NORTHERN CALIFORNIA 1-11-21

NORTHERN CALIFORNIA EDITION

How to Send SMARTER EMAILS 5 WAYS TO TRANSFORM

RENTERS INTO OWNERS Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT

COVER STORY

MONIQUE LOMBARDELLI FEATURED AGENTS

ANTHONY “TONY” ALFANO MICHELLE BALOG JAYNELLE BELL ALISON ELDER GRACE LUCERO

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NORTHERN CALIFORNIA EDITION

MICHELLE BALOG ANTHONY “TONY” ALFANO

Anthony “Tony” Alfano his career in portrait photogra- displays professionalism. Heaispromise—Michelle easy to With began a background has b 7 during 16 19your hand through in real estate aboutphy 12 years ago talk to and will hold and nineteen years of experience as a tinue to be there to help clie ® the economic downturn in 2008.

“I started Balog brings a unique the whole process if you need it. Heand is later ones, from , Michelle Realtor homes doing loan modifications and short sales to very knowledgeable and gets the job blend of integrity, perspective, and a genuMarin to East or South Ba help people,” he explains, “and this even- to everything she does. done.” ine interest in people tually evolved into my career.” Though Not surprisingly, what Mi he started his work in real estate during In order to help the community as much Michelle got her start in real estate when, about her job are the peo a difficult time, he says that it taught him as possible, The Alfano Group particafterthat moving to San Francisco in the late ipates in two unique programs young that professionals, CEO success is something was earned, ‘90s, she found a lack of demand in the blackjack GRACE LUCEROFirstly, theyplayers, retirees not given. Today, Tony owns a boutique support local organizations.

MONIQUE MONIQUE LOMBARDELLI ANTHONY “TONY” MICHELLE BALOG ALISON ELDER Bay Area forfocusing the professional headshots she participate in and spending brokerage, The Alfano Group, donate to Sell a Home,time with them ALFANO LOMBARDELLI As a general contractor living a review, wasand a pleas specialized in.

A career pivot was required. dinners, spa“It days, an a on the greater Sacramento area. The team Save a Child,success which helps children in Owner of Watermark One major factor in Jaynelle’s is come her There are many factors that into play Top producing and powerhouse agent Alison and working in Los Angeles, CA, ing with Grace and her Michelle took a four position in23They dig- have also recently gotten 20 27 involved house.with Though she admits is composed of twoInitially, supporting staff members, need. whenmarketing assessing Alison’s stunning Elder Group Tahoe Real Estate, newly alifornia – Elder, isfull-time rapidy thorough andlocal intelligent strategies, Graceisagents.

Lucero first got she her start in love,” is success very knowledgeable agents, andital fiveadvertising part-time breast cancer awareness causes, and they even sales, which “didn’t and it sented challenges, pivoting is someth story, and chief among them would be her She effectively associated with Corcoran Globalreal Living Elder estate while buying and flipfessional. converted their logo to a pink version.

Tony in partics in the real estate which blend both traditional methods such occurred to her, “if I’m going to sell something, why her teamand doher well.

As she says, “We’re j expert negotiation skills leave-noGroup Tahoe in Truckee, California.

Alison, ping homes.

The first home she issues Over 80 percent of The Alfano Group’s business ular serves as a national-level real estate coach forwe encountered ® not sell something I’m interested in.”

That something to learn to work a different way.” Wh deeply knowledgeas sending out postcards and more cutting- approach stone-unturned, spare-no-expense an award-winning Realtor of the highest calflipped was sold after just one able to negotiate a wincomes from repeats and referrals, and Tony attriaspiring agents.

He is also a competitive soccer coach turnedstate, outnational to be and real estate—in part because Michelleher QR codes yardofsigns, iber, has achieved regional, toinclude marketing many listings,tomany them sending neighb cere commitment to to a combination edge techniques that deft utilization open house.

The real estate agents tion for all parties butes this of professionalism and for his nine-year-old daughter and stresses the imporinternational recognition forarchitecture—but her production luxury and vacation properties.

Combined, loved primarily because she realized, invitations in lieu of open houses,involv prepa ellers achieve their of social media.

Every listing is consistently persistence.

