WASHINGTON 12-7-20

WASHINGTON EDITION

5 Things You Can Do to Achieve Your Biggest Goals MILLENNIAL BUYERS: WHERE THEY ARE & WHAT TO KNOW FEATURED AGENTS

MAX SCHUSTER TRACY TRAVERS

Every Player is Valuable:

HOW TO BOOST YOUR TEAM’S MORALE

COVER STORY

HUNTER MACKAY

WASHINGTON EDITION

TRACY TRAVERS Her natural fascination for architecture 9 17 and design led Tracy Travers to a successful career in real estate. With over 18 years of experience in the business, she provides clients with expert advice and smoothly guides them through what is a huge milestone in their lives. Tracy currently works at Riley Jackson Real Estate in Montesano HUNTER MACKAY MAX SCHUSTER and serves clients throughout Western Washington, with a special focus on Grays Harbor County, Mason County, CONTENTS Thurston, and Pacific County.

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Sometim even a y they ha now rea

Her car estate a Tracy. H ence in TRACY TRAVERS fulfillin ite part I get to was abl ily that 4) 5 THINGS YOU CAN 15) EVERY PLAYER IS Many of Tracy’s clients come by way DO TO ACHIEVE YOUR VALUABLE: HOW TO BOOST situation of referral, which she attributes to her home. T BIGGEST GOALS YOUR TEAM’S MORALE professionalism and elite customer knowing ® honest, trustworthy and someon 6) BEservice.

THEIR “I’m REALTOR 19) MILLENNIAL BUYERS: workHOW with aTO lotBUILD of integrity. I’m easily accessible, FOR ILIFE: WHERE THEY ARE & WHAT whether it’s through A RELATIONSHIP WITH a phone call, text TO message, KNOW or When she’s not hard social media.THAT My clients YOUR CLIENTS WILLfeel confident working with involved in her comm and referring me to their family and friends, food banks and Good LASTme, A LIFETIME because they trust me and they’ve witnessed the type in various local comm of results I deliver,” she says. Tracy also maintains she loves being out in relationships past clients by sending out a river that runs through Phone her 310-734-1440 | Faxwith 310-734-1440 bi-monthly magazine that features interesting arti- traveling, riding ATVs mag@topagentmagazine.com | www.topagentmagazine.com cles, recipes, and listings they might find of interest. and friends. She has f No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent She believes nurturing long-term bonds with clients and another Magazine is published

by Feature Publications GA, Inc. Although precautions are taken to ensure thegrandson accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. is a crucial component of success in any business.

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

Published in the U.S. In the near future, Tra Tracy has found that a healthy mix of online and tra- ing her daughter join h ditional marketing gets her sellers the best results. coordinator and Real E Top Agent Magazine Besides posting her listings on various sites, she also work with her and te

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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks.

But there is a method to setting them. It’s a process that takes careful thought and con4

sideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately.

1. MAKE YOUR GOALS SPECIFIC

Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific

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Your plan of action should include daily, weekly, monthly and yearly goals. goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming.

2. MAKE IT ATTAINABLE

Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one.

Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud!

3. PUT A PLAN OF ACTION IN WRITING

Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially Top Agent Magazine

important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways.

Achieving goals is all about creating good new habits.

4. MAKE IT MEASURABLE

This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone.

5. ADJUST AS YOU GO

You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation.

Sticking to a plan everyday means adjusting it accordingly.

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Be Their REALTOR® for Life: How to Build a Relationship with Your Clients That Will Last a Lifetime In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon.

Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.

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1. Use Your Friendliness and Optimism to Win Them Over: No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.

People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.

2. Be an Inquisitive Learner and an Empathetic Listener:

On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.

Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.

3. Watch for Nonverbal Clues:

Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush Top Agent Magazine

out any potential concerns they might have.

After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.

Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to: Eye contact: Be careful with the level of eye contact you use with clients when first meeting.

Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye

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contact to determine how comfortable they are.

When someone avoids eye contact that could mean they are not engaged in the conversation.

A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.

4. Prove your honesty and credibility:

Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.

Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.

Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.

Here are a few tips for how to sound more credible:

When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.

You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.

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HUNTER MACKAY Top Agent Magazine

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Top Agent Hunter Mackay currently oversees a team of nearly thirty other equally dedicated agents who share his client-focused approach to selling or buying homes.

A rockstar team of nearly thirty agents.

Impressive exponential yearly growth.

An abundance of satisfied clients. Hunter Mackay is transforming the business he’s known all his life.

