Kurt Thompson of Leominster Success stories from both ends of the Realtor® spectrum p12 Awards of Excellence p15 How Has Technology Revolutionized Your Business? p6
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WHAT MAKES A CENTURY 21 AGENT? A HEALTHY SERVING OF PERSISTENCE. WITH MORE THAN THE RECOMMENDED ALLOWANCE OF GET-UP-AND-GO. ADD IN THE RIGHT PORTION OF FOCUS AND YOU’VE GOT THE CREAM OF THE CROP. THE BEST OF THE BEST. THE ALPHA DOG IN THE REAL ESTATE FOOD CHAIN. ®
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C21.COM U.S. SOCCER IS A TRADEMARK OF THE UNITED STATES SOCCER FEDERATION, INC. ALL RIGHTS RESERVED. ©2012 Century 21 Real Estate LLC. All rights reserved. CENTURY 21® is a registered trademark owned by Century 21 Real Estate LLC. An equal opportunity company. Equal housing opportunity. Each office is independently owned and operated.
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advertiser directory SucceSS StorieS from both endS of the realtor® Spectrum p12 awardS of excellence p15 how haS technology revolutionized your buSineSS? p6
Inside this issue of Bay State REALTOR® On the Hill 8
FEATURE 12
MassRPAC Meets NAR Challenge, Realtor® PAC Leads the Nation
Rookie Agent, Seasoned Agent Success stories from both ends of the Realtor® spectrum. Whether a Realtor® is a newly minted sales professional, or has been in the business for a decade, the components of success tend to be the same. Realtors® share the practices that keep them on top of their game.
legal notes 9
Legal Realtor® 9 re You Protected? A Understanding Professional Liability Insurance Robert S. Kutner, Esq.
2012 Awards of Excellence 15 Profiles of the Local Realtors® of the Year; Realtors® who received State Realtor® of the Year, Distinguished Service, Educator of the Year and Good Neighbor Awards.
Q&A 10
Setting the Space IFC Century 21 1 Weichert, Realtors® 3 Union Street Media 5 Boston Globe Media 8 Pearl Insurance 10 MassHousing 19 Poli Mortgage 21 Astounding Surroundings Staging 23 Cobb Street Design 23 GMAC 23 Kriss Law 23 Service Master 23 Staged to Sell 23 Zip Logix 23 MLS PIN IBC Wells Fargo OBC
mar sponsors
Vapor Intrusion Samuel Butcher
member voices 20
Letter from the Editor 4 Give It Meaning
President’s Message 20
real estate @ work 6
Better, Stronger Trisha McCarthy
Association News 22
Technology 6
MAR’s Charitable Foundation Awards Grants; MAR Directors Adopt Budget, Elect 2013 Officers; Congratulate Your 2013 Leadership; Upcoming Courses/ Events; Statement of Ownership
How Has Technology Revolutionized Your Business?; New! Form Simplicity Launches HTML, Edit Transactions on Your Mobile Device
Ask Us 7
Insider 24
Obligation to Report Address Change, Acquiring a License Number Joseph Autilio
ise to the Top With the Perfect R Elevator Speech Bob Corcoran, President of Corcoran Consulting
MAR Home
Don’t miss it!
EVENT
s
Kurt thompson of Leominster
Wednesday, November 28 The Nantasket Beach Resort, Hull 5:00 – 9:00 p.m.
» Why Mobile Is Important in Real Estate Mobile apps are providing a new level of mobility so a real estate professional can take their office with them wherever they go.
» Realtor® of the Year Profiles Read full profiles of the local association Realtors® of the Year and watch the tribute video.
» The Market Index and What it Means to You The Massachusetts Realtor® Market Index and Price Index are on the rise. See their progress and what it means for the state’s housing market.
Congratulate Your 2013 Leadership Come join an evening of celebration at the Installation of 2013 Officers For more information or to register, visit marealtor.com or contact MAR Customer Service at 800-725-6272
Equal
Em
For these stories and more
2
Bay State REALTOR®
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Let Weichert Work for you. Call a local Weichert office or visit Weichert.com/Careers For franchise information call 1-877-533-9007
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*Weichert.com received Bronze Award in the Real Estate category of the 10th annual International iNOVA Awards competition for its website, Weichert.com. Interactive Media Awards (IMA) Outstanding Achievement Award 2010 **2010 ASTD BEST Award from the American Society for Training & Development. Weichert is among 31 organizations from across the world to receive the award and ranked 12th overall out of the more than 100 organizations that entered the competition. Each Weichert franchised office is independently owned and operated. © 2011 Weichert Real Estate Affiliates, Inc. All rights reserved. This advertisement is not an offering. An offering can only be made through a Uniform Franchise Offering Circular and in states where authorized. In New York State, an offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the Department of Law.
Home of Unlimited Opportunity
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{from the editor}
Give It Meaning t By Karen dumond I am certainly not a rookie. I’ve been in the marketing and communications field for over 25 years and worked for the Association of Realtors® almost as long. The transformation from rookie to veteran feels like it happens overnight, when years of practicing your craft lead to calling yourself a veteran.
words of wisdom E “Without continual growth and progress, such words as improvement, achievement, and success have no meaning.” Benjamin Franklin
I’d like to say that it is solely the time spent on the job that results in high achievement, so that each day, each month, and each year you are in business adds up to the kind of accomplishment in your field where you can call yourself a successful veteran. But that is not the case. Those who can call themselves successful veterans and have tips and tools to share are much the same as rookies who have learned that, “Without continual growth and progress, such words as improvement, achievement, and success have no meaning.” [Benjamin Franklin] Many of us can spend years in our fields and not find ourselves at the top of our game. However, those of us who keep current, search for new ways to improve, and learn from others to earn a place at the top of our game are like the Realtors® exemplified in this issue’s feature story on page 12, “Rookie Agent, Seasoned Agent: Success Stories from Both Ends of the Realtor® Spectrum.” These Realtors®, both rookies and veterans, are successful because they are capitalizing on new technologies, new marketing techniques, and business practices. Moreover, they are learning from each other and combining current trends with tried and true to create a mixture for profitability. Reading the comments–from seasoned Realtors® and those who are new in the business–about the practices they’ve used to keep on a steady path of improvement and growth over many years truly inspired me. A veteran’s biggest mistake is to stall in learning new methodologies, not listen to new ideas from young professionals, or refuse to try current advancements in technology. The same holds true for rookies who are not open to more seasoned ideas from experienced Realtors®. I hope you are inspired by the feature as well as the numerous award winners in this issue (Awards of Excellence on page 15) who are all successful because they are open to change and adapting to new business practices while embracing those that have worked for years. This is my business model and should be all of ours.
