SOUTHERN CALIFORNIA 10-19-20

SOUTHERN CALIFORNIA EDITION

1 Billion-Plus Reasons Why You Should be Active on Facebook COVER STORY

KATHLEEN MONROE FEATURED AGENTS

SCOTT MOORE STACY PETROSSIAN JOE RAMOS

How to SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS A STEP-BY-STEP GUIDE TO

CONVERTING INTERNET LEADS TO REAL LIFE SALES

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SOUTHERN CALIFORNIA EDITION

JOE RAMOS STACY PETROSSIAN

years “I Stacy PetrossianAfter foundtwenty her way to of realexperience in the hospi- amazing how many peopleyears, will reac 7 tality 16 19 in 25 industry Joe Ramos set out for a career is nothing estate back in 2007 when she had two to me about a property on Instagr real estate, along the way he continues to rely estate small children and wanted a job that would she says. The proof of thisreal approach on his trainingShe and soon experiences.

“Climbing provide her with flexibility. the numbers—Stacy between Scott Moore hasthe broken the mold of closes From Jun discovered she had a passion for the busi-level at the Four Seasons and $20 million in transactions ranks to a management With a ove your “typical real estate agent.” As ident ofyea ness and a knackHotels for connecting with was her the best education I’ll and Resorts another $ the founder and team leader of the Construc clients. She nowever leads Stacy Petrossian Getting to know her clients and he receive,” explains Joe. During his years with pulted hi Real Estate, serving Glendale, Burbank, their dreams St Moore Group withachieve Douglas residentia the organization he becameScott a staunch believer in them mostiseste Pasadena; all of the the Four Foothill communities favorite part the job. “It’s all abou Seasons’ ethical Elliman approach to business Elliman with 30+ Douglas inofLos which ide including Sunland, Tujunga, La Crescenta, people I get to meet,” she says.

“Mo and their application of theAngeles, simple and Scott powerful Valley.

Alp offers his clients specific KATHLEEN MONROE SCOTT MOORE STACY PETROSSIAN JOE RAMOS La Canada; and Golden the San Fernando Valley.

Stacy has my clients become close friends, which is great Rule, to treat others as you want to be of land re bigger opportunities as a licensed the support of an assistant and a transaction coordigive back to the community, Stacy sits on an theesB treated. Joe learned how successful this ethical had nator. She’s thrilled that her 21-year-old sonbroker, recently general of her local Realtors Association, raises m contractor, devel- which Scott say approach to business can be in generating trust sales like became licensed and joined her in the business. for many worthy local charities. In her cherished and lawyer!

He can assess a property on the spot, ships he andoper, a positive guest experience. which sold for nearl time, she loves to read and watch Lakers games 1,800 acrethe Lasentire Varas CONTENTS explain upgrades their navigate the volatile Stacy takes the time to get to know herand clients.

“I ROI, her family.

It market is understand difficult towhat connect the dots butfor both million. Gaining with ease, and negotiate the forward, best deal them, acac make sure I really their goal is. looking looking back is easy to connect them.For In Joe’s case, she he had consists only Together we make a plan that itworks best for them,” the future, wants to mentorof her son four and his buying and selling clients. friendshi a unique front-row seat to the growing popularity of Santa of the most specializ 4) HOW TO SPEED UP FIRST-TIME 22) 1 BILLION-PLUS REASONS she says. Her clients rave that she is down-to-earth, him grow as an agent. “I’d love for Stacy Petro biggest a Ynez Valley’s wine country. tens-ofplacedaJoe front-andHOMEBUYER TRANSACTIONS WHY YOU SHOULD BE ACTIVE straightforward, and makes each of them feel Joe as ifrecalls Realushering Estate Group to become family busin Growing up apeople father and grandfather who thousands of visitors over the hill from Santa Barbara, “they they are her only client. She has with great and she says.

