ABOVE Summer 2012 by Alive Publishing Group

ARE THEY BUSY?

YES!

AND THEY’RE HAPPY TO TELL YOU WHY PAGE 23

SUMMER 2012 REMAX.COM/ABOVE

Great things happen when successful agents keep pressing for a better way

ALWAYS MOVING FORWARD WINNING EDGE Montreal star Georges Bardagi PAGE 34

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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.

IN THIS EDITION Ken McLachlan is Co-Broker/Owner of RE/MAX Hallmark Realty, a nine-office brokerage with over 500 Sales Associates in metro Toronto. He’s been with the network since 1986 and received the RE/MAX Distinguished Service Award, along with his partner Debra Bain, at the RE/MAX 2012 R4 Convention.

Stand Out, Stay Hungry and Build a Business BY KEN McLACHLAN, BROKER/OWNER, RE/MAX HALLMARK REALTY, TORONTO

OOKING FROM THE OUTSIDE in, it may appear simple to run a real estate brokerage, and I suppose it is – if your objective is to create just any real estate brokerage. Our business is very competitive. Realtors need to constantly evolve in all aspects of their business. It wasn’t long ago, for instance, that the idea of staging a property was unheard of; now it’s the norm in many markets. But not everyone stays current and productive. In our real estate board, over 34,000 registered Realtors average about three sales a year. Many don’t sell a single property in that time. They don’t stand out enough to succeed, and too often don’t treat their career as a business. Realtors need to develop and showcase their uniqueness. It’s no different for Broker/Owners. At my brokerage in Toronto, we decided several years ago to get in touch with who we were as a company. Being

McLACHLAN

a RE/MAX firm, we were clearly affiliated with the best brand in the industry, but we couldn’t rest on that foundation alone. It was just a starting point. We needed to define what made us different from our competitors. We realized we wanted to be a company that constantly helps Realtors build their business. We wanted our offices to be filled with hungry, productive Sales Associates who view being a Realtor as a full-time career, not some part-time side job. We didn’t want – and to this day, still don’t want – to be a company for just anyone. We keep that in mind with everything we do. Through attitude and performance, every Affiliate adds to the RE/MAX brand. Fortunately, at all levels of the organization, you find people who refuse to coast or accept mediocrity. They know what it takes to be successful, because many of them already are. And they have no plans to slow down. That’s a good thing – because in many respects, it’s what’s behind the balloon that makes the difference.

REMA X.COM/ABOVE • SUMMER 2012

2011 RE/MAX CIRCLE OF LEGENDS AWARD The Council of Residential Specialists (CRS) would like to congratulate our CRS Designees inducted into the RE/MAX Circle of Legends in 2011.

Charles D. Cady, CRS

Sande L. Ellis, CRS

Sandi L. Gentry, CRS

Linda A. Lowe, CRS

Gary Miller, CRS

Robert J. Reidell, CRS

RE/MAX Northwest Seattle, Wash.

RE/MAX Centre Realty State College, Pa.

RE/MAX Realty Group Fort Myers, Fla.

RE/MAX of Pueblo Inc. Pueblo, Colo.

RE/MAX Grand Haven Grand Haven, Mich.

Douglas A. Goss, CRS

RE/MAX Real Estate Services Cupertino, Calif.

RE/MAX Results Saint Paul, Minn.

“As a Certified Residential Specialist, my customers know that I take my job seriously and that I do everything I can to stay current with the most recent real estate laws, pricing strategies and technologies. When you earn the CRS Designation, I think you become more confident because you have the knowledge to do your job the best.” Sandi Gentry, CRS, RE/MAX Grand Haven, Grand Haven, Mich. “I have benefited from the high quality educational opportunities provided by CRS and the annual Sell-a-bration®. The CRS Directory is always of use when I have out-of-area referrals and it has been a great source for incoming leads as well. Thank you CRS!” Chuck Cady, CRS, RE/MAX Northwest, Seattle, Wash. “When I first got into real estate, there were two high-producing agents in my office who were both CRS Designees. I was amazed at how many of their clients came from CRS referrals. They both encouraged me to get my CRS Designation, and since then my affiliations with RE/MAX and CRS have provided numerous successful referrals over the years and have helped me set myself apart from the other agents.” Doug Goss, CRS, RE/MAX Real Estate Services, Cupertino, Calif. "When I got into the real estate business, I knew I needed as much education as I could find. I started taking the CRS courses and found that the CRS instructors share their minds and their hearts in their teachings. I believe the things I learned in CRS courses gave me the confidence I needed to succeed. Over the years, our markets have changed and the CRS courses have changed accordingly. CRS Designees give referrals to other CRS Designees. The CRS Designation is invaluable. I cannot say enough good things about the Council." Sande Ellis, CRS, RE/MAX Realty Group, Fort Myers, Fla.

LEARN HOW YOU CAN REACH YOUR NEXT LEVEL OF SUCCESS BY BECOMING A CRS DESIGNEE.

2011 RE/MAX DIAMOND CLUB The Council of Residential Specialists (CRS) would like to congratulate our CRS Designees on achieving the 2011 RE/MAX Diamond Club.

David M. Banks, CRS

Jeff Brand, CRS

Guadalupe Garcia-Rugerio, CRS RE/MAX Champions / CMR Team Upland, Calif.

RE/MAX Grand Haven Grand Haven, Mich.

Valerie Hyams, CRS

Marilyn R. Kohn, CRS

Bradley Korb, CRS

Pamela L. Marion, CRS

Nathan C. Martinez, CRS

Don Matheson, CRS

Leslie B. McDonnell, CRS

James W. Nellis II, CRS

RE/MAX By the Bay Portland, Maine

RE/MAX Advantage Las Vegas, Nev.

RE/MAX Professionals Glendale, Ariz.

Alise Roberts, CRS

RE/MAX Performance Plus Kent, Wash.

RE/MAX DFW Associates Flower Mound, Texas

RE/MAX Unlimited Peoria, Ill.

RE/MAX Fine Properties Scottsdale, Ariz.

Dayton L. Schrader, CRS RE/MAX Associates San Antonio, Texas

RE/MAX In Action Burbank, Calif.

RE/MAX Suburban, Inc. Libertyville, Ill.

Patrick Stracuzzi, CRS RE/MAX of Stuart Stuart, Fla.

Sandi L. Gentry, CRS

RE/MAX Professionals Lawton, Okla.

RE/MAX Allegiance Burke, Va.

“I earned my CRS Designation in 1995. I recognized that the true professionals that I respected were CRS Designees. It is the most prestigious of the residential designations. The classes offered were some of the best available and the instruction was ‘top shelf.’ The CRS Directory is the first place I look when placing a referral and I receive several CRS referrals a year as well.” Dayton Schrader, CRS, RE/MAX Associates, San Antonio, Texas. "Being a CRS, I appreciate working with other agents that have taken the time to earn their CRS. It brings a whole other level of professionalism and knowledge to the table. I always look for the CRS Designation when sending referrals or making contacts at conferences. I know these agents are the best, will be easy to work with, and will handle my referral clients with skill and care!" Marilyn Kohn, CRS, RE/MAX Unlimited, Peoria, Ill.

BEGIN YOUR JOURNEY TODAY WITH CRS COURSES ON REMAXUNIVERSITY.COM OR CRS.COM

features

DELIVERING RESULTS

RE/MAX Results, the MinnesotaWisconsin powerhouse based in the Twin Cities, is a perfect example of what happens when great leadership PAGE 34

meets the talent and grit of extraordinary Sales Associates.

CONTENTS

23 34 WE’RE CONSTANTLY LOOKING AT WAYS WE CAN BE BETTER. —MARSHALL SAUNDERS

BUSY? YES! Four top producers share practical tips for creating and maintaining a steady book of business by engaging in social media, thinking creatively, working systematically and putting best practices to work.

ON TOP OF HIS GAME Georges Bardagi, a perennial Top 10 producer in Canada, understands what it takes to win. With vision, practice, hard work, high standards and a great team, Bardagi has built a long, successful career in Montreal.

GO DIGITAL View all four editions of ABOVE online at

www.remax.com/above. Enhanced with videos and added resources, the digital versions are a fun, interactive way to experience and share the magazine. Between editions, keep up on all things RE/MAX via the RE/MAX Weekly, emailed to all Affiliates every Tuesday.

COVER PHOTOGRAPHY BY CHRISTIAN FLEURY

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

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off When your paint is nearly gone, leave the lid and let it dry out before putting it in your garbage can and sending it to the landfill.

Aerate for a Healthy, Green Lawn A beautiful lawn adds value to your property. Over time, all areas of the lawn experience some compaction, and heavy traffic areas have greater soil compaction, which makes it difficult for roots to breathe or get water and nutrients. Aeration is a little understood solution that can keep your lawn lush and green. Aerating in spring and fall yearly will allow you to water less often and for shorter periods of time, so your water bill will be lower. The best aeration is done with a power aerator that removes cores of sod . They’re available for rent at hardware and equipment rental shops, but you can usually hire a professional for not much more. Be sure to water your lawn heavily the night before to make sure the ground is soft but not muddy. Aerate heavy traffic areas in two directions, perpendicular to each other. The cores contain micro-organisms that will help to break down thatch in your lawn, so leave them on the ground to break down or be broken up with your next mowing. Fertilize a week or two after the aeration to boost grass growth and keep weeds down.

