NEW JERSEY 10-5-20

NEW JERSEY EDITION

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Reasons Why Your Prospects Aren't Turning Into Clients

Playing the

REAL ESTATE MATCHMAKER Is Branding the Way to

TAKE YOUR BUSINESS TO THE NEXT LEVEL? COVER STORY

FEATURED AGENT

LAURA CASTRILLON

INGRID JEAN-GILLES

NEW JERSEY EDITION

LAURA CASTRILLON Laura Castrillon is in the fourth year of her real 7 estate career, and in her time as an agent with Keller Williams West Monmouth she has built strong relationships with her clients, who value her honesty, compassion, and hard work on their behalf.

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use some traditional methods l postcards,” Laura says, “but I fi best results for my sellers online and Instagram ads, in additio and my large network of fellow results are impressive: last ye about 18 units for a volume of this year she has already close million total, with a goal to hit year’s end.

Laura serves all of Monmouth, Ocean, Middlesex and Mercer counties, as well as some surrounding areas. Almost all of her business INGRID JEAN-GILLES LAURA CASTRILLON comes from repeat clients and referrals from her clients, family and friends: an impressive Being involved in her commun feat that speaks to the trust she inspires. “Most of my busito Laura, and she has been active for many ness comes from referrals from previous clients, friends, rescue through various dog and cat rescu and family,” Laura explains. “That’s CONTENTS how I got started so aries, as well as the 501(c)3 non-profit wh quickly. I already had a big network from my previous in 2001, “Mutts-N-More Rescue, Inc”, w career in corporate finance, my large circle of friends and today and she continues to help individ from a dog WHY rescue for over 15 years.” re-home pets so they can avoid ending u 4) 7running REASONS YOUR 19) PLAYING THE REAL ESTATE shelter. When she is not working or giv PROSPECTS AREN’T TURNING MATCHMAKER— FOLLOW THESE Clients appreciate Laura’s candor, and they like that she enjoys kayaking, boating, biking, tra INTO CLIENTS 8 DATING RULES TO ENSURE YOU will give them her honest opinion. “I treat each MATCH deal as YOUR design, CLIENT day-trading, or just spending time WITH THE if13) it were she says. “If I don’t think someone friends for fun.

BY my THEown,” NUMBERS: PERFECT and HOME FOR THEM should make a purchase, I will tell them that I wouldn’t UNDERSTANDING THE TRUE recommend I don’t push people to buy or sell.”

In the near future, LauraTO plans to build a VALUE OFit.SQUARE FOOTAGE 22) It’s IS BRANDING THE WAY this laid-back attitude, along with Laura’s expertise, thatYOUR the increased volume her business, whil TAKE BUSINESS TOofTHE puts clients at ease and allows them to make informed the same excellent service to her clients.

NEXT LEVEL? decisions without feeling pressured. “I guide my clients people find their new home or get their h the best I can, and give them as many facts as possible best price,” she says. “I like being creative to help them make their own decision. It’s not a typical I can to get my clients the result they n high-pressure sales approach, and they like that.” seeing them so happy in the end!”

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mag@topagentmagazine.com | www.topagentmagazine.com Laura’s experience and deep knowledge of the process also No portion of this may be reproduced anyMBA mannerinwhatsoever without prior consent of the publisher. Top Agent helps things goissue smoothly.

She hasinan Accounting, Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published and her aptitude with numbers proves useful in helping her materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. clients get orthe whole picture a transaction.

“I help them To subscribe change address, sendin inquiry to mag@topagentmagazine.com.

Published in the U.S. numbers to see what they’ll net or what with crunching they’ll have to pay or what capitalization rate an investment property has, even though they work with their lender and attorney as well,” she says. “I use my knowledge to Top Agent Magazine calmly guide them through the process step by step and

For more about Laura C

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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.

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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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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

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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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INGRID JEAN-GILLES Top Agent Magazine

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Top Agent Ingrid Jean-Gilles works solo serving the North New Jersey area, helping everyone from first time home buyers to experienced sellers with their real estate goals.

With a love for people and a background in mortgages, Ingrid Jean-Gilles has found her true calling as a real estate agent in Cranford, New Jersey. She got her professional career started as a mortgage processor and quickly became passionate about the industry. “I really enjoyed 8 Copyright Top Agent Magazine

building relationships with people, so I decided to come in on the real estate side,” Ingrid says. That was in 2015, and she hasn’t looked back since. Currently she works solo serving the North New Jersey area, helping everyone from first time home buyers to experienced sellers with Top Agent Magazine

their real estate goals. The vast majority of her business consists of repeat clients and referrals, a testament to her superior service and dedication.

“I think they come back because I treat every client as a family member,” she Top Agent Magazine

explains. “I definitely guide them throughout the transaction, and some clients have even been inspired to become real estate agents because of me.” Ingrid is there for them at every step of the process and is happy to teach them along the way. “They understand why everything has to be done Copyright Top Agent Magazine 9

“My clients understand why everything has to be done a certain way, I teach them about both the real estate side and mortgage side, so they become knowledgeable about the entirety of buying or selling a home.” a certain way, I teach them about both the real estate side and mortgage side, so they become knowledgeable about the entirety of buying or selling a home.”

