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NORTH CAROLINA EDITION

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HABITS OF HIGHLY PRODUCTIVE AGENTS GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU COVER STORY

LISA YOLI

FEATURED AGENT

GRETEL HOWELL BUSINESS GROWTH HACK:

ABSORB YOUR CLIENTS' STRESS!

5 SIMPLE MINDSET SHIFTS THAT WILL HELP YOU ACHIEVE

YOUR GOALS

NORTH CAROLINA EDITION

ain, our

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GRETEL HOWEL

Gretel Howell came to estate from a backgroun construction, first workin a project manager for a struction company in At and then building cell ers and equipment buil for BellSouth Mobility.

LISA YOLI GRETEL HOWELL several promotions, in ing a few years as real e and construction manager, she joined BellS CONTENTS International. That career change moved he Denmark and Belgium where she lived and wo 4) 6 HABITS OF HIGHLY BUSINESS GROWTH for 418) years.

While in Europe Gretel had two daugh PRODUCTIVE AGENTS HACK: ABSORB YOUR career and tra managed a booming professional CLIENTS' In STRESS! internationally.

1994 she relocated to Charlotte 14) GOOGLE ADWORDS: Cingular, but her jet set lifestyle did not fit well HOW TO MAKE GOOGLE 22) SIMPLE MINDSET being the5mother of two young girls. So shortly DO THE WORK FOR YOU SHIFTS THATswitched WILL HELP YOU ward, Gretel totally gears and became a ACHIEVE YOUR GOALS at-home mom to care for her daughters. “I lived in Peninsula, across the street from Dixie Dean, a known top-selling agent,” Gretel recalls. “I saw he into the real estate business when her child was a Phone 310-734-1440 | Fax 310-734-1440 ager and really take off with it. I thought, ‘Hey, I c do that!’ I’ve always loved real estate and construc mag@topagentmagazine.com | www.topagentmagazine.com so inwithout 2006 started realTopestate career, and D No portion of this issue may be reproduced in any manner whatsoever priorIconsent of themy publisher.

Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top the busin Dean was my first mentor getting me into

tely usly her onrea, ille eam with s of heir

her with

Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S. That was 15 years ago,

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and ever since then Grete built a reputation for helping her clients achieve real estate goals. With AllenTop Tate Realtors®, she s Agent Magazine the greater Lake Norman area. An impressive 90

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

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4

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

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

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

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

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

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

2. Remove distractions

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

We all do it!

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

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

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

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

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

5. Be deliberate

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

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

6. Always look for ways to

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

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

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

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LISA YOLI Top Agent Magazine

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LISA YOLI “There’s nothing more rewarding than helping our people feel empowered to make sound decisions for their future.

Regardless of financial gain, we’re going to do the right thing for our clients – every time.”

Throughout her life, Lisa Yoli has been passionate about helping others. After starting out in food and beverage management, she began seeking a new opportunity that better spoke to her strong team building skills and entrepreneurial 8

spirit. Once she relocated to Asheville in 2007, she decided the time was right to pursue her real estate license. Since then, she has gone on to author an accomplished career in real estate, becoming a top producer and market center coach Top Agent Magazine

for other agents in the region.

of any buyer or seller.

Today, Lisa leads the The Absolutely Asheville Team, powered by eXp Realty, where she assists clients throughout Buncombe, Henderson, Madison, Haywood, and Rutherford Counties, as well as the surrounding communities of Western North Carolina. There, she has cultivated a workflow around expertise and client advocacy, meeting the needs

When listing a home, Lisa sets her clients up for success via a highly targeted strategy. Before their listing goes live, she can connect it to a nationwide buyer database within eXp Realty. After helping her clients fully prepare their home for the market and providing them with a suite of professional photography services, she then shares it to a blend of

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digital and social media campaigns, as well as mailers to the surrounding neighborhoods. And with each step of the way, she is there for her clients, ensuring a seamless transaction catered to their best interests.

