NORTHERN CALIFORNIA 12-10-18

NORTHERN CALIFORNIA EDITION

BEYOND

CLEANING AND DECLUTTERING: What Improvement Expenses Make the Most Sense?

4 Easy Ways to

REDECORATE YOUR OFFICE

COVER STORY

Nancy Pearson

FEATURED AGENT

Stacy Gonzalez

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NORTHERN CALIFORNIA EDITION

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NANCY PEARSON

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STACY GONZALEZ

STACY GONZAL

Stacy Gonzalez entered real es during the housing crisis. “I licensed in 2005,” she says. “ everyone was asking me wh decided to get into real es since the market was bottom out. I kept telling them: ‘It’s o up from here.’ It’s all about y perspective.”

That perspective - and her unending positivity - has m Stacy a truly successful Realtor® in the greater Sacram area. “I currently have eight escrows,” she tells Top Ag CONTENTS“And I have a lot of buyers I’m working with to help properties. So I’m very busy…but am still able to pro my TIPS clientsON with BREAKING the service they deserve.”

4) 4 EASY WAYS TO REDECORATE 15)

YOUR OFFICE THAT WILL BOOST MORALE & IMPRESS CLIENTS 6) BEYOND CLEANING AND DECLUTTERING: WHAT IMPROVEMENT EXPENSES MAKE THE MOST SENSE?

INTO THE LUXURY MARKET

Doing right by her clients is a passion for Stacy, and earned her a staggering 95% referral and return rate. “I 19) TEAM BUILDING EXERCISES there3 for my clients throughout the transaction,” she say TO REVITALIZE MOMENTUM THE I’m t From start to finish, from inspection IN to signing, OFFICE supporting and answering questions. I give my clients attention and support I would give to my own family.”

22) WHY FLEXIBILITY HURTS That’sHELPS) not something Stacy has to fake.

“I genuinely love (NOT YOUR ABILITY TO job,” sheSALES says. “I DEALS get up, I go to sleep, I live and breathe CLOSE estate. It just comes naturally, and I love it. But more that, I love them - I love my clients.”

Phone 888-461-3930 | Fax 310-751-7068

Stacy shows that love through client appreciation eve “We’ve have had two this year,” she says. “We hosted mag@topagentmagazine.com | www.topagentmagazine.com at a winery, we also had an Oktoberfest. It’s a great wa No portion of this issue may be reproduced in any manner whatsoever without consent thefun publisher.

Top Agent keeping in prior touch, and ofit’s for me.

Even after clos Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published my clients remain an extended part of my family, and th materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. appreciation events are nice opportunities for me to catc To subscribe or change address, send inquiry to mag@topagentmagazine.com. with them!”

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For Stacy the connection that she makes with her cli brings her the greatest reward. “My favorite part3of my jo handing the keys to them and seeing their excitement,”

4 Easy Ways to Redecorate Your Office that Will Boost Morale & Impress Clients Your office is a battle-station of sorts. It’s where you field business, launch your communications, and make the magic of your enterprise happen on a daily basis. While you’ll certainly need to have all the functional elements of an office in order to get your work done—desk, chair, internet—have you really considered the physical environment you’ve cultivated in the process? Think of it this way: working all day in a windowless, poorly lit room 4

wouldn’t exactly inspire productivity or morale, would it?

The fact is humans take all sorts of social, behavioral, and emotional cues from our environments.

And as a real estate professional, you likely already understand the power of the visual and the benefits of making a good impression. With all that in mind, how can you redecorate or retool your

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office space in a way that will boost your mood, productivity, and client relationships? For inspiration, here are a few tips to keep in mind as you consider the ambiance and environment in which you conduct business.

1. A little goes a long way Redecorating your office space doesn’t have to break the bank. Style and décor are often about tiny details adding up to make an overall impression. For instance, paint color, plant life, and lighting are all straightforward ways to rejuvenate a room without spending a fortune. Have dark, drab walls? Consider springing for a lighter, fresher color that will breathe new life into your space. Have bare window sills or empty corners?

Buying and potting a few low-maintenance plants like ferns or succulents can add freshness and pops of color to a sparse room. Rely on fluorescent lighting? Consider sprucing up your space with a few well-chosen floor and table lamps that add accents of taste while warming up the tone in your office. A few intuitively placed items can inspire renewed energy.

