NEW YORK 6-1-20

NEW YORK EDITION

TOP AGENT TIPS AND QUESTIONS FOR

CHOOSING YOUR LISTING AGENT

UNTANGLING THE BIDDING WAR: A Buyer’s & Seller’s Perspectives

5 Ways to

TRANSFORM RENTERS INTO OWNERS

FEATURED AGENTS

GREG BERARDI ALEJANDRA FERMIN STELLA SHALAMOVA LAURIE WEBBER COVER STORY

GAIL RACHLIN

NEW YORK EDITION

GREG BERARDI

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25 ALEJANDRA FERMIN

SOLD! $4.5M

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Alejandra Fermin first discovlong after the t ered the real estate industry becomes close through her sister, a fellow agent.

In 2003, at her sibling’s recomBut Alejandra a mendation, Alejandra decided tion with her fe to earn her license and dabble she says. “I real the business.

Sure enough, educate my age GAIL RACHLIN GREG BERARDI ALEJANDRA FERMIN inSTELLA SHALAMOVA LAURIE WEBBER real estate proved itself to be a perfect “Six months into my Outside of her c In 2016, Greg Berardi was recognized as Ulster County’s Top MLSfit.

Real Estate Broker out of 600+ agents. work,” In 2019 Greg personally closed over 76 MLS and Alejandra says, “I realized that I really enjoyed her community.

Non-MLS transactions with gross real estate sales exceeding $32 million. what I was doing and chose to go full time.” She hasn’t Housing Servic looked back. that assists lowGreg Berardi, associate broker of Win Morrison the name and the legacy.” Greg says “I feel because Realty, is recognized as one of the major leaders he’s been so good to me, I want to do the right thing she’s not worki CONTENTS in the real estate industry covering Ulster, Greene, by him.”

Today, home cooking Columbia, Orange, and Dutchess Counties in theAlejandra is a Realtor for Empire Fine Homes, Mid-Hudson Valley of New York. His career began In 2017 & 2018, Greg closed over $50+ million in where she supervises a growing team to assist clients time to attend 23 years ago when he decided to drop out of college. both residential and commercial MLS and Non4) 5 WAYS TO TRANSFORM 18) TOP AGENT TIPS AND “At the time, I decided I would pursue a career in real MLS sales.

He continually earns awards year after throughout Queens and Brooklyn. By harnessing her by her clients, estate but people kept telling me I was too young,” he year for being the top or one of the top producers RENTERS INTO OWNERS QUESTIONS FORshe seventeen of expert experience, has built an and see what th Ulster County.

In 2016 Greg was recognized asCHOOSING notes. He was 20 years old at the time. “Then one day in years I met a man in a bar/restaurant who told me I was just Ulster County’s Top MLS Real Estate Broker out of excellent reputation inGreg thepersonally area, closed with the majority of agents. In 2019 over the right age and to come see him the following day 600+ YOUR LISTING AGENT 76 MLS and Non-MLS transactions with gross real in his office. That gentleman was Win Morrison and her volume coming from either repeat clients or referLooking ahead I’ve been with him ever since.” estate sales exceeding $32 million.

13) UNTANGLING THE rals. “Trust is key,” Alejandra says. “My clients know growth of her bu Greg now oversees the agency and plans to take over Greg hasn’t had to rely on the phone for leads in years can22) trust me—no matter what.

They know she will be main YOUR SECRET his business comes to him in the form of the businessA when Win retires. “I couldthat go off they and because BIDDING WAR: BUYER’S start my own agency, but Win wants me to continue repeat and referral clientele. “I think what sets me I’m there forPRESENTATION them.” has won her so WEAPON & SELLER’S PERSPECTIVES me, real estate Copyright Top Agent Magazine When marketing a listing, Alejandra takes an inclu“I love getting sive approach.

