September 2015

Issue #315

September 2015

Earthquake bolts and haint blue ceilings Page 6

Canada Post Publications Mail Agreement No. 42218523 - Return undeliverable Canadian addresses to 2255B Queen St. E., #1178, Toronto ON M4E 1G3

How to get noticed – in a good way Page 8

How to be a terrible real estate professional Page 14

Lou Berkovits’

“paid expert programming” is proving to be lucrative Page 10

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REM SEPTEMBER 2015 3

Timing was right for Coast Realty acquisition Royal LePage adds about 150 agents in British Columbia as it absorbs former independent

By Jean Sorensen

R

oyal LePage Real Estate Services’ acquisition of the 31-year-old independent Coast Realty Group of offices and property management business, with 150 agents in the central Vancouver Island area, was a matter of perfect timing.

“The major reason was our ages,” says Jim Ballard, one of the six Nanaimo founding representatives who created the independent group of agencies on the Island. “When we started in 1984, I was in my 30s. I’m the youngest and today I’m 66.”

The other partners range in age up to the mid-70s. Ballard said the partners had simply reached the age when they no longer wanted the responsibility that comes with overseeing a string of offices that stretches from Campbell River down to Ladysmith, with one office on the mainland at Powell River.

“The timing was right,” says Ballard. Other large franchisees had regularly knocked on the brokerage’s door during the last decade, but “we just were not ready then,” he says.

Ballard said there was no

interest internally from agents to take over the company in a succession plan. Two of the founding members, Ron Baines and Bruce Chanakos, had already retired.

Ballard says the partners talked with Royal LePage during the past year and felt comfortable with the company.

“We felt their culture and our culture blended very well,” he says. “It is still early days, but it is turning out well.”

Ballard and the other co-owners of Coast Realty – Blaine Froats (who served as the point man in forging the deal with Royal LePage), Mark C. Anderson and Reg Warren – will remain with Royal LePage as sales agents.

Marty Douglas, a minority shareholder with Coast Realty for 17 years before moving to Re/Max in the Comox Valley three years ago, said the story of Coast Realty points to one of the pitfalls that independents face as senior shareholders want to exit.

“This was a successful business. We are talking millions of dollars,” he says. It shows the wisdom of having a long-term succession plan in place, he says, adding

many other owners of independents are no doubt learning a lesson from Coast Realty.

The brand’s growth faced a setback when it lost high-profile general manager Randy Forbes in 2011. “Randy really brought the company to its peak,” says Douglas, as it climbed to 238 sales agents in 2007. “He led the expansion up and down the Island – he’s a great leader.” Forbes has since started his own brokerage, 460 Realty in Nanaimo, which has 30 agents.

Forbes was replaced by Barb Lafreniere in 2014. Lafreniere came with 30 years of experience in commercial real estate and extensive experience in property management. Ballard says Lafreniere will stay in the organization for the time being to help with the transition.

Douglas says the acquisitions put Royal LePage in a strong position on the mid-Island, either having market-share dominance or running second to Re/Max. Royal LePage is a relatively new player on the Upper Island real estate market, having entered in 2000.

Barry Clark and Travis Carmichael, brokers/owners of Royal LePage Nanaimo Realty, have acquired Coast Realty Group offices in Nanaimo and the offices in Ladysmith and on Gabriola Island. Combined, Royal LePage Nanaimo Realty now has the largest market share in Ladysmith and on Gabriola Island and has doubled its Nanaimo market share.

“We felt that to continue to succeed, we needed to grow,” says Carmichael, adding that the acquisitions “add strength to the company.” He says his agency is seeing a lot Asian buyers coming into the market. “They are finding they can buy two or three houses here for the same kind of money they spend in Vancouver,” he says, adding that that move is increasing business in the retirees

Ari Lahdekorpi releases CD and book of poetry Managing broker has released several CDs previously

A

White Rock/ South Surrey, B.C. real estate professional is showing his creative side with the release of both a book of free verse poetry and a CD of guitar instrumentals.

Ari Lahdekorpi, also a frequent REM columnist, has worked the duality of both business and arts for several decades now. The Re/Max Performance associate broker has a business past that includes owning several radio stations in Ontario, as

well as his own real estate brokerage. Since relocating to the Lower Mainland about six years ago, he has worked as a managing broker and recently teamed up with Fraser Valley sales rep Laura June as an active agent.

On the creative side, Lahdekorpi has scored music for film and television, worked as a sideman for a number of notable artists and released several albums of his music during the last 30

years. Recently he decided to publish a collection of his poetry.

“The poetry I have been writing over the years has been one way of dealing with a number of changes that have occurred in my life,” he says. While he has had published works in the past and has written for a few international publications, this collection represents a new effort for his public creative side.

Both Lahdekorpi’s CD, Seasons

Ari Lahdekorpi

of Sound and Frequency, and his poetry collection, A Collection of Free Verse, are available online via CDBaby.com and Creatspace.com or by visiting his website at ariandREM laura.com

and first-time buyers markets.

Clinton Miller, broker/owner of Royal LePage Port AlberniPacific Rim Realty has acquired the Coast Realty offices in Port Alberni and Ucluelet. The Port Alberni offices are merging and the Ucluelet office will be a branch outlet. Miller is also the broker/owner of Royal LePage Parksville-Qualicum Beach Realty and has acquired Coast Realty’s Parksville and Qualicum Beach offices.

Gregg Hart, broker/owner of Royal LePage in the Comox Valley, acquired the Coast Realty office in Courtenay and will merge the offices. He also takes over the former Coast Realty offices in Hornby, Denman Island, Cumberland and Union Bay, which will now operate as satellite offices of the Courtenay brokerage.

Stephen Grant, broker/owner of Royal LePage Advance Realty in Campbell River has taken over the former Coast Realty office in Campbell River and will merge the operations.

Grant says, “It was a mutual opportunity both for the Coast owners and the Royal LePage owners.” He says Campbell River is welcoming a grey wave of retirees and the average home sale price is $312,000. Retirees are coming from all points across Canada, the B.C. Interior and larger areas such as Vancouver and Victoria. “It’s affordable with a good climate – very little or no snow,” he says. The seaside community offers fishing, a good selection of nearby golf courses and skiing in the local mountains.

The Powell River Coast Realty office will also convert to Royal LePage before fall. REM

4 REM SEPTEMBER 2015

By Jim Adair, REM Editor Do you have news to share with Canada’s real estate community?

Let REM know about it! Email: jim@remonline.com

M

arylou Leslie of Macdonald Realty, Surrey has been elected chair of The Real Estate Council of British Columbia for the 2015/2016 term.

“We have a very interesting period ahead of us in B.C. With real estate markets in many areas of the province rising rapidly, it is more crucial than ever to maintain a strong regulatory presence and ensure that consumers are protected,” says Leslie.

Leslie has been a licensed real estate professional for 25 years. She has been a member of the Fraser Valley Real Estate Board since 1989 and a member of the Real Estate Council of B.C. since 2011.

Joining her as an officer of the council is Susan Lynch of Re/Max

Marylou Leslie

Don Luckett

Cover photo: MARKO SHARK

Centre City Realty, Prince George, the newly elected vice-chair of the council.

Newly elected members are Christopher Brown of Magnum Projects, Vancouver; Calvin Lindberg of Angell, Hasman & Associates Realty, West Vancouver; and Dennis Fimrite of Firm Management Corporation, Saanichton.

Colette Squires of Abbotsford has been appointed to the council by the provincial government, joining Barbara Barry of North Vancouver as a public member.

As a result of amendments to the Real Estate Services Act in March 2015, which authorized the council to appoint one member representing strata property owners, former public member John

Nagy of Delta has joined as the first Strata Owner member.

Re-elected council members for a two-year term are Garth Cambrey, Cambrey Consulting, Port Coquitlam; Joseph Pearson, Re/Max Vernon, Vernon; and Susan Lynch, Re/Max City Centre Realty, Prince George.

Council members with one year remaining in their terms are David Peerless, Dexter Associates Realty, Vancouver; Ralph Archibald, Polygon Realty Limited, Vancouver; Susan McGougan, Re/Max of Nanaimo, Nanaimo; Harvey Exner, Macdonald Realty Ltd., Maple Ridge; David Rishel, Re/Max Little Oak Realty, Abbotsford; and Subhadra Ghose, Re/Max of Nanaimo, Nanaimo.

■ ■ ■

Amandeep Singh, Babu Praveen Pirati and Lakhwinder Singh Jhutty, formerly associated with Royal LePage Flower City in Brampton, recently opened Coldwell Banker Sun Realty to serve the western Greater Toronto Area.

Amandeep Singh, the broker of record, says, “Our newly built office space was designed to appeal to contemporary sales representatives and consumers alike. We

Dan Gagner

Elaine Kehoe

The founders of Coldwell Banker Sun Realty, from left: Babu Praveen Pirati, Amandeep Singh and Lakhwinder Singh Jhutty.

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Slavens & Associates Real Estate has opened a Mono, Ont. office servicing Mono, Caledon and the Hills of Headwaters. The area is 45 minutes northwest of Toronto and home to horse country, artists, theatre, fine dining and all-season outdoor activities.

The office is managed by longtime sales rep Elaine Kehoe, who has lived in Mono for more than 20 years.

“It’s a place that I call home. I am fortunate to live and work in an area surrounded by rolling hills, beautiful trails, fields that are still farmed and a community that looks out for one another,” says Kehoe. The Mono launch follows the recent opening of Slavens’ second Toronto office in Yorkville, lead by Daniel Pustil, partner and vice president. Darren Slavens, vice president and broker, started the brokerage nine years ago with partner Richard Sherman, the broker of record.

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Phone: 416.425.3504 www.remonline.com

REM complies fully with the Canadian Real Estate Association's Rules for Trademarks (CREA Rule 16.5.3.1) REALTOR® and REALTORS® are trademarks controlled in Canada by The Canadian Real Estate Association (CREA) and identify licensed real estate practitioners who are members of CREA. MLS® and Multiple Listing Service® are trademarks owned by CREA and identify the services rendered by members of CREA. REM is published 12 times a year. It is an independently owned and operated company and is not affiliated with any real estate association, board or company. REM is distributed across Canada by leading real estate boards and by direct delivery in selected areas. For subscription information, email distribution@remonline.com. Entire contents copyright 2015 REM. All rights reserved. Reproduction in whole or in part without written permission from the publisher is prohibited. The opinions expressed in REM are not necessarily those of the publisher.

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look forward to a new chapter in our success as we tap into the systems and resources of the Coldwell Banker global brand.”

Andy Puthon, president of Coldwell Banker Canada, says, “Coldwell Banker Sun Realty’s three partners have built a solid reputation in Brampton and we look forward to their continued success.”

