Building A Brand: Why It's So Important by RealtyLine

JULY 2020

Capturing REAL Moments in Real Estate since 1995

VOLUME 25 • ISSUE 3

Building A Brand

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Why It’s So Important

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La Cima - Highland Homes

written by RIKI MARKOWITZ

YOUTUBE

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Having a real estate license means that you can practice your profession, but it doesn’t necessarily mean that customers will be knocking down your door to work with you. There are more than 100,000 REALTORS in Texas, which makes finding new clients extremely competitive. Every agent — even if on a team — is responsible for his or her own success. That’s why branding is so crucial. For real estate professionals, it’s the best way to differentiate oneself from all the other agents out there and attract new clients. Of course, before tackling a branding strategy, REALTORS need to have a foundation in place. That means maintaining a professionally designed website. Having a blog helps, too, because it can help the site rise higher in search rankings faster.

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As far as marketing materials go, diversity is the name of the game. Real estate branding experts suggest distributing printed brochures at open house events, using lawn signs and starting social media accounts on all the platforms home buyers use early in real estate transactions, including Facebook, Instagram and LinkedIn. One strategy that’s either innovative or common sense, depending on your point of view, is to train

customers to associate a brand with specific specialties and expertise. For example, on marketing materials, and especially online, agents should identify the geographical areas and types of transactions they specialize in. According to the Logo Company’s Real Estate Branding Guide, 69 percent of home buyers who use the internet for research start their search by Googling the name of the city or neighborhood they’re interested in. Here’s why content is important for real estate branding. During a one-week period in midJune, according to Google Trends, several dozen users searched “homes for sale Texas Hill Country.” A website, regardless of the agent’s reputation or knowledge of a particular zip code, will only come up in a web search for this phrase if there’s an SEO strategy to compete for that specific search term. And more than just SEO, blogging is a proven way to attract new business. According to a HubSpot marketing report, about 80 percent of consumers feel more positive about brands that publish content. Branding is also about promoting a well-rounded persona. Candace Comer has been an Austin REALTOR for two years and is an agent with Compass. [Building A Brand continues on page 16]

Austin Inspection Services

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The Hollows on Lake Travis

La Cima in San Marcos, Tx

WE’VE BEEN FACILITATING AND PROTECTING

HOME OWNERSHIP SINCE 1893 At a time when nothing seems certain and everything keeps changing, it’s nice to know that some things always stay the same. Like the fact that Stewart Title has been successfully closing Central Texas real estate transactions since 1893. That means for the past 13 decades, we have stood side by side with our fellow Texans, celebrating the good times and persevering through the hardest of times. Together, we always come out stronger on the other side. Our history speaks for itself. Put your trust in a company with the stability and staying power that homeowners have relied on for nearly 130 years. stewart.com/austin

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tour of our models and check out our interactive videos showing features for our exclusive 55+ Homebuyer! We’re introducing the next generation of exceptional living, with 13 distinctive floor plans designed specifically for the sophisticated 55+ homebuyer! View communities & plans at: Lennar.com/LegacySeries or contact us at 512-489-6838 Features, amenities, floor plans, elevations, and designs vary and are subject to changes or substitution without notice. Items shown are artist’s renderings and may contain options that are not standard on all models or not included in the purchase price. Availability may vary. Plans to build out these neighborhoods as proposed are subject to change without notice. Models/lifestyle photos do not reflect racial or ethnic preference. Lennar’s automated homes are built according to the Wi-Fi Alliance® program guidelines for Wi-Fi CERTIFIED™ Home Designs. See the Wi-Fi Alliance® website at www.wi-fi.org for additional information regarding the Wi-Fi CERTIFIED™ Home Design program. Homeowners are responsible for configuring all security features. Lennar does not warrant or represent that any network or network device is secure or can prevent all privacy intrusions, malware, or cyber-attacks, even when correctly configured. Certain products or services are provided by third parties, and not Lennar. Lennar does not guarantee any equipment or services provided by third parties. This is not an offer in states where prior registration is required. Void where prohibited by law. Copyright © 2019 Lennar Corporation. Lennar, the Lennar logo, Village Builders, and the Village Builders logo are U.S. registered service marks or service marks of Lennar Corporation and/or its subsidiaries. Date 07/20

REAL | LEADERS

AUSTIN BOARD OF REALTORS®

A Sea of Change

ROMEO MANZANILLA

2020 PRESIDENT

Franklin D. Roosevelt once famously said, “A smooth sea never made a skilled sailor.” In a historical year like this one, where a global pandemic has forced us to swap in-person meetings with Zoom calls and open houses with virtual alternatives, our industry has been learning how to sail the rough waves of uncertainty. The pandemic has changed our association for the better by making it even more innovative and resilient. And I can confidently say that the Austin Board of REALTORS® has been working harder than ever by steering the ship through uncharted territory, providing strong leadership and valuable digital and remote resources to help REALTORS® best serve their clients.

Announcing our 2021 Officers In mid-June, the ABoR Board of Directors appointed the 2021 officers for the ABoR and ACTRIS MLS Boards of Directors. We have a rock star line-up: 2021 President Susan Horton of John Horton Realty; 2021 President-elect Cord Shiflet of Moreland Properties; 2021 Secretary/Treasurer Job Hammond of Dash Realty; and our 2021 Immediate-past President, of course, is yours truly. We are looking forward to representing you, your association and your MLS next year. Keep an eye out for the nomination slate for our 2021 board of directors election. It should be announced by the time this publication goes to print! In the meantime, you can see our current ABoR and ACTRIS board members here. Also, members who are interested in becoming a director can still petition to be on the ballot. Those wanting to learn more about this process can review the requirements here.

