TEXAS 3-30-20

TEXAS EDITION

4 Ways Mentoring Up-and-Coming Employees Makes You A Better Agent

GOOGLE ADWORDS:

HOW TO MAKE GOOGLE DO THE WORK FOR YOU

How to Answer the Inevitable Question:

WHY SHOULD I CHOOSE YOU?

FEATURED AGENTS

AMANDA RAVETTA KATIE JOHNSON PATRICIA MEADOWS SANDY PETERMANNWILLIAMS ERIC RITENOUR

COVER STORY

GARY & MICHELLE DOLCH

TEXAS EDITION Tiffanie Williams & Lizabeth Tanner are proud to congratulate

AMANDA RAVETTA 7

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KATIE JOHNS

While she was grow Kingsland, Katie Joh access to an insider’s tive of the housing ind mother and grandfather brokers, and Katie was b PATRICIA AMANDAMEADOWS RAVETTA GARY & MICHELLE DOLCH KATIE JOHNSON constantly. “Real estate Meadows has been in the real catch up. “I try to always keep myself bloodline,” she says no 20 23 27 siness for over 18 years. When in front of my clients, through as many SANDY PETERMANN-WILLIAM ERIC RITENO on met being featured for the different State sources as possible,” she says. back on the start of her c her husband, Steve, first dy had his real estate license It was at a listing appointmentEric just Ritenour you needgot a new of Texas in Top Agent Magazine! start uraged her to get hers. Soon Patricia and her team of licensed real Then Katie’s a few weeks ago that a new client for thatmother too! For ca estate in 1985, and s tting married, they started estate agents are very active in the told with Sandydementia.

Petermann-Williams Seeking dynamic career him th m, Graceland Real Estate, Inc. community. She donates her time and hebyahas established he had been referred to her Such attention to her with time to care for her ailing parent, the Broker. He oversees our money to local no-kill animal sheltrusted advisor and gu different people.

‘I told him, Inwhat sheshe does in management and real estate ters, including Fuzzy Friends three and the drawn back to the industry.

2019, start clients.

For Eric, nts. I handle the real estate Waco Animal Shelter. She also “I supports train them well!”’ she laughs. not working?”peo sh Life Team, and the rest is history. e,” Patricia explains. “We love charities such as the Shepherd’s Heart before profits, and he “Word of mouth means I’m doing Friday job, so we Tiffanie Williams | Escrow Officer/Manager PETERMANNERIC RITENOUR le to help our clients and our PATRICIA MEADOWS FoodSANDY Pantry in Waco, and she my andjob her right.” ble together on th compassionate attitude Lizabeth Tanner | Businessagents Development ty.” adopt a few families each yearToday at WILLIAMS at Lake Life Team, Katie serves clients t most precious hou aspect of his busines Cell: 817-939-6447 | Office: 817-458-4332 Christmas to shop for, wrap, and deliver the Highland Lakes. As a Realtor, she can pu In fact, word-of-mouth referrals s based in Waco and serves a LTanner@FairTexasTitle.com broad area of gifts. “I love my community, and I’m very blessed to account for almost 98% helping people make t ofThe experience to Texas good and use, effectively business.

Serving Woodlands, Sandy also negoti finds t CONTENTS Texas, including McLennan FairTexasTitle.com County,Waco, be in it,” she says,of “soSandy’s I give back whenever I can.” financial investment Robinson, Crawford, McGregor, Eddy, China When she’s not working, Patricia loves spending time surrounding areas for 14 years, Sandy has built a steland is especially LCRA, TXDOT, and property manageme 1380 Hwy 287 N Suite 104 Mansfield, TX 76063 lives, a the home where abutfamily’s memories Woodway, areas4) around Baylor University, with her husband and their three17) kids, GOOGLE ADWORDS: 4Chase, WAYS MENTORING lar reputation among her Gage clients and community, Appointed Speci the area. of west Texas. “We work all over,” she says. and Grace. She enjoys exercising, cooking, and volunkids are has brought homeAdvocates from the hospit HOW TO MAKE GOOGLE UP-AND-COMING EMPLOYEES she’s also built something where stronger.

