NEW YORK 3-2-20

NEW YORK EDITION

24-HOUR TOUCH-UPS to Maximize Your Price List

Playing the Real Estate Matchmaker

FEATURED AGENTS

LOU CARDILLO VINCENT ZALOOM COVER STORY

MONIQUE J. SERENA

NEW YORK EDITION

Johny Jack Rukab is proud to congratulate

VINCENT ZALOOM 7

VINCENT ZALOOM

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MONIQUE J. SERENA

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LOU CARDILLO

LOU CARD

Lou Cardillo got h estate in 1998. Sinc worked his way up single agent workin his current position CEO of his own K offices, where he ov of dedicated, focus real estate profess dynamic leadership

Lou lives in Mahopac, NY with his wife three children. He serves Northern CONTENTS on being featured for the State of New York their Putnam County, Duchess County, a in Top Agent Magazine!

Connecticut, including Ridgefield and also still maintains his real estate team un 4) PLAYING THE REAL 11) DAILY HABITS Williams office, and his team is the #1 ESTATE MATCHMAKER— THAT WILL INCREASE team in Putnam County, dominating the FOLLOW THESE YOUR MENTAL This market dominance came about throug 8 DATING JOHNY JACK RUKAB RULES TO 711 Forest Avenue STRENGTH strong relationships with people in the co Staten Island, NY 10310 Vice President ENSURE YOU MATCH the majority of Lou’s business comes fro NMLSYOUR #53393 CLIENT WITH NMLS #162734 19) 24-HOUR referral clients. “We draw from our spher THE PERFECT HOME Tel: 718-720-8600 TOUCH-UPS TO of people who know us, like us, and trust John@TriStarMortgage.com E-Fax: 718-720-6081 us to serve them on another transaction, or www.TriStarMortgage.com FOR THEM MAXIMIZE YOUR Cell: 516-983-0411 their family or friends to us,” he says.

PRICE LIST Registered Mortgage Broker - NYS/NJ Department of Financial Services All loans are arranged by a third party provider

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Lou and his team also take an in-depth marketing their listings. They make use o Phone 310-734-1440 | Fax 310-734-1440 photography and drone footage to help a mag@topagentmagazine.com | www.topagentmagazine.com potential buyers. And in addition to pri and ofmailers, they launch compreh No portion of this issue may be reproduced in any manner whatsoever without flyers prior consent the publisher.

Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions aremedia taken tomarketing ensure the accuracy of published campaigns on Faceboo materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. and Google AdWords. They have also rece To subscribe or change address, send inquiry to mag@topagentmagazine.com. with Waze and Google Maps to literally pu Published in the U.S. “on the map” for the popular app’s users. “ puts their trust in us to sell their home, we Topgoing Agent Magazine plan of how we are to get their hom a specific time frame,” Lou explains. “

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home.

When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day.

In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures.

Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees?

Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union!

When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing.

Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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VINCENT ZALOOM JR. MASTER SALESPERSON

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VINCENT ZALOOM JR. | MASTER SALESPERSON Vincent Zaloom, Jr. got into real estate in 1983 guided by the inspiration of his father, who, at 83, is still active as an appraiser. “He encouraged me to get into the real estate business because he thought I’d be a natural, so that’s what I did.” Clearly, the passion for real estate runs in the family, as Zaloom has been in the business since 1983 at the age of 18.

In 1987 Vincent opened the first of two franchised companies and today, is the Broker/Owner of Century 21 office, together with his dad. He has a team of 12 to 15 people, but, he says, most of the team operates independently, covering mainly Staten Island and Brooklyn properties. Being a partial owner, he says, allows him to focus less on the administrative duties, and more on real estate itself, which is his real passion.

Zaloom estimates that about 80% of his business is repeat and referral clients, which he credits to maintaining contact with clients past, present, and prospective. To manage them all—Zaloom counts some 10,000 contacts—in such a densely populated and ever-changing area, he relies on electronic databases and lead generating/ managing services. “I develop relationships with them, and then over time, eventually when they decide to sell, they usually call me and say, ‘Vinnie, I’m ready.’”

Vincent has consistently generated $12-15,000,000 in home sales each year for the last 25 years and is ranked in the top 100 producing agents in the entire Century 21 system.

When it comes to setting himself apart from his peers, Zaloom easily lists his values: “Longevity, consistency, discipline, and prospecting,” he says. “Top agents and professionals; they’re prospecting. They’re reaching out to

people daily and that takes consistency and it takes discipline.” His moto is very simple….” People don’t care what you know, until they know that you care.”

Marketing his listings, where Zaloom says all of his sales come from, also takes a rigorous approach. He advertises on social media and through Century 21, but also through magazines. However, it’s not all about marketing. “If you have a property that’s priced right, you don’t need a heck of a lot of marketing.”

In addition to real estate, Zaloom also conducts live sales training programs and workshops all over the nation.

