SOUTHERN CALIFORNIA 2-10-20

SOUTHERN CALIFORNIA EDITION

5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

UNTANGLING THE BIDDING WAR:

A BUYER’S & SELLER’S PERSPECTIVES

INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

COVER STORY

Cindy Ta

FEATURED AGENTS

GRACE ELIAS CRAIG HULBERT

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SOUTHERN CALIFORNIA EDITION

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CINDY TA

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GRACE ELIAS

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CRAIG HULBERT

CONTENTS 4) UNTANGLING THE BIDDING WAR: A BUYER’S & SELLER’S PERSPECTIVES

15) 5 SOCIAL MEDIA MISTAKES REAL ESTATE AGENTS MUST AVOID

6) INCORPORATING CHARITABLE GIVING IN YOUR REAL ESTATE PRACTICE

20) 6 HABITS OF HIGHLY PRODUCTIVE AGENTS

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Untangling the Bidding War: A Buyer’s & Seller’s Perspectives In a competitive marketplace, bidding wars become the norm. While this may put sellers in an excellent position to recoup on their investment, it can push buyers beyond their budgets and test their temperaments in the process. As an agent, how do you navigate both sides of the coin? After all, you want to net the best results for your client—regardless of which side of the closing table they’re on. To fortify your approach to a heated bidding war, here are a few ideas and insights to better clue you in on the perspectives of buyers and sellers alike.

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Buyer’s Perspective: Emotions Running High?

Channel it.

When the market is booming, buyers feel the pressure—especially when affordable inventory is limited. This can create stress, feelings of hopelessness, and impulsivity. As an agent, how do you channel this emotional energy into something positive? Consider asking buyers to put those anxieties and high hopes onto paper. Have buyers outline

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who they are, why they’re inspired to buy a home at this juncture in their lives, and how they see their lives unfolding once they become a homeowner (or repeat homeowner). Think of it as a letter of intent.

Buyers benefit from taking abstract fears and dreams and articulating them on paper. Likewise, this document can serve as a valuable tool during a bidding war. Letters like these can help sellers with multiple offers make a personal, emotional connection with a particular buyer.

Sellers Perspective: Manage expectations.

When multiple offers are rolling in on a property, it’s easy for sellers to get carried away. Numbers are flying, expectations are heightened, and sellers may become hypnotized by higher and higher offers and ideal outcomes. While it’s good to celebrate prime market positioning, it’s also important to maintain an even keel so that your seller’s mind is clear and they’re thinking rationally through their options.

Sometimes the highest offer isn’t necessarily the sure thing. Manage your clients’ expectations by leading by example, offering a balanced perspective, and talking them through all potential outcomes so that they don’t only hone in on the best-case scenario.

During a bidding war, tensions are running high for seller’s too, who will soon begin their next chapter in another home. Keep a cool head and remind your client to see the big picture, recognize that it’s possible for some offers to fall through, and to sit tight until the closing table has been successfully reached.

Buyer’s Perspective: How do you authentically and convincingly convey your interest?

When ten or so offers are in the mix, it can be hard to differentiate your buyer from the next. While numbers will obviously do a lot of the talking, you’d be surprised how much of a difference a Top Agent Magazine

personal touch can make. Some popular approaches to standing out include personal letters—as mentioned above—tailored to the property. Was the property in question a family home for years? You might have clients detail their dreams of raising a family inside those walls, rather than tear the property down and rebuild something to boost the lot’s value. Including a family photo is also a good tact for personalizing letters in a bidding war. Likewise, little gifts included with your offer can speak volumes about your personality and due diligence as an agent. It may seem a little cheesy, but when sellers are looking at ten near-identical offers, those personal touches can really paint a compelling, personalized picture.

Seller’s Perspective: How powerful is cash?

Data shows that cash offers—typical of investor clientele—double the chances of having an offer accepted. This goes hand in hand with waiving a financing contingency, which also helped boost the probability of an accepted offer, according to research. Cash is king, however, since offers that aren’t completely reliant on comprehensive financing seem to minimize risk for sellers, who are already eager to see a deal go through. Cash deals also tend to go through quickly, freeing sellers up to pursue their next property and move on to new horizons. While not every buyer has the ability to operate in cash, it’s a worthwhile consideration for those in ultra-competitive markets and with liquid capital.

While the bidding process can be stressful for agents and clients alike, it’s important to remember that it’s a time of opportunity, too. If you want to make the most of it as a seller, data shows that a personal touch can endear buyers to their seller counterparts. For sellers navigating a competitive process, it’s important to keep a balanced perspective. For agents, here’s the bottom line: get creative, be resourceful, and use all the tools in your arsenal to achieve the best result for the clients you serve.

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 6

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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Cindy Ta Top Agent Magazine

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Cindy Ta Top Agent Cindy Ta spearheads her work under the banner of Blossom Homes and serves clients across Southern California’s greater San Bernardino region.

