OHIO 1-10-22

OHIO EDITION

SUCCESS–

THESE 7 HABITS ARE THE REAL SECRET TO SUCCESS

What First Thing How the to Send You Do AfterEmails Work Smarter

SAYS ABOUT YOU

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

CONNECT BEYOND FEATURED AGENTS

ROCHELLE ARRIOLA NATALIE IRWIN BENNETT JUSTIN BRUCE KARA CUTCHER DINA HERNÁNDEZ MICHELLE HUDSON CHERYL WOOD JOANNE ZETTL

REAL ESTATE

to Attract Future Clients

COVER STORY

BRIAN WINNERS

OHIO EDITION

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KARA CUTCHER MICHELLE HUDSON ROCHELLE ROCHELLE ARRIOLA DINABENNETT HERNÁNDEZ NATALIE IRWIN JUSTIN BRUCE JOANNE ZETTL ARRIOLA BRIAN Entrepreneurship runs in Joanne Zettl’s WINNERS After spending 15 years building a sucfriends,inand hemuch keepsfo Natalie Irwin Bennett is a realtor with Natalie finds deep become satisfaction help35 40 43 44 47 family.

She grew up watching her father run ership. cessful career as a sales manager, Justin the events in their lives via FY Bang Realty, based in Cincinnati and ingfeltpeople obtain their dream home. wo his own business and she would follow Bruce was invited to get his real estate or other social media. ever He als serving Northern Kentucky license and by thea friend and Realtor, She works home-toorrefer in his footsteps one day.often That day camewith who themfirst cardstime on holidays othe in 1985 when shebuyers, earned her Greater Cincinnati areas. In wanted her own andrealtheestate gratification him to handle his commercial occasions. she feels atseller sa license.

“I loved the challenges that realon their faces when aanticipa business with Keller Williams Greater words, Natalie “grew up in real estate:” seeing the smiles estate presented, its multifaceted nature, Always looking out for you real Columbus Realty. Justin took to the work her father is a longtime realtor, and her deal isPartnering closed never diminishes. Natalieways to and meeting new people.” with very quickly, doing reshis community beyond the work first work experience was helping out and soon beganElite truly enjoys interacting with people and Sotheby’s International Realty was During h idential sales too, guided by one simple with clients, Justin has voluntee the perfect fit. Sotheby’s legacy of quality voluntee with his business. She did database manplaying a small part in what for many is Clients come first. IRWIN donated to various charities JUSTIN BRUCEand sets or JOANNE CHERYL WOOD KARAprinciple: CUTCHER NATALIE ZETTL she serv service and expertise is unmatched agement and administrative work for him, a life-changing moment.

Even beyond around Lancaster, as well as BENNETT them apart as leaders in the industry. This Chagrin then moved to marketing and transaction work, Natalie endeavors to help “I care about people,” Justin explains. local schools withchange their events. H aligns with Joanne’s philosophy and practices. Serving the Chagrin Valley “I get know them, learn what kind of with Destination Downtown coordinating. So, though she’s a tonew lives.of the She involved with Documentary Serenity the northeastern portion state,isJoanne’s business FilmL goals they are trying to achieve with the a nonprofit organization of Directors the is largely referral-based.

CONTENTS agent (licensed in 2019), Natalie is cerRecovery Network, a local nonprofit that fordedi transaction, and then work relentlessly to revitalizing the city’s downto ® and Ohio Realtors . tainly not new to real estate, ashelp she’s been involved in is on provides support forand families struggling with drug them get there. My focus “I providing an amaznurturing the growth of local businesses. like to make people feel comfortable,” Joanne back, she’s enjoying the for 17 addiction and recovery.in Every timeand she gets THE a referral, 4)field 5 TIPS TOyears.

MAKE NEWing, HIRES A experience for 32) 7 HABITS ARE personalized all of SUCCESS–THESE my clients.” an active explains.

“They know they arealso good hands, member they of the Lancaster Cha LONG-LASTING SUCCESS REAL SECRET TO SUCCESS Natalie donates a portion of her commission SRN, Commerce.

If he’s not working or giving trust that I’m doing everything possible to achieve It’stoclear Joannebac ha I’m a people person, and I get a lot of joy Kara Cutcher began her real estate journey That dedication to his clients combined with the loves spending time with his wife and chils Once licensed, Natalie began as a solo agent, but just their goals.”

Joanne understands buyingas and sell- doesn’t seetwo herself and she sponsors all theirthat events well.

14)year RECONSIDER REFERRAL-ONLY 4 EASY WAYS TO fulfillment out of with my abou aresources teacher.

“My love and ofand Keller Williams has already likes toREDECORATE travel, andworking enjoys ing38) realpasestate is and not something people do every day, playing things Igolf. loved this she has beenwhile ableworking to extensive bringasher husband WHEN PLANNINGsion FOR FUTURE YOUR OFFICE THAT WILL BOOST MORALE rewarded withwhen a referral business of nearly she takes the to 90 guide throughout the prosame things I love a forTHE real estate started I so purchased teammates.

Working with Carly has been another agent on, making her practice aJustin team of three.

Outside oftime work andthem community outreach, Natalie cess.

This alleviates stress and allows them to enjoy clients’ smiling percent.

Located in Lancaster, the team Justin works As for the future of his business, Justin is fac co & IMPRESS CLIENTS experience.” my45own home,” recalls. $7 “I purchased amostanofawesome Last Natalie sold homes andKara completed herto time her family.

She herimportan 20)year COOPERATION, NOT COMPETITION, thespends journey.Ohio, “Theyprovidneed have awith comfort with part of this with represents clients all over Central to learning aslevel much as he canand about every a in Mayfield, Ohio and held onto it for million in sales, and house this year – exceptional only her second husband are both busy growing their their agent, which can beDOING achieved through experience, I business, trulyhis enjoy.” ing service inas every sector ofa the industry. the with industry.

He wants to grow own busin CREATES MUTUAL SUCCESS FOR AGENTS 42) ARE YOU BUSINESS AS YOU Kara serves all of northeast Ohio, includfew years, updating it room by room.

I transknowledge and competency.”

Having spent years in this Theyand work with$11 homebuyers and sellers, matter ofas course, he will also a realtor – she’s sold 48 homes done mil- ON and so theybusiness greatly cherish muchbutquality timeassist as his b FACEBOOK? industry, Joanne has peoseen many types of transactions, 26) CONNECT BEYOND REAL ESTATE purchases, and land acquisition.

