WASHINGTON 3-22-21

WASHINGTON EDITION

How to Incorporate Current Events to Your Email Blasts and Stay Relevant

BE THEIR REALTOR® FOR LIFE:

How to Build a Relationship with Your Clients that Will Last a Lifetime

FEATURED AGENTS

ARIELLE HAYS NESTOR HERNANDEZ SARA KOENIG CHRISTIAN LALARIO

COVER STORY

RON ROUGEAUX

WASHINGTON EDITION

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NESTOR HERNANDEZ

“My clients trust me, where theyCHRISTIAN are, andLALA be Christian Lalario began no surp SARA KOENIG 21 25 27 be mo his a realcomplex estate career feel often pro almost 17 years ago, them co greater and in that time hethe hashouse A passion for end real estate selling fro at and the closing tabl HAYS grown over his business RON ARIELLE a love of people brought Sara to clean it up a Christia by nurturing strong call me advice into many this industry. feel for like she went ab ROUGEAUX Koenig relationships with his goes a She got her start around five Christian dis- very lo ing the clients. children of form pressur himself by isn’t years ago, after leavingtinguishes a When Sara wo tell a bu educating his clients career that involved a lot of community by raisin If you treat people right, from the beginning to red flag travel. “We have three young or donating to charit the end of the buying or an offe NESTOR HERNANDEZ SARA KOENIG CHRISTIAN LALARIO whether or not you’ll ha kids, so I thought it was time away where give buyers selling process, using she RON ROUGEAUX

ARIELLE HAYS

the to tryhissomething sheto helplocal knowledge andnew,” experience them businesses. achieve videDu decision their real estate goals. says. Currently she works to her garden, stayin CONTENTS with American Real Estate Associates in Spokane, hanging out with fam With Coldwell Banker Bain, Christian serves all Christia Washington, with her husband andCounty, a small of King Southteam.

Snohomish County, and in-law 4) HOW TO SPEED UP FIRST-TIME HOW TO INCORPORATE Serving the greater22) Spokane area, the vast majority of Looking ahead, her recently sometimes North Pierce County.

He has sold everyclients type of and non-commercial property from to res-seepartner of repeat referrals. excited what HOMEBUYER TRANSACTIONStheir business consists CURRENT EVENTS TO YOUR idential, condo (including high-end downtown flipping Sara credits her communication and knowledge for husband has joined.

EMAIL BLASTS AND STAY condos), waterfront, vacant land, even manufac- now ex keeping her clients coming back to her. people.”

No cl m 13) IF IT’S GOOD FOR THE SOUL, RELEVANT tured homes. “I’m willing to workmore in any price their everyrepair, minu range and any type of property,”enjoying he says. By IT’S GOOD FOR THE BUSINESS areas of real estate hereach has acquired “One of the top reasons they spanning return isallbecause of my their realenhanc estate 26) 4 WAYS WIN BATTLE Buyers a connection,” greater TO knowledge the market.

“I never and constant sheof THE says. some of turn the most am 18) BE THEIR REALTOR® FOR communication LIFE: they m down business regardless of what it is or where AGAINST PROCRASTINATION “I’m there for them at every step and always keep them It’s an amazing caree it’s located. Business always creates more busi- chasing HOW TO BUILD A RELATIONSHIP aware of everything that’s going try toclients makeyou serve the more providi ness,on. andI just the more WITH YOUR CLIENTS THAT WILL you will in the future.” Almost one-onit as smooth as possible, so referrals they don’t everreceive wonder LAST A LIFETIME all of his business her comes from past clients and deal is d what’s happening.” Sara also loves educating buyreferrals, an impressive feat that speaks to the negotia ers and sellers about what to trust expect.

