January 2018 Mortgage

January 2018

7 Things you need to know

before investing in real estate

Down payment

secrets, myths and misconceptions Key questions

to ask your agent featuring:

Christin Luckman

contents

professionals 8

Make your mark — How to stand out

15

3 Easy tips to convert internet leads into real-world sales

17

Top 10 Ways to keep in touch

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Avoiding the slump — Find and maintain your motivation

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mortgage pro

Christin Luckman

buyers&sellers 4

Initial investment — 7 Things you need to know before investing in real estate

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Consider the down payment — Secrets, myths and misconceptions

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Key questions to ask your agent

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Initial investment —

7 Things you need to know before investing in real estate If you’re considering investing in real estate, rest assured you’re in good company. Millions of Americans have successfully done so in the past, and countless others continue to do so each year. However, that’s not to say that being successful with real estate investments is guaranteed. Like all investments, real estate comes with its own set of risks, so it’s not a decision to be made without careful consideration and planning. Here are seven essential factors you need to consider before purchasing your first investment property.

You’ll Need to Do Your Homework — Before you decide to take the plunge into real estate investing, 4

spend time talking with other investors, with your financial advisor, asset manager, or CPA. Seek out advice from those who have experience, and learn as much as you can through research. When it comes to investing in real estate, knowledge is power.

Running the Numbers is Necessary — Investing in real estate will require that you have an incredibly solid grasp on your financial status. If you intend to become a landlord, know roughly what rental rates the market will bear. Keep in mind that an investment is only lucrative if you earn money from it, either in the short term or long term. Basing your decision solely on an expectation of rapid appreciation can backfire.

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Investing in real estate is not a decision that is best made spurof-the-moment. Take time to explore your options, research the markets where you are hoping to invest, and ask for help from experts. You’ll find that the time you put into planning a smart investment strategy will prove invaluable over time.

Be Sure You’re Ready to be a Landlord — Being a landlord comes with its own unique set of challenges. Anyone who has been a landlord for at least a few years will confirm that things can and will go awry. Your property may be damaged, or your tenants may be difficult. They may pay rent late, or they may be noisy and disturb neighbors. Consider that these possibilities are very real, and determine whether you want the responsibility of handling these issues if and when they arise. Even if a property management company assumes the bulk of the responsibility for your property, at the end of the day, you are ultimately the owner, which means that you’ll be obligated to make tough decisions from time to time.

Weigh the Pros and Cons of a Live-In Property — For your first investment, it is more than worth considering the possibility of living in the property. You may find a home with apartment units attached, for example. Or you may invest in a duplex or triplex, and choose to live onsite in one of the units.

First-time homebuyers often find this option to make a great deal of financial sense.

Lead with Your Head, Not Your Heart — Unlike buying a first home to live in, or upgrading to your dream home, purchasing investment properties should not be an emotionally driven decision. On the contrary, falling in love with the way a property looks doesn’t necessarily mean it’s the right property to Copyright Featured Agent Magazine

purchase as an investment. Remember that real estate investing is by and large a business decision, rather than an emotional decision, and you’ll be more likely to save yourself time and money.

Take an Honest Look at Your Liquidity — As a real estate investor, you need liquid capital on hand.

Appliances break, roofs leak, carpets need replacing, and rooms need to be repainted. You’ll need to make sure you have a reasonable cushion of cash on hand to be able to cover the costs of repairs, maintenance and cleaning of an investment property.

Have Realistic Expectations — Very few people get rich quick from real estate investments, and those who do are typically investors with years of experience.

Furthermore, if you’re hoping to make a lot of money from a real estate investment, but opt for a low downpayment loan, chances are that you won’t see that dream through to fruition for quite some time.

Becoming a real estate investor has proven to be a dream come true for millions of Americans, and there is no reason why it can’t be the same incredible experience for you. However, it is not a decision that is best made spur-of-the-moment. Take time to explore your options, research the markets where you are hoping to invest, and ask for help from experts. You’ll find that the time you put into planning a smart investment strategy will prove invaluable over time.

