OREGON 3-16-20

OREGON EDITION

5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

Kelli Shanks COVER STORY

COOPERATION, NOT COMPETITION, CREATES MUTUAL SUCCESS FOR AGENTS

MILLENNIAL BUYERS:

Where They Are & What to Know FEATURED AGENT

JULIE HALTER

OREGON EDITION

JULIE HALTER Julie Halter comes from a family of entrepreneurs and business owners 9who have invested extensively in commercial real estate across the U.S., transitioning into real estate herself came naturally – especially since she loves the idea that they helped people make their lives better. Says Julie, “We always felt that a deal is only a good deal if everybody can KELLI SHANKS walk away feeling good about it. For me, real estate is the vessel to get me in front of people to help them.”

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JULIE HALTER

Photo by Tom Cook

Because Sot has the high marketing/ad properties, Ju for every li resolution ph media campa YouTube, most notably provide clien price for time provides the clients acros

CONTENTS Julie is affiliated with Cascade Sotheby’s International Realty in the Portland Pearl District, and although she More than anything, Julie i 4) 5 SOCIAL primarily focuses MEDIA on WestMISTAKES Side Portland 15) and MILLENNIAL Lake tunityBUYERS: to help people. “The REAL ESTATE AGENTS MUST WHERE THEY ARE & WHAT Oswego, she isn’t contained by geography, using starts at home,” she says. “ AVOID TO KNOW Sotheby’s International Realty’s global referral network create for themselves a bett to work properties in Italy, 6) with COOPERATION, NOTFiji, Chicago, California, more wonderful.” Julie has 21) PROPERTIES: THE GOOD, COMPETITION, and Vail, among otherCREATES far-flung locales. “One ofBAD, the AND entire life, and recently joine THE THE UGLY MUTUAL SUCCESS FOR company was because I called Our House Portland, reasons why I chose a global AGENTS needed to have that reach,” she says. health care and housing for l Portland with HIV. Although she’s been in the business for just under three years, she’s already had success. Last year one In her downtime – which Phone 310-734-1440 | Faxgreat 310-734-1440 of her listings set a state record| for the largest residen- loves to spend time with h mag@topagentmagazine.com www.topagentmagazine.com tial-with-acreage, non-commercial property, around the U.S. to No portion of this issue may be reproduced in any manner whatsoever which without priorshe consent ofincluding the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published sold at 5.9 million after just thirty days on the market. International Realty partners materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Another indicator of her success is that much of her a work life balance,” she say Published in the U.S. business already derives from referrals and from people I get so much satisfaction ou who have had good experiences working with her in 2 Top Agent Magazine the past.

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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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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Kelli Shanks Kelli he and her husband run their own brokerage, Bend Dreams Realty LLC, serving all of central Oregon, including Bend, Redmond, Culver, Madras, La Pine, Chemult, and Prineville.

Kelli Shanks got started in real estate in 2012. She and her husband had bought, sold, and flipped houses already at that point, and had always been disappointed with the level of service that they received from agents.

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So Kelli decided she could do a better job herself. Now she and her husband run their own brokerage, Bend Dreams Realty LLC. Her clients know her as a loyal, helpful agent who brings a personal touch.

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Kelli and her team serve all of central Oregon, including Bend, Redmond, Culver, Madras, La Pine, Chemult, and Prineville. About 70% of her business comes from repeat and referral clients. Kelli attributes her success to the compassionate approach she takes with clients.

“We’re people-oriented, not transaction- or Top Agent Magazine

money-oriented,” she explains. “When you talk people out of a house because it’s not in their best interest, that shows that you do care and that you approach things differently.”