“God blessed of M e’re located centrally in Waco, we can service teering at the animal shelter. up,” says. me,with that’s ainvery me with thisMAKES personalityYOU that allows me to “To connect whenimportan a child i DO WORK FOR YOU AheBETTER AGENT urrounding areas.”

HerTHE listings run the vast While Katie’s family history springboarded bility and not to be taken lightly.

I feel that“ people in a meaningful way,” she says.

“And because of Sandy explains. types and prices. “The market in our area is Patricia and her agents have set some big goals for the real estate, she still takes a thoroughly modern erse, and I like working it all,” Patricia says. future. “Each year that, we keep growing in volume,” she of my clientsTO become my interests theseth deserve ourfriends.” best,THE and somebody who of takes 10) ARE YOU DOING BUSINESS so many21) HOW ANSWER to listing a home.

She leans on and scouting e recipient of numerous awards that attest to says, “and this year we want to increase our production system place seriously and is not just in it to make money.

ON FACEBOOK? INEVITABLE QUESTION: WHY vement in her AS field, YOU including being voted by 33%. For our area that$19 would be a sizable number Facebook generate With million in volume last year advertisements and an average to them.

Thesebuzz child gent, Readers Choice, in the Waco Tribune and I know we can do it.” She takes pride in how hard SHOULD I CHOOSE YOU? property, ensuring that homeowners have t of $435,000, Sandy is doing very well in for them, and they 2014. She is also ranked in the top 1% of all her team works to transaction serve their clients. “We keep our With his brokerage, Rite Real Estate, Eric possible reach. these digita the business of helping make the right Accompanying real estate the nation, and was the #1 agent in 2019 in team small by design,” Patricia says.

“It’s notpeople about North Fort Worth area of Texas.

Hehas hasachiev a tea 25) HOW TO SEND SMARTER EMAILS moves to fitthe their needs.

She intolists real each estatehome twentyon her Sandy an County in sales and volume. the quantity of agents, it’s about quality of people shegotalso website, prov working him. Nearly 80% of E we have working with us.”ago after her husbandagents years passedto away, an under event that to improve.

“Whe access buyers.

Elsewhere, Katie can lean 5% of Patricia’s business comes from repeat ness fromNaturally repeat referral spurred her to make some pivotal life changes. listing, Iclient try to story comes to effectively marketand inthe the Kingsland Phone the 310-734-1440 Fax 310-734-1440 nd her clients appreciate personal touch |Ultimately, Patricia’s goal is to serve her clients and organized and meticulous, easy she was recruited

by Dean alwayscomin ask if to see whyI his s to her work. “All these 18 years, I’ve always create lasting relationships. “We truly care about each been here since wascustomers little,”“I’ll shekeep says. “So I mag@topagentmagazine.com | www.topagentmagazine.com Melton, who saw in Sandy the makings of a great agent. better I’m a ver always put them first, and my whole philos tten cards and notes to my clients,” she says. one of our clients,” she says. “We build a connecins-and-outs.”

At she wasn’t interested, and took aofpublisher. paper-pushing journey tos r it’s a birthdayNoorportion congratulating them onbe reproduced tion with them, andmanner wefirst want to know their needs and I consent take care my clients andtinuing they become of this issue may in any whatsoever without prior of the Top Agent iversary, I remember something personal for wants.

It’s not about the dollar amount of the home job in Dean’s office instead.

It took only a few months clients even bette Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published I’ll get paid,” he explains.

“I don’t worry abo When working with clients, Katie maint nt and take thematerials, time to reach out directly.” they buy.

It never is and it never has been.

It’s about for her to realize the possibilities and she hasn’t looked Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. paid first.ofI communication. know if I do a As great job Realto and m lso keeps in touch with her clients on social top-notch service and always being there for channels a solo To subscribe or change address,offering send inquiry to mag@topagentmagazine.com. back once. nd she will give them a call to say hello and them. That is what keeps them coming back.” happy, only do I get paid to onher thatclients, transacs Published in the U.S. providenot personalized service referral business. that’s I fee relationships are get so important to Sandy, she business model to theirAnd needs.

Herwhere conversati To find out more about Patricia Meadows, please Because call 254-709-9955, set myself apart.”

Eric has clients now maintains direct contact with all hereducation clients.

“I’m not a some 2 Top Agent Magazine around and support during the listin email Patricia@PatriciaMeadows.com, or visit patriciameadows.com Rainmaker,” she says. “I don’t lead a team.

