Australia 1-15-17 by Top Agent Magazine

AUSTRALIA EDITION

COACHING 9-11 FEATURED AGENTS

JOSH CALLAGHAN PAUL EATON COVER STORY

KARL LATHAM

CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS COMMUNICATE YOUR WAY TO HIGHER SALES WITH DISC? THINKING OF LISTING? NINE WAYS TO GET READY

AUSTRALIA EDITION

KARL LATHAM

JOSH CALLAGHAN

PAUL EATON

CONTENTS 4) COMMUNICATE YOUR WAY TO HIGHER SALES WITH DISC? 13) CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS

19) COACHING 9-11 22) THINKING OF LISTING? NINE WAYS TO GET READY

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By Bubba Mills

Communicate your way to higher sales with DISC? Today’s article is all about communication. Let me start with a story: A woman was standing in front of the mirror and said to her husband: “Oh my love, I’m so fat and so ugly. I really need to hear a nice compliment.” Her husband replied: “You have great vision.” Oh the trouble we can get into when our lips flap. Any married person can attest. Probably many REALTORS®, too. Because real estate is a people business, communication is the industry’s bedrock. And I can say this next sentence with certainty: Top producers in real estate are expert communicators. 4

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If you want to join their ranks, you should jump at every opportunity to improve your communication skills. This article can help, and to get the most from the article I only need you to remember four letters and their meaning: DISC. DISC is a tool you can use to quickly assess a person’s dominant personality. It’s based on work by psychologist William Martson. Generally speaking, it turns out there are four primary types of personality styles out there: Directors, Interactors, Supporters and Compliants. The next time you’re giving a listing presentation, you’ll be talking to one of those four types of people. And when you understand which one you’re talking to you can be much more effective and more likely to get the result you want. So, let’s dive into each and learn some practical tips you can start using in your daily life as a REALTOR®: Directors are direct. They want to make money, save time and be efficient. When you talk to directors, be short and to the point with closed questions. They seek productivity and the bottom line. They’re motivated by new challenges and problems to solve. They enjoy power and authority to take risks and make decisions. And they want freedom from routine and mundane tasks. Interactors want, you guessed, interaction. Lots of it. They want to have fun and they enjoy talking about themselves. When you’re talking to interactors, add humor and don’t labor on the details. They seek recognition and fun. They’re motivated by flattery, praise, popularity and acceptance, and they want other people available to handle details. Supporters are connectors. They want security, safety and a strong sense of belonging. When talking to supporters ask for their opinions and feelings and offer open-ended questions. They’re motivated by recognition for loyalty and dependability Top Agent Magazine

and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish. Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information. Some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free DISC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well. Yes, understanding people, listening to their needs and wants and responding appropriately all take work and attention. But because real estate is a people business, it’s simply a must. And the better at it you become, the better living you’ll make as an agent or broker. I promise. Best of luck to you! Copyright©, 2016 Bubba Mills. All rights reserved.

Bubba Mills is the CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com. 6

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KARL LATHAM Top Agent Magazine

“Real estate isn’t about properties, it’s about people and building those relationships.”

KARL LATHAM Karl Latham literally came from shark-infested waters to begin a career in real estate. Working on a shark boat for two seasons, he knew he needed a career that would be less dangerous and found his way into the real estate arena. Starting under the PRD nationwide franchise eight and a half years ago, the previous owner decided to go independent in 2011 and changed its name to Elite Real Estate Services. Since then, Karl has seen his business grow in a staggering way, adding to his team year after year. Today, he owns the company and has a team that includes an executive assis8 Copyright Top Agent Magazine

tant, marketing assistant, and two buyer’s managers. “I stepped out of one job full of sharks and got into another one,” he laughingly says. He runs his business with a focus on customer service and everyone on his team works to make the customer experience the best it can be. Appreciating his clients is one thing that Latham is certainly doing right, holding a movie night for them every six months. Renting out an entire theater he is able to bring all his past buyers and sellers together and thank them for their business. Top Agent Magazine

