The Residential Specialist, September/October 2023

* 2023 technology article

18 Buy Now, Sell Later:

Experts offer strategies to help clients who need to buy their next home before the sale of their original home is final.

By Myrna Traylor

22 A Virtual Helping Hand:

The rise of artificial intelligence has allowed agents to use chatbots to make client communication more efficient.

By Maggie Callahan

26 The Data Download:

The use of data analytics has taken the real estate industry by storm and has offered agents the ability to better track results.

By Ellie Stimmel

30 Onward and Upward: 2023 Sell-a-bration® speaker Jia Jiang is an expert on how to handle rejection and provides advice on how to overcome defeat.

By Myrna Traylor

CONTENTS

4 Aerial View

Jeff Hornberger, RRC CEO

6 Real Talk Recap: What you missed from recent RRC podcast episodes.

Market Pulse

8 Personal Perspective: Tamara Towns-Pozorski, CRS, Benefit Realty, Franklin, Wisconsin

9 Join the Crowd: Crowdfunding investments offers those who may not have the capital the opportunity to get involved.

By Jason Henninger

tech article

12 Ready For Your Closeup?: Agents can spice up their marketing materials by enhancing humdrum headshots with artificial intelligence.

By Myrna Traylor

16 Smart Living: The best apps to keep agents safe.

34 Market Values Insights from industry data.

36 Council Classroom: Learn how to ensure your safety while in the field.

38 Marketing Matters: Consider hiring a third-party content creator for your business.

Designation Nation

40 Your Own Council: RRC news and updates.

42 Ask a CRS: Advice from the country’s top agents.

43 RRC Connect: Expand your network.

46 Balancing Act: Spending more time in nature can provide mental and physical health benefits.

48 Taste of RRC: A recipe shared by an RRC member.

EDITOR

Cheré LaRose clarose@crs.com

800.462.8841

ASSISTANT EDITOR

Amelia Garza apgarza@crs.com

CONTRIBUTING WRITERS

Maggie Callahan

Jason Henninger

Ellie Stimmel

Myrna Traylor

BOARD OF DIRECTORS President

Tricia Nekota, CRS

First Vice President

Vivian Macias, CRS

Immediate Past President

Holli Woodward, CRS

Members

Debra Beagle, CRS

Bryan Hughes

Addie Owens, CRS

Kurt Thompson, CRS

Tonya Thomsen, CRS

Chief Executive Officer

Jeff Hornberger

Staff Liaison

Patricia Stodolny

PUBLICATION MANAGEMENT

Advertising Inquiries

312.321.4410

bd@crs.com

The Residential Specialist is published for Certified Residential Specialists, general members and subscribers by the Residential Real Estate Council.

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 buying and selling residential real estate.

The Residential Specialist is published bimonthly by the Residential Real Estate Council, 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 RRC at the above address.

The Residential Specialist (USPS0021-699, ISSN 1539-7572) is distributed to members of the Council as part of their membership dues. Nonmembers 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 Residential Real Estate Council, 430 North Michigan Ave., 4 th Floor, Chicago, IL 60611-4092.

www.glcdelivers.com

Publishing Manager

Scott Mason

Art Director

Ivette Cortes

COPYRIGHT 2023 by the Residential Real Estate Council. All rights reserved. Printed in U.S.A.

crs.com

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Celebrating Excellence

As we approach the change of season, there’s an air of anticipation within the Residential Real Estate Council (RRC). Each year, we mark late September with an exciting event that embodies growth, exploration and the power of learning: CRS Week.

This celebration is specially curated for our Certified Residential Specialists (CRS) and CRS candidates and aims to create an environment fostering professional development, knowledge acquisition and industry exploration.

2023 CRS Week was designed to be an enlightening five-day journey. It features a series of engaging webinars that delve into contemporary topics relevant to our industry. With themes encompassing evolving market trends, ethical practices, innovative client engagement strategies and the use of technology in real estate, we have been excited to provide our CRS community with opportunities to enhance their skills and broaden their knowledge.

Each day of CRS Week has a unique theme assigned to it, focusing on diverse aspects of residential real estate. This approach encourages CRS Designees

to explore various facets of their profession, engage in thought-provoking conversations and gain a more holistic understanding of the industry. For our CRS candidates, it gives them an incentive to join the conversation and gain motivation to complete their pursuit of the CRS Designation.

CRS Week places significant emphasis on engaging one another. We offered an opportunity for members to capture what it is to be a CRS through the eyes of their loved ones. CRSs asked their family, friends and significant others, “What does a CRS do?” pointed their camera and hit record. Members were able to submit these videos for RRC to feature on its social media pages while creating a video compiling all the submissions. I’ve anticipated hearing all about our members through the voices of those who know you best.

We also released a special episode of RRC’s podcast, “Real Estate Real Talk,” that answers your questions about the profession and what is coming next.

We look forward to the growth this year’s CRS Week will inspire among our CRS community. We’re not just celebrating our past accomplishments; we’re setting the stage for exploring new opportunities, strengthening professional relationships and acquiring knowledge that will propel our industry into the future.

CRS Week is a testament to our commitment to excellence, lifelong learning and professional development. We are confident that the insights, connections and inspiration derived will be instrumental in shaping the future success of our CRS community.

We hope all our members and candidates are taking advantage of all CRS Week offers as we celebrate the spirit of growth, learning and exploration that defines our vibrant community!

We look forward to the growth this year’s CRS Week will inspire among our CRS community.”

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Have you been listening to RRC’s “Real Estate Real Talk” podcast? If you’re late to the party or forgot to tune in, here’s a peek at what our expert CRS hosts have been discussing in recent episodes.

What You Missed on Real Estate Real Talk

Season 2, Episode 11

“What to Keep in Your Car”

I think it’s really important to have blank documents at your disposal. [Sometimes] I go through my pre-listing appointment list, and it doesn’t sound like they’re ready to list or they’re going to be signing documents. But then you get there, and towards the end of the appointment, they say, “All right, so what’s next?” And you’re sitting there with eyes wide open [and say], “Well, the next step is paperwork.” And they say, “All right, let’s do that.” And you’re not prepared. So, I always have listing paperwork on my car. Also—and this happens in Michigan— sellers are responsible for filling out seller’s disclosure statements, and they make a mistake while filling it out. Thankfully, I have another set or two or three in my car and can get another disclosure form.

Alex Milshteyn, CRS

Season 2, Episode 12

“Pride and LGBTQ+ in Real Estate”

Season 2, Episode 13

“How

to Stay Likeable on Social Media”

If you are someone who says, “Well, I really don’t know what to post about other than real estate,” watch your posts and see what gets the most attention. I was just reading an article this morning, and [the creator] was posting, in his words, boring content about real estate. When he would post a funny meme, it would get a ton of attention and a ton of views. That became his thing. What is your thing? Is your thing luxury real estate? Is your thing baking cakes? Are you an athlete? Watch what’s getting the most attention because that’s your audience asking you for more.

Maura Neill, CRS

Season 2, Episode 14

“Social Media and the Code of Ethics”

Listen to new episodes and access the entire archive of “Real Estate Real Talk” episodes at CRS.com/realtalk or wherever your favorite podcasts are found.

Let’s talk a little bit about the things that we can do to be better and how we can share pride. One of the things I always get tickled at are people who mean well. One of the worst things you can do when you’re on a consumer intake, and you are non-LGBTQ+, is say, “So, are you married?” If you’re talking to a man, don’t say, “So, tell me about your wife.” Think through what neutral ways you can ask the questions. For this question, ask, “Who’s going to be a part of this homebuying decision with you?” Or, “Who else is making a decision on selling this home with you?” Let them opt to tell you.

Brian Copeland, CRS

In another episode, we mentioned that our [online] living rooms are often Facebook groups. You have a choice with every post you make. Is that post going to open the living room for potential ethics and discriminatory practices, or is that post going to open the living room for all good things? When you’re posting things online, you’re a real estate leader. Everyone listening to this podcast is a real estate leader, whether you like to admit it or not. RRC members are at the top of the game here professionally. And when we are opening up our living room to any of those negative hosting experiences, what’s our responsibility there?

