. And when those clients refer her to others, she is committed to providing the same great experience, no matter the price point. “I help everyone and never turn them down,” she says. Although she doesn’t specialize in any segment of real estate, she has a lot of experience assisting first time home buyers, seniors, and those looking to avoid foreclosure by listing as a short sale.

When it comes to marketing, Larissa also goes above and beyond, sending out monthly cards and advertising on Facebook, Zillow and Realtor.com. In 2018, Larissa received the Platinum award from RE/MAX for commissions and is on track to do the same this year. Larissa is always expanding her education, and has several designations including: Certified Luxury 20

Home Marketing Specialist, Accredited Buyer Representative, Certified Distressed Property Expert & Graduate of Realtor Institute.

After the transaction, clients love to leave glowing reviews about their time together. One recently said, “Larissa is incredibly knowledgeable, dedicated, and passionate about what she does. She is very reliable and goes out of her way to satisfy her clients. She is very flexible and always makes herself available.

We had a very satisfying experience with Larissa as she worked with us in not only selling our house, but buying one as well, and it all happened in a few months time. Without a doubt, Larissa is the Realtor to go to if you are looking to buy or sell.”

When Larissa isn’t working, she’s giving back to the community by volunteering or is hanging out with her family. She loves to go camping with her husband, adult children and granddaughter.

As she looks towards the future, she is excited to continue growing and is in the process of earning her broker’s license. No matter what, she will love every second of it. “I love getting to the closing table and seeing everyone’s faces. It’s rewarding to help them.”

For more about Larissa Colangelo, please call 732-921-1711 or email NJHomesForSale@yahoo.com Copyright Top Top Agent Agent Magazine Magazine

How to Answer the Inevitable Question:

Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even Top Agent Magazine

ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the

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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions.

In real estate, there’s so much to enjoy.

There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones.

There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person 22

you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

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DAVID REECHER Top Agent Magazine

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DAVID REECHER Top Agent David Reecher – who is a Certified Premier Luxury Marketing Consultant based in Anne Arundel County, Maryland – is a dedicated professional who is deeply committed to helping his buyers and sellers achieve their real estate goals in the luxury market. Operating under the brokerage of Fathom Realty, David’s nearly unparalleled marketing prowess translates into quick sales for top dollar for the waterfront and other luxury properties he primarily represents; all of which has cemented his stellar reputation as a knowledgeable and trusted advocate for his many grateful clients.

David, who can claim more than two decades of real estate experience – as both a licensed agent and an investor – puts to highly effective use when selling luxury homes the targeted marketing expertise he acquired in his pre-real estate occupations. “Targeted marketing is much different than conventional marketing where you just run an advertisement here and there to a general audience,” explains David. “Target marketing is when you physically dig into the demographics and specifics about who your consumer is, and to align that to whatever product or service is being sold.” This incisive approach is the foundation of David’s impressive success story, along with his honesty and integrity when dealing with clients.

In 2005, David began his association with the Auction Company of America that continues to this day, expanding his ability to target-market and effectively sell luxury properties, often even prior to the auction taking place.

“Sixty to seventy percent of the luxury houses we sold were to people who were not in the market to buy a new house at that time, yet they did,” says David. “That is the power of using target marketing to grab the interest of off-market buyers. I tell my clients that just because someone isn’t actively looking, doesn’t mean they won’t buy, especially in the affluent market. As you know, we humans buy what we want, not what we need.”

Perhaps the most accurate barometer of David’s excellence at marketing and selling his listings can be found in the reviews he has received for his services, including this one from Zillow.com, on which site he holds a perfect, five-star overall rating: “David Reecher sold my luxury home…and it was obvious he had a lot of real estate experience, as he knew exactly how to price my home. I’ve never seen another real estate agent with the marketing expertise that David has. He knew exactly how to attract the right buyers so we could get it sold as quickly as possible. I would suggest that anyone wanting to sell their luxury home quickly and for the most money to contact David Reecher, as he knows how to find the buyers.”

“I take what I do very seriously,” says David, when asked how he inspires the impressive trust and loyalty that has resulted in the significant amount of his business that is based upon positive word of mouth and referrals from his past clients. “When I tell someone that I’m going to sell their property, that’s exactly what I’m going to do.”

David is also a committed philanthropist, who gives back to his community in a variety of ways, including his upcoming plans for a “Hole in Won” charity golf competition to raise significant funds for local charitable organizations.