Shop ‘til You Drop The Austin Board of REALTORS® is proudly hosting an online ABoR REALTOR® Store! REALTORS® can order the products they need online from the com-

fort of their home (or car, let’s be real) and pick them up curbside at ABoR headquarters. This zero-touch process is both convenient and safe, and we’re adding more products to the online shop — from signs to our growing number of safety supplies to lockboxes — every week. Even though ABoR staff is working remotely and practicing social distancing, this great member benefit allows us to serve you more efficiently now and in the future. Visit our online REALTOR® Store at ABoR.com/Store.

News You Can Use Another benefit we’re thrilled to roll out is our partnership with the Austin Business Journal. Now our members can get a digital subscription for just $50 — a 60 percent discount from the regular price. As one of the top publications covering our region’s must-read business news, having an ABJ subscription is invaluable when it comes to staying in touch with our market — from getting updates on the latest information on commercial deals to changes in our economy. Staying up-to-date on the local news helps our REALTORS® serve their clients better — which is why having discounted access to the Austin Business Journal ranked high on our list of potential member benefits when we surveyed our members last year. Claim your account at ABoR.com/ABJ.

Education As an ABoR member, you can expect discounted and competitive prices for Academy classes. Not only will you be taught by award-winning instructors; our courses won’t break the bank. And now, through ABoR On-Air, you can take live, online courses from the comfort of your own home. Plus, your FREE 18-hours of CE license renewal is included as part of your ABoR membership! Sign up for an ABoR On-Air course at ABoR.com/Calendar.

Inman Select This nationally industry publication is basically a guide to all things real estate. Find opinion pieces and the latest technology trends from Inman. As part of your ABoR membership, you have FREE access to an account, a $199 value! Activate your account today at ABoR.com/Inman. At ABoR, our aim is to help our members be the most engaged and professional REALTORS® in the nation, as well as true connectors in their community. Look for even more benefits over the coming months as our leadership continues to install changes that will help us during this unprecedented voyage. All aboard!

Visit myrealtyline.com/calendar-of-events for the most updated event listings

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Coming Soon Something great is just around the corner. We’re excited to announce that a brand-new community—with new homes, new streets, new everything—is coming soon to Georgetown. Stay tuned to see how you can own a home that’s as unique as you are. Valley View in Georgetown • 1,353–2,898 sq. ft., 3–5 bdrms., 2–3.5 baths • Convenient to IH-35, Hwy. 29 and Hwy. 130 for quick commutes to Georgetown and Austin-area employers Thunder Valley Trl., Georgetown, TX 78626 • 888-524-6637 From IH-35, head east on SE Inner Loop. Turn left on FM-1460, left on Old 1460 Trl. and left on Thunder Valley Trl. to community on the right.

888-KB-HOMES | kbhome.com Broker Cooperation Welcome. ©2020 KB Home (KBH). Plans, pricing, financing, terms, availability and specifications subject to change/prior sale without notice and may vary by neighborhood, lot location and home series. Buyer responsible for all taxes, insurance and other fees. Sq. footage is approximate. Photo may depict upgraded landscaping/options and may not represent lowest-priced homes. See sales counselor for details. AUS-280802

REAL | PEOPLE

Networking Lunch: Mark Hairston, John Little of Maxavenue and Chad Decker, president of Independence Title

HomeAid: Lennar at Community First! Village by Mobile Loaves and Fishes Tiny Home community

Highland Homes at La Cima: Todd Hays

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REAL | LEADERS

HOME BUILDERS ASSOCIATION OF GREATER AUSTIN

Jackson Selected As New Chief Executive Officer

JOE FOWLER

2020 PRESIDENT

The Home Builders Association of Greater Austin (HBA) is pleased to announce that after an intensive, nationwide search, Taylor Jackson, CAE, MPA, has been selected as the next Chief Executive Officer for the HBA. Taylor brings 12 years of experience in association and nonprofit management including 10 years at the Austin Apartment Association where she was recognized with multiple national awards for her success in workforce development and education programming which piloted in Austin and now is being mirrored in other cities nationally. Most recently, as the Senior Director, Organization Development for Goodwill of Central Texas she developed and aligned strategic initiatives as an executive division leader. “Taylor was selected from a field of very qualified and experienced candidates,” says Joe Fowler, 2020 HBA Board President and principal of JHF Homes. “The decision was a difficult one that the Search Committee spent a lot of time discussing and debating. Ultimately, we chose Taylor because of her exceptional qualifications, enthusiasm and work ethic. We are excited to have her and look Taylor Jackson, CEO forward to her leadership.” An involved member at the Texas Society of Association Executives (TSAE), she served on task forces, committees, and as a facilitator for TSAE Leadership and the Certified Association Executive (CAE) prep courses, and received the TSAE Young Professional Award. Prior to working in organizational management, she spent seven years in the hotel and event planning

field and holds a Certified Meeting Professional (CMP) designation. Taylor has a deep understanding of member engagement strategies, operations and profit enhancements and building strategic partnerships, all key to association leadership. “My ultimate goal is to ensure that the mission of the HBA — to advance the practice and professionalism of the home building industry in our community — remains at the forefront of everything we do,” says Jackson. “I look forward to working hand-in-hand with our board, our members, and our staff to grow the HBA and continue the important work already in place.” A native Texan, Taylor was born and raised in San Antonio and has lived in Austin since 2001. She received her undergrad from Texas A & M University and Masters of Public Affairs from University of Texas at Austin.

