NEW YORK 3-25-19

NEW YORK EDITION

Are You A VALUE-ADDED AGENT? UNTANGLING THE BIDDING WAR:

A BUYER’S & SELLER’S PERSPECTIVES

FEATURED AGENTS

GAIL CARILLO DANIEL COHEN HOLLY PARKER

Turn Open Houses Into

DESTINATIONS

COVER STORY

RICHARD VIZZINI The Wolf of Woodstock:

Selling Homes in the Catskill Mountains of NY

NEW YORK EDITION

GAIL CARILLO

Gail Carillo figured out9 ld make her successful. can trust me. And I give

HOLLY PARKER you d Holly Parker can make a unique claim: team there toshepitch in helps us 23 meetsandthe 17been diagnosed as being perfect 21 for ronment has clients so the hallw real estate. Early inof herour real estate career,at the rapid pace in which Holly’s parents were unsure about the is moving.”

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“There h human co this amaz vibe we w process and that moving, ful mome

they sent her to some professionals. “They sent me to a doctor to study my strengths and my aptitudes,” Holly remembers. “Then they sent me to a professional counselor. At the end of it the professionals said, ‘Your parents are gonna kill us, but you’d be really good at this. Unfortunately for your parents, we think this is aDANIEL great fit for you.’”

GAIL CARILLO COHEN

Gail isn’t just handing off clients to other p either - she’s intimately involved. “I am the one to ever negotiate for my clients,” she “Even if I’m in the HOLLY Bahamas or dealing w PARKER crisis, nobody in 20 years has negotiate Holly un The past twenty years have proven those herself professionals correct, as Holly has me. risen toI feel like when a seller deals but hire become a powerhouse in the high stakes, high value world York City, and never had they’re hiring some meoffor thatfivestrength, andmo years she’s added of New York City real estate, representing the most expensive and exclusive addresses and clientele in the world. ties, with the added layer there for them through that process is key.”

Those professionals pinpointed some of the traits that would from it all is vital for he CONTENTS

he cornerstone of everyr the past twenty years th the Carillo Team.

“I RICHARD VIZZINI never lose sight of the says. “Caring for peoRICHARD VIZZINI and being honest I kept : The Wolf of-Woodstock Selling unfolded Homes in the Catskill of NY y career andMountains I Connecticut that we go t set Holly apart from her peers and lead to her wild success. olume threatened client unbelievably special area n a new team Today THE we’re As tell from statement, Gail always and is catch my breath,wo and “Oneyou of thecan traits 19) that that doctorthat told me I have is a very 4) member.

UNTANGLING TURN OPEN HOUSES high emotional intelligence,” Holly explains. “I read people community is when you c know, I hearBIDDING now that WAR: teams Aare the but she doesINTO try toDESTINATIONS find some time to herself. “I like s BUYER’S very well - when they want you to shut up, when their ego to focus on giving back. W & SELLER’S PERSPECTIVES dinners on our property.

W is getting steppedshe on. Isays. can read people things and knowyou how tocan’t ve been doing that all along.

I don’t pleasures,” “The buy, like time navigate their fear, excitement, enthusiasm. And this business supporters of the land trus aving foresight - it happened simply friends and family.

I’m successful in and business, but there’s 22)clients, ARE DOING is about learning your andYOU learning your buyers, 6) ARE YOU A VALUE-ADDED she’s caught her br learning what’s holding them back from signing a contract.

BUSINESS AS YOU ONIt’s When d to delivering a premium experience ing that can fill me up more than spending time with my s AGENT? looks to the future of Th just a gift, and I’m in the industry where I can really use it.”

FACEBOOK?

And use it she does. Right now Holly’s business snapshot is 15) 4 EASY WAYS TO dizzying - she’s representing $60 million worth of inventory REDECORATE YOUR OFFICEin Tribeca, a $200 million sellout in Chelsea and a Midtown THAT WILL BOOST MORALEbuilding worth a staggering one point three billion dollars.

Yet she keeps it all down to earth. Walk into Holly’s offices

is to keep expanding to k “Brokers are like Hollyw money together with the ta the people who are raisin the vision as to how to continue to be the glue th

And Gail feels like she has family on the Carillo Team as “My people mean everything to me,” Gail says. “Th rather than marketing. “I don’t really loyal to me, and I’m very committed to them. I don’t “That’s because I actively concen& IMPRESS CLIENTS e client while remaining trustworthy a big turnover on my team, and I feel a lot of that c from treating people well. Character matters, and leade ngs people in through word of mouth. descends from character. Don’t be afraid to build peopl my resume or how many homes I’ve Phone 310-734-1440 | Fax 310-734-1440 ut is that they feel they can trust me make them better and stronger - they’ll feel more conn mag@topagentmagazine.com | www.topagentmagazine.com to you than ever.” future of their family in my hands.”

