TEXAS 1-25-21

TEXAS EDITION

BUYERS AND SELLERS:

UNDERSTANDING HOW HOME INSPECTIONS ARE NEGOTIATION TOOLS

MAKE SOCIAL MEDIA MARKETING

Playing the Real Estate Matchmaker

Your Calling Card

FEATURED AGENTS

ERIC BENITEZ KETAN PARIKH

COVER STORY

SOMER PADILLA

TEXAS EDITION

KETAN PARIKH Even when he was 7a child, Ketan Parikh 15 was passionate about houses. Back then, he used to doodle floorplans in his school notebooks. He would later take a more specific interest in the real estate industry while searching for a condo with his wife in 1996. Inspired, Ketan decided to dabble in the business part time while working in IT; SOMER PADILLA ERIC BENITEZ however, real estate quickly blossomed into his lifelong career.

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KETAN PARIKH

In his decad a tremendou with the maj repeat client Ketan’s cur buyers and “It’s never a it’s about he when they’r

Outside his In 2015, Ketan decided to take his work porter of th to the next level and open CONTENTS his own brokerage, the Hospital and Children Kanam Realty Group. Starting out with just three team County. Recently certif 18)and 5 TIPS TO GETenjoys NEW CLIENTS 4) PLAYING REAL members, heTHE grew his ESTATE business over time, he now mentoring up and MATCHMAKER— FOLLOW THESE oversees a full staff of 88 agents to service clients all to the industry he love 8 DATING RULES TO ENSURE YOU 22) BUYERS AND SELLERS: throughout the Dallas, Austin and Houston metropolKetan can be found rela MATCH YOUR CLIENT WITH THE UNDERSTANDING HOW HOME itan areas.HOME “When I became first thing IAREtraveling around the wo PERFECT FOR THEM a broker, the INSPECTIONS NEGOTIATION wanted to do was make sure my agents TOOLS knew how to he is always just a phon conduct realSOCIAL estate the right way,” he says. “That’s been 13) MAKE MEDIA MARKETING YOURyou CALLING our mantra: When work with us, we will teach you Going forward, Ketan ha CARD the business.”

As his volume continue further adding onto his When listing a home, Ketan prefers a diversified grateful for the fulfillin Phone 310-734-1440 | Fax 310-734-1440 approach.

After helping his clients ready their property, lished in Texas. “To me mag@topagentmagazine.com | www.topagentmagazine.com he shares it over a variety of targeted digital and social like work,” he says. “Th Nomedia portion of campaigns, this issue may be reproduced whatsoever prior consent of the publisher.

Agentlife, and that as wellin any asmanner flyers to thewithout surrounding joy toTopmy Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published neighborhoods. coursefor of a expressed sale, he also community.” materials, Top Agent MagazineOver cannot bethe held responsible opinions or facts supplied byour its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. utilizes his background in IT to keep the process orgaPublished in the U.S. nized, structured and forward thinking throughout.

SOMER PADILLA

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But Ketan is just as attentive when assisting his buyers,

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mailto:mag@topagentmagazine.com

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home.

When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities 4

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day.

In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt Top Agent Magazine

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures.

Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees?

Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with 6

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union!

When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing.

Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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SOMER PADILLA

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SOMER PADILLA Top Agent Somer Padilla founded The Somerlyn Group, where she serves clients throughout the greater Houston area.

After owning and managing a successful Los Angeles photography studio for nine years, Somer Padilla moved to Houston and opened a real estate media company focused on branding, photography, virtual tours and marketing homes for area 8Copyright Top Agent Magazine

Realtors. Driven by natural business instincts and inspired to help families find their forever home, Somer decided to take the leap and earn her real estate license.

“Photography spoke to a talent, but real estate spoke to my overall business sense, Top Agent Magazine

intelligence, and personality,” she says.

Voted Living Magazine’s Best Realtor for the Spring/Champions area two years in a row, Somer has over 100 5-out-of-5 star ratings on verified transactions through the Houston Association of Realtors. In each of her nearly nine years as a Realtor, she has seen a yearly business increase of 30-40% based on referrals alone. With a cultivated process around compassion, innovative marketing strategies and a long-term mentorship with her previous brokerage, Beth Ferester & Company, Top Agent Magazine

Somer is ready to take the next step with a new brokerage she founded, The Somerlyn Group.

When listing a home, Somer offers her clients a range of cutting-edge resources to ensure their property stands out above the rest. Believing that online presence is everything, she is able to craft a unique story around each new listing, showcasing not only the home, but also the lifestyle and surrounding area. Regardless of price point, her team delivers a top-notch Copyright Top Agent Magazine9

Somer Padilla also the host and creator of That’s My Houston, a

popular web series that highlights everything fabulous in Houston, including local businesses, charities and activities all around the area.

presentation and approach that sells her client’s properties in record time.