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Your Williamson County Team R O U N D

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VERONICA HARRISON AVP/Branch Manager/Escrow Officer Veronica.Harrison@austintitle.com 512-244-2266 Office

MONICA SALDANA Escrow Officer Monica.Saldana@austintitle.com 512-244-2266 Office

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JENNIFER HUNZIKER AVP/Escrow Officer Jennifer.Hunziker@austintitle.com 512-823-2800 Office

MARIAN ROBERTS Escrow Officer Marian.Roberts@austintitle.com 512-823-2800 Office

BETSEY ALBRECHT Escrow Officer Betsey.Albrecht@austintitle.com 512-244-2266 Office G E O R G E T O W N

EMILY MORRIS Escrow Officer Emily.Morris@austintitle.com 512-591-2900 Office

CHERYL SCULLY AVP/Business Development Cheryl.Scully@austintitle.com 512-632-5136 Mobile

Round Rock 810 Hesters Crossing, Ste. 155 Round Rock, Tx 78681 / 512-244-2266

Georgetown 113 W. 9th Street Georgetown, TX 78626 / 512-591-2900

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Cedar Park 901 Cypress Creek Rd., Ste. 104 Cedar Park, Tx 78613 / 512-823-2800

REAL | LEADERS

WILLIAMSON COUNTY ASSOCIATION OF REALTORS®

Brand Yourself As The Local Real Estate Expert KRISTON WOOD

2020 PRESIDENT

REALTOR branding is one of those topics that can be discussed all day, every day. There are so many ways to brand ourselves and our business: social media branding, email branding, logos, taglines, promotion materials, cars, you name it — we can brand it!

earned an award, such as REALTOR® of the Year or a sales award. These are great accomplishments to share with you clients and customers. Hint … you might want to consider adding these accomplishments to your email signature, business card, etc.

I want to focus on how to brand yourself as the local real estate expert in your community and in my case, Williamson County.

Take advantage of WCREALTORS events! Each year WCREALTORS host two to three bus tours that highlight new neighborhoods and developments in Williamson County and typically you’ll hear an economic update or two from local city officials. You’ll know about the new developments FIRST!

Be familiar with your local community by engaging with local leaders, volunteering on a board or for a special event or just by simply reading the local newspaper to stay on top of the news. Likely, your community has a Facebook or Instagram page geared to promoting events, new businesses and other community news. These are great items you can share on your Facebook page or in your newsletter. Get to know your local real estate pros. Build YOUR list of pros: roofers, painters, landscapers and more. Have a list with multiple companies, names and contact information so you can be the go-to expert for all things real estate related. Know the data! Every month WCREALTORS releases monthly home sales data. The data reflects the number of closings, median sales price, pending transactions and more. WCREALTORS provides data for Williamson County and several of the cities within the county. If you need data related to a specific zip code or specific time frame, WCREALTORS can help you with that. Sharing this data is a great way to stay connected with your clients on a regular basis. Many of you serve your local REALTOR® association by volunteering on a committee, investing in TREPAC, attending events and more. You may have even

Educate yourself! Check out the WCREALTORS education calendar for classes involving social media. These shorter classes are typically inexpensive and help hone your social media marketing skills. You can earn your NAR e-Pro designation which focuses on business plans, digital marketing skills and more. Another great class offered through NAR is a one-day class called REBOOT. This class focuses on branding and relationship marketing. These types of classes are a great way to up your branding expertise. Subscribe to CTXMLS! For $35 a month (that is less than your monthly Starbucks tab!) you can input your listings into the local MLS that is syndicated to over 4,500 consumer websites across the country. Just think about that for a minute … literally thousands of people will see your listing in a matter of minutes. We all know real estate is local; what happens in Williamson County, Texas is not necessarily what is happening in Williamson County, Tennessee. By becoming engaged with your local community and REALTOR® association and sharing your knowledge with your clients and customers, you will become (and continue to be) the trusted local real estate expert. Remember, YOU are the expert!

HomeAid: Taylor Morrison at Community First! Village by Mobile Loaves and Fishes Tiny Home community

! r e v i l e We D very time.

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MICHAEL Schwartz Vice President of Texas Market 512.731.4626 michael.schartz@ prioritytitleus.com

JAZZ Lough

Austin Area/Dallas Market Manager 214.995.0139 jazz.lough@ prioritytitleus.com

JUSTIN Floyd

South Austin Market Manager 540.470.7499 justin.floyd@ prioritytitleus.com

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PRIORITY SETTLEMENT GROUP OF TEXAS 7600 Burnet Road Suite 160 Austin TX 78757

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BUILDER INVENTORY UP-TO-DATE DAILY EVENTS RealtyLine is published monthly by Caxton Publications, Inc.™ as a non-subscription publication for the more than 16k+ members of the Austin Board of REALTORS® (ABoR), the more than 1,800+ members of the Williamson County Association of REALTORS® (WCREALTORS) and the Home Builders Association (HBA) of Greater Austin. RealtyLine is a proud member of ABoR, WCREALTORS, HBA and an honorary member of WCR Austin Chapter. We are equally proud to be a Major Investor in TREPAC (2019). RealtyLine is not responsible for opinions or facts expressed by non-staff writers or for errors and any by-products in advertising or editorial copy. REALTOR® is a registered

• Get INCREDIBLE PRICING on Quick Move-In Homes • Build new and get up to 50% OFF Design Center upgrades* • PLUS, up to $5,000 in Paid Closing Costs**

trademark. The word REALTOR® sometimes appears in this publication without the registered trademark symbol (®) to save space. Wherever the word REALTOR® appears in this publication, the registered trademark should be assumed.

