WASHINGTON MORTGAGE 2-22-21

WASHINGTON MORTGAGE EDITION

Business Growth Hack:

ABSORB YOUR CLIENTS’ STRESS! Tips on Being a GOOD TEAM LEADER

The Power of Testimonials & Making Word-of-Mouth Count

COVER STORY

BRITTANY SHOWERS TOP MORTGAGE LENDER

KYLE BERGQUIST

WASHINGTON MORTGAGE EDITION

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BRITTANY SHOWERS

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Born and raised in Seattle, Ky Bergquist graduated from t University of Washington w a degree in economics. Af running a painting and holid lighting company for a f years, Kyle decided he want KYLE BERGQUIST to make better use of his degr and got into the mortga lending industry working for Guild Mortgage in 201 “I jumped in with both feet,” Kyle recalls.

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KYLE BERGQUIS

At Guild Mortgage, Kyle began building an innov tive model where “I wanted to teach my assistants 4) TAKE MY WORD FOR IT: 18) BUSINESS GROWTH get their own loans too,” YOUR he says.CLIENTS’ “I kept hiring ass THE POWER OF TESTIMONIALS & HACK: ABSORB we would close loans as a team, but inste MAKING WORD-OF-MOUTH COUNT tants and STRESS! of a team where people had dedicated roles and we expected to stay thatBEING role, I A had a team of a bunch 6) 6 METHODS FOR 22) TIPSinON loan officers.” was said and done, Kyle sa BUILDING BETTER EMAIL LISTS GOOD When TEAMallLEADER “To an extent, I had essentially created a branch with 15) SUCCESS–THESE a branch.”

7 HABITS ARE THE REAL SECRET TO SUCCESS Craving more independence and the ability to real his full vision, Kyle moved to Primary Resident Mortgage, Inc. “It’s been a better fit than anythin Phone 310-734-1440 | Fax 310-734-1440 could have imagined,” Kyle says. “PRMI really giv their branch managers a lot of freedom within a fram mag@topagentmagazine.com | www.topagentmagazine.com work, allowing us to create a customized business pl 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 takento to ensure the accuracyinof our published for howarebest do business specific region materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. was given an incredible opportunity and the opp To subscribe or change address, send inquiry to mag@topagentmagazine.com. tunity build out the vision that had manifested its Published in the U.S. over the years.” Now Kyle is the Regional Manag for Puget Sound, and he continues to build on Top Agent Magazine successful model.

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Take My Word for It:

The Power of Testimonials & Making Word-of-Mouth Count Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The 4

bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver.

With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.

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Testimonials and word-ofmouth buzz build your brand If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do.

If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.

Testimonials and word-ofmouth buzz demonstrate your value compared to others Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showTop Agent Magazine

casing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?

Do your homework and compile the testimonials that will drive your business At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective.

If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial.

Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.

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6 Methods for Building Better Email Lists

By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider.

Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns.

Should they purchase? Should they attempt to build their own?

Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs.

Here are six methods that will help you build a quality email list.

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Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

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Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

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Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

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Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

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Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size.

One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

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Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current.

Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it.

Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition.

Don’t toss it away if you don’t get immediate results.

At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding strategies.

Copyright©, Kendra Lee. All rights reserved.

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BRITTANY SHOWERS

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Brittany Showers – of Evergreen Home Loans in Spokane, Washington – is a hardworking, intelligent and compassionate mortgage professional who is exceptionally dedicated to helping her many clients achieve the American dream of home ownership.

Spokane, Washington based mortgage Loan Officer Brittany Showers – of Evergreen Home Loans – is a hardworking, intelligent and compassionate mortgage professional who is exceptionally dedicated to helping her many clients achieve the American dream of home ownership.

Deeply knowledgeable about her chosen 10Copyright Top Agent Magazine

industry, and honest to a fault, Brittany has built her considerable business on a foundation of integrity and impeccable business practices.

“My entire family is in the mortgage business,” says Brittany, when asked to recall how she got her start in the industry. “My Top Agent Magazine

father is actually Vice President of (real estate behemoth) John L. Scott. I originally worked in the collections business, so I sort of felt a little like the black sheep of the family. Then an opportunity came along to work as an assistant in the mortgage industry, and even though I loved that side of it, I really wanted to get out and do the sales side Top Agent Magazine

of things.” Since becoming a Loan Officer in 2017, Brittany has earned her stellar reputation as a trusted advocate for her many buyers and real estate partners.

Brittany is justifiably proud of her association with the prestigious Evergreen Home Loans, and of the wide array of Copyright Top Agent Magazine11

“I treat every loan as if it’s the most important one I have, and I simply make certain that I take care of every single client from the beginning of the process until the end.” loan products the company offers, designed to fit any client’s needs, including construction loans, FHA, Conventional Jumbo and Down Payment Assistant loans.

