WASHINGTON 10-5-20

WASHINGTON EDITION

6 WAYS TO GET YOUR CLIENT TO TRUST YOU

How to Recognize

TRUE LUXURY PROPERTIES

EMOTIONAL FLUENCY : HOW TO COMMUNICATE WITH CLIENTS WHEN TENSIONS ARE HIGH

FEATURED AGENT

SHANA BROWN

COVER STORY

TERRY WENTWORTH

WASHINGTON EDITION

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TERRY WENTWORTH

4) 6 WAYS TO GET YOUR CLIENT TO TRUST YOU

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SHANA BROWN

Shana Brown has worked in the service industry since she was 16, working in hospitality & at a local winery leading large events along with managing, which was great preparation for a career in the people-focused world of real estate. “Being in the service SHANA BROWN industry my whole life has prepared me to serve people on many levels,” Shana says “and real estate for me is just another level of service, and I always strive to exceed expectations.”

Shana serves Eastern Washington, in the greater Tri- Cities Area & Columbia Basin. Almost all of her business comes CONTENTS from repeat and referral clients, an impressive feat tha speaks to the trust and loyalty Shana inspires in her clients 15)justCREATIVE MEDITATION “I’ve naturally grown exponentially,” Shana says. “It’s been a great surprise, it’s also how I wanted to run my FOR THE REALbutESTATE business from the beginning.

I always want to lead with PROFESSIONAL revenue, and provide top notch service that continues to bring new business.”

6) HOW TO RECOGNIZE TRUE LUXURY PROPERTIES

19) EMOTIONAL FLUENCY:

When it comes to the qualities her clients value, Shana’s HOW TO COMMUNICATE availability, follow up, and communication are at the top WITH CLIENTS WHEN of the list. “I make sure everybody continuously feels TENSIONS ARE HIGH like they’re one step ahead in the process,” she explains “They know what’s coming next and feel prepared for it I’m updating them before they have a chance to ask, and making sure I’m as available as possible. I make all of Phone 310-734-1440 | Fax 310-734-1440 my clients feel like they’re my only client. Whether it’s a manufactured home on a rented lot or a million-dollar sale mag@topagentmagazine.com | www.topagentmagazine.com I’m treating everyone the same.”

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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 facts supplied by its authors.

Staying in or touch with past clients comes easily to Shana To subscribe or change address, send inquiry to mag@topagentmagazine.com. because she is so connected with her community and many Published in the U.S.

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of her clients become friends. “I make my communication as personable as possible,” she says, “making sure I’m present in their lives naturally. You will be top of mind if Agent Magazine you’re the first genuine thought,Top when real estate comes to mind,” she says.

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6 Ways to Get Your Client to Trust You The word “REALTOR®” can leave a sour taste in some people’s mouths. Many of today’s home buyers and sellers grew up during the 2009 recession. They are wary of anything 4

or anyone who comes off as too salesy, and they want to work with individuals who they can trust.

But how do you prove to someone you’ve likely never met that you can be trusted?

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Put Testimonials or Case Studies on Your Website

When something goes wrong, own up to your mistakes. Don’t hide bad news from your clients. Be upfront and responsive.

Testimonials and case studies are social proof that you have both the experience and the skills to do the job your clients are hiring you for. People often leave testimonials when they are either incredibly disappointed or extremely happy with the service they were provided, so they’re a good indication to prospective clients of the treatment they’ll receive.

Case studies, which you can post on your blog or website, have much of the same effect, but even more than testimonials, case studies demonstrate your real estate and finance expertise because they explain how you achieved a specific set of results.

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Be Responsive and Accessible

Can your clients reach you easily? That doesn’t mean you need to be available 24/7, but you should respond to your clients within a few hours of receiving their message. When agents don’t respond to their clients’ calls or emails for days on end or fail to provide them with a direct line of contact, their clients’ experience can quickly become frustrating.

