NEW JERSEY 7-20-20

NEW JERSEY EDITION

A Step-by-Step Guide to

CONVERTING INTERNET LEADS TO REAL LIFE SALES

5 Ways to

TRANSFORM RENTERS INTO OWNERS FEATURED AGENTS

IGOR BEYDER CAROLINE GOSSELIN INGRID MORALES

Why Millennials Are Now

THE HOTTEST SEGMENT OF THE BUYERS MARKET COVER STORY

DANIEL URPANIL

NEW JERSEY EDITION

INGRID MORALES

Ingrid Morales has always had a passion lookin 17 23 27 for real estate and has been licensed since exper 2007. “I was able to flourish in my career done.

Caroline Gosselin first discover right away,” she says. In November of real estate while movingIngrid fro 2017, she joined Access Homes Realty, New York City to New email Jerse serving the Hudson County region of New After a few years in the non-pro Jersey. In 2018, she was #2 in the office; in cards and international relations field 2019, she was the Top Producer. She’s also in the New York, she decided to ea a recipient of the New Jersey Association ensur her license, seeking a career th of Realtors Excellence Award for 2018 safety DANIEL URPANIL IGOR and BEYDER CAROLINE GOSSELIN spokeINGRID MORALES 2019. most to her outgoing personali and entrepreneurial spirit. to ma Ingrid reports that her business is already 50% repeat viewing,” she sa and referral clientele.

“I believe they is keep Today, Caroline thecoming Team back Leader at The Gossel because I always Group do what’s in the best interest of IngridInternation teams up for Prominent Propertiesmy Sotheby’s client,” she states.Realty, “I will ask them many pointed quesback to com where she supervises an expert team the to servi tions CONTENTS to make sure they are ready to make a move. This pantry at her loca clients throughout the suburbs of Northern New Jerse is why my clients have become like extended family to me. They trust me.” not worki 4) 5 WAYS TO TRANSFORM 20) TO a listing, CarolineWhen WhenHOW marketing her“It’s tea herand family.

RENTERS INTO OWNERS INCORPORATE CURRENT employ a variety techniques. providing the Ingrid says what sets her apart from herofpeers is the factAfter girls and suppor EVENTS TO YOUR EMAIL clients with professional and videograph that she is constantly receiving training and photography educating likes going off-ro BLASTS AND STAY RELEVANT 13) WHY MILLENNIALS they construct targeted campaigns over social med herself on the current market. “Communication is key,” ARE NOW THE HOTTEST around a house. topforofthethat, th she says. “I need to to generate be able tobuzz advise my clients with OnAs future SEGMENT OF THE BUYERS 25) GUIDE extend aSTEP-BY-STEP property’s only MLS servic my knowledge and be A able to providereach themnot with thethrough her continued pa MARKET TO best experience possible.

A successful will have thethroug best and CONVERTING listings in the agent NewINTERNET Yorknever Times, tobut also REAL SALES stop learning.” LEADS sheteam says. leaves n their own TO database andLIFE partner sites. “My

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CAROLINE GOSS

stone unturned,” she says. “We’re marketing fanatics.”

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It is no surprise that her clients give her 5-star reviews.

One client recently wrote: isn’t “Ingrid wastoathink pleasure to the box, either. S Caroline afraid outside work with. She helped me find a home on the brink and her team drive even more attention to a home v Phone 310-734-1440 | Fax 310-734-1440 of being homeless, since my current lease was being events such as wine tastings and broker open house mag@topagentmagazine.com www.topagentmagazine.com cut |short.

Quick to action, she put me in contact with eachmake listingsomething with a personal touch. “We exc team andwhatsoever the providing rightwithout people No portion of this issue may be reproducedher in any manner priortoconsent of the publisher.that Top Agent at telling each home’s unique story and marketing it Magazine is published by Feature Publications GA, only Inc. Although precautions are taken to ensure accuracy of published could be a dream become reality.

