NEW JERSEY 2-4-19

NEW JERSEY EDITION

EMOTIONAL FLUENCY : HOW TO COMMUNICATE

Playing the Real Estate Matchmaker

WITH CLIENTS WHEN TENSIONS ARE HIGH

FEATURED AGENT

LAURA DENTROUX COVER STORY

ELLEN GONIK

NEW JERSEY EDITION

LAURA DENTROUX

With a true passion for helping others and a love allows clients to relax. “I’m 9 great 19 for real estate, Laura Dentroux has made them, I go out of my way t strides in the Ocean County, New Jersey market. like the thought of anyone Real estate runs in her family, with her uncle not being able to get in touc working as an agent for over 30 years. Origiexplains. Even after the t nally working as a class 1 police officer/police stays in touch, sending out m dispatcher, Laura wanted something more flexcards, and Facebook updates ible when she had children, so she decided on to just check in on how they becoming a Realtor. She’s now going into her sometimes meet for lunch.” fifth year, and has quickly become a top agent in her office. At Pecora Realtors in Toms River, Clients love to leave glowi she is second only to her broker in production their time with Laura. O volume, and made Silver in the Circle of Excelrecently helped my parents a ELLEN GONIK LAURA DENTROUX lence in 2018. Her business has doubled from hood home and move into a ELLEN GONIK 2017 to 2018 and is showing no signs of slowtown. She was incredibly k ing down for the coming year. With more than 60% of her professional throughout the entire proce clients coming from referrals, she is clearly going above and care in finding them a home that fit the beyond to keep everyone happy. CONTENTS (they are not easy people to work with!) that Laura has the best interests of her cli think it’s my vibrant personality that has them coming back she worked. I would highly recommend h 4) 5“ISTEPS TO ACHIEVE 15) EMOTIONAL FLUENCY: and referring me,” Laura explains. “I make things fun when ing to buy/sell and will absolutely seek h LONG TERM SUCCESS AS said it’s like house shopping HOW TOshould COMMUNICATE we’re working together. They’ve I need a real estate agent.”

A REAL ESTATE AGENT with an old friend.

It’s definitely not stressful whenWITH they’reCLIENTS WHEN with me.” Not only does Laura guide buyers and sellers During anyHIGH free time, Laura is hanging ou TENSIONS ARE throughout the entire transaction, she also shares her exten- including her husband and two sons. She 6) PLAYING THE REAL ESTATE sive regional knowledge with them so they can make22) the best instructor and loves to play sports.

MATCHMAKER— FOLLOW THESE 8 TIPS ON USING decisions. “My family has been in the area for over 8 gener8 DATING RULES TO ENSURE YOU DISRUPTIVE THINKING TO ations. I know the ins and outs of it, and what’s happening at As Laura looks towards the future, she w MATCH YOUR CLIENT THE with herIMPROVE INNOVATION any given moment.”

Laura WITH is also involved commu- a rebate program for first responders. An PERFECT HOME FOR THEM nity, helping fundraise for the local fire department, and is an ness continues to grow, she is always rem active member of the New Jersey Forest Fire Service. entered this industry. “I love being able people depend on. I love that I can bring While Laura’s neighborhood expertise and fun-loving nature they need and that I’m helping them ach Phone 888-461-3930 Fax 310-751-7068 help the transaction |go smoothly, it’s her availability that homeownership.”

mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com.

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

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

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FIND A MENTOR

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

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CONTINUOUS TRAINING

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

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BUILD A STRONG ONLINE PRESENCE

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

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BUILD A SOLID FOUNDATION

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SET GOALS

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

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

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

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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 6

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 Top Agent Magazine

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 8

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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ELLEN GONIK

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ELLEN GONIK “I’ve been in this business ten years now, and very early on I understood that treating every client like a friend, is the only way to build business. I get to know everything about their lives – it’s only fair they know everything about mine.”

With a diverse background that includes economics, hotel management and teaching chess, Ellen Gonik brings a level of experience that seems almost tailor made for a successful career in real estate. But if you 10 Copyright Top Agent Magazine

ask her clients what they love about working with Ellen, most will say it’s her larger than life personality and the fact that she is quite frankly, hilarious. And Ellen has the Zillow reviews to prove it! Nearly every Top Agent Magazine

single one comments on her wicked sense of humor, something that comes in handy when dealing with the often times stressful transaction of buying or selling a home.