“I always had a passion for real estate,” remembers Cindy Ta. While the industry piqued her imagination, it wasn’t until 2003 that Cindy made the move to earn her license and begin her practice in earnest. Though her career occasionally shifted gear over the years, she ultimately turned her role as an agent into a full-time pursuit, complete with a reputation for honesty, enthusiasm, and a personal touch.

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Today, Cindy spearheads her work under the banner of Blossom Homes and serves clients across Southern California’s greater San Bernardino region. There, almost the entirety of her business is driven by repeat and referral clientele who trust her experience, knowledge, and commitment to their best interests. Likewise, Cindy prides herself on her knack for sourcing solutions on behalf of those she serves. “I have a strong Top Agent Magazine

ability to problem-solve,” Cindy says. “We’re largely a referral-based business, and that’s demonstrated in everything we do. I’m honest and I create a custom gameplan for every client, because every client is in a different Top Agent Magazine

situation.” What’s more, Cindy emphasizes the power of active listening and tuning in to her clients short and long-term goalposts. “I try to be very thoughtful when working with clients,” she says. “It’s important to listen Copyright Top Agent Magazine11

“We’re largely a referral-based business, and that’s demonstrated in everything we do. I’m honest and I create a custom gameplan for every client, because every client is in a different situation.” and learn their needs and goals, then outline a structure that makes sense for them. That way, they feel comfortable and confident. I’m 100% there for them, and they trust I’ll always put them first.”

When listing properties, Cindy begins by ensuring each home is documented in its finest and most immersive light. Professional photography and custom video work make inviting impressions, while exposure across social media outlets and the leading online listing platforms secures wide-ranging visibility. Of 12Copyright Top Agent Magazine

course, Cindy also taps her network of fellow industry professionals and past clients, ensuring an ideal buyer in short order. With 30 to 34 transactions closed on an annual basis, and at an average list price of roughly $400,000, Cindy has cultivated a track record that’s both successful and well-proven. In fact, one of her past clients describes her experience this way: “Cindy Ta is the most wonderful and professional agent I had the honor to work with.

She is enthusiastic, dedicated, and passionate about helping her clients achieve their dream Top Agent Magazine

homes. She would go above and beyond her call of duty to help her clients as much as possible. I would call her and she would always be available to answer my questions, 24/7.

When you need her, she would show up at your front door immediately. No doubt that Cindy Ta is my best agent, and close friend now. I would highly recommend this super talented and awesome real estate agent.” Another says: “Wow - professional, knowledgeable, dedicated...the list goes on! Cindy is the best realtor I have ever worked with (and I’ve gone Top Agent Magazine

through several)! She helped us buy our home in CA when we moved from NV and also helped us sell our home when we moved to TX. She makes it a priority to ensure her clients are getting the best - best deal, best inspector, best escrow team, etc. Even though she can’t be my realtor anymore since I’m now in a different state, she is still my go to person whenever I have real estate questions. She always puts out time to answer my questions even though there’s no profit in it for her. She’s truly a one of a kind person. You can’t go wrong with choosing Cindy for any real estate needs.

She’s the best hands down!!!!”

Looking ahead toward the years to come, Cindy intends to keep progress steady as she continues to grow her business and build Copyright Top Agent Magazine13

My family is my Why, the reason why I kept on going and going. My husband, Jameson, sacrificed the last 6 years to stay home and take great care of my 3 kids so that I can go out and do what I do best every single day. I’m grateful to have a partner like him.

out a team in the future. Now, with seventeen years of insight to her name, Cindy considers what she most enjoys about her chosen field. “Every day is different and you never know what challenge is next,” she says. “It’s

so rewarding to help clients feel confident and help them toward their goals. There’s such a feeling of accomplishment that comes from closing a deal and helping a family start their next chapter.”

To learn more about Cindy Ta email ctablossom@gmail.com, visit blossomhomesrealty.com, or call (951) 750 -9006 www.

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. It’s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Here’s just a few things you want to avoid.

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1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse?

Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

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Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement.

Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

can let you see when interactions are the highest.

Stick to your schedule and adjust accordingly.

It’s also important to not just post your listings.

Be a resource for people who follow your page.

Post community events, or other informative articles that are relevant to home ownership.

Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

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Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

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Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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GRACE ELIAS Top Agent Grace Elias – Lead of the Amazing Grace Real Estate Team at Keller Williams in Northridge, CA – is a dedicated, hardworking and honest real estate professional who consistently puts the needs of her clients first in communities all over Los Angeles County. With her vast reservoir of industry knowledge, coupled with the true empathy she feels for each of her buyers and sellers, Grace has earned a glowing reputation as a trustworthy Realtor who gets the job done.

Grace began her career in real estate in 2014, following her employment at a corporate engineering firm. “I wouldn’t exactly say I was burning out,” she recalls.

