WASHINGTON 7-20-20

WASHINGTON EDITION

How to SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS Tips on Breaking Into the

LUXURY MARKET

3 EASY AT-HOME

DIY PROJECTS TO INCREASE PROPERTY VALUE

COVER STORY

FLO SAYRE

FEATURED AGENTS

BROOKE ASHLEY SOPHIA COSOLA LISA SERRATOSMcGREGOR

WASHINGTON EDITION

LISA SERRATOS-McGREGO BROOKE ASHLEY

was managing what a clients are looking for, andthen utiliz Brooke Ashley got an early Lisa start inSerratos-McGregor the real estate the neigh17 23 27 field,7working part-time at farm an agency when she borhood or area they want, we will find in 2001 when a young woman who nologythem fo was just 16. Little by littlewas Brooke moved up off-market properties to buy,” Brooke explainsp boarding a horse there introduced her industry in the business, and earned her license at 18.

“We reach out to the community, and often we to her mom. “It turns out this gal’s mom was Now, 19 years later, Brooke has a multitude of are able to secure a home for our buyers tha Why does a RE/MAX Broker/Owner and urged me they to would never have had the opportunity experience to draw on when she is helping her to people,” s get goals. my license,” clients achieve their real estate She loves Lisa recalls. “She was so purchase otherwise.” getting families out of whatadamant she calls the “rental relationsh that she paid for me to go to real rat race” and into a homeestate of their own, with Brooke also excels at helping people sell true their come school.” In her first four months as an financial independence and stability. homes. She works with a marketing company agent, Lisa sold six houses. She was hooked. to promote listings extensively on social media give ba Brooke works as aSOPHIA team withCOSOLA her mom, Tamara boosted ads on Facebook,To Instagram FLO SAYRE BROOKE ASHLEY includingLISA SERRATOSher time Lisa is nowI got part of a team at Synergy Lynn. “My mom is one of the reasons LinkedIn, M and other platforms. Along witht cGREGOR into real estate,” Brooke says.

“It drastically changed her signs, flyers, and an “open house extravaganza” held HumanetheS Properties serving Seattle and its South life getting into the industry, and from the time I was 15 I first weekend a home is on the market, this approach usually various other local o Sound territory. She’s been so successful that she’s knew that I wanted to be a real estate agent. My mom is the results in multiple offers just days after listing. food and clothes driv already sold $34 million in properties plus her business reason I am in real estate and I owe my career to her and her repeat and to think know guidance and introductionisto76% the industry.”

It isreferral. an added“I like Another way people Brooke sets herself apart is by mentoring and notclasses working, bonus that Tamara is a staging specialist an eye make sheeducating real estate for the I have a bigwith heart andtocare,’ says. “Iother willbrokers. alwaysShe gowritesWhen any listing shine. “She stages the homes we list, and that is state, and also teaches her own classes, mentoring around husband and three400 c the extra mile for my clients, no matter what.” part of our all-inclusive listing package provided to each and brokers a year. “By staying on top of new developments and and love doing things every seller.” educating myself and others, as well as being well respected Lisa is known as a team playerinwith a strong desire the community, I think to that gives my clients a leg up,” Lisa plans toofcontinu succeed.

She will take the time to listen and formulate Brooke and Tamara serve all of the Puget Sound region, from Brooke says. “It gives me the added confidence knowing Gig Harbor to Lake Stevens everything howher to navigate transactions.” hopes, maybe one da theand proper steps in inbetween. order to“Iensure clients’difficult real estate love welcoming new homeowners into ourcoincide amazing commu“Someday I’d like to transactions with their ideal expectations. nity here in Maple Valley,” Brooke says. Brooke is truly an When she is not working, Brooke loves to spend time with she says. “In the mea expert in so many local communities but working close to her family. She has two kids, Greyson (7) and Addison (5) a realtor with a Lisa’s clients give her stellar reviews.

Writes one home is an added bonus. and loves to travel with them. Sheme alsoas loves doing anything necessary.” client about her experience with Lisa: “Lisascuba is such outside, including diving, asdog well when as just relaxing in the Over 90% of Brooke’s business comes from repeat and backyard, having barbecues, and gardening. a wonderful person! We absolutely love her and the referral clients, an impressive figureteam! that attests the strongand I had the most excepwhole My tohusband bond Brooke forms with her clients. People keep coming In the future, Brooke plans to step up her use of social media experience her with team!

