SOUTH CAROLINA 2-7-22

SOUTH CAROLINA EDITION

MILLENNIAL BUYERS:

Where They Are & What to Know 3 MENTAL TRICKS THAT WILL TAKE YOUR BUSINESS TO THE NEXT LEVEL

EMOTIONAL FLUENCY:

How to Communicate with Clients When Tensions are High

RECONSIDER REFERRAL-ONLY

WHEN PLANNING FOR THE FUTURE

COVER STORY

LINDA BALLARD

FEATURED AGENT

TOM KASSAB

SOUTH CAROLINA EDITION

TOM KASSAB

investor and property You don’t have to talk with Realtor® Tom 9 19 able when it comes to Kassab for very long to understand why he is right price-point for a so committed to providing the best customer ering, as well as the p service in Upstate South Carolina. As a remodeling. homeowner and a real estate investor for the past 20 years, he’s been on the client end Both Tom and Cate tr of the business enough times to know what the way they would w a difference a truly good LINDA agent can make.

LINDA BALLARD TOM KASSAB shoe were on the oth “I’d worked with a few BALLARD list-it-and-forget-it ship is personal, not transaction agents, or buyer’s agents who let me do all of the work finding the right property. But then I found a great one beyond for all of our clients th and we remain friends with them who not only worked hard to help me market the highend property I was planning to sell, butCONTENTS also gave me hang out with them, and we’re if they need us.” some good ideas for the rehab.”

4) 3 MENTAL TRICKS THAT 15) EMOTIONAL FLUENCY: TAKE YOUR BUSINESS HOW TOAway COMMUNICATE from work, Tom and Cate He laughs,WILL before adding, “I ended up marrying her!”

TO THE NEXT LEVEL WITH CLIENTS WHEN time with family and staying TENSIONS ARE HIGH The rest, as they say, is history. His wife Cate—a church. Tom enjoys boating on 6) RECONSIDER REFERRALeling, skiing, cooking, and rest Broker Associate—eventually convinced him to get ONLY WHEN PLANNING FOR 20) MILLENNIAL BUYERS: the future business, Tom l his own license and team up with her at Justin Winter THE FUTURE WHERE THEY AREof&his WHAT growth as a Realtor®, and plans Sotheby’s International Realty. Today the coupleTO rep-KNOW

of the automotive company ove resents clients all over Greenville and the surrounding area, including the southern shores of Lake Keowee. can dedicate more time to helpi also looking to expand the area The care they take with people has rewarded them with Phone 310-734-1440 | Fax 310-734-1440 around the Lake Keowee area. a strong repeat client and referral business.

One happy mag@topagentmagazine.com | www.topagentmagazine.com seller described her experience within any Tom like this: without prior consent of the publisher. Top Agent No portion of this issue may be reproduced manner whatsoever Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. ® To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

“I couldn’t have asked for a better Realtor . Tom is very knowledgeable, kind, responsive and professional. He was a great help getting the house ready for pictures 2 and the video, which exceeded expeditions. Highly recommend him!”

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3 Mental Tricks That Will Take Your Business to the Next Level It’s no secret that running a successful business requires careful planning and a tireless work ethic. Beyond those obvious ideals, it also takes the right mindset in order to capitalize on professional opportunity. In the world of real estate and mortgage lending, mental fortitude is a major component to reaching the next 4

level and achieving longevity in a sector that requires so much self-discipline. With that in mind, we’ve compiled a few key mental tricks you can employ to reinvigorate your working philosophy. Incorporate these techniques into your daily mindfulness routine and your business will surely benefit.

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Visualization helps you work efficiently and keep your cool.

This may sound like one of the oldest tricks in the book, but there’s a reason why Olympic athletes and those serving in first-responder positions use visualization as a time-honored mental technique. Not only does visualizing your daily tasks help you organize your mind, but it amps up your ability to focus on what’s important. Visualization also helps reduce stress in the moment, since you’ve already created a mental expectation of the task ahead. Whether you’re preparing for a negotiation or a pitch to new a client—visualization primes your brain and affords you an extra sense of control as you tackle your day.

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Distill concepts into their simplest terms for ultimate understanding.

As an agent or loan officer, you’re likely juggling numerous clients and commitments on any given day. That’s why it helps to distill your responsibilities in clear, definitive terms. Let’s say you have a meeting set with a client to outline a marketing approach for their property. You may understand the broad strokes, but beforehand, try verbalizing the exact takeaways you’d like to impart to your client.

This may seem obvious, but one of the best ways to clarify your communication and ensure your com-

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plete understanding of a subject is to explain it aloud in its simplest terms. This crystallizes your main point and can come in handy if you drift off-topic or need to double-down on your message.

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Accept that mistakes will be made.

While it’s natural to fear failure, sometimes the dread of making an error can overwhelm your ability to perform. As the saying goes: don’t let the fear of striking out keep you from playing the game.

If you accept in advance that set-backs will occur, challenges will come, and things won’t always go accordingly to plan—you’ll be less confounded when hurdles do arise. What matters is keeping an even keel as you sort through unexpected delays or mishaps. Accepting that mistakes will happen allows you to shift your focus towards a solution or contingency plan. In other words, don’t spend your energy trying to achieve perfection. Aim high and work hard, but be in touch with reality: upsets are bound to occur. Accept this and you’ll be ready when they do.

The path to lasting success is ongoing, and there are bound to be challenges along the way. It takes mental fortitude to make it to the top, so keep these tricks in mind as you continue to grow as a person and a professional. Seeing situations in a new light can make all the difference as you adapt, evolve, and take your business to the next level.

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 6

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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LINDA BALLARD Top Agent Magazine

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LINDA BALLARD With deep ties to her community and a vast network of friends, Linda is well-known in her area.

