ABOVE Fall 2011

SAYING IT BOLDLY PAGE 30

THE

R E/M A X

MAGAZINE

Serving Up

Satisfaction R E / M A X A S S O C I AT E S H O N O R E D W I T H TWO PRESTIGIOUS AWARDS

L E A R N F R O M T H E B E S T : TOP 1 0 0 AG ENTS SHARE TH EIR INSIG HTS

Bank of America Home Loans is proud of its ongoing relationship with RE/MAX. Bank of America would like to congratulate RE/MAX on your recent industry award recognizing highest overall satisfaction for home buyers and sellers.

Your commitment to agent education, industry excellence and distressed property training is reflected by your recent achievement. Bank of America is pleased to partner with you in serving the needs of your clients and agents.

To learn more about working with Bank of America Home Loans, call 800.243.0717 or visit bankofamerica.com/alliances.

Bank of America, N.A., Member FDIC Equal Housing Lender Š 2011 Bank of America Corporation. Credit and collateral are subject to approval. Terms and conditions apply. This is not a commitment to lend. Programs, rates, terms and conditions are subject to change without notice. All trademarks are the property of Bank of America Corporation or their respective owners. Bank of America and other advertised companies are separate entities; each is independently responsible for its products, services and incentives. 08-2011 ARX5P416

FP

Today's key to connecting with your agents!

Web-based system allowing you & your agents to connect

anytime , from anywhere!

Lead Management & Distribution

eConcierge & Haves + Wants

Listing Management

Event Management/Online Calendar

Showing Tools & Feedback

Full Message Center

Drip Marketing

Lone Wolf Agent Reports

Online File Cabinet & Documents

CRM Tools

1.866.CRY.WOLF (279.9653) • sales@lwolf.com • www.thekeytoyouroffice.com

D A V E ’S

D E S K

Welcome to ABOVE, the start of something big.

T

HIS PREMIERE EDITION OF

plan to using the many tools that

ABOVE reflects a whole new

come with your RE/MAX affiliation.

way of communicating within

Having a flagship print vehicle for

the RE/MAX network. Each quarterly

this type of exchange is something

magazine will be a valuable resource,

we’ve been missing in recent years,

a connection point and an ongoing

and ABOVE will fill that void perfectly.

conversation within our organization.

That process will develop over time.

ABOVE will bring you stories and

But this is not your father’s magazine, not by a longshot.

ABOVE is also available digitally

insights from the world’s most-pro-

via computer, tablet or smartphone,

ductive real estate agents, along with

with a variety of enhanced content,

expert advice from leading voices

especially video, taking you deeper

outside our network.

into relevant topics. This aspect of

In this issue, you’ll meet super-

the project will be especially dynamic

stars like Ryan O’Neill (page 26), a

and constantly evolving. There are no

team leader from Minnesota whose

limits, and that’s exciting.

764 transaction sides ranked No. 1

Ultimately, ABOVE is about you.

nationally in a recent industry sur-

And you can help us create the

vey, and Kerri-lyn Holland (page 35) of

informational mix you want. When

Alberta, whose passion and attention

you have a moment, please send

to detail serves the interests of all

your comments, suggestions and

her clients – and provides a success-

story ideas for upcoming editions to

ful blueprint for others to follow.

above@remax.com.

You’ll also find dozens of practical

In the meantime, enjoy this first

tips, on everything from closing

edition and finish 2011 strong. Thanks

short sales to building a business

for all you do.

Dave Liniger RE/MAX Chairman and Co-Founder

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

3

features HOW CAN HOOTSUITE HELP YOU? PAGE 16

33

BEST ON BOTH SIDES J.D. Power and Associates bestows top honors to RE/MAX in both buyer and seller satisfaction

PAGE 26

PAGE 35

26 30 35

C O N T E N T S

VALUE DRIVEN Minnesota’s Ryan O’Neill has led his team to the very highest levels of real estate achievement. In addition to being a tireless professional, he’s a really good guy who puts the success of others ahead of his own. He also plays a mean piano.

SAYING IT BOLDLY A new logo leaves no doubt as to where RE/MAX stands in the competitive landscape. Measured by transaction sides, agent productivity and a host of other metrics, RE/MAX is the No. 1 brand in real estate.

A PERSONAL APPROACH Canadian star Kerri-lyn Holland’s dedication to her clients stands at the center of her business strategy. A smart team structure and savvy approach to marketing set her apart in a crowded Edmonton market.

GO DIGITAL

An e-version of ABOVE becomes available on RE/MAX Mainstreet shortly after the publication of each quarterly print edition. It’s a fun, interactive way to experience and share the magazine, with enhanced video content throughout. Between editions, keep up on all things RE/MAX via the RE/MAX Weekly, Facebook and Twitter.

4

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

IN EVERY ISSUE

3 DAVE’S DESK The start of something big 8 GLOBAL PRESENCE RE/MAX around the world 48 IN CLOSING Ask Margaret

ABOVE

FALL 2011, VOL. 1, NO. 1

L WIL T H O W UPPOR ?

S E YO U E C A U S 4 T H AG E 4 P

ABOVE, a quarterly publication (January, April, July, October) is the official magazine of RE/MAX, LLC,

BUILDING BLOCKS

the international real estate franchisor serving the

16 DIGITAL TOOLBOX

industry’s most productive Sales Associates.

18 TIME TO SHINE

RE/MAX World Headquarters 5075 S. Syracuse St. Denver, CO 80237-2712

10 iPad apps every agent needs Tom Ferry pumps you up for Q4

20 WHAT’S THE PLAN?

Just who is Barney Hasbin?

Mapping out a successful 2012

22 4X4

Four top agents, in four markets, answer four questions

23 THE RIGHT MOVE TO MAKE INSIDE STORY

10 SNAPSHOTS

R4 2012 - RE/MAX goes viral - Long Drive Championship - Google+

14 DESIGN CENTER

5 easy steps to a Craigslist ad

15 RE/MAX UNIVERSITY

Choose the right class for you

Why Prudential’s leading agent joined the RE/MAX network

24 T URNING LEADS INTO CLIENTS

How to make LeadStreet work for you

25 TECH TIPS

8 ways to build business with social media

PAGE 13

RE/MAX, LLC P.O. Box 3907 Englewood, CO 80155

remax.com®

RE/MAX, LLC CHAIRMAN & CO-FOUNDER Dave Liniger VICE-CHAIRMAN & CO-FOUNDER Gail Liniger CHIEF EXECUTIVE OFFICER Margaret Kelly PRESIDENT Vinnie Tracey EXECUTIVE VICE PRESIDENT, U.S. & INTERNATIONAL REGIONAL DEVELOPMENT William Soteroff EXECUTIVE VICE PRESIDENT, GLOBAL COMMUNICATIONS AND BR ANDING Mike Ryan

ABOVE DIRECTOR, CHIEF NEWS EDITOR George White CREATIVE SERVICES DIRECTOR Collin Meek EDITOR Amanda Okker EDITOR Deborah Ball Kearns AD COORDINATOR Whitney Sample AD SALES Sarah Blankman,

Kelly Tracey, Rich Foristal To reach ABOVE, call 303.770.5531 or email above@remax.com. To order additional copies, call the RE/MAX Order Desk at 303.796.3672 or visit www.remax.net.

FULL SPECTRUM

38 SHORT SALES

It’s getting easier to deliver real solutions to distressed homeowners

Copyright © 2011 RE/MAX, LLC. All rights reserved. The material herein may not be duplicated, copied or reproduced – in whole or in part – in any way without written permission. ABOVE magazine is provided to RE/MAX Affiliates as one of many benefits. The opinions of guest contributors and interviewed guests are their own and not necessarily those of RE/MAX, LLC, or its Affiliates, or any of its owners, officers, employees or agents.

40 TOUCHES OF CLASS

Luxury sales require a different level of care

42 COMMERCIAL VICTORIES

Three agents share insights on three very different markets

Legal Notice: RE/MAX, LLC, is not responsible for the content of advertisements and assumes no liability for any claims arising therefrom.

RE/MAX, LLC, is an Equal Opportunity Employer and supports the Fair Housing Act. Each RE/MAX® Office is independently owned and operated.

ABOVE & BEYOND

44 A TIME TO TAKE ACTION How can you help end breast cancer?

45 HEALTHY, HOPEFUL & HAPPY

Cindy Pelletier is dedicated to the cause

46 20 YEARS OF MIRACLES

RE/MAX is honored for its long-term support of kids

6160 S. Syracuse Way, Ste 300 Greenwood Village, CO 80111 T: 303.662.5200 F: 303.397.7619 www.custompublishingco.com MANAGING EDITOR Brendan Harrington ART DIRECTOR Lindsay Burke PROJECT MANAGER Susan Humphrey ACCOUNT EXECUTIVE Sandy Haworth ASSOCIATE DESIGNER Astrid Storey

6

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

We are honored to be selected by RE/MAX as an Approved Supplier of 1031 Exchange Services

For the last 90 years, informed and savvy commercial real estate investors have reduced their tax bill by taking advantage of 1031 exchanges. WTP Exchange is the nation’s trusted provider of all types of Qualified Intermediary services.

At WTP Exchange, we are dedicated to providing your clients with the highest level of 1031 exchange tax expertise. Our firm has received numerous accolades for its burgeoning success, much of which stems from our dedication to client service. Inc. magazine ranked WTP in the top 15 percent of its fifth annual 500/5000 list of America’s fastest growing companies. WTP was also recognized in Fortune magazine for its client retention and avoidance of bureaucracy.

FP

Call today for a free consultation Ron Hodgeman, Tax Attorney and 1031 Exchange Practice Leader ron.hodgeman@wtpexchange.com 1-888-733-1031

WTP EXCHANGE Quantitative Excellence

ARO

G L O B A L

CANADA As part of a partnership with the Western Hockey League, RE/MAX of Western Canada sponsors the RE/MAX Home Team Contest to give game tickets away to fans.

MEXICO THE RE/MAX NETWORK HAS EXPANDED INTO MORE THAN 80 COUNTRIES AROUND THE GLOBE.

RE/MAX of Mexico scores big with its advertisements at a variety of sporting and charity events.

ARGENTINA More than 3,000 people attend RE/MAX Argentina’s RE/MAX Kids Tour client-appreciation event.

The region, known for community outreach, is a 2011 RE/MAX Region of the Year.

Opening Up Your World

BY DEBOR AH BAL L K E ARNS

THE BRAND’S GLOBAL PRESENCE BUILDS CONSUMER CONFIDENCE AND CREATES OPPORTUNITIES FOR AGENTS

C

ONSUMERS IN AFRICA

more entrepreneurs see the

and Australia know the

value of aligning themselves

Despite global economic

ference between RE/MAX and other brands.

RE/MAX Balloon, as do South

with the world’s No. 1 real

uncertainties and challeng-

Americans and Europeans.

estate brand.

ing housing conditions in

network of nearly 90,000 sav-

With recent expansions

8

international business.

What does global presence

“Being part of a worldwide

many locations, RE/MAX has

vy businesspeople provides a

into Egypt and Barbados,

mean for Sales Associates

entered more than 20 coun-

huge competitive advantage

the RE/‌MAX network now

and Broker/Owners? It means

tries since 2008. All told, over

for individual agents and

has a presence in more than

widespread brand awareness,

36,000 RE/MAX agents live

offices,” says Larry Oberly,

80 countries worldwide – a

a worldwide referral network

and work outside the United

RE/MAX Vice President,

number that keeps growing as

and unlimited potential for

States. That marks a real dif-

International Development.

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

OUND THE WORLD EUROPE Over 700 RE/MAX Associates attend the 3rd annual RE/MAX European Convention, a sold-out event, in Vienna, Austria.

INDIA In regions throughout the country, entrepreneurs purchase over 45 franchises YTD, the highest national total outside North America.

AUSTRALIA Agents with RE/MAX Colonial in Annerley and RE/MAX Colonial Riverside in Yeronga (both in Queensland) are inducted into the City South News Gold Hall of Fame for business achievers.

SPAIN Javier Sierra, President of RE/MAX Spain, receives the 2011 ACEGI award for his work in improving real estate brokerage standards in the Canary Islands.

SOUTH AFRICA RE/MAX of Southern Africa hosts the National Long Drive Finals.

Winner Erik van der Walt smashes a 407-yard drive to earn the right to represent South Africa at the world finals.

“Whether they are sharing

attendees traveled to Las

invest in a faraway vacation

and tapping destination

insights or referrals, RE/MAX

Vegas from 57 different coun-

property, RE/MAX Associates

markets is a win-win for

agents benefit from their

tries. The meeting rooms and

can confidently refer them to

everyone,” Oberly says. “It’s

connection to colleagues

hallways were filled with an

an experienced, capable peer

a simple way to generate a

thousands of miles away.

array of languages, clothing

within the system, Oberly says.

steady stream of income.

It’s an amazing resource for

styles and cultures, and a

everyone in our system.”

Global Referral Exchange was

mutual desire to provide the

is that agents learn from

one of the convention’s most

best service possible and

each other and get a better

dynamic sessions.

keep the trust of referring

sense of how real estate

agents and their clients, so

works in different interna-

exchanging global referrals

tional markets.”

The annual RE/MAX R4 Convention offers the best way for agents to meet in person. At this year’s event,

When clients want to relocate to another country or

“RE/MAX agents share a

The hidden gem in all of this

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

9

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X X XS XN XAXPX SX HX OX TX S X

TOP 5 VIDEOS

BY VIEWERSHIP: “RE/MAX is Wack” (65,000+) “The Problem With RE/MAX” (37,000+) “Disappearing Agent” (21,000+)

VIRAL VIDEOS SURPASS A QUARTER-MILLION VIEWS

“Short Sale” (15,000+)

The “Why RE/MAX” viral videos recently topped the 250,000-view mark on YouTube. The 17 funny,

“Downline” (14,000+)

high-quality clips, available on the RE/MAX YouTube Brand Channel, have now been watched more than 257,000 times.

