VIRGINIA 11-16-20

VIRGINIA EDITION

7

Reasons Why Your Prospects Aren't Turning Into Clients

Playing the

REAL ESTATE MATCHMAKER

How to Send

SMARTER EMAILS FEATURED AGENT

DENEEN SWANN COVER STORY

MARY BETH EISENHARD

VIRGINIA EDITION

DENEEN SWANN After 24 years of working in corpo7 rate America, Deneen Swann decided to pursue a career that she truly had a passion for. Becoming a REALTOR® allowed her to realize her potential and ability to help people during what can be sometimes a stressful and complicated process. Deneen currently works as a solo agent at Keller Williams. She is a licensed broker in Virginia and Maryland, and a sales agent MARY BETH EISENHARD in Washington D.C.

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seller and figuring out to get their home sold qu price. It all boils down accomplish their goals fulfilling.”

Outside of her work D cated member of her loc she participates in va endeavors. This past ye DENEEN SWANN donating to organization during the COVID-19 p her off time, she loves Her years of expertise in the industry allow Deneen to bring her clients a next level of customer walks, watching movies, reading, an service. “People appreciate my compassion and drive CONTENTS to help them. They feel that I’m looking out for their In the next few years Deneen plans on best interest and that my concern is genuine,” she boutique brokerage, where she can 4) 7 says.

REASONS WHY YOUR 19) PLAYING THE REAL effort into ESTATE providing clients with She is particularly empathetic towards first time and PROSPECTS AREN’T TURNING MATCHMAKER— FOLLOW also committed t homebuyers as well as sellers who are going through of service. She is THESE INTOdifficult CLIENTS 8 DATING RULES TO ENSURE YOU these diffic times. “There are many people who face a keep their homes during MATCH YOUR CLIENT WITH THE lot of hurdles before they can purchase a home, and out to people who are behind on the 13) BY THE NUMBERS: themFOR knowTHEM help is available, and pro I enjoy guiding them and helping them PERFECT get to theirHOME UNDERSTANDING THE TRUE theySMARTER can do so they don’t los goal.

Some people FOOTAGE may look at our job as 22) glamorous, VALUE OF SQUARE HOW TOwhat SEND but a lot of the time you’re helping people who are can help somebody keep their house EMAILS not in a happy situation. A person who just lost a equity in their house before it gets fo spouse, or who is getting a divorce, is not going to do whatever it takes to accomplish t enjoy the selling process. I think my ability to enter that scenario, and help people make decisions that are hard to make, is what sets me apart from many other Phone 310-734-1440 | Fax 310-734-1440 agents. I focus on being logical and rational while my mag@topagentmagazine.com www.topagentmagazine.com clients are going through an| emotional time and not No portion of this issue may beclearly.” reproduced in any manner whatsoever without prior consent of the publisher. Top Agent always thinking 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 senddeal inquiry mag@topagentmagazine.com.

Deneen putsaddress, a great ofto effort into marketing her Published in the U.S.

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listings, which she does through MLS, word-of-mouth and a huge network of KW Agents. “I’m meticulous about how I price my listings so that they don’t stay on the market for long.” Her hard work pays off with anywhere from 35 to 50 sold units per year. “One of

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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry.

But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

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1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that

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If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.

means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours.

If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.

2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it?

Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.

3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine

other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too.

Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.

4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost.

It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.

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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening.

You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood.

When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door.

Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.

6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your

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client fully understands how the two of you will work together.

7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients.

As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier.

Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.

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MARY BETH EISENHARD Top Agent Magazine

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MARY BETH EISENHARD Top Agent Mary Beth Eisenhard is currently working with a small but highly dedicated team at Long & Foster Gainesville, serving clients throughout Northern Virginia.

Top Agent Mary Beth Eisenhard – of Long & Foster Gainesville in Northern Virginia – is a hardworking, dedicated Realtor who is rapidly approaching three decades in the real estate industry. Incredibly knowledgeable and fully committed to providing her clients with exceptional customer service, Mary Beth has earned a sterling reputation as a trusted real estate advocate for her many grateful buyers and sellers.

Mary Beth began her journey in real estate in 1993 in Southern California. “My ex-husband 8 Copyright Top Agent Magazine

had just gotten out of the military, and that’s where we landed,” she explains. “So, I began my career there. Then, his job took us to Huntsville, Alabama in 2000, where I started all over again.” A subsequent move took her to Virginia in 2003, where she re-ignited her career for a third time, and where she has worked ever since.

Mary Beth is currently working with a small but highly dedicated team that includes her daughter Katie, a fully licensed agent who has Top Agent Magazine

been working with Mary Beth for fifteen years.