Brian Copeland, CRS

PAGE 8

Market Pulse

TRENDING HEADLINES AND IDEAS

CROWDFUNDING

Learn

PAGE 9

PAGE 12

PAGE 16

Photo: Narayan Mahon

Tamara Towns-Pozorski, CRS

Benefit Realty, Franklin, Wisconsin

How did you get involved in real estate?

Tamara TownsPozorski, CRS, achieved the CRS Designation in 2015. She can be reached at tamara@benefitrealty.com or 262-470-2300

I worked for my family’s commercial real estate development company, helping with administrative tasks. Because my grandfather used to be a home builder before he did commercial development, as a hobby, he would fix up one house a year and flip it. So, I thought I could get my real estate license and then sell that one property a year for him, and that would be some additional income for me. I didn’t want to take my licensing classes through a brokerage because I initially didn’t intend to join a brokerage. I went to the local technical college, Waukesha County Technical College, which has a real estate program, and took the two classes I needed to take my real estate salesperson exam in Wisconsin. From there, I just fell in love with real estate. My instructor encouraged us to get additional education and to take

the broker’s exam. I thought that would be great; I’d get my broker’s license so that I could practice independently. I ended up getting my broker’s license, and even though I already had an undergraduate degree, I decided to get an associate degree in real estate.

How did you learn about the CRS Designation?

When I first got my license, I didn’t know how to do the business part. So, I started taking basic courses on how to be an agent. In Wisconsin, at that time, some of those classes were CRS classes. I took a two-day class on being a listing agent with Mike Parker, CRS, and learned so much. I got hooked on the education and the fact that CRSs are so willing to share their knowledge.

Have you been involved with CRS chapter activities?

I attended an NAR annual convention in Chicago, where I met Kristie Tindall, CRS, from Illinois,

and she introduced me to some of the Wisconsin leadership. Six months later, I was helping out on the membership committee, and it kind of snowballed. I became the events coordinator in 2020. (I did a lot of Zoom events!) That year, I became the membership leader. Then, last year, I was the Wisconsin RRC president and was voted the RRC State Leader of the Year.

How are things going in the Milwaukee housing market?

I’ve seen reports saying that the metro Milwaukee Area market is in the top five most competitive in the nation right now. I know there are other parts of the country where prices are going down, but we have not seen that. Things had slowed down a bit in the second half of last year, but we’re back to being busy this year, especially in the more affordable end of the spectrum. Anything that’s at a moderate price point, in decent condition and a desirable area will

have multiple offers on it and end up going for over the list price. It’s very competitive. A lot of first-time homebuyers want to buy but can’t. And many people trying to downsize don’t want to compete with first-time homebuyers who are more used to paying over list price.

What do you do to relax?

I’ve made some of the best friends through the Council in the last two years. We met randomly after an NAR annual convention in San Diego, then the five of us ladies got together on a Zoom call and made it a monthly thing to chat.

One of my favorite things I’ve done in the last couple of years is traveling for RRC. Last year as Wisconsin RRC president, I got to travel so much, which was fantastic. I get to meet so many different RRC members who are such knowledge powerhouses across the nation; I feel blessed to be able to interact with them and learn from them.

I got hooked on the education and the fact that CRSs are so willing to share their knowledge.”

Join the Crowd

By Jason Henninger

Crowdfunding—gaining the capital for a particular project through multiple small investments rather than a few large investments—isn’t new. During WWII, the government sold war bonds—one of the best-known crowdfunding efforts of the pre-internet era. The idea was that you’d invest a little bit in the country’s military efforts and then, after a set period of time, be able to recoup the cash with interest. Crowdfunding today generally follows a similar pattern, though the timing and method of repayment vary depending on what is being funded.

This way of raising money has existed for hundreds of years in one form or

another but didn’t become a widely available investment tool until the early 2000s. Online crowdfunding began as a way for fans to support their favorite artists or to give to a charitable cause but has morphed into its own category of investment strategy for a wide variety of nonprofit and for-profit ventures. In real estate, it is rapidly growing in popularity.

The positives

The potential benefits are many. For the sponsor—the one with or seeking physical ownership of a property—it is a way to obtain funding for projects from sources beyond banks alone. For the investor, it allows for small investments, often from

Crowdfunding investors can profit off tiny pieces of several, if not hundreds of, properties.

$500 to $5,000, far less than the cost— or potential risk—of full ownership.

This means investing in real estate becomes a possibility for people who don’t have the funds or the credit rating to purchase property in full. Crowdfunding investors can profit off tiny pieces of several, if not hundreds of, properties.

It’s also a passive investment, meaning it does not require the time and energy needed to maintain the property. Of course, the flip side of it being a passive investment is that, unlike traditional real estate investments, the crowdfunding investor has no control over the property or its development.

The negatives

These benefits are enticing, but a potential investor should be aware that while the amount of capital needed is small, the return can also be relatively small compared to the money one might make from fully owning property.

Further, these investments generally cannot be cashed out quickly if needed. This is true of real estate in general, but particularly so with crowdfunding. All told, crowdfunding is a great way for people to diversify their investments without much risk, but it is far from a “get rich quick” scenario.

Where to invest

Numerous real estate crowdfunding platforms are available to accredited investors (those with at least $1 million net worth or able to meet other high annual income requirements) or non-accredited (general public). Each real estate crowdfunding company has its own way of doing business, charging service fee percentages, or fixed price fees or charging the sponsors. In some cases, the crowdfunding company itself is the sponsor. They vary in how they pay out, too.

For the new investor, especially a non-accredited one, such opportunities present an enticing way to get into a world previously unavailable to them. But in all cases, it’s best to thoroughly understand how the platforms work, looking not only at the minimum and fees but also at all the fine print. Even if the amount invested is small, it is still a real estate investment, with all the complexities that come with it.

PLATFORMS FOR CROWDFUNDING INVESTMENTS

The majority of crowdfunding sites work with commercial and residential properties. The array of real estate crowdfunding sites is growing and changing rapidly. Here are a few sites available for residential (single-family or multiple) crowdfunding, in no particular order.

Fundrise. It’s been around for about a decade, making it one of the oldest sites in this rather new field. They are open to non-accredited investors and offer opportunities to invest in everything from industrial complexes to individual homes, with low minimum investments.

Arrived. Unlike sites that offer investments for real estate investment trusts (REITs) and large commercial properties, Arrived focuses exclusively on the residential side. They offer low minimums, available to nonaccredited investors, though as a new company, they don’t always have a wide selection to choose from.

Lofty. Offering low minimums and an unusual daily dividend frequency (quarterly is far more common), Lofty works with single-family rentals and mixed-use commercial in a fractional ownership model. They’ve been around since 2018 and use blockchain to fractionalize investments.

Groundfloor. This site and app boast an average of 10% returns and $10 to get started. They have been around for about a decade, making it one of the older sites of this nature, along with Fundrise. The dividend frequency can depend on when a loan is fully funded, so investors may not always see investment returns on a predictable schedule.

Ark7. This site, like Lofty, offers fractional ownership of residential (single- and multi-family) properties with a quarterly dividend schedule. Ark7 prides itself on transparency, ensuring full legal and financial disclosure and no hidden fees.

All told, crowdfunding is a great way for people to diversify their investments without much risk, but it is far from a “get rich quick” scenario.

Purchasing Homes With Cryptocurrency

Purchasing a home with a cryptocurrency, such as Bitcoin or Ethereum, seemed out of the ques tion a few years ago. But new players are making it possible. One platform, MyEListing. com from Coinbase Commerce, has launched with the purpose of facil itating property purchases with cryptocurrency.

Those promoting the use of crypto cite transaction speed as one of the great benefits, allowing a sale to close within one day. But as commenters have pointed out, the current closing time frame allows for important steps, like the home inspection and title search.

Moreover, with the volatility in the value of cryptocurrencies, a seller or mortgage company that accepts today’s dollar equivalent in crypto may find the value greatly reduced tomorrow.

Still, for those with enough crypto on hand (virtually speaking), it could simply be a matter of converting it into fiat money and holding it in a named account for two months or using the value as collateral for a loan. However, someone who sells their crypto may incur capital gains taxes, so be aware of all the ramifications if your homebuyer wants to use their virtual money for a home purchase.