Somer is also the host and creator of That’s My Houston, a popular web series that highlights everything fabulous in Houston, including local businesses, charities and activities all around the area. “That’s My Houston has created a platform for me to give back, showcase the awesome community we live in and, at the same time, create brand awareness,” she says. That’s My Houston allows Somer to tie in real estate seamlessly, giving her listings added value with local and nationwide reach through its Home Edition episodes.

Somer prides herself on her comprehensive real estate knowledge and passion Copyright Top Agent Magazine 10

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when it comes to client advocacy. “My proven track record, strong reviews, and down to earth personality have given buyers the confidence to choose me as their Realtor. I believe in listening to people, really taking the time to understand their needs and showing them complete support and patience.”

Outside her career, Somer is tremendously active in her community, volunteering and contributing to organizations like Give Back Homes, Habitat for Humanity, and the Top Agent Magazine

Champion’s Forest Womens’ Scholarship Fundraising Group. She also supports local firefighters, nurses, and service members.

At home, she can be found writing music with her beloved hit music producer husband or enjoying time with their four children ranging in age from 12 to 22!

Going forward, Somer has exciting plans for the future. In the coming weeks, she will be opening The Somerlyn Group, which looks to change the way we look at real estate, offering her agents all the Copyright Top Agent Magazine 11

tools for success such as staff sharing, training, mentoring, branding and transaction management. Her new business model will create a less-stressful environment, allowing agents to focus completely on their clients

and growing their business. “Real estate comes down to being authentic, humble, and taking care of clients and your team,” she says. “When your intentions are in the right place, you will be rewarded.”

To learn more about Somer Lynne Padilla email somerhomes@gmail.com, visit SomerPadilla.com or call (281) 257-8029 www.

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 14

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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ERIC BENITEZ

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ERIC BENITEZ

Top Agent Eric Benitez, of Cedar Frame Real Estate, services clients in Washington County, Texas, with 90% of his business coming directly from client referrals.

When COVID-19 wreaked havoc on his hometown economy, Eric Benitez doubled down on the digital marketing strategy that has always set him apart.

While other REALTORS® were clinging to outdated mailers when he started his career, Eric saw an opportunity to do something different. “Online presence is the way forward in this business. And this is where I flourish, especially in an old school market like Washington County,” Eric explains. Even as a brand-new agent, he always spent nearly all of his marketing budget online. While people might have questioned his methods then, his ultimate success has proven that his business intuition has always been correct.

Cedar Frame Real Estate, was able to put his digital marketing strategy to the test. His ability to keep up with innovation and use the latest technology to his advantage has allowed him to thrive at a time when many others are giving up and blaming the market. Eric utilizes social media platforms such as Facebook, Instagram, and LinkedIn as tools to stay

Closing 2020 with $7,000,000 in sales volume, despite the challenges presented by the pandemic, was no easy feat.

However, Eric, who currently works at 16

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in touch with past clients, as well as the perfect digital platforms to market his listings to the largest possible audience.

With 90% of his business coming directly from client referrals, Eric believes it’s his commitment, credibility, and communication with clients that makes him the go-to agent for so many people. “This is not just a transaction for me. I’m more interested in developing long-lasting relationships with my clients. I do everything to ensure the decisions we make together are in their best interest,” Eric said. Thanks to his background in mortgages, Eric is able to smoothly guide clients throughout the entire process and give them expert advice on both real estate and financing options. “I think I bring a lot to the table in terms of knowledge. My lending background is definitely a big asset that allows me to advise clients from start to finish,” Eric said.

Outside of work, Eric is involved in various programs and volunteer projects that benefit the community, and especially the local children. He is a big supporter of small business and partners with local business owners to give back to the community that has given him so much. When he’s not working or giving back his time, he likes to travel with his family and make lasting memories with his loved ones.

In the future Eric wants to establish his own team and continue to grow his business. “I’m always interested in finding innovative ways to keep up with the market and what the buyers and sellers are looking for. My main goal for the future is to provide my clients with a stress-free transaction and help them reach their real estate goals,” Eric said. He also has a word of advice for agents who are just starting out: “Success isn’t about how much money you make; it’s about the difference you make in people’s lives.”

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To learn more about Eric Benitez please call (979) 830–3914, email ebenitezrealestate@gmail.com, or visit cedarframe.com www.

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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 18

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 20

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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KETAN PARIKH Even when he was a child, Ketan Parikh was passionate about houses. Back then, he used to doodle floorplans in his school notebooks. He would later take a more specific interest in the real estate industry while searching for a condo with his wife in 1996. Inspired, Ketan decided to dabble in the business part time while working in IT; however, real estate quickly blossomed into his lifelong career.

In 2015, Ketan decided to take his work to the next level and open his own brokerage, the Kanam Realty Group. Starting out with just three team members, he grew his business over time, and he now oversees a full staff of 88 agents to service clients all throughout the Dallas, Austin and Houston metropolitan areas. “When I became a broker, the first thing I wanted to do was make sure my agents knew how to conduct real estate the right way,” he says. “That’s been our mantra: When you work with us, we will teach you the business.”

