UTAH 7-12-21

UTAH EDITION

CONCIERGE CARE: Services

that Lure Clients and Transform Your Reputation IF IT’S GOOD FOR THE SOUL, IT’S GOOD FOR THE BUSINESS

EMBRACING SMART HOMES:

DOES NEW TECHNOLOGY REALLY INCREASE HOME VALUE?

COVER STORY

JOSHUA NICHOLS

UTAH EDITION

9

JOSHUA NICHOLS

JOSHUA NICHOLS CONTENTS 4) CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION 6) EMBRACING SMART HOMES: DOES NEW TECHNOLOGY REALLY INCREASE HOME VALUE?

15) 9 THINGS THE BEST LEADERS NEVER SAY 18) EMOTIONAL FLUENCY: HOW TO COMMUNICATE WITH CLIENTS WHEN TENSIONS ARE HIGH 22) IF IT’S GOOD FOR THE SOUL, IT’S GOOD FOR THE BUSINESS

Phone 310-734-1440 | Fax 310-734-1440 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

2

Top Agent Magazine

mailto:mag@topagentmagazine.com

Top Agent Magazine

3

Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

4

Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

Top Agent Magazine ®

Top Agent Magazine

sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

Top Agent Magazine ®

5

Embracing Smart Homes:

Does New Technology Really Increase Home Value?

Technology and innovation move at a lightning-fast clip, so it can be hard to keep up with all the smart-home trends sweeping the market at a given time. From smart thermostats to security systems accessed through an app on your phone—there are endless options to customize and update your home for the modern era. But which, if any, of these smart home products add 6

value to property in a significant, worthwhile capacity? Especially with new generations of the same products released in quick succession, it can be hard to determine whether it’s worth it to take the plunge. With that in mind, we’ve conducted a deep-dive into the smart home options out there that make the most sense for your bottom line and real estate investments.

Top Agent Magazine ®

Top Agent Magazine

Smart home amenities range in price and return.

There are certain smart home products that won’t break the bank while still adding lovely touches and time-saving features to your space. For instance, a smart thermostat may not run more than a few hundred dollars, but it can take so much of the guesswork and analog nuisance out of programming your home’s internal environment. That said, buyers selling properties with mid-range amenities like this can’t expect a windfall in return. While smart home features can certainly lure buyers and give the sense that a home is attractively modern (and thus move-in ready), it doesn’t mean that you’ll be reaping a sizable monetary reward for your foresight. Conversely, this reality doesn’t mean those smart options

Top Agent Magazine

are without value entirely; it just means that the value of smart home options may be apparent in a different capacity, like luring a particular buyer or creating a desirable, sleek image for a property headed to market.

On the other hand, larger scale smart home amenities that are being left behind for the buyer—like a smart refrigerator or wired sound throughout the property—may be able to lure particular buyers who value high-end details. While it can be difficult to state definitively the value of smart home options, the rule tends to be that the more you put in, the higher the likelihood you’ll reap the investment you sow. Focus your smart home options on home appliances first, then work your way toward security, thermostat, and entertainment options.

Top Agent Magazine ®

7

Smart home amenities capture the attention of buyers

Agents must know how to pitch the value of smart home options

Even if you have mostly opted for small or mid-range smart home options, you can still benefit from their presence in a property—even if they don’t inflate your bottom line as a result. Smart home amenities have the power to focus the attention of buyers, sending a clear signal that the previous owners were tech-forward and made an effort to upgrade the property for the contemporary era. Millennial or Gen Z buyers especially value these up-to-date modifications, and the presence of these desirable gadgets can create added interest and drive up value naturally. Likewise, featuring these options in listing photography can also drive interest from younger or high-end buyers looking for move-in ready spaces.

Remember that smart home features are relatively fresh to the market. While some new construction properties are equipped with these smart amenities, just as many homes on the market don’t offer these upgrades and modern flairs. This means that many buyers, of all ages even, aren’t familiar with the benefits and perks of these options, let alone how they’re operated. Before you can derive value from a smart home or smart home features, you’ll need to understand a product’s proper usage, cost, and benefits. Do your homework regarding what smart home features can offer in terms time or cost savings, and be able to show prospective buyers how easy these objects are to use, as well. Do both, and you’ll be in proper command of what smart home features can offer buyers and pitch them accordingly.

8

Top Agent Magazine ®

Top Agent Magazine

Top Agent Magazine

JOSHUA NICHOLS

9

JOSHUA NICHOLS Joshua has a team called Focus Realty Group in Pleasant Grove, Utah. Consisting of eight members, two secretaries and himself, they serve Utah, Salt Lake and Wasatch Counties, offering a wide range of services.

A desire to help others and a passion for real estate led Joshua Nichols to start a career as an agent ten years ago. He was working in medical sales at the time, and when someone encouraged him to become a Realtor®, he decided to take 10

the leap. Joshua hit the ground running and hasn’t looked back since, loving everything about his work. Today he has a team called Focus Realty Group in Pleasant Grove, Utah. Consisting of eight members, two secretaries and himself, Top Agent Magazine

they serve Utah, Salt Lake and Wasatch Counties, offering a wide range of services.