“We can assist bringing on and training new agents. ing the greater Cleveland area from Lorain formed the property and sold it for a considerlion with an additional $2 million from her team. they can get with their six year old daughter. And theirHe plan is able toJustin. maneuver efficiently. can DO pleThat with any kind of need theyand have,” says “It’sproblems his own broker’sShe license down theinroad.

TO ATTRACT FUTURE CLIENTS 45) WHAT THE FIRST THING YOU able profit. experience made me realize to Ashtabula, sometimes working the Currently, her rate of repeat and referral business dynamism won’t be slowing down any time soon: prepare buyers and sellers on what to expect, which another thing that sets us apart.”AFTER WORK SAYS ABOUT YOU Akron and areas as well.

An imthat realmake estateupcan is about 75%, and referrals thereally core change of her someone’s Natalie’s formaking the Columbus future are to continue building means they canplans focus on great decisions. pressive 100% of her business is referral life.great I gotWhen my license in June 2019, and here business. Natalie places emphasis on customer her practice, making connections, and helping as many it comes to his listings, Justin advises sellers Joanne treats everyone she serves like family and is on repairs, updates, andI can staging that willasmake service, and she understands that clients appreciate she can.

In her words, “thethat more handstoon I am! I’m doing everything topeople impact andtheir sphere-based, a feat speaks the Phone 310-734-1440 | home Fax 310-734-1440 always looking out for their best interests. “I give them appeal to buyers.

The team then creates profesthe special care they other receive from her, refer-way the we tocan help.” trustpeople and confidence Kara people’s livesmaking in the same that real thedeck, advice theymore need, and I strive eliminate confu-inspires. “I’ve sional photos |to www.topagentmagazine.com capture the property’s best features, rals mag@topagentmagazine.com a natural avenueestate for impacted business.

In addition, to sion.” A smooth been transaction is hertotop priority, so network she blessed have a big of previmine.” which are posted with the listing description to all of stays consistent and abides byofother her tried and true prostrengthen theof networks shebehas already established, No portion this issue may reproduced in any manner whatsoever without prior consent the publisher.

Top Agent Magazine ous clients, agents, friends and family,” the social media platforms and real estate websites like cesses.

“There’s really the onlyaccuracy one wayoftopublished do the work is published by Feature Publications GA, Inc. Although precautions are taken to ensure materials, Natalie keeps a client database to or send updates to Sablotny.

Zillow Realtor.com.

Justin alsoneeds reaches to says. the that she “My always that if you Kara works under team lead Carly that beout done, and to father do it To thesubscribe right waysaid Agent and Magazine be held responsible forpotential opinions expressed orto facts supplied by itsisauthors. or change many agents and buyers within his sphere to past Top clients, stayscannot in touch with many of them on “I started out as a solo agent, butin as amost forfocus the people, the money follows, and the efficient wayon possible.” address, send inquiry to mag@topagentmagazine.com.

Published in the U.S. alert them to the opportunity. social media as well. mer teacher, focusinform I found that I really missed I’ve always firmly believed in that.

ForImore BRIAN WINNERS

MICHELLE HUDS

KEY REALTY, TOLEDO, O

Those who work with Joanne never hesitate to tell please calo Justin looks forwardwith to helping you with all on theto relationships I have people and that collaboration aspect and the opportuJustin reaches out to past clients frequently, either buyer recently said, Magazine 2This focus on communication is also what sets Natalie others about their experience. Onecommercial Top Agent joannezettl@ or residential needs. Contact him nity to work others about on a the regular letting know that give with them updates current market, just to people “You basis. are alwaysor welcome in our home!

Thank youIsogenuinely care apart from other agents, in marketing andis in customer time at 740-409-2020 or email justinbruce@k see if there anything they need. Many of them have

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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5 Tips to Make New Hires

a Long-lasting Success Bringing a new employee into the mix is process commonly known as onboarding. The idea behind onboarding is to make the transition from new hire to team member as efficient and pain-free as possible. However, polling shows that some 31% of entry-level and intermediate level hires leave their new posts within just six months of starting. The question is: why?

The hiring and training process is time-intensive and doesn’t come cheap. This means that making 4

a good match for the long haul requires more than just assessments of skill and personality. To ensure a talented new hire sticks around and is truly positioned for success, the onboarding process must be executed with the same care applied during hiring. For a few ideas on how to make the most of the onboarding process, consider the tenets below as you guide your new hire toward long-lasting success within your company.

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1. Be honest about the scope of the role

2. Build in some perks

Let’s say you’re looking to add a new buyers agent or loan processor to your team. You write up the position’s responsibilities, but neglect to mention that you want the new hire to handle a host of administrative tasks, as well. Maybe it doesn’t seem important enough to outline in detail, as it’s the sort of thing the rest of your does. Miscommunications like these are a leading reason why new hires leave their roles.

If there isn’t clarity and transparency about a position’s true responsibilities, then new hires may become quickly disillusioned and seek out greener pastures.

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While stocking the breakroom with bagels every Friday may seem like a small gesture, it’s often those little morale-boosting moves that build loyalty and comradery among the team. Bike-to-work incentives, subsidized gym memberships, and benefits that match the needs of your employees—all are ways to demonstrate appreciation and investment in your team.

Likewise, the right candidate will return the favor and invest his or her energies into their new role.

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3. Get a sense of big-picture career plans

4. Keep the lines of communication open

Another reason new hires move on may have nothing to do with you or your office. In fact, many hires in entry-level or even intermediate roles have doubts about their long-term vision.

That’s why it’s important to be upfront from the beginning regarding a candidate’s five-year plan and ultimate dream job. Maintain realistic expectations when asking these questions, but use it as an opportunity to gage a candidate’s seriousness about the real estate or mortgage industry. Why this line of work over another?

Emphasizing industry longevity and career growth during the interview process can save you drama down the road.

Take a proactive approach in communicating with your new hire. Take time to check in regularly during the first six months of his or her addition. If you can, make time to train new hires yourself—if only for a part of the onboarding process. You’ll forge a deeper professional bond and create an avenue for further questions. All in all, make it clear that you’re personally invested in their presence and talents, and that you care what they have to say. That way, if any issues or doubts arise, you can stay on top of it and work out a solution, rather than lose a new employee.

