NEW JERSEY 7-27-20

NEW JERSEY EDITION

Turning Your Profession into a PASSION

INCORPORATING CHARITABLE GIVING

GOOGLE ADWORDS: How to Make Google Do the Work for You

IN YOUR REAL ESTATE PRACTICE

COVER STORY

FEATURED AGENTS

MONICA PINTO SUSAN TUCKER

KARA STANISZEWSKI

NEW JERSEY EDITION

SUSAN TUCKER The term “real 6estate is my life”, used by 11 many agents in the business, holds tried and true when it comes to Susan Tucker. She has been working in real estate since she was 12 years old, when her mother, Jane Cole, opened her own real estate office in Watchung, N.J. Susan grew up in the business, answering phones, filing listings, sitting open houses with Jane, listening to negotiations. So, it was only natural for her to step into the business: “As soon asKARA I could legally earn my MONICA PINTO STANISZEWSKI license, I did.”

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ensure this ho continues with campaigns. M techniques hel ate buzz in the construction pr long staging sh for Humanity a

Elsewhere, Su around Watchu lasting support for buyers a Today, Susan is a realtor for Coldwell Banker Realty, where she can to help a client att she specializes in marketing fine homes in Watchung and the in touch long after closing surrounding towns. OfferingCONTENTS forty years of experience as a town, not knowing anyone Listing Agent and a Buyer’s Agent, she possesses the organiinviting all the neighbors zational depth, knowledge and connections to complete any fills the role of a family m 4) TURNING YOUR 17) INCORPORATING transaction whilst promoting the beauty of the community, nearby. When a tree cam PROFESSION INTO A PASSION CHARITABLE GIVING IN YOUR the neighborhoods and its people. As a highly venerated listings, Susan met an ele PRACTICE member of the community she serves,REAL Susan ESTATE can provide to ensure the home was s 8) GOOGLE ADWORDS: unmatched insight to Watchung, her hometown. “I’ve grown her homeowners and buy lived GOOGLE here and raised my kids here,” she says. “My needed HOW up TOhere, MAKE 22) CREATIVE WAYS TO to help make a sm career and myFOR community DO THE WORK YOU are deeply intertwined.”

SAY THANK YOU Looking ahead to the futu “I believe that contributing to my community helps neighing her business and con bors, but it also reinforces our real estate values and helps Through a lifetime in real potential buyers feel comfortable with moving to Watchung. an accomplished career, b Over the years, she has been an active member of the local around service, compassio PTO, has served on310-734-1440 the Watchung Recreation Committee, “John Molloy once said t Phone 310-734-1440 | Fax the Open Space Committee and the regional high school like your future neighbor,” mag@topagentmagazine.com | www.topagentmagazine.com Hall of Fame committee. From running food drives at her that standard for all of my No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher.

Top Agent open houses to serving as Committee Chair of the local boy Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published scout (the first woman in that role in the troop’s 85 by its authors. materials, Top Agent troop Magazine cannot be held responsible for opinions expressed or facts supplied To subscribeyear or change address, send inquiry to mag@topagentmagazine.com. history), she seizes any chance to contribute. A founder Published in the U.S. of the Watchung Historical Museum, Susan has created town events such as Civil War Reenactments, giving residents a hands on opportunity to interact with their past. She Top Agent Magazine has started creating Meet and Greet events for a specific neighborhood, where she presents a talk on the history of SUSAN TUCKER

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Turning Your Profession into a Passion The old adage goes that if you do what you love, you’ll never work a day in your life.

On the other hand, it’s easy to get bogged down in the day-to-day worries and responsibilities of your career, even if you generally enjoy what you do. While there’s no guaranteeing that every day on the job will be a picnic, there are a few steps you can take to vastly improve your morale and transform your profession into a passion.

After all, cultivating a passion for what you do will not only add to your quality 4

of life, but will likely make you more successful in the long run.

BUILD YOUR BASE OF KNOWLEDGE Knowledge builds confidence, and confidence breeds success. A sure way to light a fire in your heart for your daily work is to challenge yourself to learn more and expand your understanding of your field. By doing so, you equip yourself for success, create challenges, and find the most inter-

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esting features of your work—especially those that most appeal to your interests and talents. Try reading the top five books on the topic of your industry, or subscribe to a podcast where thriving professionals offer their two cents. Either way, learning more about your industry is bound to reveal a source of inspiration worth pursuing.

THINK ABOUT THE BIG PICTURE

and excelling in your field, you may find that others’ approaches inspire your own.

Likewise, what you learn from other successful, passionate people in your field can help you shape your own office and work life, in turn creating more opportunities for you to fall in love with what you do, all over again.

TAKE RISKS

CONNECT WITH LIKE-MINDED PROFESSIONALS

One of the biggest hindrances of professional passion is falling into a rut. Routines are familiar and everyday responsibilities vie for our energy. But the next time you tackle a task the way that you always have, take a moment and try to refresh your perspective—is there a more clever or efficient way you could approach this project?