She also plansowned to continue folio, keepingand up ON FACEBOOK would with bottles of wine, but itbeen was technologies the focuses and strong knowledge of the local he’s evolving so While she canJoe provide theo anda return managed properties, in beauty, the industry 13) 8 negotiating THINGS skills, SUCCESSFUL open spaces, and the agricultural look and feel of the Santa erties, Kerry is gro market. She alwaysmost goes above andlife. beyond to makeI was possible service to UC her clients. of his “While attending Santa When no PEOPLE NEVER DO 26) 5 STEPS TO ACHIEVE the process as smooth and stress-free possible.

Ynez Valley that stuckaswith the guests.” Joe sensed the transactions. It seem Barbara, I lived in and managed both a triplex and his familc LONG TERM SUCCESS AS A of hospitality, When her clients reach out, sheindustry respondswas promptly. region’s wine set for continued growth and level REAL ESTATE AGENT 17) A “I’m STEP-BY-STEP TObusiness a GUIDE single-family home withWine 26 students totalof to help s very big onjumped communication.

I keep myasclients into the the Club Manager is a great Island, foundation informed every step of the way,” As acollege,” result CONVERTING INTERNET LEADS Carhartt Vineyard &says.

Winery.

Joe continuously pay my wayshethrough he recalls. “I was only spend reli tim of the caring, expert service she provides, an impresremains the same, TO REAL LIFE SALES17 years old, but it was a great way to learn the busiwith his st sive eighty-five After percentrelocating of her business comes from to Santa Ynez Valley and running the ence. When asked h ness from the ground up.” In addition to receiving repeat and referral clients.tasting popular room with 3,500 wine club members, Joe one-word answer, “T

SCOTT MOORE

his himself bachelor’s degree years ago, has his Law As and for but found privy to another25 opportunity.

He Scott was pouring in hospitality When it comes time to market listings, StacyContractor’s underand General Licenses. for310-734-1440 members who would say “We’re looking to move successfulcontinue recipe.

Phone 310-734-1440wine | Degree Fax stands that in today’s market, most buyers start their up here” and weeks or months later they’d come back in upon new mag@topagentmagazine.com search for a home online. She| www.topagentmagazine.com hires a professional saying “We did it, we’re locals!”

Joe noticed a pattern Scott this year he’s reach atTopleast his vend highreports photos of each No portionphotographer of this issue mayto be take reproduced inquality any manner whatsoever withouton priortrack consent to of the publisher.

Agent forming, “they were moving to get out of Los Angeles, including drone footage when appropriate.

Magazinelisting, is published

by Feature$50 Publications GA, Inc. Although are taken to PR ensure engine: the accuracy of published to help p million duespaces, toprecautions his biggest longlooking for wide-open a slower pace, and a bigger materials,She Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. stays on top of new marketing trends and techtime referral clients.

Heather and I see goals,” h To subscribe or change address, send inquiry to bang for their buck terms “My of 3D realpartner estate.” The seed was nologies and uses Materport tomag@topagentmagazine.com. createinimmersive Published in the U.S. that can people with us over years and refer us (Lic 018219 Forthe more about Stacy Petrossian and Joeinsetstay out with to form a real estate company rooted digital tours so planted buyers fall love a propcall email AndKat73@gmail.co hospitality and focused on the Santahands-on Ynez818.458.3718, Valley. erty before theyineven see it inwe person. conducts because areShe incredibly as opposed to a thorough campaign on social media as well. many agents who send“It’s their

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or visit stacypetrossian.dilbeck.com clients over to a junior http://

To do this, Joe adopted the same ethical approach to busiagent,” says. ness he had he learned at the Four Seasons, while also gaining the support and mentorship of the most successful real estate

3 Copyright Top Agent Maga

How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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KATHLEEN MONROE

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Top Agent Kathleen Monroe is the Founder of Kathleen Monroe Real Estate Services, Inc and the broker for Luxury Coastal Realty, where she assists clients throughout Southern California.

