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NEVADA EDITION

GOOGLE ADWORDS:

How to Make Google do the Work for You COVER STORY

Mike Roland

5 STEPS

TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT


NEVADA EDITION

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MIKE ROLAND

CONTENTS 4) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU 13) FROM CHAOS TO CONTROL

19) YOUR SECRET PRESENTATION WEAPON 22) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

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Google AdWords:

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

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

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LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 6

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Mike Roland

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MIKE ROLAND “I genuinely care. I’m honored every time I help somebody buy a property because I know what a huge deal it is for them. I just want to make sure that I knock it out of the park.” Mike Roland knows what it means to put everything on the line to follow your dreams, which is what homebuyers are doing. Not too long ago, Mike was working as a bartender in his home town of Las Vegas when he decided it was time for a change, and real estate was 8Copyright Top Agent Magazine

calling him. He had bought a house in 2012, and years later he was able to turn a profit selling it. But he didn’t stop there. “After selling our house, I sold my truck as well and I went all in on becoming a RealTop Agent Magazine


tor®,” he says. ”I started carpooling, dropping my wife off at work and then going into the office every day and practically started cold calling out of the phone book. I did what I had to do that first year. I took a hit of about $12,000, putting me in the red. In the second Top Agent Magazine

year I broke even. And the third - that’s when my career took off. It’s been life-changing ever since.” Mike knows why he’s experiencing such a quick rise in real estate, and why he’s getCopyright Top Agent Magazine9


ting so many new clients. “I genuinely care,” he explains. “I’m honored every time I help somebody buy a property because I know what a huge deal it is for them. I just want to make sure that I knock it out of the park, because they’re going to be living there for a Copyright Top Agent Magazine Copyright 10

considerable part of their life and it’s such a monumental decision.” Mike understands that there’s only 24 hours in a day, and with a growing business he doesn’t want the service he promises to his clients to Top Agent Magazine


start to slip. That’s why he’s now forming The Roland Team. “I’m slowly adding some amazing agents to my growing team. They need to be hungry, willing to go the extra mile for our clients, coachable, but most importantly they need to understand the tremendous responsibilTop Agent Magazine

ity we owe to our clients. We may facilitate real estate transactions all the time, but it’s important not to forget that our clients don’t buy or sell a house everyday and the whole process can be quite overwhelming at times. We need to be there every step of the way for them.” Copyright Top Agent Magazine 11


Helping people is what motivates Mike. “I wake up every morning excited to go to work and make the American dream possible for people,” he says. “I hop out of bed every day because I’m going to do something big that day. Just to be able to give somebody the keys when they buy their dream home... that feel-

ing is something I’ll never get sick of. I’m just so grateful because I love what I do, and I think that’s why I’m good at it - because I genuinely am passionate about it. I’m truly blessed to be in this business.”

To find out more about Mike Roland, visit mikeroland.housesnv.com, call 702 - 575 - 7217 https://www.youtube.com/results?search_query=sandra+kenney+keller+williams

https://www.facebook.com/thekenneyteam/

www.

or email mike@therolandteam.com http://www.kenneyteam.com/

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From Chaos to Control By Barry Eisen

Below are 24 great ideas designed to give you back your time and life. Managing time, rather than letting it manage you is an art form. Little changes can make huge differences. Look at what is offered below and incorporate 1 or 2 ideas that make sense to do. You can always come back to the list for more when you’re ready for more. 1. Get Ready the Night Before. Get it out of your head. Plan

out your next day by writing a “killer” To-Do list and prioritize A, B and C business and personal priorities. You’ll sleep better too. Top Agent Magazine

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2. Focus on the Important Things. Less is more. Commit to

doing the A things on your To-Do list. Stop randomly playing games and surfing social media. Focus on what’s important. Here’s the procrastinationbe-gone formula: Do the important stuff first. No “ifs,” “ands,” or “buts” do it. 3. Remove the Clutter. Much of our “visual noise” is caused by

stuff. Practice a three-part clutter rating system that will help you prevent and remove clutter: • It’s important now. Use it and then put it in its home (where it’s supposed to be). • It will be important. Put it in its home (where it’s supposed to be). • It’s not important. Get rid of it: Toss it or if possible, consider donating it.

4. Get Organized and Stay That Way. Pick an organizational

system, execute it, and stick to it. Your new system may feel foreign at first, but it will eventually form into a habit. If you slip or feel like you’re ready to give up, recall the benefits of being organized and pick up where you left off. When necessary, make adjustments, but avoid switching to new organizational systems or you’ll lose the benefits.

5. Keep One Calendar. Whether it’s a Week/Month at a Glance

appointment book, wall calendar, smartphone app, etc. - keep ONE calendar. First, keep track of the usual calendar events: birthdays, and appointments. Second, use your weekly calendar to keep track of bills, plan menus, make appointments with yourself to write or read, etc. This will help prevent the scenario of sifting through bills, notes, and multiple calendars. 6. Focus on What’s in Front of You. Of course, not all tasks

require 100% focus, but for tasks like prospecting or writing, never multitask. Lots of studies have shown the inefficiency of juggling tasks. If you refocus your attention on another task, it can take more time to refocus on your original task. Don’t do it. Stay focused. Turn off your phone and disconnect from the internet during tasks, like writing or studying, to focus. Don’t drop what you’re currently doing to address something you just thought of or remembered. If you think of something completely unrelated to what you’re 14

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working on, jot down a few quick notes (a word or two to jog your memory will suffice). Keep up momentum: FOCUS. 7. Execute Decisions Faster. If you find

yourself hemming and hawing over a decision, make a decision then and there. If the task Sometimes a has a lot hanging on the outcome, fresh set of eyes is seek/ask for more information if you need it, but the key all you need to get is: make a decision now. back on track. 8. Delegate and Learn to Love It.