They so went back to work with Brooke,tional and recommending to Lisa their and andher video marketing she can move toward providing above and beyond for my family and more!!!

They friends and family, in part because of the excellent customer useful information to her community at large. She also service she provides. “Customers commu-werewants to grow her team, potentially adding more buyer’s treated rave us about like our family, honest, kindhearted, nication, how we stay in touch, and to howthe we point educateand themmade agents so we she can cover a wider area and better serve her straight sure understood throughout the process,” she says. “We always want to make clients. “My favorite part of real estate is helping families everything that was going on with the purchase of our sure they’re comfortable with the process, and part of that is get out of the rental rat race,” she says. “Owning a home home! uswith feelus.” like webrings werefamilies the only ones she and with interest rates so low making sure clients are always ableLisa to getmade in touch peace of mind, Phone 310-734-1440 | Fax 310-734-1440 was working with. Always answered alltime. of Itour quesnow is the makes me feel so happy to help families Brooke is known for going the extra mile for her buyers. find a place that will be their tions immediately.

We are forever grateful! Thank you, safe haven for as long as they mag@topagentmagazine.com | www.topagentmagazine.com “Since our inventory in thisLisa!!! area is soYou low,are if wethe know exactly want to be there.” best!”

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published more about Ashley, materials, Top Agent Magazine cannotFor be held responsible forBrooke opinions supplied by its authors.

She has been listed in theexpressed top 5% orcall offacts RE253-709-8477, professionals brokerbrooke.com or email homebrokerbrooke@gmail.com To subscribe or change address, sendvisit inquiry to mag@topagentmagazine.com. nationwide and has been recognized as a 5-Star For mo Published in the U.S. Professional by Seattle Magazine since 2009.

CONTENTS

4) HOW TO SPEED UP FIRST-TIME HOMEBUYER TRANSACTIONS

13) 3 EASY AT-HOME DIY PROJECTS TO INCREASE PROPERTY VALUE

20) ATTITUDE!

25) TIPS ON BREAKING INTO THE LUXURY MARKET

www.

please email l or visit

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To market her listings, Lisa pulls together professional photography, drone videos, and custom text lines. She Top Agent Magazine

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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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FLO SAYRE Top Agent Magazine

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A 4th generation Pascoite, Top Agent Flo Sayre specializes in farms, ranches and rural properties at Farmers National Company’s Pasco, Washington branch.

Top Agent Flo Sayre – of Farmers National Company’s Pasco, Washington branch – has over 25 years of real estate experience under her belt.

Specializing in farms, ranches and rural properties, Flo has more than earned her sterling reputation as a trusted real estate advocate for her many grateful clients. Having built her thriving business on a foundation of honesty and integrity, and with a lengthy background in the farming business, she is the ideal choice for anyone in eastern, central and southeastern Washington to work with.

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Flo is a 4th generation Pascoite who knows and has lived a great deal of the history of the Tri-City area.

Her great grandparents came west in a covered wagon in the early 1880’s and settled at Ainsworth (the area now known as Big Pasco Industrial Park) where they farmed and raised dairy, beef and produce. Her grandparents, Fred and Lura Harris, continued the farm at that location until they were relocated by the federal government in 1939 to give way for a munitions depot where the family farm was. “Grandpa used to ride his horse up Top Agent Magazine

and down the riverbank in the early mornings and late evenings to locate the warm and cold spots. That is how he came to locate the farm at the west end of Court Street where the family lived and continued the produce farm until grandpa and Uncle Wally passed.” The farm was sold in December of 2019 completing the heritage.

With her knowledge of the area, she often takes out-oftown buyers on a historical tour of the area to help them understand the history and the background of the area before they choose their desired area to purchase. Buyers always appreciate this extra effort and understand how passionate she is about the area she has always called ‘home’.

“I farmed with my late husband,” recalls Flo, when asked how she began her journey in real estate, “until I had a major health issue and I had to find something less strenuous to do.

Since I’d worked the dirt for so long, I figured I might as well sell the dirt.” That was in 1996, and since then Flo has distinguished herself as a Broker who is truly committed to her career and to the well-being of her customers, whether they be buyers or sellers.

