ARIZONA EDITION
7 REASONS WHY
YOUR PROSPECTS AREN'T TURNING INTO CLIENTS
Are You A VALUE-ADDED AGENT? MAKE SOCIAL MEDIA MARKETING
Your Calling Card
FEATURED AGENT
ADRIANA RINCON FEATURED LENDER
STEVE ALONSO
How to Speed Up
FIRST-TIME HOMEBUYER TRANSACTIONS COVER STORY
STACY DRAGOS
ARIZONA EDITION
STEVE ALONSO ADRIANA RINCON
Youher don’t often think of a small mom job is when I s Adriana Rincon navigates business technology. “We enjoy great photographs 7 19 23 and that pop only mortgage when she theyshares. get th with a deep understanding 25 broker shop lending and drone photography videos,” years of experience couldmore provide. Her marketing strategy ed also extends to thanStarting $113 million a year, but that’s over to them. as her husband’s transaction coordinator, social media platforms. “I’m really playing exactly what Steve Alonso, manager of clients come to her career began with the helping medical around with TikTok and trying to becaus underColorado and Arizona branches of “perhaps students and residents find their perfect stand that demographic,” Adriana says. Discount Mortgage, has accomplished past, and we fix homes in Tucson, Arizona. As their years “What we like to do on our social media is with a staff of just himself and two asmately get them of study ended, they’d invariably return to show our personality.” sistants. In fact, Steve has managed to We’ve had clien Adriana and her husband to sell their propwork his way to the top of every position for two or three erty or invest in a new one. Today, Adriana What makes Adriana truly unique, though, heown hasbrokerage, held in the mortgage business for house get the and her husband have their is her genuine investment in theand commuthe past 24Their years. “I’ve always been a to be.she It’sand so rew with Adriana leading aSTACY team of six. nity. As ALONSO long-time Tucsonans, her DRAGOS ADRIANA RINCON STEVE very hard worker,” Steve explains. “I pen on the day portfolio is extensive, including everyhusband are not just focused on property try to go out of my way for each client and go above ceptional service and desire person thing from sales to investor consultations transactions; they’re driven by their andAdriana beyond,finds like going to all my clients’ closings Stevethrive. a strong referral and property management. to see theirearned community Adriana’s it rewarding to manage rentals for college journey service withof and always meeting with them in person. That has in community approximately 70started percent students. It’s a role that draws uponme herto past as a teacher, a proactive PTA parent, a role that®,segued intofinan her allowed develop a loyal being database of clients REALTORS builders, CONTENTS transforming the intimidating of first-time establishing a chapter ofisfied the National Charity League that world has followed me renting through different companies clients are among the so into practical lessons. “We have over 100 rental units,” in Tucson. Her life took a tragic turn when she lost her I’ve worked with over the years.” continually endorse his exper Adriana explains. “More than son to a drunk driving MEDIA accident, leading her to seek 4) ARE YOU A half of them are college 17) MAKE SOCIAL students.” VALUE-ADDED AGENT? solace and support at Tu Nidito. Deeply touched by their MARKETING YOUR Apart CALLING Initially, Steve became a certified mortgage planfrom his professional su services, Adriana served on their board for six years, CARD ning specialist and achieved the distinction “Top giving to the While Adriana and her team have built a legacy in the the of organization could back continue its community vital work. 13) HOW Performing TO SPEEDLoan UP Officer” for 15ensuring consecutive years. supports charitable organizatio Tucson metropolitan area, their horizons are expanding. Despite the heartache, Adriana channeled her energy FIRST-TIME HOMEBUYER 20) 7 REASONS WHY YOUR Upon steadily growing his business as a loan offiBig Sisters of America and the A new chapter is being written with Adriana’s recent into helping others, notably serving as the president of TRANSACTIONS PROSPECTS AREN'T TURNING cer, he has grown his branches by 157 percent. What They also sponsor youth sport ventures into Phoenix and the Pinetop White Mountains, Angel Charity during the pandemic, successfully raising CLIENTS himPima apartCounty is his commitment to building person-Adriana’s eventscommitment like an annual wash broadening her expertisesets beyond and into INTO 1.2 million dollars. to car commuMaricopa County. As aal native Tusconan, nityunderstands service is matched hercommunities