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departments ABOVE

IN EVERY ISSUE:

SUMMER 2012, VOL. 2, NO. 3

01 OPENING REMARKS 48 ASK MARGARET

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

14 46

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 Okker EDITOR Deborah Ball Kearns

INSIDE STORY

FULL SPECTRUM

08 SNAPSHOTS

38 THE RE/MAX COLLECTION

Worldwide Appeal — Royal Recognition — Real Trends Survey Results

14 SO MANY GREAT STORIES The “What Moves You?” social media contest is a hit

18 IT WAS TIME FOR RE/MAX Why three stars switched brands, and how they’re flourishing

BUILDING BLOCKS

20 SUMMER BLOCKBUSTERS These RU videos will keep you on the edge of your seat

21 FACE TIME How to convert LeadStreet leads into appointments

4 FRESH IDEAS FROM “LEADSTREET SAM” PAGE 21

22 SOCIAL MEDIA Five boards to create on Pinterest now

Luxury agents share tips and insights

40 MAKING SHORT SALES WORK Two proactive programs connect agents with borrowers facing foreclosure

43 R E/MAX COMMERCIAL WORLD SYMPOSIUM The ultimate networking opportunity is just around the corner

Four agents share how they adjust to the constantly evolving market

ABOVE & BEYOND

45 F ILLING STOMACHS FOR A FULFILLING LIFE Jeremy Lichtenstein gives everything he can to hungry children

Pursuing passions away from the office

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

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

44 4X4: STAYING SHARP

46 IT’S A GREAT LIFE!

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

www.hungryeyemedia.com 800.852.0857 PRESIDENT Brendan Harrington PUBLISHER Sandy Haworth CREATIVE DIRECTOR Aaron Cessna ART DIRECTOR Lindsay Burke ASSOCIATE DESIGNER Alithea Doyle PROJECT MANAGER Susan Humphrey NATIONAL AD SALES

Susan Wist 303.378.1626

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

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INSIDE STORY

SNAPSHOTS

WORLDWIDE APPEAL AS MORE INTERNATIONAL BUYERS LOOK TO THE U.S. AND CANADA FOR REAL ESTATE OPPORTUNITIES, RE/MAX SALES ASSOCIATES ARE POSITIONED TO SERVE THEM BY DEBORAH BALL KEARNS

HEAVY TRAFFIC

GLOBAL.REMAX.COM VITAL STATS BETWEEN NOV. 1, 2011 & JUNE 30, 2012

TOTAL PAGE VIEWS 27,354,853 UNIQUE VISITORS

4,695

ON AVERAGE EVERY DAY

TOTAL UNIQUE VISITORS

1,140,997

IGHT NOW, SOMEONE in China or Europe is probably searching global.remax.com for a property in the U.S. or Canada. The website is quickly becoming a go-to resource for international buyers. Since its launch in November, global.remax.com has garnered almost 27.4 million page views and over 1.1 million unique visits. Many of those searches originate in China, followed closely by the U.S., Canada and the United Kingdom. In the United States, low prices and relative weakness of the dollar are enticing international buyers – both

GLOBAL NETWORKING LOOKING TO EXPAND THE INTERNATIONAL SIDE OF YOUR BUSINESS? Don’t miss these two great events:

2012 RE/MAX EUROPE CONVENTION

2012 RE/MAX ENCOUNTER OF THE AMERICAS

When: Sept. 12-14, 2012

When: Sept. 26-28, 2012

Where: Savoyen Hotel, Vienna, Austria

Where: Eden Roc Renaissance Hotel, Miami Beach, Florida

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

nonresidents and recent immigrants – to purchase properties as investments and permanent homes. In fact, international residential sales in the U.S. reached $82.5 billion for the 12-month period ending March 2012, up from $66.4 billion a year earlier, according to the National Association of Realtors 2012 Profile of International Home Buying Activity. What does this mean for RE/MAX Sales Associates who embrace a global focus? Opportunities and leads.

WEB BANNERS – IN MULTIPLE LANGUAGES – PROMOTING THE GLOBAL SITE ARE AVAILABLE FOR ASSOCIATE USE.

WAYS TO BOOST YOUR MARKETING STRATEGY WITH TECHNOLOGY

If you’re the best real estate agent for the job, you should be maximizing technology to make it as easy as possible for customers to find you and get in touch. That’s how Craig Bollerud sees it. The Broker Associate with RE/MAX Masters in Flat Rock, Mich., uses technology to uphold his reputation as an agent who really knows the market and gets the job done. Here are his 10 tech recommendations:

Put QR codes on your yard signs that instantly link to mobile-optimized websites.

Put widgets on your website to empower people to

conduct more research on their own. Build virtual tours and slideshows in the RE/MAX Design Center that sellers will love.

Post complete listing profiles in the MLS, and verify the information on remax.com, as well as Trulia, Zillow and Homes.com, where RE/MAX listings are syndicated.

Share your listings on Facebook, Twitter, other social networks and your blog.

Update your social media profiles regularly to ensure the information is accurate and complete.

Create seller reports in the MLS or LeadStreet summarizing listing views, showings, reviews and more.

Use the communication method preferred by your clients. If they want calls, call; if they want text messages, text.

Register your website domain in Google Places for free to make sure your business is found in local web and map searches.

Broadcast informational and client testimonial videos on YouTube.

REMA X .COM/ABOVE • SUMMER 2012

INSIDE STORY

SNAPSHOTS

RECOGNITION FROM

QUEEN ELIZABETH II RE/MAX leader is honored for his community outreach

foundation through their own charity, and RE/MAX Ontario-Atlantic Canada helped fund True Patriot Love’s annual dinner last year, which raised more than $3 million for the cause. The region also sponsors a bridge on the “Highway of Heroes.”

The highway includes 26 bridges and is the travel route for convoys that transport soldiers killed in combat to their final resting places after they arrive at the Canadian Forces Base Trenton, just outside Toronto.

WALTER SCHNEIDER, LEFT, HAS BEEN A RE/MAX VISIONARY FOR 30 YEARS.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

In Reel Time DALE COFFMAN CAN BE SEEN IN A SHOWDOWN WITH AN ALIEN ARMADA IN THE MEGA-BLOCKBUSTER HIT, “THE AVENGERS.”

TRYING TO KILL FEROCIOUS aliens in an explosive gunfight is a tough job, but Dale Coffman was up to the task in “The Avengers.” ¶ Coffman, Co-Owner and Manager of RE/MAX Quality Realty in Sandusky and Norwalk, Ohio, appears as an extra in the epic Marvel Comics flick. ¶ His brief role as a New York police officer who engages in an intense firefight with an invading alien armada has turned him into somewhat of a local celebrity. The local newspaper, The Sandusky Register, recounted his Hollywood adventure on its front page. ¶ How did Coffman get the role? It turns out he had no idea what the movie or the comic it’s based on is about; he went to an extras casting call last year with his brother-in-law – an avid Marvel Comics fan – just for the fun of it.

QUEEN ELIZABETH II PHOTO BY ATLASPIX / SHUTTERSTOCK.COM; DALE COFFMAN PHOTO BY JARED PERRY.

T’S ALWAYS humbling to be recognized for your good deeds; it’s even more humbling when the recognition comes from royalty. Walter Schneider, CoFounder and President of RE/MAX OntarioAtlantic Canada, earned the prestigious Queen Elizabeth II Diamond Jubilee Medal in June for his support and contributions to the True Patriot Love Foundation, a Canadian organization that supports and honors Canadian Military Forces and their families. The medal was created to mark the 60th anniversary of the Queen’s reign. “Our Canadian troops do incredible work and, together with their families, make untold sacrifices that go unrecognized,” says Schneider, who also leads RE/MAX Europe and several U.S. regions. Schneider and his wife, Maria, donate to the

GET OUTSIDE!

IT’S SUMMERTIME, SO YOU don’t want to be indoors; you want to be outside. And, whatever the season, you want your promotions to be out there as well. A new U.S. program, launching in August, can help you. Billups Worldwide, a RE/MAX Approved Supplier, can provide you with a customized out-of-home (OOH) advertising package linking your face, name and contact information directly to the national “For all the things that move you ” campaign. You’ll just visit a website and place your order. Billups will take care of the rest, from creating the materials to handling the placements – at significant discounts to you. SM

REMA X .COM/ABOVE • SUMMER 2012

INSIDE STORY

SNAPSHOTS

BY THE NUMBERS Special REAL Trends Edition IN THE 2012 REAL TRENDS RANKINGS OF THE INDUSTRY’S TOP BROKERAGES, SALES ASSOCIATES FROM THE RE/MAX BROKERAGES ON THE LISTS OUTPRODUCED AGENTS FROM NATIONAL COMPETITORS IN SEVERAL WAYS.

STATS FROM THE REAL TRENDS U.S. 500 AND CANADIAN 250 SURVEYS

CANADA

U.S.

15.8 11.3 Average transaction ends per RE/MAX agent.

The average of all other agents in the survey.

15.1 Average transaction sides closed per RE/MAX agent.

The average of all other agents in the survey.

Percentage of the total transaction ends closed by RE/MAX agents.

Percentage of ends closed by all other national franchises.

161 23

RE/MAX brokerages included on the list of Top 250 firms.

The number of brokerages for the closest competitor, Royal LePage.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

RE/MAX brokerages in the Top 50, as ranked by average transaction sides per agent.

3.07

$ MILLION Average sales volume per RE/MAX agent.

Spots in the Top 50 claimed by other national franchises.

2.3

$ MILLION Average sales volume per agent for all other brokerages.

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INSIDE STORY

SOCIAL MEDIA

SO MANY Great Stories THE RE/MAX “WHAT MOVES YOU?” SOCIAL MEDIA CONTEST REACHES A WIDE AUDIENCE AND PUTS A FRESH SPOTLIGHT ON THE BRAND BY AMANDA OKKER

Y THE MIDPOINT OF the RE/MAX “What Moves You?” social media contest, thousands

of consumers were visiting whatmovesyou.remax.com each week to vote for their favorite stories. WHATMOVESYOU.REMAX.COM

The nine-week contest, which launched in May, asked people to share their thoughts about the

things that move them. The entries covered a variety of emotional situations. Many were inspirational tributes to family and loved ones. The chance at a $10,000 grand prize aside, the contest gives all of the entrants and voters a more personal connection to the messages in the RE/MAX National Advertising Campaign. And it offers a valuable reminder that “For all the things that move you ,” a RE/MAX agent can help. SM

JUST THE FACTS BRAND BENEFITS BY THE NUMBERS

10 million Average weekly consumer brand impressions

30,000 Average number of new Facebook users reached

15,000 Average weekly Twitter reach

20,000 Average weekly unique page views at whatmovesyou.remax.com

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

THEY WERE MOVED WEEK

There are a number of success markers for the RE/MAX social media contest – not the least of which is the sheer volume of people (hundreds!) willing to tell their stories. Here are the first five weekly winners.

“I have made it my life mission to establish what I hope to be the first of many residential homes for adults with autism.”

-Marie Louise Ludwig “What moves me is the never ending imagination of my five year old daughter. … Watching her imagination come alive is what gets us out of bed on those dreary, rainy mornings.”

WEEK

-Jill Kathan “What moves me would be my grandmother – 92 years old – who passed away just yesterday 6-10-12. She was my role model, my best friend.”

-Billiejo Willequer “My husband moves me. He provides for our family by getting up every day and going to deliver mail for the USPS.”

-Evelyn Mason

WEEK

“My wife moves my heart with her love and caring for others, as well as for myself and our children.”

-Roger Blackwell

REMA X.COM/ABOVE • SUMMER 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-11-11-0203 11-2011 AR53C704

AUGUST IS RE/MAX MONTH OF MIRACLES Make every home a Miracle Home.®

Introducing the RE/MAX Month of Miracles. Every

MONTH OF Miracles

August will be 31 days of raising awareness and funds for local Children’s Miracle Network Hospitals. Stand out by making every home a Miracle Home®. Find promotional resources in the Giving Back section of Mainstreet.