Flo has also amassed a wide range of awards in her field, including the FNC Silver Eagle Award in both 2012 and 2013, and the Washington Land Broker of the Year Award, also in 2013, among many other achievement recognitions, including Realtors Land Institute’s Land Realtor Top Agent Magazine

of America in 2017, NAR’s Top 50 Commercial Realtors in 2018, and Realtors Land Institute’s ‘Top 20 Land Brokers in 2019. She has also committed herself to giving back to her community, and she served as the President of the Pacific Northwest Chapter of the Realtors Land Institute from 2003 -2009 and again from 2013 – 2015. She has served as chair to several RLI committees, including the prestigious ALC designation committee, to name just one of many committees, boards and advisory councils with which she has been involved.

A significant portion of Flo’s considerable business is based upon returning customers and Copyright Top Agent Magazine 9

“For years I was the only Accredited Land Consultant practicing in Eastern Washington. I know how to talk to farmers.

I understand them, I can speak their lingo and I’m not afraid to throw on a pair of boots and take a walk in a field.” referrals, a true barometer of her excellence in client service. “First of all, I believe it’s because I have integrity,” says Flo, when asked how she manages to inspire such impressive loyalty and positive word of mouth. “It’s also because of my experience with farming. For years I was the only Accredited Land Consultant practicing in Eastern Washington. I know how to talk to farmers. I understand them, I can speak their lingo and I’m not afraid to throw on a pair of boots and take a walk in a field.” The aforementioned Accredited Land Consultant (ALC) from the Realtors Land Institute is a particularly prestigious designation, requiring many hours of study and a minimum of $10 million in land sales within a five-year period.

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Just as important as Flo’s expertise is her open, affable nature that puts clients at ease when working through even the most convoluted transaction. “I love working with my customers,” she says. “I build incredibly close relationships with them that last for years.”

Flo served locally for nine years on the Board of Directors for the Edith Bishel Center for the Blind, something near and dear to her, as her mother is blind. When she’s not working, Flo enjoys nothing more than spending time with her family. Some of her hobbies include wood turning, gardening, fishing, baking and quilting. She was also a professional cake decorator, which she did for over twenty-five years.

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Looking to the future, Flo’s plans are to continue her successful business, while spending more time teaching as a certified real estate instructor on a national level. Flo has developed quite a business in agriculture real estate consulting, which includes several attorneys and CPA’s who refer clients to her for analyzing their property and their unique situations.

Anyone looking to purchase land or a rural property in eastern Washington could do no better than to engage the services of Flo Sayre, a consummate professional in her field.

For nearly 20 years Flo has used the tag line, “For homes with charm of Land to farm… Call Flo”.

It is catchy and it has served her well.

For more information about Flo Sayre, please call 509-539-3161 or email FSayre@FarmersNational.com

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3 Easy At-Home DIY Projects to Increase Property Value Most homeowners have a lengthy list of chores and bit projects they intend to accomplish around the house. Oftentimes, those to-do items are completed piecemeal over a long stretch of time, or else sometimes not at all. However, when it comes time to prepare a home for market, all those tasks begin to pile-up and overwhelm. The Top Agent Magazine

list of things to do before the photographer comes or the first open house is held might seem endless, but not if you tackle just a few things here and there as you go. These sorts of projects—easy, DIY, at-home tasks you can accomplish in a few hours or less, with tools you most likely have on hand— go a long way with marginal effort.

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Complete a quick rehab of closets and storage areas Many agents advise clients to declutter and depersonalize their spaces ahead of professional photography and home showings. The idea is to provide prospective buyers with a neutral palette. Not only does this allow them to imagine their own lives unfolding within those four walls, but it also helps make a home’s square footage stand out. One way to add visual space to your home without calling in the contractor is to declutter common storage areas and closets. When buyers can get a complete look at a closet’s capacity, or a pantry’s depth, or the garage’s full functional potential, they get a better sense of a home’s potential and thus, its value.

In that vein, consider decluttering and cleaning your high-traffic storage spaces: the garage, pantries, closets, attics, and basements. Besides, organizing and discarding unwanted items help you prep for a move anyway, while giving potential buyers a peak at how spacious your home really is.

