TEXAS 4-29-19

TEXAS EDITION

Converting Internet Leads

to Real Life Sales

FEATURED AGENTS

MEAGHAN ARCENEAUX CHRISTI BORDEN STEPHANIE CHILDRESS CINDI FEATHERSTON-SHIELDS JUDY HAYES – THE HAYES TEAM EMILY ANN MORRIS NILES REALTY GROUP SHELLY SALAS

6 WAYS TO GET YOUR CLIENT TO TRUST YOU COVER STORY

ASHLEY GOODMAN

TEXAS EDITION

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MEAGHAN 16 ARCENEAUX

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STEPHANIE

Top Agent Meaghan Arceneaux listed their house and then they never Top Agent Stephan – of TCP Real Estate in Lake again. Because most of my clients ar – of Visions & Trad Jackson, Texas – brings to the buyers, I try to make sure that the in ofFriendswood, T real estate game a potent blend process every step the way.” more than earned of industry knowledge, honesty, sive reputation as a integrity enthusiasm.

Exceptional, comprehensive marketin ASHLEY GOODMAN MEAGHAN CHRISTIand BORDEN STEPHANIE CHILDRESS can be consistentl Meaghan’s solid commitment a significant role in Meaghan’s succe ARCENEAUX put her clients’ nee to providing her many grateful tion to using professional photograp center 31 during ev clients with in itsSHE best 22 25 26 top-notch 29each listing is presented EMILYcustomer ANN MORRIS tion.and Stephanie’s service has played a large part in utilizes social media a robust inte When want to get integrity, get done coupled what needed her sterling reputation as a trusted real estateTexans advocate, maximize exposure.

Inwe addition to gt honesty and withBack her Shelly away from the city life and house is a place where our and her empathetic approach ensures that her buyers nologies, Meaghan also uses more knowledge, has made her a leader in her Top Agent JudytakeHayes –idyllic Broker/ account for the truk pursuin in some scenery, already built lasting memories and sellers know they are in safe hands. methods to capture potential buyers help ou Lake Whitney is one with oftech theirsavvy.Another Owner at RE/MAX Rewards factor mig Also,career Meaghan isestate aestate fan Stephanie began her in real top choices. Its serenity has When it comes to staying in tob Meaghen began her reallocations estate career inin2014, after which have dramatically increased office Porter and Judy her agen initially started working in construction sh her tee attracted all types of people, send emailand newsletters and oc spending a significant portion of her college years name recognition in her community. admini Horton,” she recalls.

“ISALAS hadofpurchased a CINDI FEATHERSTONJUDY HAYES EMILY ANN MORRIS REALTY GROUP SHELLY those from out of state, also the Chamber Huffman, Texaseven –NILES takes great pride it’sa member important to ch 2004 sh bouncing SHIELDS THE HAYESwaffling TEAM over a career choice. “I just them,toand started talking to thewith sales withkept many wanting live staying involved thecou com reins around with different she there recalls, “until my Giving back to community of in her degrees,” commitment tofull-time. excellence in Judy, “because aneve ha Emily Ann with theher team, clients willis met with the sales manager, and they hire the fift mother finally insisted that I followMorris the family tothose Meaghan,maintain and shefriendships. does so throu herbusiteam helpThe Not o customer service.

Asand leader of or sell in their month later.” tobuy her husband, Luis, have bu ness and get my real estate anthropicand endeavors, people achievelicense.” their realUpon estategraduation, dreams. Specializing buyers throughincluding every step her of in their brokerage, The Salas Te Hayes Team, which value for their pro Meaghan signed on with TCP Realty, and is hit currently thecommunity local SPCA (she mama to three in White Bluff Resort, a gorgeous, secure hands on is with their sellers, offr Currently selling a wide swath of with views of the lake, Emily has become of the Serving “We have professional photog CONTENTS ground running.

Meaghan professes gratitude for onenumerous fundraisers around her com the greater Fort Hood ranked #20 outgreat of allarea RE/MAX our client.

That’s t stretches from Galveston to Houston, most sought after agents in the for her experso we can showcase the views the company she works for, in particular for their willhusband head a team of thirty-t andhalf trustworthiness in Lone state, Judy tise and diligence.

Around 70Star percent ofprofessionalism her business website called lakehomeslake ingness to taketeams a chance on athe newcomer to the business.

The future looks incredibly brighthav fo of their business g 4) HOW TO INCORPORATE 23) WHY DELEGATING ISnearly THE KEY is made up of referrals from past clients, which she been viewed over 40 million tih into a business that is almost entirely referral clientele, their team “They really took me under their wing,” she says. looks forward to continuing to bui has more earned her reputation for honesty, integExpert and compre CURRENT EVENTS TOthan YOUR EMAIL TO LONG-LASTING SUCCESS directly credits to her strong relationships. record forreferrals, their superlative repeatherclients andwhile perhaps business, sacrificing nonese BLASTS AND STAY During any free time, Emily rity and RELEVANT trueQuickly concern for her many clients’ wellbeing. into Judy’s succe to marketing, and steadfast co indicator of excellence in customer proving herself a 27) good A fit STEP-BY-STEP and a stellar customer service that has becomese s GUIDE TO “We develop a relationship with them and build trust. giving lessons or gardening. come back to us and feel confid highly-competitive real estate industry. “ performer, Meaghan has doubled her sales volume her name. ensures each listin I have one clientCONVERTING I’m working with right now that LEADS thealways futureTO of business.

