NORTHERN CALIFORNIA 6-15-20

NORTHERN CALIFORNIA EDITION

Things You Can Do to

ANTICIPATE YOUR CLIENT’S NEEDS Take My Word For It:

The Power of Testimonials & Making Wordof-Mouth Count Embracing Smart Homes: Does New Technology Really Increase Home Value?

FEATURED AGENTS

MARY BENSON STEPHANY JENKINS CHRISTOPHER ORTIZ LARA WELLS OSBORN COVER STORY

SHELLEY WEISMAN

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NORTHERN CALIFORNIA EDITION

CHRISTOPHER ORTIZ MARY JENKINS BENSON STEPHANY LARA WELLS OSBOR

“My personalized service is what keeps knows people. Need a fabulos After graduating from Shasta High 16 20 27How about 24 people coming back,” Mary Benson Mary knows one.

School in Redding, California, Lara Wells e explains, while discussing her career in repair items found on an inspec on tofirst obtain her Master’s real estate. ByOsborn putting went her clients knows the perfect someone.s Degree and only wanting what in is International best for them, Business. “I spent generous - home warranty ind she has made great stridesaway as an agent even paid to have an importantt 18 years from inRedding after that, the Sonoma andtraveling Lake County regions of to my house. I whole-heartedlyr and working around the world California. She got her start in the industry Mary Benson.” before returning to northern California as a mortgage broker for the first 11 years with my husband and three children,” she L and did a few real estate sales every year, When Mary isn’t working, sh says.

“There’s noingreater and she ended up specializing only real place I’d rather involved in the community. “Ic SHELLEY WEISMAN STEPHANY JENKINS CHRISTOPHER ORTIZ MARY BENSON LARA WELLS OSBORN and live.”

In 2005, w estate sales afterwork the recession.

Mary can’t she obtained her year history of community in see herself in any field.

A growing Right now I’m Secretary for realother estate license and has been a great t ® SHELLEY WEISMAN number of her clients derive from repeats and referrals, County REALTOR Scholarship and Comm success ever since. b a testament to her dedication.

We raise anywhere from $15,000-25,000 v give to graduating high school seniors throu In January of 2019, she opened her own c “My Based clients say they find me to be an extremely honest County.”

Mary has also served for 17 yearsito CONTENTS For Christopher, With a background in marketing and sales, out of Pleasanton, California, Top Agent Stephany brokerage, Osborn Estate,ofwhere Mercy Senior person,” she says.

“I will tellWells them if it’s not Real the right directorsshe for serves the local water company, evenS building strong rela Christopher Ortiz easily made a successful California its environs.

Lara “I can help people Jenkins as a solo agent Sotheby’s Rea time for themworks to the buy, Redding, or if a house isn’t going toregion workat forand water treatmentInternational license. passion is putting a ds transition to real estate two-and-a-half years 4) EMBRACING SMART HOMES: 22) WHY FLEXIBILITY HURTS them.” Mary truly looks out for her clientsand and focuses their water“I filtration system,When their well, reports a 95% repeat referral clientele. believe not and wor specializing in residential homes and new construction. providing service ago.

He has experience inHELPS) plumbing and conon their needs. “I go the extra mile.

I also remain there their well produces enough waterafor what th DOES NEW TECHNOLOGY REALLY (NOT YOUR ABILITY they keep coming back because I’m honest, hardtaking advanta for them after the transaction, able to give them referlife in a positive struction and has developed an extreme passion INCREASE HOME VALUE?working and always put TOmy CLOSE DEALS clients’SALES best interests first,” summer, we w ta rals for home repairs, interpret paperwork from the During any retention free Mary is leads hanging or have a reputation 98% rate that Stephany Jenkins always knew she to taxI on networking, andto m for marketing andwanted videography, giving him an time, she asserts.

“I build my business my for winter, we go assessor’s office, or serve as a resource to them.”

Having husband, reading, restoring antique books, business if they buy or sell again,” she note follow in her mother’s footsteps and go into real through my advantage over hisservice peers. toThat combined with familyand 13) 8 TIPS ONworked USINGa rehab providing first-class clients.” her to family 25) THINGS YOU CAN TO continues therapist in home health careand for all ten of my hiking.

As her DO business grow estate. “I as admiredbeing my mom’s work ethic I treatevery every born and raised in Sonoma County defi-of it, calling.

