TEXAS 3-16-20

TEXAS EDITION

How to Send SMARTER EMAILS

Small Yard?

Big Statement: How to Make The Most Out of Micro Outdoor Spaces

6 WAYS TO GET YOUR CLIENT TO TRUST YOU

COVER STORY

BAMBI MUSICK FEATURED AGENTS

TIFFANY BACHMAN SUSAN BEERS MIMI BOND BRENNAN COLDIRON

TEXAS EDITION

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TIFFANY BACHMAN

Tiffany Bachman was nominated as a T Agent by a member of her community, tha to her $72 million in volume in under f years, as well as being an active and insp tional member of her community, a mom four young children, and an entrepreneur.

BAMBI MUSICK

TIFFANY BACHMAN

She didn’t always plan on real estate. With birth of her fourth child, she quit her job a 20 SUSAN BEERS24 MIMI BOND juvenile27 probation officer and became a st at-home mom. “For the first year...I loved it,” Tiffany recalls. “ Mimi had aI like career in fiercely quality promotional fly Susan Beers was first then attracted a Bond laugh.

“But spending time with my husban I got super bored.”

A self-described per Selling realindependent estate began a to McKinney’s Historicwith District and friends.” the Food & Beverage division media campaign.

Thei a Masters in Family Studies, she says, “I didn’t like Cold the f business for Brennan for its charm. She appreciated at Hyatt Hotelsany when she and that I wasn’t bringing income home.”American Her aunt, Dreams a ReMaxTV. ag getting his license in she 2009, the artistry of its residents and This mindset extends to Susan’s work, where ha her husband decided to join results in a quick sale in Houston, suggested real estate. “She said, ‘Tiffany, you have an independent brokerage the stories behind its vintage built a communal bond with her clients.

“I’m not bi and go estate team’s listingsin:ran perfect forces personality, youinto needreal to go for it.’”Her Then fate kicked “T homes. But most of all, she on mass emails,” she says.

“I’m a drop-a-note-in-the in Amarillo with his moth investing.

After successfully million. next day, I found a Groupon for a real estate class.

I thought, appreciated its classic take on mailbox kind homes, of Realtor.”

Due toither strong reputatio Later, became a franc flipping several she must be a sign, so I’m going to do it.”

Southern Hospitality. “We have in the community, the majority of Susan’s transaction back Mimi to anandindependent decided to take COLDIRON the leap and her team are SUSAN BEERS MIMI BOND police on horseback,” she says. BRENNAN come from either repeat customers or referrals. “It feel become licensed as an agent.

She hit the ground nity and volunteer rebranded as Lusso Realty.

They deliver thestats Tiffany has maintained top agent “I can sometimes hear themhit the likeground we’re arunning, team outand here,” she says. “Even if I don ® running and hasduring had a thriving career ever since.

“We Village, a nonprofit service with high-end branding.

Afterneighbor.” achieving tha m of being a Realtor clip-clopping past my window.”her five knowyears my client, I probably know. their invest in real estate, flip homes, and help buyers and employment, affordabl CONTENTSsuccess, Tiffany parted ways with her Keller Williams team in J sellersplanner, with their needs,” sheand says.

Mimi toher ending Previously, Brennan’s business has boasted as 2019 toestate go out on her own start herplanning owngreat team with Fathom Ream Back then, Susan was an event andrealher Looking ahead, Susan is onsolution growing blos now works with Keller Williams where she leads a her cherished free time agents at one time and has ranked as the #3 top Today, she has five buyers agents on her team, and her husband, w husband was stepping into retirement.

She got to soming business.

For the first step, she hopes to buil 17)that 6 WAYStwo TOagents GETandYOUR 4) SMALL YARD? team Realtor, of four women an her husband, their two has recently his license, has also joined her on this journ talking with her friend, a local about the includes areceived full-time team while still preserving the touch o office out of 100 offices in his area. “It had alway CLIENT TO TRUST YOU BIG STATEMENT: HOW TO interior designer who helps with staging and design. lab.