Ellen lives, works and plays in Livingston, a richly diverse NYC suburb with one of the best schools in New Jersey. Her own foreign background further aids Ellen’s ability to connect with people of any nationality.

“Born in the Soviet Union, I came to this country when I was 11. The first 11 years and the move to a new country taught me how to quickly adapt to new situations. No matter how tense things get, and sometimes Top Agent Magazine

they get pretty severe, I’m there to diffuse that tension by sharing my own stories which thankfully, ultimately had a happy ending. And this is what in turn I promise my clients. I’ve been in this business ten years now, and very early on I understood that treating every client like a friend, is the only way to build business. I get to know everything about their lives – it’s only fair they know everything about mine. People are buying in MY town. They will see me more often than they ever wanted to but that is exactly why they feel comfortable – I don’t sell and run. This is my turf! I have nowhere to run.”

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achievement, and just two years later, she became the #1 listing agent in Livingston, as well. “My youngest daughter burst out crying once when she saw one of my billboards, saying I was ruining her life, but advertising like that took my career to the next level. I told her I was going to get two billboards next to each other and lay across them like a mermaid. I’m willing to pay money for a laugh and it starts a conversation amongst my friends!”

Clearly it’s working, in 2018 Ellen has had more sales in Livingston than the next four agents combined!*

People joke that every fourth person in Livingston has their real estate license, which makes Ellen’s success all the more remarkable. In 2011, just three years after starting in the business, Ellen became the #1 buyer’s agent in her highly competitive market. It was at that point she started advertising her Copyright Top Agent Magazine 12

Another reason for Ellen’s success as a listing agent is the fact that representing buyers still accounts for half of her business.

“The people who hire me to list their homes are not impressed with the fact that I list homes. They’re impressed with the fact that I have a direct connection to buyers.” Ellen credits her ADD as being one of the keys to her success when marketing her listings. “My self-diagnosed ADD is a great help when it comes to writing up listing descriptions. Our generation loses concentration if not grabbed in the first few sentences, so I’m always using language that Top Agent Magazine

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pops. I’ll call a street ‘bike-able’ and paint colors HGTV. I will conjugate any word to bring the point home.”

Colorado. Delaney is 20 and is a rising senior at the University of Arizona. Farah Star is 16 years old is a junior in Livingston HS. I chose this community to provide the best life for my kids – I know exactly what my clients are looking for! We are all in this together!”

Ellen is a self-described workaholic, but when she isn’t busy with real estate she is a mom to three daughters. “Kayla, my oldest, is 22 and just graduated from the University of

*As per GSMLS for Livingston 12/26/18

To learn more about Ellen Gonik call (973) 879-9467, email Ellen@NJResults.com or read her reviews on Zillow at zillow.com/profile/EllenGonik www.

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 18

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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LAURA DENTROUX With a true passion for helping others and a love for real estate, Laura Dentroux has made great strides in the Ocean County, New Jersey market.

Real estate runs in her family, with her uncle working as an agent for over 30 years. Originally working as a class 1 police officer/police dispatcher, Laura wanted something more flexible when she had children, so she decided on becoming a Realtor. She’s now going into her fifth year, and has quickly become a top agent in her office. At Pecora Realtors in Toms River, she is second only to her broker in production volume, and made Silver in the Circle of Excellence in 2018. Her business has doubled from 2017 to 2018 and is showing no signs of slowing down for the coming year. With more than 60% of her clients coming from referrals, she is clearly going above and beyond to keep everyone happy.

“I think it’s my vibrant personality that has them coming back and referring me,” Laura explains. “I make things fun when we’re working together. They’ve said it’s like house shopping with an old friend. It’s definitely not stressful when they’re with me.” Not only does Laura guide buyers and sellers throughout the entire transaction, she also shares her extensive regional knowledge with them so they can make the best decisions. “My family has been in the area for over 8 generations. I know the ins and outs of it, and what’s happening at any given moment.” Laura is also involved with her community, helping fundraise for the local fire department, and is an active member of the New Jersey Forest Fire Service.