I’m all about been working himwith for over 30 long years.after “P She also stays with in touch clients customer service, andMagazine when call me you’re their reallyfriends and relative Copyright Top Agent meyou to their siblings, www.

www.

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Google AdWords:

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

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

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

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LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

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

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

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AMANDA RAVETTA

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AMANDA RAVETTA With her award-winning attitude and attention to detail, Amanda Ravetta has quickly built a reputation as a premier agent, consistently placing in the top 4% of all Texas Coldwell Banker Realtors, and being crowned D Magazine’s “Top Producer” in 2019.

Serving all of the Dallas-Fort Worth area, Amanda credits a combination of her social media savvy, community engagement, and personality as the key ingredients for her success. “I attract a lot of my business from Facebook,” she explains. “I’m very involved in my community, and I focus on maintaining a steady stream of posts that keep people updated on what I’m doing. At the same time, my attitude is that I never meet a stranger. I’m always trying to become friends with whoever is around me.”

These methods have certainly proved effective for Amanda. In the three years that she has been working as an agent, she has only done one deal that wasn’t a referral—a truly remarkable feat for an agent who closes nearly $10 million a year in production.

Amanda likes to say that she runs a full service business that can help her clients through the entire process of buying or selling a home. Because her husband is a mortgage loan officer and also sells homeowners and auto insurance, she is able to provide financing and insurance options to anyone she works with. In addition, Amanda will go the extra mile to help her clients with anything they feel that they need. “If my clients want me to, I will pack up my large SUV with

all of my home décor that I think will look good in their house and redecorate it for them,” she says. “In the past I’ve done everything from helping people pack to working on flowerbeds.

I customize my service to whatever my clients need.”

When she isn’t working, Amanda likes to spend time with her family, and is extremely active in her community.

Because one of her children was born with Down syndrome, Amanda has become an advocate for those like him.

“I run a club in the Dallas-Fort Worth area for kids between the ages of four and six who have Down syndrome. We have get-togethers and socials where the kids get to hang out and the parents can bounce ideas and needs off each other. Basically we’re trying to create a group of kids who can go to prom or the Valentine’s Day dance together, that can grow up together and always be friends.” In addition, Amanda donates 10% of her commissions to the local Rockwall Pregnancy Center, which helps provide expecting and new mothers with healthcare services and support.

When you ask Amanda what it is that she loves most about the business, she’ll tell you it’s all about helping her clients achieve their dreams. “I love watching people realize ‘this house could be mine, I can afford it, and I could see myself living here.’ It feels great seeing all those twinkles and sparks that happen for the client throughout the process, and knowing that I’m a part of making it a reality.”

For more information about Amanda Ravetta, please visit aravetta.cbapex.com, call 214-499-6432 or email ravettahometeam@gmail.com www.

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Tiffanie Williams & Lizabeth Tanner are proud to congratulate

AMANDA RAVETTA

on being featured for the State of Texas in Top Agent Magazine!

Tiffanie Williams | Escrow Officer/Manager Lizabeth Tanner | Business Development Cell: 817-939-6447 | Office: 817-458-4332 LTanner@FairTexasTitle.com www.

FairTexasTitle.com

1380 Hwy 287 N Suite 104 Mansfield, TX 76063

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Are You Doing Business As YOU On Facebook?

Are you ‘Doing Business As YOU’ on your personal Facebook page? In other words, are you posting your business content from your personal page?

Yesterday a REALTOR® asked us, “Why should I bother with a company Facebook page? Can’t I just post everything from my profile page?”

The answer lies in what we call division of content. As you may be aware, social media began as just that… social. It was never truly intended for business use.

Over time, as businesses began to see the potential in reaching the masses in a new way, they began to intrude on this communication. Today, it is widely accepted that business will be conducted on all social platforms, but the manner in which we do so (and in which we are received) is still a touchy subject at times.

We believe it’s important to be transparent on social media. Draw the line between communicating as the Person and the Professional. Not only does this help you keep your content separate and appropriate, it also gives the control to your network of family, friends, colleagues, acquaintances and customers.