Currently, the lion’s share of Brittany’s business is based upon repeat clients – many of whom return to her for refinancing services – and referrals, a significant achievement in the highly competitive mortgage industry. “I believe it’s because I’m just a real person,” says Brittany, when asked how she manages to achieve such impressive levels of trust and loyalty amongst those she works with. “I treat every loan as if it’s the most important one I have, and I simply make certain that I take care of every single client from the beginning of the process until the end. There are a lot of moving pieces 12Copyright Top Agent Magazine

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in a transaction, and I work hard to justify the trust they’re putting in me.”

fast as possible. She made this whole stressful process so much easier. She is the best!”

As evidence of the excellent service Brittany provides are the many glowing testimonials she has received, including this one: “Brittany was amazing from start to finish.

She worked hard to get me in my home as

Brittany, a Spokane native and graduate of the University of Washington of Seattle with a Bachelor’s degree in Sociology, is licensed in both Washington and Idaho. When she’s not working, she enjoys spending time with

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her family – including her four children – on their farm, and also enjoying outdoor activities including hiking.

As for the future of her business, Brittany’s plan is to continue the exponential growth

of her business. Her overarching objective, however, is the same as it has always been: to consistently provide her clients and Realtor partners with the unparalleled customer service that has become her stock-in-trade.

For more information about Brittany Showers, please call 509-701-7815 or email BShowers@EvergreenHomeLoans.com http://www.justingrable.com 14Copyright Top Agent Magazine

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Success– These 7 Habits Are the Real Secret to Success What is it that makes some people so successful and others not? Is there a secret recipe one can follow, as easy as baking a cake, which will give them the strength to achieve their ultimate goals and have it all?

The answer is that, in a manner, there is. The trick is in how you think about success and what it means for you. Many people define success as achieving their personal goals, but could this be leading them to look at the world a little too narrowly? The people that are truly successful in every aspect of Top Agent Magazine

their lives don’t stop at simply achieving their personal goals. They succeed in many avenues of their life, including their job, relationships, health, and family just to name a few.

It turns out that ultra-successful people tend to have quite a number of things in common. One main skill many seem to possess is high emotional intelligence, or the ability to manage your emotions so that you can stay calm and focused even in high

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stress situations. Luckily, it seems not all of them are simply born with this ability, but have many strategies they use to help them achieve higher emotional intelligence. Here are seven strategies and habits that will help you achieve success in every area of your life.

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BE COMPOSED The first thing successful people always seem to have under control is their composure. Successful people stay calm and composed when the going gets tough and fingers start pointing. They don’t panic. The secret? They understand that in life things are always changing. It doesn’t matter if something is bad at the moment because that will change soon enough. In this topsy turvy life all you can really do is adapt in order to stay happy and remain in control of how you react.

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BE KNOWLEDGEABLE Have you ever noticed how successful people always seem to have such a wide range of knowledge and interests?

Successful people do know more because they are always working to grow and learn. They strive to constantly increase their self-awareness. If a spare moment exists, then they will fill it with some kind of self-education. They do this because they are passionate about learning new things and ways to improve their life.

Ignore the fear of being judged and ask questions, because that is the only way you can learn. Successful people don’t

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fear asking questions. They fear not asking those questions and growing stagnant.

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BE DELIBERATE It is important to think and reason before you come to a decision. Successful people don’t rush. They seek out advice from other, they think of all the aspects, and sleep on their thoughts before finally making their decision. Your gut instinct can be misleading, and lead you to make a rash decision that you will come to regret later.

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BE CERTAIN, AND SPEAK WITH CONVICTION Successful people speak with certainty.

Unless you communicate your ideas with conviction and certainty, then you will have a hard time getting people to listen to them.

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BE POSITIVE Successful people use positive body language when they are talking to other people. Their tone is enthusiastic, they maintain eye contact, leaning in towards the person speaking to show interest.

Successful people use it to draw those other people in. How you say something can be just as if not more important that what you say to people. Positive body language can completely alter how your speech is perceived by others, and helps to keep attention on you and what you are saying.

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BE MEMORABLE BY LEAVING A STRONG FIRST IMPRESSION You only have once to make a first impression, and they are incredibly important, as they are closely ties to positive body language. You have around 7 seconds to convince a person to like you after you initially meet them. That is how long it takes them to decide when they meet you. After that a person is simply spending the rest of the conversation justifying that initial reaction they had. You can make sure you make a good first impression by having strong posture, a firm handshake, a warm smile, and open shoulders.

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BE FEARLESS Successful people know that to give in to fear is a choice. They don’t let the fear take over, instead focusing on the rush of euphoria that comes with conquering fears.

