VIRGINIA 4-5-21

VIRGINIA EDITION

Are You A VALUE-ADDED AGENT?

7 REASONS WHY

YOUR PROSPECTS AREN'T TURNING INTO CLIENTS

MAKE SOCIAL MEDIA MARKETING

Your Calling Card

FEATURED AGENTS

COVER STORY

KIMBERLY GUILDER

JESSICA VIRGILI TARA WIDENER

VIRGINIA EDITION

JESSICA VIRGILITARA WIDENER

“I’m about education. The best way I put a listing up and asked,is‘How the district Jessica Virgili fell in love withallreal estate many p 7 19 23 to make an her informed decision is to be an offers do you think I had onFederation of when a close friend encouraged to the first day educated says Tara Widener, for this house?’ There wasranges take a course. “My friend was anconsumer,” agent, a lot from of en-Le agentJessica working out of Virginia. “Part gagement with that posting.She also and she’s now my teama top leader,” I like to takes find what love to do is teach my buy- different ways to engage with that supports said. “I’m so glad that Ioftook theI plunge, buyers.”w ers and sellers and make sure they truly area.

Through because this career has been life-changing Jessica’s approach has earned her suc- t understand their options and the process, cess: This past year, Jessica partcompleted in fundrais for me and for my family.” and make sure that they’re never stuck. $7.3 million in sales acrossing homeless sh twenty-nine I tell ofJessica my clients that I am here to transactions. shelters, and a With her first full year under herall belt, lead, guide, educate, and protect. That’s children with d has already grown a flourishing business whoofI am.” go andof enjoy and achieved high levels success. A Enthusiastic about many facets realal hasfrom to offer,” JESSICA VIRGILI TARAJessica WIDENER licensed Real EstateKIMBERLY Agent at GUILDER First Class estate, finds fulfillment work-sa the of Shenandoah Tara people, and from the rigors of the job. “I love Real Estate, Jessica was Servicing named as one the Top TenValley, ing with beenfirst in the for the past sevento people and hearing their stories,” OutsideJessica of wo Producers in her companyhas in her fullbusiness year. Working talking years. She first got started whilesays. helping that Tara loves on a team with other dedicated professionals, Jessica “I also love the excitement of moving through her husband complete home inspections. that Negotiation it with herishusband andofone-yea serves Virginia Beach as well the surrounding areas. the steps“Ioffelt a deal. a passion mine. was something I was called to do,” she says.

“When getting outside and staying act I’m ambitious, and setting goals and exceeding them CONTENTS representing need to Passionate, driven, and you’re personable, Jessica’sa buyer, clientsyoudrives mebetohyper-fowork harder.”love a good thrill, and the cou cused onand themresponsiveness. and their needs, especially when going ing or riding dirt bikes togethe rave about her availability 4) ARE YOU A 17) MAKE SOCIAL MEDIA home inspection.”

Impressively, more thanthrough half oftheJessica’s business Dedicated to her family, Jessica spends her limited free VALUE-ADDED AGENT? YOUR CALLING Looking to the future, Tarainis already stems from referrals. “Clients appreciate how MARKETING time supporting her kids and their ambitions.

Active Approximately halfletofthings Tara’s CARD business comes grow her business.

“I’m gettin I’m on top of things,” Jessica says. “I don’t the PTA for morefrom than fifteen years, Jessica also serves referral clients. credits this high rateyoungest tion coordinator a buyer’ HABITS THAT fall through14) the DAILY cracks. repeat When aand client reaches out, She I on the Board for her daughter’s and school, and of return with herI personalization experience.

I closed on thirty-four WILL INCREASE YOUR 7Team REASONS YOUR respond immediately, because that’s how like to be 20) is of theeach Mom forWHY her year, daughter’s dance team. “Mytra customize each my process to their needs at that time.

I supporting like to move that to sixty-four MENTAL PROSPECTS TURNING treated. I also try to beSTRENGTH a“Ireal person with clients, extra time goesAREN'T towards my kids.

It was a pay attention to theone details and make things Tara is committed con to build a relationship with them. That’s of my big step to seamless,” go from beingthing, a stay-at-home mom totothis INTO CLIENTS my and clients are them takento know service. favorite parts of this job.”explains Tara. “It’s making sure job, I want thatShe I’ll hopes alwaystobelead, theregu care of. I give one hundred percent to each person and for them.” Jessica also loves to spend time with her make sure they know they’re in the best who hands.

Thisin the military.