We can be greedy with our workloads. Drop the, “if you want things done right, you have to do it yourself” mentality. If it can be done by someone else (more effectively) and it’s not an important task, delegate it. 9. Just Say “No.” Stop agreeing to take on things for which you don’t

have time. If you don’t have time for it or it will take your focus away from other priorities, say no.

10. HELP Is not a Dirty 4 Letter Word. Ask for help. Sometimes

a fresh set of eyes is all you need to get back on track, but be sure your plea is directed at the right person and is respectful of their own priorities. 11. Time Activities. We all can get swept away by television, social

media, internet browsing, article reading, and games. Allot yourself an amount of time for online activities and playing games. Set an alarm. When the time is up, stop the activity. 12. Time Your Conversations and Meetings. I’m not

recommending that you don’t socialize or be rude. I’m recommending that you don’t allow conversations or meetings to completely disrupt your day. Allot yourself time. For “water cooler” talks, give yourself 5 minutes and keep them infrequent. For meetings, estimate how much time you’ll need to address the needs of those involved, come prepared, and if there isn’t Top Agent Magazine

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already an agenda, propose talking points to squeeze more value out of the meeting. 13. Call, Don’t Text. Text messaging is supposed to be quick and to

the point... not long, drawn out conversations. For anything beyond a quick yes or no question, call. For example, call for emergencies and all of those “how are you?” and “what ‘cha doin’?” questions. If it goes to voicemail, don’t worry. Most people have access to visual voicemail anyway, so it will be like a text. Either way, trust that they will get the message.

14. Turn Aimless Browsing Into Growth Opportunities.

Create an ongoing list of questions, curiosities, or things you’ve always wanted to find out more about. When you sit down to browse the internet, start looking for answers. You might surprise yourself with what you find. 15. Do Your Errands at the Same Time. Schedule time to

do errands and plan a route ahead of time to ensure you’re not wasting time bouncing back and forth across town.

16. Filter Your Email. How much time do you waste in your inbox?

Filter your email: • Create rules for recurring emails that don’t require an action to be archived in a particular folder. • Set rigorous anti-spam settings to block unwanted email from reaching your inbox. • Form a habit of touching an email once: If you open it, you have to address it (e.g., respond and file). 17. Automate Responses. If you find yourself replying with the

same or nearly identical responses for clients keep a template to quickly copy/paste the response and tweak it as necessary to personalize the message. 18. Automate Bill Payments. For any recurring bills that you

have: AUTOMATE. Not only will this save you time, it may even save you money and raise your credit score if you’re the forgetful type. 16

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19. Sort the Mail in Your Hand. When you get your mail, don’t

let it sit in a pile. Sort out the junk right away and then prioritize other items respectively (see weekly calendar). If possible, go green by electing not to receive the hard copy. 20. Avoid Rush Hour. Do you commute to work? Negotiate a work

schedule to travel during non-traffic delayed times. You can easily turn a 60-minute, traffic-jammed commute into 25 minutes by getting ahead of the traffic or waiting it out. Online apps, like Waze, do a good job informing of traffic problems so you can adjust accordingly.

21. Keep a Running Shopping List. Create a policy that for

whoever squeezes the last bit of toothpaste out of the tube, kills the mustard bottle, etc., they are responsible to write it down on the shopping list. In doing so, this will save time from taking inventory as well as keep your shopping trip quick - get into the store, grab what you need, and go (rather than meandering down aisles). 22. Cook for Tomorrow. Double the amount of what your cooking

and refrigerate/freeze the leftovers. It may take you a small amount of time to double what you’re already making, but it will save you much more time making your next meal by not having to start from scratch. 23. Learn While You Workout. When on a treadmill, elliptical

machine etc., listen to news, pod casts, and audiobooks rather than music to keep up with trends in your niche, current events, books, and learning at large.

24. Exercise More Effectively. Exchange moderation for higher

intensity. You can have a more effective and efficient workout by putting more effort into a 30-minute high-intensity workout than 90 minutes of lowto-medium effort.

Copyright©, 2016 Barry Eisen. All rights reserved.

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

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Your Secret Presentation Weapon by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best? Here’s how. “The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition. “I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?” Top Agent Magazine

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly. Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day. A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.” AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price. This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have 20

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only been viewed by my buyers. It’s fun for me. It’s the best way to give you the competitive edge.” C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?” You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf. A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like? The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction. Top Agent Magazine

The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them. The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process. In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them. This is an advanced skill that raises your effectiveness and enhances your relationships and your results. It requires preparation and practice. It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business. Copyright©, Rich Levin. All rights reserved. 21


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.

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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.

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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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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.

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BUILD A SOLID FOUNDATION

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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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