They get to decide whether to ‘like’ or ‘follow’ your company page. They get to decide whether they want to see your business related posts. User control is the #1 reason you need a business page if you’re conducting business on Facebook. Wouldn’t you rather have a willing and engaged audience over a forced, potentially reluctant one? We have personally eliminated many of the ‘DBA’ offenders from our news feeds and you have likely done the same.

As in all controversial social media topics, there is some gray area. And that gray area is often subjective, so consider this post food for thought and decide for yourself. We try our best to keep professional content on our business pages, with a couple of exceptions: 1. Philanthropic Promotion: We’re in favor of posting anything that will help an organization in need on both your personal and business pages. Nonprofits often have little to no marketing budget and rely on all of us to promote their good works, so we believe that’s a good line to cross (as long as it’s about the organization, and not you).

2. Recognition Tagging: Facebook does not allow you to tag an individual on your business page. Yes, there are some tricky work-arounds, but they are inconsistent at best. So when it’s truly important for us to recognize and tag an individual, especially someone who has done something nice for us (inviting us as guests on their radio show or podcast, for instance), we will generally post that on the business page first, then share it from our personal pages, along with a comment recognizing and tagging the individual(s) or business who helped us.

Either way (personal or business), remember to be true to the social aspect. Our participation on social media should be about giving, helping, recognizing and connecting…especially when it comes to your business.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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GARY & MICHELLE DOLCH Top Agent Magazine

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GARY & MICHELLE DOLCH Husband-and-wife team Gary and Michelle Dolch spearhead their work under the banner of Austin Luxury Group, specializing in high-end luxury properties, as well as farm and ranch estates.

Gary & Michelle Dolch have made a name for themselves as one of Austin’s most dynamic agent duos. When Gary began investing in real estate following his success in the dot-com boom, he discovered his next passion. “I realized I loved the whole 12 Copyright Top Agent Magazine

real estate world, and that drew me deeper,” Gary remembers. “I knew it was something I could do and enjoy every day.” Over the course of his sixteen-year career, Gary crossed paths with Michelle, who launched her journey in real estate fourteen years ago.

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In uniting their talents, energy, and experience, Gary & Michelle have established a world-class reputation in Austin’s competitive marketplace.

Today, Gary & Michelle spearhead their work under the banner of Austin Luxury Group, specializing in high-end luxury properties, as well as farm and ranch estates. Clientele trust their integrity, market savvy, and proven results. “We’re a husband and wife Top Agent Magazine

team that’s been selling together for thirteen years,” says Michelle. “We have a great track record and many of our clients become our friends.” In fact, exceeding expectations is built into the couple’s brand. “Clients know how driven we are to help them be successful,” Gary explains. “We strive to outperform expectations in every transaction, and to do that we communicate and aim to go above and beyond so we can do the best job possible for them. During the course of the 13 Copyright Top Agent Magazine

“Having each other makes this work all the more rewarding,” Michelle says, and Gary agrees. “We celebrate the wins and keep each other motivated,” he recounts. “We’re passionate about real estate, and each other. We’re proud of what we do.”

transaction, we keep everything buttoned up tight to be sure everything progresses smoothly for our clients.”

When listing properties, Gary & Michelle leave no detail unaccounted for, beginning with high-end documentation that showcases home in an immersive and memorable light. Prominent spreads in luxury real estate magazines build buzz near and far, while data-driven exposure online sources identifies ideal buyers in short order. Custom websites are assembled for every listing, while AI-assisted campaign tracking and agent outreach ensures all outlets have been leveraged.

Together, Gary & Michelle work with some of the most exclusive, top-dollar listings in Texas’ capital city. Last year, they Copyright Top Agent Magazine 14

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closed roughly $74-million in volume, at an average price-point of $3-million, though their luxury listings enjoy a wide range, from $1-million homes to $45-million one-a-kind estates. “Having each other makes this work all the more rewarding,” Michelle says, and Gary agrees. “We celebrate the wins and keep each other motivated,” he recounts. “We’re passionate about real estate, and each other.

We’re proud of what we do.”

Beyond the office, Gary & Michelle give back to their community by supporting many Top Agent Magazine

local charities such as Habitat for Humanity, JDRF and the Leukemia & Lymphoma Society. In their free hours the couple enjoys time with their daughter Denver and family travel to the Texas coast and beyond.

