NORTHERN CALIFORNIA 1-14-19

NORTHERN CALIFORNIA EDITION

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THINGS ALL SUCCESSFUL NEGOTIATORS DO

HOW TO CUT DOWN ON DIGITAL DISTRACTIONS AND UP YOUR PRODUCTIVITY

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

FEATURED AGENT

ANTHONY “TONY” ALFANO COVER STORY

Rhonda Alderman

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NORTHERN CALIFORNIA EDITION

ANTHONY “TONY” ALFANO

That giving back includes givi industry in which he has been “I coach Realtors® on a nation tells Top Agent. “I have several the nation that I coach to he their businesses as well.” And extends to the agents who work Group. “I have extremely high for our agents - most of them h Ten years on, Tony has taken those self-taught me for four plus years at this po skills and honed them into true expertise, proud of the boutique brand an and his boutique agency, The Alfano Group, serves clients from Sacramento to Tahoe. For RHONDA ALDERMAN ANTHONY “TONY” to see that expand in other areas grow and help and bring new a Tony and his team the key to that service is ALFANO and help them grow their business as well.” personalization. “As a boutique brokerage our brand and our image is highly displayed to our clientele,” he says.

Developing others is one of Tony’s core pass “We’re always in front of them, always in communication CONTENTS it in his time off as well. “I have two girls th with them, and we like to do client events and show our and seven, and they’re involved in sports,” appreciation for them even if we aren’t currently working also coach soccer teams.” them.” TIPS THAT ARE 4) with 7 SIMPLE 15) 6 THINGS ALL their SUCCESSFUL Tony Alfano got into real estate at a very difficult time for the market - the 2008 9 downturn. “I was self-taught,” he says. “Basically I was undoing bad loans that some people were placed in.” It was a challenging time to jump into the business, but today he laughs about it. “It built my character,” he says.

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PROVEN TO HELP YOU STAY NEGOTIATORS DO As Tony looks to grow his business and Tony makes sure those client events are fun and engaging.

AHEAD OF THE COMPETITION agents, he also looks to how he can help “We’ve rented out movie theaters, we rented out brew19) HOW TO CUT DOWN ON forward in their lives. “I also run a full se eries,” he explains. “We’re having a huge wine event in 6) February.”

RECONSIDER REFERRALDIGITAL DISTRACTIONS management company locally in which we m The client events also offer an opportunity for ONLY WHENGroup PLANNING ANDthey UP YOUR PRODUCTIVITY 300 homes,” he explains. “We’re able to he The Alfano to make a FOR difference in the areas THE FUTURE sition from a rental situation to a homeowne serve. “We also do coat drives, for instance,” he says. “We 22) MODERN EMAIL ETIQUETTE we can help them plan that whole process. try to incorporate a charity into each of the client events FOR TODAY’S coupleAGENTS of years, but my clients always know so we can do things for the community as well. We always the long haul.”

want to be giving back.”

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To find out more about Tony Alfano 3 visit his website at homesofgreatersacramento.com, www.

7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 6

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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Rhonda Alderman

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RHONDA ALDERMAN How did Rhonda Alderman become one of the most trusted listing agents in Sonoma County?

For Rhonda, California real estate is literally in her blood. “I grew up in a family with a background in real estate. My father was a real estate broker in San Francisco. I decided to start my business in 2000,” she says. With an office in Santa Rosa, Rhonda serves primarily 10 Copyright Top Agent Magazine

Sonoma County, though she also has listings in Napa and Marin Counties. While Rhonda works directly with her clients, she has a team to support her that includes a buyer’s agent, transaction coordinator, graphic designer and photographer. Her success comes from the fact that she’s caring, but also driven and focused.

“When I take on a property or a client, it’s much more than a transaction. I give it Top Agent Magazine

1,000% to make it it’s very best,” she says. The results speak for themselves—Rhonda is in the Top 1% of Realtors in Sonoma County.

