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Easy Blog Topics for Your Real Estate Blog

Are You A VALUE-ADDED AGENT? 4 Ways Mentoring Up-and-Coming Employees Makes You A Better Agent

FEATURED AGENTS

CHRISTINA KAPLUN SCOTT ZIELINSKI

COVER STORY

PATRICIA “PATTY” BADIA

NEW JERSEY EDITION

SCOTT 7

PATTY BADIA

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CHRISTINA KAPLUN

CHRISTINA PATRICIA “PATTY” BADIA KAPLUN CONTENTS 4) ARE YOU A VALUE-ADDED AGENT? 13) EASY BLOG TOPICS FOR YOUR REAL ESTATE BLOG

Phone 310-734-1440 | Fax 310-734-1440

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SCOTT ZIELINSKI

Six years before earning his license, Scot Zielinksi cut his teeth in the mortgage business There, he earned firsthand experience in the industry’s intricacies, but ultimately, he wanted to play a role with limitless potential and self directed advancement. Now, more than fou years after earning his license, he has built a reputation for creative problem-solving, savvy THINKING OF LISTING? marketing and a personal touch.

17) NINE WAYS TO GET READY Today, Scott spearheads

his work with the assistance of a processor and buyer’s agent Under the banner of RE/MAX, he caters to 22) 4 WAYS MENTORING clients across the New Jersey and Pennsylvania UP-AND-COMING markets, EMPLOYEES particularly Philadelphia, South Jersey, and the AGENT shore communities from MAKES YOU A BETTER Ventnor to Cape May. Thus far, he has managed to drive a significant portion of his business through repeat and referral business, often working alongside active investors who close on multiple properties annually. Considering

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Are You a Value-Added Agent?

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

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

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

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

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

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

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

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

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

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

Watch the actions, not the words.

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

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

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

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

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

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

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

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

Adding those Client Benefits to your Dialogue

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

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

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

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

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

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

Put Yourself to the Test

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

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

What’s the impre agent?

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

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

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

Copyright ©, 2016 Carla Cros

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

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

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PATRICIA “PATTY” BADIA Top Agent Magazine

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PATRICIA “PATTY” BADIA Top Agent Patricia “Patty” Badia – of Weichert Realtors in Clifton, New Jersey – is a consummate professional who takes very seriously the responsibility of helping her clients achieve their real estate goals, whether that be buying or selling a home. Refreshingly direct, honest to a fault, and armed with a deep reservoir of industry knowledge, Patty approaches each transaction as if it were her own. Rapidly 8Copyright Top Agent Magazine

approaching two decades in the business, Patty has earned her sterling reputation as a trusted and reliable real estate advocate who consistently places her clients’ best interests front and center.

Patty began her journey in the world of real estate in 2003, after a brief and disillusioning career in the legal field. “I felt incredibly disrespected by the person I Top Agent Magazine

worked for, and I did not enjoy the nineto-five structure of the job,” she recalls.

“I’d always been interested in real estate, and I had studied business management and marketing, with a concentration in entrepreneurship. It seemed a like it would be a perfect fit for me, so I began taking night Top Agent Magazine

classes to get my license. The moment I passed the exam, I gave notice at my job, and I haven’t looked back since.”

Patty found success in her new career relatively quickly, and her business continues to grow exponentially year after year.

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Currently, a significant portion of that business is based upon referrals and clients who return again and again for her services, perhaps the most accurate barometer of the excellent customer service she provides. “I think that it’s because I’m really honest,” says Patty, when asked how she manages to Copyright Top Agent Magazine 10

inspire such impressive levels of trust and loyalty in those she works with. “I always try to put myself in their shoes; I take very good care of them. When my clients refer others to me because they trust me to get the job done, it’s an amazing feeling.” Patty tends to form close relationships with her Top Agent Magazine

clients, and she stays in touch with them after the closing table, making certain that each of them know she is available should they need help with anything.

There are many other factors that have contributed to Patty’s success, and chief among them would be her marketing prowess.

Professional photography ensures that each home is shown in its best light. She then goes well above and beyond the sadly alltoo-common “drop it on the MLS and wait” approach: Patty’s strategies see her listings Top Agent Magazine

advertised in glossy local publications, and the support she receives from Weichert also frequently positions her properties online on the NYTimes.com and WSJ.com, among others. Unique “Twilight Open Houses” are designed to lure in post-work commuters, proving incredibly effective. Quick sales for top dollar are the very frequent result.

