SOUTHERN CALIFORNIA 7-1-22

SOUTHERN CALIFORNIA EDITION

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TIPS TO GET NEW CLIENTS

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

9 Things the Best Leaders Never Say

FEATURED AGENTS

WALLY DALLY ALEXA DEVANEY SHAUN FINN TAYLOR KELLSTROM CAROLINE LEE JENNIFER THOMAS

How to Incorporate Current Events to Your Email Blasts and Stay Relevant

COVER STORY

KATE OLIVAS

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5 Tips to Get New Clients If you’ve been in the industry for a while, you’ve probably built up a healthy percentage of repeat and referral business.

Although it can be tempting to just maintain those relationships rather than generating new business, there’s something to be said for staying on top of 4

your game by never resting on your laurels. Actively pursuing new clients is not only a way to generate more business, but depending on how you do it, it could even lead to a profitable new niche. Here are just a few ways to build up your new client base.

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Become a referral partner with industry peers

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Cold Call Expired and FSBO Listings

Everyone from mortgage lenders, to financial planners, to insurance agents, can be potentially lucrative referral partners for a Realtor®. You may already have great relationships with some that just need to be more formalized. But, you don’t just want to partner with anyone, make sure these are people you also feel completely comfortable referring your clients to - people who share your values and work ethic.

Another avenue to consider is divorce attorneys – yes, you heard that correctly. Helping people go through this difficult period actually requires a very specific skill set.

You need to be able to handle the legal aspects, as well as the emotional ones. There are numerous training courses you can take if you decide to take this route, which could end up being a lucrative and much-needed specialty.

This is a route a lot of agents take when they are just starting out, that usually leads to great success. You probably haven’t cold called since you started out, and this is a great skill to build up again.

It will not only sharpen your sales skills, but could generate a lot more business.

People with For Sale By Owners (FSBOs) and expired listings, are usually very motivated to sell. This is a great chance for you to really hone in on why they need to hire you. Do you offer innovative marketing plans? Access to a large sphere of influence? Expired listing clients are looking for ways to sell a property that seems impossible to move. With FSBOs, you need to show them how you can get them more money in their pocket, even

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with paying you a commission. Pursuing both will really engage your mind to think outside of the box, which will not only get you more business, but make you better at what you do.

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Partner up with a Relocation Company

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Become a Builder’s Realtor® of choice

This is another niche market that you can really capitalize on if you want to pursue a new specialty. But, it is a specialty, so getting educated on the process will help you generate the business you want. It’s a complicated area of real estate, you’ll often

times be helping to facilitate dual transactions, as you try and secure a property at the same time you are helping your relocation client sell their previous home. This specialty is becoming an in-demand skill in areas that have major corporate headquarters.

This can be a real score for any Realtor®.

The competition might be fierce to land a client like this, but there are numerous ways to make yourself stand out from the rest.

Gain certifications and become knowledgeable about the construction process. Be wellversed on what trendy materials, features, and finishes will add value to a property.

Get the builder on board with you by offering to take just a segment of the subdivision then wow them with your marketing skills.

Take on properties they haven’t been able to sell. You can even offer to throw an open

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Create a Website that Offers Real Value to Potential Clients

Perhaps the most useful way of getting contact information for people looking to sell is by adding a home valuation feature to your website. When people are first considering selling their home, finding out how much 6

house for them. This is another way to show them the level of service they can expect from you. These clients might be harder to land, but the payoff will be enormous.

it is worth is one of the first questions they want answered. By becoming a resource to potential clients (and current clients!), you just might be the first person that comes to mind when they’re actually looking to sell.

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KATE OLIVAS Top Agent Magazine

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Top Agent Kate Olivas leads The Olivas Group powered by First Team/ Christie’s International Real Estate, where she assists clients throughout Orange County and the surrounding areas.

Throughout her life, Kate Olivas has been passionate about helping others. She began her career working for the Marine Corps Community Services, where she cultivated a tireless work ethic that she would later need to thrive as a REALTOR®. Over time, though, she found herself seeking a new opportunity that still spoke to her penchant for service while allowing her to assist the families and individuals of Orange County. Inspired, she decided to pursue her real estate license and accept a position with a top producer in her region, learning the business from the ground up. Drawing from these experiences, she would later launch her own team—and the rest is history.

