Australia 6-26-17 by Top Agent Magazine

AUSTRALIA EDITION

5 Sure-Fire Ways to GET MORE REFERRALS 5 SOCIAL MEDIA MISTAKES Real Estate Agents Must Avoid How to Throw a CLIENT APPRECIATION Event No One Will Forget Turning Your Profession Into A PASSION

FEATURED AGENTS

JENNIFER CASTLE CANDICE CATTELL JARED HODGE ADAM MOORE PAUL MURPHY FRANK PERRI JACQUELINE LACEY BERNADETTE SIMIC ELLIOT STANSFIELD MARK STOTT

COVER STORY

PHILLIP ALLISON

AUSTRALIA EDITION

PHILLIP ALLISON 31

JENNIFER CASTLE 35

CANDICE CATTELL 40

JARED HODGE

ADAM MOORE

43 BERNADETTE 44 47 ELLIOT SIMIC STANSFI JACQUELINE LACEY

After graduating from Universi While she Jones was pregnant with her second market herJac lis Jacqueline Lacey of Noel This client loyalty is To based, says Elliot went into management child,is Bernadette herwhat auspiadstalking across all ma Property Management a dedi- Simic we got know we’re abou large brand companies cious start in the real estate industry. At name to potea cated professional who has made industry, typically invisibility Victoria mor the time, her husband Dennis wasquickly hard climbing comprehensive was the rana a name for herself atand her team guilty of hiring young, inexperienc work as an estate agent, sobut Bernadette visit one or t he wasn’tonly 100% satisfie as being among thewisely very decided best into earn poorly. Clients got tired of her own license ket.entrepreneur To not stayhavin in to His drive and his the Melbourne area, providing that wespirit have wonreally customer service and lend a hand in the family business. connects by phon were pushing him Thirteentoyears and munication stead top-notch client service bothlater, Bernadette that vision, is her what sets us apart.” start his own business. “Initia PAUL MURPHY BERNADETTE husband ELLIOT MARK STOTT FRANK PERRI JACQUELINE Mornmonthly videos t property owners and tenants now alike.lead Ray White I had started a business tradi SIMIC STANSFIELD LACEY ingside as the Property Management and helpful infor One typical review of their services markets, of team, mine suggested I mig Principal and Principal, financial respectively. Backedbut bya afriend capable Becausethat Bernade Working out of the Camberwell office of the highly respected with Jacqueline and the enjoy realand estate, andbe he happier was right. 7 years years of hard-won industry insight, an authentic affinity forHere her I am variety of later investa Noel Jones company, daily Jacqueline heaps praise upon her team who have always showed I couldn’t be happier with my decision.” work, Bernadette has cultivated a flourishing career amidst ingful, as theythe r highly committed staff of fifteen. “I’m very fortunate,” she and dedication in managing our inv Brisbane’s lively real estate market. of the long-term CONTENTS Elliot has become an award in winning agent, ismost cons she loves ab says, “because each of them is a consummate professional, queline particular haswho made own helm of name Ray White property management like knowing honored his production levels.very Elliot has livh and each TURNING of them works At asYOUR iftheit’s their ontently theMorningside’s door, as if for whilst living abroad easy. Wetha 4) 5 FRESH NEW 21) 37) REACHING THE wing, Bernadette primarily the eastern ofShore Brisbane’s enjoyable and in serves Sydney’s Lowerportion Northour for over 15 yearsagent andrew ha it’s their business.” with previous managing APPROACHES TO PROFESSION metro INTO MILLENNIAL MARKET area. She works ahead of a team of seven,of including aSydney, fellow Crows help others. We’r in-depth knowledge North Nest, Neut over she has always given us the p property manager, a salesBay, administrator, assistants, and an admin- Point. people and ensur CONTENT MARKETING Ateam PASSION THROUGH SOCIAL McMahons Point and Milsons Nothandling only do The serves the Eastern of Melbourne, She is always efficient in istrativesuburbs staff. Together, Bernadette which and her team members manage a positive outcom Elliot excel at selling property, he’s also able to sell a lifesty MEDIA includes Camberwell andandneighbouring Hawthorn, Burwood our rosters property and effectively comm operate a sizable portfolio, among the largest in Brisas well. Elliot’s in this market combined withtoh 13) 5 SOCIAL MEDIA 25) and GlenHOW Iris, and TO is