UTAH 2-24-20

UTAH EDITION

GOOGLE ADWORDS: How to Make Google Do the Work for You

Are You Doing Business As You on Facebook?

COOPERATION, NOT COMPETITION,

FEATURED AGENTS

CREATES MUTUAL SUCCESS FOR AGENTS

AMBER MILTON JULIE SUMMERS CHRISTENSEN COVER STORY

Jennifer Yeo

UTAH EDITION

Sydnee Grace Morrison is proud to congratulate

AMBER MILTON 7

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JULIE SUMM

Julie Summers C loves people. That’s her success as a R - for her it isn’t ab or deals, for her it’ the people.

“I just love helping p a home,” she says.

AMBER MILTON JENNIFER YEO JULIE SUMMERS they’re first time b CHRISTENSEN they’re downsizing or maybe their family i on being featured for the State of Utah I love helping people find their new home in Top Agent Magazine! people who have lived in their previous 40 some-odd years. Recently I had three CONTENTS elders, who had been living in their hom Imagine the emotional attachment to those at closing I give them a photo book I’ve 4)SYDNEE GOOGLE 17) COOPERATION, GRACEADWORDS: MORRISON tells their story inNOT pictures, just as a closing RESIDENTIAL LOAN OFFICER help themCREATES as they move on to their next ph HOW TO MAKE GOOGLE COMPETITION, Office: 435-657-0154 | Cell: 435-602-0528 DO THE WORK FOR YOU

sydnee@xfutah.com | XcelFinancialUtah.com www.

10) ARE YOU DOING BUSINESS AS YOU ON FACEBOOK?

Phone 310-734-1440 | Fax 310-734-1440

MUTUAL SUCCESS FOR By focusing on the people, and by makin AGENTS lasting connections with them, Julie h

a successful business for herself. She ® REALTOR serving 22) CREATIVE WAYS TO the Ogden Valley Huntsville, Eden and Liberty as well as We SAY THANK YOU and Cache Counties for five years, and eac been better than the previous. Last year s plished $10.5 million in volume over 31 tra and about half of her business came from r referrals.

As a native of the Ogden Valley Julie knows mag@topagentmagazine.com | www.topagentmagazine.com as friends and neighbors. “It’s a smaller co No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent sheto says. run into my clients when I’ Magazine is published by Feature Publications GA, Inc. Although precautions are taken ensure“I’ll the accuracy of published at the by market, and I’ll just keep in materials, Top Agent Magazine cannot be held responsible for opinions expressed orabout facts supplied its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. them. They know me, and they know that Published in the U.S. my mind to something, I’m going to get it!

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Julie’s deeply involved in her local c Top Agent Magazine showing up at events and lending her sup local schools have food truck night,” she

mailto:mag@topagentmagazine.com

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Google AdWords:

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

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

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

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

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

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

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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE

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

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LOCATION IS EVERYTHING!

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

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

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

HARNESS THE POWER OF DATA

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

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

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

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AMBER MILTON

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AMBER MILTON A genuine people person with a love for real estate, Amber Milton found her true calling as an agent in the greater Salt Lake City region. She previously worked in retail management, and decided to quit her job to earn her license after she sold her own house. “I thought, ‘I can do this’,” Amber says. “So I’ve been doing it ever since.” Today she works on a team of individual agents at Century 21 Everest, where she goes above and beyond to help her clients reach their goals. She serves all of Salt Lake, Wasatch and Summit counties, but specializes in the Timber Lakes community, which consists of about 50% full-time residents and 50% vacation properties.

But no matter who she is helping, all her clients appreciate her determination and work ethic.

“I aim to provide an exceptional home buying or selling experience,” Amber says. “We guide them through the entire process, walk them through it and make sure they know they’re in good hands.” This experience means clients feel safe throughout the transaction and less stressed. “I’m truly in it for my clients. When I commit to my clients, we are a team, I want what they want and I’ll fight for them. It’s my passion and drive that sets me apart in this industry.” Not only that, but Amber is enthusiastic throughout the whole process, and it’s truly an enjoyable experience working with her. “I have a natural high level of energy, I’m just a go-getter.”

When it comes to marketing, Amber also goes above and beyond. She posts every listing onto the MLS,

then onto social media, Trulia, Zillow and local real estate sites. Amber also hosts open houses. With her 2019 production numbers nearly reaching $10 million, it’s clear she’s doing everything right.

