TEXAS 9-11-23

TEXAS EDITION

BEYOND

How to Answer the Inevitable Question:

CLEANING AND DECLUTTERING:

WHY SHOULD I CHOOSE YOU?

What Improvement Expenses Make the Most Sense?

MILLENNIAL BUYERS:

Where They Are & What to Know

EASY BLOG TOPICS

FOR YOUR REAL ESTATE BLOG

FEATURED AGENT

MANDY NICHOLS

COVER STORY

JULES FERNANDEZ

TEXAS EDITION

MANDY NICHOLS

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JULES FERNANDEZ

community,” she says, adding that she has brokered deals for a20 number of large development projects. “My clients demand time and an honest agent, and that is me.

We’re expanding here in Central Texas.

I always tell buyers that they’re not making any more land, so if you have a good opportunity to buy it now, then buy land and wait.”

Driven by her passion for the industry, Jules takes a hands-on approach to marketing her listings. She personally handles all aspects of marketing, including MANDY NICHOLS

Mandy Nichols may be a self-proclaimed perfectionist, and, as she puts it, “a freaking workaholic,” but there is one thing that brings a tear to her eye: First-time homebuyers. “At the closing table they just glow and beam,” she shares. “They thank CONTENTS you and thank you a hundred times, and they cry because they just bought their dream home. That is that the coolest thing, and it tears me up think15) MILLENNIAL BUYERS: 4) HOW TO ANSWER THE ing about it, helping somebody make a dream come true.” THEY ARE & WHAT WHERE INEVITABLE QUESTION: WHY

SHOULD I CHOOSE YOU? 6) BEYOND CLEANING AND DECLUTTERING: WHAT IMPROVEMENT EXPENSES MAKE THE MOST SENSE?

estate world. Wit has built a thrivi communication, a “These are huge a lacking in this bu keting listings, Ma eschews the comm lence, employing to ensure each pr tured. “I’m very

TO KNOW Having spent 25 years in another indus-

try before entering real estate five years ago, Mandy found herself in a state of 22) EASY TOPICS discontent.

It wasBLOG her current broker whoFOR saw the potential her and BLOG relentYOUR REALwithin ESTATE lessly encouraged her to transition into real estate. “I wish I had done it 10 years before,” she reflects, adding that she now sells more than $13 million in real estate a year.

Today, Mandy is not your average REALTOR®; she’s a force of nature in the real

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How to Answer the Inevitable Question:

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

Your clients want to know why they should choose you. They want to know what makes you different. It’s highly likely they’ll even 4

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Beyond Cleaning and Decluttering: What Improvement Expenses Make the Most Sense?

Decluttering open spaces, emptying cabinets and drawers and removing knick-knacks might seem like obvious – and free – ways to improve a home’s presentability. Unfortunately, however, not all sellers or agents are willing to do much more than decluttering and cleaning.

Think of the listing as a reflection on yourself. If you didn’t comb your hair, shine your shoes, dress 6

neatly and drive a clean car, people would think you don’t care about yourself. They may wonder, “If he doesn’t care about how he presents himself, how is he going to present my house?” Likewise, not prepare a house for its most beautiful presentation might cast doubt on how the overall marketing will go. And, while not all changes will be immediately noticeable, chances are that what isn’t changed will be noticed.

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Ashley Aguilera, REALTOR®, broker and owner of The Aguilera Team in California’s Murrieta Valley and Temecula, says that after every consultation, her team formulates a game-plan. “We want to set their property apart from everything else on the market, but also fall within the comfort zone of the seller’s lifestyle,” she says. Changes may run the gamut from minor repairs and moving furniture for better flow, to adding accent pieces to harmonize the home’s look or create a “wow” factor before professional photography.

Many agents recommend conducting a professional inspection prior to listing; some will even hire the inspector at their own expense. Of course, any necessary repairs found during inspection and not repaired before listing must be formally disclosed. But wouldn’t it be nice to have no surprises during the buyer’s formal inspection?

In general, some improvements are required, others are low-cost and others pay for themselves

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with lower time on the market, competing offers or higher sale price.

Landscaping & Exterior First impressions begin outside. Be sure to mow and edge the lawn regularly; prune back overgrown trees and hedges; hire a professional to repair uneven pavement (especially if it’s a hazard); remove or replace dying annuals; and clean or repair porches or railings. Are there dry or dead patches of lawn? An inexpensive repair to the irrigation system might be the solution.

While painting an entire house can be extreme, a wise investment is to paint trim, porches, steps or railings that may look tired or have too many colors; choosing a single, neutral color for trim can create a bright, cohesive look. Finally, check the roof, gutters and windows, looking for spots to caulk, shingles to replace, or debris to remove.

