NEW JERSEY 3-4-19

NEW JERSEY EDITION

GET YOUR HEAD IN THE GAME!

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QUALITIES OF EXCEPTIONAL EMPLOYEES

CONCIERGE CARE: Services that Lure Clients and Transform Your Reputation FEATURED AGENT

XAVIER CAMPUZANO COVER STORY

Gustavo Santacruz

NEW JERSEY EDITION

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GUSTAVO SANTACRUZ

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XAVIER CAMPUZANO

Gustavo Santacruz CONTENTS 4) CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION 6) 5 TIPS TO GET NEW CLIENTS

15) GET YOUR HEAD IN THE GAME! 22) 4 QUALITIES OF EXCEPTIONAL EMPLOYEES

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 6

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much

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house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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Gustavo Santacruz

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GUSTAVO SANTACRUZ “We have an open-door policy,” says Gustavo Santacruz, Broker/CEO of Access Homes Realty in Union City, New Jersey. “Whatever someone needs, whether that’s help with buying or selling a home or just recommendations for plumbers or electricians or handymen, we’re here to help the community.” This welcoming attitude is just one of many reasons for Gustavo’s success, and he and his company have more than earned their solid reputation as honest, knowledgeable real estate professionals who always have their clients’ best interests at heart.

A consistent recipient of the New Jersey Association of Realtors Excellence Award since 10 Copyright Top Agent Magazine

2007, Gustavo is also ranked among the top five percent of all agents in the Garden State.

Currently overseeing an equally-dedicated team of forty-two other agents, Gustavo’s focus on providing exceptional customer service to his clients in the Northern New Jersey area has set him head and shoulders above his competition.

An impressive forty percent of Gustavo’s business is based on repeat customers and referrals from past clients, a sure indicator that he and his company are setting new standards for excellence in service. When asked to account for the loyalty he inspires, Gustavo pauses for a moment before replying. “I believe it’s because I take Top Agent Magazine

time to improve myself, and continue to learn and figure out ways I can offer the best service to my clients,� he explains. Gustavo strongly believes in preparation, strong accountability and investing in education for yourself. Gustavo has a business coach to lead the company by example.

Gustavo mentors his agents one-by-one to create Top Agent Magazine

a business plan; realistic goals, etc. He also holds training sessions twice a week in skill building and production, to provide exceptional service to their clients. As a leader, Gustavo knows that the teams failure or success is predicated upon the leader setting the example, charging at adversity and maintaining composure. He makes sure 11 Copyright Top Agent Magazine

every agent is focused to impart them and fuel them with knowledge while also focusing on skill. His continued mentorship has guided the company to provide the top-notch customer service that has become synonymous with the name Access Homes Realty.

Expert, careful, and thorough marketing has also played a vital role in Gustavo’s success story.

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Professional quality photos, careful preparation of his properties prior to listing, and massive online exposure ensure quick sales for top dollar. It is imperative to possess skill and market knowledge, finding the needs of the client, knowing what is happening in the neighborhood and in the community, so that the seller, buyer, or investor can make a wise decision since after all, our job is to educate them with the most accurate information possible says Gustavo. “We utilize a seventeen-step marketing plan or listing plan of action, which differentiates us from our competition. We do everything we can to get maximum exposure for our listings.� This includes posting on three major MLS databases, and savvy use of the internet and social media to get those listings in front of as many potential buyers as possible.

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Gustavo’s clients are not shy about expressing their deep appreciation for the service he provides, as the large number of online reviews he has received make that abundantly clear. Among them is this one, from Zillow.com: “Gustavo is stellar at his job. A consummate professional.

He is very well-versed in his craft and is always willing to help a client through any part of the process of selling their home, and explained everything they might not understand. He worked to understand me and my needs.

I respect his integrity, honesty and willingness to help. Whether someone’s looking to buy or sell a home, they won’t go wrong choosing Gustavo.

I highly recommend him. ” When he’s not working, Gustavo enjoys nothing more than spending time with his wife and Top Agent Magazine

their three young children. “I’m really grateful that real estate provides me with a flexible schedule so I can spend time with my kids, and allow me to be present for all of their activities,” says Gustavo. Gustavo is also committed to giving back to his community, and does so through his support of multiple local charities and events.

