The Residential Specialist, September/October 2014

residential

sep + oct

B US I N E S S I N TELL IGE N CE FOR THE CR S PROFE S S IONA L

2014

THE

SPECIALIST ALSO IN THIS

ISSUE

VALU E

VALUE PROPOSITIONS REALTORS速 like Joe Schutt, CRS, employ an arsenal of services to prove their value to clients.

marketing to generation y how specialized should you be? getting involved locally

the Uber-ization of real estate juggling social media channels giving back to the community

REPUTATION AND

RELIABILITY

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contents VALUE PROPOSITIONS

18

CRSs bring a lot to the table — the key is successfully communicating it.

By Gayle Bennett

Sep 20 Oct 14 vol. 13, no. 5

features 22

THE Y FACTOR

Gen Yers are eyeing or buying their first homes, and it’s time to embrace the generation with gusto.

By Donna Shryer

ON THE COVER

Joe Schutt, CRS, photographed for The Residential Specialist

by Mike Ritter

WHAT’S SO SPECIAL ABOUT YOU?

GET UP, GET INTO IT & GET INVOLVED

How to choose whether to be everything to everyone or target one specific market.

Successful CRS leaders say getting involved with the Council can open doors to personal growth and professional opportunities.

By Daniel Rome Levine

By Regina Ludes

26

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contents

departments

Sep 20 Oct 14 vol. 13, no. 5

12

16

4 VANTAGE POINT

By Ron Canning, CRS

5 SHORT LIST

The most walkable U.S. cities; foreign investment in U.S. real estate; Gen Y and the housing market

34

9 COOL STUFF

Keep your devices powered up with these portable chargers

10 SMART SOLUTIONS

How REALTORS® can deliver service that improves and simplifies the customer experience

By Michael Fenner

12 INSIDE TRACK

Tips and tools for wisely managing your social media channels

By Gwen Moran

14 WINDOW OF OPPORTUNITY

For many CRSs, lending a hand to charitable causes is a high priority and responsibility

By Mary Ellen Collins

16 PEER TO PEER

Maura Neill, CRS, RE/MAX Around Atlanta

34 WORK + LIFE

The Confidence Code: The Science and Art of Self-Assurance—What Women Should Know,

by Katty Kay and Claire Shipman Reviewed by Allan Fallow

Fall into the Flat-Screen Check out the new lineup of fall TV shows

inside CRS 37 NEWS FROM THE COUNCIL

A best-selling author and real estate strategist will be the keynoter at Sell-a-bration®; New CRS One-Day Essentials courses focus on core skills

40 CRS CONNECT 45 YOUR HOME

An autumn season home tune-up list

48 ASK A CRS

Advice from the country’s top agents

ON LY A T TR S MAG. C OM THE RESIDENTIAL SPECIALIST ONLINE Visit the new website at trsmag.com to access the digital edition of The Residential Specialist.

ONE-DAY ESSENTIALS Watch a video with Raziel Ungar at trsmag.com to hear how a One-Day Essentials Course can enhance your negotiation skills.

39 VOLUNTEERING IS GOOD FOR YOUR HEART Volunteering can reduce your risk for hypertension. Learn more at trsmag.com.

B US I N E S S I N TE L L I GE N C E F OR TH E CR S PR OFE S S I O NA L

Coming Next Issue ...

■ Moving Back to the Big City How can REALTORS® best serve the increasing numbers of baby boomers and young professionals who are moving back to the city?

■ Getting First-Time Homebuyers Off the Fence How to help your clients determine if it’s the right time to buy, and tools that can help them decide what they can and can’t afford.

EDITOR Michael Fenner mfenner@crs.com 800.462.8841 2014 COMMUNICATIONS ADVISORY PANEL Moderator: Clark Niblock, CRS Co-Moderator: Lois Cox, CRS 2014 COMMUNICATIONS ADVISORY PANEL MEMBERS Darlene Price Bailey, CRS Richard Bradford, CRS Gretchen Conley, CRS Clyde Cooper, CRS John Cotton, CRS Geri Kenyon, CRS Michael Maher, CRS Colleen McKean, CRS Michelle Rosenkoff, CRS John Stark, CRS Darlene Stouder, CRS Patricia Tasker, CRS Marylea Todd, CRS Kristin Triolo, CRS Beverlee Vidoli, CRS CONTRIBUTING WRITERS Gayle Bennett Mary Ellen Collins Michael Fenner Daniel Rome Levine Regina Ludes Gwen Moran Donna Shryer OFFICERS: 2014 President Ron Canning, CRS Chief Executive Officer Lana Vukovljak 2014 President-Elect Dale Carlton, CRS 2014 First Vice President Janelle Pfleiger, CRS 2014 Immediate Past President Mary McCall, CRS

PUBLICATION MANAGEMENT 847.205.3000 www.glcdelivers.com Publishing Manager Phil Malkinson Art Directors Scott Oldham Ivette Cortes Advertising Manager Michael J. Mrvica M.J. Mrvica Associates, Inc. 856.768.9360 mjmrvica@mrvica.com The Residential Specialist is published for Certified Residential Specialists, General Members and Subscribers by the Council of Residential Specialists.

The magazine’s mission is: To be a superior educational resource for CRS Designees and Members, providing the information and tools they need to be exceptionally successful in selling residential real estate.

The Residential Specialist is published bimonthly by the Council of Residential Specialists, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092.

Periodicals postage paid at Chicago, IL, and additional mailing offices.

Change of address? Email requests to crshelp@crs.com, call Customer Service at 800.462.8841 or mail to CRS at the above address.

The Residential Specialist (USPS-0021699, ISSN 1539-7572) is distributed to members of the Council as part of their membership dues. Non-members may purchase subscriptions for $29.95 per year in the U.S., $44.95 in Canada and $89.95 in other international countries.

All articles and paid advertising represent the opinions of the authors and advertisers, not the Council.

POSTMASTER: Please send address changes to: The Residential Specialist, c/o Council of Residential Specialists, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092.

COPYRIGHT 2014 by the Council of Residential Specialists. All rights reserved. Printed in U.S.A.

crs.com

■ Amenity Game An increasing number of people are paying a premium to live close to neighborhood amenities — how much does it affect the asking price?

■ Relocating Your Business When you move from one area and relocate to a new market, what are the best strategies for re-establishing your business?

PLUS:

The latest and greatest in SEO strategies — the tools to ensure your Web and social media efforts pay off Would you like to be a source for a future story in The Residential Specialist? Send an email to mfenner@crs.com

to be added to our potential source list. To see a list of the topics we’ll be covering, check out the magazine’s 2014 editorial calendar online at crs.com.

Who on your team could benefit by receiving a personal copy of The Residential Specialist?

STAY INFORMED The Council of Residential Specialists provides superior education, exceptional networking opportunities and critical resources.

The Council’s flagship magazine, The Residential Specialist, delivers the latest industry trends, success stories and proven strategies to grow your business.

To subscribe for yourself or a colleague, call 800.462.8841.

Note: Members of the Council of Residential Specialists receive the magazine as part of their member benefits.

[vantage point]

from the desk of Ron Canning, CRS, 2014 president

MAINTENANCE &

preparatıon 

As autumn arrives, many of us tackle those annual household chores to get ready for winter: rake the leaves, clean the gutters, check the weather-stripping around the windows and get the furnace checked. We do this to prepare our homes to handle anything that may come in the winter months. As every homeowner knows, proper maintenance and preparation can make all the difference.

CRS Designees should think about their approach to professional education in the same way. CRS education provides a huge opportunity for agents to maintain their careers and prepare themselves for whatever the future may bring — no matter what happens in the

housing market. The training I received and relationships I built by attending CRS courses changed my life and put me on a solid path to success. Ongoing learning has enriched my career as the years go by.

REALTORS® who have mastered the basics of the business might be able to make a living, but those who strive to know more are the lifelong learners. They are constantly looking for the next educational opportunity to refresh their minds and give them the tools they need to compete in a changing market.

I encourage all of you to attend our unparalleled CRS classroom courses, eLearning courses and webinars. The Council’s latest educational program, One-Day Essentials, offers three all-new courses that focus on the core skills REALTORS® need to take their business to the next level: Converting Leads into Closings; Win-Win Negotiation Techniques; and Building a Team to Grow Your Business.

Experienced CRS Designees can still benefit from the skills and relationships they build by attending the Council’s courses. CRS education also provides a key opportunity for you to encourage your less-experienced colleagues to join CRS and help us work together to elevate the level of professionalism throughout the industry. After all, maintenance and preparation, in one sense or another, are critical for both homeowners and we REALTORS® who serve them.

Visit crs.com/education and crs.com/ one-day-essentials for more information.

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TOP 10

[short list]

most walkable U.S. cities

+ industry headlines + statistics + trends

STREET

first 

As the push to develop more walkable communities gains traction, certain metro areas are progressing faster than others, according to a report by the Center for Real Estate and Urban Analysis at George Washington University School of Business in conjunction with Smart Growth America.

While metro areas like Washington, D.C., New York City, Boston, the San Francisco Bay Area and Chicago ranked among the top current areas for walkable urbanism, the report found that other cities, including Miami, Atlanta and Detroit, are well positioned for future growth of walkable places given current efforts in those communities.

Top-ranking metro areas have an average of 38 percent higher GDP per capita compared to the low-ranking cities. Offices in walkable urban areas rent at a 74 percent higher premium per square foot over drivable suburban areas.

“Cities that want to thrive in our new economic and demographic realities will need to find ways to create and support more of these dynamic, productive walkable districts that are in high demand,” says Geoff Anderson, president and CEO of Smart Growth America.

[WASHINGTON, DC]

[NEW YORK]

[BOSTON]

[SAN FRANCISCO]

[CHICAGO]

THE REST OF THE TOP TEN

1 2 3 4 5

6. Seattle  7. Portland  8. Atlanta  9. Pittsburgh  10. Cleveland

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[short list]

positive results

0.8%



Increase in high-priced home sales Decrease in lowpriced home sales

+ industry headlines + statistics + trends

2.5%

HIGH AND LOW

The high and low ends of the housing market are experiencing big changes. More than 11 percent of homes sold for more than $500,000 in April, and sales growth was highest among homes in above-median-priced categories, according to NAR research. One year ago, homes that sold at $500,000 or more made up 10.8 percent of the market; they now comprise 11.6 percent.

At the same time, the number of low-priced home sales is falling: Approximately one-fifth of homes sold for less than $100,000 a year ago, and that share shrank in April 2014 to 17.5 percent. NAR attributes this to a lack of inventory of low-priced homes and rising home prices. Sales in the lowest-price tier fell by 12 percent nationally from a year ago, while sales in higher-priced categories were up by as much as 5 percent from April 2013.

PALM pilots

Blackberry



Increasingly for REALTORS®, business gets done on a mobile device. The 2013–2014 REALTOR® Technology Survey finds that 94 percent of REALTORS® use mobile devices to communicate with clients, and they spend a median of 44 percent of their time corresponding with or doing work for their clients via their mobile devices.

The survey finds that brokers spent a median of $1,410 on technology for their real estate business last year, up from $1,122 in 2012, while agents spent a median of $848, up slightly from $822 in 2012.

Social media is now an established part of most REALTORS’® business plans: 91 percent say they use social media; 70 percent say they use social media to build relationships and network; 64 percent say they use it for marketing and generating leads. The most frequently used social platforms were Facebook, used by 77 percent of respondents, followed by LinkedIn, used by 75 percent.

“REALTORS® tend to find the most value in technologies that allow them to conduct business quickly, conveniently and on the go,” says Mark Lesswing, NAR senior vice president and chief technology officer. “Embracing new technologies and online resources is a vital part of how REALTORS® identify, market and sell homes and guarantee that they are meeting their clients’ needs.”

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Many beleaguered homeowners who had owed more on their mortgages than their homes were worth are getting some relief.

Rising home prices brought equity gains for 312,000 residential properties in the first quarter, according to CoreLogic.

Still, 6.3 million homes with a mortgage (12.7 percent) remain in negative equity, while 10.1 million properties have equity but are considered undervalued.

The national aggregate value of negative equity was $383.7 billion for first quarter 2014, compared to $400 billion for fourth quarter 2013, a decrease of $16.3 billion.

“Prices continue to rise across most of the country and significantly fewer borrowers are underwater today compared to last year,” says Anand Nallathambi, president and CEO of CoreLogic. “An additional rise in home prices of 5 percent, which we are projecting will occur over the next 12 months, will lift another 1.2 million properties out of the negative equity trap.”

Other/None

9%

3%

Android

36 %

Most popular smartphone operating systems among REALTORS®

iOS

52 %

SIZE MATTERS

Top features of new houses

3+ bathrooms

2+ stories

33 %

53 %

Most of the single-family homes built in 2013 featured at least a two-car garage and central air conditioning, according to a report from the U.S. Commerce Department.

The Annual 2013 Characteristics of New Housing Report finds that of the 569,000 single-family homes completed last year, the average size was 2,598 square feet.

4+ bedrooms

44%

Air conditioning

91 %

Full or partial basement

29%

Forced-air furnace

59%

Heating system powered by gas

61 %

INVASION OF THE FOREIGN MONEY  Foreign investment in the U.S. real estate market surged 26 percent to $92.2 billion in the one-year period ending in March 2014, which is up from the year-earlier level of $68.2 billion, according to the National Association of REALTORS® 2014 Profile of International Home Buying Activity.

Four states accounted for 55 percent of the total reported purchases by foreign buyers — Florida, California, Arizona and Texas. Florida remains the destination of choice, claiming a 23 percent share of all foreign purchases. California ranks second with 14 percent, followed by Texas with 12 percent and Arizona with 6 percent. According to Realtor.com, the top five cities searched online by international buyers in 2014 were Los Angeles, Miami, Las Vegas, Orlando and New York City.

The study finds that European buyers are generally attracted to states with warmer climates, such as Florida and Arizona, while the West Coast tends to attract Asian purchasers.

Indian buyers tend to gravitate toward states that are home to large information technology companies, such as California, New York and North Carolina. Within markets in

an individual state, it is not unusual to find concentrations of people grouped by nationality, which might indicate that word-of-mouth and shared experiences influence home purchases, the study concludes.

Nearly 60 percent of reported international transactions were all cash, compared to just one-third of domestic home purchases. Foreign buyers hail from all over the world, but those from Canada, China, Mexico, India and the U.K. accounted for approximately 54 percent of all international transactions last year. Twenty-eight percent of REALTORS® say they worked with international clients this year, but only 4 percent of those who reported having an international client closed 11 or more international transactions in a year.

“We live in an international marketplace, so while all real estate is local, that does not mean that all property buyers are,” says NAR President Steve Brown, CRS. “Foreign buyers are being enticed to U.S. real estate because of what they recognize as attractive prices, economic stability and an incredible opportunity for investment in their future.”