Patty is deeply involved with her community, and she gives back in a variety of ways.

She is particularly proud of the work she and other Realtors did that resulted in the Copyright Top Agent Magazine 11

opening of a local chapter of the non-profit NAHREP (National Association of Hispanic Real Estate Professionals). Other notable charitable activities include her work with Habitat for Humanity.

“I want to keep growing my business,� says Patty, when asked about her plans for the future. Above all, however, is one primary objective: to continue providing the remarkable customer service available that has long been her calling card.

For more information about Patty Badia, call 646-281-6491 or email PBadia@Weichert.com

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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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CHRISTINA KAPLUN Top Agent Magazine

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CHRISTINA KAPLUN When Christina Kaplun was looking for a career change, she had a feeling real estate would be the perfect fit. “I’ve always been a people person, so I quickly fell in love with real estate,” she explains. “I had been following the industry for a long time and just decided to jump in head first, and I haven’t looked back since.”

Today she is part of the Baricaua Group at RE/MAX Our Town in Somerset, New Jersey. Christina credits much of her growth to Vincent Baricaua, the leader of Baricaua Group. “When he trained us, he wanted us to think outside the box and get creative in what we’re doing, while also being one step ahead. He helped me build a great business and also helped me decide that it was time to go on my own,” she explains. Christina is currently working on expanding her own team, and hopes to one day open another brokerage. She and her team serve a wide area of New Jersey, including Union County and surrounding counties. The Baricaua Group is currently the number one team in Somerset County.

With the majority of Christina’s clients coming from referrals or repeat business, she is clearly going above and beyond expectations. “I really focus on developing a relationship with my clients. I try to get to the core of what their needs are, and what’s important to them. I tap into the most important things that make them want to buy a home,” she says.

Eventually, those clients become family, and help her grow organically over time. “When they leave the

transaction, what they remember most is that they received amazing service from the team and we were always there for them to help with whatever they needed.” Whether it’s connecting her sellers to stagers, advertising listings on social media, or negotiating the best price for her buyers, she is able to finish each transaction with a happy client.

Afterwards, clients do not hesitate to spread the word about her work.

One recently said, “Christina was amazing to work with! We had a rough start to our house hunting with a not so great agent to begin with. As soon as I spoke to Christina on the phone, I felt so much better! She listened to what we were looking for and helped us find the perfect home! Not only did we find our perfect home, we gained a new friend!

Thank you for everything!”

Christina has a deep connection to her community, and she demonstrates that through giving back.

“We donate a portion of every commission to the Children’s Miracle Network, and we hold a charity event every year. In October we’re hosting our ninth annual event for Children’s Miracle Network, which will be a casino night.”

As Christina’s team grows, she continues to love every minute of her work. She can’t imagine doing anything else. “It’s the ability to make relationships with people and just help them on a big, important purchase. It’s very special to me.”

For more information about Christina Kaplun, please call 908-202-2205 or email christina.kaplun@gmail.com 16

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Thinking of Listing?

Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home.

With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved.

Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time.

1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable.

Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time.

2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing.

3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas Top Agent Magazine

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such as bathrooms, the office, family room and indoor recreation spaces.

Also consider a little varnish on the front door or banister.

4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings.

6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things.

9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market.

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SCOTT ZIELINSKI

Six years before earning his license, Scott Zielinksi cut his teeth in the mortgage business.

There, he earned firsthand experience in the industry’s intricacies, but ultimately, he wanted to play a role with limitless potential and selfdirected advancement. Now, more than four years after earning his license, he has built a reputation for creative problem-solving, savvy marketing and a personal touch.

Today, Scott spearheads his work with the assistance of a processor and buyer’s agent.

Under the banner of RE/MAX, he caters to clients across the New Jersey and Pennsylvania markets, particularly Philadelphia, South Jersey, and the shore communities from Ventnor to Cape May. Thus far, he has managed to drive a significant portion of his business through repeat and referral business, often working alongside active investors who close on multiple properties annually. Considering 20

his background in mortgages and his relatively newfound prowess as an agent, Scott offers clients broad but nuanced expertise in the market. Additionally, his extensive regional knowledge provides clients an edge in sourcing and selling properties of all kinds. “I love the problem-solving aspect of what I do,” he explains. “Every transaction is different, and every negotiation is different. I’m constantly sourcing ways to improve the situation for all parties and get to the closing table by being adaptable and resourceful.”

