NORTHERN CALIFORNIA 6-28-21

NORTHERN CALIFORNIA EDITION

5 Ways to

If it’s Good for the Soul,

TRANSFORM RENTERS INTO OWNERS

IT’S GOOD FOR THE BUSINESS

6 HABITS OF HIGHLY PRODUCTIVE AGENTS

FEATURED AGENTS

JAY FRIEDMAN COLLEEN MCFERRIN KELLEY SOLBERG JANE TYNER COVER STORY

SHEILA MATIN

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NORTHERN CALIFORNIA EDITION

LISITSIN INSURANCE AGENCY, INC is proud to congratulate

Magdalena Modica is proud to congratulate

JANE TYNER KELLEY SOLBERG

COLLEEN MCFERRIN

With a true passion for real estate, Colleen “Wow, I 31 McFerrin has15 flourished as an agent in25the went way greater San Francisco region. After buying and John and selling a few of her own properties, experienc Colleen McFerrin quickly fell in love with of every the process. “I’ve always been interested beginning in it, so when the time came to find a new do to get t career path, I decided to get my license,” dition. Th she says. That was in 2003, and Colleen has about thin JAY made great strides ever since.

Today she is Two aspe on being featured for the State of California JANE TYNER KELLEY SOLBERG SHEILA MATIN JAY FRIEDMAN COLLEEN MCFERRIN FRIEDMAN in Top Agent Magazine! part of a highly successful team called the very easy eing featured for the State of California Four Bridges Group at Compass, which plus ever in Top Agent Magazine! consists of her partner, John Esplana, agents, and a top-notch professiona sumer-landing?nmlsId=196669&APP_ MAGDALENA MODICA all my life I wanted s OWNER & PRINCIPAL DESIGNER support team who consistently rank as one of the top CHIC FLIPS HOME STAGING 5% in the Bay Area for volume and client satisfaction. but what I got was be call/text 408.668.4769 KEVIN LISITSIN | LIC # 0M54803 Colleen’s business is largely based on referrals and remagdalena@chic-flips.com LISITSIN INSURANCE AGENCY, INC chic-flips.com peat clients, which demonstrates how she goes above When Colleen isn’t w 559-400-7749 (Office) 140 Lewis Rd Suite 3, San Jose CA 95111 and beyond to move her buyers and sellers towards community as a boa 559-668-7141 (Office Mobile) their goals.

City Club, volunteeri 559-360-2809 (Kevin’s Mobile) out, or enjoying th 516 22 Clovis, CA 93612-7604 7)Villa Ave6SteHABITS OF HIGHLY “What is important 24)toCREATIVE WAYS my clients is important to me,” spending time learn she says. Colleen coming up with strategic plans regulations and laws PRODUCTIVE AGENTS TOloves SAY THANK YOU to help them achieve what they want. “For example, on to her team and cl I recently had28) an hour-long call with aADWORDS: referral who is 12) 5 WAYS TO TRANSFORM GOOGLE moving from Los Angeles and owns two properties, Looking ahead, Col RENTERS INTO OWNERS and over thatHOW TOI discovered MAKE they GOOGLE conversation, ideally and helping more peo want to keep DO both houses.”

Rather than encouraging THE WORK FOR YOU“What I love most ab them to list their property, Colleen came up with a people with solutions 21) IF IT’S GOOD FOR solution that might allow them to not sell either home. do that is so rewardin THE SOUL, IT’S GOOD “I’m all about finding out what works for people, FOR THE BUSINESS and making people feel that their world is important, that their goals are valued.” Colleen and her team are always looking to become valuable resources to those they serve, even acting as a referral source for agents in other areas. “If someone is moving to an area outside of our region, we have a network of people we trust Phone 310-734-1440 | Fax 310-734-1440 that we can recommend to them because we know how it is to find people in new areas.” mag@topagentmagazine.com | hard www.topagentmagazine.com 4

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CONTENTS

No portion of this issue may be reproduced in anyWhether manner whatsoever without prior consent of the Top Agent they’re helping someone maneuver thepublisher. buyTo learn more Magazine is published by Feature Publications GA,ing Inc.process, Althoughorprecautions are taken to ensure the accuracy of published listing and marketing a property, the please materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

Four Bridges Group always does everything possible or email colle To subscribe or change address, send inquiry to mag@topagentmagazine.com. to make it a stress-free journey. One recent client said, Published in the U.S.