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[short list]

+ industry headlines + statistics + trends

WILL Y BUY?



DISASTER ZONE

While the housing market slowly improves, real estate industry analysts are paying special attention to members of Generation Y (also known as “millennials,” born from the early 1980s to the early 2000s), who are expected to drive housing demand in the coming decade. The latest State of the Nation’s Housing report by the Joint Center for Housing Studies of Harvard University finds that tight credit, still-elevated unemployment and mounting student loan debt among young Americans are moderating growth and keeping millennials and other first-time homebuyers out of the market.

The report finds that although the housing industry saw notable increases in construction, home prices and sales in 2013, household growth has yet to fully recover from the effects of the recession. In fact, 2.1 million young Americans in their 20s, saddled with higher-than-ever student loan debt and falling incomes, live with their parents, while student loan balances increased by $114 billion last year.

Still, the number of households owned by people in their 30s is expected to increase by 2.7 million over the coming decade, which should boost demand for new housing, the study contends. “Ultimately, the large millennial generation will make their presence felt in the owner-occupied market,” says Daniel McCue, research manager of the Joint Center, “just as they already have in the rental market, where demand is strong, rents are rising, construction is robust and property values increased by double digits for the fourth consecutive year in 2013.” (See The Y Factor, page 22)

Eight percent of all U.S. homes — about 10.8 million housing units — are located in very high-risk areas for natural disasters, such as hurricanes, tornadoes and earthquakes, according to a study by RealtyTrac.

“The potential risk of a natural disaster may not be the first item on most homebuyer checklists for a dream home, but prudent buyers will certainly take this into consideration along with myriad other factors that could affect home value,” says Daren Blomquist, vice president at RealtyTrac.

There were 51 counties with a population of 100,000 or more that ranked “Very High Risk” for natural disasters. This included counties in 13 states: Alabama, Arkansas, Georgia, Indiana, Kansas, Massachusetts, Mississippi, North Carolina, Ohio, Oklahoma, Rhode Island, South Carolina and Tennessee.

BY THE NUMBER S Percent of all homebuyers who are first-timers

50 %

40%

40%

41 %

40% 36 %

2003

Sep Oct

2004

8

2005

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2006

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39%

2007

2008

2009

2010

37 %

39 %

2011

2012

38 %

2013

Source: NAR 2013 Profile of Homebuyers and Sellers

47 %

power UP

[cool stuff]

Busy REALTORS® are always on the go, so you need to keep electronic devices running smoothly with minimal interruption.

Even the briefest energy drain can disrupt your day, so you need a portable charger that will power you back up quickly and reliably, wherever your business takes you.

acquisitions on a theme

OFF THE WALL

WORLD TRAVELER

If you’re looking for versatility, check out the Zagg Sparq 6000, which also acts as a wall adapter, eliminating the $ 39.99 need for a separate charging cable. The on/off switch helps preserve stored power when not in use, and five bright LED lights show how much power remains. Its slim design and durable cover allows for easy portability wherever you go, while the universal USB ports make it possible to charge most electronic devices.

World travelers will appreciate the Proporta USB TurboCharger 7000 World Pack, which comes with two retractable cables and a range of interchangeable connector heads so you can charge your devices wherever you travel in Europe and Asia. With 7000 mAh storage, the Turbo Charger provides enough power to recharge your phone, tablet, digital camera or gaming device several times over. It also comes with a two-year exchange warranty.

www.zagg.com

www.proporta.com

DUAL ENERGY SOURCE

Looking for power and speed? The New Trent iCarrier IMP 120D charger uses 12,000 mA, which is more than twice as powerful as many other portable chargers, so your devices can be charged up to six times. Equipped with dual USB ports, the device can charge a phone and tablet at the same time. The iCarrier’s compact and lightweight design makes it easy to carry in your purse or pocket.

$

37.95

www.newtrent.com

79.95

$

SMALL AND POWERFUL

Weighing in at only 3.3 ounces, the Qi – Compliant charger from RAVPower has a compact and slim design, which makes it easy to carry around in your pocket or purse. The charger uses cutting-edge technology that eliminates charging wires and adapters. Once your phone or tablet is recharged, the device goes into idle mode, saving on energy costs, but is ready to charge up again at a moment’s notice.

IN CHARGE

$

If the power in your mobile devices drains quickly, the Jackery Air Auxiliary Battery $ 99.99 can help. This ultra-thin auxiliary battery (0.8 inches thick) has a 5,000 mAh rating, meaning it can charge an empty iPhone to full — twice over with some power to spare.

The Jackery Air can be filled up after charging about an hour, and the company claims that the batteries have a standby time of six months. An LED light on the battery tells you how much power is left. The battery pack itself is just slightly larger than an iPhone 5 and weighs only 5.4 ounces, so you can easily hold onto it and still hold and use the device that’s being charged. An orange aluminum case houses the battery, protecting it while giving it a modern high-tech look. www.jackeryusa.com

39.99

www.ravpower.com

PORTABLE SOLUTION The AMPMax rechargeable 6000 mAh battery from MyCharge.com provides a portable power solution in a compact, ergonomic package. The USB port delivers 2.4A output for up to 27 hours of talk time, and the Smartsense technology identifies and charges any device that is connected. It also comes with a recharge cable and a quick-start guide.

$

49.99

www.mycharge.com

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[smart

solutions]

streamlining your business through technology

AT YOUR

servıce

By Michael Fenner



It’s no secret that virtual companies offering real-world benefits have made a huge impact on a range of businesses, from taxis (Uber) to grocery delivery (Peapod) to home entertainment (Netflix). Now real estate practitioners are beginning to realize that the “Uber-ization” of their services might make the home-buying and selling process more seamless for consumers — as well as the REALTORS® who serve them.

This concept was a recurring theme of the Inman Real Estate Connect conference, which was held in July in San Francisco. Many of the presenters drove home the idea that REALTORS® need to deliver service that will improve and simplify the customer experience and offer them more choices.

Technology often offers a means to accomplish that noble goal.

“What (technology does) is to provide a platform to reduce the friction in the transactions in a market,” said Inman Connect presenter Gagan Biyani, CEO of

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Following the lead of other industries, REALTORS® are working to give customers what they want, when they want it.

fresh food-delivery service Sprig.

“Technology allows us to completely revamp the consumer experience.”

For example, the Uber model, which enables customers to see where there are available cars near their current location, gives customers a “profound and satisfying experience,” Inman chief Brad Inman said. What’s more, customers can see ratings of the drivers who are in the area before they agree to ask for a particular driver.

But when consumers look for REALTORS®, the end-user experience is altogether different. “They find a REALTOR® somehow — they aren’t rated, they aren’t ranked. You don’t know who you’re dealing with.

That’s a disconnect,” Inman said.

REALTORS® need to come to terms with this market reality. After all, online rating services are the new normal. “It’s the future, and it’s the present and it’s not going away,” said startup investor and conference speaker Cyan Banister.

Defaulting to ‘Yes’

One way to garner positive ratings from clients is to focus on not only serving them well,

but “enchanting” them, according to speaker Guy Kawasaki. His resume is well-known, and with good reason. The author and current chief evangelist of Canva, an online graphic-design service, he was previously chief evangelist of Apple and an advisor to the Motorola business unit of Google.

Some of his tips for being enchanting are straightforward: Smile more (a real smile, not a fake smile); learn to reciprocate favors with others who have helped you; and don’t interpret other people’s gain as your loss. But other tips were somewhat more complex, and they have a direct bearing on the way real estate agents do business.

For example, Kawasaki advised people to “default to ‘yes.’ Always be thinking, ‘How can I help you?’”

REALTORS® who have a predisposition to be agreeable will find more success, he argued, and “the upside of defaulting to ‘yes’ far outweighs” the potential downside of saying “no.”

He also said if agents want to succeed, they need to accept people as they are without regard to their appearance, background or race.

That mentality will help you agree on something with that person, whether it’s a client or a fellow REALTOR®. By finding common ground, Kawasaki said, you can build a productive relationship that will help you get business done — or even solve a crisis.

He also urged agents to remove any roadblocks that might hinder their interactions with clients or fellow REALTORS®. For example, he mentioned Captcha, the annoying (to some) and inscrutable (to others) online verification tool used by many REALTOR® websites to register potential clients who would like to receive home listing emails.

“The purpose of Captcha is to reduce the number of customers you have,” Kawasaki joked. “Why don’t we just say, ‘We don’t want you to register?’” The key to building good customer relationships is to avoid creating these kinds of “speed

bumps” in your interactions with others, he said. By reducing the friction in your client interactions, you can improve your customers’ experience from the very first contact you have with them — on your website.

Speaking at the Inman event more than a week before the Trulia deal was announced, Zillow chief revenue officer Greg Schwartz admitted that the interest his company has attracted from investors “provides a lot of financial flexibilA New Reality ity” as Zillow grows. And with the The announcement of listings announcement of the Trulia deal, it aggregator Zillow’s blockbuster looks like he was right. $3.5 billion acquisition of Trulia Love it or hate it, Zillow’s success only reinforces the main theme illustrates the “give the consumer discussed at the Inman Conference: what they want, when they want it” Give the consumer what they want ethos of like-minded virtual compaand make it easy for them to get it. nies who deliver real-world results.

Time will tell what effect the And REALTORS® who can learn merger will have on the real estate from this model might be able to industry, but Wall Street seems to get a leg up on the competition. see Zillow’s potential. The company, which launched in late 2004, Michael Fenner is the editor of The Residential had a market capitalization of a Specialist. whopping $6.1 billion on July 29, and the company’s stock price has Check out the CRS eLearning course, Putting Technology to Work for Your Clients, risen steadily from $28 in January available at bit.ly/1lPvlyf.

2013 to $123 in late July 2014.

GADGET INSPECTOR

THE REFUEL SMART PROPANE TANK GAUGE KEEPS YOU GRILLING As summer winds down, the propane tank on your grill may be getting low, but it can be tough to tell when it will run dry. The Refuel Smart Propane Tank Gauge connects to an app on your mobile device via WiFi that monitors the propane level in your grill’s tank and lets you know when it’s time to fill it up. If WiFi isn’t available, there’s a handy sensor display on the unit itself.

For more information, visit quirky.com/shop/732.

The list price is $49.99.

THE SCANNER MOUSE ALLOWS YOU TO SCAN BY HAND This full-function mouse also includes a bonus: It can scan documents simply by gliding over them.

An ideal solution for receipts, business cards or any document as large as 16.5 inches by 11.7 inches, the device allows you to edit images on your computer screen; save, send or upload documents; and convert scanned text for editing.

For more information, visit www.brookstone.com. The list price is $19.99.

THE VARIABLE POSITION TABLET STAND IS AN ARM SAVER

This adjustable stand for iPads or other tablets allows users to have comfortable access to their device without holding it in their hands, whether they are sitting upright or reclining in bed. The 15-inch-wide, 10-inch-deep tray can adjust to the desired height and angle, whether you are surfing the Web, reading an eBook or watching video. Clips on the tray keep the tablet secure, and the whole stand folds flat for compact storage.

For more information, visit www.hammacher.com. The list price is $49.95.

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[inside track]

MEDIA

what’s trending in real estate

circus

By Gwen Moran



Ninety-one percent of REALTORS® use social media, for a variety of reasons. But with the proliferation of sites ranging from Facebook, Twitter and LinkedIn to Google+, YouTube and Instagram, it may seem like keeping up with the latest social media is impossible, let alone finding the time to create profiles and manage content on each site.

“Once you understand who you’re targeting, you’re going to be more effective at what you do,” says Rebecca Mountain, founder of Ontario, Canadabased Impetus Social, Inc., a social media and lead generation consultancy. “You need to be very certain you know who your customer is and where they are.”

Fortunately, there are some effective tools and strategies to keep in mind when you’re creating a social media presence.

Narrow Your Focus

There are simply too many social media platforms to participate on all of them effectively, says Atlanta-based Maura Neill, CRS, an agent with RE/MAX Around Atlanta.

Instead, narrow your focus to the two to four that prove to be effective for you. Neill teaches social media classes to REALTORS®, and she suggests first mastering one or two platforms, such as Facebook and LinkedIn. Then try experimenting with others — such as Instagram and Twitter — adding them if they work and ditching them if they don’t.

“Inevitably, at some point in their careers, [REALTORS® have] gone to a social media class and someone has stood in front of

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Juggling your social media channels takes skill. Be more effective and increase returns with these tips and tools. them and said, ‘You have to have a Twitter account. You have to have Pinterest boards. You have to have a YouTube channel,’” Neill says.

“And it’s just not true. The key to being successful on social media is to pinpoint the platform your clients are using, and make sure you enjoy using that platform.”

Use Management Tools Wisely

Social media management tools (see sidebar) can display many of your key social media profiles through one dashboard interface. There, you can often update your profiles and schedule posts for future dates. That approach can save you a tremendous amount of time. For example, you may spend one hour Monday and Thursday scheduling posts for the following days. Some management tools even have analytics so you can check to see which platforms and posts are working best for you.

And while this can save time and make posting easier, there are a few caveats. First, Mountain warns that Facebook has algorithms that determine what appears in the feeds of your Facebook friends and people who “Like” your business page, and it will penalize dashboard posts by making them visible to fewer people. So, it’s best to update to Facebook directly instead of using a dashboard.

In addition, James Nellis, II, CRS, who leads a team at Keller Williams Capital Properties in Alexandria, Virginia, cautions that you should avoid “auto-blasting,” which means sending out the same exact content across multiple platforms. Each platform “has a unique audience and purpose, so you want to be sure you create content that’s specific to the way the users want to interact,” he says. He combines content in a way he calls “social fusion.” Here’s how that

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45 %

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on ati ni c mu c om sy

BY THE NUMBER S Social media can be an important tool for any real estate business. Here are the top reasons REALTORS ® use these platforms.

Ea

might play out for a new listing: ÄÄCustom Web Page: Create a website with information about the specific home, including video, special features and other details. ÄÄBlog: Write a blog post about the property, linking back the website. ÄÄFacebook: Post a lifestyle-driven description with a personal message about the home, along with photographs and a link to the website page. If you post this on your business page, you may pay a small fee — typically $10 or less — to “boost” the post so it reaches a wider audience. ÄTwitter: Ä Tweet about the new listing with a link to your custom page. Use local hashtags — a word or phrase preceded by a # — which turns it into a hyperlink that collects all other tweets with that hashtag.

Tweet again to announce open houses. ÄÄLinkedIn: Post a brief piece about the favorable market conditions in that city or community and announce that you have a new listing in that area. ÄÄPinterest or Instagram: Post photos of the house and its most attractive features. ÄYouTube: Ä Upload a custom video of the home to your professional YouTube channel using the “embed code,” a link that allows you to share the video within other social media and your blog.

By thinking about the audience for each platform, you can use very similar content to create compelling posts for each audience.