2. Reduce, Reuse, Recycle One way to make a big change in your office environment without spending a penny is to declutter and reorder. Let’s say you have rows upon rows of crowded, bulky filing cabinets. Try digitizing your records and cut the clutter, opening up square footage in the process. Maybe your desk has faced the same wall for years. Have you considered rearranging your existing furniture and décor? Just by reorganizing the flow of your workspace, you can give your office the cheapest face-lift possible.

You can also make work areas flow more intuitively, based on the processes and collaboration you’ve adapted to over time.

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3. Think like a client Imagine you’re walking into the office for the first time. As a client, what details would stick out? What red flags would come to mind? While you’re used to working in the same space every day, clients are coming into your office with no set expectations. With that in mind, complete a walkthrough of your office area to address eye sores, clutter, and whatever feels unprofessional or amateur. Half the battle of redecorating your space is finding opportunities and seeing things anew, instead of being content with the status quo.

4. Build out your brand Redecorating your space is about aesthetics, but it’s also about creating a unifying setting for your professional brand. If you’re catering to luxury clientele, it makes sense that your office space should appear elegant, high-end, and sophisticated.

If you’re selling second homes out in the country, perhaps a more rugged but well-curated ambiance would set the right tone for your services. Maybe you’re courting the Millennial market or touting your tech-forward approach to real estate. In that case, a modern, sleek, progressive layout would speak to your company’s values and culture.

Whatever the case may be, think of your office environment as an extension of your brand that communicates with clients, motivates your team, and sets the tone for your day-to-day operations.

Even if decorating isn’t exactly in your wheelhouse, there are plenty of simple and philosophical shifts you can make to your space that will maximize your presence and productivity. What’s more, real estate is a business built on relationships—so it doesn’t hurt to create an office where clients are comfortable and confident in the environment you’ve built.

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Beyond Cleaning and Decluttering: What Improvement Expenses Make the Most Sense?

Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning.

Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress 6

neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.

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Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography.

Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection?

In general, some improvements are required, others are low-cost and others pay for themselves

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with lower time on the market, competing offers or higher sale price.

Landscaping & Exterior First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution.

While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.

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Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings!

A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.

Kitchens and baths

Walls, carpets, ceilings and trim Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it.

“I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective.

Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning.

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Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice.

Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements.

Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.

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Nancy Pearson

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NANCY PEARSON Top Agent Nancy Pearson is the managing partner and team lead of Pearson Realty, serving the greater San Jose area, including Willow Glen, Campbell, and Los Gatos.

“I grew up in a real estate family,” Nancy Pearson explains, when asked about her career. “My mother started working as an agent in 1953.” With real estate in her DNA, it was only natural for Nancy to choose this path in 2001. Today, she is the managing partner and team lead of Pearson Realty in San Jose, California. The brokerage consists 10 Copyright Top Agent Magazine

of 8 agents who have acted as a team from day one. Serving the greater San Jose area, including Willow Glen, Campbell, and Los Gatos, her business is mainly made up of referrals from past clients. Many who work with Nancy and her team also return to them in the future when the need for real estate services arises again.

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Nancy maintains this high rate of referrals and repeat business because she values the relationships she has with her clients. “Many become good friends,” she says. “I also have a lot to offer them. Because I was born and raised here, and had a different career in the tech industry before I was an agent, I’ve lived up and down the peninsula.” An expert of the area, she knows every neighborhood, and is better able to find her clients what they want. “This is especially useful Top Agent Magazine

for those who have just moved here for their job. I can show them what they can get in the nicest areas for their budget. I concentrate on knowing multiple neighborhoods and I don’t market solely to one area.”

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When the transaction is over, Nancy also stays in touch through phone calls and visits. She emails them throughout the year and stays engaged with the Pearson Realty Facebook page. “I truly appreciate all of my clients, and my desire to go for quality vs. quantity is reflective of that,” she says.

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By offering superior service and prioritizing client relationships, buyers and sellers have left dozens of five-star reviews about Nancy.