Visit mihomes.com for the complete list of Quick Move-In homes.

our team

DOREN CARVER

TAWANNA CAROLINE MARTHA VEROCK

LINDA

CARVER

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SOCIAL MEDIA/CLIENT RELATIONS

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contributors Riki Markowitz Katie Agness

*Based on community buyer to receive up to $5,000 in closing costs on any inventory home or To-Be-Built contract written from 7/3/2020 through 7/31.2020. “Inventory homes must close by 12/31/2020 in select communities. Closing Costs” applies to buyer costs including lender fees, title fees and prepaid escrows. The Seller’s contribution is limited to agency limits which depend on the loan program and LTV. Buyer will be responsible for any down payment required by the loan program guidelines and any upfront mortgage insurance premiums. Some restrictions apply. Offer is for a limited time only and subject to change without notice. Cannot be combined with any other offers. Offer not available for renegotiation on existing contracts and is subject to change without notice. See an M/I Homes New Home Consultant for specific details. ** Receive up to $7,500 in design upgrades and options. The exact amount varies from community and home and select to-be-built contracts written from 7/3/2020 through 7/31/2020. Offer varies by community, plan and homesite. Offers subject to change without notice. Cannot be combined with any other offers. Some restrictions apply. See New Home Consultant for complete details.

2020 Presidents Romeo Manzanilla, Austin Board of REALTORS Joe Fowler, Home Builders Association of Greater Austin Kriston Wood, Williamson County Association of REALTORS Susanna Boyer, Residential REALTOR Specialist

REAL | NEWS

HOMES FROM THE UPPER 300’S Visit Model Row Today!

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Belinda joined The Kucera Companies in March 2020 as a Senior Property Manager. She currently oversees seven class A office buildings. Prior to joining Kucera, Belinda was HOLEKEMP with AQUILA Management Services and Stream Realty Partners. Belinda is active in BOMA-Austin and served on their Board of Directors for many years and currently holds the RPA designation. She is also active in the Institute of Real Estate Management (IREM) and is currently pursuing her CPM certification.

EDUCATION NATIONAL _____________ASSOCIATION OF REALTORS®

2020 REALTOR® Conference & Expo Goes Virtual

The Hollows is an authentic lakefront community in Northwest Austin resting on the North Shore of Lake Travis, spanning over 1400 acres of Austin Hill Country and offering new luxury estate-style homes and Hill Country inspired Cottages. With countless resort-style amenities, and miles of golf cart and hiking trails connecting the community, The Hollows is the perfect place to call home.

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WE ADHERE STRICTLY TO THE GUIDELINES FOR COVID-19 FROM THE STATE OF TEXAS AND TRAVIS COUNTY

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NAR announced that the 2020 REALTORS® Conference & Expo will transition to a fully virtual format in light of ongoing health and safety concerns stemming from the COVID-19 pandemic.

TITLE NEW FACE _____________

Chism joins Stewart Title as Escrow Officer STEWART TITLE AUSTIN welcomes Cate Chism as its newest Escrow Officer at the 183 North — Oak Knoll office. Cate is an industry veteran, with over 20 years of experience in title and CHISM escrow. A self-proclaimed “military brat,” she lived in various parts of the country before putting her roots down in the Austin area. In 1997, she started working for a real estate law firm as a receptionist before transitioning to an escrow assistant and then an escrow officer. Her wide array of closing experience includes builder transactions, refinances, resale, and more. Click here to view her profile.

LAW NATIONAL _____________ASSOCIATION OF REALTORS®

Update: Remote Online Notarization COVID-19 has raised consumer awareness about buying and selling property safely and conveniently. Remote online notarization is more important than ever, so learn what you can do to encourage your settlement partners to embrace electronic closings.

JU LY 2 02 0 | M Y R E A LT Y L I N E . C OM

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REAL | LEADERS

THE RESIDENTIAL REAL ESTATE COUNCIL

Innovative Approaches to Real Estate Branding

SUSANNA BOYER 2020 DIRECTOR

COMMON COLOR & SHAPE ASSOCIATIONS Blue = Trust and security Red = Energy; increases urgency Yellow = Optimism; indicates sales Orange = Aggression; creates call to action Pink = Romantic and feminine; appeals to women Purple = Soothing and calming; typical use for beauty and spa Green = Wealth Black = Powerful and sleek; used to market luxury products Triangle = Energy and balance; Power and strength Square = Logic and order; security and containment Circle = Warmth and comfort; protection and family; movement and connectedness

Why should you brand yourself?

relevant to your niche.

tising tactics and techniques.

When done properly, it is a method of gaining name recognition and boosting your reputation using recognizable images and language. By building a brand for your real estate business, you are establishing a professional presence that is memorable and makes a killer first impression, thus keeping you “top of mind” to the people seeing it.