©2012 RE/MAX, LLC. All rights reserved. Each RE/MAX® real estate office is independently owned and operated. 120731 Miracle Home® and the Children’s Miracle Network Hospitals balloon logo are registered trademarks of Children’s Miracle Network Hospitals.

MONTH OF Miracles

NEW TO THE NETWORK

‘It was time for

RE / MAX’ Combine the unique talents of a top-producing agent with the competitive advantages of RE/MAX and what do you get? Amazing results. BY JENNIFER L. SCHIFF

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

E/MAX has always been the best option for successful, experienced Sales Associates. So it stands to reason that many new RE/MAX Affiliates bring strong reputations, formidable skill sets and years of solid production with them when they join. Meet three of them.

Carrie Abfall RE/MAX REAL ESTATE PROFESSIONALS COLUMBUS, IND.

ARRIE ABFALL HAS the kind of enthusiasm, personality (she loves to throw client parties) and work ethic (she writes thank-you notes to all of her clients) that would make her a real estate star no matter where she worked. That’s why it galled her that 40 percent to 50 percent of her hardearned commission checks were paying someone else’s bills – and even at that split she had no real say in marketing strategies. So in August 2010, Abfall switched from Coldwell Banker to RE/MAX. She vaulted into the Platinum Club in 2011, her first full year with the network. The skills, credibility and visibility she already had – she grew up in Columbus and began her real estate career there in 1995 – combined with RE/MAX competitive advantages to create even more positive energy. “I entered an environment where the agents were solid and knew what they were doing. That

makes a difference, ” she says. “I’ve gotten a lot more business because of my affiliation with RE/MAX. Clients will say ‘Well, I like you and I like him … but you’re with RE/MAX, so you win my business.’” Online resources were another big difference. “I love LeadStreet,” Abfall says. “When I switched, I wasn’t even aware of it, and I was blown away by these free leads to my phone. I’m a mom to an amazing 8-year-old boy, and I can be at a basketball game or school event and pick up a lead!” She’s also a fan of RE/MAX University. “It’s a treasure trove of resources,” she says. “I have a home office, and I put RU courses on my computer in the background as I work. It’s really helpful, and I get loads of great ideas to try.” So how has Abfall done since switching to RE/MAX? In 2011 she was the No. 1 producer by volume in her office, and she’s having another big year this year.

FROM LEFT: PHOTOS BY JOEL PHILIPPSEN; KATE MELTON PHOTOGRAPHY; GUNNAR CONRAD.

INSIDE STORY

Jaci Cannan RE/MAX PLUS, ROCHESTER, N.Y.

ACI CANNAN WAS AN AWARDwinning, well-known agent for 13 years before she and her team joined RE/MAX in August 2010. What drew her to RE/MAX? “It was the national and international exposure, the brand recognition, the high-caliber agents and the flexibility,” she says. The team has much more promotional freedom with RE/MAX than it had with its former company, Nothnagle Realtors, a tough competitor in the Rochester market. “From cutting-edge technology to creative marketing tools, RE/MAX provides us with ways to increase our productivity and improve the way we do business.”

Another big advantage is the global referral network, Cannan says. “We’ve placed many outgoing referrals since joining RE/MAX Plus, and have helped our clients select agents in other states as well. The system ensures a positive experience for clients.” Since joining RE/MAX, Cannan has added four members to her team, bringing it to 10. She earned her way into the Platinum Club last year, and she’s constantly seeking new opportunities for growth, both individually and collectively. Her mission is simple: Provide the highest level of service through hard work, skill and creativity.

Denise Storm RE/MAX PINNACLE, DURANGO, COLO.

ENISE STORM HAD HER “A-HA moment” at a Destination RE/MAX event in Denver in May 2011. She had been in real estate for eight years and was working for Prudential, paying up to $9,000 of her commissions to her brokerage each month. But she was hesitant to switch, despite a tempting offer from a local RE/MAX office, RE/MAX Pinnacle. But finally the light turned on and she saw the folly of paying $70,000 per year for the level of support and service she was receiving. She hasn’t looked back since. While there are many things Storm likes about working at RE/MAX, “probably the biggest thing for me is that I can get education online, at my convenience, as opposed to going to classes,” she says. “For example, right now I’m in the middle of earning my

CRS designation. And I like the fact that I can sit on my couch at midnight in my pajamas and listen to a CRS webinar. It’s much better than having to take time out of my business to attend the classes.” She also likes that she can order signs, brochures and other marketing tools through the RE/MAX Approved Supplier program. Another major plus: the credibility of the RE/MAX brand. “Consumers realize that most agents who work for RE/MAX are the best of the best. RE/MAX supports you being independent and allows you to run your

business on your own terms,” she says. And how has Storm done since making the switch in June 2011? “Last year I reached the 100 Percent Club, which is pretty good for being here only half a year,” she says. And this year? “I’m shooting for the Platinum Club.”

REMA X.COM/ABOVE • SUMMER 2012

BUILDING BLOCKS

RE/MAX UNIVERSITY

RE/MAX UNIVERSITY MOVIES Grab some popcorn and catch these monster new releases from 2012 RE/MAX R4!

“Talk to consumers the way they want to talk.”

BRIAN BUFFINI IN

HOW TO BE A PEAK PRODUCER

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“If you’re in a state of panic, you’re not at your very best.”

TIMES ARE CHANGING: ARE YOU READY?

“It’s not how much time you put into your business, but how much you get out of that time.”

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Summer Blockbusters

SCAN THE QR CODES FOR PREVIEWS! WATCH THE ENTIRE PROGRAMS ON RU!

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SOCIAL MEDIA SEO STRATEGIES “You need to care about sharing keywordrich content on your social media channels.”

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

“People may come to you for a transaction, but you want to deliver an experience.”

GEORGE FLEMING IN

DAVID BACH IN

THE AUTOMATIC MILLIONAIRE

3 KEYS TO LEADING YOURSELF INTO YOUR BIGGER GAME

“You can’t earn your way to wealth – you have to save your way there.”

BUILDING BLOCKS

TECHNOLOGY

Face Time 4

TIPS FOR TURNING LEADS INTO APPOINTMENTS

“LEADSTREET SAM” FERRERI

HE MOST IMPORTANT METRIC OF LEADSTREET success might not be what you think. According to “LeadStreet Sam,” your rate of turning online leads into face time matters more than your rate of closed transactions. “Booking appointments is the conversion rate you should focus on with LeadStreet, because once you earn the trust of new LeadStreet contacts and get them in

EMBRACE THE FUNKY EMAIL ADDRESS

Agents give up too easily if a new lead contact offers what can only be described as their “funky” email address and little else. (We all have the one email address we offer up to retailers or people we want to engage with on our terms.) You can’t do anything about invalid email addresses, but you can and should give contacts who provide the funky email address as much attention as you do those who give you a more valid-looking address.

AIM FOR TWO-WAY COMMUNICATION

From the start, you’ll feel like the conversation’s onesided; don’t be discouraged. Just keep monitoring their activity, if possible, and reminding them that you’re available to help. Here’s a message I use: “I see you’ve viewed this listing several times. Here are some others you might be interested in. Would you like to look at some homes this week?” Once the contact responds to you for the first time, you’re probably as good as gold.

the door, you have a far better chance of getting to a closing table,” says Sam Ferreri, Broker/Owner of RE/MAX Top Realty in Houston. “RE/MAX agents are great at earning business once they’re face to face with prospective clients.” Ferreri’s team converts 40 percent of their LeadStreet leads to appointments. Here are his tips for improving your face-time conversion rate:

CHOOSE YOUR WORDS CAREFULLY

In every email you send out, you must “anchor” some text in the main body of the message as a link to more information – ideally your website. Your anchor text should be descriptive, and clear about the action you hope the recipients will take – and about what they can expect. For instance, linking the words “Take a look at these listings” is more inviting than “click here” or simply hyperlinking www.TheSamTeam.com. A hyperlink to your website in your email signature isn’t sufficient.

AUTOMATE YOUR COMMUNICATIONS

Elevate the drip campaign feature to a tool that helps you standardize your services. Currently, I have six automated communication categories in LeadStreet, three for buyers and three for sellers based on where they are in the transaction process. This can help ensure that every client has the same top experience and receives consistent messaging from you. It keeps you accountable and helps you track how effective your messaging is in converting leads to appointments.

REMA X.COM/ABOVE • SUMMER 2012

BUILDING BLOCKS

SOCIAL MEDIA

KATIE LANCE (@katielance) Social Media Director, Inman News; Contributing Editor, InmanNext

BOA R DS RIGH TO CR E T NO A W ON T E

Check it out

FIND KATIE LANCE ONLINE AND SEE HOW SHE MANAGES HER OWN SOCIAL NETWORKS:

next.inman.com pinterest.com/InmanNext @InmanNext facebook.com/InmanNext

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PINTEREST IS ALREADY THE THIRD MOST POPULAR SOCIAL NETWORK, BEHIND FACEBOOK and Twitter. On Pinterest, users make connections through images they “pin” on themed boards, linking to their favorite websites and pages. How can you use it to build business? These five boards are a great start.

5 Boards

309 Pins

145 Likes

Activity

36 Followers

80 Following

113 pins

53 pins

204 pins

95 pins

68 pins

(YOUR CITY) LIFESTYLE

(YOUR CITY) AMAZING HOMES

(YOUR AREA) SCHOOLS

MY TEAM

THINGS THAT INSPIRE ME

Is your community urban or rural? Fast-paced or relaxed? Use images to create a board that expresses what it feels like to live in your market. The next time clients from out of the area ask about your community, send them a link to this board!

This is the place for those amazing photos of your listings or homes you’ve sold. Only highlight the highest-quality photos. Breathe new life into old listing photos, too, with an app like Instagram, and then pin them to this board.

You get asked all the time about the schools in your area; why not create a board with photos that link to information about each school? Don’t forget to include public and private schools, preschools, charter schools and colleges.

Create a board highlighting the amazing people on your team. Let this be your “brag” board about the professionals you work with! Include personal comments about each one of them.

What moves you? Your family? Your pets? Exotic places? A great glass of wine? People like to work with people they connect with. Use this opportunity to open up and share a personal side of who you are!

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

BUSY?

YES!

