NEW JERSEY 5-20-19

NEW JERSEY EDITION

5 Ways to Transform

Renters into Owners

By the Numbers:

MAKE SOCIAL MEDIA MARKETING

Understanding the True Value of Square Footage

Your Calling Card

COVER STORY

JANET PASSIO

NEW JERSEY EDITION

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JANET PASSIO

CONTENTS 4) MAKE SOCIAL MEDIA MARKETING YOUR CALLING CARD

15) BY THE NUMBERS: UNDERSTANDING THE TRUE VALUE OF SQUARE FOOTAGE

6) 5 WAYS TO TRANSFORM RENTERS INTO OWNERS

21) HOW TO GET THE BIGGEST RECHARGE OUT OF YOUR LUNCH HOUR

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

Instead, let’s consider a few techniques that will make your social media presence 4

interactive, unmissable, and effective in generating business.

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

Consider your profile a landing page.

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

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

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

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 6

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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JANET PASSIO

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JANET PASSIO Janet Passio got her start in the business back in 1986, while making the move from Philadelphia to New Jersey. In fact, it was Janet’s own real estate agent who suggested she try her hand at the industry. Intrigued by the challenge, Janet earned her license and hit the ground running, discovering a natural affinity and talent for her work. Now, more than thirty years later, she has built a sterling reputation as agent defined by integrity, an unrelenting work ethic, and 10 Copyright Top Agent Magazine

relationships that stand the test of time. Along the way, she has earned a host of accolades, including Weichert Realtors’ #1 Agent for their Washington Township office, and as a thirtyyear member of the Circle of Excellence within the New Jersey Association of Realtors.

A native of South Philadelphia, Janet serves clients across southern New Jersey, particularly in the counties of, Gloucester, Camden, Atlantic, Top Agent Magazine

Burlington, Salem, and Cape May—though she follows wherever clients lead. Having attended Annunciation Elementary School and graduated from Saint Maria Goretti High School, Janet’s knowledge of the region and its communities is central to her work. Under Top Agent Magazine

the banner of Weichert Realtors, she works in conjunction with a full-time assistant and a buyer’s agent as The Passio Team, where their motto is: Your Realtor for Life. Over the course of her career, she has driven more than 70% of her business through repeat and referral 11 Copyright Top Agent Magazine

clientele. “I’m dedicated, knowledgeable, and experienced in the industry,” she says. “I put a lot of time and care into what I do. I’m a fulltime agent, and I take my role very seriously.

It doesn’t matter if I’m working with first-time homebuyers, a condo, or a $500,000 listing— everyone I work with is treated with same high level of respect. I’m totally committed to my clients, and I give them 110%.”

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Beyond advocating for her clients’ interests, Janet is an adept marketer. Her listing campaigns capture each home in its finest light, beginning with professional photography, a personalized website, and broad exposure across the full scope of online listing platforms.

Likewise, her extensive experience allows her to tap a wide-ranging network of fellow professionals across the South Jersey and eastern Top Agent Magazine

Pennsylvania marketplaces. With an average of thirty days on the market, listings enjoy premium visibility and reach desired buyers in short order.

Beyond the office, Janet gives back to her community through work with her local church, where she participates and helps with the family recovery ministry for children and young adults.

She also helps orchestrate all the fundraisers Top Agent Magazine

for the bereavement ministry, which welcomes families from Southern New Jersey and the tricounty area who are experiencing the loss of a loved one. In her free hours, Janet most enjoys time spent with family, and visiting the beach.

As for the future, Janet intends to spend the coming years in continued fine form. “I want to stay on top of the market and remain one of the Copyright Top Agent Magazine 13

top-producing agents in my industry,” she says.

Finally, with three decades of insight behind her, Janet Passio considers what she values most in her career thus far. “I love helping my clients with what is probably one of the biggest decisions they’ll make in their lifetime,” she reflects. “Helping clients find what they’re

looking for and what will be their home for years to come—it’s a big responsibility and I take it seriously. I also enjoy the friendships I’ve developed over the years. I’ve met so many wonderful people working in this business, and I’m grateful for the extended family they’ve become.”

To learn more about Janet Passio call (609) 471 – 0229, email JPassio@comcast.net, or visit JanetPassio.com www.

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By the Numbers:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Laughs!

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How to Get the Biggest Recharge

Out of Your Lunch Hour When things get busy, it’s typical to find a grab-and-go lunch and keep plugging away on the tasks at hand. While some days demand this kind of hustle, your lunch hour can be a valuable window in which to recharge and set the tone for the latter half of your day. In fact, taking a mindful break at midday can create Top Agent Magazine

mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.

But how do you maximize that hourlong reprieve amidst a busy schedule?

Here are a few ideas for inspiration, no matter what your tastes or preferred habits may be.

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Taking a mindful break at midday can create mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.

GET MOVING Just ten minutes of light exercise can get your blood pumping and your energy renewed.

Step outside and take a brisk walk around the block, or walk to your favorite sandwich shop instead of hopping in your car. Find ways to incorporate light exercise into your lunch hour routine and you’ll not only enjoy a chance to stretch your legs and get your eyes off of screens, but you’ll also reap the health and mood benefits of endorphins. Even extended stretching or mild calisthenics can provide rejuvenating relief in short order.

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PLAY CATCH UP Sometimes catching up with an old friend or family member can brighten your day and give you a morale-boosting outlet beyond the office. During your next lunch hour, why not combine a jaunt around the block with a call to catch up with your sibling or college buddy? Shifting your focus from work and centering instead on a comforting interpersonal relationship can really boost your mood and reinforce your personal values.

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CHANGE YOUR TUNE

SOAK UP THE SUN If you’re tempted to eat your lunch at your desk while staring into the same computer screen that you’ve been working on for hours—think again. Sure, a busy schedule sometimes means making that sacrifice, but when your schedule and weather permits, try to take your lunch outside and disconnect from your office setting. Soak up the sun, feel the breeze, and lift your gaze to the horizon instead of toward your phone or computer screen. The mood-boosting benefits of time spent recharging outside are well-documented, and a change of scenery can give you the boost you need to power through your afternoon to-do list.

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Use your lunch hour to treat your senses. As you eat or get active, try queuing up your favorite music or the latest episode of your favorite podcast. If you focus on the same tasks and stimuli for too long, your brain will fatigue and your focus will erode steadily over time. Shift gears and treat your mind to some music or stimulation outside of your daily tasks. You’ll help yourself relax, recharge, and create a natural transition point for your ensuing afternoon workflow.

Your lunch hour isn’t just about being purely functional. If you want to maintain a steady rate of productivity and leave the office satisfied by the progress of your day—use your lunch hour wisely. As important as it is to nourish your body, also consider nourishing your mind. No matter what your chosen outlet may be, don’t overlook the power of a well-spent lunch hour and the positive benefits that are sure to follow.

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