Proactive Short Sales Provide Distressed Property Solutions

LONG DRIVE FINALS

AN ESPN SMASH

IT’S THE TIME OF YEAR WHEN THE RE/MAX LTHOUGH THE SHORT sale process must be streamlined even further, it has improved in the past year, Dave Liniger wrote in the September edition of DS News, one of the default servicing industry’s premier publications.

In his Ground Forces column, Liniger said “a key is having three components in place: (1) a servicer with a true interest in short sales and an empowered staff that can handle the work flow, (2) prescreened homeowners who can’t be helped with a loan modification and carry mortgages with no or few encumbrances, and (3) a network of real estate agents with high levels of training, skill and experience. When these elements come together, aided by a spirit of cooperation and a

10

shared commitment to the goal – a closing – it changes the game.”

Improving short sales and providing foreclosureavoiding solutions to families who cannot afford their homes has been a RE/MAX priority for several years. Progress is being made, Liniger said, in part because major servicers are recognizing the benefit of working with skilled agents to help families relocate before it’s too late.

“Within the new framework, things are better,” Liniger wrote in DS News. “Not perfect by any stretch, but much better.”

Although not identified in the column, two of the nation’s largest lenders, Bank of America and CitiMortgage, have ongoing programs with RE/MAX

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

World Long Drive Championship takes center stage, with the finals in November followed by the annual ESPN telecasts – as well as airthat drive potential short sales to highly qualified, experienced RE/MAX agents.

All told, thousands of distressed properties in the programs have been paired with RE/MAX agents since the beginning of the year. Thousands more are processed each month. And additional initiatives are in the pipeline.

To be selected for these efforts, agents must have credentials such as the CDPE, the SFR or the Five Star certification, or a demonstrated expertise in short sales. RE/MAX agents lead the industry, by far, in distressed property education, and have three times more CDPEs than any competitor.

ings around the world – in December.

The 2011 edition of Long Drive is shaping up as one of the best ever, with over 13,000 competitors at 180 qualifying events in 16 countries attempting to slam their way to the finals in Mesquite, Nev. RE/MAX has sponsored Long Drive since 1995, and in addition to the U.S. national TV exposure – Christmas Eve on ESPN and Christmas Day on ESPN2 – coverage of the finals extends to Canada, Europe, Africa, the Middle East, the Caribbean and beyond. As a result, Long Drive puts RE/MAX into the minds of millions of consumers worldwide.

But Long Drive visibility isn’t limited to November-December, as a thriving scene surrounds the art of hitting golf balls farther than humans should be able to. For instance, 2011 champion Joe Miller of the United Kingdom, who blasted a 393-yard drive to win the title last year, has traveled the world to appear at exhibitions and charity events. Want to see some amazing stuff? Visit YouTube and search for Long Drive clips.

BARENAKED LADIES

{ by the numbers {

37,070,722

LISTING VIEWS ON REMAX.COM DURING AUGUST 2011.

22

New franchises, YTD through August, in Florida, the fastest-growing region of 2011. Worldwide sales totaled 414 in that time frame.

10

84

27 MONTHS SINCE

TOTAL REMAX.COM NUMBER OF REGISTERED A LANGUAGES SPOKEN LISTING-VIEW IN THE NETWORK, TOTAL THAT WHICH INCLUDES JUST ONE SPEAKER HIGH (MAY 2009), ILLUSTRATING OF MONGOLIAN. THAT TRAFFIC

Languages, other than English, spoken by at

(AND BUYER

least 1,000 active RE/MAX Associates. The

INTEREST) HAS

list ranges from Spanish (7,406) and French (4,340) to Afrikaans (1,123) and Hindi (1,105).

PICKED UP.

Check out their song “Five Nights a Week,” from the CBS show “Big Bang Theory” on the band’s YouTube channel.

R4 2012: A Party You Can’t Miss Reignite. Reconnect. Recognize. Rediscover. These themes will dominate the 2012 RE/MAX R4 Convention, March 5-8, 2012, at the Mandalay Bay Resort & Casino in Las Vegas. The annual gathering draws thousands of agents and brokers from around the world for four days of education, networking, philanthropy and fun.

The early-bird registration rate is $525 per person. A special RE/MAX hotel rate of $189 per night is available as well. Visit Mainstreet for more details, or email conventions@remax.com.

A BONUS R: Rockin’ Canada’s Barenaked Ladies will perform such hits as “One Week” and “It’s All Been Done” at the Party With a Purpose on March 8.

Find-Feed-Love Your 800 Pound Gorilla (and we are here if you need help)

AND

COACHING TRAINING

Find out more about us at:

www.p3coaching.com

P3 Coaching and Training 877-435-5232 All Rights Reserved.

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X X XS XN XAXPX SX HX OX TX S X

TECH NOTE

Google+ Will Be BIG YOU’VE PROBABLY HEARD THE

This keeps the popular Google Suite

COMMERCIAL SYMPOSIUM

buzz about the latest and greatest

close at hand. Many of the features

social network that just launched in

of Google+ have been designed to be

September: Google+. John Chinello,

more user friendly than other social

RE/MAX Senior Manager, Technology

media platforms.

Valuable Connections, Profitable Ideas

Chinello’s best advice if you’re

Training, wants you to know it’s living

already a Google+ user: Spend time de-

up to the hype so far.

Chinello is among the lucky ones

veloping your communication strategy

invited to use Google+ early on in the

and deploy it in stages as your Google+

testing phase, and he sees tremendous

network grows. Save your best ideas to

potential for agents to network and

use when the majority of your social

boost their social media exposure.

media contacts have made the switch.

Expedite the process by inviting your

Users will have a powerful bridge

the United States, Canada, Turkey, Costa Rica and

Brazil gathered at RE/MAX World Headquarters in late September for the 2011 RE/MAX Commercial World Symposium.

between their Google+ profile and

clients and sphere to join. And if you’re

Gmail, Picasa, Google Calendar, Goog-

not there yet, set up your Google+

le Docs and other Google accounts,

profile soon and gain access to all the

Commercial brokers, the

in a highly customized environment.

tools in the Google suite.

symposium is an ideal

RE/MAX HOUSING REPORT: PROMISING SIGNS IN AUGUST 2010

+20%

For RE/MAX

opportunity to meet peers and exchange referrals. Richard Juge of Louisiana, a former national

YEAR-OVER-YEAR CHANGE IN MONTHLY SALES

CCIM president, says this year’s event

2011

was the best yet. “We have the high-

+15%

est caliber commercial agents in the

+10%

business, and this is the best place to

+5%

meet them,” he says.

0

Highlights included an outing at

-5% -10%

the renowned Sanctuary golf course;

-15%

a fun and fast networking business-

-20%

card swap; and educational sessions

-25%

on using RE/MAX Commercial to be

A ugust home sales showed promising

signs in major U.S. cities as 18 percent more transactions were closed than in August 2010, according to the monthly RE/MAX National Housing Report.

The report, based on MLS data in 53 metro areas, found that August sales outpaced sales in June, which is traditionally the year’s highest sales month. August

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

AUG

JUL

JUN

MAY

APR

MAR

FEB

JAN

DEC

NOV

OCT

SEP

AUG

JUL

-35%

JUN

-30%

12

N

early 110 attendees from

profitable in commercial’s recovering, stable and distressed markets.

First-time attendee Patricia

sales also were 3.7 percent higher than in July. The report reveals that housing inventory levels dropped for the 14th consecutive month, while total inventory remains almost 19 percent below August 2010 levels.

Although the median price of homes sold in August dipped fractionally from July, the drop from last year’s higher price level continues to shrink.

Walden of Florida summed up the gathering perfectly: “There’s so much value in hearing what other people are doing, because it inspires you to tweak your business plan and change your approach. I’ve made connections here I couldn’t have made anywhere else.”

Feeling Battered?

SPEND A FEW HOURS WITH THIS BOOK REAL ESTATE

by mentoring a young, eager col-

has been tough

league named Eric. The experi-

in recent years,

ence rejuvenates the veteran and

and it’s easy to get

gets him back on track.

discouraged by

Alcorn, Broker/Owner of RE/MAX

the constant barrage of negative

Prestige offices in New Hampshire

news. Seeing what was happen-

and Massachusetts, says her book

ing in her market, Stacey Alcorn

is meant to inspire agents who feel

wrote a book as an antidote for

burned out and beat up in today’s

the real estate blues.

challenging climate.

“Tuned In: Eight Lessons to

“People who succeed are those

Sales Success a Great Salesman

who find the good in anything

Did Not Know He Knew,” is a

that’s happening,” Alcorn says. “If

fun, easy-to-read story about an

you help enough people get what

older agent, Barney Hasbin, who

they want in life, you end up get-

receives an unexpected recharge

ting what you want, too.”

BEST OF THE RE/MAX WEEKLY All RE/MAX Associates receive the RE/MAX Weekly email on Tuesdays, with Broker/Owners getting a management edition on Thursdays. News contained in the emails is also posted on RE/MAX Mainstreet.

5 POPULAR ARTICLES OF PAST 60 DAYS 10 Essential Steps to Close Short Sales 6 Tech Tips: Be the ‘Complete Package’ Virtual Roundtable: Generate New Leads Tackle Expired Listings in 8 Easy Steps 5 Tech Moves to Save Time, Money

“Tuned In” is available on Amazon.com and staceyalcorn.com for $9.99.

THOUSANDS OF CUSTOMERS TO REACH. THREE WAYS TO REACH THEM. In the mail.

Online.

On the phone.

PUSH CLICK TAP

TM

• Valpak flagship envelope

VISIT VALPAK.COM OR CALL 800-669-1778 TODAY. SEE RESULTS TOMORROW. Valpak® and Push, Click, Tap™ are trademarks of Valpak® Direct Marketing Systems, Inc., its subsidiaries and affiliates. Copyright ©2011 Valpak Direct Marketing Systems, Inc. All rights reserved.

• Custom solo mail • Valpak digital network • Email campaigns • SMS texting

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X DX EX SX IXGX NX XCXEX NX TX EX R X

How to Create a Web Ad for Craigslist IN THE RE/MAX DESIGN CENTER – where agents can access more than 2,300 customizable marketing templates – the most popular project in August was a Craigslist web ad. You’ll find this new and very popular template, along with several others, in the Craigslist Ads folder within the RE/MAX Library; you’ll also find detailed instructions on posting your ad to Craigslist. It’s a simple piece to create, and it provides a high-quality, branded look that most ads can’t match. And best of all: it’s free.

FOLLOW THESE FIVE EASY STEPS FOR CUSTOMIZATION:

That’s it!

STEP 1 Make sure your Design Center profile is updated with accurate contact information and your best agent photo.

5 3

STEP 2 Select your preferred web ad template from the “Craigslist Ads” folder in the RE/MAX Library.

Then name your project and click “Save.”

14

For step-by-step hosting instructions, refer to the guide to hosting also available in the “Craigslist Ads” folder.

4

STEP 3 If your auto-populated profile information is correct, click “Next.” If not, make the necessary changes and click “Next.”

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

STEP 4 Enter any disclaimer text and click “Next.”

Your web ad is ready for a final preview and hosting. Simply choose the host option in the Project Overview window to generate HTML coding to copy and paste into your Craigslist posting.

STEP 5 Upload the property photos using the Image Assistant and click “Next.” Add headlines and descriptions of the featured property in the spaces provided.

Spell check and click “Done.”

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY

R E / M A X

U N I V E R S I T Y

Everyone Has a Favorite.

Find Yours.

AGENTS EXPLAIN WHICH RU COURSES THEY RECOMMEND

E

ARNING PROFESSIONAL DESIGNATIONS – ONLINE OR ON DEMAND – IS ALWAYS A GOOD IDEA. BUT DECIDING WHERE TO invest your time and money can be difficult, given the wide range of accredited class choices (more than 25 different options!) available through RE/MAX University. The thoughts below might help you choose which course to take next.

I work with buyers, and

the ABR Buyer Agency and Marketing for Buyer’s Agents courses helped me understand what my responsibilities and obligations are – and what they are not. If you work with

“ L uxury is my niche, and I EARNED THE CLHMS TO HELP ME SHOW MY AFFLUENT CLIENTS THAT I’M COMMITTED. Education doesn’t stop with getting your license, and RE/‌MAX University offers a convenient and competitively priced opportunity to learn more.”

buyers or want to, you need this information. The RU format is great for busy agents, because I was able to pause and pick up where I left off later.

JOHN KENT (ABR, CLHMS, FSS&R) RE/MAX Unlimited Northwest Palatine, Ill.

“Earning the CDPE has helped reassure a lot of my clients

KATHY RUSH (ABR) RE/MAX Jefferson City

that I’m well-qualified

Jefferson City, Mo.

and know the ins and “I’m impressed with Tom Ferry’s energy in the Sales Power for RE/MAX course. I finished each section feeling pumped and ready for what’s ahead.

I found the 90-day plan helps me stay focused. And now I include market updates in my communications; I learned consumers wonder about that more than anything.”

LAURA McCULLOCH RE/MAX Rouge River Realty Toronto, Ontario

outs of the short sale process. The forms are probably my favorite resources; they are not state specific and they help me establish consistency in my packages for properties I handle in several states.”

LISA FARMER (CDPE, ePRO, FSS&R, SFR) RE/MAX On Track Germantown, Tenn.

