PENNSYLVANIA 2-24-20

PENNSYLVANIA EDITION

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

How to Answer the Inevitable Question:

WHY SHOULD I CHOOSE YOU?

GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

COVER STORY

NATHAN MOUNTAIN

FEATURED AGENTS

LEX COLON THOMAS KENNEDY LISA LATHOM NATHAN VERILLA

ound 1500 homes in the association, with the PENNSYLVANIA EDITION lty Inc., they specialize in selling and leasing he explains. She’s now been in real estate for n was looking for something new. “I got a job

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| “ONE TEAM LEX COLON LISADREAM” LATHOM 16 19 ONE 23 NATH

THOMAS KENNEDY

Lathomongotthe herreal startestate at the After working in the financial When Lex isn’tLisa working Nathan front desk of a local real estate C industry for nearly 13 years,Thomas she’s Kennedy staying active the Pocono Country haswith devoted Williams te real esta office.

Once she cut her teeth in Lex Colon was looking for Association, working closely with their managem countless hours thedirectors. mastering Theater bac business, She she knew ready with something new. “I got a job staff and board of also she loves thes to take her career to the next craft. unique way in order youth wanted as an office manager, whichhis and will“Our work hard all week tocente enjo level.

“I quickly realized I had folio in doing there. business focuses in the comm led to me becoming a realof Sunday “A Sunday resting, and reflecting all of the skills to be an agent,” estate agent,” she explains.on the week reboots me for the week to come.”

On Nathan’ educating oursheclients.

It “soweI give the remembers, got my She’s now been in real the strongest tools in her box of success is taking s optimis NATHAN MOUNTAIN allows us to provide repeatlicense and itVERILLA all started there.”

LEX COLON THOMAS KENNEDY LISA LATHOM NATHAN estate for six years, with a time to herself every to be grateful.

“Ev those in Now,morning Lisa isitentering her sixth top notch service. find When he’s licensed assistant by her side. At Pocono Farms Realtyablemorning, I have ayear cupinIofreal coffee and steal 15 min their nu estate, complete with extremely important to make Inc., they specialize in selling and leasing homes to myself.

I am thankful forproven something, my ama his weddin a reputation for dedicated service, expertise, and three y exclusively in the Pocono Farms Country Club. There son, my my boyfriend, something.

We all easy on family, our clients and to aitpersonal touch. together in rental income significantly. Onh are around 1500 homes in the association, with thekeep something we can beinformed grateful for every morning. them fully success, Nathan decided to get also loves majority of Lex’s business consisting of repeat clients amLisa notspearheads grateful, and the dayunder goesthe sideways, Ih Today, her work banner of from start to finish.”

He sold with KellerThomas WilliamsisS and referrals. Lex provides CONTENTS superior customer service startedserving it without greatest anchor.ofIt’s a wa eXp Realty, clientsitsacross the counties Beaver, named Keller Williams serves on th Butler,balance Lawrence, and Northern Allegheny.

To Rooki date, and support at all times, which has led to the success the psyche.” deciding to start his own busines ® of her business is driven

by When repeat of her business. , but he golf.

It’s only Thomas’ thirdalmost year the as aentirety REALTOR Verilla Real Estate.she “I wanted to and referral clientele who trustTHE her future, commitment, affable As she looks towards the is excite 4) GOOGLE ADWORDS: has already achieved 17) HOW TO ANSWER incredible success.

In his first capable and all, get in a personality, and track record of success.

Above Lisa honest, ethical, and com “I work well with other Realtors and brokers in the continue growing. But no matter how much ofisthegrows, Year, setting no thedoubt stage foreverywhen HOW TO MAKE GOOGLE year he won Rookie INEVITABLE QUESTION: WHY the personal inherent buying industry,” she explains. “Even if another agent treasures she will connection love minute of i and selling a home.

“I offer a very personalized service,” his next achievement.

Last year he closed over 25 serves the Central struggling through their side of the transaction, I will Ilove the people.Nathan There’s so much room for just grow After DO THE WORK FOR YOU SHOULD CHOOSE YOU? she says.

“I million nevertoleave wondering whereth forwith justme.” under $7.5 in anybody volume. see that and help them gettransactions to the finish line look forward streaming processes and sharing including Tyrone, Altoona, an of they are in the process, and I really believeposition that my job Lex wants the entire transaction run asan smoothly ideas with the industry, allowing us more time w property management compan He alsotohired assistant, Jennifer Smith.

