Alaska

ALASKA EDITION

COVER STORY

Dustin Renner

Branding Bad in REAL ESTATE MARKETING Top 4 Ways to JUICE UP YOUR OPEN HOUSE STRATEGY Why Millennials Are Now the HOTTEST SEGMENT OF THE BUYERS MARKET

ALASKA EDITION

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DUSTIN RENNER

CONTENTS 4) ATTITUDE! 13) WHY MILLENNIALS ARE NOW THE HOTTEST SEGMENT OF THE BUYERS MARKET

18) TOP 4 WAYS TO JUICE UP YOUR OPEN HOUSE STRATEGY 22) BRANDING BAD IN REAL ESTATE MARKETING

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Attitude!

By Verl Workman

My father was a former Marine and I learned as a small child that there is no such thing as an ex- Marine! He used to wake us up early in the morning by yelling “Reveille� and all seven of us children would march up the stairs to have a family breakfast together. As a high 4

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school history teacher, Dad was big on education and drove home the importance of being good in school and paying attention. One year he had a group of students from his AP (advanced placement) classes compete in a nationwide model United Nations project where the students would deal with world issues. His class from Skyline High School in Utah won the national award in Washington DC where they competed and received that great honor. Dad was very proud of his students and their accomplishment. He talked about that award for years.

I suggested to my dad one time that he was lucky because he had all the smart kids from his AP classes and could pick the smartest students in the school to compete. He looked me in the eye and raised his left eyebrow and said this “Son, I work with some of the smartest kids, but I choose to work with the kids who have the best attitudes.” He went on to say that “it doesn’t matter how smart you are if you don’t have a good attitude”. That conversation made a deep impression on me and has been one of my favorite memories of my father.

In this challenging real estate market many agents find themselves faced with some difficult choices—but the most important choice we can make today is to keep a positive attitude and take action when others are simply whining and looking for excuses for failure. There are enormous opportunities today in every market. The business out there may not be your favorite type of business and it may not be the most fun, but if you have the right attitude, you can not only make money, you can thrive today.

Here are a few simple things you can do each day to keep moving in the right direction: • GET up • Get showered and dress for success Top Agent Magazine

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• Get into a productive work environment • Prospect 2-3 hours every day • Work your most profitable business (your database) • Look for real buyers and generate buyer leads from every source possible (buyers are paychecks) • Surround yourself with positive people that are goal focused and happy Hire a coach that can give you direction and guidance and hold you accountable to do the right things in your business We are blessed to live in this country where we can work for ourselves and enjoy all of the freedoms that make this such a wonderful place to live. We have our families, health, and skills that allow us to help people and we get paid very well for the service we provide. And we have technology and resources that allow us to do our jobs better. It is now up to each one of us to get going, stay positive and keep our attitudes in check.

The first time I visited my Dad’s classroom I saw the sign above his desk that simply said this “Attitude is more important than Aptitude.”

To this day, I believe that simple quote has made a great impact on my life and career. I love what I do!

Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com. ©Verl Workman. All rights reserved.

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Dustin Renner

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Dustin Renner

With a diverse background that in­ cludes time served in the Navy, con­ struction and as a successful business owner, in 2005 Dustin Renner took off in a new direction when he be­ came a buyer’s agent for a friend who was a REALTOR®. They eventually joined forces and became one of the most successful partnerships in the area. After slowing down his real estate career for a few years to start his own software company, 8 Copyright Top Agent Magazine

he decided to go full force into the real estate business again, creating the Synergy Home Team at Keller Williams a couple of years ago.

Dustin credits Keller Williams as being an integral part of his team’s success. “The value of their training, the network they offer us and being able to tap into the minds of some of the most successful real estate business people in the country and Top Agent Magazine

developing high level relationships knew I wanted to be in fairly short in the real estate world has been period of time. I planned from day one to build one of the largest and most phenomenal.” productive teams in the industry, From the start, Dustin had a vision setting the stage for where I’m at now for the direction he wanted to go and where I will be going in the next with The Synergy Home Team and 2­5 years. Right now, I have a full has dedicated himself to executing time administrative and marketing his vision. “I spent a lot of time in the team who I partnered with called beginning setting up my structure, Agent REbox, two buyer’s agents building the framework and the and an inside salesperson, which has systems and procedures for where I given us a real advantage over our Top Agent Magazine

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competitors. Our inside sales person is licensed, and she keeps in contact with all of our clients, current, past and future. She follows up on leads and fosters relationships, so future clients don’t slip through the cracks.