DIGITAL MEDIA PLAYERS

TAKE IT WITH YOU: DOWNLOAD THE RE/MAX UNIVERSITY APP

MAKE CHOOSING VIDEOS A BREEZE

Access more than 1,000 RU videos on

RE/MAX Associates who watch RU programming on a

the go with the free RU app. Visit

Roku or PopBox digital media player can choose from

remax.onmediafly.com or your iPhone,

preprogrammed daily playlists of the best of RE/MAX

iPad, Android or BlackBerry mobile apps store, and put the future of your education in your hands.

In the new RU Catalog, you'll find details on more than 1,000 training opportunities.

University. Be sure to add the RE/MAX University channel to your Roku or PopBox lineup.

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X XT XE XC XH XNX OX LX OX G X Y X

EVERNOTE

10

Evernote was one of the first-ever iPhone apps and has continued to be extremely popular on the iPad. Taking your notes in Evernote – rather than the default Notepad app – syncs the notes wirelessly across your CPU, mobile device and tablet. Evernote also allows for categories and tags to organize your content. This will become your back-up brain.

iPad Apps Every Agent Needs CONGR ATUL ATIONS! YOU BOUGHT AN iPAD. NOW LOAD IT WITH THE BEST APPS FOR REAL ESTATE PROFESSIONALS.

BY CHRIS SMITH

PRODUCTIVITY APPS PHOTO/VIDEO APPS CONTENT APPS

PHOTOGENE Photos of homes are still the number one request from buyers shopping for real estate online. Photogene is an app that will make your listing pictures really stand out. Simple-touse filters and effects can take a picture from

16

HOOTSUITE

iMOVIE

There is no better way to keep up with your social

Video and real estate are a

ordinary to stellar.

media marketing efforts than HootSuite. It creates

match made in heaven. The

Photogene also makes

a dashboard with your feeds from Facebook, Twit-

challenging part of doing video well can be in

sharing your pictures

ter, LinkedIn, Foursquare and others. The ability

the editing process. The iMovie app makes this

socially very easy once

to engage with your social sphere regularly is a lot

a breeze. The screen space available on the iPad

you’ve enhanced them

easier with HootSuite.

is great for viewing and using the app’s intuitive

through a two-click

controls. Several pre-made themes also make for

process.

a polished final product.

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

360 PANORAMA

DROPBOX

The 360 Panorama app creates stunning 360-degree interactive images using the ’s camera. The

Having access to any file any time has become a

images can be shared socially and even embed-

lot easier with the advancements in cloud tech-

ded as content on your website. Consider adding

nology. DropBox has emerged as the leader in

a “360 Degree [insert your city name]” tab to your

this space. With the Dropbox app, not

website and posting shots of your market that

only can you access your documents

you take while you’re out and about.

without taking up any space on your iPad’s hard drive, you can also quickly and easily share any of your images, presentations, PDFs or videos via email while you’re on the go.

OPEN HOME PRO Getting an accurate email address and phone number from an open house visitor can be harder than you think. By having visitors register directly into the Open Home Pro app, rather than using the pen and paper option, your client conversion rate will go up dramatically. The app even sends follow-up emails when there is a price reduction.

REALTOR.COM There are many real estate apps that pull in MLS data, but the Realtor.com app is simply the best.

When an open house visitor comes through the door, you can use the app to show other listings in the neighborhood.

You can even have them draw on the map to create their own “neighborhood.” It’s sure to wow, and then you can transition into Open Home Pro.

GOODREADER ZITE

The GoodReader app will quickly become

Zite is a free app that becomes more

your PDF reader and

intelligent as you use it. Read an

editor of choice. Many

article on Zite, and your rating of it

real estate contracts

will determine content you see in the future.

are still in PDF format,

Over time, your magazine is personalized for you!

so the ability to open,

Zite integrates with Evernote for saving articles to

edit and sign directly

read later. Zite also makes it easy to share your

into the PDF using your

favorite reads on your social media sites.

finger really is priceless.

CR E AT E D BY:

CHRIS SMITH Chief Evangelist, Inman News Contributing Editor, InmanNext

next.inman.com @InmanNext

facebook.com/inmannext

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

17

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X X X XCXOX AX CX HX IX NX G X

Time to Shine

Q: H OW CAN YOU SET YOURSELF UP FOR A GREAT 2012?

A: START NOW!

I

BY TOM FERRY

LOVE THE FOURTH QUARTER. THIS IS, BY FAR, MY

Check. Holiday parties. Check. Now, count up the

favorite time of the year. The summer selling season has

number of days you have left to build your business.

passed and the real gamers in real estate begin to shine.

Think about what you can do in that time frame. This

This is the time of year when the best get better and

the weak plan out their holidays.

The fourth quarter is where the finishers step up, stand out, list and sell more, and close out the year. This is your time to shine.

As always, this journey begins with a choice. You have to decide which agent you want to be, starting the new year: The depressed agent: Desperate for a deal, upset with themselves for not working in Q4, worried about finances after overspending without any pending sales; slithers back into the office around Jan. 15 wondering, “Where do I start?” Or …

The agent who did the work in Q4 and is experiencing the benefits: They have a strong inventory of sellable homes listed, with several listings secured from December appointments set to go live in early January.

Their scheduled closings from sales in November and December have them feeling bullish about 2012.

Their lead pipeline of buyers and sellers is huge. They are in communication and have 10 pre-scheduled appointments

exercise is important. By scheduling time off, you can work in smaller bursts, knowing there are plenty of fun breaks along the way.

“This is 2. Create a B.S.G. the time of year when the best get better and the weak plan out 3. Tersus satus!

(Latin for a “clean start.”) their holidays.”

for January.

Their teams are feeling informed, involved, well trained and empowered to conquer the world. Actions in

That’s right: A Big Sexy Goal. Decide how many listings taken, listings sold and

buyer sales you want in Q4. Stretch your-

self. Remember, in Q4 your competition is winding down, so this is the time to step

it up. Once you’ve established your goals,

make them tangible and visual. Hang them in your office, laminate them and put them in your shower, give a copy to your man-

ager, your coach and, most importantly, to the people who love you the most. Create

incentives for completion and painful consequences for falling short.

Schedule a day to completely clean your

environment. In studying peak perform-

ance, we see that agents who have taken time to clean up, organize, throw away,

file away and reset their systems always create a breakthrough in production. So schedule a day for it.

Q4 have created a culture of success.

As a RE/MAX agent, you’re choosing option two, I’m sure.

So here are eight tips to help you finish the year strong:

4. Fish where the fish are.

In Q4, focus your marketing and lead generation activi-

1.

18

Mark out your path.

ties on the sources that have created the most transactions this year to date. Has it been your database? Open

The first step in your journey is to pull out your calendar

houses? Expireds? Your farm? Online campaigns? In Q4,

and schedule all the time off that you want in the fourth

it’s critical that you step it up on what works rather than

quarter. Thanksgiving. Check. Two weeks in December.

trying new campaigns or marketing strategies.

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

5. Anticipate the obvious question:

Why should I list during the holidays?

You know the objection is going to come up, so create a marketing campaign that answers it in a consumer-centric way.

We all know the world-famous “Top 10 Reasons to List During the Holidays” flier: No. 10 – Only serious buyers look at homes during the holidays; No. 9 – Your house looks more like a home, allowing prospective buyers to fall in love with it; and so on. The bottom line is: If you have a flier, a blog, or a video post about this, you’ll be poised and ready to handle the objection.

6. Take inspired action.

After coaching thousands of people, we

know there are three types of actions. (1) No action: Stuck in your head, which is

BOOST YOUR SALES POWER The RE/MAX exclusive “Tom Ferry’s Sales Power for RE/MAX” course helps agents diversify lead generation, increase skills, close more sales, and win over more buyers and sellers to establish a sustainable and predictable stream of business.

THE 16 TRAINING MODULES COVER THESE TOPICS & MORE: trategies to generate S more referrals online How to drive more qualified buyers to open houses astering the buyer M presentation reating a powerful C listing presentation dvanced social media A lead-generation systems W inning expired listings

results. Prospects are more attracted to you. You schedule more appointments and win more business.

7.

Accept no drama.

If you want a big Q4, I’m going to strongly encourage you to post a few signs in your office and home that state, “Drama-Free Zone.” Now, the drama-free zone begins with you. Find your solution. It might be a combination of meditation (or prayer), exercise (break a sweat!), diet (eating five or six small healthy meals a day) and sleep (yes, I recommend seven hours a night).

8. Consider a program.

When we are in a program, we do more, act more and produce more. Whether it’s an office sales competition or participating in a mastermind group, a coaching program, or a structured learning program like our new Sales

be. (2) In action: Making the calls, show-

istressed properties D marketing

ing a house, doing your thing, basically,

orking at level 10 W

simply do better when surrounded by

going through the motions. (3) Inspired

Increasing your business with a team

others who are going all out.

a pretty scary place for a salesperson to

action: Where you are radiating success, joy, expertise, professionalism and even some fun. When you operate in inspired action, you generate significantly better

Learn more at salespower.remaxuniversity.com

Power (exclusively) for RE/MAX, we

I promise you this: Take inspired action on these eight coaching tips and when I see you at RE/MAX R4 in March 2012, you’ll be grinning from ear to ear.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

19

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X X X XSXTX RX AX TX EX G X Y X

What’s the

Plan?

TOP 100 PRODUCERS AGREE THAT HAVING A SOLID BUSINESS PLAN IS ESSENTIAL. HERE’S HOW THEY MAP OUT THEIR YEAR.

BY AMANDA OK K ER

UST AS IT’S HARD TO GET FROM POINT A TO POINT B without a route in mind, reaching your full potential in real estate becomes infinitely more difficult – or impos-

PETER HOGETERP

sible – without a strong, strategic business plan in place.

As 2012 approaches, it’s important to map out a direction

# 6 Canada Individuals

for the year. Where do you want to go? How do you expect

# 8 Individuals Worldwide

to get there? What sort of detours will you allow yourself

RE/MAX Escarpment Realty

on the way?

Stoney Creek, Ontario

Here are some business-plan ideas from seven members of

LIFETIME ACHIEVEMENT AWARD

the 2010 RE/MAX Top 100. Take their advice on goals, budgets and activities, determine what elements would work in your situation, and craft your own personal pathway to the top.

JESSICA CHAN # 33 Canada Individuals # 56 Individuals Worldwide

ASI ELGRESSY

RE/MAX Real Estate (Mountain View)

# 1 Commercial Individuals Worldwide

Calgary, Alberta

# 7 Individuals Worldwide

LIFETIME ACHIEVEMENT AWARD I set a new production goal at the beginning of each year. I look back at my goal for the previous year, and I determine a new amount that I think I can achieve without increasing my work hours. Although I base my goal on production, the most important thing to me is balance and time off. I have a new team, and I’m looking forward to developing our systems to free up my time even more. Good time management is a must for achieving our goals.

20

I’ve developed a sixth sense about how my production is looking throughout the year. If you’re systematic about your business, over time you see when something is not working out before you have to evaluate it on paper. It’s a good place to be; I can calibrate my strategies as needed and focus on service and diligence. I approach my plan a little conservatively, and I don’t get greedy. I give to receive, which I believe has helped me reach a magnitude of sales that made it possible for me to donate $100,000 to build a local arena.

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

RE/MAX City Haifa, Israel LIFETIME ACHIEVEMENT AWARD Every year, I sit down with my agents and team members to go over their business plans, and when their transaction and sales volume goals are set I can build my own. With a volume estimate, I can take out expenses for advertising and other programs, and decide what new tools I can bring in for agents. Travel to international RE/MAX events always fits in my budget.

MARTI HAMPTON # 7 U.S. Team Leaders # 18 Teams Worldwide

RE/MAX One Realty Raleigh, N.C.

MIKE PATRICK

CIRCLE OF LEGENDS

# 18 U.S. Individuals # 58 Teams Worldwide

Always review the current year’s plan prior to the new year, and make any necessary tweaks; then pick something new you’re going to try. Top producers are risk-takers, and no great return has come without some element of risk. You have to calculate for yourself how far that will go. And invest in advertising, because advertising doesn’t cost – it pays. Be prepared to track the return on your advertising investments, because you’ll find there are smarter ways than others to spend those valuable dollars.

RE/MAX United Real Estate Upper Marlboro, Md. LIFETIME ACHIEVEMENT AWARD Your business plan should be a roadmap only, because things always get kicked around. When the resale market slowed a few years ago, I shifted my focus to REO. That market is changing dramatically now with the halts on foreclosures. It’s forced me to reinvigorate my resale business, which is working out because I understand it’s important to follow the trends.

The key, however, is to never abandon segments of your business that once made you money, because you never know when you’ll need to tap into them again. Your business plan should account for multiple pillars of your business and the ways you’ll prioritize them in the coming year.

JOEY SCHLAGER # 24 U.S. Individuals # 68 Individuals Worldwide

RE/MAX Commonwealth Richmond, Va. HALL OF FAME

TOM DONOVAN # 24 Canada Team Leaders

I focus on marketing and plan to spend no more than 10 percent of my gross. If my marketing plan isn’t effective, it’s not how much I’m spending but where I’m spending it. I want to make the lowest investment for the greatest return, and that means tracking the returns on various tools, such as Google AdWords.

I’ve decided to allocate more for Internet marketing because I’m following the changing paradigm. If you’re completely comfortable with your strategies and have decided you won’t do more, there could be tough times ahead.

# 54 Teams Worldwide

RE/MAX Acces Sainte-Foy, Quebec LIFETIME ACHIEVEMENT AWARD My team evaluates the business plan on a continual basis. We have weekly meetings and feed off of each others’ reports to set us all in the right direction. I hired the right assistant, too, which creates a unique synergy and efficiency. Every year, I travel to the United States for the RE/MAX R4 Convention and other industry events, where I can monitor international trends and see what’s coming. I follow what customers are looking for and expect, and every year I raise the bar of my service.