Together they kaya industry. Intrigued, Susan sought her license and spent Southern hospitality thattop makes hometown—an Once he retires from enforcement, hethree,” willher provide managem goal to law be among the Coldiron expla serve Austin the surrounding areas, Barton Springs pool, sh an MAKE THE OUT OFTogether her firstMOST year learning the ropes.

“Then,”they Susan says, “I her style—so indelible.

“We can’t grow too large,” for the team,and which serves all of the Dallas-Fort Worth areas. that I’ve reached that goal, I’m changing my tra including Kyle, Buda, Bastrop, Round Rock, Cedar future, she’s excited to out on my own.” says. “I want our Historic District and downtown squar 21) ATTITUDE! MICROwent OUTDOOR SPACES Park, Pflugerville, Georgetown, Leander, Manor, toI partner up with sell to keep sees its hometown feel, can rate continue toperso offe Tiffany’s business aboutto anstreamline 80% so referral from Brennan wants the business while Seven years have passed since Susan began in real estate. clients a one-on-one touch.”

Lakeway and Dripping Springs. homes so they can sell sphere and past clients.

Referencing her 100+positive 25) WHY EMPLOYEE to work with his in-house colleagues to beabout theZill bea 13) HOW TO Today, sheSEND services clients around the McKinney area also passionate reviews, she says, “Most of them say I’m very good at custom be.

“I am proud to say we’ve been able to help h APPRECIATION MATTERS & CAN for Fathom Realty, with a specialization in theservice.

Historic After all, customers Susan’s serves asedge livin SMARTER EMAILS An impressive 85% ofI her team’s to my bring cutting reply within minutes.personal I come alwaysexperience tell clients I might h clients buy and sell property across the Texas P District she calls home. Recently, wasand recognized proof of the unforgettable charm inherent to McKinney’ fromshe repeat referral clients.

“We pride ourselves tion methods to the bu BOOST YOUR BOTTOM LINE a kid screaming in the background or be at football practice...b heextremely says.

“Our agents what it takes make as a top-selling Fathom realtor Collin County and Historic District.

And this have charmto inspires her athat Realto oninour excellent customer service,” Mimi explains. be part of as allto Ke always respond fast.” the entire state of Texas. In 2019, she is helped move 40 “Irience have afor passion to fill thesmooth homes in possible. my community, as painless and Ever “That’s the most important thing us.”

Mimi and vate as real estate,” she sa McKinney homes while doing $15 million in sales. she says.

“These are the people I want to grow old with. to work with the best in the business, as a team. her team treat each of their clients if theywhat are ait’s VIP,like to be on the other end That’s because sheasknows “I have a niche,” Susan310-734-1440 says. responding “It’s my neighbors, myproviding top notch, boutique Phone 310-734-1440 | Fax quickly and had a really bad experience when I bought my own house,” she sa friends, and my community.”

To stay in touch with past says clients, Mimi Brennan 80-90 percent of his business is mag@topagentmagazine.com service. | www.topagentmagazine.com and her team host fun, well referral attended and clientthat’s apprecibecause of the top-notch listing a reproduced property, Susan preferswhatsoever a diversified No portion of When this issue may be in any manner without prior consent of the publisher. Top Agent ation events, including seasonal photo shoots.

For commitment he makes to published each and every clie approach.byShe helpsPublications her clients GA, develop successful social are taken to ensure the accuracy of Magazine is published Feature Inc. Although precautions Thanksgiving, she gifts them with pies and cookies. people,” says. “I work tirelessly for campaigns while distributing customized quarmaterials, Top media Agent Magazine cannot be held responsible for opinions expressedhelping or facts supplied by he its authors.

She also sends out helpful monthly emails and keeps and advocate for them to get the best deals.”

To subscribe or change address, send inquiry to mag@topagentmagazine.com. terly mailings around the area. But Susan also values a in touch via social media.