With amazing prizes being given away such as a holiday anywhere in the world, this event works to develop his 65 percent repeat and referral business. “It’s a really great way for everyone to get together,” he says. “Everyone shares their stories how they bought through me and sold through me. It builds a good energy in the room and puts me at the forefront of their minds over the next few weeks.” Latham knows these relationships are important to build upon as his 1200 home market in Cairns, Australia, depends on Top Agent Magazine

it. “Real estate isn’t about properties,” he says. “It’s about people and building those relationships.” He keeps an open line of communication with his clients taking the time to really understand what their needs are. He doesn’t provide a one-size fits all business model as each client’s situation dictates their desires and he is happy to fulfill them. He specifically tailors his services to his clients and lives by the motto, “We help people achieve their lifestyle dreams.” He finds it truly gratifying to be able to help buyers with the largest investment in their lives and finds the uniqueness Copyright Top Agent Magazine9

of each of their circumstances one of the most satisfying parts of the business as he is able to find a solution especially for them. As Latham continues to grow his business, he has a goal to be a full-service real estate business. His plans include offering a one-stop shop for clients where they can get everything they need directly from him. With these plans, comes the dream of a new building that will house everything under one roof, allowing clients to access everything from financial services to maintenance assistance from his business. In his success, Latham hasnâ&#x20AC;&#x2122;t forgotten the community as he gives back in several ways. From local auctions to raise money for charities to supporting football clubs and the local hospital, he and his team make giving back a priority. He has even queried his clients to see what charity matters most to them to help decide where to send donations. Living on the Great Barrier Reef provides him with plenty of opportunities to enjoy the region as he often takes his motorbike for a cruise along the coast. He also spends time with his wife and two young daughters as they are the reason he works so hard, to begin with. Copyright Top Agent Magazine 10

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For more information about KARL LATHAM, visit elitecairns.com.au, call 07 4053 8412, or email Karl@elitecairns.com.au www.

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CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot Top Agent Magazine

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients. To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals. So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause. In fact, they want and need you to promote them. And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community â&#x20AC;&#x201C; our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didnâ&#x20AC;&#x2122;t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a 14

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you. Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content

that will draw in a broad range of followers. Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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JOSH CALLAGHAN 17

JOSH CALLAGHAN Josh Callaghan, a renowned real estate agent and managing director at Fletchers Southern Peninsula with the largest sales team in the area, has developed a strong business niche in the lifestyle and luxury market. His passion for the industry was established early on, as he grew up with his parents having successful careers in real estate. Josh shares, “I was a fully licensed real estate agent at the age of 22, and I became the branch manager at the company I worked for within three years. I started my own agency in 2006. In 2010, I opened Fletchers Southern Peninsula and currently specialize in the mid to high-end property market.” In addition to his real estate prowess, Josh excels at implementing highly creative marketing strategies. Josh says, “I recently worked with a luxury property, and instead of providing traditional photos, I staged the home with a James Bond theme. We even had a Jaguar on site. I also worked with a house built in the ‘70s, so I staged the home with a ‘70s theme and had a Mustang outside. I produced professional quality videos of the campaigns and published them on social media.” Josh receives a significant amount of repeat and referral business because of his honesty, integrity, expertise and professionalism. His high level of service enables properties to be sold at high prices and to be listed for short periods of time on the market. Josh notes, “I am detail-oriented and enjoy helping my clients achieve their goals. I am happy to get in the trenches with clients and work hard.” One pleased client raves, “Josh was a pleasure to deal with in every respect. He takes his profession very seriously and clearly wishes to provide the ultimate real estate experience for both the seller and the buyer. More importantly, we felt that we could place our trust in him to do the right thing for both parties. We will always recommend him to any of our friends needing the services of an estate agent.” Josh appreciates that having a career in real estate enables him to change people’s lives. He explains, “It goes back to achieving excellent results. Achieving extraordinary prices 18

for clients is often a game changer for them. When I see the emotions that pour out of someone because outstanding results were provided, that’s pretty special! Also, for individuals in the real estate profession, it can help them grow as a person. When I see people on my team growing as a person from the inside out, it is thoroughly rewarding to know I have been a part of that.” When Josh is not helping his clients achieve their home ownership dreams or working with his rapidly developing team, he enjoys being involved in the local community, spending time with family, exercising and renovating homes. He says, “I donate to charities including the Victorian Police and Ambulance.” He continues, “Health, fitness, quality relationships and work/life balance is very important to me. I believe we need to develop from the inside out and positive relationships and a healthy body leads to a healthy mind. I make sure to eat healthy and exercise regularly. I love spending time with my daughter and partner. We spend as much time together as possible and frequently visit various wineries and restaurants.”