Creating your logo

Offline Advertising Methods (Traditional)

Because (with your branding) you look more professional on paper, in the media, on your website, or even on a billboard, you create a perception of quality service in the minds of your potential clients — so you’ll be at the top of their list when it’s time for signing on with an agent. For these reasons, REALTORS® with robust brand awareness also typically get more business.

How do I brand myself? First, you need to establish who your target market is going to be and what your coverage area will look like. Get to know these areas and be the neighborhood expert. As you gain more confidence and experience you may want to branch out and specialize in certain niche markets such as luxury. You want to be remembered as a credible authority on properties fitting your specialty, earning you a bigger piece of the market share when it comes to buyers and sellers

LUXURY CUSTOM

You should use your logo in all your advertising and marketing communications. As REALTORS®, we benefit from using a combination of different adver-

Custom *

Acreage Communities and Build On Your Lot

Find Us in these Area Communities Grand Mesa at Crystal Falls Leander The Bluffs Leander The Hollows on Lake Travis Jonestown Clearwater Ranch Liberty Hill Northgate Ranch Liberty Hill Rancho Santa Fe Liberty Hill Santa Rita Ranch Liberty Hill The Oaks at Highland Village Georgetown

Advertising Methodologies

HOMEBUILDER

Acreage Homesites & Move-In Ready Homes

*2019 Austin Business Journal

The process of designing your logo should be taken very seriously because it becomes the foundation of your brand image. It needs to be memorable and compatible with both print and web. Choose a logo that will withstand the test of time, not something trendy that may be here today and gone tomorrow.

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Your real estate logo does not need to be fancy or sophisticated, but it does need to be noticeable. You want to choose colors that stand out and catch a person’s attention, but not too colorful that they distract from the message and don’t use too many different shapes or lines. You want colors that will invoke a good memory in a prospect’s mind. Most REALTORS® opt for evoking feelings of trust and reliability in their brand imaging rather than anxiety or chaos. Research shows that colors can be as much as 85 percent of the underlying reasons people choose your business over another and colors can increase brand recognition by as much as 80 percent.

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Yard signs, open houses, business cards and magazines. Many REALTORS use these tactics for promoting their listings, so the competition is fierce. A single exposure to an ad or handing out one business card will not get you a lot of business, so consistency is key.

Online Advertising Methods If you only use traditional advertising methods, you will definitely miss out on a huge portion of your target audience. Since the majority of people are now using mobile devices to find their prospective new home, you must advertise online and your online advertising most assuredly must be optimized for search on mobile devices. If you are not using advertising that is mobile friendly, then you are missing out on a huge group of potential clients.

Information that you should advertise For rules and regulations on what should be included in your advertising, check the following article from the Texas Real Estate Commission. https://www.trec. texas.gov/article/trecs-advertising-rules-whatyou-need-know.

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[Building A Brand continued from front page] She started her career working in artistic fields like the music industry and fashion footwear. After getting her real estate license, Comer quickly found that those earlier gigs prepared her well for her new career. “I learned that marketing and branding is core to presenting a product,” says Comer. It doesn’t matter if the product is a band, artist, fashion label or a house. “In my mind, as a real estate agent, I’m essentially a product. I have value and if I want to engage customers and grow my customer base, I need to find a way to present my brand in a way I’ll be remembered.” So Comer developed a persona that she could use to promote herself as a product. “In my personal life I value social justice, economic equality and inclusivity,” said Comer. “So I carried my personal values over to my professional persona, specifically on my social media.” There’s an analog component to branding, too. Many older and more established agencies are drawn to traditional approaches. JB Goodwin, REALTORS, is a perfect example. The 50-year-old real estate firm has a reputation for being stable and trustworthy, a message that’s reflected across their branding efforts. Tony Zavaleta, JB Goodwin’s director of marketing and communications, says, “What we strive for in all of our branding efforts is for clients to think of us as friends they can count on.” So while they do utilize social media and digital platforms, JB Goodwin customers are particularly receptive to traditional promotional methods. That might not sound very innovative, but catering to what your customers want is the most important thing. When you experiment with your brand, you might attract some new clients, but you risk losing loyal customers too. Zavaleta adds that team members are encouraged to develop their own voice and place in the market. “We believe there’s a balance to be found there,” he says. “Think of it as a sweet spot.” And because JB Goodwin is already such a familiar brand in the real estate market, the company wants its agents to leverage the brand and brand materials in their own promotional efforts. For REALTORS just starting out and those who don’t have a lot of marketing experience, access to an established brand persona like JB Goodwin’s is a huge advantage. It’s an instant boost of credibility. There is a time and place for experimentation. Like when a business decides to rebrand. One of the most exciting rebranding initiatives in the real estate market was Austin Board of REALTORS’ “Be a Member” campaign. In January 2019, the association had just undergone big structural changes. Emily Chenevert, the new CEO at the time, along with the board, wanted to communicate that ABoR was shedding its reputation as a staid and uninspired association. The campaign launched with a video titled “We’re done with this Sh*t” and included a link to a new recruitment website. As soon as the video dropped, so did jaws. “The video went viral with over 10,000-plus views in a matter of days,” says Chenevert. “And it was shared by more than 40 associations across the country.” Chenevert received countless compliments when she featured the video in presentations at multiple conferences. “Our goal was to dramatically shift the way we engage our members using a fresh bold voice and tone,” says Chenevert. It worked. The campaign doubled ABoR’s average engagement numbers and led to the development of a new member engagement structure. “Our membership loved it,” Chenevert adds, “because we spoke to them like people who are members of our community.” And that’s a sentiment that goes back to Comer’s branding strategy and why it works. Customers want to do business with brands that demonstrate beliefs in similar values.