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The Official Publication of the Massachusetts Association of Realtors® november/december 2012 vol. 89, NO. 6 President
Trisha McCarthy, ABR, AHWD, e-PRO®, LMC President-Elect
Kimberly Allard-Moccia, CBR, CFS, e-PRO®, GRI, GREEN, LMC, AHWD Secretary/Treasurer
Peter Ruffini, GRI, CBR, RECS, e-PRO®, BPOR EVP and CEO
Robert Authier, CAE, RCE, e-PRO® marketing director/ Editor in chief
Karen Dumond, RCE, e-PRO® Art director
Caroline Bowden Advertising sales
Julie Lewis (508) 612-4841 (Publication No. 703-610) ISSN: 0891-5539 Published by the Massachusetts Association of Realtors®, Mailing Address: 256 Second Avenue, Waltham, MA 02451-1139 (781) 890-3700 The Bay State REALTOR® magazine is published bi-monthly (Jan./Feb., March/April, May/June, July/August, Sept./Oct., Nov./Dec.), as a member service. Subscriptions are $2.50 per year for members and are paid out of member dues. Non-member subscription rate is $40 per year. The comments and opinions expressed herein are those of the authors and do not necessarily reflect the opinions, views, or policies of the Massachusetts Association of RealtorsRealtorsRealtors®. Copyright 2012. All rights reserved. Periodical postage paid at Boston, MA. POSTMASTER: Send address changes to: Massachusetts Association of Realtors®, 60 Hickory Drive, 4th floor, Waltham, MA 02451-1139.
Bay State REALTOR®
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real estate @ work
n e w s , t r e n d s , & t o o l s f o r r e a lt o r s ®
{technology}
How Has Technology Revolutionized Your Business?
forms automatically with data from our state’s three MLS databases.
The Massachusetts Association of Realtors Technology Committee asked the membership in a Technology Contest challenge: How are you using technology to improve your real estate business?
Kate MacGregor, owner of Bold Moves Real Estate in Rochester and the winner of our Brokerage Category shares how the Internet has transformed not only her business, but also her life. “Google Hangouts is now where I have meetings with people across the world,” she explains. MacGregor, who also owns a real estate school and training center (Bold Realtors®), hopes to become the first virtual real estate school for pre-licensing a broker. Like Form Simplicity, Dropbox was another common technology noted by contest applicants that is used by Massachusetts Realtors®. Dropbox allows its users to create shared folders on each of their computers, phones, or tablets, which are then synchronized so that it appears to be the same folder regardless of the device it is viewed on. Angela Harkins of Angela Harkins & Associates RE in Westford explains in her entry, “It’s Cloud Storage; it’s where I store all my current transactions.” Many are using this technology to share photos, marketing materials, and transactional documents with their clients. E-Signatures and Tablets were other common threads among the submissions, substantiating the growing industry trend of Realtors® going mobile.
®
Check out the Technology Section of www. MARealtor. com to see a compilation of entries as well as the winning videos.
6
The 2012 Technology Contest challenged Realtors® to submit a video showing how they are using technology to streamline, transform, and improve...even revolutionize their businesses. Dozens of video entries were submitted from across the state, in both office and individual agent categories, showing (in 3 minutes or less) how they were creatively using technology in their real estate practice. The videos were not expected to be Hollywood productions. In fact, most contestants used their smart phone, tablet, or laptop’s webcam to participate. Winners were chosen based on criteria ranging from the originality of video, to the effectiveness of the technology that was being demonstrated.
Winner–Agent Category The winner of the Individual Agent Category, Kurt Thompson of RE/MAX Property Promotions in Leominster admits that, “Technology is the overriding factor in my business these days…” Thompson goes on to say, “Personally, I love the Form
Simplicity product that allows me to electronically store and generate my forms, and then execute them through DocuSign to deliver those documents to my clients or to my co-broker agents. This allows me to be much more effective in focusing my time on providing my best services to my clients.” Form Simplicity, an MAR Member Benefit, provides a complete online real estate forms solution at no additional cost to members. Form Simplicity gives Realtors® the ability to easily create, edit, organize, and store forms online for residential and commercial transactions. It is also possible to populate the
Winner–Brokerage Category
Bay State REALTOR®
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{ask us} t
Obligation to Report Address Change, Acquiring a License Number By joseph autilio Executive Director, Massachusetts Board of Registration of Real
Estate Brokers and Salespersons
Answers to agents’ questions regarding real estate licensing in Massachusetts. Q. Why does the Board stress address reporting so much?
A. There are essentially three reasons for stressing the importance of agents reporting their current mailing address. First, the Board’s regulations require that agents keep it informed of their current mailing address (See: 254 CMR 3.00(1)). Agents then have a legal obligation to report to the Board their current mailing addresses. Additionally, as a practical The Board of matter, the Real Estate Board Registration cannot possibly know where a of Real licensee happens to move to at Estate any one moment. Your license is Brokers & what makes it possible for you to Salespersons practice your livelihood, and if you office in fail to keep the Board informed Boston can of your current address, it is very be reached likely that you may not receive a at 617-727license renewal application –unless 2373. you have mail forwarding – and consequently, your license will expire. Additionally, you may be shut out of the Multiple Listing
Service, creating another set of problems for your practice and resulting in a late fee assessment to renew the expired license. The point here is that, aside from the law, it makes practical sense for you to renew your license in a timely manner. Licensees renew their license every two years by their birthdays, and license renewal applications go out roughly four weeks before your license is scheduled to expire in order to give you plenty of time to renew the license. Keeping your address current with the Board makes sound practical sense. Lastly, when agents fail to report their current mailing addresses, it makes it more difficult for the Board to process consumer complaints against licensees. Typically the Board’s investigators will need to expend more effort and time locating a licensee given that the address reported to the Board is no
longer current. Be advised, the Board does address each consumer complaint and has begun charging licensees with violating its current address reporting requirement. The bottom line here is that while reporting current addresses may seem minor, the failure to do so really has some significant consequences both for licensees and the consumers in the Commonwealth. A word to the wise, keep the Board informed of your current address. It’s the law and it makes good sense. Q. As a real estate agent, can I get my mother’s license number?
A. While the Board certainly understands the sentimental reasons for this request, it cannot change your license number to your parent’s number. Your license number is a way of specifically identifying you as a licensed real estate agent.
