PENNSYLVANIA 10-1-18

PENNSYLVANIA EDITION

5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

BE THEIR REALTOR® FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime

FEATURED AGENTS

ROBERT DUTCHER MICHELLE GOETZINGER KARLA MUSSER-ENSOR JILL RAND RYAN STRAUB

COVER STORY

HOLLY PFLUGH

PENNSYLVANIA EDITION

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ROBERT DUTCH

Six years ago, Rob Dutcher w the hunt for his next profess challenge. He knew he wanted that would provide him the p tial for growth and the abili self-direct, so when he encoun an opening at a local brokerag KARLA MUSSER-ENSOR HOLLY PFLUGH JILL RAND ROBERT STRAUB DUTCHER was ready to dive in. After ea RYAN his license, Rob fell in love wi A truly knowledgeable and caring agent, Karla each transaction is different because each perPhiladelphia REALTOR®, broker and owner, Ryan helping people, whether hisinitiative clients, h business, putting 9the real 9 9 Musser-Ensor has made great strides the reasonsmembers.

I’ve his Straub, in tells his team, “Keep it real.” Doing so, son he is different. “That’s one of community He selectivel diligence to agent, swift work.

Now, with more than half ad estate industry. She got her start in theis the business remained a solo so only I can address all of “If knows, only way to earn the real that feeds agent on “I histotally team.

I’mtoin my a room Pittsburgh-based toptrustagent Michelle like her client. cater clie under hisfeels belt, Rob has cemented himself as a ‘Who consum working in property management, laterrelationships. workingGoetzinger as People truly their concerns and can be reached at all times. client and relationships, after licensed agents and I yell, w cares about her many the price point of the home, each person is very spe professional, with forsixintegrity, ac all, are real the foundation of real estate. As someone lot aofreputation money!’ and people raise a licensed assistant for a top producing estate I don’t just take anequipped initial consultation and stop clients, and she works hard to make their treat each client the same.” up own, in a poor Philadelphia neighborhood, won’t beofinterested bility, and trackreorganizing record success. agent. Six years later, she wentwho out grew on her working, I ama proven constantly and in them.” He’d

MICHELLE GOETZINGER

dreams come true, whether that’s selling Ryantowas first young man in the Straub family aiming to provide superior service her the clients. changing to meet their needs.” other four. their home for top dollar or through helping them With a deep understanding of the highly-emotional to graduate high school; he even put himself Currently she serves Centre County in PennsylvaToday, Rob spearheads his work withrelies the support of a achieve the American dream of home ing or selling a house, Michelle uponbuther college. therefore has firsthand understanding After of Anyone canclients make money, it’semp how nia, and builds her business largely fromHe referrals. thelicensed transaction is complete, past time assistant and in conjunction with team me ownership. level-headed nature to soothe any nerves or Ryan’s jitters.philosophy, “People ten hard work and gratitude.

HeHer alsosteady, has an acute appre- and it that matters. on It is Karla’s compassionate and empathetic nature loveCory leaving 5-star reviewsthe about theiroftime Czemerda, banner RE/MAX Select Rs calming approach to each transaction of strongunder feelings pendently around buying and selling, ciation for honesty. trains each agent, isand that that keeps her clientsMICHELLE coming back. with Karla.

One recent seller said, “I found There, Rob serves clients across the greater Pittsburgh GOETZINGER has endeared KARLA MUSSER-ENSOR STRAUB isn’t in the business of s her to her clients, ensuringRYANbecome their own Real worstEstate enemies, whether it’s their Karla to be including at the top Beaver of herpeople, game but when it people “I have 15 people in my office all on same and team,” toIhelp purchase region, Allegheny Counties.

W a steady stream ofthe repeat referral tion, excitement, or and whatever. try to be really eas “It’s the fact that I treat each client as an individual.

I don’t comes care of business! What an expert in the he explains, is he says.

“I tell them, ‘You are who you are; to thetaking way more, them.

The difference, Rob 75% of his business th business. keepgenerates everythingroughly calm and rational.” look at them as a future closing. thinktheabout I can that’sfield selling estate. This lady isn’t just another you Ilook, way how you dress, youofand don’t real A sale issolid notsalesabout closing of a deal; repeat and referral clientele—a indicator his it’ st enrich their life,” Karla says. “I don’t to buyHea believes person, a Sales Professional!

She not only kept me“You have to be the changewant that someone for anybody.’” that she’s as soon as a person sure a client’s needs were met.

Michelle, who formerly ran her family’s When she’sInnot working, Michelle enjoys traveling power as an agent. considering his professional philos even the to slightest thing about themselves, they begin to clients who can put interested yourself in she someone house and then call me and say changes they don’t want live there informed but, as soon as any were told else’s shoes.” By granite fabrication company, Blume’s, had hertoinitial introduction band, and the pair are currently working together re Roboncites honesty, persistence, andliked a personal touch asgro th dilute the®message they’re delivering their target audience.