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Consider the down payment —

Secrets, myths, and misconceptions Agents and mortgage brokers alike understand that one of the biggest hurdles facing their clients is the financial burden of a down payment. Though navigating the house hunt and sourcing an affordable mortgage are key, affording a down payment looms large in the minds of first-time homebuyers. The fact is, there are decades of misinformation and confusion out there when it comes to how much is enough for a down payment. Plenty of would-be homeowners write themselves off, assuming they’re not qualified or don’t have the capital to afford a home. While some mortgage brokers and agents understand that 6

there are alternatives available for all kinds of homebuyers, here are a few facts and options to keep in mind to rewrite what you think you know about down payments.

The Myth of 20% Down — 40% of American homebuyers believe that a down payment unequivocally means forking over 20% of the home’s purchase price, up-front. What’s more, even homebuyers with a healthy amount in savings may balk at trading in their nest egg for a home they then won’t be able to afford. All that withstanding, it’s completely possible Copyright Featured Agent Magazine

The right down payment isn’t one size fits all, so homebuyers would be wise to explore the options that work best for their wallets and overall plans.

to afford a home with as little as 3.5% down. How about 0% down? The truth is, it can happen.

There are a variety of loan products and programs available to entice skeptical homebuyers. For instance, conventional loans that adhere to the federal government’s standards — as outlined by Fannie Mae and Freddie Mac — require just 5% down for loans up to $417,000. For loans larger than $417,000, down payments remain as low as 10%. This empowers first-time homebuyers to make that leap and buy into the market at a down payment rate that won’t break the bank.

Other worthwhile programs that cut the costs of down payments include: Fannie Mae’s 3% program, FHA loans, and VA/USDA loans. FHA loans are sponsored by the federal government’s Housing and Urban Development (HUD) agency and call for just 3.5% down for qualified buyers. Similarly, VA and USDA loans are cost-effective choices for most military veterans and active-duty military servicemembers. VA and USDA loans require 0% down and focus on homes for sale in rural and outermost suburbs. Altogether, the tides have turned when it comes to the myth of 20% down. The loan offerings out there are diverse and speak to would-be buyers from most all walks of life.

The Benefits of Mortgage Insurance — Here’s another question to consider: why do banks and mortgage institutions allow homeowners to utilize low down payment loans in the first place? While low down payments benefit buyers, what about the institutions Copyright Featured Agent Magazine

that back mortgages? Here’s where mortgage insurance comes into play.

When securing a low down payment, lenders pair these loan options with mortgage insurance. For those who didn’t pay that notorious 20% up front, mortgage insurance is a vehicle that protects lenders, while allowing buyers to build equity in their home over time.

The basic idea is for buyers to steadily pay into their mortgage insurance policy until they’ve accumulated that 20% they might have put towards a sizable down payment. This allows the initial investment of buying a home to cost less, while giving lenders some peace of mind, too.

What else do you need to know about mortgage insurance and how it relates to the right down payment?

It does increase buyers’ monthly home payments.

However, the monthly cost of mortgage insurance isn’t astronomical, though it certainly should factor into a buyers budget when determining a property’s affordability. The bright side is this: once a buyer has paid off a portion of their loan (typically that 20% equity rate) then they can cancel mortgage insurance and save themselves the monthly cost.

At the end of the day, finding the right down payment when purchasing a home is all about examining financial wherewithal and homeownership goals. The right down payment isn’t one size fits all, so homebuyers would be wise to explore the options that work best for their wallets and overall plans.

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Make your mark — How to stand out If it seems like everyone you meet knows someone in the mortgage industry, there’s a good reason for that. There are more than 400,000 registered mortgage originators and counting in the United States. In such a crowded field, it can be challenging to stand out and rise above the masses. Here are several things you can do to connect with potential clients and referral partners to become one of the go-to mortgage professionals in your community.

Become a Local Expert — A lot of mortgage professionals say they know their communities, but how many actually do? Take a deep dive and learn about everything you can: what rates are other mortgage lenders offering? Who’s the top originator in the 8

area? What does he or she do differently? Are there certain products trending in certain areas of your city?