Other team members are Garrett Yenesel, who is the team’s Buyer’s Agent, and a part-time marketing person who handles such efforts as mailings, design and other creative needs.

Together, they have forged a business that has thrived and grown exponentially year after year. In 2020 alone, they have thus far sold 75 homes and have generated over $35 million in Top Agent Magazine

volume, an impressive statistic by any measure. Additionally, nearly all of this business is generated by referrals, repeat clients and positive word of mouth.

“I think it’s because we really listen to our clients,” says Mary Beth, when asked how she manages to engender such levels of loyalty and trust amongst her clients. “We work hard Copyright Top Agent Magazine 9

“Whether it’s a $200k home or a $900k home, every client gets the same high standard of service,” she explains.

“On this airline, everybody flies first class.” to make sure they know they are always top of mind during every transaction, and long after the closing table.” Mary Beth, who has been coached for 19 years by the legendary Brian Buffini, also takes a decidedly egalitarian approach to her business.

“Whether it’s a $200k home or a $900k home, every client gets the same high standard of service,” she explains. “On this airline, everybody flies first class.”

There are many other factors that have played large roles in Mary Beth’s continu10Copyright Top Agent Magazine

ing and ever-growing success story, and chief among them would be her expert negotiation skills and thorough, intelligent approach to marketing her many listings.

Professional photography and video are utilized exclusively to present the home in its very best light, and deft utilization of social media and high-quality brochures are just several of the strategies she uses to gain maximum exposure for her listings.

The most frequent outcome is a fast sale for top dollar, not to mention happy – and referring – clients.

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When she’s not working, Mary Beth enjoys nothing more than spending time with her four children and their families (including seven grandchildren). Katie works with her; JD is a police officer in Southern California; Patrick is in the Air Force in Omaha, Nebraska; and Daniel is in the Coast Guard in Mobile, Alabama. As you can imagine, her family is committed to serving others.

She is also an ardent philanthropist who supports multiple charitable organizations including her co-founding of The Gratitude Ladies. The Gratitude Ladies currently Top Agent Magazine

has 40 members. The goal is to get to 100 women dedicated to giving back to the local community. “Each quarter, members of The Gratitude Ladies pledge $100, which means that we donate $4,000 to chosen charities. The time commitment is a one hour meeting once a quarter to decide which charitable organization gets this great gift.”

She is also active in her church in Reston and when kids “go back to school in person” she will pick back up monthly reading to first graders at her neighborhood elementary school.

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“I love the joy of watching someone get excited about getting the keys to their new home,” says Mary Beth, her sincerity obvious. “I also love helping someone

get their home sold in record time. Our commitment to excellent customer service makes us good at what we do, and brings us a lot of joy.”

For more about Mary Beth Eisenhard, please call 571-723-7653 or email MaryBeth@MaryBeth.com

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By the Numbers:

Understanding the True Value of Square Footage Measuring the square footage of a property may seem like an objective and straightforward task, but you’d be surprised at how many agents and homebuyers misunderstand this pivotal figure.

True square footage provides homebuyers a concrete understanding of their prospective domain, but here’s the problem: the rules to determine a home’s square footage are not always uniform across the board. What’s more, much of Top Agent Magazine

a home’s value is determined by its size, so accuracy is certainly important. While many real estate agents have their own systems for determining or confirming a home’s true square footage, it doesn’t hurt to update your practices and become an expert on the subject. After all, you may learn a few techniques that could add value to a listing, or better prepare you in guiding house-hunters on the lookout.

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1. Do your due diligence Most towns and cities have a local records department where floorplans and blueprints are kept on file. It’s worth noting that these records don’t typically include any subsequent additions or remodels on a property, but they still give archive hunters a legal baseline when outlining a property’s square footage. Oftentimes, a straightforward online search of a city or county’s records office can pull the information necessary, or else agents can poke around in person to uncover informative blueprints at the records office. Either way, access to original blueprints or floorplans is a great tool for determining livable square footage. As a bonus,

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original blueprints and floorplans—especially in historic properties—can be intriguing visual aids for prospective buyers, as well.

2. Know the rules While there aren’t universal standards when it comes to measuring square footage, there are general guidelines that can help determine square footage in an authentic way. Per the American National Standards Institute (ANSI), here are the official recommendations for measuring a home’s real square footage: n

Called “below grade spaces,” basements and sunrooms beyond a home’s typical

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living quarters do not count toward a home’s true square footage. According to ANSI, even big draws like finished basements don’t count toward a property’s Gross Living Area. Of course, even below grade spaces have their own desirable value and should be outlined as such on listings. n

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Did you know the space inside closets and on stairways counts toward a home’s square footage? Even if these areas are relatively small, they still add to a property’s calculable square footage.

