NORTHERN CALIFORNIA 11-16-20

NORTHERN CALIFORNIA EDITION

COVER STORY

RICK FULLER FEATURED AGENT

DAVID COHEN

3 Mental Tricks That Will Take Your Business to the Next Level How to Speed Up

FIRST-TIME HOMEBUYER TRANSACTIONS

Keeping in touch –

How to Stay in Your Clients’ Lives for the Long Haul

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RICK FULLER

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DAVID COHEN

CONTENTS 4) 3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL

15) IS BRANDING THE WAY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL?

6) HOW TO SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

19) KEEPING IN TOUCH – HOW TO STAY IN YOUR CLIENTS’ LIVES FOR THE LONG HAUL

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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next 4

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

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Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client.

This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

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plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

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Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game.

If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do.

The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 6

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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RICK FULLER

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RICK FULLER TEAM

Top Agent Rick Fuller leads the Rick Fuller Team with offices in both the San Francisco Bay Area and the greater Sacramento region.

Rick Fuller has made it his professional mission to ensure his clients have the buying and selling experience that is worth telling their friends and family about. “I want their experience to exceed their expectations,” he says.

Licensed for almost 20 years, Rick now leads the Rick Fuller Team with offices in both the San Francisco Bay Area and the greater Sacramento region. “We’re unique in that we’re a team of specialists, not generalists,” 10Copyright Top Agent Magazine

he notes. “We are a team of buyer, listing, and marketing specialists. We also have a dedicated concierge ready to answer calls, emails, or texts. Everything is designed to provide the absolute best buying and selling experience.”

The Rick Fuller Team’s commitment to “providing the kind of experience you would be excited to tell a friend about” has garnered nearly 1,000 5-star reviews.

Last year, Rick and his team sold over $120 million in real estate, and his business is Top Agent Magazine

based on repeat and referral clientele. In 2019, the Rick Fuller Team was named Small Business of the Year and recognized by the California State Legislature and the California Senate.

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Rick says his love for the business is twofold. “First, we are able to change the trajectory of a family tree. For example, a first-time home buyer may be the only one in his or her family history who has Copyright Top Agent Magazine11

In 2019, the Rick Fuller Team was named Small Business of the Year and recognized by the California State Legislature and the California Senate.

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made such a monumental purchase,” he explains. “Second, not only do I enjoy handing keys over to my clients, but I also enjoy seeing my own team members increase their personal wealth through real estate investments. I love being a part of their success.”

foster and homeless kids. “In the nearly 20 years we’ve been doing this, our team members have raised over $1.2 million for homeless and foster kids,” he notes. And when a young woman in the community needed a heart transplant, Rick and his team went into action, raising $102,000 in 12 weeks for her medical expenses.

Rick has also partnered with Kaplan University to help others to launch their career. He started the Rick Fuller Podcast to guide agents and investors on the path to real estate investing and financial security and he continues to coach for some of the top real estate coaching companies in North America.

When not working or giving of his time, Rick enjoys being with Jennifer and his three daughters, April, Autumn, and Summer. “I’m training for an Ironman triathlon right now, so I can often be found out running, swimming, and biking,” he says.

Since 2000, Rick and his wife, Jennifer, have raised support, awareness, and thousands of birthday gifts/backpacks for local

As for the future, Rick hopes to continue along his same successful path. He reports, “Right now, there’s a ‘great migration’

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occurring. More and more people are moving from the San Francisco Bay Area to the greater Sacramento region, and since

we have offices in both communities, we are able to serve those who are selling in one area and buying in the other.�

To learn more about The Rick Fuller Team please visit rickfuller.com www.

DRE# 01874995

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 15

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 16

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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HOW TO STAY IN YOUR CLIENTS LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work. To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside.

Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: Top Agent Magazine

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch.

Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients.

Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time.

Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s interests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional.

Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson.

Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and 20

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housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it.

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TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time.

You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts.

This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED No matter how you choose to keep in contact with past clients, make sure to be consistent.

Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year.

Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business.

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DAVID COHEN Believe it or not, last year in San Francisco, the highest average price per sale didn’t belong to a major, corporate firm; instead, it belonged to David Cohen’s City Real Estate.

David, a natural entrepreneur, comes from a real estate family. His mother sold houses in San Francisco for almost fifty years. In college, David helped around her offices, and he started working for her full time once he was out of school. Realizing that he had a passion for the business, he took the leap and earned his license. “I’ve been doing it ever since,” he says.

Over time, David decided to take his work to the next level and opened City Real Estate, where he supervises an elite staff and team of agents to service clients throughout San Francisco and the Greater Bay Area. There, he has crafted a boutique firm with an ear to the ground, offering the knowledge, experience and customer service to compete against even the biggest real estate corporations.

When listing a home, David prefers a blend of old school and cutting edge strategies. On top of sharing properties over targeted digital and social media campaigns, he also provides a personal touch through signage and newspaper advertisements to the surrounding neighborhoods. “We run the whole gamut,” he says. “I want my listings to be accessible to a wide range of ages and demographics.”

getting to meet new people. Most of my clients become my friends over the course of a transaction, and I love getting out there and negotiating for them.”

Outside his career, David is tremendously active in his community. At City Real Estate’s brick and mortar offices, he hosts a variety of local events, from first time buyer seminars to Neighborhood Association meetings and even gatherings for political candidates. When he’s giving back, David, a lover of Bay Area sports, can be found cheering on the Golden State Warriors or spending quality time at home with his wife and infant son. When going out, he enjoys visiting the many great restaurants around San Francisco.

David has strong plans for the future. In the coming months, he intends on both building onto his team while continuing to support his agents and grow their business.

In the meantime, he is constantly refining his process to better serve his buyers and sellers—all while envisioning a bright future for the city he loves. “These days, San Francisco is a tough market,” David says. “We’re going through a lot of changes; however, I’m a strong believer in this city, and I’m satisfied with my work. The San Francisco market will return, sooner rather than later.”

David takes this same comprehensive approach when helping buyers, guiding them through the transaction with an unmatched attention to detail. “At the end of the day, I make sure my clients feel fully represented so they can trust what they’re signing,” he says. “I take care of them, protect their best interests and am willing to show them the reality of a deal—no matter what.”

Through the years, David has won a tremendous reputation throughout the Bay Area, with the near entirety of his volume coming from either repeat clients or referrals.

But he cares most about the relationships earned along the way. “Without a doubt, the best part of my career is Top Agent Magazine

To learn more about David Cohen please call (415) 309-3283, email david@cityrealestatesf.com, or visit cityrealestateSF.com www.

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