When asked about his plans for the future of his alreadythriving business, David points first to his desire to streamline and automate some of the systems he utilizes in order to spend more face time with his buyers and sellers.

He is also, quite wisely, positioning himself for continued success in an industry destined for significant change in the upcoming years. “I believe that doing even more for our clients to sell their homes is going to become of paramount importance,” he says. “I’m committed to staying on the cutting edge of this business, getting my systems purring like a kitten, and even help other agents achieve that too. I see a great change coming.”

For more information about David Reecher, please call 443-623-2565 or email DReecher@FathomRealty.com 24

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How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good

architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider.

Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?

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• Practical Layout: Make sure you have enough room to live

in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.

• Unobstructed Views and Light: You want to live in

a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?

• Windows: Windows are the primary source of losing heat and

cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.

• Ceiling Height: Consider the cubic footage of the property.

You want to look for high ceilings that increase the openness of a room.

Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.

• Storage: If you’re a woman, you will understand this one. We need

lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage

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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space.

• In-Unit Laundry: In-unit laundry has become necessary for

any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.

• The Gym: Having a fitness area nearby is an amenity that is especially

important, particularly in winter when you don’t feel like walking to the gym a few blocks down.

One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees.

• Move-In Ready: I’d advise against buying time-consuming and

frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.

• Reputation: Pay attention to the reputation of the building. A

property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have.

If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property.

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JEN ARIZMENDI

Jen Arizmendi launched her career in real estate more than ten years ago. At the time, she was a Human Resources professional on the hunt for her next challenge, when a friend invited her to be an assistant in her real estate venture. For a year, she learned the ropes and trained in all things foreclosures and short sales, earning in-depth experience in the investment property sector. Now, a decade later, Jen has parlayed that knowledge and insight into a successful career of her own, complete with a reputation for her wise counsel, communicative approach, and proven track record.

Serving clients across the greater South Bend, Indiana region, Jen spearheads her work under the banner of Addresses Unlimited, LLC. There, she works with distressed properties such as foreclosures and short sales, often pairing with investors to spot opportunities in the marketplace. Considering her business is almost exclusively driven by repeat and referral clientele, Jen has set herself apart as indispensable asset. “Investment real estate is a niche aspect of the business,” she 28

explains, “and while real estate in general can be glamorous and exciting, sometimes investment properties are a different beast. That’s why it’s so important to have a deep knowledge of the local market and the potential for returns on investment.

My clients come back because they’re able to achieve their own personal financial goals through investing in real estate, and I’m able to guide them on that journey.”

When listing properties, Jen blends the best practices of both traditional and digital marketing efforts. After high-quality photography, listings are disseminated across a range of online platforms and social media site, while flyers are distributed Copyright Top Agent Magazine

in the area to brokers and agents alike.

Likewise, tapping her own network of investors ensures word gets out on a local level. Last year, she surpasses roughly $4-million in volume and continues to raise the bar. No matter the transaction type, Jen remains squarely focused on communication, transparency, and loyalty to her clients’ overarching goals. “I emphasize to my clients the important of maintaining an open line of communication, and I keep them up to date in every facet of our transaction,” she says. “I’m also a big believer in feedback and I appreciate the value of my clients’ time.”

Beyond the office, Jen gives back through local efforts, from volunteering in her children’s’ classrooms, to contributing to causes supporting those in the community experiencing homelessness. In her free hours, she most enjoys time spent with her family and loved ones. As for the future, Jen intends to keep progress steady, with an eye on organic growth in the years to come. She also hopes to pair with her investor clientele to build a charitable presence in the area.

Now, with ten years of first-hand experience, Jen Arizmendi consider what she enjoys most about her field. “What I appreciate about this business is being able to see the journey of a house,” she says. “It’s really rewarding to watch all the progress in the beginning, when a home is distressed, all the way to the end when it’s a remarkable piece of property that first-time homebuyers can call their own. Helping to revitalize a home, and serving my client and a new buyer in the process, is the best part of what I do.”

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For more about Jen Arizmendi email JenBee84@aol.com, https://www.homes.com/real-estate-agents/jen-arizmendi/id-42815195/ visit her website here, or call (574) 315–0119 Copyright Top Agent Magazine 29

Laughs!