When recording square footage, ANSI actually suggests performing measurements from a property’s exterior—though this method does not account for the

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thickness of exterior walls, which could skew square footage numbers. n

Just like below grade spaces, a garage, a pool house, or even a guest house should not be included in a property’s Gross Living Area. The rationale at work here is this: if you must go outside to access additional living areas, then they are beyond the square footage scope of the primary dwelling and should not be included in a home’s Gross Living Area.

3. Double-check by doing the dirty work Buyers and sellers have or will make a sizable investment in a property, so isn’t it fair to double-check all the relevant facts and figures

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when it comes to true square footage? If you want to take on the endeavor yourself, here are a few helpful steps to take. n

First, you’ll need a few things to get started, including a tape measure that can measure at least 100 ft., graph paper, and a pencil.

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Next, choose a room to start measuring wall-by-wall. Measure Wall 1, then proceed to assign each square on the gridded paper a corresponding measurement, rounding to the nearest tenth of a foot for the sake of clarity.

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From there, draw out the wall you measured and measure the remaining walls in the

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room. Once you’ve completed the room’s measurements, multiply the room’s length and width to determine its square footage. n

As you go measure throughout the home, using your own system to scale, you will construct a failsafe floorplan.

Mastering your craft is everything, and the real estate industry is no different. Every now and again, it’s worthwhile to update your well of information, take matters into your own hands, and continue to innovate with the industry. While square footage may not seem like the juiciest starting off point for such a venture, never forget: mastery of technical knowledge is a sure sign of expertise.

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DENEEN SWANN After 24 years of working in corporate America, Deneen Swann decided to pursue a career that she truly had a passion for. Becoming a REALTOR® allowed her to realize her potential and ability to help people during what can be sometimes a stressful and complicated process. Deneen currently works as a solo agent at Keller Williams. She is a licensed broker in Virginia and Maryland, and a sales agent in Washington D.C. Her years of expertise in the industry allow Deneen to bring her clients a next level of customer service. “People appreciate my compassion and drive to help them. They feel that I’m looking out for their best interest and that my concern is genuine,” she says. She is particularly empathetic towards first time homebuyers as well as sellers who are going through difficult times. “There are many people who face a lot of hurdles before they can purchase a home, and I enjoy guiding them and helping them get to their goal. Some people may look at our job as glamorous, but a lot of the time you’re helping people who are not in a happy situation. A person who just lost a spouse, or who is getting a divorce, is not going to enjoy the selling process. I think my ability to enter that scenario, and help people make decisions that are hard to make, is what sets me apart from many other agents. I focus on being logical and rational while my clients are going through an emotional time and not always thinking clearly.”

Deneen puts a great deal of effort into marketing her listings, which she does through MLS, word-of-mouth and a huge network of KW Agents. “I’m meticulous about how I price my listings so that they don’t stay on the market for long.” Her hard work pays off with anywhere from 35 to 50 sold units per year. “One of my favorite parts of this job is listing properties. I love going on appointments and sitting down with the Top Agent Magazine

seller and figuring out how we’re going to get their home sold quickly and for top price. It all boils down to helping people accomplish their goals, which is very fulfilling.”

Outside of her work Deneen is a dedicated member of her local church, where she participates in various charitable endeavors. This past year they have been donating to organizations helping people during the COVID-19 pandemic. And in her off time, she loves traveling, taking walks, watching movies, reading, and working out.

In the next few years Deneen plans on opening her own boutique brokerage, where she can dedicate her time and effort into providing clients with the highest level of service. She is also committed to helping people keep their homes during these difficult times. “I reach out to people who are behind on their mortgage to let them know help is available, and provide solutions for what they can do so they don’t lose their home. If I can help somebody keep their house, or maintain the equity in their house before it gets foreclosed, then I’ll do whatever it takes to accomplish that.”

To learn more about Deneen Swann please email deneenswann@kw.com, call 301–332–4059, visit sellwithdeneen.com http://

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Playing the Real Estate Matchmaker –

Follow These 8 Dating Rules to Ensure You Match Your Client with the Perfect Home for Them When you think a bit more about it, the ultimate goal of a real estate agent serving a client is really to match them up with the perfect house for them, almost the way a matchmaker tries to find two people that will fit well together as a couple. When people are looking for a house, they often treat the process as a quest for “the one” house that will fulfill their dreams of living in the house of their dreams. Don’t be fooled. It is always a search for “the one”, at least when it comes to helping a couple or family find a home.

