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“Great
By Regina Ludes
By Steve Hendershot
4 Aerial View
Pam Ruggeroli, CRS
6 Real Talk Recap: What you missed from recent RRC podcast episodes.
8 Personal Perspective: Emma Shibe, CRS, RE/MAX Dynamic Properties, Anchorage, Alaska
9 Getting Real With Instagram Reels: Instagram has changed its algorithm to promote more video content.
By Caroline Heller
12 Growing Your Following: Experts share tips on how to gain and retain followers on social media platforms.
By Lisa A. Beach
16 Smart Living: The top apps and tools to help keep data safe for agents and their clients.
EDITOR
Kimberly Cure kcure@crs.com 800.462.8841
ASSISTANT EDITOR
Amelia Garza apgarza@crs.com
CONTRIBUTING WRITERS
Lisa A. Beach
Caroline Heller
Steve Hendershot
Michelle Huffman
Regina Ludes
Myrna Traylor
Shaila Wunderlich
2023 BOARD OF DIRECTORS President
Pam Ruggeroli, CRS President-Elect
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 www.glcdelivers.com
Publishing Manager Scott Mason
Art Director Ivette Cortes
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.
COPYRIGHT 2023 by the Residential Real Estate Council. All rights reserved. Printed in U.S.A.
crs.com
n February, we came together at the 35th annual Sell-a-bration®, the most important event that the Residential Real Estate Council puts on each year. It’s an opportunity not only for our members and CRS Designees to learn but also to network, create relationships and gain potential referral opportunities. Thank you to our phenomenal keynote speakers and presenters, who had a large hand in making this year’s conference such a success. And it was lovely getting a chance to mingle with many of the members
and attendees at our RRC Night Out at the New Realm Brewing Co. For 35 years, Sell-a-bration has provided inspiration to REALTORS®, and that is part of the reason why our theme for 2023 is INSPIRE. The Council wants to inspire REALTORS® to do more, be more and achieve more. Attending events like Sell-a-bration is just one of the ways that members can do just that.
Next up, we are looking forward to our annual Legislative Meetings in Washington, D.C., this May, where there will be plenty of networking opportunities at the welcome reception. There are also many events going on at the state and local levels every month. You, our membership, must stay engaged and tap into your state and local network. Reach out to your state and local network group leaders to see how they can connect you with some of the events or educational offerings that they have and with networking opportunities. And if you can’t attend an event in person, we’re still offering many hybrid events and virtual learning opportunities for members online at CRS.com
As you attend more events this year, keep in mind how you are marketing yourself and your business. It’s vital for your success in this industry that you employ valuable marketing skills, and the Council is here to help you do that. CRS.com has a wealth of resources for you all to tap into. The Residential Specialist magazine, which features tons of information about marketing for REALTORS®, can be found on our site, too. There are also customizable templates for newsletters, fliers and social media content. The Council even offers advertising opportunities that allow members to get their names out there to other markets that might be commonly referring to their area.
Remember that as an RRC member and CRS Designee, you have access to all of our marketing resources and educational offerings. Utilize them, and watch your business grow—then INSPIRE other REALTORS® to do the same!
As you attend more events this year, keep in mind how you are marketing yourself and your business.”
PHOTOFY is more than just another photo editing app, it’s A POWERFUL CONTENT CREATION TOOL that has everything you need to create beautiful, professional photos right from your mobile device, specific to your CRS DESIGNATION.
Easily personalize graphics with your photo/logo and contact information; then share on your social media accounts. Also find pre-loaded, ready-toshare videos and graphics with suggested copy! www.CRS.com/photofy
Themes include seasonal, holiday, listing, and more!
“I just discovered this feature and OMG I’m like a kid in the candy store. Thank you!”
~ Paul Fedyinch, CRS
“This is a great item of value for our members! Way to go creating these pieces.”
~ Lindsey Culver, CRS
SCAN TO: GET STARTED WITH PHOTOFY
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.
Season 1, Episode 21
“Staying Engaged in Winter”
Right now, I’m doing my business planning, and the biggest part of my business planning is asking, ‘What does my budget look like for next year? What money do I project that I’m going to have coming in? What money is going out at this point? What am I anticipating for next year? What does NAR predict for our market? What does Fannie Mae predict for our market?’ I take that into account because [it will] impact me in this environment, where the interest rates are so high, how my numbers will look next year.
Alex Milshteyn, CRSSeason 1, Episode 22
“First-time Homebuyers Smaller, Older Than Ever”
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.
The buyer consultation is the most important part of what we do with our buyers. And I try to impart that to buyers when they come to us and declare that they’re ready to buy a home. Why is now the right time for you to buy, and what are your hopes, dreams, needs and wants? And if you’re asking the right questions, if you’re asking open-ended questions about their motivations and what their expectations are—not just of the process, but of the actual property that they think they’re going to find compared with what they have been pre-approved for and can afford—it can open the door to have some really honest conversations about their place in the market.
Maura“Goals
I love getting my new planner, and I love looking back to [see] what were the goals that I set for myself in 2022. Daily goals, weekly goals, monthly goals, personal goals, financial goals, business goals. One of the main things I do is I have a set date, and by December 1, I have already got my planner pretty much lined out for the following year. I look at what was successful for me the prior year, and I will take those things and I will move them over to the plan.
Holli
Woodward, CRS“How
I think this is one of the curses of [being] a CRS, and one of the blessings. We are all educators by heart. But there’s a fine line—especially in this day and age—between being an educator and being seen as condescending and “mansplaining.” I think many of us in our careers right now as designees, we know [a lot about real estate]. Where’s the line between us being humble communicators and us being condescending?
Brian Copeland, CRS
PAGE 8
As Instagram reels rise in popularity, agents must adapt to keep up with the trend.
PAGE 9
Maximize your social media presence by learning how to gain and maintain more followers.
PAGE 12
SMART LIVING
Cybersecurity is of the utmost importance as agents spend more time online.
PAGE 16
How did you get involved in real estate?
It was in 2006, during my freshman year of college. I was working on a degree in business management and marketing, and I thought it would be good to have an office job on my resume, so I answered an ad looking for a student to be an office admin. It just happened to be at RE/ MAX, so I started there as an assistant to an agent, then became a licensed transaction coordinator. I continued down that path and became a buyer’s agent, and now I’m a partner on a team.
When did you learn about the Residential Real Estate Council?
The woman I worked for early in my career was a CRS, and she always impressed upon me that if I was going to get a designation in real estate, the CRS Designation is the gold standard. Even before I was licensed,
I was involved with education and planning while I was an assistant, so I knew the importance of being a CRS and that the education level was on a higher tier than other designations. It has always been something I believed in, and there was no question that once I was licensed, I would start working toward achieving it. In Alaska, the CRS Designation is our most highly regarded designation.
What is your state RRC involvement like?
Our state RRC covers the entirety of Alaska, and I am the current 2023 State President. Most of our designees are based in or around the Anchorage area, but once you get outside of our road system, we have network directors throughout the state so we can try to keep the designation spreading to all communities.
Videoconferencing has made
a big difference for RRC in places like Alaska and Hawaii because the cost of flying in to take a class in person is hard to justify. We have been asking for a way to do classes virtually for a long time, so it’s been really great to have the option. Now, we’ll have a class in Anchorage, and we can see 10 or 15 other people Zooming in from around our state and sometimes from other states, too. That opportunity was never available before.
What is the market like in Anchorage?
Right now we’re experiencing the same slowdown as the rest of the country with the rising interest rates, but we are hopeful it’s temporary as we all adjust to the “new normal” after such a wild seller’s market over the last few years. We have very low inventory, so prices are continuing to stay high and likely will remain steady as we move forward.
Alaska has such a unique market with many different price points and locations, some only accessible by boat or plane. In the summertime, it’s not uncommon to be working outside or in a remote location and have to carry bear spray as a precaution.