“So, I just decided one day to explore the real estate industry. This was during the market crash, things were pretty bad, and people were in danger of losing their homes, including myself. I went through with a loan modification, and because I was able to save my home, I began helping others also. Innocent people were being taken advantage of, and I was able to save five homes for my friends and family.”

Once Grace had obtained her real estate license, she hit the ground running and found success almost immediately, selling twelve homes in her very first year. “I was so busy that my husband quit his job to help me,” says Grace, who now oversees an equally dedicated team that also includes a Buyer’s Agent and an Assistant.

One of the surest signs of Grace’s success is the fact that 75% of her entire business is based upon referrals. “It would have to be the fact that I understand this is about much more than just a real estate deal,” says Grace, when asked how she has managed to inspire such impressive levels of trust and loyalty. “This is about a family’s life. They know that I genuinely care, and that has brought me a lot of business.”

A lot of business, and scores of rave reviews on Zillow. com, on which site she is a Premier Agent with a Top Agent Magazine

perfect, five-star overall rating. “I cannot begin to say enough GREAT things about Grace,” reads just one of these. “She is a dedicated agent, thorough with details and followed through for us till the end. Not only is she professional, she has a lovely, positive demeanor! I thoroughly loved working with her and would recommend her and Amazing Grace Real Estate Team to anyone looking to purchase a home.”

There are many other factors that have contributed to Grace’s success, including negotiating skills and savvy, comprehensive marketing strategies, which ensure quick sales for top dollar, not to mention happy clients.

When she’s not working, Grace enjoys spending time with her husband and three children. She and her husband often hit the road on his Harley Davidson motorcycle to enjoy some time away from the office. The pair are also scheduled to speak on a “Power Couple” panel soon at a NAHREP (National Association of Hispanic Real Estate Professionals) conference to share their success story.

“My plans are just to continue giving great service to my customers,” says Grace, when asked about her plans for the future. “Nothing is more exciting to me than the gratifying feeling I get from helping people meet their real estate needs.”

For more about Grace Elias, please call 818-744-6128 or email agentgraceelias@gmail.com Copyright Top Agent Magazine 17

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 20

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day.

Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it.

As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list.

You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second.

We all do it!

Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful.

Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova21

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news?

Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 22

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business.

Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about.

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CRAIG HULBERT Craig Hulbert grew up in a real estate family in San Clemente—his father had a thriving career in commercial real estate. After graduating from college Craig started working in Sales for IKON, but he soon found his own passion for real estate, becoming licensed as an agent and going to work for Dennis DeSouza, a broker friend. Eighteen years later, he still works with Dennis at Coldwell Banker, where he leads a team that includes an assistant, a marketing expert, and two seasoned agents. In 2019, Craig and his team closed $63,000,000 in transactions. With an office in La Jolla, Craig serves the entire San Diego area, from Carlsbad to downtown. “I’ve done real estate in this area for so long that I pretty much know every square inch of San Diego,” he says.

Craig has multiple relocation account’s servicing the healthcare and tech industries. As a result of the top notch service he provides, an impressive 60% of his business comes from referrals and repeat clients. After working with Craig, his former clients rave that his warm, easygoing personality, attention to detail, and expertise make him a joy to work with. He’s rigorously honest, talking clients through the pros and cons of every house, and he always puts their interests first.

“I never push anyone in any direction,” he says. His levity and professionalism put them at ease throughout the process. “A lot of my clients become my friends and I try to help them network for their businesses as well,” he says. “You have to put your clients first, otherwise you won’t last in this industry. There are a lot of turn and burn agents. Picking the right agent can mean the difference between getting your dream home and losing it.”

When it comes time to market listings, Craig takes a thorough approach. He starts by hiring an interior Top Agent Magazine

designer who is also an expert stager to help clients prepare their home so that it looks its best. He hires professional photographers and videographers to ensure the listing stands out online, then posts the listing on all the high-traffic online sites, as well as on the Coldwell Banker website. He hosts well attended open houses, spreads the word throughout his sphere of influence, and sometimes creates television ads for listings. The result is often a quick sale at a competitive price.

What’s Craig’s favorite part of the job? “When I outsmart and outthink another realtor to negotiate my client the best deal,” he says. “But the most rewarding part of my job is when I help my clients achieve a major goal, whether it be selling a property or buying a new home. And every single day is different. That’s for sure!” To give back to the community, he’s involved with charity events through his daughter’s school, The Rock Academy. In his free time, he loves to spend time with his wife and daughter, surf, play golf, and go to the movies. For the future, Craig plans to work more closely as a mentor to new agents in his office, expanding his team and growing his partnership with his long-time friend and broker Dennis DeSouza.

To find out more about Craig Hulbert, call 858-752-3447, visit Craighulbert.com, or email craig@realtygoat.com www.

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