“There’s nothing like being able to help another individual realize the dream that they’ve wanted in the real estate business.” He also teaches licensing classes for those interested in their own real estate careers. “For me, the greatest joy...is turning people on to the real estate business. I’m a real estate broker and salesperson who just loves to inspire other people to find their dreams in this business.”

Zaloom’s appreciation for real estate is in part due to the flexibility of the career which allows him to pursue his other passions in life, like sports, travel, and spending time with his family. But he still loves the job itself, too.

“What do I enjoy most? It’s difficult to say. I still love when I get a listing as when I got my first listing. I love going to closings just like I loved my first closing.”

And it’s not just his own excitement that keeps him going.

Zaloom, who is also Eucharistic Catholic minister and an organizer of youth retreats, recognizes his role in making others’ lives more complete. “We play such a vital role, as real estate professionals, with helping people realize the American dream of ownership. I take it very seriously, that’s why I’ve been doing it for 37 years.”

To learn more about Vincent Zaloom, Jr. please email Vzcentury21@yahoo.com, visit VincentZaloomHomes.com and zaloomrealty.com, or call (917) 539-4798 www.

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Johny Jack Rukab is proud to congratulate

VINCENT ZALOOM

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

JOHNY JACK RUKAB Vice President NMLS #53393

711 Forest Avenue Staten Island, NY 10310 NMLS #162734

John@TriStarMortgage.com www.TriStarMortgage.com

Tel: 718-720-8600 E-Fax: 718-720-6081 Cell: 516-983-0411

Registered Mortgage Broker - NYS/NJ Department of Financial Services All loans are arranged by a third party provider

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Elli Kalamaras is proud to congratulate

Vincent Zaloom of

on being featured for the state of New York in Top Agent Magazine!

NMLS #3901

ELLI KALAMARAS

Branch Manager/Loan OďŹƒcer

NMLS #18357 o: (718) 704-0980 | m: (516) 606-0678 elli.kalamaras@usmortgage.com www.usmortgage.com/elli.kalamaras Branch OfďŹ ce: (NMLS #895697) US Mortgage Corporation, 1847 Victory Blvd, First Floor, Staten Island, NY 10314. Licensed Mortgage BankerNew York State Department of Financial Services (Lic. #B500533). Residential Mortgage Lender License-New Jersey Department of Banking and Insurance (Lic. #0755773). US Mortgage Corporation (NMLS ID#3901) is licensed as a mortgage lender nationwide except for HI, MO, and NV. For licensing information, go to: https://usmortgage.com/disclosures/ and https://www.nmlsconsumeraccess.org/EntityDetails.aspx/COMPANY/3901.

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Daily Habits That Will Increase Your Mental Strength When it comes to building physical strength, the solutions are obvious, but keeping up your mental strength isn’t as easy as going to the gym. Although physical exercise does help clear your head and relieve stress, there are other things you can do daily that will help your mind be as strong and flexible as your body after a workout. Here’s just a few things you can do to help clear your head and make you more productive.

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DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions.

This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re 11

wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters.

BE MORE POSITIVE Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking.

STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things.

This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never 12

thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth.

BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require selfreflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times.

BE WILLING TO LEARN A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common.

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MONIQUE J. SERENA

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MONIQUE J. SERENA Top Agent Monique J. Serena, the former fashion executive, has built her career on the power of positive presentation— From doing her part in developing iconic retail brands to growing her top-producing real estate business.

First impressions are everything, and nobody knows that better than Monique J. Serena. The former fashion executive has built her career on the power of positive presentation. From doing her part in developing iconic retail brands— such as Tommy Hilfiger, JLO by Jennifer Lopez, Guess Jeans, Rocawear and more—to growing her top-producing real estate business.

The savvy and stylish agent is an expert in creating visual impact.

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The in-demand real estate professional earned her sterling reputation through hard work, commitment, integrity, passion and consistency, which is why her clients come back to her again and again for all of their real estate needs as well as referring Monique to anyone they know that can benefit from her services.

Monique is not leaving anything to chance when it comes to her business. She understands Top Agent Magazine

the need to create a vision in a home. She stages all of her listings with her own product, furniture, décor and everything needed to show her listings at their full potential. “You only have one shot at a first impression,” she says and it turns out one shot is all this maverick agent needs. Clearly her approach is working as according to her brokerages data, her listings tend to sell quickly, have the shortest amount of time on the market and regularly get over the list price. All that said, Monique is the first to tell you that success involves surrounding yourself with utmost professionals. She only uses professional companies for photos, aerials and Top Agent Magazine

floor plans. She has a marketing firm on retainer to create and expand her social media presence across all platforms.

Now, why did Monique start staging as part of her business model? When asked this question, Monique explained, “Years ago one of my first new constructions was empty. Although it was a beautiful home with a large open floor plan, the buyers seemed to have a challenge visualizing how and where to place furniture. I immediately checked into furniture rental companies. After pricing out several of them and reviewing their product offering, I wasn’t happy with the choices.

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BEFORE

AFTER

BEFORE

AFTER

That’s when I decided to start shopping myself.