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Gustavo’s plans for the future include continuing to grow his already-thriving business, and to add new agents who share his client-first business ethos. When asked what advice he might have for newer agents looking to start a career in real estate, Gustavo replies: We get to this business with a false mentality, it looks easy but isn’t.

My recommendations for new agents, is to find mentorship, work on your skills, trust the system and discipline yourself daily. Create a schedule and respect your schedule because it’s very

easy to get distracted and have non-productive work habits. As a new or season agent if you are looking for consistent business you must be consistent in your approach, like lead generation, appointments and presentations. As a realtor you have a choice. Follow up with your leads every day, and stay in touch with your past clients. And always remember that every transaction can be emotional for a buyer or seller. Treat your clients like you would like to be treated. Take care of them, and you will succeed.”

For more information about

Gustavo Santacruz and Access Homes Realty, call 201-766-2565 or email Gustavo@accessrealtynj.com

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Get Your Head in the Game!

By Barry Eisen

Can you think of any top athlete in any sport who is inconsistent in prepara­ tion, has little focus, has no defined game plan, and has low confidence and self-esteem? If you can, you’re not thinking of a top athlete, you’re thinking of a wanna-be poser. There are lots of gifted and talented people in sports, but the world doesn’t care as much about the talent unless it shows up, demonstrates focus, shows a dedicated plan of action and acts like success is the natural by product of all the previous preparation.

The same scenario is true about successful entrepreneurs. You’d be hard pressed to think of a winner who wasn’t prepared, focused, strategized and confident.

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The stories about Ben Hogan, Jack Nicklaus, Billie Jean King, John McEnroe, Kobe Bryant, Michael Jordan, Michael Phelps, Lionel Messi, Amanda Beard, and thousands of other sports greats share many When you hear negative basic success principles.

Think of the Captains of Commerce in your business and chances are the success principles are much the same.

messages in your mind... take a deep breath and replace them with supportive words.

I’ve been privileged to have worked with some of the very best in sport and business over many years and this is some of what I’ve learned from them.

5 ideas for stepping up your game.

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Preparation is what creates confidence. Don’t work on confidence.

Practice more. Whether it’s practicing getting out of the starting blocks quickly in the 100 meter dash, efficient flip turns in the pool, chipping onto the green from 30 yards away or rehearsing business presentation scripts, introducing yourself while knocking on doors, or closing assertively after a strong presentation...you can’t get around practice/preparation. Check out “the 10,000 Hour Rule,” in Gladwell’s, Outliers. Ya gotta do the work!

Mental practice in a relaxed state of mind (self-hypnosis) can speed up the success process from 2-5 times. Read almost any autobiography of a successful athlete or business personality and recognize this common trait; almost all successful people saw and savored the end result in their quiet, meditative states first.

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The quality of Self-Talk is a big reason for the separation between superstars and the herd that follows. It’s easy to be positive and use positive words when things are going great and your attitude is up. One way of getting and keeping an “up” attitude is to silently tell yourself what the outcome of the next event will be...where the ball will land, your time for the 100 butterfly, the height of the high jump you’ll clear, the room you’ll mesmerize with your speech, the powerful listing presentation you’ll

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give today, etc. The result of negative self-talk (self fulfilling prophesy) is obvious...poor posture, unfocused, procrastination, fear. Self sabotage!

When you hear negative messages in your mind...take a deep breath and replace them with supportive words. This will get easier and more automatic with practice and so will your successes.

(If you don’t achieve what you set out for...it doesn’t matter...keep doing this.) The difference in how the ultimately successful get to where they are and where everyone one else gets, is how soon you pull the plug and quit.

Raise your game by staying in it. As you shift your mind your game will improve/your business will improve.

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Visualize the self-talk. Pictures make more and deeper neurological impressions. A picture IS worth a thousand words. The greats in every sport played the game, walked the course, saw the 100 mph fastball come in, saw the touch at the pool’s wall, broke the beam at the finish line well before their bodies were involved. Your actions are based on your thoughts.

Don’t be random. Choose successful pictures that move you forward.

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Feel the satisfaction of success for just a moment. How would it feel hitting that perfect dive, making the 20 foot putt, running your personal best in a 10k, nailing that listing presentation, passing that test?

Allowing the neurotransmitter dopamine to flash through the pleasure centers of your brain, reinforces the positive goal towhich you are moving.

