NEW YORK 2-4-19

NEW YORK EDITION

How to Answer the Inevitable Question:

WHY SHOULD I CHOOSE YOU?

ADDING VALUE TO LISTINGS & the Advantage of Identifying Neighborhood Amenities

GOOGLE ADWORDS: Make Google Do the Work for You

COVER STORY

GREG MASAITIS

NEW YORK EDITION

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GREG MASAITIS

CONTENTS GREG MASAITIS 4) HOW TO ANSWER THE INEVITABLE QUESTION: WHY SHOULD I CHOOSE YOU?

18) 5 MORNING HABITS TO MAKE YOUR DAY SUPER PRODUCTIVE

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

22) ADDING VALUE TO LISTINGS & THE ADVANTAGE OF IDENTIFYING NEIGHBORHOOD AMENITIES

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How to Answer the Inevitable Question:

Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even 4

ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the

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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions.

In real estate, there’s so much to enjoy.

There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones.

There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person Top Agent Magazine

you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

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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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GREG MASAITIS

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GREG MASAITIS Greg Masaitis knows New York City. Besides being heavily networked, he is a knowledgeable, service minded REALTOR® and advisor.

“My primary business is referral,” says Greg, who entered the industry 10 years ago, first in mortgages and later in residential sales. In the beginning, all of his business was on behalf of members of the NYPD and their friends and family. “I first got licensed while I was a sergeant for the NYPD,” he says, noting that his sphere of influence grew tremendously upon his retirement from the police department.

“The cops live everywhere!” His sphere also includes people from the district attorney’s office. Because of that, he is able to service Brooklyn and Queens plus Nassau and Suffolk Counties on Long Island. Having The Masaitis Team with Keller Williams, Greg 10 Copyright Top Agent Magazine

recently purchased the local Keller Williams office in Massapequa Park on Long Island.

“The Masaitis Team is comprised of myself as primary listing specialist, six buyers’ agents, a team manager and two admins,” he says.

Greg strategically positions his buyers agents so that the team can provides the highest possible levels of service to their communities. “My baseline for everything is excellent service coupled with integrity and honesty.”

He also trains his agents in this mindset and approach. As a result, nearly 85 percent of their business comes from referrals.

“I believe in being a relational agent as opposed to a transactional agent,” adds Greg. “A transactional agent is focused on putting money in their own pocket as opposed to a relational Top Agent Magazine

agent, who establishes relationships, keeps in contact and educates people when they’re making decisions.” Whether buying or selling, Greg knows that the process of buying or selling a property is typically the biggest sale or purchase of someone’s life. “It’s my job to give them the guidance and honesty to help them; I feel like if you don’t do that, you’re failing.”

Greg is known for his communication, a key element of relationship-building. “I reach out Top Agent Magazine

to my past clients several times a year, either by mail or delivering things to them, by calling and emailing them and by inviting them to client parties.” Those client parties draw lively crowds and families who enjoy free food, entertainment and activities.

Simultaneously, he takes communication far beyond socialization. “I provide market analysis to people and advise them on timing, if they’re thinking of buying or selling,” he says, 11 Copyright Top Agent Magazine

noting that if his market-shift analysis shows that not listing may be the best way for a homeowner to ultimately make what they hope to make on their property, he will even them to wait if they can. “Agents need to be cautious on pricing.” Through his comparative analysis of the different boroughs – each with its Copyright Top Agent Magazine 12

distinct median price point – Greg provides informed projections regarding days-on-market and sale price. “You have to give proper guidance; you have to set the expectation for the seller and be honest,” he says. “At certain price points, yesterday’s numbers might not work.”

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Clearly, Greg likes sharing expertise and advice and regularly witnesses how guiding people with honesty leads to loyalty.

“People want to work with someone who is true and real.” Meanwhile, Greg also dedicates himself to supporting the community, even donating $10,000 from his team’s proTop Agent Magazine

ceeds to one of four local charities after they close the first 100 deals of the year. “We’re letting the community vote on which charity will get the money.” The next time around, the three remaining three charities will have another chance to be selected to receive $10,000.

