NORTH CAROLINA 5-3-21

NORTH CAROLINA EDITION

EMOTIONAL FLUENCY: HOW TO COMMUNICATE WITH CLIENTS WHEN TENSIONS ARE HIGH FEATURED AGENT

STEPHANIE LANIER

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TIPS TO MAKE NEW HIRES A LONG-LASTING SUCCESS Be Their Realtor For Life:

How To Build A Relationship With Your Clients That Will Last A Lifetime

A STEP-BY-STEP GUIDE TO CONVERTING

INTERNET LEADS TO REAL LIFE SALES COVER STORY

MARK McCLASKEY

NORTH CAROLINA EDITION

STEPHANIE LANIER

r didn’t start out as a real we have? If yo 9 19 have a master’s degree in do what works used to be a social worker tracted by wh Stephanie says. When her you tend to be was diagnosed with a rare Stephanie found herself Stephanie view career. She explains, “I a social work of job that could help my her clients at MARK MCCLASKEY STEPHANIE LANIER y, allow me to be flexible, sions. “We get p working with MARK people.MIcCLASKEY of people’s liv CONTENTS t, and I really fell in love vulnerable thin 4) A STEP-BY-STEP 15) EMOTIONAL FLUENCY: .” granted,” she GUIDE TO CONVERTING HOW TO COMMUNICATE sell for neutra INTERNET LEADS TO WITH CLIENTS WHEN REALStephanie LIFE SALES has TENSIONS ARE HIGH honored by be ne years, gton, North Carolina, and the surround-21) BE never want to take that privil 6) 5 TIPS TO MAKE THEIR REALTOR NEW HIRES ANorth LONG-Carolina. SheFOR LIFE: HOW TO BUILD hout Southeastern LASTING SUCCESS A RELATIONSHIP WITH am at Intracoastal Realty comprised ofYOUR Looking the WILL future, Steph CLIENTSto THAT A LIFETIME er fulltime agents, and two administra-LASTassisting her fellow agents t kers. themselves, especially wome Phone 310-734-1440 | Fax 310-734-1440 and will have again, a real mag@topagentmagazine.com | www.topagentmagazine.com ets Stephanie and her team apart is their I really want to get women No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top ing and isAgent social media. “We love to use things no one talks about,” S 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. ellers have been like selfcare, and work-life Published in the U.S.really happy with it,” o credits their close-knit team dynamic makes sense for them and th Stephanie states, “This market is really competitive industry, and p 2 Top Agent Magazine ave to move so quickly. For solo agents, don’t see that. We need to le

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when Top Agent Magazine

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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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 6

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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MARK McCLASKEY Top Agent Magazine

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Based out of Charlotte, Top Agent Mark McClaskey is licensed in both North and South Carolina with his primary geographic areas are South Charlotte, Steele Creek, and Lake Wylie.

“I get the job done,” says Mark McClaskey, a top agent with Wilkinson ERA in North Carolina. “It all comes down to my core principles: work hard, do what you say you’re going to do, and don’t screw anybody over. You can cut corners and make more money, but if it isn’t right, your clients won’t return to you or refer you. Doing the right thing is paramount.

That’s how I operate.”

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Based out of Charlotte, Mark is licensed in both North and South Carolina as the state line runs straight through the city.

However, his primary geographic areas are South Charlotte, Steele Creek, and Lake Wylie. “I’ve lived on Lake Wylie since 2006,” he says. “I’ve been known to take clients out on the boat to sign their contracts and have some champagne to celebrate.”

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Mark didn’t start out in real estate. After graduating from Kansas State University with a degree in broadcast journalism, he spent several years in radio and television sales. Now, while he does work with a team of buyers’ agents, Mark lists solo. “I’ve Top Agent Magazine

always been a one-man army,” he says.

“Everything I do is my own volume.”

That volume is impressive. In 2020, Mark completed approximately seventy transactions with an average sale price around 11 Copyright Top Agent Magazine

While he does work with a team of buyers’ agents, Mark lists solo. “I’ve always been a one-man army,” he says. “Everything I do is my own volume.” In 2020, Mark completed approximately seventy transactions with an average sale price around $330,000. $330,000. Approximately 75% of his business comes from repeat and referral clients, which he credits to his background in sales and corporate America. “It’s all about follow through,” he says. “You handle the job in a professional way.”