“W we puther their best inter 13) 4 REASONS WHY MULTITASKING INTERNET of that has with my communication every year since began realwe’re estate, and I’ve she known 12selling years, and now helping themto do marketing, and have a more presenc explains.

“It’s about PriorDERAIL to making herDAY mark inforthe world ofSALES real estate, deft utilization ofthett CAN ACTUALLY REAL LIFE is YOUR in the process of forming a team comprised of Stephanie, when asked to for about people, It’s upgrade into a bigger home,” Emily explains. “When I it’s ultimately weaccount justtoo. want to ab k Judy was employed bywomen the legal industry forfor she twoinspires social media max equally-dedicated who share hertheir client-first closing but “Also, also pr trust in her clients. work with someone, I become Realtor life.”

A the offering thetable, same great servic 17) 6 WAYSdecades.

TO GET “I YOUR 30) YOU DOING BUSINESS experience From the business ethos. team of of three, including herself, husband Bill Morris, to make that my possible. clients understan was CLIENT just tired it,” sheARE explains.

“At thatsure buyers as possible

JUDY HAYES – THE HAYES TEAM

TO TRUST YOU

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and fellow agent Chris go above and beyond dream house, all the way to clo AS Hicks, YOUthey ON FACEBOOK?

process when buying or selling a home, on which our promises.” point, I’d already sold several houses for proceeds has over 6,0 expectations.

“After working us, they remember Currently, bought more thanand ninety percent of with Meaghan’s transaction as smoothly as poss our upon guidance.

Weand don’t let anything go unnoticed, is based repeat referred customers, myself, so Ibusiness was definitely interested inbeyond real estate.

At we take care of them, even real estate needs. With the help of a dedicated clie perhaps the most accurate measure of exceptional a full-service marketing team, Another factor in Stephanie’s continu first I thought I’d get into new home sales, but Ieveryone startedon When she’s not wo Phone 310-734-1440 | Fax 310-734-1440 I’m to my clients.” customer service intruly the dedicated highly-competitive real For estate rest assured that their needs ar story is that she cherishes the relationshi the team, Lake Whitney and the surrounding areas are talking to people the told me that spending time wit industry. in “I think aindustry lot of it hasand to dothey with me being When listing properties, Shel mag@topagentmagazine.com | www.topagentmagazine.com with her“It’s clients, and she works hard to home, and one of their favorite places on Earth. relatable,” saysamazing Meaghan, when asked to explain make how this their photography and multifaceted e here. I want to help I really to be an agent.”

Jumping in with both motorcycles orto the ta maintain them.

“I’ve been invited No portion of this issue may be needed reproduced in any manner whatsoever without prior others consent of the publisher.

Top Agentand content radio promotions, she inspires such impressive trust and loyalty. “Most For more about Meaghan reality everyprecautions day.”

Magazine is published by Feature Publications GA, Inc. Although are taken to ensure the accuracy of published baby showers,leading and dinners at their housea online philanthrop listing platforms feet, Judy obtained license andI’m almost immediately ardent of my clientsher become my friends. always surprised please call 979-709-37 materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

“We clients garner atell lot me of market ex “I’ve had several that I’v how many of Clients them tell that their agent loveme spreading the previous word about working with purchased her own RE/MAX franchise, finding success charitable organiz email Meaghan@Megrealt To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Shelly says.

“You name it, and tw feel like they’re part of my family.

I send the team. One recently wrote, “We fell in love with dedicated staff handling photos Published in the U.S. almost immediately catering buyers and& sellers inand the home anniversary cards, and I’l White Blufftobecause of Bill Emilycards Morris.

The descriptions, and more.

Our col To remind them apply foroftheir homestea house we purchased had been uninhabited for several to Northeast Houston market.

Looking toCopyright the afutu every aspect launching prop years. The exterior and interior were in disrepair and For more information abo Agentbusiness Magazine whil her outdated. Bill and Emily helped us every step of the Top please call 214 Shelly also leverages her past way.

They not only knew the ins and outs of real estate; relate to the region’s large serv email emilyanncart Currently overseeing they a roster of five other equally-dedlevel of customer knew the key trades people to get in touch with to

mailto:mag@topagentmagazine.com

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes4

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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ASHLEY GOODMAN Top Agent Magazine

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ASHLEY GOODMAN More than three years ago, Ashley Goodman was on bedrest awaiting the birth of her second child. Amidst the boredom and anticipation, she decided to take the future into her hands and earn her license. Three months after giving birth, she moved to Texarkana and honed her skills as a buyer’s agent in her first year. Then, in October 2017, she opened her own brokerage and made an immediate splash on the regional real estate scene. In short order, she has set 8 Copyright Top Agent Magazine

herself apart as an agent of repute, known for relationship-building, forthright communication, and a successful track record to match.