After the transaction, clients leave glowing reviews about their time together. One recently said, “From the beginning, she was honest and direct. She explained the process and recommended things that I could do to help with the sale. When it came to setting a price, she always listened to our thoughts.

In those discussions it quickly became obvious that she knew the market and communicated frequently with me even though I was traveling outside the country. I appreciated her great work ethic and persistence in making the sale. These are the reasons I recommend Amber Milton to anyone looking for a great Realtor®.”

As Amber looks towards the future, she wants to continue learning and helping as many people as she can. “When I first started, I had the belief that you can’t balance family life with work life. But I now believe you can have the best of both worlds.”

No matter how much she grows, her love for the industry will remain. “I love the people I meet and the opportunity I get to work with them on a personal level. Every day is different, there is never a dull moment in real estate!”

For more about Amber Milton, please call 801-949-0934 or email ambermiltonrealtor@gmail.com 8

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Sydnee Grace Morrison is proud to congratulate

AMBER MILTON

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

SYDNEE GRACE MORRISON RESIDENTIAL LOAN OFFICER Office: 435-657-0154 | Cell: 435-602-0528 sydnee@xfutah.com | XcelFinancialUtah.com www.

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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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Jennifer Yeo

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Jennifer Yeo Top Agent Jennifer Yeo founded Presidio — now the largest independently owned brokerage in the state of Utah with 220 agents doing about a thousand transactions a year.

Jennifer Yeo founded Presidio real estate with one purpose in mind. “I had a burning desire to make a difference in this industry,” she says. “I really wanted to step the game up for REALTORS® and make them better, more educated and teach them how to treat clients so that they can build trust and their clients will return to them again and again.”

That drive has been with Jennifer ever since she first entered real estate, 17 years ago.

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She left behind a successful career in public relations and found that real estate was her calling; within a few years she had become a top producing agent and eight years ago she founded Presidio, which is now the largest independently owned brokerage in the state of Utah, with 220 agents working with her.

Company wide Presidio does about a thousand transactions a year, while Jennifer personally did $10 million in volume, even with her other responsibilities.

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At Presidio Jennifer stresses education. “When I started this company the model from day one was raising the bar,” she explains. “What sets us apart is that all of our agents, including myself, have far more education than is required. To renew your license every year you’re required Top Agent Magazine

to get 18 hours of education in that year. I teach my agents at my brokerage 18 hours a month.”

Success comes to Jennifer and Presidio because she has created the right environment to foster it. “The foundation of a really strong business 13 Copyright Top Agent Magazine

Jennifer has been inamed REALTOR® of the Year for the Utah County Association of REALTORS®, as well as being nationally recognized as REALTOR® of the Year. She was named Entrepreneur of the Year twice from WCR and Entrepreneur Simplified. is building a great culture where people love to work,” she says. “Once you do that, the business follows. When you have a great culture you’ll find the clients come to you, they love you, and you have a great relationship.”

That culture attracts talent. “We don’t recruit agents,” Jennifer says. “They come to us… and then they stay. There are a lot of agents out there who want to improve their business and make this career their lives.”

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That’s what Jennifer has done. “I’ve established myself as a great resource in this industry,” she explains. “I’m a REALTOR® who stuck around and made it through the downturn and I’ve had my company grow. My clients see this, they’ve seen great things happen at Presidio, and they know they can trust me.”

Jennifer has received her share of recognition, including being named REALTOR® of the Year for the Utah County Association of Top Agent Magazine

REALTORS®, as well as being nationally recognized as REALTOR® of the Year. She was named Entrepreneur of the Year twice from WCR and Entrepreneur Simplified. She’s also served as President of The Women’s Council Top Agent Magazine

of REALTORS® in Utah. “if I’m going to make a difference in this industry, I really need to be involved,” Jennifer says. “And so I’m always constantly serving on boards, staying involved.”

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When she’s not working Jennifer loves to get outdoors and take her dog on trail runs.

But her focus is on work these days, and her sights are set on expansion. “Within six months I should have a location in Arizona,”

she says. “Then Colorado and Vegas. I’ve got a great culture with the company and it’s changing the face of real estate - I really want to it into other states and share that with people.”