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

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PAULA BAILEY

Paula Bailey got her start in real estate more than twenty years ago. Growing up, her father had been a builder, and real estate had always lingered in the back of her mind as an option when the timing proved right. After a successful turn as a retail buyer, she knew she was ready for a change. “I knew instantly that real estate was the direction I needed to go,” she remembers. Now, two decades later, Paula has earned a reputation for forthright advice, seasoned track record, and personal touch.

It’s important to be able to offer insights from both sides,” Paula explains. “It helps gives clients a perspective from the other side of the table. Also. I’m very detail-oriented and I like to have my finger on the pulse of the entire transactions. My clients are hiring me to be knowledgeable and insightful regarding every aspect of the transaction as it moves down the path to closing. I’m involved, accessible, and my communication skills is responsive and hands-on.”

Today, Paula spearheads her work solo and helps lead Shorewest Realtors’ largest office.

There, she serves clients across the greater Milwaukee region. To date, more than 80% of her business is driven by repeat and referral clientele who turn to her for her experience eye and communicative style. “Sellers need to know what buyers are saying, and I like sellers to know what buyers are looking for.

When working with first-time buyers—a subset of Paula’s clientele that she particularly enjoys— she begins with a consultation to ready them for the process ahead. “Before they start looking, I help put them on the right path,” she explains, “beginning with pre-approval. I want them to be prepared so that the minute they find the right house, they can be ready. That also removes some of the stress and anxiety of the situation,

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because it’s a milestone investment, and it can be a scary process. I make sure clients are educated and that it’s as smooth a process as possible.

That’s always my goal.” When listing properties, Paula draws upon new and tried-and-true method, including professional photography, placement in local magazines, reverse prospecting to agents in the area, open houses, and visibility across social media. This year, she reached her own milestone in closing $100-million in volume over the course of her career. On an annual basis, she typically closes $6-million to $10-million in volume, at an average price-point of $300,000.

To give back, Paula’s company fundraises throughout the year for Christmases for Kids, a thirty-threeyear tradition that brings the joy of the holidays to 300 area children. As coordinator, Paula oversees her office’s biggest fundraising auction. In her free hours, she most enjoys time spent with family and loved ones, traveling, and golfing.

As for the future, Paula Bailey shows no signs of slowing anytime soon. “I plan on doing this as long as I can,” she says. “That’s a beautiful part about real estate. The clients I’ve had over the last twenty years will be repeat clients, and it’s nice to know I’ll be there to help them during a change in their lives. No two transactions are the same, so every day and every client is unique. To me, that’s what keeps this business exciting and fresh. I know I’ll be doing this for quite some time yet.”

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To learn more about Paula Bailey email PBailey@shorewest.com, visit Paula.ShoreWest.com, or call (262) 844–1320 www.

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

1

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

2

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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3

BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

4

BUILD A SOLID FOUNDATION

5

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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MARY ELCAN MAY

A born and raised Nashvillian, Mary Elcan May got her start in the real estate industry back in 1999. In the twenty years since her career launched, she has established a reputation for forthrightness, regional knowledge, and lasting relationships.

Today, Mary spearheads her work under the banner of Fridrich & Clark Realty, and serves the greater Nashville and Williamson County region. There, she works alongside a dedicated assistant to serve buyers and sellers of all kinds. In fact, her business is driven almost exclusively by repeat and referral clientele who trust her unparalleled local knowledge, astute counsel, and personable nature. Because she is native to Nashville, she provides unique, on-the-ground insight that illuminates potential neighborhoods and areas about town that appeal to buyers on the house hunt. Likewise, she emphasizes the 36

importance of communication, education, and relationships that stand over multiple generations. “Seeing the growth and changes in our region over recent years has been really exciting as a Realtor,” she says. “I love introducing clients to areas that they didn’t know before. Whether buying or selling a home, I like the process to go as smoothly as possible for my clients, and I do my best to avert any bumps in the roads. When things do come up that are beyond our control, we’re prepared, and we work through them together to get to a good solution.”

When listing properties, Mary applies her seasoned eye to spot opportunities to improve resale value. Curbside enhancements and staging precede professional photography to ensure that homes are documented in their best light. From there, she secures exposure across more than fifty online listing platforms, Copyright Top Agent Magazine

through social media, and by connecting with her long-cultivated network of fellow Realtors in the area. “My goal is for a client to be a client for life,” she says, “and many of my clients have been with me for years, and now I work with their family members and friends, too.”