Add easy curb appeal with a bit of sweat equity Sure, curb appeal can arrive in the form of a new mailbox, pathway lighting, or updated house numbers, but it can also come cheaper than that. Curb extends to the upkeep of your lawn, landscaping, and home’s façade, and there are plenty of ways 14

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you can give these zones a refresh without spending anything but time. Keeping your front and back yard green and uniform adds a lux layer to exterior square footage.

Likewise, polishing the outside of your windows, trimming hedges, and sweeping the walkway can make a tidy and wellcared for first impression. There are other measures you can take too. Planting wildflower seeds in empty beds, or collecting some landscaping rocks to frame mulched areas can add a bit of character to your residence. Repainting the front door, ensuring trees are trimmed, and keeping back patios Top Agent Magazine

neat and uncluttered also underscore a home at its finest, which is ripe for buyers to snatch up.

Transform tiled spaces into sparkling clean surfaces.

Bathrooms and kitchens are where sellers can stand to add plenty of value in the process of selling a home. While pricey renovations might be out of the question for some, there are still affordable and time-effective ways you can transform for these spaces for the better. Cleaning,

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bleaching, or redoing your tile grout—in either kitchens, bathrooms, or other tiled spaces—can give these high-trafficked areas a new lease on life. Ensuring windows, mirrors, stainless steel appliances and backsplashes are streak-free and polished also demonstrate to buyers that your home is well-cared for and practically move-in ready. Sometimes, the devil is in the details. You might consider relining drawers, changing out knobs and fixtures,

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or else decluttering cabinets and shelves for a fresher look.

No matter the challenges ahead as you prepare your home for sale, completing a few small tasks every weekend or so can put you miles ahead of the competition.

Without spending a dime, you can add serious value to your home’s bottom line, setting you up for success as you begin your own home-shopping adventure.

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SOPHIA COSOLA Top Agent Magazine

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SOPHIA COSOLA

Sophia Cosola knows real estate inside and out. Not only is she able to successfully negotiate sales, she can check out your plumbing, crawlspace, and roof and tell if they need repairs. Growing up, her parents bought investment properties and taught her how to maintain them. “They wanted me to know everything about the properties, so I could manage them, which I did,” she recalls. “That started my love of homes that has grown over time.”

Sophia moved to Washington, earned her real estate license, and never looked back. She works for John.

L. Scott Real Estate and employs a dynamic team of three assistants which gives her the opportunity to be in the field listing and showing homes. As a specialist in Greater King and North Pierce County markets, she constantly provides clients with outstanding guidance and expertise.

Last year, she reports producing 45 transactions on her own and has a 90% repeat and referral clientele.

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“I believe people come back because they know I genuinely care,” she says. “My goal for each client is to provide great communication, dedication, and professionalism.”

Her clients cannot say enough good things about her. One customer recently wrote: I met [Sophia] on my 4th interview with real estate agents. Yes, 4. I wanted a good fit. First time meeting her she suited up and crawled under my home for a pre-inspection. She has an incredible wealth of knowledge, with contractors on speed dial. She staged my home, free. She sold my home for well over asking with 8 offers. She made the painful process of selling, smooth. At that time, you would expect to not hear from her again. But she always answers my calls no matter how ridiculous. We even received a Christmas wreath. I have adopted her as part of my family because she’s amazing and has a wonderful heart and personality. She’s a rare gem for sure.

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Sophia’s valued counsel, accurate assessment, and skillfulness extends to every aspect of her service. Her immediate accessibility, answers to questions, and trusted guidance make her invaluable to clients. Sophia approaches business with a “Clients Come First” philosophy.

Sophia maintains quality contact with past and present clientele through various means. “Every client receives seasonal packages in the mail,” she states. “I also send out newsletters and market trend updates, as well as reach out via phone, texts, and emails.”

Sophia skillfully takes every measure to position a seller’s property to stand out in the marketplace, designing a beautiful presentation & incorporating professional photography, refined free staging (yes, she owns her staging company), and extensive visibility on multiple internet sites.“Every property receives unique and individualized marketing, which is then blasted out on social media, through postcards and websites,” she says.

Through her comprehensive knowledge and experience as a specialist in Residential, New Construction and Investment Properties; Sophia distinguishes herself with proven results while providing engaging, fun and personal experiences for her clients. “It’s paramount to me that every client successfully accomplishes their personal real estate goals,” she says.

She believes in giving back to her community and volunteers at her grandson’s school, St. Philomena Elementary, and helps her husband at church since he is a member of The Knights of Columbus. “It’s always about helping people,” she says.