husband, whothey contributes connections with Adriana’s his clients. He that bythe serve. O approach to real estate iseach moreperson’s akin to ansituation intimate is bousignificantly to the and Girls Clubstime and in Tucson unique, and he takes theBoysenjoys spending nature tique than a crowded brokerage. When clients call, they Conquistadores. time to listen and relate to their needs. and exploring the beautiful la Phone Fax 310-734-1440 get her directly, not 310-734-1440 an assistant. The |service she provides the future, he envisions passin is personal,mag@topagentmagazine.com one-on-one, “We and above all, deeply focused. Adriana’s love for her work shines in her apprewww.topagentmagazine.com do a good job of| making a personal connection sons, Tim,through John and Caleb, allo “When my clients call, they get me,” Adriana says, “I ciation for the unpredictable, dynamic nature of her ourbe clients,” heanyshares. “Everyone’s thepublisher. legacyTop heAgent has built. No portion of this with issue may reproduced in manner whatsoever without situation prior consent of the like to makeMagazine sure that it’s verybypersonal.” This distinctive days. “I like that no two the days are the same,” she says. is published Feature Publications GA, Inc. Although precautions are taken to ensure accuracy of published is different, and areferral lot of rate peopleFrom are intimidated byclients as they settle into their new approach has earned anMagazine extremely high giving to supplied materials, Topher Agent cannot be held responsible for opinions expressedgifts or facts by its authors. the process of financing a home. We’re able to relate To subscribe or change address, send inquiry to mag@topagentmagazine.com. and return business. homes to coordinating housekeeping for freshly closed Published in the U.S. to everybody’s personal situationproperties, and put together to simplya enjoying her office day with her loan program that willAdriana fit that situation.” He adds When it comes to marketing her listings, two beloved dogsthat - each day brings something fresh and compassion for all his clients is paramount. believes in the power ofshowing authenticity and cutting-edge invigorating.
STACY DRAGOS
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Mortga Top Discount Agent Magazine “Caring about them on a personal level, caring about MORTGAGES MAD gettinginformation them into a house, so important.” For more aboutisAdriana Rincon, please call 520-349-9700
Laughs!
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Are You a Value-Added Agent?
I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients. • I have a written listing presentation. • I am honest. • I am trustworthy. Are these ‘value-added’ attributes? Or, does the client expect these attributes and services? 4
Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.
Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine
the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.
Why Bother Being Exceptional? • Because you want to set yourself apart. • You want to create client loyalty. • You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business! • Because you want to run a more pleasant, profitable business.
Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:
Watch the actions, not the words. If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine
1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take. Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time. Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!). • Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home. 2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation. The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5
‘tell the truth attractively’, and work harder to retain the client than to make one commission.
Adding those Client Benefits to your Dialogue
3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.
Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally. And, the client probably doesn’t know most agents don’t run their businesses this way!
And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).
TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?
4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.
Put Yourself to the Test
How many of these actions P. S. Managers and team leaders—two tips do you exhibit? What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails. What’s the impre agent? Are they professional? Do they state the company n TIP: represent your culture and image? Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points. In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!
