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NEW JERSEY EDITION

REACHING THE MILLENNIAL MARKET THROUGH SOCIAL MEDIA

COVER STORY

DONNA T.

WILSON FEATURED AGENT

BARBARA PAONE

Tips On Breaking Into The Luxury Market 3 Mental Tricks That Will Take Your Business To The Next Level

7 REASONS WHY

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS


NEW JERSEY EDITION

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BARBARA PAON

Barbara Paone always had an interes real estate. While she earned her lice more than thirty years ago, her pro sional path took her to other destinati For twenty-five years, she worked in N York spearheading corporate radio s for WNYC, WQXR, and Bloomb Radio WBBR. Ultimately, Barbara m a pivot to the real estate industry, fin putting her long-held license to good last year. While taking on a new pro DONNA T. WILSON BARBARA PAONE sional path might be daunting to some, Barbara took it in stride quickly set to work. Last year, she closed on $5 million in volum just six months—a testament to her work ethic and seasoned skil a results-driven entrepreneur. What’s more, Barbara’s commitmen ethics and communication is firm as ever, and she has continue CONTENTS build upon a reputation for superlative service, diligence, and authe relationships.

4) 3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL 6) 7 REASONS WHY YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

Phone 888-461-3930 | Fax 310-751-7068

15) TIPS ON ofBREAKING INTO Under the banner Weichert Realtors, Barbara works with support of an assistant and is based in Edison, New Jersey. Th THE LUXURY MARKET she serves the communities of Middlesex County, particularly Colonia area where she’s lived for twenty years, Edison, Iselin, 18) REACHING THE MILLENNIAL Woodbridge—to name just a few. To account for her working st MARKET SOCIAL Barbara cites a THROUGH personable nature, respect, and perseverance as so of the foremost drivers of her success thus far. “I’m honest, warm, MEDIA I develop real relationships,” Barbara says. “Whether I’m sellin $100,000 condo or a million-dollar property, I treat everyone with 22)level CREATIVE FOR same of attention,MEDITATION respect, and kindness. I go above and bey THE ESTATE and it’s REAL my goal to be a go-toPROFESSIONAL consultant for my clients. Those I w with know I’m not all about the dollar, and I won’t rush peopl closing or to make offers they’re not ready and prepared for. Ab all, I want to build a bond of trust with my clients, because this relationship business.”

Beyond her amenable personality, Barbara’s decades of experienc mag@topagentmagazine.com | www.topagentmagazine.com

sales gives her an expert’s insight into the market. What’s more, s

No portion of this issue may be reproduced in any manner whatsoever withoutself-motivated prior consent of the publisher. Top Agent inherently and leaves no stone unturned whether sp Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published heading the buying or selling process on behalf of clients. “I like materials, Top Agent Magazine cannot be held responsible for opinions or facts by its authors. I canexpressed be my own bosssupplied and be totally in charge of my own succe To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.

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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next 4

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

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Distill concepts into their simplest terms for ultimate understanding. As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client. This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

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plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

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Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game. If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do. The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. 6

1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients. As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier. Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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DONNA T. WILSON

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DONNA T. WILSON Donna T. Wilson earned her start in real estate earlier than most. When she was just a junior in high school, she took a job as an assistant at a growing property management firm and found the industry to be a natural fit. A few years later in 1995, Donna made the leap to earn her license 10 Copyright Top Agent Magazine

and put her skills to the test. In the twenty-three years since, Donna has earned her broker’s license and carved out a reputation for people-centric professionalism, having built a business based on integrity, regional knowledge, and an authentic spirit of service. Top Agent Magazine


Donna primarily serves the Ocean County region and spearheads her work solo under the banner of Keller Williams. There, she has managed to drive more than 70% of her business through repeat and referral clientele—a testament to her lasting relationships and proven approach. For her part, Donna cites accessibility, community-mindedness, and natural people skills as some of the defining features of her working style. “I grew up here, I went to school here, and Top Agent Magazine

I live here,” Donna explains. “My husband and I met in ninth grade and he’s a retired police officer here. I’ve been in this community forever and I always give my all and do the right thing to help people.” Communication also plays a central role in Donna’s work, especially amidst the inevitable ups and downs of the transactional process. “I make myself available,” she says. “To me, it’s never just about the commission; it’s about helping people and pursuing a career 11 Copyright Top Agent Magazine


that I love. I don’t ever feel like I’m going to work and I’m just as excited about real estate as I was when I was sixteen.” To keep in touch with her vast network of clientele—gleaned over more than two active decades in the business—Donna connects through phone calls, personal notes, pop-bys, and through hosting gettogethers for familiar faces. “A stranger to a client to a friend—that’s my motto,” she recounts. As for the listing process, Donna’s efforts are multifaceted and draw upon the best practices of both traditional and Copyright Top Agent Magazine Copyright 12

digital marketing. All listings are equipped with professional photography that showcase each home in their finest light. From there, all properties are leveraged across social media and the leading online listing platforms, utilizing target marketing to source ideal demographics in short order. Having in-depth connections throughout the community also supports Donna’s visibility efforts, while Keller Williams’ key tools provide her with ample online influence. “Keller Williams is all about doing what you love,” she says. “I couldn’t ask for a better system, support, or crew.” Top Agent Magazine


To give back to her hometown community, Donna takes an active role through various civic and charitable organizations. During the New Years and Fourth of July holidays, she helps organize fundraising events through the Fireworks Committee, including spaghetti dinners and golf outings. She is passionate Top Agent Magazine

about feeding the hungry and also sponsors the area Community Center’s Drive-In Movie for kids, as well as the child welfare organization CASA. In her remaining free hours outside of the office, Donna most enjoys time spent with family and loved ones, travel, flower gardening, and walks along the Boardwalk. Copyright Top Agent Magazine 13


As for the future of her enterprise, Donna has plans to continue growing her business steadily, with hopes to add a team in the future and to soon open the doors to her own office. For now, she is content to fortify her community, one buyer and seller at a time. Finally, Donna

T. Wilson reflects on one of the most deeply-held values that has defined her career. “I’m passionate about what I do,” she says. “I have always believed that every person, no matter who you are or what walk of life you come from—everybody deserves to have a home.”

