WASHINGTON 6-20-22

WASHINGTON EDITION

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WAYS TO GET YOUR CLIENT TO TRUST YOU KEEPING IN TOUCH –

FEATURED AGENT

YASSI JAZAYERI

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

HOW TO STAY IN YOUR CLIENTS LIVES FOR THE LONG HAUL

6 THINGS

ALL SUCCESSFUL NEGOTIATORS DO

COVER STORY

MELISSA JACOBS

WASHINGTON EDITION

YASSI JAZAYERI

Seattle, Washington, 7 19 ormula of integrity and deavors. Her gratitude ven the opportunity for ssi only hopes that all now how fortunate she MELISSA JACOBS YASSI JAZAYERI ves. “I’m really thanking me – especially for to refer their friends CONTENTS At the4)end of the day,JACOBS 20) 6 WAYS TO RECONSIDER MELISSA GET YOUR CLIENT r trustREFERRAL-ONLY and feedback, I WHEN PLANNING FOR TO TRUST YOU am now.”

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Top Agenthelping Magazine ends slowly real estatewithout prior “I love p is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. eer began in earnest in October of devotion extends to lo To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S. ars later, Yassi cleared $20 million on their own adventur a solo agent and awarded the #1 videographers and ph 2020 for the Keller Williams Realty listings, and as a self 2

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Reconsider Referral-Only When Planning for the Future

A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that 4

working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.

Unless you are clairvoyant enough to flawlessly predict every market change or every

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Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector. life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.

If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.

Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and Top Agent Magazine

investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.

Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.

Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina.

The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,

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I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.

Even professionals with more than three decades’ experience and deep referral networks know the importance of business

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marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”

Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.

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MELISSA JACOBS

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Top Agent Melissa Jacobs of the Mike Rankin Collective at Compass, serves King and Pierce Counties in Washington.

Caring and compassionate, Melissa Jacobs is the quintessential “people person” motivated by her desire to help her clients make their real estate dreams come true. Coming from a background as a dental hygienist, Melissa says she was encouraged to pursue real estate by her brother-in-law, who is a loan officer. “I wasn’t sure at first, because I am not a salesperson at all,” Melissa recalls. “But I got my license, and I have never looked back! I realized that I love real estate, and helping people with the biggest purchase of their life is so fulfilling.” In the industry since 2017, Melissa sees her business continue to grow as she helps more buyers and sellers achieve their goals.

With the Mike Rankin Collective at Compass, Melissa serves King and Pierce Counties in Washington. “Mike and I have worked together since the 8Copyright Top Agent Magazine

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beginning of my career when he took me on as a solo agent, and we’ve been teammates ever since,” Melissa says.

“Mike has been pivotal to my growth in real estate.”

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Melissa’s territory includes Tacoma and is also close to Joint Base Lewis-McChord, so she serves a high number of military families. Melissa is brimming with enthusiasm for her local area. “The Ruston Way Copyright Top Agent Magazine9

“I find communication to be super important, since this is the largest purchase in many people’s lives,” Melissa says. “I like to set their expectations and lay out the process ahead of time so they know what will happen, keeping the client up to date with everything and listening to their wants and needs.” waterfront area is full of fun things to do, such as Point Defiance Zoo, Point Ruston Way, an amazing park with many trails to ride, plus tons of shopping, stores, and lots of small businesses.

One thing that makes Tacoma special is that it has a small-town feel within a bigger city.”

Almost 90% of Melissa’s business comes from repeat or referral clients, and it’s easy to see what keeps them coming back. She sets herself apart through her attention to detail and attentive communication. “I find communication to be super important, since this is the largest Copyright Top Agent Magazine 10

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purchase in many people’s lives,” Melissa says. “I like to set their expectations and lay out the process ahead of time so they know what will happen, keeping the client up to date with everything and listening to their wants and needs.”

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As for what the future holds, Melissa says, “I look forward to continuing to help families buy and sell homes, and giving back to my community. My favorite part of real estate is getting to know the people I work with, and I get to learn a lot about Copyright Top Agent Magazine 11

people through this process.” She loves turning clients into lifelong friends. “I’m so appreciative and humbled any time I get a personal referral. When I have stuck out in somebody’s mind and they have thought

of me to represent their family or friends, it’s not something I take lightly. I appreciate where my business comes from, and I want to thank my past clients for trusting me enough to help them with this process.”

