Australia 3-19-17 by Top Agent Magazine

AUSTRALIA EDITION

5 Fresh New Approaches to CONTENT MARKETING Top Agent Tips and Questions for CHOOSING YOUR LISTING AGENT BODY LANGUAGE: How to Read Your Prospect Like a Book!

CREATIVE MEDITATION for the Real Estate Professional

FEATURED AGENT

ANDREW McDERMOTT COVER STORY

GREG CUSACK

AUSTRALIA EDITION

GREG CUSACK

ANDREW M

Top Agent and form professional soccer p McDermott, founder o erty’s Castle Hill branc incredible success s the industry 13 years alongside his wife Ke two have established ANDREW represents top-notch, McDERMOTT client service and se most other agencies would find difficult to matc

CONTENTS 4) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT 13) 5 FRESH NEW APPROACHES TO CONTENT MARKETING

Andrew and Kellie’s service is built on strong tea total commitment to meeting each client’s specif 18) BODY LANGUAGE: his vast experience, tailored marketing, extensi HOW and TOtheREAD contacts supportYOUR of the respected Belle b is perfectly equipped provide a premium serv PROSPECT LIKEto A BOOK! lates to premium results which always exceed His concern for his clients is paramount as well. 22)aCREATIVE MEDITATION them lot of questions, because it’s important th stand I really care ESTATE about their situation.” FORthat THE REAL

GREG CUSACK

PROFESSIONAL

Andrew credits his football background for the vaulted him to the top of his industry. “I mov when I was eighteen,” he says. “I think the com the sport is very similar to the competitiveness Phone 888-461-3930 | Fax 310-751-7068 The discipline of playing sports has also helped mag@topagentmagazine.com | www.topagentmagazine.com with what I do now.”

No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published rankedby its among materials, Top Agent Magazine cannot be held responsible for opinionsConsistently expressed or facts supplied authors. the top 100 real To subscribe or change address, send inquiry to mag@topagentmagazine.com. in Australia, Andrew can boast a stunning rate Published in the U.S. 2

return and referral business, Andrew’s team of understand the importance of meeting their c Top Agent Magazine “They trust us,” says Andrew, “and that is wh coming back.” This trust is warranted, as Andre

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Top Agent Tips and Questions for Choosing Your Listing Agent Now that you’ve decided to sell, it’s time to select the professional to help you market your property. Before meeting with agents, however, consider Top Agent Magazine’s tips for preparing yourself. Frist, ask yourself what kind of relationship you’d like to have with your listing agent. Are you seeking a casual, personable relationship and the latest marketing tools or are you interested in a more formal, traditional relationship and approach to marketing techniques? Next, populate your list of agents by attending open houses and asking for recommendations from recent buyers and sellers. Finally, schedule your meetings at your home, where you’ll be able to gauge the chemistry between you and each agent. During your meetings, expect any Top Agent to ask you several questions, but also consider discussing the following: 4

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Will you please describe your sales experience and local network?

Ask your Top Agent to describe recent listings and sales of homes comparable to your own. Ask about the sellers’ priorities, the original list price, market time and number of offers. Top Agents will also describe how well they are connected with other REALTORS® in the region as well as their contacts with relocation companies, local corporations and chambers of commerce. Be sure to ask about each agent’s knowledge of how your market has changed over time and what has influenced change.

You’ll learn a lot by listening to agents’ opinions.

How will you market the property? Each

Top Agent has a unique set of online or local marketing tools at his or her disposal. Some use lead-generation applications and nearly ever luxury agent take advantage of video. Even video marketing tools vary from agent-to-agent, however. You’ll get to decide if you prefer an agent with higher-end video production and 3D Matterport tours or an agent with more intimate techniques featuring walk-and-talk style video tours. What factors influence your list-price recommendation? Before an-

swering this question, most Top Agents will have several questions for you, including whether you’re more focused on a faster sale or a higher list price. They’ll also educate you on how best to balance both market time and list price relative to sales histories your area. Now that you’ve seen the home, what repairs or improvements do you recommend before listing? You’ll learn a lot by listening to agents’

opinions on your home’s sale potential with or without some improvements. Most Top Agents will also recommend a full professional inspection prior to listing to avoid surprises during buyer inspection.