Estimated value of all residential real estate in the United States: $43.5 trillion

Source: Redfin.com

Estimated value of all cryptocurrencies: Market cap $1.03 trillion

(June 14, 2023)

Ready for Your Closeup?

By Myrna Traylor

Sharing a photo of yourself has become necessary to establish your brand as a REALTOR®. It helps potential customers identify you and gives them a sense of your personality and trustworthiness.

The way that agents can generate portraits to use on their various marketing materials has recently undergone a change, however, with the advent of generative AI (artificial intelligence) image services. These services will take one or more of your existing photos and generate dozens

of new ones featuring a variety of outfits, backgrounds and lighting.

Experimenting with the technology Jen Ward, CRS, salesperson of Cummings & Co. of Lutherville, Maryland, was curious about the process and used TryItOnAI.com to get a slate of headshots. “I thought, for $17—why not? That’s really inexpensive and sounds easy.” She uploaded several photos of herself and then selected parameters for what she wanted the AI to generate. “I chose a few things,” says Ward. “I requested

‘professional casual’ and ‘professional business.’ I also asked for some ‘neon’ shots for fun.”

Ward went into the experiment with the same concerns that many people of color have regarding AI-generated imagery. “Not that you can tell by my name, but I’m a Korean American woman. I thought, ‘Well, I’m kind of curious to see what AI picks up because it works well for Caucasian faces.’”

After Ward reviewed the initial output of 124 images, she selected some for additional work. “I went through each photo, and showed my husband the photos, and he’d say, ‘That doesn’t look like you.’” She selected the photos and emailed the edits, which cost $10 per photo, allowing her

to select and refine the images she liked best, correct her features and pick some backgrounds, like city lights, that she hadn’t previously thought of. “AI is a great solution if you need to update a headshot without the hassle of preparing for a headshot, or if you change your hairstyle and color often like I do,” she said.

Still on the fence

California REALTOR® Steve Rath, CRS, of Rath Real Estate, hasn’t made the jump to AI yet. “I have mixed feelings about it,” he says. “The first negative is that you still have to have good photos to start with. I think it’s similar to going out and taking pictures of a listing yourself instead of



To the left are some examples of AI-generated headshots for Jen Ward. In the second round images, the lines under her eyes were softened and some adjustments were made to her clothing.

 Above are some of the original photos Jen Ward sent to TryItOnAI.com for enhancement.

First round Second “retouched” round

First round Second “retouched” round

Headshots Digital photo enhancements

having a professional photographer take them. You can take pretty good selfies and have other people take pretty good shots with a phone, but it’s still not a professional photographer catching the right angle and light and all the rest.”

Rath has looked at four or five of the top AI image sites. (“All the top programs claim they’re No. 1.”) Some of the services Rath has investigated want more upfront work on the images than he is prepared to do. “Depending on the company, they prefer that you modify the photos before you send them, so that means getting into Canva or getting into some kind of a Photoshop program to enhance the photo and make it better to get the best result,” Rath says. “I don’t like having to learn how to do something to get something accomplished. I’ve tried to use Canva, and I just don’t like having to do it to have the AI tell me, ‘Here’s how to get the best results.’”

Some advantage

Rath admits he is “a little bit anti-AI because it’s another tool taking responsibility and creativity away from real people.” Still, he agrees that for people who are starting out or who want a quick

THE PHOTOGRAPHERS RESPOND

Not surprisingly, professional portrait photographers worry that inexpensive AIgenerated images will take away their business. And it’s not just the loss of income that they are worried about. They are concerned about the lack of creativity and expertise that goes into making people look like individuals. Others fear that over time, all our portraits will be so homogenized by the

algorithms that they’ll be all but useless. One photographer warns that using computer-rendered shots may actually hurt your brand instead of helping it. “They lack the personal touch and authenticity that comes with a real photograph, which can make your brand appear impersonal and untrustworthy. Additionally, savvy consumers can easily recognize AI headshots as fake, which

refresh of their headshots, you can’t beat the price. “Going out and getting it professionally done is very expensive,” he says. “I think the last time I paid in the neighborhood of $600 or $700 for a shoot. And you have to take time out of your day; you have to look pretty and go through the whole thing. But with a good photographer, the results are excellent.”

The other advantage of the AI-generated portfolio, Rath says, is that agents can get a wide variety of looks for different marketing materials. “On LinkedIn and your website, you want to look like a professional. But on Facebook and other social media, that can be a different look,” says Rath. “I used to wear a suit and tie every single day, and I’ve gotten better at getting a little bit more casual depending on the person I’m working with.”

Even though she will not be sharing the more light-hearted photos with her clients, Ward has enjoyed the experience of reviewing so many different looks. It made her laugh at some of the photos, but it gave her some great ideas on future haircuts, poses, clothing and backgrounds the next time she hires a photographer for a real photoshoot.

can damage your brand’s credibility,” says photographer Lev Gorn.

think about running them by friends and business associates to be sure you look like you and are recognizable to clients. Sept/Oct 2023 14

at TryItOnAI.com

The other advantage of the AI-generated portfolio is that agents can get a wide variety of looks for different marketing materials.”

–Steve Rath, CRS

Race is a Large Factor in Home Affordability

The current housing market is lacking in affordable inventory for middle- and lower-earning buyers. But this missing inventory is even more glaring for minority groups.

In the recent Housing Affordability and Supply report compiled by the National Association of REALTORS ® and Realtor.com, findings show that affordable inventory for Black and Hispanic Americans is lower than white Americans in the same income brackets.

“While nearly 66% of Black Americans earn $75,000 and less, these buyers can only afford 22% of homes for sale. In contrast, 48% of white Americans earn that same income, and they can also afford to buy 22% of the listings,” the report stated. This extrapolates to Black Americans needing 20% more listings with a value up to $256,000 (the calculated maximum price a buyer can afford making $75,000 or less) to make up the difference. Hispanic Americans would need 11% more homes.

The report went on to list the metro areas where affordability is best and worst for minority homebuyers earning less than $ 75,000 :

■ Most affordable:

• Youngstown, Ohio

• Baltimore, Maryland

• Jackson, Mississippi

• Toledo, Ohio

• Akron, Ohio

■ Least affordable:

• Boise City, Idaho

• Salt Lake City, Utah

• Spokane, Washington

• Portland, Maine

• Charleston, South Carolina

■ Areas were also identified as having the least inequity in homebuying ability among racial groups:

McAllen and El Paso in Texas; Oxnard and Riverside in California; and Tucson, Arizona. This was explained by these areas being equally expensive to purchase a home.

 For more findings and data from the Housing Affordability and Supply report, see page 34.

5 Apps to Keep a REALTOR® Safe on the Job

The life and career of a REALTOR® can be very rewarding, but it comes with its own set of challenges and risks. Being an agent involves meeting with strangers and often showing off properties alone. According to the National Association of REALTORS ® ’s 2022 Member Safety Residential Report, 23% of REALTORS ® experienced a situation where they feared for their safety. Of those surveyed, 27% reported feeling unsafe during showings, while 33% felt unsafe after receiving a threatening or inappropriate email, text message, phone call or voicemail.

Since 2003, NAR has dedicated September as REALTOR® Safety Month. Its goal is to reduce the number of safety incidents that occur in the industry. Here’s a list of smartphone applications designed with a REALTOR® ’s safety in mind.

1

FOREWARN: forewarn.com

2

Real Safe Agent: realsafeagent.com

Cost: $20 /month

This safety and intelligence app allows agents to perform proper due diligence on prospective clients. In seconds, an agent can verify a prospect’s identity, criminal record, bankruptcies, liens, judgments, address history and property records.

Cost: $4.99 /month

Self-proclaimed as “social networking that can save lives,” Real Safe Agent is the only agent safety tool based on behavioral science to prevent crimes. Through this application, an agent can build their own social network of safety groups. These groups are then alerted whenever an agent feels threatened or in danger. Other features allow users to spot red flags, have an agent accompany them on a showing and ensure one’s safety before, during and after an open house.