For Jessica, perseverance and work ethic set her apart. husband, serves experience should bestubborn fun, not drab and scary. I make “I don’t give up,”310-734-1440 Jessica says. “I’m very Phone | Fax 310-734-1440 it fun.” when it comes to helping my clients get what they Always driven towards new heights, Jessica plans mag@topagentmagazine.com | www.topagentmagazine.com want. My goal is to make sure I’m always available to continue on her exciting trajectory, and to build No portion of this issue may be reproduced in any manner whatsoever without problems, of the publisher. Top Agent doesn’t seeI’m her transactions aswhat having and that they know I’m Tara there for them. invested on sheprior hasconsent already achieved. Goal-oriented and Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published and she instead sees bumps in the process as opportuin educating clients andMagazine givingcannot thembe resources to for opinions focused, Jessica plans to by sell fifty homes this next materials, Top Agent held responsible expressed or facts supplied its authors. nities.

“I adapt to whatever the situation is,” Tara says.

To subscribe or change address, send inquiry to mag@topagentmagazine.com. empower their decision-making.” year. “I went from having no career to great success,” Published in the U.S. A problem-solver, she loves working through Jessica says,bumps “and I in hope that’s an inspiration to other the road for her clients.

She explains, “We all know real To market her listings, Jessica prefers an approach people, especially those who might feel they can’t do estate transactions aren’t always it. smooth, but If I’m able that feels natural, engaging with buyers with interacYou can! you work hard and love what you do, 2 Top Agent Magazine to rally everyone to make it work for both the buyer and tive digital and social media campaigns. “Recently, you will succeed.”

To learn more the seller. I get the deal done.”

KIMBERLY GUILDER

mailto:mag@topagentmagazine.com

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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KIMBERLY GUILDER Top Agent Magazine

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KIMBERLY GUILDER Top Agent Kimberly Guilder assists her buyers with integrity and open communication, personalizing her approach to each and every client.

A Business Major from Park University and lifelong resident of Northern Virginia, Kimberly Guilder first arrived in Fredericksburg eighteen years ago. At first, she was a stay at home mom, but an abrupt separation drove her to seek a 8

career to support her children. Then she took an interest in real estate. In particular, she was inspired by how realty spoke to her business education while resonating with her lasting bond with her community. After pursuing her license, she Top Agent Magazine

dove in and learned the industry from the ground up, whether she was mastering contract negotiations or trampling through the woods to go on soiling inspections for development properties.

In the years since, Kimberly has built an accomplished career as a Realtor® for Berkshire Hathaway HomeServices Select, where she has worked with high profile clients like Magic Johnson, Charles Mann, a few Washington Redskins, and casino developers. Currently, she assists clients throughout all of Northern Top Agent Magazine

Virginia, specializing in both residential and commercial properties. “I don’t pressure anyone,” she says. “If a client loves a house, they’re going to buy it. I’m here to keep the transaction fun and upbeat while getting the work done.”

When listing a home, Kimberly pulls out all the stops. After helping her clients fully prepare their property, she shares it over a variety of targeted digital and social media campaigns, alongside triedand-true methods like newspaper advertisements to the surrounding neigh9

borhoods. Elsewhere, she reaches out to agents and local brokerages within her professional sphere to give her clients an added advantage. On the other hand, Kimberly assists her buyers with integrity and open communication, personalizing her approach to each and every client and making sure they find the right home for their needs.

In fact, Kimberly often befriends her clients along the way, keeping in touch well after the transactions are done to make sure they are fully satisfied in their

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new homes. Through the years, she has earned a fantastic reputation throughout Northern Virginia, with the vast majority of her volume coming from repeat clients and referrals, and most recently, she even earned the President’s Circle Award within Berkshire Hathaway, a testament to her outstanding volume and standards of service. “But I don’t do this for any sort of recognition,” she says.

“Rather, I love helping people, and I love hearing their stories. In real estate, every transaction is different.”

to local charities, she sponsors the Zoe Freedom Center, a Christian ministry and

Having lived in Northern Virginia her whole life, Kimberly is tremendously active in her community and church. On top of donating a portion of each transaction Top Agent Magazine

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addiction treatment center. When she’s not with clients or giving back, she can be found traveling between Orlando and New York to see her two adult children, relaxing with friends, or supporting local businesses around Fredericksburg.

When Kimberly Guilder first entered real estate, she was searching for a way to

support her family as a single mother, but today she has built a successful business around compassion and personalized service. In the future, she intends on growing a team while expanding her work in the community. At the moment, though, she is more than satisfied with the fulfilling life and career she has established in her home of Northern Virginia.