Licensed in both Texas and Arkansas, Ashley serves the wider Texarkana region under her own banner brokerage, Goodman Group Realty. With the support of a broker, an assistant, and her husband, Ashley has built a dynamic and tightknit team that Top Agent Magazine

fields repeat and referral clientele almost exclusively. To account for her swift success, Ashley cites an organic word-of-mouth presence, superlative client care, and a personal touch. “Our pledge to customer service Top Agent Magazine

is huge,” Ashley says. “We set expectations up front when working with clients, and we keep communication steady and open throughout. Even with our past clients, we keep in touch throughout the year. We’re 9 Copyright Top Agent Magazine

very dedicated to our database and focus on human interactions above all. It’s all about relationships. If you focus on taking care of people, the rest follows.”

With that in mind, Ashley goes the extra mile to keep connections alive long after the closing table has been reached. She sends handwritten cards and hosts client appreciation events that draw new and familiar faces together for family-friendly gatherings.

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When marketing listings, Ashley and her team prep each home with quality photography before tapping their extensive network.

From there, listings are leveraged online and through wide-ranging email campaigns.

With twenty listings on her roster at any given time, Ashley is adept navigating a variety of transaction types—from $30,000 parcels to homes garnering as much as a million for its list price. Regardless of price-point, however, Ashley’s focus remains on the Top Agent Magazine

individual and the home at hand. Likewise, she routinely bests regional averages when it comes to days on the market and hopes to add even more value to her services in the years to come. At present, she is in the midst of earning her appraisal license and her broker’s license, and she hopes to add a Top Agent Magazine

renovation and remodel sector to her business in the year to come.

Beyond the office, Ashley is involved in the TuesdaysTogether chapter of the Rising Tide Society, which unites community businesses in service for local good.

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“We’re likeminded entrepreneurs who bounce ideas off each other and figure out ways to help our community by coming together and sharing our knowledge,” Ashley explains. In her free hours, Ashley enjoys time with her husband and two daughters, traveling, and exploring new dining destinations near and far.

Finally, with more than three years of insight behind her, Ashley Goodman considers what she values most about her chosen field. “I love getting to know people,” she reflects. “I moved back here to where I grew up, and it’s been so fun and unexpected to meet so many new faces and watch them become part of our little family.”’

To learn more about Ashley Goodman email Ashley@GoodmanGroupRealty.com, visit GoodmanGroupRealty.com, or call (903) 243 – 6008 www.

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Top Agent Magazine

4 Reasons Why Multitasking Can Actually Derail Your Day Common wisdom dictates that a master multitasker is likely to garner the most success. After all, doesn’t juggling multiple projects at once mean you’ll work faster than if you took each one as it came? While multitasking is often cited as a desirable skill—and surely serves its purpose now and again—studies show that a mere 2% of individuals can actually multitask effectively. Meanwhile, the remaining 98% might be doing more harm than good by trying Top Agent Magazine

to tackle too much at once. Take a look below at some little-known facts about the risky side of waging a routine built on multitasking.

1. Multitasking decreases productivity While multitasking gives us the illusion of completing two tasks at once, it actually means

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our focus and productivity is split. In other words, switching back and forth between two activities doesn’t mean they’ll each be completed sooner; it means that you’re getting half-as-much complete as you would if you focused on a singular task. Multitasking fatigues your brain, elicits stress, and make you less efficient in retaining new information.

2. Multitasking is actually addictive While watching TV or taking a walk, have you ever noticed the impulse to check your smartphone or scroll through your social media feed? Even though we think about multitasking as a workplace skill, it’s also an addictive form of mental stimulation. By satiating our need for distraction with constant check-ins online, we become accustomed to frequent breaks in our focus, training us to crave updates, messages, and push notifications—we even hit refresh when we’ve checked in five minutes prior! This negative habit-building makes it difficult to complete sustained bouts of concentration.

3. Multitasking has negative physical side effects Studies show that those who juggle multiple focus-intensive activities actually show spikes in cortisol, a stress hormone. Likewise, frequent multitaskers display symptoms of sleep deprivation: fatigue, disorientation, and lack of focus. Studies in Europe have recently 14

discovered that those who consistently multitask may actually show decreases in empathy and emotional control. What’s more, a constant sense of anticipation—readying to switch from one task to another, or persistently checking for e-mail updates—can potentially cause a decrease in overall IQ.

4. Multitasking breeds mistakes When our attention is split between tasks, it’s difficult to perceive and retain detail-oriented information. Because of this, mistakes—typos, clerical errors, mislabeled documents, and the like—occur with greater frequency. We’re in such a hurry to complete a portion of a task and switch to the next project that we lose sight of prompts, deadlines, and tying up loose ends. This means multitaskers are far more likely to overlook a glaring error than an individual who is devoting 100% of their attention to the task at hand.

