NEW YORK 12-17-18

NEW YORK EDITION

7 Reasons Why Your Prospects Aren't Turning into Clients Concierge Care: Services that Lure Clients and Transform Your Reputation

COVER STORY

Zachary Scher FEATURED AGENT

ERIC STEIN

NEW YORK EDITION Joseph Buquicchio is proud to congratulate

Zachary Scher 9

ZACHARY SCHER

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ERIC STEIN

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

ERIC STEIN

Top Agent Eric Stein – Lead of T Stein Team at RE/MAX Distin Homes & Properties in Bro New York – has a stellar track r providing top-of-the-line servic many buyers and sellers. Eric on doing what is right for his cli resulted in his solid and everreputation as a Realtor who with honesty and integrity du course of every transaction.

raised in New York’s Westchester County, Eri

CONTENTS his career in real estate early on, obtaining his license w

4) CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM Joseph Buquicchio YOUR REPUTATION

in high school. Fifteen years later, he has firmly establish self as a force to be reckoned with in the industry, and is c one of5the mostTO successful Realtors working in both Wes 16) TIPS MAKE NEW County and The Bronx.

HIRES A LONG-LASTING SUCCESS Eric is proud of the team he has assembled, which consist

other equally-dedicated agents and two client care/admin Tel: (631) 774-2453 employees.

“We have a very cohesive 21) IS YOUR PHONE VOICEgroup,” he enthus Joseph.buquicchio@myccmortgage.com support each other, and we’re constantly assessing how we 6) 7 REASONS WHY YOUR ATTRACTING — OR REPELLING? ness to make it better for our clients. Leadership requires lo Lorimer St, Brooklyn, NY 11211 PROSPECTS697 AREN'T TURNING yourselves and seeing what can be done to improve.”

INTO CLIENTS

There are many factors that come into play when assessin success. Chief among them, perhaps, is his commitment tinuing education. A self-professed fan of industry coach points to the legendary Brian Buffini and Tom Ferry as Phone 888-461-3930 | Fax 310-751-7068 inspirations), Eric works hard to stay abreast of the ever-c market, new systems, and trends. Among the many certif mag@topagentmagazine.com | www.topagentmagazine.com and designations he has earned are the CDPE (Certified Di No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent PropertyareExpert), the CNHS (Certified New Home Spe Magazine is published by Feature Publications GA, Inc. Although precautions taken to ensure the accuracy of published andexpressed the ABRor(Accredited Buyer Representative, among ot materials, Top Agent Magazine cannot be held responsible for opinions facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. of which provide his clients with unmeasurable value.

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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Zachary Scher Top Agent Magazine

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ZACHARY SCHER Serving the entirety of Long Island, Top Agent Zachary Scher, leads Team Scher at Coldwell Banker Residential Brokerage in Smithtown, New York Top Agent Zachary Scher – Lead of Team Scher at Coldwell Banker Residential Brokerage in Smithtown, New York – possesses a dynamic combination of industry knowledge, enthusiasm and a true desire to provide his 10 Copyright Top Agent Magazine

clients with conscientious, dedicated service.

Rapidly ascending to the top of the Long Island real estate industry, Zach has proven himself to be a consummate professional who consistently achieves quick sales for top dollar.

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Zach is a true entrepreneur who, prior to beginning his real estate career in July of 2016, started several business during and after obtaining his Bachelors Degree from CW Post and his Masters Degree from NYU. “I got started in real estate on whim almost,” he recalls. “I figured it was something I could do part time, as kind of a side gig.” However, after a few months of working with buyers and sellers, he changed his tune. “I just fell head over heels in love with the industry,” he says, “and I’ve been full-time ever since.”

Currently overseeing an amazingly dedicated team of three full-time and two part-time Top Agent Magazine

agents – each of whom share his “client first” ethos – Zach has seen his business grow by leaps and bounds year after year. Serving the entirety of Long Island, Zach can boast of a business that is based significantly upon repeat and referred clients, a sure sign that he is leaving his customers grateful and satisfied. “I think it’s about the quality of service I provide,” says Zach, by way of explaining this consumer loyalty. “Me and my team treat everyone as if they’re our only client. We ded11 Copyright Top Agent Magazine

icate our time to making sure we not only find them a house, but that we find them the perfect home. A lot of our business comes from people who had bad experiences with other agents, and we try to be the opposite of that, giving them the kind of service we would want for ourselves.”

