SOUTHERN CALIFORNIA 11-15-21

SOUTHERN CALIFORNIA EDITION

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Tips on Using DISRUPTIVE THINKING to

IMPROVE INNOVATION FEATURED AGENT

ORIANA SHEA

How to Cut Down on Digital Distractions AND UP YOUR PRODUCTIVITY

MODERN EMAIL ETIQUETTE FOR TODAY’S AGENTS 5 FRESH NEW APPROACHES

TO CONTENT MARKETING COVER STORY

JOSHUA LUKASIEWICZ

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SOUTHERN CALIFORNIA EDITION

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JOSHUA LUKASIEWICZ

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ORIANA SHEA

CONTENTS 4) 5 FRESH NEW APPROACHES TO CONTENT MARKETING

20) 8 TIPS ON USING DISRUPTIVE THINKING TO IMPROVE INNOVATION

ORIANA SHEA

14) HOW TO CUT DOWN ON DIGITAL DISTRACTIONS AND UP YOUR PRODUCTIVITY

22) MODERN EMAIL ETIQUETTE FOR TODAY’S AGENTS

JOSHUA LUKASIEWICZ

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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JOSHUA LUKASIEWICZ Top Agent Magazine

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Top Agent Joshua Lukasiewicz serves Huntington Beach in Orange County with a significant portion of his business coming from repeat and referral clients—an impressive feat that speaks to the trust and confidence he inspires.

Joshua Lukasiewicz officially began his real estate career 9 years ago, but his connection to the business goes back even further than that. “My aunt has been doing manufactured housing real estate for 21 years, and my grandfather did it for 20 years before retiring,” Josh says. “I grew up with it, and when I turned 18, I got into it too.” Josh got his Manufactured Home Dealer’s license in 2012, and his real estate license in 2016. Working with his aunt and a small team, Josh helps his clients achieve their real estate goals.

Josh primarily serves Huntington Beach in Orange County. A significant portion of his 8Copyright Top Agent Magazine

business comes from repeat and referral clients, an impressive feat that speaks to the trust and confidence he inspires. “Our repeat and referral business keeps growing,” Josh says. “We dominate in our little market, mostly selling manufactured housing for seniors and people who still want to be in Orange County but can’t afford a house.”

Josh’s deep knowledge and expertise in the field of manufactured housing allows him to assist his clients to the utmost degree. He also has extensive experience working with seniors.

“We understand situations with seniors, and we Top Agent Magazine

like to get the family involved,” Josh explains.

“Every step of the way, we keep everyone up to date. Communication is really big to us. Even if something small happens, we like to keep everyone involved, because I would want that if it were my grandparents who were selling.”

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The personalized service Josh and the team provide extends also to helping clients with other aspects of buying and selling. “We’ve helped people get their house ready for sale, and we’ve helped people move,” Josh says. “We’re a one-stop shop, and we go above and beyond for our clients.”

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The personalized service Josh and the team provide extends also to helping clients with other aspects of buying and selling. “We’ve helped people get their house ready for sale, and we’ve helped people move,” Josh says. “ When it comes to marketing his listings, Josh uses a comprehensive approach that is individually tailored to the specific property. This can include working with a photographer to create Matterport virtual 3D tours, as well as sending out custom Just Listed and Just Sold postcards to the neighborhood. “We push hard, and we Copyright Top Agent Magazine 10

invest in using extra websites outside of just the MLS that are specifically just for this type of housing,” Josh says.

Giving back to his community is important to Josh. He is a board member for NAHREP, the National Association of Hispanic Real Top Agent Magazine

Estate Professionals, where he draws on his knowledge of manufactured housing to help community members find loan programs and other opportunities for homeownership. He also works with a charity called Baja Love Outreach and helps advocate for seniors in his community. When he is not working or Top Agent Magazine

giving back, Josh enjoys spending time with his family at home, cooking and relaxing with his wife Sarah and daughter Staysha.

“My wife Sarah is also a Realtor® and we bounce ideas and business plans off each other daily,” Josh says. “She is a huge part to my success.”

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In the future, Josh is planning on getting his broker’s license and building his team. “I want to get more people on our team who share the same drive as we do to help people get into housing that’s comfortable for them,” he says.

“Manufactured homes are a great option for the younger generation who want to start building

equity to start their lives. And for seniors who’ve lived in Orange County for 30+ years and whose houses are well paid off, it’s an easy way for them to cash out on their investment and buy something that’s comfortable and low-maintenance.