How will you help with staging? Some Top Agents will pay for part or

all of the staging costs. At a minimum, however, a Top Agent will have a staging professional or two in their partner network. While they’re at it, they may provide referrals for carpet cleaning, painting, gardening and other minor finishing touches. Top Agent Magazine

What attributes of the property will you want to highlight? Each Top

Agent will have a somewhat different answer to this question, but that’s a good thing! Even if you have your own ideas about your home’s greatest attributes, you’ll glean insight into the current market by considering different agents’ opinions. In learning their views, you may even change your mind about your home’s most marketable features!

What is your approach to Open Houses? How many agent-only Open

Houses will your Top Agent want to host? How many truly Open Houses? Some Top Agents may even reveal a “swankier” approach to the Open House – such as an evening cocktail party or by-invitation “open” hours to which buyers visit along with the agent representing them.

Who will be our primary point(s) of contact from your office? This

important question will help you understand the scope of your agent’s practice. You’ll get to see if your agent runs a robust team with many hands on deck or if he or she works by close, one-on-one contact with each client. Either approach is wonderful; you get to decide what suits you. Now, let’s list! 6

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GREG CUSACK 7

Greg Cusack comes from a long line of realtors – both his father and grandfather spent more than 50 years in the real estate industry. “You could say forging a career in property is a family tradition,” says Greg. “Real estate is definitely in my blood.”After studying business and economics, Greg went straight into property. A high performer from the outset, after only two years in the business and aged just 26, he established his own company. Fourteen years later, Greg transitioned his successful business to the Jellis Craig Inner North Group. Today, as a key Director of Jellis Craig Inner North he is an integral member of a highly professional team that 8Copyright Top Agent Magazine

spans over 5 offices and employs more than 120 staff. Crucial to Greg’s success is his handpicked team of three personnel, who help ensure every client’s property transaction experience is smooth and seamless. Greg’s strong reputation is reflected in the fact that, together with his team, he completes more transactions than any other agent within the Jellis Craig network. His exceptional track record has garnered him a 70 percent repeat and referral rate that continues to grow each year. “I continuously receive calls from new clients I haven’t dealt with before,” he says. Top Agent Magazine

Hard work and determination set Greg apart and are the reason clients not only come back to him but also frequently refer his services to others – they know Greg will achieve the maximum possible result, whether through a high-end marketing plan, strategic pricing or via his extensive connections with active buyers. When Greg markets a listing, he uses every tool that is available to him and has a dedicated social media department within Jellis Craig to rely on. He uses premium listings on all the top real estate websites and has a database of 240,000 potential buyers to query for each home. “We are leaders when it comes to tracking buyers in the marketplace,” Top Agent Magazine

he says. “We ensure we stay in contact with every buyer that enquires.” Greg ensures he keeps in touch with existing and prospective clients. This includes sending an informative weekly market update that helps clients stay abreast of market movements as well as the changing world of real estate. Real estate is a passion for Greg – even after many years in the industry he remains enthusiastic and driven to succeed. “I still get up every morning extremely motivated and look forward to going to work every day. Property is a personally satisfying industry to be part of. All the effort my team and I put into each Copyright Top Agent Magazine9

transaction is worth it when we see the smiling face of a successful new home owner or vendor for whom we have achieved an exceptional result. Seeing clients celebrate with friends and family is enjoyable,” he says. “Nothing is more satisfying than that.” Having achieved considerable professional success, Greg is also focused on giving back to the communities he serves. In particular, he is an active supporter of local sporting clubs throughout Melbourne’s inner north. More broadly, as a company Jellis Craig also gives back to the community via the Jellis Craig Foundation, which works to create Copyright Top Agent Magazine Copyright 10

awareness and raise funds for selected charity partnerships. The Foundation donates a portion of every transaction to a range of charitable causes including an international school in Indonesia for underprivileged children. This allows Greg and his team to help others and make a difference to the global community. Greg has plans to further grow/strengthen his business by training new agents and sharing the knowledge and expertise he has gained over the years. “I’m continually striving to improve and love sharing my wisdom and experience with my team,” he says. Top Agent Magazine