When they’re ready to go so are we.

This allows our agents working in the field to give their full attention to their clients who have committed to working with The Synergy Team, so they can give them the best possible service!”

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Dustin currently focuses primarily on listings, and his thorough process when dealing with his clients has resulted in a high rate of success.

“I don’t look at the commission, I look at the person or the family that I am helping and figure out what their goals and needs are by asking a lot of questions up front. I see myself as a problem solver, I want to know what their goals are so that I can develop the best strategy to help them achieve them? From the Top Agent Magazine

first appointment, I provide them with all the information that they need to make the best decisions for their families. Around 97% of every seller I meet with, that end up listing their home, lists with me. With the detailed comparative marketing analysis I provide, 95% of the time, my listings sell for at or very close to what I recommend. Less than 2% of the listings that I have taken in the last 24 months have expired. I do a really good job of selling the Top Agent Magazine

listings that I choose to take and I think it’s the thoroughness I give the process from the start as well as my innovative marketing approach that is the difference. That dedication accounts for us having an exceptional track record when it comes to selling homes for the most money possible in the shortest amount of time.�

Outside of work, Dustin spends time with his wife and seven children, is active in helping out in local politics 11 Copyright Top Agent Magazine

become the number two team in the area and then start growing into other markets, duplicating what we’re doing here outside of Alaska.

I also have some ideas on software solutions that will help REALTORS® that I’d love to start developing as well. But for me it really is still about Dustin has big plans for the future, helping people. I love nothing more and if his current rate of success than having a client tell me at the end continues, the Synergy Team’s of a transaction that we’ve changed growth is truly limitless. “By the their opinion of REALTORS® for end of next year I’d like to see us the better.” and with his church. As an avid hunter and back country extremist, he also loves to spend as much time as possible in extreme remote adventures in the back country wild wilderness that makes Alaska what it is.

To find out more about Dustin Renner and the Synergy Home Team, call (907) 2684200, email dustin@synergyhometeam.com or visit www.synergyhometeam.com 12 Copyright Top Agent Magazine

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Why Millennials Are Now the Hottest Segment of the Buyers Market

and How You Can Attract Them to Your Home There are many factors when it comes to knowing how to sell your home to the Millennial generation. Millennials are becoming an important part of the buyer market, and to fail to cater to their needs will cut you off from a large and important segment. But, why have Millennials all of a sudden become interested in buying houses when they were perfectly content to rent for the rest of their lives?

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A number of factors contribute to what has recently made Millennials the hottest segment of the Buyers market. One factor is the improved job outlook for Millennials. Millennials took a serious blow during the recession.

Unemployment in this group soared to 14 percent, compared to the 9.6 percent for the population as a whole. But, in recent years that number has been decreasing, with unemployment for Millennials being 9.3 percent this past year.

Rising rents are also contributing to making Millennials more interested in purchasing homes now. Rents have risen so much that buying a home now just makes more sense. Half of all renters spend more than 30 percent of their income on housing. Millennials are becoming increasingly stressed over the constantly increasing financial obligation to something that isn’t even theirs to own.

The near-historic low mortgage rates are luring Millennials towards purchasing a home with their promise of affordability. When compared with the skyrocketing rental rates, buying a house looks even more enticing.

Another factor helping Millennials get over the hump of purchasing a house is the lower down payment requirements. Fannie Mae and Freddie Mac are now offering new loan programs that require as little as a 3 percent down payment. This may just be the last push the Millennials needed to turn toward buying a home rather than rent.

So, now that we’ve established that Millennials are finally joining the Buyers market, the next thing that it is important to understand is what exactly Millennials are looking for in a home. What kind of floorplans do they prefer? What locations are they interested in? Here are some of the essentials that Millennials are looking for in a home: • Updated Kitchens and Baths: Almost everyone wants to buy a

home with new kitchen and bath fixtures, but this is especially true for Millennials Buyers. Millennials are going to spend most of their savings on the down payment and furnishings, leaving little room to update the Kitchen and Bath, which are also the most expensive parts of a home to

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update. have thethe money to to update.Millennials Millennialswho whoare areon ona abudget budgetsimply simplywon’t won’t have money sink sure to to bring in in a a sink into into those thoseareas. areas.An Anupdated updatedKitchen Kitchenand andBath Bathis is sure bring younger younger crowd. crowd.

• thethe kitchen hashas • B Big Kitchen with Open Floor Plan: ig Kitchen with Open Floor Plan:For ForMillennials, Millennials, kitchen

become toto thethe family room.