I figure out what I need to do to stay relevant, because no one is obliged to work with us. They do it because we provide great personal service.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

21

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X PX OX IXNXT X XO XF X VX IX EX W X

4x4 FOUR QUESTIONS FOR FOUR TOP AGENTS

A L L - S T A R

FROM LEFT: Martine Deschesnes, Trois-Riveres, Quebec (Lifetime Achievement Award); Justin Harrell, Franklin, N.C. (Platinum Club); Paul Kiger, New Albany, Ind. (100 Percent Club); Jean VanOosterwyk, Clinton Township, Mich. (100 Percent Club).

What’s the best way to become more successful?

Ask RE/MAX top producers about their business strategies. Then take action, adjusting their ideas to fit your situation. Try it; it works.

Q

WHAT’S YOUR MOST MEMORABLE SALE? MARTINE: All of them are memorable in their own way.

Q

WHAT KEY CUSTOMERSERVICE ESSENTIAL SHOULD ALL AGENTS PRACTICE? MARTINE: Availability is crucial. Make yourself available at any time. In the competitive markets we are working, customers are not always patient. If you are unreachable, they will look for another agent.

JUSTIN: Call clients back immediately. It doesn’t matter if it’s 8 p.m. or 8 a.m., or whether clients have a dime or $1 million: Treat all of them like they are your first priority.

PAUL: Be your clients’ Google. Do all the legwork for them, like searching for vendors, services and other resources. I have a sphere of home inspectors, insurance agents, contractors and other trusted professionals that I can pass along to clients.

JEAN: Talk to clients the way they talk to you. If they call you, call them back. If they text, text them back.

The same goes for email.

Communicate in your clients’ comfort zones, not yours.

22

Q

WHAT’S THE BEST WAY TO GENERATE NEW LEADS? MARTINE: Frequency and consistency in advertising. We want “Martine Deschesnes” to be the first name that comes to mind when local residents think about real estate.

JUSTIN: Determine where your leads are coming from, so you can use your advertising dollars strategically.

Also, build strong networks in your market, which creates omnipotent word-ofmouth advertising.

PAUL: Strengthen your sphere by constantly building and evaluating it.

JEAN: Listings have always been the best way to obtain leads. I do tours on all my listings, send postcards to neighbors, and put QR codes on my yard signs. Neighbors tend to save the postcards if they’re thinking of moving in the next year or so.

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

P A N E L

JUSTIN: I had a past client pay for a newspaper ad and write about my performance.

He had tried working with a bunch of Realtors with no results. He was ready to let the house go into foreclosure, but I was able to help him out and avoid it. It was gratifying to be recognized and appreciated.

Q

WHY DID YOU CHOOSE RE/MAX? MARTINE: Brand recognition, for sure. When consumers think about real estate in Quebec, they think about the red-over-whiteover-blue RE/MAX Balloon.

JUSTIN: The networking and referrals are huge. So far this year, I’ve received about seven referrals from other RE/MAX agents. Our agents are the most educated and best prepared.

PAUL: A past client of mine

PAUL: RE/MAX provides

(a LeadStreet lead) wanted to buy a house for her son. He had no idea. We closed on it and I brought the son to the property under the premise that he was scouting it for his mom. When I told him the place was his, he was very happy.

a corporate structure and the essential tools to own your own business. Even though I’m not a managing broker or a principal, I have my own team and I can run it how I see fit. There’s no reason why you can’t look at your real estate business as truly being your own.

JEAN: My first short sale was a few years ago. I remember seeing the look of sheer relief on my sellers’ faces at the closing table.

They thanked me for lifting a weight off their shoulders.

Also, I recently helped a 75-year-old woman buy her first home. It was fun to be a part of her new experience.

JEAN: I love having the professional support of an international company.

It scares me to see other agents cut expenses, especially marketing, and pay as they go. RE/MAX keeps expanding in advertising, education and businessgenerating tools like LeadStreet.

THE RIGHT MOVE TO MAKE WHY PRUDENTIAL’S NO. 1 AGENT JOINED RE/MAX

S

TELLA PRICE BEGAN HER REAL ESTATE

impression on Price – a woman

career at Prudential in Burnaby, British

not easily impressed.

Price liked that the RE/MAX Sabre office was always

Columbia, after a successful career building houses. Within a year, she was one of

open, staffed by knowledgeable people, and able to quickly

the top agents in her office and soon became Prudential’s top

provide her with any answer she needed. She also felt

producer in North America (for 2008 and 2009). Price goes

RE/MAX afforded her many more opportunities, including

after it 24 hours a day, seven days a week, selling hundreds of

the chance to work with more developers and the ability

mid-to-high-end homes and condos each year. Everything is an

to sell to a wider range of customers. That was important,

opportunity to her: When she had her appendix removed, she

because Price’s team speaks several languages, including

sold a house to the nurse taking care of her at the hospital.

Cantonese, Mandarin, Korean and Indonesian, and works

As a top agent, Price was very much in demand and was

with many Asian customers looking for real estate in the

constantly being wooed by the competition, including RE/MAX.

Greater Vancouver area.

Finally, in October 2010, after carefully vetting RE/MAX,

She knew RE/MAX had the No. 1 market share in Canada and people were constantly asking her why she wasn’t with the

Price joined the network. And she couldn’t be happier. “If

leading company.

you’re going to make a move, you should go with the best –

Enter Scott McDonald, the Broker/Manager of RE/MAX Sabre Realty in Port Coquitlam, who immediately made a positive

and RE/MAX is the best,” she says. “Everyone knows the RE/MAX brand, so top producers really ought to be here.”

The All New Custom Branded Lockbox for Get Yours Today!

1-7 ..................... $18.99 8-31 ................... $17.99 32+.................... $16.99

Ann Conti, National Account Manager 800-607-0541 ext 5013 www.mfssupply.com/remax

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X XDXEXVXEX LX OX PX M X XE XN XT

REGAINED CONFIDENCE Cooley says she owes much more than closed transactions to LeadStreet. Before joining RE/MAX in 2009, she was primarily a broker with her previous company and was out of the selling arena for a number of years.

“LeadStreet helped me get back on my feet, rebuild my sphere and regain confidence I thought I had lost,” Cooley says.

“I make friends when I sell a home,” she says, reflecting on how touched she was to receive a dozen It’s closing day for Venita Cooley (center) and her clients Victor and Wanda Johnson, who she met through remax.com.

Turning Leads Into Clients MILLIONS OF POTENTIAL BUYERS AND SELLERS VISIT REMAX.COM EACH MONTH, AND LEADSTREET CONNECTS THEM TO AGENTS WHO CAN HELP

BY AMANDA OK K ER

V

ENITA COOLEY JUST CLOSED HER 12th LeadStreet transaction in

two years.

She first contacted the buyers, Victor and Wanda Johnson, after receiving the lead through her LeadStreet

QUICK AND DILIGENT Cooley made quite an impression

after their September closing. “Buying a home is the largest purchase most people will ever make; I take it quite seriously, no matter where the lead comes from.”

3

QUICK

LEADSTREET TIPS

on Gregory Garcia, who hadn’t bought

1. USE DRIP EMAIL, WITH ONE CAVEAT

a home in 37 years before he began

One of Cooley’s favorite features of LeadStreet is drip email. She can schedule mailings to her contacts and establish regular touch points.

“But be sure to blind copy yourself on anything you send out, because you don’t want someone to call you about an email they just received and not know which one they’re referring to because you set up the mailing a month ago.”

searching for properties on remax.com.

“Venita contacted me within a

account. She set them up with a lender

half-hour, and we started communi-

right away, and after four months ex-

cating regularly,” says Garcia, who was

changing emails and phone calls, she

unsatisfied with another agent he’d been referred to. Garcia felt

finally met them face-to-face.

obligated to give the referred

“The delay is not uncommon with buyers and sellers

agent a chance, but while

2. DON’T THROW AWAY RENTAL LEADS

I meet through remax.com,”

that agent was invisible,

Cooley says. “Although most

Cooley was attentive.

Some agents are too picky, claiming rental leads don’t pay, Cooley says. “I’ve helped people find a rental, and then they come back and buy from me later. A rental lead can turn into a sale; if not with those tenants, then maybe with somebody they know.”

people start their property search online, they’re not necessarily ready to pull the trigger. It’s my job to make that instant contact, let them know I’m here to help and be

More than 10 million remax.com leads have been delivered to RE/MAX Associates through LeadStreet.

ready when they are.”

The Broker Associate with RE/MAX Warner Robins in Warner

24

roses and a card from the Johnsons

Over the next month, although they never met, Cooley answered Garcia’s questions and sent him property reports she gener-

3. NEVER STOP FOLLOWING UP

ated in LeadStreet. Garcia was

Cooley received a LeadStreet lead more than a year ago that she doubted would go anywhere; she kept sending drip messages to the individual anyway. Recently, he called. His wife had become ill and passed away since the lead, and now Cooley is helping the man sell his home. “You never know what someone’s circumstances are,” Cooley says. “The best thing I did was keep in touch.”

impressed by her service and decided to make a change.

“I finally told her ‘You’re my agent

Robins, Ga., says there’s nothing

now,’ and 10 minutes later she emailed

more critical to closing LeadStreet

me information about 10 properties we

leads than instant follow-up, be-

might like to see,” says Garcia, who closed

cause she knows she has one chance

on his 3.8-acre country home in August.

to make a first impression.

“She was the right one for me all along.”

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

8

WAYS TO

MAKE SOCIAL MEDIA A BUSINESS BUILDER If you approach social media correctly, you will meet new clients and earn referrals, says Kimberly Cameron.

A technology coach at RE/MAX Properties West in Wildwood, Mo., and for her local real estate board, Cameron guides agents in effective uses of social media; plus she successfully connects with her own sphere there, too.

The Platinum Club member offers these eight tips for making social media the best platform for staying in touch:

1

Start looking for people in your sphere on Twitter, Facebook, Google+ and other top networks to determine where you need to be.

2

Continue to build a social media database by reconnecting with people you otherwise wouldn’t connect with.

3

Organize contacts into groups (such as “high school” or “church”) on Facebook to streamline interaction and make it easier to manage.

4

Make sure you have an effective smartphone so that you can monitor your social networks on the go.

5

Be relatable by sharing your passion for family, pets, hobbies and anything else that’s important to you so your online friends and followers learn who you are – not just what you do.

6

Maintain a professional demeanor by sharing only the photos and details that portray you in the best light.

7

Provide real estate insight and information if asked, without requesting anything in return, because it’s about service and not sales.

8

Share good news about your business (such as open houses and successful sales) in ways that simply remind people you’re a real estate agent who can help. Let them see that you love what you do for a living.

Payroll can be distracting; let us take care of it.

Eliminate the time-consuming chore of payroll and benefits administration with expert, confidential services from Paychex. Our cost-effective payroll and HR outsourcing solutions allow you to focus on what you’re an expert at—your business.

CALL 800-729-2439 FOR MORE INFORMATION. MENTION CODE 5388

RE/MAX Affiliates receive 15% off Paychex Payroll Processing Services and HR setup fees.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

25

FORTUNATELY FOR RYAN

VALUE

DRIVEN

Ryan O’Neill’s tireless work ethic is based on a genuine desire to help others succeed and have fun doing it

BY JAY GABL ER AND GEORGE WHITE PHOTOGR APH Y BY SAR A JORDE

26

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

O’Neill, the drive, passion and creativity it takes to succeed as a working musician translates well to the world of real estate. As half of a pianoplaying duo with his brother, Tim, he has sold more than 2 million CDs in the past 15 years. And as the leader of a growing, 50-member sales team in Minnesota, he ranked No. 1 nationally in “The Thousand” survey released in September by REAL Trends and the Wall Street Journal.

It takes a certain kind of person to build, organize and manage a team that closed 764 transaction sides for $139 million in sales volume last year. It takes a certain kind of energy, a certain kind of extra gear.

“I go nonstop, and that’s exactly how I like it,” says O’Neill, 36, a Broker Associate with RE/MAX Advantage Plus in Lakeville, Minn., on the southern end of the Minneapolis-St. Paul metro area. “But I don’t force that style on anyone else. Our team has a fun, fair environment where agents have incentive to do their very best. They’re making money and leading balanced lives.”

ALL IN, ALL THE TIME Giving his all to whatever he’s doing comes naturally to O’Neill, one of those rare individuals able to create a name for himself in two completely different arenas.

From 1997 to 2002, O’Neill worked tirelessly to perfect and promote his piano duo, the O’Neill Brothers (see page 28). When he shifted to real estate full time, joining the regional chain Edina Realty, he applied the same approach to building his new career.

“Being young, and looking young, was a challenge at first,” O’Neill recalls. “I realized quickly that this was a tough business, but I had no plans to quit.”

O’Neill had purchased a few investment properties, so he decided to target that part of the market.

“As an investor, I had encountered a few pushy, high-pressure agents, and that’s just not how I operate,” he says. “I saw a need and I understood the process, so I went after that business and tried to provide something better. I placed a couple of little ads in the Minneapolis newspaper, built a website and would meet with anyone and everyone who was interested in investment property. It was a real grassroots approach.”

In the red-hot market of the mid-2000s, MinneapolisSt. Paul was thriving and home sales were soaring.

“Investing in properties was cool,” O’Neill says, and there was no shortage of clients.

Moreover, he discovered that if he took great care of his

A WINNING CONCEPT O’Neill and Malmberg talked about O’Neill’s plans for the future.

“We set up some models and dissected what it would

investor clients, he could create an endless stream of repeats

take to do what he wanted to accomplish,” Malmberg re-

and referrals. So he helped them find properties. He helped

calls. “Ryan is a visionary: He had the ability to see how

them find tenants. He helped them find contractors. And he

the industry would be using technology.”

soon found himself too busy to handle the workload.