“We mindset throughout the team, the business has anymore.

I want them to call me in a year and say, ‘Wow, this me what was going in their minds as to what they or 17) PRODUCTIVITY KILLERS: 4) BE THEIR FOR to theREALTOR worldneed of real estate when she and her husband purchased jail house.

“It’s from 1915,” she explains.

“We’re n drivers of his success thus far.

“I treat everyone as if the to keep it real,When dress our stay whoabout we are market She byrecommended referrals. Ryan any can actually is so wonderful, you found us the perfect house.’” she part,disliked theand property. changesmap out what look theirTO firstBUILD rental property ininfluence.”

Charleston, South Carolina well over aRob flip,tree, but are building out go a loft apartment on the se 4 WAYS TO MAKE BETTER LIFE: HOW A to our sphere of Neighborhood Real Estate, therefore, charting how each client connects to the other family,” explains.

“I always above and beyond fo first meets her clients, she takes the time to understand and that would help sell the home. Karla gave clients a better a decade agocan (the couple own any twenty-nine investment propwilldohave retailtospace on thewhole first. We are thinking with now just about client, simply by leveraging clients my best make USE OFthey YOUR WORKING HOURS RELATIONSHIP discover what is important toWITH them work andYOUR their families.

Oncekind ofidea of what had toand look forward to about thethe property. process enjoyab erties in Pennsylvania andofSouth Carolina). an accidental artist residence with gallery space the first flo the uniqueness each team memberWhen and creating complementary Ryan has now created new leaders Neighborhood if certainly the circumstances are on aat little toughe KarlaCLIENTS learns about THAT them, sheWILL is betterLAST able to find them the If I had another everyone—even property to list she would be the A matchesher between clients and agents. am a broker in Pennsylvania andYouTube New Jersey and se tw fire burned down family’s factory, the decision was made to also been producing a fascinating video my job to work through any issues proactively and come ideal property and meet their goals.

I’d hire!”

21) MAKING Aing 'LEAD GENERATOR' have started training otherwhich new agents obtained her license the renovation process you who can join findthe byt LIFETIMEshutter the business, and Michelle decided toone clients solutions so process Real Estate has grown by way of referrals.

Itwith all termorplans arethe to grow to 20isagents, each carefully WORK FOR YOU in 2014 andNeighborhood jumped in feet-first.

After a slightly disappointing Project’ ‘Michelle Goetzinger’.

Karla’s clients also return to her because of her availabilWhen Karla isn’t she’s either staying involved in attention each cli asworking, seamless asstill possible.” started right out of college for Ryan.

Having earned his Pennsylproviding the top service and first year, Michelle was rewarded for her tenacity in her second, 5 SOCIAL MEDIA ity, 13) commitment to communication and after her customized community through Keller Williams’ events, spending vania license graduating, Ryan the went up the block to the local 25) 7 SIMPLE TIPS THAT ARE andREAL her business has been growing exponentially every since. In Michelle also gives back to her community at eve MISTAKES ESTATE approach to the process.

“I am brokerage always available, and I contime withinfamily and‘Hey, friends, or gardening.

But work is cerand introduced himself. “I walked and said, I tech-forward Someone just meeting Ryan may think his world r Taking a“We approach 2017, Michelle was ranked as the number three agent in her office, live on a street with thetowho largest stand of D PROVEN TO HELP YOU STAY live around the corner, I just graduated college and I have my real real estate.

“But the people know me know nect AGENTS with them in the method they prefer,” Karla explains. tainly one of her favorite things to do, and she is incredibly MUST AVOID marketing is another central tenet of and achievedestate President’s Circle status, with over $5.3 million in in Pennsylvania,” says Michelle, “so we’re license.

That makes me smarthappy and from daughter. Makenzie is my motivation.” As avery single AHEAD OF THE COMPETITION “One of the first things I will ask them is how they want to bethe in neighborhood; this career path.

Rob’s working style.Shade WhenTree listing propsales volume.

Allegheny Association.”

She is also w do I start?”

The broker me to contact them, whether itwhen be texting, calling, email-said, “Right now!” His first clients had full custody of his pride and joy since she wa erties, nowith detail left unaccounted for, theiscounty commissioner on a plan to revitaliz family, friends and which their friends in his primary She isit. his world; he atwas ing or Facebook messaging.” were She also determines “There’s so manymarketplace things I love about I love being theable clos-to put her through beginning with professional photogMichelle is a “go above and beyond” Realtor, and to that end “It’s really exciting see these town oftrue Philadelphia, which now includes parts of New Jersey. while building histobusiness and little all on his ow methods of marketing her sellers feel comfortable with, taiing for a first time home buyer, and knowing they just obtaineddid it sleepy Phone 888-461-3930 | Fax 310-751-7068 their time together, especially attending concerts raphy and drone footage to showcase she is a consummate marketer of her listings.