DISRUPTIVEexperience THINKING TO kayaking. years when she first moved to the area, she developed a every minute and is grateful ANTICIPATE YOUR CLIENT’S attributes her success to her han and knew that works was theto direction I was Stephany toreach service asdreams if they nitely his advantage, making him oneothers deep knowledge of the community as well as the unique chance to help their It’s no wonder Lara receives stellar client reviews.

In IMPROVE INNOVATION NEEDS headed.” she says. After graduating from San professionalism. “I am with a client fromofb of the most sought-after younger pros in the biz! needs of retirees.a “I can assess a clients’ needs if they’rewrote: ership.

“I plan on doing this for as long as I recent couple “We’ve owned Lara says she’s ning to end and even beyond a transaction, Diego State University, shetestimonial, obtained herone license looking for a home to retire in; I’ll show them homes can.

It really invigorates me.”

It’s histake stellar “As a homes Realtor Sonoma County, get toand doagents 18) TAKE MY WORD FORseveral IT: for andin have been exposed toI multiple the work busine asserts.

“First foremost, my business ise andthat haswill been practicing over 19 years. be conducive to ‘aging-in-place’.” what I love – help people navigate one of the glowing reviews. W

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THE POWER OF TESTIMONIALS across several transactions and Lara the best!

Lara’s things areneed run teredisaround taking care of my clients’ most significant and emotional transactions of “Christopher came it’s not about quantity about“Iquality.” currently works as aofleave solo at her knowledge the agent local market, expeditious manner in butsays. just w & MAKING Stephany WORD-OF-MOUTH After the transaction, clients glowing reviewsme, their lives, a home purchase or sale,” he says. rightly so!

Coming customersreal singestate her praises.

Onethe client rec Sotheby’s International Realty office, said, andconstantly me the help wond COUNT about their timehelping together.

Onenavigate recently “Iher hit theherchanging

“Stephany Jenkins helped purch specialties are Iintransaction residential homesShe andwas new ket after ourme jackpot when found Mary Benson! recom-wrote: process was invaluable.

Lara has extensive place tounsucc live an home in Pleasanton and I had a great exper construction. solo because I am very mended by a“I’m friend and I can see why!

Very relaxed, we were skeptical, Already making professional as well as personal contacts in the higher end local real estate market as workingwhich with her.

Sheget waswhat verywe knowledge hands-on, which my clients appreciate, but I’m for-Christopher not pushy, genuine and Resourceful! wanted waves in investment his Patient! community, sayslent his credwell as likeable. the property market Phone 310-734-1440 | Fax 310-734-1440 Accommodating!

Mary knew it was difficult for me responsive and very easy to work with.

We tunate to have support within the Sotheby’s team,” Christopher, we wer business is 50% repeat and clientele. ibly to my transaction.

Myviewing wifereferral and I would use Lara to research details about the property I was up against multiple offers and she helped to she says. mag@topagentmagazine.com | www.topagentmagazine.com “Iit like to If think come to me because I’m knowledgeable, pro again hesitation.” and took care of forwithout me.

Iany hadpeople a question (lots) tion ours in a way that we stood out above th man was, whi extremely approachable,” says.consent “I receive a young No portion of this issueshe mayimmediately be reproduced in any manner without prior the publisher.

Top Agent went looking for whatsoever the answer.

Shehewas and securedofthe first home that we wrote an Based out of Pleasanton, California, Stephany For more information Mary Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published biggest pleasure lot of feedback from my local social media sayresponsive by both email, telephone and text.

Shewith tookon!

Lara loves to stay in touch allThe of escrow her clients andwithoutabout was not its hurdlesofana covers the Tri-Valley region.

Last year, she moved materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. please call and 707-350-5555 o care to stay on keeps top deadlines and She was to ing that some can appear intimidating and up-to-date ondocuments. their Inhelped addition, she likesthem to us overcome all. I his willability use Step close to $30send million inof volume.

“Iagents would say lives. that To subscribe or change address, to mag@topagentmagazine.com. email mary.benson.ca@gmail. has been in theinquiry business for a while and is local so she in his and ownrefer personal just them theissubject alone is intimidating!. keep apprised of real estatefor trends with monthly any That’s futurea not transactions her t over 50% of my business through referral, and Published in the U.S.

nothing was ordinar how I do business, and I want to change newsletter.

“I also volunteer quite a bit, sothis.”

I’m always Copyright Top Agen Copyright Top Agent Ma out and about in the community,” she says.

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Lara attributes her successful marketing campaigns to

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Embracing Smart Homes:

Does New Technology Really Increase Home Value?

Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 4

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

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Smart home amenities range in price and return.

There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market.