51 %

64 %

70 %

Source: 2013-14 REALTOR® Technology Survey Report, National Association of REALTORS®.

Understand Business vs. Personal

Mountain typically advises starting with Facebook and LinkedIn. She recommends activating both a personal and a business page to ensure that you have appropriate platforms for sharing personal information, which is important, but to not overload your personal page with business-oriented material. She suggests agents follow a 75 percent/25 percent rule. On the personal side, shoot for 75 percent personal information and 25 percent business. On your business page, reverse the proportions.

Test and Track

Neill emphasizes how important it is to track exactly where your leads are coming from. Out of her 54 closings in 2013, 10 came from Facebook, she says.

“If you’re not getting any leads from social media, you need to change your strategy or stop spending time on something that isn’t working and try something else,” she says.

Learn more by taking the CRS online course Navigating the Social Media Maze. Visit crs. com/education for details.

Gwen Moran is a writer based in Wall Township, New Jersey.

WEB SOLUTIONS

MEDIA MANAGERS

If you’re ready to use a social media management platform, here’s the scoop on three popular ones.

HootSuite

Use this popular social media management platform to manage profiles on many popular social media sites, such as Facebook, Twitter, Pinterest, Wordpress, FourSquare, LinkedIn and others. The Pro version can manage up to 50 profiles across platforms, enabling you to schedule your posts and giving you access to analytics.

Cost: Basic version: Free; Pro: 30-day free trial, then $8.99 per user per month

Sprout Social

Buffer

Pricier than other options, Sprout Social offers a robust platform with strong analytics and publishing options. In addition, Sprout offers collaboration tools and social media monitoring, helping you gauge what people are saying about your brand online.

Buffer is another fee-based service that has scheduling features and deep analytics you can use to monitor your social media performance and even lets you post from email.

Buffer includes a wide range of social media platforms and collaboration tools.

Cost: Deluxe: $59 per user per month (should be suitable for most REALTORS®); Premium: $99 per user per month

Cost: Individual version: Free; Awesome version (more features and greater posting ability) $10 per user per month

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[window of opportunity]

strategies to grow your business

THE GIFT OF

tıme

Volunteering in their communities nets CRSs many rewards.

By Mary Ellen Collins



BY THE NUMBER S The Corporation for National and Community Service reports that in 2012,

64.5 million Americans volunteered

7.9 billion hours.

Sep Oct

14

“When people see you out working for their children or their schools, it shows your personal side — that you’re more than just a REALTOR® looking for the next buck,” says Rita Driver, CRS, CRB, directing broker/owner of RE/MAX All Stars in Memphis, Tennessee.

Like many agents who do volunteer work, Driver acknowledges that the public visibility positions her in a positive light among people who could become clients.

Volunteerism has become a way of life for many people in the U.S., and it brings with it a range of benefits. Aside from the satisfaction of helping someone less fortunate, volunteering puts your own problems in perspective, offers opportunities to make friends and business connections and can even lower your blood pressure.

According to the 2014 NAR Member profile, 70 percent of members volunteer in their communities. CRSs agree that it’s not a matter of giving back if and when they have spare time.

Lending a hand to charitable causes is an ongoing priority and responsibility.

Serve the Children

Driver credits her father with instilling a spirit of giving back and says, “My dad will give you the shirt off his back. We’ve always given to charities, especially for kids.”

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She chairs the city of Barlett’s Parks and Recreation Advisory Board, and also combines her hobbies with raising money for children’s causes. As a former police officer and an avid motorcyclist, Driver is very involved with Law Dogs, a group of law enforcement officials who do charity motorcycle rides for organizations, including Shriner’s Children’s Hospitals. She also plays on about a dozen softball teams and has organized numerous charity softball tournaments for Baptist Children’s Home and for children with special needs.

Driver says she can’t specifically track the substantial number of real estate referrals that have resulted from her volunteer work, but she knows when one should take precedence over the other.

“The respect and acknowledgment that comes back to you is priceless … But sometimes I’m volunteering and someone will pull me aside and want to talk about real estate. I share my contact information with them and say, ‘Let’s schedule a time to talk when I can really focus on you. Right now, this is about the kids.’”

Elevate Everyone

Richard Waystack, CRS, executive broker at Jack Conway & Co., Inc., in Harwich, Massachusetts, recently sold his boutique real estate firm to devote more time to community service. “I’ve been blessed to have achieved a modicum of success, and as business people in our community, we have a responsibility to give back,” he says. He now spends about 30 hours a week in real estate, and a significant amount of time on

here year-round. Housing is very expensive in a resort area and to have a sustainable, diverse community, you’ve got to embrace people from all walks of life.”

Connect to Community

initiatives that help the Rita Driver helps host a charity softball tournaneediest members of ment that raised $13,000 his community. for a 20-month-old baby He recently walked boy who is currently beat120 miles across Cape ing brain cancer.

Cod for the Harwich Ecumenical Council for Housing in a fundraiser for homelessness prevention. He walked to honor the memory of his mentor, Bob Murray, a well-known volunteer who founded the Family Pantry of Cape Cod. “Bob was such a big part of the fabric of the community, and we need to keep his spirit of helping other people alive.”

As the current chair of the board of the Family Pantry, Waystack says, “We provide food for 1,200 families a month. We have a seasonal economy and it’s tough for people who live

states of grace

Source: www.volunteeringinamerica.gov/rankings.cfm

43.8%

Utah

37.7%

Minnesota

36.5%

Idaho

“I can’t imagine there being a defense for not being involved in one’s community,” says Sandra Nickel, CRS, owner and founder of the Sandra Nickel Hat Team REALTORS® in Montgomery, Alabama. “This is my home. I must care.”

She serves on the boards of the local Landmarks Foundation; the Mid-Alabama Coalition for the Homeless; and the Low Income Housing Coalition of Alabama. She also volunteers for the Garden District Preservation Association, which includes cleaning hex block sidewalks or trimming hedges.

Although she has gotten occasional business as a result of her volunteerism, she adamantly believes, “One should not join a civic organization to make business contacts. One should join to make a difference.”

However, she does recommend that new REALTORS® enter the volunteer ranks in an effort to get to know residents better and learn more about their needs. “Volunteering is a wonderful way to meet people and to learn about the community. We are community ambassadors, and the more we know about the community, the better we will be able to help our clients. It enriches one tremendously to know all members of the community.”

For Nickel, Waystack and Driver, volunteering comes from a desire to make a difference. New business and new clients are simply the icing on the cake.

“ I CAN’T IMAGINE THERE BEING A DEFENSE FOR NOT BEING INVOLVED IN ONE’S COMMUNITY.” —Sandra Nickel, CRS

Learn more about volunteering with CRS chapters and the good works they do at crs.com/ about-us/ chapters.

Mary Ellen Collins is a writer based in St. Petersburg, Florida.

These states were the top ranked in their rates of volunteerism:

36.4%

Kansas

36.0%

Iowa

36.0%

Nebraska

35.7%

South Dakota

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35.6%

34.5%

Wisconsin

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Vermont

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RE/MAX Around Atlanta, Atlanta

[peer to peer]

profiles of people to watch

What do you feel gives you the greatest advantage in your business?

This business is about relationships. I get 95 percent of my clients through referrals or at conferences. I speak around the country, and I really try to capitalize on the relationships with people I come into contact with.

Why focus on the personal?

I recently read an article that says that social media is actually making us lonelier — just the opposite of what you’d think. No one really wants to “like” a business page. You have to put yourself out there — be yourself. For instance, I’m fairly outspoken on my page as a supporter of gay marriage and being against breed-specific legislation, particularly when it comes to pit bulls. Now, there might be some people who won’t want to do business with me because of those positions, and that‘s fine. But you have to be the same person online as off. I don’t say anything online that I wouldn’t say in person.

Some describe you as a “hyper-local expert.” How does that work for you?

With the popularity of social media and websites such as Zillow and Trulia, REALTORS® are no longer the gatekeepers of information about an area. Clients — for good or ill — can look up school ratings and crime statistics simultaneously with us. So we figure, the more tuned in to the area we are, the better.

All our staff is involved in the community, whether it’s at the farmers market or something else. We are going to be able to answer clients’ No. 1 question: “What is the neighborhood like?” That means we have to know whether their target area is walkable. Is there a country club? Is there MARTA rapid transit available?

What plants will do well in the yard?

Do you use social media to attract clients?

Yes, I do. I use Facebook — but not only my business page. There’s a misconception that you just need to get a business page and clients will flock to you. While we get plenty of clients through our business page, I prefer to “ All our staff is involved in engage with them through my the community, whether it s personal page. I talk about the food I cook with my hus- at the farmers market or band and our interests, like pet rescue. [People who visit something else. We are going the page] know what we do to be able to answer clients for a living, but my personal page talks about what makes No. 1 question: What is the us human. neighborhood like? ”

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You have taught some courses on customer service and client retention at CRS events and at state and local associations.

What are some of the ideas you shared with class participants?

I talked about agents modeling their customer service on Nordstrom. That department store is famous for its service and its money-back guarantee, and I encouraged people to emulate that approach.

Clearly, a house buyer cannot “return” their house if they don’t like it, but an agent should focus on how they treat customers, and come up with the thing that is going to set him or her apart. That includes fostering a culture of cooperation, especially with the other agent in the transaction. Clearly, you have to represent your clients’ interests, but if you and the other agent aren’t competitive and contentious, it makes clients feel better. The buyer and seller should feel that it’s a win-win.

And how do you approach client retention?

Newer agents ask me, “How do I know if a client still wants to hear from me?”

It’s been my experience that clients say it’s great if we call to check in, even if we think it might be intrusive.

It’s important to have a solid post-closing plan, just as you have a pre-closing plan. We used to give closing gifts, but now we present the buyer with a choice of five charities, then make a donation in their name. We follow the closing with anniversary cards and/ or reminders to check their fire alarm batteries at spring forward/fall back — people actually appreciate those gestures.

That’s good for the short term. What about the long term?

We invite past clients to impromptu happy hours or our twice-a-year get-togethers: Trick or Treat for the Troops in the fall and Hot Dogs for Homeless Dogs in the summer. We always get a core group that comes, but people appreciate being invited even if they can’t make it. It’s about keeping in touch as much as possible. Then, when they are ready to upsize or downsize or make a referral, you’re top of mind.

Maura Neill, CRS, has been a REALTOR® since 2001 and achieved her CRS designation in 2009. She can be reached at 404.919.5564 or maura@buysellliveatlanta.com. Visit her at buysellliveatlanta.com.

Photo: Scott Lowden

MAURA NEILL, CRS

After each closing, in lieu of a closing gift, Maura Neill, CRS, gives clients a choice of five charities, and sends a check to the selected charity in the client’s name. The most popular charity is the local animal rescue, for which Neill has now fostered two dogs.

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V ALUE propositions CRSs bring a lot to the table — the key is successfully communicating it.

By Gayle Bennett

Sep Oct

18



Alexis Bolin, CRS, with ERA Legacy Realty in Pensacola, Florida, has been a REALTOR® for 36 years. As a top seller in her area, her reputation precedes her.

Even so, from time to time potential clients will ask her to lower her commission, usually making the argument that they’ve talked to another agent who will charge them less. She knows they aren’t completely comfortable with that low-cost agent or they wouldn’t be talking to her.

“Typically, I say, ‘I can appreciate how you feel. In every field, there’s generally someone who will do it for less. But if you were in a bad accident and needed a good attorney, are you going to look at the track record of the attorney, how many cases they’ve won? Or are you going to hire the cheapest attorney?’” she recounts. She tells these potential sellers that she charges a reasonable fee, the same charged by many agents who have not sold anywhere near the thousands of homes she has in her career. The vast majority of sellers who meet with her end up hiring her.

Most CRSs don’t run into too many potential sellers questioning the commission, but it happens. However, if CRSs have already marketed their proven track record and can clearly communicate all they will do to sell the house

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as fast and for as much as possible, sellers will understand the bargain they are getting.

Market Your Expertise

Home sellers don’t want a REALTOR® who is simply an order-taker, says Joe Schutt, CRS, broker/ owner of Unit Realty Group in Boston. “They say, ‘We really want you as the expert in the market.’

They want a partner. They need someone who understands more than just listing your home.”

Proving your value often comes down to having a conversation with the client to explain in a concrete way what selling a home entails. For example, Schutt asks potential clients who are considering selling for-sale-by-owner (FSBO): Are you going to be able to say “yes” to every single showing request? How far do you live from your job? Can you take all that time off of work to show your home? In a busy, traffic-choked city like Boston, is it even realistic for you to consider this approach? When an offer comes in: Is the mortgage material in order? What improvements can you make to your home for $5,000 that will gain you $20,000 on the final sale price?

“There’s tons of opportunity to prove to somebody that you are valuable on so many levels of the transaction that, why wouldn’t they hire you?”

Schutt says. Good agents help position their clients’ homes in the way that best reflects their market — and that market expertise cannot be

service

minded

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service minded

[feature]

“ A lot of times we think the biggest concern they ve got is the commission, and it s not. Very few sellers shop the price. And yet, if you ask REALTORS®, commission is the objection they are most afraid of.”

duplicated by an inexpeShe’s also hosted a live real estate TV show rienced, under-educated since 1988.

REALTOR®.

Furthermore, once each home transaction After all, he says: “How closes, she convinces her buyers and sellers to can you break down the market her services to their friends and family. value of having a partner “Once I sell a house, I say to my sellers, ‘OK, now to talk things over with I’m out of business. It’s your job to go find me when you get 10 offers? another seller in this neighborhood.’” And they How do you place a dollar do. Bolin says 75 to 80 percent of her clients at value on someone showany given time are repeats or referrals. ing your home?”

In areas that went through a major boom and Gretchen Lambeth, CRS, bust, CRSs might need to adjust their marketing —Alexis Bolin, CRS with Hawaiian Isle Real as the market rises from its depths. “As we transEstate in Kailua-Kona, fer from a short sale, foreclosure market around Hawaii, says she signs about 95 percent of the the country to a traditional market … there’s an sellers she meets with. She partially credits this anticipation that you are going to be doing some great batting average to the data-heavy newsletter things differently,” says Lee Barrett, CRS, with she emails to about 1,000 prospects and clients.

Barrett and Co. Inc. in Las Vegas. “Now, as prices “By the time people call me, they know me. go up, you have to be able to prove value. You do They see me as an expert in their community,” more service. If you don’t have the service menshe says. “The listing presentation is just the tality, the consumer is going to negotiate with detail to that. Proving my worth started a year you based on the services you don’t offer.” ago when I started mailing them my newsletter.”