By leaning on her elite marketing team, them when they 26) 5 THINGS YOU CAN which includes her husband, she can ensure that a DO TO ACHIEVE YOUR home stands out above the rest. On top of professional photography,BIGGEST virtual tours GOALS and comprehensive social media campaigns, Alejandra also supports her sellers with her status as a Zillow Premier Agent. Above all, she makes it a point throughout the process to always be available for her clients. “I’m a phone call away Phone 310-734-1440 | Fax 310-734-1440 at all times,” she says. “When servicing my clients, I mag@topagentmagazine.com | want www.topagentmagazine.com them to know they can reach me for any quesorwhatsoever support.”without prior consent of the publisher. Top Agent No portion of this issue may be reproduced in any tions manner Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

Elsewhere, Alejandra maintains her passion for the To subscribe or change address, send inquiry to mag@topagentmagazine.com. human side of real estate. Most importantly, she cherPublished in the U.S.

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ishes the chance to work with first time home buyers.

“I’m helping my clients achieve the American dream,” she says. “Closing with first time buyers is Top the Agent best Magazine feeling in the world. You get to see the happiness and excitement on their faces.” The joy of her work extends

Fo em vis or

mailto:mag@topagentmagazine.com

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 4

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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Top Agent Magazine

GAIL RACHLIN

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GAIL RACHLIN Top Agent Gail Rachlin works with Keller Williams Realty Hudson Valley United in Middletown, serving the area of Orange County, New York.

Gail Rachlin was the owner of a successful public relations company in Manhattan, New York City, and living out the corporate American dream, when her friend made a casual remark about how she should try her hand at 8Copyright Top Agent Magazine

real estate. Two decades later, and now Gail is a seasoned pro in the game of real estate, serving the area of Orange County, New York and working with Keller Williams Realty Hudson Valley United in Middletown, NY. Top Agent Magazine

Even after running around with clients for decades, Gail is not running out of steam and bringing in impressive numbers time after time. Just in the last year alone she conducted 74 transactions. This number that could make any full-time agent’s Top Agent Magazine

head spin, but for Gail it’s just business as usual.

So how does an agent working mostly solo under that much pressure remain cool and collected? Besides her years of Copyright Top Agent Magazine9

Gail is a worldwide spokesperson for Falun Dafa, a meditation practice with a philosophy based on truthfulness, compassion, and tolerance, three pillars which Gail also applies to her own business and the reason for why you will never find her overpricing a listing.

experience, this real estate guru credits her success to something pretty unusual.

“My success comes from meditating everyday,” she says. In fact, while some agents might choose to move to an area based on the market, Gail came to Orange County for meditation. She is a worldwide spokesperson for Falun Dafa, a meditation practice with a philosophy based on truthfulness, compassion, and tolerance, three pillars which Gail also applies to her own business and the reason for why you will never find her overpricing a listing.

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“I don’t believe in overpricing. I know agents who will take on a listing and a year later that same listing is still on the market. Meanwhile just recently I picked up two and sold them within a week.”

Hundreds of millions around the world are practicing Falun Dafa, including many of her clients.

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Aside from being a formidable real estate agent and an experienced meditator, Gail’s passion is for being of service. She has volunteered for Shen Yun Performing Arts, a nonprofit organization with a mission of reviving traditional culture, and has helped with their shows at Lincoln Center and in the Top Agent Magazine

greater New York area. She also loves to involve her clients in the world of arts, and often invites them to performances that she had a part in organizing.

Gail’s ethical approach to her job is certainly a breath of fresh air in the competitive world of real estate. She asserts Copyright Top Agent Magazine 11

that being honest an open with people, and making them come first, has been a proven recipe for her fruitful career. And speaking of her clients and why they keep coming back to her she says, “I’m there for them. I make them a priority.”

Gail ensures that she takes on listings that she believes are fairly priced, so that both her sellers and her buyers are happy with the deal. She has no plans of slowing down and continues to grow her business.

To learn more about Gail Rachlin email gail.rachlin@gmail.com, visit alwayshomewithgail.com, or call (917) 757–9780 www.

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Top Agent Magazine

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 14

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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mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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GREG BERARDI SOLD! $4.5M

In 2016, Greg Berardi was recognized as Ulster County’s Top MLS Real Estate Broker out of 600+ agents. In 2019 Greg personally closed over 76 MLS and Non-MLS transactions with gross real estate sales exceeding $32 million.