Published in the U.S. personal touch; in fact, the human element is her favorite part of the real estate industry. “I’m hands on,” she says.

Brennan, who has never had to buy leads p it comes time to market listings, Mimi and her “I treat clients as if they’re my When neighbors.” believes that it is because of his strong work eth Top Agent Magazine team prefer a thorough, tech savvy approach. After he calls many of his clients friends. “I have p helping theSusan clientcan to prep On her signs in downtown McKinney, be and stage the home so that it

BRENNAN CO

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have bought and sold 3-5 houses from me over

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Small Yard? Big Statement: How to Make the Most Out of Micro Outdoor Spaces When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with 4

urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature.

Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.

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Think vertically.

When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.

Soothing sounds set the mood.

Upgrade the look of structural components.

Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods Top Agent Magazine

retailers make a variety of punchy or luxe outdoor rugs that can disguise stained or lackluster outdoor flooring. Power-washing is another great solution for old grime and dirt that’s an eyesore. Don’t have a great view? Planting ivy on bare walls, installing adjustable mood lighting, or hanging planters can create a more inviting ambiance.

While there may not be room for a swimming pool or pond in a micro yard or balcony, you can still bring the calming presence of water to your outdoor oasis. Fountains run the gamut in sizing and price, making this amenity an easy acquisition. What’s more, a running fountain not only adds a soothing sound to your space, but it also helps drown out noise from the street or the neighbors—making your space entirely your own and stress-free.

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Don’t compromise on your culinary dreams.

If you love to entertain in outdoor spaces or relish the chance to man the grill—small outdoor spaces don’t have to trip you up. Grill options (both propane and charcoal) come in a range of sizes, many of which can be outfitted securely to balcony posts or be tucked away and out of sight when out of use. Consider nesting tables or those with a removable leaf to adjust your seating and dining options depending on company.

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Another trick? A small, oscillating fan can keep air flow moving in a small space during grill season—and can be easily affixed to walls or posts, as well.

Don’t let yourself or clients be discouraged by spaces with more limited square footage in outdoor areas. Furniture and design trends have already begun shifting toward providing better small-space options, and at the end of the day, a backyard space is all about providing an area for relaxation. With a few well-placed, strategic choices, you can still have it all.

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BAMBI MUSICK Top Agent Magazine

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BAMBI MUSICK Based in Hidalgo County, Texas, Top Agent Bambi Musick serves the Rio Grande Valley, with a focus on the greater McAllen area. She also works with investors in the Austin and San Antonio areas.

Bambi Musick got started in real estate three years ago when she was tired of working a 9-to-5 job, and she has already established herself as a go-to agent in her area. Bambi closed her first deal within 8 Copyright Top Agent Magazine

10 days of starting her real estate career.

“I grew my business very quickly,” she says. “Eventually people started seeing my signs pop up everywhere.” Bambi’s strong drive and passion for her work Top Agent Magazine

have led her to provide the best possible experience for her clients and keep them coming back.

Based in Hidalgo County, Texas, Bambi serves the Rio Grande Valley, with a focus on the greater McAllen area. She also works with investors in the Austin and San Antonio areas. She started her own company, Commerce Realty, and has now grown the team to nine agents who share her energetic, focused approach to serving clients. She has been named one of the 10 Best Real Estate Agents in Texas.

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FEATURED LENDER ANDREW RIDDLE

A strong supporting cast to her growth has been the Thrive Mortgage team.

Branch manager, Andrew Riddle plays a vital role in her day to day. The ability to refer buyers in confidence is a pillar to any realtor’s success.

“Sales come naturally to Bambi, we have strategically implemented people and systems that allow her to capitalize on her strengths.”

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Last year, Bambi closed over 60 deals herself, and her team handled many more.

She runs the gamut of different properties, from land deals to home sales, residential to commercial. “I like the flexibility of it, and I enjoy what I do.”