Today, Kate leads The Olivas Group powered

by First Team/Christie’s International Real Estate, where she assists clients throughout Orange County and the surrounding areas.

Well-versed in everything from residential real estate to relocations and luxury listings, 8Copyright Top Agent Magazine

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she has cultivated a hands-on process to meet the demands of any transaction.

When listing a property, Kate provides a one stop shop for their clients. Leveraging her team’s in-house marketing, photography and videography services, she helps her clients Top Agent Magazine

fully prepare their home for the market. From there, she shares it via a targeted blend of digital and social media campaigns, ensuring a seamless transaction.

Elsewhere, Kate is just as committed to her buyers, utilizing her extensive knowledge of Copyright Top Agent Magazine9

“When people are coming into our area, I make sure to have a good sense of what they’re looking for,” Kate says.

“Based on their needs, I can place them in specific pockets within our community—whether they’re seeking a family friendly neighborhood or a beachfront property.” the region and her connections to uncover the right property for their best interests. Having lived all over Orange County, she is particularly efficient with navigating relocations for clients new to California. “When people are coming into our area, I make sure to have a good sense of what they’re looking for,” she says.

“Based on their needs, I can place them in specific pockets within our community—whether Copyright Top Agent Magazine 10

they’re seeking a family friendly neighborhood or a beachfront property.”

Over the years, Kate has earned a fantastic reputation throughout Orange County, with the majority of her volume coming from repeat clients and referrals. Having completed 36 transactions and $32 million in volume in 2021 alone, she remains focused on the core Top Agent Magazine

values that brought her to real estate in the first place. “I never say something is impossible. In my career, I’ve been able to stretch myself creatively and shift outside the box for my clients to help them get precisely what they want.”

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Outside her career, Kate is dedicated to her community, serving as a volunteer at the Compass Bible Church in Huntington Beach and supporting local nonprofits like the Orangewood Foster & Youth Organization.

When she’s not with clients or giving back, Copyright Top Agent Magazine 11

she can be found spending quality time outdoors with her husband and their three children— enjoying all that sunny California has to offer.

As her volume maintains its steady growth, Kate intends on scaling her boutique approach to client service while expanding her work with luxury properties. But more than anything, she

looks forward to welcoming newcomers to her Orange County community—from its thriving parks and beaches, to its highly diverse cuisine and culture. “Real estate can be hard work,” she says, “but it’s also amazingly fulfilling. Every day, I get to spend time serving others and helping them along in life. For me, there could be nothing more rewarding.”

For more information about Kate Olivas, please email OlivasKateRealEstate@gmail.com, visit kateolivas.firstteam.com or call 714-392-5716 http://

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Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche.

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Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market.

If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market 13

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams?

Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures.

When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There 14

are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official.

Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

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CAROLINE LEE Top Agent Magazine

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CAROLINE LEE

“Based out of Orange County, Caroline is part of a team with Your Home Sold Guaranteed Realty and was honored with a prestigious “Diamond Club Award” last year.”

As much as REALTORS® do their homework on a house listing and investigate every angle, Caroline Lee, of Your Home Sold Guarantee Realty in Irvine, California, is here to tell you that you also better know the demographics of the area as much as the house. It was something she learned in her initial foray into real estate as a developer.

“Because I have a developer background, it’s a totally different animal. (For the development company) we really studied demographics and the area and why they are popular. Like Irvine, they told us you better know the school districts, you better know the retails, you better smell, eat and breathe the area before we even send you out on this project,” Caroline said.

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“So, I was able to take that experience from the past and able to market as a REALTOR®.

We know how to market to different demographics. We have a great international team that serves Irvine – they are Asian, Mandarin, Korean, Indian, Middle Eastern … I myself speak Korean, and I think the reason I was able to do well with a lot of referrals is I was able to service a diverse group of buyers.”

Based out of Orange County, Caroline is part of a team with Your Home Sold Guaranteed Realty and was honored with a prestigious “Diamond Club Award” last year. It is a team that closed $200 million in transactions last year. She covers Irvine all the way up to the San Gabriel Valley and parts of Koreatown in Los Angeles.