Greg Berardi, associate broker of Win Morrison Realty, is recognized as one of the major leaders in the real estate industry covering Ulster, Greene, Columbia, Orange, and Dutchess Counties in the Mid-Hudson Valley of New York. His career began 23 years ago when he decided to drop out of college.

“At the time, I decided I would pursue a career in real estate but people kept telling me I was too young,” he notes. He was 20 years old at the time. “Then one day I met a man in a bar/restaurant who told me I was just the right age and to come see him the following day in his office. That gentleman was Win Morrison and I’ve been with him ever since.”

the name and the legacy.” Greg says “I feel because he’s been so good to me, I want to do the right thing by him.”

Greg now oversees the agency and plans to take over the business when Win retires. “I could go off and start my own agency, but Win wants me to continue

Greg hasn’t had to rely on the phone for leads in years because his business comes to him in the form of repeat and referral clientele. “I think what sets me

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In 2017 & 2018, Greg closed over $50+ million in both residential and commercial MLS and NonMLS sales. He continually earns awards year after year for being the top or one of the top producers in Ulster County. In 2016 Greg was recognized as Ulster County’s Top MLS Real Estate Broker out of 600+ agents. In 2019 Greg personally closed over 76 MLS and Non-MLS transactions with gross real estate sales exceeding $32 million.

Copyright Top Agent Magazine

apart from other brokers is the fact that I really care about my clients and put their needs above my own,” he says. “I’m also honest with them to a fault. Sometimes what I tell them will end up costing me money, but I want them to make the best decisions for them” Greg is one of the few brokers who specialize in both residential and commercial transactions and is known to be an expert and authority in both. He lists and sells all ranges of low to high-end residential properties along with complex commercial buildings that require detailed mathematical evaluations. He has a dedicated team that helps him make sure all properties get the attention and marketing that they need to assure the quickest closing time at the highest price.

An expert in marketing, Greg is a member of every MLS from Albany to New York City.

“All of my properties get the full package, from professional photography to drone footage and virtual tours. “Because each home is unique, we spend a great deal of time creating specialized campaigns,” he says.

Locally born, raised, and educated in real estate and business administration, Greg continues to support his community through his work and personal investment projects, sometimes partnering with other local influencers.

His expertise goes beyond commercial and residential sales. He handles many aspects of all the business, including property management, fix and flips, land subdivisions, new/ rehab construction, financial investment strategy, expediting approvals with municipalities and planning & execution of development projects.

Ultimately, Greg would like to grow and expand. “I don’t want to be the biggest brokerage in the business; I want to be the best brokerage in the business,” he asserts. “It’s always about quality over quantity!”

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To learn more about Greg Berardi, call (845) 389-7895, email gregberardiwmr@gmail.com, or visit winmorrisonrealty.com/agents/greg-berardi https://

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 18

Top Agent Magazine

Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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Top Agent Magazine

ALEJANDRA FERMIN Alejandra Fermin first discovered the real estate industry through her sister, a fellow agent.

In 2003, at her sibling’s recommendation, Alejandra decided to earn her license and dabble in the business. Sure enough, real estate proved itself to be a perfect fit. “Six months into my work,” Alejandra says, “I realized that I really enjoyed what I was doing and chose to go full time.” She hasn’t looked back.

Today, Alejandra is a Realtor for Empire Fine Homes, where she supervises a growing team to assist clients throughout Queens and Brooklyn. By harnessing her seventeen years of expert experience, she has built an excellent reputation in the area, with the majority of her volume coming from either repeat clients or referrals. “Trust is key,” Alejandra says. “My clients know that they can trust me—no matter what. They know I’m there for them.”

When marketing a listing, Alejandra takes an inclusive approach. By leaning on her elite marketing team, which includes her husband, she can ensure that a home stands out above the rest. On top of professional photography, virtual tours and comprehensive social media campaigns, Alejandra also supports her sellers with her status as a Zillow Premier Agent. Above all, she makes it a point throughout the process to always be available for her clients. “I’m a phone call away at all times,” she says. “When servicing my clients, I want them to know they can reach me for any questions or support.”