Now that we understand some of the dangers of multitasking, what can we do about it? While our tech-driven day-to-day might make focusing on a singular task a difficult endeavor, it’s the surest way to produce efficient, error-free work—while cutting down on stress, fatigue, and miscommunication.

Try approaching your tasks for the day with a clear-cut schedule, moving one task at a time down your to-do list. This approach can eliminate some of the inefficiency inherent in multitasking and make for your most productive work routine yet.

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MEAGHAN ARCENEAUX Top Agent Meaghan Arceneaux – of TCP Real Estate in Lake Jackson, Texas – brings to the real estate game a potent blend of industry knowledge, honesty, integrity and enthusiasm.

Meaghan’s solid commitment to providing her many grateful clients with top-notch customer service has played a large part in her sterling reputation as a trusted real estate advocate, and her empathetic approach ensures that her buyers and sellers know they are in safe hands.

Meaghen began her real estate career in 2014, after spending a significant portion of her college years waffling over a career choice. “I just kept bouncing around with different degrees,” she recalls, “until my mother finally insisted that I follow the family business and get my real estate license.” Upon graduation, Meaghan signed on with TCP Realty, and hit the ground running. Meaghan professes great gratitude for the company she works for, in particular for their willingness to take a chance on a newcomer to the business.

“They really took me under their wing,” she says.

Quickly proving herself a good fit and a stellar performer, Meaghan has doubled her sales volume every year since she began selling real estate, and is in the process of forming a team comprised of equally-dedicated women who share her client-first business ethos.

Currently, more than ninety percent of Meaghan’s business is based upon repeat and referred customers, perhaps the most accurate measure of exceptional customer service in the highly-competitive real estate industry. “I think a lot of it has to do with me being relatable,” says Meaghan, when asked to explain how she inspires such impressive trust and loyalty. “Most of my clients become my friends. I’m always surprised how many of them tell me that their previous agent Top Agent Magazine

listed their house and then they never heard from them again. Because most of my clients are first-time home buyers, I try to make sure that they understand the process every step of the way.”

Exceptional, comprehensive marketing has also played a significant role in Meaghan’s success story. In addition to using professional photography to ensure that each listing is presented in its best light, she deftly utilizes social media and a robust internet presence to maximize exposure. In addition to these newer technologies, Meaghan also uses more traditional print methods to capture potential buyers who are not as tech savvy. Also, Meaghan is a fan of open houses, which have dramatically increased her exposure and name recognition in her community.

Giving back to her community is of vital importance to Meaghan, and she does so through multiple philanthropic endeavors, including her support of the local SPCA (she is mama to three rescue dogs), and numerous fundraisers around her community.

The future looks incredibly bright for Meaghan, who looks forward to continuing to build her team and her business, while sacrificing none of the incredible customer service that has become synonymous with her name.

For more about Meaghan Arceneaux, please call 979-709-3761 or email Meaghan@Megrealtyteam.com Copyright Top Agent Magazine 15

CHRISTI BORDEN | BETTER HOMES AND GARDENS REAL ESTATE GARY GREENE With a love of people and a desire to help others, it was only natural for Christi Borden to choose real estate as a career. After working as a Certified Court Reporter for a judge in Louisiana, she and her husband moved to Dubai for his work, where she managed the American Business Council of Dubai. After returning to the States, she decided to try something new. With the encouragement of her friends in real estate, she got her license and hit the ground running. “I would never go back to what I did previously, because I feel I have a bigger impact in this position and profession than I ever did anywhere else.” Today she works as an independent agent with an assistant, Kimberly Brown, who has been by her side for over 10 years. She also has a partner agent who steps in for Christi when she is traveling or volunteering. Located in Katy, Texas, Christi serves the west Houston region. The majority of her business is made up of referrals, which Christi credits to her competency, area expertise, and professionalism.

“I take care of people, but I also make it fun and as seamless as possible,” she explains. Christi also sets herself apart from others in the industry through her extensive volunteer work. Recently, she was on the Board of Directors for the Houston Association of Realtors (HAR), Texas Association of Realtors (TAR) and the National Association of Realtors (NAR) and is currently leading and/or serving on committees for the HAR, TAR and NAR. “I’m extremely involved in the political and ethical side of our business. I think a lot of my clients keep coming back to me because I do give a lot back to this industry.” She also loves staying involved with the community and keeping in touch with past clients. “I’m a big networker, so I’m at the forefront and out and about in the community.”

All of her work does not go unnoticed, as several years ago she was named ‘Realtor of the Year’ by HAR, an organization of nearly 40,000 members.

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Christi also loves marketing her listings, and offers 3D videos, aerial videos, professional photography and staging. Christi utilizes professionally printed brochures, and syndicates her marketing materials to over 900 websites. “I hold my CIPS - Certified International Property Specialist, and CHLMS - an exclusive luxury home designation, so I’m able to add that extra layer of marketing for them so that they’re reaching the right audience.”