■ ■ ■

Pemberton Holmes has opened a new office on Denman Island, B.C. The managing broker is Don Luckett. He and sales rep Shel Brodsgaard are the first hires for the new office.

■ ■ ■

Independent brokerage The Realty Firm in London, Ont. is holding a free 1.5-hour seminar featuring guest speaker Jon Cheplak. The event, to be held Sept. 10 at the Lamplighter Inn, will focus on “how to attract, engage and be the solution for today’s Internet-empowered consumer,” the brokerage says.

“We are in the most opportune time in the history of the real estate industry,” says the brokerage.

“We have limitless boundaries and the best marketing today is free!”

To RSVP for the event, visit www.agentsuccess.ca/sept10.php or email ruth@therealtyfirm.ca.

■ ■ ■

Gagner & Associates Excel Realty in Chatham, Ont. is the latest member of the Aventure Realty Network.

“As one of largest independent brokerages in the market Dan Gagner, broker/owner, has established a strong brand and market position,” says Aventure president Bernie Vogt. “Together with an outstanding team of sales professionals, Excel Realty delivers a full suite of brokerage services including residential, commercial, agricultural and development services.”

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6 REM SEPTEMBER 2015

Earthquake bolts and haint blue ceilings Charleston’s unusual homes

I

t took a trip to Charleston, South Carolina to learn a whole new lexicon when it comes to houses. “Earthquake bolts,” “piazzas,” “single houses,” and a popular shade known as “haint blue,” are about as common in Charleston real estate parlance as condos and semi-detached homes are in Canada.

Quirky though they may be, the pastel-coloured homes are a big part of the city’s charm. Located on streets lined with oak trees, many homes have well-tended gardens, elaborate wrought-iron gates and gas lamps that are lit 24/7, providing an atmospheric ambiance in the evening.

To say they are highly desirable, look no further than Broad Street, which guide Stephen Rosling of the Old South Carriage Company described as the socio economic dividing line between “the haves” and “the-haves-awhole-lot-more.”

But it’s the unusual features of the homes that garner curiosity from first-time visitors and the reason that local guides incorporate them into their tours whether on

By Diane Slawych

foot, by bus or horse-drawn carriage. Three features in particular are often noted: The single house: Their architectural styles may be anything from Georgian to Greek Revival but what defines a single house is that it sits sideways on a lot and is characterized by beautiful long covered verandahs, which are referred to as piazzas. The single house, so named because it is a single room wide on the street side (there is also a double house which is two rooms wide), dates back to 1680s and the founding of the City of Charles Town, as it was then known.

Situating the home lengthwise had a few advantages: the number of lots with street frontage could be maximized and the piazzas, which were always built on the south or west sides, offered protection from the late afternoon sun and allowed occupants to take advantage of southerly breezes.

Instead of a backyard they have a side yard. The door that faces the street was historically called a privacy door and leads to the piazza. The actual front

entrance is along the side.

“If you wanted to show someone you were welcoming guests, sit out on your piazza, open the privacy door,” says Rosling. “That’s a sign of wealth. Come on, I’d love to share a drink with you, talk about the issues of the day.”

However, if the privacy door was closed, he added, you don’t go in and you don’t peek your head around the corner out of respect.

Piazzas and haint blue: Some of the ceilings of the piazzas are painted in a colour called haint blue, a tradition originating with

A “single house” in Charleston (Photos by Diane Slawych).

the local Gullah people, descendents of slaves who believed the colour would prevent ghosts from entering the Earthquake bolts, shaped as stars, on the exterior house. Today it has more of a practical of a home in Charleston.

Real estate bloopers, Part 3

By Peggy Blair h those errant, missing letters. They can take the best-intentioned real estate listing and turn it into something completely different.

This London interboard listing popped up in Ottawa a few weeks ago. The listing agent wanted to make sure to comply with the rules, and advised buyers that, “This is a mere potting.”

Well, potted or not, it’s leaps and bounds ahead of another Ottawa listing that indicated the seller was the “Pubic Trustee.” Now there’s a seller you definitely want

O

to have an arm’s length transaction with. Or even further away.

Sometimes the problem with a listing is that the agent doesn’t completely understand the meaning of the word they’ve selected.

One recent Ottawa listing for brand-new high-end semis proclaimed that “these units will surely impress any discriminatory buyer.”

Oh man, I hope not. The Ontario Human Rights Code frowns on that kind of thing.

We all know how important the kitchen is; it can make or break a sale. A lot of agents seem to struggle with finding just the right words to describe it.

I came across this recent listing, for example, that described a “massive eating in kitchen.” Hmmm. Is that different from an “eating out” kitchen? Or maybe it’s the kitchen that eats in.

Lorraine Hyslop of Coldwell Banker First Ottawa in Orleans, Ont. describes a listing with the description of a kitchen with “lots of cabinets with three lazy swans,” instead of three lazy Susans. Now, I don’t know about you, but there’s something appealing to me about the idea of having a group of lazy, languid swans in the kitchen. It’s almost Zen. We all have first-time buyers and sometimes they’re engaged but this listing comes complete with the fiancé: “Spacious dining groom has a 2-sided fireplace from the GREAT room to the dining room!!

Rarely seen feature!” I confess, I’ve never seen a “spacious dining groom” but I have a mental image of the betrothed chowing down at his bachelor party.

Another Ottawa listing gave these directions, just in case you wanted to stop on the way there for

a bite to eat: “From Carling Avenue, North on Kirkwood, Eat in Iona.”

Rob Ironmonger of Keystone Appraisals in Trail, B.C. has seen quite a few listings where the heating system has been “forest air. ” What a clean fresh smell that mental image triggers! I’ll bet those swans would love it.

Rob has also seen lots of “parkay” flooring referred to in listings. You have to wonder if that wouldn’t make those floors a little slippery and kind of hard to maintain.

Barbara Jacobsen of Re/Max All-Stars in Keswick, Ont., recently came across a listing that referred to “fresh pain everywhere.” I wouldn’t think that was a selling point, unless you were targeting the very specific S & M market. Maybe Continued on page 32

purpose. “We’re now finding that birds, wasps and spiders will not nest in something that is painted that colour,” says guide Bill Stanton of Lowcountry Walking Tours.

Earthquake bolts: Another unusual feature of many of Charleston’s historic homes is the earthquake bolts. The powerful quake of 1886 damaged about 2,000 buildings and repairs included retrofitting homes with long iron rods that run through the interior and are cranked regularly to straighten walls and correct other structural damage (accomplishing for houses what braces do for teeth).

The rod is capped at both ends by a gib plate, which appears on the exterior of the home. Some resemble a circular disc, an S, or an X, while others are disguised with a decorative element such as a lion’s head.

“If the structure has earthquake bolts it’s from 1886 or older, 99 per cent of the time,” says Rosling.

“One per cent of the time you get people with newer structures who want you to think their building is more historic than it really is. They put fake earthquake bolts on their building.”

Amusingly, one of the few structures with those fake bolts happens to be the office of the Old South Carriage Company – REM Rosling’s employer!

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8 REM SEPTEMBER 2015

How to get noticed – in a good way

“Be unique, be strong, become wealthy,” says Cowboyd de La Boursodiere, broker of Cowboyd Realties. By Toby Welch broker at Cowboyd Realties in Dollard-Des-Ormeaux, Que., details how he stands out: “I am not party to the training given most real estate agents whereby our job appears to be beating up the vendor and trying to convince him that his house is almost worthless, based solely on recent sales. I don’t give a damn about the last sale and work hard at pricing my homes higher and thereby selecting better and more motivated buyers to the property.

Rosie Porter uses the Rosie the Riveter imagery in her marketing.

T

he number of agents and brokers in the real estate industry is daunting. In Calgary, the tally is over 5,200. Greater Vancouver has over 11,000. In Toronto, it has topped 40,000.

The relatively small province of Nova Scotia has more than 1,600 Realtors. With figures like that, it can be tough to differentiate yourself from other real estate salespeople.

Not everybody realizes where this image comes from (some people think it’s a cleaning woman), but it usually makes people smile regardless.”

Porter, who was featured on REM’s cover in March 2005, also stands out because she has won The Coast’s (Halifax’s free weekly newspaper) Best Real Estate Agent in Halifax award numerous times.

An often-overlooked component when differentiating yourself is the fact that you need to be seen. Take every opportunity to get noticed. Porter ensures she is “seen” by hosting client events and attending and sponsoring a lot of cultural and LGBTQ events in Halifax.

Establishing what makes you unique goes a long way toward setting you apart from the others.

Determine how you are different, incorporate it into your brand and shout it from the rooftops.

Rosie Porter, a real estate agent with Royal LePage Atlantic in Halifax, believes her brand helps her stand out. She has been using the “Rosie the Realtor” tagline since 2003. It is a take-off of the Rosie the Riveter campaign used during the Second World War. “It’s important that people use a brand they are comfortable embracing,” says Porter. “This brand evokes hard work, getting the job done, as well as a little bit of kitsch and a lot of humour.

“I charge more commission than most in the industry and get it all the time,” says de La Boursodiere. “This way I can give a higher commission to the selling agents also. I represent my vendors not by just selling their house but showing them that I am prepared to work the listing with better marketing tools and more skill than the industry has experienced.

I am different than all other agents because I behave differently and do not want to be like them. I also want to raise the bar for real estate professionals so the other so-called professionals realize that we aren’t all a bunch of dummies.”

Cowboyd de La Boursodiere

Another way to separate yourself from the masses is by exceeding the expectations others have of you. By surpassing the mediocre standard and establishing yourself as a reliable professional, that alone will set you apart. A bonus side effect will be satisfied clients that are happy to refer you to others.

Cowboyd de La Boursodiere,

Offer your knowledge of the real estate industry to local reporters.

Consider starting your own channel on YouTube or creating podcasts. Crafting a newsletter that covers not just your listings but also what is going on in your area is another possible weapon in your arsenal. But before you do any of the above, it is vital that you first define what makes you unique so that you can emphasize that at all times.

Richard Silver leads the Torontoism Team at Sotheby’s International Realty Canada and was named one of the 100 most influential people in real estate by Inman News in 2013. Like Porter, Silver is a believer in branding.

“Remember that you are your brand. Be known for working hard, your ethics and providing good service. The cream does rise to the top. Always over-deliver and try to be balanced and even-paced in your work. Don’t get too caught up in the highs and lows, just move conscientiously forward.”

everything. “Find what you are good at and become even better at it.”

Salespeople must have an open mind, says de La Boursodiere.

“Be realistic. The market has been going up all the while the other agents are always crying doom and gloom. Don’t be a negative agent.”

Don’t let anything stop you from figuring out how to stand out from the masses and proclaiming yourself to the world. REM

Tips on how to stand out in a crowded industry: • Continually work on your social media presence so it shows off your personality.