Kathleen Monroe takes pride in providing the highest level of extraordinary service. For example offering “Free Staging” creates an added value for her sellers and helps increase the buyer’s perception of value netting the seller a higher price for their home. Recently, Kathleen helped a family close on a beautiful ocean view home. As usual she went above and beyond for her clients. As a closing gift to her buyers, she left most of the staging items and customized the bedrooms—a pink mermaid theme for the daughter, a surfing theme for the 2 boys and a tropical resort for the parents. She greeted the buyers with a new welcome mat and a catered brunch with Champagne and Orange Juice. The buyer’s called her a real estate angel. They had 8 Copyright Top Agent Magazine

bought and sold many homes and said they had never met anyone like her and thanked her for her generosity and for making their ocean view dream home come true.

Kathleen grew up watching her dad sell real estate and followed in her father’s footsteps as an accomplished broker. She learned the importance of honesty and integrity first hand from her dad. Prior to real estate, Kathleen started a top model and talent agency in Orange County building that business with strategic marketing and shrewd negotiations successfully. After selling it this natural business woman, whose entrepreneurial spirit and marketing acumen had paved the path to her remarkable success.

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Inspired by her dad, Kathleen finally heeded his call to attain her real estate license. Success came quickly: She won Rookie of the Year and later became a Top Producer. Looking to build on her momentum, she earned her broker’s license. Today, Kathleen is the Founder of Top Agent Magazine

Kathleen Monroe Real Estate Services, Inc and the broker for Luxury Coastal Realty, where she assists clients throughout Southern California.

When listing a home, Kathleen creates an impressive customized marketing plan for each Copyright Top Agent Magazine 9

BEAUTIFUL OCEAN VIEWS

190 DEGREE UNOBSTRUCTED OCEAN VIEWS Breathtaking panoramic ocean views create a magnificent setting

tacular. Gracing a premium parcel of land at 9,878 S.F. This west facing

within the prestigious guard gated enclave of Emerald Bay. Dramat-

home is nestled on the hillside with 6 Bedrooms and 5 Bathrooms. Plus

ic sweeping white water ocean views of Emerald Bay’s private beach,

a separate entrance for a private office, guest suite or nanny’s quarters

Catalina Island & the gorgeous Laguna Beach coastline to the south,

plus full bath/kitchen downstairs on the third level. Oversized covered

west & the north. The sunsets over Catalina are nothing short of spec-

deck off the kitchen/dining room to take in the fresh ocean air and

1211 EMERALD BAY | LAGUNA BEACH

seller and their home. A hands-on Realtor, she her creative and strategic approach garners provides all the necessary resources to make rave reviews from her clients.

KATHLEEN MONROE, BROKER American Institute of Real Estate Professionals sure a house is picture perfect by the time it 949.702.1955 reaches the market,GowithMonroe@gmail.com including free staging, Kathleen is just as focused and attentive to her DRE #01510329 B R I N Gthe I N G Lprocess, UX UR Y B U she’s Y E R S HOM E professional still photos and videos, aerial and buyers. Throughout there drone photography. “I create a higher percep- for them step by step to guide them through tion of value which in turn nets a higher price the maze in pursuit of their dream home. She for my sellers,” she says. Kathleen works hard believes in creating a game plan and writing the to set herself apart from the competition and perfect offer so as not to leave the door open for 10Copyright Top Agent Magazine

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6 BEDROOMS | 5 BATHROOMS | 9,878 SQ. FT. | $7,999,000 capture the amazing forever views. Decks also off the family room and

Bay also has its very own Fire Station inside the gates of this exclusive

two of the bedrooms. This home has three master bedrooms with en-

community. Once in a lifetime opportunity for a home that has never

suite bathrooms. Enjoy a short walk to the private beach and enjoy the

been on the market until now as it has been a treasured family home

year round events and activities including tennis, pool/spa and Emer-

for many years. The view from this home is so impressive you won’t

ald Bay’s own private sensational fireworks display on the bay. Emerald

want to miss out on this Emerald Bay Jewel. 1211EmeraldBay.com

1211 EMERALD BAY | LAGUNA BEACH

competition. She has a track record of getting her offers accepted and her buyers are grateful.

“Every transaction is different, and you never know what’s going to happen,” she says. “But my clients can trust, without a shadow of a doubt that I’m there to fight for their best interests.”

