WISCONSIN 5-6-19

WISCONSIN EDITION

HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS And Stay Relevant

RECONSIDER REFERRAL-ONLY WHEN PLANNING FOR THE FUTURE

COVER STORY

GINA NOCEK

FEATURED AGENT

MAURA STRICKLER

WISCONSIN EDITION

MAURA STRICKLER Multi-million dollar producer Maura Strickler has 9 more than earned her impressive reputation as a Realtor who is fiercely dedicated to helping her buyers and sellers achieve their real estate dreams.

Maura’s focus on providing an exceptional client experience, her comprehensive knowledge of the Milwaukee market and her mastery of digital marketing techniques have all played a major role in the fact that the lion’s share of her business is based upon repeat and referred customers, perhaps the surest measure of a job well done in the fiercelycompetitive real estate industry.

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Professional photography is utilized exclusiv as are impressively-produced walkthrough vid that showcase the home in great detail. “We’ll launch a highly-targeted Facebook and Instag campaign,” says Maura, whose listings ra in price from 200k to 800k. The result of t effective strategies is almost always a rapid sale top dollar.

When analyzing the factors behind Maura’s succ one would be remiss not to point out that in add to her impressive business acumen, she is extremely upbeat, empathetic and welcoming Maura, who currently works with the reputable her approach. ”For me, it’s really less about GINA Shorewest Realtors – andNOCEK who was once featured on MAURA STRICKLER commission check and more about the journ HGTV’s House Hunters - recalls the origins of her get to take with my clients,” she says, her sinc career in real estate: “I spent twenty years in the corporate marketing obvious. “It’s very easy for them to get stressed, whether the business,” she says, “and I had to relocate a number of times for buying or selling, so it’s important that I help them fully unders that job, and each time I was assigned a professional relocation the process. It’s very rewarding to be steward for their family, coordinator, and found it to be an unpleasant experience.” Certain ultimately, their finances.” Her expert stewardship has resu that she could do a better job, and having long held an interest in scores of grateful clients, as is made evident by the glow in real estate, Maura obtained her license after moving back to testimonials she has received, including this one: “My experi her hometown of Milwaukee in 2011. “I was able to leverage with Maura was phenomenal. She was on top of every detail f everything I had learned while managing a marketing agency into the beginning to the end. She made the selling process so easy my real estate practice,” she says. us. Maura is very knowledgeable and compassionate, and not did she sell our house, she sold it for over our asking price.”

That marketing experience – and in particular, the digital marketing aspect – has given Maura a leg up on much of her competition. “My When Maura is able to find some free time, her favorite thin marketing approach is different, and much more detailed, than a lot do is to travel, and she and her husband – who is from Switzer of other agents in our area,” she explains. “I think my background – try to visit that country once or twice a year. She is also acti has given me an edge in that I understand how to target the appro- involved with her community, and is currently a member of priate potential buyers for my listings, or how to find the perfect city’s chamber of commerce, and also supports local schools a home for my buyers. Being well-versed in technology also helps if host of charitable organizations.

I’m working with older clients who may not be as comfortable with that technology, as I’m very comfortable explaining it to them. Still, Maura’s plans for the future are fairly straightforward: to grow we always proceed at a pace that works for them.” business and help even more families with their real estate ne Above all, however, is her continued desire to provide her cust Maura’s past experience also informs her approach to presenting ers with the unparalleled, top-notch client service that has ceme her listings, and she does so with great care and expertise. her Top Agent status.

CONTENTS

4) 4 WAYS MENTORING UP-AND-COMING EMPLOYEES MAKES YOU A BETTER AGENT

15) 3 BEYOND-THE-OFFICE ACTIVITIES TO INSPIRE A CREATIVE BUSINESS BOOM

6) RECONSIDER REFERRALONLY WHEN PLANNING FOR THE FUTURE

21) HOW TO INCORPORATE CURRENT EVENTS TO YOUR EMAIL BLASTS AND STAY RELEVANT

Phone 310-734-1440 | Fax 310-734-1440 mag@topagentmagazine.com | www.topagentmagazine.com 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,For Inc. Although precautions are taken to ensure the accuracy of published more information about Maura Strickler, materials, Top Agent Magazine cannotplease be held responsible for opinions expressed or facts supplied by its authors. call 414-305-8303 or email MStrickler@shorewest.com To subscribe or change address, send inquiry to mag@topagentmagazine.com.