All of Joshua’s team members have unique opportunities to grow their businesses, as he constantly has various projects they can jump in on. Flipping Top Agent Magazine

homes is one example, with Joshua offering his agents the chance to invest in properties so they can receive a portion of the profits when he sells them. Joshua also purchases land and develops it. “I have four or five builders I work with, and when it’s time to list those homes, 11

I give it to my agents rather than listing it myself,” he says. Additionally, Joshua is always working on obtaining buyer and seller leads, which he then passes onto his team. The vast majority of his business currently consists of new clients, which demonstrates just how focused Joshua is on continuous growth.

Not only does Joshua set his team up for success, he also goes above and beyond to provide support to his clients throughout their transactions. Understanding

12

Top Agent Magazine

“I have a very laid back attitude, I have dreadlocks and I wear polos and shorts to all of my meetings,” Joshua explains. “This has actually allowed me to grow my business because people feel they can relax around me.”

that buying and selling can be stressful, Joshua aims to eliminate any concerns and provide an enjoyable experience.

“I have a very laid back attitude, I have dreadlocks and I wear polos and shorts to all of my meetings,” Joshua explains.

“This has actually allowed me to grow my business because people feel they can relax around me. I also just really love what I do, and I have fun helping people.”

After working with Joshua, buyers and sellers never hesitate to spread the word about their time together. One recently said, “I loved working with Joshua. He walked us through the process and helped us get everything done on time. He was Top Agent Magazine

very responsive and was constantly going to bat for us with the sellers. He pushed them hard and put us in a really good position when we finally did buy. As we were looking for houses he tried to find ones that matched what we wanted and were in our price range. He was totally willing to walk away from anything that wasn’t exactly what we wanted. He was fun and hard working. We felt very confident in him and felt we could easily trust him. I’m going to work with him in the future.”

When Joshua isn’t working, he’s giving back to the community. “I have a community page that we started, and we will put together motorcycle rides for various causes and 13

charities. We recently did one for the Children’s Hospital, where we gave rides to terminally ill kids.”

Looking ahead, Joshua’s sights are set on expansion. “I want to build up to 15

agents and open my own brokerage,” he says. “Then I will start a property management company.” Wherever his path leads, Joshua will love every minute of it. “It’s amazing to work with so many different people and hear their stories.”

For more information about Joshua Nichols, please call 801-995-2683 or email joshua.nichols32@gmail.com

14

Top Agent Magazine

9

Things the Best Leaders Never Say

As Spider-Man’s Uncle Ben said, “With great power, comes great responsibility.”

Being the boss is a great thing, but there’s a reason the ‘bad boss’ is common stereotype. Some people tend to use their power in destructive ways and that isn’t good for anyone. You might not even know you’re being a bad boss, it can be subtle sometimes.

There are common traits among great leaders, if you want to be a boss that operates with integrity and is respected by everyone

Top Agent Magazine

you work with, make sure you don’t say any of the following things.

1

I’M THE BOSS

Stating a fact that should be obvious is always a sign of weakness, and when you are the boss, strength of leadership is THE key component.

It also may indicates a stubbornness that is the death knell of a healthy work environment.

Your job as a leader is to bring everyone to your level of success, not to create a larger rift.

Top Agent Magazine

15

2

6

I’LL DO IT MYSELF

Being a good leader is all about delegation. If you are hiring people who are professional and trustworthy, then this should be a no brainer. It is your job as a leader to get the right people for the job and then lead them in away that means success for everyone.

3

THAT WASN’T MY FAULT

There’s an old saying “The Buck Stops Here.” and that is still true today. Good leaders take responsibility for what happens. They don’t blame others or make excuses. They take the hit for the team and then find the solution to make it better. Not only does it show they have integrity, but it also fosters a warm team environment that makes all players feel like their boss has their back.

4

I’M SORRY TO ASK YOU TO DO THIS

Treating your employees with respect is mandatory, at the same time there is no reason to be sorry when you ask people to do their job. Leadership is strength and confidence. Expecting your employees to put in the same work ethic as you is your job.

5

I ALREADY KNOW THAT

Having a ‘know-it-all’ attitude isn’t pleasant coming from anyone, but the last thing you need to do as a boss is shut down the people working for you. If you give them the impression that you’ve thought of everything, why should they bother giving potentially valuable contributions?

Make people feel good about all input, even if you don’t think it will work or have already thought of it. Open flow of communication and ideas is key to a successful team.

16

THAT’S NOT THE WAY WE DO IT HERE

Well, why not? Being a successful leader means always being open to change and improvement.

No great leader is ever accepting of the status quo. It’s not only lazy, it’s uninspiring and usually leads to a work environment that is stagnate. Yes, keep things that work going, but nothing should ever be untouchable. Creative thinking should never be faced with constant roadblocks. A good option is to always ask for more information. Let your employee show you why they think their way might be better. This gets them energized and excited to approach you with more in the future.

7

I’M NOT HERE TO MAKE FRIENDS

This is a workplace, not a reality show competition.