Benchmark Mortgage: David McMillan of Benchmark Mortgage and Doren Carver of RealtyLine

REAL | PEOPLE

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Lennar at Bryson: Donna Montgomery

Keller Williams Round Rock Check Presentation to the Round Rock Area Serving Center

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REAL | PEOPLE Keller Williams Red Day: Kerri Parker of Keller Williams Realty and Stephanie Marek of Austin Title

Benchmark Mortgage: Sandy McIlree and David McMillan

HomeAid: Lennar at Community First! Village by Mobile Loaves and Fishes Tiny Home community

Austin Inspection Services: Billy Meyerdirk

Hometrust Mortgage has been helping people buy, reďŹ nance and construct homes in the Austin area for 32 years. We offer a full array of home mortgage products and your loan is processed and underwritten locally. Contact Hometrust Mortgage today for a free consultation or to get started on your home purchase or reďŹ nance.

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REAL | STORIES

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CHESMAR HOMES’

Jackie Van Meter

or more than 15 years, Chesmar Homes has been building highquality homes in some of Texas’ most sought after communities and neighborhoods. With every home build, Chesmar Homes strives to ensure its customers are happy and proud of their new home by making sure each encounter exemplifies courtesy, honesty and integrity. “Above all, Chesmar’s customers can expect to receive transparency from the start,” says Jackie Van Meter, New Homes Sales and Design Consultant. “We have a lot of core values at Chesmar Homes — respect, integrity, responsibility and honesty. Ultimately, we’re a family business and we treat our customers just like they are part of our own family.”

our lots,” Van Meter says. “In addition to our Farmhouse style home, we offer Craftsman, with stone, stucco and brick, which is unique for Austin.” Chesmar Homes offers 16 unique floor plans and the option of 50-, 60or 70-foot lots. With prices ranging from the $290s to $490s, the community offers a diverse range of options for homebuyers. “At Bryson, we see a variety of customers,” Van Meter says. “We have people coming from both inside and outside of Texas, from first-time to move-up buyers. In addition to young families, we also see a lot of interest from empty nesters or grandparents who want to move closer to their grandchildren.” To adjust to health and safety concerns caused by COVID-19, Chesmar Homes has been offering virtual consultations and home tours.

A private Texas builder, Chesmar Homes’ two owners came from other large builders. Chesmar Homes entered the Austin market six years ago, and is currently located in nine communities throughout the area, including Saddlecreek in Georgetown, Rancho Sienna in Georgetown, Bryson in Leander, Wateroak in Georgetown, Sunfield in Buda, Sorento in Pflugerville, Palmera Ridge in Leander, Sweetwater in Austin and Highlands at Mayfield Ranch in Round Rock. In addition to Austin, Chesmar Homes builds in San Antonio, Dallas and Houston. Recently, one of Chesmar Homes’ communities, Bryson, unveiled its newest model home. The new floor plan is named Bryson, which is named after a Chesmar employee’s child, like all of the company’s floorplans. The new model home offers 4 bedrooms, 3.5 bathrooms and an optional guest suite on a 60-foot lot. “In addition to the bedrooms, the Bryson floorplan already has a game room and study built in to the layout, plus the option to add on a guest suite,” Van Meter says. “This is very unique and exciting for many buyers, especially as more people are working from home. Whether used as a home office or in-law suite, it’s a great space.” Designed by the top developer for master-planned communities, Johnson Development, Bryson is a rolling Texas farmhouse community with ample amenities and features, including a pool, splashpad, amenity center, multiple parks and playscapes and over 2.5 miles of hike and bike trails with more to come. “The community is absolutely gorgeous, which is one of the reasons why we’ve been seeing record-breaking sales. In six weeks, we’ve sold over half of

“We sanitize before and after every model home visit and ask our customers and employees to be mindful of their health,” Van Meter says, “I’ve personally done a lot of buyer walks and consultation meetings through Zoom or FaceTime, and have even sold a couple of homes virtually.” Van Meter says her relationships with REALTOR partners have been more imperative than ever. “It’s been a challenging time that requires us to learn and adapt, and we’ve been working longer and harder than ever,” she says. “Because of this, having strong real estate partners has become such an asset. I’ve been doing a lot of tag teaming, and my REALTOR partners have helped take pictures or create videos for clients. It’s a true partnership for the betterment of the client.” For REALTORS with clients seeking a specific floorplan or custom options, a Chesmar Homes property may be the perfect fit. “Ultimately, there aren’t enough homes coming up for resale, and with a new home builder, homebuyers are able to ensure they get the home of their dreams. So especially for a buyer who seeks a specific neighborhood or home style, Chesmar Homes is a great option,” Van Meter says. Keeping true to their core values, homebuyers can expect to know the cost of their home from the beginning. “From day one, we share our options price list,” Van Meter says. “We have a design center built into the garage of the model homes and we label the costs of everything throughout the home, from the countertops to the flooring. This way, our customers don’t have to go to a third party to get an estimate of the cost. They walk out and know exactly what they can afford — keeping true to our Chesmar promise of transparency in all we do.”