When not working, she enjoys doing things with her husband, daughter, grandson, and friends. As for the future, Sophia wants to do more business and real estate coaching and teaching. “I really enjoy this and hope to devote more time to it,” she says.

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To learn more about Sophia Cosola, email sophiac@johnlscott.com, or call (253) 653-5699 Copyright Top Agent Magazine 19

Attitude!

By Verl Workman

My father was a former Marine and I learned as a small child that there is no such thing as an ex- Marine! He used to wake us up early in the morning by yelling “Reveille� and all seven of us children would march up the stairs to have a family breakfast together. As a high 20

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school history teacher, Dad was big on education and drove home the importance of being good in school and paying attention. One year he had a group of students from his AP (advanced placement) classes compete in a nationwide model United Nations project where the students would deal with world issues. His class from Skyline High School in Utah won the national award in Washington DC where they competed and received that great honor. Dad was very proud of his students and their accomplishment. He talked about that award for years.

I suggested to my dad one time that he was lucky because he had all the smart kids from his AP classes and could pick the smartest students in the school to compete. He looked me in the eye and raised his left eyebrow and said this “Son, I work with some of the smartest kids, but I choose to work with the kids who have the best attitudes.” He went on to say that “it doesn’t matter how smart you are if you don’t have a good attitude”. That conversation made a deep impression on me and has been one of my favorite memories of my father.

In this challenging real estate market many agents find themselves faced with some difficult choices—but the most important choice we can make today is to keep a positive attitude and take action when others are simply whining and looking for excuses for failure. There are enormous opportunities today in every market. The business out there may not be your favorite type of business and it may not be the most fun, but if you have the right attitude, you can not only make money, you can thrive today.

Here are a few simple things you can do each day to keep moving in the right direction: • GET up • Get showered and dress for success Top Agent Magazine

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• Get into a productive work environment • Prospect 2-3 hours every day • Work your most profitable business (your database) • Look for real buyers and generate buyer leads from every source possible (buyers are paychecks) • Surround yourself with positive people that are goal focused and happy Hire a coach that can give you direction and guidance and hold you accountable to do the right things in your business We are blessed to live in this country where we can work for ourselves and enjoy all of the freedoms that make this such a wonderful place to live. We have our families, health, and skills that allow us to help people and we get paid very well for the service we provide. And we have technology and resources that allow us to do our jobs better. It is now up to each one of us to get going, stay positive and keep our attitudes in check.

The first time I visited my Dad’s classroom I saw the sign above his desk that simply said this “Attitude is more important than Aptitude.”

To this day, I believe that simple quote has made a great impact on my life and career. I love what I do!

Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com. ©Verl Workman. All rights reserved.

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BROOKE ASHLEY Brooke Ashley got an early start in the real estate field, working part-time at an agency when she was just 16. Little by little Brooke moved up in the business, and earned her license at 18.

Now, 19 years later, Brooke has a multitude of experience to draw on when she is helping her clients achieve their real estate goals. She loves getting families out of what she calls the “rental rat race” and into a home of their own, with financial independence and stability.

Brooke works as a team with her mom, Tamara Lynn. “My mom is one of the reasons I got into real estate,” Brooke says. “It drastically changed her life getting into the industry, and from the time I was 15 I knew that I wanted to be a real estate agent. My mom is the reason I am in real estate and I owe my career to her and her guidance and introduction to the industry.” It is an added bonus that Tamara is a staging specialist with an eye to make any listing shine. “She stages the homes we list, and that is part of our all-inclusive listing package provided to each and every seller.”

Brooke and Tamara serve all of the Puget Sound region, from Gig Harbor to Lake Stevens and everything in between. “I love welcoming new homeowners into our amazing community here in Maple Valley,” Brooke says. Brooke is truly an expert in so many local communities but working close to home is an added bonus.

Over 90% of Brooke’s business comes from repeat and referral clients, an impressive figure that attests to the strong bond Brooke forms with her clients. People keep coming back to work with Brooke, and recommending her to their friends and family, in part because of the excellent customer service she provides. “Customers rave about our communication, how we stay in touch, and how we educate them throughout the process,” she says. “We always want to make sure they’re comfortable with the process, and part of that is making sure clients are always able to get in touch with us.”