Elsewhere, Lisa is just as hands-on when assisting her buyers, leveraging her in-depth knowledge of the industry to uncover their dream home in the Asheville region. In fact, she keeps in touch with clients well after the deals are done to provide further support and refer them to her extensive list of contractors, attorneys, and vendors. “We

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believe in being a resource to our clients, not just their Realtors®,” she says.

“Above all, our goal is to help them move forward in life.”

Over the years, Lisa has earned a fantastic reputation throughout North Carolina, with the majority of her volume coming from repeat clients and referrals. As her team’s volume maintains its steady annual growth, she remains focused on the proven approach that brought her to real estate in the first place. “There’s nothing more rewarding than helping our people feel empowered to make sound decisions for their

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future. Regardless of financial gain, we’re going to do the right thing for our clients—every time.”

Outside her career, The Absolutely Asheville Team is tremendously committed to its community. With her team members providing educational outreach to new buyers in the area, Lisa also volunteers with the Asheville Humane Society. Moreover, her team is deepening their involvement with their city council, fostering values of equality and compassion within their hometown.

But Lisa is every bit as devoted to her industry. As a Certified Mentor with Top Agent Magazine

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eXp, she enjoys training up-and-coming agents and imparting her excellent standards to the next generation of real estate professionals. Going forward, she is excited to expand her mentorship work while scaling the model of client

service in the city she loves. “Real estate is a level field from which anybody can elevate their life,” she says. “That’s why I got into this business: I truly enjoy helping people fulfill their potential in our marketplace.”

To learn more about Lisa Yoli email lisa.yoli@exprealty.com, visit lisayoli.exprealty.com or call (828) 610-8810. www.

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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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GRETEL HOWELL Gretel Howell came to real estate from a background in construction, first working as a project manager for a construction company in Atlanta and then building cell towers and equipment buildings for BellSouth Mobility. After several promotions, including a few years as real estate and construction manager, she joined BellSouth International. That career change moved her to Denmark and Belgium where she lived and worked for 4 years. While in Europe Gretel had two daughters, managed a booming professional career and traveled internationally. In 1994 she relocated to Charlotte with Cingular, but her jet set lifestyle did not fit well with being the mother of two young girls. So shortly afterward, Gretel totally switched gears and became a stayat-home mom to care for her daughters. “I lived in The Peninsula, across the street from Dixie Dean, a wellknown top-selling agent,” Gretel recalls. “I saw her get into the real estate business when her child was a teenager and really take off with it. I thought, ‘Hey, I could do that!’ I’ve always loved real estate and construction, so in 2006 I started my real estate career, and Dixie Dean was my first mentor getting me into the business.”

That was 15 years ago, and ever since then Gretel has built a reputation for helping her clients achieve their real estate goals. With Allen Tate Realtors®, she serves the greater Lake Norman area. An impressive 90% of Gretel’s business comes from repeat and referral clients, a feat that demonstrates the trust and confidence she inspires. “Clients value the thoroughness with which I do my job, the passion I have for it, and my integrity,” Gretel explains.

When it comes to marketing, Gretel pulls out all the

stops to ensure optimum exposure for her listings.

She takes a comprehensive and varied approach, allowing her to reach buyers wherever they are. This includes everything from advertising in print media, to postcards covering the neighborhood, yard signs, open houses, agent-to-agent marketing, and of course, online marketing.

Presentation is crucial in this digital age, so Gretel invests in making sure her listings stand out. “I’m big on using professional photos, and I make that the foundation for all my listings,” she says. “Between 95 and 98% of all buyers see listings online first, so the internet is the place to be.” To that end, Gretel upgrades all of her advertising on the biggest national platforms such as Realtor.com and Zillow. Thanks to her affiliation with Allen Tate, she also belongs to a relocation network, Leading Real Estate Companies of the World, allowing her to achieve national and international reach.