Form Simplicity Launches HTML, Edit Transactions on Your Mobile Device With Form Simplicity’s new HTML platform, you will be able to edit and manage forms on your mobile device, including iPads and smartphones, via the new HTML editor. Because the HTML version is now optimized for mobile devices, forms viewed from your
desktop or laptop will have a new appearance for easy viewability no matter the device. However, when printed, emailed, eSigned, or faxed, the form has the same appearance you are accustomed to in the previous version. Check it out at MARFreeforms.com! November/December 2012
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REGION 1 TOTALS as of 8/31/12*
{on the hill}
To learn more about RPAC visit the Government Section of marealtor.com
MassRPAC Meets NAR Challenge, Realtor ® PAC Leads the Nation The Massachusetts Association of Realtors® has surpassed the NAR RPAC Challenge Goal for 2012, totals calculated as of August 31st showed. 104% of goal was met with a month left in the 2012 fundraising year. Massachusetts is one of only 14 other states to surpass the national RPAC contribution goal, a new challenge issued to compete with other advocacy groups in light of the Supreme Court’s Citizen’s United ruling (a landmark case in which the government is prohibited from restricting independent political
Total Contribution (incl. President’s Circle Credit)
Fund Challenge % of Goal
expenditures by Connecticut $41,794 35% corporations and Maine $18,917 63% unions). Because Massachusetts $146,574 104% of this ruling, it was important to increase New Hampshire $15,252 41% fundraising and Rhode Island $20,624 70% political expenditures Vermont $7,121 55% to promote *To view all state contributions totals visit the Realtor Action Center at realtor.org. homeownership. For the last committee in the nation. decade, the strategic The goal set by NAR RPAC goal of the RPAC Trustees has been Trustees is to spend $15 million in to increase the amount of political the 2011-2012 election cycle, hence expenditures made by RPAC in the 2012 Fundraising Challenge support of federal candidates Goal. The MassRPAC Trustees, led in each two-year election cycle. by Chairman Anne Meczywor of During the last federal election cycle Lenox, is proud to have surpassed alone, RPAC contributed over $12 the goal and assisted NAR in million to pro-Realtor® candidates reaching the necessary funds to to Congress, making it the number promote private property rights. one trade association political action
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Bay State REALTOR®
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legal notes t r a n s l at i n g t h e l a w f o r y o u
{legal Realtor®}
t Are You Protected? Understanding
Professional Liaibility Insurance By Robert S. Kutner, Esq. Partner, Casner & Edwards
Having defended real estate brokers and salespersons against more than 1100 claims during the past 33 years, I am surprised when learning that an office is operating without professional liability insurance, also called Errors & Omissions Insurance. E&O insurance is simply a type of malpractice insurance.
In today’s litigation climate, E&O coverage is as essential for the well-being of licensees as health insurance.
E&O insurance reduces the financial risk to real estate professionals for payment of claims and defense costs. In today’s litigation climate, it is as essential for the well-being of licensees as health insurance. While E&O insurance is not mandatory for individual licensees in Massachusetts, it is mandatory for firms that operate as “limited liability companies” or “limited liability partnerships,” 254 CMR 2.00(12). Minimum coverage amounts are $50,000 times the number of individual licensee or officers of the entity per claim and $150,000 times the number of individual licensee or officer in the aggregate for all claims in a policy year. Regulations provide alternative minimums of $300,000 per claim and $1 million in the
aggregate in a policy year. What Risks Require E&O Insurance? Statistics gathered by n
the NAR indicate that nationally more than two-thirds of the claims involve the condition of a property. Most frequent are claims for misrepresentation (57%) followed by nondisclosure of defects (12%), breach of fiduciary duty (10%) and discrimination. Others include: water penetration or mold in a basement, garage, or attic; septic system defects; misstatements concerning the number of dwelling units or bedrooms; easements or zoning compliance; (4) insect infestation or damage; and (5) fair housing violations. These claims are generally asserted on common law misrepresentation and for violation of the Massachusetts Consumer Protection Act, known as Chapter 93A. An average claim may seek compensatory damages of $15,000 to $50,000, but on occasion may rise to six figures. Defense costs and expenses often range from $5,000 to $50,000, but
can go far higher. Chapter 93A provides that a successful claimant shall be awarded attorneys’ fees from a person or firm that committed an unfair or deceptive act. Conversely, a person who successfully defends a Chapter 93A claim has no right to recover defense fees and costs. Should a 93A violation be found to have been “willful or knowing” punitive damages of double or treble the actual loss are awardable. More than 95% of claims against brokers are resolved without a trial. Such claims are draining both emotionally and financially, particularly if the licensee lacks professional liability insurance. n
Who Is Insured? Policies
differ on who is an “insured.” Not all policies will cover personal assistants, particularly if they are not “employees” of the broker who is the “named insured.” Related entities or teams may not be covered, even though they may have common ownership. Coverage for the entity may be crucial to agents who have continued on page 11 November/December 2012
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{q&a} Vapor Intrusion By Samuel Butcher, LSP and VP Loureiro Engineering Associates, Rockland
The Massachusetts Department of Environmental Protection (MassDEP) recently revised a policy and is currently revising regulations regarding how indoor air vapors associated with contamination are assessed and remediated. These policy and regulation changes could impact commercial and residential property owners and possibly affect a commercial or residential sale. Q. What is Vapor Intrusion?
A. Some forms of soil and groundwater contamination are “volatile” and will evaporate into the air space beneath a building and potentially be drawn into the building. This is common in the winter when hot air within the building leaks out and is replaced by air from beneath the building or outside. Air that is contaminated as a result of volatile contaminants and migrated into the building is called vapor intrusion.
Q. What are some common sources of contamination that could lead to vapor intrusion? A. Products such as dry cleaning solvents and degreasers
(which often contain chlorinated compounds) or fuels, such as gasoline, kerosene, and fuel oil, are the most common volatile chemicals. Contamination such as metals or pesticide do not lead to vapor intrusion because the contaminants are not volatile. Q. Why is MassDEP changing the policy and regulations? A. The MassDEP is changing the policy and regulations
because recent studies demonstrate a clearer insight of how vapors can migrate through soil or groundwater and into a building. Further, studies show that the risk to public health associated with inhaling these vapors once they have migrated to indoor air is greater than once believed. As a result, MassDEP determined that how we investigate and clean up these vapors had to change.
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contamination on a property or on nearby properties, then you probably do not need to do anything. But remember that contamination can migrate. A spill from across the street can find itself under an abutting building as a result of migration in groundwater or through buried utilities. If there is evidence, or if you suspect there might be contamination on a property, it is wise to consult with someone to determine whether vapor intrusion should be investigated. If you know there is contamination on your property, ask an expert whether the new policy and regulations mean that an evaluation of the potential for vapor intrusion is necessary.
Bay State REALTOR®
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continued from page 9
formed special business structures through which they operate. To avoid coverage issues, the particular entity, each licensee, and all other related entities or teams should each be named as an insured. n
What Is The Scope Of Coverage?
Unlike aspirin, E&O policies are not all alike! The typical policy provides that the carrier will “defend” (pay for a lawyer) and “indemnify” (pay a settlement or judgment) when a covered claim is made. The definition of what constitutes a “claim” may differ, but it generally involves a demand for money or services due to professional malpractice. Complaints to the Board of Registration for license law violations do not generally trigger coverage, since a loss of money or property is not claimed. A separate rider may be obtained for the defense of license law complaints. n
What Exclusions Exist? Most E&O
policies for brokers will only cover services relating to the sale or rental of property and will exclude claims for property management services. They frequently exclude: claims for nondisclosure of pollution or environmental contamination; claims relating to the sale of properties owned by a licensee; and exclude claims arising from fee disputes. Most E&O policies exclude coverage for bodily injuries claims, for operation of a motor vehicle and for disputes arising from employment of or association of licensees. It is against public policy to provide insurance coverage for acts of intentional wrongdoing, including punitive damages and discrimination. While the standard policy language may identify exclusion, it is possible to purchase a rider covering certain types of claims. Check with your insurance agent to be certain. Because bodily injury claims can be large, but are excluded from most E&O policies, it is generally wise to obtain a separate comprehensive
general liability (or businessowner’s) policy. Coverage for employment based claims may be obtained through an Employment Practices Liability policy or a Directors and Officers policy. Some carriers offer riders to provide coverage for environmental pollution on properties as well as for discrimination claims. Most attorneys also recommend obtaining optional coverage for discrimination or civil rights claims, even though only defense costs will be paid. It is considered against public policy to insure a person against intentional violations of the law. n When Does Coverage Apply? Most E&O policies provide coverage on a “claims made” basis, rather than based upon the date the wrong act or misstatement was made. In other words, the policy must be in effect on the date the “claim” is received by the insured, regardless when the sale occurred. Buying an E&O policy today will not necessarily protect you for all past transactions. Coverage for “prior acts” is generally excluded, unless the policy states otherwise. Some E&O carriers will provide coverage for “prior acts” if the broker has been continuously insured. Because of the risk of exclusion of prior acts, care should be taken when changing carriers to ensure that there is no lapse in coverage. Again, check with your insurance agent. It should also be noted that the statute of limitations for violation of Chapter 93A is four years. That period may be extended if it is shown by the claimant that the violation was not reasonably discoverable until a date within four years of filing suit. n
How Much Coverage Is Available?