She uses professional come back to life,” she enthuses. loring a plan to reach their goals. Karla understands that the American dream. I truly care about my clients, and will do assume I do real estate make a lot of money,” he says. the most community together.light.

“I grew up less fortunate photography“People forendeavor, all of her listings and also to has a special camera that homes in them their immersive real estate is not a one-size-fits-all and she knows everything possible to help achieve their goals.” mag@topagentmagazine.com | www.topagentmagazine.com “Then they say they want to do real estate so they can make a lot believe in giving back.

I’m also –single good loo creates true 3D Models of every home she lists. Additionally,From she there, Looking to the future, everand practical – exposure across theMichelle leading of money.”

But for Ryan, real estate is not about money; it’s about that!” he adds with a laugh.

Ryan, in a word, is Rea provides staging to her clients to better showcase their homes ways deal with any online listing platforms andinevitable social shift in the mark No portion of this issue mayfree be reproduced in any manner whatsoever without prior consent of to the publisher.

Top Agent priorby toFeature hitting the market. “IGA, work at marketing the properties industry is accuracy going to change dramatically over the n secure wide-ranging visiMagazine is published Publications Inc.hard Although precautions are media taken tohelps ensure the of published I offer cannot 3D Models, staging advice and props ,” says Michelle. years,” she “I’d like materials, Top AgentI list.

Magazine be held responsible for opinions expressed or facts supplied byexplains. itsand authors. bility, while targeted boosted adsto be ready for that.

“Also, any listing over $500k will get its own custom website, also time, she will continue doing exactly what she’s do To subscribe or change address, send inquiry to mag@topagentmagazine.com. source ideal prospective buyers in free of charge.”

Her egalitarian approach ensures that every client making her clients profoundly happy.

Published in the U.S. short order. Rob describes his approach

CONTENTS

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to marketing properties as scientific, utilizing a step-by-step process tailored Top Agent Magazine vi to each listing and debut. Likewise, he call (7 offers regular feedback to clients and

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Be Their REALTOR® for Life: How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush Top Agent Magazine

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

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HOLLY PFLUGH Top Agent Magazine

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Based in Butler, Pennsylvania, Holly Pflugh serves clients across the western region of the state, with a primary focus in the counties of Butler, Allegheny, Armstrong, and Lawrence.

HOLLY PFLUGH

versed in the intricacies of the transactional process. Likewise, she has built a reputation for attentive client care with a personal touch.

Growing up with a builder for a father, Holly Pflugh’s first exposure to the real estate industry came earlier than most. She always had a passion for homes and for people, and had built previous industry experience as a loan officer. When the opportunity arose to pursue a career as an agent, Holly was ready to tackle the challenge, and the transition proved natural. Ten years later, she has established herself as a consummate professional well-

Based in Butler, Pennsylvania, Holly serves clients across the western region of the state, with a primary focus in the counties of Butler, Allegheny, Armstrong, and Lawrence. Over the course of her decade-long industry tenure, Holly has cultivated a business model driven almost exclusively by repeat and referral clientele—a testament to her longevity and effective working style. To account for her success thus far, Holly credits commu-

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nication, thorough industry knowledge, and genuine enthusiasm as her trademark professional attributes. “I really do have a passion for what I do,” she says. “My clients can sense that when working with me and know I’ll guide them through the entirety of the process. By holding their hand from beginning to end, I ensure the transaction is smooth and everybody is taken care of. It’s important that clients feel heard. Beyond that, I make sure everything is executed correctly and effiTop Agent Magazine

ciently, and ensure that nothing falls through the cracks.” Relationships also play a central role in Holly’s business, and she fosters lasting connections by hosting an annual client appreciation picnic that draws familiar faces together. “One of the reasons I love what I do is that I’m able to meet and talk to new people every day,” she says. “It’s incredibly rewarding to help my clients navigate those transitions as they begin the next chapter in their lives.”

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“One of the reasons I love what I do is that I’m able to meet and talk to new people every day. It’s incredibly rewarding to help my clients navigate those transitions as they begin the next chapter in their lives.”

When it comes to marketing listings, Holly blends the best practices of both traditional and digital marketing. Professional photography and Matterport 3D virtual tours ensure listing presentations are both immersive and memorable. Likewise, custom walkthrough videos of each property—guided by her two daughters, who have become fan favorites— Copyright Top Agent Magazine Copyright 10

provide an up close and personal look at each home’s character and value. From there, Holly leverages the leading online listing platforms and social media outlets to capture wide-ranging exposure. Paired with postcards and open houses that lure local intrigue, Holly’s strategies leave no detail unaccounted for.