Looking towards the future, Christi would like to expand to helping people who are looking to retire.

“My husband and I are about ten years away from retirement, so I want to help others make these major life decisions,” she says. But ultimately, she just wants to help everyone she can. “What I love most about my work is helping people and having an impact on what will most likely be the largest financial purchase of their life.”

For more about Christi Borden, please call 832-368-5953 or email christi@christiborden.com Copyright Top Top Agent Agent Magazine Magazine

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

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

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

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1

Put Testimonials or Case Studies on Your Website

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

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

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

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Be Responsive and Accessible

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

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

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Be Honest and Transparent

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

You should always act in their best interest.

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4

Go the Extra Mile

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

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Put Yourself in Your Client’s Shoes

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

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Be Consistent

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

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

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

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

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STEPHANIE CHILDRESS Top Agent Stephanie Childress – of Visions & Traditions Realty in Friendswood, Texas – has more than earned her impressive reputation as a Realtor who can be consistently trusted to put her clients’ needs front and center during every transaction. Stephanie’s emphasis on honesty and integrity, coupled with her vast industry knowledge, has made her a leader in her market.

Stephanie began her career in real estate in 2013. “I initially started working in construction sales for D.R. Horton,” she recalls. “I had purchased a home from them, and started talking to the sales counselor. I then met with the sales manager, and they hired me about a month later.”

Currently selling a wide swath of Texas that stretches from Galveston to Houston, Stephanie’s professionalism and trustworthiness have translated into a business that is almost entirely based upon repeat clients and referrals, perhaps the surest indicator of excellence in customer service in the highly-competitive real estate industry. “I think a lot of that has to do with my communication skills,” says Stephanie, when asked to account for the loyalty and trust she inspires in her clients. “Also, I work hard to make sure that my clients understand the entire process when buying or selling a home, and that the transaction proceeds as smoothly as possible.”

Another factor in Stephanie’s continuing success story is that she cherishes the relationships she forms with her clients, and she works hard to nourish and maintain them. “I’ve been invited to their weddings, baby showers, and dinners at their houses,” she says.

“I’ve had several clients tell me that I’ve made them feel like they’re part of my family. I send them birthday cards and home anniversary cards, and I’ll reach out to remind them to apply for their homestead exemption Top Agent Magazine

or any other exemptions that might apply to them, and I know they appreciate that.”

Stephanie’s thorough and thoughtful marketing strategies has also played a vital role in her ascension to top agent status. Professional photography and videos ensure that each property is shown in its best light, and deft utilization of the internet and multiple social media platforms place her listings in front of as many potential buyers as possible.

Though she works seven days a week, Stephanie still manages to find time to give back to her community.

“I’m very much involved with the Houston Livestock Show and Rodeo,” she says, “and I’ve been a chairman and vice chairman for them.” Additionally, Stephanie supports the Future Farmers of America at her children’s school.

Looking to the future, Stephanie’s goal is to grow her business, while maintaining the impressive level of customer service that has become synonymous with her name. Having sold over $16 million in 2018 alone – an impressive feat for a solo agent – she is on track to match or beat that achievement in 2019. “I don’t want to be some big real estate mogul,” she says. “I just want to continue helping people.”

To learn more about Stephanie Childress, please call 832-377-9713 or email Stephanie@PropertybySteph.com Copyright Top Agent Magazine 19

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CINDI FEATHERSTON-SHIELDS With a passion for connecting with people, Cindi Featherston-Shields has made great strides in the Tyler, Texas real estate market. She got her start in her 20s, when she and a friend were buying and reselling homes. Cindi soon expanded, working for a brokerage and later buying that brokerage. Today she’s been in the industry for around 20 years and has a team of her own, ERA The Property Shoppe, serving all of East Texas. About 70 percent of their business is based on referrals, which Cindi credits to prioritizing networking and staying in touch.

“We do something called Cooking and Connecting.

We have a boutique style office in a building downtown that we renovated and added a full gourmet kitchen and dining area that is separated by a copper bar. We hired a Chef and every Wednesday for the past four years we’ve served sponsored lunch in our office with valet parking, allowing us to stay connected to our clients and friends,” Cindi says. “We invite them out every week and feed between 40-50 people.” For Cindi and her team, it’s all about offering personalized service, where each person feels taken care of and important. “We give them fresh baked cookies on anniversaries or just because, and we also have a monthly wine club, where we provide food and each person brings a bottle of wine. We play games and have fun.”

When it comes to marketing, they also go above and beyond, offering staging, videography, photography, and drone footage, with their own marketing department. “We are always creating beautiful ads, and we also host what we call ‘mega open houses,’” Cindi says. They utilize social media as well, advertising and staying in touch through Facebook.

They have nothing but five star reviews on their Facebook page. “A lot of it is the fact that we don’t treat our clients like a number. It’s about getting to 22

know them, their family and their friends. That’s the core of our business.”

