ABOVE Fall 2012 by Alive Publishing Group

expanding the network re/max lands in china Page 15

THE RE/MAX MAGAZINE fall 2012 â&#x20AC;˘ REMAX.COM/ABOVE

PAGE 28

PLUS smart social media

everything tech 24

always bold 32

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opening remarks

About this column Opening Remarks features the thoughts of top RE/MAX leaders, speaking on major themes within ABOVE.

Richard J. Filip, CEO and Region Owner of RE/MAX of Texas, leads a statewide sales force of 250 offices and more than 4,200 Sales Associates. He and his wife, Jeanne, are devoted to community citizenship, and RE/MAX of Texas has earned the Children’s Miracle Network Hospital’s RE/MAX Region of the Year award for five consecutive years.

Enterprising Agents, Incomparable Support By richard J. filip, region owner, re/max of texas

rom the very beginning, nearly 40 years ago, Dave and Gail Liniger had an uncompromising vision: Locate the most skilled and productive agents, provide them with education and support and unite them into the most professional, successful sales force in the history of real estate. In 1973, there was no guarantee that the RE/MAX concept would appeal to agents. But it did then and it does now. Individuals drawn to the freedom and entrepreneurial opportunity at RE/MAX mix their skills, ingenuity and inventiveness with our slam-dunk advantages in technology, advertising reach and brand reputation. It’s a winning combination. Consider this: Two agents who recently joined our RE/MAX office in Seguin, Texas, landed the exclusive listing for 45 custom homes in a new development less than a month after coming aboard. They blended their own creativity with the tools they’d just seen during a RE/MAX orientation class. They customized our regional listing presentation, used a ready-made “Why list with RE/MAX?” flyer, personalized a web commercial in the Design Center and told the developer that every property would be a Miracle Home benefiting Children’s

Miracle Network Hospitals. The developer couldn’t say no to the RE/MAX value proposition, and our new agents won this rather large deal hands down. It was a perfect example of personal ability and the brand-based competitive edge merging to produce a great result. And it’s happening every day, all over the world. When you consider all the advantages our Sales Associates enjoy, it’s no wonder we’re growing again as an organization. The quality of agents joining RE/MAX is exceedingly high, and we’re adding experienced veterans as well as newcomers with a thirst to perform at a high level right away. In Texas, about a third of the incoming agents are former RE/MAX Associates returning from trying a competitor’s business model. We’re never too surprised to see them come back. Just as it did 40 years ago – and will 40 years from now – something special emerges when like-minded, motivated entrepreneurs come together in an environment of achievement and high performance. RE/MAX is as strong as ever because people drawn to it understand the benefits of being among the best and, just as importantly, have the confidence to know they belong.

from the editor Richard is absolutely right about the people drawn to RE/MAX. They tend to have an extra gear and a clearer vision of what’s possible. In this issue of ABOVE, you’ll meet quite a few Associates like that – individuals with ample amounts of guts, passion, drive, leadership and heart. Through their actions and success, they’ve each answered the question posed on our cover – with a resounding “Yes, I am.” Enjoy the edition.

REMA X .COM/ABOVE • fall 2012

features

When I decided to become an agent, RE/MAX was the natural fit; I didn’t seriously consider another brand. Why would I? —Sarah Leib

SAYINGLYIT BOLD page 30

what moves you

ROCKS VEGAS!

ALL THE ACTION IN A 12-pAGE REpORT

new ad campaign hits home

PAgE 22

Page 16

ARE THEY

WINTER 2012 • REMAX.COM/ABOVE

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SPRING 2012 • REMAX.COM/ABOVE

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SHINING STARS RE/MAX AgEnts continuE thEiR long stREAk of AMAzing succEss

ADVANTAGE U.S. and Canadian agents are working together to close cross-border sales. PAGE 31

Great thin gs happen successf when keep presul agents sing for a better way

… With global.remax.com, agents all around the world can easily do the same. PAGE 28

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Kudos for above ABOVE recently received two prestigious awards from the publishing industry. One was special recognition from the Magnum Opus awards, presented by the Content Marketing Institute and judged by the Missouri School of Journalism, and the other was an “Award of Excellence” from APEX Awards for Publication Excellence. Thank you for sharing your stories and making ABOVE the success it is.

ABOVE THE RE/MA X MAGAZINE • fall 2012

INNOVATO RS

contents

28 32

are you max enough? Every RE/MAX Associate has answered this question at some point in his or her career. Meet four agents who illustrate the mix of guts, passion, drive, leadership and heart inside those who choose to be with the best.

be bold. Knowing how to charge forward when others retreat has made all the difference for Neal Weichel, a top producer working in the challenging California market.

go digital View all five editions of ABOVE online at

www.remax.com/above. Enhanced with videos and added resources, the recently launched ABOVE website is a fun, interactive way to experience and share the magazine.

Totally focused on getting your listing noticed? So are we.

Upgrade your Homes.com listings to Preferred and get more photos, more listing views and more leads. Take full advantage of the 11 million monthly visitors on Homes.com. Call us at 888.814.2494 or visit connect.homes.com/remax to upgrade now!

departments ABOVE

IN EVERY ISSUE:

01 OPENING REMARKS 48 ask margaret

fall 2012, Vol. 2, No. 4 ABOVE, a quarterly publication (January, April, July, October), is the official magazine of RE/MAX, LLC, the international real estate franchisor serving the industry’s most productive Sales Associates. RE/MAX World Headquarters 5075 S. Syracuse St. Denver, CO 80237-2712 PO 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, GLOBAL COMMUNICATIONS and branding Mike Ryan

ABOVE DIRECTOR, CHIEF NEWS EDITOR George White CREATIVE SERVICES DIRECTOR Collin Meek senior EDITOR Amanda Derengowski

inside story

EDITOR Deborah Ball Kearns

8 Snapshots

To reach the editors of ABOVE, call 303.796.3573 or email above@remax.com.

Franchise rankings, CEO insights, contest winner, Long Drive, Pinterest and much more!

To order additional copies, call the RE/MAX Order Desk at 303.796.3672 or visit www.remax.net.

15 landing in china The RE/MAX network expands with entry into China.

18 all roads lead to r4 Networking pro Paul Hannan offers advice for making the most of the RE/MAX R4 Convention.

building blocks

21 boost your social (media) life Two digital marketing stars share their best tips and strategies for turning your social media presence into leads.

24 the download You now have a one-stop resource for the latest and greatest in apps and technology.

26 the 7 styles of negotiation Brian Buffini explains how to know exactly who you’re dealing with.

full spectrum

37 they came back Meet four agents who left the network and then returned, discovering in the process that RE/MAX was where they belonged all along.

40 MEET THE DEAL MAKERS Highlights and key takeaways from the 2012 RE/MAX Commercial World Symposium.

above & beyond

42 taking flight How a RE/MAX Balloon pilot took some sight-impaired children up into the air.

44 Committed to a cure RE/MAX Associates pull together to help defeat breast cancer.

46 more than an agent Canada’s national hang-gliding champ is a RE/MAX Associate!

Copyright © 2012 RE/MAX, LLC. All rights reserved. ABOVE is a registered trademark of RE/MAX, LLC. 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. 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. ®

www.hungryeyemedia.com 800.852.0857 president Brendan Harrington publisher Sandy Haworth editor Tom Wilmes creative director Aaron Cessna art director Lindsay Burke associate designer Alithea Doyle Project manager Susan Humphrey national ad sales

Susan Wist 303.378.1626

ABOVE THE RE/MA X MAGAZINE • fall 2012

s p o tlight

‘Don’t ever quit’ Dave Liniger is moving from goal to goal

INSIDE STORY

Dave Liniger speaks to a group during a meeting in October.

By George White

ast spring, after multiple

surgeries, weeks of intensive-care hospitalization and the prospect of a very different life, Dave Liniger had a choice to make: give up or keep going. Anyone who knows him, or knows about him, shouldn’t be surprised by his decision. “I thought to myself, ‘How can you quit now, with so many people trying their best to keep you alive?’” Liniger recalled during a riveting presentation at a national sales meeting in early October. “I made up my mind at that very moment that I wouldn’t give up. Instead, I’d be the absolute best patient the doctors and nurses had ever seen.”

The RE/MAX Chairman and CoFounder has spent the greater part of 2012 recovering from a serious staph infection that surfaced in late January. His ordeal includes months he can’t remember and pain he’ll never forget. Through it all, Liniger told the group at RE/MAX World Headquarters in Denver, he relied on the support of his family and friends, the professional abilities of his caregivers, and the lessons learned during a lifetime of hard work and resolve. “I couldn’t have done this alone; I needed every single person who was involved,” Liniger says.

Liniger returned to work in late July. Now, his mobility limited by nerve and muscle issues, he spends most mornings in the office and most afternoons in grueling physical therapy sessions. When his therapists want five of something, he gives them 10. Doctors can’t predict the extent of his recovery, so Liniger measures his progress in small, daily increments. “For me, it’s about moving from goal to goal,” Liniger says. “In many ways, it’s how I’ve always lived my life.”

REMA X .COM/ABOVE • fall 2012

INSIDE STORY

SPOTLIGHT

ABOVE Online A BOLD NEW CHAPTER FOR THE network’S FLAGSHIP PUBLICATION yoU NOW HAVE A NEW WAY TO EXPERIENCE above on your computer, smartphone or tablet. The newly launched ABOVE website brings you dynamic content from every edition, as well as a whole lot more. You can: + Browse content conveniently organized by subject + View videos and download podcasts + Revisit earlier digital versions of ABOVE + Share stories via social media + Interact through comments and a live Twitter feed And the best part? This is only the beginning – the site will grow and evolve on a constant basis.

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ABOVE THE RE/MA X MAGAZINE • FALL 2012

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REMA X .COM/ABOVE • FALL 2012

INSIDE STORY

SNAPSHOTS

In the Spotlight RE/MAX was featured prominently in the September editions of DS News and RISMedia’s Real Estate.

‘what moves you?’ Contest Winner

Confronting the Storm

RE/MAX Goes Beyond Borders The strength of the global RE/MAX network was the focus of a five-page cover story in RISMedia’s Real Estate magazine. The article examined how RE/MAX stars like Kris Anderson of Arizona and Christopher Invidiata of Ontario are expanding the international side of their business.

During the economic downturn, most real estate agents were either cows running away from the storm or buffaloes running toward it, RE/MAX CEO Margaret Kelly explained in a feature article in DS News. Kelly shared her own insights and the experiences of three RE/MAX top producers – Gayle Henderson of Arizona, Joe Kadaf of Michigan and Jeff Scislow of Minnesota – who proved themselves to be buffaloes.

Agents separated into two camps when the market first plunged: those who were stunned into inaction, and those who were jolted into action. There’s no suspense in the outcome. Most agents who retreated are no longer in the business, while the ones who adapted became part of the solution.”

