SOUTH CAROLINA 5-9-22

SOUTH CAROLINA EDITION

A STEP-BY-STEP GUIDE TO

Embracing Smart Homes: Does New Technology Really Increase Home Value?

CONVERTING INTERNET LEADS TO REAL LIFE SALES

THERE GOES THE NEIGHBORHOOD: How to List High When Neighbors Are a Nuisance

COVER STORY

Area Specialist

GENA MIDDLETON

FEATURED AGENT

NANCY KING

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Turn Open Houses into Destinations People are busy. Even those who are actively looking to buy a house or want to learn about the market for a future purpose have busy schedules.

But with bit of added time, creativity and investment in making open house into destinations, you’ll see greater turnout. And we all know that greater turnout increases the likelihood of offers.

There are several creative ways to hold an open house with a mindset of hospitality and with the goal of providing something of value to each person who attends.

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The neighbors-only open house Some agents embrace the “nosy neighbor” concept as a benefit, not an eye-rolling challenge.

With his client’s permission, Wesley Peters, a Keller Williams broker in the Baltimore Metro Area, often gets the neighbors together before a home hits the market. “We invite other brokers, too, but we include as many neighbors as we can,” he says, explaining that he schedules these events for a Thursday or Friday evening, happy hour-style, rather than midday on a Sunday. They get a better turnout at 5:00 pm than

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midday on a weekend when the neighbors are busy with their lives. In a relaxed setting, conversations flow, neighbors can mingle and catch up, and the buzz begins before the home is listed.

In advance, prepare invitations and hand-deliver them to homes on the streets you and your client agree are best to include. The destination is the event; the value each attendee receives is the social interaction and the removal of any awkwardness over visiting their neighbor’s house.

Your client’s benefit is the buzz.

A turnkey block party any time of year Once a property is listed, some agents take on the role of party planners. Certain streets or neighborhoods, they find, are perfect for lowkey social occasions. In some place, such as neighborhoods with many young families, a bounce-house or games may even ramp up the fun factor. But the idea of a seemingly spontaneous block party during an open house can be easy to pull off, whether you’re serving lemonade and cookies or coffee and pastries. The chance to meet prospective neighbors turns the event into a destination for both buyers and the neighbors; the value comes in buyers’ ability to see how the neighbors interact. Your seller’s benefit is that the grapevine will be filled with happy stories about their home. Tips: By keeping basic supplies in storage, you’ll be ready for a pop-up block party any time. Promote this type of event with targeted social media marketing and fliers or postcards to communities within a short distance of your listing.

Invite other professionals It’s common mortgage lenders to attend open houses. But why not provide even more value to people who attend? Chances are, you have more than a handful of professional partners who welcome an opportunity to join you at your open house. Consider inviting an interior designer, a contractor, a gardener, even a gardener or a painter. Invite them to your broker’s open in advance or give them time to view the property Top Agent Magazine

before the open house begins. Then encourage them to stroll the property during the open house or to sit with you. When visitors ask about needs or concerns they may have about the house – such as loan questions, the cost of improvements or upgrades or even remodeling – you’ll be able to introduce them to an expert on the spot. For that matter, your invited pros don’t even necessarily have to be in home-related businesses!

Prospective buyers always want to know about the community when visiting open houses.

Consider inviting representatives of community

organizations, like youth sports group or owners of mom-and-pop retailers to help your visitors get a feel for the neighborhood or town. For this type of open-house, prepare a flyer or card with your community contacts on it so visitors can leave with resources as well as information.

Open house should be about the buzz. They’re about creating a conversation about your listing and making the home memorable to visitors. By giving people a unique experience they won’t forget, you’ll show your sellers how creative you are in meeting their needs.

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There Goes the Neighborhood:

How to List High When Neighbors are a Nuisance Troublesome neighbors are a relatively common issue that agents come across. You can control the image of your client’s property and you can control your listing presentation, but you can’t always control what’s happening on your client’s street. How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers?

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First of all, it takes tact and a gameplan. With that in mind, let’s consider a few ways you can maintain a listing’s viability and competitive edge—even when bothersome neighbors are involved. Here are a few common neighborly scenarios agents encounter and how to diffuse them to your advantage.

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How do you diffuse difficult neighbors that could lower your bottom line or embarrass you in front of prospective buyers? It takes tact and a gameplan.

as a courtesy introduction to the neighborhood.

While it may seem like needless busy work, it can dramatically improve prospective buyers’ perceptions of the area. Plus, you may positively ingratiate yourself with neighbors in the area and demonstrate your above-and-beyond service to your clientele in the process.

Is the neighbor’s landscaping an eyesore?

Here’s your recourse.