Outside of her career, Kathleen is tremendously active in her community. Having been raised Top Agent Magazine

to give back to the community, she has served on architectural committees and the board of directors for numerous local organizations, volunteered for area hospitals and participated in a variety of charities and school fund raisers to assist those who need it most. When she’s not helping clients, she can be found spending time with her family and friends. She enjoys traveling and golf.

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BEAUTIFUL OCEAN VIEWS BEAUTIFUL OCEAN VIEWS

190work DEGREE OCEAN VIEWS Kathleen’s6 BEDROOMS unwavering ethicUNOBSTRUCTED | 5 BATHROOMS | 9,878 SQ. FT. | $7,999,000 hasGracing always beenparcel about relationships not and dedication hasviews yielded Breathtaking panoramic ocean create consistent a magnificent results, setting tacular. a premium of landthe at 9,878 S.F. This west facing capture the amazing forever views. Decks also off the family room and Bay also has its very own Fire Station inside the gates of this exclusive OBSTRUCTED OCEAN VIEWS 6and BEDROOMS | is 5 BATHRO the prestigious guard gated enclave of Emerald Bay. Dramatis nestled on the for hillside with 6 has Bedrooms 5homes.

Bathrooms. It Plus 190 DEGREE OCEAN VIEWS helping people sell or buy earning the respect and trust of clients two within of the bedrooms.

Thisher home has three master bedrooms with en-UNOBSTRUCTED community.

Oncehome in ajust lifetime opportunity a home that never sweepingEnjoy white water views Emerald Bay’s private a separate entrance for aaprivate office, guest suite or nanny’s quarters suiteicbathrooms. a short walkocean to the private of beach and enjoy the been beach, on the market until as it has been treasured family home notnowjust about making an impact and colleagues alike. isThis passionate settingBreathtaking tacular.

Gracing a premium parcel land ata9,878 S.F. west facingtacular. Gracing capture forever Decks making also off the family room panoramic ocean viewsofKathleen create magnificent setting a premium parcel of the landamazing at 9,878 S.F. Thisviews. west but facing yearCatalina round events and&activities includingLaguna tennis, pool/spa and Emer- tofor many years. The view from this home downstairs is so impressive you third won’t level. Oversized covered Island the gorgeous Beach coastline the south, plus full bath/kitchen on the Dramat-within home is nestled on the hillside with 6 Bedrooms and 5 Bathrooms.

Plus two of the bedrooms.

This home has three bedrooms with the prestigious guard gated enclave of father, Emerald Bay. Dramat- of home is nestled on the hillsidein withsomeone’s 6 Bedrooms and 5life Bathrooms.

Plus master a Emerald difference as your home about theThelegacy left byonher a want legacy ald Bay’s private sensational fireworks display theare bay.

Emeraldshort tospecmiss outdeck on thisoff Bay Jewel. 1211EmeraldBay.com westown &a the north. sunsets over Catalina nothing of the kitchen/dining room to take ina short the fresh ocean air and beach, separate entrance for a private office, guest suite or nanny’s quarters suite bathrooms.

Enjoy walk to the private beach and enjoy ic sweeping white water ocean views of Emerald Bay’s private beach, a separate entrance for a private office, guest suite or nanny’s quarters is your haven.”

Kathleen believes that service extraordinary service, attentiveness and, most south,Catalina plus full bath/kitchen downstairs on the third level. Oversized covered year round and Oversized activities including Island & the gorgeous Laguna Beach coastline to the full bath/kitchen downstairs on the events third level. covered tennis, pool/spa and E 1211 EMERALD BAY | south, LAGUNAplus BEACH without compromise is what will ifthe bay. Eme of& theoff all, “Never underestimate the 1211 EMERALD BAY BEACH of spec-west deck the gratitude. kitchen/dining room to take the fresh ocean air and ald Bay’s sensational display on north.

The sunsets over Catalina arein nothing short of specdeck| offLAGUNA the kitchen/dining room to own take private in the fresh you oceanfireworks air andknow power of enthusiasm,” she says. “My career you Go with Monroe.