Elsewhere, Alejandra maintains her passion for the human side of real estate. Most importantly, she cherishes the chance to work with first time home buyers.

“I’m helping my clients achieve the American dream,” she says. “Closing with first time buyers is the best feeling in the world. You get to see the happiness and excitement on their faces.” The joy of her work extends Top Agent Magazine

long after the transactions are complete, as Alejandra becomes close friends with her clients in the process.

But Alejandra also takes great pride in the collaboration with her fellow agents. “I see myself as a teacher,” she says. “I really cherish the opportunity to coach and educate my agents on the nuances of the business.”

Outside of her career, Alejandra strives to give back to her community. Currently, she serves the Neighborhood Housing Services of Queens, a non-profit organization that assists low-income homeowners in the area. When she’s not working, Alejandra enjoys spending time at home cooking or practicing yoga. She also sets aside time to attend birthday parties and barbeques thrown by her clients, where she is always happy to check in and see what they have done with their new homes.

Looking ahead to the future, Alejandra envisions the growth of her business and team. In the process, though, she will be maintaining the collaborative approach that has won her so much success in the first place. “For me, real estate is a personal business,” Alejandra says.

“I love getting to know my clients and being there for them when they need me.”

For more about Alejandra Fermin email alejandrafermin@gmail.com, visit empirefinehomes.com or call (718) 841-7309 Copyright Top Agent Magazine 21

Your Secret Presentation Weapon

by Rich Levin

You are at a listing presentation, and Agent: “Do you know the number you know the seller is interviewing one complaint owners, like you, have other agents. Would you like to about their present REALTOR®? distinguish yourself as the best?

Here’s how.

“The agent doesn’t communicate or loses touch. It’s one of the simplest This is on an age-old and proven things and one of the most sales concept that is taught in high- important. I know some of the best level sales training in every major agents in town who sell a lot of corporation. In real estate, it is a homes and have the best intentions, subtlety that most agents simply but they just don’t follow up like don’t build into their skill set. Those they should, and you fall through who learn and use this skill stand out the cracks. and win against the competition.

“I set aside an hour each day just for Have you ever lost a listing and staying in touch with my clients.” could not figure out why? The seller says that they had more confidence “You don’t want to be in the dark, in another agent. This skill is the uncertain and uncomfortable. I reason they will choose you. They want you confident that we are both may not recognize why; they just doing everything we can to get your have more confidence in you. property sold for the most money in the shortest time. “I like to make Sample Seller Script these calls between eleven and Here’s an example. After, I’ll break noon on Thursday mornings. What it down for you so that you can is the best number to reach you at apply it for yourself. that time?”

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Robbins was a twinkle in his AABC: The Breakdown There are four steps to this mother’s eye. Most agents miss the presentation skill. They are subtle mark on this in today’s competitive and easy to learn. You must practice real estate market. To hit a bull’s to be natural with this skill, which I eye, use AABC as your secret weapon. You will begin to notice call AABC. sellers and buyers having more • Step one is the Action you take. In confidence in you, relaxing with the example above, it’s communicating you, and trusting your judgment. regularly.

Sample Buyer Script • Step two is the Advantage you “Would you like to have the bring that differentiates you. In the advantage of seeing the newest example above, it is setting aside an properties on the market, every day?” hour each day.

A – The Action: “Every day—often • Step three is the Benefit to them. twice a day—I will search for propIn the example above, it is making erties that are new to the market.” them certain, comfortable and A – The Advantage: “In our area confident. there are nearly three thousand real • Step four is the Close, which is estate agents. Every day, some of asking for a decision. In the them are placing new property on example above, it is asking for the the market. Within hours, often less, specific number to be reached on a I make sure that you are aware of any and every property that even specific day and time. remotely matches your desires.”

AABC B – The Benefit: “You’ll have the Action: What you do. best opportunity to find the property Advantage: Your distinction. that has the most of what you want Benefit: What’s in it for them? before you are in competition for it, Close: Asking for a decision. and you often get it at the best price.