Go outside your comfort zone and daily routine and think about what others will want to know. Even positioning yourself as an expert on local amenities can endear you to potential clients, or to real estate agents looking to partner up with an affable, area-savvy originator. Find the best vegan restaurant; discover where someone can get the perfect cup of coffee on their morning commute; learn which park has the best playground. If you’re a Millennial, investigate recreational opportunities for retirees. If you’re a baby boomer with an empty nest, get back in touch with the school system so you can share that information with clients who have young children. Creating deep connections Copyright Featured Agent Magazine

In the crowded mortgage industry, it can be challenging to stand out and rise above the masses. and inspiring, motivational quotes. Remember, consistency is key. Only posting a few times a month if you happen to remember makes it seem like an afterthought. For extra impact, try “boosting” Facebook posts or purchasing Twitter ads to increase your reach; it’s a small investment that can pay off big.

Stay True to Your Brand — Now more than ever, consumers are bombarded with a steady stream of marketing messages at every turn. That’s why it’s so important to maintain a consistent look and feel for your messaging across all channels. You want to reach the point where prospective clients recognize that something is coming from you, even before they look for your name. Using a consistent color scheme, font, message tone, and style of photography across all digital and print media helps to establish and reinforce your brand identity.

in the community not only means you have more knowledge to offer your clients, it helps you develop your pipeline of referral partners.

Make Social Media Matter — At this point, it’s no longer a question of if mortgage professionals should use social medial. If you’re not, you are missing out on opportunities to connect with clients and prospects in a meaningful way. The most important thing with social media is to think before you post.

Ask yourself if it’s something your clients need or want to see. Make an effort to offer social media content that is simultaneously useful, relevant, and enjoyable.

Post updates on market conditions, new loan products, links to your blog and content you find informative, Copyright Featured Agent Magazine

There’s Always More to Learn — Being well-informed shows clients you are serious about the mortgage and real estate industries, and that you’re in it for the long haul. Plus, knowledge is power. Staying educated on what’s happening in the constantly evolving world of mortgage lending will give you an advantage over originators who haven’t cracked a book since they first entered the industry.

Consider Coaching — While it’s not the right fit for everyone, enlisting the services of a professional coach can be the push many originators and mortgage pros need to rise above and reach the next level. Having an objective outsider look at your business can help move you past your comfort zone and see opportunities for growth you might be missing.

Plus, having someone who is on your side and invested in your success is inspiring.

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Key questions

to ask your agent

Buying or selling a home is one of the most significant financial transactions most people will ever be involved in. So it follows that choosing a real estate agent to help reach those goals is one of the most important decisions anyone can make. Surprisingly, though, many people don’t spend the time they should or ask the right questions of their buyer’s or listing agent.

They might say that they prefer to ‘go with their gut’ or just ‘have a good feeling’ about someone. While it’s certainly important to feel a connection and develop a rapport with your agent, there are several pertinent questions you should also ask. This isn’t necessarily the complete list, but will give you a good start and generate some revealing information.

Questions to ask a listing agent

Have you worked with homes in this price range? A competent agent should be able to sell a home regardless of listing price. But it’s ideal to have an agent who regularly works with homes in the same range as your home. They will have unique insights into the market and the buyers who are looking for homes just like yours.

How will you market this listing? Your home won’t sell if no one knows about it. Agents today have more marketing options than ever and should be able to answer this question quickly and thoroughly. If they don’t seem to have a concrete plan in place, keep looking.

How do you communicate with clients? This isn’t necessarily a trick question, per se. But the best answer is for the agent to ask back, “How would you like me to communicate with you?” An agent should tailor their communication style and frequency to your preferences.

What is your average days on market? Simply put, days on market means the length of time a listing appears on the Multiple Listing Service (MLS) before it sells. While a number of factors affect this, agents with a lower than average number of days are pricing and marketing their listings effectively.

Questions to ask a buyer’s agent

How often do you work with people like me? Whether you’re a first-time homebuyer, starting over after divorce or widowhood, upsizing, downsizing or relocating to a new city, every buyer has unique needs. Find a buyer’s agent who has plenty of experience working with people in your situation.

May I speak with some of your past clients? Reading online reviews can shed a lot of light on how an agent’s past clients feel about them, but it doesn’t tell the whole story. Even if you don’t actually plan to speak with past clients directly, an agent’s enthusiastic or reluctant answer to this question can tell you a lot.