Four top producers share their insights about creating – and adding to – a steady stream of clients and sales BY AMY REININK

B E ST P R AC T I C E S AND CRE AT IVE IDE AS FRO M:

SEAN MOORE MISSOURI

KRISTI IDOL NORTH CAROLINA

DREW WOOLCOTT ONTARIO

LESLIE McDONNELL ILLINOIS

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

Having reached the RE/MAX 100 Percent Club for five straight years, Sean Moore aimed for the Platinum Club in 2011. He adjusted his approach, created a stronger presence and achieved his goal. Now, well into 2012, Moore continues to thrive. Is he busy with business? Yes! And he’s very willing – along with several colleagues – to share his secrets.

BUSY?

BECAUSE PEOPLE KNOW THEM

Master social media Moore, of RE/MAX Boone Realty in Columbia, Mo., generates many of his leads through Facebook and other social media. He posts links to each of his listings on his professional Facebook page. Then he shares the original Facebook posting on his personal Facebook page (in order to comply with Facebook regulations for business and personal pages). “I have about 1,000 local followers,” says Moore, who closed 68 transaction sides last year for a sales volume of $11.5 million. “Not everyone who clicks on those links is a homebuyer, but most of them know a friend or relative who is.” When Moore closes a sale, he gets permission from the clients to tag them in a post. “Then I post something like: ‘Sold! In 22 days. Thank you, John and Jane Doe, for trusting me with the purchase or sale of your home,’” Moore says. “It’s really effective.”

Don’t be all business

SEAN MOORE “I post something like: ‘Sold! In 22 days. Thank you, John and Jane Doe, for trusting me.’”

Moore is careful not to spam Facebook friends with professional messaging, and he tries to post as many photos of himself with his 7-year-old triplets as he does home sales and listings. “Sharing your success is a good thing, but I think you can overdo it,” he says. Leslie McDonnell of RE/MAX Suburban in Libertyville, Ill., says she, too, aims to balance her professional Facebook updates with personal posts, such as pictures of her granddaughter. “I log on twice a day, and anytime I see a client on

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

there, I comment on whatever they’ve posted,” says McDonnell, a Circle of Legends member who was licensed in 1986. “When you do that, and when you post pictures of your family, people look at you more as a human being than as a person trying to get business.”

Be creative and fun Kristi Idol of RE/MAX Preferred Properties in Kernersville, N.C., drives a Volkswagen Beetle convertible that’s wrapped in advertisements for her office, with a message

KRISTI IDOL

to “Just Bug Kristi” if you need an agent. “When people know In early November each year, she sends your face and see you “It gets a lot of attention,” says Idol, a Hall of postcards to past clients, asking them to around town, they Fame and Platinum Club member who closed respond with a pie order. Right before Thanksfeel a more personal 84 transaction sides in 2011. “We drive it as connection.” giving, she picks up pies at a local bakery much as we can, and on a fairly regular basis, and personally hands them out at her office. clients will say, ‘I called you because I saw When she started the tasty promotion seven your Bug.’” years ago, McDonnell gave away 30 pies; last November Idol also farms the neighborhoods near where she grew the number was 220. Each box has a sticker that thanks up, where many longtime residents remember her name. the recipients for their business, as well as for the referrals “When people know your face and see you around town, they’ve given her in the past. The long-lasting loyalty, and they feel a more personal connection with you,” she says. subsequent leads, easily covers the $9-per-pie price tag. “That can be the edge you need.” “November is the ideal time of year to reach out and see people,” McDonnell says. “So often, we get people who come in for their pies and say, ‘I’m so glad I saw you today, BUSY? BECAUSE THEY DO NICE because my sister’s moving early next year.’”

THINGS FOR PEOPLE

Give thoughtful gifts McDonnell says she’s had great success netting referrals from raffles and small gifts sent to past clients. She includes a $1 lottery ticket in every handwritten birthday card she sends to former clients, and sends a $10 movie theater gift certificate to clients celebrating their wedding anniversary.

Think long-term These days, it’s not uncommon to meet would-be clients who can’t qualify for a home loan. Idol says she takes as much care with these people as she does with past clients, and frequently guides them toward lenders or other contacts who can prepare them to try again in the future. Idol even sponsors classes at Experiment in Self Reliance,

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

BUSY?

BECAUSE THEY HAVE SYSTEMS

Get organized McDonnell says her sales volume skyrocketed from $21 million in 2001 to $90 million in 2006 as a result of implementing effective systems that helped her catch business during the red-hot market. Those systems have helped her through difficult times as well. “Anything you do more than once should be a system,” says McDonnell, whose team closed 160 transactions for a total sales volume of $55.8 million last year. “I had always maintained a database, but I learned that wasn’t nearly enough.” Now, McDonnell uses Real Pro Systems – a RE/MAX Approved Supplier – to track everything from price changes to client contacts, and to remind herself about key steps in each process. Fellow Circle of Legends member Drew Woolcott, of RE/MAX Escarpment Realty in Dundas, Ontario, says implementing easy-to-follow systems makes it simple to add new team members. “As long as someone has a strong work ethic, we can drop them into the system pretty seamlessly,” he says. Woolcott uses Top Producer – another RE/MAX Approved Supplier – and a host of spreadsheets to manage systems for his team, which handled 280 transactions last year for a sales volume of $114 million.

Be there for them Idol says she has improved her accessibility in recent years. She says that after the market dropped, she made a conDREW WOOLCOTT scious decision to keep her phone on at “The fact that a a local nonprofit that teaches low-income resicustomer can call and all hours, and to follow up on every lead not get called back dents financial literacy and other money skills. as quickly as possible. until the next day is Her involvement works on many levels: She’s “You can still sell a lot of houses in this astonishing to me.” helping people, but she’s also developing future market – you just have to put in more effort,” business leads. Idol says. “I put extra hours in, and I work “Just because someone can’t qualify right now doesn’t hard every day. I even answer my phone when it rings at 10 mean they won’t qualify six months from now,” Idol says. p.m.; in sales, when someone calls, you need to answer.”

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

LESLIE McDONNELL “If you want to get to a higher level, reach out to someone who’s more successful than you.”

RE/MAX network – goes a long way in attracting new business, either through consumers or referrals. “Being viewed as the go-to person in a certain area is invaluable,” Woolcott says. “Once that happens, the business really increases.” And when it comes, you need to be ready for it, he adds. “Some agents or brokers spend lots of time and money to generate leads, but when the calls come in, they don’t handle them properly,” Woolcott says. “The fact that a customer can call and not get called back until the next day is astonishing to me.”

Reach out to other agents

BUSY?

BECAUSE THEY TAKE GREAT CARE OF CLIENTS

Manage expectations Buying or selling a home can be intimidating to the uninitiated, so Idol takes care to prepare her clients for steps that may be surprising or upsetting. “If you let them know up front about what’s involved, it alleviates fear,” Idol says. “This is especially true for firsttime homebuyers, because they’re scared to death. I try to hold their hand every step of the way.” In this vein, McDonnell provides clients with a checklist for every part of the buying or selling process. “If I let my sellers know four days before a home inspection that sometimes buyers bring other family members or that sometimes the inspection takes a long time, I don’t get a panicked phone call the day of the inspection wondering why there have been eight cars parked outside the house for four hours,” McDonnell says.

BUSY?

BECAUSE THEY’VE BUILT SOLID REPUTATIONS

Be seen as the top option Woolcott says you can’t overestimate the power of being viewed as a top producer in your market. A reputation as an agent who closes sales and outworks the competition – an image enjoyed by many within the

Every summer, McDonnell invites other local agents – whether they’re with RE/MAX or not – to her lake house for a catered party. The fun event is a great opportunity for agents to get to know each other, raising the level of professional respect and courtesy throughout the area. “When you’re trying to get feedback for sellers after another agent shows their home, it’s helpful if the agent likes you,” McDonnell says. She’ll often email an agent who showed her listing – blindcopying the client – and ask for feedback. “When you get an email back that says, ‘I’d love to have a deal with you; they hate the blue carpeting,’ it really shows that the relationship has value, and by blind-copying the sellers, I’m showing them that my relationships work to their benefit,” McDonnell says.

Be a resource for others McDonnell is quick to help others, because when she was starting out, she invited more-experienced agents to lunch and asked how they stayed so busy and organized. “If you want to get to a higher level, reach out to someone who’s more successful than you,” McDonnell says. “Make a connection and find out what their systems are.” Moore, who has shifted his focus from buyers to sellers over time, even passes business along. Because he generates so many buyer leads, he refers them to four trusted buyer agents in his office. “These are great buyer agents, so the arrangement works out well for me, for them and for the buyers,” Moore says. “I truly appreciate the assistance. My advice to newer agents is to find a busy colleague in the office and partner up in something like this. The RE/MAX agents I know are happy to share their success.”

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

DELIVERING

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

RESULTS When driven entrepreneurs combine the RE/MAX model with their own innovation and grit, extraordinary things happen. Need an example? Look no further than RE/MAX Results in Minnesota, which recently hosted ABOVE for a three-day inside look at its offices, Associates and leaders. B Y D E B O R A H BA L L K E A R N S / / P H OTO G R A P H Y B Y J O E S Z U R E W S K I

DEN PRAIRIE, MINN. – RE/MAX

Results was founded 26 years ago on the philosophy that professionalism, production and unparalleled customer service will always win out. Broker/Owners John Collopy and Marshall Saunders still embrace that mindset. In fact, they live it, breathe it, and exemplify it daily to the nearly 700 agents in their powerhouse brokerage. It’s the same “everybody wins” model Dave and Gail Liniger

conceived when they founded RE/MAX nearly 40 years ago. And it has served Collopy and Saunders well on their journey to the top. By learning from early mistakes, adapting to shifting market conditions, and overcoming the loss of one of its founders, RE/MAX Results has evolved over the years to become the third-largest RE/MAX brokerage in the world – and one of the most productive real estate firms in the Twin Cities.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

THE VISION The year was 1986. Bill Saunders – a real estate veteran and Marshall Saunders’ father – was John Collopy’s managing broker at Coldwell Banker Burnet, a major power player in local real estate at the time. After Sears acquired their brokerage, Collopy and Bill Saunders began looking for an exit together; they didn’t like where things were headed. They envisioned a real estate firm that put its agents – and their customers – first. RE/MAX, which offered maximum commission splits and a freedom-based business model, was a breath of fresh air and a perfect match. It was also non-existent in the Minneapolis area. “Dave and the other RE/MAX leaders were true mavericks, and we loved the idea that with RE/MAX there weren’t restraints on how we could run our business,” says Collopy, who began his real estate career nearly 40 years ago. “We were up against heavyweights like CB Burnet, with 32 percent market share, and Edina Realty’s 28 percent market share. It was difficult to compete with that when we had no money and no one knew the brand. Those initial years were tough, really tough.” Collopy and Bill Saunders pressed on, however, and over the years their effective systems and a winning atmosphere attracted top producers. Their vision took hold, and RE/MAX Results became a major force in the market. In 1997, a devastating setback: Bill Saunders learned he had cancer. He fought the illness for 11 years before succumbing to it in 2008 – three years after he and Collopy had been recognized as the 2005 RE/MAX Broker/Owners of the Year. In his final months, Bill Saunders tearfully confided to Collopy that he wanted his son Marshall, who had been a Sales Associate with the brokerage for 12 years, to succeed him in helping lead the company. “My dad gave me his half of the business, but what I really got in those final years was the ability to be closer to him,” Marshall Saunders recalls, his voice raw with emotion. “That meant more than anything.”