Most towns and cities have established ordinances regarding yard upkeep. If any of the properties adjacent to your listing are wildly overgrown, littered with junk, or otherwise in a state of obvious disrepair—take it up with the city. Rather than get directly involved at first glance, you might loop in city officials whose job it is to monitor clean-up efforts on rundown yards and properties. If this doesn’t work, you may have to take a more hands-on approach.

Start by thinking small and operating from a place of authenticity and neighborly service.

You might explain to the neighboring tenant that you’re listing and offer to mow their lawn Top Agent Magazine

Are there foreclosed or abandoned homes on your client’s block?

Do your homework.

It may take a little research and digging to figure out the banking entity that owns a foreclosed home, but it’s well worth the effort. Banks are typically required to maintain foreclosed homes on at least a basic level. If you’re worried about

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squatters, an unsightly façade, or general disrepair of a neighboring foreclosed property—go to the source. Sometimes banks take their time in hiring a third party to maintain a foreclosed property, but with some proactive prodding on your part, you may be able to speed the process along and resolve eyesores even before prospective buyers come calling. Remember: the squeaky wheel gets the grease. An improved bottom line will be your reward for those few prodding phone calls and emails.

Noisy, nosy, or annoying neighbors?

Don’t be discouraged.

Obnoxious neighbors can really rain on a seller’s parade, especially the kind of neighbor 8

that takes their less-than-stellar behavior to their porch, front yard, or sidewalk. While this sensitive issue may seem daunting, there are a few official channels you can utilize to thwart the issue before getting personally involved. If the neighborhood in question is governed by an HOA, you might take it up with them. If the troublesome neighbor is harassing passersby or taking to the sidewalk—in other words, public space—then you may be able to involve local authorities in worst-case scenarios. Of course, it’s always possible to talk to troublesome neighbors faceto-face, but do so with caution and with safety as the priority. Always reason gently and empathetically, utilizing I... phrasing, instead of accusatory You... phrasing. After all, some neighbors are clueless about their impact on the neighborhood and may adjust their behavior after being called out. If the issue persists and no third-party authority can help, then you may have to disclose the neighbor’s issues to prospective buyers, depending on the disclosure laws in your region. While this may seem like a blow, you can at least rest easy knowing you pursued all the potential avenues for resolution available. Likewise, your client will likely appreciate your thorough efforts to resolve the issue.

While troublesome neighborhoods can bring down an optimistic mood when listing a property, sometimes being real estate is all about being resourceful. With diligence, digging, and a little follow-up, you just may be able to resolve some of the issues plaguing your neighborly plot.

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Area Specialist

GENA MIDDLETON Top Agent Magazine

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GENA MIDDLETON My values are built upon open communication, integrity, accountability, competency, and honesty.

My core values along with the brand reputation and presence that Coldwell Banker has established with its consumers are unparalleled.”

Gena Middleton knows how to keep her calm and take action when a life is on the line. Once a Registered Respiratory Therapist on the Pediatric/Neonatal flight 10

team at the Medical University of South Carolina Gena had to remain focused while empathetic in times of crisis. “Calmness and knowledge are what you need in your Realtor®, Top Agent Magazine

just as your healthcare provider.”

Growing up in Rock Hill, SC Gena moved to Charleston after graduating from Midlands Technical College in 1998 to pursue her degree as a Registered Respiratory Therapist.

In the course of her twenty two years as a Respiratory Therapist working on land and in the air Gena fulfilled many roles in the clinical arena. “As a respiratory therapist I strived to be Top Agent Magazine

immersed in all areas of my profession. I worked primarily in the Neonatal/Pediatric Intensive Care units and Emergency Department. In addition to caring for my patients, I enjoyed mentoring new employees, served as a clinical instructor for Trident Technical College Respiratory Therapy program, taught Advanced Pediatric and Neonatal Life support for the Red Cross and volunteered at Camp Easy Breathing and Healthy Hoops.”

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In December 2019, Gena decided to “hang up her stethoscope” in order to serve her client’s on a full-time basis.

A short three months after beginning her journey, the pandemic hit in March 2020. “I was torn between returning to the bedside or pursuing my second career. Regardless I knew whichever path I chose would have a profound effect on the wellbeing of an individual and their family.” Gena says her perception of real estate is very similar to her experience in healthcare.

“It’s all about the relationship. My goal is to be transformational, rather

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than providing a transaction. My values are built upon open communication, integrity, accountability, competency, and honesty. My core values along with the brand reputation and presence that Coldwell Banker has established with its consumers are unparalleled.” Coldwell Banker has recognized Gena as an International Diamond Society Member (which constitutes the top 12% of CB agents worldwide ) along with attaining the company’s Global Luxury Property Specialist designation. In addition, Gena’s focus and success in the

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luxury market has sanctioned her as a GUILD member with the Institute of Luxury Home Marketing.

