OHIO 10-4-21

OHIO EDITION

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WAYS TO TRANSFORM RENTERS INTO OWNERS

BUYERS AND SELLERS:

UNDERSTANDING HOW HOME INSPECTIONS ARE NEGOTIATION TOOLS COVER STORY

NICK VLASIDIS

DON'T FORGET YOUR CLOTHES FEATURED AGENT

LAUREN LUCAS BEYOND CLEANING AND DECLUTTERING:

What Improvement Expenses Make The Most Sense?

hile a business comes gnize immediately as a petition. There’s a cermism—a better flow of s want to see what all of r Realtor Lauren Lucas nifer Kessel-White, that roduct of their vision.

OHIO EDITION

LAUREN LUCAS 7

allows them to begin imagining the home 11 as their own, and it gives the LKW team a chance to connect with them.

Once buyers do get into their new home, Lauren helps them visualize the future.

What’s the wealth building strategy going forward? When it’s time to move again, will they sell or keep the property as a rental?

“We try to help them understand all the possibilities.NICK It really builds a trust, because no VLASIDIS one ever tried to teach them this stuff.”

the LKW Home Team s, our goal was to build LAUREN LUCAS uld improve things for ter us,” Lauren explains. “We don’t yard sign one day and have our work That commitment to teaching extends to their broader than personal financial success.” community as well. The women host “EmpowHer” CONTENTS events where successful businesswomen talk about the have been4) serving clientsTO all over secrets to their success, well as the CLEANING pitfalls. “We invite 5 WAYS 18) asBEYOND their homeTRANSFORM office in Columbus for women who have an ideaDECLUTTERING: but don’t know how to bring RENTERS AND ncredible success.

Last year the coutheir vision to light.

We’re IMPROVEMENT also dropping a podcast of INTO OWNERS WHAT sactions for a sales volume of $32.3 these talks to reachEXPENSES even more potential entrepreneurs.”

MAKE THE opping 72 percent of that business 9) BUYERS AND SELLERS: MOST SENSE? clients or referrals. It’s hard to know Going forward, Lauren and Jennifer are board members, UNDERSTANDING HOW en describing what keeps those cliinvestors and the explicit agents for a new all-green comHOME INSPECTIONS ARE 22) DON'T FORGET munity that will break ground next spring in Cleveland NEGOTIATION TOOLS Ohio. They’re alsoYOUR CLOTHES fielding calls from other cities across ationships rather than just focusing the country asking them to replicate that project there. ys Lauren. “We stay connected to the “We’re currently building a team to help us handle this oing little things like sending cards work. Our goal is five hundred sustainable communities Phone 310-734-1440 | Fax 310-734-1440 s of course, mag@topagentmagazine.com but also hosting lots of throughout the world.” | www.topagentmagazine.com We do a Fall Family Photo Session, No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine w wreath-making parties during the GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top is published

by Feature Publications Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. a Pride event for our LGBTQIA cliTo subscribe or change address, send inquiry to mag@topagentmagazine.com. l. This is whoPublished we are and in the U.S.our clients when they start thinking about buyme, it’s very easy for them to start a s.”

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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 4

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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LAUREN LUCAS Every once in a while a business comes along that we recognize immediately as a cut above the competition. There’s a certain passion, an optimism—a better flow of energy that makes us want to see what all of the fuss is about. For Realtor Lauren Lucas and her partner Jennifer Kessel-White, that vibe is the natural product of their vision.

“When we started the LKW Home Team with Keller Williams, our goal was to build something that would improve things for those who come after us,” Lauren explains. “We don’t want to pull that last yard sign one day and have our work mean nothing more than personal financial success.”

She and Jennifer have been serving clients all over Central Ohio from their home office in Columbus for 4 years now, with incredible success. Last year the couple closed 131 transactions for a sales volume of $32.3 million, with a whopping 72 percent of that business coming from repeat clients or referrals. It’s hard to know where to begin when describing what keeps those clients coming back.

“We’re building relationships rather than just focusing on transactions,” says Lauren. “We stay connected to the people we meet, doing little things like sending cards on special occasions of course, but also hosting lots of community events. We do a Fall Family Photo Session, for instance, or throw wreath-making parties during the holidays. We have a Pride event for our LGBTQIA clients. We keep it real. This is who we are and our clients feel like family. So when they start thinking about buying or selling a home, it’s very easy for them to start a conversation with us.”

Lauren and Jennifer bring that same creativity to their marketing. Open Houses are a whole-community experience, featuring local artists, DJs, or acoustic singer-songwriters. There’s also cold brew coffee or Mimosas, and coloring books for children to give parents time to look around. People want to stay longer, which Top Agent Magazine

allows them to begin imagining the home as their own, and it gives the LKW team a chance to connect with them.

Once buyers do get into their new home, Lauren helps them visualize the future.

What’s the wealth building strategy going forward? When it’s time to move again, will they sell or keep the property as a rental?