Jennifer higher.

“Th extends far beyond the part where they’ve bought or sold.

13) 4 WAYSas MENTORING HOW TO SEND SMARTER possible, and will do everything get21) her clients our clients and less time witharea, paperwork.” units in the and last year h helps himtowith day-to-day paperwork which allows I don’t walk away. I continue to service them andwell hitafter $15 towards their goals. “The thing that sets me apart closing.” is million in sales, with a total of 72 By remaining a resource even after the transUP-AND-COMING EMPLOYEES Thomas to beEMAILS with more clients each to player have for ain t my mentality of ‘one team, one dream.’

I face-to-face don’t see has cements become her a major action is complete, Lisa relationship day.

But all of that success isn’t what makes Thomas MAKES YOU BETTER AGENT it asAjust myself or just my team, I see it as all of us, isteam pursuing life. She creates opportunities to connect with newhas and g real estate, and his clients, customers, broker, agents, Iinsee theestate. industry happiest real familiar faces throughbusiness. regular client appreciation events not about t “I really care about peo as a whole” Not only does Lex love teamwork, but and follow-ups. “You can have a very successful business, difference my team be the best they can b she prides herself on communication. Throughout the even when you’re starting from scratch,” she says. “When was extremely important to put previous career I justhere, didn’t feel like I had many peop process, she stays in touch“In withmy clients and keeps them I moved I barely knew anyone.

Hard work, determieducate theycareer can b strong purpose,” he nation, says. and “Now I love making anin howsoyour updated. This helps thingsa stay efficient and smooth. mindset play a hugemy roleagents and to have the leadership to pr comes together.and I value my clients and their loyalty, and impact on people’s lives.

Buying selling a home am so grateful for their referrals. I like to check in and see Phone 310-734-1440 Fax 310-734-1440 After the |transaction, clients leave glowing reviews can be a very stressful experience so I work diligently how things are going with their house, follow upNathan on life To market his listings, about their time together. One recently said, “As soon mag@topagentmagazine.com | towww.topagentmagazine.com ensure that everything is handled swiftly and events, and cheer them on as they hit new milestones.” of social media. His Facebook p as I called Lex, she was responsive and set up an appropriately. greatest rewards arepublisher. the smiles andis valuable in spre No portion of this issue may be reproduced in any manner whatsoever without prior consent of the Top Agent appointment to see the house directly.

Her The knowledge followers and When listing properties, Lisa takes an incisive approach Magazine is published Feature Publications Inc.the Although are to ensure the accuracy of as published the hugs at precautions the closing table.”

Thomas is committed ofbythe previous tenantsGA, and area impressed me,taken listings, well as publicizing h that blends strategic pricing and far-reaching online expomaterials, Top Agent Magazine be heldskills responsible forsealed opinions or facts supplied by its authors. and her cannot negotiation really theexpressed deal. I of to the highest standards customer service, and he’s at my social media and Colon For more information about Lex asee, firmth To subscribe or change address, send inquiry to mag@topagentmagazine.com.sure. “I don’t list a house to sit,” she explains. “I’m honestly didn’t think it was possible for me to afford day, another house in two d dedicated to taking hisbeliever clients step please call 570-580-4550 or thatthrough those firstevery two weeks areof the bestsold two weeks.”

Published in the U.S. this property but she helped make my dreams into a I get great results,” he explains. are documented in their finest light, they’re the process personally.Once homes email lex.colon.realtor@gmail.com reality. Thanks Lex!” disseminated across the leading online listing platforms

ATHAN UNTAIN

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giveaways to encourage people on social media. Top ThisAgent approach Magaz Top Copyright Agent Magazine Thomas mostly serves Bucks County, where he was results. “Recently we posted a v

born and raised. Graduating from Council Rock, he

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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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NATHAN MOUNTAIN Top Agent Magazine

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NATHAN MOUNTAIN Broker and Owner of Mountain Realty LLC, Nathan Mountain, is based in Lancaster and serves Central Pennsylvania.

To Nathan Mountain, real estate was a beloved hobby before he decided to make it his profession. For years, he owned restaurants and crossed paths with agents and other industry players, many of whom encouraged him to try his hand at the business. On the hunt for his next challenge, Nathan dove in and earned his Pennsylvania real estate license. Now, fifteen 8Copyright Top Agent Magazine

years later, he has established a reputation as an agent and broker known for his commitment, expert knowledge, and a personal touch.