well for the stylish facades of knowledge us. No detail baneknown and a testament to the caliber of their service. They offer is thetoo small While or Raytask White exceptional marketing skills IN is routine how he delivers results full spectrum of property management amenities—from ence in their easth MISTAKES REAL ESTATE theOVERCOME YOUR 41) ARE YOU Victorian and Federation-style homes that line its leafy highly recommend Jacqueline and have earned him a remarkably hightenpercentage of repeat a inspections, maintenance, and lease renewals, to fielding new maintains a conn boulevards. According toFEARS the company’s website,OR this isOUT? the well team.” AGENTS MUST AVOID WORKPLACE referral business. ants and coordinating with landlords both local and remote. With a civic and charita Melbourne of old; calm, confident and well-mannered. “There robust rate of repeat and referral business in place—amounting to a to the Starlight C are29) also quite a few new developments,” says Jacqueline. Jacqueline herability team aredeliver adama 17) IS BRANDING THE COACHING 9-1-1 33) SURE–FIRE sizable 60%—Bernadette brings a knack for details, responsiveness, tion that brings jo Another key5to Elliot’s success and is his to their community, and to that endals th and interpersonal communication to the table. is“I’mchildren. She exceptional experience to his clients. really focused WAY TO TAKE YOUR WAYS TO“Communication GET MORE Currently managingTO 1,100 properties, Jacqueline’s team proOvarian Cancer Australia (OCA), a aTHROW major factor in this business,” she explains. “So, I make sureand businesses in the 33) HOW A providing good service. I offer open constant commu BUSINESS TO THE REFERRALS I pick up the phone, understand my clients’the needs, and respond munity within B vides end-to-end property management services, including have donated close to $150,000 in cation throughout entire process, my clients are aware CLIENT APPRECIATION While every everything tenant, andhappening property hours, Bernadett NEXT LEVEL? bi-annual comprehensiveefficiently.” reports, maintenance and landlord, maintea greatispartnership,” says Jacqueli that’s atdifferent, all times. I’m really focus EVENT NO ONE the common denominator among all of Bernadette’s professional children, explori nance follow-up, full accounting services and on weekly market find athat cure.” Thefor company supp the detail and I think makes a good also experien relationships and duties is simple: effective communication and outdoors. WILLreports FORGET I’ve had people list with me after attending one of my op analysis for theirconsistent clients. follow-through. charities, including organizing a foo Likewise, she is adept in listening and houses, because they see how much I care about going abo and underprivileged at Christmastim ascertaining her clients’ individual needs and tailoring her services Equipped with m With over 80% of their accordingly. clients providing referrals, JacqueWhat’s more, ensuring that those she serves are up-toalism, along with Phone 888-461-3930 | Fax 310-751-7068 datesomething and in compliance with regulations and industry developments futureto is bound to line’s team is clearly doing right. “We’ve received But it’s the commitment providi keeps tenants andfrom landlords confident, secure, and satisfied. at Ray Whi referrals not just from landlords, but tenants as well. of client service that team has vaulted the mag@topagentmagazine.com | www.topagentmagazine.com We survey both tenants and landlords, and around 97% have team to the top of the property ma us withwhatsoever an exceptional rating.” Jacqueline, No portion of this issue may be reproduced provided in any manner without prior consent of the publisher. Top Agent“It’s our experience and Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published materials, Top Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. To subscribe or change address, send inquiry to mag@topagentmagazine.com. Published in the U.S.

PHILLIP ALLISON

ADAM MOORE

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To learn more a

0434 527 505, email e To learn more aboutcall Bernadette Simic visit RayW www.

mailto:mag@topagentmagazine.com

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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?