On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

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SHELLEY WEISMAN Top Agent Magazine

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Top Agent Shelley Weisman – of Weisman Real Estate in Roseville, California focuses on providing exceptional customer service has translated into her stellar reputation as a respected and trusted real estate advocate for her grateful clients.

Top Agent Shelley Weisman – of Weisman Real Estate in Roseville, California – is a dedicated, hardworking and extremely knowledgeable Realtor who has been helping her many buyers and sellers achieve their real estate dreams since 1985. Having built her business on a foundation of honesty and integrity, Shelley’s focus on providing exceptional customer 8 Copyright Top Agent Magazine

service has translated into her stellar reputation as a respected and trusted real estate advocate for her grateful clients.

Shelley began her career in Bakersfield in the lower region of California’s Central Valley after graduating from college. “My father thought that real estate would be a good fit for me,” recalls Shelley, “and I Top Agent Magazine

worked there for seven years before deciding that I needed a bigger town to grow my business, so I left and moved to the Sacramento area of Northern California.�

In 1999, Shelley began working for the Top Agent Magazine

Del Webb Corporation, selling homes in the Active Adult community of Sun City Lincoln Hills, a fifty-five and older community with 6,800 homes. She gradually branched out into the other Active Adult Copyright Top Agent Magazine 9

“You can’t just wait for the business to come your way, and you have to stay current with technology in order to stay relevant and active and to have a business that continues to grow and flourish. You have to keep up with the times.” areas in the Sacramento area: Sun City Roseville, Springfield at Whitney Oaks and The Club and Westpark. During a downturn in the market in the 80’s, Shelley stepped away from real estate for two years to work in the lending industry, during which time she garnered knowledge about home financing that provides her with a solid leg up on her competition.

More than a quarter of Shelley’s considerable business is based upon returning 10Copyright Top Agent Magazine

clients and referrals, with the rest consisting of business generated by Shelley and her team’s deft utilization of the internet.

“I just can’t sit back and rely on referral business,” explains Shelley, “I have to be an agent who is constantly thinking and moving my business forward; always.

The internet has really changed the game of real estate and continues to do so. You can’t just wait for the business to come your way, and you have to stay current with technology in order to stay relevant Top Agent Magazine

and active and to have a business that continues to grow and flourish. You have to keep up with the times.”

Shelley, who sells an astounding forty deals per year at a volume of over 16 million, Top Agent Magazine

truly enjoys what she does for a living. In addition to the ability to help her clients through the often-convoluted transaction process, she enjoys the flexibility of schedule her job offers her. “I love also the daily challenges and the variety of my schedule,” Copyright Top Agent Magazine11

she explains. “The more that has to get done, the more that I do get done. That’s the kind of person I am.”

When she’s not working, Shelley is a member of her local Rotary Club, is involved with a golf group in her own community of Sun City Roseville, and she is a member of the Placer County Association of Realtors.

She also enjoys knitting, golfing, reading and cooking.

Looking to the future, Shelley’s plans include continuing as a top agent in her community, to continue embracing emerging technologies, and above all else, keep on providing the unparalleled level of customer service that has become synonymous with her name.

For more about Shelley Weisman, please call 916-595-0130 or email SWeismanRE@gmail.com

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8 Tips on Using Disruptive Thinking to Improve Innovation You might be wondering what disruptive thinking is. How can anything disruptive be good? Well, if you’re caught in a stagnant place, shaking things up might be exactly what you need to gain some momentum in your personal or professional life.

the norms that keep you from being creative and implementing big ideas. Here are some simple things you can do to find opportunities that might be hidden if you stay stuck in the status quo.

Sometimes taking a step out of your bubble will give you a much needed perspective and allow you to achieve the breakthrough you need to take things to the next level. There is no more valuable commodity in today’s business world than innovative thinking, and the key to innovative thinking is breaking down

1. TAKE RISKS

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Without risks, there usually won’t be any major rewards. Sure being steady and careful might keep things going marginally well, but if you really want to go big, you need to go all in sometimes. If you go through the history of great innovations, none of them

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were achieved by playing it safe. Embrace mistakes. Learn from them, they often provide valuable insight and that will lead to great success on your next attempt.

2. FAMILIARIZE YOURSELF WITH A COMPLETELY DIFFERENT INDUSTRY This might seem counter-intuitive, but you’d be amazed at what you can learn by looking into successful companies, no matter what the business type is. You’re almost certain to find valuable solutions, systems or technology, that might fit your business, giving you a unique advantage over the competition.