Last year was the “year of land sales” for us. We had a lot of people wanting to take advantage of the low rates and build new homes. We represented a developer and sold quite a few parcels of land, so most of my workdays last year felt like I was on the side of a mountain walking these huge parcels of raw land. That’s the cool thing about real estate in Alaska: You can be walking along the side of a mountain in the morning and then be in a milliondollar penthouse downtown in the afternoon. We have such a diverse clientele here. It’s really fun, and every day is an adventure.
In Alaska, the CRS Designation is our most highly regarded designation.”
If you were on Instagram a decade ago, you might remember its original icon of a polaroid-type camera, one that stressed the platform’s commitment to photos. However, the world is different now, and social video platforms, like TikTok, have changed things. Instagram is no longer a photographer’s hub and has recently altered its algorithm to favor videos over static posts. This has left many creators having to adapt the way they’re marketing themselves to their followers. If an agent hasn’t utilized Instagram reels yet, now is the time.
“Every marketing class I’ve ever taken talks about how video will generally get more engagement than a static post, regardless of the platform,” says Michele Bailey, CRS, broker associate and one of the founding agents for Compass 30A in Santa Rosa Beach, Florida. Bailey put this theory to the test when she began documenting the construction of her house through videos on Facebook.
“To make a long story short, my husband had been diagnosed with cancer at about the time we were supposed to start our house. Our budget didn’t allow for a builder because my husband was supposed to build it—he’d been in construction for 30 years,” Bailey says. “It took us a long time to find a builder who was willing to work with us, and part of our agreement was that I would market the build on Facebook.”
Every marketing class I’ve ever taken talks about how video will generally get more engagement than a static post, regardless of the platform.”
—Michele Bailey, CRS
For more tutorials and lessons on Instagram reels, visit about.instagram. com/features/reels
The videos worked. “It was really fun, and I was surprised by how much engagement they generated,” says Bailey. “I couldn’t go anywhere without someone asking me about how things were going with the house.”
Now it’s even more crucial for agents to produce video content because static posts have less visibility, especially on Instagram. “Over the past four months, I’ve really seen the shift of Instagram favoring video-centric content,” says Amelia Garza, communications specialist at the Residential Real Estate Council (RRC). “It’s pushing video content; regular photo content is being lost in the feeds and isn’t appearing for people.”
This has forced even larger organizations like RRC to adjust their strategy.
“We’ve really had to change up our approach. When it comes to sharing informative content or industry news, instead of making a carousel or several slides with graphics, we’ve now started making those into short-form videos or reels,” Garza says. “This way it’s appearing for our followers.”
One thing to keep in mind with Instagram reels is that they can be helpful for any REALTOR ® trying to expand their sphere. “When you post a reel, Instagram sends it out to all of Instagram, not just your followers,” says Garza. “Photos only go to your feed and your immediate followers.” Adding hashtags will only increase the chances of your videos getting seen by more people, allowing you to grow your following.
“I find I didn’t get a lot of engagement for just-listed/just-sold promotions on any platform,” Bailey says.
“Instead, I’ve found that the more personal you are, the more of yourself that you put out there, the more you’re going to engage someone. They become invested in you and your story.”
A few years ago, Bailey had a social network campaign of doing 50 things before she turned 50 years old. “I had a lot of engagement with my ‘50 before 50’ list. I shared the list and encouraged anyone who wanted to participate to message me,” Bailey says. It was very personal because every time she accomplished something on the list, she would post the number along with the person who helped make it happen.
Instagram is no longer a photographer’s hub and has recently altered its algorithm to favor videos over static posts.
She’s spending 2023 planning her campaign for next year, which will be called “365 on 30A.” Highway 30A is the scenic highway in her market in Northwest Florida. “It’s kind of a social experiment from the point of view of someone who has lived here for 30 years to see what all I can do in 365 days,” Bailey says. “It revolves around the idea that I have gotten to a place where I’ve forgotten all the things that make living here amazing, but I want to remember,” Bailey says. “That’s part of my story, too. After my husband died in December 2021, my perspective on life shifted. The campaign is a reminder about living every day to its fullest because time is precious and finite. We shouldn’t put things off for a tomorrow that may never come.”
There are plenty of free resources online that can teach agents how to make reels or video content, but agents should know going in that it will be a process of trial and error. “Our Instagram account at RRC involved some trial and error, and through the failures we’ve nailed down what works best for us,” Garza says.
Similarly, Bailey is also not afraid of failing. “If you’re not failing somewhere, it’s because you’re not trying enough new things,” Bailey says. “You’ve got to be willing to see what sticks.”
The real estate market shift has hit some REALTORS ® hard, but there was reason for optimism at the NAR NXT conference in Orlando, Florida, in November 2022. Lawrence Yun, NAR’s chief economist, expects home prices to rise slightly and sales to dip in 2023, only to rebound the following year.
Yun predicted that home sales in 2022 would be down 15% year over year, then fall another 7% in 2023 before rising 10% in 2024. Home prices at the end of 2022 would be up 10% year over year, rise just 1% in 2023 and then jump 5% in 2024.
This equates to a “strong rebound” in 2024, according to Yun. “The prices will be mostly stable across the country [in 2023], meaning that half of the country will see minor price gains, and the other half will see minor price declines,” Yun said. “Then in 2024, population, demography and the long-term path looks bright … everything should be in a better situation.”
Read more of Yun’s market analysis at bit.ly/ NAR-Market-Forecast
The prices will be mostly stable across the country [in 2023].”
—Lawrence Yun
Most real estate agents use social media as part of an overall marketing strategy to reach buyers and sellers. In fact, a 2022 technology survey by the National Association of REALTORS ® found that 46% of respondents pointed to social media as the top tech tool that delivered the highest number of quality leads in the last 12 months.
The survey shows 89% use Facebook in their real estate business, 59% use Instagram, 53% use LinkedIn, 26% use YouTube and 12% use TikTok. Regardless of which platforms you use, how can you increase your followers and boost engagement on social media? The Residential Specialist turned to four experts who are crushing it on social media for their best tips.
Each social media platform requires a different strategy, but you don’t need to be on all the platforms. In fact, it’s very challenging and time consuming to successfully build and maintain a social media following on multiple platforms. The solution? Go where your clients and prospects are. “Identify what your most profitable channel is going to be,” advises Khoi Le, CRS, broker/owner with Hunter Chase Realty in Albuquerque and Santa Fe, New Mexico. For Le, that means Facebook (with nearly 7,000 followers), but he sees YouTube growing quickly. “Then use the other platforms to funnel people into your most successful platform and as a way to engage with your main content.” In doing so, Le says it helps your content get exposure and go viral, but then links back to your high-performing pages.
“I found it’s easy to get followers, but not easy to get good followers,” says Steven Rath, CRS, broker/owner with Rath Real Estate in Roseville, California. “I concluded that having a lot of followers is detrimental, so I whittle it down. I don’t want to be friends with just anybody— they’ve got to be beneficial to my business.” After decreasing his followers, Rath focuses on providing good information to key groups in his target audience. “The A-listers include current and past clients and hot prospects most likely to convert to customers. Those on the B-list might become A-listers that you want to engage to see if they blossom into something better. Those on the C-list are not as relevant,” he explains. “I use that philosophy to determine whom I try to engage with.”
Learn how to focus your social approach and develop a strategy with Digital Marketing: Establishing a Social Media Brand, available at CRS.com/webinars
When Catalina Schreader, CRS, broker associate with Dale Sorensen Real Estate in Rockledge, Florida, launched a Facebook business page in 2015, she aimed to provide a service to her local community. She created Suntree Friends and Neighbors as a community gathering spot where she posts local events, things to do and recommendations for local contractors, schools and businesses, and where others share what they love about living, working and playing in Suntree and surrounding neighborhoods. “I started it as a place to get accustomed to the area,” she explains, noting the group now boasts 8,300 members. “Over the past few years, I started introducing myself and my real estate background.” Thanks to a steady stream of relevant, useful, local content, Schreader says people know her and feel comfortable with her, earning her the nickname “The Suntree Queen.”