5. Give new hires meaningful work to do It’s natural to keep the kid-gloves on with new hires, but don’t let that stop you from giving them a chance to shine. New team members will feel empowered and motivated if given meaningful projects to focus on. Don’t relegate their daily duties to busy work as they build experience.

Instead, task new teammates with something challenging, or that draws on a specific skill you hired them for. You’ll instill confidence, demonstrate your commitment to their growth, and with any luck—keep them around for the long haul.

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BRIAN WINNERS

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BRIAN WINNERS “It’s about building a relationship with people and not treating them like a number. I take the time to get to know my clients and understand their needs. Then I work very hard to help them realize that dream.”

Brian Winners describes the best thing about being a Realtor® as “seeing the happiness on people’s faces when they are handed the keys to their new home.” Although he had 8

been helping people purchase homes for 17 years as a Senior Loan Officer, he is getting more pleasure working one on one now that he has moved into real estate sales.

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“As a lender, most of my time with clients was spent talking to them on the phone,” Brian explains. “But I really enjoy meeting people, and I finally decided that I wanted to interact with them face-to-face. I also had some ideas about how to make the home-buying process easier and more enjoyable for people after I went through the experience Top Agent Magazine

myself, so this career move felt right on multiple levels.”

Mr. Winners believes “it’s about building a relationship with people and not treating them like a number.

I take the time to get to know my clients and understand their needs.

Then I work very hard to help them realize that dream.”

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Brian received his Realtor ® ’s Licensure in 2017 and now serves clients all over Cleveland and Northeast Ohio as a Real Estate Agent working for eXp Realty. As an Ohio native and a long-time Real Estate professional, Brian offers everything a client could hope for in a Realtor®: a local’s insight on the area, a deep understanding of the real estate market, and expert knowledge of financing strategies from his many years as a lender. That combination of expertise has helped him build a very successful business

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in a short time. This year he will close $10 million in sales as a solo agent and expects that volume will double in 2022. Ninety percent of that business comes from repeat clients or referrals, a fact that Brian is very proud of.

When it comes to his listings, Brian’s process nets clients up to 18 percent more on the sale of their home than traditional methods. He accomplishes this by having every relationship begin with an up-front consultation in which he discusses

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the clients’ goals with them. He advises sellers on how to prepare and stage their home to appeal to the contemporary buyer, and then launches a comprehensive marketing campaign that includes social media platforms like Facebook and Instagram, direct mailers to potential buyers, and postcards sent to residents in the listing neighborhood. After a closing, Brian stays in touch with clients throughout the year by sending them regular tips on homeownership or market updates.

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People who know Brian would not be surprised to know that he supports local animal rescue organizations.

“There are a lot of pictures out there of me with a dog in my lap,” he laughs.

As a lifelong Cleveland sports fan, and with a nephew and twin nieces involved in sports, he also loves attending sporting events and sponsoring youth leagues in his community.

Brian’s business has grown steadily since he started, and he plans to begin building a team very soon to help him 11

keep up with the increasing volume.

“I’m looking forward to sharing what I know with new agents to assist them in growing their own business.

Building a team will also allow me to make a greater impact on the community. This is a passion! I enjoy what I do too much to call it work.”

Contact Brian at 440-666-8442 or email bwinnershomes@gmail.com.

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Nicki Stout is proud to congratulate

Brian Winners

on being featured for the state of Ohio in Top Agent Magazine!

NICKI STOUT

Escrow Officer P: 440-734-4885 F: 440-201-6961 www.rivertitlecompany.com 28821 Lorain Rd. North Olmsted, Ohio 44070

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 14

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

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

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

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

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

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

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

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

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

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

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

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

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

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ROCHELLE ARRIOLA Top Agent Magazine

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ROCHELLE ARRIOLA

No one knows better than Rochelle Arriola how good it feels to achieve that dream of homeownership, or how important it is to have the right person in your corner while pursuing it. After immigrating to the US from the Philippines, Rochelle was searching for a home with her husband, and was delighted to find representation with a Realtor® who was also a Filipino. The agent impressed her, and responded to Rochelle’s inquiries about the career by hiring her as a part-time assistant.

Rochelle fell in love with the work, and received her own license in March of 2021.

Today she partners with her husband to represent clients in Boardman and across all of Northeastern Ohio with Berkshire Hathaway HomeServices—Stouffer Realty. Always a people person, she honed her communication skills over her 15 years in the customer 18

service industry, experience that serves her well as a Realtor®. In less than a year she has closed over $3 million in sales, with the bulk of that business coming from referrals. One client explained her reasons for recommending Rochelle like this: “Rochelle was so patient and persistent while assisting us to find our first home…. The housing market was very competitive and unforgiving during the time of our search but Rochelle never gave up on us even when we wanted to give up on the search. She was always there to answer questions and was never pushy or overbearing when it came to making tough decisions.

I would recommend her to anybody who’s looking for a Realtor® who really cares about putting you in a home not just in a house.”

The secret to her success is the time Rochelle spends with clients, getting to know their Top Agent Magazine

needs. She’s quick to point out that it isn’t just about closing a transaction. “I’m always looking to build a lasting relationship with people,” she explains. “We even emphasize that on our yard signs, with the tag line, Converting Transactions into Relationships.

That means I’ll be there for the client beyond the closing table, for whatever they need.”

Like the Realtor® who inspired her to break into the industry, Rochelle is also a strong advocate for her fellow “Kababayans.” She’s part of the Filipino-American Association of Northeastern Ohio, and as a fluent speaker of both Tagalog and English she has been able to help her Filipino clients bridge any cultural differences standing in their way to homeownership. “Our relationship is based on so much more than language,” says Rochelle.

“I know their heart.”

All of Rochelle’s clients enjoy a one-to-one experience with her, and she gives advice on every transaction as if it were her own investment. She’s always on top of what is going on with the market, and is able to provide her investors with a comprehensive comparative market analysis to help them determine how profitable a potential home flip might be. She also reaches out regularly to clients to alert them to new opportunities, or just to see how they are doing. She’s also been known to show up at their home with her delectable “Lumpia” and “Pancit Bihon”—the Filipino dishes that she has mastered the most!

Going forward, Rochelle and her husband want to build a team, bringing on a few agents and an administrative assistant who share their same work ethic and dedication to delivering the highest quality of service in the industry.