As for the future, they plan to keep business moving steadily, with hopes to mentor up and coming agents looking to join their team in the luxury sector. “We operate on the belief that there is enough opportunity out there for everyone to have as much as they want, so we’re optimistic and collaborative people.” Gary reflects. “We proscribe Copyright Top Agent Magazine 15

to the notion that you the more you give the more you receive, so we share innovations and best practices with our colleagues. We

are successful by helping others to succeed.

With that goal in mind, it just keeps getting better and better.’’

To learn more about Gary & Michelle Dolch email GaryDolch@gmail.com or MichelleDolch@gmail.com visit AustinLuxuryGroup.com, www.

or call 512–663–3554 or 512-656-5627

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4 Ways Mentoring Up-and-Coming Employees Makes You a Better Agent In the world of real estate, there are always new agents joining the ranks. Even if you’ve been practicing for just a few short years, you’ve likely learned your fair share of lesson along the way. As an agent, much of your working philosophy is derived from first-hand experience and your work on the ground. This means that new agents are less prepared for the inevitable curveballs of the industry. That’s where you come in.

While mentorship is often pitched as a relationship that solely benefits the mentee, there is actually plenty to be gained from becoming a mentor. After all, personal growth goes hand-in-hand with professional growth, and becoming a mentor asks agents to thoughtTop Agent Magazine

fully explore and demonstrate their own ideologies, practices, and rationale. With that in mind, take a look at some of the benefits of mentorship below, and you’ll get a sense of why counseling new agents can be a boon to your own business.

Teaching lessons to others reinforces your own professional values.

Showing the ropes to young agents is a great way to brush-up on your foundational skills.

Verbalizing and demonstrating processes, or walking through the rationale behind negotiation tactics—all cause mentors to think through their established practices and outline in detail why they’ve chosen this route over an

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alternative. This helps older agents fine-tune their routines, while getting back in touch with the critical thinking that went into constructing those habits.

Mentorships allows you to see the big picture.

surely sharpen your ability as the head of a team. What’s more, you’ll be building skills of empathy, understanding, teaching, and constructive criticism. Working on those skills will better your practice and your ability to lead in your office.

After a lengthy industry tenure, it’s not uncommon for battle-worn agents to lose some steam and begin to burn out. By devoting some time to mentoring up-and-coming agents, you’ll get back in touch with your early days, remembering the excitement, the trials, and the hard lessons gleaned. Spending time with the next generation of real estate professionals can reinvigorate your practice, as seeing the business from the eyes of an eager amateur can inject energy into your working life.

You’ll benefit from seeing things from a new perspective.

Just as working with young agents can help you remember your career’s big picture, you may also benefit from working alongside someone with a new perspective. Young agents bring a different set of skills and awareness to their work, and established agents can benefit from a fresh take. If technology isn’t your strong suit, or you’re interested in tapping the Millennial homebuyer market, working with a younger agent is an excellent way to see through fresh eyes.

Mentoring young agents makes you a better leader.

As a mentor, you’ll often direct the flow of your professional relationship—figuring out which issues to tackle, making an agenda, and imparting lessons in a clear way. These are all characteristics of a leader, and acting in a position of authority as mentor can 18

While some may balk at the time commitment or energy required to take on a mentee or two, you might consider it an act of ongoing education or professional development. While your mentee will undoubtedly benefit from access to your expertise, there’s certainly much to be gained from taking the time to cultivate tomorrow’s real estate leaders.

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KATIE JOHNSON While she was growing up in Kingsland, Katie Johnson had access to an insider’s perspective of the housing industry. Her mother and grandfather were both brokers, and Katie was by their side constantly. “Real estate was in my bloodline,” she says now, looking back on the start of her career.

Then Katie’s mother came down with dementia. Seeking a dynamic career that still left her with time to care for her ailing parent, Katie was drawn back to the industry. In 2019, she started at Lake Life Team, and the rest is history.

Today at Lake Life Team, Katie serves clients throughout the Highland Lakes. As a Realtor, she can put her years of experience to good use, effectively negotiating with LCRA, TXDOT, and property management around the area.