SafeShowings: safeshowings.com

Cost: $4.99 /month or $49.99 /year

This application is available to over one million REALTORS ® through their associations and allows an agent to capture a facial image of anyone about to enter a property during an open house. It also sets a timer during showings—if an agent is unable to end the timer, an alert can be automatically sent to a list of emergency contacts.

Cost: Free for most agents via their local MLS or $599 /year

Homesnap Pro: homesnap.com

3 4 5

SentriKey Real Estate App: sentrilock.com/ sentrikey-realestate-app-software

Before a showing, an agent can set a safety timer with Homesnap Pro. The application uses geolocation technology to populate the property address when the agent is within 2,000 feet. Homesnap Pro also has a distress alert feature that will automatically text emergency contacts a time-stamped location. Users can access this feature whenever they feel uncomfortable or threatened.

Cost: Prices vary based on subscription

This is the application for SentriLock, the official lockbox solution for NAR and a popular service utilized by several agents and associations. Like the other applications listed, the Agent Safety feature within SentriKey automatically and discreetly alerts an agent’s emergency contact when they feel unsafe or cannot confirm their location.

MOST COMMONLY USED APPS

64%

Studies show that 64% of agents use a smartphone safety app to track their whereabouts and alert colleagues in an emergency.

%

Here are the apps agents are utilizing the most:

1 Find My iPhone

40 % Sept/Oct 2023 17

2 GPS Phone Track for Android

3 FOREWARN

4 SentriKey™ Real Estate App: Agent Safety Feature

Source: NAR’s 2022 Member Safety Residential Report

SELL LATER

By Myrna Traylor

There are many reasons why a seller might want to secure the purchase of a new primary home before selling their current residence.

It may have to do with not wanting to uproot kids before the end of a school year, having to be in a location for a new job, waiting on new construction to be completed or just having found the perfect house and not wanting to risk losing it. No matter what the reason, agents must be prepared to help sellers make the best financial decisions and practical arrangements for all parties involved. While this scenario may only come up a few times per year, it helps to know what options are available to the client you are working with.

BUY WITH CASH

Carl Medford, CRS, founder and CEO of the Medford Real Estate Team, operates in the San Francisco Bay Area with its stratospheric home prices. He says that the ideal position for a client is to have the cash to buy the new home outright. “While that doesn’t work so well in regions like the San Francisco Bay Area with its ridiculously high prices,” says Medford, “across most of the country, if people have any kind of significant investment portfolio, then usually there’s a way to pull that cash out short term and buy the new home. Then, when they sell the existing home, put that cash back. Or some people simply have savings. There’s a huge amount of disposable cash out there right now. It’s mind-blowing, actually. Many people have been sitting tight since COVID-19; they haven’t been going anywhere or spending their money on anything. Just popping it into savings or investments.”

Become an expert with our Advanced Residential Home Buyers’ Agent Certificate at CRS. com/certifications

Medford also points out that unless the client has other pressing reasons to get into the new property, market conditions are a major consideration when evaluating if one should sell first or buy first. “In a declining market or a buyer’s market, because the chances of them selling their home are not that great and there’s tons of inventory out there for them to choose

from, we recommend that they get into escrow first and then get out there and buy a replacement property,” he says.

Medford says that in those conditions, “you’ve got a lot of sellers out there who are desperate to sell and willing to negotiate, so get your existing home in escrow first because that’s going to be the hardest thing to do.”

EXPLORE FINANCING OPTIONS

The biggest factor determining if a client can get into a two-home scenario is their financing. Unless the client can pay the full price in cash, they will have to get money from somewhere to secure the new home. Here are some options:

Bridge loan HELOC Gift money from family Loan “recast" Earnest money

These shortterm loans can be used for the down payment, but they are usually offered at a higher interest rate. Clients should sell their home as quickly as possible to pay this off and get a new mortgage with more favorable terms.

By using the equity in the current home for a home equity line of credit, the client may be able to apply this to the down payment on the new home. But this will affect their debt-to-income ratio for the new mortgage, so look at this option carefully.

In a 2022 article for Inman, Carl Medford, CRS, founder and CEO of the Medford Real Estate Team in the San Francisco Bay Area, included this option, saying, “There are parents or relatives out there who may be willing to front the funds required to facilitate the new purchase. They may either have available cash or be willing to obtain a HELOC or borrow from investment funds.”

A seller who is approved for a mortgage purchases the new home and when their old home sells, they apply the monies to the new mortgage balance and the lender does a onetime “recast.” Mark Handlovitch, CRS, associate broker with RE/MAX RE Solutions in Pittsburgh, Pennsylvania, discusses this option. “It doesn’t affect their rate; however it knocks their payment down to a manageable amount if not eliminating it completely,” he says.

Ryan Rohlf, CRS, REALTOR® with Keller Williams Legacy Group in Des Moines, Iowa, offers another possibility for the client who needs to buy before they sell—for a job move from Colorado to Iowa, for example. “Is there a way to put down more— a higher, nonrefundable, earnest money deposit?

I think if the people who are selling where they’re moving to are open to it, they say, ‘We know you’re essentially doing “subject to sale” and trying to take this house off the market or having a longer closing period.’ So, that’s just all part of the negotiation.”

As in any transaction, good communication is critical.

CONTINGENCIES CAN HELP

Margaret Rome, CRS, broker/owner at HomeRome Realty in Baltimore, Maryland, advises sellers to use contingencies to address their preferences. For people who are reluctant to move out of their current home, she suggests “what I call a ‘reverse contingency.’ I say let’s put your home on the market. Let’s make the contingency, ‘subject to finding your home of choice,’” Rome says. “You have to word that carefully because if you just put in ‘finding a home,’ it’s not going to work— so, your home of choice. Now, I can tell you that other agents do not like this, but it works beautifully when someone can’t move twice.”

Rome says that since this kind of contingency may be undesirable for the seller of the new home, it’s incumbent on you as the agent to discover just how serious your client is about not moving into temporary digs. “I have a way of finding that out,” she says. “Let’s say that they’ve got a house to sell, which should sell for about $500,000, and they tell you, ‘I’m not moving twice.’ You then ask, ‘What if somebody came along and offered you a million dollars?’ and you wait quietly for their answer. There are some who would say, ‘I don’t care how much it is. I am not moving. I’m not putting myself through that. I won’t move twice for any amount.’ That’s the person who a reverse contingency is for. And the other person, who says, ‘You get me a million dollars for this house, and we’ll go on vacation. We’ll pack up and move to an apartment.’ So, the first thing is finding out your client’s motivation.”

In addition, Rome urges listing agents working with clients who are staying put until a certain date to be sure to notify the buyers’ agents of the situation to prevent frustration. “I talk to the buyer’s agent and ask how soon they need the house or if they can wait. If they say ‘No, they need it right away,’ I tell them, ‘Please don’t come to see this house.’”

MANAGING THE INCOMING BUYER

way that worked was it was a cash buyer, and we were able to lease the property back to the seller because he’s building a new construction, which won’t be ready until the end of July.”

Let’s say your client, Alex, has purchased their new home but isn’t ready to take possession for three months. Meanwhile, you have found a buyer, Blanca, for Alex’s current residence, and it is going to close in 14 days. If the stars align, Blanca might be persuaded to lease back that home to Alex for a reasonable monthly fee. Mark Handlovitch, CRS, associate broker for RE/MAX Real Estate Solutions in Pittsburgh, Pennsylvania, addressed a similar scenario recently. “I just did that for a transaction we closed on yesterday. And the

Handlovitch also has the advantage of working with a property management company, so he is also able to offer residential units to accommodate either Alex or Blanca during the transition period. “We have luxury units, condos, townhouses and single-family homes, and we allow people to move into some of those in the interim. In a situation where somebody is in a lease and they’re looking to buy your home and you’re not moving out, but their lease is up, we try to negotiate lease extensions with their current management company,” he says.

As in any transaction, good communication is critical. Keeping all parties apprised of the options on the table will help the process go more smoothly and earn your client’s gratitude.