This has been taught by Fortune 500 Each year, many of the homes I sell Companies decades before Anthony are those fresh listings that have Top Agent Magazine

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only been viewed by my buyers.

It’s fun for me. It’s the best way to give you the competitive edge.”

C – Close: “Do you want me to contact you each day as soon as we become aware of any property in which you may be interested? If I call during the workday with an excellent choice—something that looks perfect—would you be able to come fairly quickly to see it?”

You will find AABC is your secret weapon. While other agents present their same old way, the buyers and sellers to whom you present see, hear, and feel something different, something more. They will more easily sign exclusive contracts with less commission challenges. They will trust you and make your job with them easier, because they strongly believe in your efforts on their behalf.

A Few Subtleties I like to start with a question. Do you know? Have you heard? Would you like?

The Action can be very simple. It is your Advantage—the way you do it differently—that makes the distinction.

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The Benefit is always more money, the best time frame, and/or more ease and convenience. That is WIIFT: What’s In It for Them.

The Close is critical. In addition to confirming their agreement, it makes them an active participant in the process.

In my work, I occasionally accompany Agents on listing presentations—Agents who take over a hundred listings a year. Once they begin to apply AABC, they immediately express that they feel, hear, and see the difference in the way their clients responded to them.

This is an advanced skill that raises your effectiveness and enhances your relationships and your results.

It requires preparation and practice.

It is a secret weapon that can shift your work and your career into the next gear.

Rich Levin is one of the most successful Real Estate coaches in the nation by virtue of the measurable results of his clients and creator of the Real Estate Hierarchy of Success, a working model for understanding and planning your business.

Copyright©, Rich Levin. All rights reserved.

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STELLA SHALAMOVA Stella Shalamova started her work as a real estate agent in 2006. Prior to that, she managed a dental office, but juggling work and small kids was becoming increasingly difficult, and she craved a career with a more flexible schedule that would allow her to spend more time with her family.

That’s when a great opportunity kicked in and she began exploring possibilities in real estate. As someone who’s always been passionate about meeting new people, the housing industry, interior fixtures and especially luxury homes, it was the perfect career choice for Stella. She currently works with an outstanding team of agents and serves the area of Queens, New York, specializing in home buy and sell—be it luxury or multi-residential properties.

With over 15 years of experience in real estate, Stella achieves yearly prestigious awards showing her dedication, leadership, and hard work. She’s been awarded the Top Listing Agent Award, Top Producing Agent Award, Regional Leader Gold Award to list just a few. She’s also earned designations to thoroughly service the needs of her buyers and sellers, such as becoming a Certified Buyer Representative (CBR), Certified Negotiation Expert (CNE), Luxury Home Specialist, and Seller Representative Specialist (SRS).

As a real estate agent who focuses on the needs of her clients first and foremost, it’s no surprise that Stella has an impressive number of repeat and referral businesses. “No matter what, I want to make sure that my clients are happy. And it’s not about the money, it’s about the passion to help families, and especially young couples. When I came to America I was living in an apartment, and when I got married we also lived in an apartment. Having a beautiful home was always a big dream of mine, and now that I have one it gives me great joy to be able to help other people get theirs as well.” This caring family approach to her clients is also why she enjoys staying in touch with them even after the transaction is over. She calls to check in on past clients and sends out cards for the holidays.

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Stella ensures all her listings are heavily marketed through her website as well as social media and newspapers. And her strategy has definitely paid off with an average listing price of $1M to $4M. But it’s the personal connection with her clients that is the most motivating aspect of the job for her. “I like working with people, and they like working with me. They enjoy my personality and the fact that I’m always trying to find them exactly what they need. And it feels good to guide and educate them about the process so that they’re not surprised at any step of the way.”

Outside of work Stella is involved in her local synagogue, through which she’s able to help out the less fortunate by participating in different community initiatives. And though on her busy schedule she always finds the time to spend quality time with her very supportive husband, amazing kids, and her adorable grandkids. She’s also fond of traveling and reading.