“I’m constantly ® into con and confidence he inspires. running numbers and staying aware about the current happy i Phone 310-734-1440 | Fax 310-734-1440 make a point of educating real estate market, especially“Iin theit Spokane area.” my clients at the To fin very beginning,” Christian says. “I will sit down mag@topagentmagazine.com | For www.topagentmagazine.com her buyers, she guides them throughout, making with them and explain the entire process from start no whatsoever question is left unanswered.

Meanwhile, her understand what to ema No portion of this issue may be reproduced in anysure manner without prior consent to finish of so the theypublisher. are clear Top and Agent chris enjoy precautions exceptional with Magazine is published by Feature Publications GA,sellers Inc. Although aremarketing, taken to ensure the accuracy of published expect along theprofessional way. The goal is for them to have materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. photographs, videos and social media advertising.

Nestor Hernandez got his start in real estate after uying his first house in 1998. While he was lucky nough to have a good agent, Nestor realized there was a huge need in his home state of Washington for Realtors who understood the Hispanic demographic, nd who could speak the language. He got his license n 1999, and has been offering great service ever since.

Nestor markets his lis media platforms, as w radio ads. He stays in t you would stay in touc letters, text messages, a

His favorite part of the b achieve that American when we hand them the reality that they are now nothing better!”

subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S. ProbablyToeighty percent of my business comes from When he’s not working After the transaction, clients leave glowing reviews about Nestor their time together.

One recentlymunity said, “Sara isAgent Magazine he Hispanic and Latino communities,” explains. his ser 2 Topthrough great to work with! Not only is she incredibly sharp And one of the challenges I faced and early beroneofof the Commerce, and knowson the was market buildwell, but she’s also

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

mailto:mag@topagentmagazine.com

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How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon.

Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While 4

helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?

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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises.

Set expectations upfront and often.

It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc.

Then, tailor your outreach accordingly.

Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases Top Agent Magazine

whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.

Know your first-time homebuyer programs and perks.

There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research.

The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.

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Get pre-approved for a mortgage—and shop around for the best rate.

Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and

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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge.

All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.

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RON ROUGEAUX Top Agent Magazine

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RON ROUGEAUX “We understand how important it is to find the perfect place to call home for our buyers, and we appreciate how important it is to find the right buyer for the home you are selling,” “I’m all about honesty,” says Ron Rougeaux, a top agent with PNW Homes Group through eXp Realty. “People might sometimes think I’m a little brash, but I’m just straight-forward. I speak up when something’s wrong with a home. My clients always ask what I think or if they 8

should make an offer, and I will honestly tell them yes or no. I don’t work to make the sale. I work to make sure my clients buy the right house for them.”

“I grew up in Olympia as a child and moved with my family to Colorado when Top Agent Magazine

I was in high school,” Ron says. “After attending college and taking time to travel as a tennis pro I have returned to Olympia with my wife to raise our family. I have lived all over the world from the Bahamas to Dubai (UAE), and I always find myself coming back to the Pacific Northwest where I feel at home. I earned my Eagle Scout here in Olympia and I still use the key values trustworthiness, integrity and loyalty. I will work with you with these same values that were instilled in me all Top Agent Magazine

those years ago, and still remain strong.

Quality service is my highest priority.

I have an excellent understanding of the market conditions, prices, and challenges that prevail.”

Based in Olympia, Ron has serviced Washington State for the past eight and a half years. While he does have a team, he and his agents work independently. “I’ve found that a lot of clients don’t like when agents have teams,” he says. “When they 9

call you, they want to talk to you. We all support each other on the team, but I work mostly by myself.”

About his team, Ron says, “In an industry inundated by ‘big box’ national franchises, PNW Homes Group stands apart from the competition. We are a 100% locally owned and operated real estate brokerage, that focuses on City and Waterfront properties and land and we love working with Commercial properties. We know the best places in the local area to meet the needs of each client looking to settle in and make this beautiful area their home.”

They work hard to make sure the home buying and selling experience is a smooth and enjoyable one.