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent For out moreare about visitof thehollyparkerte Magazine is published by Feature Publications GA, Inc. Although precautions taken toHolly ensureParker, the accuracy published Gail proves thatexpressed caring for people both clients and co-wo s, she says, but inTopthe ofcannot all the materials, Agenthands Magazine be held responsible for opinions or facts supplied by its authors. call 212.352.5217 or email HPARKER@ellima To subscribe change address, send inquiry to mag@topagentmagazine.com. o-giving agents onorthe Carillo Team.

- lays the groundwork for becoming a Top Agent. “I do Published in the U.S.

one soldier when you can have an “If I’m working alone and carrying to have2your open house on Saturday, ything and make that work? I don’t

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a really big heart and it serves me well,” she says. “I am to align myself with a team of partners who are also d by compassion, and we put that heart intoMagazine our work. I Top Agent ® Realtor by trade, but I never forget to be a good human

mailto:mag@topagentmagazine.com

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike.

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Buyer’s Perspective: Emotions Running High?

Channel it.

When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a Top Agent Magazine

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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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 7

‘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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RICHARD VIZZINI The Wolf of Woodstock:

Selling Homes in the Catskill Mountains of NY

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RICHARD VIZZINI To label Richard Vizzini a “top agent” could possibly be an understatement. Christened with the affectionate nickname “The Wolf of Woodstock,” this eminently likeable force of nature in the real estate world has taken the upstate community of Woodstock, New York by storm. Richard’s vast marketing expertise – in concert with his intense work ethic and fierce negotiating abilities – has translated into his having helped a multitude of NYC residents buy and sell second homes in the Catskill Mountains.

Richard, who made a memorable appearance on Bravo’s Million Dollar Listing New York, officially began his journey in real estate in 2014. Prior to 10 Copyright Top Agent Magazine

that, he had an impressively successful career in the startup world and a personal history of property investment, both of which provided him with a vast reservoir of practical experience that he has applied directly to his real estate career. “I have experience with construction,” he says, “and sales and marketing, especially digital marketing, have always been my forte.” Upon being licensed, Richard spent a good amount of time analyzing the habits of other top agents and establishing a launch plan, as he would with any of his startups. He then hit the ground running and immediately achieved a level of success many veteran agents can only dream of.

“My first full-time year in the business, I was a top Top Agent Magazine

producer, and even out-sold my broker,� says Richard, who currently hangs his shingle with Coldwell Banker Village Green Realty, where he is ranked in the top 10% worldwide.

Richard, a life-long Woodstock weekender, made the bucolic and iconic town his permanent home in Top Agent Magazine

2009, and has quickly established dominance over the regional market with his cutting-edge marketing techniques, social media expertise, and vast national network of referring agents that stretches from the Big Apple down to Florida and coast to coast. That dominance is poised to grow in scope, as Richard has assembled an impressive team of top producing 11 Copyright Top Agent Magazine

agents to further solidify and broaden his already impressive brand.

When asked to account for his extraordinary success, Richard pauses for a thoughtful moment before replying with his easily recognizable and instantly endearing New York City accent. “I’m an Eagle Scout,” he says with a hint of a chuckle, “so I’m very disciplined. It takes discipline to succeed Copyright Top Agent Magazine 12

at anything in life. My nickname – The Wolf of Woodstock – comes from the fact that I’m an expert negotiator with an amazing work ethic who really looks out for the best interests of my clients. I work seven days a week.”

While any agent can trumpet self-praise, the most unbiased assessment of the top-notch customer service Richard provides can be found in his numerous Top Agent Magazine

online reviews, which are rife with superlatives.

“My reviews are so good, people think I wrote them myself,” he jokes. On Zillow.com – on which site he is a Premier Agent - he currently holds a perfect five-star overall rating, comprised of dozens of glowing testimonials, including this rave: “(Richard) goes above and beyond in every possible way and made it possible for me to buy a property when I thought it was hopeless. He knows so much about Top Agent Magazine

the Upstate NY market, knows EVERYONE, and has all the hookups. If you’re lucky enough to work with Rich I would thank your lucky stars and treasure his help and advice. He’s one in a million!”