Brooke is known for going the extra mile for her buyers.

“Since our inventory in this area is so low, if we know exactly

what clients are looking for, and the neighborhood or area they want, we will find them off-market properties to buy,” Brooke explains.

“We reach out to the community, and often we are able to secure a home for our buyers that they would never have had the opportunity to purchase otherwise.”

Brooke also excels at helping people sell their homes. She works with a marketing company to promote listings extensively on social media, including boosted ads on Facebook, Instagram, LinkedIn, and other platforms. Along with signs, flyers, and an “open house extravaganza” held the first weekend a home is on the market, this approach usually results in multiple offers just days after listing.

Another way Brooke sets herself apart is by mentoring and educating other brokers. She writes real estate classes for the state, and also teaches her own classes, mentoring around 400 brokers a year. “By staying on top of new developments and educating myself and others, as well as being well respected in the community, I think that gives my clients a leg up,” Brooke says. “It gives me the added confidence of knowing how to navigate difficult transactions.”

When she is not working, Brooke loves to spend time with her family. She has two kids, Greyson (7) and Addison (5), and loves to travel with them. She also loves doing anything outside, including scuba diving, as well as just relaxing in the backyard, having barbecues, and gardening.

In the future, Brooke plans to step up her use of social media and video marketing so she can move toward providing useful information to her community at large. She also wants to grow her team, potentially adding more buyer’s agents so she can cover a wider area and better serve her clients. “My favorite part of real estate is helping families get out of the rental rat race,” she says. “Owning a home brings families peace of mind, and with interest rates so low, now is the time. It makes me feel so happy to help families find a place that will be their safe haven for as long as they want to be there.”

For more about Brooke Ashley, call 253-709-8477, visit brokerbrooke.com or email homebrokerbrooke@gmail.com www.

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively 26

involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

Top Agent Magazine

LISA SERRATOS-McGREGOR Lisa Serratos-McGregor was managing a farm in 2001 when a young woman who was boarding a horse there introduced her to her mom. “It turns out this gal’s mom was a RE/MAX Broker/Owner and urged me to get my license,” Lisa recalls. “She was so adamant that she paid for me to go to real estate school.” In her first four months as an agent, Lisa sold six houses. She was hooked.

Lisa is now part of a team at Synergy Properties serving Seattle and its South Sound territory. She’s been so successful that she’s already sold $34 million in properties plus her business is 76% repeat and referral. “I like to think people know I have a big heart and care,’ she says. “I will always go the extra mile for my clients, no matter what.”

Lisa is known as a team player with a strong desire to succeed. She will take the time to listen and formulate the proper steps in order to ensure her clients’ real estate transactions coincide with their ideal expectations.

Lisa’s clients give her stellar reviews. Writes one client about her experience with Lisa: “Lisa is such a wonderful person! We absolutely love her and the whole team! My husband and I had the most exceptional experience with Lisa and her team! They went above and beyond for my family and more!!! They treated us like family, were honest, kindhearted, straight to the point and made sure we understood everything that was going on with the purchase of our home! Lisa made us feel like we were the only ones she was working with. Always answered all of our questions immediately. We are forever grateful! Thank you, Lisa!!! You are the best!”

She has been listed in the top 5% of RE professionals nationwide and has been recognized as a 5-Star Professional by Seattle Magazine since 2009.

To market her listings, Lisa pulls together professional photography, drone videos, and custom text lines. She Top Agent Magazine

then utilizes all of the state-of-the art technology for posting, including social media, industry platforms, and custom websites.

Why does she enjoy her job? “I love helping people,” she asserts. “Making those lasting relationships, making people’s dreams come true, that’s special.”

To give back to her community, Lisa donates her time to several charities, including the Humane Society of Auburn, KW Cares and various other local organizations. “We often organize food and clothes drives for those in need,” she says.

When not working, Lisa adores traveling with her husband and three children. “We’re also big foodies and love doing things around the house,” she says.

Lisa plans to continue the success of her business and hopes, maybe one day, one of her kids will take over.

“Someday I’d like to be a real estate coach or teacher,” she says. “In the meantime, I just hope people think of me as a realtor with a big heart who can also be a bull dog when necessary.”

For more about Lisa Serratos-McGregor, please call 253-288-8034, email lsm@synergyproperties.info, or visit synergyproperties.info www.

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