Beyond the office, Mary heads a small non-profit called the Undercover Project, which provides new undergarments to community residents in need, via local schools and rescue missions. In her free hours, she most enjoys time spent with family and loved ones.

As for the future, Mary intends to keep growing her business organically, as she fields familiar clients and new ones. Finally, with two decades of insight on her side, Mary Elcan May considers what she enjoys most about her chosen path. “I love meeting so many people, whether it’s those that have moved here from other places, or new faces around town,” she says.

“It’s rewarding to develop those relationships over time, and it’s only because of my career that I’ve bene able to do that. I also learn so much in this business, even after twenty years. As the industry continues to evolve and I stay on top of developments, I’m constantly being challenged, and every day is a new opportunity to grow.”

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To learn more about Mary May email maryelcanmay@comcast.net, visit her website here, or call 615–347–3581 https://fridrichandclark.com/agents/mary-elcan-may/ Copyright Top Agent Magazine 37

Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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JASON BUFFINGTON With a love for people and a dedication to superior service, Jason Buffington and his team have made great strides in the northern Georgia real estate market. Jason got his start in the industry after selling his foundation/concrete business during the recession. Always having an interest in real estate, he earned his license and hit the ground running. Today his team consists of a secretary and ten other agents. They aim to deliver a concierge-style service where their clients feel taken care of throughout the transaction. “We want to provide the Ritz Carlton experience,” Jason explains. “We want our clients to feel they’re getting the best service.”

the right things done at the right time.” Another wrote, “Jason is THE BEST— hands down. As first time homebuyers, he walked us through the process with so much patience, guidance & knowledge. I would recommend him to anyone but especially to those buying their first home. He helped us find our perfect starter home & we couldn’t be more thankful for him!”

With a growing percentage of their clientele consisting of repeats and referrals, it’s clear they’re doing something right. So far in 2019, they have the most volume sales for a team in the state of Georgia at Keller Williams, and in 2018, they closed $23 million in transactions. They are continually looking for ways to be better at what they do and aim to consistently deliver a pleasant experience to each person they serve. This has resulted in the organic growth of their business, as clients love to refer them to people they know. Jason and his team make sure to keep in touch throughout the process, leaving no question unanswered. This applies to after the transaction as well, as they send out newsletters, personal letters, and make phone calls to catch up. Jason and his team also host appreciation suppers and special events, like free photos with Santa.

Real estate is more than a career for Jason, it’s a passion, and he loves every minute of it. “I like to satisfy the customer, especially someone who never thought they would own a house. Seeing that satisfaction and being able to help them achieve their dreams is really rewarding.”

Both buyers and sellers love to leave glowing reviews about their time with Jason. One recently said, “Jason was wonderful in finding the right house and property for a trust that I am responsible for. He is a great listener and seeks to understand exactly what we were looking for. He was also a consummate professional, responding to phone calls and emails as quickly as possible, and had a genuine appreciation for getting Top Agent Magazine

When Jason isn’t working, he’s giving back through his church or contributing to the Fellowship of Christian Athletes. He also loves hanging out with family and watching football.

As Jason looks towards the future, he is eager to add more to his business through rental inventory. He also wants to open locations in south Georgia.

For more about Jason Buffington, please call 770-540-6264 or email dawgnationhomes@gmail.com Copyright Top Agent Magazine 39

KAMI PYVAND Award winning real estate agent Kami Pyvand – of Keller Williams in Atlanta - is a hardworking, committed and knowledgeable real estate advocate for his many grateful buyers and sellers. Kami, who remains hands-on with every client despite the large volume of deals he closes, truly cares about the wellbeing of his clients. His top-drawer customer service and direct and honest approach have all played a part in his ascension to top agent status, earning him his reputation as one of the top-tier Realtors in Atlanta.

Kami, whose impressive work ethic was instilled in him by his father, has been working since the age of twelve, when he began refurbishing bicycles and selling them at a discount to children who could not afford a brand new one. This industriousness and empathy have informed his real estate career, which began in 2004. “I was working as a restaurant manager at the time, gaining the skills needed to open a unique fine dining concept restaurant in Buckhead,” recalls Kami, “and a regular customer came in, and asked me if I’d sell for him a house he had recently built. It was strange that he was asking a restaurant manager to sell a house, but I decided to take on the challenge.” Kami not only sold that house, but three more as well in the following three months. He enjoyed the process so much he decided to get officially licensed, and a stellar career was born.