We do things to maximize pleasure or to minimize discomfort. As you associate the task or goal with a positive feeling, you’ll approach the task/ goal with a more open, “CAN DO,” attitude. It’s attitude not aptitude that usually matters more. Like a pep talk before a game, like a supportive hand on a child’s shoulder before a test in school, like a smile from a prospect that says, “I’m open to what you have to say,” feel good about what you’re here to do. You’ll make changes, not because you need to or want to, but because it feels good. Take the kicking and screaming out of your life to experience a more centered and focused energy.

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Relax before you compete/take care of that piece of business. Some use music, some meditate, some create physical rituals (eat a certain food, do push ups, clap hands, stretch, a couple of breathes (and a whole lot of other crazy things you’ve seen. It ain’t crazy if it works.) Create a small ritual that focuses you in the last moment before the event/business presentation/prospecting/public speaking...

Some sport psychology is about emotional, social and or physical issues, more to be addressed by qualified coaches, counselors or therapists, trained to deal with psychological baggage and physical scars. Some business leaders sit in with therapists and coaches to sort out individual blocks.

But after all the analysis is said and done, the smart ones go back to the basics. See the ball, hit the ball.

Copyright©, 2016 Barry Eisen. All rights reserved.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 18

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Xavier Campuzano

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XAVIER CAMPUZANO Top Agent Xavier Campuzano has more than earned his impressive reputation as a Realtor who truly cares about his clients’ welfare. Xavier’s impressive industry knowledge, coupled with his commitment to putting his buyers’ and seller’s needs front and center, has made him one of the most sought-after agents currently working in New Jersey’s Rockaway Borough and Township.

Xavier, who was born in Ecuador to parents who instilled in him a solid work ethic, began his journey in real estate in while still in college. “My step-father is a full-time investor,” he explains, “and I started doing some acquisitions for him, and I really liked it. I found that I liked working with people. I’m a numbers person, and I also found that I had a good understanding of the market.” In 2015, Xavier obtained his license, and his career took off almost immediately. Currently working with the highly-respected Signature Realty NJ in Springfield, Xavier is now a respected real estate advocate for both buyers and sellers, with investors providing the lion’s share of his business.

While Xavier works primarily in the Rockaway area, he does occasionally venture out to next-door Morris County when necessary. However, he has found that concentrating his efforts in one area has been an extremely successful strategy. “I’ve decided to focus on one area, and know everything about it,” he says, “rather than going everywhere and knowing just a little about each place.” This philosophy has resulted in a proliferation of yard signs with his name on them, and his brand is becoming extensively recognized in his chosen community.

When asked what he enjoys most about what he does, Xavier explains that being in a position to help educate his buyers and sellers provides much of his career satisfaction. “That’s my favorite part,” he says. “I love being able to get them through from the beginning of the process, from putting in an offer and all the way to the closing table. I like being able to provide my clients with a

strategic plan to get their house sold quickly and for top dollar, or to help find a home that is perfect for them. I walk them step-by-step through the transaction.” Xavier’s extensive work in the investment arena only adds to his ability to provide expert real estate advocacy, and his clients always feel that they’re in safe hands when working with him.

Don’t let Xavier’s warm and affable demeanor fool you, however: he is a fierce negotiator and also an expert marketer of his listings, with quick sales for top dollar being the rule rather than the exception. Ensuring that each listing is seen in its best light and by as many potential buyers as possible is of paramount importance to him, and he works closely with his sellers to prepare their homes prior to going on the market. Once prepped, Xavier utilizes the internet to great advantage. “When people are shopping for a house,” he says, “they’re not out there just driving around like they used to. They’re doing most of their shopping online.” Accordingly, Xavier also exploits multiple social media platforms to great effect, including targeted Facebook ads and Instagram.

Xavier, who can be found at the gym every morning before beginning his work day, also enjoys reading during his off-hours. He’s also a huge self-improvement fan, as committed to his own continuing education as he is to educating his clients. “I’m currently taking a couple of public speaking classes,” he says, “because I plan on conducting seminars at some point. That’s what I’m doing for fun. I want to better myself, so I can help others better themselves.”

The future looks bright for Xavier, and among his plans for his business is to branch further out into the commercial aspect, as his brokerage has recently opened a commercial division. “I like both sides of the business,” he says, “so I’ll keep doing residential as well.” His overarching plan, however, is to continue providing his many clients with the exceptional customer service that has become his calling card.