To learn more about Kimberly Guilder, email kimberly.guilder@gmail.com, visit bhhs.com or call (540) 840-1596.

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MBH Fredericksburg is proud to congratulate

Kimberly Guilder

on being featured for the state of Virginia in Top Agent Magazine!

Phillip Blake | Branch Manager MBH Settlement Group, Fredericksburg 540-373-1300 | mbh.com |

@mbhfred

1956 William Street | Fredericksburg VA 22401

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Daily Habits That Will Increase Your Mental Strength When it comes to building physical strength, the solutions are obvious, but keeping up your mental strength isn’t as easy as going to the gym. Although physical exercise does help clear your head and relieve stress, there are other things you can do daily that will help your mind be as strong and flexible as your body after a workout. Here’s just a few things you can do to help clear your head and make you more productive.

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DON’T WASTE YOUR BRAIN POWER That might seem obvious, but think about how much mental energy you might use up worrying about negativity or things you have no control over. Instead of focusing on problems, focus on solutions.

This actually take a lot of effort, we’re all conditioned to let worry paralyze us sometimes. Try and catch yourself when you’re Top Agent Magazine

wasting time thinking about about past mistakes or current dilemmas you don’t have the power to stop. You really only have so much mental energy, and if you have kids and an especially stressful work situation, that might be even less than normal. Start treating your brain like the precious resource it is. You don’t want to be running on empty when it really matters.

BE MORE POSITIVE Eliminating negative thoughts is essential to increasing your mental strength. Carrying around negativity is like swimming with all of your clothes on. You might be okay at first, but eventually you’ll feel like you can barely stay afloat. Don’t drown in negativity, use positive thoughts as a lifesaver. This doesn’t mean you should ignore things you need to improve, just approach them with solutions rather than beating yourself up. Constant monitoring of this is important since it’s really easy to slide back into negative thinking.

STEP OUTSIDE YOUR COMFORT ZONE A lot of mental energy can go to dealing with anxiety. One way to deal with that is by forcing yourself to try new things and take on new challenges, that you might normally avoid because they make you feel unsure or scared. Challenge yourself daily, even with small things.

This is definitely something that becomes easier with practice. Start small, and in no time you’ll be taking on things you never Top Agent Magazine

thought were possible. The simple task of trying something new every day will have you feeling energized and put you on the path to self-growth.

BE SELF-AWARE Your emotions affect everything you do, even if they’re not at the surface. Recognizing and labeling them is key. A lot of the above exercises require selfreflection. It’s okay to have the emotions you have, understanding why and where those emotions come from allows you to focus on dealing with them rather than just wallowing in them. Being self-aware is also about self-care. Know the things that help relax and rejuvenate you. That way you can handle everyday stresses and remain calm even during the most turbulent times.

BE WILLING TO LEARN A lot of people are still hung up on the idea that learning is a boring and tedious process, but you aren’t in junior high anymore. You can find something you’re actually interested in and immerse yourself in it, which engages your mind like nothing else. Whether it’s learning a new technology that will improve your business or something that will make you a more well-rounded person, the learning process keeps you engaged and open to new ideas. A curiosity about the world and new things is something that all mentally strong people have in common.

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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results.

Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine

interactive, unmissable, and effective in generating business.

Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated.

Consider your profile a landing page.

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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.

Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 18

ready to work at their pace. Which leads us to our next point...

Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content?

How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience.

Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.

Things are always changing on the social media frontier, but some rules never shift.

Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.

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JESSICA VIRGILI Jessica Virgili fell in love with real estate when a close friend encouraged her to take a course. “My friend was an agent, and she’s now my team leader,” Jessica said. “I’m so glad that I took the plunge, because this career has been life-changing for me and for my family.”

With her first full year under her belt, Jessica has already grown a flourishing business and achieved high levels of success. A licensed Real Estate Agent at First Class Real Estate, Jessica was named as one of the Top Ten Producers in her company in her first full year. Working on a team with other dedicated professionals, Jessica serves Virginia Beach as well the surrounding areas.

Passionate, driven, and personable, Jessica’s clients rave about her availability and responsiveness.

Impressively, more than half of Jessica’s business already stems from referrals. “Clients appreciate how I’m on top of things,” Jessica says. “I don’t let things fall through the cracks. When a client reaches out, I respond immediately, because that’s how I like to be treated. I also try to be a real person with my clients, to build a relationship with them. That’s one of my favorite parts of this job.”