3.BE CURIOUS Break some of your daily habits, even if it’s as simple as ordering a new dish at your favorite restaurant. Even the smallest changes can help spark a new idea. Always be on the lookout for new ways to do things. Little innovation are all around you. If you remain curious and keep an open mind, you’ll be surprised as to what might spark the next great idea.

4. PICK THE BRAIN OF A NON-EXPERT Yes, there is a lot to be gained by having access to someone with an expertise in your field, but you can learn a lot from a newcomer as well. They are a blank slate, and may inspire you with their completely unique point of view on things as someone just starting out.

5. BE LESS JUDGMENTAL It’s very easy to dismiss a new idea. You have experience and that can oftentimes lead 14

to a million reasons why something won’t work. But there really is no harm in ignoring your initial impulse and thinking it though a bit more. If you or someone you work with has passion for an idea, it’s definitely worth pursuing.

6. CHANGE YOUR PERSPECTIVE We tend to look at things in a linear way.

If you feel like you’ve stalled out on something, literally flip the script. Re-imagine it from different perspectives, reverse engineer the process. Anything you can do to see it from all angles, might get the creative juices flowing again, and could even lead to a breakthrough.

7. VALUE CHAOS Yes, it’s great to be organized and have a plan, but sometimes a little randomness can be that added ingredient that makes it all work. One of the major keys to successful disruptive thinking is breaking up everyday patterns. Sometimes the path to rational solution is filled with chaotic moments.

8. BE WILLING TO LET GO Don’t be rigid. Even the best ideas can always be refined and improved. You’ve invested a lot of time in your idea and it can be hard not to cling to it, but input from other people will only strengthen what you want to do.

Having big ideas is great, but you also need to be pragmatic. Recognize changes you might need to make to get your big idea implemented. Disruptive thinking is all about flexibility.

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STEPHANY JENKINS

Based out of Pleasanton, California, Top Agent Stephany Jenkins works as a solo agent at Sotheby’s International Realty, specializing in residential homes and new construction.

Stephany Jenkins always knew she wanted to follow in her mother’s footsteps and go into real estate. “I admired my mom’s work ethic and experience and knew that was the direction I was headed.” she says. After graduating from San Diego State University, she obtained her license and has been practicing for over 19 years.

Stephany currently works as a solo agent at her Sotheby’s International Realty office, and her specialties are in residential homes and new construction. “I’m solo because I am very hands-on, which my clients appreciate, but I’m fortunate to have support within the Sotheby’s team,” she says.

Based out of Pleasanton, California, Stephany covers the Tri-Valley region. Last year, she moved close to $30 million in volume. “I would say that over 50% of my business is through referral, and 16

I have a 98% retention rate that leads to repeat business if they buy or sell again,” she notes.

Stephany attributes her success to her hands-on professionalism. “I am with a client from beginning to end and even beyond a transaction,” she asserts. “First and foremost, my business is centered around taking care of my clients’ needs. For me, it’s not about quantity but about quality.” And her customers sing her praises. One client recently wrote: “Stephany Jenkins helped me purchase a home in Pleasanton and I had a great experience working with her. She was very knowledgeable, responsive and very easy to work with. We were up against multiple offers and she helped to position ours in a way that we stood out above the rest and secured the first home that we wrote an offer on! The escrow was not without its hurdles and she helped us overcome them all. I will use Stephany for any future transactions and refer her to my Copyright Top Agent Magazine

friends and family as she is a fantastic real estate agent! If this site would allow me to give 10 stars I would!”

The marketing of her listings includes highend photography and text, which is promoted via social media, local newspapers, and Sotheby’s marketing network of websites.

What Stephany loves most about her work is the relationships she forges. “I’m definitely a people person,” she notes. “I enjoy meeting new people and often make life-long friendships.” She stays in touch with clients via frequent phone calls, hand-written notes, texts, and emails.

As a single mother of two and an active member of the Tri-Valley area, Stephany believes it’s very important to give back to her community. “In addition to volunteering at my kids’ school, I’ve been a member of the Dublin Rotary and Pleasanton Mothers Club,” she states. “I have a vested interest in helping members of Pleasanton, Dublin, Livermore and the surrounding areas feel at home here.”

When not working, Stephany can usually be found spending time with her kids. But she also enjoys spending time with her girlfriends.

“We love to go out to dinner, day trips, hiking, concerts, even traveling,” she says. “I’m very fortunate to have a group of women I can rely on.”