“We understand how important it is to find the perfect place to call home for our

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buyers, and we appreciate how important it is to find the right buyer for the home you are selling,” Ron says, “the place you have worked hard to make your own.”

Over 80% of Ron’s total business comes from repeat and referral clients. He sees no better compliment than when his clients send him their family members, friends, or fellow military members, as well as when out-of-state agents send him clients. Ron says, “Doing the right thing has paid off in spades. I’m proud to be a local Realtor® from Olympia.”

Ron keeps busy, but his absolute favorite thing to do in this business is turn his clients into friends. He often sees his clients around town and catches up with them while getting groceries or running errands.

He loves the local attitude. Ron extends

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due to COVID-19, the Rougeauxs took a fifty-two-day RV trip to explore the US. For over two months, Ron looked at real estate investment locations while he and his family stayed at all of the US National Parks. “We supplemented the kids’ online learning with hands-on experiences and lessons they’ll never forget,” Ron explains.

“It was a once-in-a-lifetime adventure.”

that personal touch by staying in touch.

“I like to do pop-bys. Drop off a gift, say hello, see how they’re doing,” says Ron. “That’s how I grew up, and that’s how we do it in the Pacific Northwest.”

When he isn’t working hard for his clients, Ron is a true community builder. He uses a local photographer for all of his listings, and he takes part in the local Chamber of Commerce. “We go to different functions thrown by all the communities in the area,” he says. “We support local families and groups who need help.” Last year, Ron and his team donated $50,000 to various charities.

Ron doesn’t limit himself when it comes to the types of properties he takes on.

“I list and sell commercial properties, high-end homes, investment homes and starter homes. I love to list and sell land as well,” he says. “I don’t like to niche myself. I’ll give you the same high caliber of service whether you’re selling a home for $20,000, $1.5 million, or are interested in a $12 million commercial building. I’m a jack-of-all-trades.”

Outside of work, Ron and his family love to travel. Recently, taking advantage of their children moving to remote learning Top Agent Magazine

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Looking to the future, Ron is excited to continue growing his business and taking advantage of everything eXp has to offer its agents. “My goal is to get as many agents over to eXp as I can, because they

treat us extremely fair,” he explains. “They allow you to support yourself and gives you amazing support in return. That’s my goal! To keep building, keep growing, keep helping.”

To learn more about Ron Rougeaux, call 308-338-8355, email captainronjr@gmail.com or visit pnwhomesgroup.com

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If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

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

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

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

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

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

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

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

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

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

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

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

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

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 14

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ARIELLE HAYS

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ARIELLE HAYS

Last year Top Agent Arielle Hays closed seventy-three transactions through her Skyview Realty office, and ranked in the top 40 of her MLS, placing her in the top five percent.

No one wants to have to become a Realtor in order to buy a house, but that’s exactly what happened to Arielle Hays. “I didn’t have the best experience. Because I’d been on my own since an early age, I had no real guidance regarding the process of buying a house.”

She attended an open house and was told by the agent that she needed to be preapproved. But when she talked to a lender, she was rejected. “Knowing what I know now, that lender was horrible. He didn’t understand how to read taxes for self-employed people. It made me even more determined to buy a house, though, so I got my license, bought a house, and here I am.”

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The memory of that experience guides every interaction Arielle has with her clients, and she leaves nothing to chance when it comes to supporting them. “I know the market. I know the process. I can help buyers get referrals to trusted lenders who can go over all of their loan options, and, if they need it, alert them to any down-payment assistance programs.” Arielle has worked with some buyers for over a year to help them get into a position to afford their home. She’s also very flexible when it comes to scheduling, understanding that everyone’s situation is different. “Lots of people work a nightshift. So if they can only look at a house at seven o’clock at night, that’s when I’m showing it.”