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Dynamic, charismatic, and integral, Hunter Mackay is Broker and Lead of The Mackay Group. Currently operating in Seattle and Spokane, Washington – with plans to open shop in California soon – The Mackay Top Agent Magazine

Group specializes in providing top-notch consumer experiences. Hunter and his carefully-curated team have earned their impeccable reputation as trusted real estate advocates by placing the needs of their clients at the forefront of each and every transaction.

explains. “When my parents decided that they were going to run a family business, my sister and I couldn’t do much to get away from it. Growing up with two parents in the business, I spent more time at our family offices than I did in any of our family homes.”

Few in the industry can say their education in real estate began as early as Hunter’s did; he’s been around the industry since he was born – really! “My parents were high-profile, successful realtors in Las Vegas,” he

Was real estate always his dream as well?

Not exactly, as Hunter explains,“it was always my fiercest intention to not become an agent, but here I am anyway! I love this business because of the amazing people I get to

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work with and the fact that no two days at work are alike.”

At The Mackay Group, Hunter oversees a group of nearly 30 other agents who are just as dedicated, customer-focused, and driven as he is. “I lead a team that operates across Idaho and Washington – and we’re in the middle of discussions to open a

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California branch,” Hunter explained. Regardless of where this team’s transactions are taking place, they share the same truly client-centric approach that has become synonymous with their brokerage. As such, a significant portion of Hunter’s business consists of referrals and repeat clients – an impressive feat in the highly-competitive real estate world.

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The scores of glowing reviews for these Premier Agents on Zillow.com – where you can see their perfect, 5-star rating – are full of satisfied buyers and sellers who say they would recommend this team time and time again. One review reads “…as a first-time homebuyer, the process is super confusing and difficult. Hunter not only helped me through the process and every single struggle I experienced but he was responsive and so awesome… he knows just about everything and gives you every bit of information that is needed.” Countless others describe Top Agent Magazine

the diligence, patience, responsiveness, and quick work put forth by the agents that make up this team.

While, of course, there is so much that goes into creating a team as successful as Hunter and The Mackay Group – some of the most defining attributes are their commitment to integrity throughout each transaction, sharply-honed negotiation skills, and the thorough, intelligent marketing strategies they implement that ensure fast sales for top dollar. These factors 13 Copyright Top Agent Magazine

and countless others have added up to equal many happy clients for this team.

When not working, Hunter enjoys rock climbing, spending time with his dog, Teddy, and traveling, “I love seeing other cities and the way they’re structured,” he shares.

With year-over-year exponential growth

for Hunter’s business, the future looks quite bright – the company is on track to hit $100 million in sales in 2022. To ensure their clients receive the same top-notch experience while securing financing, Hunter and a business partner have opened their own mortgage company. “My goal is to develop strong relationships with all of my clients,” says Hunter. “It’s never just a transaction.”

For more information about Hunter Mackay, please call 509-723-7709 or email Hunter@themackaygroup.com 14 Copyright Top Agent Magazine

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Every Player is Valuable: How to Boost Your Team’s Morale In the fast-paced world of real estate, it can be easy to overlook the contributions of those lower-level employees who are instrumental in our success, yet are overlooked when it comes to recognizing the important roles they play in keeping our business operating smoothly.

Even a task that seems simple, such as answering phones, can be overwhelming at Top Agent Magazine

times. Letting these employees know that they are appreciated is something that often goes overlooked at busier companies, and can often result in impaired morale overall, as employee dissatisfaction tends to be contagious.

Here are some things that you can do to increase morale and productivity in your workplace: 15

While it’s important to point out when an employee is doing something wrong, it is equally – if not more – important to acknowledge when that employee is doing something right.

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While it’s important to point out when an employee is doing something wrong, and sometimes to reprimand, it is equally – if not more – important to acknowledge when that employee is doing something right. Even a simple compliment can go a long, long way towards building that employee’s morale, and therefore their willingness to go the extra mile for your team.

An example: “Sally, I just heard you on the phone with that client. You sounded very professional and I really appreciate your representing our business that way.”

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Determine what all of your employee’s goals are, and what their expectations for growth might be. There may be lower level employees who are perfectly content doing what they’re doing, and who have absolutely no expectations for growth in your business. Others, however, may have an interest in moving up the ladder. Make it your business to determine this early on, and try to take a personal interest in your employee’s growth with your company. Knowing there is room to grow is an important factor in employee satisfaction, and knowing who wants to grow and who

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doesn’t is something you should be aware of. Groom from within, and your employees will be grateful and work harder.

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If your workplace is highly stratified, with multiple levels of employees (agents, senior agents, loan processers, assistants, etc.,) make an effort to ensure that everyone feels valued as part of the team regardless of what they earn. Various team building exercises that encourage trust and a sense of familiarity can go a long way towards fostering an environment that is less unnecessarily competitive and more productive and cooperative. A quick web search for “Trust Building Exercises” will help you locate many good ways to achieve a newfound level of camaraderie amongst your team. Many of them are quite a bit of fun, too.

