PENNSYLVANIA 10-22-18

PENNSYLVANIA EDITION

How to Answer the Inevitable Question:

WHY SHOULD I CHOOSE YOU?

4 Ways Mentoring Up-and-Coming Employees Makes You A Better Agent

GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

COVER STORY

JEFFREY SELVOSKI

FEATURED AGENTS

LISA MACK IAN PERLER

PENNSYLVANIA EDITION

Robin Mull is proud to congratulate

Lisa Mack 6

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LISA MACK JEFFREY SELVOSKI on being featured for the state of Pennsylvania in Top Agent Magazine!

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IAN PERLER

CONTENTS ROBIN MULL, CO-OWNER/MANAGER Licensed Title Agent in PA and Maryland

When speaking with Top Agent Ian Perler of

4)Madison HOW TO ANSWER THE LLC 17) 4 WAYS MENTORING Settlement Services-Chambersburg, Estate Group in Philadelphia, several things bec 946 Lincoln Way East | Chambersburg, PA 17201 INEVITABLE QUESTION: WHY UP-AND-COMING EMPLOYEES immediately. First, his obvious passion for wha 717 - 264 - 4534 | madisonsettlements.com/office/chambersburg-llc the knowledge he possesses SHOULD I CHOOSE YOU? MAKESand YOU A BETTER AGENTto back that p http://

8) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

Phone 888-461-3930 | Fax 310-751-7068

Second, his genial, good-humored nature shine as does his obvious sincerity when he speaks 22) HOW TOprofession.

SEND SMARTER chosen With more than fourteen year EMAILSrience, Ian has firmly established himself as an a can be trusted to consistently place his client’s n and center for the duration of every transaction.

Ian got an early start in the real estate indu mother was a real estate broker in Queens, Ne

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How to Answer the Inevitable Question:

Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even 4

ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the

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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions.

In real estate, there’s so much to enjoy.

There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones.

There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person Top Agent Magazine

you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

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LISA MACK Lisa Mack always had an instinct for the entrepreneurial. Alongside her husband, she began investing in residential rental properties as way to build a portfolio that would eventually supplement their retirement. Lisa made the transition from her career as a web developer to take on real estate as a full-time agent in 2010, using the market’s downturn to learn the ropes and build hard-won experience. Eight years later, Lisa has built a steadfast reputation as an agent known for her integrity, diligence, and superlative standard of client care. Along the way, she has earned a host of accolades for her work, including Shippensburg’s Best Realtor of 2015, as well as Coldwell Banker’s International Presidents Circle designation for both 2017 and 2018 after earning a spot in the Top 5% of Sales Professionals companywide.

Serving South Central Pennsylvania, Lisa works with the support of an assistant and under the banner of Coldwell Banker Residential Brokerage. Today, a sizable 90% of Lisa’s business is driven by repeat and referral clientele, a figure that speaks to her staying power and the lasting relationships she fosters. In considering her working style, she cites communication, creativity, and the Golden Rule as some of the driving factors of her success thus far. “I treat my clients the way I would want to be treated,” she explains. “I set high standards for customer service, and I see myself as more of a consultant for clients than a conventional salesperson. I do my best to get my clients all the information they need to make the best decision, and I do everything in my power to make the deal happen for my clients. That diligence and willingness to go above and beyond defines what I do.”

Likewise, Lisa’s prior experience in web development positions her as a definitively tech-forward agent who understands the value of strategic online marketing. What’s more, Lisa applies her creative eye to assist in staging efforts that showcase homes in their finest light. “My past professional experience in web development has been hugely beneficial in my career thus far,”

she says. “I also consult with my clients in regards to any home alterations that would give them the biggest bang for the buck and would net them a strong return on their investment.” From there, Lisa leverages high-quality photography, videos, and floorplans that give prospective buyers an immersive look into a potential home. Elegant signage and exposure across social media and the leading online listing platforms reach wide-ranging audiences and impart an elegant and professional impression. “Buying or selling a home can be one of the most stressful things people endure,” Lisa says, “especially with all the regulations placed on the industry. I love that I can help guide people through that process, because I really want my clients to have an experience that’s as painless as possible. By educating them up front, setting realistic expectations, and communicating throughout—I can help them make that transition a positive one.”

To give back to her community at large, Lisa gives back through various charitable and civic organizations. Presently, she is serving as the two-time President of Business Network International (BNI) Referral Gold, has managed her local polling place as their Judge of Elections since 2011, and participates monthly in the Shippensburg Women and Networking (SWAN) group. Lisa most enjoys quality time spent with family, friends, and loved ones, camping and unwinding in the Keystone State’s great outdoors.

As for the future of her real estate career, Lisa intends to stay on track to maintain her boutique, concierge-style care. “My plan is to keep giving more of the same excellent customer service,” she says. “I like what I do, and even as a build a team in the future, I want to maintain that intimate working style with my clients.”