• Offer events/workshops to the public.

Richard Silver

Silver is active in Toronto to ensure he stands out. “I am big on community so I blog about restaurants and my website has videos about all the areas I work in. They are originally written because Google likes original content. I try to be the ‘source of the source,’ offering lots of information so clients send their friends to the website or call me.”

Porter offers more suggestions on how to differentiate yourself.

“Be true to your spirit and find your community. It does help to have a memorable brand, but it is most important to be out there ‘showcasing your wares’ (as one of my friends likes to put it). Work hard, network and do open houses to meet people. Find something that you enjoy and stick with it, the key is consistency. And always have a sense of humour about yourself.”

Silver encourages agents to try

• Put your client’s interests above your own.

• Never forget the importance of communication. Always call people back. Make responsiveness a priority.

• Distribute promotional items.

• Consider working a niche market.

• Become a social butterfly.

• Avoid being stereotyped.

• Ignore trends and be yourself.

• Don’t do what competitors are doing.

• Send handwritten cards and notes.

• Reward loyalty and referrals.

• Be upfront and honest.

• Put yourself in your client’s shoes in order to effectively help them.

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10 REM SEPTEMBER 2015

Using radio to drive referrals

Lou Berkovits’ “paid expert programming” is proving to be lucrative, but it requires a very specific set of skills. By Susan Doran

L

ou Berkovits, who’s with Harvey Kalles Real Estate in Toronto, has a unique method of lead generation that his broker of record Michael Kalles deems “unconventional, creative and very successful.”

It’s definitely not for everyone, though.

Berkovits is the host of a one-hour radio show called Real Estate SOS that airs every Sunday at 11 am on Toronto’s talk radio AM640.

The show is now in its seventh year and Kalles and Berkovits agree that it gives Berkovits huge credibility and brand recognition, establishing him as a market expert, generating an impressive volume of leads and building his network of connections and referrals.

“Many people tuning into the show end up contacting Lou afterwards for advice and assistance,” says Kalles. “He discusses timely issues that affect buyers and sellers in Toronto’s hectic real estate marketplace.

Lou also invites expert guests to the show, such as developers, mortgage professionals, home stagers and other relevant real estate specialists to share their tips and tricks with listeners.”

Listeners also can call in live to discuss real estate.

The show’s guests have included politicians. Rob Ford, Toronto’s (now former) mayor, was on when he was campaigning for office.

Ford’s rhetoric on that occasion was typical of any campaigning candidate, says Berkovits. “He was saying he’d get rid of the land transfer tax if elected. I pushed him hard....

He stumbled on the question of how he’d do it, just said it was an unfair tax and never

answered the question.”

Berkovits – who earlier in his life considered a career in radio but decided against it – has a real estate brokers’ license and is also a licensed mortgage broker. He also has a diploma in business management and an extensive background in construction, project management, development and architecture.

It’s “a full range of experience,” he says.

His alliance with radio began when he was approached by a Corus Entertainment program director to be a regular guest expert on a show that included real estate among its topics.

“I talked about the state of the real estate market in a positive way. It was challenging to do,” because the year was 2008. The market had crashed and burned and Berkovits was in a similar state.

“I was going through a change of life, a new relationship,” he says. “I’d made the decision to sell my house – in the worst time to do so, a recession. I talked about that but with a positive twist....how I got the house ready, how I marketed it. People were calling me after. They liked the honest approach.”

At the time he was struggling, searching for a way to stand out in real estate. With radio he found his ticket.

“I’m a big believer in the power of radio,” he says. “I called the program director and asked if I could have my own show about real estate. We worked out a contract. I pay for it.”

He says his show is paid expert programming, along the lines of an infomercial, except that he makes every attempt to rise to the challenge of not being too obvious.

“I call it media farming,” he says. “I am ultimately doing it to generate business. But I don’t want to make it sound too much like an infomercial, or that I’m saying, ‘Call me! Call me!’ although I am. I want to be entertaining and informative as well and I think I’ve been able to strike that balance.”

Radio as a form of media farming is cost prohibitive and so is not for the majority of agents, Berkovits says. “Most can’t afford to do it.”

Radio very nearly did not become his mother ship either.

“I was advised early on to keep my expectations in check,” he says. “The way it normally starts, you can do a show for a month or two and no one will call. And that’s what happened. I went months with no feedback, to the point I was ready to give up.

“People listen to radio intermittently… Nobody listens to my whole show, except my mother.”

It made for a painful first year, Berkovits says. “But eventually I started building a relationship with an audience I could not see.” Now close to 100,000 people listen to his show every Sunday and it’s one of the highest-ranking expert opinion shows on the station, he says.

An aspect of his business that has grown immensely thanks to the show is his referral network, he adds.

With the show now being streamed on social media and podcast, he gets calls from all over from people who hear it and want him to provide referrals to agents where they live or vacation. The referral component involves sourcing agents for anything from “villas in Tuscany to luxury condos in

Lou Berkovits (Photo by Marko Shark)

Mexico,” Berkovits says.

“I’m building up my network of connections outside my market...and also of course this is reciprocal,” he says.

As for his clients, “I have been able to use the radio show as a platform to promote their homes for sale on the air,” he says. “This goes way beyond MLS and online exposure...I’m also able to promote new listings, open houses, special events and unique offerings. As an example, I occasionally offer ‘front of the line’ and discount pricing on new condominium launches to the first 12 people who contact me after the show.”

It doesn’t hurt his business either that his radio show gives him enough clout as an expert that he is sometimes asked to appear on local television networks to discuss market conditions.

“Generally there’s a lot of

brand recognition and credibility due to being on the radio,” he says. “I think to be there, especially if buying your way in, you have to back it up with knowledge and experience. It challenges me to read up on market trends and upgrade my education so that I am on the forefront of what’s going on.”

As to what exactly is going on, Berkovits expects the Toronto real estate market to continue performing well (but with lowrise housing outperforming condos) and believes the country is experiencing a downturn, but not heading into a recession.

He predicts that multipleoffer scenarios will continue in Toronto and advises agents to deal with them by being completely transparent with clients and having a clear game plan, which includes the now mandatory summary documents. REM

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Closing Speaker: Cathy Jones, CCIM, CPA, and President of Sun Commercial Real Estate Session: Building and Leading a Successful Commercial Real Estate Team

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Facilitator: Peter Morris, CRX, SCLS, SCSM, SCMD, Principal, Greenstead Consulting Group 10:00am – 12:00pm Leasing for Commercial Tenants How to negotiate the best real estate lease for your client’s business.

Facilitator: Peter Morris, CRX, SCLS, SCSM, SCMD, Principal, Greenstead Consulting Group

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Facilitator: Sandy G. Shindleman CCIM, SIOR, CIPS, FRICS, President and CEO, Shindico or Track 4 1:00pm – 4:00pm Listing and Selling Revenue Property…Each Step from the Listing to the Sale Learn more about listing, valuing and selling commercial investment properties in this three-hour session.

Instructor: Guy Belanger, CCIM, FRI, B.A.A 4:00pm – 5:00pm What you need to know about Capitalization (Cap) Rates An overview on what is/or should be reflected and recognized in a cap rate, including what to look for in a cap rate.

Speaker: Ron Abraham, AACI, FRI, CRB

REM SEPTEMBER 2015 13

Effectively communicating your value

By Michelle Risi

I

t is the question that is asked most often, yet the one that most of us find challenging to answer: Why should I choose you?

Helping a consumer understand the benefits you bring to the table is critical to the success of your business. In the absence of communicating value, you leave a consumer with no choice but to resort to negotiating your commission, or worse, choosing someone else. Effective communication in the real estate landscape is a skill that most sales reps need to work on continuously. If you find yourself struggling with effectively communicating your value, here are three guidelines that may help.

1. Ask questions. A lot of them. It is important to ask questions centred on the consumers’ needs/wants and motivation and it is equally important to ask questions that will reveal what they won’t be freely sharing with you.

What will hold them back from hiring you for your services? Key questions such as, “What are you looking for in a sales rep?� or “What did you like/not like about your previous experience in buying/selling real estate?�, can offer insight into what their true needs and wants are, apart from the real estate transaction itself. It is important to find out what they want you to do for them, what they hope the final outcome will be and what that will look like for them. You might be surprised to find out that commission is rarely at the top of the list.

2. Translate. Once you’ve

asked the questions, it’s your job to translate it back to the consumer with a response that is not only easy to understand, but makes sense for them. Don’t throw stats at them if that is not what they are looking for. Listen to what they have said to you and then provide the relevant information that shows them how, by choosing you, their needs will be met.

Paint the picture of what the outcome will look like to them.

Effective communication is a twoway street. Just because you think you’ve answered their questions and provided the information they are looking for, doesn’t mean they have fully understood. Don’t get lost in translation.

3. Offer advice. With information readily available, 24/7 and for free, there is a need for professional advice. When the opportunity presents itself, offer your advice. Don’t be afraid to counsel them on what you would do if it were your home. Advice is the difference between a facilitator and a true real estate professional. You have the knowledge and the experience and that is what they are looking for. Don’t be afraid to offer your expertise.

Effective communication involves delivering a clear message that is received and understood. Just because you gave a dynamic presentation doesn’t mean that the message was clearly understood and internally aligned with what they are looking for. Aim to increase your understanding of the consumer to avoid misunderstandings and miscommunications, and you will quickly learn how to effectively communicate your value.

Michelle Risi is a broker and executive vice-president for Royal LePage Your Community Realty in Toronto. She is also the founder/director at the Real Estate Academy and president of Your Community Realty Toastmasters.

REM

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14 REM SEPTEMBER 2015

How to be a terrible real estate pro

By Robert E. Lee

T

his is tongue-in-cheek.

Stop, pause and re-organize if you consider doing any of these things.

1. Don’t return that phone call until a “more convenient time”.

If the answer can truly wait, great. Return the call or send a quick text message right away and say the exact time you’ll have a reply ready. Then make the second call when you said you would with the complete answer ready.

If it can’t wait, return the call and provide the most up-to-date information you have right away.

If additional details are required, say when you’ll have them ready and call again at that time.

2. Don’t show up for that showing (and don’t call) because you had something else to do.

If you did have something better to do, why did you schedule this appointment in the first place? Did you originally have some “free time” to fill? Isn’t the other agent’s time just as valuable as yours?

3. Let the paperwork wait or

leave it for someone else to do.

There will never be a time to not take the responsibility for the work that crosses your desk.

Whether you’re working on your own or as part of a team, the sooner you get things done the less rush there will be when a mistake is discovered and needs to be corrected.

Take pride in doing things right the first time and always be pleased you can sign your name to the paperwork that you pass along to others.