When listing a home, Ketan prefers a diversified approach. After helping his clients ready their property, he shares it over a variety of targeted digital and social media campaigns, as well as flyers to the surrounding neighborhoods. Over the course of a sale, he also utilizes his background in IT to keep the process organized, structured and forward thinking throughout.

But Ketan is just as attentive when assisting his buyers, facilitating the transaction with strong, open communication. From start to finish, he is fully committed to meeting a lofty standard of integrity and accessibility— no matter what. “I tell my clients the truth, and I don’t hold anything back,” he says. “If I don’t like a house or feel like it might be difficult to sell in the future, I’ll let my buyers know.”

For Ketan, the client relationship lasts long after closing, as he remains in touch through phone calls, appreciation events and informative letters on the state of the market.

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In his decades of experience, he has earned a tremendous reputation throughout Texas, with the majority of his volume coming from repeat clients or referrals; in fact, several of Ketan’s current agents were his previous buyers and sellers. The key to his success?

“It’s never about the commissions. Instead, it’s about helping someone else—especially when they’re buying their first home.”

Outside his career, Ketan is a frequent supporter of the St. Jude Children’s Research Hospital and Children Advocacy Center of Collin County. Recently certified to teach real estate, he also enjoys mentoring up and coming agents and giving back to the industry he loves. When he’s not with clients, Ketan can be found relaxing with friends and family or traveling around the world. But no matter where he is, he is always just a phone call away from his clients.

Going forward, Ketan has strong plans for his brokerage.

As his volume continues its rapid growth, he intends on further adding onto his team. Above all, though, he is grateful for the fulfilling life and career he has established in Texas. “To me, real estate has never once felt like work,” he says. “This industry has brought so much joy to my life, and that drives me to leave an impact on our community.”

To learn more about Ketan Parikh email ankparikh@sbcglobal.net or INFO@kanamrealtygroup.com, visit kanamrealty.com or call (972) 333-7559 www.

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Buyers and Sellers: Understanding How Home Inspections are Negotiation Tools That stunning home or vacation property may seem perfect. But Top Agents advise anyone buying or selling to prioritize the importance of professional home inspections.

For sellers, many agents recommend preparing for two separate inspections, one for your own information before listing and the second at the buyer’s obligation. For buyers, know that the listing agent is required to disclose certain major issues discovered on professional inspection. But every buyer should also order a thorough home inspection. For both buyers and sellers, inspection provides knowledge and knowledge may translate to power, time saved or money.

THE SELLER’S INSPECTION You’ll save time before closing if you find potential “sticking points” before listing your home. Even those repairs that a seller isn’t required to fix may be worth the upfront investment. Replacing or repairing leaky faucets, wornbut-not-compromised sections of roofing or cosmetic masonry work will go a long way to build trust between you and buyers in your market. In addition, the last thing a seller wants right before closing is a major surprise.

If your inspection uncovers a significant issue requiring disclosure, you’ll have an opportunity either to make repairs or to get professional estimates on cost, which you then can present to buyers either as a credit or reduction in sale price.

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THE BUYER’S INSPECTION Selecting your Inspector: Before hiring an inspector, your agent may ask if the seller conducted an inspection and who conducted it. With this knowledge, you’ll hire a different inspector. Consider some important factors when choosing your home inspector: First, remember the adage that “you get what you pay for.” This property is one of your biggest investments it’s the place you’re going to cherish as your home or vacation destination for years to come. Entrust it to a highly rated and properly licensed inspector with the appropriate professional affiliations and credentials. Your Top Agent is your best referral source, but read online reviews or ask for recommendations to learn more about inspectors and the inspection process.

As a buyer, know that a home inspection report gives you opportunities to request repairs, a lower sale price or credit for work to be done. Talk to your agent about how to make the most of your inspection report. Your agent will likely have contacts with local professionals you can consult with for fair estimates on the cost of the repairs you would like made. In extremely competitive markets however, your negotiating power may be limited to major issues requiring disclosure. Heed the advice of your agent in making necessary requests without risk of losing your dream home.

Be sure to attend the inspection or assign a proxy if you’re out of the area.

Then, go above and beyond and give a luxury property the attention it deserves. Your inspector should help you find concealed issues that can help you negotiate. Honest oversights on the part of the seller, for instance can only be rectified if discovered before closing. For example, clogged exterior drainage inadvertently concealed by hardscape may become a flooding issue down the road. On the flip side, recent partial-room painting may indicate something more than the seller’s beautification efforts.

HOW SERIOUS IS IT? Remember that a home inspection is one of the most useful items in the buyer’s toolkit, but be careful not to get overwhelmed by the results.

Prioritize issues by immediacy (safety) and break down each category by cost to repair to determine how the issues may impact negotiations.

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