RE/MAX agents enjoy a major competitive advantage via the network’s global presence in more than 85 countries. Two related elements add to that edge: the global.remax.com property search site and an internationally branded advertising campaign. Since its launch last November, global.remax.com has garnered more than 29 million page views and more than 1.3 million unique visits.”

ABOVE THE RE/MA X MAGAZINE • FALL 2012

‘Sweet Sophie May’

fter 1,200 entries

and 70,000 votes over eight weeks, the RE/MAX ‘What Moves You?’ Social Media Contest culminated with great news for the family of “Sweet Sophie May.” Sophie May Sewell is a 21-month-old Texas girl battling Neuroblastoma, a childhood cancer. Her grandmother, Monica May, entered the little girl’s story into the contest this summer, and the family won the $10,000 grand prize with over 10,000 votes in the final week. RE/MAX LLC executives were so moved by little Sophie’s story that they donated an additional $10,000 to help the family with medical-related costs. “To win $10,000 in the contest was amazing, but we were absolutely blown away – and in tears – when RE/MAX executives donated another $10,000,” Monica May says. “It’s made a huge difference in Sophie’s care. We know she will beat this.”

By the numbers

RE/MAX Social Media Contest

1,200 Number of entries 140,000+ Number of website visits 70,000+ Total votes 105.3 Mil. Estimated brand impressions

Power on Display Golf’s big hitters return to ESPN during the holidays The RE/MAX World Long Drive Championship finals take place in October, but most of the golf world sees them when they air on ESPN and ESPN2 in December. RE/MAX has sponsored Long Drive since 1995. In addition to the ESPN exposure, the finals are carried by other networks and seen on TV by millions of viewers around the globe. Social media, golf magazines and a zillion YouTube videos add to the excitement throughout the year. It’s great fun to watch, so tune into the finals – and tell your friends and customers about it, too.

This year, fans will have at least two chances to watch the finals on the world’s leading sports network

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REMA X .COM/ABOVE • FALL 2012

INSIDE STORY

SNAPSHOTS

My Two Cents

Whose shoes would you like to walk in for a day?

What triggered your real estate career?

What car do you drive for business?

What bad habit would you like to break?

What Q4 adjustment have you made to your business plan?

RE/MAX Drive Livonia, Mich.

My son – my inspiration

My brother from another mother – Associate Ali Khalil

A reliable one

Procrastination

Re-evaluate and step it up again!

john Chase

My grandfather, who I was named after

The American dream of homeownership

Mercedes-Benz

Drinking too much coffee

Do more coldcalling and double my listings

My 4-year-old granddaughter’s – to be carefree

Needing an identity of my own

2006 Chevy Trailblazer

Not being able to say no

Adjust number of daily contacts needed for year-end goal

My broker’s – I would learn a lot

My husband and our love of renovation

Four-door BMW sedan

Hitting the snooze button over and over

I’m already on track, so just keep pushing

Ali Berry

RE/MAX Alliance Westbrook, Maine

Pam KohelHarrison RE/MAX Leading Edge Gambrills, Md.

Sarah Leib RE/MAX River City Edmonton, Alberta

What would you say? Emai l responses to above@ remax .com and watch the week ly for fo llow- u ps .

Holy Calling New Jersey Associate Only Sells Churches When religious organizations need to sell or buy property in New Jersey, they seek out Jerry Rosa. He’s the answer to their prayers, and often their saving grace. Rosa, a Broker Associate with RE/MAX Properties Unlimited in Westfield, N.J., has carved out a niche in church sales. In fact, churches are the only commercial properties he

ABOVE THE RE/MA X MAGAZINE • FALL 2012

works with. Rosa has sold 40 religious buildings over 10 years – most of them priced at $1 million or more. “It’s joyful work,” says Rosa, who joined RE/MAX earlier this year. “I’ve sold every kind of building you can imagine – from Catholic churches to synagogues to mosques. It’s very rewarding, because I work with nice people who are doing good for the community.”

On Top Once Again RE/MAX is the No. 1 Real Estate network in 2012 Franchise Times 200 For the fourth year in a row, RE/MAX ranked higher than all other real estate brands in the annual Franchise Times Top 200. In the 2012 report, which appears in the October issue of Franchise Times, RE/MAX again ranks among the most successful U.S.-based franchise chains in the world, as determined by worldwide sales.

Optimism Growing Company

2012

2011

2010

2009

RE/MAX

Century 21

Coldwell Banker

Prudential

Keller Williams

Sotheby’s International

110

ERA Real Estate

114

111

113

108

Source: Franchise Times, October 2012

Real estate companies by ranking

U.S. housing stats continue to trend in a positive direction following a robust summer of sales. In a nationally televised interview in late September, RE/MAX CEO Margaret Kelly told FOX Business that her outlook on housing had gone from “cautiously optimistic” to fully “optimistic.” Kelly shared August data from the monthly RE/MAX National Housing Report, noting that sales had been up for 14 straight months and prices had risen for seven. Despite challenges tied to overly restrictive lending policies, some markets are even seeing multiple offers and bidding wars, Kelly said.

Imagination drives us to change.

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REMA X .COM/ABOVE • FALL 2012

INSIDE STORY

SNAPSHOTS

Pinned discover new ideas on the RE/MAX Pinterest page The new RE/MAX page on Pinterest, the online bulletin board for sharing favorite images and videos from anywhere on the web, gives consumers another way to engage with the brand online. When they follow RE/MAX on Pinterest, they’ll grab great ideas for home, community and more. They’ll also get a strong sense of what matters to RE/MAX Sales Associates across the network: service and results. And when you follow RE/MAX on Pinterest yourself, you’ll have opportunities to make new connections, too.

When consumers follow RE/MAX on Pinterest, they’ll grab great ideas for home, community and more.

Follow, Like, Become a Fan The RE/MAX page on Pinterest is a great addition to the RE/MAX social media mix.

pinterest.com/remax 12

ABOVE THE RE/MA X MAGAZINE • FALL 2012

BOOKS

‘Deliver the Unexpected’ for Your Clients and Yourself

o matter how many people you outrun, you’re still running. This thought occurred to Richard Robbins in the early years of his career. He was working hard and succeeding, but he realized he wasn’t necessarily doing it for the right reasons. So what are the right reasons? Robbins years ago set out to answer this question, and he shares what he discovered in his new book, Deliver the Unexpected: And 6 Other New Truths for Business Success. It’s a business fable about the myths and truths of

INSIDE STORY

Help Clients ‘Make the Right Moves’

Author Richard Ardia offers a one-stop resource to help demystify the real estate process.

Exclusive RE/MAX Offer

Deliver the Unexpected: And 6 Other New Truths for Business is available online and in bookstores starting Nov. 15. To receive a special RE/MAX gift, email proof of purchase to info@richardrobbins.com. You’ll get Robbins’ acclaimed Goal Setting Simplified Worksheet — a powerful tool that makes big, overwhelming goals manageable.

success and happiness, and it’s told through the experiences of a central character, Josh, who is a fictional real estate agent (or is he?). What Josh discovers is that real estate agents who want to succeed and move their business from good to great have to deliver the unexpected. In the process, he gets the unexpected back in return.

About the Author Richard Robbins is co-founder and CEO of Richard Robbins International and one of North America’s foremost business coaches – as well as a RE/MAX favorite and member of the RE/MAX Coaching Hall of Fame.

richard robbins

Buyers and sellers have a lot of questions, and it’s up to you to provide the right answers. If you want to educate clients without overloading them with information, give them Richard Ardia’s book, Making the Right Moves in Real Estate. This handy guide gives reallife examples of real estate’s most common scenarios, challenges and opportunities. Ardia, Broker/Owner of RE/MAX Heritage Properties in Flanders and Chester, N.J., wrote this book – his first – to educate people about real estate and demystify the process. Here’s one of Ardia’s favorite excerpts, which stresses to sellers the pitfalls of overpricing a listing: Being in the wrong price range is a lot like being out of hearing range. Potential buyers are just not getting your message! Today’s buyers are smart and they do not want to waste their time looking at homes that are not competitively priced. The faster you get to the right target range, the more the house will sell for. Bread tends to get stale in about a week. Homes can start after 30 days.

Making the Right Moves in Real Estate is available by emailing Ardia directly at richardardia@gmail.com. The cost is $14.95. A special RE/MAX price of $9.50 each is available for orders of four or more copies.

REMA X .COM/ABOVE • FALL 2012

INSIDE STORY

outdoor marketing

big impact, little effort Shop for all your outdoor advertising needs in five easy steps The RE/MAX Ad Marketplace lets you order customized out-of-home marketing at major discounts. Billups Worldwide, a RE/MAX Approved Supplier, is handling all placements and administrative details so you can focus on creating the project that suits your needs quickly and seamlessly. Ready to get started? It takes just a few minutes to create your project.

Visit admarketplace.remax.com (it’s also accessible on the bottom of the Mainstreet home page).

3 Indicate what type of outdoor media placement you want: bus benches, billboards, taxi tops, bus shelters, bus backs or bus kings.

Enter your project information, including details about your budget, campaign start and end dates and the cities you want to advertise in.

ABOVE THE RE/MA X MAGAZINE • fall 2012

Review your plan request to ensure all your project details are correct.

5 Click the green “Place Your Plan Request” button and a Billups representative will contact you shortly to finalize the details. It’s that easy!

global Development

INSIDE STORY

Landing in China The RE/MAX referral network just grew a lot bigger with entry into China, including Hong Kong and Macau. By Deborah Ball Kearns

he network is still buzzing with the news that RE/MAX has expanded into China, Hong Kong and Macau, a move that capped years of hard work and an arduous search for the right master franchise leadership. With a population of more than 1.3 billion people and a booming economy that’s second only to the U.S., China has a vibrant, developing real estate market fueled by the

growing prosperity of its middle class. Affluent Chinese nationals are also investing heavily in real estate outside of their home country – namely in the United States and Canada. The RE/MAX system is a clear fit for Chinese real estate entrepreneurs looking for a global brand that will multiply their opportunities to do more business, says Larry Oberly, RE/MAX Vice President of International Development.

“RE/MAX agents understand the power of the international network,” Oberly says. “This expansion is a win-win for new agents in China, as well as RE/MAX agents in other countries who can grow their referral database in a major way.” Even with the new RE/MAX China operation still in development – the first offices should open in early 2013 – many RE/MAX Associates are already working with Chinese buyers.