To learn more about Donna T. Wilson

email donnatwilson@me.com, visit donnatwilson.com, https://www.facebook.com/Donna-T-Wilson-Real-Estate-Broker-Sales-Associate-3939149 call (609) 276 - 6109, or visit her Facebook page here www.

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach. One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect. 15


LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance. That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling. It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively 16

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business. Top Agent Magazine


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#Reaching the Millennial Market Through Social Media by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

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1. First, take time to understand social media. Join them (they’re free!) 19


Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. 20

4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1800-957-8353 or visit us at www.Corcoran Coaching.com. Top Agent Magazine


BARBARA PAONE Barbara Paone always had an interest in real estate. While she earned her license more than thirty years ago, her professional path took her to other destinations. For twenty-five years, she worked in New York spearheading corporate radio sales for WNYC, WQXR, and Bloomberg Radio WBBR. Ultimately, Barbara made a pivot to the real estate industry, finally putting her long-held license to good use last year. While taking on a new professional path might be daunting to some, Barbara took it in stride and quickly set to work. Last year, she closed on $5 million in volume in just six months—a testament to her work ethic and seasoned skill as a results-driven entrepreneur. What’s more, Barbara’s commitment to ethics and communication is firm as ever, and she has continued to build upon a reputation for superlative service, diligence, and authentic relationships. Under the banner of Weichert Realtors, Barbara works with the support of an assistant and is based in Edison, New Jersey. There, she serves the communities of Middlesex County, particularly the Colonia area where she’s lived for twenty years, Edison, Iselin, and Woodbridge—to name just a few. To account for her working style, Barbara cites a personable nature, respect, and perseverance as some of the foremost drivers of her success thus far. “I’m honest, warm, and I develop real relationships,” Barbara says. “Whether I’m selling a $100,000 condo or a million-dollar property, I treat everyone with the same level of attention, respect, and kindness. I go above and beyond and it’s my goal to be a go-to consultant for my clients. Those I work with know I’m not all about the dollar, and I won’t rush people to closing or to make offers they’re not ready and prepared for. Above all, I want to build a bond of trust with my clients, because this is a relationship business.” Beyond her amenable personality, Barbara’s decades of experience in sales gives her an expert’s insight into the market. What’s more, she’s inherently self-motivated and leaves no stone unturned whether spearheading the buying or selling process on behalf of clients. “I like that I can be my own boss and be totally in charge of my own success,”

she says. “I was an award-winning salesperson in my previous career, and in sales—whatever product or service you are selling—it’s is like a chess game. You’re responsible for making all the right moves and building a strategy. I really value the sense of accomplishment that comes from helping my clients reach that closing table.” When it comes to listing properties, Barbara takes a multifaceted approach that blends the best practices of both digital and traditional marketing methods. Barbara also credits the power of her banner company when it comes to reaching a wide audience. “Weichert offers a phenomenal marketing platform,” Barbara says. “It just can’t be beat.” From Just Listed and Just Sold postcards that create neighborhood buzz, to local newspaper ads and door-knocking efforts— Barbara achieves high visibility on a regional level. From there, she takes to fliers, social media, and networking phone calls to secure exposure on broad terms. By combining both routes, she’s able to reach the ideal buyer in short order, passing along value to her clientele. All the while, Barbara keeps in touch with her network through various touch points including phone calls, personalized home anniversary cards and gifts, mailings, and face-to-face time that nurtures lasting relationships. To give back to her community, Barbara stays active in the area through sponsorship of local cultural events, such as her participation with the Indo-American Cultural Society based in Iselin. She is also a sponsor of the Union County Investment Group. Beyond the office, Barbara has recently begun investing in properties alongside her son, who is also an agent and is based in New York. In her remaining free hours, Barbara enjoys gardening, staying physically active, and hunting for treasures at garage sales and flea markets. Looking ahead, Barbara has plans to continue growing her business, community ties, and investment profile. She hopes to break into the multi-family home investment market, while continuing to serve the aspiring buyers and sellers in her community. Finally, with a few sterling years of real estate experience behind her and a promising future ahead, Barbara Paone values the lessons learned from her blossoming second act as an agent. “With hard work, you can reinvent yourself if you put your mind to it,” she reflects. “I developed a real passion for this business, and I made it happen. I love what I’m doing, and not everyone is that lucky—but it is possible.”

To learn more about Barbara Paone, email bpaone@weichert.com, https://www.facebook.com/barbarapaonerealtor/ page here. call (732) 742 – 3212, visit RealEstatebyBarbara.com, or visit her Facebook www.

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Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental. Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite 22

easily into the daily hustle & bustle world of the busy real estate agent. First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening Top Agent Magazine


Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts. These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument. Here are some examples of meditations you can try.

1 For when you’re driving, download

and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis. When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity. 23


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