One wrote, “I have purchased 2 homes and sold one home with Nancy. I met Nancy through a web site and was impressed by how quickly she responded even though it was Top Agent Magazine

9pm on a Friday night. When we look at property, I came to realize that she knows San Jose, Los Gatos, and Saratoga REALLY well! She can practically name all the street and their school districts, the neighborhood, places to shop/hang out. Not only is she an agent, she’s a friend for life. She listens to what you want Top Agent Magazine

and looks for a property with all your requirements in mind. She is not pushy, and does not try to sell you something that she doesn’t believe would suit you. She does her homework before bringing you around, so you never end up wasting your time. It’s a delight to work with Nancy!”

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During her free-time, Nancy serves as President Elect of Los Gatos Kiwanis Club. They host multiple nonprofit events, including a yearly Special Games for extremely challenged children, which is similar to the Special Olympics.

In the future, Nancy would like to maintain her momentum, so she is able to provide high quality service to all clients. She will no doubt continue to love every minute of her journey. “I just love showing people around and opening them up to different areas.�

For more information about Nancy Pearson, call 408-313-7060 or email nancy@pearson-realty.com Copyright Top Agent Magazine 14

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively 16

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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3 Team Building Exercises to Revitalize Momentum in the Office A positive team dynamic can transform an average office into a powerhouse lineup. Likewise, a healthy in-office atmosphere translates to boosted productivity, while clients sense an environment brimming with positivity and support. Just as professional self-development is an essential ingredient to a dynamic career, the development of a team is indispensable to long-term growth and success. So, how do you create a platform for office Top Agent Magazine

members to combine their energies and talents for the better? For starters, add these team-building exercises to your repertoire to inspire natural comradery and momentum in your workplace.

Dream Big, Together If team members aren’t challenged, productivity stagnates and the office loses steam. The same can

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If team members aren’t challenged, productivity stagnates and the office loses steam. The same can happen if employees don’t believe their voice is being heard or taken seriously. happen if employees don’t believe their voice is being heard or taken seriously. How should a leader compensate? To curtail negativity and bring a breath of fresh air into the office, give team members a platform to think big, no questions asked.

Before your next office-wide meeting, devote a half-hour to visionary thinking. Ask each member of your team to write privately for ten minutes, considering what if scenarios regarding their current roles, career aspirations, and the office’s culture. What do they wish was different? How might things be streamlined? What skills do they wish they possessed? Encourage team members to be imaginative and wrestle with the hurdles or questions they’ve been grappling with. When time is up, split employees into smaller breakout groups and allow them to share their thoughts with one another. Not only will this ignite thoughtful discussion, but it will also allow team members the chance to brainstorm creatively, while articulating their ideas and visions for the road ahead.

Lend a Hand If in-office team-building activities aren’t your style, consider service-oriented excursions that bring office staff together and benefit a worthy cause. In the real estate field, there are countless housing-related organizations to which your office can donate their time and energies.

For instance, Habitat for a Humanity constructs homes for those in need using amateur volunteers, while there are nationwide projects that support housing relief for military veterans. The scope of your service commitment can also vary—from a dedicated day hammering away at a new home, 20

to sponsoring a golf tournament benefitting area organizations. Either way, service projects unite your team’s energies, afford employees a refreshing change of pace, and positively impact your community.

When All Else Fails, Keep it Light Sometimes team members need to blow off steam to avoid office burnout. One way to combat low energy is bring team members together for a lighthearted game. Try office-themed trivia: come up with thirty trivia questions based on your office, then divide team members into competing groups.

Encourage groups to think up team names, and organize trivia questions into themed categories.

Remember to award fun prizes to create a light incentive. A healthy sense of competition revolving around silly subject matter can get team members loosened up and working together. Concoct questions of moderate difficulty that speak to people’s common ground. For instance, how many tiles are in the office kitchen? Or, how many doors can be found in the office? These questions are light and won’t create any real tension, but will allow a reframing of a stuffy office into a collective home base. Plus, it’ll keep your next holiday party lively.

Team-building is an important form of routine maintenance, whose benefits shouldn’t be overlooked.

Whatever activity you land on, the overarching idea is to nudge team members beyond their comfortable routines and come together in a new way.

At the end of the day, you’ll boost your business, office morale, and colleagues in the process.

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STACY GONZALEZ Stacy Gonzalez entered real estate during the housing crisis. “I was licensed in 2005,” she says. “And everyone was asking me why I decided to get into real estate, since the market was bottoming out. I kept telling them: ‘It’s only up from here.’ It’s all about your perspective.”