Copyright ©, 2016 Carla Cros
Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales. Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com. 6
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STACY DRAGOS Top Agent Magazine
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STAC Y DRAGOS In 2019, Stacy achieved a significant milestone by closing her first assisted-living home transaction. Recognizing the potential in this specialized field, she expanded her expertise to include senior care and behavioral health properties. With a successful background in education, Stacy Dragos initially had no plans to pursue a career in real estate. But after retiring from education in 2016, the wife of her current broker (who is now the CEO of Century 21 Toma Partners), 8
encouraged her to obtain her license. Little did she know that that decision would lead her to a path of unprecedented success. “I thought, why not do it, it will be beneficial for me since I was planning to sell my home,” she recalls. Top Agent Magazine
“I got my license in 2016, and from that point on it was so much fun, and there were no limits to my income. That really motivated me.” In 2019, Stacy achieved a significant milestone by closing her first assisted-living home transaction, which has now become her highly profitable niche market. Recognizing the potential in this specialized field, she expanded her expertise to include senior care and behavioral health properties. Stacy’s business model involves working with investors across the country. This unique
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approach sets her apart in the real estate industry, with no limits on her expanding territory. “We have our first listing out of state, in Oklahoma,” she says of her team’s expansion outside of the metropolitan Phoenix and Tucson areas. “We work everywhere. We have become experts in our field, and because of that, it doesn’t limit us to regions.” What sets Stacy apart from other REALTORS® is her strong referral and repeat business. The majority of her clients come from word-of-mouth recommendations. When asked about the
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secret behind her clients’ loyalty, Stacy explains, “We specialize in a particular niche, which means we generally serve both buyer and seller in the transaction because it takes such specialized knowledge and expertise.” Her ability to guide investors and ensure they make profitable
decisions is what keeps clients coming back. She adds, “Our primary goal is always to make our clients money.” Stacy’s success in real estate is evident in her impressive sales volume. She has consistently ranked number one for
Stacy finds real estate exciting and fast-paced, constantly presenting new challenges and clients. “My comfort level in my area makes me enjoy it so much more because I understand it,” she says. Tucson 10 LDO Main Floor
Finished Area 4719.34 sq ft
CLOSET
CLOSET
LAUNDRY 11'6" x 12'10" 127 sq ft
PANTRY
F/P
PRIMARY 14'9" x 18'4" 271 sq ft
CLOSET
HALL
F/P
DEN 13'11" x 19' 265 sq ft
FOYER
KITCHEN 16'1" x 20'6" 251 sq ft
BEDROOM 12'5" x 13'10" 167 sq ft
BAR LIVING 30'10" x 24'3" 636 sq ft
UTIL
BATH 5'8" x 9'11" 56 sq ft
CL
BATH 10'8" x 9'3" 79 sq ft
CLO C
HALL
C HALL
STORAGE 10'1" x 16'4" 113 sq ft UTILITY
CLO
CLO
CL
BEDROOM 13'11" x 14'3" 180 sq ft
CLO
DINING 14'9" x 14'6" 204 sq ft
BATH 4'11" x 5'11" 28 sq ft
BEDROOM 14'3" x 13'10" 181 sq ft
BEDROOM 11'10" x 13'10" 164 sq ft
BATH 4'10" x 11'3"
CLO BEDROOM 11'11" x 13'11" 166 sq ft
PATIO BEDROOM 12'7" x 18'1" 190 sq ft BATH 18'10" x 22' 200 sq ft
UTILITY
PATIO
BATH 5'11" x 9'9"
BEDROOM 14'2" x 13'11" 180 sq ft
CLOSET
Unfinished Area 1496.29 sq ft
PORCH GARAGE 40' x 41'8" 1258 sq ft
10
20 ft
N
0
PREPARED: 2022/07/30
White regions are excluded from total floor area in iGUIDE floor plans. All room dimensions and floor areas must be considered approximate and are subject to independent verification.
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Stacy’s business model involves working with investors across the country. This unique approach sets her apart in the real estate industry, with no limits on her expanding territory. “We work everywhere. We have become experts in our field, and because of that, it doesn’t limit us to regions.” Century 21 Toma Partners since joining the brokerage in 2016. What Stacy loves most about her work is the opportunity to help people and make them money. She finds real estate exciting and fast-paced, constantly presenting new challenges and clients. “My comfort level in my area makes me enjoy it so much more because I understand it,” she says. Top Agent Magazine
While Stacy’s focus has primarily been on growing her business, she recognizes the importance of community involvement. Currently, she participates in charitable activities through her brokerage, including donations to causes related to seniors and those in need of assisted living. Looking to the future, her vision for her business is centered on continuous 11
growth and improved service. With the addition of specialized agents to her team, she aims to provide even better assistance to clients. “I was becoming so busy that I was overwhelmed,” she explains. “It takes a lot to be able to provide that level of service constantly. We’ve added multiple agents with assisted-living experience, and that has allowed me to take
a step back and refocus on growth. And now we’ve grown to be able to take on new business out of state.” Throughout her real estate journey, Stacy has been grateful for the unwavering support of her brokerage. “I have the support that I need to be successful,” she acknowledges. “That’s so important.”