As for the future, Stephany hopes to continue on her successful path. “I’d like to expand in some way, and I’m currently exploring my options,” she says. “I’m looking into purchasing a rental property to build my portfolio and I also thinking about home flipping.”

Ultimately, Stephany states that it’s all about the client. She says, “My goal is to take the stress out of selling or buying a home and to help my client get top dollar in the shortest amount of time.”

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To learn more about Stephany Jenkins, email sjenkins@venturesir.com, visit stephanyjenkins.com, or call 925.989.3318 http://

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Take My Word for It:

The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 18

bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver.

With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.

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Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do.

If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.

Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine

casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?

Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective.

If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial.

Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.

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CHRISTOPHER ORTIZ

With a background in marketing and sales, Christopher Ortiz easily made a successful transition to real estate two-and-a-half years ago. He has experience in plumbing and construction and has developed an extreme passion for marketing and videography, giving him an advantage over his peers. That combined with being born and raised in Sonoma County definitely works to his advantage, making him one of the most sought-after younger pros in the biz!

“As a Realtor in Sonoma County, I get to do what I love – help people navigate one of the most significant and emotional transactions of their lives, a home purchase or sale,” he says.

Already making professional as well as personal waves in his community, Christopher says his business is 50% repeat and referral clientele.

“I like to think people come to me because I’m extremely approachable,” he says. “I receive a lot of feedback from my local social media saying that some agents can appear intimidating and just the subject alone is intimidating!. That’s not how I do business, and I want to change this.”

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For Christopher, it’s all about working with building strong relationships. “My lifelong true passion is putting a smile on somebody’s face by providing a service and care that impacts their life in a positive way,” he asserts. Connecting, networking, and making lifetime friends and family through my ability to help people is my calling. I treat every client whom I am honored to service as if they were my own family.”

It’s his stellar work ethic that garners Christopher glowing reviews. Wrote one client recently: “Christopher came highly recommended, and rightly so! Coming back into the sellers’ market after our unsuccessful sale a few years back, we were skeptical, nervous, but determined to get what we wanted! The very first time we met Christopher, we were instantly pleased with how knowledgeable, professional, and genuine this young man was, which definitely relieved us. Our biggest pleasure of all was with how personal he was and his ability to communicate to us as clients in his own personal way. Nothing was scripted, nothing was ordinary, nothing was average! We Copyright Top Agent Magazine

have bought and sold Real Estate for many years and have dealt with many different real estate professionals; Nothing this young man does is average and he went above and beyond to ensure that we were happy and our goals were met” To maintain his close connections, Christopher believes in sending out hand-written notes and cards for special occasions. “I also make calls and send texts. I try to keep in touch at least three times a year,” he says.

Christopher says he enjoys his career because he loves improving the lives of others. “In a nutshell, I don’t sleep unless I know my clients are completely satisfied and have realized their real estate dreams and goals,” he says.

To market his properties, Christopher gets out-of-the-box creative using professional photographs, 4K images, virtual tours and videos put to music. “I love working with video, something not a lot of realtors do on the side,” he says. “I can tell you that when people see a video of a home set to music, they pay attention. It’s been a very effective tool.”

He has also parlayed his video talents into an online youtube show entitled “Forks, Knives, Brews & Wines,” showcasing local restaurants and businesses. “It’s a great vehicle for highlighting the community,” he says.

When he’s not working, he enjoys playing golf and Sunday barbecue with friends.

“My plans for the future is to grow and continue to be the best real estate agent in Sonoma County!” he exclaims.

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To learn more about Christopher Ortiz, please call (707) 623-2902 email christopher.ortiz@cbnorcal.com or visit christopherortiz.cbintouch.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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MARY BENSON “My personalized service is what keeps people coming back,” Mary Benson explains, while discussing her career in real estate. By putting her clients first and only wanting what is best for them, she has made great strides as an agent in the Sonoma and Lake County regions of California. She got her start in the industry as a mortgage broker for the first 11 years and did a few real estate sales every year, and she ended up specializing only in real estate sales after the recession. Mary can’t see herself in any other field. A growing number of her clients derive from repeats and referrals, a testament to her dedication.

“My clients say they find me to be an extremely honest person,” she says. “I will tell them if it’s not the right time for them to buy, or if a house isn’t going to work for them.” Mary truly looks out for her clients and focuses on their needs. “I go the extra mile. I also remain there for them after the transaction, able to give them referrals for home repairs, interpret paperwork from the tax assessor’s office, or serve as a resource to them.” Having worked as a rehab therapist in home health care for ten years when she first moved to the area, she developed a deep knowledge of the community as well as the unique needs of retirees. “I can assess a clients’ needs if they’re looking for a home to retire in; I’ll show them homes that will be conducive to ‘aging-in-place’.”