Part of what makes Bambi and her team special is that they go all-out to promote their listings. “When you list with us, you always get the complete package,” she says. “We do everything.” This includes hosting open houses for every listing, extensive promotion on social media, and professional photography. “You always have to have great photos,” Bambi explains. “Otherwise you won’t get as many showings as you should.”

To this end, she frequently uses aerial photography to really give homes a chance to stand out.

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Her innovative approach has led to great success. Last year, Bambi closed over 60 deals herself, and her team handled many more. She runs the gamut of different properties, from land deals to home sales, residential to commercial. “I like the flexibility of it, and I enjoy what I do,” Bambi says. “I love helping others. Especially with new buyers, when you get to help them find their first home, it’s remarkable.

I get to share in their excitement.”

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Bambi and her team like to be involved in their community. They hold a series of concerts at Payne Arena in McAllen featuring big-name performing artists, and they are currently organizing a community food drive. When she is not working, Bambi loves to travel and spend time with her family. She also has a passion for acting, and she is currently filming a Netflix series called Paragon starring Danny Trejo, which will air in 2020.

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Bambi’s plans for the future include continuing to expand her business, and she hopes to tackle the Austin and San Antonio areas by establishing more of a presence there. “People see what I’m doing, and they want to be a part

of it, which is so exciting,” she says. “I try to give that energy back by always being very positive and helpful to others. When people ask me how I do it, I try to help them in any way I can to reach their full potential.”

To find out more about Bambi Musick, you can reach her by cell at (956) 905-0055, or by email at bambi@commercerealty.com.

You can also find her online at commercerealty.com www.

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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We’re still here!

Making the workplace happy is what we do.

A Graham Harrop Cartoon can enhance office materials, training manuals and add zing to that worrying power point presentation.

Graham Harrop Cartoons

Companies large and small call on award-winning cartoonist Graham

the power Harrop to create unique, funPutting and of humour to work memorable cartoons especially for them…

for you!

Working with you to highlight aspects of your organization or celebrate that special someone, Graham is just an email away! gtoonist@shaw.ca

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6 Ways to Get Your Client to Trust You The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything Top Agent Magazine

or anyone who comes off as too salesy, and they want to work with individuals who they can trust.

But how do you prove to someone you’ve likely never met that you can be trusted?

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1

Put Testimonials or Case Studies on Your Website

When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.

Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive.

Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.

2

Be Responsive and Accessible

Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating.

Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.

3

Be Honest and Transparent

Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it.

You should always act in their best interest.

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4

Go the Extra Mile

If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.

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Put Yourself in Your Client’s Shoes

Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.

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Be Consistent

Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent.

But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates

consistency, and those systems can and should be constantly updated.

Developing trust between you and your clients will take time, but doing these things can give you a running start.

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TIFFANY BACHMAN Tiffany Bachman was nominated as a Top Agent by a member of her community, thanks to her $72 million in volume in under five years, as well as being an active and inspirational member of her community, a mom of four young children, and an entrepreneur.

She didn’t always plan on real estate. With the birth of her fourth child, she quit her job as a juvenile probation officer and became a stayat-home mom. “For the first year...I loved it,” Tiffany recalls. “But then I got super bored.” A self-described fiercely independent person with a Masters in Family Studies, she says, “I didn’t like the fact that I wasn’t bringing any income home.” Her aunt, a ReMax agent in Houston, suggested real estate. “She said, ‘Tiffany, you have the perfect personality, you need to go for it.’” Then fate kicked in: “The next day, I found a Groupon for a real estate class. I thought, this must be a sign, so I’m going to do it.”

Tiffany hit the ground running, and has maintained top agent status during her five years of being a Realtor®. After achieving more success, Tiffany parted ways with her Keller Williams team in June 2019 to go out on her own and start her own team with Fathom Realty.

Today, she has five buyers agents on her team, and her husband, who has recently received his license, has also joined her on this journey.

Once he retires from law enforcement, he will provide management for the team, which serves all of the Dallas-Fort Worth areas.