One recent review read, “Cindy and her crew have BLOWN ME AWAY! In this day and age it’s hard to find exceptional customer service. As a matter of fact, it’s hard to find customer service. I had a terrible issue at hand when I was on a deadline. She and her staff completely took over the situation and made it a nonissue within a matter of minutes. THANK YOU PROPERTY SHOPPE!” During any free time, Cindi is serving on the board for the SPCA of Texas. She’s currently fostering three puppies. In 2018, her office helped renovate a house for the SPCA. “Work and materials was donated through our vendors. It was probably $150,000 worth of roofing, siding, paint and more.”

As Cindi looks towards the future, she is excited to continue growing. “We have a very good product.

We’re just going to continue to do what we do.” She can’t imagine spending her days doing anything else.

“I just love the people and getting to meet them.”

For more information about Cindi Featherston-Shields and ERA The Property Shoppe, please call 903-520-7370 or email Cindi@ThePropertyShoppeTyler.com, visit ThePropertyShoppeTyler.com, or facebook.com/pg/ERAthePropertyShoppe www.

www.

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Why Delegating is the Key to Long-lasting Success Delegating isn’t a dirty word. In fact, it’s the secret weapon of some of the most successful real estate leaders out there. Those that want to succeed and lead a business built to last understand that delegating is the key to growth and longevity. While the idea of delegating may sound nice, consider a few ways in which delegating adds professional value that goes far beyond efficiency.

DELEGATING DEVELOPS YOUR MANAGEMENT TECHNIQUE Have you ever considered that delegating tasks and responsibilities can help you, as Top Agent Magazine

a leader, develop your managerial skills?

While the main objective of delegation is to distribute work in a balanced, efficient way, it’s also a chance to assign tasks with insight, calibrating your team in the process.

Consider delegation an opportunity to build strengths and address weaknesses on your team by choosing specific tasks for specific employees. You can also work on and expand your communication skills, find ways to streamline your delegation tactics, and create opportunities for collaboration. Don’t just delegate blindly, be thoughtful in how you parcel out the workload and responsibilities. Doing so will allow you to fortify your

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While the idea of delegating may sound nice, consider a few ways in which delegating adds professional value that goes far beyond efficiency.

management skills, in addition to lightening your load for the better.

DELEGATING BUILDS COLLECTIVE CONFIDENCE Another byproduct of delegating is that it builds collective confidence in the ranks of your office. By giving employees the chance to flex their skills and control their own small slice of the pie, you’ll be fostering a sense of responsibility and growth on your talent roster. Not only will your staff benefit from the chance to step out on their own, but the team will also benefit as a whole, as each member will attack their duties with a renewed sense of confidence and competence. This collective aptitude will translate to clients and industry colleagues, who will sense the power of a practiced, well-calibrated team in which each member has the chance to shine.

DELEGATING SHARPENS WEAK SPOTS IN OFFICE COMMUNICATION Proper delegation requires clear communication and the careful outlining of responsibilities, goals, and expectations. By regularly delegating to staff, you’ll be giving the whole office the chance to curtail careless communication habits and establish a new benchmark for quality correspondence. Begin by setting an example by clearly communicating delegated responsibilities, leaving the door open for 24

questions, and by making progress reports the standard. After a while, these good habits will become engrained in your team, and your office will benefit from a uniform and effective communication style, no matter the project.

DELEGATING TURNS ACCOMPLISHMENTS INTO A TEAM WIN The ultimate goal of delegating duties is to get the job done, but when you practice delegation, each team member will have a stake in the outcome. In other words, a job well done can be celebrated by all. Giving your team the chance to invest themselves in an overarching project allows for a big pay-off once success is achieved. Not only does this boost morale and provide meaningful motivation for daily work, but it also builds a sense of comradery among the ranks. What’s more, team members will know they’re taken seriously and considered valuable to the team’s dynamic. And don’t forget: a job well done is a reward in and of itself, but it also doesn’t hurt to demonstrate your gratitude for a team goal accomplished.

Delegating responsibilities isn’t a new idea, but the benefits are more plentiful than most imagine. With that in mind, capitalize on opportunities to delegate and you’ll not only be bolstering your business, but building your team and your own professional profile for the long haul.

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JUDY HAYES – THE HAYES TEAM Top Agent Judy Hayes – Broker/ Owner at RE/MAX Rewards with office locations in Porter and Huffman, Texas – takes great pride in her commitment to excellence in customer service. As leader of The Hayes Team, which is currently ranked #20 out of all RE/MAX teams in the Lone Star state, Judy has more than earned her reputation for honesty, integrity and true concern for her many clients’ wellbeing.

Prior to making her mark in the world of real estate, Judy was employed by the legal industry for two decades. “I was just tired of it,” she explains. “At that point, I’d already bought and sold several houses for myself, so I was definitely interested in real estate. At first I thought I’d get into new home sales, but I started talking to people in the industry and they told me that I really needed to be an agent.” Jumping in with both feet, Judy obtained her license and almost immediately purchased her own RE/MAX franchise, finding success almost immediately catering to buyers and sellers in the Northeast Houston market.

