SOUTHERN CALIFORNIA 9-26-22

SOUTHERN CALIFORNIA EDITION

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TIPS ON USING DISRUPTIVE THINKING

TO IMPROVE INNOVATION FEATURED AGENT

MARY BAEZ-WAGNER

GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

MODERN EMAIL ETIQUETTE

FOR TODAY’S AGENTS

HOW TO GET THE BIGGEST RECHARGE

OUT OF YOUR LUNCH HOUR

COVER STORY

ERIC LEM

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SOUTHERN CALIFORNIA EDITION

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MARY BAEZ-WAGNER

CONTENTS 4) GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU

20) 8 TIPS ON USING DISRUPTIVE THINKING TO IMPROVE INNOVATION

14) HOW TO GET THE BIGGEST RECHARGE OUT OF YOUR LUNCH HOUR

22) MODERN EMAIL ETIQUETTE FOR TODAY’S AGENTS

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Published in the U.S.

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Google AdWords:

How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers.

Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you.

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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.

MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION

You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.

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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.

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LOCATION IS EVERYTHING!

Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.

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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL

Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.

HARNESS THE POWER OF DATA

When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic.

You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.

Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns.

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ERIC LEM Top Agent Magazine

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Top Agent Eric Lem’s main focus is 1-4 unit investment properties and property management for niche markets in Southern California.

Before becoming a leading REALTOR® for niche markets in Southern California, Eric worked through the market crash of 2008 as a retail lender in the mortgage financial industry.

It was there he honed his abilities to help his clients work through some of the most adverse experiences of their lives. After making the move to real estate in 2016, he used his past experiences to find innovative and effective 8Copyright Top Agent Magazine

ways to connect with and help his clients on a new level. This dedication to service is evident by his ever-expanding base of life-long clients and partners.

Eric has always had a passion for real estate and has built up his own collection of investment properties, which gives him a unique insider’s view as he advises others on how to build their Top Agent Magazine

portfolios. His main focus is 1-4 unit investment properties and property management, but his range of expertise is vast. On any given day, you might find him explaining the intricacies of the probate process as a probate specialist, fixing an air conditioning unit, or walking clients through their first home warranty.

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Eric has a deep love for the Long Beach area and calls it a “hidden gem,” as it provides access to a lot of fantastic resources as well as natural beauty. “Located between LA and Orange County, we’ve got the ocean, the airport, the convention center, and the ports here,” he says.

“There’s a Grand Prix, the Long Beach Pride™ Copyright Top Agent Magazine9

While Eric does a lot of business in Long Beach, Huntington Beach, Riverside, LA and Orange Counties, Eric’s services are not geographically limited. “Where our clients are located, we sell – from the desert to the mountains,” he says. parade, a buzzy downtown, the arts district and plenty of history.” If you’re located in the Long Beach area, Eric knows exactly where to take you for fun and which neighborhoods you’ll enjoy living in.

While he does a lot of business in Long Beach, Huntington Beach, Riverside, LA and Orange Counties, Eric’s services are not geographically limited. “Where our clients are located, we sell – from the desert to the mountains,” he says.

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At this point in his career, Eric counts 90% of his clients as coming from referrals, which is not only strengthened by his willingness to go every extra mile, but also by his uncanny ability to relate to his clients on their level to find the perfect match. His own experiences with property ownership shines through as he goes through the buying and selling process with his clients. “We’re not here for a quick sale, we want to build that relationship and care about our clients at every step,” he says.

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In March 2022, Eric experienced a deep personal loss. “My brother passed due to mental illness,” he explained. While many in his place would have found working unbearable after this loss, Eric is using real estate as a way to keep going. “I found out by connecting with people through real estate, it was actually helping me Top Agent Magazine

cope,” he says. “Helping people is what drives me in this business and seeing them genuinely happy plays a big part in my healing.”

As he looks to the future, Eric has plans to grow his business organically while strengthening the reputation of REALTORS® with Copyright Top Agent Magazine 11

high-quality service and care at every level.

He’s currently supported by a transaction coordinator and a lender, but is planning to scale his team to five or six by the end of this year. “My goal is to keep changing lives by

doing what I love. I never push a sale because I don’t have to - I could just focus on my investment properties if I wanted. I’m in this business because I genuinely enjoy helping other people.”

For more information about Eric Lem call 949-533-8269 or email Ericblem@gmail.com

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How to Get the Biggest Recharge

Out of Your Lunch Hour When things get busy, it’s typical to find a grab-and-go lunch and keep plugging away on the tasks at hand. While some days demand this kind of hustle, your lunch hour can be a valuable window in which to recharge and set the tone for the latter half of your day. In fact, taking a mindful break at midday can create 14

mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.

But how do you maximize that hourlong reprieve amidst a busy schedule?

Here are a few ideas for inspiration, no matter what your tastes or preferred habits may be.

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Taking a mindful break at midday can create mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.

GET MOVING Just ten minutes of light exercise can get your blood pumping and your energy renewed.