Bolin markets herself as someone who sells Communicate Your Value homes, not someone who lists them. “Even my Lambeth goes into every listing presentation sold signs don’t look like normal sold signs. with a 28-item, two-and-a-half page marketing They’re huge and they say ‘Alexis did it again.’” plan (see sidebar) that breaks down everything

STACKING UP AGAINST FSBO

Only 9 percent of sellers are FSBO sellers, and 40 percent of these sellers knew the buyer. Another 18 percent were contacted directly by the buyer.

46 %

Percentage of sellers who choose to sell their home to a buyer they do not know without the assistance of a real estate agent because they do not want to pay a fee or commission.

Sellers who were assisted by a real estate agent

88 %

FSBO sellers and others

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$

%

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The FSBO sale price for a typical home

184,000

Other reasons for selling a home without a real estate agent include selling to a relative, friend or neighbor; buyers contacting the seller directly; and sellers not wanting to deal with an agent.

54%

The sale price for a typical agentassisted home $

230,000

Source: 2013 NATIONAL ASSOCIATION OF REALTORS® Profile of Home Buyers and Sellers

BY THE NUMBER S

service minded

she will do to sell a house, including staging, hiring a professional photographer, marketing and much more. She takes an hour to go through each item with a client. The last item on her list explains the commission.

“I get to the bottom, and I say, ‘Do you have any questions?’ Ninety percent of the time they say, ‘No,’ because it was more than they had ever considered doing to sell their home. If you are the average seller, you don’t sit down and think of all the things that need to happen to sell your home.”

Barrett doesn’t use a list, but his listing presentations have four distinct stages. The first is presenting the market research, the second is what he will do to ensure the house sells, the third is the pricing and the fourth is marketing. “In the first part, they have to get to like you, trust you and know you before you get to a point where you are talking about money or how you are going to market the property.”

Barrett isn’t opposed to negotiating commissions, although he says he isn’t often asked to.

But he stresses that in any negotiation, agents must know their value. “They should be able to say, ‘This is my bundle. What would you like me to take out of this bundle so that I can still provide you quality service? I can use some flexibility if you are prepared to position the property to sell.’”

As an example, he says the professional photographer he uses charges $250 to $500 a shoot.

“That’s a hard cost we as real estate agents put in. An owner is not necessarily going to want to pay for those photos, but the quality of those photos is going to get their home sold.”

Keep It in Perspective

The data are clear on what a REALTOR® brings to a sale: In 2012, the typical FSBO home sold for $184,000 compared to $230,000 among agent-assisted home sales, according to the 2013 National Association of REALTORS® Profile of Home Buyers and Sellers.

While all REALTORS® will field client objections to the commission from time to time, “I don’t think it’s as often as we think it is,” Barrett says.

Bolin agrees. “A lot of times we think the biggest concern they’ve got is the commission, and it’s not.” Her clients are most concerned with whether the property will sell and the price they can get for it. “Very few sellers shop the price.

And yet, if you ask REALTORS,® commission is the objection they are most afraid of.”

[feature]

a marketing plan that works

One of the ways that Gretchen Lambeth, CRS, with Hawaiian Isle Real Estate in Kailua-Kona, Hawaii, proves her worth is through her detailed two-and-ahalf-page marketing plan, which she shares at every listing meeting.

In it she does something not many agents do: She asks her clients to pay for a home inspection, termite inspection and property survey before she puts the house in the MLS. Sound like a tough sell? Not so, says Lambeth.

In her experience, if an inspection turns up damaged things in the home, a seller will usually end up giving the buyer at least $1,000 for those fixes. “So when I say to the owner, ‘Would you like to spend $300 on a home inspection or would you like to spend $1,000 on giving them credits for things that are broken in the home that would have cost you way less to fix,’ they go, ‘Let’s do the home inspection instead.’ And that’s the end of the conversation.”

Savvy sellers understand that it takes money to make money, she says. And the fact that she’s thinking so thoroughly and proactively about the sale of their home impresses her clients.

“When you don’t come with a marketing plan and aren’t ready to do all of the work it’s going to take even if you don’t sell the property, then you’re saying you just want the money,” she says. “That’s not how you ever succeed.”

Combating that fear comes down to mind-set, says Bolin. “If you go in positive that you can do the job, you’re the best person for the job, you charge a fair price for the job, you’re going to do everything within your human powers to get their house sold, they can feel that. Honesty, confidence and humor help overcome any objections, commission or otherwise.”

And for the sellers who really want more for less? “The word ‘next’ is one of the best four letter words,” says Bolin. “You don’t have to have everybody. And the good news is they don’t have to have you. If they don’t trust you, you can’t help them.”

Learn to market your value as a real estate pro by signing up for a CRS course or webinar. Visit crs. com/education for details.

Gayle Bennett is a writer and editor based in Washington, D.C.

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the

Y

factor Gen Yers are eyeing or buying their first homes, and it’s time to embrace the generation with gusto. by donna shryer

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trade

winds

[feature]



Generation Y, also called the millennials, includes more than 80 million Americans born roughly between the early 1980s and the early 2000s. It’s a resilient group, having toughed it out through Sept. 11, two U.S. wars, the housing boom, the Great Recession and spiraling college costs that left them in history-making debt.

Despite an adolescence beleaguered with political, social and economic challenges, this demographic, which is larger than any other current generation, remains optimistic about America’s future. A Pew Research survey reports that 49 percent of Generation Y say the country’s best years lie ahead. And these 14- to 34-year-olds are certainly flexing their muscles to improve America’s economic recovery. Cam Marston, president of Generational Insights and author of Generational Selling Tactics, estimates their annual spending at nearly $1.5 trillion. According to the U.S. Bureau of Labor Statistics, Gen Y’s buying power is only going to increase, with millennials expected to represent more than 40 percent of the U.S. workforce by 2020 — which includes well-paid C-level positions.

Real estate agents looking to build profitable relationships with this dynamic generation should start by understanding what makes Gen Y tick and which sales approaches are most likely to generate a positive response.

Guiding Light

Many from Gen Y typically transitioned from adolescence to adulthood at older ages than previous generations, which means they wait longer to achieve adulthood markers, such as careers, home-buying, starting a family and financial independence. The reasons, Marston explains, center around America’s struggling economy and unstable employment.

“By the time they decide to buy a home, they lack the financial literacy that baby boomers and Generation X had at the same age,” Marston stresses. “So Gen Y needs their real estate agent to fill in the gaps and be their trusted guide.”

To build this trust, agents have to put away their awards and focus on what they can do for the Gen Y buyer. “What we know

is that millennials are interested in how you can positively impact their future. They don’t care about how many homes you’ve sold or awards you’ve won. That’s history,” Marston says.

Alex Milshteyn, CRS, with Howard Hanna Real Estate Services in Ann Arbor, Michigan, agrees. His first meeting with every Gen Y client begins with him explaining that he doesn’t sell houses; he’s a real estate consultant. “I promise to educate the client, keep them in the process, encourage questions and help them invest their money wisely.”

Milshteyn’s education process begins by having the client preapproved, which sets the housing budget. Next he pulls that budget into the real world by studying the client’s debtto-income ratio. “Many from Gen Y are saddled with college debt, so I ask them up front if they have the resources to maintain a home. If the furnace breaks two months after ownership, which could cost around $3,000 to replace, will they be able to afford that? When the answer is no, we talk to the lender about putting less down and keeping more in the bank. Or I might say this is not the best time to buy.”

If timing isn’t right, Milshteyn helps the client create a financial plan. “We figure out how long it will take to save a cushion for home maintenance — say $5,000 — and I put that date in my calendar. That’s when I call the client, and we pick up where we left off.”

Internet Limits

As her client’s real estate adviser, Maura Neill, CRS, with RE/MAX Around Atlanta in Atlanta, believes that a big part of her job is teaching potential buyers how to use home evaluation sites. “This generation grew up with the Internet, and they have their hands on all of this online information,” Neill says. “During our first consultation I point out that many housing sites are great tools, but they are also filled with inaccurate information. These sites will never be as valuable as the market analyses I prepare.”

For example, Neill explains, sites like Zillow base home values on computer-generated algorithms, which come

MAKE THE CONNECTION It’s no secret that Generation Y is connected 24/7, The same holds true so agents who wait an hour to get back to these for meetings. Keep these folks won’t earn their business. Rule number one, confabs brief and on topic. says Brian Copeland, CRS, with Village Real Estate It’s not that Gen Yer’s are Services in Nashville, Tennessee, is to respond in a hurry, says Cam Marston, president of quickly and briefly. “Gen Y hates voice messages. Generational Insights and author of Generational In fact, about 25 percent of my Gen Y clients Selling Tactics. “It’s more that they believe every haven’t set up their voice mail. So if you must transaction should be as quick and painless as leave a message, keep it short. Better yet, text.” buying something from Amazon or iTunes.”

As for digital presence, you need a current, informative and accessible website along with active social media status. However, Copeland says, “There’s no need to be obsessed about Facebook or Twitter.” Gen Yers rely on social media sites for feedback from their peers but not necessarily their REALTOR®. Although, Copeland adds, hopping on to a client’s Facebook page may offer insight into which neighborhoods are favored and thus which locations your client will want to investigate next.

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trade winds

what’s in a name?

Generation Y goes by multiple monikers, some taken more seriously than others, but all offering a grain of insight into this demographic.

Gen Y

Millennials

A natural progression from the previous generation, Generation X, born between 1961 and 1980.

This is the last generation born in the 20th century.

Internet Generation

The first generation with 24/7 website and cellphone access.

Gen Next A reference to the generations’ characteristic focus on the future.

Photos: O.J. Simpson: AFP/Getty Images; 9/11: Michael Foran; Obama: Sheperd Fairey; Edward Snowden: Laura Poitras/Praxis Films

“Generation Y is what I call a pack animal, in that they find great comfort being in a bigger group.”

with high error margins. “When I it’s 106 degrees outside, it will be assess a home’s value, I do it as an 86 degrees upstairs. This data appraiser would,” Neill says. “So, won’t show up on online real Zillow might value a home’s worth estate sites.” at $260,000, but my appraisal, Brian O’Connor, 28, and his based on current numbers, puts partner, Brian Long, 34, teamed its value at $290,000. If a home is up with Copeland to find their listed at $300,000, my assessment current home in Hermitage, makes the property much more Tennessee, and the couple found obtainable from a negotiation their agent’s access to informastandpoint.” tion not only to the point, but — Cam Marston It’s these sorts of insights that also expeditious. “In my world, put Emily and Anthony Ianiro, it’s all about social media and 28 and 27 respectively, at ease as apps. But at the end of the day, the couple worked with Neill to Brian’s experience took us to find their first home. “We always another level,” O’Connor says. “It felt that Maura had our best interest at heart,” Anthony took Brian minutes to give us feedback on different properrecalls. “If we asked to see a home that was outside the area ties — the same information that would have taken me days we wanted, she’d tell us straight out, ‘Don’t make too many to find on an app or through social media.” sacrifices and buy just to buy.’ We appreciated that honesty.”

And that feedback, O’Connor stresses, always keyed into The Ianiros also felt safe during final negotiations, with the couple’s specified needs. “It’s much easier to tell someNeill on their team instead of a real estate agent just hanging one what you think they need, rather than really listen to around for the commission. “It was a great feeling to know what a buyer says. Brian gets that,” O’Connor says. “When he that we came first on Maura’s priority list.” advised us, it was always in sync with what we needed, which made working with Brian very personable.”

Go Offline By listening closely to what clients tell him, Copeland also Once the Gen Y buyer begins scoping out potential homes, learned that millennials tend to be more environmentally Brian Copeland, CRS, with Village Real Estate Services in conscious, a fact supported by a Pew Research survey that Nashville, Tennessee, says the education process remains found Gen Yers more in favor of stricter environmental laws, paramount. “By the time we enter a home, the Gen Yer has more likely to attribute global warming to human activity done the online research. So I can’t sell them closet space; and more likely to favor environmentally friendly policies I have to dig deeper. For example, I might know through such as green energy development and tax incentives for experience that a neighborhood has a history of wet basehybrid vehicles. So to reinforce his status as an expert who ments. Or when a buyer sees a second upstairs A/C system caters to Gen Y’s concerns, Copeland’s agency offers potenas a plus, I make sure they understand that it can only cool tial buyers a home energy audit for a small fee. “I would have that level based on a maximum 20 percent differential; so if never done that 10 years ago,” Copeland says.

1990s ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ 2000s ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ Cultural touchstones for Gen Y

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O.J. Simpson trial

Clinton impeachment

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Y2K

9/11

Debut of the iPod

Launch of Facebook

trade winds

Group Dynamics

“Generation Y is what I call a pack animal, in that they find great comfort being in a bigger group,” Marston points out.

“So real estate agents who want to successfully engage Gen Y buyers might suggest inviting a few friends along to look at properties. The group becomes a sales tool for the agent. And don’t be surprised if the group shows up.”

Philip Becker, CRS, with Becker Properties in San Antonio, has seen firsthand an increase in Gen Y’s friends participating in the home buying process — both in person and online. “For these folks, looking at properties is a social process, and that includes social media posts,” Becker says.

“Unlike older generations, millennials are particularly interested in knowing what friends think about a location.”

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home, this point stayed front and center. “Philip’s knowledge about different locations was unbelievable,” Nathan says. “He would take us to see a property and he knew about the home’s original builder, the builder’s reputation and if there were any neighborhood issues — even rumors of issues. These things were important to us because of resale potential. We love our home, but we may move someday — who knows.”

Keeping one eye on today and one eye on the future, Becker helped the Ryders find a “great home in a great location with great resale potential,” Nathan says. “Everyone told us that signing the final papers would be so nerve wracking, but for us, we felt very comfortable — no anxiety at all.”

Times Are Changing

Between Generation Y’s belief that America’s best years are around the corner and the nation’s slow but steady Location, Becker says, is less about neighborhood status and economic recovery, Becker sees millennials increasingly more about being close to the client’s preferred restaurants, interested in buying homes. “When we look back to 2008, dry cleaner and, of course, the “group’s” favorite hangouts. this generation was afraid to spend money. If Gen Yers “Walkability is a big deal. How close am I to the services I use were looking to buy, they worried about down-payment on a daily basis? Another Gen Y difference is that these serrequirements and wanted to roll in closing costs. Now vices or entertainment venues aren’t malls or grocery chains. they’re not only making the down-payment requirements They want to be near the farmers market, urban gardens and but also willing to pay closing costs. In some instances, locally sourced restaurants. It’s a different mentality, and they’re paying more to get the property they want in the addressing these priorities is important when selling to Gen Y.” location they desire. They’re feeling more secure, probably In addition, the most desirable locations are often in neigh- in anticipation of their careers growing and the higher borhoods where homes have ample backyards. “Going back salaries that come with those promotions.” to the fact that Generation Y is very social, they look forward Or, maybe these traditionally late bloomers are transitioning to entertaining,” says Becker. “So before talking about the from adolescence to adulthood and stepping confidently into kitchen or bedrooms, I go straight to the back of the house, the future, which wouldn’t be out of Listen to a with its deck and great space for barbecues.” character. After all, a striking Gen recording of the Location is also about resale value, since many of today’s Y trait is that they believe there’s no CRS webinar, The Millennial Gen Y homebuyers are purchasing their “starter home” and limit to what they can achieve.