“I don’t do traditional marketing—I focus 100% on relationships,” says Barbara Betts, CRS, broker/owner with The RECollective in Long Beach, California. “You can’t be afraid on social media to be friends with your clients.” Betts says the key to growing your page is to follow others. “You need to be a good community member by friending and following others,” says Betts, who runs a social media bootcamp. “Have great relationships with other people, other clients and even other REALTORS ®. We like to do business with people we know, like and trust.” This includes engaging with people beyond your own business page (such as Facebook groups and other people’s posts). And don’t lose sight of connecting offline through phone calls and face-to-face meetings.
NAR’s 2022 Technology Survey shows that 63% of REALTORS ® primarily use social media in their real estate business to promote listings. But that’s just a small part of what you should be doing on social media.
“Be authentic—it’s about you, not about real estate,” notes Barbara Betts, broker/owner with The RECollective in Long Beach, California. “You have to market your listings, but that won’t cause someone to follow you. People care about you, your opinion on the market and what you’re doing in the community.” Betts’ most engaging content? Sharing real-time snippets of her day through Instagram and Facebook stories. “There’s a way to talk about real estate without boring your audience.” (“You’ll never guess what my inspector found!”)
Catalina Schreader, broker associate with Dale Sorensen Real Estate in Rockledge, Florida, sets herself up as the local expert by posting events, new construction, community happenings and walkable areas. “People start asking questions about these posts—where, what type of service—so the content is very engaging,” she says. She also incorporates personal posts, like pet photos, to help people get to know and trust her.
“Don’t just be shouting ‘two bedrooms, two baths!’ You want to be listening and talking with others,” advises Khoi Le, broker/owner with Hunter Chase Realty in Albuquerque and Santa Fe, New Mexico. “I like
Source: NAR
46% of respondents pointed to social media as the top tech tool that delivered the highest number of quality leads in the last 12 months.
Want to test your cybersecurity knowledge? Scan the QR code to take the quiz from NAR.
Protecting your privacy online is like protecting your home. Even the most prudent homeowners will not stop the most determined thieves, especially with numerous ways to get inside. Simply locking the doors is not enough. Multiple levels of protection are necessary—and the same goes for your online presence.
A recent survey from the National Association of REALTORS ® shows that cybersecurity will be a top concern for REALTORS ® over the next five years. Real estate professionals may use convenient and useful technology tools, like electronic lockboxes and eSignature, to make their day-to-day operations run smoothly, but additional solutions can also keep agents safe on the job.
Here is a list of some of the technologies that can protect you and your business. You can be at ease knowing these apps and services have strong safety and security features.
Robokiller: The calls keep on coming, and the victim list grows each year. Spam callers account for billions of dollars in financial losses each year. Plus, they are annoying. Robokiller blocks robocalls and robotexts, so you can avoid these types of scammers and receive only the communication you wish to receive, like the ones from your clients.
Keepingly: Keepingly is an app that allows you to securely store sensitive documents, such as financial statements or transaction records. Your clients can keep mortgage, insurance, inspection, home warranty and title documents in a safe space and monitor who accesses them. This can be especially helpful for home insurance claims, maintenance issues or recordkeeping in the event of a natural disaster.
DuckDuckGo: DuckDuckGo is an internet browser that does not collect your personal information, like search, browsing or purchase history. With DuckDuckGo, you get a new everyday browser that offers seamless protection while you browse the web, and it even offers access to tracking protection for emails you receive.
Earnnest: Earnnest is a secure, convenient digital payment platform that allows for a fully digital transf er of funds in real estate transactions.
Crimeometer: Crime data is critical to understanding the risk and opportunity when buying a home. Since agents cannot ethically answer questions about neighborhood crime, you can recommend Crimeometer, a worldwide crime data API that aggregates official crime reports with real-time, crowdsourced crime data.
CarLock: Work without worry—CarLock is a real-time tracking system that monitors your vehicle and alerts you of suspicious activity. This is all managed through an app on your Android or iOS device. Some insurance companies offer a discount for those who use the app.
FOREWARN: Aimed at safer and more productive interactions with strangers, FOREWARN is an initiative-taking safety and intelligence app that allows agents to do instant due diligence on prospects. In seconds, with little information, you can verify a prospect’s identity, criminal record, bankruptcies, liens, judgments, address history and property records, all in one place.
Two-thirds of REALTORS® volunteer in their communities monthly, according to a National Association of REALTORS® report, but some agents do much more. While these agents are primarily motivated by serving their communities, their good deeds also help their businesses grow.
Improve your neighborhood
When Sandra Nickel, CRS, broker/owner of the Sandra Nickel Hat Team, moved to Montgomery, Alabama, she wanted to specialize in Cloverdale, “the historic core of the city,” she says. Her former broker advised against it because the area was “changing,” implying that integration in the area was not beneficial. The experience bothered her.
Ever since, Nickel has worked actively to uplift her beloved Cloverdale as a desirable place to live, she says. It’s made an impact: The community is now highly desirable and diverse.
Her deep involvement in historic preservation as president of the Landmarks Foundation and in helping residents become more active in local politics has brought her the kind of “socially conscious,” as she calls them, clients she loves working with.
Real estate agents have a reputation for being good neighbors. Sandra Nickel, CRS, has worked to improve the Cloverdale district of Montgomery, Alabama.
3Lead a nonprofit Andrea Castinetti, CRS candidate, owner of Castinetti Realty Group in Shrewsbury, Massachusetts, started The Kindness Coalition of Massachusetts when she opened her brokerage five years ago. She draws 500–600 people to her backpack drives, filling them for the homeless and children in foster care, while also donating turkey dinners and toys around the holidays. Eventually, a friend recommended she create her own 501(c)(3), and she worked with a nonprofit specialist to get all the paperwork right.
Meanwhile, Kay WilsonBolton, CRS, broker associate with Century 21 Everest, in Santa Paula, California, serves
Anna May, CRS, broker associate with Golden Gate Sotheby’s International Realty in Oakland, California, was making her fellow REALTORS® laugh for years at her weekday morning marketing meetings before she tried stand-up comedy.
Now, when she performs, she donates all her stand-up earnings to charity. She also created SantaCon Hayward, a venue crawl now in its 10th year to raise funds for the Hayward Animal Shelter and highlight downtown businesses.
“All that I do is connected to everything else, and business flows to me because of it,” she says.
Connecting her business, her comedy and all the organizations she works with makes the magic happen—and the community benefits.
as the volunteer executive director of Spirit of Santa Paula, which offers services for homeless and hungry people. She oversees a homeless shelter at capacity with 49 people, 14 of whom are children, on top of her real estate business. In her view, many REALTORS® generate goodwill through things like sponsorships, but she decided to donate her efforts.
The primary benefit to leading your own group: Your passion shows.
“Find the one thing that makes your heart beat,” Wilson-Bolton says. “It’s easy to stay committed when you do. People will love you for doing it, and you end up making new friends.”
When D’Ann Melnick, CRS, associate broker with eXp Realty in Rockville, Maryland, and her husband were deciding if they wanted to adopt a dog, they elected to do a test run first. They found their opportunity in Hero Dogs, Inc.,
a local nonprofit that trains service dogs for disabled veterans and former first responders for free. Fostering a puppy opened the doors to a niche community, leading her to regularly volunteer, donate and connect local businesses to the mission.
Fully committing to one organization has allowed her to really get to know people and become a major supporter.
“I used to spread myself way too thin volunteering for everything, and I wasn’t able to develop deep relationships,” Melnick says.
Felicia Beltran, CRS, REALTOR® with the Empire Group of eXpRealty in Pueblo, Colorado, got involved with event marketing for CASA, which helps abused and neglected children, before she was invited to join the board. She has been there for more than three years, creating awareness, putting on and promoting events and raising funds.
Making these things happen for CASA has expanded her network exponentially, and it benefits both CASA and her business.
“A lot of my friends call me the mayor when they come from out of town because at any function, I pretty much know everybody,” she says.