Hopefully these tips will assist you in creating a better-functioning, higher-achieving team of motivated, caring employees.

Remember, a chain is only as strong as the weakest link, so be sure to keep everyone feeling appreciated, supported and valued, and your company will only benefit.

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MAX SCHUSTER Broker Max Schuster – of Miller & Ashmore Real Estate in Port Townsend, Washington – is a hardworking, straight-shooting, honest and knowledgeable real estate professional who consistently places the best interests of his clients front and center during every transaction. Max, who has built his business on the solid bedrocks of honesty and integrity, has more than earned both his stellar reputation and his perfect, five-star rating on Zillow.com.

There are many other factors that come into play when assessing Max’s success story, and chief among them would be his fierce negotiation and contractual skills. Another would be his thorough and intelligent marketing strategies, which include exclusive use of professional photography and video, and his embracing of new technologies like Matterport tours. All combined, this translates into fast sales for top dollar, not to mention happy clients.

Max, who was officially licensed in 2015, actually began his journey in real estate at a very young age. “My dad has been selling real estate for a thousand years,” recalls Max. “I grew up in a real estate office, and I was out walking parcels with him in my cowboy boots when I was five years old.” Max began working for his father as an unpaid assistant prior to getting his license, and ultimately joined a friend at Miller & Ashmore Real Estate, a company he praises for their dedication to making an agent’s job easier by providing incredible back-end support. “That allows me more time doing what I’m good at: working face-to-face with my clients,” says Max.

“What I love about this business is being able to help people” says Max. “I also just really love doing deals! Solving problems, getting through rough patches, all of it. I also love that in this business, I get back what I put in.”

Currently, more than half of Max’s overall business is based upon repeat clients and referrals, a sure indicator that he is providing unparalleled customer service in a highly fickle and competitive industry. “I have a tendency to be very straightforward with my clients,” says Max, when asked to explain how he engenders so much trust and loyalty amongst those he works with, “and they appreciate that honesty, even when the news isn’t very pleasant to hear.”

Max’s future plans are to continue growing his business, while also continuing as a licensed manufactured home dealer. Above all, however, his prime objective remains: to continue providing his clients with the top-of-the-line service that has long been his calling card.

The best evidence for Max’s exceptional customer service can be found on the aforementioned Zillow.com, where he has racked up scores of glowing testimonials, including this one: “Max is professional, honest, and easy to work and communicate with. He handled any snags in the process and always kept me informed. This was my second home purchase with Max, and it was a successful and smooth transition. I would recommend him to all with no reservations.”

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When he’s not working, Max loves spending time at the lake, golfing and snowboarding. “I’m also a fan of just doing nothing and decompressing on a beach in Mexico,” he says. Max also gives back to his community via his association with Miller & Ashmore Real Estate, most notably through an organization that takes donated bicycle parts and creates new bikes to give to the underprivileged.

For more information about Max Schuster, please call 360-821-1022 or email Maxwell.Schuster42@gmail.com 17 Copyright Top Agent Magazine

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Millennial Buyers: Where They Are & What to Know Homebuyers and sellers come from all walks of life. If you’ve been an agent for long, you’ve likely worked alongside a wide variety of folks—from first-timer homeowners and down-sizers, to second home searchers and those finally hunting for their dream home. While there is hardly a shortage of diversity in the housing market, there Top Agent Magazine

is one generation that is making big strides in homeownership these days: Millennials.

Millennials can be loosely defined as those between the ages of twenty-two to thirtyseven. As you can see, this constitutes a wide swathe of the population. If you’re an agent who stands to learn a bit more about

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a demographic whose influence and homea demographic influence and homeownership goalswhose are rapidly evolving, tune ownership goals are rapidly evolving, tune in below for a few pointers that can help in below for a few pointers that can help you expand a segment of your clientele in you expand a segment of your clientele in the process. the process.

Where do Millennials Where do Millennials prefer to buy? prefer to buy?

Many Millennials came of age during or Many Millennials came of age during or immediately following the Great Recession, immediately following the Great Recession, and as such, many of them relocated or and as such, many of them relocated or returned returned to to mid-size mid-size cities cities and and smaller smaller communities where the cost of communities where the cost of living living was most affordable.

Of course, there was most affordable. Of course, there are are countless Millennials that call the U.S.’s countless Millennials that call the U.S.’s major majorcities cities home—especially home—especially those those in in the the

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tech industry. The good news is that you tech industry.