“We operate on a professional level, we tance of balancing work life and family life. that Grace worked with on this sale honest, experienced and and reputation. As a“real leading agent in her these attributes translate into top dollar transestate is ultimately a people business.” for showings, or delivering wine inste have the interests of our community, clients put first and foremost, were so impressed by in the its work highly recommend h has built ascenic thriving presented best actions light for and leveraged forWehappy mountain vacation Alison Sellers, not to mention – “I’m together, Michelle says, really p and we are persistent.

I think people respect that,” When asked what his favorite part of working as she had done that they suggested stays in touch with clients has reached the pinnacle of her career through and returning and referring – clients. grity, honesty, and maximum to potential buyers, which License in hand, Michelle spent aexposure year as estate a mortgage broting foot in it’s front of the other, and t JAYNELLE ALISON LUCERO Tonyhard explains.

Year after year since Tony began a agent. real agentGRACE is, Tony says,one “For me, just she look into becoming anELDER the transaction is complete sheer work, honesty, and aBELL commitment ker, gaining valuable experience for future clients.

Then, a year of growth.” omer service available in The translates into fast sales for top dollar, not to mention his career, his team had growth in all aspects of the helping people with their biggest investment, which haswith now been working as a Currently, more than half of Alison’s herconsiddatabase, which send to providing her many gratefulGrace clients as a solo agent, she began to build her real estateHe practice business.level Theycustomer consistently exceed clients’ expectais real estate.” plans to keep it to going in the future, concierge service.

With more than three erable business is based upon repeat andrefer referred clients, real estate agent for 21 years.

She e-blasts about the market happy customers who continue to return and in and the Bay Area.

Over the next two When she isn’t working, Michellewith lovi tions and get themexperience theSan bestFrancisco possible deals.

One way which includes keeping his business unique and decades of industry under her belt, Alison has an impressive achievement by any measure in the highly has a clients. small team helping clients in one she has worked CONTENTS new in which they do this through “We’re professional, whileof also hiscompetitive team’s volume decades, she nurtured relationships with clients, mentain, and go to the movies. Here too, s earned her reputation as ais trusted real marketing. estate advocate who competitive world realincreasing estate in the Lake Sonoma, Napa and the surroundalented team of six agents, pretty tech-savvy,” Tony explains, “our marketing year after year. consistently places the wants and needs of her clients front Tahoe market.

“We service our clientele in a concierge tored fellow agents, and, believing glass ceilings can be few months, ing areas. member of the sh co 4) 5 WAYS TO TRANSFORM 17) THINKING OFadjusted—over LISTING?Asthea last capabilities through social media and ppc ads outproand centerin during every transaction, whether selling their manner.

And,through I know this market intrinsically”, Alison shattered, empowered female professionals a nothing parties for her pod, sent out a cookboo y in the industry 2004.

“I When she’s not working, Jaynelle enjoys more GraceREADY always enjoys helping those in RENTERS INTO OWNERS NINE WAYS TOshe GET properties or buying their mountain retreat. replies, when asked how has managed to engender popcorn mach duce most of our competition.”

He and his team called networking she co-founded SKIRT (Sharing chased an old-fashioned Thegroup majority of Grace’s business comes from making sureher that the area is thriving. She g interest infrequently real estate,” she than spending time with her family, particularly so much trust and loyalty. “We have a very deep knowluse Facebook ads and landing pages, as Knowledge, Information, and Resources Together).

She to her local art-deco theater to keep it a repeats and referrals, a testament to her determinaboard of the Sonoma Humane Society 13)asbegan THINGS YOU CAN 21) HOW TO SEND SMARTER went off to Alison college, I her decided She is edge also avid philanthropist who career inadvertising. realgrandchildren. estate inDO 2000,TO following of an the Truckee-Tahoe area from the infrastructure well market-specific explains, “I get asuperior lot of pleasure inofhelping people start “Why wait? If you’ve dreamt somethin tion andand service.

“The thing Iinhear the to most often organizes and puts on fundraiser a lengthy stint interest working in thegives Health Welfare sales living Tahoe the highly philanthropic culture.

ANTICIPATE YOUR CLIENT’S EMAILS y because of my own back toand her community by being an Election new careers and hone their skills.” is that I am direct to the point.”

Combined with organization.

Grace also likes to give to industry.