4. Always be selling because your job is about getting the sale.

If that’s how you think, then real estate sales isn’t your gig. Your job is about customer service and you need to listen more than you talk. Let your marketing do the sales and your mouth do the asking, not the telling, for your client’s sake.

5. Since you know better than your client, don’t be afraid to argue to make your point.

It’s your experience and knowledge that make you a great sales rep, not your skill of (or lack of) persuasion. Stick to the facts and lay out your marketing plan.

If you consistently feel defensive because of your client’s attitude towards you, fire them, don’t argue with them.

6. Withhold information because you consider it “immaterial to the deal”.

Your business should be based on “full disclosure,” not sharing only the good points and hiding (or forgetting about) the bad. If you were spending your own money, would you be concerned that your real estate agent didn’t tell you about “every little thing”?

Sure you would.

7. Promise things you can’t possibly follow-through with.

We all want to be liked, but

the best person to handle that request but ‘so-and-so’ should be able to help you” so that you have dealt with the matter while still maintaining your positive outlook on a job well done. Ensure your recommendation can handle the requested task.

8. Price the property too low for a quick sale (and commission) or too high (for whatever reason).

After completing and present-

If you were spending your own money, would you be concerned that your real estate agent didn’t tell you about “every little thing”?

Sure you would. your business is based on the real marketplace of real estate, not a popularity contest. If you need to make hard facts known, do it firmly and convincingly (keeping in mind that professionalism doesn’t allow for you to cross into the point of arguing).

Accept only the tasks you can accomplish and say, “I may not be

ing a professional CMA, you agree with your client on a listing price that your CMA says is too high (or you convince them to offer a price that is too low). Sure, you risk the relationship you have with your client, but your job is to sell the house “at market”, not from cloud nine or for your commission. And a later price reduc-

tion shows desperation to sell (as well as an agent’s poor advisory skills) so protect your client relationship and your own reputation by being “on market” with your CMA and by fully explaining to your client exactly what it is.

9. Allow the transaction to proceed on its own, leaving all parties to deal directly with your client.

It’s your deal. Your client hired you to guide them through the process. It falls on your shoulders to provide the necessary contact and follow-up for your client from lawyers, mortgage brokers, home inspectors, insurance companies and whoever else has a part in the successful completion of the deal.

Best practices say that you should be the contact point and provide, at a minimum, weekly progress reports directly to your client to keep the deal on track and head off any issues as they arise, not as they threaten to collapse the deal.

Common courtesy will build your personal brand faster than any other type of referral inquiries you may seek.

Robert E. Lee is the information manager of Realty Point, a brokerage franchisor in Toronto that helps top producing real estate brokers to open their own brokerage. www.realtypoint.ca @realtypointinc REM

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©2015 Engel & Völkers. All rights reserved. Each brokerage independently owned and operated.

16 REM SEPTEMBER 2015

Thousand Island estate, listed for $22.9 million, to be auctioned A

15-acre lot mansion known as Eagle Point in the Thousand Islands, Ont. will be sold to the highest bidder at or above the auction’s reserve price of $7.9 million on Aug. 22. It was previously listed for $22.9 million. Platinum Luxury Auctions is conducting the sale in co-operation with listing agent Robert R. Stephens of Re/Max Real Estate Centre.

Creating the Eagle Point estate required extensive modifications to prepare the site for development, including the use of dynamite blasting. Much of the stone removed in the blasting process was repurposed to create the walls, pillars and water features of the estate.

Upon entering the private gates of Eagle Point, one is welcomed by a beautiful expanse of

THE GUEST COLUMN

By Michel Friedman

T

he new Ontario Bill-55 has been created to solve the growing problem of phantom offers in our industry – in particular in Toronto’s hot real estate market.

The thing about phantom offers is they are illegal. They are used strictly to fraudulently drive up the price and conditions of the legitimate buyer’s offer. Most phantom offers involve the seller and are trying to take advantage of the buyer.

It’s a few bad apples (again) ruining it for the entire industry and imposing undue hardship on the sales rep who already has the challenge of the MLS being available to the public, private websites presenting themselves as real estate companies, low commissions, extra paperwork imposed by the federal government to help deal with

ational vehicles.

Interiors of the main estate are lavish, the company says, with finishes consisting of stone, marble, and various custom-carved woods.

Additional features include a twostorey grand salon, home theatre, elegant spiral staircase spanning three floors, full generator backup,

The estate, which was listed for $22.9 million, is now on the auction block.

handsome landscaping, gently flowing streams and rock waterfalls, all surrounded by majestic views of the St. Lawrence River.

Living quarters at the estate consists of a tri-level, 13,975-squarefoot main residence and a 5,761square-foot guesthouse. The main residence has six bedrooms, six full

and five half-baths, while the guesthouse adds an additional two bedrooms and two full baths, along with three oversized garage bays for large automobiles, boats Interiors of the main estate are lavish, with stone, and other recre- marble and custom-carved woods.

Problems with Ontario’s phantom offer solution money laundering and more.

So now, to solve the issue of phantom offers, the buyer salesperson had better not present an offer in person without the new OREA form 801 because the listing salesperson will keep the copy of the offer.

The buyer’s salesperson should keep copies of all offers and all signbacks are considered separate offers.

The seller’s salesperson must keep all offers, all sign-backs (as separate offers) or all 801 forms submitted with every offer. All of the above include unsuccessful offers.

How will that help? The Real Estate Council of Ontario (RECO) will now investigate and demand these documents as proof. RECO better hire staff to do this. This came into effect on July 1 and I heard that on July 2, the first request to investigate came in.

It is interesting to see that at the same time that electronic signatures were approved (to save trees?) all this extra paper is now needed to

keep record of a deal/potential deal.

The question is, will that eliminate phantom offers?

In my opinion, no.

The salespeople obeying the rules will continue to obey the rules.

But now they are burdened with a lot more paperwork. Those who don’t will continue and find ways to go around the form 801 system.

Let me start by agreeing with RECO that keeping good records and notes regarding incoming offers is very good practice and is a must.

What is needed then?

First: Better definition and better mechanisms of “registering” an offer. This term has no legal definition. Salespeople use it too loosely.

It should be in writing (email is okay) and applied to signed offers only.

Second: The onus to prove the existence of offers should be on the listing salesperson only.

The buyer salesperson is already on the hook when they proclaimed in writing that they have registered

(or withdrew an offer).

Third: The listing salesperson only will collect info on all offers, including date and time received, name of buyer (from the offer), name of co-operating broker, presentation time and the result of the presentation.

Forth: The seller signs form 109 for every rejected offer.

By the way, presentation in person eliminates a lot of questions, as the co-operating broker will see how many other sales reps are “sitting in” with them on the presentation.

To give you an example how confusing the new rules are, RECO says in its document dated March 20, titled Bill 55: Changes in handling of offers: “For offers coming from a buyer directly, the brokerage must retain the offers in its entirety.”

I understand “coming from a buyer directly, the brokerage…” as a dual representation situation. That is, the buyer comes to your open house and wants to put an offer, or

executive study, two gourmet kitchens, an in-law suite, multiple fireplaces and custom built-ins.

With 1,600 linear feet of total water frontage, a commercialgrade, concrete dock providing more than 300 feet of dockage in deep-water Bucks Bay, a boathouse and multiple boatlifts, Eagle Point is a boater’s paradise.

The estate’s outdoor living areas include a heated pool and spa with a stone waterfall, two levels of covered patios, a waterfront fire pit, a summer kitchen, a cabana shower and plenty of additional land for a tennis court, putting green or private helipad.

Eagle Point is located within the 1000 Islands Parkway community, one of the premier locations within the Thousand Islands. True to its name, the Thousand Islands is a collection of 1,864 islands on the St. Lawrence River, which divides the banks of Canada and the United States.

For more information visit ThousandIslandsLuxuryAuction. com or call 1-800-391-6361.

REM

someone in your brokerage brings an offer. My understanding is that there will be no form 801 option in this case. The full offer must be kept.

When I spoke with an official trainer on this particular issue, I was told that “offer coming from a buyer directly” refers to “posted listings” situations where the buyer deals directly with the seller. This was very surprising to me, that the brokerage will now be involved with offers on these types of listings when initially the broker was asked to only put the listing up on MLS for a fee.

Does that mean that those private for-sale companies that do all those posted listings must now ask the seller to give them copies of the listings the seller received? What if they don’t?

What if a dishonest listing salesperson writes himself a low offer with unreasonable conditions, “registers it” and announces that there is an offer registered?

A dishonest salesperson will always find a way to beat the system.

The honest salesperson is now paying the price.

Michel Friedman is broker of record at Orange Square Realty in Toronto.

416-840-6888; www.OrangesquareRealty.com REM

Royal LePage Advance Realty

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Together, we are now #1 on Vancouver Island†, with more than 500 Realtors® in 26 offices across the Island.

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Congratulations to Barry Clark, Travis Carmichael, Clinton Miller, Gregg Hart and Stephen Grant, the strong leaders of the acquiring Royal LePage brokerages.

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royallepage.ca/franchising *Based on sales representatives count in the last 12 months. †Based on sales representative counts derived from VIREB and VREB as of June 2015. This is not intended as an offer to sell or a solicitation of an offer to buy, including a solicitation of any sales representatives or broker that is currently under contract. All offices are independently owned and operated, except those marked as “Royal LePage Real Estate Services Ltd., Brokerage”, “Royal LePage West Real Estate Services” and “Royal LePage Sussex”. Any copying, reproduction, distribution or other use of these materials is prohibited. ©2015 Brookfield Real Estate Services Manager Limited. All rights reserved.

$

$200B OV E R

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IS WHAT WE DO At Royal LePage, we are committed to Helping You excel at your profession and achieve the results you want.

Helping you is what we do.™ Join Royal LePage.

royallepage.ca/joinus *Based on agent count. Information valid as of August 2015. This is not intended as an offer to sell or a solicitation of an offer to buy, including a solicitation of any sales representatives or broker that is currently under contract. All offices are independently owned and operated, except those marked as “Royal LePage Real Estate Services Ltd., Brokerage”, “Royal LePage West Real Estate Services” and “Royal LePage Sussex”.

Any copying, reproduction, distribution or other use of these materials is prohibited. ©2015 Brookfield Real Estate Services Manager Limited. All rights reserved.

$

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RAISED

INDUSTRY LEADERSHIP

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Maximizing your earning potential

IS WHAT WE DO At Royal LePage, we are committed to Helping You excel at your profession and achieve the results you want.

Helping you is what we do.™ Join Royal LePage.

royallepage.ca/joinus *Based on agent count. Information valid as of August 2015. This is not intended as an offer to sell or a solicitation of an offer to buy, including a solicitation of any sales representatives or broker that is currently under contract. All offices are independently owned and operated, except those marked as “Royal LePage Real Estate Services Ltd., Brokerage”, “Royal LePage West Real Estate Services” and “Royal LePage Sussex”.