When listing properties, Scott offers clients a high-end marketing package that includes professional photography, true virtual tours and drone imaging as necessary. From there, he leverages his social media presence, targeted ads, and top exposure across the leading online listing platforms to secure ideal visibility. He also optimizes listings through Copyright Top Agent Magazine

Smart TV ad placement, bringing the listing process into the homes of prospective buyers. All told, Scott leaves no stone unturned and applies his puzzle-solving eye to every marketing campaign he launches.

Outside the office, Scott gives back to his community through his support of and membership in the Marlton Business Association and as the president of the Evesham Education Foundation, a local education foundation which raises money to directly support Marlton’s school district.

Recently, they funded an art expo for students and last year bestowed scholarships to students in need within the community. In his free time, Scott most enjoys time spent with family and loved ones, visiting the beach to get out on the water, and traveling.

As for the future, Scott intends to keep progress steadily mounting, while maintaining the boutiquelevel service his clients have come to expect. Now, with four years of insight behind him, Scott Zielinski considers some of the lessons learned along the way. “If you put your mind to it, you can really accomplish things far beyond your goal,” he reflects. “I’m so much further along than I thought I’d be at this point, and at the end of the day, it’s hard work, persistence and doing right by people that gets you there.”

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To learn more about Scott Zielinski email Scott@ScottSellsNJandPa.com, visit ScottSellsNJandPA.com, or call (856) 988–1800 www.

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4 Ways Mentoring Up-and-Coming Employees Makes You a Better Agent In the world of real estate, there are always new agents joining the ranks. Even if you’ve been practicing for just a few short years, you’ve likely learned your fair share of lesson along the way. As an agent, much of your working philosophy is derived from first-hand experience and your work on the ground. This means that new agents are less prepared for the inevitable curveballs of the industry. That’s where you come in.

While mentorship is often pitched as a relationship that solely benefits the mentee, there is actually plenty to be gained from becoming a mentor. After all, personal growth goes hand-in-hand with professional growth, and becoming a mentor asks agents to thought22

fully explore and demonstrate their own ideologies, practices, and rationale. With that in mind, take a look at some of the benefits of mentorship below, and you’ll get a sense of why counseling new agents can be a boon to your own business.

Teaching lessons to others reinforces your own professional values.

Showing the ropes to young agents is a great way to brush-up on your foundational skills.

Verbalizing and demonstrating processes, or walking through the rationale behind negotiation tactics—all cause mentors to think through their established practices and outline in detail why they’ve chosen this route over an

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alternative. This helps older agents fine-tune their routines, while getting back in touch with the critical thinking that went into constructing those habits.

Mentorships allows you to see the big picture.

surely sharpen your ability as the head of a team. What’s more, you’ll be building skills of empathy, understanding, teaching, and constructive criticism. Working on those skills will better your practice and your ability to lead in your office.

After a lengthy industry tenure, it’s not uncommon for battle-worn agents to lose some steam and begin to burn out. By devoting some time to mentoring up-and-coming agents, you’ll get back in touch with your early days, remembering the excitement, the trials, and the hard lessons gleaned. Spending time with the next generation of real estate professionals can reinvigorate your practice, as seeing the business from the eyes of an eager amateur can inject energy into your working life.

You’ll benefit from seeing things from a new perspective.

Just as working with young agents can help you remember your career’s big picture, you may also benefit from working alongside someone with a new perspective. Young agents bring a different set of skills and awareness to their work, and established agents can benefit from a fresh take. If technology isn’t your strong suit, or you’re interested in tapping the Millennial homebuyer market, working with a younger agent is an excellent way to see through fresh eyes.

Mentoring young agents makes you a better leader.

As a mentor, you’ll often direct the flow of your professional relationship—figuring out which issues to tackle, making an agenda, and imparting lessons in a clear way. These are all characteristics of a leader, and acting in a position of authority as mentor can Top Agent Magazine

While some may balk at the time commitment or energy required to take on a mentee or two, you might consider it an act of ongoing education or professional development. While your mentee will undoubtedly benefit from access to your expertise, there’s certainly much to be gained from taking the time to cultivate tomorrow’s real estate leaders.

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