Running to stores allover as well as online, I purchased furniture, décor, pillows, towels, bathroom accessories, plants and more. Staging my first house was a success, I kept going. One house after the next – I think I have shopped till I dropped. Now all of my product is stored in a Copyright Top Agent Magazine 16

warehouse plus several storage rooms. Whether resales needing just décor or some furniture and décor, empty new construction homes or flips needing a full staging job, I provide this service to all of my clients at my expense. I can honestly say that it truly helps me sell my listings quickly which makes my clients extremely happy!”

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“I believe treating all clients and customers the same is very important. Whether they are buying or selling $300,000 or $3,000,0000, if they need to be staged, it’s done, if it takes months to find them a home, they get the time. My clients definitely appreciate that.”

Monique has also developed a niche into dealing with builders, investors and flippers. Although this can be quite competitive, she made her mark by offering these clients her design & selection help.

She is hands on with all of these projects from plans to final execution of the home. Her added value of staging these homes, creating a warm and inviting feeling is one of her points of differentiation.

Although she is an astute businesswoman, fairness is her brand and the foundation upon starting her real estate career. “I believe treating all clients and Top Agent Magazine

customers the same is very important. Whether they are buying or selling $300,000 or $3,000,0000, if they need to be staged, it’s done, if it takes months to find them a home, they get the time.

My clients definitely appreciate that. Monique loves to give back and although she works with many charities, most recent as part of the Keller Williams Associate Leadership Committee. She is spearheading events to help raise money and items needed for organizations such as KW Cares, Helping Hand Rescue Mission and Pinktie.org.

Whether fund raising, food drives, clothing or toy Copyright Top Agent Magazine 17

drives, she’s happy to be part of it. Monique also donates to charities each time she closes a deal.

From buying, selling, investing and relocating, Monique and her team have the influence, savvy and resources to successfully guide a real estate

transaction from beginning to end. Her track record has Monique closing all over Long Island, Queens and Manhattan. Whether she needs to go east, west, north or south, she consistently proves that a flawless real estate transaction doesn’t need a local agent - rather the best agent.

MONIQUE J. SERENA Licensed Real Estate Salesperson

C: 516.658.5561 | O: 516.865.1800 E: moniquejserena@kw.com moniquejserena@kw.com Copyright Top Agent Magazine 18

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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 Top Agent Magazine

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

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 22

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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LOU CARDILLO Lou Cardillo got his start in real estate in 1998. Since then Lou has worked his way up from being a single agent working on his own to his current position as President & CEO of his own Keller Williams offices, where he oversees a team of dedicated, focused, ambitious real estate professionals and a dynamic leadership team.

Lou lives in Mahopac, NY with his wife Samantha and their three children. He serves Northern Westchester, Putnam County, Duchess County, and parts of Connecticut, including Ridgefield and Danbury. He also still maintains his real estate team under his Keller Williams office, and his team is the #1 home-selling team in Putnam County, dominating the local market.

This market dominance came about through maintaining strong relationships with people in the community, and the majority of Lou’s business comes from repeat and referral clients. “We draw from our sphere of influence of people who know us, like us, and trust us, who want us to serve them on another transaction, or who will refer their family or friends to us,” he says.

Lou and his team also take an in-depth approach to marketing their listings. They make use of professional photography and drone footage to help a home dazzle potential buyers. And in addition to print marketing, flyers and mailers, they launch comprehensive social media marketing campaigns on Facebook, Instagram, and Google AdWords. They have also recently partnered with Waze and Google Maps to literally put their listings “on the map” for the popular app’s users. “When a client puts their trust in us to sell their home, we show them a plan of how we are going to get their home sold within a specific time frame,” Lou explains. “We guarantee great results because we know the market better than other agents and focus all of our energy on a systematic marketing plan and pricing strategy.”

All this hard work garners impressive results: Lou and his team average about 100 home sales per year. “I know Top Agent Magazine

that we are only as good as the weakest person on our team, and one of my skills has always been getting into business with talented individuals who have a chip on their shoulder and something to prove,” Lou says. “If I can harness their talent and energy and give them a platform for success, there is no limit to what we can accomplish together.”

Lou believes in the importance of giving back to the community. Each quarter, he and his team donate a portion of all commission checks to the local women’s shelter.

They also support local school sports teams, as well as other organizations and charities. When he is not working, Lou loves to spend time with his family. “Family time is paramount, and I always try to make sure I’m helping the people on my team have that same balance in their lives,” Lou says.

Lou’s plans for the future are to continue growing and help his team prosper. In addition to his agency, he is also a MAPS Coach for Keller Williams. He coaches agents and business owners across the county on building big lives and businesses while still having a personal life. “I learn so much from my newer agents and from my coaching clients,” he says. “The more I give back, the more I get out of it. It’s very rewarding.” Ultimately, “I encourage everyone to be the best possible versions of themselves.

And that’s all I can ask of myself or anyone around me.”

To find out more about Lou Cardillo, call (914) 481-2223, email lou@cardillonetwork.com, or visit cardillorealestate.com www.

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