While Katie’s family history springboarded her into real estate, she still takes a thoroughly modern approach to listing a home. She leans on scouting apps and Facebook advertisements to generate buzz around a property, ensuring that homeowners have the longest possible reach. Accompanying these digital avenues, she also lists each home on her website, providing easy access to buyers. Elsewhere, Katie can lean on her life story to effectively market in the Kingsland area. “I’ve been here since I was little,” she says. “So I know the ins-and-outs.”

When working with clients, Katie maintains open channels of communication. As a solo Realtor, she can provide personalized service to her clients, suiting her business model to their needs. Her conversations center around education and support during the listing process.

She also stays in touch with clients long after they have settled into their new homes, making sure that they are satisfied and secure. Most of all, she loves to provide help and support those in her community.

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All of these strategies have proven successful for Katie.

In 2019, she was able to move a diverse range of property, totalling $1.4 million in volume, which exceeded all of her expectations for her first year. On top of that, a great deal of her transactions come from either repeat clients or referrals. “I definitely do not complain about being bored in life,” she laughs.

Outside of work, Katie prefers spending time with her husband, who runs a successful excavation company, and caring for her three grandchildren. In the brief moments between work and family life, she makes time to plan for the future. In the coming years, Katie hopes to start her own Brokerage. “It’s always been my dream to own my own business,” she says. “I look forward to being an established Realtor in Kingsland for years to come.”

Initially, Katie was drawn to real estate through family tradition; however, she has now found a rewarding career in the community she loves. Having studied every aspect of the housing industry, she can apply her expert knowledge and acute skill-set to help clients find their dream homes throughout the Highland Lakes.

To learn more about Katie Johnson email katie.youragent@gmail.com, visit katieyouragent.com, or call (512) 588-0094 www.

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PATRICIA MEADOWS Patricia Meadows has been in the real estate business for over 18 years. When she and her husband, Steve, first met he already had his real estate license and encouraged her to get hers. Soon after getting married, they started their firm, Graceland Real Estate, Inc. “Steve is the Broker. He oversees our property management and real estate investments. I handle the real estate sales side,” Patricia explains. “We love being able to help our clients and our community.”

Patricia is based in Waco and serves a broad area of Central Texas, including McLennan County,Waco, Lorena, Robinson, Crawford, McGregor, Eddy, China Spring, Woodway, areas around Baylor University, and parts of west Texas. “We work all over,” she says.

“Since we’re located centrally in Waco, we can service all the surrounding areas.” Her listings run the vast gamut of types and prices. “The market in our area is really diverse, and I like working it all,” Patricia says.

She is the recipient of numerous awards that attest to her achievement in her field, including being voted the #1 Agent, Readers Choice, in the Waco Tribune Herald in 2014. She is also ranked in the top 1% of all agents in the nation, and was the #1 agent in 2019 in McLennan County in sales and volume.

About 65% of Patricia’s business comes from repeat clients, and her clients appreciate the personal touch she brings to her work. “All these 18 years, I’ve always hand-written cards and notes to my clients,” she says.

“Whether it’s a birthday or congratulating them on their anniversary, I remember something personal for each client and take the time to reach out directly.”

Patricia also keeps in touch with her clients on social media, and she will give them a call to say hello and

catch up. “I try to always keep myself in front of my clients, through as many different sources as possible,” she says.

Patricia and her team of licensed real estate agents are very active in the community. She donates her time and money to local no-kill animal shelters, including Fuzzy Friends and the Waco Animal Shelter. She also supports charities such as the Shepherd’s Heart Food Pantry in Waco, and she and her agents adopt a few families each year at Christmas to shop for, wrap, and deliver gifts. “I love my community, and I’m very blessed to be in it,” she says, “so I give back whenever I can.”

When she’s not working, Patricia loves spending time with her husband and their three kids, Chase, Gage and Grace. She enjoys exercising, cooking, and volunteering at the animal shelter.

Patricia and her agents have set some big goals for the future. “Each year we keep growing in volume,” she says, “and this year we want to increase our production by 33%. For our area that would be a sizable number and I know we can do it.” She takes pride in how hard her team works to serve their clients. “We keep our team small by design,” Patricia says. “It’s not about the quantity of agents, it’s about the quality of people we have working with us.”