How many homes have you found in this neighborhood? The more familiar an agent is with the area you want to live, the better chance you have of finding a home you’re going to love. There’s a good chance they’ll know about homes that are about to come on the market but aren’t yet listed.

Do you work with a network of professionals? Connected agents should have a network of professionals ready and waiting — from lenders and title agents to contractors and painters. If they can’t offer solid referrals, keep looking for an agent who can.

How do you win a bidding war? There isn’t a single correct answer to this question; it’s more about how prepared the agent is with an answer and whether or not they have a plan in place to handle this inevitable situation.

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Christin Luckman

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Christin Luckman

As one of the nation’s Top Mortgage Originators, Christin Luckman, Senior Vice President of Mortgage Lending at Guaranteed Rate in Chicago, is truly the industry’s gold-standard. With nearly 15 years of experience and hundreds of millions in residential loans closed, Christin has earned a well-deserved reputation as one of the nation’s most respected mortgage advisors. She credits her success to hard work, integrity, a bit of fearlessness, and most of all a dedication to helping others — whether they are borrowers, newcomers to her thriving team, or those in need.

After earning her degree in Finance from the University of Illinois, Christin initially planned on a career in commercial lending, but recalls that the personal aspect of working with homebuyers and homeowners appealed to her immediately. “I met a loan officer who was in residential lending. I saw that it was much more relationship focused than commercial 12

lending — which was more analysis based,” says Christin. “I loved that residential financing would allow me to use my financial skills, but would still offer me the opportunity to build relationships, and be creative with marketing.” Moreover, she says that like most college graduates, she needed to become self-sufficient very quickly, and wasn’t afraid of long hours or hard work.

With that, Christin began blazing her own trail, explaining that the risk she took in accepting a job without a salary only made her work that much harder. “I enjoy a challenge, and I’m not afraid to take chances,” she says. Plus, she adds candidly, “I had bills to pay, so being uncomfortable was good for me. I had to make it work.”

In addition to her financial acumen, it didn’t hurt that Christin had always been approachable and friendly, and had grown up believing that helping Copyright Featured Agent Magazine

others wasn’t optional; it was a way of life. “I love learning about people. I take a genuine interest in others. I like knowing who they are, what they like to do, and what their goals are,” she says. “I don’t ever worry about trying to make a sale; I get to know people and then work on deepening the relationship.

Then I try to help them.”

she says. “This is a huge investment, and questions should be asked. If we don’t happen to know the answer to a question, we are committed to finding it immediately,” she says. “We are honest with our customers, because our primary objective is to provide exceptional service, with integrity. Our whole goal is to do right by our clients.”

“There are no stupid questions in mortgage lending,”

To that end, though she is a hands-on originator, Christin also makes sure to carve out time to mentor newcomers to the mortgage industry. “After 14 years, I don’t want more for myself,” Christin says.

Kukuiula onshare Kauai “I love being able to take allLocation: I’ve learned, and

For Christin, building a relationship of trust with others begins with being honest, straightforward, and totally transparent. Though she’s been one of the nation’s Top 200 Mortgage Originators for years, oversees a team of more than 10, and mentors and guides up-and-coming originators, Christin says that she continues to learn something new each day.

Moreover, she loves educating both her team and her clients, and as such, encourages questions along the way.

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Not surprisingly, with integrity as her driving principle, Christin’s business to this day, is 100% by referral, from REALTORS,® affiliated partners, or past clients.

“In life, we can decide to be givers or takers. I think that if we give freely, without any expectation, we will wind up with more than we will ever need.”

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“In life, we can decide to be givers or takers. I think that if we give freely, without any expectation, we will wind up with more than we will ever need.”

it with others. My team continues to expand, and we have people at all different levels. I love watching them grow and succeed. It is very rewarding to empower others to succeed in their own careers.”

Likewise, Christin says that giving back to others in need in her community, or even those she’ll never meet is simply a way of life. “I was taught when I was young that if I was lucky enough to be healthy, and successful that it was my responsibility to give back to others who aren’t as fortunate,” she explains.