To contact Stacy Dragos please call (623) 632-0934, email stacy@stacydragos.com, or visit investinretirementcommunities.com www.
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Top Agent Magazine
How to Speed Up First-Time Homebuyer Transactions Working with first-time homebuyers can be among the most rewarding real estate transactions an agent can embark upon. Not only are you helping guide newcomers into the housing market, but you’re also witness to the excitement and triumphs along the way, including handing over those keys for the first time. While Top Agent Magazine
helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. So, what’s the best way to streamline the homebuying process for first-timers, while maintaining the magic and keeping your sanity along the way?
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While helping first-time homebuyers navigate the transactional process can be a reminder of real estate’s benevolent power, it can also come with its own bumps and bruises. Set expectations upfront and often. It’s no secret that communication is a cornerstone of a successful real estate practice and client relationship. Amidst a transaction as complex as buying (or selling) a home, it’s important that no wires get crossed, no questions go unanswered, and no information gets lost in translation. To accomplish this, create communication parameters with your clients up front. Inquire about the communication medium they’re most comfortable with—a text, a call, an email, etc. Then, tailor your outreach accordingly. Also, consider setting a weekly time to check in, even if no official progress has been made. This helps clients and agents touch base, float questions and concerns, and get ahead of any problems or developments. Another helpful tool is to draft a transaction timeline for your client that outlines the major milestones along the way, what sort of information will need to be gathered, what steps taken, and what outcomes are possible. This might seem like exhaustive work, but in the era of digital research, clients will come to their own conclusions and biases 14
whether you like it or not. To stay on the same page and timeline, be the foremost resource for your client, and don’t leave their questions up to chance.
Know your first-time homebuyer programs and perks. There are a variety of national, state, regional, and local grants and programs that aid first-time homebuyers as they pay their down payment, shop for home or mortgage insurance, and otherwise deal with the financial implications of becoming a homeowner. Sometimes these programs are neighborhood-specific in certain cities, with incentives to buy in up and coming areas. In some cases, there are grants that support underrepresented minority communities breaking into homebuying, and these can go a long way in making the burden of a down payment and associated fees doable. In other words, do your research. The right program or grant could make the difference in nabbing a dream starter home for your client, while setting them up for future financial success.
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Get pre-approved for a mortgage—and shop around for the best rate. Not all mortgage rates are made equal. As an agent, you likely have good relationships with area lenders that you trust, but it’s still important to complete your due diligence when helping first-time homebuyers find the rate that suits their longterm housing goals. Also remember that first-time homebuyers are new to this process, and while real estate transactions are complex in their own right, the borrowing and lending processes can be alienating in their complexity. As an agent, it’s your job to play intermediary and teacher, ensuring your clients know their options, are prepared to make an educated decision, and
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feel confident that they’ve chosen correctly. Talk with your preferred mortgage partners to best outline options for your clients’ understanding, laying out a framework that’s informative, projected into the future, and allows them to feel empowered by knowledge. All in all, working with first-time homebuyers can be an exciting and joyous occasion, as long as you’re adequately prepared for some hand-holding and instruction along the way. Aside from the enthusiasm of successful first-timers at the closing table, you’ll also enjoy the lasting benefit of strong referrals to their friends and family, many of whom will be shopping with you for their own first dream homes.
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mailto:mag@topagentmagazine.com http://www.topagentmagazine.com
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Make Social Media Marketing Your Calling Card These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence Top Agent Magazine
interactive, unmissable, and effective in generating business.
Your Profile is a Portal Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.
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Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.
Interacting with Your Audience Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and 18
ready to work at their pace. Which leads us to our next point...
Blending the Professional with the Personal Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post. Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.