To find out more about Jennifer Yeo, visit her website at presidioutahre.com/broker-list, call her at 801-427-0644 or email her at utahrebroker@gmail.com https://

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Cooperation, Not Competition, Creates

Mutual Success for Agents When people get along during a business transaction, everyone comes out happier. And in a service industry like real estate, agents have the power deliver that happiness. By working cooperatively, sharing advice and helping each other help clients, agents not only enhance their own reputations, but that of real estate in general.

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“Bring everyone together” Matt Kobelski, with Credentials Real Estate Group in Massachusetts, points out that providing good service involves more people than the party you’re representing. “I’m not afraid to bring together all the parties in a deal and say, ‘OK, let’s figure out a solution that works best

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Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem

for everyone,” he explains. “My goal is to avoid being adversarial.” Real estate, he believes, should always be a field in which each person can win. “It’s about working toward a mutual goal, shaking hands, and walking away happy that a seller sold, a buyer bought and everyone got what they wanted.”

But Is it that simple? Most agents have experienced the ways conflicting personalities and tension during a transaction can heat up even the most cordial relations. In reality, however, it’s more productive to let down your guard and work with others as a team than it is to allow stress and competition to preside. South Florida REALTOR® and broker associate, Risë V. Siegrist, for instance, has zero interest in competing with other agents. “It’s more important to be professional and associate with competent, caring people,” she says. By serving others with a cooperative spirit, experienced agents like Risë set an excellent example for emerging real estate stars. Risë hopes to be a model for the next generation of agents, training people who may one day become part of her team.

Risë’s position on cooperation inspires more reasons for nurturing relationships with other agents. Over the decades, many agents change brokerages several times. Who knows if that agent across the table will one day work at the 18

same brokerage you do? Perhaps you’ll even have an opportunity to partner on an exciting, future transaction. Good relations keep doors open to endless possibilities.

Co-listing cooperation Teaming up with an agent from a different brokerage on a transaction is not as uncommon or complicated as it might seem. In fact, some agents cleverly capitalize on their collective attributes, rather than competing against one another. South Carolina REALTOR® Kimberly Pannit is a perfect example of the universal benefits of co-listings. Although she has always been an independent agent, Kimberly works hard to form professional alliances that give her business the feel of a cooperative network across brokerages.

This cooperative approach may be nontraditional, but it benefits clients in unique ways. By working closely with agents at other brokerages, she shows how agents can improve client service while helping one another.

Kimberly’s cooperative approach began in her own neighborhood, where an agent friend from a different brokerage also lives. “Several years ago, I approached her because both of us were friends with our neighbors. I asked, ‘Why don’t we give our neighbors superior service and

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co-list together? We both love our area and are passionate about our jobs, the location and schools.’” She also didn’t want to make their mutual friends choose between them when they could work together. “I said, ‘Let’s give them amazing service together!’” With their brokers’ permission, two weeks later the agents co-listed their first home and put extra energy into ensuring uninterrupted client service.

Networking and “Co-opertition” When the ultimate goal is to match a client with the perfect home or create optimal terms of sale for a listings, networking with other agents can facilitate that ideal buyer-seller match.

Nashville REALTOR® and broker/owner Lisa Land embraced every opportunity to contribute meaningfully to the real estate industry and to her local market, even before building her own team. “Agents would frequently ask me for help or advice,” she says, noting that she shares, rather than guarding, the methods she uses to get through difficult or confusing transactions. “I was fortunate to have great mentors when I started in real estate, so I’m always

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willing to offer help, even to agents outside of The Luxe Collective.”

Meanwhile, on Cape Cod in Massachusetts, Janet Leigh Scott describes the climate between agents as relaxed and professional. “While the real estate market is highly competitive, we’re truly a ‘co-opertition’ market; agents work together and a have greater sense of community than you might experience in off-island brokerages,” Janet says. “If I have buyer coming into town, I’ll reach out to agents I’ve done transactions with to ask if they have anything coming up that might not be on the market yet.”

Even in hot, competitive L.A. real estate, independent agents such as Andrej Nagy of The Agency RE knows the importance of receiving and providing professional mentorship.

“My relationships with clients are extremely important,” he says. “But my relationships with agents on the other side of a deal are also important.” For REALTORS® like him, working smoothly with other agents is a privilege.