To say that Christin fulfills this responsibility is an understatement. She currently serves on the Gateway for Cancer Research Associates Board, where she is active in fundraising and obtaining

sponsorships to raise money for clinical trials for cancer patients. Christin is also an unabashed animal lover, and lends time and support to PAWS, which is dedicated to saving the lives of homeless pets. Likewise, she’s an avid supporter of Chicago Gateway Green, a nonprofit dedicated to greening and beautifying Chicago’s expressway, gateways and neighborhoods.

With a flourishing team, countless clients consistently sending her referrals, and industry-wide respect, Christin says that her future plans include growing her team and keeping the positive momentum moving on a daily basis. “I’m having fun. There is a social aspect to this business, which I enjoy, and above all, I’m helping people.”

Christin Luckman

Guaranteed Rate | Chicago, IL 312.771.6969 | lucky@rate.com NMLS #224408 14

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3 Easy tips to convert

internet leads into real-world sales

Any agent or lender worth his or her salt understands that today’s buyers start their home search online.

While plenty of attention is paid to crafting a quality website or commanding social media, how do you close the divide between casual online engagement and an actual sale? Consider some of the tips below when it comes to reaching through that computer or smart phone screen and turning a virtual lead into a real-world client.

Be responsive — Immediate results and responses are the norm in this digital era. Though this may not be your cup of tea, it’s essential to be swift in reacting to online engagement, like contact forms, newsletter e-mail signs-ups, or requested quotes. Online leads want answers and attention fast — that’s why they’ve turned to the internet. Do your best to be prompt in your follow-up. Even if the potential client isn’t quite Copyright Featured Agent Magazine

ready to commit, you’ve already demonstrated your readiness to hit the grounding running to earn their business. Don’t let e-mail inquiries languish in your inbox, either. Of course, schedules can get hectic, but the longer you let a lead go untouched, the greater the chance that he or she has already moved on to greener pastures.

Ask open-ended questions — If your digital communication with a potential client has begun to go stale, it can signal a change of heart or mounting disinterest in your lead. To keep your conversation flowing, focus on the client’s perspective and ask open-ended questions. Whether you’re reaching out through social media or e-mail, this approach to agent-client communication can inspire a sense of ease in your lead. Meanwhile, cementing a connection on the personal level, by engaging in a client’s 15

While online leads can feel abstract, or too distant and anonymous to cultivate into real-world sales, don’t be discouraged. The internet is a powerful tool and there are no ends to the possibilities in attracting potential clientele. interests and passions, can forge a bond that goes beyond the computer screen. This will make you far more memorable than those who are only focused on one thing: the sale. Be curious, engage genuinely, remember that the lead on the other side of the screen is a person just like you. Authentic interest and personalized care can showcase a personality that any client would love to work with.

Follow up, then follow up again — It’s easy for messages to get lost in the endless corridors of the internet. Emails get overlooked in inboxes, social media messages are read and forgotten. Don’t consider a follow-up e-mail, text, call, or message a nuisance. It takes a few tries to establish a line of communication with a potential online lead. The caveat is this: don’t 16

flood your would-be client with endless, automated messages, or communication that reeks of the unprofessional — think messages sent at odd hours, filled with typos, missing your professional signature. As always, be mindful in your communication and end messages on a positive note, while putting the ball in his or her court. Demonstrate that you’re committed to their business. Odds are, they’ll be reminded why they were interested in your services in the first place.

While online leads can feel abstract, or too distant and anonymous to cultivate into real-world sales, don’t be discouraged. The internet is a powerful tool and there are no ends to the possibilities in attracting potential clientele. All you need is the right approach when it comes to virtual communication.

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Top 10

Ways to keep in touch

We all know loan originators, brokers and bankers whose client base consists of 100% repeat and referral business. It’s an amazing achievement, and a goal many other mortgage professionals aspire to reach. But how do they get there? Are they just lucky? Or maybe they’ve always just been in the right place at the right time?

The truth is, they are the ones who understand the value of consistently communicating with clients long after the transaction is over. Whether you choose to do one, two or a combination of the following, check out the Top 10 ways to keep in touch with clients.

Send Anniversary Cards — No, not wedding anniversary (though that would be a nice touch). We mean sending a card to commemorate the date of the closed transaction you had with them.

Keep Clients Informed — If you want clients to think of you as an expert in real estate financing, prove that you are by sending informative newsletters. If you don’t have the time or resources to put one together, there are turn-key services that provide standard content with a bit of local customization.