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Paint is extremely important if the home has faded or dirty walls, holes or chips on paint or plaster. If an entire paint job is not feasible, at least consider cleaning repairing the obvious and adding a fresh coat of semi-gloss to baseboards, moldings, windowsills, doors, banisters balustrades and built-ins. Don’t overlook the ceilings!

A long-ago leak from a second-floor bathroom may have been completely repaired and moisture abated, but a patched-up ceiling is a red-flag.

Kitchens and baths

Walls, carpets, ceilings and trim Next, it’s time for agent and seller to open up to one another about the interior. Janelle Holte, who leads Seller’s Edge Home Team in the Minneapolis/St. Paul area, loves walking into a home knowing that her team will be the driving force behind selling it.

“I like seeing how owners took care of it and raised their family in it,” she says. “But I won’t sugar-coat anything, so I tell them not to shoot the messenger!” She gives it to them straight, explaining what needs to be done to stage it to present well from a buyer’s perspective.

Those changes often include repainting at least the primarily living areas and replacing carpet, especially worn carpet or carpet that has faded or stained beyond what professional carpet cleaning could remedy. Sometimes, all that’s needed is professional carpet stretching to remove any buckling prior to cleaning.

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Most agents agree that the easiest costs to recoup in home improvements prior to selling are those spent in bathroom and kitchen updates. Complete remodels are unwise; you can’t anticipate the style preferences of their buyer. But refinishing, touching-ug up or painting cabinets can create a great impact, while also forcing the seller to remove unwanted or overstocked items from cabinets and drawers. Don’t forget the cabinet pulls – shiny, new nobs look nice.

Lee Ritchie of Ritchie Realty Group in Columbus, Ohio, gives a reminder to discuss any and all issues up front. “People need to be able rely on the professional who’s presenting, pricing and marketing their home,” she says. An honest and diligent agent will be an open book about the current market conditions, the quality of comparable listings and the potential return-on-investment for improvements.

Some agents, like Debra Dobbs of @properties in Chicago, even roll up their sleeves to help with decluttering and repairs. While not at all required or expected, doing so sure lets sellers see the investment their agent is willing to make for them.

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JULES FERNANDEZ Top Agent Magazine

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JULE S FERNANDE Z

“I drive hours and hours viewing the beauty of Texas, the hill country, and that revives me every day,” says Jules.

“The key to my success is that I have passion for what I do. I love showing and selling land. I want to keep helping people buy their land and get a piece of this amazing central Texas.”

Of all the life changes that can inspire someone to launch a new career— becoming a mother is usually not at the top of the list. But that is exactly what prompted Jules Fernandez to jump into 10

real estate in 2019 and launch a now redhot practice in central Texas selling land and farm properties. She serves Milam, Williamson, Travis, Bastrop, Hays, Blanco, Lee, Caldwell, Guadalupe and Top Agent Magazine

Comal counties. “I felt I had two options when I learned I was going to have a baby,” recalls Jules of her decision to begin taking real estate classes. “I wanted to enjoy our new baby, but I didn’t want to keep doing what I was doing (working as a marketing director for a management company), so I felt my only option was to get into real estate. I thought it would be like a hobby.”

Now with not one but two little girls, Jules says her last two years were much more than a hobby.

“They were the busiest, most profitable time of my entire life,” she says. Not only do she and her husband have two toddlers, but she is now closing an astounding average of 20 transactions a month, with more than $20 million in gross sales last year through 100 transactions as a solo agent with All City Real Estate.

Jules takes pride in the strong relationships she has built with her clients. Most of her business comes from repeat customers and referrals, with a 95 percent of her sales coming from these sources after just four years in the business. “My niche is farm and ranch properties in the Hispanic Top Agent Magazine

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community,” she says, adding that she has brokered deals for a number of large development projects. “My clients demand time and an honest agent, and that is me.

We’re expanding here in Central Texas.

I always tell buyers that they’re not making any more land, so if you have a good opportunity to buy it now, then buy land and wait.”

Driven by her passion for the industry, Jules takes a hands-on approach to marketing her listings. She personally handles all aspects of marketing, including

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“My clients demand time and an honest agent, and that is me. We’re expanding here in Central Texas.

I always tell buyers that they’re not making any more land, so if you have a good opportunity to buy it now, then buy land and wait.”

posting in both English and Spanish to reach a wider audience. She also leverages social media to promote her listings, sharing videos and content that generate high engagement. Her Facebook group, Central Texas for Sale, already has 1,000 members. “I drive hours and hours viewing the beauty of Texas, the hill country, and that revives me every day,” says Top Agent Magazine

Jules. “The key to my success is that I have passion for what I do. I love showing and selling land. I want to keep helping people buy their land and get a piece of this amazing central Texas.”