REMA X .COM/ABOVE • FALL 2012

INSIDE STORY

global Development

CONNECTIONS/ Tapping into the Chinese market

Gloria Young

Omar Kinaan

ABOVE THE RE/MA X MAGAZINE • FALL 2012

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( in millions )

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Together, Young and Kinaan have created a successful business model, and now that RE/MAX has entered into China they expect to make even more connections. “We share the mindset of focusing on quality instead of quantity,” Young says. “In our luxury market, we target an intimate circle of high-net-worth Chinese buyers as opposed to dozens and dozens of people.” Kinaan adds that the RE/MAX global presence is one of the leading reasons Chinese buyers work with the team. “Many affluent Chinese people travel the world and have heard of RE/MAX, although the brand isn’t yet up and running in China,” he says. “They’re more open to working with us than if we were affiliated with a lesser-known brand. Our office specializes in The RE/MAX Collection, and that’s another key advantage. Chinese buyers expect a sophisticated, luxury experience in all of their dealings, and that’s what we deliver.”

she

“Many affluent Chinese people travel the world and have heard of RE/MAX, although the brand isn’t yet up and running in China. They’re more open to working with us than if we were affiliated with a lesser-known brand.” — omar kinaan

Building on Momentum

con gqin g

Gloria Young and Omar Kinaan, for instance, work as a team with RE/MAX Distinctive Properties in Menlo Park, Calif., and 40 percent of their clients are international buyers – mostly from China. “Culturally speaking, Chinese people like to plan ahead – way ahead,” Young says. “Stanford University is one of the top choices Chinese parents consider for their children. It’s also the engine that drives the Silicon Valley’s venture capital and tech firms. “When we point out all of these benefits, coupled with the outstanding public schools and laid-back lifestyle, Chinese buyers see the value in investing or buying real estate here.” Young is Chinese; she was raised in Beijing and Hong Kong, and speaks fluent Mandarin and Cantonese. She is responsible for building relationships with Chinese buyers. She culls leads from years of international travel and referrals from friends and relatives who are still living in China. Kinaan, who has worked in real estate for nearly a decade, takes the lead on transaction negotiations and moving the process to closing.

16.6

12.2

8.9

Best practices/

Working with Chinese buyers Young and Kinaan offer these tips to help prepare agents interested in working with this wave of buyers.

Partner with someone “There’s a huge advantage to partnering up with another agent who already knows the language, understands the culture and has connections in China, because there are subtle yet important nuances to Chinese business relationships,” Kinaan says.

GDP Population 1,343,239,923

$11.44 trillion (second-highest in the world after the U.S.)

Language

FUN FACT

Standard Chinese or Mandarin, Yue (Cantonese), Wu (Shanghainese), Minbei (Fuzhou)

Did you know the Chinese invented paper, the compass, gunpowder and printing?

Listen closely and be patient “Chinese buyers view the negotiation process as the beginning of the transaction,” Kinaan says, “so you need to have more patience and listen to really understand their objections.”

Do the research “You have to do your homework, as you would in any transaction, and really take the time to understand the cultural differences and international lending and financing requirements,” Young says. “The more solution- and fact-oriented you are, the better your chances are of convincing Chinese buyers that they should work with you.”

Anticipate their needs Young says the Chinese buyers she works with are typically looking for newer homes in great condition, modern architecture and a strong emphasis on Feng Shui (for instance, house numbers and their relation to good chi, sun exposure, furniture setup and location of entry door, among other factors).

REMA X .COM/ABOVE • FALL 2012

INSIDE STORY

Convention

All roads lead to

The 2013 RE/MAX R4 in Las Vegas promises to be the biggest and best yet. February may seem like a long way off, but it will be here before you know it – and it’s never too early to start planning your winning strategy. By Deborah Ball Kearns

Many of the most successful Sales Associates in the network attend R4 every year because they understand the value of the experience. Paul Hannan, for instance, is a top producer with RE/MAX Legacy Realty in Mississauga/Toronto, Ontario. He goes to network to build his referral database and has become a pro at it over the years. Here are Hannan’s best do’s and don’ts to network like a rock star.

ABOVE THE RE/MA X MAGAZINE • FALL 2012

om Tips fr rking o w t e n ul pro Pa n a Hann

DO figure out why you’re going I think R4 education is fabulous and I drop in on sessions here and there, but my main reason for going is to network. A lot of agents talk about farming neighborhoods; well, I farm RE/MAX events. Why? Because agent-to-agent referrals provide a very lucrative income stream! It’s also the best chance you’ll have to meet agents from around the world.

DON’T be shy

Ask yourself, “Who do I want to meet?” Are you seeing more international buyers in your market? Make it a point to seek out agents from those places so you can exchange referrals with them, or gain insights into the psyches of potential buyers. Stay in the host hotel, be visible and introduce yourself to RE/MAX people – they could be your next referral.

DO make it a point to meet at least five people a day You’ll never remember everyone you meet. That’s why I make it a point to spend time with at least five new people a day and have meaningful, one-on-one conversations with them. More than 40 percent of my business comes from RE/MAX agent referrals, and many of those referrals were exchanged with someone I met at a past convention. Making time for quality, in-depth conversations is more effective than a quick swap-and-run approach.

DON’T be boring!

You’ll meet a lot of people at R4, so it’s important to be likeable and memorable. Remember to have fun and smile; no one wants to talk to someone who doesn’t seem approachable. And do something people will remember you for. For example, when I went to one of our Canadian cocktail gatherings one year, I brought little Canada flag stickers for everyone to put on their lanyards. Over the next few days, Canadians could spot each other from a mile away. They loved it!

DO look at name tags and ribbons You know those colorful ribbons that list agents’ designations and awards that seem to mimic an alphabet soup? They actually have a purpose beyond colorful decoration. If you want to increase your income, seek someone out who has a Diamond Award or Chairman’s Club ribbon. They can probably share a tip or two.

DON’T try to give everyone a card

Dumping business cards left and right and leaving them on every chair at all of the events is ineffective. How will anyone remember who you are if you don’t actually talk to them? Strike up conversations with people first, and then swap cards. Write notes on the back of the cards afterward, so you remember what you talked about.

DO go to as many social events as you can The best places to meet people are lunches and other unstructured social events. At sessions, someone is presenting the whole time and you’re in a chair for an hour or longer. But at social events, there’s an ebb and flow of activity and conversations. The Big Give is my favorite event, because you’re not tied to a table and you can move around a lot. The same goes for the Welcome Reception. The key is to be accessible and move around.

DON’T forget to follow up!

So many people forget to keep in touch after they get home. All of the people I spend a significant amount of time with at R4 receive a handwritten thank-you card from me. I also add them to my database, which has grown to 1,400 RE/MAX agents I’ve met over the years. I follow up with these contacts via email each quarter. Social media is a great way to stay in touch, and it’s an effective way to build those relationships even more.

RE/MAX R4

Celebrating 40 years Are you ready to

rock Las Vegas?

stevie nicks

Networking. Education. Business. Fun. They all come together at RE/MAX R4, Feb. 25-28, 2013 at the MGM Grand in Las Vegas. Next year’s convention will be a special one, as the network marks its 40th anniversary. That’s 40 years of revolutionizing real estate and raising the bar around the world. In addition to world-class education and insights from key RE/MAX leaders and real estate coaches, networking opportunities will connect you with the best entrepreneurs in the business. And to top it all off, superstar Stevie Nicks will perform at the R4 Party With a Purpose. She’s known for her ethereal stage presence and unforgettable hits like “Rhiannon” and “Landslide.” Visit the Events page on RE/MAX Mainstreet for more registration details and to reserve your room at the MGM Grand.

REMA X .COM/ABOVE • FALL 2012

BUILDING BLOCKS

ONLINE MARKETING

Stretch your comfort zone You must be willing to step outside of your “traditional marketing” comfort zone and adopt an online marketing strategy to bolster your brand presence. Interact with prospective clients across multiple online platforms (email, Facebook, Twitter, Pinterest, blogs) to maximize your reach.

5 Tips

to convert your online efforts into new business By Bondilyn Jolly, Founder & CEO, eMerge

Content is king Relevant, current content drives engagement and keeps you top of mind with your contacts. Send out content relevant to your users’ lives, not just your objectives, to help generate leads and referrals, and always invite interaction.

Ask for what you want Don’t make your contacts guess about the information you provide; ask for what you want! Use clearly labeled, prominent links to persuade prospective clients to click. Whether it’s a link to a video introducing you and your services, or a link on your blog that directs to a featured listings page, make sure users know what you want them to do and exactly what they’re going to get.

Dominate with emerge

No matter what your business objectives, follow these guidelines to achieve online marketing success and convert your online relationships into income-generating opportunities.

Build relationships, target leads and convert opportunities with the eMerge “Total Market Dominator” program. Offering professional real estate and lifestyle content across

Pay attention As your users engage with the information you present, pay attention to what sparks the highest interest. You will begin to see patterns in the way your prospects interact – from watching virtual tours and client testimonials, to reading a blog article you posted to sharing that same article across their own social channels. It’s critical to have clear analytics in place that allow you to drill down deeper and capitalize on your most popular content.

Stick with it

ABOVE THE RE/MAX MAGAZINE • FALL 2012

It takes long-term commitment to build, maintain and nurture relationships you can develop into business opportunities. The best way to expedite this process is to stay active and consistent in your marketing outreach. Take five to 10 minutes a day to leave a quick comment or “like” a picture or post. This keeps you in clients’ minds and displays your interest. Relationships – online and offline – are the foundation of your business success.

email, social media and blogs, eMerge – a RE/MAX Approved Supplier – helps Broker/Owners and Sales Associates take control of their online marketing success.

Learn more and request an eMerge demo at www.REALeMerge.com/remax or by calling 888.639.9323.

D o w n l o a d t h e f u l l w h i t e p a p e r a t r e m a x . REAL e M e r g e . c o m / w h i t e p a p e r s .

BUILDING BLOCKS

s o c ial me d ia

Boost YOUR

Social

M edia

Life

A coordinated social media strategy can bolster your marketing results and help you maintain personal connections with clients.

Chris Somers

by logan kugler

Office: RE/MAX Access Market: Philadelphia, Pa.

photograph by anthony wood

e all know that social networking is an easy and effective way to maintain relationships, generate referrals and build your business, but are you taking full advantage of its possibilities? Meet two social media “super users.” Their tips may include the great idea you’ve been looking for.

Blog: thesomersteam.com Twitter: thesomersteam Facebook: thesomersteamofphiladelphia

Create Purposeful Content

Chris Somers’ targeted strategy helps build his brand

Traffic isn’t typically something you look forward to – unless you’re a RE/MAX agent with a social media presence. Chris Somers, a RE/MAX Hall of Famer who works with his wife, Stephanie, to serve the Philadelphia market, has built a successful career in part by generating traffic and turning it into opportunities.

Somers’ Advice “Jump in, get involved and go where the people are. They’re on Facebook; they’re on Twitter. It’s not that difficult to create a business page on Facebook. The trick is to keep it fresh – delegate as needed – so that it doesn’t become stale.”