Applying this ethos and work ethic, Holly has Top Agent Magazine

already closed $5.5 million in volume this year, with more still to come. “Every year, I’ve been able to increase productivity by 10% to 20%,” she says. “My goal is to build an empire for my daughters so that when they’re old enough and ready, this thriving business will be waiting for them.”

To give back to her local community, Holly takes a proactive approach that includes the help of her daughters. Together, they support their local Meals on Wheels initiative by taking a hands-on approach in the delivery process. Holly also stays involved with causes and volunteer opportunities through her family’s local church. In her remaining Top Agent Magazine

free hours beyond the office, Holly most enjoys quality time spent with her family and loved ones, as well as escaping on her next travel adventures.

Finally, with ten years of steadfast service behind her and an ambitious eye on the road ahead, Holly Pflugh considers what she’s come to value most about her chosen career thus far. “I truly do love what I do,” she says. “My hope is to make a difference in the world by working with real estate and impacting my neighbors’ lives in that way.

That’s what I’m most passionate about and I’ll continue serving others that way for as long as I’m called to.”

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To learn more about Holly Pflugh email Holly@ClearChoiceEnterprises.com, call (724)https://property.mibor.com/profile/35331 602 – 0414 ext. 105, or visit her website here. http://www.clearchoiceenterprises.com/idx/results/?searchid=8734

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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 14

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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Jill Rand Top Agent Magazine

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JILL RAND How did Jill Rand become one of the most trusted and caring real estate agents in Northeast Philadelphia? Twenty years ago, when Jill Rand was a nervous first-time homebuyer contemplating the purchase of an $110,000 condo, she went to her real estate agent with questions. The agent rolled her eyes and said, “Jill, this isn’t a million dollar property. We are talking about a condo here.” But to Jill, the condo was the biggest purchase of her life. But instead of being angry, the interaction inspired Jill to become a real estate agent herself— but a very different kind of agent. “I decided, ‘If she’s treating people like this and she is successful, imagine how successful I could be if I treat people with kindness and take their concerns seriously!” Jill says. After working in Los Angeles for 17 years, she moved to Pennsylvania and opened an office in Bucks County. She currently serves the northeast suburbs of Philadelphia. As the leader of a team that includes buyer’s agents and support staff, Jill is personally involved with every client and every transaction.

A staggering 95% of her business comes from repeat and referral clients. What keeps her customers coming back and eager to spread the word about Jill among their sphere of influence? “I genuinely care about people,” Jill says. “I’ve always thought that if you strive to be the kindest person in your industry, whatever that might be, you are going to rise to the top.” Jill develops such strong relationships with her clients that it’s easy for her to stay in touch once the transaction is over, and she’ll often reach out by phone to check in and say hello.

Jill knows the majority of buyers start their home search online, so she posts virtual tours of each and every listing. For properties with acreage she does drone photography and video as well. She also conducts a thorough social media campaign on Facebook and Twitter, and hosts well-attended open houses and homebuyers seminars.

In addition to representing traditional homebuyers, Jill also has corporate clients in the form of banks. Lately she’s seen a trend of banks rehabbing foreclosure properties. “Rather than selling a property at a bargain price to an investor who is going to fix it up and sell it for top dollar, the banks are investing in repairing properties,” she explains. For buyers willing to do rehab themselves, Jill suggests they look at HUD properties for sale. “Lots of buyers are watching HGTV and they realize that they’d rather buy a discounted house that needs a little work and then fix it up exactly how they want it.”

What’s Jill’s favorite part of the job? “The people! I love meeting people and I’m relatively nosey so I love seeing their homes. I feel very lucky. I fell into this and I feel like this is what I’m supposed to be doing.” She’s a generous donor to the SPCA and St. Jude’s Children’s Hospital, and she’s also a certified Military Real Estate Agent with a broad understanding of VA loans and a strong belief in honoring our veterans. In her cherished free time, Jill loves to cook and spend time with her 13-year old daughter Amanda. They recently attended a Bruno Mars concert together. “It was fantastic,” Jill says. As a special treat they love to go to New York City. For the future, Jill wants to continue serving her clients with expertise and care.

“I just want to keep doing what I do it. I love it. As real estate agents, we are invited into people’s most important asset, not just financially, but emotionally as well—their home. We change lives, and it’s a privilege.”

To find out more about Jill Rand, you can contact her by email at heritageestateproperties@gmail.com or check her out online at realestatebook.com/agents/usa/pa/warrington/jill-rand-id8682599 www.