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ADRIANA RINCON Adriana Rincon navigates her business with a deep understanding that only 25 years of experience could provide. Starting as her husband’s transaction coordinator, her career began with helping medical students and residents find their perfect homes in Tucson, Arizona. As their years of study ended, they’d invariably return to Adriana and her husband to sell their property or invest in a new one. Today, Adriana and her husband have their own brokerage, with Adriana leading a team of six. Their portfolio is extensive, including everything from sales to investor consultations and property management. Adriana finds it rewarding to manage rentals for college students. It’s a role that draws upon her past as a teacher, transforming the intimidating world of first-time renting into practical lessons. “We have over 100 rental units,” Adriana explains. “More than half of them are college students.” While Adriana and her team have built a legacy in the Tucson metropolitan area, their horizons are expanding. A new chapter is being written with Adriana’s recent ventures into Phoenix and the Pinetop White Mountains, broadening her expertise beyond Pima County and into Maricopa County. As a native Tusconan, Adriana’s approach to real estate is more akin to an intimate boutique than a crowded brokerage. When clients call, they get her directly, not an assistant. The service she provides is personal, one-on-one, and above all, deeply focused. “When my clients call, they get me,” Adriana says, “I like to make sure that it’s very personal.” This distinctive approach has earned her an extremely high referral rate and return business. When it comes to marketing her listings, Adriana believes in the power of authenticity and cutting-edge
technology. “We enjoy great photographs and drone photography videos,” she shares. Her marketing strategy also extends to social media platforms. “I’m really playing around with TikTok and trying to understand that demographic,” Adriana says. “What we like to do on our social media is show our personality.” What makes Adriana truly unique, though, is her genuine investment in the community. As long-time Tucsonans, she and her husband are not just focused on property transactions; they’re driven by their desire to see their community thrive. Adriana’s journey in community service started with being a proactive PTA parent, a role that segued into her establishing a chapter of the National Charity League in Tucson. Her life took a tragic turn when she lost her son to a drunk driving accident, leading her to seek solace and support at Tu Nidito. Deeply touched by their services, Adriana served on their board for six years, ensuring the organization could continue its vital work. Despite the heartache, Adriana channeled her energy into helping others, notably serving as the president of Angel Charity during the pandemic, successfully raising 1.2 million dollars. Adriana’s commitment to community service is matched by her husband, who contributes significantly to the Boys and Girls Clubs and Tucson Conquistadores. Adriana’s love for her work shines through in her appreciation for the unpredictable, dynamic nature of her days. “I like that no two days are the same,” she says. From giving gifts to clients as they settle into their new homes to coordinating housekeeping for freshly closed properties, to simply enjoying her office day with her two beloved dogs - each day brings something fresh and invigorating.
For more information about Adriana Rincon, please call 520-349-9700 or email adriana@trrealtyllc.com, visit her Facebook, Instagram, or LinkedIn
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7 Reasons Why Your Prospects Aren’t Turning Into Clients Real estate experts suggest prospecting daily so that your sales pipeline never runs dry. But sometimes all that effort doesn’t translate into results. If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem. 20
1. You’re Too Slow The Association of Real Estate License Law Officials estimates that there are about 2 million active real estate licensees in the United States alone. Of course, not all these individuals are working in the same markets. Nonetheless, that
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Top Agent Magazine
If your prospects aren’t becoming clients, there’s a reason, which is better than it sounds because that means you can fix the problem.
means that realtors face a lot of competition. If you are slow to respond to messages from prospective clients, someone else is sure to beat you to it. As a rule of thumb, it’s best to return calls and emails within 24 hours. If you’re too busy working with active clients to return the phone calls and emails of prospective clients, consider hiring a real estate assistant who can help take administrative or marketing tasks off your plate.
2. They Don’t Trust You There are different reasons why a client might not trust you, some of which overlap with others on this list. When a client asks you a question, do you answer it directly or do you sidestep it? Do you have testimonials and reviews from happy clients publicly available? Do you have an online presence? Social proof of your skills and knowledge is key.
3. You Don’t Seem Knowledgeable Enough Is your client constantly coming to you with new listings or marketing ideas rather than the Top Agent Magazine
other way around? Do they mention real estate and finance terms you’ve never heard of or ask you questions you’ve never thought to ask yourself? Every agent starts somewhere, but if this seems to be a pattern, it’s one clients will pick up on too. Your clients want to know that you will add value to their home buying or selling experience, and part of that value is your expertise and passion.
4. You Have No Web Presence It’s not enough to be on Zillow or have a Facebook page. There are clients who don’t use these platforms, and at the end of the day, you don’t own the content or your access to it. Both platforms could suddenly go out of business and any following you’ve gained could be lost. It doesn’t cost much to create and maintain a website today. If customization matters little to you, sometimes you can even get up and running for free. At the very least, it’s a good idea to invest in a domain name because yourwebsite. wordpress.com looks a lot less professional than yourwebsite.com.