Keep
Thanks to the relationships agents develop through volunteering, they often find future clients. “My whole thing is relationship building,” Castinetti says. “I never set up with ‘Castinetti Realty Group’ gear on. Credibility is the most important. You want to build trust in your community and get recognition for doing the right thing.”
Social media offers a great way to keep the connection with volunteers and supporters going. “Through social media, I get to know them, and they also see my real estate activity without being in their face or salesy,” Melnick says.
Beltran adds that it’s important to ensure your social content is diverse. “If all you’re doing is posting your listings and talking about your business incessantly, people will unfollow,” she says. “I try to share in an authentic way. I share about my kids, my community and other things I’m excited about.”
Nickel also believes just being herself helps, which includes her signature hat.
66% of REALTORS ® volunteer every month. Volunteers average eight hours per month.
79 % of REALTORS ® donate to charity.
Don’t directly talk business. All the agents agree: If you’re there just for the business boost, it’s obvious.
67 % say their firm encourages volunteerism.
Source: NAR 2022 CARE
Report: Community Aid and Real Estate
“I wear the hat wherever I go,” she says. “It lets people know I’m involved, my team is involved, and that brings us business.”
To find the right organization, look at its mission and development to determine if it has needs that align with your skillset and talents. The key, says Wilson-Bolton, is to “find something that feeds your passion, so it’s easy to stay committed.” An organization should make you and others in the group feel welcome, comfortable and energized.
“The vibes are everything,” Beltran agrees. “When you find the right organization and are passionate about what they’re doing, it’s going to be a very natural and authentic fit.”
There should be opportunity for meaningful connection, as well. “I think with anything you do to try to build up your sphere—whether it’s charitable or networking or a book club—the things you spend the most time on should build that deeper connection,” Melnick says.
For more lead generation tactics, attend the course Leads and Listings: Become a Power Lister, available at CRS.com
Go all in. Helping many organizations a little may not be as effective as helping one or two organizations a lot, many of the agents say.
track of how clients found you. Your time is precious, so it’s important to know that it’s spent in ways that are valuable to the community as well as your business. Felicia Beltran, CRS (right), posing in a super hero cosutme at a CASA event.
Since their rollout in the early 1990s, commercial websites have evolved.
They’ve gone from glorified business cards to sophisticated marketing tools, able to generate leads and target consumers before they are even aware of needing the service. “When it comes to marketing, the website is at the top of the funnel,” says Carolyn MacNeill, social media manager at Steve McKenna & The Home Advantage in Arlington, Massachusetts. “Whether through saved searches or people registering on the site, we provide useful information to engage potential customers and further connect with them through social media and other routes.”
Over the past five to ten years, real estate websites have found a tremendously effective niche by offering informative, hyper-local content that’s both free of charge and free of heavy-handed sales pitches.
When it comes to marketing, the website is at the top of the funnel.”
—Carolyn MacNeill
Karin Carr, CRS, team owner at Real Broker in Savannah, Georgia, had a website for her brokerage in Atlanta, but it wasn’t until she and her husband moved to Savannah in 2017 that she realized the power of hyper-local content. “We followed my parents, who had recently retired there and loved it,” says Carr. “Right away I noticed all these other retirees around doing the same thing, and it occurred to me what an opportunity this was.”
For her new brokerage, Carr launched a customized website built around one main theme: relocating to Savannah. She used her own exploration of her new hometown as a chance to curate content for the site. “I was new to town and had nothing but time. I’d drive around different neighborhoods with my phone on a selfie-stick jutting out the sunroof, making videos of the surroundings.
“My personal opinion is people don’t need me for home searches—they go to Zillow or Redfin for that,” says Carr, a frequent speaker on the subject of real estate digital marketing. “When they go to Zillow, they see a beautiful photo taken by a photographer. They don’t see that there
are no trees in the neighborhood. They don’t see that there’s a golf course, a pool and that it’s five minutes to the grocery store.”
Carr wrote blog posts and downloadable guides based on what she learned, and results followed in short order. “We get a ton of leads from our website— leads that turn into paying clients,” she says. “These aren’t just tire-kickers, either; they’re people who are ready and willing to complete a transaction sometime in the near future.”
The McKenna team saw similar results after partnering with real estate digital marketing experts Union Street Media to revamp their website in the spring of 2021. The redesign includes a “Greater Boston Communities” section featuring interactive maps searchable by neighborhood. In the 11 months following its launch, traffic increased by 40%. “People use our website as a resource,” MacNeill says. “Steve [McKenna] has been a REALTOR® in this region for more than 35 years; he’s an expert on the local amenities and neighborhoods. People are doing research on our site and then staying.”
Free or low-cost tools for the creation and maintenance of your real estate website.
WEBSITE TEMPLATES
Digital marketing platforms like WordPress, Wix and Easy Agent Pro (which specializes in real estate sites) offer a variety of vetted, pre-designed templates for fees that range from point-of-sale to ongoing subscriptions. Check with your individual brokerage or its umbrella brand for possible free templates.
Extensions such as Keywords Everywhere, Ubersuggest and Yoast maximize search engine optimization (SEO) by identifying the most commonly searched words and phrases for your market and ranking them by competition.
REALTORS ® can also up their organic search results by purchasing Google search ads (text-based) and Google display ads (image-and-video-based).
Embedding images and guides (Canva), videos (YouTube) and custom maps (Google Maps) into your website’s content exponentially increases your chances of ranking high in users’ search results.
“Evergreen” content (timeless material) tends to perform better on real estate sites than does timely, topical content. Its oneand-done, set-it-and-forget-it nature also makes it easier to produce. “My oldest blog posts are the ones that bring me the most leads,” says Carr, who aims to post six to eight pieces of new content per year. “The longer it’s up on Google, the better it performs.”
Search engine optimization (SEO), keywords, imagery and video can leverage such content to attract online browsers and lead them back to a REALTOR® ’s
If local content is the top tool in a REALTOR® ’s online arsenal, a low-key, soft-sales delivery takes a close second. “We’re very cognizant about not being pushy or salesy; we try to let people do their searches and come to us when they’re ready,” MacNeill says. “It’s a balance, and it’s intuitive. You have to identify who might want extra help versus those who are just perusing.”
Fundamental to that approach, according to Carr, is that a site’s useful, local content be offered free of charge. Carr’s
site (see sidebar on page 24). “The goal of a good real estate website is to rank well in organic searches and get in front of potential buyers and sellers during the first three weeks of their thought process,” says Ted Adler, Union Street Media’s founder and president. Online tools and apps help identify which keywords and search phrases potential buyers and sellers are most frequently using to search their markets. In Carr’s case, it was “retiring in Savannah,” “moving to Savannah” and related phrases. “People want to know what it costs to live there, what there is to do, whether there are hospitals and airports,” she says. “I’m a huge believer in SEO because it’s 100% free.”
gchluxurygroup.com features a menu of local guides, all of them available for free download in exchange for registering on the site. “They fill out a form in exchange for a free download or click a ‘contact me’ button for a free consultation,” says Carr, who averages one to three daily leads this way. “They’ve gotten all this information from me, so by the time I reach out to them, they feel like they know and can trust me.”
Of course, creating and maintaining an effective website requires a certain investment of time and money. A substantial amount of both goes toward upfront design and content creation, the rest to weekly/monthly maintenance and occasional refreshing (Union Street recommends every three to five years). The sum-total of both depends upon a business’ budget and bandwidth. Independent REALTORS® or smaller brokerages like Carr’s three-person team may opt to take on much of the work themselves, while larger firms with deeper pockets may partner with third-party specialists.
Steve McKenna & The Home Advantage allocates around 32% of its marketing budget toward its website.
Carr employs a part-time virtual assistant for optimizing blog posts for SEO and relies on convertible templates from real estate digital platform brand Easy Agent Pro, for which she pays around $175 a month. “They say, ‘Choose your color scheme, send us your logo and we’ll take it from there,’” she says. “So they provide the framework, basically, and I handle the content.
“It can be time-consuming, yes. But a few hours’ worth of work for nearly 5,000 views— that’s worth the return in my opinion.”
