NEW JERSEY 9-7-20

NEW JERSEY EDITION

24-HOUR TOUCH-UPS

TO MAXIMIZE YOUR PRICE LIST

Are You A VALUE-ADDED AGENT?

Every Player is Valuable:

How to Boost Your Team’s Morale

COVER STORY

BRIAN WALSH FEATURED AGENT

HOWARD E. SPENCER 5TH

NEW JERSEY EDITION

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BRIAN WALSH

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HOWARD E. SPENCER 5TH

CONTENTS 4) ARE YOU A VALUE-ADDED AGENT?

18) 24-HOUR TOUCH-UPS TO MAXIMIZE YOUR PRICE LIST

13) EVERY PLAYER IS VALUABLE: HOW TO BOOST YOUR TEAM’S MORALE

22) 5 MORNING HABITS TO MAKE YOUR DAY SUPER PRODUCTIVE

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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BRIAN WALSH Top Agent Magazine

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Top Agent Brian Walsh is a solo agent with RE/MAX in New Jersey.“This community is truly beautiful, there’s a lot of recreation, beautiful parks and great schools.

It’s an amazing place to live,” he says.

Brian Walsh worked in public education for 16 years before deciding to shift gears and get into the real estate world.

Inspired by his brother—a successful REALTOR®—Brian decided to give the real estate business a try. The potentially 8Copyright Top Agent Magazine

risky decision turned out to be a good call, and he’s been working as a professional agent for a little under three years now. He is currently a solo agent with RE/MAX, where he’s already won two awards.

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With a strong work drive and a good deal of patience for high-stress situations, Brian has been able to impress clients and inspire them to keep coming back, and refer him to their family and friends.

“I try not to get frazzled and worked up over small things. I think one of my best qualities is being able to stay level headed. I’m also very accessible to my clients, and I have a lot of local expertise as I’ve lived here for over 35 years,” he says. And he stays in touch with his Top Agent Magazine

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“There is a great sense of freedom, pride, and accomplishment that happens when you’re able to help get someone into a home. It’s a very intimate experience, as you learn a lot about the client during this process.” clients—often even after the transaction is over—via social media and emails.

Brian’s exceptional marketing strategy relies on high-resolution professional photos, floor plans, and virtual tours— which have been extremely helpful during COVID-19. He’s also a member of various Facebook community groups where he is able to share his newest listings.

Aside from that, he hosts open houses and Copyright Top Agent Magazine 10

does a fair share of circle prospecting. But Brian is not content simply doing well in this business, which is why he’s always working to improve. “I’m constantly refining and sharpening my skillset to get better at what I’m doing.”

For Brian, the business of real estate is very personal, and he takes a lot of pride in being able to help a client find their perfect home. “There is a great sense of Top Agent Magazine

freedom, pride, and accomplishment that happens when you’re able to help get someone into a home. It’s a very intimate experience, as you learn a lot about the client during this process. So in the end, their success feels like your success. It’s a wonderful feeling of satisfaction, happiness and accomplishment,” he says. And Brian truly believes his community is one Top Agent Magazine

of the best places to live in, which is why it gives him great joy to help people move here. “This community is truly beautiful, there’s a lot of recreation, beautiful parks and great schools. It’s an amazing place to live.”

When Brian’s not hard at work, he enjoys reading—he’s read over a 100 books in Copyright Top Agent Magazine 11

the last two and a half years—listening to music, and going for walks. In the future, he plans on growing his business further, continue learning about how he can do his

job the most effectively, and continue helping people. His current goal is to expand his operation to have more internal support so that he can focus on serving more clients.

To learn more about Brian Walsh call (732) 778–0600, email bwalsh@remax.net, or visit brianwalshrealestate.com www.

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at Top Agent Magazine

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: 13

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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HOWARD E. SPENCER 5th Top Agent Magazine

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HOWARD E. SPENCER 5TH

Howard E. Spencer 5th began his real estate career after building houses for 18 years with a family business. He has a family background in real estate, so when Howard was ready for a change and looking for more independence and the ability to build his own business, real estate was a natural choice.

His grandfather Howard “Pete” Spencer was an office manager for Weichert in Branchburg, NJ and helped Jim Weichert start the Weichert School of Real Estate. “I figured, with my construction knowledge of homes and my drive, I can do this,” Howard recalls.

As a Realtor® Associate, SFR with Coldwell Banker Realty, Howard serves Warren, Hunterdon, and Somerset counties in New Jersey, and he specializes in foreclosures, also known as bank owned or REO. With his expertise, hard work, and personal attention, Howard aims to “change how people think about foreclosures.” As Howard says, “We look at what other people do and we say, ‘OK, we’re going to do this better.’”

Working with foreclosures, Howard’s construction experience really shines. “I’m able to walk through a house and know exactly what needs to be updated or repaired, and I have access to all the contractors I 16

need to do so. That sets me apart from other agents who might not have the contacts and knowledge.

We are the eyes and ears for our clients.”

With all the work that can go into readying a foreclosure property for the market, clients appreciate the communication Howard provides. He believes that open communication is the basis of any successful relationship. “Agents know when they see our names on a transaction that we will communicate every step of the way. We answer our phones, respond to emails, and answer any questions that come up. We’re very interactive, from contract to closing. Even our clients’ attorneys appreciate us being hands on and quick to respond.”