The appreciation Zach’s clients feel for him is perhaps best evidenced by the sheer number of glowing reviews he has received from his clients, including this one from Zillow. com, on which site he is a Premier Agent Copyright Top Agent Magazine 12

with a perfect overall five-star rating: “Zach is an excellent agent, and one that works very well with first-time homebuyers. His knowledge of the housing market and availability is superb. He is not only reliable and supportive, but also holds himself accountable. Zach never cancels appointments or keep his clients waiting, he is first-class all the way.”

Another major factor that has played a significant role in Zach’s continuing success is his thoughtful, comprehensive approach to Top Agent Magazine

marketing his listings. High-quality professional photography is utilized exclusively, as are cutting-edge virtual tours. Expert staging is done when necessary, and listings are showcased in a wide variety of ways, including print materials and digital avenues. “We also invest heavily in social media promotion, Top Agent Magazine

and we try to appeal to both the younger and older generations to get the most activity on our listings,” explains Zach.

“I love this business,” he enthuses. “I love every aspect of it. It’s incredibly rewarding to be able to help so many people achieve their Copyright Top Agent Magazine 13

dream of being a homeowner. It is often the largest purchase they will ever make, and I love assisting them with that, and doing it better than my competition.”

When he’s not working, Zach enjoys spending time with his wife and their young son. Traveling and football are other free-time passions, and he has spent a decade playing with the same flag football team. He is also dedicated to giving back to his community, and does so

in a variety of ways, including assisting with a Thanksgiving food bank and a Christmas toy drive for those in need.

Zach’s future looks bright, and his plan is to continue growing his business and enhancing the already-exceptional client experience he and his team provide. “We’ll continue thinking outside the box,” he says, “to make sure every one of our buyers and sellers achieves the best result possible.”

For more information on Zachary Scher, please call 631-974-2609 or email ZachScher@gmail.com

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Joseph Buquicchio is proud to congratulate

Zachary Scher

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

Joseph Buquicchio Tel: (631) 774-2453 Joseph.buquicchio@myccmortgage.com 697 Lorimer St, Brooklyn, NY 11211

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5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why?

The hiring and training process is time-intensive and doesn’t come cheap. This means that making 16

a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role

2. Build in some perks

Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles.

If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

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While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team.

Likewise, the right candidate will return the favor and invest his or her energies into their new role.

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3. Get a sense of big-picture career plans

4. Keep the lines of communication open

Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision.

That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another?

Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience.

Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul.

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ERIC STEIN Top Agent Eric Stein – Lead of The Eric Stein Team at RE/MAX Distinguished Homes & Properties in Bronxville, New York – has a stellar track record of providing top-of-the-line service to his many buyers and sellers. Eric’s focus on doing what is right for his clients has resulted in his solid and ever-growing reputation as a Realtor who operates with honesty and integrity during the course of every transaction.

Nearly 70% of Eric’s business is based on repeat and referred clients, a sure sign that he is making his buyers and sellers happy.

When asked to account for this exceptional level of customer loyalty, Eric grows thoughtful for a moment before replying. “It’s about providing good service,” he says, “and becoming an item of value to your clients.” Eric also treasures the relationships he forms with his buyers and sellers, and works hard to maintain them. “I definitely stay in touch with them, and we send out items of value to them as well. I have clients I sold properties to fifteen years ago who are continuing to buy or sell with me, and to refer their friends and family.”

Born and raised in New York’s Westchester County, Eric began his career in real estate early on, obtaining his license while still in high school. Fifteen years later, he has firmly established himself as a force to be reckoned with in the industry, and is currently one of the most successful Realtors working in both Westchester County and The Bronx.

Another explanation for Eric’s success lies in his commitment to clear and constant communication with his clients. “I’m very responsive,” he says. “I’m really good with follow-up.” That communication is enhanced by the expert and effective systems and people he has put in place to ensure smooth transactions across the board. “One of the reasons for putting together a good team is because it’s hard for one person to do everything that needs to be done. You need an administrative staff, marketing coordinators and others to make certain the service you provide is top-notch.”

Eric is proud of the team he has assembled, which consists of five other equally-dedicated agents and two client care/administrative employees. “We have a very cohesive group,” he enthuses. “We support each other, and we’re constantly assessing how we do business to make it better for our clients. Leadership requires looking at yourselves and seeing what can be done to improve.”