This becomethe theroom roomwhere wherethey theyhangout hangoutininaddition addition family room.

This is from thethe kitchen is why why having havingan anopen openspace spacethat thatcan cantransition transitioneasily easily from kitchen to the TV room is high on the list of things Millennials are looking for in in to the TV room is high on the list of things Millennials are looking for aa home. to to anan open floor home. Along Alongaasimilar similarvein, vein,Millennials Millennialsare areattracted attracted open floor plan rather than one that compartmentalizes the home.

This has to do with plan rather than one that compartmentalizes the home. This has to do with how to to flow through how Millennials Millennialsentertain. entertain.Millennials Millennialswant wanttheir theirguests guests flow through the rooms and mingle together, rather than be sectioned off in different the rooms and mingle together, rather than be sectioned off in different rooms. rooms.

• Home Office: More than 13 million Americans now work from home, • Home Office: More than 13 million Americans now work from home,

and if you look at the trend, that number is only going to increase as the and ifgoes youon. look at technology the trend, that number is only more goingMillennials to increasethan as the time With steadily increasing, time have goes the on. With technology increasing, more Millennials than ever flexibility to worksteadily from home.

But, the home office isn’t everfor have the flexibility work from theahome office isn’t just someone working to from home fullhome. time. But, Having separate space just for someone working from home fulland time.

Having a separate space dedicated to work helps people concentrate focus on work while they dedicated to work people themselves concentratefrom and focus on workgoing whileon they are at home.

They helps can separate the activities are at home.

Theyand canhave separate themselves fromthey the activities around the house a quiet space where can set upgoing their on around the house and have hold a quiet space on where they can set their workday, plan a presentation, a meeting Skype, or even payup bills. workday, a meeting on Skype, or even pay bills.

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• Less Maintenance: Many Millennials work different schedules that

don’t conform to the 9 to 5 workday, as well as full social calendars. This doesn’t leave them much time to clean a big house. Lawn services and low-maintenance front yards are particularly appealing, as they take less responsibility to still keep the curb appeal high.

• Energy-Efficient Appliances: Millennials have been educated on

keeping the Earth clean from the time they were born. They want to do their part to help the environment and appreciate the long-term cost savings that come with it. Energy-efficient appliances and greener ways to heat and cool the home might end up being the tipping point that makes them choose one house over another.

• Hardwood Floors: Millennials don’t have the time or patience to clean

dirty carpets, especially those that own pets. Hardwood and laminate flooring is easy to mop up if there’s been a mess. The more time they can conserve, the better.

• Good Location: Millennial buyers are looking for homes that are in

proximity to public transportation and have a good walking score. Young Millennial buyers without children are more likely to want a location closer to the action of the city, while Millennials with children would prefer more residential areas.

• Technology: Technology rules the Millennial’s life. They do work on

their computers through an Internet connection and solely use cellphones for communication. They are going to ask about how strong the cell service is and about the Internet service provider. While these amenities are out of the seller’s hands, Millennials are still going to ask these questions, and you will need to know how to answer them.

Knowing what Millennials are looking for in a home will ultimately help you make the necessary changes that will attract these buyers to your home.

Since they are the a serious segment of the market now, updating your home to fit their needs will lead to more buyers and better offers. So, get with the times and embrace the Millennial buyer.

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Top 4 Ways to Juice Up Your Open House Strategy

by Rob Flitton

I go to open houses, but not just because of my profession or interest in architecture and interior design. I go to open houses to see how effective real estate agents are at selling. It has been rather eyeopening because there is very little selling going on—the average open house strategy needs work.

1.Build a Dynamic Open House Booklet After they leave, open house visitors will discard a one-page for-sale info sheet naming a home’s features. But they will keep, and possibly use, a 6 or 8 page booklet loaded with interesting items that directly solve problems for them.

Perhaps “selling” is considered an outdated skill, or that it feels socially awkward for agents to be regarded as a salesperson. But if you’re a real estate agent, you are a salesperson. At most of the open houses I go, I see money floating out the door every time a visitor leaves because of the agent’s inability or refusal to sell.

It will require some strategic thought to nail the content and design, but perhaps include: (i) descriptives about the benefits of buying the property you’re showing, and not just data, (ii) compelling reasons why they should consider working with you along with a web link to search for listings on your website, (iii) a web link telling them how to get a prompt, written estimate on the value of their home, or to find out what other homes in their neighborhood sold for, (iv) possible discounts on real estate related services—maybe a reduction in fees from your preferred lender, or a reduced home inspection price, (v) possible discounts on non real estate related items.