These types of homes can help people get started, and help people downsize into comfort.”

To find out more about Joshua Lukasiewicz, you can contact him by phone at (714) 478-1921, or by email at joshsellsoc@gmail.com

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How to Cut Down on Digital Distractions

and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— 14

it can feel impossible to untangle yourself from the worldwide web.

As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then

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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.

Focus on one digital task at a time.

While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any.

Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.

Give yourself a curfew.

In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in.

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Mute social media notifications and create dedicated check-in times instead.

Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.

Keep your inbox organized.

While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority.

That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from.

Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.

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ORIANA SHEA

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ORIANA SHEA

“We really get to know the client and their needs first and foremost,” Oriana Shea explains, while discussing her career in real estate. As lead of The Oriana Shea Group, she and her team deliver superior service to all buyers, sellers and investors. This has resulted in the growth of both her team and her business. With five agents and four full-time staff, they’ve become well-known in the greater Long Beach area.

managed to do just a little bit more each year,” she explains.

Serving clients all over Los Angeles County and north Orange County, The Oriana Shea Group’s largest source of business continues to be referrals and repeat clients. “I really have a phenomenal group of agents that I’m incredibly proud of,” Oriana says. With a combination of buyer’s agents,

Oriana found her passion for real estate in the 90s, when she was looking for a career change. “I obtained my license and didn’t have any idea about what the business would entail,” she says. “My background was in design, and I ended up going back into design for several years until I started focusing full-time on real estate.” Once she was ready to get started, she put a plan together and hired a productivity coach.

From that moment on she has continuously achieved her goals and even thrived during the market crash of 2008. “I still Top Agent Magazine

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seller’s agents, plus an operations manager, transaction coordinator, marketing director and listing coordinator, all aspects of every transaction are handled efficiently. “Our clients trust us and know we work hard to get them what they want,” she says. “We are solution based and move into the fire when there is one, not away from it. When complications and issues arise, as they sometimes can during a transaction, it’s how your agent navigates the situation that can be the difference between closing successfully or having the deal completely fall apart.” Whether it’s negotiating the best deal for her sellers or finding the perfect home for her buyers, Oriana and her team are hands-on throughout, leaving no stone unturned.

The Oriana Shea Group maintains a strong presence in their area by giving back to the community. “We’ve been a major sponsor for Long Beach Gives and Habitat for Humanity the last two years,” Oriana says. “I’ve also been involved with For the Child, which is an organization that helps abused children and families in need.” During any free time, Oriana can be found cooking amazing food, practicing yoga, or enjoying great wine and time with her husband on their boat.

As for future plans, Oriana wants to keep her group small so they can continue to provide one-on-one attention. “I want to stay involved and I never want the consumer to lose that personal connection with our agents or with me,” she says. Continuing on her current path, she is finding joy in every day that passes. “What we are doing is working and we are impacting people’s lives in a positive way. Our clients are what’s most important.

It’s about them. I’m genuinely grateful and honored that I have had this opportunity to help them and be a positive influence for the agents on my team.”

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For more about Oriana Shea, please call 562-270-1775 or email oriana@orianashea.com Copyright Top Agent Magazine

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8 Tips on Using Disruptive Thinking to Improve Innovation You might be wondering what disruptive thinking is. How can anything disruptive be good? Well, if you’re caught in a stagnant place, shaking things up might be exactly what you need to gain some momentum in your personal or professional life.

the norms that keep you from being creative and implementing big ideas. Here are some simple things you can do to find opportunities that might be hidden if you stay stuck in the status quo.

Sometimes taking a step out of your bubble will give you a much needed perspective and allow you to achieve the breakthrough you need to take things to the next level. There is no more valuable commodity in today’s business world than innovative thinking, and the key to innovative thinking is breaking down

1. TAKE RISKS

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Without risks, there usually won’t be any major rewards. Sure being steady and careful might keep things going marginally well, but if you really want to go big, you need to go all in sometimes. If you go through the history of great innovations, none of them

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were achieved by playing it safe. Embrace mistakes. Learn from them, they often provide valuable insight and that will lead to great success on your next attempt.

2. FAMILIARIZE YOURSELF WITH A COMPLETELY DIFFERENT INDUSTRY This might seem counter-intuitive, but you’d be amazed at what you can learn by looking into successful companies, no matter what the business type is. You’re almost certain to find valuable solutions, systems or technology, that might fit your business, giving you a unique advantage over the competition.