LD BAY | LAGUNA BEACH

1211 EMERALD

1211 EMERALD BAY | LAGUNA BEACH

KATHLEEN MONROE, BROKER

KER

ate Professionals

American Institute of Real Estate Professionals 949.702.1955 KATHLEEN MONROE, BROKER American Institute of Real Estate Professionals GowithMonroe@gmail.com 949.702.1955 DRE #01510329 GowithMonroe@gmail.com BR G I N G LU X U R Y BU Y ER S DREI N#01510329

B R IN G IN G L U X U R Y B U Y E R S H O M E

H OM E

B R IN G IN G L U X U R Y B U YE R S H O M E

To learn more, email kathleenmonroe@cox.net, visit gowithmonroe.com or call (949) 702-1955 www.

2901 W. Coast Hwy. #200, Newport Beach, CA 92663

Copyright Top Agent Magazine 12

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Things Successful People Never Do

There always seems to be people around you who find success with ease, but trust me, that is NOT the case. Although luck can often times play a role in someone’s success, most of the time it’s due to hard work and avoiding bad habits.

The best way to find your own success is to implement some of qualities you see in people you admire into your own life. The hard work part is still up to you, but by shifting your perspective a bit, and NOT doing some of the following

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things, that success might happen a little quicker.

1

DON’T JUST WING IT

Successful people plan everything. Not only do they have yearly goals, but weekly and sometimes daily ones as well. By giving your time a purpose, and a clearly defined goal, you’ll eliminate the time you spend haphazardly doing things that might not be a priority. It will also make you feel less scattered, which is always a good thing.

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2

THEY DON’T TAKE ON MORE THAN THEY CAN ACHIEVE

Successful people take on what they can do well, and no more. That all starts with a daily ‘do to’ list. They always make sure their list is manageable and then they don’t sleep until that list is completed. If you find yourself not finishing your list, assess whether it was too much or if you slacked off. You’ll be surprised at the feeling of accomplishment you feel when you finish your list. Not finishing will bring you down, so make sure you aren’t biting off more than you can chew.

3

THEY DON’T WORK HARDER, THEY WORK SMARTER

Yes, having a strong work ethic is key, but that doesn’t mean you should waste time on things that will have less of an impact on your success. Focus on the things that will give you the most bang for your buck. Better to spend the majority of your time there, than spread yourself thin on numerous tasks.

4

THEY DON’T TRY TO PLEASE EVERYONE

This might seem like a bad call in business, but successful people know when to cut your loses and move forward. Anything or anyone, that frustration into your life, is never a good thing.

5

REPEAT THE SAME MISTAKES

Similar to not trying to please everyone, successful people are also diligent about accepting when something isn’t working 14

and moving on from mistakes. Yes, you learn from them, but don’t repeat them. Part of being innovative is trying new things, that will keep you fresh and energized, but learning how to let go is an equally important part of the equation.

6

GO FOR THE SHORT RUN SOLUTION

Successful people are in it for the long haul and therefore thinking long term. When you have a plan for success and the patience to see it through, while you might have a slow start, you’re establishing a foundation for long term success. Going for the easy fix, usually doesn’t pay off.

7

PAY ATTENTION TO THE NAYSAYERS

Lets face it, we all have people in our lives who might be a little more pessimistic than is healthy to be around. You can’t change them, all you can do is not let them drag you down into their ‘glass half full’ mentality. Have your plans and goals, be confident about them. When you’re insecure, that’s when you’re most vulnerable to those types of people.

8

THEY NEVER QUIT

That doesn’t mean letting go of things that aren’t working. It means having an end goal.

Whatever obstacles or challenges come up, you take them on, always with that end goal in sight. Successful people know that adversity and overcoming those challenges, is how you grow, and will ultimately make you a better business person.

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SCOTT MOORE Scott Moore has broken the mold of your “typical real estate agent.” As the founder and team leader of the Scott Moore Group with Douglas Elliman Douglas Elliman in Los Angeles, Scott offers his clients bigger opportunities as a licensed broker, general contractor, developer, and lawyer! He can assess a property on the spot, explain upgrades and their ROI, navigate the volatile market with ease, and negotiate the best deal for both his buying and selling clients.