Tiffany’s business sees about an 80% referral rate from personal sphere and past clients. Referencing her 100+positive Zillow reviews, she says, “Most of them say I’m very good at customer service. I reply within minutes. I always tell my clients I might have a kid screaming in the background or be at football practice...but I always respond extremely fast.”

That’s because she knows what it’s like to be on the other end. “I had a really bad experience when I bought my own house,” she says.

“[It] was just like, ‘sign here, do this.’ It was scary for me because I didn’t have anyone in my corner.” It instilled in her a desire to make sure none of her clients go through anything like that. “I’m very big into customer service. To me it’s about the relationship, not the transaction. I’m always helping my clients. And if we’re not friends at the beginning, we’ll be friends at the end.” Even after the transaction is complete, Tiffany is always there to help them out no matter what.

The relationship aspect of meeting and helping people is Tiffany’s favorite part of real estate. Her degree in Family Studies, she says, makes her realize the family-based reasons for buying and selling homes. “My view on real estate is helping [the clients] through the different times of life, because everything’s always changing.”

The team hosted their first home buyers’ seminar recently, and attracted over 45 people thanks to great marketing. “Usually you get five to ten people there,” she says. “I think it’s a huge accomplishment.” And speaking of her marketing success, Tiffany says her listing marketing strategies are diverse, from Facebook ads to their CRM platforms, to good old-fashioned door-knocking. And for added flair, she even has a custom car wrap for marketing on the go.

“My Camaro, #theBachmobile, is hot pink with our logo all over it.”

Being a presence in her community is more than just a hot pink car, though. Tiffany works with a nonprofit organization, donating money to help kids participate in sports, and also supports local schools with donations and career day presentations. Each year, she also organizes a troop package drive for troops overseas, thanks to her passion for military and law enforcement.

She’s also grateful that her career, as hectic as it can get, is inspiring other women, too. “I have all these women who contact me on Facebook...saying ‘How do you do it?’ I want them to know they can do it, too. If I can do it, anyone can do it. I feel like there’s a lot of women I can encourage. As a mom of four kids, it can get overwhelming at times, but I wouldn’t change it for anything in the world.”

To learn more about Tiffany Bachman, email tiffsellshouses@gmail.com, visit bachmanrealtygroup.com/tiffany-bachman, or on Zillow.com/profile/TiffanyBachmanTX, or call (817) 296-9303 www.

www.

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SUSAN BEERS Susan Beers was first attracted to McKinney’s Historic District for its charm. She appreciated the artistry of its residents and the stories behind its vintage homes. But most of all, she appreciated its classic take on Southern Hospitality. “We have police on horseback,” she says.

“I can sometimes hear them clip-clopping past my window.”

a laugh. “But I like spending time with my husband and friends.”

Back then, Susan was an event planner, and her husband was stepping into retirement. She got to talking with her friend, a local Realtor, about the industry. Intrigued, Susan sought her license and spent her first year learning the ropes. “Then,” Susan says, “I went out on my own.”

Looking ahead, Susan is planning on growing her blossoming business. For the first step, she hopes to build a full-time team while still preserving the touch of Southern hospitality that makes her hometown—and her style—so indelible. “We can’t grow too large,” she says. “I want our Historic District and downtown square to keep its hometown feel, so I can continue to offer clients a one-on-one touch.”

Seven years have passed since Susan began in real estate.

Today, she services clients around the McKinney area for Fathom Realty, with a specialization in the Historic District she calls home. Recently, she was recognized as a top-selling Fathom realtor in Collin County and the entire state of Texas. In 2019, she helped move 40 McKinney homes while doing $15 million in sales.

“I have a niche,” Susan says. “It’s my neighbors, my friends, and my community.”

This mindset extends to Susan’s work, where she has built a communal bond with her clients. “I’m not big on mass emails,” she says. “I’m a drop-a-note-in-themailbox kind of Realtor.” Due to her strong reputation in the community, the majority of Susan’s transactions come from either repeat customers or referrals. “It feels like we’re a team out here,” she says. “Even if I don’t know my client, I probably know their neighbor.”