Her the patience and materials, Top Agent Magazine cannot be held responsible for opinions expressed or possible,” facts by itssays. authors. best light understanding arethe incredible and shesupplied made she sure I was To subscribe or change address, send inquiry to mag@topagentmagazine.com. in the loop when things were moving so I was always Published in the U.S. When working workingwith with takes an equal informed. Very flexible, mebuyers, and my Caroline crazy attentive approach.

Above all, she hours, she managed to help me get in homes quickly to and her agents s To learf see what would work and thenasmade sure I had the themselves advocates andallknowledge resources Top Agent Magazine call 718.612.19 resources to makethe thistransaction, possible. I couldn’t done keepinghave their clients informed eve this without her. She invaluable asset to anyone visit zil step isofanthe way. Caroline makes a genuineor effort www.

mailto:mag@topagentmagazine.com

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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 4

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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DANIEL URPANIL Top Agent Magazine

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Top Agent Daniel Urpanil spearheads his work as the head of a tightknit team, under the banner of Keller Williams — they serve clients along the Jersey Shore, in particular the Counties of Monmouth, Ocean, and Middlesex.

in college.” Ever the self-starter, Daniel hit the ground running, and in the six years since, he has built a reputation as an agent known for his tech-forward approach, communicative style, and personal touch.

Daniel Urpanil got his start in real estate when he was only nineteen years old. At the time, he was working in retail sales when a friend, whose father enjoyed a successful career in the business, suggested he try his hand at real estate. “I jumped into it,” he remembers. “I quit my job, started taking classes, and I got licensed while I was still 8Copyright Top Agent Magazine

Today, Daniel spearheads his work as the head of a tightknit team, under the banner of Keller Williams. Together they serve clients along the Jersey Shore, in particular the Counties of Monmouth, Ocean, and Middlesex, where Daniel commands almost half of his business through repeat and referral clientele who trust his experience, sage counsel, and proven track record. “It’s all about providing a high level of service,” he says. “As a team, we make a very conscientious effort to communicate with our clients regularly and truly build a relationship with them.” Likewise, Daniel Top Agent Magazine

and his team leverage their native understanding of tech trends and tools to serve clients to the fullest. “We’re able to adapt very naturally to technology in this industry,” he says. “For us, it’s second nature and Top Agent Magazine

we’re ahead of the curve. We run with it, and we see the results.”

When listing properties, Daniel utilizes this progressive line of thinking to his clients’ Copyright Top Agent Magazine9

Daniel and his team leverage their native understanding of tech trends and tools to serve clients to the fullest. “We’re able to adapt very naturally to technology in this industry,” he says. utmost benefit. All homes are equipped with immersive and eye-grabbing documentation that lures buyers on the hunt.

From there, campaigns across the full suite of online listing platforms and social media outlets nets wide-ranging exposure. In his debut year as a solo agent, Daniel earned $5-million in volume, a figure he’s only expanded upon since. Most recently, he and his team are on track to close roughly Copyright Top Agent Magazine 10

$12-million. “I’ve always been a big advocate for fellow young agents,” Daniel says.

“It’s the kind of business where you have to put your head down and focus, give it your all, your energy and attention, and if you do—you’ll be surprised by the results.”

Beyond the office, Daniel gives to his professional community by backing an agent safety effort through the mixed martial arts Top Agent Magazine

gyms he is part of, advocating for and educating others in agent safety in the field.

In his free hours, he most enjoys time spent with family and loved ones, hiking, exploring the outdoors, and traveling— particularly to Hawaii, where his family Top Agent Magazine

hails and where is presently earning a secondary license.

As for the future, Daniel remains committed to forward-thinking. “My biggest focus is building out our team,” he says, “and doing Copyright Top Agent Magazine 11

everything I can to get them strong, develop good systems, and support one another.”

Now, with six sterling years of experience and insight, Daniel Urpanil considers what he most enjoys about his chosen field. “For me, real estate is a passion,” he says. “I get

up every day and it’s exciting because no one day is exactly the same. There are new challenges and experiences that allow us to learn and grow. We’re excited to get in there, serve our clients, and have some fun with it along the way.”

For more about Daniel Urpanil, call (908) 692–8114 email DanUrpanil@KW.com, or visit DanUrpanil.KW.com www.