THE BEGINNINGS OF A TEAM

Notably, O’Neill had recognized the growing importance of online search engines in generating business for real estate agents. By strategically marketing his

In some respects, O’Neill’s early experience with in-

Minnesota Real Estate Team, he hoped

vestors laid the groundwork for everything that followed,

to reach the first page of Google results

because he realized that others – with the right direction,

whenever a buyer or seller sought prop-

STEADY CLIMBING

coaching and support – could fill in for him quite well.

erty information in his state.

Ryan O’Neill’s Min-

“I built terrific relationships with the investors I worked

“At its core, real estate is a lead busi-

nesota Real Estate

with, but they didn’t really care whether or not they

ness; you need to have ways to make

were dealing directly with me,” O’Neill says. “What they

the phone ring,” O’Neill says. “We did all

expected was a certain level of service, and as long as that

sorts of things to promote the team and

quickly up the

was being provided by people I trusted, they were happy.”

connect us to people who could benefit

rankings of the top

from our services. And the phone rang.”

RE/MAX teams.

O’Neill brought a few friends on board as team members. And his operation flourished.

Bringing on solid team members was

At about that same time, he began to look at his bro-

another key. From the start, O’Neill kept

kerage options. He had several conversations with Eric

the focus off himself. Kevin Curtis, a 100

Malmberg, Broker/Owner of RE/MAX Advantage Plus, and

Percent Club member who joined the

he liked what he heard.

team in 2005, says O’Neill’s approach

“I’m a numbers guy, and the numbers at RE/MAX worked for me. Also, RE/MAX attracts the sort of business-minded agents I wanted to associate with,” O’Neill says. “I knew

has always combined strong leadership

Team has moved

YEAR

U.S. WORLDWIDE

2007

42

86

2008

14

24

2009

3

8

2010

2

6

with valuable independence.

“People ask me, ‘Why would you want to be on a

I could fashion a team that combined the best aspects of

team?’” Curtis says. “What they need to understand is

RE/‌MAX affiliation with the unique things I was bringing to

that this isn’t set up as the Ryan O’Neill show. I’m able

the table. It seemed like a natural step forward in my career.”

to promote Kevin Curtis, member of the Minnesota Real

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

27

creative S A L E S M A N S H I P duo – and a recording company.

They began producing CDs. Through several innovative

“On any given day, I might fly

The brothers eventually ap-

peared on QVC for a Christmasin-July promotion and sold

RYAN O’NEILL GREW UP IN

marketing ideas – including

somewhere, say D.C., and go

more than 30,000 three-packs

the small town of New Prague,

one that resulted in their music

from store to store, playing and

of holiday music “in about eight

Minn., as the youngest of five

being stocked in JCPenney

checking on the displays,” Ryan

minutes,” Ryan recalls. They even

children. His mother, a musically

stores nationwide – the O’Neill

recalls. “We’d also do arts-

hit the Billboard album charts.

talented grade school teacher,

Brothers grew in popularity.

and-crafts shows, where you

With Tim managing the

and father, an attorney, made

Live performances added to

sit and play piano all weekend

business, the O’Neill Broth-

sure all five kids took piano les-

the momentum.

long. For CD sales, it was like

ers remain a well-known act

a feeding frenzy. We’d perform

among fans of relaxing piano

30 CDs, covering a wide variety

holiday concert tours, and we

music. Their recordings still

Notre Dame, Ryan joined his older

of styles, from lullabies to

started bringing along guests

sell well, and are often used in

brother Tim in forming the O’Neill

showtunes to holiday favorites

– Deborah Gibson one year, and

movies, TV shows, videos and

Brothers – an easy listening piano

and more.

Katie McMahon another.”

other projects.

sons. Ryan’s talent was evident.

In 1997, after graduating from

They’ve released more than

Estate Team. Ryan allows you, as an agent, to grow your

O’Neill says. “We don’t beat anyone over the head with who

business however you want. If you only want to work

we are, or how great we are. We just provide some informa-

with buyers, that’s great. If you want to do listings, that’s

tion that we hope people find relevant. It’s a lot of fun.”

great too. He provides training if you need it, and he has a fantastic support system in place.”

Tim O’Neill wasn’t surprised at his brother’s ability to attract strong team members.

“Ryan is really good at reading people,” Tim says. “He

Giving away information has never been a problem for O’Neill.

“In this business, everyone has the same opportunities, but some people make more of them than others,” Malmberg says. “I’ve chastised Ryan because he’ll share

finds out what they need and then helps them get it,

his entire business plan with everyone. I’ll say, ‘Aren’t

instead of trying to sell them something they might not

you worried about doing that?’ And he says, ‘I’ve had

want. His emotional IQ is very high.”

people take 50 percent of what I do, or 75 percent, but

For Ryan, it was all about quality.

no one does 100 percent.’ Ryan is competitive, but at the

“My job is finding the right people and retaining them,

same time he’s very willing to help others.”

and a large part of that is giving them control over their own careers,” he says.

Ryan’s wife, Kathy, agrees. “People just want to be around Ryan, so he’s always had a million friends. He always tries

Growth and success came swiftly. By 2007, the Min-

to inspire people to do their best, and I think that’s why he’s

nesota Real Estate Team – now up to about 10 members

grown the team as quickly and successfully as he has. He’s

– had taken O’Neill into the RE/MAX Top 100 rankings

got business sense, he’s got people sense, and he’s got heart.”

of the network’s best producers. Just two years later, he reached the Top 10.

ALWAYS WILLING TO SHARE Within the group structure, members of the Minne-

Even when O’Neill is relaxing, he’s all in: He’s a dedicated runner (“very amateur,” he says), a die-hard fan of the Minnesota Vikings (and his two fantasy football teams) and still very much a part of the O’Neill Brothers (they will be doing a holiday concert tour in December).

sota Real Estate Team are able to market themselves in

Ultimately, his life reflects the lessons learned in

their own way. With such a large force in place, O’Neill

childhood, not too far from where he still lives today

spends most of his time managing and mentoring team

with Kathy and their Cockapoo, Poky.

members. He tries to create an environment in which everyone succeeds.

On Saturday mornings, he hosts a weekly real estate

“I’m a reflection of how my parents raised me,” O’Neill says. “I’m motivated by seeing the potential in others – a tree that’s always growing. When you treat people fairly

show on the radio. He likes knowing that many Twin Cities

– whether it’s a team member, a client or anyone else –

agents listen in.

good things generally happen. That’s the foundation of

“I think the radio show has created good mojo for us,”

28

For several years, it was a

tough, demanding schedule.

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

everything I’ve accomplished.”

Real Estate Errors and Omissions Liability Insurance Program For your RE/MAX office

FP

7501 Wisconsin Avenue, Suite 1500E Bethesda, MD 20814 www.cpim.com/rpp • info@cpim.com

Quality Protection Designed with You in Mind Since 1993!

“THIS IS A UNIQUE COMPETITIVE advantage enjoyed by every RE/MAX Sales Associate,” says RE/MAX Chairman and Co-Founder Dave Liniger. “Our agents sell more real estate than anyone in the world, and have for a long time. We’re the No. 1 brand, in many different ways, and that serves the interests of our agents as well as their customers and clients. People want to know where to find the best, most productive agents, and this logo helps them with that.”

RE/MAX has held No. 1 market share in the U.S. for nearly two decades and in Canada for almost 25

Saying it BOLDLY W H E N YO U’RE THE NO. 1 BRAND IN YOUR IND U ST RY, I T’S GOOD TO LET PEOPLE KNOW

years – a position that solidified the “Nobody in the World Sells More Real Estate Than RE/MAX” slogan several years ago. That fact alone is enough to validate the new No. 1 label.

But there’s much more to it than that.

PUBLIC IMAGE AND PERFORMANCE One factor in moving to the bolder approach is the consumer feedback embedded in the findings of two key consumer studies.

Both of the reports illustrate how the public feels about the RE/‌M AX

BY GEORGE WHITE

brand and the professionals aligned with it.

In the 2011 J.D. Power and Associ-

A NEW LOGO that debuted in August

leaves no doubt as to where RE/MAX stands in the competitive landscape.

Measured by market share, transaction sides, agent productivity, web presence, consumer awareness, customer feedback and a host of other metrics, RE/MAX is the No. 1 brand in real estate.

ates Home Buyer/Seller study, both buyers and sellers ranked RE/MAX highest for customer service among the national full-service brands. It was a major victory on the world’s most visible customer service stage.

As if that weren’t enough, the results of a second national survey of U.S. buyers and sellers, commissioned by RE/MAX but conducted by a leading research company, go even further. The results of the survey, which are not for use in any consumer marketing, provide some interesting insights (examples at right).

30

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

Buyers were asked, “What one company would you be most likely to consider if buying a home in the next two years?”

RE/MAX stood at 28 percent, well ahead of Coldwell Banker (20 percent), Century 21 (16 percent), Prudential

RE/MAX is also the national brand consumers are

(7 percent) and Keller Williams (6 percent).

most apt to recommend. RE/MAX ranked highest as

When sellers were asked about choosing a company to

the “most likely” choice (at 25 percent, with Century

help them sell a house, the results were similar, with RE/MAX

21 trailing at 16 percent) as well as the overall choice,

at 28 percent and no competitor reaching even 20.

when “most likely” and “next most likely” were combined (41 percent, over Century 21’s 34 percent and

MOST LIKELY TO CONSIDER AMONG NATIONAL BRANDS GMAC 1%

Sotheby’s 1%

Coldwell Banker’s 26).

ERA 1%

Other Nationals 2%

MOST TO RECOMMEND RECOMMEND AMONG MOSTLIKELY LIKELY TO AMONG NATIONAL BRANDS NATIONAL BRANDS

Realty Executives 2% Keller Williams 6%

RE/MAX 28%

BUY

RE/MAX 25%

Prudential 7%

ERA Century 21 16%

Coldwell Banker 20%

Other Nationals 3%

CENTURY 21 16%

ERA 2% Sotheby’s 1% Realty Executives 1% Keller Williams 8%

RE/MAX 28%

1%

Prudential 7%

GMAC

1%

COLDWELL BANKER 13%

KELLER WILLIAMS 7% SOTHEBY’S

1%

PRUDENTIAL 7%

REALTY

1% EXECUTIVES

SELL Coldwell Banker 14%

RE/MAX also ranks highest in top-of-mind advertis-

Century 21 19%

ing awareness. Some 30 percent of the respondents mentioned RE/MAX when asked to recall any ads they had seen or heard lately. That was nearly triple

TOP-OF-MIND AWARENESS AMONG TOP-OF-MIND AWARENESS AMONG NATIONALBRANDS BRANDS NATIONAL

the Century 21 figure (12 percent), six times more than Coldwell Banker, 15 times more than Prudential

RE/MAX ..............34%

and 30 times more than Keller Williams.

CENTURY 21 ......25%

ADVERTISING AWARENESS AMONG NATIONAL BRANDS

COLDWELL BANKER .............11% PRUDENTIAL ....4% KELLER WILLIAMS ..........3%

30% RE/MAX

ERA .....................1% GMAC ..................0% SOTHEBY’S ........0% REALTY EXECUTIVES ......0%

12% CENTURY 21

In top-of-mind awareness, RE/MAX came out ahead again.

When asked to name a national real estate company, 34 percent

5% COLDWELL BANKER

of the respondents said RE/MAX. That figure nearly eclipsed

2% PRUDENTIA L 1% KE LL ER W IL LI AM S 0% SO TH EB Y’ S 0% G M AC 0% ER A 0 % R EA LT Y EX EC U TI VE S

the combined total of Century 21 (25 percent) and Coldwell Banker (11 percent). It was 11 times greater than Keller Williams (3 percent).

Overall, 95 percent of the respondents were aware of both RE/MAX and Century 21, with Coldwell Banker and Prudential following. Less than half of the participants had heard of the

Not for use in consumer marketing.

Keller Williams brand, and ERA, GMAC, Sotheby’s and Realty Executives trailed far behind.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

31

Respondents were asked to choose attributes that apply to four companies (RE/MAX, Coldwell Banker, Century 21 and Keller Williams), and RE/MAX ranked highest in all seven statements:

IMPRESSION OF AGENT ATTRIBUTES AMONG FOUR NATIONAL BRANDS

• Agents are familiar with the area I’m interested in.

• Agents show properties in my price range.

• Agents are responsive to me.

HELPFUL IN DETERMINING FAIR LISTING PRICE

• Agents are helpful in determining fair listing price.

RE/MAX

same four franchises in these 12 key statements: • Is a leader in the real estate industry.

• Has a strong local presence.

CENTURY 21 COLDWELL BANKER

COLDWELL BANKER

• Agents know how to optimize the Internet to market.

The RE/MAX brand itself ranked highest among those

RE/MAX

CENTURY 21

• Agents are knowledgeable about marketing my home.

• Agents are excellent.

FAMILIAR WITH THE AREA I’M INTERESTED IN

KELLER WILLIAMS

KELLER WILLIAMS

SHOW PROPERTIES IN MY PRICE RANGE

KNOWLEDGEABLE ABOUT MARKETING MY HOME RE/MAX

RE/MAX

CENTURY 21

CENTURY 21

CB

COLDWELL BANKER

KELLER WILLIAMS

KELLER WILLIAMS

• Has the most listings on the website.

• Has a website with all the information I am looking for.

• Helps people who are relocating from outside the area.

• Lists properties at the right price.