All of this adds up to having a high emotional intelligence. What helps you to succeed is the ability to control those whirlwind emotions so you can stay calm and focused on actually succeeding. These habits can help you gain a higher emotional intelligence, but as you probably already know, anything involving dealing with your emotions in a healthy manner takes serious work. So, don’t give up if you fail the first time. You must always try and try again.

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Business Growth Hack: Absorb Your Clients’ Stress!

Your business coach or a CRM software sales rep has probably described a number of products or services to help you grow your business. But sometimes the easiest way to increase the deals you’re closing is to simply be present for your clients. In doing so, you’ll find have the power to decrease the stress they feel. And when you decrease their stress, you increase your value to them, leading to new referrals and organic growth.

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You may be thinking, “I have enough stress; how can I find the emotional bandwidth for other people’s stress?” But consider this: As their day-to-day point of contact in this life decision, you are already a strong presence in your client’s lives. Why not allow yourself to be the only seemingly calm part of this process? By asking them what’s on their mind, by truly listening, by showing that you truly understand and even by rolling up

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your sleeves to relieve some of their grunt work, you’ll prove yourself invaluable.

Think of yourself as the equivalent of an anti-anxiety pill to your clients. All you have to do is form a few easy habits.

Laura and Raj, their agent and their loan officer soon came to learn that Laura’s 80-year-old mother may eventually move in with the family. This news not only helped the agent best meet Laura’s and Raj’s needs for a new home; it gave both the agent and the loan officer opportunities to go above and beyond for their clients. Their REALTOR® connected Laura with a senior services nonprofit near Laura’s mom’s current home that may be able to assist the family.

And their loan officer outlined various, detailed options to Laura and Raj make smart, long-term financial decisions.

Meanwhile, the agent and loan officer earned the trust of Laura and Raj, who felt less worried about the future.

Listen – really listen – with patience Behind every home purchase or sale is a person or a family with a uniquely complex set of needs, motivations, objectives and priorities. Asking the right questions and truly listening to the answers are the easiest ways to learn how to make clients’ lives easier. In doing so, you not only show that you’re interested in them as people, but you help yourself discover ways to surprise your clients with service.

Take “Laura and Raj,” for instance – a couple in their 30s who wanted a larger home because their family of five outgrew their first home. By patiently getting to know Top Agent Magazine

Empathize Don’t be afraid to describe your own personal experiences as a homebuyer or seller, explaining how you felt at the time; let your client know you “get” it. The agent who is willing to open up and let buyers and

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sellers know that they personally understand their needs and concerns will connect with clients quickly, break down barriers and help the process move smoothly.

Chayan Alavi, Broker/Owner of Alavi Agency in Long Beach, California, challenges himself and his team to ensure that every action of every day serves others. “If we can put ourselves in other people’s shoes with empathy, then we become stellar professionals and great human beings, too,” he says. “I like knowing that we remove the sales pitch from real estate and make it all about the customer.” Chayan and his team focus on customer advocacy and building trust. But they don’t take trust for granted.

Instead, they know trust must be earned and nurtured over time.

Roll up your sleeves “You can’t be afraid to do anything!” says Matthew Todd of d’aprile properties in the Chicago area. “People know there’s nothing I won’t do to get the job done.” He has 20

mowed clients’ lawns, walked dogs and personally cleaned someone’s 8,000-squarefoot, $2 million home for a showing one day after his seller left the house. Two days before another closing, Matthew’s client was unable to move large amounts of unneeded furniture out of the house he sold. No problem! Matthew joined or created five online garage sales; sold or gave away most of the client’s belongings and had the remainder hauled away before cleaning in time for the closing. “The first time I sit with a seller on listing presentation or the first day I take someone on a buyer’s tour, they know I’m ‘all-in.’”

Meanwhile, in the Cincinnati area, Aaron Denton of Summit Funding considers himself and his team members to be concierges for their borrowers. “We’re like personal assistants,” says Aaron. “People are happier when you remove the stress.” Included in their standard services are researching moving quotes; arranging and organizing movein day; scheduling utility transfers; assisting with children’s school registration paperwork; and even connecting buyers with local resources like daycares.

If “rolling up your sleeves” isn’t your strongest skill, then an easy alternative is to get to know professionals in your area who can do these tasks for you. In the end, remember that by listening with patience, empathizing, and being willing to go the extra mile, you have the power to remove the stress your clients would experience without your help.

When clients feel cared for, they remember the agents and partners who helped them.

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KYLE BERGQUIST Born and raised in Seattle, Kyle Bergquist graduated from the University of Washington with a degree in economics. After running a painting and holiday lighting company for a few years, Kyle decided he wanted to make better use of his degree and got into the mortgage lending industry working for Guild Mortgage in 2012.

“I jumped in with both feet,” Kyle recalls.

