TEXAS 3-8-21

TEXAS EDITION

24-HOUR TOUCH-UPS

Are You A VALUE-ADDED AGENT?

TO MAXIMIZE YOUR PRICE LIST

Every Player is Valuable:

How to Boost Your Team’s Morale

FEATURED AGENTS

STEVE & PEGGY LUI DANCER

COVER STORY

RICKY & KODIKAY CAIN

TEXAS EDITION

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RICKY & KODIKAY CAIN

STEVE & PEGGY LUI DANCER

STEVE & PEGGY LUI DANCER

CONTENTS 4) ARE YOU A & KODIKAY RICKY VALUE-ADDED AGENT?

18) 24-HOUR TOUCH-UPS TO CAIN

13) EVERY PLAYER IS VALUABLE: HOW TO BOOST YOUR TEAM’S MORALE

MAXIMIZE YOUR PRICE LIST 22) 4 QUALITIES OF EXCEPTIONAL EMPLOYEES

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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RICKY & KODIKAY CAIN Top Agent Magazine

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Top Agents Ricky and KodiKay Cain are leads of the esteemed Cain Realty Group at Keller Williams Realty, where they serve clients throughout the greater Austin area. out. The couple has been working together ever since. “KodiKay and I sought a career where we could serve others,” Ricky says. “We wanted to get into a business where our grit and determination would have a direct impact on our success, while also allowing us to be a vehicle for others’ success.”

Today, Ricky and KodiKay are leads of the highly regarded and award-winning Cain Realty Group at Keller Williams Realty, where they serve clients throughout the greater Austin area. In their fourteen years of experience, the husband-and-wife team has cultivated a process around a blend of tireless work, state-of-the art systems and compassion for their clients.

Ricky Cain began his career in the service industry; however, he was soon drawn to real estate for the ways in which it could allow him to serve others and to be in direct control of his own destiny. Having started during the recession, he fought to gain a foothold in the business, and after a few years, it made sense for his wife, KodiKay to come aboard and help 8Copyright Top Agent Magazine

When listing a home, Ricky and KodiKay prefer a consultative approach, guiding their clients through the transaction with caring and experienced hands. Their CRG VIP Seller’s Plan offers over one-hundred tools and resources, such as professional photography, 3D home tours, personalized websites, call blitzes, digital call capture and targeted social media campaigns.

Elsewhere, the Cains provide a wealth of innovative techniques, such as virtual floor-plans Top Agent Magazine

and professional home measurements to help realize a property’s full value. “Your home likely is your single largest financial asset,” Ricky says. “We want our sellers to net as much money as possible so that, when life happens, they have the means to thrive.”

Meanwhile, Ricky and KodiKay are strong advocates for their buyers. Beyond simply helping their clients navigate the nuances of Top Agent Magazine

a transaction, the couple prides themselves on providing the information needed to make a well-informed decision. “No one cares about how much you know until they know how much you care,” KodiKay says. “Care and candor are vital to our process—with all our clients.” The Cains ensure their clients not only find the perfect home, yet they also ensure their clients are making sound investment decisions. They have a tendency to talk Copyright Top Agent Magazine 9

“Our standard is to provide a jaw-dropping customer service experience that creates raving fans.” more of their clients out of buying a particular home, as opposed to using high-pressure sales techniques.

The Cains remain in close contact with their clients well after closing through their Client Concierge program, throwing frequent events, and hosting giveaways to show their appreciation. “Our standard is to provide a jaw-dropping customer service experience that creates raving fans,” Ricky says. “At our office, we’ve set a team standard that at least 80% of our clients give us a four-star or greater Copyright Top Agent Magazine 10

review and 50% or more of our clients pass along a referral of someone they know that wants to buy, sell or invest in real estate.” All of Cain Realty Group’s people and systems are aligned and always being improved so that they can exceed these company standards.

In addition, the Cains created a loyalty rewards membership program, Cain Club. Cain Club allows the Cains to reward and give gratitude to all their clients that continually support Cain Realty Group with referrals, reviews and coming to various Cain Realty Group events.

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“KodiKay and I felt passionate about creating some sort of Gratitude Currency, and from this idea, Cain Club was born,” Ricky says.

For Ricky and KodiKay, this sense of responsibility has expanded well beyond their real estate Top Agent Magazine

sales business. In 2016, the couple started Cain Cares, a non-profit organization that assists their past clients and their clients’ family members in times of need. “KodiKay and I have had our own struggles, and we’ve been blessed beyond measure,” Ricky says. “It’s now our duty and Copyright Top Agent Magazine 11

pleasure to give back to those we care about when their backs are against the wall.”

Looking forward, Ricky and KodiKay intend on continuing to succeed through others by attracting like-minded leaders to CRG that align with their core values. “We want to be a long-term

vehicle for others’ success so that our team members never have to say no to something that deserves a yes,” KodiKay says. “We are passionate about providing the coaching, systems and environment to help others succeed faster, while also giving the opportunity to create generational wealth and a legacy.”

To learn more about Ricky and KodiKay Cain email ricky@cainrealtygroup.com visit cainrealtygroup.com or call (512) 522-4659 www.

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at Top Agent Magazine

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: 13

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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STEVE & PEGGY LUI DANCER Top Agent Magazine

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STEVE & PEGGY LUI DANCER

Over their combined sixty-plus years in real estate, Steve and Peggy Dancer have learned a simple truth from the industry that any homebuilder would recognize: make sure you use the proper tools for the task. “Our agency doesn’t do things carelessly,” Peggy explains.

“We treat our business like a business, utilizing the latest technology and a complex marketing strategy. For instance, we have over fifty different websites marketing to specific demographics.”

