Arizona 8-21-17

ARIZONA EDITION

5 Fresh New Approaches to CONTENT MARKETING I'll Take 2 Pounds of Confidence and 3 POUNDS OF SELF–ESTEEM! 5 LIFE LESSONS FOR REAL ESTATE PROS From the 'Architect' of the Beatles

5 STEPS TO ACHIEVE LONG TERM SUCCESS As a Real Estate Agent

FEATURED TITLE AGENCY

VANESSA & DEIDRE KRYSTEK

COVER STORY

JOSH RANDALL

ARIZONA EDITION

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JOSH RANDALL

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VANESSA & DEIDRE KRYSTEK TITLE AGENCY

CONTENTS 4) 5 LIFE LESSONS FOR REAL ESTATE PROS FROM THE 'ARCHITECT' OF THE BEATLES 13) I'LL TAKE 2 POUNDS OF CONFIDENCE AND 3 POUNDS OF SELF–ESTEEM!

19) 5 FRESH NEW APPROACHES TO CONTENT MARKETING 22) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

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5 Life Lessons for Real Estate Pros from the ‘Architect’ of the Beatles

By Carla Cross, CRB, MA What in the world do the Beatles have to do with real estate pros success? A lot, I think. We’ve all heard of Paul, George, Ringo, and John—but, does the name “George Martin” ring a bell? Maybe. Martin was the record producer who discovered and molded the Beatles, adding his classical musical background to the Beatles’ creativity to produce the Beatles’ unique and ever evolving sounds.

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As a musician myself, I’ve always marveled at how the Beatles put classical musical aspects into their rock ‘n roll. Well, guess what?

They didn’t do it by themselves—they melded their How are talents with Martin. George Martin just died at age 90, and many articles are being written about his you keeping collaboration with the Beatles. As I read these your business articles, I was thinking, “These life and performance fresh and lessons are absolutely applicable to us real estate professionals.” So, here are five life and performance exciting? lessons we can learn from their association:

• Keep improving your team until you are working with the best.

Martin urged Beatles’ manager Brian Epstein to replace drummer Pete Best with Ringo Starr, who he felt was a better drummer. Is your team the strongest it can be? Who’s holding you back? Who’s hindering your best performance? Who do you need to replace? I know, as an emsemble musician, you never play any better than your worst player!

• Start every listing, buyer and training presentation with an attention-getting ‘hook’.

Starting with the ‘hook’: Martin suggested Paul McCartney replace the first verse of Can’t Buy Me Love with the ‘can’t buy me love’ intro.

That’s the hook, and we never forget it, do we? Do your listing/buyer and training presentations start with something attention-getting, or do you ‘ease into’ your presentation with banal comments like ‘I’ll keep this short’ or ‘we’ve got a lot to cover’. Stop being banal and get creative with your opening (we practice this in my Instructor Development Workshop and I teach this in The Ultimate Real Estate Trainer’s Guide).

• Take your presentation apart and rebuild it with new elements.

You know the great ballad Yesterday (see, you’re humming it in your head!). But, did you know McCartney originally sang it with just acoustic guitar accompaniment? Martin added a string quartet, and that’s how that mellow, full, ethereal sound was created. Have you gone outside your comfort zone with your presentations? Have you gotten some coaching to polish and improve?

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• Think outside the box—for a change.

Martin took his classical music background and added Souza marches and a calliope to Sgt. Pepper’s. But, he didn’t just add them—he cut the tapes in pieces, turned them upside down, and switched the phrases to provide a somewhat chaotic, yet captivating music. Are you thinking outside the box? What have you done for the first time this year? What have you done differently? How are you keeping your business fresh and exciting?

• No one succeeds alone.

As you can see from these examples, Martin’s genius and the Beatles’ creativity resulted in something that had never been heard before—and will never be replicated again. But, what would they have been without each other? The Beatles would have been just another English rock ‘n roll group, and Martin would have been just another successful record producer.

They melded their talents and were both flexible and adventuresome in trying new approaches.

Who’s your partner in success? Real estate agents like to think they do it all on their own. But, studies show that virtually no one succeeds alone.

Yes, someone may be the ‘front man’ (or woman), but there’s a partner behind the scenes, making everything better.