REAL | PEOPLE

HomeAid: Scott Felder Homes at Community First! Village by Mobile Loaves and Fishes Tiny Home community

REALTOR Wine & Wealth: Stacye Blake, Christine Horne with Masters Wealth Group, Melia Gardner of Succession Title and Regina Bowker of All City Real Estate

Keller Williams Red Day: Kerri Parker, Phillip Way, Sherry Payne, Aimee Stephenson, all of Keller Williams Realty

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REAL | PEOPLE

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HomeAid: Taylor Morrison at Community First! Village by Mobile Loaves and Fishes Tiny Home community

Chesmar Homes at Bryson: Jason Gilchrist, Jackie Van Meter and Ryan Boatright, all of Chesmar Homes

REAL | PEOPLE

Keller Williams Red Day: Phillip Way of Keller Williams Realty, Stacye Blake; Sherry Payne, Aimee Stephenson, Kerri Parker, all of Keller Williams Realty; and Stephanie Marek of Austin Title

Village Builders at Rancho Sienna: Bamba Gaye

Chesmar Homes at Bryson: Jackie Van Meter

Make your best move this summer. Sunnier days are ahead and we can’t wait to run through the sprinklers, enjoy lemonade on the porch, and grill & chill in the backyard. It’s summertime and we are making living easier. Purchase your dream home by July 31, 2020, and we’ll pick up the closing costs on select homes.* Every summer has a story—make yours a page-turner.

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*All Closing Costs Limited Time Incentive (the “Promotion”) valid on new home contracts entered into as of 6/1/20-7/31/20 and applies to all eligible To-Be-Built and Showcase/Move-in Ready homes (“Promotion Period”), if (1) qualified buyer of an Eligible Home chooses Closing Agent selected only by Seller and finances with Seller’s affiliated lender, Taylor Morrison Home Funding, LLC, NMLS #149227 (“Affiliated Lender”) and (2) satisfies all other closing date and eligibility criteria (each, an “Eligible Home”). All Closing Cost Promotion includes both the Standard Closing Cost contributions and the Additional Closing Costs provided in the Purchase Agreement to buyers using Affiliated Lender, as well as the Title Company selected only through Seller. Seller will pay all closing costs at closing excluding discount points, pre-paid items, HOA Dues, Capital Contribution and Transfer/Disclosure Fee which total contributions will vary depending on the Eligible Home selected and other restrictions described below. Total closing cost contribution subject to Seller’s contribution limitations based on mortgage program. Buyer must pre-apply with Affiliated Lender before submitting offer to qualify for the Promotion. Buyer is not required to finance through Affiliated Lender or to use such Closing Agent selected by Seller to purchase a home; however, Buyer must use both settlement services to receive the Promotion. All loans are subject to underwriting and loan qualification of the lender. Services not available in all states. Rates, terms and conditions offered are subject to change without notice. All information (including, but not limited to prices, views, availability, incentives, school assignments and ratings, floor plans, site plans, features, standards and options, assessments and fees, planned amenities, programs, conceptual artists’ renderings and community development plans) is not guaranteed and remains subject to change or delay without notice. All homes subject to prior sale. Please see a Taylor Morrison Community Sales Manager or visit www.taylormorrison.com for additional disclaimers, licensing information or other details (as applicable). Offer void where prohibited or otherwise restricted by all applicable state and federal laws. Affiliated Lender is licensed in the following states: AZ #0916681; CA: DBO #4131114; CO: #347943; FL: MLD72; GA #45542 (branch located at 4400 North Point Parkway, Ste. 220, Alpharetta, GA 30022), NV: #5111 (branch located at 885 Tahoe Blvd, Suite 2, Incline Village, Nevada 89451 ph #916-500-1225); NC: #L-166652; OR: #ML-5888; SC: #149227; TX: #1040362, 336785, and 885815 (branch located at 2929 Briarpark Dr., Ste. 400A, Houston, TX 77042), WA: #CL-149227. Additional license information available at NMLS Consumer Access: www.nmlsconsumeraccess.org. © July 2020, Taylor Morrison, Inc. All rights reserved. 07/07/20 2311

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JU LY 2 02 0 | M Y R E A LT Y L I N E . C OM NOW SELLING

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The prices of our homes, included features, plans, specifications, promotions/incentives, and available locations are subject to change without notice. Stated dimensions and square footage are approximate and should not be used as a representation of the home’s precise or actual size. Please see the actual purchase agreement for additional information, disclosures, and disclaimers relating to a home and its features. Any photographs or renderings in these materials are for illustrative purposes only. Marketing promotions/incentives may be subject to conditions or restrictions. You must visit a Trendmaker Model Home to purchase a home. Please consult a New Home Advisor for specific price and other information for each community. A Broker/Agent must register their client in person on client’s first visit at each community for a Broker/Agent to receive a commission. Our name and logos are registered trademarks or trademarks of TRI Pointe Group, Inc. and/or its subsidiaries. © 2020 Trendmaker Homes, Inc.

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REAL | PEOPLE

HomeAid: Scott Felder Homes at Community First! Village by Mobile Loaves and Fishes Tiny Home community

Austin Inspection Services: Kyle Guarco

Receive a 3% commission on your first closing.

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Keller Williams Red Day: Sherry Payne of Keller Williams Realty and Bennie Engelke

Your buyers will quickly embrace our “Feel The Wow” promotion that allows them to enjoy the very best Scott Felder Homes has to offer. With a variety of excellent new home locations and prices, award-winning home designs, and interior options, your buyers will definitely feel the wow in a home built just for them.