Ultimately, Patricia’s goal is to serve her clients and create lasting relationships. “We truly care about each one of our clients,” she says. “We build a connection with them, and we want to know their needs and wants. It’s not about the dollar amount of the home they buy. It never is and it never has been. It’s about offering top-notch service and always being there for them. That is what keeps them coming back.”

To find out more about Patricia Meadows, please call 254-709-9955, email Patricia@PatriciaMeadows.com, or visit patriciameadows.com www.

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How to Answer the Inevitable Question:

Why Should I Choose You? In some markets, a real estate agent is competing against thousands of other individuals and teams. There are only so many bells and whistles—so many buzz words you can throw at prospective clients. To a buyer or seller who has interviewed several other agents already, all of it begins to blend together and every realtor sounds as though they’re reading off the same script.

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even Top Agent Magazine

ask you this question directly in your initial interview, but as an agent, you might have a hard time coming up with a response that either you or your clients are truly satisfied with.

To answer your client’s why you must go back to your own why.

WHAT SKILLS DO YOU HAVE THAT OTHERS DON’T? Just because there are other agents in your area doesn’t mean those agents have the

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same skills that you do. We each bring our own backgrounds and experiences to the table. What comes naturally to you? Maybe it’s your negotiating skills or your ability to connect people that sets you apart from the rest.

WHAT PART OF THE BUSINESS DO YOU ENJOY THE MOST? There are skills and then there are passions.

In real estate, there’s so much to enjoy.

There’s the opportunity to match a family with the right home and the sense of safety and comfort that brings their loved ones.

There’s the ability to give someone a sense of financial security by advocating and negotiating on their behalf. And then there’s the houses and neighborhoods themselves— the architecture, history, and community.

WHAT ARE YOUR ACCOMPLISHMENTS? When you look at your client list and the portfolio of work that you’ve built over the years, what are you most proud of? Sure, there are financial rewards, but there are also other accomplishments that your prospective clients will likely be eager to hear about, such as happy client testimonials, a thriving referral business, volunteer and charity work, or even how you lift and support your own team.

Everyone needs money, but those other accomplishments and how you speak about them show your client what kind of person 22

you are and if that’s the type of person they want to work with.

WHAT ARE YOUR INTERESTS? Real estate might seem like your entire world at times, but you also have a life outside of work. Maybe you like music or traveling or being outdoors. The best part about being a realtor is that there are often ways you can thread these interests into your work, like hosting client functions and events.

WHAT DOES YOUR CLIENT CARE ABOUT THE MOST? Let’s face it, your clients likely care the most about only a few things: saving or making the most money, doing it as soon as possible, and making sure that doing so isn’t too stressful. Your response to your client’s question—why should I choose you?— should address these concerns.

Maybe you excel at creating systems that make the selling process efficient and profitable for your client. Or maybe you excel at providing a personalized experience for homebuyers.

Try out a few responses. You might even start with a template: My [skills or passions] helps me [provide this service] because I can [achieve my client’s goal].

Like most things in life, coming up with a compelling and concise response for why clients should hire you will take time and practice.

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SANDY PETERMANN-WILLIAMS It was at a listing appointment just a few weeks ago that a new client told Sandy Petermann-Williams he had been referred to her by three different people. ‘I told him, “I train them well!”’ she laughs.

“Word of mouth means I’m doing my job right.”

In fact, word-of-mouth referrals account for almost 98% of Sandy’s business. Serving The Woodlands, Texas and surrounding areas for 14 years, Sandy has built a stellar reputation among her clients and the community, but she’s also built something stronger. “God has blessed me with this personality that allows me to connect with people in a meaningful way,” she says. “And because of that, so many of my clients become my friends.”

With $19 million in volume last year and an average transaction of $435,000, Sandy is doing very well in the business of helping people make the right real estate moves to fit their needs. She got into real estate twenty years ago after her husband passed away, an event that spurred her to make some pivotal life changes. Naturally organized and meticulous, she was recruited by Dean Melton, who saw in Sandy the makings of a great agent.

At first she wasn’t interested, and took a paper-pushing job in Dean’s office instead. It took only a few months for her to realize the possibilities - and she hasn’t looked back once.

you need a new physician? I’ve got recommendations for that too! For anything, I’m just a phone call away.”