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 Top Agent Magazine

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. 6

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PHILLIP ALLISON 7

PHILLIP ALLISON When Philip Allison was just out of school, this natural people person entered the service industry, working in restaurants, while he figured out what he wanted to do career-wise. He became intrigued with the real estate industry, and after getting his license, he got a job working with one 8Copyright Top Agent Magazine

of the premier real estate agencies in the area as a receptionist. â&#x20AC;&#x153;I used that job as an opportunity to really learn everything I could about the business. I was always doing extra work for agents, helping them with open houses, even staying after hours for them. Real estate became my passion, Top Agent Magazine

and I’ve been hooked ever since.” In 2014, Phillip became a full time agent with the prestigious Belle Property agency and currently leads a small team there. “There are four of us including me, and my brother Chris. It’s always been our dream to work together, so it’s pretty exciting to see it come together.” Phillip specialize in serving the Ryde District, and in a short time has become one of the area’s most in-demand agents. Key to Phillip’s remarkably fast success has been his ability to combine experience with a youthful energy that is unique in the industry. “It’s really been the perfect mix. I have a lot of experience in the industry, that goes back before I was a full time agent, but I’m still young and have the passion and drive to really give a level of service that truly goes above and beyond. Our motto is that each and every property gets sold as if it were our own. We hold daily and weekly meetings, where we discuss how we can improve our service and our results. We really care about Top Agent Magazine

giving it our all. Part of that is maintaining good relationships with clients long after the active transaction. We want to be a resource for them always. We believe 100% that if you focus on people first, the money will come.â&#x20AC;? Part of the unsurpassed service that Phillip offers his clients is with his marketing packages, which includes helping to prepare the property for listing. Clients have access to the teamâ&#x20AC;&#x2122;s recommended vendors and can even have a team member help manage any Copyright Top Agent Magazine Copyright 10

remodelling projects or repairs, if needed. Clients also enjoy the distinct advantage of Belle Propertyâ&#x20AC;&#x2122;s shared database and extensive international network that attracts more out of area buyers than most agencies. This leads to higher sale prices and less time on the market. Phillip and his team are actively involved in supporting their community. They sponsor several local sports clubs and every season they organize an initiative to give back, such Top Agent Magazine

“Our motto is that each and every property gets sold as if it were our own.” as collecting blankets and warm clothing for the homeless in the Winter. When he isn’t working, Phillip enjoys playing golf and spending time with his friends and family.

everything they can to help more people. “Our goal is to always provide an exceptional experience for our clients. Everyone deserves the level of service that we provide. I love what I do. Helping people make The sky is truly the limit for Phillip and what can be tough decisions is a privilege. I his team, as they continue to grow their love being a part of that process and helping business, improve their service and do my clients move forward in their lives.” Top Agent Magazine

To learn more about

PHILLIP ALLISON call +61-401-224-883 or email phillip.allison@belleproperty.com Copyright Top Agent Magazine 12

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SOCIAL MEDIA MISTAKES

Real Estate Agents Must Avoid There is perhaps no greater marketing tool for agents these days than having a large presence on social media, but there is more to social media marketing than just opening an account and gaining followers. A lot of agents forget the social part of social media. Itâ&#x20AC;&#x2122;s all about engagement, but it needs to be the right kind of engagement. This can often be the first impression potential clients or industry peers have of you, so make it count. There is no second chance to make a first impression, and that is especially true for real estate agents. Hereâ&#x20AC;&#x2122;s just a few things you want to avoid.

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13 Top Agent Magazine

1 Using it to Vent

Social Media is a great place to complain and commiserate about things, but save that for your personal page. A real estate transaction is already a stressful ordeal, the last thing anyone wants is someone who seems like they’ll bring a negative energy to the process. Even worse? Bad mouthing other Realtors® or listings. You’re selling yourself and your skills, so don’t sell anything that shows you in a bad light. Much like marketing a property, everything you put out should be professional and inviting.

Lack of Consistent Branding

Yes, social media is about social engagement, but it’s also about creating brand recognition. While you don’t want it to be purely promotional, you are running a business, so create a consistent branding across all social media platforms. If you can afford a professional graphic designer to help you out with this, that’s great. But at the very least, have the same profile pic, cover image and highly visible contact information, across the board. And don’t forget to share links to your other accounts, some people prefer different social media applications.

