NEW YORK 4-17-23

NEW YORK EDITION

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HABITS OF HIGHLY PRODUCTIVE AGENTS

GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

WHY MILLENNIALS ARE NOW THE HOTTEST SEGMENT OF THE BUYERS MARKET

WHY EMPLOYEE APPRECIATION MATTERS & CAN BOOST YOUR BOTTOM LINE COVER STORY

SHAWNALEI TAMAYOSE

NEW YORK EDITION

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SHAWNALEI TAMAYOSE

CONTENTS 4) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

16) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS

APPRECIATION MATTERS & CAN BOOST YOUR BOTTOM LINE

SEGMENT OF THE BUYERS MARKET

SHAWNALEI 20) WHY MILLENNIALS TAMAYOSE 14) WHY EMPLOYEE ARE NOW THE HOTTEST

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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SHAWNALEI TAMAYOSE

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Top Agent Shawnalei Tamayose is a trusted guide through the world of New York City luxury and ultra-luxury real estate.

With a comprehensive knowledge of her market as well as a die-hard work ethic and dedication to serving her clients’ needs, Shawnalei Tamayose is a trusted guide through the world of New York City luxury and ultra-luxury real estate. Having come to New York City over 12 years ago, Shawnalei recalls, “I’ve been selling since I was 7 years old, and I was determined to make my mark in the most competitive city in the world.

When I moved to New York from Kauai, Hawaii I didn’t know anybody, and I built my business from the ground up.”

Shawnalei is an Associate Broker/Partner at the residential real estate brokerage APT212, which 8Copyright Top Agent Magazine

deals in rentals, sales, and new developments in both condos and rentals. Shawnalei’s business primarily comes from repeat and referral clients, a testament to the strong relationships she has built and to the hard work she has put in. “In the luxury and ultra-luxury end of the business, it’s made up of a very exclusive network of people who only refer to those they know well, trust and are certain of the high level of service that they will provide. Their referral is a reflection of them, so they need a guarantee of knowing that you’ll pour your heart and soul into making it happen and you only get that level of certainty and confidence based on experience,” Shawnalei explains.

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Nourishing those relationships takes time and attention. “These are personal relationships that I’ve fostered for years,” Shawnalei says. “I spend a lot of my time taking my clients out to dinners, events and meeting new people. My clients have very busy schedules, so I look for experiences that will be memorable or different.” Shawnalei emphasizes quality over quantity in her business.

“I’m not heavy on volume, I focus on high price points,” she says. “I only take on a handful of

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clients at a time. I focus my time so that I can keep the quality of my business and my service extremely high. I’m always available via call/ text or email at all times and I treat my clients like my family.”

When it comes to marketing her listings, Shawnalei says, “My differentiating factor is that I’m very strong on social media. I have a strong presence on social media platforms, and I’ve been focusing

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Shawnalei is currently nominated for “The Most Influential Broker of the Year” by RED (Real Estate Development) and was previously awarded “Emerging Broker of the Year” in 2022 by RED. on that a lot more lately as it is the smartest and most efficient marketing strategy for my listings.

That’s where the majority of people are gaining views and attention, and it’s where a listing can receive the most attention possible. I work with other social media influencers to get the word out about what makes each listing different, as well as giving a behind-the-scenes perspective of everything that it takes to make the magic happen. My purpose is to entertain people and capture their attention, which builds excitement about a listing coming to market.” That is how she created a lot of buzz and conversation around her listing at 75 Bedford Street. A $12,150,000 rare and special, ultra modern townhouse she recently listed in one of the most desirable blocks of the West Village.

Shawnalei takes a creative, hands on approach to Copyright Top Agent Magazine 10

all of her listings from having a particular vision for staging and videography and always thinking out of the box. She attributes amazing team work as she only partners with the best staging company and videography to achieve results that outpace the market. A natural creative at heart, this shines through in all aspects of her listings. Shawnalei is currently nominated for “The Most Influential Broker of the Year” by RED (Real Estate Development) and was previously awarded “Emerging Broker of the Year” in 2022 by RED. She is a 3x Undefeated Polynesian Dance Champion and a previous Miss Kauai and Miss Leahi at the Miss Hawaii and Miss America Scholarship Organization.

Giving back to her community has always been very important to Shawnalei. She’s been volunteering Top Agent Magazine

since she was a teenager and she currently volunteers with AREAA, the Asian Real Estate Association of America and New York Cares helping people with disabilities strengthen their interview skills. She also supports the No Kid Hungry foundation, Charity Water and St. Patrick’s Cathedral.