KNOW HOW TO OPTIMIZE THE INTERNET TO MARKET

RESPONSIVE TO ME

RE/MAX

RE/MAX

CENTURY 21

CENTURY 21

COLDWELL BANKER

COLDWELL BANKER

KELLER WILLIAMS

KELLER WILLIAMS

• Is a trustworthy national real estate company.

ARE EXCELLENT

• Has a wide range of listings.

RE/MAX

• Provides online/Internet marketing of my home.

CENTURY 21

• Produces the best online search tools.

COLDWELL BANKER KELLER WILLIAMS

• Sells more real estate than anyone else.

• Stands out from other real estate companies.

Not for use in consumer marketing.

PAGE VIEWS

WEBSITE TRAFFIC Total Visits for Month of July 2011 1. remax.com

4,575,316

2. Century 21

2,851,769

3. Coldwell Banker 4. Keller Williams 5. Prudential

2,174,159 1,640,086 717,509

1. remax.com

42,168,349

2. Coldwell Banker

19,566,257

3. Century 21 4. Keller Williams 5. Prudential

6. ERA

289,999

6. Sotheby’s

7. Real Living

262,977

7. ERA

16,124,672 4,525,690 3,341,160 2,427,160 2,101,603

8. Sotheby’s

198,073

8. Real Living

1,268,285

9. Better Homes & Gardens

113,032

9. Better Homes & Gardens

231,192

Results this positive, Liniger says, have a tangible impact in today’s ultra-competitive marketplace.

network’s most fundamental element, the RE/MAX Hot Air Balloon, enjoys No. 1 status as the world’s largest corporate fleet.

“This feedback from consumers is tremendously powerful

An advertising campaign and a variety of marketing

for our agents,” Liniger says. “The brand’s reputation, built on

materials are being developed to help RE/MAX Associ-

the performance of our agents over many years, drives business

ates make full use of their No. 1 advantage. In fact, many

back to our agents. And when our people deliver, the brand gets

resources are already available on RE/MAX Mainstreet and

even stronger. No one in the industry can match us on this.”

through the RE/MAX Design Center.

The consumer data reinforces and complements pre-exist-

32

Page Views for Month of July 2011

“This isn’t about bragging, but about maximizing our

ing No. 1 areas such as per-agent productivity, TV advertising,

competitive position,” Liniger says. “It’s an exciting time to be

professional education and corporate online presence. Even the

with RE/MAX.”

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

Best on Both Sides RE/MAX RECEIVES PRESTIGIOUS N AT I O N A L AWA R D S F O R BOTH BUYER AND SELLER SATIS FAC TION

} IN DAVE LINIGER’S eyes, the two massive J.D. Power and Associates trophies displayed at RE/MAX World Head-

quarters in Denver are there for one reason: Because

agents fit that bill,” says RE/MAX CEO Margaret Kelly.

RE/MAX has the best agents.

“We’ve always focused on being the best, not the big-

“From the very start, RE/MAX was designed as the

gest, and I think the recognition from J.D. Power and

home of the industry’s top producers,” the RE/MAX

Associates reflects the soundness of that decision.”

Chairman and Co-Founder says. “Our system appeals

The J.D. Power and Associates methodology measures

to people who view real estate as a profession, not a

a variety of aspects within the consumer experience.

part-time job. And that’s why we have the most experi-

Some of them relate directly to the agent (negotiation

enced, most productive sales force in history.”

skills, timeliness in responding, helpfulness on price,

That sales force now includes nearly 90,000 agents

follow-up, etc.) while others focus on the brokerage and

in over 80 countries, and its U.S. contingent pulled

additional services.

off an impressive double victory in the J.D. Power and

In Overall Satisfaction among sellers, RE/MAX was

Associates 2011 Home Buyer/Seller StudySM . Among

the lone brand to score five out of five. RE/MAX was five

national full-service real estate firms, RE/MAX ranked

for five among buyers as well.

highest in Overall Customer Satisfaction for BOTH

“These awards confirm what we’ve always known

groups of consumers.

– that education, experience and professional com-

“On both sides of the transaction, consumers today

mitment lead to outstanding results for consumers,”

need an agent who is trustworthy, dependable and an

Liniger says. “Our Sales Associates do an incredible job.

absolute expert on local market conditions. And RE/MAX

These awards belong to them.”

IN THEIR

OWN WORDS...

Happy clients often rave about their RE/MAX agents.

A few email excerpts:

“ The results tell the story: Our home sold a day and a half after it hit the market, for above our asking price, and our rental property sold a few weeks later for close to what we were asking.”

(Calgary, Alberta)

“ P aul helped me calmly navigate a complicated bidding war. I never had a problem reaching him, never had to ask him twice for something, and he was usually two steps ahead of everyone. He never made me feel like I was anything less than his most important client.”

(Boston)

“ W hat set Marilyn apart is the sensitivity and respect she showed my parents. She helped them with things that had nothing to do with selling their house; she even volunteered to take them to the airport.”

(Fort Collins, Colo.)

USE IT TO YOUR ADVANTAGE RE/MAX Associates can connect themselves to the J.D. Power and Associates trophies through a variety of approved resources on Mainstreet.

The tools include ads, images, email signatures and more. They can even customize much of the material through the RE/MAX Design Center.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

33

Fast. Simple. Complete.

The fastest, easiest and most secure way to get a signature.

EASY

FP

No software to install. No training to take. Just point & click.

DocuSign guides your clients through the signing process.

FAST

Get documents signed in a fraction of the time and cost.

No driving across town. No faxing. No delivery fees.

SECURE

Authenticate, sign, manage & store contracts safely online.

Get the right person to sign in the right places.

Now is the time to get DocuSign and start saving time and money with the industry’s number one electronic signature solution.

Learn more at: www.docusign.com/remax

Š2011 DocuSign Inc. All rights reserved. DocuSign, tagline and DocuSign logo are registered trademarks of DocuSign.

a personal } approach ON A QUIET STREET in one of Edmonton’s most prestigious neighbourhoods, a new 3,000 square-foot home is nothing out of the ordinary.

Crestwood is one of the city’s most coveted neighbourhoods, but remained a well-kept secret until the late 1980s. These days, high-end new builds and dramatically renovated homes are typical of the area.

And yet even here, Kerri-lyn Holland’s house stands out. With its ultramodern stone work and dramatic entry, the home, which Holland and her husband, a professional hockey player, built from the ground up, has a certain sparkle.

And in that sense, it’s reminiscent of Holland herself: A sparkling suc-

YB

YJ

Y IMM

JEO

NG

OTO

GR

AP

H

cess in a crowded market.

I T L I N C R AW S H AW /

BY CA / PH

Kerri-lyn Holland’s commitment to her clients has her riding high

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

35

inspired into a career

Since joining RE/MAX River City in 2006, the former

marketer has worked hard to build her business. Already a member of the RE/MAX Hall of Fame, Holland has a database of contacts and former clients that constantly generates new opportunities. And she has the skills and systems in place to take advantage.

In some respects, Holland’s upward climb in real estate began with an unremarkable commercial building on the other side of the country.

Raised in St. Albert, Alberta, Holland moved to Mon-

since she was doing everything herself. She attended as

to campus each morning, she’d pass a burned-out, va-

many networking events as possible, helped fellow Real-

cant brick building and wonder whether someone would

tors constantly and effectively worked open houses. As

ever fix it up. With a facelift, Holland mused, this build-

more and more transactions closed successfully and her

ing could become a stylish condo complex. And eventu-

database expanded, her stream of referrals grew as well.

ally it happened. “By the time I left Montreal, someone

Eventually, when she reached the point where she

had purchased that building and turned it into condos. It

was referring would-be clients to her colleagues, Holland

was exciting that they took this older, dilapidated place

brought a licensed assistant/office manager, Catherine

and turned it into something fabulous,” she says. “That

Evasiuk, on board. The position entails running the

really piqued my interest in real estate.”

operation, organizing the flow of buyers and sellers, and

After moving back to the Edmonton area after university, Holland took a marketing job but retained her curi-

helping coordinate daily activities.

“Catherine is licensed, and has the knowledge, education

osity about pursuing a real estate career. She earned her

and experience to meet with clients and assist with open

license and quickly realized that her marketing savvy,

houses,” Holland says. “She also works on creating and

social skills and business mind would serve her well.

executing my marketing activities. Essentially, she acts as

detailed preparation

a representative of my business whenever necessary and

housing boom in Edmonton, where RE/MAX brokerages

sional photographer.

Holland joined RE/MAX River City at the start of the

hold more than 40 percent market share in listings sold and outsell the next four competitors combined.

“Many buyers who move to Edmonton because of the

frees me up to spend face-to-face time with clients.”

Her group also includes a home stager and profes“Everyone’s busy with their own life, so we need to make it easy for buyers to picture themselves in a property,” says Holland, who often works from 5 a.m. to 10 p.m.

area’s oil industry already know the RE/MAX name in

“With good staging and photos, they love it online first,

other parts of the world,” Holland says. “The brand-

book a showing, and are excited to come and look at it.”

name recognition helps generate calls from prospective buyers and sellers.”

36

Her first year in real estate was demanding, especially

treal in the early 2000s to study marketing. On her walk

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

Of course, the real thing must live up to the promise.

“I won’t list a property until it’s ready, because we have

HOLLAND’S “TECH”NIQUE one chance to make a first impression,” she

Holland uses new technolo-

find cleaners and contractors. She’ll go and

says. “If we don’t do the hard work before-

gies to market her business,

get the Real Property Report done or surveys.

hand, it won’t sell. I know how particular

including social media and

Both times I’ve worked with her, she’s had

buyers are. Whether they’re spending

ConnectCode Media QR

additional appraisals done so we had our

$200,000 or $2 million, they expect a lot.

codes on her marketing

own ballpark figure going in,” Breakey says.

And they should.”

materials. “This is a very use-

Adds Shami Sandhu, Broker/Owner of

At this point in her career, Holland has

ful and increasingly popular

RE/MAX River City: “I highly encourage my

strong relationships with every major bank

marketing tool,” says assist-

agents to conduct business in a manner that

in the community and with other business-

ant Catherine Evasiuk.

can’t be replaced by a website. A website

Find out how Holland

can’t serve a client the way a skilled profes-

land developers, and condo developers.

leverages social media on

sional, especially a skilled RE/MAX profes-

More importantly, her systems include

Facebook (Kerri-lyn Holland

sional, can.” Holland exemplifies this, says

constant communication with buyers and

& Associates); on Twitter

Sandhu: “She excels in her ability to go the

sellers to help ensure their satisfaction.

(@KerrilynHolland); or on

extra mile for her clients.”

es related to real estate, including builders,

“Satisfied clients turn into referrals,” she

LinkedIn (Kerri-lyn Holland).

says. “If you make one person happy, you

That extra mile is sometimes a world away.

When Holland is visiting her husband in

can make 10 more people happy.”

Europe, where he plays in the German Elite

above and beyond

League (DEL), she continues to work on transactions – even though

For repeat client Karen Breakey, Holland’s accessibility and

Fortunately, this juggling act will end when her husband

willingness to guide her purchasing decisions have been invalu-

winds down his hockey season – and career – and returns to

able. After renovating and selling her own home last year, the

Edmonton. But rather than enjoy some time off, he’ll be jump-

Edmontonian is now rehabbing a second home and has relied

ing right into Holland’s real estate practice alongside her. “He

on Holland’s advice throughout the process. “She’s helped me

loves real estate almost as much as I do,” she says.

Solutions for Brokers

Discover the power of your data to build the team that best fits your organization!

Solutions for Agents

she’s often up at 3 a.m. to chat with clients and agents back home.

Innovate your prospecting and find your edge in the market!

Stop the guess work! Recruit and retain the right sales associates using Terradatum’s industry-leading market analysis tools, BrokerMetrics® for RE/MAX®.

Try BrokerMetrics® for RE/MAX® FREE* for 60 Days!

Call 877.9.REMAX and use code REMAXAD0911 or Visit www.Terradatum.com/remax

Clarus MarketMetrics® for RE/MAX® is a premiere online subscription program to help agents find their edge in the marketplace and increase business.

Try Clarus MarketMetrics® for RE/MAX® FREE for 30 Days!

Visit www.Terradatum.com/remaxcmm and use code REMAXAD0911

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1 37 *Subscription to BrokerMetrics for RE/MAX is for new clients only and is contingent on Terradatum’s ability to access local MLS data. An additional enrollment for six months is required to qualify for 60 Days FREE offer.

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY D I S T R EXSXSXEXDX X P X R X O XP XE XR XT XI E X S X

A friend referred her to Frank Helderle with RE/MAX Best Choice Realty in St. Louis, and he suggested trying a short sale. Dunkin’s initial reaction? Skepticism. But she gave it a shot, willing to do whatever she could to avoid foreclosure.

Dunkin’s short sale closed on July 13. At last, she’s moving on.

“Frank gave me the chance to wipe my slate clean,” Dunkin says. “The minute he suggested a short sale, I was skittish because I had heard how difficult they were. He walked me through every step. Whether it was through text, email or by phone, I could get a hold of Frank 24/7, and he made the process so much easier.”

It’s estimated that 4.4 million households are more than 30 days past due on their mortgage payments, while 1.89 million are more than 90 days behind, according to Lender Processing Services, a Jacksonville, Fla.-based

SHORT SALES:

With Skill and Resolve, You Can Get Them Done

BY DEBOR AH BAL L K E ARNS

LENDERS ARE

technology data and analytics provider.

These homeowners, now more than ever, need the help of a trained, experienced real estate professional.

And that’s where RE/MAX agents can make a difference.

“When Dave Liniger said that short sales and REOs were going to be a big deal and he pushed the education, I was one of the first in line for the CDPE and the SFR,” Helderle says. “When I look at my short sale clients, I’m conscientious that sickness, job loss or other unexpected issues could very easily put me in their shoes.