Agents are busy but so are their clients. If you constantly show up late to or reschedule meetings, your clients won’t feel like their time is respected or their business is valued. Make sure you set a realistic schedule for yourself rather than spreading yourself too thin.

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Be Honest and Transparent

Sometimes you don’t have the answer to a client’s question. Be honest about your strengths, weaknesses, and the limits of your knowledge. A good response might be, “I don’t know, but I can find out.” Be transparent with your clients, and they’ll respect you for it.

You should always act in their best interest.

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Go the Extra Mile

If you do the bare minimum, that’s what your clients will remember. Their experience won’t be memorable, and they won’t gush about you in online testimonials or in real life to people they know who could use your services. It’s that simple.

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Put Yourself in Your Client’s Shoes

Clients understand that you need to earn money, but that doesn’t mean they want to feel like they’re just a dollar sign to you. Be empathetic to your client’s concerns, even if you’ve heard it all before. Your clients should know that you are there for them.

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Be Consistent

Being responsive, friendly, and knowledgeable shouldn’t be an act. If you “turn on” your personality for clients and then suddenly become a different person when they leave the room, it’s likely that the cracks in your mask will eventually become apparent.

But “faking it till you make it” is so common it’s become a cliché. When we are starting out, we don’t always have the systems or resources in place to create a smooth client journey, from onboarding to closing, so instead we constantly try to reinvent the wheel. Give yourself time to pause, slow down, and reevaluate your workflow. Creating systems creates

consistency, and those systems can and should be constantly updated.

Developing trust between you and your clients will take time, but doing these things can give you a running start.

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How to Recognize True Luxury Properties What to Consider Other Than Location When luxury home buyers are looking for a new abode, they are often advised to pay most of their attention to location, location, location. And it’s true that good locations often have better properties, but if you’re only looking at location then you might be forgetting what it is in a luxury property that makes it luxury. You could view a property in a great location, and because you completely ignored any of the other factors that make a property high end, you might find that once you move in, you aren’t as pleased with the actual house itself as you thought you would be. Here are the other things you should look out for when purchasing a luxury home: • Architectural Uniqueness: The simple fact is that good

architecture retains its value. Do your homework on architects and find the ones that have a good track record of designing beautiful, but practical homes. Don’t simply pay attention to how the building looks today. Consider how it will look in a few decades. Keep an eye out for the “bones” of the building, and decide whether they will stand the test of time or not. Things such as a solid foundation, high-grade materials, unusual details, and artistic components are good aspects to consider.

Will the structure hold up well or will it degrade and crumble without constant upkeep? That funky molding may look artistic today, but in ten years will it be considered artistic or just plain weird?

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• Practical Layout: Make sure you have enough room to live

in comfort. As a buyer of luxury property, you probably have quite a busy social schedule. You want to make sure that the layout will lend itself to helping you maintain clear separation between your social areas and private ones. You don’t want guests having to go back into your bedroom to use the bathroom. Look out for places with stairwells, awkward columns, long hallways, and other wastes of space.

• Unobstructed Views and Light: You want to live in

a home that gives you lots of natural light, such as one that is open to the outdoors. That natural light will improve your mood, as well as the resale value. The openness of a space filled with natural light will make you feel more comfortable and happy in your new home. What about the view? Do you see a Do you park, a bridge, a river, or a skyline? Is the see a park, fantastic view out your window protected? a bridge, You’ll need to understand the surrounding air a river, or a rights and zoning allowances of neighboring buildings to understand the possible risks. skyline?

• Windows: Windows are the primary source of losing heat and

cooling. Make sure they are double-paned with good insulation that will protect your home against weather and noise. Unless the windows are already like this, it is unlikely that the condo or co-op board will allow you to install your own.

• Ceiling Height: Consider the cubic footage of the property.

You want to look for high ceilings that increase the openness of a room.

Of course, you don’t want to go too high. Above 14 feet will get you diminished marginal returns.