Currently overseeing a roster of five other equally-dedicated agents who share her client-first business ethos, The Hayes Team has recently achieved RE/MAX Diamond Club Team status, which is RE/MAX’s highest level of recognition. Additionally, with 200 sales in 2018 alone, the Houston Business Journal ranked them #11 for transactions in the Houston area. This means no other team sells more homes than we do in Northeast Houston, East Montgomery County or Liberty County.

We added two agents and two administrative personnel to our team in 2018 and are continuing to grow. This team of outstanding agents has helped close over 1200 buyers and sellers – experience matters!

A significant portion of The Hayes Team’s business is based on repeat and referred clients, clear evidence of the amazing customer service they are providing in their very competitive market. “Our motto is ‘professional, knowledgeable and hardworking,’” says Judy, when asked to Top Agent Magazine

account for the trust and loyalty she and her team inspire.

Another factor might be the professionalism with which Judy and her agents approach their jobs. “We feel that it’s important to choose the right real estate agent,” says Judy, “because a home is the largest asset someone might buy or sell in their lifetime. We know how to get the most value for their property, and negotiate the best deal for our client. That’s truly where we set ourselves apart.”

Expert and comprehensive marketing also factor heavily into Judy’s success story. Professional photography ensures each listing is shown in its best light, staging, and deft utilization of the internet with our SEO/website and social media maximize exposure to as many potential buyers as possible. “We also share it with our database, which has over 6,000 clients in it,” says Judy.

When she’s not working, Judy enjoys nothing more than spending time with her family, riding Harley Davidson motorcycles or taking trips in their RV. She is also an ardent philanthropist, and gives back through multiple charitable organizations.

Looking to the future, Judy’s plan is to continue growing her business while maintaining the same exceptional level of customer service that has become her stock-intrade. “Buying or selling a house can be a very stressful process,” says Judy, “and we do our best to relieve that stress for our clients.”

For more information on The Hayes Team, please call 281-881-0840 or email Judy@remaxrewards.com Copyright Top Agent Magazine 25

EMILY ANN MORRIS When Texans want to get away from the city life and take in some idyllic scenery, Lake Whitney is one of their top choices. Its serenity has attracted all types of people, even those from out of state, with many wanting to live there full-time. Emily Ann Morris and her team help those people achieve their real estate dreams. Specializing in White Bluff Resort, a gorgeous, secure community with views of the lake, Emily has become one of the most sought after agents in the area for her expertise and diligence. Around 70 percent of her business is made up of referrals from past clients, which she directly credits to her strong relationships.

“We develop a relationship with them and build trust.

I have one client I’m working with right now that I’ve known for 12 years, and we’re now helping them upgrade into a bigger home,” Emily explains. “When I work with someone, I become their Realtor for life.” A team of three, including herself, husband Bill Morris, and fellow agent Chris Hicks, they go above and beyond expectations. “After working with us, they remember our guidance. We don’t let anything go unnoticed, we take care of them, even beyond real estate needs.

I’m truly dedicated to my clients.” For everyone on the team, Lake Whitney and the surrounding areas are home, and one of their favorite places on Earth. “It’s amazing here. I want to help others make this their reality every day.”

Clients love spreading the word about working with the team. One recently wrote, “We fell in love with White Bluff because of Bill & Emily Morris. The house we purchased had been uninhabited for several years. The exterior and interior were in disrepair and outdated. Bill and Emily helped us every step of the way. They not only knew the ins and outs of real estate; they knew the key trades people to get in touch with to 26

get done what we needed to get done. Today, our lake house is a place where our kids and grandkids have already built lasting memories.”

When it comes to staying in touch, Emily and the team send email newsletters and occasional notes. Emily is also a member of the Chamber of Commerce, and loves staying involved with the community. After working with the team, clients will never forget them, so it’s easy to maintain friendships. Not only do they guide their buyers through every step of the process, they’re also hands on with their sellers, offering the best marketing.

“We have professional photography and drone footage, so we can showcase the views. We also have a popular website called lakehomeslakewhitney.com which has been viewed over 40 million times.”

During any free time, Emily is outside riding horses, giving lessons or gardening. She also loves planning the future of her business. “We want to get more into marketing, and have a presence on more websites. But ultimately we just want to keep growing, while still offering the same great service to our clients.”

For more information about Emily Ann Morris, please call 214-205-7374, email emilyanncarter@gmail.com, or visit lakehomeslakewhitney.com www.

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A Step-by-Step Guide to

Converting Internet Leads to Real Life Sales In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online.

Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales.

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RESPONSIVENESS IS KEY Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up.

Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your

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Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.

ENGAGE WITH OPEN-ENDED CONVERSATION When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.

GIVE ADDED VALUE Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when 28

adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.

DON’T STOP MAKING CONTACT If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.

Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.

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NILES REALTY GROUP The Niles Realty Group, which services Texas’ Dallas-Fort Worth Metroplex, is a dynamic, energetic, and impeccably honest family business. Comprised of Niles family matriarch Kimberly, son Travis and his wife Madison, this powerhouse trio has made a name for themselves as Realtors who consistently put their clients’ needs front and center during every transaction.