Such attention to detail keeps Sandy busy. When asked what she does in her free time, she laughs. “Am I ever not working?” she says. “My husband has a Monday to Friday job, so we try to spend as much time as possible together on the weekends, and those are some of the most precious hours of my week.”

Sandy also finds time to stay involved in her community, and is especially committed to her work with the Court Appointed Special Advocates program, CASA Child Advocates of Montgomery County. “CASA is called in when a child is removed from their home by CPS,” Sandy explains. “CASA’s mission is to protect the best interests of these children, working to navigate the legal system and place them in the foster home that is right for them. These children don’t have anyone else to look out for them, and they desperately need our help.”

Sandy has achieved so much, but she’s always looking to improve. “When I go on a listing call and I don’t get the listing, I try to understand what happened,” she says.

“I’ll always ask if there was something I could have done better - I’m a very goal-oriented person! I’m on a continuing journey to improve myself so that I can serve my clients even better.”

Because relationships are so important to Sandy, she maintains direct contact with all her clients. “I’m not a Rainmaker,” she says. “I don’t lead a team. I’m all about customer service, and when you call me you’re really calling me, not someone in an office somewhere taking my calls.”

This customer service ethic means that Sandy is deeply involved in all aspects of the transaction. “I’ll find you the right lender,” she says. “If there are repairs needed, I’ll get the contractors out to you with estimates. I’ll guide you through the whole process of getting your utilities set up, getting you oriented in a new community. Do Top Agent Magazine

For more about Sandy Petermann-Williams, visit sandypetermann.com, call 832-515-7391 or email her at sandy@sandypetermann.com www.

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mag@TopAgentMagazine.com http://www.TopAgentMagazine.com

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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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ERIC RITENOUR Eric Ritenour got started in real estate in 1985, and since then he has established himself as a trusted advisor and guide to his clients. For Eric, people come before profits, and he brings this compassionate attitude to every aspect of his business. “I am helping people make the biggest financial investment of their lives, a home where a family’s memories are made, where kids are brought home from the hospital to grow up,” he says. “To me, that’s a very important responsibility and not to be taken lightly. I feel that the clients deserve our best, and somebody who takes the business seriously and is not just in it to make money.”

With his brokerage, Rite Real Estate, Eric serves the North Fort Worth area of Texas. He has a team of four agents working under him. Nearly 80% of Eric’s business comes from repeat and referral clients, and it’s easy to see why his customers keep coming back. “I always put them first, and my whole philosophy is if I take care of my clients and they become successful, I’ll get paid,” he explains. “I don’t worry about getting paid first. I know if I do a great job and make them happy, not only do I get paid on that transaction, but I get referral business. And that’s where I feel that I’ve set myself apart.” Eric has some clients now who have been working with him for over 30 years. “People refer me to their siblings, their friends and relatives, and I get to make an impact on their lives.”

Eric puts in the time and effort to stay in touch with past clients. He is a firm believer in the old-fashioned practice of giving someone a call on the phone to check in and see how they’re doing. But he doesn’t shy away from new technology, either. He uses video e-mails as a fun way to check in with clients and put his face in front of them.

Social media is also a huge component of Eric’s approach to marketing listings. “I think, how can I put Top Agent Magazine

the information about this home in front of as many eyeballs as possible?” he says. “Well, where are people looking right now? They’re looking at their phones.”

Eric says he does “a ton” of video promotion. “I’m not bashful,” he jokes.

Eric and his team place a big emphasis on giving back to their community. They often combine their efforts with the dance school Eric’s wife owns in town, and he funds scholarships for students there. Eric also attends local community events, and is always looking for new causes he can help by donating. In addition to his professional achievements and his community endeavors, Eric is a published author of the book Sell Your Home Above Market Value.

In the future, Eric wants to remain open to whatever comes his way. He says he is in the “coaching and teaching phase” of his career, and he wants to help younger people who are interested in making a difference through real estate. “I feel that what we do is so important and it has so much impact on people’s lives,” he says. “It’s more than just a transaction. These are real people with real families with hopes and dreams who want to create memories. A home is such an emotional thing, and many times people don’t recognize that the sale of real estate is an emotional event, and you have to treat it that way.”

To find out more about Eric Ritenour, reach him by phone at 817-637-0000, or by email at eric@teamritenour.com 27 Copyright Top Agent Magazine

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