Growing up with a father and grandfather who owned and managed properties, he’s been in the industry most of his life. “While I was attending UC Santa Barbara, I lived in and managed both a triplex and a single-family home with 26 students total to help pay my way through college,” he recalls. “I was only 17 years old, but it was a great way to learn the business from the ground up.” In addition to receiving his bachelor’s degree 25 years ago, Scott has his Law Degree and General Contractor’s Licenses.

Scott reports this year he’s on track to reach at least $50 million due to his biggest PR engine: longtime referral clients. “My partner Heather and I see that people stay with us over the years and refer us because we are incredibly hands-on as opposed to many agents who send their clients over to a junior agent,” he says.

Additionally, Scott spends a considerable amount of time on strategic marketing. “It’s all about value, not just the same blasts every other agent sends out,” he notes. “We start with maximizing the potential of each listing and detailing the unique selling points of the property. Continually, we send our newsletter that delivers local news relevant to our network, not just listings. On social media, we tell you about the specifics of our process so people can see the difference between SMG and a regular agent.”

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From June 2009 to December 2019, Scott was the president of BBS Development, Inc. and So Cal Custom Construction & Design, Inc., a full-service, high-end residential development and construction company which identified added-value opportunities throughout specific pockets within the Los Angeles area.

Scott says he loves what he does because of the relationships he forges. “I am there for my clients throughout the entire transaction process. I become involved with them, care about them, and ultimately build close friendships,” he asserts. “After all, this is probably the biggest asset most people will ever add to their portfolio, and I am honored to help them get there.”

When not working, Scott enjoys spending time with his family. “We have a boat that’s moored at Catalina Island, so we love to fish, standup paddle and just spend time together,” he says. He also enjoys golfing with his son.

As for the future of his business, Scott plans to continue along his current successful path, building upon new business relationships as well as adding to his vendor associates. “Our mission will always be to help people realize their real estate and financial goals,” he says.

To learn more about Scott Moore, email Scott.Moore@elliman.com, visit his website here or call (310) 678-7855 https://www.elliman.com/california/associate/512-a-df18011211015266541314/scott-moore

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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 18

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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STACY PETROSSIAN Stacy Petrossian found her way to real estate back in 2007 when she had two small children and wanted a job that would provide her with flexibility. She soon discovered she had a passion for the business and a knack for connecting with her clients. She now leads Stacy Petrossian Real Estate, serving Glendale, Burbank, Pasadena; all of the Foothill communities including Sunland, Tujunga, La Crescenta, La Canada; and the San Fernando Valley. Stacy has the support of an assistant and a transaction coordinator. She’s thrilled that her 21-year-old son recently became licensed and joined her in the business.

Stacy takes the time to get to know her clients. “I make sure I really understand what their goal is.

Together we make a plan that works best for them,” she says. Her clients rave that she is down-to-earth, straightforward, and makes each of them feel as if they are her only client. She has great people and negotiating skills, and a strong knowledge of the local market. She always goes above and beyond to make the process as smooth and stress-free as possible.

When her clients reach out, she responds promptly.

“I’m very big on communication. I keep my clients informed every step of the way,” she says. As a result of the caring, expert service she provides, an impressive eighty-five percent of her business comes from repeat and referral clients.

When it comes time to market listings, Stacy understands that in today’s market, most buyers start their search for a home online. She hires a professional photographer to take high quality photos of each listing, including drone footage when appropriate.

She stays on top of new marketing trends and technologies and uses Materport to create immersive 3D digital tours so buyers can fall in love with a property before they even see it in person. She conducts a thorough campaign on social media as well. “It’s Top Agent Magazine

amazing how many people will reach out to me about a property on Instagram,” she says. The proof of this approach is in the numbers—Stacy closes between $17 and $20 million in transactions a year.