Today, Nathan serves as Broker and Owner of Mountain Realty LLC, based in Lancaster and serving Central Pennsylvania, in addition to attaining his Reciprocal Broker license Top Agent Magazine

in Maryland. He partners with a variety of agents, each boasting specialties in various languages—from Spanish to German—and has built relationships with clients that have extended over decades. To date, almost the entirety of his business is driven by repeat and referral clientele who turn to Nathan for his seasoned counsel, incisive eye and transparent Top Agent Magazine

approach. “We’re a boutique agency with a high customer service drive,” he says. “I guide my clients through the entire process. They can get a hold of me at any time during the day or night and I work with them closely from start to finish. I’m always responsive and I adapt to my clients’ schedules and accommodate their lives. I’m not just here in a nine-to-five Copyright Top Agent Magazine9

“We’re a boutique agency with a high customer service drive. I’m a full-time, completely dedicated Broker and agent who works diligently to meet the needs of every client.” capacity. I’m a full-time, completely dedicated Broker and agent who works diligently to meet the needs of every client.”

When listing properties, Nathan begins by drawing upon his network of industry pros to appropriately prep and document homes for market. This include staging, professional photography with 360 virtual tours, appearances in print publications and exposure across Copyright Top Agent Magazine 10

the leading online listing outlets. Of course, Nathan also applies a patented creative streak, especially when working with historic or less conventional properties that require refined outreach to a specific demographic. He taps his network of colleagues and specialty buyers to spread the word and drum up additional interest. From wine and cheese open houses to Broker Open events, Nathan tailors perspectives and events to the property at-hand. “It Top Agent Magazine

all depends on what the house offers,� he says.

Last year, he closed roughly $30-million in volume, enjoying a broad price-point that extends upwards of $1.1-million.

League and other local causes. In his free hours, he most enjoys spending time with family and loved ones, entertaining, getting out into the garden and playing with the family bulldogs.

Outside of the office, Nathan gives back to his community through participating in the Humane

As for the future, Nathan intends to keep growth going steadily and organically as he

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eyes the years ahead and continues to branch out within the business. For now, with fifteen years of experience, lessons and insight, Nathan Mountain considers what he enjoys most about his chosen field. “I really enjoy working with people to make them happy,” he says. “I get a

lot of satisfaction when I am able to connect someone to their first home, or their dream house. At the end of the day, it comes down to the ability of helping others. Mountain Realty LLC does not treat our clients like a number; we treat them like family.”

To learn more about Nathan Mountain, email NathanMountain@aol.com, visit MountainRealtyLLC.com, or call (717) 390–8701 www.

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Top Agent Magazine

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 14

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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LEX COLON | “ONE TEAM ONE DREAM” After working in the financial industry for nearly 13 years, Lex Colon was looking for something new. “I got a job as an office manager, which led to me becoming a real estate agent,” she explains.

She’s now been in real estate for six years, with a licensed assistant by her side. At Pocono Farms Realty Inc., they specialize in selling and leasing homes exclusively in the Pocono Farms Country Club. There are around 1500 homes in the association, with the majority of Lex’s business consisting of repeat clients and referrals. Lex provides superior customer service and support at all times, which has led to the success of her business.

“I work well with other Realtors and brokers in the industry,” she explains. “Even if another agent is struggling through their side of the transaction, I will see that and help them get to the finish line with me.”

Lex wants the entire transaction to run as smoothly as possible, and will do everything to get her clients towards their goals. “The thing that sets me apart is my mentality of ‘one team, one dream.’ I don’t see it as just myself or just my team, I see it as all of us, clients, customers, broker, agents, I see the industry as a whole” Not only does Lex love teamwork, but she prides herself on communication. Throughout the process, she stays in touch with clients and keeps them updated. This helps things stay efficient and smooth.