Her who passion forwith realTony estate, however, began The Elder support multiple charitable organizations Every client works or another member NEEDS perties and just to have someInspector, something she has been doing for more than her decades of experience as a general contractor, less people in town whenever she is ab long before “My Dad built a couple of spec homes through her family’s own Foundation. of his team that. can tell that these agents provide top-notch 24) TOP AGENT TIPS AND is truly one-of-a-kind.

Lastaalso year, she closed free time,other Grace loves exercising, includ Along way, Michelle developed reputation for multiple incustomer Hawaii when was young,the and was very creative,” kends.” That dabbling aGrace decade and a half.

She supports serviceI soon and expertise.

As one client shared QUESTIONS FOR CHOOSING a volume of $43 million, and she hopes to close part in activities such as hiking and cros she recalls.

“I think that was what first piqued my inWhen she’s not working or giving back to her community, and client-focused dedication, reflected in an and multiple in a review, “If you honesty are in thecharities, market for aincluding new home mmitment, with her business the AIDS/LifeCycle terest.

When I was older, and working hard, traveling Alison enjoys spending time in outdoor activites with time with her approximately million inYOUR 2020.

When market- AGENT skiing, as well as spending LISTING impressive repeat/referral rate of 70%.

Equally impresand you need a realtor that you can trust and$70 depend 7, she obtained her Broker’s other organizations. the runningAlfano asive, veryand large organization, Desmond and theirneed two college-age children, Andrew ing properties, some I’d of favorite resources “asales huge compliment,” when other agents on country then Anthony from The Alfano Group is Grace’s come homewhich and my has way of relaxing was bike riding to platforms, and Angela, both ofabout whom are accomplished ski Grace explain For more Anthony Alfano, are e-blasts, social media her company “We protect ourAlpine clients,” rmark Properties, definitely the realtor you want to have representation, theyhelping contactyou Michelle. open houses with my husband.website, So, property has always racers and in Colorado universities. or helping more people as andlove AdWorks. herplease team also(916)955-3321 plans to continue find your next house! He will advocate for you toGrace and after year. been “I| Fax truly spending time witharecall my clients,” says fascinating to me.”

Phone 310-734-1440 310-734-1440 affiliated with Luxury Real Estate, which spreads ness expands in the future. “It’s a very email tony@thealfanogroup.com get you what you need.

He shows up on time which All of this prepared her for theplans next pivot.

After becomJaynelle, whose for thefuture, future include thegrowing Looking to the Alison’s plans include her information about their properties to clients around time for people.

We need to be sensitive t mag@topagentmagazine.com |advice www.topagentmagazine.com ing a mom, following from a mentor, Michelle Since becoming licensed, Alison has built a thriving business and her team.

However, her primary objective: of Jaynelle’s business is based opening of multiple new offices.

“Seeing the joy on the world. need to protect them.” She always make Agent Magazine business based on integrity best practices, toatcontinue providing theCopyright exceptional customer launched Baybusiness RealinEstate Group the without beginning of No portion of this issue mayand be reproduced any manner whatsoever prior consent of theTop publisher.

Topservice Agent about Mich For more her team takes this to heart and looks ou meter of excellent customer their faces when they get the keys to their new home is and she hasisbeen rewarded with ascores and thatprecautions hasthey’ve long been her calling card.the accuracy of published 2020 with teamofofawards five agents—and Magazine published

by Feature Publications GA, Inc. Although arestarted taken to ensure Grace’s clients not only love theI results of or their clients’ interests. business please As visither bayregro recognitions, being named one the year, 1% for petitive world of real estate. incredibly rewarding, and love that Ifacts gotsupplied to bebyabest materials, Topincluding Agent Magazine cannot heldof responsible expressed itspart authors. with a bang; inbetheir first theopinions team will close on transactions but also genuinely enjoy working with grow, she looks forward to helping more email Michelle@bayr ofToAgents in the United States send asinconfirmed byfirm’s Real name “I love what I do Published for a living,” subscribe or change inquiryThe to lives.” mag@topagentmagazine.com. in thesays U.S.Alison. “I love the $80address, million sales. and tagline, “Your many referrals because I’m of changing her throughout the process.

As one client shared in the area reach their real estate goals.

