PENNSYLVANIA 11-19-18

PENNSYLVANIA EDITION

Top Agent Tips and Questions for

CHOOSING YOUR LISTING AGENT Why Millennials Are Now

The Hottest Segment of the Buyers Market

5

TIPS TO GET NEW CLIENTS

FEATURED AGENT

KAREN MARSHALL

COVER STORY

Wesley “Wes” Firkin

PENNSYLVANIA EDITION

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WESLEY "WES" FIRKIN

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KAREN MARSHAL

Karen Marshall knows that maintaining relationships is a key to success in real estate, and she’ll nurture those relationships for a long time, always keeping a strong work ethic. “I just had lunch with the very first developer that I started with 32 years ago,” she tells Top Agent. “I just KAREN MARSHALL sold another property for him and I always said I attributed my career to him because he really gave me my first opportunity in a new construction development and he said, ‘No, you earned it. You worked for it.’”

those relationships and working hard every day CONTENTSBuilding - these are the things that catapulted Karen to the top in Pitts-

4) 5 REASONS WHY YOU NEED A MENTOR 6) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT

burgh, with $60 million plus in production in 2017, coming in second place in all of Pittsburgh 15) WHY MILLENNIALS AREMetropolitan. They’re why 90% of her business is repeat clients or referrals. “I NOWlook THE SEGMENT for HOTTEST long term relationships with my clients,” says Karen.

“That’s why I approach every client with honesty OF THE BUYERS MARKET and integrity, and why I give 110% percent. I’m not just doing it for the initial deal, I’m doing it for the long term.”

21) 5 TIPS TO GET NEW That deal is important for Karen, though. “I love that I’m CLIENTS helping someone find their dream home,” she says “And I

love feeling the accomplishment of getting a house sold in a timely fashion and with the right terms. Those terms aren’t just about money, they’re about it being a win-win for both parties. I have almost 32 years of experience in negotiating, so I can see different perspectives, which allows me to make certain the transaction is fair for everyone.”

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

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For Karen being a part of the community is a vital aspect of the real estate business. “If you aren’t actively involved mag@topagentmagazine.com | www.topagentmagazine.com in these communities, you are short changing yourself,” No portion of this issue may be reproduced in any manner whatsoever without prior consent theways publisher.

Agentstays involved is to she says.

One of ofthe that Top Karen Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published give back to children in the area. “I give a scholarship at the materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

Peters Township high school in honor of my son Reid who To subscribe or change address, send inquiry to mag@topagentmagazine.com.

I lost before his senior year,” she explains. “I’m involved Published in the U.S. with Watchful Shepherd, which works to prevent child abuse. I do a lot of fundraising for them. As well as Casa For Kids where we did a doll house build and auction event.

Top Agent Magazine I obtained some of the builders I work with to donate and build the houses. For Tunnels to Towers, the Gary Sinise

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5 Reasons Why You Need a Mentor As great as it might feel to start your own business, and be solely responsible for its success, at some point, every entrepreneur reaches the limit of their potential, and needs a boost that only experience can provide.

But how do you get a lifetime of experience when you’re just starting out? Sure you can read countless books, but no book can replace the real life experience and advice of a mentor.

Mentors not only provides valuable insights, but they also have access to valuable connections as well. In fact a majority of the 4

most successful CEOs and entrepreneurs in the country have said that having a mentor early on was instrumental in their success.

Here are some of the reasons why.

1. They’re able to see where you need improvement, when you can’t When you’re working non-stop to get your business off the ground, you might feel sensitive to any criticism from people who aren’t going through what you are. A good

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mentor knows exactly what you’re going though, and has probably made every mistake. When you’re in the thick of it, you might not be able to see where the problems are. A knowledgeable outsider, who knows exactly where you’re at and has only your best interests at heart is just what you need.

When you have a trusting relationship with someone like that, you will be more willing to listen to that brutal honesty, even if that constructive criticism stings.

energy into it. They can see things in a completely logical way and guide you based on the facts rather than emotion. A good mentor helps you work smarter, not harder. They help you focus on your goals and how to get there, as well as setting boundaries for you so you don’t overextend yourself. They teach you how to say no and help you let go when you need to move on from a setback.