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JANE TYNER

With an eye for design and a love of real estate, Jane Tyner has flourished as an agent in the Fresno County area. She got her start in 2012, after working in interior design. “My husband and I were selling our home at the time, and just felt like it wasn’t the best transaction,” Jane says.

“I really wanted to pay it forward and do things differently for people. So that’s why I entered this field, to make a difference in the experience for my clients.” Today, the vast majority of her business derives from repeats and referrals, which stands as proof of her ability to go above and beyond expectations. By putting her clients’ needs above all else, she continually brings them happiness and makes the process as smooth as possible.

their lifetimes, Jane provides guidance and support throughout. “Sometimes it’s an emotional journey for them, so I really just try to listen to my clients’ needs and map out the steps for them.” By leaving no questions unanswered, buyers and sellers can rest assured everything is being handled.

When it comes to marketing, Jane implements several strategies to spread the word about her listings. “I advertise on Instagram and Facebook,

“No matter how long it takes to find the perfect home, or get the house ready for them to sell, I’m willing to take as much or as little time as they need,” Jane says. Understanding that this is one of the largest transactions they will make in 4

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but I also do a lot of circle prospecting and geographic farming,” she says. “I also have a large pool of buyers that I work with, so between those resources and the agents in my office, my listings get in front of as many people as possible.”

After the transaction is over, clients love to spread the word about her work. One recently said, “Jane is the absolute best! She went above and beyond to sell our home -- including helping us remove junk after we moved out of state and even getting an electrician for last minute repairs. She makes everything stress-free and is fantastic at explaining the process step-by-step.

She works hard and sells fast. She’s great at staging. Her team takes great photos and markets well, they also cleaned our house for us. I loved working with Jane and highly recommend!”

When Jane isn’t working, she’s staying active in the community. “I have the SRES® (Senior Real Estate Specialist) designation, so I often help seniors prepare to buy or sell, giving them the information they need to make wise decisions.”

Jane is also involved with Teddy Bear Cancer Foundation, which advocates for families who have a child with cancer by providing financial, educational, and emotional support. During any free time, she can be found hanging out with her husband and two girls, enjoying the outdoors, hiking, fishing, walking, or wine tasting.

Looking ahead, Jane’s sights are set on continuous growth, and she hopes to rebuild her team in the near future. “My focus this year is bringing on a buyer’s agent and someone on the listing side,” she says. Ultimately, she wants to find people who care just as much about the client experience as she does. “I always tell my buyers and sellers to never hesitate to reach out to me during the transaction. I want them to know I’m always there for them. I love what I do, and can’t wait to serve more people.”

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To learn more about Jane Tyner, please call 559-313-0533 or email jane@shopfresnohomes.com Copyright Top Agent Magazine 5

LISITSIN INSURANCE AGENCY, INC is proud to congratulate

JANE TYNER

on being featured for the State of California in Top Agent Magazine!

_

KEVIN LISITSIN | LIC # 0M54803 LISITSIN INSURANCE AGENCY, INC 559-400-7749 (Office) 559-668-7141 (Office Mobile) 559-360-2809 (Kevin’s Mobile) 516 Villa Ave Ste 22 Clovis, CA 93612-7604

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Top Agent Magazine

6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things Top Agent Magazine

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as 7

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do 8

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innovaTop Agent Magazine

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out Top Agent Magazine

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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KELLEY SOLBERG Kelley Solberg found her passion for real estate at an early age. Her father was a Realtor, and Kelley learned the business from him. “It was a grassroots way to learn what it takes to grow your business from the ground up,” Kelley says. “That’s where it all started.

To this day, I absolutely love what I do.”

After thirteen years at a boutique real estate brokerage, Kelley joined four other business partners in opening their first Keller Williams Luxury International franchise.

With a highly successful business model, Kelley and her partners quickly expanded; she is now a Realtor and Ownership Partner with offices in Carmel, Saratoga, and Los Altos. With a tight-knit, efficient, and dedicated team that includes a Buyer’s Agent and an Executive Assistant, Kelley serves all of Santa Clara County.