For more information about JOSH CALLAGHAN, please call 0418 595 719 or email Joshua.Callaghan@fletchers.net.au Copyright Top Agent Magazine

Coaching 9-1-1 By Walter Sanford

Having a coach can provide the right answers when you need it. Below is an exchange with one of our coaching clients and it provided a little “911” for his current situation: Coaching Client: I went on what I thought was a great listing presentation yesterday. However, the couple would not sign at our meeting. They said they needed to talk. I then felt like something was up. Walter: On the phone while making the appointment, one of the questions needs to be – “If everything meets with your approval, are you wanting to start the marketing plan tomorrow night when I meet with you?” Coaching Client: The guy just left me a voicemail saying they loved everything I had to offer; however, they were listing with some schmo that doesn’t do any FRICKIN’ business. Walter: Always make it your goal to get the signature! Fake that you are Top Agent Magazine

leaving then do the “Columbo” and say, “So, I can email all answers at the office – what are you thinking about so I can do more research for you?” Coaching Client: They said they had a personal connection that really suggested that they use this guy. I know them as well and I can hear the conversation: the (name) Team are doing just fine and (name) really needs the business. How in the heck do I fight that? Walter: Let’s not try to fight until you are sure that’s what happened. Call them back. “(Wife’s name) and I are always trying to improve our services. Could you help me by letting me know what I could have done differently to earn your business? Was there anything I could have improved on for you?” Coaching Client: This other guy doesn’t even know how to spell marketing much less apply it! I am as mad as I have been since getting into real estate. Thanks for any suggestions. Walter: If that was the REAL reason, you needed to find it out while you were there then counter it by letting them know that more than anything else…an agent makes the difference on the amount a seller nets at the closing. Experience makes a difference in – • A large buyer database • More trust from buyers • More money to spend on marketing • The ability to convert leads into showings by uncovering needs of buyers and demonstrating how your property fulfills them having experience in negotiating • Understanding in how to write contracts to prevent post-closing seller litigation • Having a team who monitors every aspect of the closing successfully • Overcoming objections and challenges in the most cost-effective manner Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us Copyright©, 2015 Walter Sanford. All rights reserved. online at www.waltersanford.com. 20

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PAUL EATON Impeccable communication sits at the foundation of Paul Eaton’s real estate business at Place Real Estate’s Graceville office in Brisbane’s south-west. Before entering real estate, Paul observed that while agents constantly spoke about delivering great service, many fell down with their level of communication. “Communication is king,” says Paul, who entered the industry five years ago and devoted himself to keeping clients informed, especially in challenging scenarios. “You always feel better after making the call. It’s imperative to keep your clients up-to-date.” Going even further, Paul heeds each client’s communication preferences. “Are they the type of person who wants to be called every day even if there’s little news, or are they so busy they just want updates on how many groups inspected their property at an open home or when you have an offer?” Paul has noticed that by using communication as his differentiator, he builds trust with clients. “They know that I’m with them the whole way. I’m always honest and open, plus I don’t sugarcoat the feedback from buyers,” he says. “Agents are here to make people’s lives easier and get top dollar for their client’s property. An agent who delivers on those and keeps clients informed along the way will win every time.”

we are no different in that a property is a product that needs to be seen ahead of the others.” Paul’s communication skill also factors in to securing new business. He advises prospective clients long before they engage him formally. “I help them engage a finance broker, building & pest inspector, and other local tradespeople to prepare for listing their property for sale,” he says. “They then feel like this guy has been working for me even before I have officially engaged his services.” Clients also read his suburb specific quarterly reports and watch his market update videos, where he features local business owners and community members on relevant topics. “I also started the Corinda and Sherwood Community Facebook page, a useful sharing site where people post news and questions.” Community and family, after all, are Paul’s reasons for working in real estate. “My biggest ‘Why’ is that I’m getting married soon. This is for my future family, to give them the best opportunities in life,” he says.