Richard’s spare-no-expense approach to marketing his listings – primarily second homes in the Catskill Mountains for residents of the Big Apple – has been instrumental in his rise to industry promCopyright Top Agent Magazine 13

inence. “Upstate House Magazine is the premiere real estate magazine up here,” he says, “It’s a huge coffee table magazine, and in 2018 my properties were on three of the four covers that year. In 2019, my properties are going to be on all four covers. I spare no expense when marketing my properties and presenting them in their best light, as my listings are my signature.” Additionally, Richard’s robust utilization of social media has set the standard for marketing via online platforms. Gorgeous professional photography is employed exclusively, and he has been licensed by the FAA to operate a commercial drone for aerial footage that is featured prominently in his impressive marketing videos that can be viewed on his Instagram page.

When asked about his plans for the future of his business, Richard – whose website (www.TheWolf ofWoodstock.com) tagline reads: if I’m awake, I’ll answer the phone - responds with the same enthusiasm that has won over many a client. “With the team I have built,” he says, “we are definitely going to change real estate up here forever. We’ll increase our outreach, increase our availability, and we’ll be able to deliver a much higher level of service no single agent could ever provide.”

For more information about Richard Vizzini, please call 845-389-7879 or email RichVRealtor@gmail.com or visit TheWolfofWoodstock.com www.

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Top Agent Magazine

4 Easy Ways to Redecorate Your Office that Will Boost Morale & Impress Clients Your office is a battle-station of sorts. It’s where you field business, launch your communications, and make the magic of your enterprise happen on a daily basis. While you’ll certainly need to have all the functional elements of an office in order to get your work done—desk, chair, internet—have you really considered the physical environment you’ve cultivated in the process? Think of it this way: working all day in a windowless, poorly lit room Top Agent Magazine

wouldn’t exactly inspire productivity or morale, would it?

The fact is humans take all sorts of social, behavioral, and emotional cues from our environments.

And as a real estate professional, you likely already understand the power of the visual and the benefits of making a good impression. With all that in mind, how can you redecorate or retool your

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office space in a way that will boost your mood, productivity, and client relationships? For inspiration, here are a few tips to keep in mind as you consider the ambiance and environment in which you conduct business.

1. A little goes a long way Redecorating your office space doesn’t have to break the bank. Style and décor are often about tiny details adding up to make an overall impression. For instance, paint color, plant life, and lighting are all straightforward ways to rejuvenate a room without spending a fortune. Have dark, drab walls? Consider springing for a lighter, fresher color that will breathe new life into your space. Have bare window sills or empty corners?

Buying and potting a few low-maintenance plants like ferns or succulents can add freshness and pops of color to a sparse room. Rely on fluorescent lighting? Consider sprucing up your space with a few well-chosen floor and table lamps that add accents of taste while warming up the tone in your office. A few intuitively placed items can inspire renewed energy.

2. Reduce, Reuse, Recycle One way to make a big change in your office environment without spending a penny is to declutter and reorder. Let’s say you have rows upon rows of crowded, bulky filing cabinets. Try digitizing your records and cut the clutter, opening up square footage in the process. Maybe your desk has faced the same wall for years. Have you considered rearranging your existing furniture and décor? Just by reorganizing the flow of your workspace, you can give your office the cheapest face-lift possible.

You can also make work areas flow more intuitively, based on the processes and collaboration you’ve adapted to over time.

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3. Think like a client Imagine you’re walking into the office for the first time. As a client, what details would stick out? What red flags would come to mind? While you’re used to working in the same space every day, clients are coming into your office with no set expectations. With that in mind, complete a walkthrough of your office area to address eye sores, clutter, and whatever feels unprofessional or amateur. Half the battle of redecorating your space is finding opportunities and seeing things anew, instead of being content with the status quo.

4. Build out your brand Redecorating your space is about aesthetics, but it’s also about creating a unifying setting for your professional brand. If you’re catering to luxury clientele, it makes sense that your office space should appear elegant, high-end, and sophisticated.

If you’re selling second homes out in the country, perhaps a more rugged but well-curated ambiance would set the right tone for your services. Maybe you’re courting the Millennial market or touting your tech-forward approach to real estate. In that case, a modern, sleek, progressive layout would speak to your company’s values and culture.

Whatever the case may be, think of your office environment as an extension of your brand that communicates with clients, motivates your team, and sets the tone for your day-to-day operations.

Even if decorating isn’t exactly in your wheelhouse, there are plenty of simple and philosophical shifts you can make to your space that will maximize your presence and productivity. What’s more, real estate is a business built on relationships—so it doesn’t hurt to create an office where clients are comfortable and confident in the environment you’ve built.