Remember to thank that partner now and then. It could be your manager, the owner, a trainer, a coach—or your family.

Now, take these five life lessons to make your real estate career even more spectacular!

Copyright ©, 2016 Carla Cross. All rights reserved.

Carla Cross, CRB, MA, is an international speaker, writer, and coach, specializing in real estate management. Her Leadership Mastery Coaching program is unique in the industry. A National REALTOR® Educator of the Year, Carla was recently named one of the 50 most influential women in real estate. Join Carla’s Community and receive special offers and free resources. Contact Carla at 425-392-6914 or http://www.carlacross.com.

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JOSH RANDALL 7

JOSH RANDALL

“I really treat my client’s assets and money like it is my own. I think they sense and know that about me. There are times I’ve sat down with a seller and advised them not to sell. I’m willing to walk away from a possible commission.”

Josh Randall, Branch Manager at Keller Williams Realty East Valley and Team Owner of Valley Home Pros in Phoenix, Arizona has found stellar success in the real estate industry through a combination of hard work, negotiation skills, intensive knowledge through investment experience, and a dedication to providing his many clients with the very best in customer service.

In 2006, I decided to get my real estate license, since people started asking me if I could help them make decisions on their primary residence purchases. They also liked my marketing ideas for getting their home sold and I really enjoyed the personal relationships and friendships being built.

From that point on, I decided to focus on becoming a top real estate agent and my business grew quickly from there.”

“My original background was as real estate investor,” says Josh. “I started buying homes that needed a bunch of work, and then I would remodel and sell them.

It’s that investor background that Josh believes sets him apart from his fellow real estate agents. “I would say that is the biggest separator,” he says. “It’s my being

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able to help my clients from an investment standpoint, especially when buying a primary residence or deciding what to do to maximize their home’s sale value.”

Much of Josh’s business comes from referrals from satisfied clients, or via the cutting-edge, high tech marketing he and his team employ, including social media marketing. “Doing a really good job marketing a listing will create more business,” he says. “It helps our sellers maximize their home sale value which earns referrals to Top Agent Magazine

help other sellers as well. Plus, even when the potential buyer finds that the property doesn’t quite work for them, they find that they like what we have to offer in helping them find a more suitable property.”

What keeps his clients coming back, Josh believes, is the personal investment he makes in each of them. “I think being genuine helps. I really treat my client’s assets and money like it is my own. I think they sense and know that about me. There are times I’ve sat down with a seller and Copyright Top Agent Magazine9

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Josh has kept Valley Home Pros relatively small mainly because he enjoys the personal interactions he is able to maintain with his clients. advised them not to sell. I’m willing to walk away from a possible commission, whereas another realtor might have pressured them to sell.”

One of the reasons Josh has kept Valley Home Pros relatively small is because he enjoys the personal interactions he is able Top Agent Magazine

to maintain with his clients. “At one point I had a larger team than I have now,” he says, “and I really missed sitting down with my clients at their kitchen table and finding the best solutions for them and building that relationship. So many of my clients have become friends, and I missed being able to be with them and help them make the big decisions.”

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Josh is adamant about giving back to his community, and is involved in helping multiple non-profit organizations grow. He also enjoys coaching his kids in multiple sports and helping in the community sports programs to see kids learn life skills and lessons through sports. Josh also credits his wife Karen for

her consistent support and encouragement in helping his business grow and succeed.

As for the future, Josh’s plan is to continue to grow his business with exceptional and personal client service that has become his trademark.

For more information about

JOSH RANDALL

Contact him directly, please call 480-635-2148 Email him at josh@valleyhomepros.com Visit his website at www.valleyhomepros.com Copyright Top Agent Magazine 12

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I’ll Take 2 Pounds of Confidence and 3 Pounds of Self-Esteem!

By Barry Eisen

At least a few times per month I get emails and/or calls asking me to help develop confidence and a positive self-esteem. When you’re hot you’re hot and when you’re not, you’re not. Life has its ups and downs and occasionally everyone feels like they’ve run out of gas and nothing they seem to do works. When you’re in a slump the world can look overwhelming and against you. The more you think about you’re victimhood, the more out of control you feel.What you focus upon becomes larger. Confidence, positive self-esteem...these are just words and something experienced many moons ago. Talk it out with your spouse? Sure. See a therapist? Maybe. Get a coach? Good idea. Call a hypnotist...that’s where I come in, but maybe not in an obvious way.