A NEW ERA Gathered around a meal of sushi and Korean barbecue, Collopy, Marshall Saunders and CEO Lynn Foulke exchange carefree banter (sometimes at their own expense) and lively recollections of the brokerage they’ve all had a hand in building. All three are Minneapolis-area natives who love their hometown deeply. Some of their best ideas have happened around this very table in a secluded corner of King’s Restaurant in Fridley, Minn.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

Between bites of rainbow rolls, Saunders explains that when he succeeded his father in 2008, it was the start of a new era in many ways. The real estate market was in the midst of the worst recession ever, and many RE/MAX Results agents, like others across the country, were struggling. Desperately. Saunders dove into enhancing the tech side of the brokerage – an area that would help agents stay ahead of the market and deliver the best possible service to their clients. The marquee example of the brokerage’s technology effort is the RE/MAX Results website, results.net, which has become one of the most-visited real estate sites in the Twin Cities. Since Jan. 1, it has generated more than 1.2 million total visits and 2.8 million total page views. The tech upgrade also included a comprehensive, backoffice solution where Sales Associates can access leads, marketing templates and contact databases, along with their own websites and blogs.

RE/MAX RESULTS BROKER/ OWNERS MARSHALL SAUNDERS (LEFT) AND JOHN COLLOPY HAVE A PROGRESSIVE VISION THAT PUTS THEIR AGENTS FIRST.

The recently launched RE/MAX Results Mobile App, enhanced with a cutting-edge augmented reality feature, has been wildly popular with more than 7,000 downloads since its launch in May. On the support side, RE/MAX Results employs a fulltime, full-service IT support staff, and agents have a weekly selection of video updates, tech tips and other training tools to choose from. “We’re constantly looking at ways we can be better, because the market demands it,” Saunders says. “We knew we had to take technology on as one of our main platforms; we wanted to create end-products that were meaningful not only to our agents but also to their customers.”

A POWERHOUSE RE/MAX has never been the largest real estate network out there, and it doesn’t necessarily strive to be; it’s a place for experienced professionals who are serious about their business. The same philosophy goes for RE/MAX Results; local competitors surpass them in agent count, but no one beats them in per-agent productivity. The approach works. RE/MAX Results closed 11,843 transaction sides for a sales volume of more than $2.2 billion in 2011. That transaction count made the firm No. 19 in RISMedia’s 2012 Power Broker rankings, right between a brokerage of 3,965 agents and one of 1,854. RE/MAX Results’ sides-per-agent average (nearly 20) was more than six times greater than the brokerage ranked above it. That sort of production fuels an environment that appeals to top talent like Dean Haagenson and Rob Monson. Haagenson, a real estate veteran who’s been with RE/MAX Results almost from the beginning, loves having independence and support while working under the RE/MAX umbrella. “The first year I joined RE/MAX, my production doubled,” says Haagenson, whose 25-year-old son, Ryan, is also an agent at the firm’s Uptown office. “At RE/MAX, as a whole and at RE/MAX Results, everyone goes above and beyond to find ways to stay relevant. We have great resources available to us. The key is to use them. “Sometimes it’s as much about leadership as anything else. John and Marshall sit with you to review your business

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

RE/MAX RESULTS AGENTS LISTEN AS NICK RUEHL (FAR LEFT), MAYOR OF EXCELSIOR, MINN., SHARES HIGHLIGHTS ABOUT THE TOWN DURING A WEEKLY HOME TOUR ORGANIZED BY THE BROKERAGE.

plan and offer input on how to make it better. Success is largely about being accountable.” For his part, Monson – half of the Rob Monson and Lane Larson team – also values the support he gets through his RE/MAX affiliation – from the corporate level to the management team and staff. The benefits of this support are evident in the success of the Monson-Larson team; it’s already closed 92 transactions this year, compared with 97 closings and $40 million in sales volume in 2011. Selling the RE/MAX brand is the last thing they worry about; RE/MAX Results does it for them. “From the top down, we have a professional image that consumers have absolute confidence in,” Monson says. “The experience starts right when a client walks through the front door. We take that and run with it in our marketing.” Hard work completes the formula. “When the market is down, go back to basics. Show up, be professional and stay proactive in your prospecting,” Monson says. “Call those FSBOs and expired listings, and follow up with past clients for

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

RE/MAX RESULTS BY THE NUMBERS FOUNDED:

1986 OFFICES:

IN MINNESOTA & WISCONSIN AGENTS: NEARLY

700

MARKET SHARE (LISTINGS SOLD FOR Q1 2012):

20.9% SUPPORT STAFF:

referrals. The more sellers you work with, the more signs you have.”

COMPETITIVE EDGE On a windy Wednesday morning, nearly 20 RE/MAX Results agents walk through a picturesque, yellow cottage-style home with white trim on a quiet, tree-lined street in Excelsior, Minn. They comment graciously on the property’s craftsmanship while gentle breezes rustle in from a nearby lake. One of Dan and Jane Revsbech’s listings, the $550,000 luxury home built in 1956 is part of The RE/MAX Collection, and it’s one of the properties agents are previewing as part of a weekly luxury property tour organized by the brokerage. The tour is one example of how RE/MAX Results helps its agents excel. Another is in the sensitive handling of acquisitions and mergers. Beth Nordaune, who works in the recently acquired Rochester office, was initially nervous about the transition when her previous RE/MAX office converted to RE/MAX Results. Her fears were quickly put to ease, however, when the entire leadership team came to the small office,

90 miles southeast of Minneapolis, to share the news and outline the next steps. That kind of hands-on care makes RE/MAX Results special, Nordaune says. “We knew things might change under new ownership and they did; they got better,” says Nordaune, who’s been with RE/MAX for 11 years. “Things have gotten so good, in fact, that I became overwhelmed with the amount of business I ended up getting. I went to John completely frustrated and I told him, ‘I think I’m going to quit because I can’t handle it.’ “He told me, ‘Beth, you have a gift. You have to give yourself permission to say no sometimes so you don’t burn out.’ He talked me off the ledge.” Having unfettered access to Collopy and Saunders is another positive of working with RE/MAX Results, but the benefits don’t end there. Agents also enjoy weekly and monthly live or web training, customized marketing, in-office couriers, distressed-property negotiators, a legal team, accountants who generally turn around checks within 24 hours most days, and much, much more – all packaged in stylish physical spaces where friendly receptionists greet visitors and callers with a generous helping of “Minnesota nice.” It all goes back to giving Sales Associates what they need to succeed, says Collopy. “We’re just as committed today as we were in 1986 to putting our customers – the agents – first,” Collopy says. “We have the same desire to win. We have agents who are AGENTS (FROM LEFT) MARGO working hard to win. We have no HIGLEY, MARLENE BURRELL AND GINNY GASPARD TALK DURING aspirations to be the biggest. We A LUXURY HOME TOUR. simply want to be the best.”

MARK HULSEY

MAKING STRIDES IN COMMERCIAL REALM RE/MAX RESULTS ALSO HAS A STRONG reputation in commercial real estate. Under the leadership of Mark Hulsey, Managing Broker of the RE/MAX Results Commercial Division, the brokerage has developed three commercial-qualified offices in which commercial real estate is practiced alongside residential operations. The division comprises 25 brokers who specialize solely in commercial real estate. “The strength and scope of our brokerage, along with the power of the RE/MAX Commercial brand, opens doors for commercial clients,” Hulsey says. He adds that RE/MAX Associates in both sectors are uniquely positioned for additional business. “Within RE/MAX, commercial brokers should work on getting leads from residential agents, and residential agents should be referring commercial leads to commercial specialists. It’s really simple: Let’s use our network!”

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

An elite water polo player must be as accurate as a baseball pitcher, as gritty as a hockey player and as strategic as a chess master, all with the endurance of a marathoner. Fortunately for Georges Bardagi, one of the top RE/MAX producers in Canada, those traits transfer nicely into real estate as well. BY WENDY HELFENBAUM :: PHOTOS BY CHRISTIAN FLEURY

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

ON TOP OF HIS

DURING A 25-YEAR COMPETITIVE WATER polo career – including six on Canada’s national team – Georges Bardagi’s size and strength earned him a key back-row spot, supporting his teammates and making big decisions. “I played like a quarterback, calling the shots,” he says. He does the same thing at the highest level of real estate. Bardagi, a Broker Associate at RE/MAX du Cartier in Montreal, Quebec, leads a dynamic team that’s been No. 1 in the RE/MAX Quebec region since 2004, and ranked No. 4 worldwide in 2010 and No. 5 in 2011. The 10 agents and 10 support staffers on Team Bardagi cover highend Montreal neighborhoods such as Outremont, Town of Mount Royal and Plateau Mont-Royal. Bardagi and his sales manager focus exclusively on sellers, while the other team members work mostly with buyers. “My goal was to create a small, highly qualified, efficient team, with me as the day-to-day leader in the field,” says Bardagi, 45, from his office on Bernard Avenue. A slew of RE/MAX medals hang on the wall behind him, along with photos of himself posing with the last Stanley Cup his beloved Montreal Canadiens brought home. Bardagi appreciates winners, and his real estate career grew out of his desire to think big. “Real estate is a tough business, and water polo is a tough sport,” Bardagi says. “In both, you have to compete as hard as you can, while keeping your ethics and honesty.”

IN REAL ESTATE, AS IN SPORTS, STAYING ON TOP REQUIRES INNOVATION, ENDURANCE AND A STRONG TEAM OF SKILLED PLAYERS

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

LEFT: GEORGES BARDAGI ENJOYS A MOMENT IN THE OUTREMONT NEIGHBORHOOD OF MONTREAL. BELOW: THE 11-POINT BARDAGI CODE OF CONDUCT.

You have to compete as hard as you can.