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Productivity Killers: 4 Ways to Make Better Use of Your Working Hours

Even on the busiest of days, it can be hard not to get distracted by social media, smartphones, chatty colleagues, or personal to-do list items. So how do you keep your professional blinders on and power through your tasks with efficiency? Practice these four tips and witness your productivity skyrocket—easing stress and bringing renewed energy to your daily duties.

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1. Create a sense of peace and quiet The office may not be your idea of a tranquil oasis, but for most, focus requires quiet and calm to best lend attention to the task at hand. If you find yourself seated next to talkative coworkers or in the center of a bustling office atrium, consider noise can-

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celing headphones, earplugs, or carving out an empty conference room for your work day. Turning the volume down creates fewer chances for disruption, allowing you to make the best use of your time.

4.Take your smartphone off the table

2. Organize your workspace A messy work area breeds anxiety and distraction, but a clean and organized desk inspires efficiency. If you’ve got a busy day ahead, take fifteen minutes and organize your workspace: gather miscellaneous papers into their proper place, dispose of out-of-date or unnecessary documents, or give your keyboard a dusting. Not only does cleaning and organizing your workspace prepare you for the work ahead, it also helps you transition to a productive, goal-oriented mindset.

3.Create a goal-oriented reward system Coffee breaks, coworker catch-up, and social media check-ins tend to break up our workflow on an hourly basis. Instead of trying to go cold turkey on these workplace routines, reframe them as rewards.

For every to-do list item you complete, allow yourself a fives minute treat, whether that’s a fresh cup of coffee or a walk around the block. Not only will creating a reward 18

system help you stay motivated throughout the day, it will also provide you with much-needed mental breaks that actually boost long-term productivity.

The number one productivity killer in this day and age? Smartphones. With access to endless social media portals, web browsing, text conversations, and games, smartphones are one-stop shops for distractions. While you may not want to delete apps from your phone, try leaving your smartphone in a locked desk drawer until your next break, or safely in your car. By simply putting your smartphone out of your line of sight, the impulse to distract yourself is muted.

Even though technology and the modern office create ample opportunity for distraction, making these few small adjustments can go a long way in safeguarding your productivity. After all, a productive day allows you to enjoy your time at home and outside the office, without the worry of incomplete tasks and looming deadlines darkening your day. Keep these productivity tricks in mind as you mount your daily to-do list and you’ll be thanking yourself tomorrow.

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ROBERT DUTCHER Six years ago, Rob Dutcher was on the hunt for his next professional challenge. He knew he wanted a role that would provide him the potential for growth and the ability to self-direct, so when he encountered an opening at a local brokerage, he was ready to dive in. After earning his license, Rob fell in love with the business, putting his initiative and diligence to swift work. Now, with more than half a decade under his belt, Rob has cemented himself as a consummate professional, equipped with a reputation for integrity, accessibility, and a proven track record of success.

Today, Rob spearheads his work with the support of a fulltime licensed assistant and in conjunction with team member Cory Czemerda, under the banner of RE/MAX Select Realty.

There, Rob serves clients across the greater Pittsburgh metro region, including Beaver and Allegheny Counties. What’s more, Rob generates roughly 75% of his business through repeat and referral clientele—a solid indicator of his staying power as an agent. In considering his professional philosophy, Rob cites honesty, persistence, and a personal touch as the key drivers of his success thus far. “I treat everyone as if they are family,” Rob explains. “I always go above and beyond for my clients and do my best to make the whole process enjoyable for everyone—even if the circumstances are a little tougher. It’s my job to work through any issues proactively and come to my clients with solutions so the process is as seamless as possible.”

Taking a tech-forward approach to marketing is another central tenet of Rob’s working style. When listing properties, no detail is left unaccounted for, beginning with professional photography and drone footage to showcase homes in their most immersive light.

From there, exposure across the leading online listing platforms and social media helps secure wide-ranging visibility, while targeted and boosted ads source ideal prospective buyers in short order. Rob describes his approach to marketing properties as scientific, utilizing a step-by-step process tailored to each listing and debut. Likewise, he offers regular feedback to clients and Top Agent Magazine

stays communicative throughout the transactional process— whether house-hunting alongside buyers, or fielding offers on behalf of sellers. While his superlative rate of repeat and referral clientele speaks to the lasting relationships he cultivates, Rob and his team have also earned a variety of professional accolades along the way, including designations in RE/MAX’s prestigious Platinum Club and as the Keymax Sales Leader of the Year.

Beyond the office, Rob stays connected to his community by taking a highly personalized approach to giving back. He and his wife serve as emergency foster parents, opening the doors to their home to the community’s children in need. In his free hours, Rob and his wife recently welcomed their first child and enjoy time spent with family and loved ones. Rob also enjoys fishing, camping, kayaking, international travel, and any activity that affords him a day outdoors.