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For more information about GREG CUSACK, visit jelliscraig.com.au, call 03 9387 5888, or email gregcusack@jelliscraig.com.au 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 14

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. Top Agent Magazine

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ANDREW McDERMOTT Top Agent and former long-term professional soccer player Andrew McDermott, founder of Belle Property’s Castle Hill branch, has enjoyed incredible success since entering the industry 13 years ago. Working alongside his wife Kellie Burns, the two have established a brand that represents top-notch, high-quality client service and sets a standard most other agencies would find difficult to match. Andrew and Kellie’s service is built on strong team work, and a total commitment to meeting each client’s specific needs. With his vast experience, tailored marketing, extensive network of contacts and the support of the respected Belle brand, Andrew is perfectly equipped to provide a premium service that translates to premium results which always exceed expectations. His concern for his clients is paramount as well. “I always ask them a lot of questions, because it’s important that they understand that I really care about their situation.” Andrew credits his football background for the drive that has vaulted him to the top of his industry. “I moved to England when I was eighteen,” he says. “I think the competitiveness of the sport is very similar to the competitiveness of real estate. The discipline of playing sports has also helped me quite a bit with what I do now.” Consistently ranked among the top 100 real estate agents in Australia, Andrew can boast a stunning rate of over 60% return and referral business, Andrew’s team of seven agents understand the importance of meeting their client’s needs. “They trust us,” says Andrew, “and that is what keeps them coming back.” This trust is warranted, as Andrew possesses a

strong presence in the Hills area and has a strong commitment to the community. A determined, self-assured agent, he also possesses an intimate knowledge of the area’s people and its properties, having moved to The Hills in 2001. What Andrew enjoys most about his job is the interactions he has with his clients. “I like helping people the different stages of life,” he says. “Selling to first-time home buyers or young professionals coming into the market for the first time, and then working with them as their family grows and they move on to bigger homes. Or the older couple whose children have all moved out and they need to downsize. It’s incredibly rewarding.” When he’s not working, Andrew is adamant about enjoying life. Having survived a recent cancer scare, he understands the necessity of balancing work and play. Traveling is a passion, both domestically and abroad. Living a healthy lifestyle assists him with maintaining the energy levels his career demands, and to that end he trains every day and participates in Ironman Triathlons with the goal of reaching the World Championships in Kona. “This is my hobby,” he says, “and it helps keep me mentally fresh for work.” Giving back to his community is important as well, and his team sponsors and donates to multiple causes and events. As for the future, Andrew and Kellie are focused on lifting up the agents on their team. “Kellie and I have had plenty of awards over the years, but now we want to see these newer faces in the industry excel. That’s our primary goal. When asked if he has any advice for up and coming agents, Andrew replies, “Live every moment and have fun. Don’t get caught up in trying to make every moment about making money. You need to live your lives as well, and enjoy it.”

For more information about Andrew McDermott, call 02 9899 7997 or email Andrew.McDermott@BelleProperty.com Top Agent Magazine

Body Language: How to Read Your Prospect Like a Book!

By John Boe Are you aware that your body language gestures reveal your deepest feelings and hidden thoughts to total strangers? The very first sale you must make with each new prospect is to “sell yourself”. If your prospect doesn’t like or trust you, he or she will never even remotely consider buying your product or service. Understanding body language gestures will help you build trust and rapport quickly with your prospects and customers... face-to-face or over the phone. 18