Published in the U.S.

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4 Ways Mentoring Up-and-Coming Employees Makes You a Better Agent In the world of real estate, there are always new agents joining the ranks. Even if you’ve been practicing for just a few short years, you’ve likely learned your fair share of lesson along the way. As an agent, much of your working philosophy is derived from first-hand experience and your work on the ground. This means that new agents are less prepared for the inevitable curveballs of the industry. That’s where you come in.

While mentorship is often pitched as a relationship that solely benefits the mentee, there is actually plenty to be gained from becoming a mentor. After all, personal growth goes hand-in-hand with professional growth, and becoming a mentor asks agents to thought4

fully explore and demonstrate their own ideologies, practices, and rationale. With that in mind, take a look at some of the benefits of mentorship below, and you’ll get a sense of why counseling new agents can be a boon to your own business.

Teaching lessons to others reinforces your own professional values.

Showing the ropes to young agents is a great way to brush-up on your foundational skills.

Verbalizing and demonstrating processes, or walking through the rationale behind negotiation tactics—all cause mentors to think through their established practices and outline in detail why they’ve chosen this route over an

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alternative. This helps older agents fine-tune their routines, while getting back in touch with the critical thinking that went into constructing those habits.

Mentorships allows you to see the big picture.

surely sharpen your ability as the head of a team. What’s more, you’ll be building skills of empathy, understanding, teaching, and constructive criticism. Working on those skills will better your practice and your ability to lead in your office.

After a lengthy industry tenure, it’s not uncommon for battle-worn agents to lose some steam and begin to burn out. By devoting some time to mentoring up-and-coming agents, you’ll get back in touch with your early days, remembering the excitement, the trials, and the hard lessons gleaned. Spending time with the next generation of real estate professionals can reinvigorate your practice, as seeing the business from the eyes of an eager amateur can inject energy into your working life.

You’ll benefit from seeing things from a new perspective.

Just as working with young agents can help you remember your career’s big picture, you may also benefit from working alongside someone with a new perspective. Young agents bring a different set of skills and awareness to their work, and established agents can benefit from a fresh take. If technology isn’t your strong suit, or you’re interested in tapping the Millennial homebuyer market, working with a younger agent is an excellent way to see through fresh eyes.

Mentoring young agents makes you a better leader.

As a mentor, you’ll often direct the flow of your professional relationship—figuring out which issues to tackle, making an agenda, and imparting lessons in a clear way. These are all characteristics of a leader, and acting in a position of authority as mentor can Top Agent Magazine

While some may balk at the time commitment or energy required to take on a mentee or two, you might consider it an act of ongoing education or professional development. While your mentee will undoubtedly benefit from access to your expertise, there’s certainly much to be gained from taking the time to cultivate tomorrow’s real estate leaders.

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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 6

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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GINA NOCEK Top Agent Magazine

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GINA NOCEK Top Agent Gina Nocek – of @properties in beautiful Lake Geneva, Wisconsin – is a dedicated real estate professional who is truly committed to providing her many grateful buyers and sellers with top-notch customer service. Gina’s warm and friendly personality, coupled with her extensive industry knowledge, has translated into a stellar reputation as someone who can be trusted to guide her clients – many of 10 Copyright Top Agent Magazine

whom are purchasing second or vacation homes - expertly through even the most convoluted of transactions with honesty and integrity.

Gina, who began working as a Realtor in 2006, is justifiably proud that much of her business is based upon repeat customers and referrals, perhaps the most accurate measure of a job well done in the Top Agent Magazine

highly-competitive real estate industry. “I think it’s because I do my best for them, and I make sure that the entire process is as seamless as possible,” says Gina, when asked how she manages to inspire such impressive loyalty and trust amongst her customers.

Another explanation for that loyalty might be that Gina truly cherishes the Top Agent Magazine

relationships she forms with her clients, and she works hard to maintain and nourish them, long after the transaction is complete. “I send out monthly newsletters and holiday cards,” she explains. “And at Christmas I send them a small gift in appreciation for their past business; one year it was a lottery ticket, another year it was a gift certificate for a car wash.” Gina also sends them personal cards periodically; 11 Copyright Top Agent Magazine

not in an effort to gain further business, but to sincerely inquire as to their wellbeing, something her customers seem to appreciate.