Looking toward the future, Shawnalei says, “I’m focused on continuing to grow my business presence exponentially through television and social media platforms. My goal is to make sure that not only do I deliver the best results but that I continue to provide a very high level of service, creativity and exposure for my clients listingsalways going above and beyond for them. That is Selling the Hawaiian Way.” Outside of real estate, Shawnalei is very passionate about acting and has studied at Stella Adler Studio of acting. She is also currently working on a book.

“I have a unique story,” she says. “My mom had me when she was 16 and my dad was 19- they’re still married, and she is hands down the biggest influence and cheerleader in my life. She exposed me to so much when I was younger. She put me in

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many uncomfortable situations that have molded me into the resilient, go-getter that I am today.

She always wanted me to be the best and do the best that I could. 100% was never enough- 110% was expected everytime. She always said “If you are going to do something, you need to be the best you can be even in practice, so that when it comes time to perform, you’ll do even better. Everything requires sacrifice but how much do you want it?”

She instilled an extremely high level of standards in me, as well as the fundamental principles of work ethic, tenacity, and never giving up no matter how difficult it may be. I always have my moms voice in my mind reminding me of my mental strength, and to keep powering forward regardless of any fears or hesitations and to just focus and get it done.” I am very blessed to have been raised by such an incredible woman.

Shawnalei aims to inspire young women and all women from diverse backgrounds and economical situations to be unapologetically strong, confident and financially independent. Showing them that no matter where you come from, with tenacity, perseverance and unwavering determination, you can achieve anything!

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To find out more about Shawnalei Tamayose, reach her at shawna@apt212.com or find her online at apt212.com/team/shawna.

Connect with her on instagram @shawnalei808 Her youtube channel @shawnalei or on linkedin Shawnalei Tamayose https://

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Why Employee Appreciation Matters & Can Boost Your Bottom Line Attracting and retaining talent creates a positive working environment for your business, but it’s also good for your bottom line. When team members come and go constantly, your office becomes a revolving door, with no steady workforce, abiding company culture, or continuity for your clients. What’s more, breaking from your duties to post ads, interview applicants, and train new hires takes up valuable time—and time is money. Instead, creating a working environment with built-in 14

perks and morale boosters makes everyone happy, including you as a leader. You’ll have fewer fires to put out or squabbles to referee if your employees are motivated, feel appreciated, and inclined to work together for the business’s greater good.

In that vein, let’s consider the concrete benefits of employee appreciation and how to apply these principles to your business in meaningful ways.

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What is employee appreciation and how do you enact it?

Whether built-in through perks and benefits or by hosting regular events, employee appreciation is about making your team feel valued and part of a whole. No one wants to feel replaceable or voiceless, so it comes down to this basic truth: employees who feel heard and appreciated invest more in their work and your business. Likewise, no one wants to hop jobs every six months.

Employees desire reliability and consistency in their work options, but they’ll be forced to move on to greener pastures if they don’t feel like their talents and contributions are recognized, or if there isn’t enough value to match their output.

By displaying gratitude through employee appreciation, you’re sending the message that your employees’ efforts are respected and considered integral to your operation’s success. Employee appreciation also sets the right tone for professional relationships in your office to flourish, which makes for better workflow and communication on an interpersonal level. Motivation and morale are closely tied to employee appreciation, so there is a clear symbiotic benefit to investing in your employees’ happiness in order to breed a happier, more productive work environment.

How do you make employee appreciation an active part of your business model? To start, keep it simple. Treat your employees to a bagel spread on a Monday morning to boost morale ahead of the workweek. Or, consider Top Agent Magazine

an employee happy hour on a Friday, or a group lunch mid-week. Well-timed moments of generosity can lift spirits and signal your intuitiveness as a leader, while creating fuel for upcoming projects and deadlines.

If you want to take it to the next level, consider in-office perks from which your employees can derive value or morale. For instance, some offices allow employees to bring in their docile pets. Other offices keep the communal kitchen stocked with sparkling water, fresh fruit, and quality coffee to keep team members satiated. Maybe your office would benefit from a modern décor update, which might make for a more compelling, progressive workspace for your employees to enjoy. Whatever route you take, cultivating a positive office environment can extend employee appreciation on a daily, hands-on basis.

Perks and benefits are another way to build-in employee appreciation and demonstrate your investment in your team. Bike-to-work benefits, subsidies for public transportation or gym membership costs, or even supplying your team with their own smartphone—all demonstrate a company culture that’s focused on fueling your team’s morale and productivity.

