NORTHERN CALIFORNIA 10-5-20

NORTHERN CALIFORNIA EDITION

Concierge Care:

Services that Lure Clients and Transform Your Reputation Things You Can Do to

ANTICIPATE YOUR CLIENT’S NEEDS

FEATURED AGENTS

5 Sure-Fire Ways to Get More Referrals

CLAUDIA MILLS

COVER STORY

GAIL DeMARCO

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NORTHERN CALIFORNIA EDITION

CLAUDIA MILLS Claudia Mills has always loved real 9 estate, but when she met a close REALTOR® friend who became her mentor, she decided to finally take the plunge, get her license, and give a career in real estate a try. She’s been in the business close to nine years now, and while Oakland’s Rockridge area is her home base, Claudia serves clients throughout the East GAIL Bay.DeMARCO

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state and turn it into some tiful” she says.

The majority of Claudia’s d cated to work, but in her ti prioritizes spending quality ti family and friends. She loves daughter in Los Angeles, and German Shepherd pup on len adventures that serve not on CLAUDIA MILLS cise, but also to clear her m Working with investors, buyers, and away from the hustle and bu sellers has brought Claudia a wide network of life for a while. She also starts off each clients, as well as plenty of repeat and referral busi- hour of yoga. ness. “I think the fact that I work with my family CONTENTS makes me pretty unique in my market. We work In the future Claudia’s plan is to keep g well togetherCARE: and we all have different business andCAN helping clients meet the 4)really CONCIERGE 15)skill THINGS YOU sets that compliment each other. My husband housing goals.YOUR She also has words of SERVICES THAT LURE DOdoes TO ANTICIPATE a lot of the marketing, my son is amazing at videog- young agents who are just getting into th CLIENTS AND TRANSFORM CLIENT’S NEEDS raphy, and that allows me to focus my attention on business. “The most important thing fo YOUR REPUTATION the clients and their individual needs,” she says. know, that I have learned over the years 19) 5 REASONS lean in to WHY the things that you love to do 6)Social HOW TO BUILD A TEAM YOU NEED A MENTOR media has been a great tool for Claudia to ness, and do it well. If you’re true to your THAT WINclients, BIG NO stay inWILL touch with and has also proven to be find a client base that’s going to be a goo quite useful forSIZE marketing. “You get really 22) close5toSURE-FIRE you. Everything goes WAYS TOmore smoothly w MATTER ITS people during this process because it’s very personal. working with people you’re more aligne GET MORE REFERRALS It’s been harder to see my clients during COVID, so Facebook and Instagram have been incredibly helpful for keeping in touch,” she says. And with her Phone 310-734-1440 | Fax presence 310-734-1440 extensive social media she is able to reach a large audience anytime she posts a listing. mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published Feature Publications GA, Inc. Although are taken to ensure the accuracy of published Working as by the #1 McGuire Agent in theprecautions East Bay materials, Top Agent Magazine cannot be held responsible for opinions expressed for the last 3 years, and as a top ranked REALTOR® or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. in CA Published in the by U.S. Real Trends and the WSJ, Claudia is a

seasoned professional. “I honestly love helping people. This process can be quite stressful for many, and I like to make sure that I make it as easy and Top Agent Magazine seamless as possible. I also really enjoy using my

To learn more about Claud 3 email c.mills@ggsir.com, o visit claudiamillsrealestate www.

Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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How to Build a Team That Will Win Big No Matter its Size In the real estate world building a team is a goal almost every agent strives towards achieving. Doing business with a team as opposed to solo has numerous advantages. With more agents handling clients as well as other employees specialized in areas such as marketing and administrative support there to assist you; you can greatly increase your business and sales.

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So, when creating a team, logic would tell us that the bigger it is, the better, right? Wrong. When it comes to real estate teams, size doesn’t matter so much as the players you bring onto that team to work with you. A team doesn’t have to be big to win big, and here are the secrets to building a team that wins big no matter its size.

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Hire the Right Team Members

Put Your Team Members in the Right Positions to Win

You’ve probably heard the saying, “you’re only as strong as you’re weakest link.” That idea holds true for any kind of team, including those in real estate. If you have weak members on your team, then it’s not possible to have a strong team. Drawing strong team members to your business is essential.

Finding strong team members is just one part of the equation. As the leader of your team, you now have to assess each member’s strengths and weaknesses and position them appropriately. You want the best player for each role playing that part and catering to their strengths. Choose your team member’s roles wisely, and place each individual in the position where their strengths can shine and they can best contribute to a win for the entire team. Every role is important to the team working smoothly and winning as a whole, so it is important to place each team member in the role most suited to his or her skills.