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After three years in her Kennewick, Washington business, Arielle’s ethic of service seems to have paid off. Most of her clients are now repeats or referrals. Last year she closed seventy-three transactions through her Skyview Realty office, and ranked in the top 40 of her MLS, placing her in the top five percent. She’s also started a team, with two agents and a fulltime administrative assistant, and expects to close around one hundred forty deals this year.

“The real reward is handing someone the keys to their new home,” Arielle notes.

“Buying a house is one of the biggest milestones of our lives, and I feel so honored to be able to help people do that—for them to have trusted me on a journey that changed their lives.”

She stays in touch with past clients through text, emails, and social media, and sends out cards and coupons on holidays. She also loves to report good news. “If a house goes on the market near one my client just bought, I’ll alert them to how much their home has just appreciated.”

Arielle supports both her local and global communities as a Rotarian, and teaches free homebuyer education classes sponsored by WA State. She also loves dogs, and is a sponsor for area dog parks. When not working, she spends time with her family. She describes herself as a “sometimes jogger,” and keeps a small container garden. “I only grow cactuses, though,” she laughs, “because they’re hard to kill.”

Her plans for the near future are to complete her managing broker’s license and possibly purchase a new building for her team, which she is looking to expand by two agents and another assistant.

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For more information about Arielle Hays, call 509-222-4107, email Arielleghays@gmail.com, or visit skyview.realvolution.com

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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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NESTOR HERNANDEZ “My clients trust me, because they know I’ve been where they are, and because I can explain what can often be a complex process. That relationship doesn’t end at the closing table. They become friends, and many call me for advice down the road. Now I’m helping the children of former clients buy their first home.

If you treat people right, you never have to worry about whether or not you’ll have customers.”

Nestor Hernandez got his start in real estate after buying his first house in 1998. While he was lucky enough to have a good agent, Nestor realized there was a huge need in his home state of Washington for Realtors® who understood the Hispanic demographic, and who could speak the language. He got his license in 1999, and has been offering great service ever since.

“Probably eighty percent of my business comes from the Hispanic and Latino communities,” Nestor explains.

“And one of the challenges I faced early on was building bridges between them and lenders. I needed to help my clients understand the lending process—the need to save documents that could establish a work and savings history, for instance—and to help lenders understand that these potential homebuyers were part of a cash culture. In my first two years as a Realtor®, I helped more than sixty Hispanic families purchase homes.”

Nestor’s hard work has blessed him with a repeat client rate of sixty-eight percent. His average yearly sales volume is between seven and eight million dollars as a solo agent. The other thirty-two percent of his business comes through his continuing efforts to help people achieve their dream of purchasing their first home.

He’s certified as a first-time homebuyer instructor.

Nestor markets his listings across all of the social media platforms, as well as through newspaper and radio ads. He stays in touch with his clients the way you would stay in touch with any neighbor: through letters, text messages, and emails.

His favorite part of the business? “I love seeing people achieve that American Dream, the look on their faces when we hand them the keys to their new home and the reality that they are now a homeowner sets in. There’s nothing better!”

When he’s not working, Nestor gives back to his community through his service with the Yakima Chamber of Commerce, and as president of the county’s Hispanic Chamber of Commerce. He continues to teach his homebuyer classes, and is also a member of the West Valley School PTA. Leisure time is spent with his family and friends. He loves music, playing guitar for a band. They have even produced their own YouTube videos.

His plans for the future of his business are simply to continue serving his customers in every way he can.

“I love my job, helping people, and I want to keep offering them the best service possible. For me, that means handling the transaction personally. If you call my office, you won’t get handed off to another agent.

You’ll get me, from the first offer to the closing table, and beyond.”

For more information about Nestor Hernandez, call 509-952-9756, email Nestor@nestorhomes.com or visit nestorhomes.com Top Agent Magazine

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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profes22

sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.

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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening.

How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.

against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.

Sports news makes a splash

Become a one-stop-shop for holiday fun and seasonal ideas.

People love to rally behind the home team.

Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off

From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with

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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area.

Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.

Pop culture serves as a fun and timely tie-in.

Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for

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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.

Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.

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SARA KOENIG A passion for real estate and a love of people brought Sara Koenig into this industry.

She got her start around five years ago, after leaving a career that involved a lot of travel. “We have three young kids, so I thought it was time to try something new,” she says. Currently she works with American Real Estate Associates in Spokane, Washington, with her husband and a small team.

Serving the greater Spokane area, the vast majority of their business consists of repeat clients and referrals.

Sara credits her communication and knowledge for keeping her clients coming back to her.

“One of the top reasons they return is because of my communication and constant connection,” she says.

“I’m there for them at every step and always keep them aware of everything that’s going on. I just try to make it as smooth as possible, so they don’t ever wonder what’s happening.” Sara also loves educating her buyers and sellers about what to expect. “I’m constantly running numbers and staying aware about the current real estate market, especially in the Spokane area.”

For her buyers, she guides them throughout, making sure no question is left unanswered. Meanwhile, her sellers enjoy exceptional marketing, with professional photographs, videos and social media advertising.

After the transaction, clients leave glowing reviews about their time together. One recently said, “Sara is great to work with! Not only is she incredibly sharp and knows the market well, but she’s also one of the most friendly and fun to work with people you’ll meet.

We could tell that she genuinely cared about finding a house that was the right fit for our needs and budget.

We will definitely be recommending her to friends and family looking to buy or sell a home!” Another wrote, “I can’t recommend Sara enough. She was such a pleasure to work with and did so much for us. We were Top Agent Magazine

selling the house from overseas and she often went over to clean it up and deal with different things. We feel like she went above and beyond as our agent.”

When Sara isn’t working, she’s giving back to the community by raising awareness for local businesses or donating to charities. Every year she hosts a giveaway where she gives away products or gift cards from local businesses. During any free time, she’s tending to her garden, staying active in her women’s groups or hanging out with family and friends.

Looking ahead, her sights are set on growth. “I’m excited to see what the future holds, now that my husband has joined. We would love to hire one or two more people.” No matter where this path leads, she’s enjoying every minute of it. “Getting to help families reach their real estate goals is so rewarding. I have met some of the most amazing people through my work.

It’s an amazing career.”

For more about Sara Koenig, please call 509-939-5940 or email sara@areanw.com

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4 Ways to Win the Battle Against Procrastination One of the most common professional afflictions is procrastination. The funny thing is, everyone knows that procrastination is negative—it’s a waste of time, a creator of stress, and is entirely a problem of our own making. Still, knowing all of this doesn’t necessarily decrease our odds of procrastination. There are plenty of explanations we give when putting work off until the last minute. Perhaps you convince yourself that you work best under pressure, but it’s truer that you’re used to working under pressure by necessity. Maybe you’re a perfectionist and the fear of getting it all wrong puts you off from the task. Whatever the justification may be, overcoming procrastination requires some willpower and technique. With that in mind, take a look at a few tricks below to jumpstart your motivation and nix the last-minute time crunch.

After all, you owe it to yourself and your business to operate like a procrastination-free professional.

1. Make Your Intentions Known As realtors and mortgage professionals, you may serve as your own boss. So, when the time comes to complete a task and you put it off—perhaps you’re only disappointing yourself. This is easily remedied by making a new promise to try again tomorrow. On the other hand, it’s much harder to break promises and commitments to others. Try verbalizing your intent and commitment to your team, or to an assistant who can hold you accountable, or better yet—to a business partner or to a client. Make a hard deadline public and you’re likely to perform for fear of embarrassment or losing face. In a way, this puts the pressure of expectation on you, instead of the pressure of the ticking clock.