After all, Susan’s personal experience serves as living proof of the unforgettable charm inherent to McKinney’s Historic District. And this charm inspires her as a Realtor.

“I have a passion to fill the homes in my community,” she says. “These are the people I want to grow old with.”

When listing a property, Susan prefers a diversified approach. She helps her clients develop successful social media campaigns while distributing customized quarterly mailings around the area. But Susan also values a personal touch; in fact, the human element is her favorite part of the real estate industry. “I’m hands on,” she says.

“I treat clients as if they’re my neighbors.”

On her signs in downtown McKinney, Susan can be seen smiling with her two golden retrievers, Heineken and Corona. She says, “I know people have called me because they love dogs too!” When she’s not relaxing with her dogs, Susan also enjoys an active social life.

“You’d think I’d want to go home and read a book, considering all the people I deal with,” she says with 20

To learn more about Susan Beers email susanbsoldit@gmail.com, visit susanbeers.fathomrealty.com or call (214) 236-2231 www.

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Attitude!

By Verl Workman

My father was a former Marine and I learned as a small child that there is no such thing as an ex- Marine! He used to wake us up early in the morning by yelling “Reveille� and all seven of us children would march up the stairs to have a family breakfast together. As a high Top Agent Magazine

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school history teacher, Dad was big on education and drove home the importance of being good in school and paying attention. One year he had a group of students from his AP (advanced placement) classes compete in a nationwide model United Nations project where the students would deal with world issues. His class from Skyline High School in Utah won the national award in Washington DC where they competed and received that great honor. Dad was very proud of his students and their accomplishment. He talked about that award for years.

I suggested to my dad one time that he was lucky because he had all the smart kids from his AP classes and could pick the smartest students in the school to compete. He looked me in the eye and raised his left eyebrow and said this “Son, I work with some of the smartest kids, but I choose to work with the kids who have the best attitudes.” He went on to say that “it doesn’t matter how smart you are if you don’t have a good attitude”. That conversation made a deep impression on me and has been one of my favorite memories of my father.

In this challenging real estate market many agents find themselves faced with some difficult choices—but the most important choice we can make today is to keep a positive attitude and take action when others are simply whining and looking for excuses for failure. There are enormous opportunities today in every market. The business out there may not be your favorite type of business and it may not be the most fun, but if you have the right attitude, you can not only make money, you can thrive today.

Here are a few simple things you can do each day to keep moving in the right direction: • GET up • Get showered and dress for success 22

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• Get into a productive work environment • Prospect 2-3 hours every day • Work your most profitable business (your database) • Look for real buyers and generate buyer leads from every source possible (buyers are paychecks) • Surround yourself with positive people that are goal focused and happy Hire a coach that can give you direction and guidance and hold you accountable to do the right things in your business We are blessed to live in this country where we can work for ourselves and enjoy all of the freedoms that make this such a wonderful place to live. We have our families, health, and skills that allow us to help people and we get paid very well for the service we provide. And we have technology and resources that allow us to do our jobs better. It is now up to each one of us to get going, stay positive and keep our attitudes in check.

The first time I visited my Dad’s classroom I saw the sign above his desk that simply said this “Attitude is more important than Aptitude.”

To this day, I believe that simple quote has made a great impact on my life and career. I love what I do!

Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com. ©Verl Workman. All rights reserved.

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MIMI BOND Mimi Bond had a career in the Food & Beverage division at Hyatt Hotels when she and her husband decided to join forces and go into real estate investing. After successfully flipping several homes, she decided to take the leap and become licensed as an agent. She hit the ground running and has had a thriving career ever since. “We invest in real estate, flip homes, and help buyers and sellers with their real estate needs,” she says. Mimi now works with Keller Williams where she leads a team of four women that includes two agents and an interior designer who helps with staging and design.