When it comes to marketing his listings, Mark takes a unique approach as he tackles Charlotte’s fast-paced market. “I call it the list and sip marketing approach.

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Basically, I list a property and then I sip on alcoholic beverages until the offers come rolling in,” he says, and he laughs.

Of course, he takes much more initiative than that, utilizing ERA’s CRM and follow up systems, MLS, social media, and sites such as Zillow. He explains, “I keep everybody at top-mind awareness. You don’t want to be too annoying, but just annoying enough that they remember you.”

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Outside of work, Mark loves spending time with his fifteen-month-old son and spouse of 12 years. “I want to be able to have time with family and my son,” says Mark. “Teach him to fish and take him out on the boat.”

Looking to the future, Mark is excited to transition into a new phase of his career.

“My work just keeps coming in, rolling in,” Top Agent Magazine

he says. He is currently evaluating ways to better delegate his workload in order to spend more time with his family while also keeping his eye on his business. While he is considering starting a team, he doesn’t want to lose sight of his hands-on approach.

“It’s learning, more or less, to leverage my business out right,” Mark says. “Once you get to this point, and I’ve been here Copyright Top Agent Magazine 13

for several years, you have to learn to step away from the trenches to truly grow your business to the next level. I’ve been told by veterans in the business that you’re either in your business or on your business. You

have to learn to give up some of some of that control. So that’s my next step. To figure out how to let others take the reins a little bit.

I’m going to keep growing, and I want to be able to handle that.”

To learn more about Mark, call 704-604-5952, email markmcclaskey@gmail.com, or visit realtor.com/realestateagents/mark-thomas-mcclaskey_charlotte_nc_1345373_137279544 www.

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 18

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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STEPHANIE LANIER Stephanie Lanier didn’t start out as a real estate agent. “I have a master’s degree in social work and used to be a social worker and therapist,” Stephanie says. When her husband, Oliver, was diagnosed with a rare genetic disorder, Stephanie found herself seeking a new career. She explains, “I needed the kind of job that could help my family financially, allow me to be flexible, and let me keep working with people. I became an agent, and I really fell in love with the industry.”

For the past nine years, Stephanie has serviced Wilmington, North Carolina, and the surrounding areas throughout Southeastern North Carolina. She works with a team at Intracoastal Realty comprised of herself, four other fulltime agents, and two administrative support workers.

Something that sets Stephanie and her team apart is their focus on marketing and social media. “We love to use those, and our sellers have been really happy with it,” she says. She also credits their close-knit team dynamic for their success. Stephanie states, “This market is really crazy, and you have to move so quickly. For solo agents, that can be a challenge. Having a situation where we all work together to accomplish our clients’ goals has worked really well for us.”

we have? If you put your head down and do what works for you without being distracted by what other people are doing, you tend to be successful.”

Stephanie views her real estate career with a social worker’s eye, always keeping her clients at the center of all her decisions. “We get to be in the sacred spaces of people’s lives. It’s such a personal and vulnerable thing, and I don’t take that for granted,” she says. “People don’t buy or sell for neutral reasons. I love and am honored by being a part of that decision. I never want to take that privilege for granted.”

Looking to the future, Stephanie is excited to continue assisting her fellow agents to take the time to invest in themselves, especially women in the industry. “We had, and will have again, a real estate women’s conference.

I really want to get women together to talk about the things no one talks about,” Stephanie explains. “Things like selfcare, and work-life rhythm, and finding what makes sense for them and their family. We are in a very competitive industry, and people outside of real estate don’t see that. We need to learn how to be kind to ourselves and wrap our goals in grace. That’s the message that needs to go out.”

Stephanie has seen a huge amount of growth in the past year. In 2020, she did $28.5 million in transactions. By March 2021, she is at $22.5 million closed or pending.

Stephanie credits this growth with the ebb of the COVID19 pandemic. “It was really scary and stressful last year.

Looking back, it was obvious that the market was going to explode,” she says.

“It’s a mix of external factors we don’t control, but then us being positioned properly to take advantage of these opportunities,” Stephanie says, reflecting on her expanding business. “You ask yourself—what do we have?

What can we do? How can we get the most and be really efficient with the tools, resources, and relationships that Top Agent Magazine

To learn more about Stephanie Lanier, please call 910-233-0484, email slanier@intracoastalrealty.com, or visit lanierpropertygroup.com www.

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Be Their REALTOR® for Life: How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush 22

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

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