There are many factors that come into play when assessing Eric’s success. Chief among them, perhaps, is his commitment to continuing education. A self-professed fan of industry coaching (he points to the legendary Brian Buffini and Tom Ferry as primary inspirations), Eric works hard to stay abreast of the ever-changing market, new systems, and trends. Among the many certifications and designations he has earned are the CDPE (Certified Distressed Property Expert), the CNHS (Certified New Home Specialist), and the ABR (Accredited Buyer Representative, among others, all of which provide his clients with unmeasurable value.

When he’s not working, Eric enjoys running, working out, or just relaxing with family and friends. Wine tastings and watching sports are also passions. He is also an ardent philanthropist, and he and his wife have recently started their own non-profit that helps owners of pit bulls diagnosed with cancer afford their medical bills.

Looking to the future, Eric’s plans are to continue growing his already-thriving business while sacrificing none of the excellent service that has become his calling card. He will also continue to take very seriously the responsibility he feels to both his clients and to his agents. “Whether I’m helping a buyer invest in a house, or helping my agents grow their own business,” he says, “my job is to help them build wealth.”

For more information about Eric Stein, Licensed Real Estate Broker, RE/MAX Distinguished Homes and Properties, call o: 914-346-8255 / c: 914-469-8125, email EStein@remax.net, or visit WestchesterHomeSource.com www.

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Is Your Phone Voice Attracting–or Repelling?

By Carla Cross, CRB, MA It’s such a simple thing, but so important--the first impression you make with your voice!

Recently, I did a presentation to a group of Luxury Agent Specialists. It was about sound and its impact on others (I used the piano to demonstrate). We usually think of visual impact. But, as agents, we come across way more people initially via email or phone than we do by sight. So, isn’t it time to Top Agent Magazine

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polish your ‘phone voice’? It’s probably the first ‘warm’ impression people get of you (I call email ‘cold communication’ because it vastly shrinks the three major ways we communicate: sight, sound, and feeling).

Here are three tips to assure your phone voice makes the best first impression.

Remember, You never have a second chance to make a first impression!

Don’t Mistake Technology as the ‘End’

We are so focused on technology today, that we are in danger of forgetting to effectively use that technology. Here’s an example. When I phone an agent today, I have no idea where that agent will answer his or her phone—or from what phone the call is being answered. And, I don’t really care. Technology allows the phone to follow the agent. That’s great. Here’s what’s not so great. The agent’s message is so dull, powerless, or mumbled that it doesn’t sound as though the agent wants to talk to me. Or, the agent’s message is so long, that I’m impatient by the time I get to leave the message.

Make a Superior Phone Message

For three days, listen carefully to the tone, intent, and messages you hear in phone messages. Listen carefully to how agents, managers, and your affiliates answer the phone (including the receptionist at the office). What do you think? If you didn’t know these people, what would you think of them? Are they excited to hear from you, or are they bored?

Here are 4 important tips to remember when recording your own message: 1. Stand up—you’ll sound as though you have much more energy.

2. Write out your script first—and be sure it’s not too long. I don’t really care where you’re going to be all day!

3. Modulate your voice pleasantly. Try to get some resonance.

4. Sound as though you’re looking forward to hearing from me!

Don’t Settle for One Run at It: Re-record Your Phone Message until It’s Perfect

As a musician, I would never play the piano for others unless I had practiced until the performance was perfect. Yet, when we ‘practice’ real estate, we often just ‘let it fly’ with whatever comes out of our mouths! Not good. You have too much at stake to settle for one run at it.

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Advice from a musician: Practice your phone message several times before you record it. Then, record and listen critically. Don’t just use the first recording.

Make sure your ‘phone voice’ is the best first impression you can make.

P. S. Managers and team leaders—two tips 1. Call each of your agents’ phone mails. What’s the impression you get?

Are they professional? Do they state the company name? Do they represent your culture and image?

2. Create a quick class in phone messaging using the information in this blog.

Copyright ©, Carla Cross. All rights reserved.

Carla Cross, CRB, MA, is the founder and president of Carla Cross & Co., specializing in real estate management and sales. Her internationally best-selling start-up plan for new agents, Up and Running in 30 Days, is now going into its 5th edition (!). Carla brings her vast experience as a top-selling agent and award-winning manager and trainer to the podium, blending her musical background with her proven sales and management strategies (she uses the piano AND even teaches someone to play—fast…..—entertaining and practical). Find out more at www.carlacross.com.

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