Expert marketing strategies have also factored heavily into Gina’s continuing success story. Beautiful, high-quality photographs present each listing in its best possible light, and deft utilization of the internet and social media platforms Copyright Top Agent Magazine 12

ensure her properties are viewed by as many potential buyers as possible, almost always resulting in quick sales for top dollar, not to mention happy clients.

Perhaps the best illustration of the excellent service Gina provides can be found in her reviews, including the following from Zillow.com, on which site she is a Premier Agent with a perfect, five-star Top Agent Magazine

overall rating: “Our experience with Gina as our listing agent proved to be a phenomenal experience. Gina engaged us from beginning to end with patience and professionalism. She demonstrated Top Agent Magazine

relentless vigor in marketing our property. Lastly, she was very responsive to our particular needs. If you are looking for a Realtor who delivers on their promises - she sold our house in Copyright Top Agent Magazine 13

4 weeks - then you should definitely consider enlisting the expert services of Gina with @properties.”

When asked what advice she might have for those considering entering the real estate business, Gina grows thoughtful for

a moment before replying. “I think there’s a perception that this is an easy job, when actually it takes a lot of hard work,” she says. “I would tell them to make certain they always put their customer’s best interests first. If you do a good job, they’ll remember you and come back to you.”

For more information about Gina Nocek, please call 262-745-2360 or email GNocek@atproperties.com

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3 Beyond-the-Office Activities to Inspire a Creative Business Boom Maintaining motivation year-round is a challenge, especially for those who are several years into a demanding real estate career. It’s easy to burn out, get stuck in a rut, or cycle blindly through a well-worn routine. But those that leave an impact on their industry understand that creativity holds the key to innovation and longevity. To stay ahead of Top Agent Magazine

the curve and build your brand, you’ve got to take the time to breathe new life into your practice and see things from a new angle. But where to begin?

To invite change, you’ve got to look outside the box—or in this case, beyond the office. If you’re in need of a professional creative make-

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To stay ahead of the curve and build your brand, you’ve got to take the time to breathe new life into your practice and see things from a new angle. over, or at least want to experience a burst of inventive energy, consider some of the activities below. You may just shake up your routine, bend your brain in new ways, and inject some inspiration into your professional path.

Expand your mind through meditation.

You’ve likely heard all about the supposed powers of meditation, and perhaps you’ve long considered it an over-hyped New Age invention. But did you know that some of the foremost entrepreneurs of our era practice this cost-free, mentally restorative routine? From Oprah Winfrey to Steve Jobs, practitioners of meditation cite its stress-relieving principles, in addition to improvements in concentration, energy, self-awareness, and overall health.

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Even mainstream medicine is beginning to understand the preventative and restorative health benefits that meditation affords. As professional fields go, the mortgage and real estate industries require their fair share of emotional labor—you’re tasked with guiding clients through the investment of a lifetime.

Meditation promotes peace and perspective, while reducing stress, adding a new level of self-awareness, and helping you mentally declutter. When it comes down to it, it only makes sense that taking time to go quiet and center your mind helps professionals find wherewithal amidst a hectic industry. Next time you’re feeling drained, out of ideas, or at your wit’s end—consider just fifteen minutes of meditation to get you started. Like most things, it takes some practice. But, if you commit the time, you’ll be thanking yourself later.

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Learn something new.

If you’re facing burnout, then adding a new responsibility to your plate may seem like the least appetizing self-help solution there is.

However, learning a new skill can reinvigorate your understanding of familiar tasks and dilemmas. Plus, learning a new skill doesn’t have to mean formal classes or time-draining homework. Select something that can even kill two birds with one stone. Want to let off some steam, too? Try a kickboxing class that meets just once-a-week. You’ll have something new to look forward to, meet new people, challenge yourself, and earn some feel-good endorphins, Top Agent Magazine

too. Want to cut loose and have some fun? Join a board game meet-up group, take a cooking class, or try rock-climbing for the first time. A stimulating new activity will light up long-dormant parts of your brain, and your clients and colleagues will surely notice the influx of energy to your outlook. Still don’t think you have enough time to add something new to the mix? Blend your morning commute with an audio language learning service. The point is to shake-up your habits and introduce a new challenge that’s unrelated to work. Doing so can make you look at things in a new light and boost your mood along the way.

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See new sights.