After the transaction, clients leave glowing reviews about their time together. One recently said, “As soon as I called Lex, she was responsive and set up an appointment to see the house directly. Her knowledge of the previous tenants and the area impressed me, and her negotiation skills really sealed the deal. I honestly didn’t think it was possible for me to afford this property but she helped make my dreams into a reality. Thanks Lex!” Top Agent Magazine

When Lex isn’t working on the real estate end, she’s staying active with the Pocono Country Club Association, working closely with their management staff and board of directors. She also loves the spa, and will work hard all week in order to enjoy a Sunday there. “A Sunday resting, and reflecting on the week reboots me for the week to come.” One of the strongest tools in her box of success is taking some time to herself every morning to be grateful. “Every morning, I have a cup of coffee and steal 15 minutes to myself. I am thankful for something, my amazing son, my family, my boyfriend, something. We all have something we can be grateful for every morning. If I am not grateful, and the day goes sideways, I have started it without its greatest anchor. It’s a way to balance the psyche.”

As she looks towards the future, she is excited to continue growing. But no matter how much she grows, she will no doubt love every minute of it. “I love the people. There’s so much room for growth, I look forward to streaming processes and sharing those ideas with the industry, allowing us more time with our clients and less time with paperwork.”

For more information about Lex Colon, please call 570-580-4550 or email lex.colon.realtor@gmail.com Copyright Top Agent Magazine 15

THOMAS KENNEDY Thomas Kennedy has devoted countless hours mastering his craft. “Our unique way of doing business focuses on educating our clients. It allows us to provide repeatable top notch service. I find it extremely important to make it easy on our clients and to keep them fully informed from start to finish.”

It’s only Thomas’ third year as a REALTOR®, but he has already achieved incredible success. In his first year he won Rookie of the Year, setting the stage for his next achievement. Last year he closed over 25 transactions for just under $7.5 million in volume.

He also hired an assistant, Jennifer Smith. Jennifer helps him with day-to-day paperwork which allows Thomas to be face-to-face with more clients each day. But all of that success isn’t what makes Thomas happiest in real estate.

“In my previous career I just didn’t feel like I had a strong purpose,” he says. “Now I love making an impact on people’s lives. Buying and selling a home can be a very stressful experience so I work diligently to ensure that everything is handled swiftly and appropriately. The greatest rewards are the smiles and the hugs at the closing table.” Thomas is committed to the highest standards of customer service, and he’s dedicated to taking his clients through every step of the process personally.

Thomas mostly serves Bucks County, where he was born and raised. Graduating from Council Rock, he went on to get a Bachelor’s in Finance in 2009 from Shippensburg University. He values giving back to his community. Each year he participates in charity events through his church and also with his Keller 16

Williams team. “This year we brought the Newtown Theater back to life, and last year we worked on a youth center in Bristol Township. We look for areas in the community that might be a little rundown and we give them the support they need to shine.”

When he’s not working Thomas is busy planning his wedding with his fiancee Jennifer Hill. They live together in Lawrenceville with their dog, Lucky. He also loves to visit with his parents in Churchville.

Thomas is a member at Trenton Country Club. He serves on the Green Committee and has a passion for golf. When he has the time he loves to hit the links and get in a few holes.

After just three years Thomas has rocketed to the position of top agent, but he has his eyes set even higher. “This year I’m looking to close 38 units and hit $15 million,” he says. In five years I plan to have a team of six doing $80 million.” Thomas is pursuing a noble purpose and he says, “It’s really not about the numbers to me. It’s about making a difference in my community and in the lives of as many people as possible.”

To find out more about Thomas Kennedy, visit bestbuckscountyrealtors.com, call 215.860.4200 EXT. 568 or email him at bestbuckscountyrealtor@gmail.com www.

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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 Top Agent Magazine

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 18

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 LATHOM Lisa Lathom got her start at the front desk of a local real estate office. Once she cut her teeth in the business, she knew she ready to take her career to the next level. “I quickly realized I had all of the skills to be an agent,” she remembers, “so I got my license and it all started there.”

Now, Lisa is entering her sixth year in real estate, complete with a reputation for dedicated service, proven expertise, and a personal touch.

Today, Lisa spearheads her work under the banner of eXp Realty, serving clients across the counties of Beaver, Butler, Lawrence, and Northern Allegheny. To date, almost the entirety of her business is driven by repeat and referral clientele who trust her commitment, affable personality, and track record of success. Above all, Lisa treasures the personal connection inherent when buying and selling a home. “I offer a very personalized service,” she says. “I never leave anybody wondering where they are in the process, and I really believe that my job extends far beyond the part where they’ve bought or sold.