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Body language is a mixture of movement, posture, and tone of voice. Top sales reps and the most successful managers recognize the importance of nonverbal “buy signals” in the selling process and have learned to “listen with their eyes”. They understand the power of body language and know how to use their gestures and voice tone to establish trust and build rapport quickly. Body language research shows that nonverbal communication has a much greater impact and reliability than the spoken word. Therefore, if your prospect’s words are not congruent with his or her body language gestures, you would be wise to rely on the body language as a more accurate reflection of true feelings. The good news about body language is that you were born knowing the information. This explains why people from different cultures can communicate effectively without having to speak a single word. In the animal kingdom, every cat, dog, bear, horse, etc. on the planet will use the same body language gestures to communicate with each other. For example, when an animal is angry, they will pin their ears back flat against their head. Even though people understand body language instinctively, the meaning of “finger gestures” may change from one culture to another. Finger gestures, such as the V for victory sign or the okay gesture are “learned gestures” created by the culture and the meaning often varies from country to country. For example, on January 23, 1968, the USS Pueblo, a Navy intelligence ship, was engaged in a routine surveillance mission off the North Korean coast when it was intercepted by North Korean patrol boats. The 83-man crew were captured and imprisoned in Pyongyang, where they were interrogated and beaten. In an attempt to gain propaganda value from the crew, the North Koreans conducted a news conference. When photographed during the press conference, some of the ship’s crew expressed their disdain for their captors by sticking out their middle finger. While this finger gesture was noticed by the North Koreans they didn’t understand the disrespectful meaning that the gesture implied. After the photos were released worldwide and the meaning Top Agent Magazine

of the finger gesture was revealed, the North Koreans were politically embarrassed and severely beat the crew. During your sales presentation, it’s critically important to get started on the right foot. Research shows that we decide in the first few moments whether we like someone or not. Yes, we also judge a book by its cover too. There’s absolutely no substitute for a positive first impression. Create a favorable first impression and build rapport quickly by using open body language. In addition to smiling and making good eye contact, you should show the palms of your hands, keep your arms unfolded, and your legs uncrossed. Body language is

a mixture of movement, posture, and tone of voice.

You can build trust and rapport by deliberately, but subtly, “matching and mirroring” your prospect’s body language in the first few minutes of the appointment. For example, if you notice that your prospect starts off the appointment by crossing his or her legs and sitting back in the chair, you should match them by crossing your legs and sitting back in your chair as well. After you believe you have developed trust and rapport, you can verify it by seeing if your prospect will begin matching your gestures. Try leading your prospect into a more open and receptive body language posture by uncrossing your legs and leaning towards the table. If you notice your prospect subconsciously begins matching your body language gestures, congratulations, this indicates that you have laid the foundation of trust and rapport. Conversely, if you notice that your prospect is mismatching your body language gestures, you know trust and rapport has not been established and you need to continue the “matching and mirroring” process. Be mindful to evaluate the flow of “gesture clusters” rather than isolated gestures taken out of context. Listed below are some important body language gestures that you need to become familiar with. There are two basic categories of body postures; Open/Closed and Forward/Back. In an open and receptive body posture, arms are unfolded, legs uncrossed, and palms are exposed. In a closed body posture, arms are folded, legs are crossed and the entire body is usually turned away. 20

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Body Movement Gestures • Leaning back and closed = Lack of interest • Leaning back and open = Contemplation and cautious interest • Leaning forward and closed = Potential aggressive behavior • Leaning forward and open = Interest and agreement Head Movement Gestures • Head neutral = Neutral and open attitude • Tilted back = Superior attitude “looking down your nose” • Tilted down = Negative and judgmental attitude • Tilted to one side = Interest Facial Gestures • Eye rub = Deceit, “see no evil” • Looking over top of glasses = Scrutiny • Nose rub = Dislike of the subject • Hand or fingers blocking mouth = Deceit, “speak no evil” • Chin stroking = Making a decision • Thumb under chin with index finger pointing vertically along the cheek = Critical judgment Are you missing your prospect’s buy signals? As a professional salesperson you must continuously monitor your prospect’s body language and adjust your presentation accordingly. By understanding your prospect’s body language gestures you will minimize perceived sales pressure and know when it’s appropriate to close the sale! “As the tongue speaketh to the ear, so the gesture speaketh to the eye.” – King James the First (1605) Copyright ©, 2016 John Boe. All rights reserved.

John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter available on website. Top Agent Magazine

Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental. Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite 22

easily into the daily hustle & bustle world of the busy real estate agent. First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening Top Agent Magazine

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts. These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument. Here are some examples of meditations you can try.

For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

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3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis. When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity. 23

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