To find out more about Melissa Jacobs, call her at (425) 830-1341, email melissa.jacobs@compass.com or visit mikerankincollective.com/agents/melissa-jacobs https://

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HOW TO STAY IN YOUR CLIENTS LIVES FOR THE LONG HAUL

One sign of a great real estate agent is there long list of loyal client following. Part of achieving a great referral base is being a great realtor during the transaction. But, that’s only half of the work. To truly be your client’s realtor for life and keep them coming back to you as well as referring others to you, you have to stay in their lives past the transaction. Keeping in touch with your past clients can be one of the most important parts of your business, and one that many realtors tend to push to the wayside.

Do you stay in your client’s lives, or do you disappear? People refer people that they feel they know well and that they trust, people they consider friends. However, earning and keeping your client’s trust involves maintaining a delicate balance with how much you contact them. Experts recommend reaching out to your clients at least quarterly. But, it’s not just about how often you stay in touch. You also need to be mindful about how you are reaching out to them. Here are some tips on how to keep in touch with your clients for the long haul: 14

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INDIVIDUAL PERSONAL CONTACT One of the best ways to keep in touch with your clients is to simply give them a call every once in a while. Follow up and see how your clients are doing. Offer them assistance if they need it. Personalized contact helps to ensure that you remain as important to your clients long after the sale as you were during the transaction. Giving your clients a call on special occasions such as birthdays or holidays also makes for a great personal touch.

Of course, nothing beats face-to-face contact. Stopping by to say hello can be a great way to keep in contact. An even better way to catch up and maintain that friendship is to set up a lunch or coffee date with past clients. Giving individual clients your undivided attention goes a long way towards maintaining that bond you formed during the transaction and earning your client’s loyalty and trust. Interactions like this make a lasting impression on your clients.

Of course, many busy REALTORS® may not have time to follow up with every client oneon-one. A great way to still give personal attention to your clients without meeting each and every one for lunch is to throw a client appreciation party. This allows you to get in some face-to-face time with each client and make sure they all get your undivided attention and quality time to catch up with you, even if it’s only for a short time.

Now, if you have a lot of past clients, this can be difficult to manage during one party. One way to get around the numbers problem is to organize smaller events based on client’s inter-

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ests. Instead of throwing one giant party, host a pool party for the families with kids or a wine and cheese get together for single clients. Hosting special events like these ones goes a long way towards keeping your contact with past clients more personalized and setting you apart from those businesses that simply send them a calendar once a year.

PROVIDE CLIENTS WITH USEFUL NEWS PROVIDE CLIENTS WITH USEFUL NEWS One way that many REALTORS® keep in touch with their clients is by sending them newsletters. This form of contact can be a double-edged sword. You want to make sure you provide them with useful information that reminds them of your value as a real estate professional.

Otherwise your communication will amount to nothing more than spam, and clients will think of you less as a trusted friend and more as a nuisance salesperson.

Clients react much more positively to communication containing information that is pertinent to their lives. Update your clients on what is going on in their local community and housing market. Demonstrate your knowledge about the community and the things that are important to your clients. Include information about local cultural events, community news, housing statistics, information on the mortgage market, home maintenance advice, home design tips, and anything else that your clients will find personally useful. Your clients will always be interested in value.

SEND CLIENTS MEMORABLE AND PERSONAL CARDS Sending your clients cards related to important events in their lives and letting them know that you remember those events and care will go a long way towards building and maintaining a close personal relationship with them. You want to make sure your cards stand out, though. Sending popular holiday cards can be a mistake, as they will most likely get lost amongst all of your clients other holiday cards and will be quickly forgotten. Instead send something more personal such as: HOME ANNIVERSARY CARDS: Send cards to each client on the anniversary of the closing of their home.

CONGRATULATORY CARDS: Remember important events such as wedding anniversaries, graduations, new babies, etc.

