NEW JERSEY 7-26-21

NEW JERSEY EDITION

By the Numbers:

Understanding the True Value of Square Footage

The Daily Schedule of a

SUCCESSFUL REAL ESTATE AGENT

GOOGLE ADWORDS:

How to Make Google Do the Work for You

Take My Word For It:

The Power of Testimonials & Making Word-of-Mouth Count

FEATURED AGENT

WENDY CRISPE

COVER STORY

TARA STONE

NEW JERSEY EDITION

WENDY CRISPE When she decided to become a Realtor 7 two back in 2004, Wendy Crispe had children, both of whom were just starting school. Real estate gave her the flexibility of schedule to be there for them when they needed her, and that commitment to family gave her the perspective she needed to be a great agent for her clients.

oversees the creation of high-quali tographs that capture the property’s features. She markets the listings t the dedicated real estate websites, as to social media sites like Facebo Instagram. Her specialty areas Global Relocations, Fine Home Estates, First-Time Home Buyers as Short Sale and Foreclosures.

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“We’re not just selling homes,” Wendy explains. “We’re selling relationships, sellWendy has always found ways to gi ing ourselves as someone people can trust to her community, whether that was TARA STONE WENDY CRISPE with their loved ones. I’ve worked hard teering with team sports when her c over the years to build that trust, and have now sold were in school or supporting local businesses. M homes to multiple generations of the same family. Many her time lately has been spent helping new agents g of them consider me the family Realtor.” feet under them, teaching them how to build their and how to serve their clients well. “There will Now the managing broker for RE/MAX Homeland CONTENTS be peaks and valleys in this industry, but as Real WEST in Millstone, New Jersey, Wendy leads an office have to remain a constant for the people we serv of several Top Producing Agents, with an enviable 95 those who are just starting out—always be availa 4) GOOGLE ADWORDS: 18) THE DAILYBeSCHEDULE percent of her own personal business coming through accessible. the resource. Always be looking fo repeat and referrals.

She credits that client OF loyalty to connect or reconnect.”

HOW TOclients MAKE GOOGLE A SUCCESSFUL REAL to making herself accessible and her attentiveness to her DO THE WORK FOR YOU ESTATEWhen AGENT clients’ every need. “I’m in the office from 9 to 5, but she ‘s not on the job, Wendy is an avid rea my clients can reach me anytime via text. Since texting a proud mother, cheering on her children as they has become an acceptable form of communication, it hasTAKE their MY own passions.

As FOR for the future 13) BY THE NUMBERS: 22) WORD IT: of her busin made working with multiple and her team already in conversations about e UNDERSTANDING THE clients TRUEat the same time THEsoPOWER OFare TESTIMONIALS much easier. First off, I tell them you are never bothering ing into new markets. Eventually, she looks forw VALUE OF SQUARE FOOTAGE & MAKING me; second, there is no such thing as a dumb question or the nextWORD-OF-MOUTH logical step as a broker—into ownership a question not worth repeating. I’ll answer any question COUNT one hundred times until they feel comfortable with the decision they’re making.”

TARA STONE

The clients themselves praise Wendy for her integrity, professionalism and kindness. One reviewer Phoneextreme 310-734-1440 | Fax 310-734-1440 who had suffered the death of two family members close mag@topagentmagazine.com | www.topagentmagazine.com together had this to say about Wendy’s efforts to help sell No portion of this issue homes: may be reproduced in any manner whatsoevertime, without prior consent of the publisher. Top Agent two family “At this sad and sympathetic MagazineWendy is published by Feature Publications GA, Inc. Although precautions took over for me. She knows all the rules, is are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. skilled in negotiation and responds quickly. She is smart, To subscribe or change address, send inquiry to mag@topagentmagazine.com. friendly and gets the job done!”

Published in the U.S.

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As a professional stager, Wendy prepares each of her listings to attract maximum interest from buyers, and

Contact Wendy at 732-610-2838 or email WCrispe@gmail.com Top Agent Magazine

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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TARA STONE Top Agent Magazine

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Top Agent Tara Stone is the Broker Associate at the Stone Team, brokered by eXp Realty, where she and her team assist clients throughout Northern and Central New Jersey.

Tara Stone has always been interested in real estate. In her early twenties, she pursued her license and went to work for a successful broker in Connecticut, where she proceeded to launch an accomplished, 22 year career in the business, owning brokerages and leading several prominent offices across multiple states.

Today, Tara is the Broker Associate at the Stone Team, brokered by eXp Realty, where she and 8Copyright Top Agent Magazine

her team assist clients throughout Northern and Central New Jersey. Specializing in equestrian farm and estate properties, as well as traditional real estate, she possesses the integrity and compassion needed to navigate even the toughest transaction. “Our team truly values the personal relationships we develop with our clients,” she says. “Whether that means listening to their needs, identifying what works best for them, or making adjustments along the Top Agent Magazine

way, every one of our team members go above and beyond the scope of a standard Realtor.”