REMA X .COM/ABOVE • FALL 2012

BUILDING BLOCKS

s o c ial me d ia

Let it Grow

“I consider our website and our blog as our landing page – they’re the first points of contact for most people. At the end of the day, they provide extra business for us because buyers and sellers can easily see what’s going on and the services we provide,” Somers says. Together, Chris and Stephanie maintain a vibrant blog that informs locals about properties for sale, educates them on Philadelphia’s real estate market and highlights area personalities or businesses. They also update Twitter and Facebook frequently with information on available properties, local market news and fun facts about homeownership. These widely used social media channels provide visibility and help drive traffic to the couple. “Our traffic has gone up 15 to 20 percent consistently each year,” Somers says. A lot of that success comes from creating engaging content and tracking results.

ABOVE THE RE/MA X MAGAZINE • FALL 2012

Offer Quality Content “With the SEO that we have, we see our Google rankings continue to rise for a lot of very specific keywords,” Somers says. “We track traffic numbers with Google Analytics. It’s quantifiable, and it shows us what works.” To push their site and blog to the top of the Google rankings, about 75 percent of the couple’s SEO strategy is organic. They also consult with an SEO firm to further fine-tune the plan. But, ultimately, SEO can do only so much. Once people arrive, they have to find something interesting. “If we weren’t providing quality content

and relevant information, the traffic would definitely go down,” Somers says. For instance, recent blog posts discussed everything from available properties to advice for students looking to rent in Philadelphia. The team even posted a “Meet Your Neighbor” story that described The PaperMill, a local art collective renting out space in its building. This sort of content isn’t just about selling; it’s about building the larger story of the community’s real estate market through social media – fortifying the couple’s presence even more.

photographs by anthony wood (l) and Kevin Hewitt (r)

Start the Conversation

“By projecting a tech-savvy image, our office is seen as being up to date on current trends,” Somers says. “That brings people in the door.” Between Twitter, Facebook and blogging, Somers definitely projects a well-connected, tech-savvy image. But what about agents who are using social media without seeing concrete results? Give it time, Somers says. “The expense can be next to nothing, but time is the big investment,” he says. “I’ve seen people jump in and start a blog or do something on social media and burn out because they just don’t give it enough time for results to happen.”

generate leads one “like” at a time

Mike rapkoski leverages social media to gain referrals

ike rapkoski uses facebook and twitter to drive traffic to his blog, where he writes about real estate in the Toronto area, keeps tabs on market movements and offers advice to buyers. “I follow or friend pretty much all of my clients and interact with them,” Rapkoski says. “If I read something that says you’re going in for surgery, for example, I’ll make a note and call you just to say, ‘How are things going?’ It’s a personal connection that also has business value.”

rapkoski’s advice

Keep it Real Being a part of clients’ lives both during and after the buying process is important to Rapkoski. Social media tools make it easy for him to keep tabs on everyone in real time. For instance, on his Facebook page, Rapkoski recently posted Mike Rapkoski several updates about work, including: Office: RE/MAX Ultimate Realty “Another satisfied client this evening Market: Toronto, Ontario who is going to be moving into an amazBlog: myagentmike.ca ing new home! It’s such a cool feeling … Twitter: RapTheRealtor I helped her purchase her first loft. Then Facebook: MikeRapTeam she met her husband-to-be and I helped them both sell their lofts and purchase a larger condo. Now, they have an amazing home where they can raise their twin 1-year-olds! At times, this business can kill you. But this is why I love what I do!” Rapkoski believes in social media so much that he developed a formal plan to increase his time in front of past clients and acquaintances on Facebook. His goal for this year is 12 social media driven referrals; so far, he’s received seven.

stay in Touch While each like, pageview and tweet might seem small on its own, together they show compounding returns and play a huge role in helping Rapkoski build relationships that pay dividends. By maintaining an active blog and Twitter presence, as well as personal and business pages on

Facebook, Rapkoski reaches out to past and current clients, builds relationships and turns those online interactions into face-to-face meetings and referrals. “I work hard to remain in contact with friends and past clients,” Rapkoski says, “and social media helps tremendously.”

“Have fun with it. Don’t make it all about business. Your clients, friends and family want to see your personal side.”

Build a Blog Coupling a solid social media plan and a blog is a very effective way to publicize your work and provide relevant content to your customer base, Rapkoski says. “With a blog, you own the data and information you’re putting out there and you can build a robust, targeted archive,” he says. “If there’s something I’ve written that would appeal to a first-time buyer, I can direct them to the content.” But above all, be consistent, he says. “Social media is a great way to stay in front of people, but it’s only effective if you’re sharing the right information.”

REMA X .COM/ABOVE • FALL 2012

BUILDING BLOCKS

technology

thedownload.remax.com Introducing your one-stop resource for all things tech

Yelp for Real Estate

Export LinkedIn connections and add them to your database

Little-known facts about Google Analytics

Never misplace a business card again with CamCard

Sending FROM your remax.net email address

Twitter manners

Share wellproduced, bite-size videos with Viddy

f even one of the tech topics shown above interests you, you have to visit – and bookmark – The Download at thedownload.remax.com. This list of tech videos and blog postings from the new website, powered by RE/MAX University, just scratches the surface of all the great content available. And it’s all interactive! You don’t have to register to access the site, but if you do you’ll be able to post comments, share your own tech insights, and network with other users. Just like the latest and greatest in tech, The Download will always be changing. So visit regularly.

ABOVE THE RE/MA X MAGAZINE • fall 2012

5 Action Items site map

1. Go there

2. register

Take five minutes right now and go to the site to watch a video or read a post. You’ll be blown away by all the takeaways.

The Download is open to anyone. But if you want to participate or contribute your own content, you’ll need to create a profile. Don’t worry – it’s free to sign up!

3. cast your vote It takes a split second to “like” a post or video on The Download. It’s a great way to let RU know what kind of content you’re looking for.

4. comment Help out other users by posting your thoughts on what works and what falls a little short.

5. submit your own content That’s right! As a registered user, you can be a contributor on The Download. Submit original posts about your tech picks and insights for a chance to have them published.

Browse, share and comment on videos and blogs on a variety of topics, organized into these categories: pps :: iPhone, iPad, Android, Windows A and BlackBerry Social :: Facebook, Twitter, YouTube, LinkedIn, Pinterest, Google+, Yelp Products :: Accessories Business :: Website, Email, Presentations

Now Posted.

Now Playing.

Export LinkedIn Connections and Import to Your Database

Presenting a Better Way With SlideRocket

LinkedIn is a great way to connect professionally with former colleagues and classmates, but beyond the site’s standard use, you also have the (fairly hidden) option to export your LinkedIn connections’ contact information. Once exported, you can import your LinkedIn connections to your main contact database to expedite your marketing efforts.

Read all the steps

“If you’ve never handed your iPad to a consumer and let them play with it on a listing presentation, trust me, it’s a beautiful interaction,” says Inman Next’s Chief Evangelist Chris Smith in the “Presenting a Better Way With SlideRocket” video on The Download. SlideRocket app highlights: Free and easy to use Strong user interface Sleek look and feel watch Simply open it up the video and hit play Presentations are on your tablet and available to embed on your website Analytics available on embedded presentations

REMA X .COM/ABOVE • fall 2012

BUILDING BLOCKS

re/max university

Peak Producers

The 7 Types of Negotiators

Know Their Style —And Yours By Brian Buffini

customer will refer a less-than-likeable agent who is a strong negotiator

over a pleasant, more agreeable agent who isn’t. The aim is to balance character with competence and confidence in negotiation. An expert negotiator seeks common ground, remains relationally connected, offers a 360-degree perspective and is willing to walk away. What type of negotiator are you? And what about the others involved in the transaction? Awareness of various negotiation styles and how to respond is the key to becoming a master negotiator.

Peak Producers 2012 results (through Oct. 8) for RE/MAX participants, according to Buffini & Company:

The People Pleaser Who they are: These people want to be liked and often cater to other peoples’ needs, wants or feelings at the expense of their own.

What they need: People buy and sell emotionally – so sometimes you have to protect People Pleasers from themselves. It’s important they don’t capitulate to the other party just to be liked. The same goes for you! It’s nice to be liked but, as a professional, it’s more important to be respected.

1,296

Transactions per Associate during the program

Sales Associates who have taken Peak Producers

Leads/referrals generated per Associate during the program (average)

The Expeditor

Source: Buffini & Company

Who they are: They talk, move and think fast.

What they need: Manage their speed. If you’re serving someone who is an Expeditor, you need to communicate clearly that some things take time – and for good reason. The details can have long-term ramifications. If you’re negotiating against an Expeditor, then slow things down. That way you’ll get what you need, too!

ABOVE THE RE/MA X MAGAZINE • fall 2012

King of the Hill Who they are: This type of negotiator needs to win – winning is of paramount importance.

What they need: If this is you, then make sure you know what the win is, i.e. who is it you are actually serving? If your clients are this type, then help them find the small wins along the way to satiate that need.

The Rocking Chair Who they are: These people are patience personified. They say little and take their time.

What they need: Be patient and understanding. Manage your own personality traits so that your pace doesn’t derail them.

Earnest and Honest Who they are: They tend to be very easygoing and have a laid-back approach. You can trust them; their word means something.

What they need: Be careful how you hear the other party in a negotiation. You must listen and analyze what you’re hearing. If they are an Earnest and Honest and they tell you what they want or are willing to offer, that’s probably exactly what they mean.

Emotional Ping-Pong Who they are: These people will vacillate depending on emotions: “I want to buy today.” “I don’t want to buy today.” “This is great.” “This is awful.” By the way, often the Realtor can be the “Ping-Pong” in the negotiation.

What they need: Highs and lows already exist in a negotiation, so if you couple that with an emotional client, drama can make its way into the talks. The more emotional they become as they go through the process, the steadier you need to be for them.

Be a Rainmaker, Dealmaker & Moneymaker

Habits – Attitude – Skills Work on these areas and you’ll be a person who HAS a great business.

The 12-week program tackles topics RE/MAX agents are dealing with right now: • Getting buyers off the fence • Winning every negotiation • Conquering the chaos

Linear Logical Who they are: These people process their emotions in a linear fashion – Mr. Spock from Star Trek would be a good example.

• Preparing for the four market conditions you could face Brian Buffini’s goal is for you to generate at least 10 new leads and close three transactions during the program. Think about what that would do for you, your income and your business.

What they need: They’re always looking for more information or the sequence to make the informed decision. Be aware that if you miss details during the transaction, the scrutiny goes up. Sloppiness can derail a Linear Logical negotiation.