SPECIAL BIRTHDAY CARDS: Instead of just sending your typical birthday card, add something special to yours that will stand out. Include a $1 scratch off ticket or a $5 gift certificate to Starbucks. Make sure to include a handwritten personal note.

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GIVE CLIENTS AN UNUSUAL GIFT Make sure the gifts you send your past clients stand out. Send your past clients an odd gift at the beginning of the year or on a holiday. Think outside the box and send things like funny magnets, customized mugs, a personalized piece of wall décor, and other fun and unusual items. A great way to make your gift stand out even more is to include a funny note with it that will catch their attention as well as make them think of you. For example, one cute idea is to send clients a bag of popcorn with the note, “Real estate is popping, give me a call.” You could send a bag of goldfish with a note attached that says, “I’m fishing for your referrals.” Get creative and have a little fun with it, your clients will notice and remember you for it.

TAKE ADVANTAGE OF SOCIAL NETWORKS

Social networking sites make staying in contact with past clients in a more informal and friendly basis much easier. Connect with your past clients on Facebook. This will help you stay up to date on the important things happening in your pact clients’ lives. In return, it provides you a great platform for keeping those past clients up to date with what is going on in your business as well as keep in contact in a more informal manner. Use Facebook to remind past clients to check their basement after a heavy rain or that they can contact you for help during tax time.

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You can even organize your contacts on Facebook into customized lists such as “past clients,” “industry contacts,” etc. This will help you better manage your Facebook contacts.

This will also allow you to view specific news feeds based on these lists and send messages to a particular list of contacts. Don’t forget about the many other social networking sites such as Twitter or LinkedIn either. Utilize this technology to drive personal contact with your clients.

STAY ORGANIZED

No matter how you choose to keep in contact with past clients, make sure to be consistent.

Consistency will help you stay organized and diligent about reaching out to your past clients regularly. A tool used by many real estate professionals to stay organized is a customer relationship management solution. Whether you use one that is online or a computer software program, this will help you stay organized when managing your contacts and allow you to set notifications to alert you when you need to contact certain clients, send out gifts, plan a client appreciation event, and many other things throughout the year.

Staying organized and consistent in your contact with past clients will help you continue to build and manage your referral base, as well as open the door to repeat and referral business.

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YASSI JAZAYERI Yassi Jazayeri of Seattle, Washington, relies on a simple formula of integrity and grace to fuel her endeavors. Her gratitude is palpable: when given the opportunity for closing remarks, Yassi only hopes that all of her past clients know how fortunate she feels to be in their lives. “I’m really thankful to them for trusting me – especially for trusting me enough to refer their friends and family to me. At the end of the day, if it wasn’t for their trust and feedback, I wouldn’t be where I am now.”

becoming increasingly involved with the organization Afghans of Seattle, Yassi found herself moved by the educational hurdles imposed on refugees, particularly those without laptops (an impossible circumstance during long stretches of mandatory virtual learning). Last year, her team was able to donate over $38,000 to different charities, and now that she has filed for her own education centered nonprofit, they aim to double the amount in 2022.

In 2013, after purchasing and remodeling her own first home, Yassi was caught off guard by how much she enjoyed every stage of the process. House hunting and remodeling with friends slowly turned into a real estate license, and her career began in earnest in October of 2015. Five short years later, Yassi cleared $20 million in total volume as a solo agent and awarded the #1 agent in volume for 2020 for the Keller Williams Realty Bellevue office. In 2021, as the lead agent of her own team (Yassi & Associates), they collectively finished with $40 million in volume, and are currently aiming at $60 million for 2022. Their exponential growth is fueled entirely by referral: every sale can be traced back to a friend, relative, or recommendation from a previous client. This extended network lets Yassi proudly declare, “We are not real estate agents, we are Real Estate Consultants. We have our client’s best interest at heart, and we do what’s best for our clients, even if it’s not the easiest way.”