Revolution, at need to feel comfortable about future plans. When Nathan youtube.com/ watch?v= and Crystall Ryder, 27 and 30 respectively, started working Donna Shryer is a freelance writer based in FrVn6UkbtHw. with Becker, combing the San Antonio area for their first Chicago.

Location, Location, Location

MyPod Generation

In addition to their digital music, this generation typically expects mass customization in all areas of life.

Baby Boomlets and Echo Boomers Most Gen Yers have baby boomer parents.

Boomerang Generation

Generation Now

Many from Gen Y return home after college, living with their parents until they can save money for their own place.

A nod to the generation’s characteristic need for instant gratification.

Generation Waking Up

This term refers to Gen Y’s dedication to global sustainability and environment changes.

⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ 2010s ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅ ⋅

Hurricane Katrina

Launch of Twitter

The Great Recession

Election of Barack Obama

The Arab Spring

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perfect

practice

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How to choose whether to be everything to everyone or target one specific market.

what s so about you?

By Daniel Rome Levine



To specialize or not to specialize, that is the question.

While this version of Shakespeare’s famous line may not carry the life and death weight of Hamlet’s original question, it is a critical business decision faced by many REALTORS®.

Both approaches, targeting one specific market or being a generalist who sells everything, have their advantages and disadvantages, and there are CRSs across the country who are successful at each. But what goes into the decision to

diversify or specialize? What are the most important factors to consider when making this decision?

For answers, The Residential Specialist reached out to a handful of CRSs who are pursuing different approaches.

Many agents specialize, according to the National Association of REALTORS® (NAR). Its most recent annual member profile found that 17 percent of REALTORS® are specialists in residential property management while the same percentage specializes in relocation.

Sixteen percent are specialists in commercial brokerage, while 10 percent specialize in counseling

and the same percentage in land development. The areas of commercial property management, residential appraisal, international, auction and commercial appraisal rounded out the survey with the smallest percentages.

“While many REALTORS® find success selling a wide range of properties, there are a large number who specialize in niche markets where they can establish themselves as experts and use their knowledge to provide clients with the highest possible level of service,” says Jessica Lautz, NAR’s director of Member and Consumer Survey Research.

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perfect practice

BY THE NUMBER S

SLICING UP THE SPECIALTIES

57% of NAR members hold sales agent licenses and 43% hold broker or broker associate licenses. Sales agents are more likely to primarily specialize in residential brokerage, whereas brokers and broker associates tend to be involved in business specialties.

Commercial brokerage

3%

Commercial appraisal

Residential brokerage

78 %

<1 %

Property management

6%

Counseling

1%

“Handling all different kinds of properties makes for a more interesting career. It really requires a lot of different applications of our full skill set as REALTORS®.”

— Jana Turner, CRS

2%

Residential appraisal

2%

1%

Relocation

Land/ Development

Oahu’s ‘Go-To Gal’

One such REALTOR® is Arlene J. Kelly, CRS, broker-in-charge of Ola Properties, Inc., on the Hawaiian island of Oahu. When Kelly moved to Hawaii from Pennsylvania in 2004, she helped clients buy and sell every type of real estate. But that changed when she and her husband moved into a home in a master-planned vacation and residential community called Ko Olina that was being developed about 20 miles outside Honolulu.

With her nearly 20 years of real estate experience and her inside knowledge of Ko Olina, it wasn’t

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long before she found herself being called upon to help people buy vacation homes in the resort.

“Because I lived there and was involved in community activities, people got to know me and trust me and they referred business to me,” says Kelly. “I knew I was on the right track when I kept getting more and more referrals from people who said, ‘I heard you were the expert for Ko Olina.’”

Now, more than 10 years later, Kelly says she is the “go-to gal” for anything related to Ko Olina real estate. She and her husband have expanded their business to include

6% Other

property management and they oversee some 170 resort properties. Besides clients looking to buy and sell vacation homes, Kelly is frequently contacted by appraisers seeking her expert opinion and by other agents who have questions about the resort.

“It is great to live and work in a community that I love,” says Kelly.

“I really believe in Ko Olina and my clients respect and appreciate my specialized service.”

Primarily Probates

In San Diego, clients also value the highly specialized service provided

perfect practice

by Kim Ward, CRS, a broker/REALTOR® with Horizon Real Estate.

Ward discovered her niche in 2003 when she was hired by a man whose father had recently died.

The man was in charge of administering his father’s estate, including the sale of his home and other personal property. Ward could see he was clearly overwhelmed by the probate process, but through a combination of patience, empathy and expertise, she was able to help him get through it smoothly and eventually sell the house.

“It was so rewarding to be able to help this man who was not only grieving his father’s loss, but was also having to deal with this overwhelming burden of trying to dispose of the personal property as well as the house,” says Ward.

“It felt great to be able to take the steps to help make it simpler for him and his family.”

Energized by the experience, Ward went online to research how many properties in the San Diego area were sold through the probate process and “discovered an area of opportunity,” she says. “I decided there wasn’t any reason I couldn’t be the person that would fill that niche. Nobody was doing this type of work.”

Ward immersed herself in researching the probate process, reading everything she could find on the subject. She landed her earliest clients by going to the county court house and poring through the probate files to find the names of people who were in charge of handling estates. She then cold called them to offer her services. At the same time, Ward created a website, put together a marketing brochure and created a business card.

It was tough going the first year and Ward was happy if she got one probate client a month.

But gradually her business began growing. Today, Ward helps more

than 40 such clients a year, she has hired three assistants to keep up with the demand and she also has created a training program to teach other agents about helping clients through the probate process.

Education is the key to being a successful specialist, says Ward.

“Learn everything you can about the area you’d like to specialize in,” she says, “and figure out how to make yourself the leader in that segment of the market.”

Broad Market Believer

You don’t have to be a specialist to be a market leader, says Jana Turner, CRS, with Sand ‘N Sea Properties in Galveston, Texas. Turner has been one of the top 10 agents in her area for the last five years, and she has helped clients buy and sell almost every type of property.

Last year, she handled 78 transactions, including vacation homes, million-dollar-plus luxury homes, $100,000 starter homes, commercial properties and land sales. “Handling all different kinds of properties makes for a more interesting career,” she says. “It really requires a lot of different applications of our full skill set as REALTORS®.”

Being protected from an unexpected collapse in one segment of the market is another key benefit to having a broad, diverse business model, says Turner. “I’m not as susceptible to a downturn in one part of the market,” she says.

Middle-of-the-Road Approach

Jackie Leavenworth, CRS, has been teaching CRS classes for the last 10 years and has advised countless REALTORS® to follow what she calls a middle-of-the-road approach.

She agrees with Turner on the dangers of focusing exclusively on one niche market. “If that niche goes away, for whatever reason, you’re starting all over,” she says.

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“ TAKE YOUR LOVE IN LIFE, YOUR PASSION, AND PURSUE A SEGMENT OF THE MARKET THAT IS RELATED.”

But having a business model that is overly broad-based exposes you to being too much of a generalist.

Leavenworth advises REALTORS® to focus on several niche markets, but not more than five or six. “You’ve got to have some focus,” she says.

Find the parts of the market that are right for you by focusing on your strengths, says Leavenworth. “Take — Jackie your love in life, your Leavenworth, CRS passion, and pursue a segment of the market that is related,” she advises. For instance, if you are an outgoing, people person who loves helping others, you could focus on sellers of expired listings.

If you have a bold, confident personality and love tough challenges, go after people who are trying to sell their own homes and offer relevant information and services they will appreciate.

“When you focus on areas you are comfortable in and passionate about, your confidence level will be so much higher, and that means everything,” says Leavenworth.

Once you have identified areas of specialization, learn everything you can about them, she says. Attend CRS classes and webinars and learn from people who are already successful in those areas, she says. “Watch what they do and do the same things,” she says. “Never stop learning.”

Great advice, no matter which approach you decide to take.

Daniel Rome Levine is a writer based in Wilmette, Illinois.

Learn more about focusing on a niche market by taking Putting Technology to Work for Your Clients, a CRS eLearning course, available at bit.ly/1lPvlyf.

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EVERYWHERE YOU WANT TO BE

Washington State CRS Chapter

Minnesota CRS Chapter

No matter where you’re located, there’s a CRS chapter near you! CRS chapters offer education and networking events, website/social media promotion, advertising/sponsorship opportunities and business resources.

www.CRSWA.com

Idaho CRS Chapter

www.IdahoCRS.com

www.MN-CRS.com

Wisconsin CRS Chapter Montana CRS Chapter

www.WisconsinCRS.com

www.MontanaCRS.org Oregon CRS Chapter

www.OregonCRS.org Wyoming CRS Chapter

www.WyomingCRS.com

Dakotas CRS Chapter

www.DakotaCRS.com Sierra Nevada CRS Chapter

www.SierraNevadaCRS.com Iowa CRS Chapter

Northern California CRS Chapter

www.IowaCRS.com

Nebraska CRS Chapter

www.NoCalCRS.com

www.NECRS.com Illinois CRS Chapter

Utah CRS Chapter

www.IllinoisCRS.com

www.UtahCRS.com

Kansas CRS Chapter

Colorado CRS Chapter #1

www.ColoradoCRS.com

www.KansasCRS.com Missouri CRS Chapter

www.MissouriCRS.com

Southern Nevada CRS Chapter

www.CRSNevada.com Oklahoma CRS Chapter

www.CRSOK.com Arkansas State CRS Chapter New Mexico CRS Chapter

Southern California CRS Chapter

www.NewMexicoCRS.com

www.SouthernCaliforniaCRS.com

www.ArkansasCRS.com Texas Lone Star CRS Chapter

www.TexasLoneStarCRS.com

Arizona CRS Chapter

www.ArizonaCRS.com

Greater Houston CRS Chapter

www.GreaterHoustonCRS.com Austin Area CRS Chapter

www.AustinAreaCRS.com

Louisiana CRS Chapter

www.LouisianaCRS.com Mid South Chapter of CRS Hawaii Aloha Chapter of CRS

www.HawaiiCRS.com

Sep Oct

Mississippi CRS Chapter

Alaska CRS Chapter

Texas CRS Chapter

www.AlaskaCRS.com

www.TexasCRSChapter.com

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www.MidsouthCRS.com

www.MississippiCRS.com

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counsel

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Maine Chapter of CRS

www.MaineCRS.com

Indiana CRS Chapter

www.IndianaCRS.com

Connecticut CRS Chapter

www.CT-CRS.com Michigan CRS Chapter

Massachusetts CRS Chapter

www.MichiganCRS.com

www.MassachusettsCRS.com

New York State CRS Chapter

www.NewYorkstateCRS.com

Rhode Island CRS Chapter

www.CRSRI.com Pennsylvania CRS Chapter

www.PennsylvaniaCRS.com Ohio CRS Chapter

New Jersey Delaware CRS Chapter

www.OhioCRS.org

www.NJDECRS.com Maryland / DC CRS Chapter

Central Virginia CRS Chapter

Kentucky CRS Chapter

www.CentralVirginiaCRSChapter.com

www.KentuckyCRS.com

North Carolina CRS Chapter Tennessee CRS Chapter

www.NorthCarolinaCRS.org

www.TNCRS.com

South Carolina CRS Chapter

www.SCCRS.com North Alabama CRS Chapter

GET INTO IT

& GET INVOLVED

www.NorthAlabamaCRS.com Georgia Chapter of CRS

www.GACRS.com

Alabama CRS Chapter North Florida CRS Chapter

www.NorthFloridaCRS.com

Florida CRS Chapter

www.FloridaCRS.org

www.AlabamaCRS.com

GET UP,

n doors to per so ope n an al lc g ci

www.VirginiaCRS.com

olved with t g inv he C ttin ou ge n ay

Virginia CRS Chapter

ful uccess CRS lea S de s.  rs ti ie s

rofessional op nd p po a rtu th w n o r

www.MDDCCRS.com

By Regina Ludes



Many real estate agents wait to be asked to be involved in their local CRS chapter. But not Jeff Dowler, CRS, with Solutions Real Estate in Carlsbad, California, who quickly volunteered with the Southern California CRS chapter shortly after moving to the West Coast in 2005.

“I had just moved to California, had limited business opportunities and knew few people, so volunteering helped me to start building my network,” he recalls. At the first meeting he attended, Dowler asked the chapter president how he could get more involved. “She made me the area vice president for San Diego in 2006.

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council counsel

I got to know agents in the area and learned how they were “I often work with clients who move from Maryland and Virrunning their business,” says Dowler, who later served as the ginia to Florida, so it makes sense for me to be on the local president of the Southern California CRS chapter in 2011 chapter roster, and as a regional vice president, I can keep and is currently a regional vice president. abreast of what is happening at those chapters,” Silver says.

But Dowler had another reason for getting involved with CRS: However, the key to success is getting involved. “Nothing to grow the real estate profession. “There are a lot of issues with will happen in terms of referrals unless you get personally our business and REALTORS® don’t have the best reputation, involved in the chapter,” Silver says. but the CRS Designation can collectively help us improve the Gregg Fujita, CRS, with Harbor Bay Realty in Alameda, way our profession is viewed by consumers,” Dowler says.

California, estimates that he has completed nearly $70 milSuccessful CRS leaders cite different reasons for getting lion in sales volume that resulted from CRS agent referrals involved with CRS. Some want to give back to the indusover his career. These include second-generation referrals try that has served them well, while others seek to expand when the original referral also refers someone, as well as their referral network. Still others get involved to become third-generation referrals when the second-generation better leaders or improve their people skills. Regardless of referral also makes a referral — all as a result of the initial their reason for volunteering, those who make a committed referral. He attributes this success to his involvement in the and consistent effort to contribute to the organization can Northern California CRS chapter. “When you appear as a develop more meaningful relationships and position themqualified leader in your chapter, you have more credibility selves for future success. because people have already seen you in action and know what you are capable of doing,” Fujita says.

Building a Referral Network Dowler believes that CRS agents who are more active in The main reason most agents join a chapter is to find their chapter tend to receive more and better quality referreferral opportunities, says Christel Silver, CRS, with rals than agents who are not involved with CRS. “CRS agents Silver International Realty in Delray Beach, Florida, know that the other agent has received quality education who is a member of several CRS chapters, including the [through CRS] so they know how they are likely to work,” Maryland/D.C., Virginia and Central Virginia CRS chapters.

Dowler says.

48% CHAPTER

BY THE NUMBER S

of CRS members belong to a local chapter

ENGAGEMENT

CRS chapters are the grassroots organizations that support individual CRS members and the organization as a whole.