3.BE CURIOUS Break some of your daily habits, even if it’s as simple as ordering a new dish at your favorite restaurant. Even the smallest changes can help spark a new idea. Always be on the lookout for new ways to do things. Little innovation are all around you. If you remain curious and keep an open mind, you’ll be surprised as to what might spark the next great idea.

4. PICK THE BRAIN OF A NON-EXPERT Yes, there is a lot to be gained by having access to someone with an expertise in your field, but you can learn a lot from a newcomer as well. They are a blank slate, and may inspire you with their completely unique point of view on things as someone just starting out.

5. BE LESS JUDGMENTAL It’s very easy to dismiss a new idea. You have experience and that can oftentimes lead Top Agent Magazine

to a million reasons why something won’t work. But there really is no harm in ignoring your initial impulse and thinking it though a bit more. If you or someone you work with has passion for an idea, it’s definitely worth pursuing.

6. CHANGE YOUR PERSPECTIVE We tend to look at things in a linear way.

If you feel like you’ve stalled out on something, literally flip the script. Re-imagine it from different perspectives, reverse engineer the process. Anything you can do to see it from all angles, might get the creative juices flowing again, and could even lead to a breakthrough.

7. VALUE CHAOS Yes, it’s great to be organized and have a plan, but sometimes a little randomness can be that added ingredient that makes it all work. One of the major keys to successful disruptive thinking is breaking up everyday patterns. Sometimes the path to rational solution is filled with chaotic moments.

8. BE WILLING TO LET GO Don’t be rigid. Even the best ideas can always be refined and improved. You’ve invested a lot of time in your idea and it can be hard not to cling to it, but input from other people will only strengthen what you want to do.

Having big ideas is great, but you also need to be pragmatic. Recognize changes you might need to make to get your big idea implemented. Disruptive thinking is all about flexibility.

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Modern Email Etiquette for Today’s Agents In today’s tech-forward culture, consumers are constantly inundated with promotional emails, alerts, invites, and social media blasts. As a real estate agent or a loan officer, how do you stand apart from the noise? What’s more, how do you stay relevant in a digital landscape that’s constantly changing?

For starters, there are a few timeless techniques you can apply to up your skillset when it comes email and digital communication: asking questions that 22

inspire conversation, politeness, and following up regularly—to name a few. Likewise, there are surely new tricks you can add to your arsenal to stay ahead of the curve. Let’s outline a few ways you can refine and update your email etiquette to compete in today’s virtual marketplace.

Make your subject line count Too often, we labor over the content of our emails without giving much thought to subject lines.

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Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity.

However, these little headlines can go a long way in luring the consumer to open your email and ultimately click through to your website in search for your services. An enticing subject line should be short and sweet, ideally less than fifty characters.

You might also include the name of the recipient, and be up front (though concise) about the subject matter of your message. Remember: the first thing a client will see is your name and subject line—be sure to make this prime real estate shine.

Think mobile Research tells us that 79% of Americans check their phones within fifteen minutes of waking up. In fact, much of modern day correspondence occurs by smartphone. Accordingly, you’ll want to account for email readability on a mobile phone.

For instance, incorporating paragraph breaks for each new thought allows information to be parceled out in a palatable way for readers utilizing small screens. Also, any sort of graphic flair or links within your email should be shortened and streamlined for mobile consumption. Send yourself an email every now and again and access it from your phone—you’ll be able to double-check that all the elements of your emails are working well on a mobile platform.

Incorporate email tools There are excellent tools out there to enhance your email experience. With just a quick download, Top Agent Magazine

you can add spellcheck, a URL address shortening feature, or a delay option that holds emails for thirty seconds before they’re sent. Think about the possibilities! Haven’t you sent an email without including the attachment you intended, or realizing you sent correspondence to the wrong client? If that’s the case, a delay feature can help you save face and build in a window for error— just in case. Regardless of which tools speak to your email habits, there are plenty of add-ons out there that can revamp your digital correspondence style.

Use email to maximize your online presence These days, there are plenty of ways to communicate—email, text, phone, apps, and social media.

When you interact through email, consider it an opportunity to invite your client to follow you elsewhere online. Ensure that your email signature includes unobtrusive, streamlined links to your social media accounts, professional website, or review page. This will build in an opportunity for clients to engage with your brand, and you may even add an online follower for the long term.

Though email is no longer a new-fangled invention, there are certainly ways you can modernize its use and take advantage of its ubiquity. Keep these approaches in mind as you reenergize your email technique and fortify your communication in the digital era.

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