Trends. She also leads an equally dedicated and talented people I work with and receive huge satisfaction from or call (415) 810-7890 First and Forever Home,” are an acknowledgement and lies, when asked how she team including herhas husband and Managing Partner, helping our client’s achieve their real estate goals whether Top Agent Magazine 3 Desmond Elder, Alison’s “backbone to the business” For selling or information purchasing property in Grace the Truckee-Tahoe impressive trust and loyalty more about Lucero, and making their technology based real estate company area. Our Elder Group goal is to make certain every Copyright Top ellers. “I also workat its very hard please call 707.888.2649 or email grace@TheLuceroGroup.com function highest levels. client receives a great experience.”

JAYNELLE BELL

http://

5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 4

visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.

As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.

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Show renters that purchasing a home isn’t impossible

Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount.

One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.

into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.

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Collaborate with mortgage professionals to find the right financing opportunities

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Help would-be homebuyers create a road-map to ownership

It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair.

That’s where your expertise as an agent comes Top Agent Magazine

Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership.

Work with a mortgage pro and find the route that suits your renter best.

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pay monthly in a mortgage—while building a lasting asset.

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Compare and contrast rental rates with monthly mortgage payments One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can

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Paint the big picture

For most, renting isn’t the most sustainable financial option when it comes to housing.

Rents rise, families grow, and retirement looms.

Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.

Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side.

Keep these tips in mind as you broach the conversation with renters in your hometown.

All it takes is clear-cut value proposition and a listening ear.

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MONIQUE LOMBARDELLI

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Top Agent Monique Lombardelli is the Broker for Modern Homes Realty where she supervises an elite team to assist clients throughout Palo Alto and the surrounding areas.

A lifelong lover of architecture, Monique Lombardelli got started in real estate through her studies of Eichler homes and Mid-Century Modern design. While producing three acclaimed documentary films about the style, she began drawing interna8 Copyright Top Agent Magazine

tional attention, which only encouraged her to take her work to the next level. Today, Monique is the Broker for Modern Homes Realty where she supervises an elite team to assist clients throughout Palo Alto and the surrounding areas. Having cultivated a Top Agent Magazine

workflow around her unmatched expertise and outstanding professional network, she has carved out a niche in the Mid-Century Modern market—and is now colloquially known as “The Eichler Lady” to enthusiasts and clients alike.

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When listing a home, Monique offers her clients a personalized approach, catered around the specific needs of their property.

After providing a full suite of Mid-Century Modern staging, contractors and inspectors, she markets their property through direct Copyright Top Agent Magazine 9

mailers and listings in magazines which are specifically targeted to her niche. She also shares homes over a blend of digital and social media campaigns, as well as her own professional sphere. “Most people don’t know how to properly preserve Mid-Century Modern homes,” she says. “They require a

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lot of really interesting attention. Whether we’re styling them, fixing them up, staging them or presenting them, my team and I try to add as much value as possible.”

Elsewhere, Monique is just as hands on with her buyers, applying her expert background

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For her tireless devotion to client service, Monique has earned a fantastic reputation around California, with the near entirety of her volume coming from either repeat clients or referrals.

to educate them throughout the transaction.

Leaning on more than ten years in the industry, she brings the insight required to handle any negotiation. For her tireless devotion to client service, she has earned a fantastic reputation around California, with the near entirety of her volume coming from either repeat clients or referrals. “I always encourage up and coming agents to specialize,” she says.

“If you can master a niche market and maximize your knowledge of a specific product, you can find a tremendous amount of success because there’s no real competition.”

Above all, though, Monique is most passionate about building relationships around these crucial pieces of California history. “I Top Agent Magazine

love connecting with clients over the design of a home. Many of the houses we work with were originally designed back in the 1960s, and it’s so rewarding to watch a community spring up around restoring and preserving them for the long term.”

Outside her career, Monique is active all throughout Palo Alto. On top of hosting galas for local charities, she contributes to JDRF, Palo Alto schools and the 49ers Academy, which supports education for the children in East Palo Alto. When she’s not assisting clients or giving back, she can be found exploring her love of fashion and the arts or spending quality time with her closest friends.

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Going forward, Monique has strong plans for the future. Having recently purchased the rights to original Eichler floor plans, she intends on creating her own inventory of Mid-Century Modern homes in the near future. But most of all, she is excited for the

strong relationships and possibilities that lie ahead. “It’s so important for agents to connect,” she says. “We can learn so much from each other over the course of a transaction.