Watch and learn about Peak Producers

REMA X .COM/ABOVE • fall 2012

guts passion drive leadership heart

Four newcomers to the RE/MAX network show they’re not interested in a safe, underwhelming career path where they can hang a license and close virtually no sales. They want something more. By Shara Rutberg, Deborah Ball Kearns and Amanda Derengowski

ABOVE THE RE/MA X MAGAZINE • fall 2012

“Are You MAX Enough?” Every RE/MAX Sales Associate has answered yes to that question at some point, even if it wasn’t posed in those exact words. After all, you don’t join RE/MAX unless you have a certain something within you – a fire in your belly, a desire to aim higher, a healthy dose of confidence and a willingness to do what it takes to excel. Boiled down, it’s a mixture of guts, passion, drive, leadership and heart. And when that combination is coupled with the competitive advantages of RE/MAX, amazing things happen, benefiting everyone involved. So whether you came to RE/MAX with a wealth of experience or possessed the confidence to join earlier in your career, chances are good that you brought these elements with you. Chances are also good that they’ve deepened ever since; that’s what happens when you’re part of a culture that values achievement and performance. In the stories that follow, you’ll meet four RE/MAX Associates who joined the network within the past two years. They each had their reasons for making the move, but they’re where they are today because they knew – as did the Broker/Owners who brought them on board – they were clearly MAX Enough.

Sales associate sarah leib with broker/owner shami sandhu

Sarah Leib RE/MAX River City Edmonton, Alberta

This hard worker finds a natural fit

photograph by Constantine Tanasiuk

trolling through Edmonton’s 14th annual Cornfest with her niece and nephew, Sarah Leib was even more excited about the RE/MAX sponsorship tents than she was about the wafting aroma of roasting corn. And that’s saying a lot, because the fresh, local corn smells very enticing. “I just love being out in the community and seeing the brand,” says Leib, a onetime receptionist at RE/MAX River City who in 2011 rejoined the office as a Sales Associate. “When I decided to become an agent, RE/MAX was the natural fit; I didn’t seriously consider another brand. Why would I?” She’s a new Sales Associate, but she brought more than a decade of big-picture experience and insight with her. She and her developer husband built an investment portfolio of a dozen single-family homes and an apartment building they manage themselves. Right from the start, she felt comfortable at her office. “I’ve stayed in touch with many of the agents here, and even worked with some to purchase my own properties, so I know what sort of people they are,” Leib says. “I love to meet with veteran agents for coffee or lunch to talk about new strategies and ways of running my business. The

“I love to meet with veteran agents to talk about new strategies and ways of running my business. The wealth of experience I can tap into is amazing.” –Sarah leib

wealth of experience I can tap into is amazing.” One of her valued resources – and biggest fans – is Broker/Owner Shami Sandhu. “I’m amazed at the amount of hard work Sarah puts in,” says Sandhu, who received a Broker/Owner of the Year award at the 2012 RE/MAX R4 last March. “She really goes above and beyond for her clients. She’s there wherever and whenever they need her. She’s passionate about helping people.” Her passion extends beyond home sales. She’s highly active in the community, in efforts like the Canadian Breast Cancer Foundation. The visibility and interaction help her create a professional reputation. “I enjoy being a real estate resource for people – whether they’re my clients or not,” Leib says. “I really can’t imagine running my business anywhere else but RE/MAX.”

ABOVE THE RE/MA X MAGAZINE • fall 2012

She helps clients see possibilities

ierra Cannon, who joined RE/MAX and began her real estate career less than a year ago, has already tied her business to a cause she cares about deeply. Inspired by a close family friend who’s a breast cancer survivor, Cannon sets regular fundraising goals through the Home for the Cure program and makes a donation after every closing. The pink-ribbon logo appears on all of her marketing materials.

sierra and Blake cannon

SIERRA CANNON RE/MAX LEGACY REALTY OXFORD, MISS.

“With RE/MAX, I feel like I’m wearing a superhero cape.” –Sierra Cannon

ABOVE THE RE/MA X MAGAZINE • fall 2012

“Right from the start, I wanted to make it clear that it’s not all about me,” Cannon says. “Buying and selling is an emotional process, and I use my position of trust to help clients see all the possibilities open to them.” Cannon’s approach has led to a strong start; she’s closed seven transaction sides so far this year and has several more pending. The former schoolteacher came to real estate after seeing the immediate success of her husband, Blake, who joined the brokerage in March 2011. Cannon knew the RE/MAX model is designed more for experienced agents than newcomers, but she had great confidence in herself and “didn’t want to waste time” somewhere else. “I wanted to go with a brand that has a strong reputation,” she says. “With RE/MAX, I feel like I’m wearing a superhero cape.” Since day one, Cannon has latched on to all the competitive advantages she can, learning a lot from her mentor, Office Manager Tena Taylor. “Sierra is like a sponge when you’re talking to her,” Taylor says. “She takes it all in and then runs with it.” Cannon’s grit and dedication – whether it’s coming up with creative solutions to pricing issues or simply praying for her clients when they ask her to – are essential to her success. “So much of the business is based on problem solving; no transaction is going to be 100 percent easy,” Cannon says. “That’s fine with me, because I never take no for an answer.”

JESSICA BONANNO RE/MAX MASTERS SOUTHLAKE, TEXAS

Creative pro pushes toward her goals

essica Bonanno rented a storage POD for nearly two weeks to assist sellers involved in a transaction that was going sideways. The telling part is that they weren’t even her clients. On a deal a long time in the making, Bonanno and her first-time homebuyers found themselves with their hands tied as the sellers awaited clarification on a financing issue that was preventing them from moving into their next home. Bonanno’s clients were hoping to close and move in immediately, but the sellers began to balk. Bonanno thought through several scenarios and the end result was renting the POD. Her clients

“Being a RE/MAX agent tells people that I’m all-in on real estate; that I’ve made this my career.” –jessica bonanno

appreciated her creativity. “That’s what I had to do to make it happen,” she says. “Satisfied clients become referrals and sources of new business. I feel good about the level of service I provide, knowing I’m helping my clients enter a new chapter in their lives.” Bonanno’s sales reflect her efforts. She joined RE/MAX in January, and by September had closed more than $4 million in sales volume. She earned her broker’s license and the NAR Short Sales and Foreclosure Resource (SFR) designation, which has been a critical tool for her. Bonanno has what it takes to craft a successful career, says RE/MAX Masters Broker/Owner Kristina Hayes. “Jessica’s very driven,” Hayes says. “She’s extremely professional and has already developed an excellent reputation for handling business and people. She’s an entrepreneur who runs her business like a business.” Bonanno, who left Prudential to join the network, is glad to be at RE/MAX. “Being a RE/MAX agent tells people that I’m all-in on real estate; that I’ve made this my career, with long-term goals and expectations,” she says. The atmosphere at RE/MAX Masters helps too. “Working alongside top producers motivates me to keep climbing,” she says. “It pushes me closer to my goals.”

He’s using the tools and getting results

fter just a few months in the business, Jeff Minner found himself in front of a RE/MAX west room full of students at the Idaho boise, idaho Real Estate School, talking about his quick success. Broker/Owner Darrin Jaszkowiak had asked Minner to speak to the aspiring agents, knowing that his passion for the industry would inspire them. It was The offer was accepted and the a great call. listing is in escrow – all because Minner “Jeff has guts for sure; he’s not addressed his clients’ fears head-on. afraid to go all out,” Jaszkowiak says. It was another good day in a long “He’s really good at connecting string of them. with people.” “I’m 37, and I feel like I’ve found Minner, who joined RE/MAX West in my niche in life,” he says. “I have a July after a career in social work, had great Broker/Owner, a great brand six pending deals and and a great training two due to close the system behind me – all day he was interviewed working together.” for ABOVE. The social Minner immersed skills he brought to himself in Buffini & his new career came Company’s Peak in handy during one Producers program particularly tough right out of the gate. transaction, when he He also dove into elehad to counsel two ments like the RE/MAX first-time buyers – a Design Center and young husband and LeadStreet – he’s curwife – to put in a higher rently working on five bid on their dream LeadStreet leads. He’s home after someone extremely happy to be else had topped their where he is. –jeff minner first offer. “I enjoy the “I could see from the entrepreneurial aspect wife’s expression that she was frustratof RE/MAX, because my success is ed and upset,” Minner says. “I asked her up to me and I’m doing everything I what was wrong, and the tears started can to make it happen,” Minner says. flowing; she was anxious and stressed “Wherever I go, I wear my RE/MAX because she didn’t quite understand lapel pin and it starts some great why they had to raise their offer. I difconversations. When that happens, I fused the situation and explained why.” know I’m meant to do this.”

jeff minner

“I enjoy the entrepreneurial aspect of RE/MAX, because my success is up to me and I’m doing everything I can to make it happen.”

ABOVE THE RE/MA X MAGAZINE • fall 2012

Be Bold.

Knowing how to charge forward when others retreat has made all the difference for California top producer Neal Weichel By Scott Marshutz and Deborah Ball Kearns // Photography by Tara Rochelle

he most important life lessons Neal Weichel has learned

werenâ&#x20AC;&#x2122;t taught in a classroom. They came from three summers of going door-to-door in Pennsylvania and New York, selling books while he was an undergraduate student at UCLA. The experience, he says, changed his life. It taught him persistence. It taught him to accept the harsh sting of rejection. And, most importantly, it taught him that he was pretty good at sales.

ABOVE THE RE/MA X MAGAZINE â&#x20AC;˘ fall 2012

It was tough when I started and things were shaky all around. None of that mattered, though, because people were still buying and selling. I just had to work hard to find them.

Weichel took those lessons to heart in the corporate world, where he was sales manager for an oil company. Eventually, he became disenchanted; he felt like his personal growth and income had reached its limit. That’s when a friend suggested, in 1991, that he sell real estate. Weichel gave it a shot and became hooked. Twenty-one years later, Weichel is a top-producing RE/MAX star. His team, which ranked No. 36 in the world – and No. 16 in the U.S. – in 2011, is on track to close more than 160

transaction sides this year. From the moment he entered real estate, he realized it would involve some ups and downs. “It was tough when I started,” says Weichel, a RE/MAX Circle of Legends member and Diamond Award winner with RE/MAX of Valencia in Santa Clarita, Calif. “Large companies were packing up and leaving town, we had a major earthquake, the Rodney King riots were going on and things were shaky all around. None of that mattered, though, because people were still buying and selling; I just had to work hard to find them.”

ABOVE THE RE/MA X MAGAZINE • fall 2012

you have to be willing to work and honor the commitments you make in all aspects of your career and your life.

aking off The Santa Clarita real estate market of 1992 was fraught with perilous conditions, but that didn’t deter Weichel from hitting the ground running. He aggressively farmed neighborhoods day in and day out. When he wasn’t going door-to-door looking for potential leads, he worked the phones with just-listed or just-sold scripts. The effort paid off. In his first year, Weichel closed 66 transaction sides and became the No. 2 agent in the area. “I worked six days a week prospecting, and on the seventh day I held open houses,” Weichel says. “I built my business up quickly by working in a constant mode of run, tackle and block, and I made a lot of contacts. I was driven.” Weichel had his eye on RE/MAX from the beginning, but he sensed he wasn’t ready. RE/MAX was known as the home of top producers – the kind of environment Weichel wanted in a brokerage. He worked tirelessly to prove himself. By December 1993, he was sitting face-to-face with John O’Hare, Broker/Owner of RE/MAX of Valencia, and wondering whether he should make the move. O’Hare was anxious to have him. “Neal was exactly the type of person we look for,” O’Hare says. “He had a burning desire to succeed.”