For Jessica, perseverance and work ethic set her apart.

“I don’t give up,” Jessica says. “I’m very stubborn when it comes to helping my clients get what they want. My goal is to make sure I’m always available and that they know I’m there for them. I’m invested in educating clients and giving them resources to empower their decision-making.”

To market her listings, Jessica prefers an approach that feels natural, engaging with buyers with interactive digital and social media campaigns. “Recently,

I put a listing up and asked, ‘How many offers do you think I had on the first day for this house?’ There was a lot of engagement with that posting. I like to find different ways to engage with buyers.”

Jessica’s approach has earned her success: This past year, Jessica completed $7.3 million in sales across twenty-nine transactions.

Enthusiastic about many facets of real estate, Jessica finds fulfillment from working with people, and from the rigors of the job. “I love talking to people and hearing their stories,” Jessica says. “I also love the excitement of moving through the steps of a deal. Negotiation is a passion of mine.

I’m ambitious, and setting goals and exceeding them drives me to work harder.”

Dedicated to her family, Jessica spends her limited free time supporting her kids and their ambitions. Active in the PTA for more than fifteen years, Jessica also serves on the Board for her youngest daughter’s school, and is the Team Mom for her daughter’s dance team. “My extra time goes towards supporting my kids. It was a big step to go from being a stay-at-home mom to this job, and I want them to know that I’ll always be there for them.” Jessica also loves to spend time with her husband, who serves in the military.

Always driven towards new heights, Jessica plans to continue on her exciting trajectory, and to build on what she has already achieved. Goal-oriented and focused, Jessica plans to sell fifty homes this next year. “I went from having no career to great success,” Jessica says, “and I hope that’s an inspiration to other people, especially those who might feel they can’t do it. You can! If you work hard and love what you do, you will succeed.”

For more information about Jessica Virgili, call 757-675-9026, email jessica.virgili@cox.net or visit 1stclassre.com Top Agent Magazine

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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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TARA WIDENER “I’m all about education. The best way to make an informed decision is to be an educated consumer,” says Tara Widener, a top agent working out of Virginia. “Part of what I love to do is teach my buyers and sellers and make sure they truly understand their options and the process, and make sure that they’re never stuck.

I tell all of my clients that I am here to lead, guide, educate, and protect. That’s who I am.”

Servicing the Shenandoah Valley, Tara has been in the business for the past seven years. She first got started while helping her husband complete home inspections. “I felt that it was something I was called to do,” she says. “When you’re representing a buyer, you need to be hyper-focused on them and their needs, especially when going through the home inspection.”

Approximately half of Tara’s business comes from repeat and referral clients. She credits this high rate of return with her personalization of each experience.

“I customize each process to their needs at that time. I pay attention to the details and make things seamless,” explains Tara. “It’s making sure my clients are taken care of. I give one hundred percent to each person and make sure they know they’re in the best hands. This experience should be fun, not drab and scary. I make it fun.”

is the district president of the General Federation of Women’s Club which ranges from Lexington to Green county.

She also takes part in a more local club that supports women and children in her area. Through these clubs, Tara has taken part in fundraisers and projects supporting homeless shelters, battered women’s shelters, and a local camp which hosts children with disabilities. “They get to go and enjoy all the amenities that camp has to offer,” says Tara.

Outside of work, there isn’t anything that Tara loves more than spending time with her husband and one-year-old daughter. They love getting outside and staying active. She and her husband love a good thrill, and the couple enjoys going skydiving or riding dirt bikes together.

Looking to the future, Tara is laying the foundation to grow her business. “I’m getting ready to hire a transaction coordinator and a buyer’s agent,” she says. “Last year, I closed on thirty-four transactions. Next year, I’d like to move that to sixty-four or more.” More than anything, Tara is committed to continuing her gold-standard service. She hopes to lead, guide, educate, and protect

Tara doesn’t see her transactions as having problems, and she instead sees bumps in the process as opportunities. “I adapt to whatever the situation is,” Tara says.

A problem-solver, she loves working through bumps in the road for her clients. She explains, “We all know real estate transactions aren’t always smooth, but I’m able to rally everyone to make it work for both the buyer and the seller. I get the deal done.”

When she isn’t going the extra mile for her clients, Tara is deeply involved with several area organizations. She Top Agent Magazine

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To learn more about Tara Widener, please call 540-290-5923, email teamtarare@gmail.com, or visit teamtarare.com www.

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