Chapters keep CRS members engaged with their peers, give them access to ongoing education, and provide invaluable opportunities to network with like-minded professionals as they work toward building a lucrative referral base.

The chapter program’s goal is to build CRS membership, promote learning opportunities and awareness of the CRS Designation and its use, and to build networking and referral benefits for members. Some states, such as Florida, California and Texas, have more than one chapter to serve different regions. Other states, such as Vermont and Delaware, fall under the umbrella of another chapter.

CRS members can join any or as many of the 54 U.S. chapters that they wish, and any member, regardless of designation, can attend meetings, participate in network events and attend conferences.

To find out how to join a local chapter and get involved, visit crs.com/about-us/ chapters/find-a-chapter.

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council counsel

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Learning to Lead of a large audience, and that experience helped him become If REALTORS® aspire to move up the volunteer ranks, the a better communicator. “I experienced strong growth in an chapter is the first place to start, says Silver. “You have to area in which I was weak — public speaking. And I honed be active in the local chapter before you grasp the strategy my networking and people skills. As a chapter leader, you of the Council at the national level,” Silver says. She advises have to be able to work with people who have different opinagents to start small, either by serving on a committee or ions and passions, and be a consensus builder,” Fujita says. helping out at an event. Silver also suggests attending the national meetings and events such as Sell-a-bration® to Learning from Other CRSs understand how the Council operates.

REALTORS® have many options for volunteering with other CRS leaders say their activities with the Council have led professional organizations and in their community, but Fujita the way to other leadership opportunities. Silver has chaired says he focused on CRS because he liked the idea of influseveral committees for the Florida CRS chapter, was chapter encing another agent’s career development. When discussing president in 2010 and is currently a regional vice president. the benefits of CRS membership with new agents, Fujita tells She serves as co-chair of the Global Committee for them chapter involvement is important, not just for the Florida Association of REALTORS® and as agent referrals, but also for continuing their NAR’s liaison to Germany. “I don’t think education. Fujita says, “You learn from other I would have gotten either of these people located in similar markets, you positions if it had not been for my learn from national speakers and you involvement with CRS,” Silver says. learn specific skills that can help your “Nothing will Like Silver, Yolanda Lowe’s CRS personal and professional life, such happen in terms involvement has led to other as negotiation and team-building.” leadership opportunities within And he shares his own story — of referrals unless the industry, including the board how he was mentored by Lois Cox, you get personally of directors for her local REALCRS, with Prudential California involved in the TOR® board and the Connecticut Realty in Pleasanton, California, Association of REALTORS®. “These who encouraged him to get into chapter.” organizations see that I bring fresh real estate and get involved with real — Christel Silver, CRS ideas, which CRS exposed me to estate organizations such as CRS. “‘You through their education courses and will be the national leader someday,’ events, such as the chapter leadership she once told me. I did not believe her. She training program,” says Lowe, who is with recognized something in me that I did not Berkshire Hathaway Home Services, New see in myself,” Fujita says. Her words came true England Properties in Essex, Connecticut. as Fujita earned his CRS Designation in 1994, became A relative newcomer to the CRS volunteer family, Lowe a CRS leader in 1997 and became Council president in 2010. joined the Connecticut CRS chapter and headed up the chapLowe cites several individuals who have guided her during ter’s education committee in 2010 while still taking classes to her rise within the CRS family: Christel Silver, CRS, and complete her CRS designation. Since then, she served as chap- Laura Shifrin, CRS, who both provided informal mentorter president in 2012 and is currently a regional vice president. ing and support, and Rachel Tristano, the Council’s former director of chapter relations, who encouraged Lowe to get Improving People Skills involved at the management level.

By leading committee and chapter meetings, Lowe says her Now Lowe is sharing her knowledge about CRS with new interpersonal skills have improved, which has helped her agents. Since bringing several agents from her office to a client relationships. “I’m learning to listen more when I am CRS class recently, her agents have joined the Council and in a committee meeting. And with clients, I allow them to are pursuing the designation. “CRS is one big family. There talk so they come up with their own solutions rather than is a lot of experience with CRS that is shared with everyone me giving them the answer,” Lowe says. else,” Lowe says.

Dowler says his time management and planning skills are Whether you want to hone your leadership and intermore effective because he is more thoughtful about how he personal skills or expand your professional network, CRS uses his time and resources. That experience has helped him agents who contribute to the CRS organization can expework more effectively with clients using checklists and other rience personal growth and attract lucrative business planning tools. opportunities down the road.

Fujita recalls his first volunteer opportunity as a speaker on a panel discussion. It was the first time he spoke in front Regina Ludes is a freelance writer based in Chicago.

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resources for learning & leisure

WHEN IN DOUBT, act!

An examination of how women can gain confidence and take action.

and why confidence outweighs competence as an ingredient for success. Part manifesto and part Optimism, people skills, parenting manual (no mother of networking — books offering a teen daughter can afford not to to help businesswomen master read it), The Confidence Code urges these attributes are legion. But a women to “start acting and risking much more potent quality — conand failing and stop mumbling and fidence — is in such “alarmingly apologizing and prevaricating.” short supply” that it has become “a Kay and Shipman traveled the force clearly holding us back.” globe to compile their confidence That’s the provoccode, interviewing everyone from ative premise of The International Monetary Fund head THE CONFIDENCE Confidence Code Christine Lagarde to New York CODE:

by TV journalists Senator Kirsten Gillibrand to THE SCIENCE AND ART Katty Kay and Claire storied feminist Marie Wilson.

OF SELF-ASSURANCE— Shipman, who spent (The latter told them, disconcertWHAT WOMEN 20 years individually ingly, “When a man looks in the SHOULD KNOW covering American mirror, he sees a senator staring

by Katty Kay and politics before they back. A woman would never be so Claire Shipman, teamed up to write presumptuous.”) They started out HarperCollins, Womenomics in 2008. in their own backyard — the 232 pages, $27.95 In their new book, Verizon Center in Washington, the two women D.C., home of the WNBA’s Washconfess the shock ington Mystics — because they they felt upon realizing “the full wanted to observe grown women extent to which the power centers “working together mostly in isolaof this nation are zones of female tion from men, which takes away a self-doubt.” Dubbing this disparmajor confidence inhibitor,” write ity a “confidence gap,” they have Kay and Shipman. (If you doubt produced this blueprint for female that dynamic, check out the 2012 self-assurance revealing how Princeton study documenting that Reviewed by Allan Fallow



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when women are in the gender minority, they speak up as much as 75 percent less than men do.)

While interviewing star Mystics players Monique Currie and Crystal Langhorne (who encouraged Shipman’s young daughter, Della, to shoot a few confidence-building hoops with them), The Confidence Code authors notice some disturbing traits that they say are common to almost all professional women: overthinking, people pleasing and an inability to let go of defeats, for starters. These earn a place of shame on their “confidence blacklist,” along with hesitation, perfectionism and attributing one’s success to luck rather than skill.

By the time we meet the (male) senior partner of a law firm who concludes that confidence ratings should be a formal part of performance reviews, we’re bobbing our heads in agreement.

If The Confidence Code occasionally feels like a cry of anguish — “[W]hat a waste of energy and talent all of this agonizing can be” — it is also a call to action. Not action for the sake of busyness, mind you, but action as a

deliberate tactic for boosting one’s self-assurance. Tackle one new thing and the progress you make will whet your appetite for challenge; master that new thing and the entire process may prove contagious, emboldening you to seek out and face down some new test.

The authors’ level-headed advice on raising confident daughters makes me want to shove a copy of The Confidence Code into the hands of every graduating senior along with her diploma — or better yet, every girl starting ninth grade. As Kay and Shipman themselves put it: “We both spent too much of our 20s and 30s stuck in self-doubt, and yes, we both still devote too much time to internalizing setbacks. …

For the sake of their own sanity and happiness, young women have to find a way to interrupt that negative soundtrack — much sooner, we hope, than we’ve been able to.”

a young woman’s confidence reserves. As Title IX studies have proven, girls who play team sports are more likely to finish college and earn a higher salary. Yet the CDC has found girls six times more apt to drop off a sports team than boys.

Moral of the story? To build the more confident woman of tomorrow, don’t let your sophomore quit the lacrosse team today!

So much for what the world around them is doing to sap women’s self-assurance; might they also be doing something to themselves to widen the confidence chasm?

The authors are particularly hard on their own gender here, assailing what they see as distinctly female tendencies to: ÄÄfind fault with their own appearance; ÄÄprize being liked over being respected; ÄÄpersonalize setbacks; ÄÄdwell on problems at the From Classroom expense of solutions; to Cubicle ÄÄovervalue emotional connecSpeaking of girls and school, that’s tions; and precisely where The Confidence ÄÄoverthink things to such a Code authors believe much female degree that they undermine insecurity arises. Better able than themselves with “tortured cycles boys to behave in the classroom — of useless self-recrimination.” and rewarded for doing so — girls This is the opposite of taking learn to avoid taking risks and action — that “cornerstone making mistakes. But that is just of confidence,” as the authors the sort of trial-and-error, real-world characterize it — and it’s so experience they must log to gain pervasive that psychologists confidence in their own abilities. It have coined a formal word for it: will also stand them in good stead ruminating. “We do a lot more once they leave the “meritocratic ruminating than men,” write academic classroom where we excel” Kay and Shipman, “and we have and enter the hard-knocks job marto get out of our heads if we ket: “Professional success demands want to build confidence.” political savvy, a certain amount of Me, I’m just grateful for the opporscheming and jockeying, a flair for tunity The Confidence Code gave me self-promotion and not letting a ‘no’ to get inside the heads of these two stop you,” write Kay and Shipman. sharp thinkers. Their new book is so “Women haven’t been very good rich in life lessons to ruminate over at mastering these skills, and that that it makes a worthy rival to Sheryl holds us back.”

Sandberg’s Lean In. The playground or ball field turns out to be an ideal place to replenish Allan Fallow is an editor in Alexandria, Virginia.

YO U M I G H T A L S O L I K E …

THINK LIKE A FREAK

By Steven D. Levitt & Stephen J. Dubner (William Morrow) 288 pages $ 17.39/hardcover The authors of Freakonomics apply their analytic and story-telling skills to everyday problem solving.

STRESS TEST

By Timothy F. Geithner (Crown) 592 pages $ 24.50/hardcover Timothy Geithner, who served as secretary of the Treasury, shares his thoughts on the financial crisis.

HOW THE WORLD SEES YOU

By Sally Hogshead (HarperBusiness) 448 pages $ 19.71/hardcover A successful advertiser explains how to make a better impression by focusing on what makes you valuable.

NEVER BE CLOSING

By Tim Hurson & Tim Dunne (Portfolio Hardcover) 272 pages $ 20.48/hardcover The authors argue that you can gain more business by becoming a problem solver instead of a salesperson.

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G U I LT Y P L E A S U R E S

resources for learning & leisure

fall

INTO THE FLAT-SCREEN

The fall TV season is always met with great anticipation, often followed by great disappointment. (And cancellations.) But there are some new programs that might just catch on and help you unplug from a long day’s work. Time — and ratings — will tell.

1

SELFIE ABC

(abc.go.com/shows/selfie)

This ABC comedy looks to capture the zeitgeist by focusing on a young protagonist, played by Karen Gillian, who has hundreds of thousands of followers on social media but no real friends. She reaches out to a marketing expert to help her make real-world connections.

2

(nbc.com/state-of-affairs)

This NBC political drama stars Katherine Heigl, from “Grey’s Anatomy,” as a CIA analyst who assembles the daily security briefing for the president (played by Alfre Woodard), which prioritizes the most critical security issues that face the nation.

STATE OF AFFAIRS NBC

3 MADAM SECRETARY CBS

4

RED BAND SOCIETY FOX

(cbs.com/shows/madam-secretary)

Another political drama, this time from CBS, stars Tea Leoni as the secretary of state who juggles an incredibly demanding job with family life. Tim Daly and Bebe Neuwirth also star in the program that portrays a secretary of state who is willing to skirt the rules to get things done. (fox.com/red-band-society)

This Fox dramedy, produced by Steven Spielberg’s Amblin Television, is touted as “a provocative, unconventional and, at times, comic high school drama told through the eyes of a group of teenagers who meet as patients in the pediatric ward of Ocean Park Hospital in Los Angeles.”

5

(cwtv.com/shows/the-flash)

The DC Comics franchise moves to TV (on the CW network) with this program about Flash, a superhero crime fighter. An accident gives the title character his unusual power — the ability to move at superspeed — which allows him to serve as a guardian angel as he moves through the city.

THE FLASH CW

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YO U M I G H T A L S O L I K E …

THE WAR FOR LATE NIGHT

by Bill Carter [Plume] 432 pages $ 13.83/paperback The sea-change in late-night comedy television is chronicled, including what went wrong with Leno, Letterman and O’Brien.

DIFFICULT MEN

by Brett Martin [Penguin Press] 320 pages $ 13.60/paperback How a new wave of top-notch cable TV dramas transformed the television industry forever.

LIVE FROM NEW YORK

by Tom Shales and James Andrew Miller [Back Bay Books] 656 pages Paperback/$6.89 An oral history of Saturday Night Live, the groundbreaking late-night sketch comedy show.

THE REVOLUTION WAS TELEVISED

By Alan Sepinwall [Touchstone] 400 pages Paperback/$12.19 An analysis of how shows like Oz, Deadwood, The Shield, Lost, Buffy the Vampire Slayer and 24 re-invigorated television.

Stefan Swanepoel is an international best-selling author, whose presentations provide a visionary evaluation of the real estate market.

GAINING

inside

CRS

the edge

news from the council

Sell-a-bration® hits Vegas



Do you feel lucky? Smart REALTORS® know that education and networking can improve their fortunes as they strive to serve their customers better and win new business.

Take charge of improving your career by making plans to join hundreds of your topproducing peers at the Paris Las Vegas Hotel and Casino Feb. 16 – 17, 2015, for Sell-a-bration®, the Council’s annual education event.

For nearly 30 years, CRS’s Sell-a-bration® has brought together the best practitioners in residential real estate from around the country and overseas for a forum of real-world education, information sharing, networking and mentoring.

Attendees leave the event armed with fresh ideas, new professional contacts and a renewed commitment to their business as they begin the New Year.

The conference kicks off with a bang on Feb. 16. Noted real estate strategist, visionary and best-selling author Stefan Swanepoel will open Sell-a-bration® with a keynote speech, The Future of Real Estate. He will focus on explaining and demystifying the change, innovation, threats and opportunities that face REALTORS® as they build successful careers.

Swanepoel has worn many hats over the course of his successful career as an agent, a broker/owner, president of a global real estate franchise, a REALTOR® association executive, an MLS president, a dot-com CEO and a consultant to hundreds of real estate companies.