I don’t walk away. I continue to service them well after closing.” By remaining a resource even after the transaction is complete, Lisa cements her relationship for life. She creates opportunities to connect with new and familiar faces through regular client appreciation events and follow-ups. “You can have a very successful business, even when you’re starting from scratch,” she says. “When I moved here, I barely knew anyone. Hard work, determination, and mindset play a huge role in how your career comes together. I value my clients and their loyalty, and am so grateful for their referrals. I like to check in and see how things are going with their house, follow up on life events, and cheer them on as they hit new milestones.”

When listing properties, Lisa takes an incisive approach that blends strategic pricing and far-reaching online exposure. “I don’t list a house to sit,” she explains. “I’m a firm believer that those first two weeks are the best two weeks.”

Once homes are documented in their finest light, they’re disseminated across the leading online listing platforms Top Agent Magazine

and social media outlets, in addition to word-of-mouth outreach. Last year, she closed roughly $6.8 million in volume with a total of 53 properties sold—an impressive underscoring of her work ethic. Whether buying or selling on behalf of a client, Lisa’s focus remains squarely on the individual. “I love the people part of this business,” she says, “the customer service aspect, and the challenge of getting them the best deal possible.”

Beyond the office, Lisa gives back to her community through several organizations and events. She volunteers with the Lion’s Club, Leadership Beaver County, and the Beaver County Chamber of Commerce. She also participates and contributes to Compassionate Friends, geared towards parents who have lost children. Through Compassionate Friends, she founded a local memorial garden to honor her late daughter and the children of others in her community. She also plans to contribute $100 from every closing to Adoption Connection in Beaver County, helping staff purchase new and much-needed equipment.

Looking ahead, Lisa envisions future growth and more opportunities to give. “I want to continue growing my business and to keep serving people,” she says. “I’m here to match clients with the home of their dreams, and the joy and happiness that brings them is more than enough for me.”

To learn more about Lisa Lathom email Lisa@buyandsellwithlisa.com, visit TheLisaLathomTeam.com, or call (724) 307–5472 www.

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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.

4.

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.

5.

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.

6.

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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NATHAN VERILLA Nathan Verilla got his start in real estate in 2011 by working with some investors who wanted to expand their portfolio in Central Pennsylvania.

Nathan’s aggressive and optimistic approach helped those investors nearly triple their number of units within three years, and grow their rental income significantly. On the heels of this early success, Nathan decided to get his real estate license.

He sold with Keller Williams State College, and was named Keller Williams Rookie of the Year before deciding to start his own business. In 2017, he opened Verilla Real Estate. “I wanted to build a brand that is honest, ethical, capable and committed,” he says.

Nathan serves the Central Pennsylvania area, including Tyrone, Altoona, and State College. His property management company manages over 400 units in the area, and last year his team handled $9.3 million in sales, with a total of 72 transactions. Nathan has become a major player in Central Pennsylvania real estate, and his team has grown along with his business. “I really care about people, and I like to help my team be the best they can be,” he says. “I felt it was extremely important to put a structure in place to educate my agents so they can better help our clients, and to have the leadership to propel us forward.”

To market his listings, Nathan makes extensive use of social media. His Facebook page has thousands of followers and is valuable in spreading the word about listings, as well as publicizing his sales. “People look at my social media and see, this house sold in one day, another house sold in two days, and they see that I get great results,” he explains. Nathan also organizes giveaways to encourage people to share his listings on social media. This approach has yielded incredible results. “Recently we posted a video of a new listing Top Agent Magazine

and it got almost 30,000 views,” Nathan says. “For a small town of 5,500, it’s amazing to generate that much interest.”

Nathan feels that it is important to give back to his community. He donates to programs that benefit the youth of Tyrone, where he lives, and he and his wife organize a small group to empower and educate young people about ethics, character, and responsibility. When he’s not working, he loves to spend time with his family, and has volunteered as a coach for his kids’ sports teams.

In the future, he wants to continue to grow his team, in order to better serve his clients and his community.

“We want to attract more agents who will be drawn to our hard-working, honest, positive way of doing business,” he says. “At heart, I’m a coach. I want to empower everyone to be the best they can be. It’s not about making money, it’s about being great. I’m an encourager, because people are great. And sometimes they need to know that.”

To find out more about Nathan Verilla, call 814-937-3493, visit verillarealestate.com or email nathan.verilla@verillarealestate.com www.

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