2. Take a Baby Step When tasks pile up, it’s easy to get overwhelmed.

If you’ve got a number of items on your to-do list, including some heavy hitters that require a lot of attention and time, begin by taking on something simple. Identify an easily completed job that needs 26

attention and put it first in your queue. Duties that are straightforward and aren’t time-intensive can lead you to the rest of your to-do list, fueling you with the satisfaction of a task already complete. Even if it’s as small as returning e-mails, or dropping off your dry-cleaning, one simple thing off your list can inspire you to continue on to the next item in the spirit of productivity.

3. Work in Windows If work is the last thing you want to do and you can’t seem to self-motivate, make a compromise with yourself. Agree to work just fifteen minutes, and mean it. This tiny window of time is easy enough to complete, isn’t overwhelming, and you’ve already agreed to move on once time is up. The truth? Odds are that just fifteen minutes of active work will inspire you to keep going. After all, the most difficult part of procrastination is getting started. By putting in those fifteen minutes, you’ll trick yourself into diving into the action.

4. Switch Up Your Environment If you’re stuck in rut when it comes to procrastination and productivity, try changing your surroundings. If the office feels stale and stressful, take your work to the nearest coffee shop and try to tackle your tasks there. Perhaps the quiet, studious ambiance of a library can make you focus, or a picnic table outside the office can stimulate the senses.

Sometimes changing your scenery can breathe new life into your routine and give you the extra push you need to get work done.

There’s no one way to overcome procrastination. In fact, it’s likely a lifelong process of building discipline, finding techniques that work for you, and simply prioritizing your time more effectively. Don’t lose hope—remember these tricks and winning the war will be possible, even if you lose a few battles along the way.

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CHRISTIAN LALARIO Christian Lalario began his real estate career almost 17 years ago, and in that time he has grown his business by nurturing strong relationships with his clients. Christian distinguishes himself by educating his clients from the beginning to the end of the buying or selling process, using his knowledge and experience to help them achieve their real estate goals.

no surprises. Educating the client makes them feel more comfortable with the process and gives them confidence in me as their agent, and there’s a greater chance of a referral in the future.”

With Coldwell Banker Bain, Christian serves all of King County, South Snohomish County, and sometimes North Pierce County. He has sold every type of non-commercial property from residential, condo (including high-end downtown condos), waterfront, vacant land, even manufactured homes. “I’m willing to work in any price range and any type of property,” he says. By spanning all areas of real estate he has acquired a greater knowledge of the market. “I never turn down business regardless of what it is or where it’s located. Business always creates more business, and the more clients you serve the more referrals you will receive in the future.” Almost all of his business comes from past clients and referrals, an impressive feat that speaks to the trust and confidence he inspires.

Christian’s new venture is with his brotherin-law Chris Scavone who is a contractor and recently received his real estate license. They are partnering under the name Scala. They have been flipping properties for the past 6 years and are now extending their rehab/remodel expertise to their clients. Together they will advise sellers on repair, rehab, and remodeling projects that will enhance the value of their homes before listing.

Buyers are given the same service for upgrades they may want with the property they are purchasing. Above all, Christian wants to continue providing value to his clients. “I love interacting one-on-one with people,” Christian says. “Every deal is different, and I love strategizing offers and negotiating. The satisfaction of getting clients into contract, closing the deal, and making them happy is what I love about real estate.”

“I make it a point of educating my clients at the very beginning,” Christian says. “I will sit down with them and explain the entire process from start to finish so they are clear and understand what to expect along the way. The goal is for them to have Top Agent Magazine

Christian’s easygoing, patient personality also goes a long way to putting clients at ease. “I’m very low-pressure,” he explains. “I’ve never pressured anybody to buy a house. I will definitely tell a buyer when to pass on a house and point our red flags or issues I see, but the decision to make an offer is always theirs alone. I will work with buyers for as long as they need, and I will provide them the information they need to make the decision that’s right for them.”

To find out more about Christian Lalario, please call 206-612-2315, email christianlalario@cbbain.com or visit christianlalario.coldwellbankerbain.com 27

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