Any copying, reproduction, distribution or other use of these materials is prohibited. ©2015 Brookfield Real Estate Services Manager Limited. All rights reserved.

20 REM SEPTEMBER 2015

10 overlooked tips for getting a property sold Here’s what to tell your clients to make their homes more marketable

By Christine Rae

1.

Don’t get personal.

Whether working with a professional stager or going it alone, cut all emotional ties. Visit each room, remember the memories and then pack the sentimentality away. It clouds judgement. Don’t look at your house from the perspective of it being yours, or this is who we are – buyers aren’t interested. Remove and store as many personal items as possible including all family photos, certificates, diplomas and medicine.

2. Pack and store/dispose of two-thirds of every closet and cupboard. It is a great time to start deciding what you want to keep/donate/discard. Organized storage space is one of the most frequently requested interior features.

3. First impressions are the

STOP SELLING HOUSES & START MAKING MONEY

By Debbie Hanlon n my last column we explored the benefits of building and maintaining a strong database of contacts because real estate is, after all, very much a contact sport.

We talked about how regular cleaning of your database is an important part of maintaining it. I recommend cleaning it up four times a year.

Part of the cleaning process is ensuring your contacts are in their proper group. You can have as many groups and sub groups as you want depending on how much time you want to spend at it. I have four main groups entitled VIP, A, B and

I

only ones that count. Buyers have choices. They make decisions about a property within a blink of an eye. Wherever the eye rests the sale begins.

4. Understand staging is about condition more than décor. Sure the house has to look and feel good, but remember buyers are savvy – they will deduct from the offer (if they make an offer) their own perceived value for deferred maintenance. So repair anything that needs it, replace any fixtures more than eight years old and then clean like your life depends on it (your equity will). Pack and store (off property) anything you won’t use in the next two or three months. Remember, buyers are buying their new house, not your old one.

5. Update the kitchen. This is the most important room in the house. If buyers fall in love here they will compromise anything on

their “must have” list when the kitchen exceeds expectations.

6. Keep all bedrooms genderneutral including kids’ rooms and the master. Don’t think, “Oh, they can make the mental shift.”

They can’t, won’t and don’t. You have a three-minute opportunity to get this house sold – why would you jeopardize a single second?

7. Bathrooms are the second most important room in the house so if you have money, upgrade what you can, at least in the main bath. Change the old cabinet-style sink for a pedestal or furniture sink and remember storage is vital. In the extra space gleaned, consider installing an organised linen closet with deep pull-out drawers.

8. Odour and allergens alert!

During the past 50 years, the rise in prevalence of allergic diseases has increased. Worldwide, sensitization rates to one or more common allergens are approaching 50 per

cent. You don’t know whether the future buyer is one of them. So, know when you live in your house you will not be able to smell what others do. Assume the worst and prepare. The best option is no smells at all. Open windows, don’t use household or garden chemical products. If you have pets, remove them from the property for the duration of the sales process (spa, friend, family).

9. Lighting. Make sure every light bulb is energy efficient and at the highest wattage the fixture will take. Clean all the fixtures for maximum sparkle.

10. Seventy-four per cent of prospective buyers will drive by your property before they even think about viewing it and half of them will do it at night. What that means to you is considerable thought going into curb appeal.

Never underestimate its power.

Curb appeal done well is like gift

wrapping on a present. The National Association of Realtors says, “Great curb appeal sells more than half of all houses that go on the market.”

Outdoor lighting is vital. Light up the porch and be sure the numbers of the house are illuminated and visible from the street.

Consider lighting pathways and spotlighting a feature of the property – a dramatic tree or the front façade. Landscape experts agree there is 100 per cent ROI for money invested in front, back and side yards. Curb appeal wraps around to resort/lifestyle living in the backyard too. It is one of the most undervalued aspects of market preparedness that can actually add dollars to your bottom line. Ninety five per cent of people surveyed said outdoor living amenities are vital.

Outdoor allure also extends to balconies, decks and patios.

Give people what they least expect; they don’t know they want it but when they see it they can’t resist. The more you can accommodate that, the easier it is to sell.

Christine Rae is president of CSP International Staging Academy and the author of SOLD and Home Staging for Dummies. www.StagingTraining.com REM

How to organize your database G. How much time and attention they receive from me depends on which group they’re in.

VIP is what it says. This group is home to the most important contacts I have. What makes them so important? Each person in that group has done real estate business with me. These are people who have bought or sold properties through me. It’s people I have made money from in the past and probably will make more money from in the future. They deserve a lot of my time and attention.

We all know that the new laws have pretty much ended mass emails, but we can still do mass snail mails. Once you have someone’s email address, simply ask them for their mailing address. Most people will not have a problem giving it to you. I send every person in my VIP group one small gift every month.

These gifts can be as simple as a single bag of popcorn with a business card that says, “The real estate market is popping”. They are all small

inexpensive gifts that clients receive on a monthly basis. I also call them once a month to see how they’re doing and some I’ll even drop by for a visit. All you’re doing is maintaining the relationship you’ve developed.

My A list is people I have interacted with in any other way outside of real estate. Many of them I dealt with while I was an elected city councillor. Others attended events I held or hosted, such as my annual witches walk where we all dress up like witches and spend a day in the park with the kids. Others I met at various functions I attended.

These are the people I feel I have the best chance of turning into clients. I send the people on my A list a gift once a quarter and make contact as well via a phone call, email or drop in.

My B list is comprised of people from other industries – lawyers, home inspectors, day-care owners, cleaners and so on. Putting them all into their own subgroups allows me

to target market them. For instance I have a property for sale now that I think would make a perfect daycare location. Guess which subgroup is getting a package on that property? There are also potential clients in the group. For instance, expectant mothers I know who may soon want to sell and buy a bigger home would be in this group. This is a great way to have targeted markets literally at your fingertips.

My G list is general contacts and is comprised of everyone who doesn’t meet the requirements to be in a higher group. New contacts, such as the person serving me coffee, are initially added to the G list until I find out more about them and decide where they best fit in the overall scheme of things.

This may all sound a little overwhelming, but trust me; it isn’t if you approach it right. It’s the old adage, “How do you eat an elephant? One bite at a time.” Give yourself a couple of weeks for your annual, semi-annual or quarterly

database cleaning.

It’s also a great thing to talk to people about when they ask what you are up to. It makes you sound professional and on top of your game. Some people simply ignore their database and pretend it isn’t there. Don’t. If you do, you’re missing a chance to mine a very rich vein of potential business at a fraction of the cost of traditional advertising. Work on it here and there when you have the time. You’ll be surprised at how quickly that elephant in the room is eaten.

Debbie Hanlon is a real estate broker who has helped train hundreds of sales reps and brokered and managed a national real estate franchise. She also founded an independent real estate firm. Currently she coaches sales reps all over the world. She is the CEO of All Knight Inc, a global educational mobile company, and the creator of the national I’m No Bully Show. https://www.facebook.

REM com/missdebbieandfriends

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22 REM SEPTEMBER 2015

A strategy for social media success

By Shirley Porter

S

ocial media success in real estate can mean many different things to different people. Some think it’s all about how many “likes” you get or how many followers you’ve accumulated. Some think it’s posting and pushing your listings all the time (but never actually getting anyone’s attention). The truth is social media success in real estate means converting friends, followers or subscribers into customers and clients and getting them to your website to take action.

I’d like to reveal the fallacies that exist with social media.

I recently noticed someone mention that they had nearly 100,000 views on a Facebook video. Here’s the truth about that

number: After a video auto-plays for three seconds, Facebook qualifies that as a view, even if you don’t click on or listen to the sound.

YouTube qualifies that as a video view after just five seconds. Are people really watching your content based on that information?

Not unless you’re posting three- to five-second videos.

I checked the evidence and while their efforts were commendable, an important aspect was missing from their strategy: there was none! Sharing your listing video in every Facebook group is not a strategy. A proper marketing strategy involves a budget, utilizing some paid advertising and targeting a specific type of individual. There is no way around it. You need to pay to play and you have to know your market.

Using the right strategy and experiencing the value of social media can bring more knowledge and further success. But for those agents and brokerages that are limping along, half-heartedly publishing counterproductive

content, I worry.

When it comes to marketing, too often I see companies trying to execute tactics without a strategy. They begin with undefined goals, no form of measurement and no identifiable key performance indicators. They receive minimal interest and interaction on social media, but refer to what they have done as a success.

If any of this sounds familiar to you, it’s time to stop fooling yourself. Social media success is not worth the trouble if you’re not going to be able to show results – like a real lead from a real person!

Here’s a list of questions you need to answer in order to develop a solid strategy for social media success: 1. Why do customers choose you over your competitors? The answer to this sets the foundation for all your marketing, not just social media. People don’t buy what you do, they buy why and how you do it. Nobody buys based

on your filtered photos or status updates. What is your unique value proposition?

2. Who’s your target audience/customer(s)? If you are in real estate you need to have a customer relationship management system. The data in your CRM tells a story. Define your ideal customer(s) and determine who to attract, engage and convert.

3. What social networks do your target customers spend time on? You don’t want to waste valuable time and effort on a network if your target customer isn’t there.

Once you know who you’re targeting, determine what network they’re using.

Don’t forget about online ratings sites. Like it or not, Yelp is part of your online strategy. You know who doesn’t hate Yelp? Yelp users. Don’t just set it and forget it. You have to use it. Next time you’re in a restaurant or commercial business, leave a review.

Eighty-eight of customers trust online reviews as much as personal recommendations. (Source:

http://goo.gl/mpNKg0) 4. What are your goals? Goals will dictate how much of your marketing budget you want to allocate to your social media. Here are a few goals to consider: • Growth of your business pages or profile (likes and followers) from within your local market area.

• Increase engagement.

• Seek better reach.

• Get better inbound traffic to your website • Track number of leads received for the month and conversion leads.

• Monitor your online reputation with online review.

Broker Shirley Porter is executive vice president and director of technology and community development for Goodfellow Coaching & Consulting Inc. She is a former director with the Toronto Real Estate Board and co-founder of REBarCampTO and RETechTalks. www.GoodfellowCoaching.com REM

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24 REM SEPTEMBER 2015

METES & BOUNDS

By Marty Douglas

T

he penultimate column.

No, I’m fine thank you, health wise. In general terms, when asked, I refer to my physical condition as “old and fat” rather than attempt attribution to some new age plague or senior symptom of the month.

Besides, most people asking, “How are you?” resent an actual answer, let alone a medical précis culled from the pages of WebMD, summarizing your current physical state. At a recent doctor’s visit for a routine check-up, my doctor – I actually found one older than I am – summarized his likely diagnosis as “de-conditioned”. I kind of like that. And when, not if, I finish the

We seen a few changes since 1970 regimen my wife has in mind for me, hopefully I’ll be re-conditioned – or simply old-ish.