A [virtual] helping hand

By Maggie Callahan

With artificial intelligence

One AI-powered tool that has gained traction and is rapidly evolving to meet real estate needs is chatbots. These virtual assistants can, for example, be implemented on a website as a pop-up chat window, help guide a new prospect through a series of questions via text message, or even help write compelling listings.

The National Association of REALTORS ® 2023 Home Buyers and Sellers Generational Trends Report revealed that, among all generations, the first step taken in the homebuying process is to begin the search

online, and 96% of homebuyers used the internet to search for homes. For real estate agents, a chatbot can be an easy tool to engage these home-seekers. Especially helpful during the early fact-finding portion of the sales cycle, chatbots act as an extension of the agent, gathering buyer or seller information or qualifying leads.

“For smaller real estate businesses without much manpower, the process of answering basic questions can take up a lot of time, especially if they are the same questions asked repeatedly,” says Burton Kelso, a technology expert. “This is where a chatbot comes in, acting as a virtual assistant and answering those commonly asked questions that people need answers to.”

(AI) dominating headlines, every REALTOR® has at least thought about how AI can impact their business.

What is a decision tree?

A decision tree helps a chatbot find the exact answer to a customer’s questions in a conversational way. Using the customer’s first question as the “root” of the tree, the chatbot branches out to predefined responses or follow-up questions to guide the customer to their answer.

BOTS IN ACTION

Greg Hanner, CRS, broker and owner of Garden Realty in Waterford, Connecticut, uses two chatbots: a chat function on his website and a text messaging bot for engaging with prospects.

“The simple chatbot on my website utilizes a series of questions called a decision tree (see sidebar for more) for potential clients,” Hanner says. “The decision tree has a buyer path, a seller path and a renter path, and when they get to the end of the question period, they are offered either my contact info to get more details or they can download a Buyer’s or Seller’s guide.”

The other chatbot he uses is Wise Agent’s AI bot, which helps him qualify inbound leads and engage with prospects when he is busy or unavailable. Linked to his phone number, the customizable bot acts as a virtual assistant named Erica, conversing with incoming prospects and gathering information.

CYBERSECURITY WITH CHATBOTS

Burton Kelso, a technology expert, gave us his tips to ensure that your—and your customers’ information— is safe from cyberattack.

“You must understand the cyber risks that come with using AI technology,” says Kelso. “If it’s done incorrectly, a criminal can take control of your chatbot, start reaching out to your buyers and sellers and ask intimate questions about their address, social security information and other data.” Here are his tips on protecting your cybersecurity.

“You can’t be in all places at once, but we live in a 24-hour world now. We as consumers want things instantaneously,” Hanner says. “So if a prospect tries to reach me and I’m tied up, the bot can push an autoreply that I am in a meeting, and I will follow up. This bot doesn’t replace me; I see it more as an extension of myself. The conversations are engaging and get to the root of the buyer’s needs.”

When a prospect begins interacting with the bot, a text alert is sent to Hanner so he can monitor the conversation and step in at any time to take over or turn the bot off. Hanner says the Android-based platform is not very expensive, and he purchases 150 contact credits for $200, or just $1.33/ contact. This price-per-contact includes all contact communication, including occasional follow-ups with the prospect for over a year, answering the prospect’s questions and informing Hanner when it is time for him to set up a phone call with this prospect. The prospect or customer can opt-out at any time. If Hanner wants to intervene with a Bot conversation, he can choose from a customized library of autoreplies, some of which direct to his live calendar for scheduling a meeting with him.

1. Set up a Google Alert for yourself. This will notify you if anything about you as a real estate agent, such as transactions, pops up on the internet. So if a criminal uses your name as a real estate agent, those transactions will automatically trigger the alert. When you are alerted, it may be too late, but at least you know and can take steps to fix the problem.

2. Change your passwords. “You need to change your passwords at least quarterly to ensure that criminals aren’t getting your information,” Kelso says. He says this applies to email addresses, social media accounts and websites. “When it comes to websites, many agents use site-builder tools like

BOT BEST PRACTICES

Kelso and Hanner agree that a chatbot isn’t for everyone. For agents who are just starting out or who have low volume, a bot is likely unneeded. The same is true for agents who do not have the technology budget to implement it or engage tech support. Pricing for chatbots ranges from free to a specified bulk price for a certain number of lead engagements. For agents ready to take the leap, here are some tips for choosing and getting the most out of their chatbot.

 Take advantage of free trials. If you aren’t interested in one of the free options available, many paid services offer free trial periods so that you can find your best fit before signing up. Free options are available from Pandorabots and HubSpot.

 Make sure your customers and clients will use it. “Some people love it, and others may not embrace it. So you have to look and see if it will be a good fit,” says Kelso.

 Get familiar with using AI tools. Try options like ChatGPT or Jasper to feel it out and see what it is like to ask a chatbot a question and receive a response.

 Consult with an AI specialist. “Even with a chatbot, you’re still dealing with technology and may have to consult with a programmer or AI specialists to help them integrate the chatbot into whatever utility you want,” says Kelso.

 Don’t forget to monitor it. Once you have your bot up and running, keep checking on it. “You can’t set it and forget it,” Hanner says. “About 2%–3% of people will not recognize they are talking to a bot—they may repeatedly ask the same question or keep asking to see the property—so you may have to step in in those cases.”

Kelso and Hanner agree that chatbots are an exciting development for real estate agents when implemented thoughtfully and managed well. And agents must have a realistic expectation of what a bot can accomplish. Says Hanner: “Chatbots are never going to take the place of a real estate agent, and they aren’t going to do your job for you. They are one more tool in the toolbox.”

GoDaddy or Squarespace for design. If you integrate a plugin like a chatbot into one of those, and a criminal gets your login credentials, they can commandeer your website and take control of the chatbot.” Use a tool like HaveIBeenPwned.com to discover if your credentials have been leaked on the dark web through a data breach.

3. Stop using your personal phone number for business. If you start using chatbots, your real estate information will be more visible. “At this stage, start using a Google Voice or WhatsApp number or a VoIP (voice over internet protocol) service like RingCentral or Vonage to protect your mobile accounts. This protects you from a chatbot handing out your mobile

number to a criminal. If this happened, a criminal could commit SIM card fraud to steal and transfer your number to their phone. Then, the criminal can use your number to make spam and phishing calls and send text messages.

4. Store data in-house. If you’re collecting data on potential buyers or sellers on the website, make sure it’s stored in-house rather than having that contact information floating on a third-party server. “Many cyber breaches occur through a ‘supply chain hack,’ which means a third party was hosting the data and got hacked,” Kelso says. “You would then have to apologize for the data breach because you were responsible for collecting that data.”

To start utilizing AI tools such as ChatGPT for your real estate business, visit openai.com/ chatgpt

By Ellie Stimmel

The number of first-time homebuyers decreased from 34% to 26% between 2021 and 2022, the lowest share of firsttime buyers since the NAR data collection began.

Source: NAR 2022 Consumer Profile

One key piece of technology that the industry increasingly uses is data analytics, which helps agents gain insights into housing market trends, potential investment opportunities and efficiency improvements. These analytics can play a vital role in bringing your real estate business to the next level.

what data points you should be tracking

When it comes to data analytics, there is a plethora of information available. Here are the key data points that you should be looking at.

 Geographic data

Local geographic data can be invaluable for REALTORS®. From building history and zoning laws to crime rates and traffic trends, these analytics can predict the potential risks and benefits of investing in a property. Geographic data can also include information on topography and weather hazard forecasts.

 Consumer demographics and behavior

In recent years, the real estate industry has experienced drastic shifts in consumer behaviors. Impacted by the pandemic and economic volatility, consumers have altered their financial decisions, including homebuying. Consumer behavior data can provide insight into consumer preferences, buyer personas and buying patterns. By collecting and analyzing data, real estate agents can better strategize marketing campaigns, identify potential leads and gain leverage against competitors.

Real estate is a dynamic industry that has been revolutionized by technology in recent years.

Uncover how to utilize data in your listing presentation in our course, Price

It Like a Pro, at CRS. com/catalogsearch

 Predictive analytics

Predictive analytics builds upon traditional industry analytics by predicting future market insights through AI and machine learning. Lead generation, property analysis and buyer and seller matching are all ways real estate agents use predictive analytics to grow their businesses.