While some of these steps may seem like a costly investment, the returns are unequivocal when it comes to lasting employee retention.

Turnover is a blight on your bottom line, so taking a proactive approach to employee appreciation can inspire a dynamic team, lead to a more positive work environment, and boost your financials for the long term.

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 16

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do

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4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova-

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tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out

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of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives?

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A number of factors contribute to what has recently made Millennials the hottest segment of the Buyers market. One factor is the improved job outlook for Millennials. Millennials took a serious blow during the recession.

Unemployment in this group soared to 14 percent, compared to the 9.6 percent for the population as a whole. But, in recent years that number has been decreasing, with unemployment for Millennials being 9.3 percent this past year.

Rising rents are also contributing to making Millennials more interested in purchasing homes now. Rents have risen so much that buying a home now just makes more sense. Half of all renters spend more than 30 percent of their income on housing. Millennials are becoming increasingly stressed over the constantly increasing financial obligation to something that isn’t even theirs to own.

The near-historic low mortgage rates are luring Millennials towards purchasing a home with their promise of affordability. When compared with the skyrocketing rental rates, buying a house looks even more enticing.

Another factor helping Millennials get over the hump of purchasing a house is the lower down payment requirements. Fannie Mae and Freddie Mac are now offering new loan programs that require as little as a 3 percent down payment. This may just be the last push the Millennials needed to turn toward buying a home rather than rent.

So, now that we’ve established that Millennials are finally joining the Buyers market, the next thing that it is important to understand is what exactly Millennials are looking for in a home. What kind of floorplans do they prefer? What locations are they interested in? Here are some of the essentials that Millennials are looking for in a home: • Updated Kitchens and Baths: Almost everyone wants to buy a

home with new kitchen and bath fixtures, but this is especially true for Millennials Buyers. Millennials are going to spend most of their savings on the down payment and furnishings, leaving little room to update the Kitchen and Bath, which are also the most expensive parts of a home to

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update. Millennials who are on a budget simply won’t have the money to sink into those areas. An updated Kitchen and Bath is sure to bring in a younger crowd.

• Big Kitchen with Open Floor Plan: For Millennials, the kitchen has

become the room where they hangout in addition to the family room. This is why having an open space that can transition easily from the kitchen to the TV room is high on the list of things Millennials are looking for in a home. Along a similar vein, Millennials are attracted to an open floor plan rather than one that compartmentalizes the home. This has to do with how Millennials entertain. Millennials want their guests to flow through the rooms and mingle together, rather than be sectioned off in different rooms.

• Home Office: More than 13 million Americans now work from home,

and if you look at the trend, that number is only going to increase as the time goes on. With technology steadily increasing, more Millennials than ever have the flexibility to work from home. But, the home office isn’t just for someone working from home full time. Having a separate space dedicated to work helps people concentrate and focus on work while they are at home. They can separate themselves from the activities going on around the house and have a quiet space where they can set up their workday, plan a presentation, hold a meeting on Skype, or even pay bills.

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• Less Maintenance: Many Millennials work different schedules that

don’t conform to the 9 to 5 workday, as well as full social calendars. This doesn’t leave them much time to clean a big house. Lawn services and low-maintenance front yards are particularly appealing, as they take less responsibility to still keep the curb appeal high.

• Energy-Efficient Appliances: Millennials have been educated on

keeping the Earth clean from the time they were born. They want to do their part to help the environment and appreciate the long-term cost savings that come with it. Energy-efficient appliances and greener ways to heat and cool the home might end up being the tipping point that makes them choose one house over another.

• Hardwood Floors: Millennials don’t have the time or patience to clean

dirty carpets, especially those that own pets. Hardwood and laminate flooring is easy to mop up if there’s been a mess. The more time they can conserve, the better.

• Good Location: Millennial buyers are looking for homes that are in

proximity to public transportation and have a good walking score. Young Millennial buyers without children are more likely to want a location closer to the action of the city, while Millennials with children would prefer more residential areas.

• Technology: Technology rules the Millennial’s life. They do work on

their computers through an Internet connection and solely use cellphones for communication. They are going to ask about how strong the cell service is and about the Internet service provider. While these amenities are out of the seller’s hands, Millennials are still going to ask these questions, and you will need to know how to answer them.

Knowing what Millennials are looking for in a home will ultimately help you make the necessary changes that will attract these buyers to your home.

Since they are the a serious segment of the market now, updating your home to fit their needs will lead to more buyers and better offers. So, get with the times and embrace the Millennial buyer.

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