Learn a step-bystep process for managing your online presence with the eLearning course Managing Your Online Presence, available at CRS.com
Center outside Atlanta, Georgia, sometimes must navigate around steep hills to capture the best shot of a newly listed home.
2023MAR KETING IS
In these situations, she uses a drone to take aerial photos from above the trees.
“Some homes are located up on a hill or down a sloped road. I’ve seen agents stand on their cars to take photos to show that it’s a level lot,” Harris says. “When buyers arrive for a showing, they’re disappointed to see that it isn’t level like in the photo. I like to show that the home is on a hill to target buyers who might be interested in that type of home.”
With a majority of buyers beginning their home search online, using quality photography to capture a home’s best features is more important than ever. Without photography, the home would likely linger on the market. Photography isn’t just a tool to help you sell a home; photos—whether traditional headshots or candid home images on social media—are a critical part of marketing yourself. With some planning, staging and the right technical equipment, agents can get the right photo every time.
According to the National Association of REALTORS ®, 87% of homebuyers say they won’t consider looking at a property if it doesn’t have listing photos. Good photography is the best way to get people to view a home in person, says Rebecca Sabot, a REALTOR® with RE/MAX Capital in Bismarck, North Dakota. “If there’s no photography, there’s no pull to the buyer.”
Sabot understands the importance of getting the right shot. Before entering real estate, Sabot worked as a commercial photographer, specializing in product and fashion photography. She says prepping the home and staging are keys to creating the best images. Details matter, so take time to move furniture that will detract from the features you want to highlight. Check if the curtains hang evenly, electrical cords are hidden and the trash can is out of sight. Rolling up area rugs and moving them out of the way can make the room appear larger.
The biggest mistake is poor lighting, resulting in images that appear too dark. “Our eyes see more than a camera does,” Sabot says. “We have to make adjustments so the camera captures what our eyes see. A good photographer will make sure you’re getting the best exposure of both the inside and what appears outside the windows to create a balanced image. When agents do their own photos, they rarely do that well.”
While Harris hires a professional for her listing photos, she shoots her own photos for social media. Harris sets her iPhone 12 on the 0.5x setting, which allows her to zoom out to capture the whole room. She then posts the photos on Instagram, Facebook and LinkedIn as part of a “coming soon” marketing campaign. Harris says she likes to focus on the neighborhood’s lifestyle amenities, such as golf courses, swimming pools, clubhouses and wineries. During listing shoots, Harris takes a photo or two with the photographer and posts it to her sites to show followers what she is doing that day.
“Most people want to see the best photos for the listings, but they also want to see casual shots of the amenities and community lifestyle,” Harris says.
Harris uses an app called Splice, which allows her to edit photos and video plus add captions before posting to her sites. The app is easy to use and costs about $60 a year. Another app she uses is Photofy, an image and video tool with preformatted sayings and graphics that can be added to photos.
For agents taking their own photos, Harris offers several suggestions. Set the resolution at the highest level, and use a tripod if your hands tend to be unsteady. If the house appears dark, bring additional lighting. Keep all your devices charged. On windy days, the drone battery life can drain faster, so bring a portable battery as a backup.
87 % of homebuyers say they won’t consider looking at a property if it doesn’t have listing photos.
she wants to highlight, such as vaulted ceilings or polished wood floors.
“We’ll walk around the home before a photo shoot to see what areas buyers might love. Good photographers will know what to shoot because they know what’s important,” Guenther says. For example, if a home has spectacular views of the mountains, she picks a day with full sun to show off those views.
Though Sabot could do her own listing photography, she prefers to hire a professional. She chooses from several photographers in her area and hires one depending on the price point of the listing. She then selects which photos best represent the property. “I carefully choose which photos to use and in what order. I want to create a story for the buyer,” Sabot says.
Jill Guenther, CRS, a broker with Don Nunamaker in Hood River, Oregon, says some agents in her area use their phones to take their listing photos, but she prefers to hire a professional. During photo shoots, she shows the photographer the features
However, if a home isn’t in the best condition, Guenther will help the owner move clutter so it doesn’t show up in the photos. She may post only three or four of the best images to accompany the listing, then note in the private remarks section to look beyond the clutter.
Good photography, Guenther says, is about creating positive first impressions. “There’s something about the right angle and right lighting that makes a difference in the listing photo.” Guenther says. “That first image might be the outside of the house, or it’s that moment when you walk in the front door. You need to be aware of the way items are placed inside the home, and it helps to tidy up.”
When marketing yourself, don’t overlook headshot photos, which should be updated every few years. “Your headshot is part of your brand,” says Sabot. Think about your wardrobe and what colors look best on you. Make sure you feel comfortable with what you’re wearing. Have your hair and makeup done professionally beforehand. On the day of the shoot, discuss with the photographer what your goals are for the session.
Also think about the message you might be sending to buyers and sellers. If your headshot is outdated, clients might assume that other facets of your business are outdated, too.
“Great pictures take work. While a photographer can help make an image look good, making the home look its best is up to the agent and seller,” Sabot says.
But that’s not to say that REALTORS® should handle all their marketing personally. Time is one issue, because every minute spent designing a flyer is a minute not devoted to making a call, studying the market or closing a deal. Second, not every REALTOR ® has the design chops needed to craft a flyer that potential clients will find compelling.
Yet for the REALTORS® who find a way to incorporate a winning marketing plan into a healthy overall business strategy, the payoff can be enormous.
So what’s the secret to balancing successful marketing with the other needs of a thriving real-estate practice? For many REALTORS® and agencies, the solution is to outsource at least some aspects of marketing.
For example, Melinda Chamberlin, CRS, broker and owner of the Melinda Chamberlin Team at Keller Williams Living in Cleveland, Ohio, pays one company to send out a team-branded, monthly newsletter to her clients and another to send those clients emails several times per month. Chamberlin’s administrative assistant also helps with marketing tasks including social posts, printed materials and logistics for client appreciation events.
“Making the best social media post is not my strength. It would take me forever and it would drain the best part out of me,” says Chamberlin.
Instead, she relies on vendors Buffini & Company and Follow Up Results to reach out to clients with content such as market updates and homeownership tips. Chamberlin looks to her team to handle logistics so she can do what she does best: build relationships through conversation. At Thanksgiving, when Chamberlin offered complimentary pies to clients, 165 of them
For
all marketing is personal—their personality, after all, is part of their value proposition.
Making the best social media post is not my strength. It would take me forever and it would drain the best part out of me.”
—Melinda Chamberlin, CRS
took her up on the offer—and she personally handed off each one of them. The event led directly to four referrals.
Chamberlin thrives upon touchpoints like these, but she knows they’re only possible because she isn’t tied down writing mass emails every week. Marketing support “allows me to concentrate on what’s important,” Chamberlin says.
Ryan Rohlf, CRS, owner and chief client advocate of the dsmSOLD team at the Keller Williams Legacy Group in Des Moines, Iowa, pursues a similar strategy using a hybrid approach: He contracts with Ogden, Utah-based company Cyberbacker to hire a fulltime marketing contractor. The contractor is a college student in the Philippines, named Aldrin Tamang,
who is studying advertising and public relations. Tamang assists Rohlf with tasks including producing social media content and writing blogs ranging from a home warranties guide to a rundown of top Des Moines-area coffee shops.
Prior to hiring his marketing assistant, Rohlf designed many of his own marketing materials. Now Tamang does it all—and does it so effectively that Rohlf says Tamang has become the most valued part of his marketing mix. Rohlf says he would cut spending on online ads and even forgo his team’s office space before parting with his trusted Cyberbacker.
“It’s taken a lot of weight off of me so that I can focus on making more calls and connections and casting a vision beyond the day to day,” Rohlf says.
Hiring a top-notch contractor or firm can be pricey, but it can also be a means of standing out. That’s especially valuable in the luxury home market where competition is fierce and potential clients are accustomed to high-gloss communications.