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Top Agent Magazine

Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives?

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A number of factors contribute to what has recently made Millennials the hottest segment of the Buyers market. One factor is the improved job outlook for Millennials. Millennials took a serious blow during the recession.

Unemployment in this group soared to 14 percent, compared to the 9.6 percent for the population as a whole. But, in recent years that number has been decreasing, with unemployment for Millennials being 9.3 percent this past year.

Rising rents are also contributing to making Millennials more interested in purchasing homes now. Rents have risen so much that buying a home now just makes more sense. Half of all renters spend more than 30 percent of their income on housing. Millennials are becoming increasingly stressed over the constantly increasing financial obligation to something that isn’t even theirs to own.

The near-historic low mortgage rates are luring Millennials towards purchasing a home with their promise of affordability. When compared with the skyrocketing rental rates, buying a house looks even more enticing.

Another factor helping Millennials get over the hump of purchasing a house is the lower down payment requirements. Fannie Mae and Freddie Mac are now offering new loan programs that require as little as a 3 percent down payment. This may just be the last push the Millennials needed to turn toward buying a home rather than rent.

So, now that we’ve established that Millennials are finally joining the Buyers market, the next thing that it is important to understand is what exactly Millennials are looking for in a home. What kind of floorplans do they prefer? What locations are they interested in? Here are some of the essentials that Millennials are looking for in a home: • Updated Kitchens and Baths: Almost everyone wants to buy a

home with new kitchen and bath fixtures, but this is especially true for Millennials Buyers. Millennials are going to spend most of their savings on the down payment and furnishings, leaving little room to update the Kitchen and Bath, which are also the most expensive parts of a home to

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update. Millennials who are on a budget simply won’t have the money to sink into those areas. An updated Kitchen and Bath is sure to bring in a younger crowd.

• Big Kitchen with Open Floor Plan: For Millennials, the kitchen has

become the room where they hangout in addition to the family room. This is why having an open space that can transition easily from the kitchen to the TV room is high on the list of things Millennials are looking for in a home. Along a similar vein, Millennials are attracted to an open floor plan rather than one that compartmentalizes the home. This has to do with how Millennials entertain. Millennials want their guests to flow through the rooms and mingle together, rather than be sectioned off in different rooms.

• Home Office: More than 13 million Americans now work from home,

and if you look at the trend, that number is only going to increase as the time goes on. With technology steadily increasing, more Millennials than ever have the flexibility to work from home. But, the home office isn’t just for someone working from home full time. Having a separate space dedicated to work helps people concentrate and focus on work while they are at home. They can separate themselves from the activities going on around the house and have a quiet space where they can set up their workday, plan a presentation, hold a meeting on Skype, or even pay bills.

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• Less Maintenance: Many Millennials work different schedules that

don’t conform to the 9 to 5 workday, as well as full social calendars. This doesn’t leave them much time to clean a big house. Lawn services and low-maintenance front yards are particularly appealing, as they take less responsibility to still keep the curb appeal high.

• Energy-Efficient Appliances: Millennials have been educated on

keeping the Earth clean from the time they were born. They want to do their part to help the environment and appreciate the long-term cost savings that come with it. Energy-efficient appliances and greener ways to heat and cool the home might end up being the tipping point that makes them choose one house over another.

• Hardwood Floors: Millennials don’t have the time or patience to clean

dirty carpets, especially those that own pets. Hardwood and laminate flooring is easy to mop up if there’s been a mess. The more time they can conserve, the better.

• Good Location: Millennial buyers are looking for homes that are in

proximity to public transportation and have a good walking score. Young Millennial buyers without children are more likely to want a location closer to the action of the city, while Millennials with children would prefer more residential areas.

• Technology: Technology rules the Millennial’s life. They do work on

their computers through an Internet connection and solely use cellphones for communication. They are going to ask about how strong the cell service is and about the Internet service provider. While these amenities are out of the seller’s hands, Millennials are still going to ask these questions, and you will need to know how to answer them.

Knowing what Millennials are looking for in a home will ultimately help you make the necessary changes that will attract these buyers to your home.