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Smartly, she kept all her contacts with the builders she worked with for almost a decade before switching roles to become a REALTOR® two years ago, which in turned helped her create her current client base. Caroline said she was “mortified” to go into business for herself and even more mortified to start her new career right when the pandemic hit. But she quickly erased any fears, selling 12 properties in her first year and 24 last year, especially in the Irvine area.

“Everyone knows Irvine is a different planet.

It’s known for top school districts in southern California and there are close to 30 submarkets in Irvine. It’s known as one of the top places to live in the U.S.” she said. “UC-Irvine one of the best college towns, Irvine has one of the best school districts, it’s not far from Newport Beach, John Wayne Airport is nearby and there are many Fortune 500 companies. With all those ingredients, you have one of the safest places to live in the United States.”

Caroline and her firm donate every year to the Children’s Hospital of Los Angeles, with an ambitious goal of a $100,000 annual donation. She is also active in AREAA, the Asian Real Estate Association of America, and participates in her children’s schools. In fact, schools are top of mind for Caroline when she talks about the next steps for her business.

“I love to concentrate on markets with good school districts. A lot of my clients ask what districts are good. I love being a mom and I like to be active in my school districts in Irvine and Fullerton,” she said. “I hope to grow a team and we want to take over the Irvine and San Gabriel market. We just want to keep on expanding and educating other agents. Just like I followed the system in my company, I’m able to now service other agents and recruit other agents, and I just want to replicate the formula.”

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You can contact Caroline Lee by phone at 213-505-5141 or through email at clee@yourhomesoldguaranteed.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— 18

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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Area Specialist JENNIFER THOMAS

Jennifer Thomas is a trusted and dedicated real estate agent with a passion for understanding her clients’ needs. Backed by over ten years of experience in the hospitality industry, she sought out real estate with her years of creating positive customer experiences in mind. She has managed multimillion-dollar properties such as The Clift in San Francisco, the San Mateo Marriott in Silicon Valley, and the Grand Wailea Resort and Spa on Maui. In real estate, Jennifer brings that same five-star service to all her clients, from coffee to closing and beyond.

Jennifer is a top-producing San Diego agent, having worked as a key member of Team Adams with Robby and Linda Adams for over eight years now. She finds that this group dynamic allows her clients to receive the hands-on care that they need to thrive in this competitive market.

Together they serve all of San Diego County with a special focus on North County.

Jennifer shares how she relocated to San Marcos 20

and the San Elijo Hills community in 2007 from the Bay Area, “I absolutely love it here.” She notes how individuals throughout San Diego are extremely friendly, and “each community has its own flavor.” She continues, “We moved here when my daughters were just starting pre-school and now they are sixteen and eighteen. We have taken part in so many of the fantastic community events over the years and really met some wonderful people and families through volunteering and team sports.” The area boasts several top colleges, including the University of California.

She highlights the eclectic foodie scene, some of her favorite spots include TapaTapa, Curry, and More, and new additions like Buona Forchetta in North City. The short 20-minute drive to the coast and easy commuting to San Diego make North County a coveted place to live.

Jennifer’s high client referral rates are directly attributed to her down-to-earth approach. She can often be found having lunch or taking an afternoon walk with a client. Getting to know a Top Agent Magazine

potential client’s lifestyle is an important element of Jennifer’s personality. She shares that her focus is, “Not on the sale, instead I concentrate on the client and their goals.” Her ultimate goal is to let clients know that it’s not just the deal that matters, it’s the people she serves that matter.

Jennifer stays in touch with past clients via frequent calls, thoughtful birthday cards, and simply reaching out if she is in the neighborhood.

Current listings can be found across Jennifer’s social media, as well as numerous MLS platforms. She frequently hosts open houses to showcase new properties. Her current annual volume is between ten and fourteen homes per year, with a steady 25% increase each year. Jennifer says, “It’s been amazing to go from three sales my first year to now closing upwards of 14 homes annually.” She continues, “I’m grateful for every sale that I have.”