To better understand what kind of person would make a strong addition to your team, you need to ask yourself what skills and characteristics you want your team members to possess. The strongest members are often ones that share their leader’s values. When you share values with your teammates, you are all running along the same course towards the same goal as one. Your definition of a victory in this case is also your teammates’ definition of it. This helps strengthen even the smallest of numbers because you are all working together toward a common goal.

Another characteristic too look out for in potential team members is a positive attitude. You can teach someone the skills needed in real estate, but you can’t teach someone how to have a positive attitude.

Positive members tend to achieve more due to their optimistic nature, but more importantly, they spread that positive attitude to the rest of the team, which improves every members’ performance.

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Communicating Your Vision to Your Team

Your team members are the key ingredients to ultimate victory, but what recipe do you follow now to lead them to victory? That is what communication is for a winning team; the recipe you will use to

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help best utilize each team member and instruct them on how they need to work together to fulfill the recipe that will lead them to be a winning team. Your team members need to know the plan and you must give them the tools to successfully execute it.

It is up to the leader of a team to help your players see your vision and help them understand what a victory looks like. The goal may seem simple and obvious to you, but you must communicate it over and over again to your team members, so they understand it as well as you do. With different personalities coming together to form a unit, you are going to be dealing with numerous challenges such as competing agendas. You will find this on any team. You must keep the goal and at the forefront of your player’s minds in order to encourage them to put aside their own personal desires in order to come together as one cohesive, single-minded unit and push towards the team’s goal.

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Give Your Team Members the Tools to Help Them Perform at Their Best The final thing all great leaders do is equip their team members with the proper tools and training needed for them to succeed. You have to show them how they can each come together with their different strengths to work as a team towards one unified goal. This involves more than simple skills training, but also endurance, so they can last as a team and win even those matches that seem unending and impossible.

Think of all the challenges that they could possibly face ahead, and clear their path to victory by giving them the necessary training and tools they will need to get past any obstacle. As the leader, you must be prepared to continually communicate the team’s goal and your vision. Use that vision to motivate your team members throughout the journey towards victory.

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GAIL DeMARCO

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Top Agent Gail DeMarco, Broker Associate at Turner DeMarco Group with ReMax Gold, serves the Tri-Counties area, with a focus on communities like El Dorado Hills, Granite Bay, Roseville and Folsom.

Gail DeMarco began her real estate career 7 years ago, after a very successful career working as a wedding photographer and owner of the company XSIGHT Photography and Video in Sacramento.

After a bad accident she had limited use of her right hand and was forced to leave a career that she was so passionate about.

A client who was an agent suggested to Gail that she would be good at real estate, and after earning her license, Gail decided to take the leap into real estate 10Copyright Top Agent Magazine

full-time. Now, as Broker Associate at Turner DeMarco Group with ReMax Gold, Gail is a top producing agent who excels at getting her clients top dollar for their homes.

Gail serves the Tri-Counties area, with a focus on communities like El Dorado Hills, Granite Bay, Roseville and Folsom.

About 85% of her business comes from repeat and referral clients, an impressive feat that speaks to the trust and loyalty Top Agent Magazine

she inspires, not to mention the excellent results she achieves for her clients. “We provide extreme customer service,” Gail says. “The number one thing for us is the client relationship.”

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Customer satisfaction is a result of Gail’s unique approach to real estate. “What sets me apart is that I run it like a business,” she explains. “I ran a great business with my wedding photography studio, and I Copyright Top Agent Magazine11

About 85% of Gail’s business comes from repeat and referral clients, an impressive feat that speaks to the trust and loyalty she inspires, not to mention the excellent results she achieves for her clients. took the same concept to real estate.” Part of that is listening to clients and providing the solutions to get them what they want.

Most of her listing appointments are 2-3 hours, because she takes the time to listen. “A lot of agents want to get in and out in one hour,” she says. “They want to talk about themselves, but they don’t listen to 12Copyright Top Agent Magazine

what people really want. But if you really listen, it’s a lot easier to get them what they want.”

Marketing is a huge component of Gail’s recipe for success. She spends big on ad placement and targeted online ads in order to get a listing to the audience Top Agent Magazine

most likely to pay top dollar. “I have the most amazing web guy, and we get so much web traffic,” Gail says. “We have an amazing graphic designer, and we spend a lot on photography. We want to highlight the property, and part of that is the prep work that we do. Before we come on the market, I have everybody in there from our stagers to our painters, to my husband, who is a contractor, to get a home in top shape.” The results speak for themselves: last year Gail did $70 million in volume, and this year she is on track to beat that.