With a strong professional network and a genuine approach that clients love, it is no surprise that over 85% of Kelley’s business stems from repeat clients and referrals, which includes agent-to-agent referrals. “I believe in the power of growing and maintaining strong connections with other agents,” Kelley says. “Clients and friends can sense my genuine level of care, that I’m not in it for the transaction, but for my client’s needs. I always do an in-depth needanalysis at the front end. For my sellers, if they don’t have to sell, I counsel them to instead build their portfolio.

Clients will come back five or ten years later and thank me for encouraging them to hold onto their property, which has appreciated, enabling them to build a nest egg, to retire, or to send their kid to college. That’s just one example of my approach. I’m very genuine, honest, and relational, and clients see that.”

To market her clients’ listings, Kelley implements a comprehensive approach that combines traditional methods, such as print mailers, with social media and digital campaigns that feature professional video and photography. “One of our practices is to contact the neighbors around a listing,” Kelley says. “We talk to them, and let them know they can contact us about any 10

concerns they may have about the showings.

We don’t contact the neighbors to sell to them, but rather to build community bonds.”

Dedicated to her own professional growth, Kelley is also passionate about educating new agents. “I teach classes to elevate the level of professionalism in our industry,” Kelley says. “I train agents to step up their ethics and their expectations for themselves.

I’m very passionate about raising the bar in our industry, and sharing that passion with agents and clients alike.”

Kelley is active in her community, and has donated her time to her children’s schools, to her Catholic church, to her local Association of Realtors, and to the annual Keller Williams Red Day, a day of service. When Kelley is not working on behalf of her clients, she loves to spend time with her husband and three children.

For the future, Kelley has no plans to slow down. Her palpable enthusiasm and passion for her career continue to motivate her and her team to achieve new heights.

“We’re going to add new team members, and to keep our team small but mighty,” Kelley says. “I can’t wait for the new opportunities to solve challenges and be creative for our clients. I love to think bigger, not only transactionally, but in terms of what we can give back to our clients and to the industry as a whole.”

To find out more about Kelley Solberg, call 408.464.8629, email KelleyS@kw.com, or visit KelleySolberg.com https://

Copyright Top Top Agent Agent Magazine Magazine

Magdalena Modica is proud to congratulate

KELLEY SOLBERG

on being featured for the State of California in Top Agent Magazine!

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MAGDALENA MODICA OWNER & PRINCIPAL DESIGNER CHIC FLIPS HOME STAGING call/text 408.668.4769 magdalena@chic-flips.com chic-flips.com https://

140 Lewis Rd Suite 3, San Jose CA 95111

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5 Ways to Transform

Renters into Owners Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty 12

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

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

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1

Show renters that purchasing a home isn’t impossible

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

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

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

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Collaborate with mortgage professionals to find the right financing opportunities

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

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

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

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

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

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

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

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Paint the big picture

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

Rents rise, families grow, and retirement looms.

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

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

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

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

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SHEILA MATIN

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“I love helping my clients make their dreams come true.

What motivates me most is making an impact on so many lives. My role is unique, and I love seeing my clients smile when it’s all said and done,” Sheila explains.

2005 was the year when Sheila found her true passion in real estate working alongside Bay Area’s most reputed broker agency Century 21 Pride Properties and then Timothy Crofton Real Estate Inc. helping clients negotiate real estate contracts like no one else. And ever since, her passionate approach has been creating outstanding results for her clients. She excels at providing her clients with all of the data and analytics necessary to make sound financial decisions while bringing genuine care and 16Copyright Top Agent Magazine

a nurturing approach to guide them to success every step of the way.

Sheila’s venture into the real estate market in 2005 has proven to be a natural parlay for her decades of experience in the health-care field. Helping people comes naturally to Sheila. Today, she applies that same helping instinct to her real estate practice.

She calls upon her experienced eye to help buyers see the potential in houses that, at first blush, Top Agent Magazine

might not be obvious. As a native Californian and full-time broker, Sheila provides a unique concierge service to find the ideal property, negotiate all contracts, smoothly guide the transaction, offer remodeling suggestions and make it the perfect personal experience. Her range of skills are unparalleled and her energy, warmth and sincerity make the process fun and enjoyable for all.

“I just love to help people and make their dreams come true. I really enjoy the buying and selling process, and I get to meet a lot of really interesting clients from different backgrounds, so it’s a unique job and one I love ,” she explains.