Some of Jennifer’s favorite parts about the industry include collaborating with other agents and getting to know the different aspects of each community. She donates frequently to the schools and regularly gives back to the local sports teams.

Jennifer also participates in community initiatives, such as food drives. She says, “I like to stay involved and connected to the community.”

In her free time, Jennifer enjoys taking the family to soccer games. A true southern Californian, Jennifer frequently surfs and spends time at the beach. Her family loves hiking together. She says the surplus of beautiful hiking trails is “the quickest way to get the family together and a good way to keep the dogs happy.” They attend local art and cultural events regularly, and frequent the local farmers’ markets on weekends.

When asked about her plans for the future, Jennifer says, “Keep going!” She says, “I want to continue to grow and help people make their dream homes come true.”

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To get in touch with Jennifer, call 650-504-6144 or email jennifer@enjoylifeproperties.com.

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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WALLY DALLY Rarely does one meet a more tenacious, vibrant, or confident individual than Wally Dally, a real estate agent based in San Diego. The transaction of Wally’s first investment property initially sparked his interest in pursuing a career in real estate. His agent at the time also noticed Wally’s ability to negotiate and establish a contract on his terms, displaying that he undoubtedly carried the skill set to excel in the industry. Previously operating his family’s small business and working as a designer for IKEA, Wally recognizes that perhaps becoming an agent was written in the stars.

So, in 2020, Wally pursued three real estate courses and hired a business coach, eventually meeting Zandra Ulloa, the head associate of a high producing top team, Zandra Ulloa Realty Group. The two immediately established a friendly, professional relationship. Taken under Zandra’s wing, Wally joined her team as an agent concierge in training, learned the ropes of real estate, and spent five months preparing for the quick success that he would soon earn. Wally has taken monumental leaps since being licensed for less than a year, reaping massive victories.

remarkable, Wally narrows it down to a few simple practices that allow him to thrive, including the power of routine, generating to-do lists, and staying organized with a color-coordinated calendar to keep track of his activities. In addition, Wally remains intentional in every business task he performs. For example, he uses social media to stay in touch with clients, gives free consultations, sends out quarterly holiday mailers, and always aims to accommodate his clients’ timelines. As a result, Wally has established sincere relationships, which is the aspect he loves most about his career.

In May of 2021, Wally established his first transaction through Instagram, the bread and butter of his marketing.

By December 2021, Wally accomplished the unheard by closing fifteen transactions in the first seven months of his career. Still a member of the Zandra Ulloa Realty Group located in La Mesa, Wally focuses his services in El Cajon, San Diego, home to a large Middle Eastern community. Sharing a commonality in heritage, with his origin being Iraq, Wally enjoys servicing this area and makes an effort to show his face to become El Cajon’s go-to and most trusted agent.

Though 2021 produced quite the harvest for Wally, an outstanding $9.1 million in volume, 2022 has indeed proven fruitful, with twelve transactions already closed!

Wally stays saturated with the ambition to keep going and growing. When Wally isn’t working, he partakes in local community events like Tuesday Bingo night though he also enjoys vacationing. As for the future, Wally is entirely content with his current team, one he feels aligned with in terms of vision and values. Wally hopes to mentor aspiring agents and is considering building his own team within his current brokerage. Wally shares with passion, “There is so much opportunity to go around as long as you put in the time and effort. I truly believe this is my calling.”

Wally is ambitious and consistent alongside his carbonated and genuine personality. While his success is

Wally leverages where the advertising world is headed and utilizes video as a secondary form of marketing, hiring the best production team in San Diego, Nav Productions. While 70% of his business comes from open house showings, the rest is from social media. With client interactions often beginning on Instagram and nearly 2500 followers, simple daily questions become a conversation and often lead to a sale.

To learn more about Wally, email WallyD@ActiveRealty.com, visit WallyDally.com, call 760-880-9980, or connect on his Instagram page, instagram.com/wallydallyy www.

www.

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 24

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

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

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

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

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

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

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

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

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

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

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

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

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

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ALEXA DEVANEY Alexa Devaney is a San Diego native who, at 22, was looking for a new direction. She started working in real estate part time while studying for her license in night school. Before long, Alexa was working for an agency as a Transaction Coordinator but wanted more exposure in the field. She transitioned into the sales and has just completed her third year as a member of The Schreiber Team at Compass and sixth as a licensed agent.