And every client gets special treatment. “Our agents are not one-size fits all. We have buyer specialists, listing specialists, homebuilder specialists. We match the client to the expert they need.”

the top one percent of realtors across the nation, and is recognized among the top five hundred agents in the Houston area. She moved to Houston from Hong Kong over twenty-seven years ago with her husband, and quickly decided to get her realtor’s license. “My husband was a custom homebuilder and an investor, so real estate made a lot of sense for me.”

It’s certainly been a formula for success. Peggy herself is listed in 16

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The logistical complications of that move made an impression on her. “People moving from another state or another country need someone who knows every area of the city. I handle lots of relocations, both domestic and international.” Steve and Peggy close an average of one hundred transactions annually, with most of their business coming through repeat clients and referrals. “That’s my heartbeat,” Peggy says. “Houston is my home, and I know it well.

My clients come to me looking for a certain kind of house or a certain kind of location or a certain kind of lifestyle. They’re relying on me to save them time in that search, and to ensure value. And they know I can deliver.”

That’s not to say that Steve and Peggy take clients for granted. The Listing Pros Team puts a lot of energy into attracting new customers.

“With the technology and media available in today’s world, many people often find the home they want to buy before they find their agent,” Peggy points out. “We want those searches to lead them to us.” Our company markets through all of the social media platforms, including the creation of preview videos for properties on YouTube.” Steve and Peggy also host “The Listing Pros Real Estate Show,” which airs weekly with Houston’s KPRC AM 950 on iHeartRadio.

How do Steve and Peggy unwind? “We spend most of our free time with our children. We enjoy traveling, and we like to go fishing. And if I wasn’t a realtor, I’d have my own cooking show,” Peggy laughs. “I love to cook.”

Their plans for the future involve training other agents. “It’s important to give in order to get,” she explains. “Steve and I want to share everything we have learned over all these incredible years to help them grow their own business.”

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If you are looking to buy or sell a home in the Greater Houston area, Steve and Peggy and The Listing Pros Team can help!

Call Peggy at 713-7375149, email PeggyD@TheListingPros.com, and be sure to check out their website at TheListingProsTeam.com for her profile, property listings, and information about neighborhoods in Houston. www.

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24-Hour Touch-ups to Maximize Your List Price Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where 18

to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.

Refresh grout for a sparkling clean look.

Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks

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Top Agent Magazine

good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.

Create mood lighting with soothing bulbs and fixtures.

A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling.

If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t

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detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.

Repaint doors for an updated and inviting entryway.

It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.

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scrub, or with the addition of new shelves or styled bulbs.

Make windows shine— both inside and out.

Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.

Closet spaces are not an afterthought.

Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries.

Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good

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Remove tough appliance stains with a bit of elbow grease.

If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.

Organize garage and basement areas to maximize storage and hint at bonus space.

It may take a labor of love, but organizing and decluttering these special storage spaces

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Top Agent Magazine

can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.

Individually, these bit to-do list items might seem like extra work without the promise of Top Agent Magazine

a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.

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4 Qualities of Exceptional Employees Hiring a new employee is one of the more stressful parts of being a business owner. After all, you’re taking someone on and trusting that they’ll not only be a valuable addition to the team, but won’t do anything to hurt your business’s hard earned reputation.

Sometimes a person comes in and you click right away, and other times you might be blown away by an impressive resume. But there are things you should look for that might not be as obvious at first. Employees that have the following qualities are ones you should seek out, because they will definitely be well worth the time and energy you invest in them.

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1. They have the confidence to be innovative There’s a reason people are drawn to those who think outside the box. Not only do innovations often lead to an extremely profitable business, even when that thinking doesn’t pan out, creative thinking is something that will energize your business and will motivate more employees to start taking chances.

Innovative thinkers also usually have great leadership skills. Ironically, you want an employee who isn’t afraid to speak up to authority and is someone who knows how to bend the rules without breaking them. They know that

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Top Agent Magazine

the success of the team and business is what’s most important, as long as it’s done ethically and with respect for everyone involved.

2. They are constantly reviewing their past performance A good employee looks forward, but they also look back. They are always evaluating what worked and what didn’t work in past performances and then adjusting their plans going forward accordingly. If they are coming off a big win, they know how to capitalize on that by using the momentum and cementing in everyone’s minds the value that they add to the team.

If things didn’t go as planned, they assess what they can do better next time, and they don’t get bogged down in insecurity. They take responsibility and they have confidence that they won’t repeat past mistakes. They know that failure is a temporary state, and are able to learn lessons from their mistakes, that will make them a better employee going forward.

While no one wants to fail, having the confidence to try something and fail will one day let you strike gold. Someone who lets failure shut them down, leads to a dead end and will soon make them a dead weight on your team.

3. They value teamwork Even though an exceptional employee might be a rising star, they realize that success is Top Agent Magazine

not an individual endeavor, it relies strongly on who you’re working with. Exceptional employees make sure that everyone is contributing and valued for their input. They put the interests of the company above their own, and thrive in an environment where ideas and information are shared freely.

Shared success is the ultimate goal for every project. Exceptional employees have the confidence to know that even when they’re not singled out for praise, they’re an irreplaceable component of a larger machine.

4. They are self-motivated learners A key thing to remember is that while experience is a valuable commodity, intelligence and intellectual curiosity is usually something that can’t be taught. Yes, you might request employees get additional training or attend seminars, but exceptional employees will be seeking out educational opportunities constantly. Even if they don’t have a lot of money for weekend retreats, they will be getting books from the library, downloading audiobooks, and most importantly, taking advantage of one their greatest resources, YOU. Exceptional employees know that the way to stay ahead is to always be at the forefront of new technology and systems. They don’t see educating themselves as a burden, they actually enjoy it. They realize that everything they take in, will one day make them not only an exceptional employee, but an exceptional boss as well.

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