A large percentage of Rhonda’s business comes from repeat and referral clients. “I’m primarily a listing agent, so many of my clients move out of the area,” Rhonda explains. “But I stay in touch with them and they often refer friends and family.” What keeps her clients coming back and eager to recommend her to their sphere of influence? “They know I’m going to do a good job and that they can trust me. They understand that when they hire me they will have an advocate on their side that has their best interest in mind throughout the whole process,” she explains.

Rhonda is also renowned for her marketing capabilities and her ability to help her clients get the best possible price for their home.

Before a listing goes to market, Rhonda, who is a certified stager, helps clients prepare the property so that it looks its best. For out of town sellers, Rhonda helps them arrange for contractors and painters. But what she enjoys the most is preparing the marketing campaign. “I love creating the foundation of the presentation of the listing. There is a lot of creativity that goes into that before I launch the property.” She creates luxury marketing materials for even average priced homes, Top Agent Magazine

writing captivating descriptions of listings to go alongside high quality photographs, twilight photography, 3D Matterport Tours and even drone video for properties with a larger acreage. “I really know how to make a property shine when it goes on the market,” Rhonda says. She executes an extensive online marketing campaign, and runs ads in local newspapers. The result is often a quick sale at an incredible price. “I’ve been on the listing side for so many transactions. My 11 Copyright Top Agent Magazine

“I am passionate about highlighting a home’s unique beauty through innovative and luxury marketing. My marketing often results in multiple offers and I’m always negotiating on behalf of my clients so they get the highest price and the best terms.” marketing often results in multiple offers and I’m always negotiating on behalf of my clients so they get the highest price and the best terms.”

What does Rhonda like most about her work?

“I like helping people and becoming a team with and for my clients while we are selling Copyright Top Agent Magazine 12

their home. I like feeling that I have a connection with my clients and that I exceed their expectations and that they are really happy with the service, and the way I handled the sale,” she says.

To give back to the community, Rhonda volunteers with the Redwood Gospel Mission Top Agent Magazine

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and is an advocate for the homeless community. In her free time, she enjoys spending time with her two sons and her family. To stay fit, she participates in local fun runs and attends “boot camp” exercise classes several times per week. For the future, she plans to

expand her business while still maintaining a personal boutique feel. “I want to be able to help more people in the community,” she says. Now that’s a worthy goal and one that with her drive, focus, and creativity, she’s sure to achieve!

To find out more about Rhonda Alderman, email Rhonda@RhondaAlderman.net, call (707) 328-7653, or visit RhondaAlderman.net www.

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6 Things All Successful Negotiators Do If you think about it, you’ve been negotiating your whole life. As a kid you negotiated constantly with your family, your teachers, and your classmates. If you’re a parent, you’re negotiating probably more than you ever have in your life. But it’s one thing to negotiate staying up late on a school night, people oftentimes have trouble translating those real world negotiation skills into the business world. But the truth is there are a lot similarities.

Expert negotiators all have skills and techniques they bring to the table. It’s quite possible you also have them, and don’t even realize Top Agent Magazine

it. Here’s a look at some traits that are common among expert negotiators.

1. They keep emotion out of the process It’s very easy to feel frustrated, angry and defensive during a negotiation process. But when emotions run high, it’s often difficult to respond with logic and reason. This can be especially difficult if the person you’re negotiating with tries to escalate the situation. As the saying goes, keep calm and carry on. You

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have an end goal in mind, and getting heated won’t help you meet it. If things don’t go your way, remember it’s not personal. Best to leave the table with no hard feelings. Hopefully even though you may not have gotten what you’ve wanted this time around, you’ve established a foundation for success at your next try.

2. They’re reasonable If you don’t ask for what you want you’ll never get it, but at the same time, you need to be reasonable about what you’re asking for. Yes, ask for a little more than you want, so you have some wiggle room to compromise. But if you ask for too much too soon, you might shut down the person you’re negotiating with from the start, or even worse offend them. No one wants to feel like they’re being taken advantage of. Ask for what you deserve and you’ll never go wrong. At the very least you might start the conversation on how that might be possible down the line, if it isn’t just yet.