Yassi has concrete plans for her rapidly growing enterprise: “I want to be able to grow to the point where I can hire teammates with the same mindset and goals to help to organize my business, so I can put more of my time into my nonprofit organization.” After

Yassi’s two businesses may seem, at first glance, to be wildly dissimilar, but after speaking with her about her motivations, it’s easy to see how this path unfolded: “I just love helping people start their journeys.” Her devotion extends to local small businesses embarking on their own adventures in Seattle. Yassi relies on local videographers and photographers to help market her listings, and as a self proclaimed foodie, she’s particularly grateful to Shaniz Bakery for catering events and helping her put together gifts for her clients. She also depends on Newstart Creations, who create gifts specifically to celebrate closings, and Boarded by Alex, whose artisanal charcuterie boards make their way into the hands of anyone who makes a referral. Yassi and her team are proud of their connections to Seattle’s finest businesses, and they are sure to mention them in their monthly newsletter.

“I love getting to know people, and learning about their different backgrounds, ideas, careers. I just like to help them move forward … even when this job is challenging, I know that the sky’s the limit, and I really love that.” Her selfless ambition and penchant for networking make Yassi Jazayeri an outstanding Real Estate Consultant and a tremendous boon to Seattle.

To learn more about Yassi Jazayeri and her team, call 425-974-0246 visit their website at teamyassi.com or email info@teamyassi.com www.

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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 20

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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1

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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6 Things All Successful Negotiators Do If you think about it, you’ve been negotiating your whole life. As a kid you negotiated constantly with your family, your teachers, and your classmates. If you’re a parent, you’re negotiating probably more than you ever have in your life. But it’s one thing to negotiate staying up late on a school night, people oftentimes have trouble translating those real world negotiation skills into the business world. But the truth is there are a lot similarities.

Expert negotiators all have skills and techniques they bring to the table. It’s quite possible you also have them, and don’t even realize 22

it. Here’s a look at some traits that are common among expert negotiators.

1. They keep emotion out of the process It’s very easy to feel frustrated, angry and defensive during a negotiation process. But when emotions run high, it’s often difficult to respond with logic and reason. This can be especially difficult if the person you’re negotiating with tries to escalate the situation. As the saying goes, keep calm and carry on. You

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have an end goal in mind, and getting heated won’t help you meet it. If things don’t go your way, remember it’s not personal. Best to leave the table with no hard feelings. Hopefully even though you may not have gotten what you’ve wanted this time around, you’ve established a foundation for success at your next try.

2. They’re reasonable If you don’t ask for what you want you’ll never get it, but at the same time, you need to be reasonable about what you’re asking for. Yes, ask for a little more than you want, so you have some wiggle room to compromise. But if you ask for too much too soon, you might shut down the person you’re negotiating with from the start, or even worse offend them. No one wants to feel like they’re being taken advantage of. Ask for what you deserve and you’ll never go wrong. At the very least you might start the conversation on how that might be possible down the line, if it isn’t just yet.

3. They’re well-prepared Part of being reasonable is being well-prepared. One of the biggest mistakes novice negotiators make is showing up over-confident and under prepared. Have the research and facts to back up what you’re asking for. Show your negotiation partner evidence of why what you’re asking for is not only fair, but necessary. Facts are hard to shoot down. This will also give you the confidence to really push for what you want. It’s not just something you think, it’s something that’s undeniable true. If you go in unprepared you’re more likely to flounder, which will damage your credibility going into future negotiations.

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4. They always strive for a win/win solution for everyone Yes, negotiations are about getting what you want, but as the old saying goes, you get more flies with honey than vinegar. Your negotiation partner might also have reasonable requests that you need to consider. Ultimately, successful negotiations are about compromise on both sides, and ending up with an outcome that benefits everyone.

5. They’re creative Problems and conflict are a natural part of any negotiation. One surefire way to impress, is to head off any impending roadblocks, by coming up with creative solutions. It’s easy to point out problems and be negative. Truly expert negotiators think outside the box, and dazzle with innovative concepts and ideas that leave everyone excited about the process.

6. They’re good listeners Listening in order to really understand where your negotiation partner is coming from is important for two reasons: you not only want to make them feel heard, but knowing what they want is invaluable information you can use to get what you want. At the start, you’re gathering information by asking questions and really hearing what they say, which includes picking up on body language and nonverbal cues as well. This is part of being well-prepared, using every possible thing you can to have an advantage.

Being in control of the situation, and then leading everyone to a successful conclusion all around is what great negotiation is all about.

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