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Contact Rochelle at 330-518-6221or email rochellea@stoufferrealty.com.

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Cooperation, Not Competition, Creates

Mutual Success for Agents When people get along during a business transaction, everyone comes out happier. And in a service industry like real estate, agents have the power deliver that happiness. By working cooperatively, sharing advice and helping each other help clients, agents not only enhance their own reputations, but that of real estate in general.

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“Bring everyone together” Matt Kobelski, with Credentials Real Estate Group in Massachusetts, points out that providing good service involves more people than the party you’re representing. “I’m not afraid to bring together all the parties in a deal and say, ‘OK, let’s figure out a solution that works best

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Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem

for everyone,” he explains. “My goal is to avoid being adversarial.” Real estate, he believes, should always be a field in which each person can win. “It’s about working toward a mutual goal, shaking hands, and walking away happy that a seller sold, a buyer bought and everyone got what they wanted.”

But Is it that simple? Most agents have experienced the ways conflicting personalities and tension during a transaction can heat up even the most cordial relations. In reality, however, it’s more productive to let down your guard and work with others as a team than it is to allow stress and competition to preside. South Florida REALTOR® and broker associate, Risë V. Siegrist, for instance, has zero interest in competing with other agents. “It’s more important to be professional and associate with competent, caring people,” she says. By serving others with a cooperative spirit, experienced agents like Risë set an excellent example for emerging real estate stars. Risë hopes to be a model for the next generation of agents, training people who may one day become part of her team.

Risë’s position on cooperation inspires more reasons for nurturing relationships with other agents. Over the decades, many agents change brokerages several times. Who knows if that agent across the table will one day work at the Top Agent Magazine

same brokerage you do? Perhaps you’ll even have an opportunity to partner on an exciting, future transaction. Good relations keep doors open to endless possibilities.

Co-listing cooperation Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem. In fact, some agents cleverly capitalize on their collective attributes, rather than competing against one another. South Carolina REALTOR® Kimberly Pannit is a perfect example of the universal benefits of co-listings. Although she has always been an independent agent, Kimberly works hard to form professional alliances that give her business the feel of a cooperative network across brokerages.

This cooperative approach may be nontraditional, but it benefits clients in unique ways. By working closely with agents at other brokerages, she shows how agents can improve client service while helping one another.

Kimberly’s cooperative approach began in her own neighborhood, where an agent friend from a different brokerage also lives. “Several years ago, I approached her because both of us were friends with our neighbors. I asked, ‘Why don’t we give our neighbors superior service and

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co-list together? We both love our area and are passionate about our jobs, the location and schools.’” She also didn’t want to make their mutual friends choose between them when they could work together. “I said, ‘Let’s give them amazing service together!’” With their brokers’ permission, two weeks later the agents co-listed their first home and put extra energy into ensuring uninterrupted client service.

Networking and “Co-opertition” When the ultimate goal is to match a client with the perfect home or create optimal terms of sale for a listings, networking with other agents can facilitate that ideal buyer-seller match.

Nashville REALTOR® and broker/owner Lisa Land embraced every opportunity to contribute meaningfully to the real estate industry and to her local market, even before building her own team. “Agents would frequently ask me for help or advice,” she says, noting that she shares, rather than guarding, the methods she uses to get through difficult or confusing transactions. “I was fortunate to have great mentors when I started in real estate, so I’m always

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willing to offer help, even to agents outside of The Luxe Collective.”

Meanwhile, on Cape Cod in Massachusetts, Janet Leigh Scott describes the climate between agents as relaxed and professional. “While the real estate market is highly competitive, we’re truly a ‘co-opertition’ market; agents work together and a have greater sense of community than you might experience in off-island brokerages,” Janet says. “If I have buyer coming into town, I’ll reach out to agents I’ve done transactions with to ask if they have anything coming up that might not be on the market yet.”

Even in hot, competitive L.A. real estate, independent agents such as Andrej Nagy of The Agency RE knows the importance of receiving and providing professional mentorship.

“My relationships with clients are extremely important,” he says. “But my relationships with agents on the other side of a deal are also important.” For REALTORS® like him, working smoothly with other agents is a privilege.

Doing so builds rewarding relationships while ensuring win-win transactions for everyone at the closing table.

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DINA HERNÁNDEZ

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DINA HERNÁNDEZ

Dina Hernández has an abiding passion for serving her clients. She began her journey in real estate in 2003, when she earned her license. She then took a step back from her professional pursuits to raise her newborn daughter. Dina rejoined the industry in 2014, and she has been going strong ever since.

“I love helping people,” Dina says. “For me, that’s what real estate is all about.”

that Dina’s business stems almost entirely from referrals. “Clients tell me they like to work with me because I’m patient,” Dina says. “I don’t care if they look at one house or twenty. I take the time to educate them at every step of the process, and I’ll show buyers however many houses it takes to find the right one, because it’s a commitment, and I understand that.”

Now a Realtor with Keller Williams in Cleveland, Ohio, Dina provides exceptional customer care by listening to her clients’ needs and guiding them through the process. Serving Cuyahoga County and the surrounding areas, including Lorain, Amherst, and Sheffield Lake, Dina offers every client attentive, caring, and knowledgeable service at every price point. Bilingual in Spanish and English, Dina serves a diverse range of customers, working extensively with first-time homebuyers achieve the dream of home ownership.

Skilled at the logistical complexities of real estate transactions as well as the interpersonal process of

With her dedication, compassion, and high standards of professionalism, it is no surprise 24

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building long-lasting client relationships, Dina is close with many of the people she works with, becoming a friend and a confidant to her clients. Staying in touch with her past clients is natural for Dina, who reaches out regularly with Christmas cards and texts. “My clients know that after closing, they can reach out and ask me anything, and I’ll be there to help,” Dina says.

To market her clients’ listings, Dina implements a comprehensive approach that combines traditional methods, such as postcards, with more contemporary strategies, such as social media campaigns. Dina’s strategy has paid off: last year, she closed a little over $5 million in sales volume across forty transactions.

For Dina, it is not her impressive sales that bring her the most satisfaction, but rather knowing she has helped her clients achieve their dreams. “I really love helping families find their perfect house,” Dina says. “The entire process is enjoyable, from showing houses, to positioning a property on the market. I love seeing my clients’ faces when they get the key.”