Together they serve Austin and the surrounding areas, including Kyle, Buda, Bastrop, Round Rock, Cedar Park, Pflugerville, Georgetown, Leander, Manor, Lakeway and Dripping Springs.

An impressive 85% of her team’s customers come from repeat and referral clients. “We pride ourselves on our excellent customer service,” Mimi explains.

“That’s is the most important thing for us.” Mimi and her team treat each of their clients as if they are a VIP, responding quickly and providing top notch, boutique service. To stay in touch with past clients, Mimi and her team host fun, well attended client appreciation events, including seasonal photo shoots. For Thanksgiving, she gifts them with pies and cookies.

She also sends out helpful monthly emails and keeps in touch via social media.

When it comes time to market listings, Mimi and her team prefer a thorough, tech savvy approach. After helping the client to prep and stage the home so that it looks its best, they start with high quality professional photographs. Before the listing goes on the MLS, they spread the word with pre-marketing “Coming Soon!” materials and host a neighborhood open house, giving a chance for the “neighbors to pick their neighbors.”

They create engaging walk-through videos, high 24

quality promotional flyers, and do an extensive social media campaign. Their listings are also featured on American Dreams TV. This thorough approach often results in a quick sale at a very competitive price.

Her team’s listings range in price from $250K to $1 million.

Mimi and her team are very involved in their community and volunteer together at Community First Village, a nonprofit that helps homeless people secure employment, affordable housing, and services. “It’s a great solution to ending homelessness,” Mimi says. In her cherished free time, she enjoys spending time with her husband, their two children, and their chocolate lab. Together they kayak on Lady Bird Lake, swim at Barton Springs pool, and attend local concerts. For the future, she’s excited to use her expertise in renovation to partner up with sellers interested in updating their homes so they can sell them for the best value. She’s also passionate about all that Keller Williams is doing to bring cutting edge technologies and communication methods to the business. “It’s extremely exciting to be part of all that Keller Williams is doing to innovate real estate,” she says.

To find out more about Mimi Bond, email mimi.bond@kw.com, call (512) 522-9399, or visit thebondteam.kw.com https://

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Why Employee Appreciation Matters & Can Boost Your Bottom Line Attracting and retaining talent creates a positive working environment for your business, but it’s also good for your bottom line. When team members come and go constantly, your office becomes a revolving door, with no steady workforce, abiding company culture, or continuity for your clients. What’s more, breaking from your duties to post ads, interview applicants, and train new hires takes up valuable time—and time is money. Instead, creating a working environment with built-in Top Agent Magazine

perks and morale boosters makes everyone happy, including you as a leader. You’ll have fewer fires to put out or squabbles to referee if your employees are motivated, feel appreciated, and inclined to work together for the business’s greater good.

In that vein, let’s consider the concrete benefits of employee appreciation and how to apply these principles to your business in meaningful ways.

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What is employee appreciation and how do you enact it?

Whether built-in through perks and benefits or by hosting regular events, employee appreciation is about making your team feel valued and part of a whole. No one wants to feel replaceable or voiceless, so it comes down to this basic truth: employees who feel heard and appreciated invest more in their work and your business. Likewise, no one wants to hop jobs every six months.

Employees desire reliability and consistency in their work options, but they’ll be forced to move on to greener pastures if they don’t feel like their talents and contributions are recognized, or if there isn’t enough value to match their output.

By displaying gratitude through employee appreciation, you’re sending the message that your employees’ efforts are respected and considered integral to your operation’s success. Employee appreciation also sets the right tone for professional relationships in your office to flourish, which makes for better workflow and communication on an interpersonal level. Motivation and morale are closely tied to employee appreciation, so there is a clear symbiotic benefit to investing in your employees’ happiness in order to breed a happier, more productive work environment.

How do you make employee appreciation an active part of your business model? To start, keep it simple. Treat your employees to a bagel spread on a Monday morning to boost morale ahead of the workweek. Or, consider 26

an employee happy hour on a Friday, or a group lunch mid-week. Well-timed moments of generosity can lift spirits and signal your intuitiveness as a leader, while creating fuel for upcoming projects and deadlines.