When we work together, we only make our industry—and our clients—stronger.”

To learn more about Monique Lombardelli email monique@modernhomesrealty.com, call (650) 380-5512 or visit modernhomesrealty.com

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Things You Can Do to Anticipate Your Cleint’s Needs First and foremost, the real estate industry is a customer service business. The key to any successful real estate business is one that can build a reputation by providing an unsurpassed level of care. That usually means a transaction that is seamless and stress-free as possible throughout the whole process. Your client’s experience is what keeps them not only coming back, but gets them to recommend you to their friend and family.

tise. By showing you can not only anticipate their needs, but have insight into any potential problems that might arise, they will have complete confidence in you. Achieving that level of trust is the key to a transaction that is as stress-free as possible.

The key to creating a great experience is anticipating your client’s needs. They are relying on your professionalism and exper-

From the moment, you meet a po-tential client, your goal should be to find out not only what they are looking for as far as their real estate

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GET TO KNOW YOUR CLIENTS ON A PERSONAL LEVEL

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goals, but who they are as a person. Listening and asking the right questions from the start is one of the most important aspects of the job.

You almost have to become an amateur psychologist, really honing in on the emotional reasons behind their real estate transaction.

Taking time upfront not only gives you valuable insight into your client, but it is the first impression your clients have that you truly care about them, and that this isn’t just another commission check for you. This goes miles in helping them feel comfortable enough to rely on your guidance.

Knowing who your client is on a deep level will help you navigate the transition ups and downs, allowing you to anticipate the best way to handle it.

SPOT POTENTIAL PROBLEMS AND PROVIDE SOLUTIONS Having insight into your client’s per-sonality type will come in handy when you anticipate an upcoming snag in the transaction. Most people find the process to be stressful even under the best of circumstances. One of the best rules of thumb is to always provide the solutions to anticipated problems when you present them to the client.

This should be the case even when the problem isn’t on you. Anything that can ruin a client’s overall experience can reflect poorly on you, whether you deserve it or not. This is a business philosophy called “zero risk”. You don’t want to take any chances with having an unsatisfied customer.

This is where your experience in the business pays off. You’ve probably seen most things and can easily anticipate problems that are 14

likely to delay the process. Remember you are in charge. You are the expert. And, remember, part of avoiding potential problems is making sure your client knows what to expect upfront, always communicate openly and honestly.

Telling people what they want to hear and knowing you can’t deliver it, is destined to fail, and will always reflect poorly on you.

FIND WAYS TO EXCEED EXPECTATIONS Recognizing ways to exceed a cus-tomer’s needs is just as important as looking out for potential problems, when it comes to creating an exceptional experience. Have a vetted list of trusted service providers. Be hands on.

There are Realtors® who are out there helping clients pack, mowing lawns, and picking kids up from school. They are there for a client in ways that are unexpected. Having one thing taken off your plate during a stressful period in your life can feel like a lifesaver and is not soon forgotten. It is those “little” things that will turn a client into a lifelong advocate for your business.

TAKE IN FEEDBACK A good service provider is always trying to do better. Many Realtors® have clients fill out surveys after the transaction is over. This serves two purposes. It helps you become better at your job and it shows your clients that you care about them and their opinions. You can also use social media to get feedback via analytics and interactions. All of this information can then be used to create better customer experiences in the future. After all, this is a customer service industry. Treat it like one and you’re bound to succeed.

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ANTHONY “TONY” ALFANO Anthony “Tony” Alfano began his career in real estate about 12 years ago during the economic downturn in 2008. “I started doing loan modifications and short sales to help people,” he explains, “and this eventually evolved into my career.” Though he started his work in real estate during a difficult time, he says that it taught him success is something that was earned, not given. Today, Tony owns a boutique brokerage, The Alfano Group, focusing on the greater Sacramento area. The team is composed of two supporting staff members, four full-time agents, and five part-time agents.