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5. You Don’t Seem to Care When clients don’t think you care, it usually means they don’t feel like you are listening. You may have systems, processes, and a proven marketing strategy. You may like to get right down to business, but to your client, this isn’t just business—it’s their life and their family’s livelihood. When your client tells you what’s important to them, they want to make sure that you really hear them. Make sure your body language conveys that. Slow down. Shut your office door. Make eye contact, nod your head, and pause before you speak so that they understand that you’ve put thought into your words—that they aren’t simply lines from a script.
6. You Use Too Much Jargon Remember that your clients don’t speak real estate. At most, they might buy or sell a home once every few years. They hired you to be their advocate and may even expect you to be a bit of a teacher too. Use layman’s terms so that your
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client fully understands how the two of you will work together.
7. Your Target Audience Is Everyone Your clients are home buyers and sellers, yes, but who is your ideal client? Some specialties you might consider are college students and recent graduates, working professionals, military families, seniors, CEOs, or other high-profile clients. As a newer agent, your target audience might be anyone who will hire you, but over time, you might find that you click more with certain clients, that their lifestyle is similar to yours, or that their goals align with your mission. Whatever the reason, marketing your business to this “ideal client” rather than every potential client will make selling your services easier. Remember: It’s within your power to alleviate your client’s concerns, but understanding why your prospects aren’t turning into clients is a good start.
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Top Agent Magazine
STEVE ALONSO You don’t often think of a small mom and pop mortgage broker shop lending more than $113 million a year, but that’s exactly what Steve Alonso, manager of the Colorado and Arizona branches of Discount Mortgage, has accomplished with a staff of just himself and two assistants. In fact, Steve has managed to work his way to the top of every position he has held in the mortgage business for the past 24 years. “I’ve always been a very hard worker,” Steve explains. “I try to go out of my way for each client and go above and beyond, like going to all my clients’ closings and always meeting with them in person. That has allowed me to develop a loyal database of clients that has followed me through different companies I’ve worked with over the years.”
job is when I see the people’s faces when they get that set of keys handed over to them.” Often, he explains, clients come to him with poor credit, “perhaps because of mistakes in their past, and we fix their credit and ultimately get them into a new home. We’ve had clients who we work with for two or three years to find the right house and get the credit where it needs to be. It’s so rewarding to see that happen on the day of closing.” His exceptional service and personalized approach have earned Steve a strong referral business, comprising approximately 70 percent of his overall clientele. REALTORS®, builders, financial advisers and satisfied clients are among the sources of referrals that continually endorse his expertise.
Initially, Steve became a certified mortgage planning specialist and achieved the distinction of “Top Performing Loan Officer” for 15 consecutive years. Upon steadily growing his business as a loan officer, he has grown his branches by 157 percent. What sets him apart is his commitment to building personal connections with his clients. He understands that each person’s situation is unique, and he takes the time to listen and relate to their needs.
Apart from his professional success, Steve believes in giving back to the community. His company actively supports charitable organizations such as Big Brothers Big Sisters of America and the Starbright Foundation. They also sponsor youth sports leagues and organize events like an annual car wash, all aimed at benefiting the communities they serve. Outside of work, Steve enjoys spending time in nature, particularly camping and exploring the beautiful lakes of Arizona. As for the future, he envisions passing the business on to his sons, Tim, John and Caleb, allowing them to continue the legacy he has built.
“We do a good job of making a personal connection with our clients,” he shares. “Everyone’s situation is different, and a lot of people are intimidated by the process of financing a home. We’re able to relate to everybody’s personal situation and put together a loan program that will fit that situation.” He adds that showing compassion for all his clients is paramount. “Caring about them on a personal level, caring about getting them into a house, is so important.” Getting to the finish line is the ultimate satisfaction for Steve. “What I find most rewarding about my Top Agent Magazine
Discount Mortgage Advisors MORTGAGES MADE SIMPLE
To contact Steve Alonso, call 602-570-6757 or email steve@discountmortgage.us
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