Perfecting his approach Weichel realized early on that delivering fast, efficient personal service and being a problem-solver would set him apart from a sea of mediocre competitors. “A lot of us forget about the fundamentals that helped us get going,” says Weichel, who sticks to a strict schedule every day. From date nights with his wife, Kim, to his son’s high school basketball games to family getaways in Hawaii, Weichel focuses 100 percent of his attention on the events in his schedule. This approach has allowed him to pursue his passions, including basketball, regular workouts and traveling the world to see his favorite band, U2. “It doesn’t work for everyone, but scheduling things keeps me organized and on top of everything,” Weichel says. “It’s not difficult to be successful in real estate and do things we need to do. You just have to be willing to work and honor the commit-

ABOVE THE RE/MA X MAGAZINE • fall 2012

ments you make in all aspects of your career – and your life.” His clients get his undivided attention, too. Weichel builds on the credibility of the RE/MAX brand by doing all the little things that make a big difference. He returns calls immediately, he lets clients know how much their business is appreciated, and he encourages feedback when he or his team – two buyer agents and four administrative staff members – isn’t living up to expectations. In fact, Weichel invests so much time in client care and appreciation that he doesn’t spend much on traditional marketing. Instead, he focuses on maintaining a reputation for getting things done, which ultimately leads to profitability. “If I had $10,000, I’d put it into a huge client-appreciation party rather than buying bus benches,” says Weichel, who blogs about market conditions frequently and gives clients items of value throughout the year. “My greatest marketing tool is having a sold sign on my listings. That’s why I care about having a great team who shares my vision; when I’m not around, they represent me.”

Weichel’s Words of wisdom Get educated

Plan for success

“Education has been central to my success. I’m a huge fan of Mike Ferry seminars, and I strongly believe in the power of mentoring and having a coach to keep me accountable,” says Weichel, who’s regularly invited to speak at Mike Ferry events. Says Ferry: “I ask Neal to speak at my events because I want people to see what a professional salesperson is supposed to look like — physically, mentally and emotionally.”

“Have a business plan and an accountability partner — a coach or a mentor. The whole idea is to be able to start and grow your business. I think a lot of new agents expect business to just land on their doorstep.”

Do your homework “Study your market like you would study for an important college course. What are the demographics? Where are the areas of highest turnover? What are the builders doing?”

Use the web to sell “My team redesigned our website about three months ago with all kinds of extra information, such as a client Q&A, REO and short sales resources, city-specific data, market news and trends. The site sells me when I can’t be selling me. That’s also why I’m on YouTube.”

brainstorm ideas, best practices and solutions for working REOs. The group had monthly strategy calls and traveled together to REO conferences around the country. It turned into a gold mine of information. “It was essentially a crash course, and everyone I invited was more than willing to contribute and share ideas,” says Weichel, who believes he attended more conferences in the initial two years of the downturn than he had in the first 17 years of his career. “I got ahead of the market early and also worked on my relationships with big lenders like Bank of America and Wells Fargo. It took me two years to get an account from Wells Fargo, but I kept calling; kept prospecting.” Weichel’s efforts paid off. He closed more than 100 REO listings in four years. Though initially reluctant about short sales, he eventually dove in, trained a staff member to negotiate with lenders and conducted “upside-down” consumer seminars to educate distressed sellers about their options. These days, short sales comprise a third of Weichel’s business. And he’s a better agent for it. “I made a business decision that if we were going to do short sales, we had to do them well,” Weichel says. “That’s my philosophy about everything I do.”

Reaching out

The decline in his market is over, but Weichel now faces a new challenge: low inventory. He has plenty of buyers but not enough properties to show them. put on your Weichel understands that real estate Weichel also sees a trend of low appraisals actgame face markets are cyclical, and he stresses this to ing as deal-killers – frustrating buyers and sellers and treat all clients constantly. From 2003 to 2005, sales alike. He blogs about it extensively to explain the your clients activity was red hot, and prices in the Santa various avenues people can explore to achieve like they’re Clarita Valley reached all-time highs. So did their real estate goals. Weichel sees his blog as the best Weichel’s business. one of his best tools for delivering great service to you’ve ever But it all came to a screeching halt in 2007, clients. (And it costs him next to nothing!) had. with the housing downturn. It was like déjà He sometimes uses the blog to motivate others vu for Weichel. He remembered his early to do their best. years in real estate and how bad market “Our business doesn’t have the reputation it conditions could be. By 2008, the valley was should, and it’s because of a small percentage flooded with REOs, with inventory rising too high. Prices of agents who don’t do things the right way,” Weichel says. dipped as much as 25 percent. “As Realtors, we have a huge impact on people’s lives. There Weichel didn’t panic. Instead, he heeded the advice he will always be market changes and reasons people will say heard from Dave Liniger during a California tour – to get you can’t sell homes. So put on your game face and treat distressed-property training so he could work REOs and all your clients like they’re the best you’ve ever had. They’ll short sales. use you again and again, and you’ll be as successful as you He also created a national agent mastermind group to want to be.”

Weathering change

ABOVE THE RE/MA X MAGAZINE • fall 2012

Keep your short sales moving With an escalation web tool for RE/MAX®agents When you’re working on a short sale, communication between the agent and the servicer is critical to success. That’s why Bank of America has provided a convenient escalation web tool for RE/MAX agents that can help resolve short sale issues quickly and keep the process moving. Understand when it may be appropriate to escalate. Resolving an issue always begins with contacting your assigned Short Sale specialist through Equator.® The welcome page of the escalation web tool provides guidelines to help you understand when it may be appropriate to submit an escalation as well as how to use the tool. Connect to a dedicated team. If an escalation is appropriate, simply complete all required fields on the escalations form and click Submit. Your escalation will be sent directly to the RE/MAX Escalations team, who will contact you within two business days. Actual resolution of an issue can take up to 30 days depending on the situation. A resource for buyer’s agents. Buyer’s agents may also submit escalations that will be reviewed and acknowledged. However, to protect the seller’s privacy, specific transaction information will be provided only to the listing agent. This escalation web tool is just one more way Bank of America is working to make the short sale process easier for RE/MAX agents. To learn more, please visit the REO-Short Sale Initiatives page on RE/MAX Mainstreet.®

THIS INFORMATION IS NOT INTENDED OR AUTHORIZED FOR CONSUMER DISTRIBUTION. 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. Bank of America, N.A., Member FDIC. Equal Housing Lender. ©2011 Bank of America Corporation. AD-08-12-1060 09-2012 ARD53427

careers

FULL SPECTRUM

RE/MAX is structured to allow agents to make quick decisions and respond to sellers and buyers.

They

Agent

photograph by Heidi Heilbrunn

Came Back P It’s natural to wonder about life on the other side of the fence. But agents who leave RE/MAX often find that the grass isn’t greener at all. In fact, they soon realize just how much they’ve lost in the move. Meet four agents – from South Carolina, Indiana, Maryland and Texas – who left the network and then returned, discovering in the process that RE/MAX was where they should have been all along. By Dinah Wisenberg Brin

Peggy Harris, Greenville, S.C. Autonomy, brand advantages

deciding factor

eggy Harris, a RE/MAX Hall of Fame member with RE/MAX Realty Professionals in Greenville, S.C., left for a regional independent brokerage more than a year ago when her broker decided to let go of his franchise. She was happy to return in December 2011. “RE/MAX is home – there’s nothing like it out there,” she says. Harris, who had been in the 100 Percent Club, saw her

sales drop drastically when she left. The difference, she explains, is that RE/MAX is structured to allow agents to make quick decisions and respond to sellers and buyers without navigating confounding channels of authorization. And in today’s fast-paced, always-on, instant-response world, quick action can make all the difference. Factors like her brokerage’s administrative support

REMA X .COM/ABOVE • fall 2012

FULL SPECTRUM

CAREERS

staff, the remax.com website, quality leads and advanced technological tools also played a part in her return. “RE/MAX is awesome,” Harris says. “It’s that simple.” So now, she’s once again affiliated with a successful, globally known brand supported by national advertising campaigns. “We’re always on television and we’re always out there,” Harris says. “Everyone knows RE/MAX.” Harris also appreciates the personal support from other agents and the

Agent

companywide ethic of investing in communities. “We want to see every agent be successful,” says Harris, who donates a percentage of her closings to RE/MAX supported charitable organizations, including Children’s Miracle Network Hospitals and Susan G. Komen for the Cure. “Everyone is like family, and they have fun, but they also take their business seriously.” And where does it all leave Harris? She’s back on track to rejoin the 100 Percent Club.

Mark Linder, Greenwood, Ind. Support from local leaders

ark Linder had been a RE/MAX agent for about 10 years when he left to join Keller Williams. At the time of his departure, the leaders of his RE/MAX office invited him out to lunch, told him there were no hard feelings and made a prediction. “They said, ‘Hey, we know you’ll come back,’ and told me not to be embarrassed to do so,” Linder recalls. Within a few months, the RE/MAX Hall of Famer realized his former managers were right. Linder knew he had to get back to RE/MAX eventually; his sales weren’t as strong without the superior

RE/MAX support, resources, advertising, national brand Linder knew he had to recognition and get back to RE/MAX personal touch. He eventually; his sales rejoined RE/MAX weren’t as strong without Select in Greenwood, Ind., in the the superior RE/MAX fall of 2010 and has support and resources. since closed more than $28 million in sales. “That’s the best two years says, because they focus on I’ve ever had in 17 years, and helping their agents grow the market’s still recovering,” and improve. At Keller says Linder, who today is the Williams, Linder felt like No. 1 RE/MAX agent in the he was competing against Center Grove area. his broker and that the The support of RE/MAX office worked around the Select Broker/Owner Paul owner’s team. Caldwell and Broker/Manager This disparity became Dave McClain was key, Linder even more pronounced

ABOVE THE RE/MA X MAGAZINE • fall 2012

as time wore on, and the RE/MAX team’s support never wavered. “Every month or two they would call, email or otherwise check in on me and reach out,” Linder says. “And that made a huge difference in my decision to come back.”

photograph by Mike fender

deciding factor

Agent

Mark Martin, Austin, Texas High productivity, tangible results

deciding factor

ark Martin returned to RE/MAX in 2011 after leaving years earlier to start an independent brokerage. When the market tanked in 2007, he left real estate to work with a mechanical contractor. “When I decided to come back into the business as an agent, my highest productivity had been with RE/MAX, so that was a natural choice,” he says. Today he leads a team at RE/MAX Austin Skyline in Austin, Texas. Martin is primarily a listing agent, and he values the name recognition, market share and national and international exposure the

RE/MAX brand provides. Martin and his group were the No. 1 RE/MAX team in central Texas for the second quarter, a distinction they achieved by targeting expired listings and using complex systems to pursue them, such as a process that allows them to respond to Internet inquiries within five minutes. “That’s been critical to our success with the buyer side of the business,” he says. Competitor Keller Williams, also based in Austin, has at least five times as many agents in the area as RE/MAX, according to Martin, but RE/MAX is far ahead in productivity per agent. “I go up against Keller

Agent

“I go up against Keller Williams agents every day, and I rarely lose a listing opportunity.”