When it comes to future plans, Stella would like to continue to grow her business further, but she’s also interested in ensuring everyone on her team is happy with their direction as well. “I’m very goal oriented, and I want to focus on helping my team achieve their goals and their dreams. I want us to have the same priorities so that we can all concentrate on accomplishing them together.”

For updates and inquiries of the Real Estate Market of Queens email stella.topseller@gmail or call 516 807 7894 Copyright Top Agent Magazine 25

5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success.

Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks.

But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately.

1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming.

2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those 26

little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud!

3. PUT A PLAN OF ACTION IN WRITING Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits.

4. MAKE IT MEASURABLE This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know.

Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone.

5. ADJUST AS YOU GO You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it.

Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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LAURIE WEBBER “Dynamic, hard-working, and a market leader with over 29 years of dedicated service,” is how Laurie Webber describes her career in real estate. “I have real estate in my blood,” she says. Growing up the daughter of a single, widowed mother she witnessed her mother’s success with real estate and the flexibility it afforded her to make time for her family. When it came time to choose a career path for herself, real estate was a natural choice. “Really, my mom inspired me,” she says. “She was very successful, so I thought I would follow in her footsteps.”

She started in a small office “in a different world,” before the conveniences of the MLS and GPS. Instead, she navigated physical books of listings and practiced driving to the homes so she wouldn’t get lost. Her favorite days were Wednesdays, she remembers, when she and her colleagues would preview the new listings and attend broker’s lunches. “It was so much fun,” she says. “I never felt like real estate was work, and the great thing was that you could manage your day around your children.” When she worked with her own team, she found that she was so popular with clients to the point that they only wanted to work with her.

Today, Laurie works as a solo agent with one assistant, serving Dutchess County in New York’s Mid-Hudson Valley, and likes to stay local. She estimates that about 70% of her business is repeat and referral. She’s developed lasting relationships with her clients, especially those from Vassar Oaks, a subdivision where she personally sold all 150 homes. “I’ve resold, I’ve sold [the clients] other houses, and now I’m working with their children,” she says. She also works a lot with a local community called the Gables. “I’m Queen of the Gables,” she jokes.

“I take great pride in my job, and I put my all into everything I do,” Laurie says. “I always put my clients first and

make sure they have a good experience with me. I’ve also invested in a lot of real estate myself, and I feel that experience is an asset to investors. I can easily relate to them.” Clients also gravitate towards Laurie’s natural energy and warm smile.

To stay in touch with her clients, Laurie relies on direct mailings and custom postcards, which she says have been highly effective. When it comes to marketing, Laurie puts together a comprehensive plan of targeted activities, digital marketing, open houses, listing websites, and social media, and says that professional photography and staging are essential.

“I try to bring the story of the property to life and design a winning strategy,” she says.

“I like working with first-time home buyers. I get a lot of pleasure seeing them find their dream home. I give them reliable information and solid advice so they feel comfortable making an informed decision,” Laurie says.

Laurie is active in her community, as well. She donates to the Treehouse Foundation and St. Jude’s, which both support children with cancer and their families, by reserving a percentage of each of her closings for those foundations. When she’s not working, Laurie loves to garden at her home, travel the countryside in her motorhome, and spend her time with family and friends.

“I plan to continue exactly what I’m doing,” Laurie says of her future plans. “It seems to be working for me. With the level of repeat and referral, I’m clearly doing something right. I’ve also got investment properties, which is great. And I’m enjoying being a grandmother; I want to spend more time with my grandchildren. I’m really happy with where I’m at right now. I might not be the top agent, but I’m a great agent. I really put my heart and soul into every sale.”

To learn more about Laurie Webber, email lwebber@bhhshudsonvalley.com; visit lauriewebber.bhhshudsonvalley.com, checkhttps://www.zillow.com/profile/LWebber/ her out on Zillow and Realtor.com, or call (845) 797-5434 https://

https://www.realtor.com/realestateagents/laurie-webber_la-grangeville_ny_196549_700879463

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