The dollar amount is generally selected by the insured. E&O policies often have coverage limits of $250,000 to $1 million, but higher limits should be considered, depending upon the market value of properties being marketed. Maximum
coverage amounts may be identified for each claim, but an aggregate amount may be set for all claims made against the insured during a particular policy year. Some policies will also reduce the coverage limit available to pay a settlement or judgment by the amount spent to defend the claim. The insured will usually be required to pay a deductible that ranges from zero to $5000 per claim. n
Who Controls The Defense? Control
over the defense may be an important aspect of any policy. Often carriers presented with excluded claims will provide a defense, but will only do so after sending the insured a “reservation of rights letter.” This allows the carrier to deny coverage later if intentional misconduct is shown to be the basis for liability. Control of the defense is also crucial if the carrier wants to settle, but the licensee does not. In such a situation, the policy may contain a “hammer” clause, allowing the carrier to limit available coverage to the amount for which it could have settled the case, but for the licensee’s refusal. n
How To Choose Among Carriers?
When choosing a carrier, the premium and deductibles may differ. Some carriers offer discounts for use of standard disclosure forms. Some set premiums on an annual basis, while others base the premium on the number of transactions. Before selecting a policy, the financial soundness and claims handling reputation of the carrier should be considered. Ratings of companies may be obtained through services such as Best’s Directory. With a little homework, the right choice will be made. November/December 2012
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Whether a Realtor® is a newly minted sales professional or has been in the business for a decade, the components of success tend to be the same: build a strong network of contacts, provide excellent service, maintain a professional and cordial relationship with other Realtors®, and stay in touch with your clients and prospective clients.
By Michele Lerner
Don Coughlin, an associate broker with Re/Max Leading Edge in Winchester with 26 years of experience, says he believes his use of snail mail to reach at least 1500 people per year is a big part of his success, but he also relies on technology and social media to market his listings and to connect with other Realtors®. “When I mentor young agents, some of the kids laugh at me for using snail mail, but I tell them ‘I’m doing what you’re doing, so you should be doing what I’m doing to reach buyers and sellers’,” says Coughlin. “Remember there’s more than one way people find a Realtor®. Sometimes that changes by their demographic.” Coughlin calls himself a chameleon because he changes his mode of dress as well as his communication method depending on the age of his potential clients. “I’ll wear colored jeans and a jersey if I’m meeting someone under 40, but I’ll put on a suit and tie if I’m meeting someone over 60,” he says. Lynn Findlay, a Realtor®
with Coldwell Banker Residential Brokerage in Belmont who has been licensed for one year, says her success comes from connecting with people. “I’m constantly looking for unique or interesting things to share that can open a conversation with a prospective client,” says Findlay. “Once I have a client, I try to make the process as easy as possible. I have a soup-to-nuts approach so I can immediately provide my clients with moving boxes, referrals for an electrician, anything they could need.” Tracey Smith, a Realtor® and vice president with Coldwell Banker Residential Brokerage in Boston who has been licensed for more than 19 years, says staying in touch with clients is one of the most important steps to success for a Realtor®. “I try to reach out three or four times per year to every past, current and potential client,” says Smith. “I send handwritten notes to people on the anniversary of when they bought their home.” Ryan Cook, a Realtor® with Re/Max Real Estate Center in
Rookie Agent,
Success stories from both end
12
Bay State REALTOR®
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Foxboro with less than three years of experience, initially got his license in order to handle his real estate investments and then decided to become a full-time Realtor®. “I called successful Realtors® around the country to ask them for advice and they all told me that prospecting is the most important part of the business,” he says. “I spend at least three hours a day prospecting, starting with calling For Sale By Owners and expired listings and other contacts each morning.” Cook credits his organizational skills for helping his business grow quickly. He wrote down his goals, affirmations, and vision and then established a time blocking system to reach his goals. “I think every Realtor® needs an excellent client management tool and needs to learn how to use it to automate things,” he says. “Mine tells me who to call, who to email, and when to send a note to someone.” Christina Martinez, a Realtor® with Weichert Realtors® Briarwood Real Estate in South Easton with
11 years of experience, says consistency is extremely important. “A lot of Realtors® will mail things a couple of times and then stop, but I make sure I send quarterly mailings to every farm and marketing area,” Martinez says. “I pay for an extensive five to 10 year follow-up plan that keeps my face and interesting information in front of my clients every three months with things like new mailing labels or other items.” Additionally, Martinez embraced social media early in her career and uses it to attract tech-savvy clients. “I like to jump in on any new tech site because clients love it even if they don’t understand it,” says Martinez. Kate Devito, also a Realtor® with Weichert Realtors® Briarwood Real Estate in South Easton who has been licensed for one year, says the motto in her office is follow up. “We have a call night every Tuesday in the office when each Realtor® calls at least 10 people to touch base,” says Devito. “I also email, phone, or send a handwritten note to at
least 10 or 20 people every week.”
Connect with other Realtors® Smith says building a solid rapport with other Realtors® is as important as building a good relationship with clients. “I keep a trade database of about 200 Realtors® around the country, which is great for referrals,” says Coughlin. Devito says the team environment in her office has been extremely important to her initial success. “My broker and the other Realtors® in my office are always available for me as mentors,” she says. “The best thing I do is to go into the office every day. You get a front row seat to learn what other Realtors® are facing and how they handle problem solving.” Findlay says she found a mentor in
Seasoned Agent
both ends of the Realtor® spectrum
November/December 2012
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her office right away and has made herself available to more senior agents by volunteering for open houses, home inspections and other tasks. “The more you can learn about the process of real estate from experienced agents, the better it is,” she says. “It’s important to be part of the team in your office and establish a collegial environment.”