This helps her buyers and sellers not only gain valuable experiences, but also allows them to make sound decisions.

Equipped with intelligence, they are able to ensure they are making the best choices possible.

After the transaction, clients leave glowing reviews about their time together.

One recently said, “Ingrid is an amazing agent. She is honest, friendly, and very professional. She helped me and my family search for our perfect apartment. She was very kind and patient with us and you can tell she truly cares about her job and her clients. I would 100% recommend using her services.”

Another wrote, “If you’re looking to 10Copyright Top Agent Magazine

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buy a home, Ingrid is the best person for you. She’s patient, professional and very dedicated to her work. What a joy to have someone like her on my side, I couldn’t have done it without her. Thank you, thank you and many thanks to you Ingrid. Keep doing what you’re doing!”

As Ingrid looks ahead, she hopes to one day have a big team behind her. “I do see myself getting more involved in the commercial side of real estate, and I one day want to have a team of people that I can teach. Real estate for me is more than a transaction, it’s about running a business. I’d love to be able Top Agent Magazine

to share my knowledge with other agents.”

She always wants to continue providing the same great experience to each person she works with, living by the motto, “I listen and deliver.”

No matter where this path takes her, she will no doubt enjoy the journey. “What I find most rewarding is giving advice to people.

Many don’t know the business at all and I love introducing them to the benefit of buying a multi-family, for instance, or how to save money in order to accomplish that goal.

I’m an educator, and I love sharing information so people can make the best decisions.”

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For more about Ingrid Jean-Gilles, please call 201.993.2290 or email Ijeangilles3@gmail.com

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure.

True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n

Called “below grade spaces,” basements and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n

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Did you know the space inside closets and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

When recording square footage, ANSI actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n

Just like below grade spaces, a garage, a pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take. n

First, you’ll need a few things to get started, including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

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Next, choose a room to start measuring wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

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From there, draw out the wall you measured and measure the remaining walls in the

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room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage. n

As you go measure throughout the home, using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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LAURA CASTRILLON Laura Castrillon is in the fourth year of her real estate career, and in her time as an agent with Keller Williams West Monmouth she has built strong relationships with her clients, who value her honesty, compassion, and hard work on their behalf.

Laura serves all of Monmouth, Ocean, Middlesex and Mercer counties, as well as some surrounding areas. Almost all of her business comes from repeat clients and referrals from her clients, family and friends: an impressive feat that speaks to the trust she inspires. “Most of my business comes from referrals from previous clients, friends, and family,” Laura explains. “That’s how I got started so quickly. I already had a big network from my previous career in corporate finance, my large circle of friends and from running a dog rescue for over 15 years.”

Clients appreciate Laura’s candor, and they like that she will give them her honest opinion. “I treat each deal as if it were my own,” she says. “If I don’t think someone should make a purchase, I will tell them that I wouldn’t recommend it. I don’t push people to buy or sell.” It’s this laid-back attitude, along with Laura’s expertise, that puts clients at ease and allows them to make informed decisions without feeling pressured. “I guide my clients the best I can, and give them as many facts as possible to help them make their own decision. It’s not a typical high-pressure sales approach, and they like that.”

Laura’s experience and deep knowledge of the process also helps things go smoothly. She has an MBA in Accounting, and her aptitude with numbers proves useful in helping her clients get the whole picture in a transaction. “I help them with crunching numbers to see what they’ll net or what they’ll have to pay or what capitalization rate an investment property has, even though they work with their lender and attorney as well,” she says. “I use my knowledge to calmly guide them through the process step by step and make it less stressful than they thought it would be.”

When it comes to marketing her listings, Laura takes full advantage of social media and digital marketing. “I do Top Agent Magazine

use some traditional methods like sending out postcards,” Laura says, “but I find that I get the best results for my sellers online with Facebook and Instagram ads, in addition to the MLS and my large network of fellow agents.” The results are impressive: last year Laura closed about 18 units for a volume of $4 million, and this year she has already closed 27 units at $9 million total, with a goal to hit $12 million by year’s end.

Being involved in her community is important to Laura, and she has been active for many years in animal rescue through various dog and cat rescues, farm sanctuaries, as well as the 501(c)3 non-profit which she founded in 2001, “Mutts-N-More Rescue, Inc”, which still exists today and she continues to help individuals adopt and re-home pets so they can avoid ending up in an animal shelter. When she is not working or giving back, Laura enjoys kayaking, boating, biking, traveling, interior design, day-trading, or just spending time with her family and friends for fun.

In the near future, Laura plans to build a team to handle the increased volume of her business, while still providing the same excellent service to her clients. “I love helping people find their new home or get their home sold at the best price,” she says. “I like being creative and doing what I can to get my clients the result they need, and I love seeing them so happy in the end!”

For more about Laura Castrillon, please call (732) 766-3377, email laurajcastrillon@yahoo.com, or visit lauracastrillon.com www.

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home.

When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities Top Agent Magazine

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day.

In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt 20

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures.

Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees?

Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with Top Agent Magazine

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union!

When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing.

Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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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. Top Agent Magazine

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 Top Agent Magazine

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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