TEXAS 3-20-23

TEXAS EDITION

How to Send

SMARTER EMAILS

Playing the

REAL ESTATE MATCHMAKER

7

Reasons Why Your Prospects Aren't Turning Into Clients

By the Numbers:

Understanding the True Value of Square Footage

FEATURED AGENTS

RUSSELL MARTINEZ SHELLY RUGGIANO

COVER STORY

BETTY JOYCE FISH

Laughs!

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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BETTY JOYCE FISH

Top Agent Betty Fish serves a wide swathe of geographic areas in greater Dallas Fort Worth as a solo agent with Dewbrew Realty.

Betty Joyce Fish of Dallas, Texas, combines a robust digital footprint with an emphasis on interpersonal relationships and client satisfaction to fuel her real estate enterprise. “I love being able to help people. I feel a lot of purpose around what I do – it’s more than just buying and selling houses. Yes, it’s a huge transaction, but this is also where kids take their first steps, and the safe haven that people return to after difficult days out in the world. It brings me so much joy to be able to do what I do and impact people’s everyday lives.”

Before entering the world of real estate, Betty worked for a company that created promotions and advertisements for JCPenney Outlet stores.

“I was in my early twenties,” she recalls, “and had plans in place to purchase the company from the owner. We were finalizing the purchase details and received news that all of the JCPenney Outlet stores were closing. They were our only account, so instead of buying the company, I ended up helping close it down. I’m so thankful it didn’t work out the way I planned. My boss also had a very successful property management company in the TCU area of Fort Worth and encouraged me to get my real estate license and move over to that side of the company.”

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Six days after obtaining her license, her longtime friend and colleague was diagnosed with brain cancer, and eventually passed away eighteen months later at the age of thirty-five. He made me vice president of the company prior to his passing. It was a lot to navigate and was both

devastating and challenging, but it set me up to be who I am today. We had over one hundred and twenty units and three hundred tenants to manage. I look back on those days and realize how much I learned and grew in the midst of so much heartbreak.”

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In 2021 and 2022, she averaged roughly $18 million in annual volume spread across over fifty transactions, and she boasts a book of business that is one hundred percent repeat and referral clients. “I’ve never paid for leads,” she says.

Since becoming a licensed agent in December of 2013, Betty has served a wide swathe of geographic areas in greater Dallas Fort Worth as a solo agent with Dewbrew Realty. In 2021 and 2022, she averaged roughly $18 million in annual volume spread across over fifty transactions, and she boasts a book of business that is one hundred percent repeat and referral clients. “I’ve never paid for leads – but I have had plenty of people reach out to me on my Instagram account and on social media. I don’t really like to promote myself, but I had a friend who offered to manage Copyright Top Agent Magazine

my online presence for me, and it’s turned into a big part of my business.”

Betty attributes the bulk of her success to the support of her transaction coordinator and other agents who allow her to spend the bulk of her time and energy focusing on the crux of her business: relationships. “My approach is very personalized. When you’re in real estate, you’re also a little bit of a therapist, and I never want anyone to feel any pressure – even if I lose money on a deal, it always comes back around.

Even if someone doesn’t buy a home with me after fifty showings, they’ll tell their brother or their cousin about me. Being kind, supportive and generous always pays off in the long run.”

In addition to clients and colleagues, Betty goes to great lengths to support her greater community. Her brokerage, Dewbrew Realty, is heavily

involved in a local food bank, and Betty is an active member of the Upper Room Church in Dallas and serves at a local ministry school in Fort Worth. “I lead worship, and I’m big into education – for myself, and for others.” As her business expands, Betty is excited to “pursue even more real estate education, streamline the process, and hire a full time assistant!”

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For more about Betty, visit dewbrewrealty.com/agents/betty-joyce fish, email bettyjoycefish@gmail.com, or call 817-412-1829.

Instagram: instagram.com/bettyjoycefish or instagram.com/bettyjoycerealestate Facebook: facebook.com/bettyjoycerealestate www.

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure.

True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n Called “below grade spaces,” basements

and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n Did you know the space inside closets

and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

n When recording square footage, ANSI

actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n Just like below grade spaces, a garage, a

pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take.

room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage.

n First, you’ll need a few things to get started,

n As you go measure throughout the home,

including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

n Next, choose a room to start measuring

wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

n From there, draw out the wall you measured

and measure the remaining walls in the

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using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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RUSSELL MARTINEZ From a young age, Russell Martinez has been intrigued by the real estate world. “I read a book about investing at age 19,” Russell explains. “I couldn’t afford to buy real estate at the time, so I decided I would help people buy and sell properties.” Russell went to school, earned his license, and the rest is history. He’s now been in the industry for more than two decades and is showing no signs of slowing down. Raised in Austin, Russell knows Texas well, and specializes in serving Comal and Travis counties. Much of his business derives from repeat clients and referrals, as Russell goes above and beyond to meet their needs. He’s determined to understand exactly what his buyers and sellers are looking for, which allows him to better serve them and create enjoyable experiences.