Dedicated to her community and to her profession, Dina is a member of her local Board of Realtors, as well as the Lorain County Financial and Housing Committee, where she helps run a program that offers classes for first-time homebuyers as well as down-payment assistance. Dina also volunteers with the Hispanic American Committee in Cleveland, teaching the class for first-time homebuyers.

When Dina is not busy helping her clients or giving back her time, she loves to be with her family and to spend time with her husband, son, and daughter.

Dina is excited about the future and its possibilities. She has formed her own team, The Hernández Group, to take her and her business to the next level. “We’re excited to hit the ground running in 2022 and to serve more people,” Dina says. “I’m so grateful for this career and for all of my clients. It’s an honor to help them.”

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For more about Dina Hernández, call 440-986-1202, email soldbydina@gmail.com, or visit realtor.com/realestateagents/ 569f0d120fa417010073e7bb or zillow.com/profile/soldbydina www.

www.

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients.

To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals.

So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause.

In fact, they want and need you to promote them.

And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community – our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didn’t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you.

Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content

that will draw in a broad range of followers.

Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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MICHELLE HUDSON KEY REALTY, TOLEDO, OHIO

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MICHELLE HUDSON | KEY REALTY, TOLEDO, OHIO

A lifelong resident of Toledo, Michelle Hudson took a winding road to real estate. After serving at the University of Toledo for 20 years and later earning her Master’s Degree in Business, she would launch a for-sale-by-owner marketing service, which quickly blossomed into a notable magazine and online brand in the early 2000s. Aspiring to get more hands-on with her clients, she pursued her real estate license and has gone on to author an accomplished, fourteen year career as a Best of Zillow Premier Agent and Lifetime Member of the President’s Sales Club.

Today, she is a Realtor with Key Realty, where she assists clients throughout the Greater Toledo area.

Licensed in both Ohio and Michigan, she has taken a personable approach to client service, living up to her personal slogan: “Helping you make the right move!”

When listing a property, Michelle leverages her background in digital marketing to give her clients 30

an added advantage. A Certified Property Stager herself, she is hands on with each seller, helping them prepare their home for the market and providing them with a suite of professional photography services. She then shares her listings to a blend of targeted digital and social media campaigns specially designed to appeal to a wide variety of buyers.

From start to finish, she is there for her clients, personalizing her approach to their distinct needs and ambitions.

But Michelle is just as committed to her buyers. Leaning on her acute insights into the local market, she carefully guides Copyright Top Agent Magazine

them to the right home for their best interests; in fact, she keeps in touch long after the deals are done through frequent check-ins, as well as her popular newsletter and biannual magazine—all to ensure her clients are satisfied in their new homes. Through the years, she has earned a fantastic reputation throughout Toledo, with the vast majority of her volume coming from repeat clients and referrals. And the secret to her success? “Patience is key,” Michelle says.

“Sometimes people can get emotional in a transaction, but you’ve got to support them as a calm voice of reason. After all, clients are trusting you with one of the biggest transactions of their lives.”

Having sold 365 homes since becoming a Realtor, Michelle also remains committed to the strong standard for integrity that has set her apart through the years—both with her clients and her fellow agents. “I believe real estate should be a win-win for both parties, and I pride myself in maintaining a good relationship with the agents on the other side of the transaction. At the end of the day, we all want the same thing: to get our clients to the closing table.”

A 13-year member of the Toledo Regional Association of Realtors, Michelle has been honored with the Association’s Award of Distinction for achieving over $2.5 million in sales for the last six consecutive years. She also enjoys traveling the world or spending quality time with her beloved husband and grandchildren. Going forward, she has exciting plans for the future, as she looks ahead to partnering with more up-and-coming agents in her region. In the meantime, though, she is more than satisfied with the career and new connections she has cultivated in the community she loves. “Every client has a story,” she says. “My buyers and sellers have enriched my lives as much as I hope I’ve enriched theirs.

More than anything, there’s nothing better than getting home each day knowing that I’ve truly made a difference.”

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To learn more about Michelle Hudson email michellehudson4homes@gmail.com, or visit ToledoHomesNetwork.com or call 419-276-9029 www.

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Success– These 7 Habits Are the Real Secret to Success What makes somesome people so sucWhat isisit itthatthat makes people so cessful andand others not? successful others not?Is Isthere thereaa secret secret recipe recipe one one can can follow, follow, as as easy easy as as baking baking aa cake, cake, which which will will give give them them the the strength strength to to achieve achieve their their ultimate ultimate goals goals and and have have ititall? all?

The The answer answer is is that, that,in inaamanner, manner,there thereis. is.The The trick trick is is in in how how you you think think about about success success and and what what itit means means for for you. you. Many Many people people define define success success as as achieving achieving their their personal personal goals, goals, but but could could this this be be leading leading them them to to look look atat the the world a little too narrowly? The people people that that are are truly truly successful successful in in every every aspect aspect of of 32

don’t stop stop at at simply simply achieving achieving their lives don’t their personal goals. goals. They They succeed succeedin inmany many job,job, reavenues of of their theirlife, life,including includingtheir their lationships, health, andand family just to name relationships, health, family just to a few.a few. name ultra-successful people tend It turns turnsout outthatthat ultra-successful people to have quite quite a number of things in comtend to have a number of things in mon. One One main main skill many possess common. skill seem many toseem to is high emotional intelligence, or the abilpossess is high emotional intelligence, or ity to manage your emotions so that you the ability to manage your emotions so can you staycan calm focused even even in high that stayand calm and focused in

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high stress situations. Luckily, it seems not all of them are simply born with this ability, but have many strategies they use to help them achieve higher emotional intelligence. Here are seven strategies and habits that will help you achieve success in every area of your life.

1

BE COMPOSED The first thing successful people always seem to have under control is their composure. Successful people stay calmand composed when the going gets tough and fingers start pointing. They don’t panic. The secret? They understand that in life things are always changing.It doesn’tmatter if something is bad at the moment because that will change soon enough. In this topsy turvy life all you can really do is adapt in order to stay happy and remain in control of how you react.

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BE KNOWLEDGEABLE Have you ever noticed how successful people always seem to have such awide range of knowledge and interests? Successful people do know more because they are always working to grow and learn. They strive to constantly increasetheir self-awareness. If a spare moment exists,then they will fill it with some kind of self-education. They do this because they are passionate about learning new things and ways to improve their life. Ignore the fear of being judged and ask questions, because that is the only way you can learn. Successful people don’t

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fear asking questions. They fear not asking those questions and growing stagnant.