“This isn’t your typical transaction where you sign paperwork, go to closing and move on to the next one. You really get involved with

COMING ON BOARD, SO MORE AGENTS ARE ABLE TO HELP DISTRESSED SELLERS

FOR SIX YEARS, WENDY DUNKIN WAS embattled in a bitter divorce. The ordeal not only left her scarred emotionally, but financially too. Suddenly, she was a single working mom underwater on her mortgage.

With one less household earner and

IT TAKES TOTAL FOCUS Short sales are complex transactions, but agents with the right training, attention to detail and commitment can help change the

nearly 50 percent of her income going into

game in their markets. They require meticu-

her doomed home, Dunkin found herself

lous paperwork, constant communication,

struggling to make payments. Desperate for

and reassuring anxious sellers and over-

a solution, she went to her bank for help and

whelmed loss-mitigation departments.

was told to contact a real estate agent.

38

these people and become part of their lives.”

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

Success in this niche takes total focus;

TIPS FOR

WORKING SHORT SALES there’s no faking it, says Rebecca McKenna, a top producer with RE/MAX Advantage in Las Vegas. When her market was hit by a wave of defaults in 2008, McKenna, like Helderle, wasted no time getting the CDPE. When she first started out, she was barely getting a 7 percent approval rate from banks on short sale offers.

Now, three years later, that rate has improved to 75 percent. Ultimately, though, McKenna’s goal is to keep her clients in their homes.

“Vegas is ground zero for distressed properties – 85 percent of the homeowners here are upside down on their mortgages,” McKenna says. “It’s truly mortifying what families are going through. I recommend that my clients take advantage of mediation. We can use it as a tool to prolong the process; it gives us time to negotiate with banks and avoid foreclosure.”

Having a strong system and a team is key to McKenna’s success. She has a short sale coordinator who processes and tracks transactions on Equator, an online distressed property portal. Sometimes, banks take months to respond but give agents only a day or two to turn around documents or comps. Agents spend a lot of time on the phone and in the office, and that doesn’t appeal to everyone, she says.

“It takes tenacity to move things along; you’re constantly fighting for your client,” McKenna says. “When you work with banks, develop a good relationship with the point person in the escalation department. If you don’t get prompt responses to emails and phone calls, take your requests to a supervisor. Don’t be afraid to pick up the phone and push the contract through.”

NOW IS THE TIME TO JUMP IN The number of short sales in the market is growing. CoreLogic, a national data provider for property and ownership information, estimates that there will be 25 percent more short sales in the United States this year.

Banks, which were initially slow to respond to short sales, are now eager to close them, so the time frame has shortened significantly, says Robert Orr. The Sales Associate with

ET EDUCATED G RE/MAX University offers several distressed property courses such as CDPE, SFR, Five Star and others.

ARTNER WITH P SPECIALISTS A lawyer, a title coordinator and a certified public accountant are good resources to have.

UBMIT COMPLETE S PACKAGES Packages should be complete with all required documentation and the best offer possible.

UILD RAPPORT B WITH BANKS Communicate constantly, respond quickly and create a strong reputation among the people handling the file.

E PREPARED B AND ORGANIZED Although the process has improved, short sales are still complex transactions. Have systems in place to track, manage and document every step.

CHEDULE PRICE S ADJUSTMENTS Agree with sellers up front on scheduled price reductions if they become necessary and/or practical.

Be mindful of how much time you have before the property slips into foreclosure.

RE/‌M AX Anchor Realty in North Port, Fla., began working the transactions in 2010 because he saw banks getting more aggressive about moving the files along.

“Now that lenders have a grasp on the situation and more manpower in place to deal with the files, short sales are moving more quickly,” says Orr, who earned his CDPE two days after joining RE/MAX. A big part of the puzzle is education, and that extends particularly to buyers, Orr says.

As a listing agent, he makes it a point to interview buyer’s agents to gauge their awareness of how a short sale works and how well they educate their own clients. If buyers don’t understand that short sales come with extended time frames – it can take months to get an approval – they’ll get impatient and walk.

“It’s so important to educate everyone on both ends of the transaction,” Orr says. “Buyers don’t understand that most short sales are sold as-is; your marketing needs to be clear about that.”

Some agents are reluctant to work short sales because of the long waiting periods and complex issues and paperwork, but Orr has embraced them and earned the trust of many homeowners in his market.

“I think now is a great time to jump in,” Orr says. “After I closed my first short sale and helped a family out, I realized that it goes far beyond earning a commission check. We’re trying to help as many people out there as we can.”

CLOCKWISE, FROM LEFT: Robert Orr, Rebecca McKenna and Frank Helderle’s team recognize the unique challenges and opportunities that short sales offer.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

39

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X X X X X XLXUX XX UX RX Y X

TOUCHES OF CLASS

7 Ways to Impress Luxury Clients

BY DEBORAH BALL KEARNS

S

elling luxury homes takes a certain kind of panache and

Select One in Dana Point, Calif. “On a $14 million transaction I

dedication. So how do you become a sought-after real es-

closed recently, I met with the buyers every time a document

tate adviser to your market’s wealthiest movers-and-shakers?

needed to be signed because they didn’t like doing business by

It comes down to superior customer service and market

phone or fax. I gladly did it because that’s what they preferred and their interests came first; it’s never about me.”

knowledge, says Shannon Ferguson.

“This is a great time to go after the luxury market, but you

If you want to impress high-end buyers and sellers and earn

have to be aware of the size of your commitment; this is a

future referrals, here are seven of Ferguson’s tips to exceed

hands-on niche,” says the Broker Associate with RE/MAX

their customer service expectations:

“ This is a great time to go after the luxury market, but you have to be aware of the size of your commitment; this is a hands-on niche.” – SHANNON FERGUSON

1

2

3

4

FOCUS ON QUALITY, NOT QUANTITY.

USE THE RE/MAX COLLECTION .

INVEST IN YOUR LISTINGS.

BE DIRECT ABOUT PRICING.

Ferguson never carries more

Multimillion-dollar proper-

Ascribing to the adage,

Speaking of price reductions,

than a handful of listings at

ties need sophisticated,

“Spend money to make mon-

there’s no way around it: It’s

a time because she wants

high-quality marketing to

ey,” Ferguson budgets $20,000

a sticky topic for sellers. But

to give the best service she

help them stand out. The

per listing for marketing

agents should be prepared

possibly can to each client.

RE/MAX Collection gives

expenses. She suggests

to make their case if one is

Don’t take on more listings

Ferguson and other luxury

hosting broker previews for

needed. Go in armed with

than you can handle, other-

agents these resources, such

agents in your market, as

comparables and market

wise details will fall through

as access to coveted adver-

well as building an online

reports to justify a reduction

the cracks, she advises. Con-

tising spots in publications

database of luxury agents in

to a seller. “When a high-end

sider hiring an assistant to

like duPont Registry, Unique

high-end markets around the

home is in a great location and

tackle administrative tasks

Homes and The Wall Street

world. “I email listing fliers

it’s staged right but there’s no

so you have more face time

Journal. In addition to print

to 80,000 contacts, especially

buyer traffic, pricing is the is-

with clients.

advertising, Ferguson also

when I do price reductions,”

sue,” Ferguson says. “Be direct

uses presentation binders,

she says. “Wording is the key

about why a price reduction

business cards and yard signs

to generating interest, so use

is needed, and make sure you

from the program.

an eye-catching phrase like

have the numbers and facts

‘Million-Dollar Price Reduc-

to back your assertion up.

tion’ as your subject line.”

Remind clients that properties

®

have to be priced competitively to create interest.”

40

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

Fine Homes & Luxury Properties

ABOUT THE

RE/MAX COLLECTION T HE R E / M A X C O L L EC T IO N gives luxury listings a sophisticated marketing advantage in today’s competitive high-end arena.

With an elegant look and a name that commands attention, The RE/MAX Collection creates a strong impression among buyers and sellers in the luxury market.

The program offers specialized tools and resources for RE/MAX agents who work with high-end properties. The materials reflect the exceptional service and treatment that luxury-home buyers and sellers expect from their real estate professional.

There are no fees or course Shannon Ferguson recently closed on this $6 million waterfront estate in Newport Beach, Calif., with the help of The RE/MAX Collection marketing materials.

requirements to participate in the program, which includes: Specialized marketing

5

6

7

materials and promotional items with The RE/MAX

WORK ON LISTINGS.

JUST BE YOU.

This is a challenge if

SHOW THEM YOUR FULL ATTENTION.

you’re just getting started.

Luxury clients tend to be

and the people you’re

Ferguson suggests going

well-read, savvy business

working with makes it

on broker previews of

people who expect prompt

all worthwhile, Fergu-

luxury properties in your

responses to phone calls

son says. Avoid being

market, then offering

and emails. They also want

someone you’re not, and

to host open houses for

a responsive agent who isn’t

leave your ego at the

The RE/MAX Collection

those agents to assist their

taking other clients’ calls in

door. “If you treat luxury

marketing efforts. It’s a

front of them. “They will call

clients right, they’ll be

distinctive signage

great way to get in front

you often and expect your

loyal to you for many

Advertising programs in

of buyers and learn the

undivided attention; if they

years,” Ferguson says.

The Wall Street Journal,

niche, but make sure you

have questions, you need

“Keep the relationship

duPont Registry and

do research about the area

to have answers because

goal-oriented and cas-

Unique Homes

ahead of time, she adds.

they’re not used to wait-

ual, and don’t be stuffy.

“Getting that first luxury

ing,” Ferguson says. Having

Add some laughter and

Partnership with the Institute

listing is hard, and some-

strong communication skills

humor to the mix, and

for Luxury Home Marketing,

times it comes down to

and anticipating problems

have fun!”

which offers the Certified

selling yourself and your

as well as solutions must be

Luxury Home Marketing Spe-

market knowledge.”

crucial components of your

cialist (CLHMS) designation

customer service.

Enjoying what you do

Collection logo and tagline A featured area for The RE/MAX Collection listings on the RE/MAX consumer website – www.theremaxcollection.com

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X XC XO XMXMX EX R X C X XI AX L X

Commercial

VICTORIES

BY BEING QUICKER, SMARTER AND MORE ATTENTIVE THAN THEIR COMPETITORS, RE/MAX COMMERCIAL STARS BUILD MOMENTUM

BY MARY EL L EN BIERY

N

ATHAN BRAGG, DAVE SHALABI and Neil Warshafsky come

from different backgrounds and sell commercial real estate in three very different cities, but some common traits and insights have helped them all become successful.

Bragg, a former Marine, works with RE/MAX Time Realty – Commercial Division in Rancho Cucamonga, Calif., where industrial properties are mixed with office and retail spaces. It’s a market that’s beginning to stabilize after several tough years.

Shalabi is with the Commercial Divi-

billion in investment sales and leasing

Associates awards were based on the

sion of RE/MAX Synergy in the Chicago

transactions closed by RE/MAX agents

responses of home buyers and home

suburb of Orland Park, where high

in 2010. And they’ve helped make

sellers, the recognition impacts the

county taxes contribute to major vacan-

RE/MAX Commerical, with 380 offices

commercial side as well. “When we

cies in industrial, retail and office space.

or divisions and 3,000 practitioners

go into a room to meet clients, they all

in 42 countries, a growing, thriving

know RE/MAX, and they know RE/MAX

aspect of the overall network.

delivers,” Bragg says.

STRONG BRAND RECOGNITION

and commercial properties, which helps

And before Warshafsky set up his RE/MAX Commercial Advisors brokerage in Toronto, where the office leasing market remains strong but competitive, he studied urban planning and helped a developer appeal taxes.

Each of them is a standout performer who contributed to the more than $5.1

42

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

Shalabi actually sells both residential

The three say the RE/MAX name

his bottom line. “I’ve never known an

lends instant credibility to their intro-

investor who owns commercial prop-

ductions. For instance, even though

erty who doesn’t also own a house,” he

the network’s recent J.D. Power and

says. Because he sells houses, provides

property management and sells commercial real estate too, Shalabi can advise his clients on all fronts.

Warshafsky’s firm spends about $30,000 (CAN) a year on data feeds to access comps from anywhere. As a

Adding value to each transaction is another strategy

result, he’s able to get proprietary information on market

the three share.

leasing activity and comps for clients even

Warshafsky’s office concentrates on investment sales and office leasing, but he also has built a strong multifamily residential business. Aligning with the right specialists, with different strengths, allows him to meet a client’s needs in whichever arena. He doesn’t want a client to ever have reason to approach another firm for help.

Warshafsky tells of a prospective client who emailed from Las Vegas on a Saturday, saying he was looking for office space in Toronto.

It wasn’t going to be a big transaction – 4,000 square feet. But Warshafsky responded quickly to line up a suitable lease. The client and his business partner later moved to Toronto, where they began buying large tracts of land. “They’re now buying through me exclusively,” Warshafsky says. “I’ve sold them 400 acres and have

on weekends when he’s away from the

“When we go into a room to meet clients, they all know RE/MAX, and they know RE/MAX delivers.”

four other properties under contract.”

office. That’s a key part of his ability to be responsive, he notes.

Shalabi is working to make his firm nearly paperless this fall, and he’s launching a website where property management clients can make payments. Bragg gets the jump on competitors by calling tenants when their leases are set to expire, thanks to data he gets as a subscriber to CoStar ’s listing service. A big believer in leveraging time and resources, he also makes use of email marketing to generate leads efficiently.