“We encourage agents to seize upon this opportunity to learn from one of the real estate industry’s most knowledgeable and dynamic speakers,” said Anthony Priore, CRS vice president of marketing & communications.

Swanepoel will also provide a special Real Estate Trends summary in a PDF format that will be distributed to all attendees.

Sell-a-bration® 2015 will have more than 30 educational opportunities — all focused on one task: to help you gain the edge on your competitors. You’ll learn from top industry experts who

will introduce you to best practices that can improve your business now and in the future.

The conference will also feature an expanded exhibit hall where you can gain firsthand experience with the products and services our sponsors offer. Sponsors include RealPro Systems and Cutco Closing Gifts.

The fact that many attendees return to Sella-bration® year after year illustrates the value that they take home from the experience. Sell-abration® is eligible for 16 CRS Education credits toward the CRS Designation when both days are attended.

“Even with over 25 years in the business, learning never stops … and Sell-a-bration® drives the train,” says Robert Imperato, CRS, of Boston Realty Associates.

Lisa Ancich, CRS, with Keller Williams Whittier in Whittier, California, agrees. “I went last year and I thought it was the best event I had been to in almost 13 years in real estate,” she says. “I loved the camaraderie, the willingness to share information and help one another, and general overall feeling that CRSs are family.”

For information about Sell-abration® 2015 and to register, visit crs.com/ events/sella-bration, or call customer service at 800.462.8841.

REGISTER BEFORE NOV. 10 TO SECURE EARLY-BIRD PRICING CRS DESIGNEES/MEMBERS Early Bird Rate Standard Rate $ 575 $ 599 (ends Nov. 10, 2014) NON-MEMBERS Early Bird Rate Standard Rate $ 625 $ 649 (ends Nov. 10, 2014)

For more information about Sell-a-bration® sponsorship and exhibiting opportunities, contact Stephanie Crain, CRS director of business development, at 312.321.4452 or scrain@crs. com.

Group Rates are also available.

CRS will hold a one-day, pre-event educational program on Feb. 15. Pricing for the eight-hour course is: CRS MEMBERS NON-MEMBERS $ $ 130 160

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inside

CRS news from the council

A MATTER OF

courses

One-Day Essentials hit the mark



Smart REALTORS® who are intent on learning more would do well to concentrate on building upon the targeted skills and strategies they need to succeed. The Council of Residential Specialists’ new educational courses, CRS One-Day Essentials, focus on those core skills REALTORS® need to take their business to the next level. The tactics and strategies taught in these courses deliver an immediate benefit to any agent, whether they are new to the business or a veteran CRS. “Our goal was to create a program that would deliver education focused on skills and strategies critical for all real estate agents in their day-today businesses,” says Mary Beth Ciukaj, vice president of professional development at CRS. “The tactics

and strategies taught in these courses deliver an immediate benefit to any agent, whether they are new to the business or a veteran CRS.” The program’s three different courses are being held in 30 locations across the country through December 2014. Check crs.com/ one-day-essentials for course locations, dates and registration.

Ivy Firestone, a REALTOR® from Highland Park, Illinois, recently attended the Win-Win Negotiation Techniques course. She found it to be “very worthwhile, and I’ve taken other negotiating classes. ... I loved [learning about negotiation] from the REALTOR’S® perspective.”

Register Today

CRS Designees pay just $130 per course, while non-members pay $160. Bundled course pricing discounts can also save registrants 10 percent off two courses or 20 percent off three courses.

Each course is eligible for eight CRS Education Course credits toward the CRS Designation.

These eight-hour One-Day Essentials courses will run from approximately 8 a.m. to 5 p.m. with a one-hour lunch break. (Lunch is not provided.) Exams will be administered on-site during the course.

To Register: Call 800.462.8841 or visit crs.com/one-day-essentials.

Course 1 Converting Leads into Closings

Course content covers all aspects of a successful customer interaction experience — attraction, first contact, needs analysis, incubation, conversion, closing and beyond.

Course 2

Win-Win Negotiation Techniques

Learn key strategies to help you identify the interests of another party in a negotiation, prepare for negotiations and create a game plan, and respond to any issues that may arise during a transaction.

Course 3

Building a Team to Grow Your Business

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Learn strategies for delegating and outsourcing tasks to help agents focus on activities that make them the most money.

CRESCENT CITY confabs

NAR conference, CRS meetings to hit New Orleans



Let the good times roll for your business when you attend the 2014 REALTORS® Conference and Expo in New Orleans, Nov. 7 – 10, 2014. Like the city of New Orleans, the real estate industry is steadily working through recovery, and conference programming reflects the new challenges REALTORS® face as many housing markets turn around. It will also provide CRS Designees with practical tips and strategies to help them close more deals in 2015.

With more than 100 education sessions, 400 exhibitors and an expected 17,000 attendees, agents

CRS WEBINARS DELIVER

can find something that will address their toughest business challenges.

CRS meetings will be held in conjunction with the national conference Nov. 5 – 8 at the Westin Canal Place in New Orleans.

For details about the complete conference schedule, visit REALTOR.org/Conference.

CRS Members are encouraged to register through a special link: crs.com/events/annual.

And be sure to check crs.com for details about the annual CRS Inaugural and Awards Dinner on Saturday, Nov. 8, 2014, at the Paris Las Vegas Hotel and Casino.

Have you taken a CRS webinar yet? The one-hour online sessions give you exactly the amount of targeted information you need about a given topic, live-streamed to your home or office computer.

CRS webinars have helped thousands of CRS Designees and real estate professionals learn about some of the hottest topics in the residential real estate industry. Upcoming sessions include: ÄÄ Nov. 18, 2014: Growing Your Team and Hiring an Assistant, with presenter Seth Dailey, CRS ÄÄ Dec. 16, 2014: Preparing for 2015, with presenter Ashton Gustafson, CRS

GET INTO TRS

The November/December issue of The Residential Specialist will be available in the free magazine bins at the 2014 REALTORS® Conference and Expo in New Orleans. This gives companies and individual CRSs a great opportunity to boost their brand awareness among the most influential people in the real estate industry.

For information and inquiries about company (display) advertising, contact M. J. Mrvica Associates, Inc., at 856.768.9360 or mjmrvica@mrvica.com.

Please direct CRS Referral Marketplace (member) advertising inquiries to: Joe Stella, GLC, 847.205.3127, JStella@glcdelivers.com.

Visit crs.com/magazine for more information.

And don’t forget that CRS webinar recordings are available for download via smartphone, Apple iPad or tablet PC. CRS Recorded Webinars are an easy, convenient way to learn about the topics that impact your business and keep you abreast of industry trends — all while earning credit toward the CRS Designation. You can even buy a five- or eight-webinar bundle to make it even easier.

Visit crs.com/recorded-webinar-bundles and crs.com/education for more details about the live and recorded webinar sessions.

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CRS

connect expand your network

YOUR CRS

network

Tim Burroughs, CRS, of Keller Williams Realty Boise in Idaho, CONNECTION says he always hunts for a CRS Designee when it’s time to PERFECTION make a referral. He shares a recent story of how his connections with CRS peers resulted in a successful referral.

“I have a (CRS) contact in Idaho Falls, Idaho, who I have never met, but have talked with on many occasions. When I had a referral from one of my clients [for] her parents who lived in Washington but still owned a house in Idaho Falls, I knew who to call.” That was Mike Hicks, CRS, of Keller Williams Realty East Idaho.

“He made arrangements to meet the seller, assessed what work was needed before they could list, and then waited to hear the work was done. Meanwhile, Mike had a buyer who was coming to town and it sounded like this property (not yet listed) would be perfect. He called the seller and made arrangements to show it. ... The buyer liked it enough to make an offer without the work needing to be done. Good news for the sellers and the buyers — and two very happy CRSs.”

SOUTH

SOUTH

SOUTH

ABR, CRS, SRES, GRI, CDPE

Serving Northern Virginia and the Dulles Tech corridor Re/Max Premier offices in

Ashburn, Fairfax and Leesburg

Direct: 703-999-6535 Office: 703-318-0067

lisacromwell@remax.net www.LisaCromwell.com

SOUTH

Fort Lauderdale, FL

Leading the way in South Florida Real Estate

Gary Lanham President & Broker CRS, CIPS, ABR, ePRO 954.530.8198

www.lanhamassociates.com

SOUTH

SOUTH

Lance Jason Broker Owner

www.BocaRatonCondoFinder.com Realty For Baby Boomers, LLC

561-290-9866

Specializing in Greater Boca Raton Ocean Front Condominiums.

CRS CLASSROOM COURSES CRS 103 — Mastering Positive Change in Today’s World SEPT. 24 — LAS VEGAS [Barrett & Company] 702.252.7100

Instructor: Mark Given, CRS OCT. 16 — ALBUQUERQUE, N.M. [New Mexico CRS Chapter] 505.980.9320

Instructor: Rich Sands, CRS

Sep Oct

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MIDWEST

NORTHEAST

WEST

Welcome to the tranquil beauty of the

BLACK HILLS of SOUTH DAKOTA Proud home of

ELLSWORTH AIR FORCE BASE

YOUR NEXT

Your referral source

FOR ALL YOUR LAS VEGAS & HENDERSON-BOUND CLIENTS….

for the greater

Pittsburgh

I’M HERE TO ASSIST THEM FROM HOUSE HUNTING TO MOVE-IN DAY!

area

20+ YEARS EXPERIENCE, KNOWLEDGE, INTEGRITY & TLC = PROVEN RESULTS

Whether it’s a Condo on the Strip or Golf, Lake or Desert Home/Estate…

I cover the Entire Valley

I help clients make the Wright move RAPID CITY, SD

Duane Hosek, CRS

Honest-Skilled-Motivated-Full Time

605-391-8424

duanehosek@gmail.com www.duanehosek.com

WEST

30% REFERRAL CHECK

IS ONLY A CALL OR CLICK AWAY...

Nancy Wright, ABR, CRS, GRI

Rose Falocco

RE/MAX Realty Brokers 5608 Wilkins Ave. Pittsburgh, PA 15217 OFS: 412-521-1000 x170 CELL: 412-508-0040 nancywright@remax.net

Residential Specialist & Relocation Director

ABR, ASR, CDPE,CRS, CIPS, GMS, QSC, RSPS, SRES, SFR, E-Pro

Fluent in French, Italian, Spanish

702-767-6993 Rose@Rose4realestate.com

WEST

CANADA

CRS classroom courses earn either eight credits (for 100-level, one-day courses) or 16 credits (for 200-level, two-day courses) toward the CRS Designation. CRS courses listed below are from Sept. 15, 2014 — Dec. 31, 2014. For more up-to-date listings, visit www.crs.com.

OCT. 29 — KAMUELA, HAWAII [Hawaii Aloha CRS Chapter]

SEPT. 30 — LAS VEGAS [CRS]

808.733.7060, ext. 105

Instructor: Lee Barrett, CRS

Instructor: Jackie Leavenworth, CRS CRS 120 — Converting Leads Into Closings SEPT. 24 — PHOENIX [CRS] 800.462.8841

Instructor: Lee Barrett, CRS

CRS 121 — Win-Win Negotiation Techniques

800.462.8841

NOV. 12 — ORLANDO, FLA. [CRS] 800.462.8841

Instructor: Mike Selvaggio, CRS, CCIM NOV. 19 — MADISON, WIS. [CRS] 800.462.8841

OCT. 15 — DES MOINES, IOWA [CRS] 800.462.8841

Instructor: Chandra Hall, CRS OCT. 29 — NASHVILLE, TENN. [CRS] 800.462.8841

Instructor: Chandra Hall, CRS

Instructor: Chandra Hall, CRS

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CRS

connect expand your network

CRS CLASSROOM COURSES

OCT. 16–17 — ANCHORAGE, ALASKA [Alaska CRS Chapter] 907.561.2338

NOV. 12 — DALLAS [CRS]

Instructor: Gee Dunsten, CRS

800.462.8841

NOV. 12 — ORLANDO, FLA. [CRS]

OCT. 20–21 — JUNEAU, ALASKA [Alaska CRS Chapter and Southeast Board of REALTORS®]

800.462.8841

907.561.2338

NOV. 18 — ATLANTIC CITY, N.J. [CRS]

NOV. 17–18 — BRENTWOOD, TENN. [Williamson County Association of REALTORS®]

Instructor: Chandra Hall, CRS

Instructor: Mike Selvaggio, CRS

Instructor: Gee Dunsten, CRS

800.462.8841

Instructor: Mike Selvaggio, CRS, CCIM

615.771.6845

Instructor: Robert Morris, CRS, CRB

DEC. 4 — SAN DIEGO [CRS]

CRS 201 — Listing Strategies

800.462.8841

Instructor: Lee Barrett, CRS CRS 122 — Building a Team to Grow Your Business 800.462.8841

Instructor: Chandra Hall, CRS OCT. 2 — MIAMI [CRS]

NOV. 17–18 — MEMPHIS, TENN. [Memphis Area Association of REALTORS®] 901.685.2100

Instructor: Jackie Leavenworth, CRS DEC. 8–9 — ATLANTIC CITY, N.J. [Triple Play REALTOR® Convention] [New Jersey, New York and Pennsylvania Associations of REALTORS®] 888.818.4922

Instructor: Jackie Leavenworth, CRS CRS 202 — Effective Buyer Sales Strategies SEPT. 25–26 — LAS VEGAS [Barrett & Company, Inc.] 702.252.7100

Instructor: Lee Barrett, CRS

SEPT. 22–23 — LAS VEGAS [Barrett & Company, Inc.]