3

BE DELIBERATE It is important to think and reason before you come to a decision. Successful people don’t rush. They seek out advice from others, they think of all the aspects, and sleep on their thoughts before finally making their decision. Your gut instinct can be misleading, and lead you to make a rash decision that you will come to regret later.

4

BE CERTAIN, AND SPEAK WITH CONVICTION Successful people speak with certainty.

Unless you communicate your ideas with conviction and certainty, then you will have a hard time getting people to listen to them.

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BE POSITIVE Successful people use positive body language when they are talking to draw other people in. Their tone is enthusiastic, they maintain eye contact, leaning in towards the person speaking to show interest. Successful people use it to draw those other people in. How you say something can be just as if not more important that what you say to people. Positive body language can completely alter how your speech is perceived by others, and helps to keep attention on you and what you are saying.

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BE MEMORABLE BY BE MEMORABLE BY LEAVING A STRONG LEAVING A STRONG FIRST IMPRESSION FIRST IMPRESSION You only have once to make a first impresYou only haveare oneincredibly time to make a firstas sion, and they important, impression, and they importthey are closely tiesare to incredibly positive body lanant, as You theyhave are around closely 7tied to positive guage. seconds to conbody language.

7 seconds vince a person toYou likehave youaround after you initially to convince a person to like after them you meet them. That is how longyou it takes initially a person to decidemeet whenthem. they After meet that, you. After that simplyisspending the rest ofthe therest converaisperson simply spending of the sation justifying that initial reaction they conversation justifying that initial reaction had. You yousure make a good they had.can Youmake can sure make you make impression by having strong strong posafirst good first impression by having ture, a firm handshake, a warm smile,smile, and posture, a firm handshake, a warm openopen shoulders. and shoulders.

7 7

BE FEARLESS BE FEARLESS Successful people know that to give in Successful peopleThey know that let giving to fear is a choice. don’t the into fear fear a choice.

They don’t let takeisover, instead focusing onthe thefeart rushake of over, instead, they focus on the rush of euphoria that comes with conquering fears. euphoria that comes with conquering fears.

All of this adds up to having a high emotionAll of this addsWhat up tohelps having emoal intelligence. you atohigh succeed is tional intelligence.What helps you toemosucthe ability to control those whirlwind ceed theyou ability control whirlwind tionsisso can to stay calmthose and focused on emotions so you can stay calm andcan focused actually succeeding.

These habits help on Theseintelligence, habits can youactually gain a succeeding. higher emotional help a higher emotional intellibut asyou yougain probably already know, anything gence, but dealing as you probably know, involving with youralready emotions in anything dealing with your a healthyinvolving manner takes serious work.emoSo, tions healthy takestime. serious don’t in givea up if you manner fail the first You work.

So, don’t up again. if you fail the first must always try give and try time.You must always try and try again.

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CHERYL WOOD

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CHERYL WOOD

Community has always been important to Cheryl Wood. She currently serves as elected Council at Large for the City of Ravenna, and spent years working as the Director of Housing Rehabilitation for Neighborhood Development Services, as well as a Development Specialist for Low Income Housing tax credit development projects. It was only natural, then, for Cheryl to choose real estate as a career in 2019.

“My husband was retiring from the Air Force after 32 years, so it ended up being the perfect time to get my license,” she says. Today she is a thriving solo agent serving northeast Ohio. She’s already seen a rise in repeats and referrals, a testament to her exceptional customer service and guidance throughout the transaction.

If her clients find a property they want to see, Cheryl jumps on it, even if it means she has to drop what she’s doing. “If I’m at a baseball game, doing yardwork or whatever, I will stop everything and show them a house.” This level of attention carries into her work with her sellers as well, with Cheryl implementing thorough marketing strategies to get them top dollar. “I mainly utilize social media, and internet advertisements, I also have a large network of family

“I answer my phone and I’m available 24/7,” she says. “I let my clients know they can call or text anytime.”

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and friends who share my posts with others when I have a new listing,” she says. “My goal is to have as many eyes as possible on every listing.”

With a reputation for going above and beyond, word spreads fast about Cheryl’s work. One seller recently said, “I was desperate to find a reputable agent on short notice. Cheryl Wood came to my rescue and the property sold within four days. Cheryl is an ultimate professional in customer service and integrity. I have no hesitation in referring her to others based upon my positive experience with her and RE/ MAX. She saved the day! Thanks, Cheryl!”

A buyer wrote, “Cheryl is outstanding! She provided exceptional customer service and provided excellent communication throughout the whole process of finding and then purchasing our home. She worked incredibly hard for us in a very difficult real estate market. Due to her efforts that far exceeded our expectations, she helped us find our home!”

Cheryl’s presence in local groups and organizations has undoubtedly helped her grow as an agent. She is involved with the local chamber, has served on the local parks and recreation board, volunteered for and continues to support various different athletic youth programs, and was a cheerleading coach for the local youth and middle school. During any free time, she can be found hanging out with her husband and their young adult children or traveling.

In the coming years, Cheryl hopes to continue on her current path and soak up every minute of her work. It’s clear she’s found her true calling, and she doesn’t plan on slowing down any time soon. “What I find most rewarding is helping people find and create their future dreams.”

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For more information about Cheryl Wood, please call 330-322-4408 or email cherylwoodsalesagent@gmail.com Copyright Top Agent Magazine 37

4 Easy Ways to Redecorate Your Office that Will Boost Morale & Impress Clients Your office is a battle-station of sorts. It’s where you field business, launch your communications, and make the magic of your enterprise happen on a daily basis. While you’ll certainly need to have all the functional elements of an office in order to get your work done—desk, chair, internet—have you really considered the physical environment you’ve cultivated in the process? Think of it this way: working all day in a windowless, poorly lit room 38

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

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

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

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

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

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

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

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

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

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

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

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

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

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KARA CUTCHER

Kara Cutcher began her real estate journey while working as a teacher. “My love and passion for real estate started when I purchased my own home,” Kara recalls. “I purchased a house in Mayfield, Ohio and held onto it for a few years, updating it room by room. I transformed the property and sold it for a considerable profit. That experience made me realize that real estate can really change someone’s life. I got my license in June 2019, and here I am! I’m doing everything I can to impact other people’s lives in the same way that real estate impacted mine.”