While Laura’s neighborhood expertise and fun-loving nature help the transaction go smoothly, it’s her availability that

allows clients to relax. “I’m always there for them, I go out of my way to be there. I don’t like the thought of anyone stressing out and not being able to get in touch with me,” Laura explains. Even after the transaction, Laura stays in touch, sending out mailers, Christmas cards, and Facebook updates. “I also call them to just check in on how they’re doing, and we sometimes meet for lunch.”

Clients love to leave glowing reviews about their time with Laura. One said, “Laura recently helped my parents and I sell my childhood home and move into a smaller house in town. She was incredibly knowledgeable and professional throughout the entire process and took great care in finding them a home that fit their many demands (they are not easy people to work with!) It was easy to see that Laura has the best interests of her client in mind while she worked. I would highly recommend her to anyone looking to buy/sell and will absolutely seek her services again should I need a real estate agent.”

During any free time, Laura is hanging out with her family, including her husband and two sons. She is also a softball instructor and loves to play sports.

As Laura looks towards the future, she wants to soon offer a rebate program for first responders. And while her business continues to grow, she is always reminded of why she entered this industry. “I love being able to be the person people depend on. I love that I can bring them the answers they need and that I’m helping them achieve the dream of homeownership.”

For more information about Laura Dentroux, please call 609-661-8371 or email LDentroux@gmail.com Top Agent Magazine

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8 Tips on Using Disruptive Thinking to Improve Innovation You might be wondering what disruptive thinking is. How can anything disruptive be good? Well, if you’re caught in a stagnant place, shaking things up might be exactly what you need to gain some momentum in your personal or professional life.

the norms that keep you from being creative and implementing big ideas. Here are some simple things you can do to find opportunities that might be hidden if you stay stuck in the status quo.

Sometimes taking a step out of your bubble will give you a much needed perspective and allow you to achieve the breakthrough you need to take things to the next level. There is no more valuable commodity in today’s business world than innovative thinking, and the key to innovative thinking is breaking down

1. TAKE RISKS

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Without risks, there usually won’t be any major rewards. Sure being steady and careful might keep things going marginally well, but if you really want to go big, you need to go all in sometimes. If you go through the history of great innovations, none of them

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were achieved by playing it safe. Embrace mistakes. Learn from them, they often provide valuable insight and that will lead to great success on your next attempt.

2. FAMILIARIZE YOURSELF WITH A COMPLETELY DIFFERENT INDUSTRY This might seem counter-intuitive, but you’d be amazed at what you can learn by looking into successful companies, no matter what the business type is. You’re almost certain to find valuable solutions, systems or technology, that might fit your business, giving you a unique advantage over the competition.

3.BE CURIOUS Break some of your daily habits, even if it’s as simple as ordering a new dish at your favorite restaurant. Even the smallest changes can help spark a new idea. Always be on the lookout for new ways to do things. Little innovation are all around you. If you remain curious and keep an open mind, you’ll be surprised as to what might spark the next great idea.

4. PICK THE BRAIN OF A NON-EXPERT Yes, there is a lot to be gained by having access to someone with an expertise in your field, but you can learn a lot from a newcomer as well. They are a blank slate, and may inspire you with their completely unique point of view on things as someone just starting out.

5. BE LESS JUDGMENTAL It’s very easy to dismiss a new idea. You have experience and that can oftentimes lead Top Agent Magazine

to a million reasons why something won’t work. But there really is no harm in ignoring your initial impulse and thinking it though a bit more. If you or someone you work with has passion for an idea, it’s definitely worth pursuing.

6. CHANGE YOUR PERSPECTIVE We tend to look at things in a linear way.

If you feel like you’ve stalled out on something, literally flip the script. Re-imagine it from different perspectives, reverse engineer the process. Anything you can do to see it from all angles, might get the creative juices flowing again, and could even lead to a breakthrough.

7. VALUE CHAOS Yes, it’s great to be organized and have a plan, but sometimes a little randomness can be that added ingredient that makes it all work. One of the major keys to successful disruptive thinking is breaking up everyday patterns. Sometimes the path to rational solution is filled with chaotic moments.

8. BE WILLING TO LET GO Don’t be rigid. Even the best ideas can always be refined and improved. You’ve invested a lot of time in your idea and it can be hard not to cling to it, but input from other people will only strengthen what you want to do.

Having big ideas is great, but you also need to be pragmatic. Recognize changes you might need to make to get your big idea implemented. Disruptive thinking is all about flexibility.

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