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GAIL CARILLO Very early in her career Gail Carillo figured out the three traits that would make her successful.

“I care,” she says. “You can trust me. And I give good service.”

That service has been the cornerstone of everything Gail has built over the past twenty years serving Long Island with the Carillo Team. “I made a mental note to never lose sight of the things that matter,” Gail says. “Caring for people, giving great service and being honest - I kept my eye on these. As my career unfolded and I grew busier, whenever volume threatened client satisfaction, I brought on a new team member. Today we’re a team of 17. And you know, I hear now that teams are the way of the future, but I’ve been doing that all along. I don’t want to take credit for having foresight - it happened simply because I was committed to delivering a premium experience to the customer.”

team there to pitch in helps us meets the needs of our clients at the rapid pace in which society is moving.”

Gail isn’t just handing off clients to other people either - she’s intimately involved. “I am the only one to ever negotiate for my clients,” she says.

“Even if I’m in the Bahamas or dealing with a crisis, nobody in 20 years has negotiated my deals but me. I feel like when a seller hires me, they’re hiring me for that strength, and being there for them through that process is key.”

As you can tell from that statement, Gail is always working, but she does try to find some time to herself. “I like simple pleasures,” she says. “The things you can’t buy, like time with friends and family. I’m successful in business, but there’s nothing that can fill me up more than spending time with my sons.”

Gail focuses on servicing rather than marketing. “I don’t really advertise,” she explains. “That’s because I actively concentrate on the needs of the client while remaining trustworthy and compassionate. It brings people in through word of mouth.

People don’t care about my resume or how many homes I’ve sold. What they care about is that they feel they can trust me and that they can put the future of their family in my hands.”

And Gail feels like she has family on the Carillo Team as well.

“My people mean everything to me,” Gail says. “They’re loyal to me, and I’m very committed to them. I don’t have a big turnover on my team, and I feel a lot of that comes from treating people well. Character matters, and leadership descends from character. Don’t be afraid to build people and make them better and stronger - they’ll feel more connected to you than ever.”

And not just in her hands, she says, but in the hands of all the talented, experienced, go-giving agents on the Carillo Team.

“Why would you want one soldier when you can have an entire army?” asks Gail. “If I’m working alone and carrying 20 listings and you want to have your open house on Saturday, how could I juggle everything and make that work? I don’t expect you to have to wait for me to be ready. Having the

Gail proves that caring for people - both clients and co-workers - lays the groundwork for becoming a Top Agent. “I do have a really big heart and it serves me well,” she says. “I am sure to align myself with a team of partners who are also driven by compassion, and we put that heart into our work. I am a Realtor® by trade, but I never forget to be a good human being first. I truly love what I do and I am intensely devoted to it.”

To find out more about Gail Carillo & The Carillo Team, visit gailcarillo.com, call (631) 672-2343 or email gail.carillo@cbmoves.com www.

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Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules.

But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers.

There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends.

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The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge.

With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than

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midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed.

In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house.

Your client’s benefit is the buzz.

A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for lowkey social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor. But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact. Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing.

Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend? Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property 20

before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses!

Prospective buyers always want to know about the community when visiting open houses.

Consider inviting representatives of community

organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town. For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information.

Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.

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DANIEL COHEN Real Estate Salesperson Daniel Cohen - of The Corcoran Group in Brooklyn, New York – is a passionate, honest and dedicated real estate professional who consistently delivers results. With his impressive background in both the worlds of development and construction, Daniel brings to the table a wealth of industry knowledge that makes him a true asset to his clients. With a solid work ethic and a willingness to consistently go above and beyond the call of duty, Daniel’s reputation as a trusted broker has translated into a business that is based entirely on referrals, an impressive feat by any measure.

Daniel began his career more than a decade ago after relocating from a kibbutz in Northern Israel to the United States, working as a land and commercial acquisition specialist, and then as a project manager for development sites in Brooklyn and Queens.

“Then, when the market crashed in 2008,” he remembers, “I didn’t have a lot of work to do in that arena. I was introduced to someone who was constructing a very large building in Long Island City, and I transitioned into the construction field for a couple of years, and eventually moved on to working for another developer. At some point, I met a real estate salesperson who was selling one of that developer’s houses. There was a connection, and I decided to make the jump into real estate sales.”

Daniel currently focuses on residential sales (primarily in the up-and-coming neighborhoods of Bedford-Stuyvesant, Bushwick, Prospect Heights, Lefferts Gardens and Crown Heights), with a strong focus on townhouses and new development. Daniel’s past experience in development and construction give him a leg up on much of his competition, and he is frequently called upon for both building layout and design consultation.