After the transaction, clients leave glowing reviews about their time together. One recently said, “I hit the jackpot when I found Mary Benson! She was recommended by a friend and I can see why! Very relaxed, not pushy, genuine and likeable. Patient! Resourceful!

Accommodating! Mary knew it was difficult for me to research details about the property I was viewing and took care of it for me. If I had a question (lots) she immediately went looking for the answer. She was responsive by both email, telephone and text. She took care to stay on top of deadlines and documents. She has been in the business for a while and is local so she 24

knows people. Need a fabulous painter?

Mary knows one. How about someone to repair items found on an inspection? Mary knows the perfect someone. She was generous - home warranty included and even paid to have an important repair done to my house. I whole-heartedly recommend Mary Benson.”

When Mary isn’t working, she’s staying involved in the community. “I have a 35 year history of community involvement.

Right now I’m Secretary for the Lake County REALTOR® Scholarship and Community Fund.

We raise anywhere from $15,000-25,000 per year to give to graduating high school seniors throughout Lake County.” Mary has also served for 17 years on the board of directors for the local water company, even getting her water treatment license. “I can help people understand their water filtration system, their well, and determine if their well produces enough water for what they need.”

During any free time, Mary is hanging out with her husband, reading, restoring antique books, drawing or hiking. As her business continues to grow, she loves every minute of it, and is grateful every day for the chance to help others reach their dreams of homeownership. “I plan on doing this for as long as I physically can. It really invigorates me.”

For more information about Mary Benson, please call 707-350-5555 or email mary.benson.ca@gmail.com Copyright Top Top Agent Agent Magazine Magazine

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 26

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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LARA WELLS OSBORN After graduating from Shasta High School in Redding, California, Lara Wells Osborn went on to obtain her Master’s Degree in International Business. “I spent 18 years away from Redding after that, traveling and working around the world before returning to northern California with my husband and three children,” she says. “There’s no greater place I’d rather work and live.” In 2005, she obtained her real estate license and has been a great success ever since.

In January of 2019, she opened her own brokerage, Wells Osborn Real Estate, where she serves the Redding, California region and its environs. Lara reports a 95% repeat and referral clientele. “I believe they keep coming back because I’m honest, hardworking and always put my clients’ best interests first,” she asserts. “I build my business on my reputation for providing first-class service to all of my clients.”

It’s no wonder Lara receives stellar client reviews. In a recent testimonial, one couple wrote: “We’ve owned several homes and have been exposed to multiple agents across several transactions and Lara is the best! Lara’s knowledge of the local market, expeditious manner in helping me navigate the constantly changing real estate transaction process was invaluable. Lara has extensive contacts in the higher end local real estate market as well as the investment property market which lent credibly to my transaction. My wife and I would use Lara again without any hesitation.”

she says. A perfectionist when it comes to each listing, Lara utilizes high-end professional photography, videos, and property descriptions when promoting her properties. She also puts out her listings on top real estate websites and on social media.

Lara is very big on giving back to her community. “I feel it is important to ‘give where you live’ and so I donate from every transaction,” she says. She serves on the board for One Safe Place, a shelter for victims of domestic violence, and also contributes to The Library Foundation, Mercy Senior Services, Turtle Bay, and Haven Humane.

When not working, Lara loves to spend time outdoors, taking advantage of the region’s natural setting. “In the summer, we take our boat out to Lake Shasta, and in the winter, we go skiing on Mt. Shasta,” she exclaims. She and her family also enjoy activities like trail hiking and kayaking.

Lara says she’s not sure in which direction she wants to take the business. “Right now, I’m very happy with how things are running. We’ve been very successful,” she says. “I just want to keep doing what we’re doing and help the wonderful people of Redding. It’s a beautiful place to live and raise your family.”

Lara loves to stay in touch with all of her clients and keeps up-to-date on their lives. In addition, she likes to keep them apprised of real estate trends with a monthly newsletter. “I also volunteer quite a bit, so I’m always out and about in the community,” she says.

Lara attributes her successful marketing campaigns to her education. “I am a consistent top producer with an extensive business and marketing background which helps guide my clients through any purchase or sale,” Top Agent Magazine

For more about Lara Wells Osborn, please call (530) 276-3026, email brokerlara@gmail.com, or visit wellsosborn.com www.

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