So my health is okay. What about the industry? I’ve survived it for 45 years, observing and writing in REM for nearly half of that time.

Despite government and regulators throwing curves and every now and then our own associations mixing the signals, we the players keep getting the hits and occasionally hitting one out of the park.

Let’s consider some of the changes and challenges since 1970.

By the way, I’m ignoring technological advances because they are too recent and merely transitory changes in the toolkit. For example, CB radios, colour Polaroid cameras and the financial calculator were “wow” and “got to have” additions for an eye blink.

Video is now in its second coming.

This time the rapture is caused by a drone-mounted GoPro. Here today – beta tomorrow.

My pick for the No. 1 change is women in real estate. In 1970

Accelerate your career I have been a part of the Slavens team since I started in the real estate business in 2002. Real Estate has been a very rewarding job and I attribute my success to the people that support and surround me. Darren, Richard, Daniel and Liz are always ensuring that their agents have the staff support, advice and new technologies they need to keep deals on track and to grow new business. In a highly competitive marketplace, the Slavens office is truly collaborative, which makes all of us that much stronger and more successful. The office is a welcoming and inspiring environment to be a part of!

Susan Lee Broker, Vice President

www.slavensrealestate.com/careers 416.483.4337

there were companies that refused to have women licensees, some leaders maintaining that the proper place for a woman was at home, warming the hearth and dinner while looking inspirational. One of those leaders put it in his book.

Real estate became a lifechanging opportunity for some, able to out-earn their male colleagues and their spouses by having a license, combined with the organizational skills and work ethic women seem to possess in greater quantity than men. Personally, I think avoiding the golf course is a major advantage. From zero to greater than 50 per cent in some markets in five decades – nice work!

Salespersons with voting rights and full membership to real estate boards and associations occurred on my watch. Well-deserved but the unintended consequences are of note. First, it marked the decline in volunteerism by owners and managing brokers and the rise in power and influence, not of salespeople but of executive officers.

Second, because owner/managers were salaried, as directors and officers typically they were unpaid except for expenses and, in the president’s case, a modest honorarium. Salespeople discovered they couldn’t exist without a substantial subsidy. The two-year term of office disappeared.

Third, a sense of entitlement became more evident, to progress through the chairs in an orderly fashion – you go, then you go, then you. Idiot or not, it’s their turn.

One of my favourites – you need to disclose. At first that you were a licensee purchasing or renting for your own use and by the time we experimented with agency, how much money you would make on every transaction.

In B.C., under an NDP government, the first disclosure form had to be red! Talk about your scarlet letter.

Next up, I’m acting for the seller! No, I’m acting for the buyer!

No I am! Hey, over here, I’m Spartacus! And so agency was examined, dissected and tossed back to us, in various forms and terminology. We took the courses, filled out the paper work, stumbled a bit when they changed the paperwork and carried on. Agency

is something every licensee claims to understand but let it get between them and a paycheque and watch the rationale fly.

For decades B.C. and Ontario took great pride in being leaders in education, regulation and professionalism. But when it comes to taking action, in my opinion, Alberta shows leadership and continues to lead the way in reform.

All credit to the Alberta regulators and industry for requiring buyer service agreements. If memory serves, they also were among the first to require written consent to referrals by the client being referred. Huh? Alberta?

FINTRAC? Don’t get me started. Again, we took the course, listened dully to managers ranting and filled out the paper. More paper? Changed paper? A spread sheet to track repeat clients for five years? Sure, bring it on. I’ll be on that wall between you and terrorists. Remember Jack Nicholson in A Few Good Men? “...deep down in places you don’t talk about at parties, you want me on that wall – you need me on that wall!”

Was 1970 a simpler time? I’m looking at my first sale contract.

One page, including the commission agreement. Enough said. But we did have that messy carbon

paper to deal with, then NCR – oh goody, more change!

Real estate is simple. You find some folks, show them some houses and give them reasons to buy.

All the rest is show. There is no shortcut and there are no secrets.

Except the secret handshake of course.

Make no mistake, I love this business. It’s been good to my parents and to my family. Not even the government can screw it up!

My last column is in October, next month. Speaking of October, in 2007, editor Jim Adair redacted a quote I used involving references to certain residents of the island of Lesbos, the weather and Uncle Bud. Will I manage to sneak it by his blue pencil? Check it out!

Contact Marty Douglas by email at mgdouglas247@gmail.com.

Follow or connect with Marty on Twitter, LinkedIn and Facebook. He is a managing broker for Re/Max Ocean Pacific Realty in Comox and Courtenay, B.C. He is a past chair of the Real Estate Errors and Omissions Insurance Corporation of B.C., the Real Estate Council of B.C., the B.C. Real Estate Association and the Vancouver Island Real Estate Board.

REM

— W H AT ’ S N E W ? — Patrick Arkeveld appointed president of Lone Wolf Real Estate Technologies Lone Wolf Real Estate Technologies has named Patrick Arkeveld as its new president.

“We’ve experienced a significant amount of growth over the past several years and we’re looking forward to continuing that momentum with the guidance and support of our new president,” says Lorne C. Wallace, CEO of Lone Wolf. “ P a t r i c k ’s experience and knowledge of operational growth for mid-sized technology companies is Patrick Arkeveld a huge asset

to Lone Wolf and will help leverage us to our next level of success.”

Arkeveld joins Lone Wolf with a “vast portfolio of experience in the technology sector,” the company says. He moved up the ranks at Jonas Software, a division of Constellation Software Inc., from managing director of international operations to director of operations to president in a four-year span. His experience at the presidential level for both Jonas Software and the Canadian Ski Council will help lead Lone Wolf’s growth strategy, the company says.

“I’m excited to be joining such a dynamic team with such an impressive track record,” says Arkeveld. “My focus will be on helping to ensure we have the right infrastructure and foundation in place to support our continued growth in to the future.”

REM

26 REM SEPTEMBER 2015

Good Works A

sudden downpour could not dampen the spirits of golfers at the Sutton Quantum Cares First Annual Charity Golf Tournament in Mississauga, Ont. The golfers played through with a positive attitude and went on to enjoy prizes, dinner and a silent auction.

Organized by Sutton Group – Quantum Realty, the event raised $3,500 for Special Olympics.

“The Special Olympics focuses on the joy of sport and on what people can accomplish with drive and determination,” says sales rep Tabatha Walter, who served on the organizing committee.

Broker/owner Tina Gardin has supported the charity for many years, including volunteering with the annual Beaver Valley 180 km bike ride, which raises funds for the Special Olympics. It was broker/manager Don Smith’s idea to host the golf tournament.

Volunteers for the event included Diane Harling, Amy Kalinowski, Lynn Still, Sue Sehgal and Dominion Lending Centre’s Frances Hinojosa, Glenn MacLaren, Ana Costa and Karen Wotherspoon.

■ ■ ■

Two years ago, Jenny Kotulak of Re/Max Real Estate Centre in Cambridge, Ont. started a group on Facebook where local Realtors

could come together to share ideas, ask questions, discuss the industry’s hot topics and expand their referral network – free of judgment and brokerage/brand barriers. Since then, the Facebook group – now known as the Real Estate Corner (REC) – has grown to nearly 1,800 members from across North America.

On June 8th, the REC Live event was held in Mississauga, attended by Realtors from all over Canada. It is now planned to be an annual event.

REC donated the profits of ticket sales from the event to the Ontario Realtors Care Foundation.

A cheque for $2,000 was presented to foundation president Dreena Gilpin.

If you are a Realtor interested in joining The Real Estate Corner, contact Kotulak at JennyKotulak@gmail.com.

munity leaders. Anne Squires, regional owner of Exit Atlantic Canada, was the keynote speaker.

In the past 10 years Exit Realty Interlake has donated more than $200,000.

A portion of every transaction fee collected by Exit Realty Corp.

International is applied to its charitable fund, and to date $2.5 million has been pledged to Habitat for Humanity efforts across North America.

■ ■ ■

Sales rep Stuart Gass of Re/Max First in Pickering, Ont. caught the spirit of the recent Toronto 2015 Pan Am Games in Toronto in a big way, serving as a volunteer for 14 shifts during the games. He was a team leader for venue management, with responsibility for a team of eight to 10 volunteers at CIBC Pan Am Park at

Exhibition Place. During the games he served as a ticket taker, crowd control marshal, usher and restricted access control monitor.

Games held on the site included indoor volleyball, racquetball, squash, handball and roller skate figure skating. It was also the site of the International Broadcast Centre.

“During breaks and down time, I traded and gave away pins to athletes and spectators from all around the world,” says Gass.

“Prior to the games, I was also chosen to be a TO2015 Torch Relay Runner. I completed my run in East Toronto on July 6.”

■ ■ ■

Saskatoon’s first annual Royal LePage Golf Tournament for Shelter raised $23,000 for the Royal LePage Shelter Foundation.

Funds raised will be divided

■ ■ ■

Jon Walker and Mark Seamone, franchisees of Exit Realty Inter Lake in Bridgewater, N.S., recently hosted their annual Habitat for Humanity Gala Dinner and Auction. The black tie event sold out weeks in advance and raised $35,000 including a $10,000 donation from Exit Realty Corp.

International.

The event was attended by local dignitaries and business com-

Harvey Kalles Real Estate Ltd., Brokerage is pleased to announce our acquisition of Esbin Realty Corp. Since 1988, Esbin Realty Corp. has built its reputation by successfully selling and leasing thousands of commercial properties in Ontario. Esbin’s commitment to offering their clients the highest level of service and integrity, combined with top notch negotiation skills, make it a perfect match to align with the Harvey Kalles Real Estate Ltd., Brokerage brand.

Harvey Kalles Real Estate Ltd. has been providing their buyers and sellers with the finest service in real estate sales since 1957.

At the Sutton Quantum Cares First Annual Charity Golf Tournament, from left: Fabe Pennetta, Kimberlee Freeman, Glenn MacLaren and Bill Boros.

Exit Realty Inter Lake raised $35,000 for Habitat for Humanity at its black tie gala.

between Saskatoon Interval House and the Saskatoon YWCA Crisis Shelter, two local organizations providing refuge to women and children escaping violence in their homes.

Golf committee members Lyndon Neher (Royal LePage Vidorra), Colette Gates (Royal LePage Saskatoon Real Estate), Alyss Gehl (Royal LePage Hallmark) and Lisa Poier (Royal LePage Hallmark) organized the inaugural fundraiser.

