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NEW ENGLAND EDITION

7 REASONS WHY

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

FEATURED AGENTS

AMY WOOD JENN McCUNE COVER STORY

HALEY CUTTER

Are You A VALUE-ADDED AGENT? MAKE SOCIAL MEDIA MARKETING

Your Calling Card How to Speed Up

FIRST-TIME HOMEBUYER TRANSACTIONS

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients. • I have a written listing presentation. • I am honest. • I am trustworthy. Are these ‘value-added’ attributes? Or, does the client expect these attributes and services? 4

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

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

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

Why Bother Being Exceptional? • Because you want to set yourself apart. • You want to create client loyalty. • You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business! • Because you want to run a more pleasant, profitable business.

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

Watch the actions, not the words. If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take. Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time. Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!). • Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home. 2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation. The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

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

Adding those Client Benefits to your Dialogue

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

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

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

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

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

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit? What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails. What’s the impre agent? Are they professional? Do they state the company n TIP: represent your culture and image? Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points. In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales. Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com. 6

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HALEY CUTTER Top Agent Magazine

One of the most prominent agents in Massachusetts, Haley Cutter and her team, Cutter Luxe Living, serve the entire state, including Boston and Cape Cod. When it comes to real estate, Haley Cutter believes a tailored approach is best. She has formed a team of agents from various backgrounds, making each transaction run smoothly. “I attribute much of the success of my team to the fact that we serve different roles,” Haley explains. “We have a team member who wrote for Bravo and now writes our property descriptions, we have team members who come from a financial background 8Copyright Top Agent Magazine

and run our comparative market analysis.” Utilizing each individual’s unique strengths, Cutter Luxe Living works efficiently to accomplish their clients’ goals. “It’s something we’ve really nailed down over the last year,” Haley says. This has led them to reach incredible production numbers, including the selling of over $55 million in properties year to date, with another $23 million in the pipeline on the listing side alone. Top Agent Magazine

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“Cutter Luxe Living sees each transaction as a relationship,” Haley explains. “So we are taking the time to not only learn our clients’ preferences for a particular property, but how they live, what their lifestyle is like, because that’s incredibly important.” Haley entered the industry after a successful career in marketing and advertising. She worked for a large advertising agency in New York, managing accounts for worldwide brands. Returning to her roots in Boston, she eventually decided to form a real estate team with her husband. “Everyone in our social circle was talking about real estate, so I saw an opportunity to use my marketing skills and become an agent.” Things took off from there, eventually leading her to become one of Copyright Top Agent Magazine 10

the most prominent agents in Massachusetts. Serving the entire state, including Boston and Cape Cod, much of Haley and her team’s business derive from referrals. Those who work with Cutter Luxe Living appreciate their relationship-oriented approach, knowing that the team is looking out for their best interests. “We see each transaction as a relationship,” Haley explains. “So we are taking the time to not only learn our clients’ preferences for Top Agent Magazine

a particular property, but how they live, what their lifestyle is like, because that’s incredibly important.” With an influx of newcomers to the area, Haley and her team place emphasis on educating their clients about the various different communities. When they see a property come up, they know exactly which of their buyers would like it, because they know them so well. Providing a hands-on experience, Cutter Luxe Living impresses each buyer and seller. One recently said, “Haley gave us excellent guidance, availability, deep knowledge and professionalism. She is incredibly generous with her time. She answered every question and explained every part of the process clearly. I wouldn’t hesitate to work with

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Haley again or give her anything but the highest recommendation.” Community driven, Cutter Luxe Living gives back at every opportunity. Haley has been a longtime supporter of the St. Francis House, which provides refuge and support to those experiencing homelessness and poverty. “At every open house, we have a sign in sheet, and for every person that signs in we donate a pair of socks to St. Francis House, and for every 50 people, we donate a pair of shoes.” Looking ahead, Haley sees her business continuing to grow. She loves her career, and can’t wait for what comes next. “I love that every day is different, and that I get to meet people from all over the world.”