Share a Cup of Coffee — If you have time to meet clients for a cup of coffee and a catch-up, that’s great. But even if you don’t, you can still treat them to a cup of joe. Send out gift cards to a local favorite coffee shop with a note saying “This cup is on me.”

Send Small Gifts — Encourage clients to remember you by sending small, useful gifts, a few times a year.

Set Up Periodic Calls — Make quick phone calls to check in and make sure clients are happy in their new home, or with their refinance, and see if they need any other help from you. Incidentally, this is also a great time to request a referral or testimonial.

Send Birthday & Holiday Cards — Birthdays and holidays are the perfect time to let clients know you’re thinking of them. If it seems like too much to keep track of, there are automated services that take care of everything for you.

Host an Event — Love planning parties? Host an annual client appreciation event. Go all out with food and entertainment to make it a truly memorable experience and a must-attend event on clients’ social calendars.

Grab Lunch — You might not have time to do it with all your clients, but taking your very best clients out to lunch a few times a year is the perfect way to cement the relationship.

Make the Rounds — Stop in to visit clients, see their homes or deliver a thoughtful gift.

Make Social Media Matter — If you’re going to spend time on social media, make it count by using it to keep in touch with clients. You’ll develop a stronger connection as you keep up with their daily activities.

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Avoiding the slump — Find and maintain your motivation

Any top-producing loan originator will tell you that staying motivated plays a key role in their success.

But motivation is a tricky thing. Some days, your feet hit the floor and you feel ready to take on the world.

While other days the only thing you really feel like doing is reaching for the remote and binge-watching the latest season of your favorite show.

So what separates the highly motivated originators from the rest? Do they have a secret? Do they always wake up feeling ready to have their best day ever?

Not necessarily. But, they do tend to share some common traits and strategies for staying motivated, even when that feeling doesn’t come naturally. Give some of their motivational tips a try:

Mix it Up — Structure and routine can contribute to

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productivity, but they can also kill spontaneity and motivation. If you’re feeling less than inspired, take a break from your regular routine and shake things up. Instead of sitting at your desk all day, take your laptop to a coffee shop, library or park and let the new faces and surroundings inspire you. Turn your schedule upside down and tackle your usual afternoon activities first thing in the morning. Try whatever you need to break out of your routine and make your day interesting again.

Take care of your health — It’s hard to feel motivated if you’re not taking care of yourself. If you’ve been getting by on too little sleep and unhealthy food, give your body a break and give it what it needs. Drink lots of water, make smart food choices and catch your Z’s. Although some mortgage professionals wear ‘no

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A few of our favorite motivational quotes:

“I find that the harder I work, the more luck I seem to have.”

—Thomas Jefferson

“What you do today can improve all your tomorrows.”

—Ralph Marston

“The secret of getting ahead is getting started.”

—Mark Twain

“Success is liking yourself, liking what you do, and liking how you do it.”

—Maya Angelou

sleep’ as a badge of honor, it’s actually doing damage to your health that you might not see now, but will down the road. Your motivation is guaranteed to go up when your body and mind are nourished and wellrested.

Look Back, Look Ahead — Spend some time reflecting on the different stages of your career — where you were, where you are, and where you hope to be. Think back to a time when you felt extra motivated. If you were doing things differently, what were they and would it make sense to do them again? Take stock of where you are now, and formulate goals for the future. Imagine your ideal scenario and determine what it’s going to take to get there. What was important to you even one year ago may be different than what’s important to you now. It’s very helpful to acknowledge Copyright Featured Agent Magazine

and respond to those changes. When you know exactly what you’re shooting for, you’ll be more motivated to reach it.

Turn to the Experts — It never hurts to get a little help from those who have dedicated their lives to motivating others. Whether you prefer to read, watch, or listen to your favorite motivational speakers (or do all three), spend some time with your favorite expert each day. A quick YouTube search for ‘motivational speeches’ yields thousands of choices, from old-school favorites like Zig Ziglar to contemporary superstars like Tony Robbins. You can also seek out highly motivated originators within your own office and ask them how they stay motivated. They will appreciate being asked, and you’ll get some great real-world advice from someone you know and trust.

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