Networking Devito says when she earned her real estate license, she told everyone she comes into contact with, from her hairdresser to her mail person and from acquaintances to family members. She meets new clients by holding open houses for other agents in her office and has used both a business page and a personal page on Facebook to expand her sphere of influence. “Old-fashioned face-to-face meetings will be around forever,” says Coughlin. “I’ve built my business on word-of-mouth referrals and by staying active in my church, my community and my country club. I used to be ‘room mom’ when my kids were younger, which was always a great way to get some attention because it’s unusual to have a male room parent.” Collin Bray, a Realtor® with Century 21 Cityside in Boston with more than eight years of experience, who played basketball in college, plays the game in several leagues and makes contacts with the other players. “It’s important to be part of your community if you are a Realtor®,” says Bray. “I’m active in the Neighborhood
Association of Back Bay and get to know people that way as well as learning about neighborhood issues.” Smith says new Realtors® must be proactive and contact every single person they have had any contact with in their lives in order to begin building a network of potential clients. “Realtors® should volunteer for community service, because the more people you meet, the more business you’ll get,” she says. “You have to be pushy in a good way because business won’t just come to you. You need to reach out to people.”
Advice for Rookies Experienced agents like Martinez say that treating everyone the way you would like to be treated can go a long way to build a successful career. “I highly recommend that new agents spend a lot of time in the office and volunteer to help other Realtors® with anything, especially to sit at an open house for them,” says Smith. “I shadowed people when I first started in the business, did cold calling and sat in the office just to listen and absorb information from other Realtors®.” Establishing a database and reliable systems right from the start are also valuable steps for a new agent. Bray set up a schedule on his computer with reminders to followup with things like an email on the anniversary of each settlement and to check-up with a landlord nine months after a new tenant signed a lease to see if the home will be available again. “I credit a lot of my success with
Advice for Seasoned Agents Not all seasoned agents want to use technology or social media, but Bray suggests that all agents need to embrace the benefits of both. “All Realtors® need to use a contact management system to retain clients and to be on Facebook to solidify your presence as a professional in your field and to bring in new business,” says Bray. He also suggests that Realtors® connect with the excitement that new Realtors® share. “Experienced agents sometimes lose that passion and energy that rookie Realtors® have,” says Bray. “You need to try to sustain that momentum by being committed to your clients, to the Realtor® lifestyle and to having fun with it.” While Realtors® naturally compete with each other, they can also learn from each other and should treat each other with respect. “There’s an experienced agent in my office who wants to see everyone else be as successful as she is, and that should be how all Realtors® think,” says Findlay. “There’s an opportunity for everyone if you’re willing to work hard.”
“It’s important to be part of your community if
“I try to reach out three or four times per year
you are a Realtor ,” says Bray. “I’m active in
to every past, current, and potential client.
the Neighborhood Association of Back Bay and
I send handwritten notes to people on the
get to know people that way as well as learning
anniversary of when they bought their home.”
about neighborhood issues.”
Tracey Smith, Realtor® and VP, Coldwell
Collin Bray, Century 21 Cityside, Boston
Banker Residential Brokerage, Boston
®
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my emphasis on goal setting,” says Bray. “I set daily and monthly goals for things like how many calls I’ll make and how many face-to-face meetings I’ll have. But the follow-up is also extremely important, so every Realtor® should establish a database with contact information.”
Bay State REALTOR®
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2012Awards of At this year’s Professional Awards and Recognition Dinner held in
September during the MAR Conference & Tradeshow, several Realtors® were honored for their outstanding leadership abilities and volunteer efforts with the MAR Realtor of the Year Award (right), the Milton H. ®
Shaw Distinguished Service Award (p.18), the Good Neighbor Award (p.19) and the Educator of the Year Award (p.18).
E x c e ll e n c e The 2012 Realtor ® of the Year Is…
Kurt Thompson of Leominster Kurt Thompson, broker at RE/MAX Prestige Properties in Leominster, was selected as Massachusetts Realtor® of the Year for 2012.
The state’s Realtor® of the Year is selected annually from among the nominees of the 16 local associations and more than 18,000 Realtors® in Massachusetts. Judging for the award is based on service to the local community, business accomplishments, and service to the Realtor® organization on the local, state, and national levels. Kurt Thompson is the 2012 Immediate Past President, a Director and Chair of the Finance, Technology, and Young at Heart Committees of the North Central Massachusetts Association of Realtors®. He is also currently a member of the Executive, Government Affairs, Member Services, Public Relations, Professional Standards, and Education Committees. Thompson is also the Immediate Past President and Interim Treasurer of the Charitable Foundation of the North Central Massachusetts Association of Realtors®. He is the 2012 Central Region Vice President and a member of the Board of Directors of MAR. Thompson is also a member of the Executive, Government Affairs, Forms Content, and YPN Committees. At the national level, he has attended the NAR Leadership Conference and the Midyear legislative meetings. A Realtor® since 1997, Kurt has earned the Certified Buyer Representative (CBR), Certified Residential Specialist (CRS) designations and his Loss Mitigation Certification (LMC). November/December 2012
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2012Awards of Exc e l l e nc e Berkshire County Andrew G. Perenick, ABR RE/MAX Integrity, Realtors®, Inc., Dalton E President, Director E Finance, Personnel, Professional Standards Committees
Cape Cod & Islands David Callahan Jordan William Raveis Real Estate, Nantucket E Past President, Executive Committee, Strategic Planning Committees E Past President, Multiple Listing Service E MAR Region Vice President, Executive, Member Benefits Committees
Commercial Alliance Kevin Pepe Commercial Realty Advisors, Inc., Hyannis E President, Membership, Marketing Committees E CCIAOR Commercial RE Committee
Eastern Middlesex Marisa DiNucci, CRS, CBR, ABR, GRI, LMC, SRES Century 21 North Shore, Lynnfield E Vice President, Executive, Finance and Budget Committees E MAR Director, Mediation Committee
Greater Boston Deborah Heffernan, LMC Avenue 3 Real Estate, LLC, Cambridge E Immediate Past President, Executive, Communications Committees E MAR Vice Chair, Government Affairs, Nominating Committee Chair, Director, Professional Standards Committee E NAR Director, State & Local Issues Committee, RPAC Major Donor
Greater Fall River Matthew Bissonnette Riverside Realty Associates, Somerset E President E Former MAR Director E Past participant Government Affairs, Professional Standards, By Laws, Community Service Committees
Greater Newburyport Lela Wright Stone Ridge Properties, Newburyport E Immediate Past President E New Member Orientation, Grievance Committees E MAR Director, Forms Content Advisory Committee, Quality of Life Presidential Advisory Group 16
Bay State REALTOR®
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Local Association Realtors ® of the Year Greater New Bedford Lori Nery Coastal Realty, New Bedford E Immediate Past President, Executive, Finance, Government Affairs, Programs, Community Service, Good Neighbor Award Selection Committees E MAR Alternate Director
Northeast Thomas Courtney RE/MAX Prestige, Westford E Immediate Past President , Nominating Committee Chair E MAR Director E RPAC Directors Club
North Bristol County Michael Ballow, ABR Ballow and Hutchinson Realty Group, Taunton E Association Director E Realtor® Community Service Chair E RPAC contributor, former MAR Director
North Shore Kevin Wallace, CBR, LMC RE/MAX On the River, Newburyport E Immediate Past President, Director, Finance, Orientation Committees E Orientation instructor, Dues PAG E MAR Communication and Technology Focus VP, Director
Plymouth and South Shore Marybeth Muldowney TradeWinds Realty Group, LLC, Norwell E Past President, Grievance Committee Chair, Personnel Committee E MAR Director, Smart Growth, International Committees E Graduate of MAR Leadership Academy
Pioneer Valley Brian Sears, CPA, LMC Sears Real Estate, Springfield E President-Elect, Strategic Planning Chair, Finance, Grievance Committees E MAR Director, Finance, YPN Committees E NAR Federal Technology Policy Chair, Business Issues Public Policy Vice-Chair, RPAC Sterling R
Worcester Regional Leslie DelMonaco, LMC, TRC Century 21 Realty Team, Leominster E Director, By Law, Membership, Scholarship Committees E MAR Communications Committee E Graduate of MAR Leadership Academy November/December 2012
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2012Awards of Exc e l l e nc e Carol Bulman, Conway’s daughter and CEO of Jack Conway, Realtor®, accepts the award on her father’s behalf.