Among the ways Kelli stays in touch with past clients are a monthly newsletter, anniversary 11 Copyright Top Agent Magazine

“We’re people-oriented, not transaction- or money-oriented. When you talk people out of a house because it’s not in their best interest, that shows that you do care and that you approach things differently.” cards, and small gifts just to let people know Kelli and her team are thinking of them. “We’ve never not stayed in contact after a sale,” she says. “We become friends with 98% of all of our clients. We remain in their lives and stay present, and we do a lot of follow-through with all of our past clients throughout the year.”

tours and videos when there are special features of a home that they want to highlight. Kelli’s promotional approach with each listing is to “get it all over the internet” and in front of as many potential buyers as possible, whether that’s through Facebook, Instagram, or other social media.

When marketing a listing, Kelli and her team make use of professional photography to help a home stand out and make an impression. They also stage virtual

Last year, Kelli and her team handled just over $17 million in volume. Her listings run the gamut, from $20,000 lots to $1.5 million homes, and everything in between.

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“It all depends on what the client has, and what they need,” she says. “We don’t focus on any one price range.” That means Kelli has the versatility to help clients reach their own goals and find what’s right for them.

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Kelli enjoys giving back to her community. She donates both money and time to the Humane Society of Central Oregon, where she and her 12-year-old son volunteer together. When she’s not working, Kelli Copyright Top Agent Magazine 13

loves kayaking on the Deschutes River, attending her son’s soccer games, walking their dogs, and traveling.

want to maintain a volume that we can fully service and have the same great customer service and follow-through,” she says. “We truly love what we do. We love real estate, and we love helping people. We treat all of our clients like family.”

In the future, Kelli wants Bend Dreams to stay a small, family-run brokerage. “We

To find out more about Kelli Shanks, please call 541-815-4608, email K@BendDreams.com, or find her online at BendDreams.com www.

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there Top Agent Magazine

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy?

Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer?

Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

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that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be 18

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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JULIE HALTER Julie Halter comes from a family of entrepreneurs and business owners who have invested extensively in commercial real estate across the U.S., transitioning into real estate herself came naturally – especially since she loves the idea that they helped people make their lives better. Says Julie, “We always felt that a deal is only a good deal if everybody can walk away feeling good about it. For me, real estate is the vessel to get me in front of people to help them.”

Photo by Tom Cook

Julie is affiliated with Cascade Sotheby’s International Realty in the Portland Pearl District, and although she primarily focuses on West Side Portland and Lake Oswego, she isn’t contained by geography, using Sotheby’s International Realty’s global referral network to work with properties in Italy, Fiji, Chicago, California, and Vail, among other far-flung locales. “One of the reasons why I chose a global company was because I needed to have that reach,” she says.

Although she’s been in the business for just under three years, she’s already had great success. Last year one of her listings set a state record for the largest residential-with-acreage, non-commercial property, which she sold at 5.9 million after just thirty days on the market.

Another indicator of her success is that much of her business already derives from referrals and from people who have had good experiences working with her in the past.

She credits this to her tenacity in insuring people get the best possible outcome, and the fact that she sees real estate as primarily about managing relationships – and not just to a financial end. She estimates she writes 50 cards a week to clients, friends, and family just to express her gratitude for them. “I do a lot of things for people not expecting anything in return, just celebrating their wins and supporting them in their losses,” she says.

“To have that transfer over and show in my business has been an amazing gift.”

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Because Sotheby’s International Realty has the highest industry standards for marketing/advertising and showcasing properties, Julie creates a property video for every listing, in addition to high resolution photos and a thorough social media campaign that includes Facebook, YouTube, Pinterest, LinkedIn, and most notably, Instagram. Her goal is to provide clients the highest possible sales price for time on market, and she proudly provides the same committed service to clients across the price point spectrum.

More than anything, Julie is excited by the the opportunity to help people. “The basis of everything in life starts at home,” she says. “And if I can help someone create for themselves a better lifestyle, there’s nothing more wonderful.” Julie has also been volunteering her entire life, and recently joined the board for a non-profit called Our House Portland, which provides integrative health care and housing for low income people living in Portland with HIV. In her downtime – which she admits is rare – Julie loves to spend time with her daughter and to travel, including around the U.S. to connect with her Sotheby’s International Realty partners. “I realize there’s got to be a work life balance,” she says. “But I work a lot because I get so much satisfaction out of it.”