Over 80 percent of The Alfano Group’s business comes from repeats and referrals, and Tony attributes this to a combination of professionalism and persistence. “We operate on a professional level, we have the interests of our clients put first and foremost, and we are persistent. I think people respect that,” Tony explains. Year after year since Tony began his career, his team had growth in all aspects of the business. They consistently exceed clients’ expectations and get them the best possible deals. One way in which they do this is through marketing. “We’re pretty tech-savvy,” Tony explains, “our marketing capabilities through social media and ppc ads outproduce most of our competition.” He and his team frequently use Facebook ads and landing pages, as well as market-specific advertising.

Every client who works with Tony or another member of his team can tell that these agents provide top-notch customer service and expertise. As one client shared in a review, “If you are in the market for a new home and you need a realtor that you can trust and depend on then Anthony Alfano from The Alfano Group is definitely the realtor you want to have helping you find your next house! He will advocate for you to get you what you need. He shows up on time which 16

displays professionalism. He is easy to talk to and will hold your hand through the whole process if you need it. He is very knowledgeable and gets the job done.”

In order to help the community as much as possible, The Alfano Group participates in two unique programs that support local organizations. Firstly, they participate in and donate to Sell a Home, Save a Child, which helps children in need. They have also recently gotten involved with local breast cancer awareness causes, and they even converted their logo to a pink version. Tony in particular serves as a national-level real estate coach for aspiring agents. He is also a competitive soccer coach for his nine-year-old daughter and stresses the importance of balancing work life and family life.

When asked what his favorite part of working as a real estate agent is, Tony says, “For me, it’s just helping people with their biggest investment, which is real estate.” He plans to keep it going in the future, which includes keeping his business unique and professional, while also increasing his team’s volume year after year.

For more about Anthony Alfano, please call (916)955-3321 or email tony@thealfanogroup.com Copyright Top Top Agent Agent Magazine Magazine

Thinking of Listing?

Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home.

With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved.

Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time.

1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable.

Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time.

2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing.

3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas Top Agent Magazine

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such as bathrooms, the office, family room and indoor recreation spaces.

Also consider a little varnish on the front door or banister.

4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings.

6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things.

9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market.

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MICHELLE BALOG With a background in portrait photography and nineteen years of experience as a Realtor®, Michelle Balog brings a unique blend of integrity, perspective, and a genuine interest in people to everything she does.

Michelle got her start in real estate when, after moving to San Francisco in the late ‘90s, she found a lack of demand in the Bay Area for the professional headshots she specialized in. A career pivot was required.

Initially, Michelle took a position in digital advertising sales, which she “didn’t love,” and it occurred to her, “if I’m going to sell something, why not sell something I’m interested in.” That something turned out to be real estate—in part because Michelle loved architecture—but primarily because she realized, “real estate is ultimately a people business.”

License in hand, Michelle spent a year as a mortgage broker, gaining valuable experience for future clients. Then, as a solo agent, she began to build her real estate practice in San Francisco and the Bay Area. Over the next two decades, she nurtured relationships with clients, mentored fellow agents, and, believing glass ceilings can be shattered, empowered female professionals through a networking group she co-founded called SKIRT (Sharing Knowledge, Information, and Resources Together). She explains, “I get a lot of pleasure in helping people start new careers and hone their skills.”

a promise—Michelle has been and will continue to be there to help clients find their first homes and later ones, from San Francisco to Marin to East or South Bay. Not surprisingly, what Michelle loves most about her job are the people she’s met— young professionals, CEOs, single moms, blackjack players, retirees—and she enjoys spending time with them, hosting closing dinners, spa days, and an annual wine open house. Though she admits this year has presented challenges, pivoting is something Michelle and her team do well. As she says, “We’re just going to have to learn to work a different way.” Whether it’s adding QR codes to yard signs, sending neighbors personal tour invitations in lieu of open houses, preparing PPE stations for showings, or delivering wine instead of drinking it together, Michelle says, “I’m really proud—we’re putting one foot in front of the other, and this is going to be a year of growth.”

When she isn’t working, Michelle loves to cook, entertain, and go to the movies. Here too, she’s pivoted and adjusted—over the last few months, she’s thrown dinner parties for her pod, sent out a cookbook to clients, purchased an old-fashioned popcorn machine, and donated to her local art-deco theater to keep it alive. Her advice?

“Why wait? If you’ve dreamt something, just do it.”