If you want to take it to the next level, consider in-office perks from which your employees can derive value or morale. For instance, some offices allow employees to bring in their docile pets. Other offices keep the communal kitchen stocked with sparkling water, fresh fruit, and quality coffee to keep team members satiated. Maybe your office would benefit from a modern décor update, which might make for a more compelling, progressive workspace for your employees to enjoy. Whatever route you take, cultivating a positive office environment can extend employee appreciation on a daily, hands-on basis.

Perks and benefits are another way to build-in employee appreciation and demonstrate your investment in your team. Bike-to-work benefits, subsidies for public transportation or gym membership costs, or even supplying your team with their own smartphone—all demonstrate a company culture that’s focused on fueling your team’s morale and productivity.

While some of these steps may seem like a costly investment, the returns are unequivocal when it comes to lasting employee retention.

Turnover is a blight on your bottom line, so taking a proactive approach to employee appreciation can inspire a dynamic team, lead to a more positive work environment, and boost your financials for the long term.

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BRENNAN COLDIRON Selling real estate began as a family business for Brennan Coldiron. After getting his license in 2009, he opened an independent brokerage company in Amarillo with his mother in 2011.

Later, it became a franchise, then back to an independent brokerage rebranded as Lusso Realty. They deliver the same great service with high-end branding.

Previously, Brennan’s business has boasted as many as 50 agents at one time and has ranked as the #3 top producing office out of 100 offices in his area. “It had always been my goal to be among the top three,” Coldiron explains. “Now that I’ve reached that goal, I’m changing my trajectory.”

Brennan wants to streamline the business while continuing to work with his in-house colleagues to be the best they can be. “I am proud to say we’ve been able to help hundreds of clients buy and sell property across the Texas Panhandle,” he says. “Our agents have what it takes to make the experience as painless and smooth as possible. Every day I get to work with the best in the business, as a team.”

Brennan says 80-90 percent of his business is repeat and referral and that’s because of the top-notch, personal commitment he makes to each and every client. “I love helping people,” he says. “I work tirelessly for my clients and advocate for them to get the best deals.”

pursuing a bachelor’s degree in international business,” he says. This year, Brennan is on-track to sell $8-$10 million and is expected to close $3 million by April 1, 2020.

His company offers top tech, modern branding, and cutting edge marketing to give his clients the best experience.

“I believe in marketing outside the box,” he explains.

“I don’t want to be viewed as ‘the same old agent.’ For example, we create a ‘Coming Soon’ package 30 days or less before a house goes live to MLS that creates a huge buzz.” He also uses Facebook as part of his arsenal. With 4,500 followers, it has helped bring in a lot of business.

What Brennan enjoys most about his career is his interactions with clients. “I’m a people person,” he says. “And I love my clients, so when I help someone find a home, it’s the greatest satisfaction.”

When it comes to community involvement, Brennan and his team offer an annual event they call the “Amarillo Brown Bag Runs,” which involves filling lunch sacks and distributing them to the homeless community. “It brings everyone so much joy,” he says.

When not working, Brennan loves to travel, cook, and simply relax. “…when I’m allowed to,” he jokes. “But honestly, I love to work. There’s nothing else I’d rather be doing.”

Brennan, who has never had to buy leads personally, believes that it is because of his strong work ethic and that he calls many of his clients friends. “I have people that have bought and sold 3-5 houses from me over the past 10 years,” he exclaims.

He also reaches out to his clientele throughout the year.

“I send out an annual calendar, birthday and anniversary cards, attend events when I can, and sometimes meet them for dinner,” he says.

Brennan asserts that his impressive education is what sets him apart from his Amarillo peers. “I am a licensed broker, I have an associates degree in real estate, and I’m currently Top Agent Magazine

To learn more about Brennan Coldiron, email bcoldiron@lussorealty.co visit brennancoldiron.com, or call (806) 626-3065 www.

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