Kara works under team lead Carly Sablotny.

“I started out as a solo agent, but as a former teacher, I found that I really missed that collaboration aspect and the opportunity to work with others on a regular basis.

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I’m a people person, and I get a lot of joy and fulfillment out of working with my teammates. Working with Carly has been an awesome experience.”

Kara serves all of northeast Ohio, including the greater Cleveland area from Lorain to Ashtabula, sometimes working in the Akron and Columbus areas as well. An impressive 100% of her business is referral and sphere-based, a feat that speaks to the trust and confidence Kara inspires. “I’ve been blessed to have a big network of previous clients, other agents, friends and family,” she says. “My father always said that if you focus on the people, the money follows, and I’ve always firmly believed in that. I focus on the relationships I have with people and letting people know that I genuinely care Top Agent Magazine

about them. I’m client-centered.”

With a background in art and design, particularly photography, Kara brings formidable skills to the table when it comes to presentation and marketing. She is a certified home stager, and she takes a tech-based approach to ensure optimum exposure for her listings.

Kara and her fellow team members also use tech to enhance the client experience and streamline the process. “We guide buyers and sellers throughout the whole transaction, especially first-time homebuyers, to make sure they have a good understanding of where they are in the process and feel informed throughout,” Kara says.

Giving back to her community is important to Kara. She has been volunteering with Big Brothers Big Sisters for about 10 years. Kara has volunteered for the Cuyahoga County Dog Shelter, and she is an active volunteer at GiGi’s Playhouse, an organization for children with Down Syndrome and their parents.

Because she worked as a special education teacher for a number of years, Kara is very passionate about this cause.

Looking toward the future, Kara says, “I want to see my business continue to grow and double the number of people I help. My focus is on how many people I can connect with, and how I can continue to learn and grow. I’m taking the opportunity that’s been presented by my team lead Carly, learning as much as I can and continuing to watch her team grow. I want to continue to be a student of the real estate industry and do everything I can to help as many people as I can.”

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To find out more about Kara Cutcher, please call (440)376-5024, email karacutcherrealestate@gmail.com or visit neohomepros.com www.

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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NATALIE IRWIN BENNETT Natalie Irwin Bennett is a realtor with Bang Realty, based in Cincinnati and serving Northern Kentucky and the Greater Cincinnati areas. In her own words, Natalie “grew up in real estate:” her father is a longtime realtor, and her first work experience was helping out with his business. She did database management and administrative work for him, then moved to marketing and transaction coordinating. So, though she’s a new agent (licensed in 2019), Natalie is certainly not new to real estate, as she’s been involved in the field for 17 years.

Once licensed, Natalie began as a solo agent, but just this year she has been able to bring her husband and another agent on, making her practice a team of three.

Last year Natalie sold 45 homes and completed $7 million in sales, and this year – only her second as a realtor – she’s sold 48 homes and done $11 million with an additional $2 million from her team.

Currently, her rate of repeat and referral business is about 75%, and referrals make up the core of her business. Natalie places great emphasis on customer service, and she understands that clients appreciate the special care they receive from her, making referrals a natural avenue for business. In addition, to strengthen the networks she has already established, Natalie keeps a client database to send updates to past clients, and stays in touch with many of them on social media as well.

This focus on communication is also what sets Natalie apart from other agents, in marketing and in customer relations. She utilizes advertising on Facebook neighborhood groups and MLS, but social media is where her publicity shines. She ensures a strong presence for her practice on social media, and through it she strives to keep herself “at the front of everyone’s minds,” whether for promotion, new customer outreach, or updates for past clients.

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Natalie finds deep satisfaction in helping people obtain their dream home.

She often works with first time homebuyers, and the gratification she feels at seeing the smiles on their faces when a deal is closed never diminishes. Natalie truly enjoys interacting with people and playing a small part in what for many is a life-changing moment. Even beyond work, Natalie endeavors to help change lives. She is involved with Serenity Recovery Network, a local nonprofit that provides support for families struggling with drug addiction and recovery. Every time she gets a referral, Natalie donates a portion of her commission to SRN, and she sponsors all their events as well.

Outside of work and community outreach, Natalie spends most of her time with her family. She and her husband are both busy with growing their business, and so they greatly cherish as much quality time as they can get with their six year old daughter. And their dynamism won’t be slowing down any time soon: Natalie’s plans for the future are to continue building her practice, making connections, and helping as many people as she can. In her words, “the more hands on deck, the more people we can help.”

You can reach Natalie at (513) 504-7448 email natnatirwin@gmail.com, or visit ohkyrealestatedreamteam.com/bio www.

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JUSTIN BRUCE After spending 15 years building a successful career as a sales manager, Justin Bruce was invited to get his real estate license by a friend and Realtor, who wanted him to handle his commercial business with Keller Williams Greater Columbus Realty. Justin took to the work very quickly, and soon began doing residential sales too, guided by one simple principle: Clients come first.

“I care about people,” Justin explains.

“I get to know them, learn what kind of goals they are trying to achieve with the transaction, and then work relentlessly to help them get there. My focus is on providing an amazing, personalized experience for all of my clients.”

That dedication to his clients combined with the extensive resources of Keller Williams has already rewarded Justin with a referral business of nearly 90 percent. Located in Lancaster, the team Justin works with represents clients all over Central Ohio, providing exceptional service in every sector of the industry.

They work with homebuyers and sellers, business purchases, and land acquisition. “We can assist people with any kind of need they have,” says Justin. “It’s another thing that sets us apart.”

become friends, and he keeps up with the events in their lives via Facebook or other social media. He also sends them cards on holidays or other special occasions.

Always looking out for ways to support his community beyond the work he does with clients, Justin has volunteered with or donated to various charities in and around Lancaster, as well as helping local schools with their events. He works with Destination Downtown Lancaster, a nonprofit organization dedicated to revitalizing the city’s downtown area and nurturing the growth of local businesses. Justin is also an active member of the Lancaster Chamber of Commerce. If he’s not working or giving back, Justin loves spending time with his wife and two children. He likes to travel, and enjoys playing golf.

As for the future of his business, Justin is committed to learning as much as he can about every aspect of the industry. He wants to grow his own business as a matter of course, but he will also assist his broker in bringing on and training new agents. He plans to earn his own broker’s license down the road.