OCT. 6–7 — SOUTHFIELD, MICH. [Greater Metropolitan Association of REALTORS®]

702.252.7100

248.478.1700

SEPT. 22–23 — CLARKSVILLE, TENN. [Tennessee CRS Chapter and Clarksville Association of REALTORS®]

OCT. 8–9 — CLIVE, IOWA [Iowa Association of REALTORS® and Iowa CRS Chapter]

Instructor: Lee Barrett, CRS

SEPT. 25 — PITTSBURGH [CRS]

Instructor: Frank Serio, CRS, CRB

931.552.3567

Instructor: Mike Selvaggio, CRS, CCIM

800.532.1515, ext. 1

800.462.8841

OCT. 8 — SAN FRANCISCO [CRS]

SEPT. 24–25 — HUNTSVILLE, ALA. [North Alabama CRS Chapter]

NOV. 12–13 — SPRINGFIELD, MO. [Greater Springfield Board of REALTORS®]

800.462.8841

256.656.4741

417.883.1226

OCT. 16 — VIRGINIA BEACH, VA. [CRS]

SEPT. 29–30 — OMAHA, NEB. [Larabee School of Real Estate]

Instructor: Mike Selvaggio, CRS, CCIM

Instructor: Lee Barrett, CRS

Instructor: Frank Serio, CRS, CRB

800.462.8841

Instructor: Mike Selvaggio, CRS, CCIM OCT. 22 — PORTLAND, ORE. [CRS] 800.462.8841

Instructor: Lee Barrett, CRS

OCT. 9–10 — LANSING, MICH. [Greater Lansing Association of REALTORS®]

OCT. 27–28 — AUSTIN, TEXAS [Austin Board of REALTORS®]

Instructor: Lee Barrett, CRS DEC. 2 — SAN ANTONIO [CRS]

512.454.7636

Instructor: Mike Selvaggio, CRS, CCIM

800.462.8841

Instructor: Chandra Hall, CRS

The Residential Specialist trsmag.com

Instructor: Chuck Bode, CRS

Instructor: Robert Morris, CRS, CRB

800.462.8841

42

402.436.3308

517.323.4090

NOV. 20 — HOUSTON [CRS]

Sep Oct

CRS 200 — Business Planning and Marketing

20 14

Instructor: Chandra Hall, CRS

Instructor: Rich Sands, CRS CRS 206 — Technologies to Advance Your Business SEPT. 24–25 — ASPEN, COLO. [Aspen Board of REALTORS® and Colorado CRS Chapter] 970.927.0235

Instructor: Mark Porter, CRS OCT. 8–9 — LUBBOCK, TEXAS [Lubbock Association of REALTORS®] 806.795.9533

Instructor: Mark Porter, CRS

OCT. 14–15 — WARNER ROBINS, GA. [Georgia Association of REALTORS®] 770.451.1831

Instructor: Robert Morris, CRS, CRB OCT. 28–29 — COUNCIL BLUFFS, IOWA [Nebraska CRS Chapter and Southwest Iowa Association of REALTORS®] 800.777.5231

CRS 210 — Building an Exceptional Customer Service Referral Business SEPT. 23–24 — FT. LAUDERDALE, FLA. [Greater Fort Lauderdale REALTORS®] 954.563.7261

Instructor: Ed Hatch, CRS, CRB

OCT. 22–23 — COLORADO SPRINGS, COLO. [Chandra Hall Seminars and Pikes Peak Association of REALTORS®]

NOV. 12–13 — BATON ROUGE, LA. [Greater Baton Rouge Association of REALTORS®]

719.633.7718

Instructor: Ed Hatch, CRS, CRB

Instructor: Mark Given, CRS OCT. 23–24 — PEORIA, ARIZ. [Arizona CRS Chapter and West Maricopa Association of REALTORS®] 623.931.9294

225.761.2000

NOV. 18–19 — BELLEVUE, WASH. [Washington CRS Chapter]

Elective Courses Elective courses vary in length and credits earned toward the CRS Designation. Please visit the CRS website for details at crs.com.

866.556.5277

Instructor: Frank Serio, CRS, CRB

Instructor: Chuck Bode, CRS

Instructor: Mark Porter, CRS

Chicago, IL December 6-8, 2014 Hyatt Chicago Magnificent Mile 633 North Saint Clair Street Chicago, IL 60611

OVER 24 HOURS OF ONLINE AND IN-PERSON TARGETED LEADERSHIP TRAINING FOR JUST $699!

Learn leadership skills that you can apply in all areas of your business. Register now for the 2014 CRS Leadership Training Conference and…

• Attend the live 2-day conference in Chicago for hands-on training • Access 5 live and on-demand webinars that cover critical leadership skills • Receive a Leadership Training Program Certificate

CRS.COM/Leadership-Training-Program

SHARE YOUR EXPERTISE

Would you like to be a source for a future story in The Residential Specialist? Send an email to mfenner@crs.com to be added to our potential source list. To see a list of topics we’ll be covering, check out the magazine’s 2014 editorial calendar online at crs.com.

[resources]

reach out to the experts who made this issue happen

PERSONALIZE, REPRODUCE AND MAIL THIS NEWSLETTER TO YOUR CLIENTS

EDIT Value Propositions Lee Barrett, CRS Barrett and Co., Inc.

barrettandcoinc@gmail.com

What’s So Special About You? Arlene J Kelly, CRS Ola Properties Inc.

Alexis Bolin, CRS ERA Legacy Realty

Arlene@olaproperties.com.

Gretchen Lambeth, CRS Hawaiian Isle Real Estate

Jana Turner, CRS Sand N Sea properties

alexis@alexissellshomes.com

Gretchen@HawaiianIsle.net

Jackie Leavenworth, ABR, CRS instructor Jackie@coachjackie.com

jana@sandnsea.com.

Kim Ward, CRS Horizon Real Estate

KimWard@horizonrealestate.net.

Brian Copeland, CRS Village Real Estate Services

brian@villagerealestate.com

Philip Becker, CRS Becker Properties

pbecker@becker-realtors.com

Get Up, Get Into It & Get Involved Jeff Dowler, CRS Solutions Real Estate

Maura Neill, CRS RE/MAX Around Atlanta

JeffDowlerSolutions@gmail.com

Alex Milshteyn, CRS Howard Hanna Real Estate Services

gfujita@HBRinfo.com

mauraneill1@gmail.com

alex@alexmi.com

Gregg Fujita, CRS Harbor Bay Realty

Yolanda Lowe, CRS Berkshire Hathaway Home Services New England Properties YLowe@bhhsne.com

Christel Silver, CRS Silver International Realty chs@silverhouses

44

PLEASE NOTE: The images featured in the YOUR HOME newsletter may only be used within the PDF version of the newsletter. These images may not be reproduced or republished elsewhere outside of this newsletter format. CRS members are free to re-use the text of the articles contained in the newsletter, however.

REPRODUCE

Do it yourself with your office copier, or take the newsletter or electronic file (in addition to your photograph and any information you want inserted) to a printer who can prepare and reproduce the newsletter for you.

DISTRIBUTE

The Y Factor

Sep Oct

Leave YOUR HOME as is, or personalize the newsletter by adding your photo, logo, address and phone number to the mailing panel.* You can also substitute any article in the newsletter with one of your own.

Edit the newsletter e­ lectronically by downloading the Microsoft Word version at crs.com/ yourhomenewsletter.

The Residential Specialist trsmag.com

20 14

MAIL. If you photocopy YOUR HOME or use it “as is,” please note that it is designed to be folded in a Z fold with the words YOUR HOME facing out on one side and the mailing panel facing out on the other side. Postal regulations require that Z folds have three closures (tabs or tape) — one on top in the center and two on the bottom. For your convenience, we have placed asterisks (*) where the closures should be. Be sure to check with your local mailer or post office to make sure you have prepared your mailings properly.

ELECTRONIC FILE. Attach the customized newsletter file to an email to your clients or create a Web link to the file on your website.

Consult your webmaster or technician to make sure the file is prepared correctly for these purposes, since these basic instructions will vary by person and system. * This newsletter is for the exclusive use of CRS members.

your *

home S E P/ O C T 2 014

Tips and tre nd s for homeow ners, buyers and sellers

color

YOUR WORLD



With autumn just around the corner, you want to give your home a fresh look for the season.

Better Homes and Gardens reports that brushing on a new coat of paint is an obvious first step, but by adding small splashes of color to your home’s exterior, you can improve curb appeal and entice buyers to walk through your door.

If you don’t have the time or the budget to repaint the entire

exterior, focus on one or two areas, such as the front door, window trim or the roof. Look for doors that come ready to be painted and choose high-quality acrylic latex paint. If your budget allows, decorative glass inserts add more visual interest, and often complement a range of housing styles.

Painting the roof can often make a big impact on your home’s overall look. For best results, choose a

tone in the same color family as the home’s paint or siding color, or pick a color that’s close to the hues in the brick or mortar.

Don’t feel like painting? Changing out the hardware and lighting in your front entrance — from the door knockers and house numbers to the porch lights and mailbox — adds character to your home’s appearance, while plants such as coleus and bigroot geraniums are lower-cost and colorful options for your landscaping. These plants also thrive in shady areas and are easy to care for.

With a little creativity, you can turn your home into a neighborhood show-stopper.

FALL TUNE-UP CHECKLIST

Homeownership comes with its share of routine seasonal tasks and chores. But keeping track of what needs to be done — and when — can be a challenge. To help homeowners stay on top of their maintenance projects, home improvement retailer Lowe’s offers easy-to-follow checklists for each season of the year and covers both inside and outside chores. Get your home ready for fall and winter with these tasks:

Indoor Tasks:

ÄÄ When you turn clocks back, change the batteries in smoke and carbon monoxide detectors. ÄÄ Install weatherstripping where needed around the windows. ÄÄ Have the furnace professionally inspected. ÄÄ If needed, set traps for rodents. ÄÄ Dust blinds and vacuum curtains throughout the house. ÄÄ Clean kitchen and bathroom cabinets and throw away outdated food, medicine and cosmetics. ÄÄ Change or clean furnace filters. Consult the manufacturer’s instructions to determine how frequently the filters should be replaced. ÄÄ Clean kitchen appliances inside and out, including refrigerator coils. ÄÄ Maintain clean drains by adding one-half cup of baking soda followed by one-half cup white vinegar. After 10 minutes, flush with boiling water.

Outdoor Tasks:

ÄÄ Clean gutters and downspouts. ÄÄ Inspect the roof and chimney for cracks and damage, and have them repaired. ÄÄ Rake and shred leaves to use as mulch or dispose of them. ÄÄ Close or install storm windows. ÄÄ Remove hoses from spigots and drain, and store indoors, coiled and flat. ÄÄ Store outdoor furniture and cushions. ÄÄ Walk around the house to check for open crawl space vents and close them before cooler temperatures set in. ÄÄ Cover your central air conditioning unit, and remove and store window air conditioners. ÄÄ Clean and store garden tools.

BROUGH T T O Y OU B Y Y OUR A GEN T, A MEMBER OF T HE C OUNCIL OF RE SIDEN T I A L SPECI A L IS T S

Tips and trends for homeowners, buyers and sellers Austin

Salt Lake City

Dallas

Denver

Des Moines

Grand Rapids

Minneapolis

Seattle

New Orleans

Ogden

BEST PLACES FOR millennials



Young adults looking for their first home need look no further than Austin, Texas, and Salt Lake City. These two locations were identified as top places for millennials to settle down due to having a large young-adult population, solid jobgrowth rates and relatively affordable home prices, according to a new study by the National Association of REALTORS® (NAR). Eight of the 10 metro areas recognized are in the Midwest and West, including Dallas, Denver, Des Moines, Grand Rapids, Minneapolis, Seattle, New Orleans and Ogden (Utah).

The homeownership rate for young adults under age 35 peaked at 43 percent in 2005 and has fallen steadily since then to 36 percent in the first quarter of 2014, NAR reports.

Limited job prospects, student debt and flat wage growth

OV

E REFER RA LS!

IL

SAY YES TO CRS EQUAL HOUSING

combined with tight credit conditions and low inventory have priced millennials out of housing markets like New York and San Francisco, and they are moving to other metro areas that offer strong job growth and where homeownership is more attainable.

NAR President Steve Brown says inevitable life changes will prompt young adults to pursue homeownership in the coming years. “Millennials will eventually settle down, trade their roommates for spouses and want to raise a family,” he says. “As long as median income continues to support purchasing power in most areas, the demand and opportunity will be there for millennials to purchase their first home with guidance and insights from a REALTOR®.”

Buying or selling a home can seem like an overwhelming task. But the right REALTOR® can make the process easier — and more profitable.

A Certified Residential Specialist (CRS), with years of experience and success, will help you make smart decisions in a fast-paced, complex and competitive marketplace.

To earn the CRS Designation, REALTORS® must demonstrate outstanding professional achievements — including high-volume sales — and pursue advanced training in areas such as finance, marketing and technology. They must also maintain membership in the National Association of REALTORS® and abide by its Code of Ethics.

Work with a REALTOR® who belongs in the top 3 percent in the nation. Contact a CRS today.

DO YOU KNOW SOMEONE WHO IS THINKING ABOUT BUYING OR SELLING A HOME? PLEASE MENTION MY NAME. This newsletter is for informational purposes only and should not be substituted for legal or financial advice.

If you are currently working with another real estate agent or broker, it is not a solicitation for business.

OPPORTUNITY

*

*

CRS ONE-DAY ESSENTIALS TM 1 2 3

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NEW ONE-DAY COURSES FROM CRS THREE NEW COURSES. ONE DAY EACH.

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CRS.COM/ESSENTIALS

ask a

CRS advice from your peers

Sep Oct

Q:

CUSTOMER SERVICE

What are your most successful client appreciation events?

“ I am about to host my third client appreciation party at my home on the water in Scituate [Massachusetts]. It is very casual and I invite my top 50 or so clients.

I have dinner, music and cocktails. It seems like everyone has fun — that’s why I keep doing it. I get many referrals from these friends and clients.”

“ Last fall I held a client appreciation event at a local pumpkin patch.

There were around 60 in attendance. The cost was only $5 per person, which included a pumpkin, a small petting zoo area and a bonfire…

The weather was a little cold and damp, but everyone had a great time.”

Peggy (Margaret) Dinger, CRS William Raveis – Norwell Norwell, Massachusetts

Paula Dollard, CRS Bunbury & Associates Realtors Madison, Wisconsin

Emily Petty, CRS Century 21 The Hills Realty Hunt, Texas

PDollard@BunburyRealtors.

emily@emilypetty.com

Peggy.Dinger@raveis.com

com

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The Residential Specialist trsmag.com

20 14

“ This past February we did a client appreciation evening at the [local] theater. We purchased all of the tickets (120) for a particular performance of a play and invited clients from the past year. It was a fun evening! The tickets were only $10 each and the wine and cheese was less than $200.”

INTRODUCING 5 NEW 8-HOUR CRS WEBINAR BUNDLES

Our most popular recorded webinars have been grouped into 5 themed bundles.

Choose one and gain deeper insights and learn actionable strategies related toâ&#x20AC;Ś LISTINGS MARKETING TECHNOLOGY BUSINESS PLANNING HOT TOPICS Each bundle includes 8 recorded webinars related to these topics and can help you earn 8 credits toward the CRS Designation.

BUNDLE PRICING: CRS Designees CRS Candidates Non-Members

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save 10% with coupon code WEBBUN10

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ONLY THE BEST RISE TO THE TOP To get ahead, you must find ways to continually add value to your business, and Sell-a-bration 2015 is designed to help you do just that. 速

Attend this live, 2-day premiere event, and you will learn essential skills and proven strategies that will help you gain the edge over your competition.

Choose from over 30 educational sessions led by industry experts.

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Explore our exhibit hall to get insights into the tools and products that can improve your business practices.

REGISTER NOV. 10 AND SAVE! CRS members . . . . . . . $599 $575 Non-members . . . . . . . $649 $625

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Call 800.462.8841 for special pricing.

FEBRUARY 16 - 17, 2015

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PARIS LAS VEGAS LAS VEGAS, NEVADA