Another way Howard sets himself apart in the foreclosure world is the comprehensive marketing strategy that he provides for each and every listing.

“We don’t feel that some houses deserve less marketing or less attention than others,” Howard says.

“It doesn’t matter if it’s a $30,000 house or a $1.6 million horse farm. We put our best foot forward to market the property like any other retail listing.

In fact, it happens all the time that an agent doesn’t even know one of our listings is a bank-owned property, because it looks so good. And that’s why Copyright Top Agent Magazine

my clients hire me: they want the best marketing for their properties. We try to get as many eyes on the house as possible, and our clients really appreciate that.” This includes professional photography, as well as significant exposure on Howard’s popular social media channels. Howard has a degree in Film and Media Arts from Temple University, so he loves to incorporate videos of properties into his marketing. “Sometimes a client will ask us to go out to a house and report back to them. I make a video tour so they can see everything in the house and understand what I am talking about. These clients could be thousands of miles away, so I provide as much info as we can.”

When he is not working, Howard loves spending time with his family. He also enjoys hanging out by the pool, working in the garage, cooking good food on the grill or smoker, and going to the gym every morning. Howard’s kids also love coming to work with him and checking out houses. “It’s like they get to play house in a real house, they are always picking out what room would be theirs if we lived in the house.

They also get to see how hard we work and I hope that instills some work ethic in them for the future.”

In the future, Howard plans to reach out to more companies and “show them how much value we can bring to a transaction.” He also wants to spend more time working with homeowners who are in pre-foreclosure and helping them explore their options. Howard’s business continues to grow with each year: America’s Best ranked him #48 in New Jersey for closing units last year, and at Coldwell Banker he was #3 out of 3,600 agents. “We sold 112 houses last year, and every year we’ve doubled our production,” Howard says. “The more people see the value in us, the more they want to work with us.”

Photos by: Jin Wu, Father/Fotographer FotosForTheFuture.com, 732-322-3966 jinw@fotosforthefuture.com www.

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For more about Howard E. Spencer 5th, please call 908-448-1239, email HowardSellsNJ@gmail.com, or visit HowardSellsNJ.com http://

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24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where 18

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

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good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

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detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

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scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

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Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

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can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of Top Agent Magazine

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

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5 Morning Habits to Make Your Day Super Productive For many, most mornings begin with a rush—a rush to get dressed, a rush to find something edible for breakfast, a rush out the door and into rush hour. Likely you have heard articles advising you to set your

alarm early to give yourself some flexibility —which is sound advice, of course—but consider a few of these additional tweaks to your morning routine that can set a productive tone for your day at large.

1. Keep Screens Away Until Breakfast Oftentimes, our first instinct upon waking is to check-in on our phones, tablets, or computers, to scope out the latest social media updates and e-mail correspondence. While diving into the action might seem productive, studies show that waylaying screen time until you’re up and dressed, and have had a good breakfast, will actually make your first pass 22

at all things digital more focused, clear, and efficient. Instead of answering a few e-mails, checking out a friend’s photos, and then hurrying to shower and dress, instead make a resolution to keep the online world at bay for the first half-hour to an hour after you rise, then you’ll approach the digital world with fresh eyes, energy, and adeptness.

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2. Meal Prep Sometimes hitting the snooze button is inevitable, but if you make prepping breakfast the night before a part of your routine, then grabbing something healthy on the go will be a snap—and your stomach will thank you for it. Load up your coffee machine ahead of time, so all you have to do

is hit brew. Or, chop up a fruit salad, mix a smoothie, or simply put a granola bar and a grapefruit in your lunch bag, ready to be grabbed on your way out the door. Even if it’s small or basic, keeping yourself fueled will keep distractions, inefficiency, and mood swings at bay.

3. Queue Up a Podcast on Your Commute Whether you’re driving, biking, or taking public transportation into the office, a podcast is a perfect way to brush up on industry knowledge. Try sourcing a podcast relative to your field and narrated by experts.

Not only will it get you thinking about the topics of your industry—while expanding

your professional vocabulary—it will also wake up your brain and get your head in the game as you prepare to launch your day. Use your commute time to bump up your knowledge and conversation points, and you’ll be ahead of the curve before you reach the office.

4. Begin with a To-Do List When work gets busy, sometimes just getting started is an overwhelming prospect.

Before you dive in to your e-mails and projects, take twenty minutes and be thoughtful as you assess your daily and weekly to-do

list items, then map them. By giving yourself a bullet point system of what you need to accomplish and by when, you can undo some of the anxiety that a busy schedule promotes.

5. Walk It Out, Even If You Missed the Gym While we often rely on coffee for our morning buzz, exercise provides a potent burst of energy that can supercharge your day. But, let’s say you’re running behind and skip the gym—all is not lost! Take fifteen minutes in

the early morning to take a walk around the block a few times. The fresh air and aerobic exercise will wake you up, get your blood moving, and provide your morning with a natural injection of motivation.

Everyone’s morning routine varies, but perhaps the first step is identifying aspects of your routine that could be improved, and tackling them from there. From waylaying

screen time distractions to getting in a little blood-pumping exercise, keep these tips in mind as you launch your most productive morning routine ever.

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