Norwell Broker Receives MHS Distinguished Service Award Jack Conway of Jack Conway, Realtor® in Norwell has been named recipient of the MAR Milton H. Shaw Distinguished Service Award for 2012. First presented in 1984 in honor of longtime MAR CEO, the Milton H. Shaw, the Distinguished Service Award is presented annually to one Realtor® member or staff executive who has demonstrated outstanding leadership abilities and volunteered countless hours of personal time to serve on state association committees and participate in MAR activities. Conway, who passed away this past summer at 88, was MAR president in 1970 and 1971. He was Massachusetts Realtor® of the year in 1970 and also National Association of Realtors® Region 1 Vice President in 1977. He played an integral role in all three levels of the Realtor® Association and in 2006 he was awarded Realtor® Emeritus.
Conway started in the real estate business in 1954 after a stint as a Boston newspaper reporter. In 1956 he started Jack Conway & Company in Hingham Square. At the time of his death, Conway’s company had grown to 40 offices with over 600 sales agents. It continues to be one of the largest independent real estate companies in Massachusetts. A Graduate of the Realtor® Institute (GRI) designation, Conway remained a writer from his reporting days and wrote several books about his travels and collected his essays about the real estate business in several volumes that are used by his agents and managers. Conway was also a philanthropist and active in his community and church.
Yarmouthport Realtor ® Named Educator of the Year Karen Jaworski, ABR, CBR, CRS, GRI, LMC, LTG, ERA of Cape Real Estate in Yarmouthport has been named the recipient of the 2012 MAR Real Estate Educator of the Year.
Karen Jaworski, Educator of the Year
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Established in 2003 and presented annually, the Real Estate Educator of the Year award recognizes Realtors® for their voluntary contributions and participation in activities that promote the professional development and career advancement of fellow real estate practitioners. Selection of the award recipient is made by the MAR Educator of the Year Award Committee. Karen Jaworski is a state-certified education instructor in Massachusetts who writes, designs and teaches real estate courses for the Cape Cod & Islands Association of Realtors®. She has taught new Realtor® orientation, Real Estate Steps of Success for new agents, National Association of Realtors® Code of Ethics, and is the Professional Standards Administrator for the Cape Cod & Islands Association of Realtors®.
She also teaches salesperson and broker prelicensing courses and many Massachusetts continuing education courses at the Mid-Cape Real Estate School. Very active at the local level, Jaworski has served as the Cape Cod & Islands Association of Realtors® President in 1995 and was their Realtor® of the Year in 1996. She has also served multiple times on Professional Standards, Education, Realtor® of The Year, Development and By Laws Committees. Jaworski is a long-time member of the MAR Professional Standards Committee and has been an Director of the Association in recent years.
Bay State REALTOR®
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Lawrence Realtor ® Receives MAR Good Neighbor Award
Larry Yameen accepts the award from MAR President Trisha McCarthy.
Realtor® Laurence Yameen was named 2012 Good Neighbor Award winner. Established in 2004 and presented annually, the MAR Good Neighbor Award recognizes Realtors® who have demonstrated an extraordinary commitment to community service through volunteerism and civic and charitable contributions that improve the lives of local residents and make their community a better place to live. Selection of the award recipient is made by the MAR Communications Committee and the winner receives a grant in the name of their designated charity.
Laurence Yameen L.J. Yameen Real Estate, Lawrence
For over 40 years Larry Yameen has been an active member and leader in the Lawrence Exchange Club, a national service organization for men and women who want to serve their community. The organization provides Thanksgiving and Christmas meals to over 600 children each year, they fund scholarships and support programs at the Boys and Girls Club of Greater Lawrence. He is also a founding member of the Michael B. Christensen Family Support Center, which aims to increase the ability of families to nurture their children and prevent child abuse and neglect. Larry’s fundraising efforts has helped to bring in over $75,000 for Lawrence Exchange Club.
Five Reasons you'll want to tell your clients about MassHousing The lowest downpayments available today (as little as 3%) A loan program with no PMI! A loan program with PMI that also offers job-loss protection that pays principle and interest for up to 6 months (only with MI premium) A great alternative to FHA Not just a low-income program. Moderate income borrowers are eligible.
A MassHousing loan will help get your clients to the closing table. Find a list of approved MassHousing lenders at
www.masshousing.com/banks.
November/December 2011
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member voices
R e a lt o r ® V i e w s
{president’s message} MAR LinkedIn Discussion Board
Better, Stronger t By trisha m ccarthy The Massachusetts Association of Realtors® is a well-oiled machine with years of experience and credibility behind us. If you didn’t know, the organization was formed in 1924 and for 88 years has been growing, progressing, changing all for the better of the industry and its members.
Among other things, an integral part of the growth of our Association is strategic planning.
20
Longevity of an organization in these times is nothing to slight. Countless businesses and organizations fail every day. The Massachusetts Association has thrived, because of careful reflection and adaptability to change. And, how do we reflect and adapt? Among other things, an integral part of the growth of our Association is strategic planning. This fall, after a few years of review and adjustment of the 2005 Strategic Plan, the Association conducted a full analysis and development of a new Strategic Plan for the future and benefit of the Association’s members. In order to conduct a member benefit-focused planning session, the Association contracted with a professional research firm to study the Association’s membership. This comprehensive member research became an integral part of the strategic planning process and will be used in countless other ways to enhance the value of membership for the Realtor® Association. You will hear more about the findings of the Massachusetts member research in the coming months.
With concrete insight into the wants and needs of the organization’s members, the Strategic Planning Committee, made up of volunteer Realtors®, staff, and a professional facilitator went to work. Strategic planning members examined changing technologies, business practices, and economic challenges to sculpt a guide which will improve member businesses and practices. The information garnered from the plan will be the basis for the Committees and Work Groups of the organization to develop new programs for members. It will be used to address the emerging opportunities in social, demographic, technological, and legislative areas and help us support public policies that advance private property rights and the industry as a whole. The Association has been in existence, a strong force within the real estate industry, for 88 years because we aren’t afraid to examine our programs, our structure, and our membership, and make changes to keep the Association better and stronger. For this, we should be proud to be a part of such an organization.