While both Kimberly and Travis have a long family history of personal real estate investments and vast knowledge of the industry, it was Madison who was responsible for the formation of the Niles Realty Group.

“I was a Realtor, and Travis and I got married and I was expecting our first baby,” she recalls. “It was a difficult pregnancy, so Travis and Kim decided to get their licenses so they could help me out.” Both Travis and Kim unexpectedly fell in love with the retail side of the industry, and the rest is history. “Our clients love the idea that we’re a family,” says Madison, “and that we’re helping other families.”

Another reason is their empathetic approach to working with clients.

“I think a lot of our clients can relate to us, because we’re a family and we’ve had our struggles and victories, just as they have,” says Madison. “We’re real estate agents, but we also do a lot of counseling as well. We’re there to listen to them, and to be an advocate for them.”

Another major factor in Kim, Madison and Travis’ success is their thorough, savvy and cutting-edge approach to marketing their listings. The use of professional photography and video ensures that each listing is shown in its very best light, and a robust internet and social media presence places their properties in front of as many potential buyers as possible, the result being quick sales for top dollar.

The Niles Realty Group (aka NRG – pronounced - appropriately considering their enthusiasm and impressive work ethic - “energy,”) closed an impressive fifty-eight deals in their very first year of operation, an impressive statistic they are planning to up significantly in 2019.

The Niles Realty Group is also passionately committed to giving back to their community through their participation with and support of multiple charitable organizations, including the FTW Meals on Wheels organization. Additionally, the family recently partnered in purchasing Southern Oaks Golf Course that had gone out of business, ensuring the tight- knit community it could continue as a well-regarded cultural hub and simultaneously rescuing home values from depreciation in the area.

A significant portion of NRG’s business is based on referrals, the surest sign of a job well done. “A lot of that has to do with our knowledge,” says Kim. “We know how to handle any situation, since our family has sold property, bought property, and flipped property many times over the years.”

As for the future of NRG, the sky is the limit. Passion, honesty and integrity will always be at the forefront of their business ethos, and even as they have plans to grow, expand and add new team members, they will always place their focus on excellence in customer service.

For more information about The Niles Realty Group, please call 817-704-2419 or email NilesRealtyGroup@icloud.com Top Agent Magazine

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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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SHELLY SALAS Back in the early 2000’s, Shelly Salas took a break from pursuing her nursing degree to help out with her husband’s real estate business. At first, she cut her teeth on paperwork and administrative duties, but by 2004 she was ready to take the reins and earn her license. In the fifteen years since, Shelly and her husband, Luis, have built a thriving enterprise in their brokerage, The Salas Team Realtors.

Serving the greater Fort Hood region, Shelly and her husband head a team of thirty-two professionals. With nearly half of their business generated by repeat and referral clientele, their team has established a track record for their superlative service, adept approach to marketing, and steadfast communication. “Clients come back to us and feel confident referring us because we always put their best interests above all,” Shelly explains. “It’s about more than just paperwork— it’s about people, too. It’s about getting clients to the closing table, but also providing them the best experience possible. From the moment they see their dream house, all the way to closing, we follow through on our promises.”

With the help of a dedicated client relation specialist and a full-service marketing team, buyers and sellers alike rest assured that their needs are kept at the forefront.

When listing properties, Shelly incorporates quality photography and multifaceted exposure—from branded content and radio promotions, to visibility across the leading online listing platforms and social media outlets.

“We garner a lot of market exposure for our clients,” Shelly says. “You name it, and we’re out there. We have dedicated staff handling photos, market input, property descriptions, and more. Our collaborative team handles every aspect of launching a property.”

Shelly also leverages her past military experience to relate to the region’s large servicemember population.

“We’re in a military town, so we often work with folks Top Agent Magazine

who are moving to a new duty station,” she says. “I was prior military myself, so I understand how stressful it can be to go through that process. The last thing I want clients to experience is additional stress during that transition. In fact, one of the reasons I love doing what I do is having the opportunity to guide clients and give them the best experience possible.”

Shelly gives back to causes close to her heart. She annually supports the Children’s Miracle Network and fundraises for McLane Children’s Hospital, where Shelly’s first child, who was born premature, was cared for. Last year, she raised $16,000 for this worthy cause. Shelly and her team also support a local elementary school during the holiday season, when staff members hosted a toy drive and delivered gifts to each student. “We feel that the community has blessed us so much and allowed us to be successful,” Shelly says. “It’s only right we give back to the community that made us.” In her remaining free hours, Shelly enjoys time spent with her husband and three children, and staying active as a runner.

As for the future, Shelly intends to continue growing her business, with plans to expand her team into new markets. Now, with fifteen years of insight and experience, the future appears bright for Shelly Salas and The Salas Team Realtors.

To learn more about Shelly Salas email Shelly@TheSalasTeam.com, visit TheSalasTeam.com, or call (254) 526 – 0170 www.

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