AN ENTREPRENEURIAL SPIRIT At age 20, while studying marketing at the Université du Québec à Montréal, Bardagi opened an Italian restaurant with some friends, where he did everything from purchasing supplies to serving customers. After selling the business the following year, he dabbled in import/export until his best friend, Tony Bacile, a RE/MAX Affiliate, suggested he try his hand at real estate.“I had a lot of ambition,” says Bardagi, the son of a Lebanese father and a French mother. After earning his license in 1991, Bardagi joined Bacile in a windowless office in trendy Outremont, a leafy neighborhood north of downtown Montreal. “When I first started, I paid for my ads with unemployment checks from my previous job,” Bardagi says. “I threw everything I had into real estate, and worked 72 hours a week, no days off, no vacation. For three months, I didn’t sell anything, and I was losing money. But I stuck with it.” Bardagi’s first sale – on a $97,000 home in the suburbs – sparked a hot streak. He sold another dozen properties before year’s end, and was named RE/MAX Quebec’s Rookie of the Year.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

Code d’hon neur de l’É quipe Barda 1- Je gi mettr

ai les intérê ts de Je ne l’équip pa e au m collabo rlerai jam ême ni ais en ra veau coéqui teur. Au m que le contra al de mon piers( s mie ères). ire, je co ns. défend équipier(è 3- J’ re) à rai av accept un cl ec erai énergi avec e l’int ient ou agen rigueu avec dignité égrité t r, dilig le de s re mes ence 4- Je et auto sponsabilit deman és qu nomie i me se derai . de l’a ront co ide et 5- Je nfiées accept serai et j’agi avenan erai de rai t, sour donner 6- Je iant et de l’a com ide lo respec rsque tueux courri muniquera né dans el, au i cessai mes co téléph régulièrem re. ntacts ent et one ou 7- Je clai avec en pe m’exc l’équip rsonne rement av userai e. ec mes . sans dé coéqui 8- Je lai po piers, suivra ur tout par i au m écart livre d’ oi de ns appren condui un co connai urs de tissage te. ssance format s avec par 6 moi s. Puis ion contin mes co 9- Je ue et je part équipi partic je ag er ip er s( er ai mes lirai au m e). innova ai à l’a oins un nouvel tr mélio ration précis ices et en les ét de visant l'amél ablissant et la qualité ioratio du appliq 10- J' n des uant av travail en agirai métho amen avec de l’é des de ec rigueur ant de honnêt qu de s travai (tâche ipe, quel qu eté et fera l de l’é s plans d’ idées actions s i ’il quipe. interv dont le résu soit, de tâ tout en mon ient). ches ne ltat ne pouvoi change r pour nécess 11- Je dé ra pas ita soig même nt pas son lester le le ad si c’es in travai nerai la qu t lui ou tervention er al l en or elle qu dre en ité de mes i docum tout te Je so en mps. ts écri us ts et ga solenn signé, __ __ el rderai respec lement av ________ mon po __ oi ter le ste de Code r lu et com ________ ______ d’honn pr eur de is les prés Et j'ai entes. ________ signé l’Équip __ dé Je m'e à Out e Geo cl remon ar ng rges B e t, ce __ ardagi age à ______ . ______ ______ ______ ______ ______ _ 2011 ______ . ______ ______ ______ __ 2-

“I still have that trophy,” Bardagi says with a grin.

A SOLID IMAGE Bacile left real estate in 1995, and two years later, Bardagi decided to bring in some help. “I realized that a lot of tasks can be delegated,” Bardagi says. “You should be aware of the value of your time. Today, we have as many admin staff as agents, which is unusual – but it’s important. My team members don’t have to worry about photos, brochures or marketing – everything is taken care of. That allows them to be on the street doing what they love: showing properties and closing deals.” Team Bardagi now occupies an entire floor in the same building where he first started out. All members have signed the 11-point Bardagi Code of Conduct, which includes pledges to put the team’s interests ahead of their own, seek out professional development opportunities and bring in ideas to improve sales. It’s a true team concept in which everyone plays a vital role in the group’s success.

THE ACTIVE LIFE INNOVATION AT WORK

His water polo days behind him, Georges Bardagi now stays in shape by playing tennis and golf with his wife, Caroline, and ball hockey twice a week. Bardagi passed his athletic prowess on to his teenage daughters, Justine, 16, and Camille, 13, who play competitive volleyball. “Every Saturday, I’m in a gym somewhere, watching their games. That’s one huge advantage of having more staff and using the latest technology: I have the free time to do things like that.”

R % 8

E/MA

From the beginning, Bardagi forged his own path, ignoring what his peers were doing, such as advertising homes one at a time. “I felt that all of my clients should be advertised all the time,” he says. “Other agents said ‘Georges, you’re going to blow your budget.’ But I featured every one, every week. How can you tell a client it’s not their turn? It didn’t make sense to me. Bardagi has seen firsthand the power of the global netWe still advertise our listings every week in the major work. “Last month I received a referral from a RE/MAX agent Montreal papers.” in Malta; he’s sending me a really good customer who’s Embracing technology early on was another way going to establish his family here in Montreal,” Bardagi says. Bardagi stood out. He was among the first in Quebec to “The RE/MAX referral system has been very effective for us.” use 24-hour hotlines, providing clients with access to information about a property anytime. His office was COACH’S CORNER quick to launch a mobile site for smartphones, and the Feeling he had a wealth of knowledge to share, Bardagi Bardagi Team has its own YouTube channel. If a client began coaching other Realtors eight years ago. Through cancels an appointment, Bardagi – never one to sit back – a program called Coaching Bardagi, he offers monthly will dash outside with a staffer and create an impromptu sessions covering such topics as objection-handling, team video designed to win the business back. organization, time management and creating a corporate “YouTube videos are an excellent way of explaining my image. Once a year, he also stages a wildly successful oneviews on real estate to clients and colleagues,” day conference for 500 agents and brokers called Bardagi says. “I’m not a video pro, but I Virage Bardagi (Bardagi’s Formula). believe in the concept, so I hired some“People say, ‘Georges, are you crazy? body full-time who majored in social Why are you giving all your tricks to media. He manages our Facebook, your competition? You must be nuts!’” No. 2 br the YouTube and Twitter accounts. He Bardagi says with a laugh. “And I say, an % d 19 tweets my thoughts on real estate ‘If I give them all the tricks, and they all the time and makes sure our apply them, every broker’s going WINNING message is out there.” Thanks in part to to be better; my profession’s going Georges Bardagi and his to be better.’ Also, it forces me to team, RE/MAX market USING THE BRAND improve: If I give out all my secrets, share in Montreal Bardagi takes full advantage of is double the closest then the next year I have to have competitor’s. RE/MAX resources. He understands new ones.” that in Quebec, where RE/MAX market Bardagi has the same passion for share is close to 40 percent, the brand his work as he did back in 1991. gives him unique competitive advan“This is a beautiful profession,” he tages that just can’t be replicated. says. “You enter a family’s life for a few months “When I walk into a home, I don’t have to sell RE/MAX, and take on their problems or their dreams: divorce, being because it’s the biggest-selling real estate brand in the transferred, having a baby or sometimes just wanting to world,” he says. “RE/MAX TV and radio ads and billboards are upgrade to a bigger home. We guide them through the proalways present in people’s minds in Quebec; I could never do cess and make things as smooth as possible. What better that on my own.” way to serve someone? In the end, this is a dream job.”

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

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THE RE/MAX COLLECTION

Luxury

ROUNDTABLE THREE LUXURY AGENTS DESCRIBE WAYS THE RE/MAX COLLECTION GIVES THEM A COMPETITIVE EDGE WITH HIGH-END BUYERS AND SELLERS BY DEBORAH BALL KEARNS

N LUXURY REAL ESTATE, YOU CAN’T SAY

enough about first impressions and strong follow-through. That’s why top producers never cut corners when they’re working multimillion-dollar transactions. And with The RE/MAX Collection, the network’s luxury real estate division, they don’t have to. In this panel discussion, three luxury stars explain how The RE/MAX Collection helps them stay on top.

T H E PA N E L I S T S

From left: VERONICA STORY, a Hall of Fame member with RE/MAX Equity Group in Lake Oswego, Ore.; AUSTIN KAY, a Circle of Legends member and Diamond Award recipient with RE/MAX Westcoast in Richmond, British Columbia; AL BARBOSA, Broker Associate and Team Leader with RE/MAX Associates in Park City, Utah.

How do you stand out in your market? STORY: I visit the headquarters of the NBA’s Portland Trail Blazers regularly to deliver personal real estate packets for new players. I’ve worked with coaches and players, and everyone in the organization knows me by name. The important thing is to be creative and service-oriented. KAY: We focus on developing rapport with local luxury homebuilders. When you’re trying to get builders in your portfolio, offer a complete service package that includes helping them select the right lots at the beginning of the development, as well as offering advice on design floor plans and finishes. As agents, we know what buyers are looking for, so we should give that advice to builders from day one to prove our value in the process. BARBOSA: My team approaches our business with a high-touch, boutique mentality. We always host

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

catered open houses for area brokers as a standard. We make it a point to establish and build strong relationships with other respected luxury agents in order to garner more showings and referrals.

What are the keys to successfully selling luxury real estate? STORY: Exceed clients’ expectations. For example, I packed up one client’s home after his son was injured, and he raved about it to friends for months. On an NBA player’s listing, I hosted a catered Christmas party and spent hours decorating the outside of the home ahead of time. I received two listings from that event because the neighbors noticed how hard I worked. KAY: International buyers are a growing segment of many markets, particularly here in Richmond. Look at what countries buyers are coming from and make sure you have someone on your

team who speaks the language and knows the culture so you can serve those clients. My wife, Anita, and I are Asian, and a majority of our luxury buyers are from China.

The Re/MAX ColleCTion

Volume 1 Number 2

BARBOSA: Internet exposure is crucial to success. Luxury listings must have professional photos and online virtual tours in the MLS and on your website, and they should be complemented by high-quality color print brochures that showcase your properties to their full potential. Also, study your competitors; find out what they’re doing for their clients, and top their efforts.

Villa Nina | Presented by Veronica Story | Page 47

Discover The RE/MAX Collection What do you think of The RE/MAX Collection Magazine, the new customizable publication produced exclusively for RE/MAX luxury agents? STORY: My clients love the exposure, and it reinforces the perception that I’m an agent who truly works high-end properties, doing whatever it takes to market homes. I love the look of the magazine, and it sets me apart from competitors at listing appointments. KAY: We promoted a listing in the initial version, and it looked great. The RE/MAX Collection presents an amazing image that speaks to the sophistication of the luxury homes my team lists. The magazine has a highend appearance, and that’s important to our clients.