Since they are the a serious segment of the market now, updating your home to fit their needs will lead to more buyers and better offers. So, get with the times and embrace the Millennial buyer.

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IGOR BEYDER Top Agent Magazine

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IGOR BEYDER

Top Agent Igor Beyder focuses solely on real estate sales through his own brokerage, Beyder and Company Realty, based in Alpine, New Jersey.

With more than 20 years of experience in both the mortgage and real estate industry combined, Igor Beyder has truly found his calling. It was an interest in construction development that got him started, leading him to flip homes. This led to a career in the mortgage business, where he eventually managed a private REIT and became the founder and ‘banker of record’ for a New Jersey-based mortgage bank. Today he’s focusing solely on real estate sales through his own brokerage, Beyder and Company Realty. Based in Alpine, New Jersey, much of his business consists of luxury homes, though he is experienced in a wide variety of property types. His team is currently made up of eight agents, and he’s looking forward to growing. With the vast majority of his clients coming from repeats and referrals, it’s clear they’re going above and beyond expectations.

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“We’ve been really successful in being a one-stop shop for people,” Igor explains. “Many homes in the area are not ready to sell, and need a lot of work.

So with our experience in construction and banking, I’m able to guide clients in ways no one else can.” When clients come to Igor, they can expect to receive guidance and support throughout the

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transaction. For his sellers, he goes all out on marketing, creating a video that includes actors and cars to help the property look its best. Every property is professionally photographed and advertised on social media. Meanwhile, for his buyers, he listens closely to their needs and finds them the perfect home at the lowest price possible. Whether he’s helping a buyer or a seller, he’s educating them at every step so they can make the best decisions.

After the transaction, clients leave glowing reviews about their time together. One recently said, “Igor and his team were fantastic! They went above and beyond what other agents offered. For example, they took a beautiful video using a drone camera.

They also knew a lot about my neighborhood and what it had to offer. They are up to date on today’s marketing, by making good use of social media and other formats to promote my home. They held several open houses and were always there when we needed to show the house. They are a pleasure to deal with. I highly recommend him for buying, selling or renovating!” Another wrote, “Igor has been fantastic throughout the entire process. He was able to sell our house within a very short period of time. He is very responsive to his clients’ needs and would always be available to answer any questions about the process. It was a pleasure to work with him and Maryana and we are very appreciative of their services.”

When Igor isn’t working, he’s staying involved in the community. His wife is involved with the school in Alpine, and both of them donate regularly to charities and foundations that support cancer research.

They are also a big supporter of the Alpine Police.

During the COVID-19 pandemic, Beyder and Company Realty offered free marketing materials to local companies, helping them increase business and promote their brand.

Looking ahead, Igor is excited to expand his team and continue working hard to achieve great heights.

“What I love most about this industry is the people, it’s amazing to help them and see their appreciation for what we do.”

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For more information about Igor Beyder, please call 201-995-3488 or email IGOR@BEYDERCO.COM Copyright Top Agent Magazine 19

How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes20

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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CAROLINE GOSSELIN Caroline Gosselin first discovered real estate while moving from New York City to New Jersey.

After a few years in the non-profit and international relations field in New York, she decided to earn her license, seeking a career that spoke to her outgoing personality and entrepreneurial spirit.

Today, Caroline is the Team Leader at The Gosselin Group for Prominent Properties Sotheby’s International Realty, where she supervises an expert team to service clients throughout the suburbs of Northern New Jersey.

When marketing a listing, Caroline and her team employ a variety of techniques. After providing their clients with professional photography and videography, they construct targeted campaigns over social media to generate buzz around a house. On top of that, they extend a property’s reach not only through MLS services and listings in the New York Times, but also through their own database and partner sites. “My team leaves no stone unturned,” she says. “We’re marketing fanatics.”

Caroline isn’t afraid to think outside the box, either. She and her team drive even more attention to a home via events such as wine tastings and broker open houses, providing each listing with a personal touch. “We excel at telling each home’s unique story and marketing it in the best light possible,” she says.