For more information about Haley Cutter, please call 774-240-9174 or email haley.cutter@compass.com

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon. Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While Top Agent Magazine

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. Set expectations upfront and often. It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc. Then, tailor your outreach accordingly. Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases 14

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks. There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research. The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate. Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge. All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 18

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post. Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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AMY WOOD As with many of us, the pandemic had a profound impact on REALTOR® Amy Wood’s life. She was faced with losing her secondary job and going remote from her 20+ year career in higher education, pushing her to find something new. After being urged for years by a close friend to consider real estate, Amy finally took the plunge and decided to get licensed. Little did she know at the time how much she would come to love working as a REALTOR®. Since 2020, Amy has been working at her friend’s brokerage. She primarily represents clients in and around Berkshire County, Massachusetts, but will travel anywhere that she is needed. While she’s only been in real estate for a short time, Amy receives around 35% of her business from repeat and referral clients. This is likely due to a combination of her outgoing, energetic personality coupled with the strong network that she has built over the years. Amy’s husband also works in construction, which puts her at an advantage. “I have a pocketful of resources that I gladly share with all of my clients,” she says.

countryside. They also have a 29-yearold daughter and a 4-year-old black lab. Amy spends a lot of her spare time (no pun intended) bowling and competes in both state and national level competitions. She is a board member of the local tenpin bowling league who raise donations for families in need. She is also a volunteer for Be My Eyes, which is a helpful resource for the visually impaired. Finally, she is a member of the Benevolent and Protective Order of Elks. Looking to the near future, Amy is hoping to get more involved in her local real estate board. She is currently in the process of becoming an accredited buyer’s representative as well as C2EX certified. She plans to get licensed in Vermont soon as well. As she continues to grow her business, Amy is striving for excellence above all. “Anything can happen in this business, so you have to be responsive, resourceful and transparent. I want my clients to know that I’m on their side. I’m here to help them see the positives in every situation.”

Amy tries to stay in radio contact with her clients, but if they are not current clients, they can expect to receive a call at least every 6 weeks. She’s very proactive with marketing and loves to send out gifts to show clients that she is thinking of them throughout the year, especially at the holidays. For example, Amy sends calendars at Christmas and seeds in the spring for clients to plant as they celebrate the new season. When she’s not working, Amy is very involved with her family and her local community. “We have so many wonderful cultural and art amenities here that there is always something fun to do,” she says. “It’s honestly such a great place to live and raise a family.” When able, she and her husband enjoy driving their muscle cars and Harley-Davidson around the beautiful Top Agent Magazine

Contact Amy Wood at 413-652-4184, email her at amy@steepleview.com, or visit her online at steepleview.com www.

7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. 20

1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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Top Agent Magazine

If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients. As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier. Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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JENN MCCUNE For over 5 years, Jennifer McCune has specialized in helping clients build success through real estate. Jennifer got her start in the industry when she bought a multi-family investment property for herself and became a landlord. “I saw the incentive and perks of being a licensed real estate agent and investing in real estate,” Jennifer recalls. “I used the commission I made from my first investment property as a down payment on the next property, and it was a domino effect from there. From my experience of representing myself, I built a reputation of being the go-to multi-family agent within my company.” The rest is history, and Jennifer draws on her own experience to guide clients through the real estate process. Serving north-central Massachusetts, Jennifer belongs to the North-Central Massachusetts Association of REALTORS®. Within that association, she holds multiple certificates and award recognitions, including continuing ed certificates such as Code of Ethics, Residential Appraisal, and Foreclosure. Jennifer has been awarded the Top Producer Award for the past consecutive 3 years, and is on track to win the award for 2022 as well. An impressive 95% of Jennifer’s business comes from repeat and referral clients, and it’s easy to see what keeps people coming back. “I’ve been very lucky to have started off my career strong, and I maintain a relationship with my clients post-closing,” she explains. “I build a relationship with my clients, and I find it important to stay in touch with them after closing and throughout the year.”

home. We also have a transaction coordinator who oversees all sales. We offer our clients additional services that go above and beyond, and they stay impressed with our services and like to talk about what we did for them. Our brokerage stands out among others because of the type of marketing material we offer.” Jennifer partners with local small business owners as the exclusive REALTOR® for the Creators Exchange market events, consisting of 60+ local artisans and vendors who participate in pop-up events in the community. Jennifer also volunteers with Sleep in Heavenly Peace, a nonprofit that builds beds for kids and families in need. When she’s not working or giving back, Jennifer enjoys spending time with her daughter, baking, hiking, fitness, and visiting family. Looking toward the future, Jennifer is in the process of obtaining her broker’s license. “I feel strongly that I can promote myself by having my broker’s license, and it will add to my portfolio,” Jennifer says. Ultimately, she looks forward to continuing to serve her clients. “I love my job, and I love working with people. I like building relationships with my clients, and often it becomes a true friendship with clients after the sale.”

During the process, Jennifer distinguishes herself via a marketing approach that ensures optimum exposure. “We take pride in representing our clients to our best ability,” she says. “The package we offer clients when selling a home includes home staging, professional photography, 3D Matterport videos, floor plans, investing in social media campaigns, and the Selling Time app so clients are always aware of activity on the Top Agent Magazine

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To contact Jennifer McCune, please call 774-274-6484, email jenn@srshouses.com or visit srshouses.com www.

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