Step outside and take a brisk walk around the block, or walk to your favorite sandwich shop instead of hopping in your car. Find ways to incorporate light exercise into your lunch hour routine and you’ll not only enjoy a chance to stretch your legs and get your eyes off of screens, but you’ll also reap the health and mood benefits of endorphins. Even extended stretching or mild calisthenics can provide rejuvenating relief in short order.

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PLAY CATCH UP Sometimes catching up with an old friend or family member can brighten your day and give you a morale-boosting outlet beyond the office. During your next lunch hour, why not combine a jaunt around the block with a call to catch up with your sibling or college buddy? Shifting your focus from work and centering instead on a comforting interpersonal relationship can really boost your mood and reinforce your personal values.

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CHANGE YOUR TUNE

SOAK UP THE SUN If you’re tempted to eat your lunch at your desk while staring into the same computer screen that you’ve been working on for hours—think again. Sure, a busy schedule sometimes means making that sacrifice, but when your schedule and weather permits, try to take your lunch outside and disconnect from your office setting. Soak up the sun, feel the breeze, and lift your gaze to the horizon instead of toward your phone or computer screen. The mood-boosting benefits of time spent recharging outside are well-documented, and a change of scenery can give you the boost you need to power through your afternoon to-do list.

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Use your lunch hour to treat your senses. As you eat or get active, try queuing up your favorite music or the latest episode of your favorite podcast. If you focus on the same tasks and stimuli for too long, your brain will fatigue and your focus will erode steadily over time. Shift gears and treat your mind to some music or stimulation outside of your daily tasks. You’ll help yourself relax, recharge, and create a natural transition point for your ensuing afternoon workflow.

Your lunch hour isn’t just about being purely functional. If you want to maintain a steady rate of productivity and leave the office satisfied by the progress of your day—use your lunch hour wisely. As important as it is to nourish your body, also consider nourishing your mind. No matter what your chosen outlet may be, don’t overlook the power of a well-spent lunch hour and the positive benefits that are sure to follow.

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MARY BAEZ-WAGNER Top Agent Magazine

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MARY BAEZ-WAGNER

Throughout her life, Mary Baez-Wagner has always been passionate about empowering those in her community. A veteran of the US Army, she would move to Alexandria, Virginia, in the early 2000s to pursue an opportunity with the government. Around that time, though, a good friend of hers from the military had just gotten their start as a REALTOR® in Southern California, which later inspired Mary to relocate to Riverside County, pursue her license, and launch her career as an agent in 2005. Since then, she has gone on to establish a network of satisfied clients that spans the region.

Today, Mary leads the Baez Team with Keller Williams Riverside, where she assists clients throughout Riverside County, San Bernardino County, and the surrounding areas of the Inland Empire. There, she has cultivated a boutique process to meet the needs of any buyer or seller.

her clients fully prepare their home for the market and provides them with a suite of professional photography services. From there, she shares her listings via a highly targeted blend of digital and social media campaigns, as well as her own extensive database.

She also caters her approach to the distinct needs of her sellers, strategically pricing their property to ensure a seamless transaction. In fact, many of her listings sell within their first week on the market.

Elsewhere, Mary is just as attentive when assisting her buyers. She even keeps in touch long after the deals are done through regular check-ins, appreciation events, and gifts at the holidays to make sure

When listing a property, Mary prefers a comprehensive approach. Starting out, she helps 18

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her clients are satisfied and thriving in their new homes. “I especially love serving first time home buyers,” she says. “Not only is it so great to see their faces light up when they get the keys to their dream home, but it’s also heartening to watch them create beautiful memories in our community.”

Over the years, Mary and her team have earned a fantastic reputation throughout California, with the majority of her volume coming from repeat clients and referrals. Having already exceeded $13 million in volume in 2022 alone, she remains committed to the proven standards that set her apart. “Our team strives to educate our clients throughout the entire process. Starting with our initial consultations and moving forward, their interests are our highest priority.”

Outside of real estate, Mary is an active member of the Riverside Rotary Club, having served as its President from 2017-2018. Moreover, she is part of numerous local organizations like the Riverside Road Runners, which has earned her the nickname “Running REALTOR®” over social media. Beyond contributing to charitable causes throughout the year, she also supports her industry as a real estate instructor at Riverside City College, where she has previously taught many of her own colleagues and team members.

At home, she enjoys spending quality time with her family. “When I moved to California from Virginia, I was a single mother of a wonderful daughter,” she says. “Today, I’m married to an amazing, supportive husband—and I couldn’t be happier.”

As her volume maintains its steady growth, Mary intends on further scaling the vision of compassionate service that brought her to real estate in the first place. More than anything, though, she looks forward to all the new connections that await. “We believe in treating our clients like family,” she says. “At the end of the day, there’s nothing more rewarding than connecting with our buyers and sellers, and seeing them realize their goals in the marketplace.”

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Contact Mary at (951) 256-6996, email baezmary@hotmail.com or visit homesbymarybaez.com www.

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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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