Williams agents every day, and I rarely lose a listing opportunity,” he says. In March and April alone, the team closed on transactions totaling $4.5 million in sales, and Martin

reports that he’s closing in on Chairman’s Club status and the RE/MAX Lifetime Achievement Award. “I never have to explain why I’m with the No. 1 company in the world.”

Laura Roskelly, Gambrills, Md. Brand quality

deciding factor

L “I really missed the brand name, professionalism and support.”

aura Roskelly leads a team that specializes in military and government relocations and local moves around Fort Meade, Md. The Roskelly Team had been with RE/MAX for nearly a decade before leaving two years ago to join Keller Williams, but found the experience to be lacking. “I’m thrilled to be back,” says Roskelly, who returned with her team in June, rejoining RE/MAX Leading Edge of Gambrills, Md. “I really missed the brand name, professionalism and support

that I get with RE/MAX.” Though her business remained strong when she left (Roskelly reports that she’s closed more than $100 million in sales since 2000), she says she would have been even busier had she stayed at RE/MAX. Her clients liked the Roskelly Team’s marketing plan, she says, but wanted the RE/MAX brand. And for her part, Roskelly says there’s a simple, essential reason for her return: “We wanted to be back with the best.”

REMA X .COM/ABOVE • fall 2012

re/max Commercial

Meet the

Deal Makers CONTACTS and IDEAS ABOUND AT the RE/MAX COMMERCIAL world SYMPOSIUM

ommercial real estate is coming back, and there’s no better time than now to be with RE/MAX Commercial. That was abundantly clear during the 2012 RE/MAX Commercial World Symposium in late September, where more than 100 Commercial Practitioners gathered in Denver to exchange referrals, network and share their best ideas.

ABOVE THE RE/MA X MAGAZINE • fall 2012

wayne d’amico’s top

10 tips for Commercial Practitioners

Wayne D’Amico (CCIM), Senior Managing Director of RE/MAX Right Choice Commercial & Investment Division in Trumbull, Conn., will serve as 2013 President of the CCIM Institute. Here are his top tips for commercial practitioners.

Expand your world. Determine whether your business is based on product specialty or geography – and then widen the circle. If you’re an industrial specialist,

branch out beyond your usual geographical area. Conversely, if you prefer to stay within a certain city or county, consider adding a few more products to your skill set.

Photography by Marc Piscotty

FULL SPECTRUM

READY, SET, NETWORK: Attendees had just one minute to exchange cards and make connections during a fun and fastpaced speed networking session.

expert insights: RE/MAX CEO Margaret Kelly addressed attendees at the Symposium, sharing an economic overview and insights on the commercial market.

3 commercial quick tips Plan ahead. Understand that expanding your reach will require increased time and/or expense. Plan ahead and budget for travel time and transportation costs.

Gather market intelligence. Mine data sources (TREPP, CoStar, STDB, Xceligent, etc.) constantly to know the market inside and out. It will pay off.

Do work that thrills you. Ask yourself if it seems exciting to pitch to new companies in new product specialties or areas outside your traditional ones. If the answer is yes, then go for it!

Know RE/MAX Commercial. Find out what RE/MAX Commercial divisions and

offices are near you, and who the CCIM designees are in your area. Also, identify national and international team players to partner with. Look at their bios, production awards, designations and consumer reviews to see if you’re compatible.

Network! Join organizations such as CCIM, Society of Industrial and Office Realtors (SIOR), ICSC (International Council of Shopping Centers) and CoreNet Global (Corporate Real Estate Executives). Attend conferences like the RE/MAX Commercial World Symposium and RE/MAX R4.

out who you should be talking to.

Think beyond listings. Diversify the suite of services you offer by branching out into buyer/ tenant representation. It’s a great way to gain experience in a new product type so you can be better equipped to assist clients with varying needs.

Get seen online. Have a great personal website, use your office site and keep your RE/MAX Web Roster profile updated. Make sure your social media presence, especially on LinkedIn, accurately reflects the real you.

Know the players. Learn who the key players are in the area you want to target. Read the newspaper, industry trade publications and market reports to find

Be prepared to pounce! When someone asks you ‘How can you help me?’ know exactly what to say.

“ Don’t overlook the small deals, because little deals can lead to big deals.” – Patricia Schwartz, RE/MAX Preferred, Madison, Wis.

“ Seek commercial referrals from residential agents. They’ll make more money on the referral fee and ensure that the lead is properly taken of.” – Brenda Slavik, RE/MAX Unlimited Northwest, Algonquin, Ill.

“ Develop a points system to qualify potential clients. If they don’t pass your test, fire them and seek out clients who are worthy of your time.” – Michael S. Lunn, RE/MAX Commercial Property solutions, Merrillville, Ind.

REMA X .COM/ABOVE • fall 2012

ABOVE & BEYOND

CITIZENSHIP

Taking

Flight A ride in the RE/MAX Balloon gives a group of sight-impaired children a chance to soar.

By Amy Reinink // Photos courtesy Nancy Altemose

little girl wanted

to fly, and RE/MAX Balloon Pilot Kevin Poeppelman made it happen – on a day they’ll both remember. Poeppelman has conducted hot-air balloon demonstrations for countless groups of kids through the years, but none of them quite like this. For a few hours on a warm Pennsylvania morning, he shared the wonder of hot air ballooning with a dozen children who are blind or visually impaired.

“Ballooning is very visual,” Poeppelman says. “You see a balloon and enjoy its colors, or you appreciate the view from up high. That wasn’t possible for these kids, so I tried to find ways for them to experience the beauty of ballooning. And it turned into a very special day.” Nancy Altemose, director of services for the Harrisburg, Pa.-based Tri-County Association for the Blind, says the idea for the event came at the end of an annual weeklong summer

ABOVE THE RE/MA X MAGAZINE • fall 2012

camp for sight-impaired children, when she asked the kids to suggest activities for the next year’s camp. One little girl mentioned a hot-air balloon ride. “She has no vision or light perception, so I asked, ‘What appeals to you about that?’” Altemose says. “I’ve always wanted to fly,” the girl replied. “I just think that getting way up there like the birds would be cool.” On the day of the program, Poeppelman and his wife, Amy, started by handing out balloons to the kids – ranging

in age from 7 to 16 – and asking them to blow them up and think about how much pressure it takes to do so. “I told them that if they could imagine 90,000 of those one-foot-diameter balloons put together, they would have a good idea of how big our balloon is – and how much pressure it takes to blow it up,” Poeppelman says. He also let them stand near the inflater fan, which has a five-horsepower gas propeller that “will blow you over if you stand too close,”

Sight-impaired campers experienced a hot-air balloon flight thanks to RE/MAX and the Harrisburg, Pa.-based Tri-County Association for the Blind

Balloon Power A RE/MAX Hot Air

skirt of the bal-

Balloon event – at a grand

loon that RE/MAX

opening, a school, a

was a real estate

festival, a parade, a park

company, but now everyone

or anything else you might

recognizes RE/MAX as a

think of – is a great way

major real estate franchise,

to build good will and

and everyone identifies the

visibility in your commu-

balloon as its logo.”

nity. Guidelines, costs and

It’s impossible not to

materials vary, so contact

pause and notice a hot

your region for details.

air balloon flying by, and

Kevin and Amy Poep-

By the numbers

Poeppelman says he’s

pelman pilot balloons

constantly amazed at

for two regions: RE/MAX

how many people stop

Pennsylvania & Delaware

and snap a picture of

and RE/MAX Central

what is essentially a flying

Atlantic. They’ve been

billboard. “The balloon is

flying for RE/MAX since

a great brand marketing

1984 and can personally

tool, but it’s also a way to

attest to the power of the

generate lasting good will,”

balloon’s marketing power.

he says. “People always

“When we first worked

enjoy seeing it, whether

with RE/MAX, there were

it’s on the ground or in the

just a few offices spread

air. That’s the beauty, and

out throughout the region,”

incredible power, of the

says Kevin Poeppelman.

RE/MAX Hot Air Balloon.”

“We used to specify on the

he says. Then Poeppelman led the children over to the balloon itself, and let them touch various parts of it. Next came the hard part. “It’s a very quiet ascent that doesn’t offer much of a sense of motion,” he says. “Generally, when you’re in the basket, you wouldn’t even know you’re off the ground if you weren’t looking.” Poeppelman focused on the sensation of weightlessness and let the kids jump up and down in the basket as it ascended. He also chose

RE/MAX operates the largest fleet of hot air balloons in the world.

118

Total number of balloons in the RE/MAX worldwide fleet

RE/MAX balloons in the U.S.

Stories tall, the height of the RE/MAX balloon

one child to help him work the panel that activates the burner, and encouraged the others to feel the radiant heat from the balloon and listen to the sound of the burner as it warmed the air trapped inside. The 9-year-old girl who originally suggested the hotair balloon visit was the first to go up. As she returned to the ground, Poeppelman

says, her first words were, “Can I go up again?” The joy and wonder of a hot-air balloon ride is something that can last a lifetime, Altemose says. “When the children conquer something like this, it makes them feel more like a regular kid who can accomplish anything,” she says. “RE/MAX made that feeling possible.”

REMA X .COM/ABOVE • fall 2012

ABOVE & BEYOND

Citizenship

Committed to a

Cure

Fall – which includes Breast Cancer Awareness Month – is a great time to think about cause marketing. Countless RE/MAX Associates have discovered that joining the fight against breast cancer can make a real difference – in their lives and their business.

In Canada Jane Ambrose is ‘Sold on a Cure’

Scan to Learn More about sold on a cure in canada

Just six weeks after Jane Ambrose’s successful 2003 breast-cancer surgery, she was up and running to help find a cure for the disease. She signed up for Run for the Cure, the annual 5K footrace a that benefits the m br ose Canadian Breast Cancer Foundation (CBCF). “I walked one kilometer and that was as good as I could do,” says Ambrose, a Sales Associate with RE/MAX LifeStyles Realty in Pitt Meadows,

ABOVE THE RE/MA X MAGAZINE • fall 2012

British Columbia. Ambrose joined a local running club and set her sights on the next year’s race, which she completed. She’s participated every year since, and has personally raised more than $50,000 for Run for the Cure. Ambrose also supports Sold on a Cure, a Canadian program in which RE/MAX agents voluntarily pledge to make a donation from each home sold. To date, agents have donated more than $3 million to CBCF. Ambrose educates women about early detection through her many public speaking engagements, and last March her story was featured during RE/MAX R4 in Las Vegas. “I’ve run 5K races and I’ve beaten breast

cancer,” Ambrose says. “I can do anything now.” It goes to show that those first few steps can positively affect people’s lives in major ways.