Gretel believes in the importance of giving back to her community, and her company contributes every year to Habitat For Humanity. “We really believe in homeownership as the way to achieve net worth and become a part of a community,” Gretel says. Her sister is a priest at an Episcopal church, and Gretel helps with funding for the food pantry there. When she’s not working or giving back, Gretel enjoys boating and spending time with her family on Lake Norman.

Looking to the future, Gretel says, “I’m turning 60 this year, so I’m starting to think about an exit strategy. But this business I’ve built is my baby, and I’m figuring out what direction to take with it. I’m considering the possibility of putting together a team and slowly transitioning it over, but the business is not going away any time soon. I’ve built a very healthy business that just keeps going!”

To find out more about Gretel Howell, call her at (704) 451-5060, email her at gretel.howell@allentate.com or visit gretelhowell.com www.

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Business Growth Hack: Absorb Your Clients’ Stress!

Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth.

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You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up

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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable.

Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.

Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family.

And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions.

Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.

Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service.

Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know Top Agent Magazine

Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and

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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly.

Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted.

Instead, they know trust must be earned and nurtured over time.

Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has 20

mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’”

Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares.

If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help.

When clients feel cared for, they remember the agents and partners who helped them.

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Laughs!

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5 Simple Mindset Shifts That Will Help You Achieve Your Goals

Everyone knows that a positive attitude is one of the key steps to achieving success. It’s very easy to let negativity bring you down and oftentimes, people end up quitting at the first set back. Even if you don’t think of yourself as a negative person, you’re probably doing numerous things you don’t even realize are holding you back.

Recognizing these negative mindsets, and then implementing simple mindset shifts, are sure to help you not only create a more positive outlook, but a more successful outcome to whatever goal you’re trying to achieve.

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Turn jealousy into admiration

It’s very easy to look at someone who has what you want, and feel envious, which quickly turns into criticism and excuses about why you weren’t able to get what they seemed to get with ease. This is something successful people never do. Instead, they recognize that the only thing keeping them from success is themselves.

If you want what someone else has, you should look to them as a role model. What

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are they doing that you aren’t? There’s probably more to their story than you’re giving them credit for. Someone else’s success doesn’t hinder your ability to do the same, but constantly having a ‘life’s not fair’ attitude definitely will.

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Tackle the things you dread doing first

We all procrastinate to some extent. Usually it’s things we don’t want to do. But when you put something like that off, it creates a serious cloud over your whole day.

Experts recommend getting those things out of the way first. Not only do get it crossed off your list, but you will feel energized by your accomplishments and tackle the day with even more force.

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Don’t make decisions based on emotion

Reaching goals, especially long term ones, can have a lot of ups and downs. The key to achieving them is to stay level-headed during setbacks, really focusing on your plan and how the setback fits into your long term vision.

If you have a solid plan in place, you could be destroying months of hard work with one rash emotional decision, that is probably coming from a place of panic.

When you’re feeling emotional...wait.

It really is that simple. Wait it out until Top Agent Magazine

you’re back in a rational state of mind and take it from there.

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Learn to love feedback

It’s very easy to be thrown off by negative feedback or constructive criticism. No one likes it. But when it comes to achieving your goals, you need to be able to hear it, assess it and then make an unemotional decision about what it means to you and your success.

In fact the business world’s most successful leaders are there because they not only take in that feedback, they actually constantly ask for it. Fresh perspectives on what you’re doing are always valuable. When you’re in the thick of it, it can be hard to see what needs improvement. Asking a trusted peer or advisor can be instrumental in keeping the momentum on reaching your goal going.

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Replace a fixed mindset with a growth mindset

You might be wondering what the difference between the two are. A fixed mindset thinks that growing intelligence or skills is impossible, while a growth mindset thinks those things can be developed.

People with a growth mindset are more likely to expand beyond their comfort zone, since they really believe almost anything is possible with hard work. And if it isn’t?

They’re willing to give it a try. Being willing to try and fail, is a key element to reaching even the most lofty goals.

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