For information on advertising in the next quarterly issue of The RE/MAX Collection Magazine, visit www.MyLuxuryMagazine.com.

BARBOSA: I love it! Clients with luxury homes require a higher level of handson personalized service, as well as national and international marketing exposure. This is especially true in exclusive skiresort towns like ours. The magazine is a huge competitive advantage for RE/MAX luxury specialists.

How do agents get started in the luxury niche? STORY: You have to look the part; high-income people want to work with people they perceive as being

successful. Invest in some sharp suits, and when you go on listing appointments, make sure your presentation is top-quality. Get involved in charity organizations you care about, and attend black-tie affairs where people who earn the big dollars are likely to be. Be relentless in your efforts. KAY: It’s about doing the basics: prospecting, marketing, offering outstanding service, pricing and following up with past clients to generate new business. There’s no shortcut to success; you have to work hard and surround yourself with a team of people who share a customer-oriented mindset.

BARBOSA: Take advantage of all that RE/MAX offers – global.remax.com, the RE/MAX brand name and, most importantly, the global RE/MAX referral network. Invest in yourself and in your business by attending the next RE/MAX R4 Convention to connect with other agents and exchange referrals. We have a database that no other real estate brand can rival; use it, and get to know other agents who are already successful in luxury sales. You can learn a lot from them.

REMA X.COM/ABOVE • SUMMER 2012

FULL SPECTRUM

DISTRESSED PROPERTIES

Making Short Sales

WORK

FRANK DURAN, RIGHT, AND MICHAEL MEET OUTSIDE MICHAEL’S HOUSE JUST AFTER THE CLOSING.

Thanks to an innovative program with Bank of America, RE/MAX agents are leading the way in helping struggling homeowners avoid foreclosure. You can join them. BY DEBORAH BALL KEARNS // PHOTOGRAPHY BY MARC PISCOTTY

othing in the world could’ve prepared Michael for losing his job. After being laid off three years ago, the Colorado resident was struggling to make ends meet and on the verge of foreclosure. He declared bankruptcy and didn’t know what to do next. Fortunately, RE/MAX Sales Associate Frank Duran

entered the picture with a solution. Duran received Michael’s name from Bank of America’s Alternative Right Party Contact (ARPC) program, a joint effort with Dignified Transition Solutions, through which RE/MAX agents who are trained in working short sales are matched with borrowers who are in default and could benefit

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

from a short sale. The program is a proactive approach to helping people like Michael make graceful exits from their homes when all other options have been exhausted. Bank of America selected RE/MAX because RE/MAX agents lead the industry in distressed property experience and training. More than 15,000 RE/MAX agents have earned

“Michael had given up hope. He didn’t know a short sale was an option.” – FRANK DURAN

the Certified Distressed For its part, Bank of Property Expert (CDPE) America – like other large designation – far more than lenders – has come a long any other real estate brand. way in streamlining the Duran, a Hall of Famer with short sale process to make RE/MAX Alliance in Westminit easier on homeowners ster, Colo., was persistent in and Realtors alike. In adreaching out to Michael. dition, Bank of America is “He had given up hope. He offering up to $30,000 for didn’t know a short sale was relocation assistance exan option until I educated penses to qualifying short him about the ARPC prosale clients. gram,” says Duran, who has Barb Henderson was one closed 24 transactions this of the first agents in the year with 10 more in escrow Phoenix market selected to – a majority of them short participate in ARPC. She has sales. “I built rapport over closed 21 short sale transactime, and we got his home tions through ARPC so far sold within 45 days. With this year, with 10 more in the short sales, it’s all about perclosing pipeline. sistence and working hard.” “Compared to a few years Michael recently ago, the negotiation process completed his short sale has improved drastically and is now able to focus on as more and more banks finding a job. He’s thankful use the Equator platform to Duran didn’t give up on him. manage tasks and docu“When I filed for bankruptmentation,” says Hendercy and couldn’t make payson, a Hall of Fame and ments, other agents sent me 100 Percent Club member letters promising to sell my with RE/MAX Professionals home,” Michael says. “Frank, in Glendale, Ariz. “It used who was selected by Bank of to take as long as a year to America to contact me, was process a short sale back the one person who came in 2009, but nowadays we through. Thanks to him, the usually have a resolution house is one less thing I have within 90 to 120 days. to worry about.” “The short sale nightmares Michael’s positive ending these homeowners have has been replicated in over heard about for years don’t 1,300 closings across the country since the ARPC program launched in May 2011. RE/MAX agents have listed more than 3,500 properties through ARNOLD HENDERSON the program.

REMA X.COM/ABOVE • SUMMER 2012

FULL SPECTRUM IT'S BEEN ALMOST FIVE years since I created the CDPE designation, and in that time quite a bit has changed. Short sales, once feared, have now become the preferred foreclosure alternative for both lenders and homeowners. In the process of training more than 40,000 CDPEs – nearly half of them RE/MAX agents – we’ve developed some simple (but often overlooked) tips that can help ensure successful short sales.

ALEX CHARFEN’S

5 TIPS

exist anymore with the ARPC program, because everything has been automated and borrowers have been preapproved for a short sale. Many of my clients tell me it’s a huge weight off their shoulders knowing there’s a solution out there that works.” Henderson notes that sellers are no longer afraid of the stigma once attached to short sales. “People of all economic levels are short selling openly, so the emotional embarrassment isn’t as prevalent,” Henderson says. “It’s still a tough thing. I’ve raised five kids and I know how important it is to families to stay in their homes. When that’s not possible, though, that’s when I offer all the help I can in a compassionate, genuine way.” In Florida, Todd Arnold is seeing similar outcomes for his clients in Jacksonville. Arnold has been working short sales for three years and has found tremendous success with the ARPC program, closing 17 transactions since last year. His biggest hurdle? Persuading homeowners who have already been inundated with letters, phone calls and default notices to listen. “I tell people that I’m there to help them, whether it’s a loan modification or a short sale, and to get them headed in the right direction,” says Arnold, a Sales Associate with RE/MAX Specialist in Orange Park, Fla. “Short sales involve a lot more work than you’ve ever done in real estate, but they’re incredibly rewarding.”

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

TO SHORT SALE

SUCCESS 1

Assess your sellers during the first phone call. The short sale process is a lengthy one, and to be successful you have to spend your time wisely. We teach our agents to assess sellers during the very first phone call. Ask the right questions and you’ll know quickly which clients will work with you and which ones aren’t ready for the process.

4 Create a narrative for the lender. It’s crucial that you tell a story, showing the price at which you started, the marketing efforts you made, and the offers you received so that the lender has a clear picture. If you make it easy for the bank to see you got the best possible price, it will be that much more difficult for them to reject it.

Get 80 percent of your short sale package together the first time you meet your sellers. Asking smart questions in the first phone call will help you get the required forms ready when your sellers arrive. Make sure the sellers know what they need to bring with them. By the time they leave, you should have 80 percent of the paperwork completed.

3 Think like a BPO agent. The appraisal is one of the most crucial elements of a successful short sale. If a Broker Price Opinion (BPO) is too low or too high, you are handicapped right out of the gate. Provide relevant, recent and proximate comps in your package.

5 Stay educated. If there’s one constant in the distressed property industry, it’s that things are constantly changing. It will be very difficult to be successful if you don’t find a way to keep up. Pay attention to changing government guidelines, new bank programs and eligibility requirements to ensure you can handle any contingency.

ABOUT THE AUTHOR Alex Charfen is the CEO and Co-founder of the Charfen Institute in Austin, Texas, and author of the CDPE designation.

Earn your CDPE now through RE/MAX University, and hear Alex Charfen's tips and insights first hand. Find this course and all your distressed-property education options in the Learn section of Mainstreet.

COMMERCIAL

FULL SPECTRUM

Meet the Deal Makers ONE DEAL, ONE IDEA OR ONE CONTACT CAN MAKE ALL THE DIFFERENCE TO YOUR BUSINESS

E/MAX COMMERCIAL PRACTITIONERS

looking to close more sales, generate more leads and fortify their business shouldn’t miss the 2012 RE/MAX Commercial World Symposium, Sept. 19-21. The event, held annually in Denver, is a chance to network with and learn from the best minds in commercial real estate. Symposium attendees are also invited to attend an optional golf outing at the worldrenowned Sanctuary Golf Course. This is a

great networking opportunity at this invitationonly course owned by Dave and Gail Liniger. Don’t miss the chance to meet one-on-one with top RE/MAX deal makers. The event draws more than 100 attendees from around the world, and offers invaluable training designed to help commercial brokers close more deals and gain more leads. Visit RE/MAX Mainstreet for Symposium registration details.

SOMETHING FOR EVERY LEARNER T

HE RE/MAX COMMERCIAL

Practitioner Development Program offers specialized commercial real estate education for professionals at all experience levels. The program includes the

Accredited Commercial Professional (ACP) certification (for residential agents transitioning into commercial real estate or veterans needing a refresher); the RETOOL business planning program (for practicing com-

mercial brokers looking for sales strategies and ACP enrollees with some commercial business); the Certified Commercial Investment Member (CCIM) designation (for experienced commercial practitioners); and other commercial-specific training via RE/MAX University and various RE/MAX events.

REMA X.COM/ABOVE • SUMMER 2012

FULL SPECTRUM

AGENT INSIGHTS

4x4

A L L - S T A R

P A N E L

STAYING SHARP Four top producers explain how they constantly adjust and improve their business COMPILED BY JULIA BAILEY

FROM LEFT: Tina McDonough, Black Diamond, Wash.; Sara Kalke, Edmonton, Alberta (100 Percent Club); Ed Wagenseller, Wilmington, N.C. (Hall of Fame); Al Stasek, Rocky River, Ohio (Hall of Fame)

HOW ARE YOU DOING BUSINESS DIFFERENTLY THAN FIVE YEARS AGO?

HOW DO YOU KEEP CURRENT ON BEST PRACTICES AND RESOURCES?

HOW DO YOU STAY HUNGRY WHEN YOU’RE ALREADY SUCCESSFUL?

WHAT’S THE BEST PART OF BEING AFFILIATED WITH RE/MAX ?

Tina: I’m advertising and

Tina: Mostly via the

Tina: I love my job, so

Tina: I love that RE/MAX

marketing everywhere I can online. Now, especially, you have to keep the lines of communication open with social media.