3. They’re well-prepared Part of being reasonable is being well-prepared. One of the biggest mistakes novice negotiators make is showing up over-confident and under prepared. Have the research and facts to back up what you’re asking for. Show your negotiation partner evidence of why what you’re asking for is not only fair, but necessary. Facts are hard to shoot down. This will also give you the confidence to really push for what you want. It’s not just something you think, it’s something that’s undeniable true. If you go in unprepared you’re more likely to flounder, which will damage your credibility going into future negotiations.

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4. They always strive for a win/win solution for everyone Yes, negotiations are about getting what you want, but as the old saying goes, you get more flies with honey than vinegar. Your negotiation partner might also have reasonable requests that you need to consider. Ultimately, successful negotiations are about compromise on both sides, and ending up with an outcome that benefits everyone.

5. They’re creative Problems and conflict are a natural part of any negotiation. One surefire way to impress, is to head off any impending roadblocks, by coming up with creative solutions. It’s easy to point out problems and be negative. Truly expert negotiators think outside the box, and dazzle with innovative concepts and ideas that leave everyone excited about the process.

6. They’re good listeners Listening in order to really understand where your negotiation partner is coming from is important for two reasons: you not only want to make them feel heard, but knowing what they want is invaluable information you can use to get what you want. At the start, you’re gathering information by asking questions and really hearing what they say, which includes picking up on body language and nonverbal cues as well. This is part of being well-prepared, using every possible thing you can to have an advantage.

Being in control of the situation, and then leading everyone to a successful conclusion all around is what great negotiation is all about.

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How to Cut Down on Digital Distractions

and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— Top Agent Magazine

it can feel impossible to untangle yourself from the worldwide web.

As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then

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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.

Focus on one digital task at a time.

While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any.

Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.

Give yourself a curfew.

In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in.

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Mute social media notifications and create dedicated check-in times instead.

Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.

Keep your inbox organized.

While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority.

That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from.

Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.

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ANTHONY “TONY” ALFANO Tony Alfano got into real estate at a very difficult time for the market - the 2008 downturn. “I was self-taught,” he says. “Basically I was undoing bad loans that some people were placed in.” It was a challenging time to jump into the business, but today he laughs about it. “It built my character,” he says.

Ten years on, Tony has taken those self-taught skills and honed them into true expertise, and his boutique agency, The Alfano Group, serves clients from Sacramento to Tahoe. For Tony and his team the key to that service is personalization. “As a boutique brokerage our brand and our image is highly displayed to our clientele,” he says.

“We’re always in front of them, always in communication with them, and we like to do client events and show our appreciation for them even if we aren’t currently working with them.”

Tony makes sure those client events are fun and engaging.

“We’ve rented out movie theaters, we rented out breweries,” he explains. “We’re having a huge wine event in February.” The client events also offer an opportunity for The Alfano Group to make a difference in the areas they serve. “We also do coat drives, for instance,” he says. “We try to incorporate a charity into each of the client events so we can do things for the community as well. We always want to be giving back.”

That giving back includes giving back to the industry in which he has been so successful.

“I coach Realtors® on a national level,” Tony tells Top Agent. “I have several clients around the nation that I coach to help them build their businesses as well.” And that coaching extends to the agents who work at The Alfano Group. “I have extremely high retention rates for our agents - most of them have been with me for four plus years at this point. I am really proud of the boutique brand and I really want to see that expand in other areas where we can grow and help and bring new agents on board and help them grow their business as well.”

Developing others is one of Tony’s core passions, and does it in his time off as well. “I have two girls that are ages five and seven, and they’re involved in sports,” he says. “So I also coach their soccer teams.”

As Tony looks to grow his business and bring on new agents, he also looks to how he can help others move forward in their lives. “I also run a full service property management company locally in which we manage around 300 homes,” he explains. “We’re able to help people transition from a rental situation to a homeowner situation, and we can help them plan that whole process. It may take a couple of years, but my clients always know we’re in it for the long haul.”

To find out more about Tony Alfano visit his website at homesofgreatersacramento.com, call (916)955-3321 or email tony@thealfanogroup.com www.

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Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing?

For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that 22

inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.

Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.

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Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity.

However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters.

You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.

Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone.

For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.

Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download, Top Agent Magazine

you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.

Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media.

When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term.

Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.

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