An open house is a lucrative opportunity to find buyer or seller clients –selling the listing itself may also be the goal, but an agent should not pass up this chance.

There are 4 distinct strategies an agent can immediately employ to juice up their open houses and get awesome leads.

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they are are voidvoid of interesting If you you combine combinethis thisdynamic dynamicbooklet booklet data—and of interesting data—and they - - or or problem-solving information. with properly properly trained trained closing closinglanlan problem-solving information. guage, as guage, as touched touchedupon uponbelow, below,it itis is The Neighborhood something the 2.Work The Neighborhood something the average average person personwill will 2.Work few days prior to your openopen house, either keep few days prior to your house, either keep and anduse useororpass passalong alongto to A A find the names and addresses (from someone they know.

A well designed someone they know. A well designed find the names and addresses (from records—or elsewhere) of, say, 20 20 booklet can records—or elsewhere) of, say, booklet canbring bringyou youaalotlotofofbusiness. business. taxtax homes in each direction from the homes in each direction from the Pre-internet, both open houses for open house.

Pre-internet, open homes housesforfor open house. resale listings,both and model resale listings, andrelied model new construction, on homes strategicfor For the cost of postage and some For the cost postagetoand new construction, on strategic mailof a postcard thesesome collateral materials relied (handouts).

Vis- sweat-equity, a postcard collateral materials (handouts).

Vis homeowners mail inviting them to to thethese itors were ostensibly looking at sev - - 80sweat-equity, at sev 80 homeowners inviting them to the itors were ostensibly at the looking same time, so - open house and offering something eral competitors eral competitors at the time, open and house and offering something collateral materials had same to have theso unique compelling—perhaps a collateral materials to to have uniqueor and compelling—perhaps power to bring themhad back yourthe drawing giveaway for those willing a provide their opinion on asking site—a togreat callthem to action, forthe those willing power bring back toeyeyour to drawing or giveaway of the home the entry card, catching great color, call identification of the to provide their(and opinion on the asking site—a to action, eye- price course, willhome net you emailcard, benefits ofcolor, buying your product.of the of price of the (andtheir the entry catching identification address and phone number).

Peopleemail of course, will net you their benefits of buying your product.

Yet at open houses today, I primarily areaddress generally andnumber). like to People be andnosy phone see at bland sheets dis- validated, so asking for their are generally nosy and opinion like to be Yet openinformation houses today, I primarily cussing features—the listing price, on something hap pening in their opinion see bland information sheets dis- validated, so asking for theirown the square footage, and the standard neighborhood is very appealing. cussing features—the listing price, on something happening in their own Top Magazine theAgent square footage, and the standard neighborhood is very appealing.19

And, it is best to mail them again right after the open house to talk about what happened.

“From our Saturday open house, we discovered 3 qualified and eager buyers that are now looking for a home in this neighborhood—if you would like to know what your home is worth for these buyers to consider, please give me a call.”

dynamic booklet and say: “Please enjoy our open house, and am hoping you’ll do me a favor. This booklet is loaded with great information about, and if you become interested at some point in buying or selling, would you please call and give me the opportunity to earn your business? Or if you happen to know someone now who is looking now, would you kindly pass this booklet onto them?”

Also, adding on door-knocking or If they reply with a “don’t know” type flyer-hanging to your mailings boosts of answer this usually means they are your neighborhood equity even more. indeed looking but are just not ready yet to reveal this to you, so you will 3.Close and Qualify need to work to make a connection.

Engage every single visitor in closing Good consultative sales connections dialogue, because every single visitor are made when you can make them feel you’re not pushy and are able to is there for a reason. directly resolve their problem.

While smiling, with shoulders erect, and maintaining suitable distance, A “yes” type of response is great, but look them in the eye and offer your you should take the qualifying step of handshake while stating your full asking them if they’re working with another agent. If they are, the dyname and company—and then ask: namic booklet comes in handy again: “Are you out looking to buy a home “If for any reason your agent is today?” unavailable to show you homes, I can be reached at the phone number in There are 4 categories of answers, this booklet. Plus, it contains fantastic and any answer they provide is an resources for searching online and a opportunity to get to the marrow of discount on financing.” what they need. There are “nos”, “don’t knows,” “yeses,” and “other.” If you can’t get a sandwich, get a bite.