“I had a client early on in my career that always walked to the backyard of every house we looked at, and I didn’t realize why until I asked them,” Russell explains. “It turns out, they were an Olympic swimmer candidate, and they needed a yard that fit a pool.” Russell asks key questions to delve deeper into his clients’ wants and needs, giving him a bigger picture of their overall goals and lifestyle requirements. Buyers appreciate his hands-on approach, as it eliminates stress and makes the process seamless. Sellers receive the same attentive support, with Russell’s goal being to spread the word far and wide about their homes. His marketing strategy includes multiple steps, such as inviting the neighbors over for a showing and hosting open houses.

After the transaction, clients leave 5-star reviews about their time together, wanting to tell others about their experience with Russell. One recently said, “Russell goes above and beyond to help find the perfect home for you. He guides you every step of the way and provides solid input to help you feel confident in your purchase.

He also makes sure all contracts provide protection for Top Agent Magazine

buyers. I will definitely choose him for future purchases and recommend him to friends and family.” Another wrote, “So glad that I was referred to Russell.

He is very responsive and patient. He offers great advice and negotiated an amazing deal for me. I have worked with him while buying a home and listing a home as a rental. I highly recommend working with Russell.”

During Russell’s off hours, he loves giving back. He is a dog rescuer, donates to food drives, and stays active in the community. Russell also loves mountain biking, hiking, and enjoying all that Texas has to offer.

In the future, Russell hopes to help other agents become successful in real estate. “I want to devise a system so agents know what to do to make a decent income and become valued members of their communities,” he explains. Wherever his journey leads, Russell will undoubtedly enjoy each step of it. “Solving the puzzles and getting my clients what they want is what I love most about my job.”

For more about Russell Martinez, please call 830-264-9986 or email russell@resandranch.com 17 Copyright Top Agent Magazine

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 18

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 20

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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SHELLY RUGGIANO Raised near Dallas, Texas, Shelly Ruggiano has always been passionate about helping others. Her father is a real estate probate attorney in the area, and coming of age, she had an opportunity to learn the business from the ground up through him. After graduating from Texas A&M as a communications major, she would travel the nation alongside her husband, a professional baseball player, living in nine different states throughout his career. Following his retirement, she returned to her hometown inspired to pursue her longtime interest in real estate—first as an investor and later as an agent. Leveraging her outgoing personality and strong business acumen, she would go on to establish a network of satisfied clients and colleagues that spans the region.

Elsewhere, Shelly is just as attentive when assisting her buyers, thoughtfully guiding them to the right investment for their best interests. In fact, she prefers to keep in touch long after the deals are done through regular check-ins and even the occasional holiday event—all to make sure they are thriving in their new homes. Through the years, she has earned a fantastic reputation throughout the Dallas-Fort Worth area, with the majority of her volume coming from repeat clients and referrals. “At the end of the day, I want my clients to be happy and find the right home—even if that process takes three or four years,” she says. “Rather than pushing a property on them, I want them to find one that truly meets their needs.”

Today, Shelly is a REALTOR® with Regal REALTORS® where she assists clients throughout Rockwall and the entire Dallas-Fort Worth area. There, she has cultivated a distinct workflow to meet the needs of any buyer or seller.

On top of volunteering at her local school system and assorted youth sporting events, Shelly enjoys mentoring middle school students throughout the year. She is also dedicated to her industry, serving as a career mentor to rising agents in the field. When she’s not with clients or giving back, she can be found spending quality time with her family, traveling, or teaching the occasional Pilates class.

When listing a property, Shelly equips her clients with a comprehensive approach. Starting out, she helps them fully prepare their home for the market, providing them with a suite of creative staging solutions and professional photography services. From there, she broadcasts their listing to a highly targeted blend of digital and social media campaigns, collaborating with a top producing area lender to maximize their reach. No matter what, from the initial consultation to the standout open house showing, she is there for her clients, ensuring a seamless transaction throughout.

As her volume maintains its steady growth, Shelly intends on scaling her vision of boutique client service throughout the region. Along the way, though, she looks forward to all the opportunities that await. “In our industry, the relationships matter most,” she says. “For me, there could be nothing more rewarding than knowing I’ve helped a client who didn’t think they could afford a home.

Regardless of whether their transaction is for $250,000 or $2 million, I will always be there to provide them with attentive, one-on-one service and whatever information they need to make informed decisions on their future.”

To learn more about Shelly Ruggiano, please call (512) 771-7241, email shelly.ruggiano@regalrealtors.com or visit RegalRealtors.com http://

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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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