For more information about Xavier Campuzano, please call 201-398-3544 or email XCampuzano@SignatureRealtyNJ.com 20

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Christopher Allessio & Freedom Mortgage are proud to congratulate

XAVIER CAMPUZANO

on being featured for the State of New Jersey in Top Agent Magazine!

CHRISTOPHER ALLESSIO | LOAN OFFICER CHRISTOPHER NMLS #1725808 | Corp NMLS #2767 ALLESSIO c: 973 303-0787 | o: 973 310-5468 christopher.allessio@freedommortgage.com freedommortgage.com MORTGAGE BANKER

231 Union Boulevard | Totowa, NJ 07521

CO N TA C T

www.

Cell 973.303.0787 Office 973.310.5468 Fax 877.209.1591 NMLS #1725808 Corp NMLS #2767

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Chris Allessio is a mortgage specialist with Freedom Mortgage Corp in Totowa, NJ. He has been in the real estate industry for more than a decade and his knowledge spans across a multitude of sectors within the industry. He prides himself on going the extra mile and thinking outside the box for his clients and partners. In addition to helping families achieve their dream of homeownership, he focuses on planning strategy sessions to prepare buyers to win more deals and not waste time. A partnership with Chris will always ensure access to the capital needed to close your deal.

231 Union Boulevard | Totowa, NJ 07521

Chris is also an active real estate investor in NJ concentrating on fix and flips and multifamily portfolio holds. He understands the importance of financing needs of today’s investor. He specializes in renovation lending for primary home buyers as well as investors. He also works hand in hand with hard

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4 Qualities of Exceptional Employees Hiring a new employee is one of the more stressful parts of being a business owner. After all, you’re taking someone on and trusting that they’ll not only be a valuable addition to the team, but won’t do anything to hurt your business’s hard earned reputation.

Sometimes a person comes in and you click right away, and other times you might be blown away by an impressive resume. But there are things you should look for that might not be as obvious at first. Employees that have the following qualities are ones you should seek out, because they will definitely be well worth the time and energy you invest in them.

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1. They have the confidence to be innovative There’s a reason people are drawn to those who think outside the box. Not only do innovations often lead to an extremely profitable business, even when that thinking doesn’t pan out, creative thinking is something that will energize your business and will motivate more employees to start taking chances.

Innovative thinkers also usually have great leadership skills. Ironically, you want an employee who isn’t afraid to speak up to authority and is someone who knows how to bend the rules without breaking them. They know that

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the success of the team and business is what’s most important, as long as it’s done ethically and with respect for everyone involved.

2. They are constantly reviewing their past performance A good employee looks forward, but they also look back. They are always evaluating what worked and what didn’t work in past performances and then adjusting their plans going forward accordingly. If they are coming off a big win, they know how to capitalize on that by using the momentum and cementing in everyone’s minds the value that they add to the team.

If things didn’t go as planned, they assess what they can do better next time, and they don’t get bogged down in insecurity. They take responsibility and they have confidence that they won’t repeat past mistakes. They know that failure is a temporary state, and are able to learn lessons from their mistakes, that will make them a better employee going forward.

While no one wants to fail, having the confidence to try something and fail will one day let you strike gold. Someone who lets failure shut them down, leads to a dead end and will soon make them a dead weight on your team.

3. They value teamwork Even though an exceptional employee might be a rising star, they realize that success is Top Agent Magazine

not an individual endeavor, it relies strongly on who you’re working with. Exceptional employees make sure that everyone is contributing and valued for their input. They put the interests of the company above their own, and thrive in an environment where ideas and information are shared freely.

Shared success is the ultimate goal for every project. Exceptional employees have the confidence to know that even when they’re not singled out for praise, they’re an irreplaceable component of a larger machine.

4. They are self-motivated learners A key thing to remember is that while experience is a valuable commodity, intelligence and intellectual curiosity is usually something that can’t be taught. Yes, you might request employees get additional training or attend seminars, but exceptional employees will be seeking out educational opportunities constantly. Even if they don’t have a lot of money for weekend retreats, they will be getting books from the library, downloading audiobooks, and most importantly, taking advantage of one their greatest resources, YOU. Exceptional employees know that the way to stay ahead is to always be at the forefront of new technology and systems. They don’t see educating themselves as a burden, they actually enjoy it. They realize that everything they take in, will one day make them not only an exceptional employee, but an exceptional boss as well.

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