 Competitor Analysis

As the real estate industry evolves alongside technology, it is important to be aware of your competitors’ resources and business strategies. Data surrounding the competition’s sales, marketing and services can be used to conduct a competitive audit and develop unique selling propositions to differentiate your business from the rest.

how to get started using data analytics

It’s never too late to begin using data analytics to improve your real estate strategy. While there is a learning curve to analyzing data, you can use these simple steps to get started and make the process less intimidating.

1

Develop a list of data you want to get information on and research the best sources.

Real estate analytics can include everything from geographical topography to local school ratings, so it is important to list which data points you are prioritizing so you don’t get overwhelmed in the process. Regarding sourcing, look for reputable programs and platforms your peers use to get started.

2Create a centralized data storage system.

You can use traditional spreadsheet software such as Google Sheets and Microsoft Excel or digital software such as TopHap that automatically tracks your data. Organization is key, as it will ensure you can effectively use all the insights that you discover.

3

Analyze the data and draw insights from it.

You can either find the raw data and develop these analyses yourself or use sophisticated online software to digest and outline data insights.

Despite the potential benefits of data-driven insights, some challenges may arise when getting started with data analytics. These include finding the right balance between collecting too much or too little data and ensuring that any processes used do not disrupt existing workflows. Additionally, it’s important to ensure data security and comply with any relevant privacy regulations. With a bit of effort and some trial and error, you can use data analytics to your advantage.

With a bit of effort and some trial and error, you can use data analytics to your advantage.

TKI’s nSkope, a real estate predictive analytics platform, has put out a quarterly Predictive Analytics Report, aggregating hundreds of demographic and lifestyle data points to determine who is the most likely to move.

TKI estimates that 5.7 million homes will hit the market over the next 12 months, with numbers trending toward older Americans.

Predicting Future Listings

Here are the categories of sellers that are predicted to make up the lion’s share of listings:

■ Empty nesters (ages 45–64 with no children living at home)

■ Single adults (ages 35–64)

■ Retirees (ages 65+)

■ Older families with at least one child 18–24 years old living at home

WHAT PLATFORMS TO USE FOR ORGANIZING YOUR DATA

Tracking your data insights can be daunting. Fortunately, there are several platforms and services that make the task easy and efficient.

Mashvisor’s Property Finder uses predictive analytics to find high-value investment properties. Through this portal, you can filter properties based on their listing price, return on investment (ROI), market availability and more. Additionally, the platform’s AI model uses social, financial and behavioral patterns to simultaneously search personalized investment properties in multiple cities.

TKI’s nSkope is a prospect identification platform that uses machine learning and predictive analytics to identify properties that are likely to list in the next six to 12 months. This data can leverage your business against the competition by improving lead generation and increasing early market awareness.

TopHap is a centralized data analytics platform that includes everything from local noise and walkability data to natural hazard risks and community demographics. The platform also allows you to input your own data into its program for streamlined data visualization.

what the future of real estate analytics looks like

In order to keep up with the ever-evolving data analytics landscape, real estate professionals should stay informed about the latest developments and be open to trying new techniques and tools.

Developments in AI technology are pushing the boundaries of how data is used in real estate alongside traditional business methods. Specifically, predictive analytics allows real estate professionals to

create more well-informed business plans based on economic and behavioral data.

In today’s real estate market, data analytics offers a competitive edge to those who use it effectively. As you navigate the ever-changing real estate landscape, consider incorporating these analytical tools into your business strategy to achieve success.

Source: REALTOR® Magazine via TKI

ONWARD

UPWARD

By Myrna Traylor

Real estate is a business based on forming (usually) one-on-one client relationships.

Thus, the probability of rejection is very high for real estate agents trying to build a customer base.

It’s very likely that if you have been in this business for a while, you have faced your fair share of “no, thank yous.” But there are ways to deal with rejection that help take the sting out of a no and put you on the path to getting the next yes.

Jia Jiang has become an expert on navigating rejection and offers guidance on the subject through public speaking engagements (he spoke at Sell-abration® in February 2023 in Atlanta, Georgia) and his website, rejectiontherapy.com. He offers good, relatable advice on the topic that can help you in your business and other pursuits.

It’s a numbers game

Jiang points out that it is a certainty that you will get some rejections. And, of course, you will also get some acceptances. “It really is a numbers game,” Jiang says. “You’ve got to go through your nos to get to yesses, and the more nos you go through, the better your chances of getting to yes.”

“Often people will internalize those nos and think ‘I’m not good enough,’ or ‘I didn’t present myself properly.’ By making the rejection about themselves instead of the situation, it causes them to lose confidence.” Jiang says that even if you aren’t providing that prospective client with a specific service they think they want, in the grand scheme of things, your success is not only about your abilities as an agent, “it’s more about stamina. It’s more about tenacity. Stamina and tenacity are skills you can develop.”

You’ve got to go through your nos to get to yesses, and the more nos you go through, the better your chances of getting to yes.”

–Jia Jiang

Becoming proactive

Rejection can often feel different earlier in your career. When you are working hard and eager to establish yourself, being turned down can feel more personal. But Jiang reminds us that the rejection isn’t about you as a human being—even if it feels that way. Whether you are new in the real estate business, opening a new office or setting up shop in a new market, getting a no is an opportunity to assess how prepared you are for the customer base.

“When you get rejected by one client, it was their choice not to work with you,” he said. “But you have a choice, too. You can think that that is the end of the conversation with that person and move on, or you can fight back.” In the nicest way possible, of course.

Jiang explains that the choices we make in that moment of being turned down are key to building resilience—the stamina we’ll need to stay in the game. “If you’re

Why rejection stings

Like so many emotional responses, fear of rejection is wired into our brains. This is an outgrowth of humans’ development as a social species. “Think about our ancestors. They were able to survive because they were smart and they were great collaborators,” Jiang says. We weren’t as fast or as strong as other animals, and one could go very quickly from being the hunter to being the hunted. “In that type of environment, you cannot win by yourself, so rejection [from the group is a matter of] life and death. If you are ostracized, you cannot survive.”

Jiang says that our need for collaboration and acceptance has been so internalized that our brains cannot distinguish between physical and social pain. “Everyone hates rejection,” he says. “Some people are more tolerant of rejection than others, just as some tolerate physical pain better. These people have a strong advantage because they’re able to take those rejections and still persevere.”

very sensitive and just give up before you give yourself another shot, then you lose your chance,” he says. “But if you train yourself to be less afraid of rejection, you give yourself such an advantage in a competitive market.”

When you are working hard and eager to establish yourself, being turned down can feel more personal.

Practice makes perfect

One way to build up resilience, Jiang says, is to “go out and get rejected every day on purpose.” In his TED Talk, Jiang says that he built this technique by making requests with low-risk consequences. For example, he asked a Starbucks barista if he could act as a greeter in the café. “Instead of getting a yes as the success metric, make the ask the success metric.” This way, you are

focusing on the part of the interaction over which you have control.

For any request, Jiang says, there are two possible outcomes: yes and no. “You cannot control the outcome, but you can control the input—the ask. Making the ask is completely up to you and 100% in your control.” Here is how Jiang and other experts in sales describe how to make those requests properly and what to do when it doesn’t go your way:

Focus on your own intentions and actions. Don’t focus on the other person too much. Before you talk to your prospect, visualize how you would like to come across. You might even want to write out a script with important details related to what that customer will need from you.

Make eye contact and smile. You want to promote an air of confidence, so walk in with high positive energy.

Prepare your reaction to a no. Staying calm and asking the person why they didn’t accept your proposal can give you valuable feedback so you can improve your next performance.

Create more opportunities. Keep the pipeline of prospects as full as possible. Rejection is often a matter of timing; today’s no could be a yes tomorrow, so be prepared to circle back.

Even though you might never lose the fear of rejection completely, you can learn to circumvent the fear and lessen its importance and impact. “When you

reduce the fear, your performance is a little bit different,” Jiang says. “You can make room for confidence, as well as curiosity and fun.”

Unlock more about Jia Jiang and his theory on rejection at rejectiontherapy. com

 Jia Jiang on stage speaking to 2023 Sell-abration® attendees in Atlanta, Georgia.