“You have to know your market,” says Gina Robichaux, broker associate at Coldwell Banker Realty in Fort Lauderdale, Florida. “My clients shop in high-end stores, they have the luxury automobiles and they’re used to seeing high-end marketing materials.”
Tamang helps Ryan Rohlf spend more time focusing on cultivating relationships and making deals, but that doesn’t capture the full extent of Tamang’s value: He’s also just better at online marketing than Rohlf.
“He’s not only taking things off my plate, he’s doing them 10 times better than me,” Rohlf says.
That points to a second reason for REALTORS® to consider outsourcing some portion of their marketing: External marketing specialists can usually do it better than agents who don't have formal training.
So when Robichaux turned to an external partner to produce and mail a monthly printed newsletter to her clients, she knew it needed to meet a high standard of design, personalization and value. She found a vendor that could execute pieces at the level of quality she desired, and she now pays them to send regular mailings to clients and prospective clients in two key communities. The contract includes an exclusivity clause, so that vendor doesn’t work with any other agents in those communities.
“I chose somebody with a high standard, and they’re not inexpensive—but these are high-quality pieces, and they’re worth it,” Robichaux says.
My clients shop in high-end stores, they have the luxury automobiles and they’re used to seeing highend marketing materials.”
—Gina Robichaux
It’s fairly straightforward to quantify the impact of some marketing initiatives, whether ads on Facebook or Google, or referrals stemming from a particular outreach event.
But, other times, ROI is an inexact science.
For example, mailers and social-media content designed to build visibility among prospective clients or stay top-of-mind with existing clients are, by nature, part of a long-term strategy, and it’s hard to definitively
External partners can even be valuable when agents remain highly involved in the creation of marketing materials. For example, Maxine Golden, CRS, broker at BrokerInTrust Real Estate-Maxine Golden in Newport Beach, California, writes and records her own videos for her “1031 Exchange Lady” YouTube channel she’s created, aimed at building visibility and credibility among beginner real estate investors.
tie a new listing to a particular mailing.
Gina Robichaux, broker associate at Coldwell Banker Realty in Fort Lauderdale, Florida, measures success based on the number of leads the Florida REALTOR ® generates from mailings
to prospective clients. She’s satisfied when her mailings generate at least three conversations with potential clients each quarter.
There is value in patience. Maxine Golden, CRS, broker at BrokerInTrust Real Estate in
Newport Beach, California, says her “1031 Exchange Lady” YouTube channel has led to at least one new project for each video she produces—while emphasizing that “it doesn’t happen overnight, and it isn’t linear.”
captioning, put the videos online and supply performance reports. Perhaps VidiUp’s most useful contribution is coaching, as over the last year, Golden has grown more comfortable and confident on camera.
“I can speak to large groups really easily, but to talk in front of a camera is the most difficult thing for me,” says Golden. “I’ve improved, which is what happens when you practice a lot. But this is the real me, and it’s a lot of fun.”
Golden has hired film crews many times to augment the polished listings of million-dollar homes for sale. Her YouTube marketing efforts deliberately have a very different tone, as she strives for down-to-earth relatability. That humble aesthetic also means production costs aren’t high. Golden relies on her vendor, VidiUp, to add graphics and closed
That sentiment is a sort of holy grail for outsourced marketing: something that extends a REALTOR ® ’s capabilities and saves them time while also remaining faithful to their brand and personality. It’s not easy to achieve, but REALTORS® who succeed in doing so are setting the stage for their businesses to be more profitable and more satisfying to run.
For more ways to market yourself economically, check out the eLearning course Keep it Simple with Low-Cost Online Marketing at CRS.com
61%
of respondents agree or strongly agree that their brokerage provides them with all the technology tools they need to be successful in their job.
To promote listings
It's expected to have a presence on social media
Helps build/maintain relationships with existing clients
Helps network with other real estate pros
To find new prospects
To find leads/prospects
Helps stay current on real estate news and business trends
■ D efinitely will have an impact
■ P robably will have an impact
■ P robably will not have an impact
■ Definitely will not have an impact
■ A lready impacts
■ D on’t know
* IoT describes connected technologies with the ability to share and collect data.
For more information, access the 2022 NAR Technology Survey at NAR.realtor
Owens says that when the opportunity to apply to become a CRS certified instructor arose, she was eager to see if she could join the ranks. “I have nothing but admiration for the other instructors on the roster,” Owens says. “Being able to teach for the Residential Real Estate Council is an incredible privilege.”
For Nate Johnson, CRS, with Redkey Realty Leaders in St. Louis, Missouri, the journey to becoming an instructor for RRC was, as he says, “kind of an accident.” Years ago, the education director for the St. Louis Association of REALTORS® asked Johnson to be the lead instructor for the new member orientation. One thing led to another, and soon he was teaching continuing education classes, at first locally, then at the state level and around the country. Despite that firm foundation in instruction, Johnson says taking the steps toward becoming a CRS certified instructor “was quite an intimidating experience. I felt like I was auditioning to be on American Idol.”
If you know anything about the importance of providing high-quality education for prospective and current CRS Designees, you know that it is something that RRC takes seriously and is justifiably proud of. RRC courses prepare agents to deliver the best service to buyers and sellers and offer invaluable guidance for agents to thrive in their business. Not only is course content rigorously vetted to provide a baseline of proven practices, but instructors must meet high standards, as well.
You can’t just walk in off the street and teach a CRS course: You have to audition.
Addie Owens, CRS, decided she wanted to become a CRS certified instructor after having taught for years in her own brokerage, Touchstone Real Estate in Mount Dora, Florida. She enjoyed giving newer agents tools for becoming successful entrepreneurs and helping them find the best options for pricing and marketing.
“I flew to Chicago to attend a day of training and to have an official audition the next morning in front of the RRC brass,” recalls Johnson. “I was literally in a room where it was just me and the 10 people who were judging me on my content, my delivery and all those other components of being an instructor. After I did that, I received the news a couple of weeks later—‘You’ve passed the first stage. You’ve gotten through the audition, and we think that you would make an excellent instructor.’”
Maurice Taylor, CRS, with Coldwell Banker RPM Group in North Little Rock, Arkansas, had years of experience teaching in his own real estate school before making the leap to being CRS certified. “My friend, Mark Given, CRS, came to Arkansas to teach a Military Relocation Professional class, and I was so impressed. I said, ‘Mark, I teach real estate classes, but how can I do what you do the way you do it?’” Given helped Taylor make the right connections and he entered the instructor program.
Taylor says the training/evaluation process isn’t truly grueling, but there are many core competencies that one is expected to master. “If you’re not able to engage the class, keep the material interesting and moving forward, you will never ever be able to be a CRS certified instructor,” he says. But even before it ends, instructor candidates get something valuable out of the process. “The workshop that we did was really memorable because there’s about 100 of us in that room,” recalls Taylor, “and the tips and knowledge that you get from that workshop really help you be a better instructor or presenter, whether you’re going to be a CRS certified instructor or not.”
Now that they have made the cut, these newly minted instructors will soon be added to the Education lineup. All three new instructors are slated to teach Seven Things That Successful Agents Do
Differently. Taylor will also be taking on Mastering Your Time to Achieve Your Goals, and Owens will be tackling Short Sales and Foreclosures: Protecting Your Clients Interests.
Owens is all in when it comes to engaging with class members. “The conversation is robust. That’s why I like teaching these courses—especially when you’ve got designees in the audience because they’re experienced, and I often find myself learning tips and tricks from them as much as they’re learning from me. It’s a fair trade.”
“I am so looking forward to it,” Taylor says. “When you are teaching a CRS candidate or Designee, they’re yearning to be better at their craft. When you can give them information they can apply to their business, to make them better at their business, at life and everything that they do, there’s no feeling that’s more gratifying than that. Helping people be better is just fantastic.”
After being recommended for the instructor program, candidates take a day of training then must successfully pass each new hurdle before getting the green light to lead CRS courses.