Getting to know her clients and helping them achieve their dreams is Stacy’s favorite part of the job. “It’s all about the people I get to meet,” she says. “Most of my clients become close friends, which is great!” To give back to the community, Stacy sits on the Board of her local Realtors Association, which raises money for many worthy local charities. In her cherished free time, she loves to read and watch Lakers games with her family.

For the future, she wants to mentor her son and help him grow as an agent. “I’d love for Stacy Petrossian Real Estate Group to become a family business,” she says. She also plans to continue keeping up with evolving technologies so she can provide the best possible service to her clients.

For more about Stacy Petrossian (Lic 01821939), call 818.458.3718, email AndKat73@gmail.com or visit stacypetrossian.dilbeck.com http://

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Laughs!

We’re still here!

Making the workplace happy is what we do.

A Graham Harrop Cartoon can enhance office materials, training manuals and add zing to that worrying power point presentation.

Graham Harrop Cartoons

Companies large and small call on award-winning cartoonist Graham

the power Harrop to create unique, funPutting and of humour to work memorable cartoons especially for them…

for you!

Working with you to highlight aspects of your organization or celebrate that special someone, Graham is just an email away! gtoonist@shaw.ca

grahamharrop.com

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1 Billion-Plus Reasons Why You Should Be Active on Facebook

By Bubba Mills

The number is staggering and potentially career ending for REALTORS® who ignore it: 1,440,000,000. That’s the total number of monthly active users on the social medium Facebook.

That number alone is reason enough to use it regularly in your real estate business. But Facebook can also help turn you into the expert in your community. Just by sharing knowledge and relevant events about the community you can become the go-to source for all things local – a perfect way to capture the attention of prospective buyers.

Plus, Facebook advertising also gives you tons of targeting layers like age, location, recent life events and interests. Plus, it constantly adds new targeting filters and functions that help you reach even more niche prospects who closely meet your customer criteria. Talk about pinpointing a target audience.

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Top Agent Magazine

Another Facebook real estate ad tool is Website Custom Audiences that lets you create Facebook ads that target users who have visited your website.

And several apps specifically for Facebook have emerged. Consider these: • Heyo.com: Helps you host contests, showcase promotions and high-

light special offers.

• Woobox.com: Let’s you easily create quizzes and other fun tools for engaging content.

• Pagemodo.com: Helps you make your Facebook business page both sleek and stylish and tabs allow for easy lead capture.

But the latest offering is just as cool. It’s called Facebook Live and it lets you stream live video on the internet. I recently wrote about Periscope, another live video streaming app, but when you use Facebook Live you’re automatically featured at the top of Facebook users’ news feed. What’s more, statistics show that live video is viewed more than recorded video.

How can REALTORS® use Facebook Live?

Open Houses: Broadcast a walk-through of a new listing

and highlight all the great features.

Webinars: Host live webinars targeted to buyers and sellers. They can sub-

mit questions just like a real-life seminar.

Real Estate Talk Show: Offer the latest news in the industry plus share lo-

cal events and your newest listings. In short, become the Lester Holt or Diane Sawyer of real estate in your town with your own “TV” show!

Facebook offers these tips for using Facebook Live: Promote: Tease upcoming Facebook Live broadcasts for more viewers.

Plan better: Take time to plan what you want to do in the video, whether

it’s a few key talking points or to have a few questions ready ahead of time in a Q&A, in case incoming comments slow down.

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Top Agent Magazine

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Invest in some equipment: A shaky live stream turns off viewers so con-

sider a tripod or other stabilizing tools, especially if you’re taking viewers on a tour of an open house. And check the shot before going live.

Get the lighting right: If you’re indoors be sure you have plenty of good

lighting and avoid a lot of light directly behind you because it’ll wash you out.

Sound good: A common mistake for beginners is overlooking sound.

Consider an external microphone to make sure your viewers can actually hear you.

And if the live option makes you a little nervous, you can also stream pre-recorded videos. Hey, that has worked like a charm for TV for decades. Some businesses promote their web series to “air” on Facebook Live at a certain time like TV shows. After they are streamed, Facebook Live videos function as normal Facebook videos. Some business owners believe videos may perform better if they begin as live ones.