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Greg likes to “go big” and it shows in how he contributes and in how he plans to grow. A family man who loves the outdoors and time with his wife and kids, he will soon open in another market center and expanding his team. “But first and foremost, my foundation and my

platform is relationships; keeping the focus on people, service, integrity and honesty.”

To learn more about Greg Masaitis, visit longislandhomesonline.com/greg-masaitis or go to his Facebook page, call 516.241.4109 or email greg@masaitisteam.com https://www.facebook.com/masaitisteam/ https://business.facebook.com/brandiprattrealtor/

www.

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THE

MASAITIS TEAM

@

“Your Number One Real Estate Team”

5100 Sunrise Highway | Massapequa Park, NY 11762

KAREN ARENA WISHES TO CONGRATULATE GREG MASAITIS

GREGORY MASAITIS NYS LICENSED REAL ESTATE SALESPERSON

516.241.4109

on being featured for the state of New York in

Top AgenT MAgAzine.

Here’s to many more years of success together!

Karen M. Arena 516.857.6046

Senior Loan Consultant | NMLS ID#380813 karena@contourmtg.com

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2015•2017•2018

Contour Mortgage Corporation, 990 Stewart Avenue, Suite 660, Garden City, NY. 11530 | Tel: 516.385.6900 This is not a commitment to lend. Restrictions apply. Licensed Mortgage Banker – NYS Department of Financial Services Mortgage Banker License #B500843.

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Embrace Home Loans, Inc. NMLS ID # 2184 is a licensed Mortgage Banker - NYS Department of Financial Services. (www.nmlsconsumeraccess.org)

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Diamond Law Group is proud to congratulate

Greg Masaitis

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

Jonathan P. Bellezza Esquire Diamond Law Group Office: (516) 663-5151 Fax: (516) 663-5152 Jon@diamondlawgroup.com diamondlawgroup.com www.

5173 Merrick Road | Massapequa Park, NY 11762 Top Agent Magazine

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5 Morning Habits to Make Your Day Super Productive For many, most mornings begin with a rush—a rush to get dressed, a rush to find something edible for breakfast, a rush out the door and into rush hour. Likely you have heard articles advising you to set your

alarm early to give yourself some flexibility —which is sound advice, of course—but consider a few of these additional tweaks to your morning routine that can set a productive tone for your day at large.

1. Keep Screens Away Until Breakfast Oftentimes, our first instinct upon waking is to check-in on our phones, tablets, or computers, to scope out the latest social media updates and e-mail correspondence. While diving into the action might seem productive, studies show that waylaying screen time until you’re up and dressed, and have had a good breakfast, will actually make your first pass 18

at all things digital more focused, clear, and efficient. Instead of answering a few e-mails, checking out a friend’s photos, and then hurrying to shower and dress, instead make a resolution to keep the online world at bay for the first half-hour to an hour after you rise, then you’ll approach the digital world with fresh eyes, energy, and adeptness.

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2. Meal Prep Sometimes hitting the snooze button is inevitable, but if you make prepping breakfast the night before a part of your routine, then grabbing something healthy on the go will be a snap—and your stomach will thank you for it. Load up your coffee machine ahead of time, so all you have to do

is hit brew. Or, chop up a fruit salad, mix a smoothie, or simply put a granola bar and a grapefruit in your lunch bag, ready to be grabbed on your way out the door. Even if it’s small or basic, keeping yourself fueled will keep distractions, inefficiency, and mood swings at bay.

3. Queue Up a Podcast on Your Commute Whether you’re driving, biking, or taking public transportation into the office, a podcast is a perfect way to brush up on industry knowledge. Try sourcing a podcast relative to your field and narrated by experts.