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Outside of work, Gail is active in her church, and she and her husband donate to their outreach efforts. Gail also recently became a Big Sister through Big Brothers Big Sisters. When she’s not working or giving back, Gail loves spending time with her family, especially her 5 grandkids.

In the future, Gail plans to continue working behind the scenes to help her clients achieve their real estate goals. “I love the challenge. I love to figure out the puzzle,” she says. My job as the quarterback Copyright Top Agent Magazine13

is to keep moving the football down the field for a touchdown. My awesome team allows me to deliver outstanding results every time. I love negotiating and getting

my clients what they want in record time with the best terms. I’m not afraid to walk away when it doesn’t align with my clients needs.

To find out more about Gail DeMarco, please call 916-220-5700, visit turnerdemarco.com or email at gail@gaildemarco.com www.

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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 16

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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5 Reasons Why You Need a Mentor As great as it might feel to start your own business, and be solely responsible for its success, at some point, every entrepreneur reaches the limit of their potential, and needs a boost that only experience can provide.

But how do you get a lifetime of experience when you’re just starting out? Sure you can read countless books, but no book can replace the real life experience and advice of a mentor.

Mentors not only provides valuable insights, but they also have access to valuable connections as well. In fact a majority of the Top Agent Magazine

most successful CEOs and entrepreneurs in the country have said that having a mentor early on was instrumental in their success.

Here are some of the reasons why.

1. They’re able to see where you need improvement, when you can’t When you’re working non-stop to get your business off the ground, you might feel sensitive to any criticism from people who aren’t going through what you are. A good

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mentor knows exactly what you’re going though, and has probably made every mistake. When you’re in the thick of it, you might not be able to see where the problems are. A knowledgeable outsider, who knows exactly where you’re at and has only your best interests at heart is just what you need.

When you have a trusting relationship with someone like that, you will be more willing to listen to that brutal honesty, even if that constructive criticism stings.

energy into it. They can see things in a completely logical way and guide you based on the facts rather than emotion. A good mentor helps you work smarter, not harder. They help you focus on your goals and how to get there, as well as setting boundaries for you so you don’t overextend yourself. They teach you how to say no and help you let go when you need to move on from a setback.

2. They will encourage you to think outside of the box

In addition to expertise, building a strong network is something that can only come with time. A mentor will most likely have that already, giving you access to people and resources that would take others years to gain. These connections will lead to opportunities that might never have happened otherwise. It’s also a great confidence boost knowing that your mentor trusts and believes in you enough to invite you into their inner circle.

Years of experience can give someone a great idea of what works and what doesn’t.

They’ve seen things first hand, not just in theory. At the same time, mentors recognize the importance of taking chances, calculating risks, as well as cutting losses and moving on. A good mentor isn’t trying to encourage you to be a carbon copy of them, they are trying to create the best ‘you’ possible. That includes encouraging you to take chances, and then being there pushing you to keep going forward if it doesn’t work out.

A good mentor knows that even failures can be opportunities.

3. They take the emotion out of decisions and help set boundaries Unlike you, a mentor has no emotional investment in certain business approaches that you might have decided to try. There’s nothing harder than admitting something isn’t working when you’ve put a lot of time and 20

4. Networking

5. Encouragement At the heart or it all, a mentor offers you encouragement and motivation along the way, in good times and in bad. After a failure, it can be hard to get back on track and keep forging ahead. It helps to have someone who has spent year getting back up after being known down and coming out stronger than ever. It’s during those moments, when you feel alone and isolated, that having someone around offering you advice and positive feedback will be a much needed salve. They’re your cheerleader, they want you to succeed, and hopefully, you’ll pay it forward one day when you become as successful as them.

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CLAUDIA MILLS Claudia Mills has always loved real estate, but when she met a close REALTOR® friend who became her mentor, she decided to finally take the plunge, get her license, and give a career in real estate a try. She’s been in the business close to nine years now, and while Oakland’s Rockridge area is her home base, Claudia serves clients throughout the East Bay. Working with investors, buyers, and sellers has brought Claudia a wide network of clients, as well as plenty of repeat and referral business. “I think the fact that I work with my family makes me pretty unique in my market. We work really well together and we all have different skill sets that compliment each other. My husband does a lot of the marketing, my son is amazing at videography, and that allows me to focus my attention on the clients and their individual needs,” she says.