Over the years, Kami has won multiple awards for the customer service and excellent business practices.

Among these are his being ranked the number three agent in the entirety of the Southeast, and his ranking among the top one percent of all Keller Williams’ agents in the United States. Kami has also been featured in Atlanta’s Who’s Who Magazine as a master Realtor. Solid proof of Kami’s excellence can be found on his Zillow page, where he holds a perfect five-star 40

overall rating comprised of nearly a hundred glowing testimonials, a staggering feat by any measure.

“It’s because I am very direct with my clients,” says Kami when asked how he inspires so much trust and loyalty. “If I’m showing them a home, I will point out the good and the bad. Also, I’m very transparent, I hide nothing from them. Also, because I’ve been in this business for so long, I have a good sense of which homes would be best for them.”

There are a multitude of other factors that come into play when assessing Kami’s success story. Expert negotiation skills, thorough and comprehensive marketing strategies, and confidence born of longevity in the industry, which helps put his clients at ease during the often-difficult transaction process.

Kami, who is currently writing a book, is also a committed philanthropist who supports multiple charitable organizations. When he’s not working – which is rare, he admits – he loves nothing more than spending time with his family, watching movies or going to restaurants with family and friends.

“I really love this business,” says Kami. “I’m thrilled that I’m able to use my knowledge to guide my clients through the transaction. I plan on working until I’m seventy.”

For more information about Kami Pyvand, please call 678-665-1211 or email kamipyvand@gmail.com Copyright Top Top Agent Agent Magazine Magazine

5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why?

The hiring and training process is time-intensive and doesn’t come cheap. This means that makTop Agent Magazine

ing a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles.

If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

2. Build in some perks While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team.

Likewise, the right candidate will return the favor and invest his or her energies into their new role.

3. Get a sense of big-picture career plans Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision.

That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic 42

expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another?

Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

4. Keep the lines of communication open Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience. Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul.

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CHRISTINE RICCI With a love for people and a talent for business, Christine Ricci has made great strides as a real estate agent in the Westchester County region of New York. She entered the business after studying to be a nurse and then a stay at home mom. “My friend who was a Realtor encouraged me to get into the business, she thought I would be a great fit,” Christine says.

Once Christine earned her license, she hit the ground running, loving every minute of her work. Today she leads The Ricci Team, which consists of 13 members including staff and agents. “I also joined forces with an expansion partner: Xperience Real Estate, and Chris Suarez, who is their national leader,” she explains.

She is growing at an exponential rate, with around 90 percent of her business now coming from repeat clients and referrals.

“I believe it’s my delivery of service that sets me apart,” she explains. “It’s white-glove service with frequent communication, follow up and responsiveness.” Christine is always available and aims to guide her clients throughout the transaction, making it as smooth and as stress free as possible. “I really take them under my wing. I become their go-to person and they really feel I have their best interests at heart.

I’m all about building rapport and connecting, versus focusing solely on the transactional side.” Not only do Christine’s clients appreciate her support, they also love seeing her passion. “They know I love what I do, and that builds a high trust factor. We want them to get a concierge style service from us throughout the process.”

When it comes to marketing, Christine and her team also go above and beyond. “It starts with a very detailed consultation. When we consult with them, we come from an educational standpoint. We want to be their advocate. We listen and ask questions to discover what their motivations are,” she explains.

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Once Christine and her team fully understand what the client needs, they begin their magic, starting first with staging, professional photography and a big open house weekend. For any home listed at $1 million or more, they also have another tier of marketing which includes promotion on multiple digital platforms which reaches internationally.

After the transaction, clients love to spread the word about their time together. One recently said, “Absolutely love Christine and her team! The sale of our house went really fast and painless! They make sure that they represent you fully end to end and that they look after your concerns all the time. No other choice makes sense.”

When Christine isn’t working, she’s giving back to the community through Keller Williams’ Red Day and the local food pantry. She is also a proud single mother of three adult children whom she supported through her work in real estate. “I never needed to get a second job, I just worked harder in the industry and made sure I was a great role model to them.”

No matter how much Christine grows in the next few years, she will no doubt continue to find joy in her work. “I love seeing my clients happy and being part of their real estate dreams and family moments.”