Even better: why not take the plunge and do the things you’ve always been meaning to—throw that client appreciation event you’ve put off planning, take the continuing education course you keep forgetting to register for, even try a creative activity that pushes you out of your comfort zone.

There’s no better way to inject some passion into your life than by going outside your bubble and taking a risk.

Have you ever chatted with someone who was overflowing with energy for what they do? That sort of passion tends to be infectious—often causing us to beg our own questions about professional engagement.

By participating in local organizations or networking with those who are active

Passion comes from all directions—from your own interior journey and from the world around you. To transform your profession into a passion worth having, invest in yourself and venture into the vast world around you. You’ll surely reap the rewards.

Sometimes reinvigorating your passion for your work is about looking outward, rather than inward. Gain some perspective and consider who your work helps in the long run. As a real estate professional—whether you work as an agent, broker, in mortgages, home inspections, or otherwise—your work positively impacts someone else’s home-sweet-home. You make a difference. While it may seem like just another day at the office, taking a moment to visualize exactly who you are helping in the world at large is a great way to add some motivational fire to your daily tasks.

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MONICA PINTO Monica Pinto got her start in real estate earlier than most. Fresh out of high school, she took a position as an administrative assistant at a local real estate office, the Rosa Agency, earning her license less than two years later. “I loved the atmosphere, the people, the vibe, and I knew that I wanted to pursue this career and dive deeper into real estate,” she remembers. Now, nineteen years later, Monica has established herself as a consummate professional, known for her approachable style, proven track record, and personal touch.

Today, Monica still spearheads her work under the banner of the Rosa Agency, serving clients across the greater Essex and Union County areas, though past transactions have seen her working all around the Garden State. In addition to residential and commercial sales, she also works with rentals in the region and has built a longstanding rapport with area investors.

Accordingly, a significant contingent of her business is driven by repeat and referral clientele who trust her counsel, experience, and commitment to their best interests. “I’m personable and very detail-oriented,” Monica says. “I always go the extra mile, whether it’s for a seller or landlord finding a contractor to work with, or for a homebuyer who needs me to hold their hand every step of the way until their new home’s electricity is switched into their name after closing, making it a stress-free transaction for my clients. So many people don’t think it will be possible for them to ever own a home, and making that a reality is really rewarding,” she says.

When it comes to listing properties, Monica accounts for all stages of the marketing process. Beginning with high-end photography and documentation, all homes are then distributed across the full suite of online listings platforms and social media outlets, where they lure ideal buyers and renters in short order. When pairing with prospective buyers, Monica frequently works with 6

first-timers to help them find the best route to finance their home purchase, including through her relationships with banking institutions that offer first-time homebuyer grants, and low down payments that make closing costs an affordable prospect.

Outside of the office, Monica most enjoys free time spent with her family and loved ones, as well as escaping on the occasional travel getaway as time permits. As for the future ahead, she intends to keep her momentum going strong as she continues to build on her self-made career, now nearing two decades of industry service. “I plan to keep growing and expanding my business and referral base,” she explains. “I love the chance to help family, friends, clients I’ve worked with in the past, as well as new clients. It’s all about building those relationships and getting people into homes.”

Now, with a long legacy behind her and a bright future ahead, Monica considers what she enjoys most about her chosen field. “I love helping people accomplish their dreams,” she says. “It’s all about that one-on-one personal care and treating people like family—that’s why I do what I do.”

To learn more about Monica Pinto email njrealestate214@gmail.com, visit monicapinto.myrealestateplatform.com, or call 973-332-4561 http://

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Michael Henriques is proud to congratulate

MONICA PINTO

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

Michael Henriques | Loan Consultant | NMLS# 242515 VALLEY NATIONAL BANK 201-978-9682 | Michael.Henriques@valley.com valley.com/home-loan-consultants/michael-henriques www.

80 East Ridgewood Avenue | Second Floor | Paramus, NJ 07652

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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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KARA STANISZEWSKI Top Agent Magazine

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Top Agent Kara Staniszewski of RE/MAX specializes in Middlesex, Morris, Somerset, Union and Essex counties in New Jersey.

Kara Staniszewski has been working in real estate for over 18 years. Her compassionate approach, in-depth knowledge and expertise in the field have allowed her to build a strong base of loyal clients, who keep coming back to work with her again and again. Kara’s passion for helping her clients with their homes has allowed her to thrive on referrals and build lasting relationships.

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She specializes in Middlesex, Morris, Somerset, Union and Essex counties. As a result of her lasting relationships, close to 70% of her business comes from repeat or referred clients. Her clients say Kara makes it a priority to stay in touch and is always there for them. “I’m not only here to help your real estate journey,” Kara says. “When you work with me, you not only get a friend for life. You also get a Top Agent Magazine

wealth of resources. I end up having my clients call me for everything outside of real estate and that’s where the relationship usually starts.”

Kara works hard to build trust and educate her clients throughout the process of Top Agent Magazine

buying or selling their home. She says, “I want my clients to have all the information to make the best decisions possible.