“Working with the Schreiber Team, I’ve found a lot of success with Anne as my mentor.”

Alexa is passionate about providing excellent customer service to her clients. She serves all of San Diego county. Most people are looking for a place that feels like home and San Diego checks all the boxes. It offers properties where families can gather for work and play while enjoying some of California’s amazing weather.

“That’s really the drive for people now. An all purpose property where we can spend more time there and have a convenient place where we can work and play with our family.”

Locally, Alexa’s favorite places to visit are businesses owned by young professionals. San Diego has embraced those looking to invest in new opportunities. This has lead to an emergence of high quality service professionals opening up their own businesses post Covid. Alexa was able to transition many of her own clients and cohorts from her time as a hair stylist over to acquiring real estate and opening their own businesses. 75% of her business comes from repeat clients or referrals. “Definitely a big chunk of my success is due to a history of providing excellent service and building trust and long lasting relationships.”

Many of Alexa’s clients have gone on to become long

term friends. She keeps her client’s best interest at heart and its what keeps them coming back.

Alexa uses social media as a way of staying top of mind. She also participates in local events and is active in her community as a way to keep engaged. She enjoys being of service to others and those looking to get into the industry. “Real estate is not just a business of buying and selling homes. Its about being a part of the community and offering your resources to your friends.”

Alexa feels that one of the more successful approaches for listing agents, in this market, is maintaining professional relationships with other top performing agents.

On average, Alexa produces $20MM in sales volume per year. She has had some truly amazing experiences because of real estate. Her favorite part of the business, by far, is getting to know new people from different backgrounds. “Those memories are what go far beyond any pay check.” She has recently started to get involved in community events, boards, committees and city council meetings in order to stay ahead of the new construction in her city. In addition, she has created a networking group where professionals, from all different facets, come together. Its her way of keeping people connected and keeping the business close to home.

When not working, her favorite thing to do is spend time with her family. For now, Alexa looks to add more resources and pillars for her clients to rely on. A big part of that is taking what has been built at The Schreiber Team and continuing to expand that into different zip codes. Alexa has a deep passion for her team and is ready to structure the home buying/selling experience to your individual needs.

For more about Alexa Devaney, call 760-705-0968, email alexa.devaney@compass.com, or visit compass.com/agents/alexa-devaney www.

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SHAUN FINN Shaun Finn has always loved people, architecture, and the beauty of homes, so it was a natural choice for him to get his real estate license after college.

He has been in the business for 6 years and is a buyer’s and listing expert.

After three years selling commercial real estate at Marcus & Millichap, he is now part of the Brad Korb Real Estate Group.

The area he serves includes Burbank, North Hollywood, Glendale, Van Nuys, and a lot of the San Fernando Valley region of Los Angeles, California. Being a real estate agent offers unique challenges. “I am responsible for getting my buyer’s offer in front of all the others that are offered on listings. This requires that I find out what the seller wants and bring this information back to my clients to see if we can meet the needs of the seller with a specific term or price. It is vital for me to build strong relationships with other agents and a strong network to increase success for my clients. The competition is sometimes as much as 35 offers for a listing but my clients know I will go to bat for them and really fight for them to win the property.” Even with this tough competition he consistently secures competitive properties for his clients, most recently beating out 35 offers on a property in Canoga Park.

What he loves most is the people he works with. “I love helping people achieve their goal of homeownership. This is a people business and you have to invest in long-term relationships. It is quite a challenge to help a couple close on a home against 35 other buyers, but I love that. The people are what it all comes down to and winning for my clients is my goal. Real estate is fun because you interact with everyone, and at the end of the day, all parties are happy, from buyer to seller to the listing agent to the buyer’s agent. Being involved in creating happiness 28

through real estate is one of the reasons I love this business with a passion.”

Shaun donates to his community through homeless shelters and charities and is an avid animal lover. He has a big heart and a high level of empathy which lets him visualize himself in other people’s shoes. This allows him to see a transaction from the buyer’s or seller’s perspective, which provides him with invaluable insight that can make a huge impact on the success of a transaction. In his limited spare time, he loves to play basketball and spend time with his family and dogs on the beach.