Doing so builds rewarding relationships while ensuring win-win transactions for everyone at the closing table.

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Laughs!

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Creative Ways to Say Thank You

Most top real estate agents find ways to welcome their clients to their new home. A common theme is a bottle of wine and some wine glasses for that first post-threshold toast, or a bouquet of flowers to brighten up that empty living space until the furniture arrives.

But are you truly being as creative as you can with your appreciation? Here are some innovative gift ideas that will truly keep you front of mind with your valued customers and assure their gratitude and repeat business, not to mention a slew of referrals.

1. How about a streaming video device, like a Roku

or Amazon Fire Stick? There’s a good chance your clients will not have their cable service up and running for a few days, and this is an excellent way for them to enjoy their television before they get that connection going. Bundle it up in a basket with some DVD’s for the kids, and don’t forget all necessary cables.

2. Matching bathrobes and Bath kits: Fleece or ter-

rycloth bathrobes and a basket filled with highend his and her body scrubs, bubble bath and other luxurious pampering items can make the first night in a new home feel like a check-in at a fabulous resort and make the memory of that first night one to cherish. Again, don’t forget the kids!

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3. Arrange a catered meal from a local vendor. As-

certain in advance dietary preferences and restrictions, and have a wonderful, healthy meal delivered on move-in night. To complete the magic, provide brand new plates, silverware and glassware to serve it all on.

4. For homes with swimming pools or Jacuzzis, a

stack of fluffy pool towels is always appreciated and will be used by family and friends for years to come. Additionally, acrylic stemware for celebrating safely can be provided alongside them.

5. If it’s winter time and the home has a fireplace, make sure there’s plenty of wood to burn. Some fireplace accessories and a log holder will certainly make your clients appreciate you on every chilly night to come.

So when it comes to gifting your buyers, the trick is to be creative. A bottle of wine lasts one night, and the flowers wilt in a few days. Try coming up with something a little more creative that will remain with your clients in their day-to-day lives and remind them of you consistently. The little bit extra you spend to show your gratitude can reap huge dividends when it comes time for your client to purchase a second home or refer a friend.

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JULIE SUMMERS CHRISTENSEN Julie Summers Christensen loves people. That’s the key to her success as a REALTOR® - for her it isn’t about money or deals, for her it’s all about the people.

“I just love helping people find a home,” she says. “Whether they’re first time buyers or if they’re downsizing or maybe their family is growing.

I love helping people find their new home - especially people who have lived in their previous home for 40 some-odd years. Recently I had three clients, all elders, who had been living in their homes forever.

Imagine the emotional attachment to those homes. So at closing I give them a photo book I’ve made that tells their story in pictures, just as a closing gift and to help them as they move on to their next phase.”

By focusing on the people, and by making real and lasting connections with them, Julie has created a successful business for herself. She’s been a REALTOR® serving the Ogden Valley including Huntsville, Eden and Liberty as well as Weber, Davis and Cache Counties for five years, and each year has been better than the previous. Last year she accomplished $10.5 million in volume over 31 transactions, and about half of her business came from repeats and referrals.

funds from that goes to local schools, and I gather up all my friends and we always attend.”

When she’s not working or being a major figure in her community, Julie likes to just relax and enjoy the gorgeous nature that defines the Ogden Valley. “We live in a beautiful community with three ski resorts,” she says. “My husband and I hop in the side-by-side and we go up into the mountains where we have no cell service. We’ll go fishing or I’ll bring a book. But I don’t take anything educational or motivational - I’ll take a novel I can get lost in!”

Julie’s experienced so much success, and she’s not going to be letting up any time in the future. “Last year was a lot of work,” she says. “But it paid off. And my goal is to stay there, or do better. I’m going to keep working with my clients personally and one-on-one, and my goal is to be the top producing agent here in the Valley.”

As a native of the Ogden Valley Julie knows her clients as friends and neighbors. “It’s a smaller community,” she says. “I’ll run into my clients when I’m out and about at the market, and I’ll just keep in touch with them. They know me, and they know that when I put my mind to something, I’m going to get it!”

Julie’s deeply involved in her local community, showing up at events and lending her support. “The local schools have food truck night,” she says. “The Top Agent Magazine

For more about Julie Summers Christensen visit summersinutah.com, call 801-745-5781 or email summersinutah@gmail.com www.

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