Shalabi, Bragg and Warshafsky constantly look for ways to run their businesses better so they can spend time with their families, something all three stars consider key to their happiness. Their RE/MAX affiliation provides them with brand power, support

Similarly, Bragg uses his construction

and a great deal of independence.

experience to help clients in a way other agents cannot. A

“I decide who I want to do business with, when I want

former licensed general contractor, Bragg can give clients

to do business, and how,” Warshafsky says. “I’m in con-

with distressed properties a full report on what’s needed

trol. And that’s important to me.”

to secure the property and fix it up enough to get the most from a sale. Distressed properties generally draw buyer

NREI magazine ranks RE/MAX Commercial among ‘Top 25’

interest, Bragg says. “If we can present a nice one that’s distressed, we’ll get a better price for the client.”

Shalabi strengthens his relationships with his com-

RE/MAX Commercial has gained a spot on National Real Estate Investor magazine’s list of the Top 25 Commercial Brokerage Networks, positioning the brand alongside commercial heavyweights such as CB Richard Ellis and Cushman & Wakefield. Being included on the list gives RE/MAX Commercial – which outranked commercial-only firms Sperry Van Ness, Transwestern and Lee & Associates – a significant competitive advantage in the marketplace.

mercial investor clients by managing many of their properties. “When I manage somebody’s property for a year or more on a weekly basis, I’m their adviser,” he says. As a result, when it comes time to sell, those clients don’t look to other commercial real estate companies, even if they’re larger. “They want someone who’s going to tell them the real deal.”

That approach has paid off. One of Shalabi’s larger deals

RE/MAX Commercial education

recently was with a nationally recognized bank that was also a satisfied property management client of his. The bank

REGISTER FOR ACCREDITED COMMERCIAL PROFESSIONAL COURSE

has now approached Shalabi’s firm to sell 160 housing units, including apartment buildings and single-family homes.

There’s a new commercial real estate designation offered only to RE/MAX agents via RE/MAX University. Register today for the Accredited Commercial Professional course, created by Dan Andrews, President of Commercial Real Estate Advisors. Sign up on Mainstreet for the discounted rate of $399, which includes 24/7 access to the online course, as well as a user-friendly, 250-page training and resource guide.

TECHNOLOGY PROVIDES AN EDGE Technology is another theme that connects these three commercial agents. Each believes in investing in technology that provides a competitive edge – whether it’s an information system, marketing or communications.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

43

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X XC XI TX IX ZX EX NX S X H X XI P X

A Time to Take Action RE/MAX ASSOCIATES STEP UP (AND OUT!) TO SUPPORT THE FIGHT AGAINST BREAST CANCER

SCENES OF COMMITMENT Whether cameras are there to capture them or not, these types of images of RE/MAX Associates in action are visible at Race for the Cure events in hundreds of cities each year.

WAYS TO HELP END

BREAST CANCER EVERY 69 SECONDS, A WOMAN DIES OF BREAST CANCER. DON’T WAIT ANOTHER 69 SECONDS TO START MAKING A DIFFERENCE.

1 GO THE DISTANCE RE/MAX is a national sponsor of the Race for the Cure®, and you can reflect the networkwide commitment by registering a race team or manning the RE/MAX booth at your local event. Contact your RE/MAX region for details.

2 K EEP THE MOMENTUM Sign up for the exclusive Home for the Cure® program for RE/MAX agents who want to help fight breast cancer through their business. Susan G. Komen for the Cure® paid for nearly 500,000 screenings last year and funded research aimed at preventing breast cancer with the help of dedicated donors. For more information, visit komen.org/homeforthecure.

3 FLAUNT YOUR PINK Pink is the color of a global community united to end breast cancer. Throw on something pink today, and wear it proudly. You’ll find co-branded options through the RE/MAX Approved Supplier Program via the RE/MAX Mainstreet Shop tab.

4 SPREAD THE WORD Show your support on your social networks with videos, images, photos and updates, and join the Susan G. Komen for the Cure global community on Facebook, Twitter and YouTube.

Top: In St. Louis, Greg Koch brings a small helium balloon to the race. Bottom: In Bloomington, Minn., representatives of the RE/MAX North Central region make a statement.

44

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

5 BE A VOICE FOR CHANGE Sign a petition at komenadvocacy.org to make women’s cancers a global priority.

Healthy, Hopeful &Happy

BY AMANDA OK K ER

W

HEN CINDY PELLETIER WAS undergoing chemotherapy for

breast cancer, she did a lot of thinking about her future.

“I told my husband, ‘If I get through this, I want to sell real estate again,’” says Pelletier, who started her career in 1991 in California and relocated to Minnesota in 1997.

working together to find the

cures

RE/MAX HAS BEEN A proud supporter of Susan G. Komen for the Cure since 2002. Through sponsorship of the race series, the Home for the Cure fundraising program for agents, and general donations, RE/‌M AX and its Associates have contributed over $5 million to the fight against breast cancer.

Now marking the five-year anniversary of her diagnosis on Oct. 3, 2006, Pelletier finds herself healthy, hopeful and happily selling real estate again, now with RE/MAX Results in Eden Prairie, Minn. She’s a passionate supporter of Susan G. Komen for the Cure in her

Pelletier is not shy about

personal life and through her business.

sharing her passion for the

Cindy Pelletier receives a well-deserved highfive as she completes the 60-mile Komen 3-Day for the Cure

After traveling the long road to being

cause. Clients are honored

cancer-free and overcoming the crippling

by her frequent donations

fear of what other health problems could be

in their names, and Pelletier

ahead, Pelletier says she found a new focus

even received a referral from a California

by joining the fight against breast cancer as a

agent whose decision to contact her was

donor, volunteer and survivor. She was even

based on her support of Komen for the Cure.

inspired to host a fundraiser at her home that raised $7,000.

Pelletier is actively involved in the cause in so many ways, from volunteering at a local

As her spirits continued lifting, Pelletier’s

cancer center to recently taking part in the

husband reminded her about the goal she set to

60-mile Komen 3-Day for the Cure. One of the

get her Minnesota real estate license. She met

most fulfilling ways to give back, she says, is

her goal and interviewed with five companies,

making surprise donations to young walkers

and she says RE/MAX was the clear choice.

who are having trouble reaching their dona-

“I was sitting in the office for an initial meeting when I spotted a brochure about the RE/MAX partnership with Komen for the

tion goals for the three-day events. She has donated nearly $3,000 this year.

“I know there are times when people don’t

Cure,” Pelletier says. “I went home after the

always have money to give, but just spread-

meeting and told my husband that I saw the

ing the word about what Komen for the Cure

sign I was looking for.”

does – wearing the pin and the T-shirts –

Wearing her RE/MAX pink-ribbon pin and showing her support on her business cards,

helps build awareness. And that can be just as powerful.”

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

45

ABOVE & BEYOND

FULL SPECTRUM

BUILDING BLOCKS

INSIDE STORY X X X X XC XI TX IX ZX EX NX S X H X XI P X

THE MIRACLE HOME PROGRAM ®

20 YEARS of Miracles DAVE AND GAIL LINIGER ARE THE

says Gail Liniger. “Children’s Miracle Net-

distinguished recipients of the 2011

work was doing amazing things for sick

Children’s Miracle Network Hospitals

children and their families, and we just

Founder’s Award.

had to be part of it. We’re very proud of

The RE/MAX Co-Founders join

the way RE/MAX people have worked so

an elite group of honorees (only five

hard for kids in their communities.”

individuals have received the award)

What $100 Million Can Do

for their support and leadership that inspired RE/MAX

RE/MAX Associates have raised more

agents to raise more

than $100 million for Children’s Miracle

than $100 million for

Network Hospitals since 1992, making

children’s hospitals.

RE/MAX one of the top three donors of

The award

all time. Here are just some of the impor-

recognizes North

tant purchases possible with $100 million:

America’s greatest leaders, from board members to hospital CEOs to fundraising experts, who’ve seen the power of Children’s Miracle Network Hospitals and embraced it.

“Nearly 20 years ago, we decided

200,000,000 preemie-sized diapers 25,000,000 baby blankets 20,000 pediatric wheelchairs 1 ,786 Giraffe OmniBed incubators

to align with a charity that cares about

1 ,370 yearlong rounds of cancer treatment

families as much as RE/MAX agents do,”

432 bone marrow transplants

Associates from R E/MAX Time Realty in Rancho Cucamonga, Calif., visit Children’s Hospital Los Angeles

46

RE/MAX Co-Founders Receive Elite Honor

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

RE/MAX Associates helping local kids

T

he Miracle Home program is an exclusive program for RE/MAX Associates who want to support Children’s Miracle Network Hospitals.

Agents who participate can make a difference in several impactful ways: M aking regular pledges on behalf of buyers and sellers S ponsoring clientappreciation parties, golf tournaments and other fun events to raise funds R aising awareness of the important work happening at Children’s Miracle Network Hospitals One hundred percent of all donations received through the Miracle Home program benefit RE/MAX agents’ local Children’s Miracle Network Hospital.

Best

Commission Advance Company

1

#

Celebrating 10 years of helping RE/MAX® Sales Associates with their cash flow, and a 96% customer satisfaction rate. When you need a commission advance, the clear choice is eCommission®.

Since we opened for business in 1999, we have advanced more than $350 million in real estate commissions. eCommission was rated “Best Commission Advance Company” in a RISMedia news article, receiving the highest praise among Brokers who preferred eCommission for their sales associates.

So if receiving advance payment of your pending commissions, active listings or short sales within 24 hours sounds good to you, just call or go online. We’re happy to help.

www.eCommission.com 877-882-4368 agent@ecommission.com

Best Prices Guaranteed!

NOW valid on all 300+ Sign Products.

Yard Sign Panels HUGE SALE! FREE Artwork & Design

25% OFF FP

FREE Standard Holes

FAST Delivery Times

www.oakleysign.com/remax or call 800-373-5330 How to save. Shop online, enter promo code REMAG12 and receive the LOWER of 25% off the 1-quantity price or an additional 10% off the already discounted yard sign panel(s) bulk quantity prices. That’s right. Shop the “Panels” category of our website & save! Offers not valid on past orders, open orders, or recently placed orders. Offer expires March 30, 2012.

A B O V E T H E R E / M A X M AG A ZI N E F A L L 2 0 1 1

47

X X X X X XI N X X CX LX OX SX IX NX G X

Ask Margaret!

HAVE QUESTIONS?

YOU ’VE GOT HE R UNDIVIDE D AT TE NTION! S EN D YOU R QUES-

CEO Margaret Kelly has answers.

KELLY WILL ANSWER THEM IN FUTURE ISSUES. A FEW STARTERS:

?

TIONS TO ABOVE@REMAX.COM, AND RE/MAX CEO MARGARET

Q: Why should agents be optimistic about housing?

Q: What do you enjoy most about RE/MAX R4?

A: The global economic crisis is affecting us all.

keep my personal “energy gas tank” full. R4 is one of

And while we don’t create the market, we can con-

those things. The energy amazes me, and interacting

trol how we guide people through it. Be confident

with agents from all over the world is the best. When I at-

in your skills and knowledge, and wherever you

tend the Global Referral Exchange, where representatives

are in the world be sure to look at all the economic

from dozens of countries network and share informa-

signs there. In the U.S., there are some indicators

tion, I imagine it’s probably a lot like the beginning of

of a turnaround. Looking at mortgage resets, we’re

RE/MAX in the U.S. People didn’t know what RE/MAX

through the worst of it. On top of that, we’re seeing

was, but the pioneers were determined to make it work.

Gen-Y and immigrant buyers coming into the mar-

It’s thrilling to see excited, passionate leaders show-

ket more and more. Family formation that dropped

ing the same resolve in countries all over the world.

A: My husband always encourages me to do things that

so low is now going back up to 1.25 million families being formed every year. Going back to 1973, home

Q: What’s the secret to success?

sales went up after every recession; it will happen

A: I get this question a lot, and I immediately think

again. We have to be ready.

of my dad, who always told me: Don’t get discouraged by what may lie ahead; think instead about all

Q: What role do you see investors playing?

the great things you accomplish along the way. I love to hear about agents celebrating the victories in their

A: Investors are going to be a key

markets. Whether they finally sold that tough listing

to recovery, because they’re the

or they earned a new designation to better serve

ones who are buying and renting

their clients or they’re making a splash by embrac-

out properties. And we’re not

ing technology and social media. The attribute all of

talking about the institutional

these agents have in common is persistence. When

investors who buy properties in bulk; we’re talking about the

you stop setting goals and taking risks, that’s when success is going to be hard to come by.

individual investors like their 401(k)s and IRAs to

Q: What is your Breast Cancer Awareness Month message for agents?

buy homes they intend to

A: Think locally. Most likely, there’s a Komen for the

you and me who are using

48

F A L L 2 0 1 1 A B O V E T H E R E / M A X M AG A ZI N E

rent. They ride the price

Cure Affiliate right near you, and they need volun-

of the property back

teers, supporters, RE/MAX representation at the local

up, and in the future

Race for the Cure and so much more. As a breast

all that profit goes

cancer survivor, I know awareness is the real key to

back into their IRA for

saving lives. So wear your RE/MAX pink-ribbon pin,

retirement. It’s going to

tie a pink ribbon around a tree in your yard each

become a more com-

October, tell a friend to do her breast self-exam, put

mon practice in the

the Home for the Cure sign rider on your listings. And

next couple of years.

remember: All the little things add up to a big impact.

RE/MAX #1 Agents. #1 Results.

March 5 - 8, 2012 Reignite your career at RE/MAX R4, March 5 - 8, 2012, at the Mandalay Bay Hotel & Casino in Las Vegas, Nevada. World-class education, limitless networking opportunities and the potential for agent-to-agent referrals await real estate’s #1 agents who deliver #1 results. Visit Mainstreet for details.

OUTSTANDING AGENTS. OUTSTANDING RESULTS.

®

©2011 RE/MAX, LLC. All rights reserved. Each RE/MAX® real estate office is independently owned and operated. 111233