HOUSING AFFORDABILITY

2023 NUMBER OF HOMES MISSING BY INCOME LEVEL

Nearly 51% of households earn $75,000 or less. In a balanced market, these households would be able to afford to buy 51% of the homes available for sale. However, only 23% of current listings have a price lower than $256,000 , the maximum price these households would be able to afford.

and SUPPLY REPORT

Source: NAR and Realtor.com

2018 NUMBER OF HOMES MISSING BY INCOME LEVEL

To read the full Housing Affordability and Supply report, visit NAR.realtor/ research-andstatistics

Stay Aware, Stay Safe

By Addie Owens, CRS

In 2014, the real estate world was shocked and saddened by the death of Beverly Carter, a REALTOR® who was murdered by a man who had targeted her. He had called Carter, saying he and his wife were interested in seeing a rural property listing. During the showing, the man abducted Carter and took her to another location where he held her hostage and murdered Beverly.

This tragedy alerted REALTORS ® to the dangers they can face as they go about their work—work that takes them into the public sphere and requires personal accessibility. We often take for granted our safety when conducting our business because we have to operate with assumed trust. It can be

challenging when you’re enticed with a carrot of a commission dangling at the end of a phone call. Anyone can get your information from a website. Some agents still use car magnets. Your information is everywhere, and you don’t realize how vulnerable you are.

Carter’s death was a catalyst for me to reassess my own safety procedures and eventually design a course on REALTOR® safety. I collaborated with law enforcement officials and self-defense instructors then applied other safety principles to develop guidance for agents. Just as airplanes have multiple engines in case one fails, we can build in several layers of intentional redundancy in our safety protocols. Here are a few I recommend:

Addie Owens, CRS, is the CEO of Touchstone Real Estate Group, Inc., a full-service real estate brokerage, school and referral network. Owens is a public speaker, real estate educator and passionate advocate for property rights.

1

Establish accountability partners.

If you are showing a property or going to a private meeting, make sure someone (preferably several people) know where you are going and when you should be expected back. This can be accomplished by sending an email or text saying, “This is the property list I’m showing today. These are the times that I’m going to be there. If I don’t report back, start here.”

2

Look out for red flags. Certain behaviors can alert you to potential bad actors.

 They only want to see vacant properties. If you’re going to show a vacant property, take someone with you.

 They use a very generic email address or WhatsApp instead of a cell-based phone number.

3 4

Record your phone calls so you can refer back to important details. You need permission to record phone calls in most states. If you’re driving, you can say to the customer, “I’m driving right now. Do you mind if I turn on my call recording because I want to refer to these notes later?” Who’s going to say no to that? (A bad guy.) Ask people to repeat their story; if you catch them in a lie (for example, a wife becomes a girlfriend or the place they are moving from changes), be wary.

End open houses early.

Most crime that’s committed at open houses is at the end. Because we advertise when the open house will run, most legitimate lookers are more likely to visit at the beginning. So, why not end the open house early? Advertise that it will run until 5 p.m. and end at 4 p.m.

These are just a few things you can do right away to help you work more safely. But I also strongly encourage you to take a REALTOR® safety class. RRC offers an eLearning course, “Systems for Agent Safety,” to get you started. Real estate is a great business to be in; you just have to do it safely.

For more information about how to stay safe as a real estate agent, visit NAR.realtor/ safety

Carter’s death was a catalyst for me to reassess my own safety procedures and eventually design a course on REALTOR ® safety.”

—Addie Owens, CRS

Pat Zaby, CRS, is a charter member of RRC, a past national president and senior instructor since 1983. As a trusted content provider to the real estate industry for almost 40 years, he is currently a principal with InTouch Systems, a digital marketing company.

Why Agents Benefit from Third-Party Content Services

By Pat Zaby, CRS

In today’s competitive real estate landscape, establishing a strong online presence and effectively reaching and engaging prospective clients is essential. However, juggling the demands of client interactions, property transactions and content creation can be overwhelming and time-consuming. That’s where third-party content services come in. It is difficult for agents to email and post compelling content because it takes time to come up with an interesting idea, research it for accuracy, write the copy for mass appeal, design it to be visually striking and publish it to various networks. The alternative is to utilize the services of a third-party company.

These services offer a range of benefits that can help agents maximize their marketing efforts, enhance their brand

Time efficiency

Real estate agents have busy schedules and limited time for content creation and management. By using a third-party service, they can offload these tasks and focus on their core responsibilities, such as client interactions and property transactions.

Professional content creation

Third-party services often have a team of experienced content creators who specialize in real estate. This ensures that the content produced is high-quality, engaging and tailored to the agent’s target audience, enhancing their brand image and credibility.

business growth. From time efficiency and professional content creation to audience targeting and cost-effectiveness, these services provide invaluable support for agents looking to thrive in the digital realm and stay ahead in a competitive industry.

Consistent branding

Maintaining consistent branding across all marketing channels is crucial for real estate agents. A third-party service can ensure that the agent’s branding elements, such as logos, color schemes and voice, are consistently reflected in all content, creating a cohesive and recognizable brand identity.

Industry expertise

Real estate-focused third-party services have a deep understanding of the industry and stay updated on market trends, regulations and best practices. This expertise enables them to create content that resonates with the target audience and positions the agent as a knowledgeable professional.

Engaging social media presence

Building and maintaining an engaging social media presence requires consistent posting, monitoring and interaction. A third-party service can handle these tasks, ensuring the agent’s social media profiles are active, responsive and engaging, attracting a larger following and increasing audience engagement.

Email marketing expertise

Crafting effective email campaigns requires expertise in copywriting, design and analytics. Third-party services can create visually appealing emails with compelling content, optimize delivery times and provide analytics to track open and click-through rates, maximizing the effectiveness of the agent’s email marketing efforts.

Diverse content formats

Third-party services can create a variety of content formats, including blog articles, social media posts, videos, infographics, information guides and more. This diversity allows agents to engage their audience through different channels, catering to various preferences and maximizing the impact of their content strategy.

Audience targeting

Third-party services can assist in identifying and targeting the agent’s ideal audience through data analysis and segmentation. By understanding the agent’s target demographics, interests and behaviors, they can create content that resonates with the specific audience, driving engagement and conversion.

Scalability

As a real estate agent’s business grows, the demand for content creation and management increases. Third-party services provide scalability, adapting to the agent’s evolving needs and ensuring consistent content output, even during busy periods or when expanding into new markets.

Compliance and legal considerations

Real estate marketing must adhere to various legal and compliance regulations. Third-party services are well-versed in these considerations and can ensure that the agent’s content meets all legal requirements, preventing any potential legal issues or violations.

Access to tools and technology

Third-party services often have access to industry-leading tools and technology for content creation, email marketing and social media management. This allows agents to leverage advanced features, track performance and gain valuable insights to inform their marketing strategies.

Cost-effectiveness

Hiring an in-house marketing team can be costly for real estate agents, especially those who are just starting or have a small business. Outsourcing content creation and management to a third-party service provides a cost-effective solution, as agents only pay for the services they need, avoiding overhead costs associated with hiring and training an internal team.

Real estate agents can benefit greatly from using a third-party service to write, design and post content for them. By leveraging these services, agents can enhance their online presence, attract and engage their target audience and, ultimately, drive business growth and success.

Connect with CRS Instructor, Pat Zaby, via email at Pat@PatZaby. com or by visiting intouchsystems. com

These services offer a range of benefits that can help agents maximize their marketing efforts, enhance their brand image and drive business growth.”

—Pat Zaby, CRS

For more information, visit CRS.com/ events/NGM

RRC November Governance Meetings

The Council will be in Anaheim, California, for its annual RRC November Governance Meetings, in conjunction with NAR NXT, The REALTOR® Experience. Join us for an evening of celebration at the 2023 RRC Inaugural Installation & Awards. We will install our new 2024 officers and recognize those who have made outstanding contributions to the Council this year.

The Installation & Awards is open to all members and will take place on Tuesday, Nov. 14, at 5:00 p.m. Be sure to register for our networking dinner and CRS Night Out event!