His plans for the future are to continue working as a top producer for his company. “There are no shortcuts in real estate. You have to work extremely hard and keep your clients happy. My long-term goal is to become the most productive and effective agent I can be for my clients.”

To find out more about Shaun Finn: Email: shaunfinn7@gmail.com Phone: 310.503.6681 Website: shaunfinn.com www.

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9

Things the Best Leaders Never Say

As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.”

Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes.

There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone

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you work with, make sure you don’t say any of the following things.

1

I’M THE BOSS

Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component.

It also may indicates a stubbornness that is the death knell of a healthy work environment.

Your job as a leader is to bring everyone to your level of success, not to create a larger rift.

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2

6

I’LL DO IT MYSELF

Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.

3

THAT WASN’T MY FAULT

There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.

4

I’M SORRY TO ASK YOU TO DO THIS

Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.

5

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions?

Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team.

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THAT’S NOT THE WAY WE DO IT HERE

Well, why not? Being a successful leader means always being open to change and improvement.

No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.

7

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition.

Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business

8

DON’T BRING ME BAD NEWS

No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.

9

YOU JUST DON’T GET IT.

You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future.

Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.

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TAYLOR KELLSTROM Raised in the Santa Clarita Valley, Taylor Kellstrom has spent his life around real estate. Coming of age, he gained unmatched insights into the business through his father, one of the top producing REALTORS® in all of California.

Following a successful motocross career, Taylor went searching for an opportunity that spoke to his entrepreneurial spirit, later opening an off-campus college textbook store. But after purchasing his first house at 21 years old, he then decided the time was right to pursue his real estate license—and the rest is history.

Today, Taylor leads the Kellstrom Team, powered by RE/MAX Gateway, where he assists clients throughout Santa Clarita and the surrounding areas.

Drawing from his elite business acumen and strong roots in the region, he has established a boutique workflow to meet the needs of any buyer or seller.

When listing a property, Taylor equips his clients with a comprehensive strategy. After helping them prepare their home for the market and providing them with a suite of professional photography and videography services, he broadcasts their listings via a highly targeted blend of digital and social media campaigns.

Beyond leveraging his sizable social media presence on websites like Instagram and Facebook, he gives his clients an added advantage through trusted resources like mailers to the surrounding neighborhoods and print listings—all in the leadup to their standout open house showing.

Elsewhere, Taylor is just as attentive when assisting his buyers, thoughtfully guiding them to the right investment for their best interests. But more than anything, he loves welcoming newcomers to his Valencia community,

often referred to as “Hollywood North,” from its thriving film industry to its terrific school system.

Over the years, Taylor has earned a fantastic reputation throughout California, with the vast majority of his volume coming from repeat clients and referrals. Having exceeded 30 transactions in 2021 alone, he remains committed to the proven standards that set him apart. “Results are extremely important in our industry,” he says. “At the end of the day, though, I’m just as focused on providing my clients with excellent customer service—from start to finish.”

Outside of real estate, Taylor has extended his core values to his community, with his philanthropy work having earned him Santa Clarita Valley Man of the Year nominations from 2013-2021. On top of hosting annual charity events for Children’s Hospital Los Angeles, he is the former president of Circle of Hope and JCI Santa Clarita, and he currently serves on the board of the Child and Family Center Foundation. He is also a member of the board of directors for the College of the Canyons Foundation and vice president of the newly formed MAX Relief Foundation, which provides assistance to Santa Clarita families in-need.

As his volume maintains its steady growth, Taylor intends on expanding his team while deepening his work with investment properties. But in the meantime, he is more than satisfied with the fulfilling life and career he has cultivated in his hometown. “People will always remember the way you make them feel,” he says.

“A real estate transaction can be a stressful experience, especially for a first time buyer. Through it all, I’m here to provide my clients with a voice they can trust, while still keeping things fun along the way.”

To learn more about Taylor Kellstrom, please call (661) 714-8915, or email taylorkellstrom271@hotmail.com Top Agent Magazine

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