“Domestic violence continues to be a huge problem in Saskatchewan where rates of family violence are the highest of any province, and twice the national average,” says Norm Fisher, broker/owner of Royal LePage Vidorra. “It’s our hope that continuing to raise funds and awareContinued on page 28

Saskatoon’s first annual Royal LePage Golf Tournament for Shelter committee members, from left: Colette Gates, Royal LePage Saskatoon Real Estate; Lyndon Neher, Royal LePage Vidorra; Lisa Poier, Royal LePage Hallmark; and Alyss Gehl, Royal LePage Hallmark.

Re/Max Blue Chip Realty in Yorkton, Sask. held its first annual Re/Max Family Fun Day recently.

The Re/Max hot air balloon, a bouncy castle, face painters, a balloon artist and a hot dog sale made for a great day of fun for many families that attended, says marketing manager Doug Jonassen.

“Our team raised over $8,000 for the More than 130 golfers enjoyed an afternoon of golfing and Childrens’ Miracle fun followed by dinner at the Re/Max Chay golf tournament Network from this in Barrie, Ont. recently. The event raised more than $4,800 Stuart Gass event,” he says. for the Elizabeth Fry Society of Simcoe County.

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Helping your parents downsize

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o one wants to think about growing older or needing help – not me, not you, not even our parents. But if you have aging parents, this is a reality you’re either facing right now, or you are about to. When the time comes for them to look for assisted living or health care, will you be ready? Will you know what to do?

I’ve helped many seniors and their children through the process of right-sizing. I recently helped my own mom too. Because I knew the options and had a plan, the process was seamless. For many who put off thinking about it though, it becomes a bumpy, difficult journey.

Here are four ways to help your parents take the next step.

1. The most important thing to do is prioritize your parents over the process. People are more important than achieving the goal.

Too often seniors – even one’s own parents – are disregarded, ignored or treated like children who get no say in what will happen with their future. It’s sad, dishonouring and completely unnecessary. Honour them by placing their needs over your preference and convenience.

2. Start assembling a team of

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Continued from page 26

ness for our local shelters will help more women and children find safety and a new beginning free from violence and abuse.”

■ ■ ■

To encourage Century 21 system members to get involved with the company’s designated charity, those who raise more than $2,100 each year are now inducted into the Century 21 Kids to Camp Club and receive the Century 21 Golden Heart award. The club’s mission is to provide more kids with lifechanging camp memories by increasing awareness and inspir-

professionals to look after your parents. This may be something your parents are willing to accept help with. If they are willing, try to be present to help interview each professional. The team should include an accountant, lawyer, real estate agent and financial planner. Each should have these qualifications: a) Specialized skills in the area of succession planning or working with seniors. b) Experience working efficiently and respectfully with seniors. c) References – will past senior clients refer them? d) Willingness to work together. If the financial planner is not willing to talk to the accountant at my request, and work together to figure out a best plan, that’s a no-go.

3. Watch for how else you can help. Your parents may not recognize their needs, but you might see them. Maybe their flooring is so badly worn it’s a tripping hazard, but it happened so slowly, they don’t really notice it. Maybe the window caulking is loose or cracking or the driveway has a big hole in it. By noticing these things and offering to help (or arrange help), you demonstrate love and are a valuable team member yourself.

4. Start having hard conversations. All the squirming and question-dodging in the world will not prevent the future from arriving.

What about advance care planning? “Would you want us to pull the plug? Why or why not?” You ing fundraising within the company’s offices.

Club members also connect with a camper who will share their own personal experience, giving sales reps and brokers a firsthand story of their donation’s impact.

“I think the Kids to Camp Club program will make a huge difference in the lives of those with disabilities all across the country. One person raising $2,100 is an amazing gesture of generosity,” says 15-yearold Brandon Liston, Easter Seals National Ambassador. “That amount actually pays for one camper’s total camp experience – and that experience will change their life forever.”

The first five Kids to Camp Club members were celebrated

may have to decide one day whether or not doctors should resuscitate.

I know, it’s no fun to think about. But at least now, when everyone is of sound mind and not in the middle of a life-or-death decision, it can be talked about in a clear-headed way. When it comes time to make those decisions then, you will all know it won’t be based on feelings or impulse, it will be a thought-out plan with which everyone agreed. The intense emotions of the moment will then be easier to tame in that time of stress.

If you take away just one thing though, let it be this: It’s all about the parents. Ultimately, your involvement as their child should not be as a manager of inconvenience, or as a doer of things. Your role is one of loving care, serving their needs, not your own. Of the many, many instances of family strife I’ve witnessed, the common denominator was the selfishness of the children. I can’t say it strongly enough – if you put the parents’ needs first, it goes much smoother. After all, it’s about them, no?

Veteran agent Jeff Stern is with Re/Max Performance Realty in Winnipeg. Eager to raise industry standards, he has long served as a member of professional standards committees. www.JeffStern.com.

REM

recently: Chiyoko Kakino, Century 21 Canada, Vancouver; Allan Zunec, Nadine Beaucage and Julie Vesuwalla of Century 21 Bamber Realty, Calgary; and Stephen Chow, Century 21 Atria Realty, Toronto.

■ ■ ■

The Paula Mitchell Group of Royal LePage Meadowtowne Realty in Mississauga, Ont. recently held its sixth annual charity golf tournament in support of the Royal LePage Shelter Foundation.

With the support of the attendees and donors, $4,843 was raised, 100 per cent of which will be donated to the Family Life Resource Centre in Brampton.

REM

30 REM SEPTEMBER 2015

G

eorge O’Neill has been appointed CEO of The Realtors Association of Hamilton-Burlington (RAHB).

O’Neill was managing partner and broker of record of O’Neill Advisors in Toronto. Having an avid interest in the role of social media in marketing, he successfully lobbied the Real Estate Council of Ontario (RECO) on the importance of social media and wrote the Social Media Marketing Course for Real Estate as a continuing education credit course, the association says. He delivered the course to members of organized real estate across Ontario. He also organized and chaired annual conferences on real estate marketing.

O’Neill was also previously vice president, advisory services with PricewaterhouseCoopers, where among other responsibilities, he advised boards of directors and senior management teams on effective corporate governance structures and policies. He also

served as senior manager, strategy and operations management consulting with Deloitte Consulting, and as director of IT client services and mergers and acquisitions with Hydro One. O’Neill will join the association effective Aug. 24. Current RAHB CEO Ross Godsoe will retire on Aug. 31 after serving the association since 2001.

■ ■ ■

Michael Thompson is the new president and CEO of the Realtors Association of Edmonton. He replaces Ron Hutchinson, who served as the EO of the association for the past 23 years.

Thompson is a business and public policy executive with over 20 years of experience working within and managing organizations focused on economic and regulatory affairs. In his previous capacity, he served in an advisory or management capacity for several organizations in the public, pri-

vate and not-for-profit sectors.

Most recently he was senior vicepresident, corporate affairs for Cash Store Financial, an Edmonton-based publicly traded national retail financial services provider.

“As the new president and CEO, I am excited to be leading an association that has a reputation for providing outstanding service to its members,” Thompson says in a news release.

Association chair Geneva Tetreault says, “It was an extensive search to find the right candidate.

The Board of Directors was thrilled to be able find someone with as much knowledge and skill as Michael. He is extremely well rounded and has extensive experience in strategic leadership and operational management. His enthusiasm and strong governance skills will be an asset to our association and our members.”

■ ■ ■

Jim Murphy, CEO of the Canadian Association of Accredited Mortgage Professionals (CAAMP) has left the association to head up the Insurance Brokers Association of Ontario.

“I’d like to thank Jim for his 10 years of service and sincerely wish him all the best in his future endeavours,” says Dan Putnam, CAAMP chair, one of eight

Darrin Quigly, regional sales manager for RBC Royal Bank, recently presented Nova Scotia Real Estate Association president Gord Burns with a cheque for $1,000 on behalf of RBC. The donation is for the NSAR campaign for Feed Nova Scotia. Every dollar donated provides $14 in food to hungry Nova Scotians.

■ ■ ■

The Nova Scotia Association of Realtors (NSAR) has awarded three students $3,257 each for their exceptional academics and community involvement.

The Arnold G. Jones Bursary Fund is named in honour of NSAR’s former EO who lost his battle to cancer in August 2012.

Funding for the bursary is raised through NSAR’s Annual Golf Tournament, held each June, and funds are awarded the following year. Bursaries are granted to chil-

dren and grandchildren of Realtors who demonstrate exceptional academic standing, involvement in their community and commitment to post secondary education.

Jeffrey Doyle, son of Realtors Lisa and Michael Doyle, will be attending either the University of British Columbia or Dalhousie University in the fall to pursue a degree in engineering. He is a community volunteer with Scouts Canada, as well as a member of local jazz bands and has participated in Halifax Search and Rescue training sessions.

Melissa Gillis, daughter of Realtor Tinna Bonner, plans to continue her studies at the University of New Brunswick. She has spent much of her high school career volunteering for a number of community-based events including the Royal Nova Scotia International Tattoo, the Scotiabank Blue Nose Marathon and coaching children to read through the Leading Readers Program at Woodlawn Public Library.

Sydney MacDonald, daughter of Realtors Sonya and Steven MacDonald, plans to attend St. Francis Xavier University in the fall. She has been active in her school, participating in musicals, choir, student government and the Lunch Buddies program, which encourages students to share their NSAR presidentelect Roger Sanford presents graduate Sydney MacDonald with a bursary.

George O’Neill

Jim Murphy From left: Dawn Lee McKenzie, RAGBOS president elect; Michael McIntee, past president; John McLachlan, HFHGB community partnerships co-ordinator; and Karen Cox, RAGBOS president.

Michael Thompson The LSTAR scholarship recipients

Murphy worked under during his tenure.

CAAMP says the vacancy leaves it with some big shoes to fill. “Murphy was respected by regulators, policy-makers and the media, all key groups who are in repeated contact with the organization. In situations like this it can take up to a few months to place a new top executive,” says CAAMP in a news release. On an interim basis, CAAMP CFO Samir Asusa will head operations.

“Over the next 30 days the CAAMP Board of Directors will be reviewing the position vacancy with the leadership team at CAAMP,” says Putnam, “We will then work with an executive search firm to help us identify qualified candidates and the selection process will commence.”

REM SEPTEMBER 2015 31

lunch breaks with disabled peers.

Graduating as 2015 class valedictorian, she plans to complete her bachelor of science with the ultimate goal of becoming a surgeon or pediatrician.

I I I

The London and St. Thomas Association of Realtors (LSTAR) recently announced the recipients of this year’s LSTAR Scholarship, a bursary of $1,500 each.

Sophia Koladich, the granddaughter of LSTAR member Judy Siskind, will attend UWO this fall to study kinesiology. After graduation, she hopes to attend the Chiropractic School in Atlanta.