Along the way, Michelle developed a reputation for honesty and client-focused dedication, reflected in an impressive repeat/referral rate of 70%. Equally impressive, and “a huge compliment,” when other agents need representation, they contact Michelle.

All of this prepared her for the next pivot. After becoming a mom, following advice from a mentor, Michelle launched Bay Real Estate Group at the beginning of 2020 with a team of five agents—and they’ve started with a bang; in their first year, the team will close on $80 million in sales. The firm’s name and tagline, “Your First and Forever Home,” are an acknowledgement and Top Agent Magazine

For more about Michelle Balog, please visit bayregroup.com; email Michelle@bayregroup.com; or call (415) 810-7890 http://

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JAYNELLE BELL Top Agent Jaynelle Bell – Owner of Watermark Properties in Richmond, California – is rapidy approaching two decades in the real estate industry. Hardworking, deeply knowledgeable, and possessing a sincere commitment to helping her buyers and sellers achieve their real estate goals, Jaynelle has built a thriving business based on integrity, honesty, and some of the very best customer service available in The Golden State.

Currently overseeing a talented team of six agents, Jaynelle began her journey in the industry in 2004. “I always had a longstanding interest in real estate,” she recalls, “so when my son went off to college, I decided I would dabble in it mainly because of my own interest in purchasing income properties and just to have something to do on the weekends.” That dabbling soon turned to a full-time commitment, with her business taking off rapidly. In 2007, she obtained her Broker’s License and formed Watermark Properties, which has grown exponentially year after year.

Currently, the lion’s share of Jaynelle’s business is based on referrals, a true barometer of excellent customer service in the highly competitive world of real estate.

“I’ve heard that I get so many referrals because I’m fun to work with,” she replies, when asked how she has managed to generate such impressive trust and loyalty amongst her buyers and sellers. “I also work very hard to make sure that the transaction proceeds smoothly.

Whatever issues that might come up, I can solve it and I’m going to close that transaction.”

Jaynelle cherishes and nurtures the solid relationships she forges with her customers, ones which far transcend the closing table. “I have a client appreciation party every year,” she explains. “We go to a nice country club for a nice sit-down dinner. I also send out birthday cards to both my clients and their children, and when those children matriculate from grade to grade, I send graduation cards as well. I’ll also just pick up the phone and give them a friendly call.”

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One major factor in Jaynelle’s success is her thorough and intelligent marketing strategies, which blend both traditional methods such as sending out postcards and more cuttingedge techniques that include deft utilization of social media. Every listing is consistently presented in its best light and leveraged for maximum exposure to potential buyers, which translates into fast sales for top dollar, not to mention happy customers who continue to return and to refer new clients.

When she’s not working, Jaynelle enjoys nothing more than spending time with her family, particularly her grandchildren. She is also an avid philanthropist who gives back to her community by being an Election Inspector, something she has been doing for more than a decade and a half. She also supports multiple other charities, including the AIDS/LifeCycle and multiple other organizations.

“I truly love spending time with my clients,” says Jaynelle, whose plans for the future include the opening of multiple new offices. “Seeing the joy on their faces when they get the keys to their new home is incredibly rewarding, and I love that I got to be a part of changing lives.”

For more about Jaynelle Bell, please call 510-206-7144 or email Jaynelle.Bell@gmail.com Copyright Top Top Agent Agent Magazine Magazine

How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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Top Agent Magazine

ALISON ELDER Top producing and powerhouse agent Alison Elder, Elder Group Tahoe Real Estate, is newly associated with Corcoran Global Living Elder Group Tahoe in Truckee, California. Alison, an award-winning Realtor® of the highest caliber, has achieved regional, state, national and international recognition for her production and reputation. As a leading agent in her scenic mountain vacation community, Alison has reached the pinnacle of her career through sheer hard work, honesty, and a commitment to providing her many grateful clients with concierge level customer service. With more than three decades of industry experience under her belt, Alison has earned her reputation as a trusted real estate advocate who consistently places the wants and needs of her clients front and center during every transaction, whether selling their properties or buying their mountain retreat.

Alison began her career in real estate in 2000, following a lengthy stint working in the Health and Welfare sales industry. Her passion for real estate, however, began long before that. “My Dad built a couple of spec homes in Hawaii when I was young, and was very creative,” she recalls. “I think that was what first piqued my interest. When I was older, and working hard, traveling the country running a very large sales organization, I’d come home and my way of relaxing was bike riding to open houses with my husband. So, property has always been fascinating to me.”