If they are definitive about looking, If they reply with a “no” variety of and don’t have an agent, then they are answer, then you can hand them your available for you to work with and 20

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here again you need the right type of closing and qualifying dialogue.

The goal here is to evoke from them their home-buying goals so that you can match and narrow down to a single opportunity. It’s a mistake to present multiple listings to a buyer at once. Ask broad questions and then narrowing questions followed up by “if-then” questions.

Example: “What types of functions do you want in your new home, or activities near your neighborhood?”

Followed by something like, “is the number or size of bedrooms important to you?” Followed by, “so if I can show you the kind of home we just described, are you ready to go see it and possibly make an offer?”

4.Have Interactive Tech Tools Onsite It is the worst feeling to engage someone as a potential client at an open house and then have no tools available to solve their problem— don’t assume they aren’t going to want to do business right away.

If you’re engaging a potential buyer, you better be able to instantly gratify their desire to see viable homes online so internet access and an easily view-able screen are necessary. They may ask you to go see other homes in-person, so you need to have a coagent available to either show them those homes, or spell you off as host while you do. You may be asked to write up an offer for them so you will need the tools and ability to create and e-sign documents.

Naturally, any objections or “nos” you receive in this process are just fan- When a potential listing client is in tastic opportunities to learn about their front of you, you need to be able to needs and earn a connected trust. show them recent comparable sales and may even be asked to list their The “other” thing they might tell you home and will need the tools and is that they’re not a buyer at all, but a ability to create and e-sign documents potential seller. Potential sellers often for taking that listing. go to open houses to find out how their home stacks up, but are you It happens sometimes—but it never aware what the number one reason happens if you’re not ready. they attend open houses is?

Potential sellers go to open houses to Rob Flitton is a Seattle Real Estate Mardirectly or indirectly interview you, a keting specialist helping independent agents to increase their income. Email Rob potential listing agent. And they hire robflitton@gmail.com at any time or call/ confident, prepared professionals. text him at 206-612-2314.

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Branding Bad in Real Estate Marketing

by Rob Flitton

To begin with, you cannot establish a brand for ANY business until and unless you know what your product and intended clients are.

Think of your brand as a “message with instructions” for a potential client. It won’t be a direct message, but an image, group of words, symbol or design, or combination of these, that will allow the client to easily identify how you solve an existing problem or concern that they have.

If you are not clear about who you are talking to, and why, your message with instructions will speak to anyone and everyone, and therefore to no one.

Your message has to be both intimately related to the real concerns of an extreme niche of people, and authentically connected to who you are. Otherwise, the people you are intending to reach will not see or hear you, and will not use you.

The choice that the vast majority of agents make to brand or co-brand 22

with their brokerage company is a mistake that is causing them to be invisible to a large pool of potential clients, and lose traction or growth in their business. This mistake sees them repeating anemic efforts season after season to hunt for clients, instead of reaping the much larger benefit of farming or growing clients.

In any given marketplace there are, say, a dozen major real estate brokerage brands. Just like some people love Ford and hate Chevrolet, or like Apple and hate Microsoft, they will either like or love the brand you’re with, or be indifferent to it—we can ignore the indifferent category, because they make the case that the company’s brand isn’t very important.

By choosing to co-brand or line up with their brokerage, the agent therefore has as much as an 11 out of 12 chance of alienating a potential client.

And there is another devastating result—the agent ends up financing the brand of their brokerage.

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The major brokerages today rely on online search success as much as any business—by promising leads to their agents they need a tremendous amount of Google Juice. So, they offer the agent leads, but also offer them a unique co-branded page or presence on their website. By having hundreds, or even thousands of agents with pages on their website, they are gaining massive website traffic (links) and having those agents pay them for it.

down and focus on marketing, followed by strategic branding of the agent alone.

The real estate business, or any business, comes down to two fundamental activities: finding potential clients (leads); and closing those clients (making them into customers).

And finding potential clients comes down to two fundamental activities: hunting—the effort to find “right If an agent ever decides to look into now” business every day form a changing their brokerage they are variety of sources; and farming—the somewhat trapped. Not only do they effort to grow a reliable bounty of lose any equity or money they spent leads by having a long term online on co-branding and collateral mater- and offline strategy with the agent, ials, and the reliance on having some and not their company, as the central leads here or there, but they are empty- core of a targeted branding strategy. handed vis-à-vis Google Juice—each time they leave a brokerage, they are Rob Flitton is a Seattle Real Estate Marketing specialist helping independent starting all over.

The solution for any agent is to drill Top Agent Magazine

agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314.

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