When you look at your client’s search for a home in this manner, then you might begin to notice some pretty obvious similarities Top Agent Magazine

between shopping for a home today and online dating. In this day and age most people live a substantial part entire lives online. People socialize with their friends on Facebook, they meet potential friends in forums and online communities, and we now even search for our perfect mate online. Shopping for a home also happens to usually start online. When they begin this search, make no mistake; they are looking for the “one.” These people then turn to you, the REALTOR® to play matchmaker for them. It is your job to wade through the pool of eligible homes (bachelors) and sort through all the ones that are too expensive, too nerdy, not cute enough, not smart enough, etc. until you find the “one.”

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It makes sense then to consult the tried and true practices in matchmaking that help those professionals find the right people for each other, and see if any of them could also apply for matching your clients with their dream home. You’ll find that these 8 dating rules may just show you the secret to matching your clients with the perfect home.

back to the store if you’re not happy with your new home. It’s best to first help your client get prequalified. This is a tangible step that shows they are ready to move on to a new home. You want to make sure they are completely over their love affair with their previous home. You can even ask them for a sign or proof that they’re ready to move on.

Who Is In and Not In Your Client’s League? Know Your Client’s Price Range:

Be Genuine, Not Superficial

When a person is looking for a mate, it is a waste of time for them to even consider those potential mates that are clearly out of their league. These people won’t even stop to give them the time of day.

In the world of real estate the idea is the same. There is no point showing your clients houses that they can’t afford and will simply lust after without having any real chance of purchasing the house. It is your job to keep your client ground in reality, and help them be realistic in terms of price when choosing their next home.

Never Let Your Client’s First Impression of a Home Rule Their Decisions

Make Sure Your Client is Ready to Move On From Their Last Dream Home You’re job is also to make sure that your client is truly ready to move on from their previous home. This is a long term commitment, and they need to be absolutely sure they actually want to buy a new house. You can’t simply take the receipt 20

When trying to manage the many pitfalls of online dating, on inevitably goes on a date where the other person looks nothing like their picture online. That can be just as big of a problem when looking for a house. When clients show you a particular house they want to visit, ask them to name something about the house that they like other than the aesthetics. This way you can see if they are simply infatuated with the way the house looks in those pictures, or if there is a deeper interest in the home that could become a deeper connection between your client and the house.

When your client first sees a house they have already been lusting after in their mind, they’re often so excited to finally be looking at it, especially if it does in fact look as good as it did in the pictures.

Make sure to encourage them to take some time before making such a big com-

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mitment, and don’t let their excitement push them into making a rash decision. It is your job to keep them grounded in reality. Push for your clients to do an inspection to make sure the house isn’t hiding any dark secrets. Sometimes the most charming facade can hide tons of slime and deadly mold.

Follow Your Heart (or Gut) People often laugh at and ridicule the idea of love at first sight, but when it comes to homes, the phenomenon can certainly happen. Your client may just find their perfect dream home at the very first place you take them. If you have a client that does insist this is the case, then you don’t want to try and rationalize with them or talk them out of their decision. You do, however, want to make sure you are watching out for their interest and make sure your clients take all the necessary precautions before they jump in headfirst.

See What Other People See in The Home – Do They See What Your Client Sees?

Have you come to the conclusion that your clients are being blinded by all of the twinkling windows and crystal clear water glistening in the backyard pool, and can’t see that the house they’ve fallen in love with is really just a dirty animal (maybe a pig) dressed up in nice clothes and lipstick. Ask your client if they would be willing to look at the house again with Top Agent Magazine

their close friends, family, and anyone else they trust for a second opinion there to see it with them. If the house really is a dud, they’ll be able to see past any personal bias your client might have to the truth. They will be able to help your client see through the shining facade

Celebrate the Happy Union!

When a couple gets married they tend to throw a big party and celebrate their union. The same goes for the closing.

Your clients have just essentially married the house of their dreams, and now it’s time to rejoice. Congratulate them on their new union. Show your support for their new homeowner status by going to their housewarming party.

Help Your Clients Maintain Their Dream Home & Ensure a Lifetime of Happiness You can’t just disappear after the transaction is finished. Become their realtor for life by showing your clients how to maintain their dream home. Act as their resource for other professionals they may need to maintain the house such as handymen, plumbers, electricians, etc. Show them how to keep up with home maintenance so they don’t ignore problems that surface and end up with a much larger issue than they started with. Help them make sure their dream home lasts so they can live happily ever after in their home for a lifetime.

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How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contact’s attention. Let them know they are welcome and that you appreciate their interest.

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2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated.

Schedule emails to go to each client that celebrate their purchase anniversary or birthday.

Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

4.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

5.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention.

You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

6.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner.

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