Sheila believes that the key to a successful transaction is educating the client. “I think I get a lot of repeat and referral business because of how I take care of my clients. I educate them first to make sure that they understand how the process works. I work with excellent lenders and I get Top Agent Magazine

them pre-approved. I explain the current market and then get the criteria of the home that they’re looking for. And it’s the same with my listings. I do all of the necessary steps and I have a crew of 40 contractors that help me on the listing side and ensure that the home sells for top dollar.”

With over 18 years of real estate business experience, Sheila Matin approaches each transaction with passion and expertise. As the owner of Sheila Matin Real Estate Inc., Sheila and her team serve Copyright Top Agent Magazine17

“I give my clients a list of charities I support and let them pick one they like, and then donate a portion of my commission with every transaction.” clients throughout the Bay Area, focusing on Fremont, Newark, and Union City. She enjoys a reputation that’s well known in her circle for helping buyers locate the best values on the market while assisting sellers to realize maximum return on investment through powerful marketing and presentation. That’s because, when it comes to marketing, Sheila likes the online approach. Since COVID-19 shut down open houses, she has been 18Copyright Top Agent Magazine

using social media and other online avenues to give her listings wide exposure. “I want to make sure everyone gets to see the property, so we have a pretty aggressive online marketing approach.

And of course, we use professional photos, 3D tours and drone footage to show off each property.” It is because of this powerhouse marketing approach coupled with Shelia’s strong work ethic, Sheila had 42 closed transactions in the past 12 Top Agent Magazine

months and hundreds over the years. Sheila is a well-regarded agent and an industry innovator. Out of the box thinking, an unlimited mindset and an addiction to solid facts allows Sheila to maintain a transparent, informative and supportive real estate experience. Sheila’s wish is to ultimately not only help her clients with their current real estate needs, but to become their lifelong real estate specialist and friend.

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Another crucial part of Sheila’s strategy for success is having a strong team of agents she trusts.

“I’m lucky because I have the right team working with me. I’ve known them for a while now. They know how I work and I know how they work, which makes every transaction close smoothly.”

Outside of work, Sheila is a committed and involved member of her local community. She donates to Copyright Top Agent Magazine19

the Children of War foundation, a nonprofit organization focused on helping communities affected by war. She also volunteers at her son’s school. “I give my clients a list of charities I support and let them pick one they like, and I donate a portion of my commission with every transaction.” When she’s not working, Sheila loves to hike, swim, and spend time with her family.

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Bay East Association Grand Master Award Recipient (2019, 2020)

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Pinnacle Award Winner 2021

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Featured on the cover of Top Agent Magazine (07/2021)

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Expertise Best Real Estate Agent at Fremont (2017, 2018, 2019, 2020, 2021)

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Best of Zillow Premier Agent 2019, 2020

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Certified Negotiation Expert

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Bay East Association Award President and Master (2017, 2018)

Sold the highest over asking price at Mission San Jose at Fremont

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Member of Women’s Council of REALTORS®

For more about Sheila Matin, please call (510) 673–5853, email sheila@sheilamatin.com or visit sheilamatin.com www.

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Top Agent Magazine

If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night?

The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning.

REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their Top Agent Magazine

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing.

Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says.

“There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.”

The longtime “big picture” for Colorado REALTOR® and property manager, Linda

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Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home.

For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!”

Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie.

We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 22

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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JAY FRIEDMAN Top Agent Magazine

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JAY FRIEDMAN

With an entrepreneurial spirit, motivation to succeed, and a love for helping others, Jay Friedman quickly became a top agent in the Sacramento Valley region. He got his start in 2005, after leaving a job as a sales manager for a car enthusiast magazine. “Print media was on its way out, and the only thing I liked as much as cars was homes, so my wife encouraged me to become a real estate agent,” Jay explains. “I decided to go ahead and take the plunge. I had a pretty good first year, and that just gave me the courage to keep working hard.” From the very beginning, Jay treated his business like a business, getting up every morning and working until the sun went down. Today he is the lead of Jay Friedman Realty Team, which consists of 6 members. “My team has grown organically, with people reaching out to me rather than the other way around,” he says.