Stacy decided to be licensed in real estate when her mother, fighting cancer, revealed to her that it had always been the dream job she had never pursued. It turned out that it was Stacy’s dream job as well, and the real estate bug has been passed down another generation. “I have two daughters, Shai age 18 and Deja, age 22,” she says. “Deja is learning transaction coordination with me, and is in the process of getting her license. Shai is thinking that she wants to do the same. That means I get to spend a lot of time with them!”

That perspective - and her unending positivity - has made Stacy a truly successful Realtor® in the greater Sacramento area. “I currently have eight escrows,” she tells Top Agent.

“And I have a lot of buyers I’m working with to help find properties. So I’m very busy…but am still able to provide my clients with the service they deserve.”

As she looks at the next generation, Stacy considers her own future. “I love where I’m currently at, but I would like to keep growing,” she says. “Ideally if my daughters get their licenses I could bring them on to the team and have it be a family business, all of us together having great fun and helping people realize their dreams of owning a home.”

Doing right by her clients is a passion for Stacy, and it’s earned her a staggering 95% referral and return rate. “I am there for my clients throughout the transaction,” she says.”From start to finish, from inspection to signing, I’m there supporting and answering questions. I give my clients the attention and support I would give to my own family.”

That’s not something Stacy has to fake. “I genuinely love my job,” she says. “I get up, I go to sleep, I live and breathe real estate. It just comes naturally, and I love it. But more than that, I love them - I love my clients.”

Stacy shows that love through client appreciation events.

“We’ve have had two this year,” she says. “We hosted one at a winery, we also had an Oktoberfest. It’s a great way of keeping in touch, and it’s fun for me. Even after closing, my clients remain an extended part of my family, and these appreciation events are nice opportunities for me to catch up with them!”

For Stacy the connection that she makes with her clients brings her the greatest reward. “My favorite part of my job is handing the keys to them and seeing their excitement,” she smiles. “Whether they’re buying their first home or their last, whether it’s a huge house or a small condo, I just love seeing how excited they are. It brings me back to how excited I was buying my first home. For me the best part of this great job is the service I am privileged to provide and how rewarding it is for me.”

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To find out more about Stacy Gonzalez, visit Stacy.gonzalez.cbselectre.com, call (530) 723-8139 or email Stacy.Gonzalez@cbselectre.com www.

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Why Flexibility Hurts (Not Helps) Your Ability to Close Sales Deals

By Kendra Lee

For many sales reps, being flexible throughout the sales process seems like the best, consultative approach to establish a strong prospect relationship and win more sales. Rather than suggest what a prospective client should buy, reps opt to empower the client to dictate their needs. In doing so, the thought process is that reps convey patience and a commitment to ensuring the client gets exactly what they want, which will in turn improve their chances of closing the deal.

Here’s what that approach accomplishes instead: Slower buy cycles and lower closing ratios.

Truth is, most buyers don’t know exactly what they need from you.

Sure, prospects know the outcome they want to achieve. They might even have an idea of which tools or services might help accomplish it. But they don’t know which specific products, services, or solutions will get them there. Other prospects know the outcome they want to achieve, but have no idea how to get started, let alone which products, services or solutions to look at.

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Either way, to achieve the outcome they’re aspiring to, buyers often look to you to guide them toward the right decision.

When you don’t provide that guidance, it stalls the sales process and dramatically reduces closing ratios. Here’s why: 1 Flexibility doesn’t empower buyers — it confuses them 2 Forcing work on to your buyers typically causes them to look elsewhere for someone who can figure out how exactly to address their problem In both cases, your performance suffers.

Ultimately, buyers — particularly in the earlier stages of their buy cycle — don’t want total flexibility or the freedom to choose any possible solution.

They want, and need, guidance from you to navigate toward the right one.

When you provide that definitive insight in the early stages of the buying cycle, customers gain confidence that you’re the right person to get them to where they need to be.

To put it more bluntly, being “flexible” is a cop out. It might make you feel better, but it’s not helping prospects.

If you really want to empower small and mid-size businesses to make meaningful change, you have to be willing to make a definitive, confident recommendation and show prospects a clear path to addressing their problem.

When you do that, you’ll close sales faster and your clients will be happier.

They’ll get what they need (and want), and your closing ratios will trend in the right direction.

Copyright©, Kendra Lee. All rights reserved.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.)

Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies.

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