My 20 year background in construction comes out as we trace through a house and helps me in letting my clients know if there are any immediate concerns. Whether you 13 Copyright Top Agent Magazine

“When you work with me, you not only get a friend for life.

You also get a wealth of resources. I end up having my clients call me for everything outside of real estate and that’s where the relationship usually starts.” are buying or selling, these things are important to know and I incorporate this education as a part of the process.” Kara has a wealth of resources at her fingertips, and has close working relationships with other professionals who help her to serve her clients, including Cosmos Title in Woodbridge, NJ. When she markets a listing, Kara takes a competitive approach that includes placement on platforms such as ListHub, Copyright Top Agent Magazine 14

Realtor.com, and Zillow. She also does targeted marketing on social media, to reach the greatest possible audience of potential buyers. The results speak for themselves. Handling between 45 and 60 transactions per year, along with working next to investors, has given her a wide range of price points, from $200,000 up to $3 Million or more.

Outside of real estate, Kara is an avid mixed martial artist. She is a third degree black Top Agent Magazine

belt in taekwondo and has been involved for many years in teaching kids’ martial arts and other sports in her community.

She also enjoys being active with horseback riding, fitness, gardening or spending time at the beach. Kara also loves to travel Top Agent Magazine

and experience other cultures, and is a bigtime foodie and chef.

In the future, Kara plans to continue growing her team, expand her portfolio as an investor, and open a healthy restaurant.

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Most of all, she wants to continue to provide amazing personal experiences for her clients. “I’m a people person and I love having the ability to communicate with so

many different people. It excites me to take the journey with my clients. During the process, we both grow and learn so much about each other.”

To find out more about Kara Staniszewski, call 973-760-1002 or email karastaniszewski@gmail.com Copyright Top Agent Magazine 16

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in Top Agent Magazine

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless 18

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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Laughs!

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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SUSAN TUCKER The term “real estate is my life”, used by many agents in the business, holds tried and true when it comes to Susan Tucker. She has been working in real estate since she was 12 years old, when her mother, Jane Cole, opened her own real estate office in Watchung, N.J. Susan grew up in the business, answering phones, filing listings, sitting open houses with Jane, listening to negotiations. So, it was only natural for her to step into the business: “As soon as I could legally earn my license, I did.”

Today, Susan is a realtor for Coldwell Banker Realty, where she specializes in marketing fine homes in Watchung and the surrounding towns. Offering forty years of experience as a Listing Agent and a Buyer’s Agent, she possesses the organizational depth, knowledge and connections to complete any transaction whilst promoting the beauty of the community, the neighborhoods and its people. As a highly venerated member of the community she serves, Susan can provide unmatched insight to Watchung, her hometown. “I’ve grown up here, lived here and raised my kids here,” she says. “My career and my community are deeply intertwined.”

“I believe that contributing to my community helps neighbors, but it also reinforces our real estate values and helps potential buyers feel comfortable with moving to Watchung.

Over the years, she has been an active member of the local PTO, has served on the Watchung Recreation Committee, the Open Space Committee and the regional high school Hall of Fame committee. From running food drives at her open houses to serving as Committee Chair of the local boy scout troop (the first woman in that role in the troop’s 85 year history), she seizes any chance to contribute. A founder of the Watchung Historical Museum, Susan has created town events such as Civil War Reenactments, giving residents a hands on opportunity to interact with their past. She has started creating Meet and Greet events for a specific neighborhood, where she presents a talk on the history of that area, serves her home baked desserts and introduces neighbors to each other.

When listing a property, Susan takes advantage of all the resources available through Coldwell Banker’s advanced technology and marketing opportunities. This begins with staging, professional photography and videography to Top Agent Magazine

ensure this home stands out above the rest. It continues with extensive social media and boost campaigns. Meanwhile, her outside-the-box techniques help to attract attention and generate buzz in the neighborhood. To promote a new construction project, Susan once hosted a month long staging showcase, which benefitted Habitat for Humanity and the local PTO. Elsewhere, Susan can harness her network around Watchung to provide elite guidance and lasting support for buyers and sellers. After doing everything she can to help a client attain their dream home, Susan stays in touch long after closing. When a single woman moved to town, not knowing anyone, Susan hosted a tea party for her, inviting all the neighbors. Often with older clients, Susan fills the role of a family member, if they don’t have family nearby. When a tree came through the roof of one of her listings, Susan met an electrician at the house at 5:30 a.m. to ensure the home was safe for the owner. She helps both her homeowners and buyers obtain whatever services are needed to help make a smooth transition.

Looking ahead to the future, Susan plans to continue growing her business and contributing to the town she loves.

Through a lifetime in real estate, she has discovered not only an accomplished career, but also a fulfilling life anchored around service, compassion and the joy of helping others.

“John Molloy once said that a Realtor should look and act like your future neighbor,” Susan says. “I will always uphold that standard for all of my clients - from start to finish.”

To learn more about Susan Tucker, email susancoletucker@gmail.com, visit susancoletucker.cbintouch.com or call (908) 432-1388 www.

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