Prepare a class from a slide deck, and audition for RRC Education Committee and veteran instructors
Audit a course that you may be interested in teaching
Co-teach the course with a veteran instructor
Master competencies such as class engagement, industry knowledge, delivery, performance, resources and using the student handbook
Solo teach a course with an instructor auditing
Successful real estate agents are always finding new ways to drum up business. One approach to expand your sphere and make meaningful connections is with client events. Whether it’s hosting a happy hour or holiday party, these get-togethers can do wonders for your organization. When you incorporate client events into your marketing plan, it adds to your credibility, increases your brand awareness and naturally expands your referral base.
Victoria Borger, CRS, sales agent at RE/MAX Quality Realty in Sandusky, Ohio, hosted her second annual “ladies’ night” this winter where she invited around 10 clients to participate in sign painting. Each client was encouraged to bring a guest, which was a clever way for Borger to make new connections in her community.
“We have light food, wine and door prizes,” says Borger. “Bringing the guests has been impactful because it’s introducing someone new and we are already providing them a wonderful event.”
These new connections can turn into future clients thanks to your mutual connections and a memorable shared experience.
Whether it’s a group family photo or just a client with their pet, Jami Mumley, CRS, sales agent at North Texas Top Team Realtors, LLC, in Plano, Texas, always has an amazing turnout when she hosts her family photo event in the spring.
“We pick a location, hire a photographer and invite top clients to come do a mini photo session with whomever they’d like,” says Mumley.
Hiring a photographer for your next event is sure to put you above the competition. Not only do your clients get to walk away with a memory they can keep forever, but they’ll be reminded of you every time they look at their photo. You can even include your logo on the photo or have your contact information printed on back so they know exactly who to contact when they’re looking to reenter the real estate market.
Have you received an award or have an upcoming business anniversary on your calendar? Use your big or small wins as a moment to celebrate with those who contributed to your success.
Vivian Macias, CRS, broker/owner of Principal Properties, Inc. in Haileah, Florida, just celebrated her 45th anniversary and hosted a grand ceremony to commemorate the milestone. “We had the mayor of our city come and do a ribbon cutting,” Macias says. “We had a chef cooking pasta on-site. It was a hit! Everyone loved it.”
When you draw attention to your achievements, it reinforced your credibility and experience to your clientele, reminding them of why they worked with you in the first place.
Whether it’s a Fourth of July party or an Easter egg hunt, make sure to utilize calendar holidays to your advantage. Because these celebrations take place every year, you can turn them into annual traditions that your community remembers you by.
“Our annual holiday party is always a huge event. I started this about 38 years ago and our clients love it,” says Alexis Bolin, CRS, broker associate at Keller Williams Realty Gulf Coast in Pensacola, Florida. “In early December, we invite our clients to a huge party where we have lots of food, drinks and desserts. We give everyone a pie as a token of our gratitude for their friendship and loyalty […] About 300–350 attend the drop-in during the day. It’s something they talk about all year long. [It’s] a lot of work but well worth it.”
Kara Sachs, CRS, created a brand of coffee and donates proceeds to charity.
If you prefer a get-together that’s a little more social or networking based, try throwing a fun happy hour with coffee or drinks. To make this happy hour more personable, partner with a local charity and donate all the proceeds to its efforts in the name of your clients or attendees.
“We had a happy hour at a local brewery where we raised money selling my own special blend of coffee for Habitat for Humanity,” says Kara Sachs, CRS, broker associate at Lam Realty in Pitman, New Jersey. These charitable efforts show your clients that you value your community and give back where you can.
RRC members are always showcasing their client events on the We Are CRS Facebook page. Join to learn from other members and share your ideas!
The Council recently hosted its 35th Sell-a-bration® in Atlanta, Georgia. Real estate professionals from around the world—members and nonmembers alike—joined together to learn new business strategies, network with their peers and get inspired for the year ahead.
Our keynote speakers were motivating and energetic, focusing on relevant topics like learning from objection,
discrimination in the industry and becoming a victor—not a victim. Over 25 education breakout sessions allowed for attendees to learn new skills and mindsets from instructors and successful agents in the industry.
The RRC Night Out was hosted at New Realm Brewing Co. where members and attendees enjoyed hors d’oeuvres and drinks while socializing with their fellow real estate professionals.
The May Governance Meetings are just around the corner. This event is held for members who are involved in the governance of the Council and who volunteer on committees and mastermind divisions. All members are invited to attend the member update, opening and closing mastermind general sessions and the popular
member welcome reception. The May Governance Meetings are a great opportunity to connect with members from around the country and build relationships. The meetings will be held May 6–9, 2023, at The Westin Washington, D.C. City Center. Visit CRS.com for an updated schedule and more details.
Deciding what to do with the marital home during a divorce is a challenging time for clients. Not only is the situation likely already emotionally charged, but the home carries sentimental and monetary value. Be the help they need to navigate the details and roadblocks of selling a joint property.
RRC’s Residential Real Estate Divorce Specialist Certification program is designed to help agents
learn the family law basics so they can be more effective when speaking with clients going through a divorce and listing or buying a home. It will focus on helping the agents maintain neutrality by acquainting them with common contentious situations and roleplay exercises, helping them develop techniques to prevent potential disasters.
Learn more about this certification today at CRS.com/ certificates
Nicholas Chambers, CRS
Broker Associate at eXp Realty LLC
Houston, Texas nick@instrinsicre.com
Nicholas Chambers, CRS, graduated from Baylor University with a B.A. in marketing/ advertising. After more than six years as a marketing/PR director, he has spent the past 14 years building a career and business in the real estate industry. He has served as the 2022 President of Texas RRC and is a mentor in the eXp Realty Fast Start program. As a leader of many companies, he has always strived to elevate others and to grow any organization he has been a part of. Chambers has completed the exclusive Texas Realtors Leadership Program (TRLP) and has been honored numerous times as a top producer.
Ellis Gardner, CRS
RC is happy to announce the slate of candidates for First Vice President and Board of Directors for 2024. For more information about each candidate, please visit CRS.com/election . Voting opens on May 7, 2023 , and will be open for one week. RRC members will receive an email invitation from Survey & Ballot Systems (SBS) when voting opens. Please add the following email address as an approved sender to ensure delivery: noreply@directvote.net .
Licensed Real Estate Professional at Coldwell Banker Howard Perry and Walston Raleigh, North Carolina teresapitt@hpw.com
Teresa Pitt, CRS, began her professional real estate career in 1994 and earned her CRS Designation in 2004. She currently serves as the Regional Vice President (RVP) of Region 4 for the Council and as president of the Raleigh Regional Association of REALTORS® (RRAR). She previously served as RVP for Region 3 in 2021 and 2022, and as North Carolina RRC President in 2018 and 2019. Pitt credits her success to a simple philosophy: treating everyone with dignity, respect and honesty. Her commitment to volunteerism spans over 15 years with a combination of national, state and local association involvement. She is an RPAC Major Investor and scheduled for induction into the RPAC Hall of Fame this year.
Real Estate Broker at Keller Williams Realty
Signal Mountain, Tennessee gowithapro2020@comcast.net
Ellis Gardner, CRS, is a lifelong learner, graduating cum laude from the Georgia Institute of Technology with a B.S. in electrical engineering. While at Georgia Tech, Gardner was a three-year starter in football and spent three years in the NFL with the Kansas City Chiefs, the Houston Oilers (now Tennessee Titans) and the Indianapolis Colts. After football, he took up a career as an engineer designer and technical sales rep, visiting every major city in the mid-Atlantic, Midwest and Southwest from 1985–1996. Gardner then earned his professional real estate licenses in Tennessee and Georgia, achieving
the honors of Circle of Excellence with Crye-Leike Realtors, Executive Club with RE/MAX and Top Tier Agent with Keller Williams. He has held many positions within RRC, notably serving as the 2017 RRC Tennessee State President and 2021 RRC Regional Vice President Committee chair.