Now, with eight years of experience behind her an ambitious eye on the road ahead, Lisa Mack considers some of the lessons she has learned over the course of her industry tenure. “I have a strong faith,” she says. “Beginning my career in real estate through the Recession wasn’t easy, but I knew God was taking care of me and my family no matter what. I attribute much of my success to my faith and it continues to help me grow as a professional and a person.”

To learn more about Lisa Mack, email Lisa@LisaMackHomes.com, call her office at (717) 264 - 7999, her direct line at (717) 609 - 3781, or visit LisaMackHomes.com www.

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Robin Mull is proud to congratulate

Lisa Mack

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

ROBIN MULL, CO-OWNER/MANAGER Licensed Title Agent in PA and Maryland

Madison Settlement Services-Chambersburg, LLC 946 Lincoln Way East | Chambersburg, PA 17201 717 - 264 - 4534 | madisonsettlements.com/office/chambersburg-llc http://

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Google AdWords:

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

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

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

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LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

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

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

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JEFFREY SELVOSKI

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JEFFREY SELVOSKI How did Jeffrey Selvoski become one of the most trusted real estate agents in Washington County? Jeffrey’s passion for architecture and design led him to a career in real estate.

After receiving his Master’s degree, he became licensed in 2011. “I hit the ground running,” he says. As an agent with eXp Realty Pennsylvania, he serves primarily 12 Copyright Top Agent Magazine

What sets Top Agent Jeffrey Selvoski apart from other agents in the area? “My honesty,” he says. “I won’t let anyone make a bad decision. I get to know my clients and I make sure that they don’t rush into a transaction.

They appreciate that later when they find the perfect property.”

Washington county and he’s so well known and respected that 100% of his clients come from repeat and referral business.

What sets Jeffrey apart from other agents in the area? “My honesty,” he says. “I won’t let anyone make a bad decision. I get to know my clients and I make sure that they don’t rush Top Agent Magazine

into a transaction. They appreciate that later when they find the perfect property.” Jeff lets his clients know about any potential problems or issues he may see with a property, and he makes sure they never feel pressured. He’s also very responsive, honest and patient, and Top Agent Magazine

works with his clients’ schedules. Once the transaction is over, Jeffrey stays in touch with past clients via social media. He’s also very involved in the community and loves to run into clients when he is out-and-about at local events. “A lot of my clients are families who 13 Copyright Top Agent Magazine

have young kids like myself. It’s a close-knit community,� he says.

To prepare a listing for the market, Jeffrey does a walk-through with clients and makes suggestions for things that could be adjusted in the house to give them the biggest return on their house. Jeffrey refers them to trusted vendors such as painters and electricians for Copyright Top Agent Magazine Copyright 14

needed repairs. Depending on the house and the market, Jeffrey helps to lightly stage the property. He hires photographers for professional photographs, drone footage and video tours of the listing. To create buzz about the listing, he conducts a thorough social media campaign including sponsored ads on Facebook and Instagram. He posts the listing on the MLS and all the major real estate webTop Agent Magazine

sites, and hosts well-attended open houses.

The result of this thorough approach is often a quick sale at a high price.

What does Jeffrey love most about his work?

“I like the high energy of it. I love being Top Agent Magazine

extremely busy, on the go, and talking to different people constantly. I love that every transaction is different and I’m always learning something!” To give back to the community, Jeffrey sponsors local youth sports teams and fun runs and donates to Bentworth BlessCopyright Top Agent Magazine 15

ings, a nonprofit that supports healthy meals for low-income families. Jeffrey has three kids under five years old and in his free time he loves to spend time outdoors with them, bike riding and swimming. His family also loves to

travel together to Florida at least once a year.

For the future, Jeffrey plans to keep growing his business—while keeping it small enough to maintain his personal touch—and giving back more and more to his community!

To find out more about Jeffrey Selvoski, email Jeffrey.selvoski@exprealty.com, call 724 - 825 - 0102, http://www.zillow.com/lender-profile/Nicholas%20Howley/ or visit jeffselvoski.com www.

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4 Ways Mentoring Up-and-Coming Employees Makes You a Better Agent In the world of real estate, there are always new agents joining the ranks. Even if you’ve been practicing for just a few short years, you’ve likely learned your fair share of lesson along the way. As an agent, much of your working philosophy is derived from first-hand experience and your work on the ground. This means that new agents are less prepared for the inevitable curveballs of the industry. That’s where you come in.

While mentorship is often pitched as a relationship that solely benefits the mentee, there is actually plenty to be gained from becoming a mentor. After all, personal growth goes hand-in-hand with professional growth, and becoming a mentor asks agents to thoughtTop Agent Magazine

fully explore and demonstrate their own ideologies, practices, and rationale. With that in mind, take a look at some of the benefits of mentorship below, and you’ll get a sense of why counseling new agents can be a boon to your own business.

Teaching lessons to others reinforces your own professional values.

Showing the ropes to young agents is a great way to brush-up on your foundational skills.