Our next Virtual Summit is just a few weeks away. RRC Virtual Summit: Unlocking Conversion Success will take place Tuesday, Sept. 26. CRS Instructor Nate Johnson will host the Summit, joined by fellow CRS panelists Fara Captain, D’Ann Melnick and Daphne Shepherd.

This dynamic event is designed to empower professionals in the real estate industry as our experts delve into the art of converting leads into loyal clients. Attendees will discover proven strategies, innovative techniques and effective tools to help master the conversion process and form lasting client relationships in today’s competitive real estate landscape.

THE TEAM

 Register today at CRS.com/events/ virtual-summit

 HOST: Nate Johnson, CRS  PANELIST: Fara Captain, CRS

PANELIST: D’Ann Melnick, CRS PANELIST: Daphne Shepherd, CRS

What’s a recent question you have received about real estate besides, “How’s the market?”

“What’s next?” It is after the offer is made, after the contract is finalized, after the inspection report and almost throughout the entire deal including at the closing table. Both buyers and sellers ask this question.

Janet Hamm, CRS, ARC Realty – Alabama, Birmingham, Alabama

“Can we get any money off this house?”

Jane Becker, CRS, Keller Williams Realty, Worcester, Massachusetts

“Can we make multiple offers on the three houses we saw today [and] see which one accepts?”

Natalie McArtor, CRS, and Curt McArtor, CRS, Samson Properties, Gainesville, Virginia

“But where will I go if my house sells?” I find my older clients have a harder time with this. The thought of leaving their home of decades is challenging enough without the very real possibility that they won’t be able to find suitable housing in a short period of time.

Anne Meczywor, CRS, Roberts & Associates Realty, Inc., Lenox, Massachusetts

“Should we be worried with the recent bank failings?” It’s always good to keep abreast of the financial market and understand what’s happening.

“Wouldn’t it be better if we waited to buy and let prices come down?”

Kim Knapp, CRS, Coldwell Banker Vanguard, Fleming Island, Florida

“Why do agents set times to receive offers, then allow sellers to accept one ahead of time?”

Cindy Ulsrud, CRS, RE/MAX Preferred, Monona, Wisconsin

“We like the house, what do we do next?” This comes from an out-of-state buyer who has purchased property in other states but not mine. How the transaction is handled in different states can vary greatly.

Erika Hansen, CRS, Coldwell Banker Mid-America, West Des Moines, Iowa

Noni Rondeau, CRS, RE/MAX Experience, Pasadena, Maryland

“How many offers should I expect?”

Addie Owens, CRS, Touchstone Real Estate, Mount Dora, Florida

“Will interest rates be down by [next season]? I can’t afford the payment on what I want to buy.”

“Will the prices drop on homes?” My buyers always ask this question.

Have a great story to share? Email social@crs.com or look for discussions happening online on our Facebook, Instagram, LinkedIn and Twitter pages.

Maria Dargan, CRS, RE/MAX Revolution, Lanoka Harbor, New Jersey “But Zillow says …”

Jim Paulson, CRS, Progressive Realty Corporation, Boise, Idaho

Deborah Kniss, CRS, RE/MAX One, Thousand Oaks, California

Small Town Solution

Iam located in a small town in Southern Indiana called Vincennes. Being right on the border of Indiana and Illinois, I am licensed in both states. I catch wind of clients from all over Southern Illinois, some of whom are a little too far out of my area of expertise. For one such lead, I did as any other responsible agent would do and hopped on Find a CRS to start my search for a CRS Designee within that area.

Fortunately, there was one agent: Janice Eads, CRS. I always like to call every agent I am referring a client to, as I feel like you can establish a better rapport from a fiveminute phone call compared to an impersonal email.

When I called and told Janice that I found her on Find a CRS and asked if she wanted a referral, she seemed surprised. She said, “I have been a CRS Designee since 1988, and I believe this is my first referral!” I can relate to that because I’m also from a small town in the Midwest, and we

don’t have the incoming relocation volume compared to the major metro areas. But that just means that we appreciate each referral a little more.

Unfortunately, that first referral did not pan out, as he was not ready

to move. But coincidentally, I had another client from that area within that same week, and Janice said that this one is working out nicely.

Tyler Simmons, CRS, Klein Realty and Auction, Vincennes, Indiana

Janice Eads, CRS

Tyler Simmons, CRS

long Sept/Oct 2023 46

Recharge Your Body and Mind With Nature

It might seem strange to offer this advice to agents who are undoubtedly bouncing from the indoors to outdoors as they visit clients and show properties, but it is important for you to go out in the fresh air with a purpose: relax and recharge your mind and body.

Numerous studies have shown that spending time in nature can improve your health. In terms of physical responses, taking in more oxygen helps you relax,

which in turn helps lower levels of stress hormones, such as cortisol. Fresh air also helps reduce blood pressure and lowers your heart rate.

A good deal of research on the benefits of nature has focused on green spaces, but more research has revealed how blue spaces—rivers, lakes and seashores—can also boost wellness. Make the most of your local landscape, climate and season to connect to nature in ways that make you feel good.

1

. Reduce stress, anxiety and

depression. As little as 20 minutes outside can help improve your mood—whether exercising or simply sitting. If you are prone to seasonal affective disorder, taking in as much daylight as possible can help keep the blahs at bay.

4

2 . Improve your sleep. Exposure to natural sunlight helps regulate your body clock so you can fall asleep more quickly and enjoy better quality sleep.

Here are 4 benefits of adding a little nature to your life.

(and prosper).

Studies have shown a connection between time spent in green spaces and longevity. Researchers cite lower rates of chronic illness (diabetes, heart disease, etc.) among populations that spend more time outdoors.

1 2 3

3 . Boost your brain. There are a lot of cognitive benefits to time outdoors. Studies have shown improvements in attention, working memory and cognitive flexibility. Time in nature also supports creativity and problem-solving.

. Live iStock.com/artvea/bsd studio/–AscentXmedia The Residential Specialist trsmag.com

INSIDE OPTIONS

While outdoors may be the best place to experience the benefits of nature, you can still get a taste of it inside your home or office.

 Pick a plant. There is a houseplant revival going on. Find one or more with light and watering needs that will fit in with your home, office and lifestyle.

 Add sound. If you can’t get away, pipe in some nature sounds, like crickets chirping, raindrops or crashing waves.

 In a pinch, add video. While their results were not as strong as those who spent time physically in nature, test participants who watched nature videos had improved attention and more positive emotions.

Mediterranean Delight Wrap for On-The-Go

In the whirlwind world of top real estate producers, where every moment counts, and every deal is a potential opportunity, finding time to refuel with a nourishing meal can often feel like a luxury. But fear not, for we have crafted the perfect recipe tailored to the needs of on-the-go real estate agents who want to

Helpful Tip

If you prefer, you can wrap the finished wrap in parchment paper or aluminum foil to make it easier to eat on the go. You can also cut the wrap in half for easier handling .

Ingredients:

One large whole wheat tortilla or wrap

¼ cup hummus

2–3 slices of deli turkey or chicken

¼ cup chopped cucumber

¼ cup diced tomatoes

¼ cup chopped bell peppers (any color)

¼ cup crumbled feta cheese

2 tablespoons chopped black olives

1 tablespoon chopped fresh parsley

Salt and pepper to taste

make the most of their time—the Mediterranean Delight Wrap.

This easy-to-follow recipe is packed with flavor, nutrients and protein, making it a perfect quick meal for a busy CRS. It’s customizable, so feel free to add or substitute ingredients based on your preferences. Enjoy your meal on the go!

Instructions:

1. Lay the whole wheat tortilla or wrap flat on a clean surface.

2. Spread the hummus evenly over the tortilla, leaving a clear border around the edges.

3. Place the deli turkey or chicken slices on top of the hummus.

4. Sprinkle the chopped cucumber, diced tomatoes, chopped bell peppers, crumbled feta cheese, black olives and chopped parsley over the turkey or chicken.

5. Season with a pinch of salt and a dash of pepper.

6. Fold in the sides of the tortilla, then roll it up tightly from the bottom to create a wrap.

M akes 1-2 serving s