Mark Gordon, CRS
Broker/Co-owner at Christiania Realty, Inc. Vail, Colorado
markgordonvail@gmail.com
Mark Gordon, CRS, started his real estate career in 2008 and is a longtime Vail, Colorado, community leader, sitting on numerous nonprofit boards and town commissions. Gordon was an ardent supporter of preserving Vail’s economic
vitality, attainable housing and environmental stewardship. He strongly believes in giving back and improving the real estate industry. He joined RRC in 2015 and earned his CRS Designation in 2016 while attending every Sell-a-bration® since. Being a member/leader of four different panel discussions over the years at SAB and being appointed to two RRC Presidential Advisory Groups are experiences that he believes are crucial to his growth and development. He is the Immediate Past President of Colorado RRC. Gordon is also a proud RPAC Major Investor and member of the President’s Circle.
Bonnie Metviner, CRS
Real Estate Agent at Coldwell Banker Realty Pompano Beach, Florida bonnie.metviner@ floridamoves.com
Bonnie Metviner, CRS, is a proven leader with RRC, first getting involved with RRC in 2009. In 2019, she became President-
Elect for Florida RRC and served as its president in 2020. She has been a Regional Vice President for RRC Region 2 since 2021. She assists her regional state leaders with guidance in growing their membership and putting on events. She was awarded the prestigious RRC President’s Award in 2020 from then-president Richard Waystack, CRS. She is a passionate and caring REALTOR® who believes in going above and beyond to help her clients, friends and family have successful real estate stories. Metviner also enjoys mentoring other agents, using her years of experience to help them be the best REALTORS ® they can be.
Greg Waldhour, CRS
Real Estate Advisor at Engel & Völkers® Savannah Savannah, Georgia greg.waldhour@ evrrealestate.com
Greg Waldhour, CRS, hails from Savannah, Georgia, has more than 17 years of experience as
a licensed REALTOR® and has been a CRS Designee for more than 13 of those. Early in his career, he realized the importance of education and the value of professional real estate designations in differentiating himself from the next REALTOR®. He marks his achievement of the CRS Designation as a milestone and turning point in his real estate career. Waldhour has been deeply involved with RRC over the years, recently holding positions of 2018 Regional Vice President Selection Committee chair, 2019 Outreach co-chair, a national Board of Directors member from 2020–2021 and a member of the Finance Committee from 2022–2023. Waldhour’s commitment, dedication and focus with RRC is to ensure the preservation of the CRS Designation and the Council for generations of REALTORS ® and CRS Designees to come.
Market knowledge that conveys an understanding that home ownership is the best investment over time is important. Use good loan officers who have, and can explain, their programs. Know that this isn’t 2008, and it isn’t 2021–2022 either. This is a normal market.
Nellie Arrington, CRS, Long & Foster, Columbia, Maryland
In this market we must think more critically when pricing homes. We have to be patient and help people determine whether or not this is the right time for them to buy or sell. There are always people who want or need to move. Be more practical with whom you work.
BethAnn Long, CRS, RE/MAX Inland Empire, Spokane, Washington
I have been continuously licensed since 1981, and 18% was the interest rate when I started (and when I also purchased my first property). It pains me when I hear agents, and even loan officers, say that today’s rates are higher. Simply state to the consumer that today’s interest rates are not high, and that the interest rates of the past several years were not normal. Those recent rates were just lower than usual.
Jesse Cordova, CRS, Beach Realty United, Virginia Beach, Virginia
Understanding financing and knowing what mortgage products are out there. Learn what a buy-down is. We sold houses at 16% (and higher) back in the ‘80s. We didn’t have technology, but we did have financial calculators and knew how to use them. Also, take designation classes. That’s what used to separate top agents from the others. Some new agents don’t even know what the designation acronyms stand for.
Peter West, CRS, Bishop West Real Estate, Venice, Florida
Stay in the know. Time to step up networking with those in the real estate industry, such as fellow REALTORS®, loan offers, title specialists, appraisers, etc. The 2/1 buy down loan product seems to be the new approach to assist in combating these higher interest rates. The phrase “Who you work with matters,” has never been more true.
Diane Barnhouse, CRS, JPAR Real Estate, Frisco, TexasQNow more than ever it’s important to get back to basics and sharpen your skills. Those who are better at communication, negotiation and pricing will continue to be successful. Those who
Have a great story to share? Email social@crs.com or look for discussions happening online on our Facebook, Instagram, LinkedIn and Twitter pages.
Are there any skills that have been put on hold that should start being utilized in today’s market?
are weak in those areas will see their sales drop off considerably.
Alexis Bolin, CRS, Keller Williams Realty Gulf Coast, Pensacola, Florida
Is your team at work still combating the winter blues? As the weather warms up, people are looking for ways to become more active. Workplace fitness challenges are a fun way to encourage physical activity and a healthier lifestyle while also boosting overall office morale. The fitness challenges that you choose can be focused on an array of health goals, including exercising more, establishing a better diet, tending to mental well-being and more. These fitness challenges should be accessible to whomever wants to participate, and the competition aspect will make for some good fun.
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Challenges
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Help your employees reduce their carbon footprints by challenging everyone to bike to work instead of driving, if reasonable. Cycling is a great full body workout. As a method of transportation, it’ll give everyone two chances to get a workout each day. There can be a monthly award for whomever bikes to work the most.
Proper hydration has a direct correlation with our mood and productivity. It’s important that you make sure water is available and easy for employees to access throughout the workday. Create a chart for employees to track their daily water intake, and reward the team members who meet their recommended goals.
If your office building has many levels, it’s easy (and second nature) to take the elevator from floor to floor. Boost employees’ activity levels by encouraging everyone to take the stairs instead. You can get creative and decorate the office stairwell with positive affirmations and motivational posters.
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Chicken thighs are never dry. Shop for chicken that has pale, thinner skins and trim the fat.
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Be generous with the fresh lemon juice and don’t be afraid to coat the chicken with the marinade in a large Ziploc bag .
By Marta Paulson, CRS Broker Associate at A.V. West Real Estate, Boise, Idaho
Food is love at our house, and I love cooking for family and friends. It stems from my roots, as my great-grandfather owned a Greek diner in New London, Connecticut, where I was born. My husband loves chicken—partic ularly chicken thighs. One evening, it was a scramble to figure out dinner, so I remembered seeing a sheet pan recipe on a news show. I pulled out the thighs and started marinating the chicken— a little of this and a of little that. Garlic is great on everything; hence, it should be great with plain yogurt, lemon juice and pepper. Olive oil, fresh lemon and garlic are staples in our home. This is an amazing
Ingredients
1–2 lbs. chicken thighs, trimmed
1 lb. Yukon Gold potatoes
½ teaspoon black pepper
2 tablespoons Sriracha
Instructions
2 teaspoons Kosher salt, or to taste
2 tablespoons garam masala
1 teaspoon cumin
¼ cup olive oil
Combine chicken and halved potatoes in a large bowl. Season with salt and pepper. In a small bowl, mix the olive oil, Sriracha, cumin and garam masala. Toss over chicken and potatoes. Let stand for 30 minutes or up to eight hours in the refrigerator. In a medium bowl, combine green onions, lemon zest, salt and 1½ tablespoons of olive oil. Heat oven to 400 degrees Fahrenheit. On a single cooking sheet lined with foil, roast chicken and potatoes for about 30 minutes. Toss
one sheet pan dinner for a busy night when you want something special. This recipe remains in the “husbandapproved favorites” collection of recipes I keep on hand.
When you share food and conversation, you share your heart. We even cooked for our Idaho leadership team this past summer on our retreat! It’s in my DNA.
White and green onions, cut into ²/³ -inch lengths
½ teaspoon lemon zest
2 cups arugula
Fresh dill
1 small garlic clove, grated
lemon juice
salt and pepper, to taste
potatoes and chicken lightly, then scatter the green onion mixture over the top. Cook for another 25–30 minutes, until potatoes are cooked through and all is golden brown. While the chicken cooks, place yogurt in a small bowl, mix in lemon juice (about 1 tablespoon), add pepper and garlic clove. Stir well. To serve, spoon yogurt over the chicken and vegetables in the pan. Scatter arugula and dill over the mixture. Drizzle with olive oil and lemon juice.