Considering the future of his business and team, Rob intends to maintain steady annual growth, with plans to bring on additional team members in the years to come. “Our goal is just to continue to build every year and to always add more and more value for our clients,” he says. Finally, with six years of insight and experience in his arsenal, Rob Dutcher considers what he has come to value most about his chosen field. “I really enjoy the flexibility of this industry and the excitement of an unconventional schedule,” he reflects. “Every day is a new challenge, and I love being able to take a hands-on approach to helping my clients through this milestone and by building community through homeownership.”

To learn more about Rob Dutcher email RobDutcher@remax.net, visit robdutcherteam.selecthomefinder.com, https://www.facebook.com/RobDutcherRealtor/ call (724) 480 – 8596, or visit his Facebook page here. www.

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MICHELLE GOETZINGER Pittsburgh-based top agent Michelle Goetzinger truly cares about her many clients, and she works hard to make their dreams come true, whether that’s selling their home for top dollar or helping them achieve the American dream of home ownership. Her steady, level-headed and calming approach to each transaction has endeared her to her clients, ensuring a steady stream of repeat and referral business.

feels like her only client. “I totally cater to my clients. No matter the price point of the home, each person is very special to me and I treat each client the same.”

Michelle, who formerly ran her family’s granite fabrication company, Blume’s, had her initial introduction to the world of real estate when she and her husband purchased their first rental property in Charleston, South Carolina well over a decade ago (the couple now own twenty-nine investment properties in Pennsylvania and South Carolina). When an accidental fire burned down her family’s factory, the decision was made to shutter the business, and Michelle decided to obtained her license in 2014 and jumped in feet-first. After a slightly disappointing first year, Michelle was rewarded for her tenacity in her second, and her business has been growing exponentially every since. In 2017, Michelle was ranked as the number three agent in her office, and achieved President’s Circle status, with over $5.3 million in sales volume.

When she’s not working, Michelle enjoys traveling with her husband, and the pair are currently working together renovating an old jail house. “It’s from 1915,” she explains. “We’re not doing this as a flip, but are building out a loft apartment on the second floor and will have retail space on the first. We are thinking of making it an artist residence with gallery space on the first floor.” They have also been producing a fascinating YouTube video series documenting the renovation process which you can find by searching ‘Jail Project’ or ‘Michelle Goetzinger’.

Michelle is a true “go above and beyond” Realtor, and to that end she is a consummate marketer of her listings. She uses professional photography for all of her listings and also has a special camera that creates true 3D Models of every home she lists. Additionally, she provides free staging to her clients to better showcase their homes prior to hitting the market. “I work hard at marketing the properties I list. I offer 3D Models, staging advice and props ,” says Michelle.

“Also, any listing over $500k will get its own custom website, also free of charge.” Her egalitarian approach ensures that every client

With a deep understanding of the highly-emotional process of buying or selling a house, Michelle relies upon her empathetic, affable nature to soothe any nerves or jitters. “People tend to have a lot of strong feelings around buying and selling, and sometimes they become their own worst enemies, whether it’s their ego, or frustration, excitement, or whatever. I try to be really easy-going, and to keep everything calm and rational.”

Michelle also gives back to her community at every opportunity.

“We live on a street with the largest stand of Dutch Elm trees in Pennsylvania,” says Michelle, “so we’re very active with the Allegheny Shade Tree Association.” She is also working closely with the county commissioner on a plan to revitalize her township.

“It’s really exciting to see these little sleepy towns in Pittsburgh come back to life,” she enthuses.

Looking to the future, Michelle – ever practical – is strategizing ways to deal with any inevitable shift in the market. “I think the industry is going to change dramatically over the next five to ten years,” she explains. “I’d like to be ready for that.” In the meantime, she will continue doing exactly what she’s doing right now: making her clients profoundly happy.

For more information about Michelle Goetzinger, please call 724 - 504 - 0070 or email Michelle.Goetzinger@gmail.com 20

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Making A ‘Lead Generator’ Work For You

by Carla Cross

When it comes to sales, some people just seem to have the ‘golden touch’. There are agents who seem to be able to convert ‘leads’ into appointments, while others struggle.

I had an opportunity to observe this time and again as a manager. Jerry, in my office, seemed to be able to convert ‘floor time’ calls into appointments with ease. (Floor time, as you may remember, is a scheduled time when agents answer inquiry calls from consumers).

George, on the other hand, seemed never to get an appointment while he was assigned floor time. In fact, George accused me of giving Jerry “all the good floor time”. From Jerry’s conversion rates of calls to appointments, it may have seemed like it. However, we simply rotated floor times with all the agents. No one got any better ‘floor time’ than any other agent!