Since becoming licensed, Alison has built a thriving business based on integrity and best business practices, and she has been rewarded with scores of awards and recognitions, including being named one of the 1% of Agents in the United States as confirmed by Real Trends. She also leads an equally dedicated and talented team including her husband and Managing Partner, Desmond Elder, Alison’s “backbone to the business” and making their technology based real estate company function at its highest levels.

There are many factors that come into play when assessing Alison’s stunning success story, and chief among them would be her expert negotiation skills and her leave-nostone-unturned, spare-no-expense approach to marketing her many listings, many of them luxury and vacation properties. Combined, these attributes translate into top dollar transactions for Sellers, not to mention happy – and returning and referring – clients.

Currently, more than half of Alison’s considerable business is based upon repeat and referred clients, an impressive achievement by any measure in the highly competitive world of real estate in the competitive Lake Tahoe market. “We service our clientele in a concierge manner. And, I know this market intrinsically”, Alison replies, when asked how she has managed to engender so much trust and loyalty. “We have a very deep knowledge of the Truckee-Tahoe area from the infrastructure of living in Tahoe to the highly philanthropic culture.

The Elder support multiple charitable organizations through her family’s own Foundation.

When she’s not working or giving back to her community, Alison enjoys spending time in outdoor activites with Desmond and their two college-age children, Andrew and Angela, both of whom are accomplished Alpine ski racers and in Colorado universities.

Looking to the future, Alison’s plans include growing her business and her team. However, her primary objective: to continue providing the exceptional customer service that has long been her calling card.

“I love what I do for a living,” says Alison. “I love the people I work with and receive huge satisfaction from helping our client’s achieve their real estate goals whether selling or purchasing property in the Truckee-Tahoe area. Our Elder Group goal is to make certain every client receives a great experience.”

For more information about Alison Elder, please call 530-582-8103 or email Tahoe.AlisonElder.com.

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 24

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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Top Agent Magazine

GRACE LUCERO As a general contractor living and working in Los Angeles, CA, Grace Lucero first got her start in real estate while buying and flipping homes. The first home she flipped was sold after just one open house. The real estate agents that Grace worked with on this sale were so impressed by the work she had done that they suggested she look into becoming an agent.

Grace has now been working as a real estate agent for 21 years. She has a small team helping clients in Sonoma, Napa and the surrounding areas.

The majority of Grace’s business comes from repeats and referrals, a testament to her determination and superior service. “The thing I hear the most is that I am direct and to the point.” Combined with her decades of experience as a general contractor, Grace is truly one-of-a-kind. Last year, she closed a volume of $43 million, and she hopes to close approximately $70 million in 2020. When marketing properties, some of Grace’s favorite resources are e-blasts, social media platforms, her company website, and AdWorks. Grace and her team are also affiliated with Luxury Real Estate, which spreads information about their properties to clients around the world.

Grace’s clients not only love the results of their transactions but also genuinely enjoy working with her throughout the process. As one client shared in

a review, “It was a pleasure working with Grace and her team. She is very knowledgeable and professional. She effectively resolved issues we encountered and was able to negotiate a win-win solution for all parties involved. She is honest, experienced and efficient.

We highly recommend her.” Grace stays in touch with clients long after the transaction is completed through her database, which sends periodic e-blasts about the market to everyone she has worked with in the past.

As a member of the community, Grace always enjoys helping those in need and making sure that the area is thriving. She is on the board of the Sonoma Humane Society, and she often organizes and puts on fundraisers for this organization. Grace also likes to give to the homeless people in town whenever she is able. In her free time, Grace loves exercising, including taking part in activities such as hiking and cross-country skiing, as well as spending time with her pets.

“We protect our clients,” Grace explains, and she plans to continue helping more people as her business expands in the future. “It’s a very stressful time for people. We need to be sensitive to that; we need to protect them.” She always makes sure that her team takes this to heart and looks out for their clients’ best interests. As her business and team grow, she looks forward to helping more people in the area reach their real estate goals.

For more information about Grace Lucero, please call 707.888.2649 or email grace@TheLuceroGroup.com

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