• Storage: If you’re a woman, you will understand this one. We need

lots of closets and additional storage room to fit all of our clothes, shoes, jackets, hats, purses, etc. However, lucky for you, your potential home’s existing closet square footage will not limit you from putting in more storage space. Custom closet companies can create any kind of storage

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space you desire. You will have to, however, make sure that your new home does have an area that you can turn into this storage space.

• In-Unit Laundry: In-unit laundry has become necessary for

any luxury home or apartment. Do you really want to have to trek down flights of stairs to use the basement laundry? If you still consider it wasted space, you can convert it into more closet space.

• The Gym: Having a fitness area nearby is an amenity that is especially

important, particularly in winter when you don’t feel like walking to the gym a few blocks down.

One thing to consider is the Do you really want of the gym in relation to have to trek down size to the size of the building in flights of stairs? light of common area fees.

• Move-In Ready: I’d advise against buying time-consuming and

frustrating fixer-uppers no matter how much you want to add custom kitchens, finishes, fixtures, and other characteristics. Choose a property that already has all of these amenities taken care of. These properties have already had the same designers you would hire fashion the house at a fraction of the cost you would pay to have them do it after you move in. In this light, it is worthwhile to pay a little extra for the move-in ready home.

• Reputation: Pay attention to the reputation of the building. A

property that has a good reputation tends to retain its value. You can easily find this out online on posts, and established locals are likely to have an opinion.

If you want to buy luxury property that is really worth it’s price, then I would suggest adding these points to your list of things your new home must have.

If you want to get a high quality home that is a true luxury, you’ll want to watch out for these aspects as well as the location. Some properties might claim to be luxury based on their location, but when compared against this list, they don’t make the cut. So, don’t be fooled by imposters, and make sure you find a true high-end property.

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TERRY WENTWORTH Top Agent Magazine

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TERRY WENTWORTH Top Agent Terry Wentworth is a successful solo agent in the greater Lewis County area in Washington state.

Almost 15 years ago, after needing a new sense of inspiration and an escape from some personal issues, Terry Wentworth found the real estate business. Her friends encouraged her to take the classes and get licensed as an agent, and as Terry explains, “It pretty much saved my life.”

Terry’s business has continued to expand and progress over the years, and now she 10 Copyright Top Agent Magazine

works as a successful solo agent in the greater Lewis County area in Washington state.

Terry enjoys a high level of repeats and referrals, and she believes this can be attributed to her “relatable customer service” and “level of professionalism.” She is very honest and down-to-earth, and she Top Agent Magazine

loves to build a lifelong relationship with every client. She was born and raised in her community, and many people know her husband Travis and 3 sons Broc, Kolby and Lincoln. Many people also see her at CrossFit, so she has a large circle of connections that continues to grow. Terry Top Agent Magazine

explains that she is “Always on the same page, never above any one of my clients.”

One former client, Mallory, shared, “Terry was amazing to work with! She kept me updated through the entire process and I always knew what was next 11 Copyright Top Agent Magazine

Terry believes in each and every one of her clients, and her favorite part of her job is helping people meet their goals, even when they don’t think that it is possible — “You truly have to enjoy working with people, because that’s your whole life.”

in the closing of the sale of my house.

She was cheery and nice and always made me feel like I was her #1 priority. She’s super knowledgeable of the area and goes to bat to get her clients the best deal. I would definitely recommend her to anyone looking to buy or sell!”

Outside of real estate, Terry is very active in the community. She is President of the Adaline Coffman Guild, for which she runs events and raises money for children’s hospitals. Terry also participates in Susan G. Komen walks each year, when she walks 60 miles in just Copyright Top Agent Magazine 12

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3 days to support the charity. She even makes a point to support other causes that she is not on the boards of through drives, donations, and volunteer hours. Terry also loves spending time with her family and friends, as well as being active and working out in her free time.