Verbalizing and demonstrating processes, or walking through the rationale behind negotiation tactics—all cause mentors to think through their established practices and outline in detail why they’ve chosen this route over an

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alternative. This helps older agents fine-tune their routines, while getting back in touch with the critical thinking that went into constructing those habits.

Mentorships allows you to see the big picture.

surely sharpen your ability as the head of a team. What’s more, you’ll be building skills of empathy, understanding, teaching, and constructive criticism. Working on those skills will better your practice and your ability to lead in your office.

After a lengthy industry tenure, it’s not uncommon for battle-worn agents to lose some steam and begin to burn out. By devoting some time to mentoring up-and-coming agents, you’ll get back in touch with your early days, remembering the excitement, the trials, and the hard lessons gleaned. Spending time with the next generation of real estate professionals can reinvigorate your practice, as seeing the business from the eyes of an eager amateur can inject energy into your working life.

You’ll benefit from seeing things from a new perspective.

Just as working with young agents can help you remember your career’s big picture, you may also benefit from working alongside someone with a new perspective. Young agents bring a different set of skills and awareness to their work, and established agents can benefit from a fresh take. If technology isn’t your strong suit, or you’re interested in tapping the Millennial homebuyer market, working with a younger agent is an excellent way to see through fresh eyes.

Mentoring young agents makes you a better leader.

As a mentor, you’ll often direct the flow of your professional relationship—figuring out which issues to tackle, making an agenda, and imparting lessons in a clear way. These are all characteristics of a leader, and acting in a position of authority as mentor can 18

While some may balk at the time commitment or energy required to take on a mentee or two, you might consider it an act of ongoing education or professional development. While your mentee will undoubtedly benefit from access to your expertise, there’s certainly much to be gained from taking the time to cultivate tomorrow’s real estate leaders.

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IAN PERLER

When speaking with Top Agent Ian Perler of Star Real Estate Group in Philadelphia, several things become clear immediately. First, his obvious passion for what he does, and the knowledge he possesses to back that passion up.

Second, his genial, good-humored nature shines through, as does his obvious sincerity when he speaks about his chosen profession. With more than fourteen years of experience, Ian has firmly established himself as an agent who can be trusted to consistently place his client’s needs front and center for the duration of every transaction.

he explains, “and when I turned eighteen I wasn’t sure if I wanted to go to college or enter the work force. My mother basically signed me up to get my real estate license, and I went to work for her until I could figure out what I wanted to do.” Ian took to his new career like a duck to water, though he ultimately decided to attend college, while still working in real estate. Upon graduation, he continued in real estate and hasn’t looked back. In 2011, he moved to Philadelphia, where his success has continued to grow by leaps and bounds, year after year.

Ian got an early start in the real estate industry. “My mother was a real estate broker in Queens, New York,”

Perhaps the strongest indicator of Ian’s success is his incredibly high rate of repeat and referral business, which hovers at around 90%. When asked to account for this amazing level of customer loyalty, Ian points first to the obvious: the excellent client service he provides to each and every one of his grateful buyers and sellers. He also believes his work with developers distinguishes him, and sets him apart from his peers. “I’ve started working more with developers,” he says, “and that’s a pretty unique thing. I try to look for off-market deals, and try to focus on finding properties that can be developed

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for my clients. That’s something that not a lot of agents do. Many agents sell a lot of houses, and they’re great at it.

But I think working with developers and helping my clients see the value in an old, boarded-up house or an empty lot is something that I’m really good at.”

the year to bring my clients together,” he says. “I’ll also swing by their homes and give them some fun thing, just to stay in touch with them and to let them know that if they need anything at all, I’m here for them. I’m always available to help them.”

Ian’s clients truly appreciate him, and the best evidence of this are the number of glowing reviews he has received online, like this one on Zillow.com: “Ian’s knowledge of the local market and relationships with developers brought tremendous value to the real estate transaction.

His guidance during negotiation allowed me to develop an offer with which both the seller and I felt comfortable and fair. He was also incredibly responsive, despite being on vacation after my offer was accepted! Ian is truly headand-shoulders above other Realtors in Philadelphia.”

During the rare moment when he’s not working, Ian enjoys nothing more than spending time with his wife.

He is also passionate about cycling, cooking, and travel.

“I’m also very fortunate that my in-laws live at the Jersey Shore, so I spend as much time as I can, relaxing at the beach,” he says.

Appreciation is a two-way street with Ian, and he works hard to make sure his clients know how grateful he is for their trust. “I will do three or four events throughout

“I love helping people with the what is possibly the biggest investment they will make in their lifetime,” says Ian, whose plans for the future are fairly straightforward.

“I want to build a team and continue growing my business and working with developers,” he explains. And of course, continuing to provide the exceptional customer service that has become synonymous with his name.

For more information about Ian Perler, please call 267 - 607 - 9099 or email Ian@StarRealEstateGroup.net Top Agent Magazine

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

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MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

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TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

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DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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