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Hypnosis can be of help in so many areas such as controlling weight, memory improvement, reading faster, stopping smoking, becoming a great public speaker, prospecting and growing a business, eliminating fears, becoming a better golfer/tennis player/baseball player etc., sleeping and energy, controlling pain control in dentistry and child birthing, improving wellness, passing tests and so much more. This is not an over statement. Hypnosis is a performance enhancer because it taps into the best parts of who we are to make the changes necessary to make the changes to evolve ourselves.

But “programming” ones mind for confidence and positive self-esteem is not something I’ve seen done effectively. The subconscious says, “What does that mean?” “Give me a picture, what do you want?” Read any neuroscience to know (or simply use common sense) that the subconscious needs specific direction (words, pictures and supportive feelings) for these clear messages to be acted upon. A general business plan is usually a recipe for disaster. A poor teaching plan will confuse students. Mixed general messages given to a 3 year old will produce erratic behavior. A loose navigation plan will have ships traveling in circles. Just like many people.

Instead of working on confidence and positive self-esteem, does it make sense to instead, work on a solid business target of success and develop a business plan that will get you there? If you’re planning for the future, is it not a better idea to set an end result and develop strategies that will make it happen? If you’re looking for better health, doesn’t it make sense to set a target for excellence and back it up with a realistic exercise and eating approach that will insure success?

The confidence and self-esteem will come along automatically. Create the goal, take action, do the work, be consistent. Your business will never grow more than you do. Your health will never get better without you stretching out beyond who you now are. Your relationships will never be more secure and supportive than you are of yourself. Your confidence and self-esteem will never grow without a reason.

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Before you therapy or drug yourself into confidence and self-esteem, at least try (Oh! I hate that word) the 10 organic following ideas for 2-3 weeks.

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Set goals that stretch you out and force you to grow. You can’t be depressed when you’re learning something. Learning takes you out of your egocentric predicament.

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Create timelines/target dates for goal accomplishments. This establishes a sense of urgency. It puts a little “gitty up” in your step and mind.

List your actions of the day on your To-Do list and prioritize all items.

Doing the A’s and crossing each off as done, will put a smile on your face and a jolt of small energy in your life. (Accomplishment feels good.

Could you use some “feel good”/self-esteem?) You’ll start looking forward

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to these little positive jolts and do what is necessary to have them. If I was talking cocaine...that would be a bad thing, but since I’m talking non drug human motivation...that would be a good thing.

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If you’re just feeling flat for no obvious reason, take on an interest/ hobby/project that’s been on your mind in the past. Learning stimulates blood flow to different parts of the brain and increases endorphin flow.

(E.g. Calligraphy, sailing, martial arts, reading sci-fi, etc.)

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Follow through like your hair’s on fire. Show yourself what you CAN DO! Create some appropriate reward for the accomplishment.

Balance your life with goals in physical, financial, emotional, educational, family, social and spiritual areas. Sometimes more is better.

Purposely smile more, laugh easier, hold eye contact a little more (obviously, not in a creepy way) and present a stronger posture.

Learn to relax to slow down, put things in perspective, ask yourself how you feel and how you’re doing 2 or 3 times during your day. Don’t let the day rule you. Be present. Pay attention.

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Act “AS IF” you were already doing things with confidence, making decisions with authority and living the life you want to live. You become what you think about.

Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 16

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VANESSA & DEIDRE KRYSTEK Deidre and Vanessa Krystek are a motherdaughter team currently dominating the Arizona real estate industry’s title business. Uniting their strengths and experiences, each leads a branch of American Title Service Agency, providing real estate professionals with full-spectrum, individualized support to grow their brand, serve others with efficiency, and establish a foundation for long-lasting success.

Deidre Krystek got her start in the real estate industry more than twenty years ago. After two decades in the mortgage lending sector, she decided to make the transition to American Title’s Arrowhead office, where she’s presided as Account Manager for five years. In addition to managing her own investment properties, she also served a stint in property management, rounding out her industry experience to create an impressively holistic understanding of the market. Her daughter, Vanessa, always harbored an interest in the real estate industry and after graduating from Arizona State University, she cut her teeth in the digital advertising world at Yelp. Knowing that she wanted a career utilizing her modern skillset—while serving others in their path to homeownership and professional success—she too made the transition to American Title’s North Scottsdale branch, where she serves as an Account Manager going on three years.