Has anyone paid for advertising space on Facebook? How effective it is as a marketing tool? “Some of our brokers have had some success and they have them pointed to an integrated website that enables them to track the leads etc.” Bill Pankonin “Facebook may be a great place for the right kind of advertising. I ran one test ad with a link but kept the cost down to a very minor amount. I had to pay for clicks and although I didn’t make any sales, I got folks to try the link.” Donna
Tidwell “We tried FB ads for one month and had the link point to our real estate website, not our FB page. We didn’t gain any new customers from it. I believe many people click the ad out of curiosity.” Kent Wolfe “Instead of ‘pay and pray’ be the little red hen that writes, posts images, videos, and promotes the local area events, the property listings with your sign in the front lawn. Own the space instead with your own stand alone work, not herded and lost in the crowd.”
Andrew Mooers
Become active on Realtor® LinkedIn and Facebook sites.
Bay State REALTOR®
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What All Realtors Should Know About VA Loans ®
By Chip Poli
As service men and women are returning from the front lines in droves, there are many that are looking for a home. Most, if not all of these folks are eligible for a VA loan and many are first time home buyers. As a Realtor®, having key information about VA mortgages at your disposal by working with a qualified VA mortgage lender will help you to find this very deserving group a place to call home. The Veterans Administration Mortgage Guarantee Program has proven to be a very valuable resource for Veterans. The program is administered by the Department of Veteran’s Affairs, and over the years, has insured thousands of home loans for the men and women who bravely served our country as well as the spouses of those killed in the line of duty. Originally conceived in 1944, the Veterans Administration Mortgage Guarantee Program was a way to defray some of the emotional and financial concerns of a man or woman returning from war. The biggest advantages to a VA loan is it can be financed one-hundred percent, and there is no money down required, which makes it a terrific option for first time home buyers. VA loans are also appealing as they do not require monthly mortgage insurance. VA Mortgages do require a funding fee which is automatically financed into your mortgage. This can save service men and woman hundreds of dollars monthly. The funding fee is waived for
MemberVoices_ND12.indd 21
Veterans with a service related disability. Another advantage is that the required credit score can be a bit lower than traditional loan programs; 620 or above is generally acceptable and the interest rates are often as low as a FHA loan. The next logical question is who is eligible for a VA Mortgage? The answer is Veterans, Active duty personnel, Reservists/National Guard members and some surviving spouses. There are two required certificates; the DD 214 Certificate of Release or Discharge and the COE Certificate of Eligibility. If you are still on active duty, there is no need for the DD 214 Certificate. It is important that Veteran’s go through a VA approved lender, like Poli Mortgage Group, rather than through a bank or credit union as specialized VA lenders can usually assist the buyer with procuring their certificate of eligibility; which also helps to reduce the time it takes to get approval for a loan. There are often Underwriters on staff that specialize in VA mortgages which helps to move the process along. At the end of the day finding Veteran’s a place to call home is easy as long as you have all the facts at your fingertips and a qualified lender on your side.
Contact us at 781-801-1400 and ask for one of our experienced loan officers today.
Cobb Street Design Group
www.polimortgage.com www.ratesintegrityservice.com 685 Canton Street, Norwood, MA 02062 NMLS # 1979; MA Mortgage Lender & Broker Lic. #MC1979 10/9/12 5:55 PM
MAR’s Charitable Foundation Awards Housing Grants
The MAR Charitable Foundation awarded $15,500 to 13 501(c3) organizations dedicated to helping their communities at the Professional Awards Reception held in September. The grant program was initiated to complement the volunteer support and financial assistance that local Realtor® associations across Massachusetts are already providing to shelters, soup kitchens, affordable housing agencies, and transitional housing programs in their communities. The non-profit organizations that received grants were: Battered Women’s Resources; Father Bills & Mainspring; Quincy Friendship Home, Inc.; Greater Gardner Community Development Corp.; Gardner Habitat for Humanity North Central Massachusetts; Fitchburg Harborlight Community Partners; Matthew 25, Inc.; Mission of Deeds; Montachusett Interfaith Hospitality Network; Montachusett Veteran Outreach Center; Place of Promise; South Shore Housing; Steppingstone Incorporated. Grants were also distributed in the spring to 15 organizations for a total of $30,000 donated to Massachusetts charities in 2012 by the MAR Charitable Foundation. Paul Yorkis (l), MAR Charitable Foundation Chairman, presents a grant to the Habitat for Humanity of Greater Lowell. Also pictured are: NEAR President Mary O’Donoghue (ctr) and Brenda Gould, Executive Director of Habitat for Humanity Greater Lowell (r).
MAR Directors Adopt Budget, Elect 2013 Officers
See more in “Calendar” on marealtor.com
november
At its annual meeting, September 13, the MAR Board of Directors approved a new budget and elected the 2013 officers. The 2013 MAR elected officers are: President Kimberly Allard-Moccia of Braintree; President-Elect Peter Ruffini of Plymouth; and Secretary/Treasurer Anne Blatz of Brewster.
2 C ape Caucus 14-15 G RI 101 – Skills 19 Northern Caucus Cape Cod & Islands for Success The Eagle-Tribune Assoc. 9 - 11 am Location TBD North Andover 8am - 5:30pm 8:30 - 11am 2 Southeast/ Southern Caucus Plymouth & S. Shore Assoc. 1 - 3 pm
22
President Kimberly Allard-Moccia
B oston Caucus MAR, Waltham 1 - 3 pm
President-Elect Peter Ruffini
Secretary/Treasurer Anne Blatz
20 W estern Caucus 28 Board of Directors Pioneer Valley Assoc. Meeting 9 - 11 am Nantasket Beach Resort, Hull 20 Central Caucus 2 - 5 pm Worcester Regional
28 2 013 Installation of Officers Nantasket Beach Resort, Hull 5 - 9pm
Assoc. 1:30 - 3:30 pm
Bay State REALTOR®
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Maureen Poole, ASPM®
towards a Verbal Home Staging Consultation Use the Code: MAR sent me!
617-791-5278
MAR Home
Installation of 2013 Officers
25% discount
www.astoundingsurroundingsstaging.com
Expires: 12/31/2012
s
EVENT
Wednesday, November 28 The Nantasket Beach Resort, Hull
Invited Kimberly Allard-Moccia
90% of my Stagings sell after the first Open House www.stagetosellbymary.com (617)407-3961
5:00 – 9:00 p.m.
Peter Ruffini
Congratulate Your 2013 Leadership Come join an evening of celebration at the Installation of 2013 Officers
Anne Blatz Robert Authier Trisha McCarthy
For more information or to register, visit marealtor.com or contact MAR Customer Service at 800-725-6272
Laurie Cadigan Kevin Sears
Let us make your life easy. Contact us for a consultation or for more information.