When asked to account for the fact that his business is based one hundred percent on new referrals, Daniel points to the

empathetic approach he takes when working with clients. “I think it’s because I deliver great service, but also because I’m very attentive to the client and really try to understand where they’re coming from.

For me, I think of them first before I calculate my commission. I try to really figure out what their goals are, and then help to achieve them.” Many of those clients also cite his warm, personable nature as another factor in their continued patronage.

Daniel’s willingness to go above and beyond the call of duty is another element of his approach that has endeared him to those lucky enough to work with him. “You know,” says Daniel’s girlfriend Justine, also a Realtor at Corcoran, “watching Daniel work over the past years I can say, as someone who understands this business, that Daniel shows up for his clients in a way that a lot of other brokers don’t. It doesn’t matter what time it is, whether it’s seven in the morning or ten-thirty at night, he’s always available to them.”

When asked what he enjoys most about what he does for a living, his commission check again takes a backseat to the exceptional results he can provide for his clients. “Making the deal happen and satisfying my clients is the best feeling in the world for me,” he says, his sincerity obvious. “I live in the same area I sell in, so I see many of my sellers and buyers after the sale. Seeing them happy is incredibly rewarding.”

When he’s not working – which is rare – Daniel enjoys spending time with Justine at their second home in Upstate New York. “It’s a place where I can relax, but still work,” says Daniel.

Daniel’s plans for the future are fairly simple: to continue growing his business, while sacrificing none of the exceptional customer service that has become his stock-in-trade. “I really, really love what I do,” says Daniel.

For more information about Daniel Cohen, please call 862-823-2674, or email Daniel.Cohen@Corcoran.com Top Agent Magazine

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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HOLLY PARKER and you don’t find a starchy, corporate environment - you’re likely to see dogs roaming the hallways alongside agents.

Holly Parker can make a unique claim: she has been diagnosed as being perfect for real estate. Early in her real estate career, Holly’s parents were unsure about the direction their daughter had chosen, and so they sent her to some professionals. “They sent me to a doctor to study my strengths and my aptitudes,” Holly remembers. “Then they sent me to a professional counselor. At the end of it the professionals said, ‘Your parents are gonna kill us, but you’d be really good at this. Unfortunately for your parents, we think this is a great fit for you.’”

The past twenty years have proven those professionals correct, as Holly has risen to become a powerhouse in the high stakes, high value world of New York City real estate, representing some of the most expensive and exclusive addresses and clientele in the world.

Those professionals pinpointed some of the traits that would set Holly apart from her peers and lead to her wild success.

“One of the traits that that doctor told me I have is a very high emotional intelligence,” Holly explains. “I read people very well - when they want you to shut up, when their ego is getting stepped on. I can read people and know how to navigate their fear, excitement, enthusiasm. And this business is about learning your clients, and learning your buyers, and learning what’s holding them back from signing a contract. It’s just a gift, and I’m in the industry where I can really use it.”

And use it she does. Right now Holly’s business snapshot is dizzying - she’s representing $60 million worth of inventory in Tribeca, a $200 million sellout in Chelsea and a Midtown building worth a staggering one point three billion dollars.

Yet she keeps it all down to earth. Walk into Holly’s offices

“We have fun doing what we do,” Holly says.

“There has to be an element of energy and human connection and authenticity. There’s this amazing vibe in our office, and that’s the vibe we want all the way through the whole process - that we care about you as a person and that we want to help. We want to make moving, which is one of the top three stressful moments in life, easier on you.”

Holly understands stress. She’s an investor herself - she’s owned ten properties in New York City, and never had a loss on them - and for the past five years she’s added motherhood to her list of responsibilities, with the added layer that she has twins. So getting away from it all is vital for her peace of mind. “I have a farm in Connecticut that we go to on weekends,” she says. “It’s an unbelievably special area of the world. I get to go up there and catch my breath, and one of my favorite things about that community is when you can catch your breath, it allows you to focus on giving back. We’ve been holding different charity dinners on our property. We support the library. We’re strong supporters of the land trust there.”

When she’s caught her breath and returned to the city, Holly looks to the future of The Holly Parker Team. “My vision is to keep expanding to keep doing development,” she says.

“Brokers are like Hollywood producers - we put people with money together with the talent. I’m excited to keep connecting the people who are raising money with the people who have the vision as to how to make the city grow. I’m going to continue to be the glue that holds all of that together.”

For out more about Holly Parker, visit thehollyparkerteam.elliman.com, call 212.352.5217 or email HPARKER@elliman.com http://

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