While Deidre and Vanessa currently work in separate offices, much of their professional ethos is the same: a focused dedication to authenticity, tailored client care, and unflagging enthusiasm for their daily work. With retention rates that top out at an impressive 95% or higher, Deidre cites a commitment to cultivating lasting relationships as the main driver of their success to date. “We build from our relationships,” Deidre explains. “Not every client requires the same things, so we sit down, listen, define the problem and resolve it for our client. That’s why we have such a high retention rate.” For her part, Vanessa is avid in her professional engagements, curating an extensive network that includes GET Phoenix Young Professionals and the Women’s Council of Realtors, where she has served as Secretary for two years. Both Deidre and Vanessa cite their locally-owned, Arizona-centric American Title offices as empowering banners to launch their businesses under.

“The company that we work for allows us to run our business as our own,” Deidre says. “I can choose how I spend my day, I can choose how I help people grow their business, so it’s completely rewarding. I get to see the success I bring to agents, I can quantify it. I’m a giver and being able to do that through our company is very exciting and makes me want to do more every day.”

Deidre and Vanessa favor a personalized approach when it comes to their work. In addition to offering an array of services to support

real estate professionals—branding, graphic design, co-marketing, advising, and more—both businesswomen prioritize forthright communication, responsiveness, and attention to detail in mounting their endeavors. “We both bring a lot of energy to our work,” Vanessa explains.

“We’re extremely positive and enthusiastic, and as a result, people want to work with us. We also position ourselves as experts in our industry. We’re constantly researching new ideas to help our agency stay ahead of the curve.” In that vein, Deidre recently launched Realtor Rehab, a free lunch hour on Wednesdays for industry professionals whose experiences run the gamut. Deidre uses the lunch hour as an opportunity for agents to support each other professionally, listen to speakers both technically informative and motivational, and tackle new industry-related topics weekly. Thus far, feedback has been overwhelmingly positive and Realtor Rehab has become yet another way that Deidre has been capable in serving others in their professional pursuits.

Deidre and Vanessa are both active in their communities and social spheres. In particular, Vanessa’s work through GET Phoenix Young Professionals allows multiple avenues for professional, educational, and charitable engagement. Likewise, Vanessa’s central role as Secretary for the Women’s Council of Realtors affords her entrepreneurial inspiration, ongoing educational opportunities, and various chances to give back through fundraising on behalf of the Girls Rule Foundation. Additionally, Deidre and Vanessa are involved with awareness raising campaigns for organ donations through B for Life, giving to local fundraising projects, and supporting Child Crisis Arizona, aiding children who are in need of a safe environment from abuse and neglect. In her free hours, Deidre is an avid traveler. She and her husband—a native European— travel abroad frequently and love to host friends and family for specialty dinners. She also enjoys visiting the lake and hiking. Vanessa enjoys traveling and hiking the great outdoors, in addition to the occasional round of karaoke and dancing with friends on the weekends.

As for the future, Deidre has plans to continue developing her longstanding tenure in real estate, with an emphasis on cultivating Realtor Rehab and its positive effects on her professional community. Vanessa plans to continue her collaboration with the Women’s Council of Realtors, further develop her imprint, and potentially incorporate video tools to her practice in the time ahead. Together, Deidre and Vanessa aspire to continue their flourishing work, uniting their strengths and generational perspectives to redefine their business as a team. Equipped with combined insight that spans decades and a fresh, client-centric philosophy to guide them, the years to come are bound to yield continued grace, positivity, and success for Deidre and Vanessa Krystek.

To learn more about Deidre and Vanesssa Krystek e-mail dkrystek@atsaaz.com and vkrystek@atsaaz.com respectively, visit AmericanTitleServiceAgency.com, or call (602) 475-0531 www.

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

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The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons.

First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal.

To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how 20

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar.

Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience.

Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded.

We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com.

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5 Steps to Achieve Long Term Success as a Real Estate Agent Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business.

So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

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FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

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CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

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BUILD A SOLID FOUNDATION

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SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy.

You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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