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With the vast majority of his business deriving from repeats and referrals, it’s clear he goes above and beyond expectations. “I work more than full-time, and I do what I say I’m going to do,” Jay says. “I always make sure I’m doing a great job, and I truly do have my clients’ best interests at heart.” Jay isn’t afraid to think

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outside the box to get his buyers and sellers what they want, as his ultimate goal is making them happy. This includes negotiating the best deal possible when it’s time to review or make offers, and implementing thorough marketing strategies for his listings. “I also have a good reputation among my peers, so that does help when it comes to putting a deal together or in a multiple offer situation.”

After the transaction, clients love to leave glowing reviews about their time together.

One recently said, “Jay Friedman helped my wife and I buy our first home! He came highly recommended, however I never imagined he would treat us like family. Jay was always attentive, and communicated day in and day out. We were putting offers on homes that would also receive 20+ offers and people were paying flat out cash and over-bidding by up to 80k. My wife and I were distraught and didn’t see any hope in sight for our first home purchase. Jay always reassured us that he was going to get us our first home, and he did! We were blessed with our first amazing home thanks to Jay. We could not have done it without him. He started off as an incredible agent and turned into our family.

Treated our son like he was his Uncle! If you want the best experience in buying a home then go with Jay Friedman!”

As Jay looks ahead, he has his sights set on continuous growth. “This year I added videos into my marketing, so I’m always looking for ways to improve and change with the times. And I just want to always do a great job and have fun with it.” Having closed 98 transactions in 2020 alone, there is no doubt Jay is on the right path, and he can’t imagine doing anything else. “It’s a very rewarding business to be a part of. Buying and selling can be stressful, so just knowing that people are counting on me to help them with it and make it an easier process, it’s a blessing.”

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For more information about Jay Friedman, please call 916-300-8114 or email Jay@JaySellsSacramento.com

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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COLLEEN MCFERRIN With a true passion for real estate, Colleen McFerrin has flourished as an agent in the greater San Francisco region. After buying and selling a few of her own properties, Colleen McFerrin quickly fell in love with the process. “I’ve always been interested in it, so when the time came to find a new career path, I decided to get my license,” she says. That was in 2003, and Colleen has made great strides ever since. Today she is part of a highly successful team called the Four Bridges Group at Compass, which consists of her partner, John Esplana, agents, and a support team who consistently rank as one of the top 5% in the Bay Area for volume and client satisfaction.

Colleen’s business is largely based on referrals and repeat clients, which demonstrates how she goes above and beyond to move her buyers and sellers towards their goals.

“What is important to my clients is important to me,” she says. Colleen loves coming up with strategic plans to help them achieve what they want. “For example, I recently had an hour-long call with a referral who is moving from Los Angeles and owns two properties, and over that conversation, I discovered they ideally want to keep both houses.” Rather than encouraging them to list their property, Colleen came up with a solution that might allow them to not sell either home.

“I’m all about finding out what works for people, and making people feel that their world is important, that their goals are valued.” Colleen and her team are always looking to become valuable resources to those they serve, even acting as a referral source for agents in other areas. “If someone is moving to an area outside of our region, we have a network of people we trust that we can recommend to them because we know how hard it is to find people in new areas.”

Whether they’re helping someone maneuver the buying process, or listing and marketing a property, the Four Bridges Group always does everything possible to make it a stress-free journey. One recent client said, Top Agent Magazine

“Wow, I knew they were good but they went way past my expectations. Colleen and John are a great team. Their years of experience really showed by being on top of every phase and detail. Right from the beginning they knew and advised what to do to get the house in optimum selling condition. They always gave me room to think about things and respected my decisions.

Two aspects really stood out: they were very easy to get a hold of and responsive plus everyone they recommended was a top-notch professional. Having been a business person all my life I wanted someone that was very, very good, but what I got was beyond that, excellent.”

When Colleen isn’t working, she’s giving back to the community as a board member of the San Francisco City Club, volunteering for Meals on Wheels, working out, or enjoying the outdoors. Colleen also loves spending time learning about new real estate rules, regulations and laws so she can pass that information on to her team and clients.

Looking ahead, Colleen hopes to continue growing and helping more people reach their real estate dreams.

“What I love most about what I do is that I get to bridge people with solutions in Real Estate, and helping them do that is so rewarding.”

To learn more about Colleen McFerrin, please call 415-302-6512 or email colleen@fourbridgesre.com 31

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