“We try to help them understand all the possibilities. It really builds a trust, because no one ever tried to teach them this stuff.”

That commitment to teaching extends to their broader community as well. The women host “EmpowHer” events where successful businesswomen talk about the secrets to their success, as well as the pitfalls. “We invite women who have an idea but don’t know how to bring their vision to light. We’re also dropping a podcast of these talks to reach even more potential entrepreneurs.”

Going forward, Lauren and Jennifer are board members, investors and the explicit agents for a new all-green community that will break ground next spring in Cleveland Ohio. They’re also fielding calls from other cities across the country asking them to replicate that project there.

“We’re currently building a team to help us handle this work. Our goal is five hundred sustainable communities throughout the world.”

Contact Lauren at 614-795-8822 or email laurenlucas@kw.com Copyright Top Agent Magazine 7

Jessica & Hyde Anderson are proud to congratulate

LAUREN LUCAS

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

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CAP CITY PROPERTY INSPECTIONS Jessica Anderson | Owner / Client Care P: 614-654-6632 | t: @CapCityInspect f: facebook.com/capcitypropertyinspections www.

4889 Sawmill Road, Suite 118, Columbus, Ohio 43235

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Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections.

For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money.

THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise.

If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price.

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THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process.

As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home.

Be sure to attend the inspection or assign a proxy if you’re out of the area.

Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts.

HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results.

Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations.

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NICK VLASIDIS Top Agent Magazine

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“Luxury is a level of Service not a price point...I focus on providing the best service, the best marketing and the best negotiating for all my clients, and my success takes care of itself.”

NICK VLASIDIS It isn’t often you meet a top listing agent who has a 100% client satisfaction guarantee and will let you cancel the contract at any time. Nick knows it’s a safe bet, though, because he’s betting on himself, his team, and the luxury-level service they provide. As he states “Luxury is a level of Service not a price point.” It all starts with 12 Copyright Top Agent Magazine

the human connection and getting to know the client and finding out exactly what they want and need. “It’s about them, not me. I focus on being a good human and following the Golden Rule of just treating every person I meet the way I would want to be treated if I was in their shoes.

I focus on providing the best service, the best marketing and the best negotiating for all my clients, and my success takes care of itself.”

Behind that goodwill is a lifetime of experience in quality customer service. Nick was a Subway franchise owner for 13 years, selling his business in 2017 so that he could pursue real estate full time. “I’d always known I wanted to be a Realtor at Top Agent Magazine

some point. I actually got my license in 2006 and worked at it part time for many years. I’ve enjoyed helping people find the right home, or helping them get the best market value for a home they’re trying to sell.”

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When it comes to listings, Nick utilizes his 4 P Marketing System that begins with Preparing the home to appeal to buyers, including providing recommendations for professional cleaners and home stagers. He then Presents the home through 13 Copyright Top Agent Magazine

In their reviews, clients cite Nick’s market knowledge, communication skills, and congeniality as qualities that make them want to come back, but Nick also offers something more elemental. “I’m a positive, high-energy person, and I think people can feel that.” magazine-quality photographs, high-definition videography, 3D imaging, and drone shots if necessary. He Promotes the property to all of the social media platforms and real estate websites like Zillow or Realtor.com, along with the local MLS Copyright Top Agent Magazine 14

as a matter of course. Finally, Nick advises his clients on the best Price for the current market.

Since he began serving clients in the Columbus, Ohio market full time, Nick’s Top Agent Magazine

volume has grown steadily every year, from 12 deals in 2017 to 32 transactions last year. He’s already closed 30 transactions at the halfway point of 2021, with Top Agent Magazine

most of that business the result of repeat clients or referrals. In their reviews, clients cite Nick’s market knowledge, communication skills, and congeniality as qualities Copyright Top Agent Magazine 15

that make them want to come back, but Nick also offers something more elemental. “I’m a positive, high-energy person, and I think people can feel that.” He laughs. “I know their dogs can. I walk into a house and every dog loves me!”

Nick is also conscientious about supporting his community. He’s a sponsor for the 2nd and 7 Foundation, which promotes

literacy by providing free books and positive role models for children in need. He’s also active with his church, is a member of the Rotary Club, and sponsors local high school football teams.

Going forward, Nick wants to continue growing his business, and to build a team of about 10 people to keep up with the increasing volume.

For more information about Nick Vlasidis, call 614-562-2539 or email Nick@thehomeclique.com

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

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

Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress 18

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

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

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

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

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

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

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

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

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

Kitchens and baths

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

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

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

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

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

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

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Laughs!

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Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing.

And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market.

A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came 22

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession.

It’s about being known for being DIFFERENT in your profession.”

Another misconception is that you should begin marketing before your brand is defined.

For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

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platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand?

In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

1

What is my ultimate goal?

Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

2

Who is my ideal customer?

Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

3

What is my point of differentiation?

This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

4

What am I willing to be known for that is authentic to me and significant to my ideal customer?

Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’.

It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else.

A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well.

So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

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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