Home for the Cure Participation’s Simple

When co-worker Lee Lynn was diagnosed with breast cancer, Debbie Reed and her team registered for the Home for the Cure program as a tribute. Home for the Cure is a program exclusively for RE/MAX Associates who want to make regular donations to Susan G. Komen for the Cure and take advantage of co-branding opportunities that come with the RE/MAX sponsorship of the Race for the Cure series. “Komen makes it so easy to give back,” says Reed, a Lifetime Achievement Award winner with RE/MAX Realty Group in

the Home for the Cure program Information provided from FY11 Komen Grants Online Reporting Tool (GORT) data, based on calculated averages for each variable using an estimate of 260 business days in the year.

Rehoboth Beach, Del. She makes a donation after each closing. “Donations are easy to process and track on the Home for the Cure website,” Reed says. “The Komen staff prepares and sends donation cards to our clients, and they’re there for support as well as providing pink ribbon material.” The ribbon appears on all the team’s advertising materials, and they mention their donation pledge at listing presentations. Each October, they dedicate a weekend of open houses in honor of Home for the Cure. The RE/MAX office and each open house feature displays of Komen support items and pink balloons. Donations are accepted at each location. “People are very touched to learn of our involvement,” Reed says. “I have a client right now who is so pleased with our association with Komen

It’s easy to sign up

And it’s easy to participate

Visit www.komen.org/ homeforthecure to register.

Log into your Home for the Cure account regularly to submit and manage your donations.

Click “Become an Agent for the Cure.” Click “Get Started.” Enter a fundraising goal. Follow the prompts to complete the registration form. Customize your Participant Center page.

that she graciously asked if she could make a very generous donation of her own after her closing.” Reed says she’s honored to play her part in the movement to end breast ree d cancer. Clients have noticed and pitched in. Best of all, Lee Lynn, who inspired Reed’s team to participate, has beaten the disease.

On Any Given Day Because someone in the world dies of breast cancer every 74 seconds, Susan G. Komen for the Cure goes to great lengths every day to combat the disease and build awareness.

1,596

Women receive a free Komen funded mammogram

Order Home for the Cure sign riders from a RE/MAX Approved Supplier. Send Tribute Cards to buyers and sellers letting them know you’ve submitted a donation on their behalf.

Cause Marketing Personal Commitment, Public Support

The RE/MAX commitment to organizations like Komen for the Cure and Children’s Miracle Network Hospitals was a big part of why Melinda Randall, a recent addition to the RE/MAX First Choice team in Longview, Texas, joined RE/MAX. “I love knowing that I work for a company that cares,” says Randall, a former director of

157

Women receive funded treatment assistance

Survivors/ co-survivors call the Komen helpline for assistance and support

the March of Dimes in east Texas. Clients love it too. The recession hasn’t dampened the public’s expectation that companies should support causes, according to the 2010 Cone Cause Evolution Study. The study found that 80 percent of people are likely to switch brands to one that supports a charitable cause. During an agonizing wait for the results of a biopsy several years ago, Randall realized “cancer can happen to anyone,” she says. ll da ran Her own biopsy was negative, but the scare inspired her to become active in Home for the Cure. She makes a donation after every closing. “It’s personal for me,” she says. It’s also a cause that’s personal for millions. “Every client has been touched by breast cancer in one way or another,” she says.

1,051

Visitors download breast cancer information from www. komen.org

22,187

People are educated about breast cancer

REMA X .COM/ABOVE • fall 2012

ABOVE & BEYOND

more than an agent

Top flight: Tyler Borradaile soars above the canadian rockies during the 2012 Canadian National HangGliding Championships.

Sky High canadian hang-gliding champion Tyler Borradaile takes “above the crowd” seriously. By Rob Cottingham

yler Borradaile began to feel butterflies as he drove up the mountain. It wasn’t the hairpin curves and the sight of a dizzying drop just a few feet outside the vehicle. Rather, it was the anticipation of competing in the Canadian National Hang-Gliding Championships. He’d soon hurl himself off that mountain into open, gaping space, where columns of warm, rising air called thermals can lift a pilot a thousand feet in one

minute. It was something he’d done many times before, but this time a national title was on the line. Borradaile, a 34-yearold Sales Associate with RE/MAX Kelowna in British Columbia, took his first hang-gliding flight at the age of 3, fastened securely to his father, George, one of the sport’s Canadian pioneers. His dad still cheers him on. Another big supporter is RE/MAX Kelowna Broker/Owner Cliff Shillington. When Borradaile hauled his hang-gliding

ABOVE THE RE/MA X MAGAZINE • fall 2012

gear out of storage six years ago, Shillington encouraged his agent to jump back into competition – and even sponsored him. Now, Borradaile soars through the air with the RE/MAX logo emblazoned across his wing. “It was the talk of the Nationals,” he says of the iconic logo. The 2012 Canadian Nationals, held in August in Golden, British Columbia, took place over six days, with task distances ranging

“Hang gliding has been in my blood since I was a toddler, and I’ve worked very hard to do it well.” –Tyler Borradaile

Scoring a hang-gliding competition + Hang-gliding competitions center around a task – a route that starts with a launch, includes two or more turn points (including a speed section) and an end goal. + Most competitions take place over several days to account for weather conditions and reward the most consistent performances. + Pilots carry a GPS locator that constantly logs their position throughout a flight. + Each task is worth a maximum of 1,000 points (less difficult tasks earn fewer) with bonus points for how quickly a pilot launches and the order in which goals are reached. + Satellite technology and custom software help determine the winner. Organizer predictions of how many pilots will complete the course, the range of times and the course’s overall difficulty are all factored into the final scores.

from 25 to 60 miles. The tournament’s final day began the same way the previous days had. Borradaile woke up early and sent as many RE/MAX emails as he could before driving the winding mountain road up to the Mount 7 free-flight area, where he meticulously assembled his hang glider. “This is when you can make a mistake that could injure you later,” he says.

diving in Next he checked air conditions and plotted his route and destination altitudes into his GPS. With nerves on high alert, Borradaile donned his harness, a sun-shielding balaclava and his helmet. Grasping the control bar and lifting the glider for flight, he felt a familiar sense of calm confidence wash over him. He watched the other pilots, picked his moment and launched himself into the alpine air. When he landed at the race goal, 26 miles away, Borradaile had clinched the national title. Shillington was “over the moon” about the victory, Borradaile says, and will continue to sponsor him at the world championships in Forbes, Australia, in January. RE/MAX of Western Canada will help out as well. “I’m thrilled to represent Canada and RE/MAX in the world championships,” says Borradaile, who joined RE/MAX in 2006. “Hang gliding has been in my blood since I was a toddler, and I’ve worked very hard to do it well.”

a passion for scuba turned this Oklahoma broker/owner’s hobby into a national effort by Suzanne Bopp // photograph by david McNeese

ost people avoid danger as much as they can. But not Jim McWhirter, a scuba-diving fanatic and the Broker/Owner of RE/MAX Gemini in Oklahoma City. McWhirter enjoys diving among wild sharks near the South Pacific island of Palau. Back home, the danger within the murky lakes and rivers of landlocked Oklahoma is just as real. In fact people dive here mostly out of necessity, following an accident or a crime. When two local law enforcement divers died while recovering a body, McWhirter, who holds 27 dive-instructor ratings, realized local police and firefighters needed additional training in black-water diving. That training didn’t exist, so McWhirter began developing techniques for diving in adverse, low-visibility conditions to better assist local emergency crews. On May 26, 2002, his work was tested when the Webber Falls Bridge collapsed, killing 14 people. McWhirter led successful recovery operations in the fast-moving river and later earned numerous awards for his work. From there, he began training dive teams nationwide and founded the Emergency Response Dive Trainers of America. “I know we’ve had an impact, so it’s very much worth the effort,” McWhirter says.

REMA X .COM/ABOVE • fall 2012

IN CLOSING

Ask Margaret Start a conversation! send your questions, stories or suggestions to above@remax.com, and re/max ceo margaret kelly will follow up in a future issue.

Q: I’m sometimes tempted to move my business to another brand. What’s the value of staying with RE/MAX? – Houston, Texas

RE/MAX Sales Associates are very good at what they do, so it’s no wonder that competitors try to recruit them away. And, frankly, it’s not unusual for agents, especially at certain points in their career, to wonder whether it’s time for a change. But that change shouldn’t involve leaving behind the RE/MAX competitive advantages that attracted you to your office and the brand in the first place. What if the change you really need – the one that would truly improve your business – is as simple as using your RE/MAX resources more than you do? Kathy Baker is a great person to weigh in on this topic. As a longtime Broker/Owner – and now the new RE/MAX Vice President, Franchise and Business Solutions – she’s had to answer questions like this many times over her RE/MAX career of more than 13 years. And she’s great at it. I’ve asked her to share her insights.

ABOVE THE RE/MA X MAGAZINE • fall 2012

ther brokerages and a system that turns may promise online traffic into leads lower fees and delivered right to you, more support, but I with no fee. Are you caution RE/MAX agents moving on those leads? to think about what And what about they really have here: RE/MAX University, competitive advanthe best educational tages the other brands system in real estate? simply can’t touch. The It has everything kathy baker thing is, your RE/MAX you could ever want, advantages are yours to tailored completely to embrace or not. They can give you your preferences. There are Quick a distinct edge, but only if you put Hits that explain everything under them to use. Some key areas: the sun, and full classes that lead to professional designations. It’s all Brand power there – what you want, when you As a RE/MAX Sales Associate, you want. But only if you engage it. have 40 years of credibility and trust There’s a long list of other working for you, as well as the most resources that can change a career recognized symbol in real estate. – everything from Design Center to Are you tying into it? Are you conthe cause-marketing sponsorships necting your name with the brand that help you connect your business every way you can? Your business to children’s hospitals and the fight card should do it. Your advertising against breast cancer. should do it. Your conversaBest agents tions should do it. That In some respects, the people way, when people who within our network provide the bigknow you see RE/MAX gest reason to stay. When you’re with anywhere, they’ll think RE/MAX, you work with the best. It’s of you. If you’re with that simple. Being in an atmosphere RE/MAX, be with that values performance motivates RE/MAX – loudly. you and takes your career higher. Great tools That’s an easy thing to forget. You’re backed So if the grass seems greener by a website that somewhere else, take a good look attracts more around. You might just find that than 50 million everything you need has been here visits a year the whole time.

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