This helps her establish trust with everyone she works with, and results in lasting relationships.

Linda Ballard’s talent for business and entrepreneurship became clear many years ago. She owned a successful travel agency, and enjoyed growing and managing it. When she sold it to retire, she began having second thoughts about not 10

working. “After staying at our vacation home for two weeks, I came home and told my husband I couldn’t retire,” she explains. “My husband said, ‘Well, you designed the last two houses we’ve built, and you love looking at homes, so why Top Agent Magazine

not try real estate?’” Linda felt it was a great opportunity, as it could allow her to be in charge of her path again while engaging her passion for architecture and Top Agent Magazine

design. After receiving her license, she started working straight away, quickly becoming a top agent in the Greenville/ Pickens County region of South Carolina.

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Seventeen years later, she is in the top 2% of agents in both counties, and shows no signs of slowing down.

From the very beginning, Linda was focused on growing a referral-based business, and it’s clear she’s accomplished it.

“Probably 90% of my clients derive from repeats or referrals,” she explains. With deep ties to her community and a vast network of friends, Linda is well-known in her area. This helps her establish trust with everyone she works with, and results in lasting relationships. “My clients know I would never lie to them, and that I always work with their best interests in mind.” At her brokerage, RE/MAX

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Results, Linda has all the latest tools and technology to go the extra mile. For her sellers, this means their listings are placed on popular social media platforms and marketed to thousands of people. “I also post them on Realtor.com and Zillow, but the most impactful site is RE/MAX, as I receive hundreds of calls from that alone.” Averaging 30 to 40 transactions each year, Linda’s knowledge about this industry is extensive, and her skillset is proven to help clients reach their goals.

After working together, clients never hesitate to tell others about their journey with Linda. One recently said, “Linda is a pro, knows the area and gets to know

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her clients likes and dislikes quickly. She does her homework and comes prepared.

I can’t say enough about her professionalism and determination. I highly recommend Linda and her team. You won’t be disappointed!”

Community plays a large role in Linda’s life, as she is involved in several different charities and groups. She is on the board of directors for Feed a Hungry Child in Pickens County. “This cause is very important to me, because thousands of kids go home on the weekends with no food until they get back to school on Monday,” she says. “So we load backpacks that they take home Top Agent Magazine

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on Friday.” She is also the treasurer of the Sunday School class at First Baptist Church. “We donate to charities like Meals on Wheels, and we have a new program that we donate to which allows children to attend church in the afternoons instead of going to daycare.” During her free time, she can be found playing pickleball and golf with 14

friends, or relaxing with her husband.

Linda is married to Steve who plays in a duo all around Greenville called Twin Sons. She has 1 daughter Kelly who is a nurse practitioner and is married to Patrick Williamson. They live in Rock Hill with her 2 grandchildren Marianna and Hayes who she says she loves to the Moon and back.

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Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently Top Agent Magazine

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

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For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

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why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

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what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

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clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

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Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client 18

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

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TOM KASSAB You don’t have to talk with Realtor® Tom Kassab for very long to understand why he is so committed to providing the best customer service in Upstate South Carolina. As a homeowner and a real estate investor for the past 20 years, he’s been on the client end of the business enough times to know what a difference a truly good agent can make.

“I’d worked with a few list-it-and-forget-it agents, or buyer’s agents who let me do all of the work finding the right property. But then I found a great one who not only worked hard to help me market the highend property I was planning to sell, but also gave me some good ideas for the rehab.”

He laughs, before adding, “I ended up marrying her!”

The rest, as they say, is history. His wife Cate—a Broker Associate—eventually convinced him to get his own license and team up with her at Justin Winter Sotheby’s International Realty. Today the couple represents clients all over Greenville and the surrounding area, including the southern shores of Lake Keowee.

The care they take with people has rewarded them with a strong repeat client and referral business. One happy seller described her experience with Tom like this:

investor and property manager are invaluable when it comes to advising them on the right price-point for a home they are considering, as well as the potential costs of any remodeling.

Both Tom and Cate treat buyers and sellers the way they would want to be treated if the shoe were on the other foot. The relationship is personal, not transactional. “We go above and beyond for all of our clients throughout the process, and we remain friends with them after the closing. We hang out with them, and we’re always there for them if they need us.”

Away from work, Tom and Cate love spending quality time with family and staying involved with their church. Tom enjoys boating on Lake Keowee, traveling, skiing, cooking, and restoring old cars. As for the future of his business, Tom looks forward to more growth as a Realtor®, and plans to turn management of the automotive company over to his son so that he can dedicate more time to helping new clients. He is also looking to expand the area he covers, particularly around the Lake Keowee area.

“I couldn’t have asked for a better Realtor®. Tom is very knowledgeable, kind, responsive and professional. He was a great help getting the house ready for pictures and the video, which exceeded expeditions. Highly recommend him!”

Tom uses those photos and videos to emphasize each property’s most unique and attractive features, and to market it to the maximum number of buyers, most of whom begin their searches on social media or dedicated real estate sites like Realtor.com or Zillow. He also reaches out to prospective buyers within the vast sphere of clients and friends he has come to know over the years, both from his real estate business and as the owner of a successful automotive company in Greenville. For buyers, Tom’s experience as an Top Agent Magazine

Contact Tom at 864-616-7529 or email Tom@JustinWinter.com 19

Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there 20

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

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

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

Where do Millennials prefer to buy?

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

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

What sort of communication do Millennials prefer?

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

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

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

Are Millennials ready to buy?

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

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

Also consider fielding Millennial clientele with the long view in mind. You might be Top Agent Magazine

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

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

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