NowThis, a news company that publishes entirely on social platforms, experimented by streaming a 38-minute compilation of its favorite viral videos via Facebook Live. The stream received over 20,000 views and over 500 comments, according to Facebook’s counters.

Yes, all the new-fangled internet tools, apps and options for REALTORS® can be a bit overwhelming. Just take it one step at a time and you’ll slowly be right there in the business-winning mix. E-mail me today at Article@CorcoranCoaching.com and I’ll send you more free information about how technology can help your real estate business.

Copyright©, Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Real Estate, Mortgage, and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com.

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Top Agent Magazine

JOE RAMOS After twenty years of experience in the hospitality industry Joe Ramos set out for a career in real estate, along the way he continues to rely on his training and experiences. “Climbing the ranks to a management level at the Four Seasons Hotels and Resorts was the best education I’ll ever receive,” explains Joe. During his years with the organization he became a staunch believer in the Four Seasons’ ethical approach to business and their application of the simple and powerful Golden Rule, to treat others as you want to be treated. Joe learned how successful this ethical approach to business can be in generating trust and a positive guest experience.

It is difficult to connect the dots looking forward, but looking back it is easy to connect them. In Joe’s case, he had a unique front-row seat to the growing popularity of Santa Ynez Valley’s wine country. Joe recalls ushering tens-ofthousands of visitors over the hill from Santa Barbara, “they would return with bottles of wine, but it was the beauty, open spaces, and the agricultural look and feel of the Santa Ynez Valley that stuck with the guests.” Joe sensed the region’s wine industry was set for continued growth and jumped into the business as the Wine Club Manager of Carhartt Vineyard & Winery.

After relocating to Santa Ynez Valley and running the popular tasting room with 3,500 wine club members, Joe found himself privy to another opportunity. He was pouring wine for members who would say “We’re looking to move up here” and weeks or months later they’d come back in saying “We did it, we’re locals!” Joe noticed a pattern forming, “they were moving to get out of Los Angeles, looking for wide-open spaces, a slower pace, and a bigger bang for their buck in terms of real estate.” The seed was planted and Joe set out to form a real estate company rooted in hospitality and focused on the Santa Ynez Valley.

To do this, Joe adopted the same ethical approach to business he had learned at the Four Seasons, while also gaining the support and mentorship of the most successful real estate agents in Santa Barbara County. To say Joe’s real estate career was primed and ready for success is an understatement. When Joe reflects on what has happened the past three Top Agent Magazine

years, “I have to pinch myself.” What happened is nothing short of a meteoric rise in the luxury real estate market with a 2020 banner year.

With over $20 million in sales in 2020 and another $10+ million in escrow, Joe has catapulted himself into a fraternity of the region’s most esteemed real estate agents, many of them with 30+ years of experience in the Santa Ynez Valley. Along the way, Joe has gained the support of land real estate giant Kerry Mormann who has had an esteemed 40+ year career with legendary sales like the 25,000 acre Coho & Jalama Ranch which sold for nearly $155 million and last year’s sale of 1,800 acre Las Varas Ranch on the Gaviota Coast for $75 million. Gaining a coveted spot on Kerry’s team, which consists of only four team members and is considered one of the most specialized real estate teams in the country, has placed Joe front-and-center on real estate’s big stage.

While Joe focuses on luxury ranch and residential properties, Kerry is grooming him for a future in big land transactions. It seems 20 years of experience at the highest level of hospitality, coupled with a stint in the wine business is a great foundation in which to build a real estate career.

Joe continuously relies on past experiences and his mission remains the same, to create a world-class client experience. When asked how he achieves this, Joe has a simple one-word answer, “Trust.” Joe is proving real estate rooted in hospitality and business rooted in ethics can be a very successful recipe.

For more information about Joe Ramos please email joer@coastalranch.com visit coastalranch.com or call (805) 680–6849 www.

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

1

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

2

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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3

BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

4

BUILD A SOLID FOUNDATION

5

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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