Why did Jerry convert calls to appointments, while George struggled? You would know the answer if you just listened to each Top Agent Magazine

man on the phone. Jerry immediately established rapport, asked great questions, and answered objections masterfully. He followed up immediately. He had awesome sales skills. George had no skills, seemed not to care much about the caller, and acted as though he was doing the caller a great favor simply by answering the phone!

A “lead generator” is anyone or thing that generates leads for you.

There are two types of lead generation: Pro-Active: You go find the lead (like calling on for sale by owners) Re-Active: You wait for the leads (like lead generating companies, floor time, and open houses) Too often, agents like George blame the re-active lead generating source for lack of quality of leads. On the other side, lead generating sources feel that agents don’t convert enough of the leads provided. Instead of blaming each other, we can take 21

positive steps to assure that you can screen your leads effectively, and turn good leads into appointments.

Now, both agents and lead generating sources are happy!

The First Principle: Follow Up on the Lead Now! A web site lead costs $215 to generate, on average. Yet, a majority of real estate agents don’t even get back to a lead—ever! Why? I think there are three reasons:

you can’t just get back to a lead three days later. The consumer today expects to get a reply quickly.

I’m constantly amazed when someone thanks me for responding quickly about a product or a question about our coaching. Our standard for answering product and coaching inquiries is within the day.

What’s your standard for answering lead inquiries? (Which require much faster responses, in my opinion, than my ‘leads’).

There’s Competition For That Lead • Agents mistakenly think that the A few days ago, I was visiting with lead will be theirs forever—that my cousin, whose daughter just went there’s no time sensitivity to into real estate (she’s twenty-two).

She has immediately put technology answering that lead to work, creating an awesome • Agents believe there’s no database and contact management system. She’s selling up a storm— competition for the lead and making the agents in the area • Agents don’t know the cost of a mad at her. Why? Because she’s lead—in both time and money so getting to the consumers before the they don’t treasure that lead as if it other agents do. They thought they ‘owned’ those consumers’. But, my were gold cousin’s daughter is proving that no With the instant information age, one owns the consumer. She’s 22

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turn that lead into an appointment. In my coaching program, Carla Cross Coaching, we find that developing agents lack the sales skills to optimize their time and energies. So, we The Second Principle: Give provide sales skills training resources to shore up their motivation and desire the Lead Its Value to reach their goals.

If you’ve ever spent time generating your own leads, you know what this Set Your Sites And Raise Your means. As a new agent, I knew Skills To Mastery about two people in the area.

Because I had no built-in network, I Our high accountability training did every kind of lead generation program, Advantage, is helping new known to man. I worked all the and newer agents capture the sales time. I learned by all my mistakes and organizational skills it takes to how to generate leads—and the convert leads more often. But, value of a lead. Purchasing a lead is training is only the start. It takes so much easier than generating your coaching to master any skill, along own. But, you must treat that lead with your determination to get like the potential gold it is, so you’ll really good at lead conversion. be the Jerry of sales, not the George. Decide today your standards for performance, what you want to The Third Principle: Develop master, and how you’ll go about it.

Now, you’re on your way to Your Sales Skills becoming a top producer!

Following up on the lead immediately shows you value the lead. But, that’s Copyright©, Carla Cross. All rights not all. It takes specific sales skills to reserved. demonstrating that those who put technology to work effectively today capture the consumer’s attention and loyalty.

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KARLA MUSSER-ENSOR A truly knowledgeable and caring agent, Karla Musser-Ensor has made great strides in the real estate industry. She got her start in the business working in property management, later working as a licensed assistant for a top producing real estate agent. Six years later, she went out on her own, aiming to provide superior service to her clients.

Currently she serves Centre County in Pennsylvania, and builds her business largely from referrals.

It is Karla’s compassionate and empathetic nature that keeps her clients coming back.

“It’s the fact that I treat each client as an individual. I don’t look at them as a future closing. I think about how I can enrich their life,” Karla says. “I don’t want someone to buy a house and then call me and say they don’t want to live there anymore. I want them to call me in a year and say, ‘Wow, this is so wonderful, you found us the perfect house.’” When she first meets her clients, she takes the time to understand and discover what is important to them and their families. Once Karla learns about them, she is better able to find them the ideal property and meet their goals.

Karla’s clients also return to her because of her availability, commitment to communication and her customized approach to the process. “I am always available, and I connect with them in the method they prefer,” Karla explains.

“One of the first things I will ask them is how they want me to contact them, whether it be texting, calling, emailing or Facebook messaging.” She also determines which methods of marketing her sellers feel comfortable with, tailoring a plan to reach their goals. Karla understands that real estate is not a one-size-fits-all endeavor, and she knows

each transaction is different because each person is different. “That’s one of the reasons I’ve remained a solo agent, so I can address all of their concerns and can be reached at all times.