When working with buyers, Caroline takes an equally attentive approach. Above all, she and her agents see themselves as advocates and knowledge resources for the transaction, keeping their clients informed every step of the way. Caroline makes a genuine effort to keep in touch with her clients well after closing, offering support as they settle into their new homes and communities. Beyond newsletters, postcards and birthday check-ins, she hosts frequent events, such as a Thanksgiving pie giveaway, that offer her clients a chance to reconnect. “Realtors shouldn’t just be transaction coordinators,” she says. “We want to be lifeTop Agent Magazine

long advisors to our clients. We can help in so many ways as connectors.”

Outside of her career, Caroline is passionate about giving back to her community. She runs a New Jersey chapter for Believe. Inspire. Grow., a national women’s empowerment organization that fosters entrepreneurship. Elsewhere, Caroline and her team have a strong relationship with Habitat for Humanity, having helped fund and build a single-family home in Essex county this year, and are frequent contributors to the St. Hubert’s Animal Welfare Shelter in Madison. Additionally, she provides support to her local Rotary Club, of which she used to be an officer.

When she’s not working, Caroline enjoys spending time outdoors with her son and their rescue dog, Toutoune.

But she also maintains her values for education through reading and enrolling in online classes.

Looking to the future, Caroline envisions the continued expansion of her team while taking pride in the successful business she has fostered in New Jersey. But she’s always studying changes in the marketplace for her clients. “The real estate industry is about to have a big shift,” she says. “You want to work with someone who’s at the top of their game and keeping up with the times. We aspire to be that team.”

To learn more about Caroline Gosselin email caroline@thegosselingroup.com, visit thegosselingroup.com or call (973) 985-6117 www.

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 26

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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INGRID MORALES Ingrid Morales has always had a passion for real estate and has been licensed since 2007. “I was able to flourish in my career right away,” she says. In November of 2017, she joined Access Homes Realty, serving the Hudson County region of New Jersey. In 2018, she was #2 in the office; in 2019, she was the Top Producer. She’s also a recipient of the New Jersey Association of Realtors Excellence Award for 2018 and 2019.

Ingrid reports that her business is already 50% repeat and referral clientele. “I believe they keep coming back because I always do what’s in the best interest of my client,” she states. “I will ask them many pointed questions to make sure they are ready to make a move. This is why my clients have become like extended family to me. They trust me.”

Ingrid says what sets her apart from her peers is the fact that she is constantly receiving training and educating herself on the current market. “Communication is key,” she says. “I need to be able to advise my clients with my knowledge and be able to provide them with the best experience possible. A successful agent will never stop learning.”

It is no surprise that her clients give her 5-star reviews.

One client recently wrote: “Ingrid was a pleasure to work with. She helped me find a home on the brink of being homeless, since my current lease was being cut short. Quick to action, she put me in contact with her team and the right people to make something that could only be a dream become reality. Her patience and understanding are incredible and she made sure I was in the loop when things were moving so I was always informed. Very flexible, working with me and my crazy hours, she managed to help me get in homes quickly to see what would work and then made sure I had all the resources to make this possible. I couldn’t have done this without her. She is an invaluable asset to anyone Top Agent Magazine

looking for property or a rental due to her expertise and her poise in getting things done. I highly recommend her.”

Ingrid maintains contact with her clients via emails, phone calls, and special occasion cards. To market her listings, Ingrid invests in the best professional photography and ensures quality virtual tours. “Right now, safety is paramount and virtual is the way most people want to view a home, so I have to make sure I have the best technology for viewing,” she says.

Ingrid teams up with the people in her office to give back to the community. She also donates to the food pantry at her local church.

When not working, Ingrid enjoys spending time with her family. “It’s all about quality time with my three girls and supportive husband,” she explains. She also likes going off-roading and fishing at the beach.

As for the future of her business, Ingrid plans to stay on her continued path to success. “I just want my clients to have the best service so they can attain their goals,” she says.

To learn more about Ingrid Morales, call 718.612.1998, email IngridEMorales@gmail.com, or visit zillow.com/profile/Ingrid-Morales4 www.

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