The goodclientele news isno thatmatter you can court Millennial can court Millennial clientele no matter where you service area is located. That where you service area is located. That said, community amenities are of great said, community amenities are of great importance to this generation. They value importance to this generation. They value public transportation, green space, and public transportation, green space, and entertainment—from coffee shops and topentertainment—from coffee shops and topnotch restaurants to farmer’s markets and notch restaurants to farmer’s markets and boutiques. Emphasizing those attributes will boutiques. Emphasizing those attributes will be key in selling to Millennials and locating be key in selling to Millennials and locating neighborhoods they’re most interested in. neighborhoods they’re most interested in.

What sort sort of of communication communication What do Millennials Millennials prefer? prefer? do Most Millennials Millennials are are digital digital natives, natives, oror Most close to. to. That That means means they they grew grewup uplearning learning close

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how to navigate digital spaces, and prefer to communicate through mediums like email, text, and social media. This isn’t to say that Millennials aren’t good communicators, but they’re often on the go, and have learned to research and shop online. To accommodate this, it’s best to build a presence across the most popular listing portals and social media platforms. Although, it’s not enough to establish a site and wait for the calls to come in. Responsiveness is a key factor for Millennials, who expect speedy response times. Make sure you’re checking your inbox frequently, responding accordingly, and engaging with your audience online. This will let Millennials know

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that you’re savvy, available, and understand the value of their preferred method of communication.

Are Millennials ready to buy?

It’s a common misconception that Millennials are uninterested in the rite of passage of purchasing a home. While Millennials maybe waiting a bit longer than their parents did to buy a home, there are good reasons to explain this phenomenon. For starters, Millennials entered the job market during the downturn, which means they are more conservative when making big purchases, and have to play catch-up to reach a sound

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financial position. Likewise, student loan debt has proved a major financial inhabitation for Millennials. Instead of socking away a few hundred a month to save for a home, they’re forking over that cash to pay down their educational loans. How does a Realtor compete with this reality? For starters, a bit of understanding goes a long way. Work with your mortgage partners to find financing possibilities that cater to this younger demographic. Recognize that Millennials—like most buyers—have some trepidations when buying a home.

Also consider fielding Millennial clientele with the long view in mind. You might be 22

courting them for months or more until they’re ready to take the plunge, but they’re also famous for their reviews. When a job is done well, Millennials shout it from the rooftops—or at least share it a dozen time from their phone.

As time passes, Millennials will continue to dominate the marketplace when it comes to buying and selling homes. A little self-education on this powerful demographic can go a long way. If you know your clients and your audience, you’ll be in a far better position to serve their interests and make a customer for life.

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TRACY TRAVERS Her natural fascination for architecture and design led Tracy Travers to a successful career in real estate. With over 18 years of experience in the business, she provides clients with expert advice and smoothly guides them through what is a huge milestone in their lives. Tracy currently works at Riley Jackson Real Estate in Montesano and serves clients throughout Western Washington, with a special focus on Grays Harbor County, Mason County, Thurston, and Pacific County.

Many of Tracy’s clients come by way of referral, which she attributes to her professionalism and elite customer service. “I’m honest, trustworthy and I work with a lot of integrity. I’m easily accessible, whether it’s through a phone call, text message, or social media. My clients feel confident working with me, and referring me to their family and friends, because they trust me and they’ve witnessed the type of results I deliver,” she says. Tracy also maintains her relationships with past clients by sending out a bi-monthly magazine that features interesting articles, recipes, and listings they might find of interest.

She believes nurturing long-term bonds with clients is a crucial component of success in any business.

Tracy has found that a healthy mix of online and traditional marketing gets her sellers the best results.

Besides posting her listings on various sites, she also sends out standard mailers. “Despite the fact that a lot of business is done online now, I’m still amazed at how well old-fashioned mailers seem to work.

Sometimes I get calls from clients even a year after I sent them, saying they have saved my mailer and are now ready to buy or sell,” she says.

Her caring disposition makes real estate a very rewarding career for Tracy. Her ability to make a difference in her clients’ lives is the most fulfilling part of her job. “My favorite part about my job is the fact that I get to help people. Just recently I was able to hand the keys to a family that went from a pretty bad living situation into a beautiful brand new home. There’s no better feeling than knowing that you’re a part of making someone’s life better.”

When she’s not hard at work, Tracy strives to be involved in her community. She donates to local food banks and Goodwill centers, and participates in various local committees. And in her spare time she loves being out in the woods and relaxing by the river that runs through her property. She also enjoys traveling, riding ATVs and camping with her family and friends. She has four children, one six-year-old grandson and another due to arrive in January.

In the near future, Tracy is looking forward to having her daughter join her in business as a transaction coordinator and Real Estate Broker. “I can’t wait to work with her and teach her the ropes,” she says.

She is enthusiastic about growing her business and referral base, and plans to continue giving her clients an excellent level of service and superior results.

To learn more about Tracy Travers, email tracy@rileyjackson.net, visit tracytravers.rileyjackson.net, or call or text (360) 470–1300 www.

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