Although his personal real estate presence is relatively new, Paul was mentored by his father, who had started in real estate 11 years earlier. “He urged me to do it and always said if you work hard for somebody else you’ll never be rewarded as much as you could be if you worked hard for yourself.” But Paul first studied a Business Degree at Uni and tried a few jobs here and there, up until five years ago when he decided to give it a go. After working with his dad for two years, Paul established his own business focusing on two suburbs in Brisbane’s south-west. “I wanted to cut my teeth in a high-turnover area that no one else from my brand was representing,” says Paul. He targeted Durack, where homes are lower in price and he could gain hands-on training by experience. He later expanded into Corinda, which is a bit closer to Brisbane’s CBD with higher-priced homes. Along the way, he experienced how real estate provides ongoing opportunities to learn and grow. “No contract is ever the same. We need to be experts across a range of fields right from property construction, through to the legal side of things, to preparing a home for sale, to marketing both the properties I sell as well as my own brand.” When marketing property, Paul provides heavy online exposure reaching people who are viewing homes anywhere near and far. Each house receives professional photography and many receive professional videography. Furthermore, his office sees the value in setting properties apart from the competition. “Big consumer companies believe in the power of marketing when selling a product, and Top Agent Magazine

To learn more about Paul Eaton, visit pauleaton.com.au, email pauleaton@eplace.com.au or call 0431 599 568 www.

Thinking of Listing? Nine Ways to Get Ready The less time a home spends on the market, the more likely it is to sell at or above list price. That’s why our Top Agents recommend getting a property ready for marketing well before listing. Anyone who is even just starting to think about listing will benefit from some basic upkeep and pre-staging work. Even if you decide now is not the time to list, you’ll enjoy these simple improvements around the home. With the right local resources, most pre-listing preparations take less than a week and will make the formal staging process simpler for all involved. Ask Top Agents in your area for referrals of local pros to hire. Once you’ve selected your Top Agent, keep yourself open to his or her opinion on other TLC to help decrease your home’s market time. 1. Inspection: The last thing a seller or buyer wants is a surprise at

inspection. That’s why a complete inspection before listing is so valuable. Many necessary fixes, such as minor roof or appliance repairs, can be discovered and repaired in less than a week. If inspection uncovers a major issue, any Top Agent will tell you that this knowledge is power; disclosing and expecting to take responsibility will increase buyers’ trust without affecting market time. 2. De-Clutter: Take a little time to pack away surplus furniture items and

extra knick-knacks, papers, books or occasional-use items throughout your house. Remember this may require boxing away video game supplies or packing up comfy throw pillows and blankets. Move these items temporarily into closets, the garage or attic with the assumption of possibly renting a storage unit just before listing. 3. Paint: Whole-house painting is likely not necessary, but consider touching

up baseboard moldings and doorways and open wall spaces in high-use areas 22

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such as bathrooms, the office, family room and indoor recreation spaces. Also consider a little varnish on the front door or banister. 4. Artwork and Decor: Take a neutral look at your décor. Better yet, ask a

Top Agent to do so. Buyers should be able to picture themselves living in your home. While your Top Agent may not advise you to appear generic, you’ll likely need to thin out any shrine-like displays to family, hobbies or cultural interests.

5. Deep-Clean Housekeeping: After you’ve de-cluttered and touched up

the paint, request a deep cleaning from your housekeeping service and weekly cleanings thereafter. Make sure they pay attention to details like dusting or vacuuming window treatments and lampshades or wiping smudges off door jams and baseboard moldings. 6. Carpets and Rugs: Bring in the pros, but don’t just clean the carpets.

Because the cleaners will be moving furniture anyway, ask them stretch and tighten any buckled areas of carpeting. Doing so now saves the trouble of having to credit your buyer for this following final walk-through. Also consider removing small area rugs to let the beauty of your hardwood floors shine.

7. Look at the Loo: Buyers may not notice a brand-new toilet seat, but they

will turn up their noses at the one with the broken hinges. Freshly replaced toilet seats, faucets or doorknobs in heavily trafficked bathrooms can go a long way in first impressions.

8. “Mow & Blow”: Consider buyers as guests you want to feel welcome

as they ascend the front walk. If you don’t already have one, hire a weekly gardening service to keep up with the mowing, weeding, pruning and basic maintenance outside so you can focus on other things. 9. Staging: Once you’ve selected a staging professional for the finishing

touches, ask them and your Top Agent for final recommendations on day-today upkeep, storage options and what-to-do (or what not to do) while your house is on the market.

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