2. They will encourage you to think outside of the box

In addition to expertise, building a strong network is something that can only come with time. A mentor will most likely have that already, giving you access to people and resources that would take others years to gain. These connections will lead to opportunities that might never have happened otherwise. It’s also a great confidence boost knowing that your mentor trusts and believes in you enough to invite you into their inner circle.

Years of experience can give someone a great idea of what works and what doesn’t.

They’ve seen things first hand, not just in theory. At the same time, mentors recognize the importance of taking chances, calculating risks, as well as cutting losses and moving on. A good mentor isn’t trying to encourage you to be a carbon copy of them, they are trying to create the best ‘you’ possible. That includes encouraging you to take chances, and then being there pushing you to keep going forward if it doesn’t work out.

A good mentor knows that even failures can be opportunities.

3. They take the emotion out of decisions and help set boundaries Unlike you, a mentor has no emotional investment in certain business approaches that you might have decided to try. There’s nothing harder than admitting something isn’t working when you’ve put a lot of time and Top Agent Magazine

4. Networking

5. Encouragement At the heart or it all, a mentor offers you encouragement and motivation along the way, in good times and in bad. After a failure, it can be hard to get back on track and keep forging ahead. It helps to have someone who has spent year getting back up after being known down and coming out stronger than ever. It’s during those moments, when you feel alone and isolated, that having someone around offering you advice and positive feedback will be a much needed salve. They’re your cheerleader, they want you to succeed, and hopefully, you’ll pay it forward one day when you become as successful as them.

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers.

Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent.

During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 6

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce.

Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however.

You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours.

What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price.

They’ll also educate you on how best to balance both market time and list price relative to sales histories your area.

Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements.

Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches.

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What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses?

Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client.

Either approach is wonderful; you get to decide what suits you.

Now, let’s list!

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Wesley “Wes” Firkin Top Agent Magazine

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The Wesley Firkin Team at Springer Realty Group services the Chester and Montgomery County regions of southeast Pennsylvania.

Wesley “Wes” Firkin Charismatic, self-motivated and determined, Wesley Firkin has become a top producing agent in the Chester and Montgomery County regions of Pennsylvania. After graduating from college with a degree in psychology, he started working in human resources, then took a step into the tech industry. But his entrepreneurial spirit couldn’t be stifled, 10 Copyright Top Agent Magazine

and he soon found himself transitioning into sales. “I realized my passion is in sales,” Wes explains. He studied for and received his real estate license, hitting the ground running.

“I am the best in the world at representing home buyers and sellers. I provide my clients world class service and deliver world class results. I have a sustainable business that provides my family with an amazing lifestyle. I fulfill my purpose every day through serving others. I teach others how to gain clarity, direction, and how to integrate their beliefs into their business systems to ensure they reach their potential.” Today he leads The Wesley Firkin Team at Springer Realty Group, with about half of his business based off repeat clients and referrals.

Wes goes above and beyond expectations, and is fully committed to his work. “I just Top Agent Magazine

outwork everyone, I make sure to follow up and I am very focused on self promotion,” he explains. All of this effort has resulted in Wes becoming a well-known agent in the area. Establishing his brand is just one reason for his success. Wes’ listings showcase high quality marketing materials and extensive advertising. “I do video showcasing for my listings, which features me giving tours of the house, and going through it room by room,” he says. “I use a professional photographer and try to find anything about the Top Agent Magazine

house that is unique and incorporate that into the video. If there’s a pool, I’ll be jumping into it.”

All of his listing videos are then promoted on social media through Facebook advertising and LinkedIn. “On Facebook, I’ll do targeted ads to the demographic for that house, and I’ll generate leads for it. I also boost photo posts of the house.” The results from his marketing and advertising are impressive, with Wes receiving an average of ten leads a day.

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While Wes’ listings are one of his main priorities, he also makes sure his buyers are receiving the same superior service. He guides them throughout the transaction, with Copyright Top Agent Magazine Copyright 12

no question left unanswered. One recent seller said, “My experience with Wesley was nothing but stellar! I am more than impressed with the professionalism, service, commitment and most importantly, the genuine kindness and leadership he provided me in every aspect of the sale of my home and helping me find the best solution for my financial and personal needs.