Courtney Simpson, the daughter of member Brian Simpson has been conditionally accepted into the University of Waterloo’s pharmacy program – an honour reserved for students who have demonstrated their commitment to a career in the pharmaceutical industry.

Jack Phoenix, the son of member David Phoenix, plans to attend UWO where he hopes to achieve two degrees – a BA with honours in media, information technoculture and a BA from the Richard Ivey School of Business Administration. Jack’s brother Dillon received an LSTAR scholarship in 2012.

Sam Peifer-Dawson, the son of member Tracey Peifer, will attend the University of Ottawa in the fall. He is enrolled in the Bachelor of Applied Science in the Computer Engineering Cooperative Education program.

Upon obtaining a professional engineering designation, he hopes to take his master’s degree in business administration.

Eligible applicants must be either the children or grandchildren of an LSTAR member or staff. The final recommendation was made by LSTAR’s Scholarship Advisory Group, chaired by Mark Mohan and including members Carrol Belanger, Neera Chopra, Wanda Feeney, Michelle Orsini, Daniela Schmidt and Dan Polakovic.

I I I

The Realtors Association of Grey Bruce Owen Sound (RAG-

BOS) donated $19,000 to Habitat for Humanity Grey Bruce (HFHGB), raised at the association’s annual charity golf tournament. Local Realtors in co-operation with the Ontario RealtorsCare Foundation have donated more than $173,000 to Habitat builds since 2000.

Realtor Day at the HFHGB Build in Tobermory, Ont. was scheduled for Aug. 24.

I I I

Current or potential new business owners in Oakville, Ont. can now easily search for real estate opportunities in town with FindOakville. The new state-of-the-art map-based online tool allows users to search for available commercial and industrial buildings as well as vacant employment land based on their own specific search criteria. Properties are then displayed on an interactive map.

Users are able to turn on and off additional layers of data, allowing them to access important information investors look for when making decisions about where to locate their business.

The town developed the tool using a web mapping program called Geocortex that creates interactive maps. By linking the active commercial real estate listing data feed from the Oakville, Milton and District Real Estate Board (OMDREB) to the interactive map the town is able to provide the most up-to-date available listing in real time.

With this new site selection tool, users will be able to quickly find the zoning of the properties of interest, look up active development or site plan applications as well as building permits issued near those properties, access aerial photos, find Municipal Property Assessment Corporation (MPAC) property boundaries and create and print maps and individual property reports.

The tool provides an additional venue for the local real estate community to showcase their listings and available sites, says the board. The public will also be able to contact the town’s Economic Development department to have commercial or industrial properties added to the site. REM

32 REM SEPTEMBER 2015

The subtle science of getting your way

By Mark Rodgers

S

uspicious buyers, critical sellers, tight-fisted lenders. Let’s face it: Selling real estate today is no easy feat. You need every tool at your disposal if you’re going to have a successful year and, even more important, a productive career. The subtle science of persuasion could be your competitive advantage.

Persuasion is not manipulation.

I define persuasion as ethically winning the heart and mind of your target. Could another real estate professional use persuasive techniques in a manipulative way? Sure.

Will it increase the likelihood that his or her buyer will say yes?

Absolutely. Once. But that doesn’t build a real estate career.

Establishing a solid reputation, providing critical guidance and value,

GET

and creating repeat and referral business does.

Few skills are more important in business and in life than convincing someone to say yes.

However, far too many people think that persuasion doesn’t require the intellectual lifting of, say, calculating the IRR of two prospective commercial deals. We think, “I’ve said yes to offers, people have said yes to me, I know how to do this.” That’s the persuasion paradox and it’s dangerous.

Understanding persuasion – and ethically using and practicing it – can be your competitive advantage to secure the listing or win the accepted offer. Here are three ways to improve your persuasive powers.

1. Don’t use your buyer’s name. I know this goes against everything you’ve been told. The other person’s name is music to his or her ears. But in high-ticket selling situations, buyers are keenly aware of any manipulation, and the overuse of someone’s name is seen

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as a manipulative tactic: “Mark, this is a big decision; you must think carefully about your needs” or “Mark, this would be a great space for your hockey memorabilia.”

See what I mean? Certainly use your client’s name whenever you meet to prove you know the person. But after that, be incredibly judicious and you’ll find your client warming to you even faster.

2. The eyes have it. I’m going to bust another myth: You’ve got to make solid eye contact for the buyer to take you seriously. Nope.

There’s a difference between credible eye contact and the piercing stare of a sociopath. So you should bounce eyes. Focus on one eye of the other person for a few moments, and then naturally break away. When your focus returns, look at the other eye. This way, you’ll prove your trustworthiness, demonstrate engagement and avoid the “psycho” tag. Try practicing this at an open house.

3. Open with your weakness.

You need credibility fast when meeting the listing seller or a potential buyer for the first time.

How do you earn it? Lead with a weakness.

“Tell me something about your firm,” the prospective seller asks.

When that happens, don’t tout sales numbers, awards and satisfied customers. Instead, cut through the noise: “We are the smallest real estate agency in Toronto.” Pause. Then pivot: “But our strengths overwhelm

that misperceived weakness.”

Here’s another example.

Potential buyer: “Tell me something about this house.” You: “It’s out of your price range, the kitchen needs remodelling and it’s not in the neighbourhood you wanted.”

Pause. Then pivot: “But you should still put this on your short list and here’s why …”

This is a concept that advertisers have employed for years and I call it the L’Oréal rationale: “L’Oréal. Expensive but worth it.”

Noted sociologist Robert Cialdini says that when you lead with a weakness, it demonstrates to the other person that you’re honest enough to do so and knowledgeable enough to know both sides of an issue. Plus, there’s a component to the human condition called the principle of contrast. What comes before colours what comes next. So when you lead with a negative, the subsequent positive is highlighted even more.

There are few things that will sway a prospective client if the economic interest in the opposing offer is overwhelming. However, if the financials are close, ethical use of persuasion can be your real competitive advantage. That’s the subtle science of getting your way.

Mark Rodgers (mark@persuasionmatters.com) is a best-selling author, award-winning speaker and sought-after consultant who says he helps professionals hear yes, faster – accelerating sales, marketing and management efforts to achieve astonishing results. His latest book is Persuasion Equation: The Subtle Science of Getting Your Way, published by Amacom in May 2015.

Twitter @Mark_Speaks. REM

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Real estate bloopers Continued from page 6

that’s the unit for that discriminatory buyer.

We still see new technologies as selling points. I saw this listing for a “Lovely e bedroom home on large lot.” Now, I’m not sure whether the bedroom is virtual or the house is, but at least there’s a big lot to imagine them on.

Royal LePage Team Realty’s George Prazmowski came across this Ottawa listing that highlighted its high-tech gizmos too.

It had a “double-sided fireplace in the en suite, home automation system and a multi-stage furnace.” Now I know winters here can be pretty cold, but this strikes me as overkill. I think I’d be just as toasty warm and happy in the bathroom with only the fireplace and the music; the furnace seems a bit much.

When it comes to backyards, sales reps are always looking for that special feature that will appeal to buyers. Perennials, pools, storage sheds, mature trees: whatever it is, we emphasize it. But the next two listings really had a target audience.

Jim Campbell of St. John’s found this gem: “This Beauty has Basement Apartment – Shed in rear garden – ideal for mother, or in laws!!” I can think of a few buyers who would find a shed in the backyard to store their mother as a great selling feature. Then again, it could just be a Freudian slip.

And finally, there’s this older listing from Rob Angus, Coldwell Banker Slegg Realty in Victoria: “Lovely home with a huge dick in the rear.” That’s one of those listings where I am quite sure the photographs didn’t do it justice, and thank God for that!

Peggy Blair is a sales representative with Royal LePage Team Realty in Ottawa. A former lawyer, she is the award-winning author of the Inspector Ramirez series published by Penguin Canada and Simon and Schuster Canada as well as internationally. Her most recent book, Hungry Ghosts, is now in bookstores. If you come across any real estate bloopers that tickle your funny bone, be sure to send them to her at peggyblair@royallepage.ca. REM

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34 REM SEPTEMBER 2015

THE PUBLISHER’S PAGE

By Heino Molls

O

MARKETPLACE

ver the years I have met a lot of eccentric people in this business. Some were quietly methodical, some were wild, many were staggering, many of them were characters and I realize now, a lot of them were leaders.

Many of our leaders today seem more quiet and stoic. They lead by example rather than bravado. I like that. I think it is effective leadership to speak pragmatically, sensibly giving advice and good direction. I wonder if this style of leadership is a reflection of the maturity of the real estate industry.

I remember some great characters. I can’t and won’t name them because I might do some an injustice. Some brokers and salespeople called themselves “The king of the neighbourhood” or “The queen of the region” and such. They had bravado and they were loud. I had the great privilege of sitting down and talking to a lot of these characters. Sometimes we didn’t even sit down; some of these folks were so full of energy you had to walk along with them while they talked.

And they sure talked. A lot of them could hold a room and schmooze a great crowd and yet

Characters and leaders many were remarkably shy and did not do that at all. Many preferred to speak eloquently one on one.

I know some successful real estate salespeople who speak with great emotion about the lifechanging experience that a oneon-one chat with one of these characters produced for them.

Other successful real estate salespeople talk about how they put new positive career methods in place after just being in the back of a room listening to a tremendous leading speaker.

Not one of these leaders and characters were just bluster or bluff.

They were chock full of knowledge. And each one believed in their heart of hearts, right down to their core, that everyone, no matter who they were, should own their own home. Over the years I have come to realize how lucky I was to know these people and to have had a front-row seat to watch them work.

The one commonality all these characters had was their unbridled enthusiasm to share their ken. To give all their knowledge. Not just the parameters of the neighbourhood but everything. Sales strategies, when to move on something, when to be patient. What to look for, how to speak to uppity business people, how to talk to working stiffs in the shops and the restaurants along the street. All these things were given away freely and

happily to anyone who asked.

I find things are different today.

Not worse – I do not wish to suggest that it was better before. I only mean there seems to be a greater formality today. There is more organization to imparting knowledge today, there is technology and that might be better. There are far better ways to show people things than just walking down the street with them while you’re talking.

If there is one thing wrong today, for me, it is that there are too many tricks. There are just too many schemes related to home buying and marketing that are wrong. I may be naive but I believe that at the end of the day, people will always respect a person they do business with if everything is honest and up front.

We have some great leaders today and we have wonderful characters. They may not be as flamboyant as some of the characters I recall from many years ago. I can tell you this, however, the one thing that the good ones of today and yesterday have in common is the passion to share their knowledge. That hasn’t changed one bit.

But I do wonder and worry if there are as many brokers and sales reps today who are willing to listen to them.

Heino Molls is publisher of REM. Email heino@remonline.com REM

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