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$200 - $600s ScottFelderHomes.com *All qualified sales must be original Scott Felder Homes (“SFH”) contracts written between January 2, 2020 and November 30, 2020. Sell ONE home and you’re enrolled in SFH’s Co-Broker Loyalty Program! Sell TWO homes between 1/2/20 and 11/30/20 and qualify for a 1% bonus on your 2nd SFH closing. Sell THREE homes between 1/2/20 and 11/30/20 and qualify for a 2% bonus, entitling you to a 5% total commission on your third, and all subsequent closings for the remainder of 2020! Bonus Percentage will be dictated by order of closing: 3% upon first closing, 4% upon 2nd closing, and 5% upon third closing and thereafter between 1/2/2020 and 12/31/2020. All bonuses will be noted on the Closing Disclosure (“CD”) and will be paid at closing. Payments of commissions and bonuses will only be made to actively licensed Texas Brokers. Broker’s commission cannot be used to reduce the price of the home and is only valid if Broker accompanies and registers its client on the first visit to any SFH Austin Division Community during the bonus promotion period AND Broker’s client enters into a new sales agreement for an eligible available home during the bonus promotion period. Bonus paid to Broker upon client’s successful closing and funding and is based on the ORIGINAL contract price as stated in the Sales Agreement, excluding any Seller incentives, subsequent change orders, re-writes, or upgrades. While commission bonuses cannot be used to reduce sales price, Broker may elect to waive participation in the 3%-4%-5% bonus program and apply its Broker bonus, in all or part, towards purchaser’s closing costs. May not be combined with any other Broker bonuses or offers. No team sales: only individual selling agent may qualify. Broker is responsible for all applicable taxes. Please see a SFH Sales Associate for complete details.

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A Tribute Story Mike McCoy, co-owner of Mission Mortgage of Texas and long-time member of the Austin real estate industry passed away on June 13 after a two-year battle with ALS. He was 67 years old.

with Leigh Ann Holden of Mission Mortgage. She offered Mike a position in her mortgage company. Mike vowed to stay only two years until the commercial sector got back on its feet.

After attending business school at Southwest Texas State University in San Marcos, Mike moved to Austin and ventured into commercial real estate. It was a good time to be here. In the late 70’s and early 80’s, Austin would experience a major economic boom. High rise office buildings started dotting the downtown landscape, the housing market was sizzling, and the population was growing with no end in sight. Mike was part of that experience, selling residential real estate for McLester & Grisham and later, commercial real estate with Henry S. Miller.

But there was no looking back. Both a business venture and a love story had been created. Mike and Leigh Ann McCoy married and for 34 years built Mission Mortgage into one of the most successful locally-owned mortgage companies in Texas.

But as many Austin real estate veterans vividly remember, the Texas economy came to a crashing halt in the mid-80s. The bust took its toll on the oil, banking and real estate industries. By 1986, with commercial real estate at a near standstill, Mike started working

Mike became the face and the driving force of Mission Mortgage. He was the deal maker, the front man who created and nurtured relationships with builders and developers that to this day do business with Mission Mortgage. While Leigh Ann took care of operations and running the business, Mike was the visionary, always looking at the big picture. They were the perfect team. “So many of us who have been here for years often talk about losing parts of what Austin once was,” reflects Wes Peoples of Wes Peoples Homes. “Mike harkened back to a time where relationships in business were more important than loan packages. If you earned Mike’s trust, you were in. All you needed was his handshake because you knew he was going to do what he said he was going to do and he trusted you to do the same. Integrity, trust, relationships. Those were the linchpins of doing business with Mike McCoy. I will miss him greatly,” Peoples said. “I remember Mike always having an awesome, striking smile — as though the world was his canvas,” said Philip W. Jalufka, CEO of Legacy Performance Capital & Legacy International. “Behind the smile was the making of a very special family and business. I value his relationship, and the mentorship over the years while we serviced customers and changed many lives together. His Legacy lives on in Leigh Ann —

a powerful force in our real estate industry,” Jalufka said. To Mike, employees weren’t just workers, they were part of the family, according to Senior Loan Officer Kathie Femal whose been with Mission Mortgage since the beginning. “Mike had compassion and operated on the concept of generosity. To him, Mission Mortgage was a family business,” Femal said. And he maintained a sense of humor. “Every time I’d get to work,” Femal fondly remembers, “Mike would say, ‘Femal, glad you made it to work today. Did you get a loan today?’” “Mike kept sanity in a business that, at times, is insane. He had a big heart and a gentle soul,” added Rick Mincher, vice president at Mission Mortgage. Mike was devoted to making a difference in the community. He encouraged the Mission Mortgage family to do the same. And they did, by volunteering their time for various non-profits. Until his health declined, Mike was making weekly runs to deliver food to the homebound for Meals on Wheels, assisted in projects for Habitat for Humanity and donated to a number of charities, including the ALS Association. When Hurricane Harvey struck the Texas coast in 2017, Mike could be found every weekend in Port Aransas assisting in relief and rebuilding efforts. Mike McCoy will be forever remembered by his wife, Leigh Ann, his daughter, Lauren, his mother, Inge McCoy, his sister, Patti McCoy Turner and family, and the family of his late brother, Clyde W. “Mac” McCoy. Mike was also preceded in death by his father, Master Sgt. Clyde William McCoy. If his friends and colleagues wish to honor Mike, in lieu of flowers, donations can be made to the ALS Association Texas Chapter — Mike McCoy Memorial Fund at: http://charity.gofundme.com/mikemccoymemorial.