Good leaders know that building strong workplace relationships, with employees, vendors and peers, is the foundation of a successful business

8

DON’T BRING ME BAD NEWS

No true leader avoids bad news. They confront everything head on because as we said above, they know that ultimately everything is their responsibility, and ignoring a potential problem will most likely end up being worse down the road. Good leaders want to know bad news right away, and the last thing you want is to foster a work environment where employees feel like they have to lie to you.

9

YOU JUST DON’T GET IT.

You’re the boss. If someone who works under you is having trouble understanding something, it’s on you to make it clear to them. Getting frustrated makes them less likely to ask for help in the future.

Sharing your expertise and experience is not only generous, but a necessary tool in the success of your business.

Top Agent Magazine

Top Agent Magazine

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

Top Agent Magazine

17

Emotional Fluency:

How to Communicate with Clients When Tensions are High Managing emotions, expectations, and personalities are central to a successful real estate career. After all, this is a business based on relationships and interpersonal communication. Likewise, real estate is built on one of life’s central milestones—homeownership. This means that stress, disappointment, excitement, and competition are inherently 18

involved in the process. As an agent, you take on the real estate world every day, but most of your clients aren’t well-versed in the norms of the industry and are likely riding an emotional roller coaster throughout.

Acknowledging this, how do you steer the ship when emotions and tensions are running high?

Top Agent Magazine ®

Top Agent Magazine

For starters, it’s not always intuitive. Just like you add tools to your arsenal when it comes to marketing, social media, or lead generation, you also have to add emotional tools to your repertoire. Here are a few ways to diffuse tense situations and keep clients on an even keel—even during the ups and downs of the transactional process.

Create realistic expectations from the outset and reinforce them as you go As a seasoned agent, some aspects of the industry may seem run of the mill to you, but may come as a shock to your clients. That’s

Top Agent Magazine

why communicating expectations from the beginning can help create reasonable touchpoints in the minds of your clients. In addition to talking through the steps of the transactional process with your clients, consider writing out a checklist or compiling a buyer’s guide that can serve as a resource for them throughout. Think of it like a security blanket, but one that’s built by facts, figures, and anecdotal experience. If you paint a clear picture of what to expect, clients are less likely to be taken by the surprise and react impulsively as a result. What’s more, reinforce next steps, expectations, and possible outcomes as you go. If your client is left to wonder or guess at what’s ahead or

Top Agent Magazine ®

19

what will happen, they will either envision the worst-case scenario and panic, or they’ll misjudge the next step and be disappointed or left anxious as a result. Minimize surprises by communicating regularly, clearly, and with all options on the table.

When unveiling a problem, come to clients with potential solutions in hand Any agent worth his or her salt knows that bumps in the road are likely to occur along the way. You can’t promise a transaction free of stress or unforeseen issues, but you can minimize the ensuing stress by preparing you client in advance for any potential problems, and by addressing any problems

20

clearly and with solutions already in hand.

Clients are likely to become agitated if a problem arises and they can’t understand why or what it means. That’s why slowing it down, talking it through, and offering potential avenues for recourse can quell fears and remind clients why they chose you to facilitate the transactional process. This means you’ll have to vigilant, proactive, and on the ball. Of course, it’s much easier to be an agent when everything is going great and flowing naturally. It’s when things take an unexpected or negative turn that true talent is really tested. Accordingly, show your clients that you are confident and in control by remaining adaptable, communicative, and clear in your problem-solving approach.

Top Agent Magazine ®

Top Agent Magazine

Never underestimate the power of listening As an agent, you are probably well-versed in putting out fires and sourcing solutions. Sometimes, however, clients are really looking to you as a confidante and a listening ear. You’d be surprised how much nervousness you can resolve by simply offering a listening ear and offering reassurance. Sometimes it’s not about providing a band-aid or a practical solution; oftentimes, it’s all about listening. Clients need to feel like they’re being heard, even if you’ve heard it all before. By listening to their fears, acknowledging their perspective, and reiterating their goals—you display your empathy and understanding, which is often just what a client Top Agent Magazine

needs to feel better. In other words, you don’t have to break out the graphs and data each time a client airs his or her insecurity. First, slow down, listen, and interact on a personal level. You may stop an emotional upheaval in its tracks simply by putting your listening cap on.

Not all clients are alike. Some will require a little more hand-holding than others, but it’s your job to put yourself in their perspective, recognize the milestone at hand, and managing the personalities you’re working with. The next time you feel frustrated by a client’s unpredictable emotional energy, keep these insights in mind as you diffuse the situation, steer them to a place of comfort, and fortify your interpersonal skillset in the process.

Top Agent Magazine ®

21

If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night?

The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning.

REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their 22

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing.

Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says.

“There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.”

The longtime “big picture” for Colorado REALTOR® and property manager, Linda

Top Agent Magazine

Top Agent Magazine

Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home.

For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!”

Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie.

We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured Top Agent Magazine

Top Agent Magazine

23

mailto:mag@topagentmagazine.com

24

Top Agent Magazine