Gena enjoys bringing out her Charleston charm with her clients. The southern belle, who is known to wear her pearls with a baseball cap on Sundays, enjoys seasonal drop offs to past clients.

In spring, it’s a seed pack of daisies.

Winter calls for a local craft Growler beer from Holy City Brewery. It’s all part of Gena’s personal approach. Over the years Gena’s clients have become Top Agent Magazine

a real part of her inner circle. “Those are the people that not only are my clients, they really have become friends.”

Gena finds staying involved in local community events and volunteering at her children’s schools in the Mount Pleasant Area benefits her clients.

“When you are in the know and submerged in your community, it builds a strong level of confidence that benefits your clients. I often remind them not to just focus on the home they are purchasing. I want them to invest in their community as well.”

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Gena has generational goals for the future of her business. She looks forward to the day she is serving her customers’ children as new clients. The same committed service could go on for generations, she says. Brooke her middle daughter, 13, has shown a great

amount of interest and enjoys riding on her mom’s coattails. Gena can see them working together. Maybe that will happen… when the agency becomes a family operation. “Middleton Realty Team, I like the sound of that!

Wouldn’t that be awesome?”

To learn more about Gena Middleton visit coldwellbankerhomes.com, email gena.middleton@cbrealty.com or call 843.452.4356 www.

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Is Branding the Way to Take Your Business to the Next Level?

Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet.

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When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 15

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals.

Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.

This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 16

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites.

If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take.

But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised.

If done right, soon you’ll become an in-demand agent whose name is synonymous with success!

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Embracing Smart Homes:

Does New Technology Really Increase Home Value?

Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 18

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

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Smart home amenities range in price and return.

There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

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are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market.

On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

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Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

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NANCY KING When most kids were playing hopscotch and riding bikes, Nancy King was honing her sales skills. From selling sweet corn outside her family farm at age 9, to selling magazines to her neighbors in middle school, Nancy was always thinking outside the box. She carried this into her young adulthood after graduating from the University of Wisconsin. After working in several sales roles, she was hired

by Xerox, quickly becoming a national sales manager and winning Salesperson of the Year. Nancy has made selling an artform, utilizing her gift for building relationships to expand every company she joins. Several years ago, she decided to take that drive and determination to real estate. It wasn’t long before she became a broker and started her own real estate agency. Leading King and Co. in Pendleton, South Carolina, she is in an expansion phase with no limit to her growth. “My husband Lonnie Adamson and I were the primary agents for the first couple of years,” she explains. “We currently have three more agents, and two more ready to join.”

Serving the upstate region of South Carolina, including Greenville and Lake Keowee, Nancy is passionate about everything this area has to offer. “Greenville has a great downtown, with friendly residents, trendy restaurants and amazing parks,” she explains. There are endless outdoor activities and the scenery is stunning, making it one of the most desirable places to call home. Nancy finds joy in helping others buy or sell real estate here. With almost all of her business deriving from repeats and referrals, it’s clear she is exceeding expectations. “My husband and I are empty nesters, so we always answer our phone whenever it rings,” Nancy says. “It’s so rewarding for us to meet someone for the first time and turn our clients into our friends.”

The duo have become well-known not only for their

excellent service, but for their ability to make everyone feel like family. “We had 100 clients and friends here last July for our housewarming party.”

Nancy’s vibrant personality brightens up every real estate transaction. One buyer said, “Nancy is above and beyond the most customer service oriented person we have ever worked with in any capacity! She is knowledgeable, responsive, delightful, energetic, well connected in the Greenville real estate market. Our purchase occurred while living out of state and Nancy provided non-traditional customer service as well which really helped us navigate the process. She is amazing! Do yourself a favor and pick up the phone to call her today!”

During any free time, Nancy can be found staying active in the community. She’s part of a group called Women in Business in Clemson, and belongs to a woman’s book club in Pendleton. She also loves engaging her creative side through quilting. When she has the chance, she reads or spends time with her family, including her grandchildren.

In the coming years, Nancy hopes to add more talented agents to her team and keep her business growing.

She loves fostering her team members’ success, giving them the tools and skills needed to achieve great heights. “I make goals where agents can take all of their commission home with them. We work very hard at being supportive and having each other’s backs.”

Nancy credits her team for taking her to where she is today. “I have a great lender, home inspector, fabulous attorneys, and amazing professionals by my side, and of course the support from my family. That’s what makes it all work.”

For more information about Nancy King, please call 864-414-8701 or email nancy@nkingandco.com Top Agent Magazine

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when Top Agent Magazine

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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