For more about Christine Ricci, please call 914-403-0179 or email christine@thericciteam.com Copyright Top Agent Magazine 43

DAWN STEVENS Top Agent Dawn Stevens is a dedicated professional who brings to the table almost four decades of real estate and real estate-related experience. This has provided Dawn with a wealth of industry knowledge that is unparalleled in her market, and provides her many grateful clients with expert advocacy, whether they are buying or selling. Honest, forthright and extremely personable, Dawn strives to make every transaction as smooth as possible, cementing her long held reputation as an agent working at the very top of her game.

status would be her commitment to staying abreast of the ever-changing real estate industry and local market trends. “I think my clients see the true value in working with someone who takes the time to get the education necessary to provide the knowledge that helps them make informed decisions,” says Dawn, who currently sits on the Board of Directors for the Salt Lake Board of Realtors. She also holds a CRS designation (Certified Residential Specialist), something relatively few Realtors possess, and is awarded based upon sales volume and longevity in the industry. Dawn also earned the prestigious Realtor 500 Award, which is given to the Top 500 agents within the Salt Lake Board, among other notable career achievements.

Dawn began her illustrious career working as a paralegal at a law firm in Florida which was the designated counsel for Freddie Mac. “I used to do all of their REO closings for the state of Florida,” says Dawn. “I was doing all of the legwork, as well as the closing documents, and handing over large checks to these agents.” Noting the unprofessional demeanor of many of these agents, Dawn was certain she could do better. “I quickly got my real estate license,” she recalls, “and literally within the first thirty days I had sold two properties that surpassed my salary as a paralegal. I jumped in feet first, and I’ve never looked back.”

Dawn, when she can find time, loves to travel, and recently returned from a trip to Italy and Greece with her husband.

She is also an active philanthropist who supports multiple charitable organizations and communities, including local food banks, first responders, schools and others.

Currently working for RealtyONEGroup in Cottonwood Heights, Utah, Dawn can justifiably boast that her business is based in large part on returning clients and referrals, a significant achievement in the highly competitive world of real estate. When asked to account for the impressive level of loyalty and trust she inspires, Dawn grows pensive for a moment before replying. “I think it’s because I try to create a relationship with my clients that are friendship-based,” she says. “I go to dinner with them, I stop by their houses. Because I work in a very specific area, and I live in that area, it provides me the opportunity to run into my clients at places like the grocery store and the gas station.”

Another significant factor that comes into play when assessing the reasons for Dawn’s ascension to top agent 44

When asked about her plans for the future, Dawn says she’d like to put her many years of experience to use educating and mentoring newer agents. “I just signed up for a national speaking course,” she says. “Whether I’ll become a speaker or perhaps a trainer remains to be seen.” Regardless of her future career path, one thing is certain: Dawn will continue to excel at taking care of her clients, and also providing the amazing level of customer service that has become synonymous with her name.

For more about Dawn Stevens, please call 801-661-2166 or email DawnMovesYou@gmail.com Copyright Top Top Agent Agent Magazine Magazine

Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.

Real estate bloggers should be less concerned with whether the same post already exists (it does) Top Agent Magazine

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.

Pillar content refers to those evergreen posts that never get old because they are always timely.

Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby?

What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.

Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.

You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.

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Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.

Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.

The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.

If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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PAUL SWANSON Paul Swanson discovered his passion for real estate while at a professional crossroads.

After twenty years in the music business, he was ready for his next challenge and had always been intrigued by architecture and home design. “My previous career was hyper-focused on detail, organization, follow-through, and helping people get from point A to point B seamlessly,” he remembers. “Those skill sets made for a good match.” Today, Paul has built a reputation as an agent known for advocacy, education, and client-centric care.

Serving clients across Chicago’s northern neighborhoods and suburbs—with a focus on Park Ridge, where he has lived for more than two decades—Paul spearheads his work under the banner of Baird & Warner and doing business as Closer To Home, Inc. Thus far, he has managed to drive more than 60% of his business through repeat and referral clientele who trust his sharp eye, astute counsel, and abiding dedication to his clients’ best interests. “I focus on creating an overall experience,” he says, “and I take the time to help my clients understand the process. I never want my clients to feel pressured, and it’s important to go through the buying and selling process the right way. I have a lot of experience with public-facing customer service, realizing individual needs, and working with different perspectives. This has made a huge difference in my business, and I want people to think of me as a resource they can go to for information or assistance.”