RE/MAX website. If it seems that something has come to the forefront, I’ll take a class. Our office is very good about keeping us informed about things we should know.

there’s always that strong urge to do more or do better, especially when someone recommends or refers you. I really believe that our profession changes people’s lives.

is a national sponsor of Susan G. Komen Race for the Cure®. Our team is the largest team in the U.S. for fundraising. I get to incorporate something I’m personally passionate about into my business.

Sara: I attend every

Sara: I don’t take anything

RE/MAX event I can, and am always learning from my RE/MAX colleagues – especially those working in different markets. We constantly push each other with technology, creative solutions, and ways to use RE/MAX to our advantage.

for granted. After all, in life and in sales, everything can change on any given day. I think of every relationship and every sale as a gift, because you never know what tomorrow may bring.

Sara: I tweet and I blog.

My iPad has replaced my notebook. I have an assistant. I think of myself as a consultant rather than a salesperson. And I have much thicker skin. Ed: I’m really trying to

focus on dealing with the clients who like and want to work with me. I don’t rely on Internet leads. I do depend on word of mouth, and referrals account for 85 percent of my business.

Ed: I use the Internet

and sites like ActiveRain. Also, remax.net is a great resource for learning about what others are doing.

Al: I’m more focused

on innovative services that have true benefit to our clients. Becoming a Certified Home Selling Advisor™ has helped me a great deal.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

Ed: Being able to provide

for my family and create lasting memories for my kids – like our family trip to Hawaii last year – motivates me. Al: The hunger never

Al: I coach with a Master-

mind program, which is a very small group of the top agents around the country. We meet three times a year at different locations to share selling secrets and strategies.

really goes away. You just get to a point where you start focusing on working smarter, not harder. Then, life becomes easier because you’re leveraging the team structure.

Sara: Credibility. When

I meet new clients, they already trust the RE/MAX brand. It sets the foundation before we even meet. And other agents treat my listings and offers seriously, because they know that if you’re with RE/MAX, you mean business. Ed: RE/MAX understands

entrepreneurs and what drives them. The company stays out of your way and puts the onus on you to be successful. It just makes sense. Al: No other brand can

top the stats we have in our area. We sell more homes and have more certifications and education. We use that when we talk to clients.

CITIZENSHIP

ABOVE & BEYOND

“The only way my business stays healthy is if my community is healthy first.”

Filling stomachs for a fulfilling life HUNGRY SCHOOLCHILDREN GO HOME WEEKENDS WITH A BACKPACK FULL OF FOOD, THANKS TO MARYLAND TOP PRODUCER JEREMY LICHTENSTEIN BY AMANDA OKKER // PHOTOGRAPHY BY DAN SCHREIBER

F ALL THE ECONOMIC

statistics that could concern Jeremy Lichtenstein these days, there’s one that stands out most to him. In his market of Montgomery County, Md., one of the richest counties in the U.S., more than 44,000 schoolchildren are in the Free and Reduced Meal (FARM) program. Lichtenstein’s biggest concern: What happens on Saturdays and Sundays, when there’s no school and no school meal for kids to count on?

The RE/MAX top producer – he ranked No. 9 among RE/MAX U.S. individuals in 2011 – founded a nonprofit group to help. It’s called Kids in Need Distributors (KIND). This past school year, the KIND program helped fill more than 300 schoolchildren’s backpacks every Friday with enough food to keep their stomachs full through the weekend. And the numbers are expected to

grow this coming year, with increased awareness and support of the KIND program. It costs about $90 to feed one child on the weekends through the 41 weeks of the school year. “In some ways, I feel more passionate about the food program than my business,” says Lichtenstein, who drops off supplies at participating schools every six weeks. “The only way my business stays

TO LEARN MORE ABOUT THE KIND PROGRAM, VISIT WWW.KINDINMD.ORG.

healthy is if my community is healthy first.” Long before Lichtenstein was a perennial Diamond Award club member and a RE/MAX Lifetime Achievement Award recipient with RE/MAX Realty Services in Bethesda, he earned a modest living running a landscape company and Christmas tree lot. Even then, he’d always donate at least 25 percent of his income from the lot to homeless shelters. “You have to give back,” he says. “It’s not about what you can make, but the difference you can make in people’s lives, whether it’s helping them find a home or make it through a tough time in their lives.” Lichtenstein’s been involved in a number of charities over the years, and only recently found the one he’s most passionate about. He modeled KIND after a friend’s similar effort. Lichtenstein is always open to learning and adapting others’ great ideas for his own purposes. “I don’t re-create the wheel,” he says. “I just figure out how to push it farther down the road.”

REMA X.COM/ABOVE • SUMMER 2012

ABOVE & BEYOND

LIFESTYLE

It’s a Great Life! REAL ESTATE SUCCESS ALLOWS RE/MAX AGENTS TO PURSUE THEIR PASSIONS. FOR SOME, IT’S THE THRILL OF SPORTS; FOR OTHERS THE BEAUTY OF SYMPHONY.

HOME ICE ADVANTAGE BY SUZANNE BOPP PHOTOGRAPH BY JUSTIN IDE

IKE MANY KIDS FROM BUFFALO, N.Y., Roger

Voisinet grew up playing hockey. But his passion for the sport went beyond a childhood pastime: When Voisinet attended Miami University in Ohio, there was no hockey program – or ice rink

ROGER VOISINET HELPED SAVE THE RINK IN CHARLOTTESVILLE, VA.

– so he started one. The new rink-less team had to travel to Kentucky for ice time. Today, the Miami University Red Hawks are a perennial Division I leader, playing in a $35 million arena. In 1995, when a developer wanted to build a new rink in Charlottseville, Va., he contacted Voisinet, a Broker Associate with RE/MAX Re-

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

alty Specialists. Voisinet got involved with that project, and subsequently launched another team, this time at the University of Virginia. In fact, he coached it for 15 years, winning seven Atlantic Coast Conference championships along the way. That rink, on Charlottesville’s downtown pedestrian mall, still stands today. “It’s

an architecturally stunning rink with a copper roof and windows … people walking by can look in and see hockey games,” Voisinet says. Two years ago, however, the rink – now known as Main Street Arena – was in danger of closing, so Voisinet and some others teamed up to purchase it. Voisinet didn’t want to see the rink close; he knew the community was heavily invested in it, and he still played hockey there two or three times a week. The new owners plan to eventually earn their money back, with dividends. “It was a chance to make a profit and help the community maintain an iconic business,” Voisinet says. Since acquiring Main Street Arena, the owners have made significant improvements, adding a sports bar and one of the state’s largest solar arrays on the roof. “Everyone’s appreciative that we kept the arena alive,” says Voisinet, who used his decades-long experience as a solar engineer to arrange the financing and grants. “Once there’s a rink, it becomes a vital part of the community.”

NORMA WILSON PLAYS IN THE SILVA CONCERT HALL AT THE HULT CENTER FOR THE PERFORMING ARTS.

“Chamber music was a way of life,” says Wilson, a Hall of Fame member with RE/MAX Integrity in Eugene, Ore. “All of the kids in my family played a string instrument growing up, in part because our local orchestra was so darn good.” She’s now in her 25th year with the Eugene Symphony Orchestra. And her passion for the music hasn’t dulled a bit. “I love the sound of the orchestra,” she says. “Sitting there in the middle of it is an incredible thrill.”

ALL THE RIGHT NOTES BY MICHELLE GOODMAN PHOTOGRAPH BY SHERLYN BORKGREN

IOLINIST NORMA WILSON

began performing at age 8, thanks to the robust music program at her public school in Downers Grove, Ill.

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Each May through September, Wilson takes the stage for about a dozen symphony concerts. In the week leading up to each performance, she attends four evening rehearsals. The schedule invigorates her. “I have more energy during the day because of what I do at night,” she says. “It’s a wonderful diversion, and my clients really understand the importance of it.” Some even come to see her play, which adds to the connection she has with them. Wilson offers professional assistance to fellow musicians, many of whom have a hard time buying property because they’re self-employed. “I want to make sure that any symphony musician who wants a house has a chance to own one,” she says.

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REMA X.COM/ABOVE • SUMMER 2012

IN CLOSING

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: Why are so many RE/MAX franchises sold to current RE/MAX Affiliates? I get this question a lot, and I think it’s good for everyone in the network to understand the growth philosophy in place at RE/MAX World Headquarters. It’s quite simple: We’re passionate about attracting the very best franchise owners. And because our Broker/ Owners have that same passion in attracting the best agents, our offices are filled with high-quality individuals who are ideal candidates for office ownership. I’ve invited Diana Fredericks, Vice President, Business Development at RE/MAX LLC, to share her perspective on our strategy.

ABOVE THE RE/MA X MAGAZINE • SUMMER 2012

IT’S A PLUS

identify strong candidates First off, I appreciate outside our system. We’re Margaret asking me to always talking to dynamic comment on this issue, individuals who want to because I think it’s an align with the top brand in important one. real estate. Our philosophy is pretty We have a rigorous straightforward: Who better process for identifying and to run a RE/MAX franchise qualifying franchisee canDIANA FREDERICKS than a current Affiliate who didates. First, we consider already knows the system and has growth in locations where RE/MAX demonstrated an ability to generate has no presence or needs to enhance outstanding results? Being in the its presence. Once we’ve identified network has to be seen as a plus, these areas, we engage candidates not a minus. That’s true for a Sales who have either expressed interest Associate seeking the next exciting in owning a franchise or who are challenge or for a Broker/Owner who’s doing well in their current business. ready to open an additional office. We carefully interview potential As Margaret notes, our emphasis franchisees, looking for qualities that on top-quality Sales Associates indicate their potential for ongomakes it no surprise that we have ing success: financial strength and fantastic Broker/Owner candidates responsibility, ability to recruit and within our ranks. support agents, strong business acuMany RE/MAX Sales Associates men and, mostly, the drive to succeed. want to work with buyers and sellers for their entire careers. That’s THE NEXT STEP awesome, and their service to their Many RE/MAX Sales Associates customers is the heart and soul of contact us wanting to know what the our network. Others, though, envinext level might look like for them; sion their paths leading toward they’re interested in exploring ownbrokerage operations. We should ership opportunities with a network support and accommodate they’ve come to know and love. their dreams. After all, in And it’s only natural for successful my opinion RE/MAX is the Broker/Owners to grow past a single ideal place for real estate office. They want more, and they professionals to reach their want it with RE/MAX. full potential, in whatever We’re honored that these individuway they choose. als have so much faith in the RE/MAX model and want to participate in A CAREFUL PROCESS expanding the brand. That faith is In addition to selling part of what’s turned RE/MAX into franchises to existing the global powerhouse we’re all so RE/MAX Affiliates, we also proud to be part of.

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