When it comes to his listings, Justin advises sellers on repairs, updates, and staging that will make their home appeal to buyers. The team then creates professional photos to capture the property’s best features, which are posted with the listing description to all of the social media platforms and real estate websites like Zillow or Realtor.com. Justin also reaches out to the many agents and potential buyers within his sphere to alert them to the opportunity.

Justin reaches out to past clients frequently, either to give them updates about the current market, or just to see if there is anything they need. Many of them have 44

Justin looks forward to helping you with all of your commercial or residential needs. Contact him any time at 740-409-2020 or email justinbruce@kw.com.

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What the First Thing You Do After Work Says About You We all have our routines. From that morning cup of coffee to a jog at the gym, it’s common to establish touchstones for our daily lives.

But have you ever considered what these habits tell us about ourselves? Our actions reveal much about our motivations and emotional life, so taking a second look at your first move at the end of the day can be telling.

With that in mind, see how you fare when it comes to post-workday habits...

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Break a Sweat After a long day of work, is your first instinct to strap on your sneakers and take off on a run? Do you stop off at the local yoga studio for an extended stretch? Maybe you head to the weight room to pump some iron. Whatever your exercise pick, if you’re inclined to sweat it out at the end of a long day, you’re likely a routine-oriented profes-

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sional who internalizes work-related stress. Of course, you’ve chosen a healthy release for all that pent-up tension, and you’ve discovered the power of endorphins. Once work hours are over, not everyone finds the motivation to stay active. This means you’re driven by routine, conscious of your emotional and physical health, and prefer to leave your cares at the gym, rather than bring them into your home oasis. However, it’s important to give your body a rest now and again, as recuperation time is not only beneficial for physical health, but can help prevent burnout for the long haul.

Flexibility is a skill, and one just as important to cultivate as rigid commitment. If you find yourself out of sorts if you miss just one day of working out, you might want to pay some attention to your routines and motivations, and rebalance your commitments and fitness routine accordingly.

Round-the-Clock Hustle If you’re the type to bring work home with you, you aren’t alone. While your motivation to work nonstop is admirable, it’s also important to make the mental transition from workplace to home, establishing the time to hustle and the time to relax. Just like those that hit the gym without fail after a long day, sometimes you’ll need to practice saying no. If your work life is indistinguishable from your personal life, it’ll be hard to catch a break and recharge.

This means burnout, frayed nerves, and missed details will soon be on the horizon. Of course, round-the-clock hustle is a strength, too. You’re passionate about your work, care deeply about doing things right, and failure is not an option.

Just make sure that you establish some foundational boundaries so that you maintain an 46

appropriate, healthy balance between your time at work and your time at home with the loved ones and hobbies you cherish. If making way for downtime isn’t easy, try penciling it in the way you would a work engagement. Dinner with a friend, a date night with a significant other, or a solo movie fest can be readily added to your calendar, and thus built in to your regimented schedule.

Turn to Food If your first instinct after work is to eat, it can say a few different things about your routine.

Perhaps you’ve been so on-the-go all the day that you haven’t had time for lunch. In this case, you might need to regiment your schedule with more purpose aimed towards downtime and self-care; food is fuel, after all. If you head home and gorge after an average day, you may be turning to food as a way to relieve stress.

In this case, you may need to reassess some of your post-work habits and find a healthier balance and outlet for your tension. Taking a walk, grabbing fresh ingredients for dinner, hitting the gym, or decompressing by catching up with a friend or a good book—all are healthier, more balanced ways of executing the transition from the office to the home. Pay attention to your consumption post-work. Determine how hungry or satiated you really are before making a grab for the nearest sustenance.

People decompress in all different ways after getting home from the office, but always remember that routines are telling. Don’t take your daily actions and impulses for granted. Examine the root behind your well-worn practices, and you may detect nuances at play beneath the surface that can you help you recalibrate for the better.

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JOANNE ZETTL Entrepreneurship runs in Joanne Zettl’s family. She grew up watching her father run his own business and felt she would follow in his footsteps one day. That day came in 1985 when she earned her real estate license. “I loved the challenges that real estate presented, its multifaceted nature, and meeting new people.” Partnering with Elite Sotheby’s International Realty was the perfect fit. Sotheby’s legacy of quality service and expertise is unmatched and sets them apart as leaders in the industry. This aligns with Joanne’s philosophy and practices. Serving the northeastern portion of the state, Joanne’s business is largely referral-based.

“I like to make people feel comfortable,” Joanne explains. “They know they are in good hands, and they trust that I’m doing everything possible to achieve their goals.” Joanne understands that buying and selling real estate is not something people do every day, so she takes the time to guide them throughout the process. This alleviates stress and allows them to enjoy the journey. “They need to have a comfort level with their agent, which can be achieved through experience, knowledge and competency.” Having spent years in this industry, Joanne has seen many types of transactions, and is able to maneuver problems efficiently. She can prepare buyers and sellers on what to expect, which means they can focus on making great decisions.

much for your excellent advice and leadership. You are the best Realtor® we have ever worked with, and we will be happy to refer anyone we know to you.” Another seller said, “Joanne is the professional who anticipates the solution to problems before you realize that you have one.”

During her off hours, Joanne can be found volunteering for local nonprofits. Currently she serves on the Board of Directors for the Chagrin Valley Chamber of Commerce, the Chagrin Valley Little Theatre, and the Chagrin Documentary Film Festival. She also sits on the Board of Directors for the National Association of Realtors® and Ohio Realtors®. When she’s not working or giving back, she’s enjoying local restaurants or gardening.

It’s clear Joanne has found her true calling in life and doesn’t see herself slowing down any time soon. “The things I loved about real estate 30 years ago are the same things I love about it today.” Ultimately, it’s her clients’ smiling faces that keep her going. “Being a part of this important chapter in their lives, that’s what I truly enjoy.”

Joanne treats everyone she serves like family and is always looking out for their best interests. “I give them the advice they need, and I strive to eliminate confusion.” A smooth transaction is her top priority, so she stays consistent and abides by her tried and true processes. “There’s really only one way to do the work that needs to be done, and that is to do it the right way in the most efficient way possible.”

Those who work with Joanne never hesitate to tell others about their experience. One buyer recently said, “You are always welcome in our home! Thank you so Top Agent Magazine

For more information about Joanne Zettl, please call 216-409-1328 or email joannezettl@elitesothebysrealty.com 47

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