... and You
katedevito@comcast.net www.cobbstreetdesigngroup.com 774-265-0856
White Glove Service
statement of ownership PS Form 3526
Statement of Ownership, Management, and Circulation (All Periodicals Publications Except Requester Publications)
1. Publication Title BAYSTATE REALTOR
2. Publication Number 703610
4. Issue Frequency BIMONTHLY JAN/FEB; MAR/APR; MAY/JUN;
5. Number of Issues Published Annually 6. Annual Subscription Price 6 $ 40.00
ISSN 8915539
7. Complete Mailing Address of Known Office of Publication 60 HICKORY DRIVE WALTHAM, MIDDLESEX, MA 02451-1139
3. Filing Date 10/04/2012
Contact Person KAREN DUMOND Telephone (781) 890-3700 Ext. 522
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Editor (Name and complete mailing address) KAREN DUMOND MASSACHUSETTS ASSOCIATION OF REALTORS 60 HICKORY DRIVE WALTHAM, MA 02451-1139
(1) Free or Nominal Rate Outside County Copies included on PS Form 3541
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for all your Real Estate Transactions
i. Percent Paid ((15c / 15f) times 100)
20825
19500
19205
18889
0
0
0
0
0
0
19205
18889
0
0
0
0
1500
0
0
511
1500
511
20705
19400
110
100
20815
19500
92.76 %
97.37 %
16. Publication of Statement of Ownership X If the publication is a general publication, publication of this statement is required. Will be printed
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in the 11/01/2012 issue of this publication. 17. Signature and Title of Editor, Publisher, Business Manager, or
PS Form 3526, September 2007 (Page 1)
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PRIVACY NOTICE: See our privacy policy on www.usps.com
John Minigiello Area Sales Manager 617.548.1796 617.240.1978 cell 866.694.9896 fax
john.minigiello@gmacm.com NMLS #: 32241 10 Liberty Street Danvers, MA 01923
10/9/12 5:55 PM
{insider}
Rise to the Top With the Perfect Elevator Speech By Bob Corcoran, President of Corcoran Consulting (CorcoranCoaching.com) You could think of all real estate agents as being on an elevator in their careers. Some are stuck on the first floor (or even worse, in the basement) while some zip right to the top. What makes the difference? All top producers excel at communicating, especially at communicating what they do. They make it quick (it should last no longer than the average elevator ride), interesting and pertinent. They also know that being face-to-face with prospects is a prime opportunity to make meaningful connections that could lead to business in the future. Here are some tips you can start using today to polish your elevator speech and put you on the fast track to the top:
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1. R ealize what sets you apart. As far as most consumers are concerned, you’re a commodity. “You’ve seen one agent, you’ve seen them all.” The elevator speech is your chance to show them you’re not the run-of-themill agent. Figure out what you do that other agents don’t that makes a real difference in the way you handle your real estate business. Make sure your speech couldn’t be used by any other agent. 2. C onnect with your audience. I guarantee you’ll see eyes glaze over faster than a falling elevator if you start using jargon and talking about all your designations. The average person doesn’t know a GRI or a CRS from a hole in the ground. So, first, know who it is they’re looking for and then know the key problems they face that you can solve. Then weave the solutions and benefits into your speech in a way that would make them almost foolish to ignore if they were in the market to buy or sell. Don’t think of the speech as a sales pitch, but rather a quick way to illustrate your uniqueness and problem-solving skills. Share
what you do in a way that raises curiosity so you can create a referral, or even better, make an appointment. 3. K eep it fresh. How are you keeping up on the latest trends that make you better than the average agent? Are you offering the latest technology that can help sell homes faster? What continues to set you apart from your competition? People’s needs and expectations change, so be able to show you’re changing right along with them to offer the best services. 4. A lways be ready. As the saying goes, “Chance favors the prepared.” Are you prepared to share your speech at any time? Do you always carry your business cards? If you’re honest with yourself, you’ll remember a time (or even many times) when you were caught off guard and an opportunity slipped by that probably shouldn’t have. 5. P ractice. Then practice some more. Get in front of the mirror or a fellow agent and practice. Work to perfect your speech so that you’re always able to rise to the occasion … and to rise in your own elevator!
Bay State REALTOR®
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Dedicated to helping you Dedicated to helping you put buyers into homes put buyers into homes Your goal is to turn buyers into homeowners. Our goal is Your goal financing is to turn buyers into homeowners. Our goal to provide to make that happen. And, as the is to provide financing 1 to make that happen. And, as nation’s #1 residential mortgage lender, we provide a the nation’s residential we provide wide array of#1 products andmortgage programs.lender, So no matter what a wide array of products and programs. So no matter your client’s home buying goals, we can help you by what yourfinancing client’s home buying goals, we can providing options to meet nearly anyhelp you by providing financing options to meet nearly any homebuyer need. homebuyer need. · Purchase loans including FHA and VA programs · Purchase loans including FHA and VA programs · Mortgages for high-end purchases · Mortgages for high-end purchases · Investment property financing · Investment property financing · New construction and renovation loans · New construction and renovation loans No other lender is as dedicated to delivering quality No otherand lender is as dedicated delivering products services to you andtoyour clients quality as products and services to you and your clients as Wells Fargo Home Mortgage. Wells Fargo Home Mortgage. We’re ready to help you put buyers into homes. We’re ready helpFargo you put buyers into homes. Contact yourto Wells Home Mortgage Contact your Wells Fargo Home Mortgage consultants today. consultants today.
Massachusetts Offices: Massachusetts Offices: Andover, 978-470-2858 Andover, 978-470-2858 Arlington, 781-646-2495 Arlington, 781-646-2495 Attleboro, 508-226-0117 Attleboro, 508-226-0117 Beverly, 978-524-2540 Beverly, 978-524-2540 Bolton, 978-779-7979 Bolton, 978-779-7979 Boston, 617-236-1019 Boston, 617-236-1019 Boston, 617-897-3489 Boston, 617-897-3489 Private Mortgage Banking Private Mortgage Banking
Concord, 978-318-9501 Concord, 978-318-9501 Franklin, 508-528-0369 Franklin, 508-528-0369 New Bedford, 508-961-2220 New Bedford, 508-961-2220 Newton, 617-965-8100 Newton, 617-965-8100 Plainville, 508-695-0348 Plainville, 508-695-0348 Plymouth, 508-830-4500 Plymouth, 508-830-4500 Provincetown, 508-487-2221 Provincetown, 508-487-2221 Quincy, 617-774-1380 Quincy, 617-774-1380
Revere, 617-660-1780 Revere, 617-660-1780 Westborough, 508-616-1000 Westborough, 508-616-1000 West Springfield, 800-289-2721 West Springfield, 800-289-2721 West Roxbury, 617-363-4600 West Roxbury, 617-363-4600 Woburn, 781-376-2220 Woburn, 781-376-2220 Worcester, 508-363-2200 Worcester, 508-363-2200
This information is for real estate professionals only and is not intended for distribution to consumers or other third parties. This information is for real estate professionals only and is not intended for distribution to Information is accurate as of date printing and is subject to change without notice. consumers or other thirdofparties. Wells Fargo Home Mortgage is a as division Fargo Bank, N.A. to change without notice. Information is accurate of dateofofWells printing and is subject © 2012 Wells N.A. All rights 399801. 10/12-1/13 WellsFargo FargoBank, Home Mortgage is areserved. divisionNMLSR of Wells ID Fargo Bank,AS964741 N.A. © 2012 Wells Fargo Bank, N.A. All rights reserved. NMLSR ID 399801. AS952580 5/12-8/12
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