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Wesley is a real estate agent with the integrity and professional knowledge to get you exactly what you want in the time frame you are looking to move forward with your life when it comes to selling, buying and renting.

Wesley does not settle until you are 100% Top Agent Magazine

satisfied with all legal and financial negotiations in home sales and future real estate needs.�

As he looks towards the future, he is excited to continue growing, and plans to enjoy Copyright Top Agent Magazine 13

Wesley’s Core Philosophy and Values

every minute of his journey as a top real estate agent. “Whether you’re buying or selling, it’s such an important, emotional event. It’s a peak experience in someone’s life, and I’m able to be a part of it. That’s what I love most about it.”

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2.

3.

4.

Be Kind and On Time!

Be Professional and Honest!

Be Consistent and Intentional!

Be Persistent and Follow Through!

5. Keep Your Energy High and Remain Positive!

For more information about Wesley Firkin, call 484-688-7777 or email wes@wesleyfirkin.com, visit www.facebook.com/wesleyfirkin, www.linkedin.com/in/wesleyfirkin, or www.wesleyfirkin.com Motto: “Where Clients Come First!”

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Top Agent Magazine

Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives?

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A number of factors contribute to what has recently made Millennials the hottest segment of the Buyers market. One factor is the improved job outlook for Millennials. Millennials took a serious blow during the recession.

Unemployment in this group soared to 14 percent, compared to the 9.6 percent for the population as a whole. But, in recent years that number has been decreasing, with unemployment for Millennials being 9.3 percent this past year.

Rising rents are also contributing to making Millennials more interested in purchasing homes now. Rents have risen so much that buying a home now just makes more sense. Half of all renters spend more than 30 percent of their income on housing. Millennials are becoming increasingly stressed over the constantly increasing financial obligation to something that isn’t even theirs to own.

The near-historic low mortgage rates are luring Millennials towards purchasing a home with their promise of affordability. When compared with the skyrocketing rental rates, buying a house looks even more enticing.

Another factor helping Millennials get over the hump of purchasing a house is the lower down payment requirements. Fannie Mae and Freddie Mac are now offering new loan programs that require as little as a 3 percent down payment. This may just be the last push the Millennials needed to turn toward buying a home rather than rent.

So, now that we’ve established that Millennials are finally joining the Buyers market, the next thing that it is important to understand is what exactly Millennials are looking for in a home. What kind of floorplans do they prefer? What locations are they interested in? Here are some of the essentials that Millennials are looking for in a home: • Updated Kitchens and Baths: Almost everyone wants to buy a

home with new kitchen and bath fixtures, but this is especially true for Millennials Buyers. Millennials are going to spend most of their savings on the down payment and furnishings, leaving little room to update the Kitchen and Bath, which are also the most expensive parts of a home to

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update. Millennials who are on a budget simply won’t have the money to sink into those areas. An updated Kitchen and Bath is sure to bring in a younger crowd.

• Big Kitchen with Open Floor Plan: For Millennials, the kitchen has

become the room where they hangout in addition to the family room. This is why having an open space that can transition easily from the kitchen to the TV room is high on the list of things Millennials are looking for in a home. Along a similar vein, Millennials are attracted to an open floor plan rather than one that compartmentalizes the home. This has to do with how Millennials entertain. Millennials want their guests to flow through the rooms and mingle together, rather than be sectioned off in different rooms.

• Home Office: More than 13 million Americans now work from home,

and if you look at the trend, that number is only going to increase as the time goes on. With technology steadily increasing, more Millennials than ever have the flexibility to work from home. But, the home office isn’t just for someone working from home full time. Having a separate space dedicated to work helps people concentrate and focus on work while they are at home. They can separate themselves from the activities going on around the house and have a quiet space where they can set up their workday, plan a presentation, hold a meeting on Skype, or even pay bills.

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• Less Maintenance: Many Millennials work different schedules that

don’t conform to the 9 to 5 workday, as well as full social calendars. This doesn’t leave them much time to clean a big house. Lawn services and low-maintenance front yards are particularly appealing, as they take less responsibility to still keep the curb appeal high.