To learn more about Julie Halter, Broker with Cascade Sotheby’s International Realty @juliehalter_sir or call 503.806.0492 Copyright Top Agent Magazine 19

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Properties: The Good, The Bad, And The Ugly

by Denise Lones

I was shocked. There it was. An expensive property near a busy intersection that had stayed on the market for almost a year.

I asked one of my agents, “Why hasn’t this one sold?”

But none of these are reasons to put this property on the back shelf. In fact, there is a market for every market, no matter its location or condition. Too often, we make the mistake of shortchanging sellers who don’t have manicured lawns on cul-de-sacs with perfect houses. We prejudge our own listings to the detriment of the people we’re supposed to be serving.

He said, “Because it’s a dog. Look at it. Nobody wants those turrets that stick out like that. And besides, it’s at that intersection where there’s traffic all day long.”

I’ve been there. I’ve driven to properties hoping for a terraced I couldn’t believe what I was masterpiece with a stunning garden, hearing. This agent had “classified” and then felt that sick dropping this property in his own mind as feeling in the pit of my stomach something that wasn’t worth the when I finally saw it. trouble to market—pretending to service his customer while doing What do most agents do? They’re nothing. True, it wasn’t as beautiful polite, they take the listing, and they or pristine as surrounding neigh- get out of there fast. They rely too borhoods. True, it was in a not-so- much on their own opinion of the prime location. True, it could use property rather than pulling statistics to determine its true market value. some handyman work.

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OR they tell the seller, “This house isn’t going to sell unless you change the carpet, fix the paint, install new roofing, etc.”

Beware! This could lead into a legal nightmare. While on the surface this agent is giving generic advice, what if the seller does everything the agent suggests—and the house still doesn’t sell? That agent might want to call a good lawyer.

If a property needs work, that’s never a reason it won’t sell. There are investors, handypersons, contractors, and do-it-yourselfers who love these properties. Go to your local real estate investment club meeting and you’ll find people searching frantically for such properties. Advertise it as a “Handyman’s Special.” Target these people directly. You may be amazed how many of them are out there.

Here’s the truth: Every property— True, you may have to advise the good, bad, and ugly—will sell if seller they won’t get top-dollar if priced right. It is always about price. a lot of work needs to be done.

There is always someone in the But this is the true issue here—not market ready and willing to buy the work itself. It’s always about right now for the right price. price.

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Let’s talk ugly. A house is in pristine condition, but has a rather peculiar look. Well, I have news for you: Just because you think a house is ugly doesn’t mean there isn’t someone out there who will say, “This is the home I’ve been looking for all my life!”

cannot tell you how many times my jaw dropped when someone told me, “Perfect! We love it!” So, I’ve learned never to judge a house by its paint job, landscaping, or design.

You have a job to do: sell the house at top-market price. You are hired to be the market expert. Sellers don’t Did you know there are people out have the time to do so themselves. there who prefer ugly houses? Yes, That’s why you have a career. ugly houses! Some people don’t care about the outside of a property. It’s always the market that They’re only interested in the determines what sells. No matter the inside, where they know they will shape, size, or condition. And you be spending most of their time. are not in charge of the market, These are people who don’t buy to which as always is based on supply impress others, but rather to please and demand. Whatever is in demand themselves. Thank goodness for will sell, whether it’s a beachfront these people. Without them, we’d mansion or a shack in the woods. Be creative. Use your marketing to have to tear down half the planet! target people who truly want these I’ve seen houses that look like properties. But most importantly, something from a Stephen King price the property correctly for the novel sell overnight while another market. that could be on the cover of Home and Garden languishes on the market Know thy market and thou shalt for weeks. Why? Because somebody know what sells—good, bad, or ugly. wanted that house. Period.

You are not the world’s taste critic. Copyright©, Denise Lones.

You cannot tell what people want. I All rights reserved.

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