When listing properties, Paul begins with a walkthrough to assess the strengths and challenges and to find opportunities for improvement that will better showcase a home ahead of professional photography. From there, he engages in a multi-pronged effort for pre-market visibility, which includes print marketing and a digital suite of exposure. “A home is likely the biggest asset a client will have, so it needs to look its best.” From there, it is premium coverage across social media and Top Agent Magazine

the full range of online listing portals to ensure buyers are sourced in short order.

Beyond the office, Paul stays active in his community through his contributions on the board of the Park Ridge Chamber of Commerce and his interactions with area schools. He consults with the local high school to advocate for community businesses, introducing opportunities for students to work with area business owners to create and film Small Business Spotlight video features. He also serves on the board for the Alumni Office of Michigan State University’s Chicago chapter.

In his free hours, Paul most enjoys time spent with his high school sweetheart (and wife) of 26 years, his two daughters, and cheering on the Cubs, Blackhawks, Bears, and Bulls.

As for the future, Paul intends to keep progress steady as his business continues to grow. Now, after adding seven years of insight to his already extensive background, Paul considers what he enjoys most about real estate. “It’s different every day,” he says. “No two transactions are alike, and I enjoy being able to help guide that process and give people the confidence to make good decisions. Whether they’re ready to take that step tomorrow or next year, all that matters is that it’s done right.” And what would Paul want to be your take-away? “Simply stated, when you work with Paul, you’re Closer To Home.”

To learn more about Paul Swanson email Paul.Swanson@BairdWarner.com, Visit PaulESwanson.net, or call 847-477–9501 www.

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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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ANDY SWEAT Andy Sweat always had an interest in architecture and real estate, but it wasn’t until he returned to his native Bay Area that he decided to try his hand at the business. He’d spent most of twenties in Los Angeles, earning a pedigree in entertainment and marketing. Upon his return, he recognized the potential before, drawing upon his skillsets, regional knowledge, and marketing prowess. “I saw an opportunity, I jumped in, and that was that,” he remembers.

Now, years later, Andy is in command of a flourishing career and reputation to match, known for his savvy market strategies, communicative style, and personal touch. Under the banner of Keller Williams Bay Area Estates, Andy serves clients from his Los Gatos office, specializing in San Jose and other tech industry-oriented communities such as Cupertino, Sunnyvale, and Santa Clara. Thus far, he’s managed to drive more than half of his business through repeat and referral clientele who trust his astute counsel and in-depth understanding of the region and its inventory. What’s more, he relies heavily on his background in digital marketing to bring a nuanced and data-driven approach to his work as an agent. “I have a vast knowledge of the area, and I focus on market data,” he explains. “When I connect with people, I’m a straight shooter. I don’t oversell, because I understand just how big a decision and process this is for my clients. They respond to that honesty and transparency. In this business, there are a lot of different personalities, different price points, and different situations. Beyond all that, people want to cut to the chase and work with someone they can totally rely on and who knows the market extremely well.”

When it comes to listing properties, Andy blends both digital and traditional marketing methods to create an effective hybrid. “I don’t turn a blind eye to old school tactics, but I’m very skilled at targeting buyers online,” he says. “People respond to a more proactive, modern approach when it comes to marketing.” This includes Top Agent Magazine

professional photography with all the flourishes, from twilight photography and cinematic video, to aerial footage and 3D tours. From there, homes are strategically priced, with exposure secured across leading online listing platforms and social media outlets to source ideal buyers in short order. Whether pairing alongside buyers or sellers, Andy’s focus remains squarely on the individual or family at the heart of every transaction.

“For my clients, I stay available 24/7. This is my number one focus,” he says. “My clients like that they can contact me anytime and I’ll be there for them.”

Beyond the office, Andy enjoys time spent with family and loved ones, exploring live music across the Bay Area, playing golf, and cheering on his favorite sports teams.

As for the future, he intends to keep progress steady as he continues to grow his business to new heights.

Now, with a proven track record of success and many more promising years ahead, Andy Sweat considers what he enjoys most about his chosen field. “I like that this industry encourages a personal drive to succeed,” he reflects. “But the end of the day, there’s nothing more rewarding than helping clients through this process and toward their goal.”

To learn more about Andy Sweat email Sweat.Andy@gmail.com, visit SweatBros.com, or call (408) 802–3540 www.

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