• Energy-Efficient Appliances: Millennials have been educated on

keeping the Earth clean from the time they were born. They want to do their part to help the environment and appreciate the long-term cost savings that come with it. Energy-efficient appliances and greener ways to heat and cool the home might end up being the tipping point that makes them choose one house over another.

• Hardwood Floors: Millennials don’t have the time or patience to clean

dirty carpets, especially those that own pets. Hardwood and laminate flooring is easy to mop up if there’s been a mess. The more time they can conserve, the better.

• Good Location: Millennial buyers are looking for homes that are in

proximity to public transportation and have a good walking score. Young Millennial buyers without children are more likely to want a location closer to the action of the city, while Millennials with children would prefer more residential areas.

• Technology: Technology rules the Millennial’s life. They do work on

their computers through an Internet connection and solely use cellphones for communication. They are going to ask about how strong the cell service is and about the Internet service provider. While these amenities are out of the seller’s hands, Millennials are still going to ask these questions, and you will need to know how to answer them.

Knowing what Millennials are looking for in a home will ultimately help you make the necessary changes that will attract these buyers to your home.

Since they are the a serious segment of the market now, updating your home to fit their needs will lead to more buyers and better offers. So, get with the times and embrace the Millennial buyer.

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Top Agent Magazine

KAREN MARSHALL Karen Marshall knows that maintaining relationships is a key to success in real estate, and she’ll nurture those relationships for a long time, always keeping a strong work ethic. “I just had lunch with the very first developer that I started with 32 years ago,” she tells Top Agent. “I just sold another property for him and I always said I attributed my career to him because he really gave me my first opportunity in a new construction development and he said, ‘No, you earned it. You worked for it.’”

Building those relationships and working hard every day - these are the things that catapulted Karen to the top in Pittsburgh, with $60 million plus in production in 2017, coming in second place in all of Pittsburgh Metropolitan. They’re why 90% of her business is repeat clients or referrals. “I look for long term relationships with my clients,” says Karen. “That’s why I approach every client with honesty and integrity, and why I give 110% percent. I’m not just doing it for the initial deal, I’m doing it for the long term.”

veterans from Peters Township. We created a smart house which I’m most proud of.“ Karen got into real estate 32 years ago when she was a Montessori School teacher. While she’s no longer in education, she still has that passion for bringing others up, just as Keller-Williams gave her the opportunity to grow and attain operating principal at two market centers with three business centers. Karen works with a team at the Karen Marshall Group that includes four buyer’s agents, three full-time and one part-time in-house staffers and even a dedicated marketing professional. “I’m working with my team to build them up,” Karen says. “My hope is that one day they can take over more and bring the same spirit, energy and level of commitment that I’ve brought for the past thirty years.

That’s my goal for the future.”

That deal is important for Karen, though. “I love that I’m helping someone find their dream home,” she says “And I love feeling the accomplishment of getting a house sold in a timely fashion and with the right terms. Those terms aren’t just about money, they’re about it being a win-win for both parties. I have almost 32 years of experience in negotiating, so I can see different perspectives, which allows me to make certain the transaction is fair for everyone.”

For Karen being a part of the community is a vital aspect of the real estate business. “If you aren’t actively involved in these communities, you are short changing yourself,” she says. One of the ways that Karen stays involved is to give back to children in the area. “I give a scholarship at the Peters Township high school in honor of my son Reid who I lost before his senior year,” she explains. “I’m involved with Watchful Shepherd, which works to prevent child abuse. I do a lot of fundraising for them. As well as Casa For Kids where we did a doll house build and auction event.

I obtained some of the builders I work with to donate and build the houses. For Tunnels to Towers, the Gary Sinise foundation for injured veterans, we built and had donated an entire home for Doug Vitale, one of our most wounded war Top Agent Magazine

To find out more about Karen Marshall, visit thekarenmarshallgroup.com, https://www.facebook.com/remaxbeyond2000katybrahler/ call her at 412 - 551 - 2124 or email karenmarshall@kw.com www.

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mag@TopAgentMagazine.com http://www.TopAgentMagazine.com

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of Top Agent Magazine

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even 22

with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much

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it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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