Not only will it get you thinking about the topics of your industry—while expanding

your professional vocabulary—it will also wake up your brain and get your head in the game as you prepare to launch your day. Use your commute time to bump up your knowledge and conversation points, and you’ll be ahead of the curve before you reach the office.

4. Begin with a To-Do List When work gets busy, sometimes just getting started is an overwhelming prospect.

Before you dive in to your e-mails and projects, take twenty minutes and be thoughtful as you assess your daily and weekly to-do

list items, then map them. By giving yourself a bullet point system of what you need to accomplish and by when, you can undo some of the anxiety that a busy schedule promotes.

5. Walk It Out, Even If You Missed the Gym While we often rely on coffee for our morning buzz, exercise provides a potent burst of energy that can supercharge your day. But, let’s say you’re running behind and skip the gym—all is not lost! Take fifteen minutes in

the early morning to take a walk around the block a few times. The fresh air and aerobic exercise will wake you up, get your blood moving, and provide your morning with a natural injection of motivation.

Everyone’s morning routine varies, but perhaps the first step is identifying aspects of your routine that could be improved, and tackling them from there. From waylaying

screen time distractions to getting in a little blood-pumping exercise, keep these tips in mind as you launch your most productive morning routine ever.

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Laughs!

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Adding Value to Listings & the Advantage of Identifying Neighborhood Amenities Everyone knows the famous real estate phrase: location, location, location. In fact, it is hard to underestimate the pivotal role that a region can play when it comes to determining a home’s value. In today’s competitive market, the littlest things can truly add up—especially when it comes to neighborhood amenities. While most savvy agents know the figures regarding school 22

district ranking and local property taxes, have you ever considered the under-the-radar amenities that drive buyers and bidding wars? To derive the highest value from a listed home, you need to paint a complete picture of the area in which you’re selling. With that guiding principle in mind, let’s consider a few modern amenities and how they add drastically to your bottom line.

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Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites.

A little can go a long way: restaurants, coffee shops, and entertainment

Know thy history: creating a narrative of the neighborhood

Everyone has a favorite take-out spot, coffee shop, or neighborhood watering hole. Identifying the key players in an area—such as restaurants, nightlife, and entertainment hotspots—will create a livable picture that prospective buyers can latch onto. Walking a fifteen-minute radius of the area or performing a deep-dive into customer review sites or food blogs can help you identify hidden gems or local favorites. While a cute coffee shop down the street may seem like a bonus instead of a foundational amenity, you never know what kind of homebuyer you might net if you include the cozy characteristics that make a house a home.

As humans, we’re drawn to narratives. Sales pitches and marketing campaigns hinge on an alluring storyline. That’s why understanding a neighborhood’s history can frame and contextualize a property to great effect. After all, buyers aren’t just drawn to sturdy foundations and bedroom counts; they like to imagine their lives unfolding inside those four walls.

Get a sense of the area’s historical timeline, architectural style, noteworthy community members, and the like. Conveying this intriguing information to buyers helps them connect more personally with a property, while understanding the holistic picture of their potential new home.

From here to there: public transportation and commuter access While this rule may not apply to all properties, considering access to public transportation is a major draw for today’s buyers. Especially amidst the more eco-conscious Millennial segment eager to buy within city limits—knowing public transportation access points and schedules can add serious value to listed properties. Also, think outside the box: do nearby thoroughfares boast dedicated bike lanes? Are there plans to expand rail lines to the area in the future? Deliver a confidant picture of the area’s public transportation access and prospective buyers will trust your expertise.

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While it is always good to cover the basics of school districts and property values, it is even more useful to expand your knowledge base and bring a warm, human element to locational knowledge. Not only will you appeal to a younger demographic of homebuyers who values this strategic information, but you will also broaden your understanding of your service area at large. Think of it this way: a neighborhood is far more than a collection of homes on a block. A neighborhood is about atmosphere, access, and a sense of community. If you authentically appeal to this guiding truth, and buyers will surely rise to the occasion.

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