Looking toward the future, Jules says she has no desire to join a team. “Right now, at least for the next few years, 13

I want to stay solo,” she says. “Joining a team is not something that is in my heart right now. I want to keep my focus on helping buyers and sellers pursue their land dreams.”

When Jules is not working tirelessly to

assist her clients, she cherishes spending quality time with her two young daughters. Enjoying family moments is among her favorite activities outside of work.

“When I’m not working,” she says, “being with my babies and taking them for walks is one of my favorite things to do.”

To learn more about Jules Fernandez please call (512) 809-4979 or email julesfernandez.texasrealtor@gmail.com 14

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there Top Agent Magazine

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homeownership goals are rapidly evolving, tune in below for a few pointers that can help you expand a segment of your clientele in the process.

Where do Millennials prefer to buy?

Many Millennials came of age during or immediately following the Great Recession, and as such, many of them relocated or returned to mid-size cities and smaller communities where the cost of living was most affordable. Of course, there are countless Millennials that call the U.S.’s major cities home—especially those in the

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tech industry. The good news is that you can court Millennial clientele no matter where you service area is located. That said, community amenities are of great importance to this generation. They value public transportation, green space, and entertainment—from coffee shops and topnotch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will be key in selling to Millennials and locating neighborhoods they’re most interested in.

What sort of communication do Millennials prefer?

Most Millennials are digital natives, or close to. That means they grew up learning

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

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that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be 18

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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Laughs!

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MANDY NICHOLS

Mandy Nichols may be a self-proclaimed perfectionist, and, as she puts it, “a freaking workaholic,” but there is one thing that brings a tear to her eye: First-time homebuyers. “At the closing table they just glow and beam,” she shares. “They thank you and thank you a hundred times, and they cry because they just bought their dream home. That is that the coolest thing, and it tears me up thinking about it, helping somebody make a dream come true.”

estate world. With a contagious enthusiasm, she has built a thriving career that revolves around communication, accessibility and perfectionism.

“These are huge assets,” she says, “and they’re so lacking in this business.” When it comes to marketing listings, Mandy’s perfectionism shines. She eschews the commonplace and strives for excellence, employing a tiered photography approach to ensure each property’s unique essence is captured. “I’m very particular about what my name

Having spent 25 years in another industry before entering real estate five years ago, Mandy found herself in a state of discontent. It was her current broker who saw the potential within her and relentlessly encouraged her to transition into real estate. “I wish I had done it 10 years before,” she reflects, adding that she now sells more than $13 million in real estate a year.

Today, Mandy is not your average REALTOR®; she’s a force of nature in the real 20

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goes on,” she explains, “so I’m not going to slap cell phone photographs online. I walk through the homes, I make sure they’re clean, I help the owners get everything prepared. You won’t see my listings with dirty clothes everywhere or cluttered bathroom counters.”

With one other team member, Mandy says her business is the perfect size. “I’m happy with that right now,” she points out. “I don’t want to be one of those agents that pawns my clients off onto assistants. I don’t have a transaction coordinator. My clients are paying me to work for them, they’re not paying my assistant. And if I can only work with six clients at a time, then that’s fine because I’m keeping my clients happy. If you get too big, then you lose that personal touch, and I don’t ever want to lose that personal touch.”

Mandy’s availability and responsiveness are second to none, leading her to close deals while vacationing in Mexico or even working on transactions at 2 a.m. “I’ve awakened at two thinking that maybe a new listing came on the market for a client after I went to bed, and I’ve got to find them a house,” she says with a laugh.

She adds that many of her clients aren’t just business relationships; they’re friendships she nurtures, cementing a bond that goes beyond the transaction.

Outside of her bustling career, Mandy finds solace in family and hobbies. A supportive mother to her 16-year-old son, she’s a dedicated football mom and finds joy in golfing and traveling with her husband, even though her work often accompanies her. As she gazes into the future of her business, she remains grounded in her principles. Growth is essential, but not at the cost of losing the personal touch she values so deeply. “I want to be hands-on with my clients,” she proclaims, emphasizing her commitment to preserving the essence of her service.

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For more about Mandy Nichols, please call 817-583-1145, email mnicholsrealtor@gmail.com, or visit mandynichols.com www.

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Easy Blog Topics for Your Real Estate Blog Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.

Real estate bloggers should be less concerned with whether the same post already exists (it does) 22

than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.

Pillar content refers to those evergreen posts that never get old because they are always timely.

Think about those questions that you’ve had to

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answer a hundred, if not thousands of times— that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?

Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.

Evergreen Content

Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby?

What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.

This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.

Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.

You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.

Case Studies Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.

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Stay Local

There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.

Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.

The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.

If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.

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