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Because she loves her job so much, Terry does not see herself leaving the real estate world any time soon. She expects that she will continue working as an agent for at least the next ten years. Even if she eventually stops selling homes, she would love to continue her career Copyright Top Agent Magazine 13

through mentoring and coaching. “I have a great thing going,” she says.

Terry believes in each and every one of her clients, and her favorite part of her job is helping people meet their goals, even when they don’t think that it is possible.

She feels like all the hard work is worth it

when her clients are appreciative and recognize what she has done to help. These relationships with her clients are key to not only loving her job, but also being so successful. She advises other real estate brokers by saying, “You truly have to enjoy working with people, because that’s your whole life.”

For more about Terry Wentworth, please call (360) 304-2179 or email tjwentworth1@gmail.com

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Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental.

Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite Top Agent Magazine

easily into the daily hustle & bustle world of the busy real estate agent.

First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening 15

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts.

These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument.

Here are some examples of meditations you can try:

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For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis.

When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity.

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SHANA BROWN Shana Brown has worked in the service industry since she was 16, working in hospitality & at a local winery leading large events along with managing, which was great preparation for a career in the people-focused world of real estate. “Being in the service industry my whole life has prepared me to serve people on many levels,” Shana says, “and real estate for me is just another level of service, and I always strive to exceed expectations.”

Shana serves Eastern Washington, in the greater Tri- Cities Area & Columbia Basin. Almost all of her business comes from repeat and referral clients, an impressive feat that speaks to the trust and loyalty Shana inspires in her clients.

“I’ve just naturally grown exponentially,” Shana says. “It’s been a great surprise, but it’s also how I wanted to run my business from the beginning. I always want to lead with revenue, and provide top notch service that continues to bring new business.”

When it comes to the qualities her clients value, Shana’s availability, follow up, and communication are at the top of the list. “I make sure everybody continuously feels like they’re one step ahead in the process,” she explains.

“They know what’s coming next and feel prepared for it.

I’m updating them before they have a chance to ask, and making sure I’m as available as possible. I make all of my clients feel like they’re my only client. Whether it’s a manufactured home on a rented lot or a million-dollar sale, I’m treating everyone the same.”

Staying in touch with past clients comes easily to Shana, because she is so connected with her community and many of her clients become friends. “I make my communication as personable as possible,” she says, “making sure I’m present in their lives naturally. You will be top of mind if you’re the first genuine thought, when real estate comes to mind,” she says.

When she markets her listings, Shana takes an approach that exposes her listings to the largest audience possible, especially on social media. “It’s all about getting as many Top Agent Magazine

views as possible,” she explains, “because even if the person seeing the listing isn’t looking to buy, their friend probably is.”

Shana is proud to have been named 2018 Rookie of the Year by the Tri-City Association of Realtors®, as well as being selected as a Rising Star in Real Producer magazine for Eastern Washington that same year. Last February, Shana was selected to speak at the Annual World Wide Keller Williams Family Reunion in Dallas, TX , participating in the “How to Succeed as a Solo Agent” panel.

Shana’s involvement in her community includes being a member of the West Richland Chamber of Commerce. She participates in the First Night Out Event in town, as well as the Cool Desert Nights classic car event, where she loves to show off her 1971 Chevelle. When she is not working, Shana loves spending time with her family, and is a proud mom of two young kids. She and her family love chilling out at their pool and getting on the river in their boat.

In the future, Shana plans to continue growing her business while still giving her clients the same great personal service as always. “I love seeing the genuine happiness on someone’s face when they’ve just made the biggest purchase of their life,” she says. “It’s all about making a sincere connection with people. You’re giving them a gift, in the sense that you help them successfully get from point A to the finish line.”

To find out more about Shana Brown, please call 509-366-2705, email SHANABROWN@KW.COM, or visit facebook.com/shanabrown.kw.tricities www.

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Laughs!

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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 Top Agent Magazine

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?

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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

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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

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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

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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.

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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 22

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.

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