When listing a home, Tara empowers her clients with a hands-on approach. Starting out, Tara’s team helps them prepare for the market via a suite of professional services, like staging and professional photography. Once the house is ready to list, she broadcasts it over a blend Top Agent Magazine

of targeted digital and social media campaigns, as well as the regional MLS. Meanwhile, she gives her clients an added advantage through exclusive pushouts to her robust database of active buyers and sellers. “We don’t believe in a one-size-fits-all strategy,” she says. “Instead, we examine each property and do everything we can to bring it to market in the strongest way possible.”

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“I love helping people uncover their next adventure,” Tara says. “Over the course of a transaction, you develop such an intimate relationship with your clients, and I’m so grateful and honored to be there for them.”

Tara and her team are just as engaged with her buyers, leaning on her decades of experience to carefully guide them to the right home for their best interests. Moreover, she remains in touch well after the closing date, often becoming close friends with her clients and serving as a point of contact if they need a contractor or want to sell in the future. Through the years, the Copyright Top Agent Magazine 10

Stone Team has earned a fantastic reputation throughout New Jersey, with the vast majority of its volume coming from repeat clients or referrals. “I love helping people uncover their next adventure,” Tara says. “Over the course of a transaction, you develop such an intimate relationship with your clients, and I’m so grateful and honored to be there for them.”

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Outside her career, Tara is fully committed to her community. On top of donating a significant portion of her commissions back to numerous charitable organizations, her team initiates quarterly fundraisers. Elsewhere, she owns a prominent vegan restaurant in her community and is an avid supporter of New Top Agent Magazine

Jersey’s animal shelters and sanctuaries. “We often get the call to assist with abandoned animals at properties for sale. In the last 12 months, we have helped rescue and place over 50 animals, including a blind horse. We cannot turn our backs on our community’s needs, and my entire team is passionate about being Copyright Top Agent Magazine 11

pillars of our community.” Tara also gives back to her industry, coaching a nationwide roster of more than 400 agents.

Going forward, Tara has strong plans for the future of her business. As her volume maintains its steady growth, she and her partner are currently developing a national team on the eXp platform, known as The Driven Agent.

The Driven Agent team will allow her to scale services to assist even more clients and agents throughout the country. “Our mission is to raise the bar of professionalism in our industry, create opportunity, and bring death to mediocrity in the lives of real estate agents.” she says. “We are part of an amazing industry that has given me so much, and I want to give back to others in the best way I know how.”

For more about Tara Stone, email tara.stone@exprealty.com, visit thestoneteamnj.com or call (866) 201.6210 x 481 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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WENDY CRISPE When she decided to become a Realtor back in 2004, Wendy Crispe had two children, both of whom were just starting school. Real estate gave her the flexibility of schedule to be there for them when they needed her, and that commitment to family gave her the perspective she needed to be a great agent for her clients.

“We’re not just selling homes,” Wendy explains. “We’re selling relationships, selling ourselves as someone people can trust with their loved ones. I’ve worked hard over the years to build that trust, and have now sold homes to multiple generations of the same family. Many of them consider me the family Realtor.”

Now the managing broker for RE/MAX Homeland WEST in Millstone, New Jersey, Wendy leads an office of several Top Producing Agents, with an enviable 95 percent of her own personal business coming through repeat clients and referrals. She credits that client loyalty to making herself accessible and her attentiveness to her clients’ every need. “I’m in the office from 9 to 5, but my clients can reach me anytime via text. Since texting has become an acceptable form of communication, it has made working with multiple clients at the same time so much easier. First off, I tell them you are never bothering me; second, there is no such thing as a dumb question or a question not worth repeating. I’ll answer any question one hundred times until they feel comfortable with the decision they’re making.”

oversees the creation of high-quality photographs that capture the property’s unique features. She markets the listings to all of the dedicated real estate websites, as well as to social media sites like Facebook and Instagram. Her specialty areas include Global Relocations, Fine Homes and Estates, First-Time Home Buyers as well as Short Sale and Foreclosures.

Wendy has always found ways to give back to her community, whether that was volunteering with team sports when her children were in school or supporting local businesses. Much of her time lately has been spent helping new agents get their feet under them, teaching them how to build their brand, and how to serve their clients well. “There will always be peaks and valleys in this industry, but as Realtors we have to remain a constant for the people we serve. I tell those who are just starting out—always be available and accessible. Be the resource. Always be looking for ways to connect or reconnect.”

When she ‘s not on the job, Wendy is an avid reader and a proud mother, cheering on her children as they pursue their own passions. As for the future of her business, she and her team are already in conversations about expanding into new markets. Eventually, she looks forward to the next logical step as a broker—into ownership.

The clients themselves praise Wendy for her integrity, extreme professionalism and kindness. One reviewer who had suffered the death of two family members close together had this to say about Wendy’s efforts to help sell two family homes: “At this sad and sympathetic time, Wendy took over for me. She knows all the rules, is skilled in negotiation and responds quickly. She is smart, friendly and gets the job done!”

As a professional stager, Wendy prepares each of her listings to attract maximum interest from buyers, and Top Agent Magazine

Contact Wendy at 732-610-2838 or email WCrispe@gmail.com 17 Copyright Top Agent Magazine

The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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Laughs!

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Take My Word for It:

The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 22

bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver.

With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.

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Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do.

If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.

Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine

casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?

Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective.

If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial.

Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.

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