At Guild Mortgage, Kyle began building an innovative model where “I wanted to teach my assistants to get their own loans too,” he says. “I kept hiring assistants and we would close loans as a team, but instead of a team where people had dedicated roles and were expected to stay in that role, I had a team of a bunch of loan officers.” When all was said and done, Kyle says, “To an extent, I had essentially created a branch within a branch.”

charge higher interest rate but give the client superior service, Kyle says, “When I created this branch I thought, what if you could get more but not pay more?

That’s why we’ve been so successful: we have very competitive rates but we still operate as a mortgage bank, with very personalized service and a very high quality of service.”

In the future, Kyle plans to “continue day by day building on this incredible platform that we’ve proven to be successful.” He emphasizes that the takeaway from his experience building his team and nurturing his team members is: “You can win with a ‘success by service first’ mentality. You can succeed by taking care of everyone else and going above and beyond what’s actually required, and it pays dividends if you do it well.” Kyle says his goal is to continue being “a model for how to give back to the community, give back to new loan officers, give back to people, and help others realize their own success.”

Craving more independence and the ability to realize his full vision, Kyle moved to Primary Residential Mortgage, Inc. “It’s been a better fit than anything I could have imagined,” Kyle says. “PRMI really gives their branch managers a lot of freedom within a framework, allowing us to create a customized business plan for how best to do business in our specific region. I was given an incredible opportunity and the opportunity build out the vision that had manifested itself over the years.” Now Kyle is the Regional Manager for Puget Sound, and he continues to build on his successful model.

Over 92% of Kyle’s business comes from repeat and referral clients, and it’s easy to see why. “We operate on a cornerstone of success by serving others first,” he explains. “We have some of the most competitive rates out there, but we’re still a mortgage bank. With us, you can get a big-bank rate with a mortgage bank experience.” Whereas mortgage banks traditionally Top Agent Magazine

To find out more about Kyle Bergquist, you can contact him by cell at 425.478.0961, or by email at kyleb@primeres.com Copyright Top Agent Magazine 21

Tips on Being a Good Team Leader Your business is booming, so much in fact, that you’ve finally made the decision to start a team. You’ve made sure it’s financially feasible, and you’ve found the right people, but there is still one other component of a successful team. And that’s an effective leader. It’s your job to not only generate business, but to motivate your team, which in turn increase productivity. Here are a few simple tips on being a good team leader.

1. Evaluate each team member, making sure to utilize their strengths Hiring the right people is one of the first steps in creating a successful team, but once you have those people it’s really 22

important to figure out where they best fit into the operation. Having every team member be an ‘expert’ in their part of the process leads to seamless transactions and a business that runs like a well-oiled machine.

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Of course it’s also important to create a supportive atmosphere that allows team members to stretch beyond their comfort zones, under your guidance. It’s to the whole team’s advantage when people take initiatives to up their game by taking additional training or mastering a new and innovative technology that can improve productivity. The key is to constantly evaluate not only your systems but the people running them. It’s your job as a leader to encourage that personal growth while making sure to always protect against any major misfires. Which leads us to…

2. Always reevaluate what is and isn’t working It’s a good idea to have a weekly meeting where the whole team can convene and go over any snags they may have hit in the systems that you developed when starting your team. Your team is in the trenches with you and since everyone probably focuses on a different aspect of the transaction, it’s important to make sure things are working on every level. Make sure copious notes are taken during these meetings so you have a track record of what was suggested, as well as a history of things that may have been tried and the results.

Another good thing to focus on in these meetings is goal setting. Set weekly and monthly goals, and use the meetings to discuss what’s being done or needs to be done to meet them. When goals are met, it’s a great bonding experience for everyone. When they aren’t, it’s a moment to learn how you can do better in the future.

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Don’t forget to always take in what you can do to be a better team leader as well.

3. Stay connected and in communication These are your team members! There’s more to that than just a label. Be connected to them on a daily basis. Clear, open and honest communication is important on a busy team and that’s much easier if you actually like and trust your co-workers.

Sure you want to succeed for yourself, but knowing that other people you respect are counting on you, is an additional motivating factor, that is certain to lead to everyone going above and beyond creating a wildly successful business.

4. Be inspiring and supportive If you’re enthusiastic about what you’re doing, it really will be infectious. Encourage innovation and creativity. Yes, systems and consistency are great but don’t let your team get in a rut either.

Support their individual careers, always encourage them to go for more, let them rely on you for mentorship. If they sense that you want each member to succeed as much as you have, you won’t find more loyal employees. And perhaps most importantly focus on what’s being done right. Don’t be the boss that just points out things they don’t like. Let them know when they’ve done an amazing job and be specific about what it is. Make them feel valued and they will become a valuable asset to you and your business.

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