Social media has been a great tool for Claudia to stay in touch with clients, and has also proven to be quite useful for marketing. “You get really close to people during this process because it’s very personal.

It’s been harder to see my clients during COVID, so Facebook and Instagram have been incredibly helpful for keeping in touch,” she says. And with her extensive social media presence she is able to reach a large audience anytime she posts a listing.

Working as the #1 McGuire Agent in the East Bay for the last 3 years, and as a top ranked REALTOR® in CA by Real Trends and the WSJ, Claudia is a seasoned professional. “I honestly love helping people. This process can be quite stressful for many, and I like to make sure that I make it as easy and seamless as possible. I also really enjoy using my design eye to transform a house from its original Top Agent Magazine

state and turn it into something beautiful” she says.

The majority of Claudia’s day is dedicated to work, but in her time off she prioritizes spending quality time with her family and friends. She loves visiting her daughter in Los Angeles, and taking her German Shepherd pup on lengthy hiking adventures that serve not only as exercise, but also to clear her mind and get away from the hustle and bustle of city life for a while. She also starts off each day with an hour of yoga.

In the future Claudia’s plan is to keep growing her business and helping clients meet their personal housing goals. She also has words of advice for young agents who are just getting into the real estate business. “The most important thing for agents to know, that I have learned over the years, is to really lean in to the things that you love to do in the business, and do it well. If you’re true to yourself you will find a client base that’s going to be a good match for you. Everything goes more smoothly when you’re working with people you’re more aligned with.”

To learn more about Claudia Mills email c.mills@ggsir.com, or visit claudiamillsrealestate.com, or call (510) 350–6419 www.

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5 Sure-Fire Ways to Get More Referrals

by Bubba Mills

Wouldn’t it be great if you didn’t have to market your services? Just serve and help clients all day—it’s why you chose real estate in the first place, right? To help people. But if you’re like most REALTORS®, you’re likely working your butt off just to get those clients.

So what’s the answer? Referrals— from your current and past clients, family, friends and acquaintances.

Imagine what your business would look like if everyone you knew gave you just one good buying or selling referral. Yeah, savor that feeling for a minute.

savings. Remember this: when you take exceptional care of your clients, they’ll do your marketing for free.

Referrals are where the money is and here are five tips you can start using today to get more: 1. Make your service downright unforgettable. Past clients can’t refer you if they don’t remember you.

Help them remember you by giving them memorable service. Take time to brainstorm ways to increase your service. Remember that referrals are earned, not paid for. By the way, I teach a seminar called Marry Me! Getting Your Clients to Say ‘I Do!’ that gives tips on how to offer service that yields referrals. Visit http://getbubbasnotes.com/marryme and get them free.

Run the numbers. Your average client who sticks with you is worth $25,000 if they move three times (first average commission is $5,000; they move in five years, that’s another $10,000 for the buy and sell. Same with the third 2. Cross promote and partner with move, another $10,000.) Then if the other businesses. Think about all the client refers two people, suddenly local businesses in your city and you’re talking $75,000. And that’s then ask this question: What can I without marketing, so add in that do to help those local businesses 22

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while promoting my business?

Think coupons for your clients and leaving your business cards in their stores.

3. Think A.B.A.—Always Be Asking. If you don't ask, you don't get referrals. Add a P.S. to your email signature. Something like this: “P.S. If you know anyone thinking of buying or selling real estate, please tell them about ABC Real Estate and hit the reply button and tell us how we can help them!”

Also, put some serious thought into your closing gifts. I’ve given Cutco Knives with my name engraved on the blades. Every time they use the knives, they think of me. Give gifts that have a shelf life.

4. Get involved in your community.

People are more likely to refer to someone they believe is a good person – someone that gives back to the community. And remember, it’s not your signs all over town that make you a community icon; it’s what you do for your community.

Volunteer at retirement centers, help rebuild and paint local parks, serve food at the local soup kitchen, take part in fundraisers and be seen at block parties and street picnics.

5. Show your gratitude when you do Top Agent Magazine

get referrals. Thank your referrers for their help, and keep them updated on how the new relationship is going.

The referral system is built on strong relationships and shared value.

Share what’s on your mind. How much time are you spending to get referrals? Can you improve your referral numbers? If not, why not?

What’s preventing you from getting more referrals? What successes or failures have you had with asking for referrals in the past? Please send any comments or questions you have to Article@CorcoranCoaching.com or http://www.facebook.com/Corcoran Coaching.

Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies.

To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.Corcoran Coaching.com.

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