I don’t just take an initial consultation and stop working, I am constantly reorganizing and changing to meet their needs.”

After the transaction is complete, past clients love leaving 5-star reviews about their time with Karla. One recent seller said, “I found Karla to be at the top of her game when it comes to taking care of business! What an expert in the field of selling real estate. This lady isn’t just another salesperson, she’s a Sales Professional! She not only kept me informed but, as soon as any clients were interested she told me what was going on in their minds as to what they liked or disliked about the property. She recommended any changes that would help sell the home. Karla gave clients a better idea of what they had to look forward to about the property.

If I had another property to list she certainly would be the one I’d hire!”

When Karla isn’t working, she’s either staying involved in the community through Keller Williams’ events, spending time with family and friends, or gardening. But work is certainly one of her favorite things to do, and she is incredibly happy to be in this career path.

“There’s so many things I love about it. I love being at the closing for a first time home buyer, and knowing they just obtained the American dream. I truly care about my clients, and will do everything possible to help them achieve their goals.”

For more information about Karla Musser-Ensor, please call 814 - 404 - 5234 or email karlayourrealtorforlife@gmail.com 24

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy.

Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same.

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1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example.

As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there.

If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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RYAN STRAUB Philadelphia REALTOR®, broker and owner, Ryan Straub, tells his team, “Keep it real.” Doing so, he knows, is the only way to earn the real trust that feeds client relationships. People and relationships, after all, are the foundation of real estate. As someone who grew up in a poor Philadelphia neighborhood, Ryan was the first young man in the Straub family to graduate high school; he even put himself through college. He therefore has firsthand understanding of hard work and gratitude. He also has an acute appreciation for honesty.

helping people, whether his clients, his agents or his community members. He selectively chooses each agent on his team. “If I’m in a room with 10 newly licensed agents and I yell, ‘Who wants to make a lot of money!’ and six people raise their hands, I won’t be interested in them.” He’d rather meet the other four.

“I have 15 people in my office all on the same team,” he says. “I tell them, ‘You are who you are; the way you look, the way you dress, that’s you and don’t change that for anybody.’” He believes that as soon as a person changes even the slightest thing about themselves, they begin to dilute the message they’re delivering to their target audience. “We need to keep it real, dress our part, stay who we are and market to our sphere of influence.” Neighborhood Real Estate, therefore, can work with just about any kind of client, simply by leveraging the uniqueness of each team member and creating complementary matches between clients and agents.

Neighborhood Real Estate has grown by way of referrals. It all started right out of college for Ryan. Having earned his Pennsylvania license after graduating, Ryan went up the block to the local brokerage and introduced himself. “I walked in and said, ‘Hey, I live around the corner, I just graduated college and I have my real estate license. That makes me smart and from the neighborhood; when do I start?” The broker said, “Right now!” His first clients were family, friends and their friends in his primary marketplace of Philadelphia, which now includes parts of New Jersey.

“People assume I do real estate to make a lot of money,” he says.

“Then they say they want to do real estate so they can make a lot of money.” But for Ryan, real estate is not about money; it’s about

Anyone can make money, but it’s how they go about it that matters. Ryan’s philosophy, on which he independently trains each agent, is that Neighborhood Real Estate isn’t in the business of selling homes to people, but to help people purchase homes through them. The difference, he explains, is in the mindset.

A sale is not about closing a deal; it’s about making sure a client’s needs were met. “You have to be the kind of person who can put yourself in someone else’s shoes.” By ingraining this mindset throughout the team, the business has grown organically by referrals. Ryan can actually map out what looks like a family tree, charting how each client connects to the others.

Ryan has now created new leaders at Neighborhood Real Estate. “I am a broker in Pennsylvania and New Jersey and two of my agents have started training other new agents who join the team.” His nearterm plans are to grow to 20 agents, each carefully selected, while still providing the top service and attention each client deserves.

Someone just meeting Ryan may think his world revolves around real estate. “But the people who know me know my life is my daughter. Makenzie is my motivation.” As a single father, he has had full custody of his pride and joy since she was 10 years old.

She is his world; he was able to put her through private school while building his business and did it all on his own. They cherish their time together, especially attending concerts and helping in the community together. “I grew up less fortunate, so I strongly believe in giving back. I’m also single and good looking, so there’s that!” he adds with a laugh. Ryan, in a word, is Real.

To learn more about Ryan Straub, Facebook page, visit NREphilly.com or go to his https://www.facebook.com/StraubReMax email Ryan@NREphilly.com or call 215.600.4098 http://

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