If you can, there’s no better way to break from routine than to physically separate yourself from your surroundings. There’s nothing more inspiring than traveling to new destinations, experiencing new cultures, and getting a sense of the world’s true vastness. If a trip abroad isn’t in the cards, don’t fret. There are bound to be plenty of places relatively close by that you’ve never seen. And these trips don’t have to break the bank, either. Devote just one or two days to visiting a place you’ve never gone before, like a state park, protected forest, or a small seaside village. Perhaps you’re only a few hours from a National Park you’ve been meaning to visit but have never made time for. Or, there’s a lively city one state over that you’ve always wanted to try. Whatever the destination, near or far, you’ll refresh

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your perspective entirely when removed from all your usual routines. New restaurants, traffic patterns, storefronts, weather—whatever the change may be, you’ll be experiencing everything brand new all around you. Taking the time for trips like these isn’t easy. In fact, making yourself devote those free days may be a difficult task itself. But it’s the most direct way to get a breath of truly fresh air, and when you return home you’ll be able to assess familiar surroundings in a totally new light.

However you decide to add creativity to your professional life, don’t wait. Once you take the plunge, you’ll be regretting you hadn’t done it sooner. After all, the key to longevity is regular maintenance, so do your part and break the mold today.

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MAURA STRICKLER Multi-million dollar producer Maura Strickler has more than earned her impressive reputation as a Realtor who is fiercely dedicated to helping her buyers and sellers achieve their real estate dreams.

Maura’s focus on providing an exceptional client experience, her comprehensive knowledge of the Milwaukee market and her mastery of digital marketing techniques have all played a major role in the fact that the lion’s share of her business is based upon repeat and referred customers, perhaps the surest measure of a job well done in the fiercelycompetitive real estate industry.

Maura, who currently works with the reputable Shorewest Realtors – and who was once featured on HGTV’s House Hunters - recalls the origins of her career in real estate: “I spent twenty years in the corporate marketing business,” she says, “and I had to relocate a number of times for that job, and each time I was assigned a professional relocation coordinator, and found it to be an unpleasant experience.” Certain that she could do a better job, and having long held an interest in real estate, Maura obtained her license after moving back to her hometown of Milwaukee in 2011. “I was able to leverage everything I had learned while managing a marketing agency into my real estate practice,” she says.

That marketing experience – and in particular, the digital marketing aspect – has given Maura a leg up on much of her competition. “My marketing approach is different, and much more detailed, than a lot of other agents in our area,” she explains. “I think my background has given me an edge in that I understand how to target the appropriate potential buyers for my listings, or how to find the perfect home for my buyers. Being well-versed in technology also helps if I’m working with older clients who may not be as comfortable with that technology, as I’m very comfortable explaining it to them. Still, we always proceed at a pace that works for them.”

Maura’s past experience also informs her approach to presenting her listings, and she does so with great care and expertise.

Professional photography is utilized exclusively, as are impressively-produced walkthrough videos that showcase the home in great detail. “We’ll then launch a highly-targeted Facebook and Instagram campaign,” says Maura, whose listings range in price from 200k to 800k. The result of these effective strategies is almost always a rapid sale for top dollar.

When analyzing the factors behind Maura’s success, one would be remiss not to point out that in addition to her impressive business acumen, she is also extremely upbeat, empathetic and welcoming in her approach. ”For me, it’s really less about my commission check and more about the journey I get to take with my clients,” she says, her sincerity obvious. “It’s very easy for them to get stressed, whether they’re buying or selling, so it’s important that I help them fully understand the process. It’s very rewarding to be steward for their family, and ultimately, their finances.” Her expert stewardship has resulted in scores of grateful clients, as is made evident by the glowing testimonials she has received, including this one: “My experience with Maura was phenomenal. She was on top of every detail from the beginning to the end. She made the selling process so easy for us. Maura is very knowledgeable and compassionate, and not only did she sell our house, she sold it for over our asking price.”

When Maura is able to find some free time, her favorite thing to do is to travel, and she and her husband – who is from Switzerland – try to visit that country once or twice a year. She is also actively involved with her community, and is currently a member of her city’s chamber of commerce, and also supports local schools and a host of charitable organizations.

Maura’s plans for the future are fairly straightforward: to grow her business and help even more families with their real estate needs.

Above all, however, is her continued desire to provide her customers with the unparalleled, top-notch client service that has cemented her Top Agent status.

For more information about Maura Strickler, please call 414-305-8303 or email MStrickler@shorewest.com Top Agent Magazine

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

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

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

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

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

Sports news makes a splash

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

People love to rally behind the home team.

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

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

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

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

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

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

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

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

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