3Not Posting Enough

It’s good to create a schedule of how many times you’ll be posting per day and to pick times when you might have the most engagement. Don’t over do it, but three posts a day at the right time, tends to be a good goal. There are numerous tools on Facebook, for example, that

can let you see when interactions are the highest. Stick to your schedule and adjust accordingly. It’s also important to not just post your listings. Be a resource for people who follow your page. Post community events, or other informative articles that are relevant to home ownership. Be a page they want to follow even when they aren’t buying or selling a property. They’ll remember you when the time comes.

Not interacting With Your Followers

It’s called social media for a reason. The more you engage with your followers, the more they see you as a real person, and not just a marketing tool. Not only do you get to know your past clients and potential clients, on Facebook, engagement actually will make your posts seen by more people. So it’s a win/win.

Not Sharing or Linking to Others

It might not seem like a good idea to not promote the blogs, pages or listings of other people, but it’s not only an excellent way to build goodwill, it will also increase your own presence when they reciprocate. So make a point to share posts and links for local businesses and even the blogs of your peers, if it’s a post that offers valuable insight into an expertise you don’t have. That will encourage them to share your posts and even your listings, which will increase your potential buyer pool. This is another incentive to create your own blog. Unique informative content is always of value, and more likely to be shared than promotional links.

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JENNIFER CASTLE

JENNIFER CASTLE Jennifer Castle got her start in the real estate industry back in 2006, just after graduating from university with a degree in marketing. After launching her career as an agent, Jennifer earned swift success, but after a few years she decided to expand her professional experience and transition to a role marketing for small businesses. Fast-forward to 2013 and Jennifer—equipped with a hands-on understanding of effective marketing techniques— decided to re-enter the real estate industry. Now, Jennifer is at the helm of a prospering career, guided by the tenets of forthright communication, professionalism, and proven follow-through. Primarily serving the Fremantle area, Jennifer works as a solo agent with an assistant on staff at her office. Acting as the main point of contact for all client interactions, Jennifer begins each transaction by establishing mutual trust and respect with those she serves. Likewise, she makes clear communication a priority in her approach to the agent-client dynamic. In a competitive housing market, Jennifer makes it a point to set appropriate expectations before applying her patented marketing expertise to ensure homes sell quickly and at the highest value possible. What’s more, with her high rate of repeat and referral business, Jennifer’s commitment to honesty and integrity wins steady business. “I keep it real,” Jennifer explains, “I want to help my clients, so I make myself accessible and stay involved.” Even in a seller-oriented market, Jennifer establishes positive relationships with buyers, ultimately leaving each party feeling that they’ve been treated fairly and with respect. In fact, her clients come away so pleased by her performance that Jennifer enjoys a number one spot in recommendations and customer feedback in her two core farm areas on RateMyAgent, an independent ranking site for real estate professionals. Jennifer’s approach to marketing her listings is both strategic and personalized to each property, incorporating her degree and

practical experience to produce results. “I love the creative side of real estate,” Jennifer says, “transforming someone’s house into a beautiful product that a buyer will connect with.” To make homes memorably ready for market, Jennifer hires stylists where needed, and is an expert at creating elegant and immersive property photos. Home tour videos are shot in the style of Better Homes & Gardens editorials and yield high view counts online. Each property is then distributed across multiple online listing platforms, not only reaching a multitude of potential homebuyers, but also making a striking digital first impression. “I love getting the best out of the market for my clients,” Jennifer says. “I am gratified by the joy I can bring people—having them walk away feeling like they had a great experience.” To stay in touch with past clients, Jennifer enjoys getting creative and hosting competitions to bring the community together; one recent example was a Valentine’s Day “Love Poem for Your House” contest. She also makes time to check in by phone and frequently runs into past clientele around her small town. Outside of the office, Jennifer contributes her time as an auctioneer to fundraise for a dog shelter in Thailand, and also serves on the Community Council Board for South Fremantle. When she finds free time in her schedule, she loves to rock climb and enjoys traveling to new rock climbing locales whenever possible. Embracing the great outdoors, Jennifer also relishes paddle boarding and diving to unwind in her spare hours. As for the future, Jennifer plans to further grow her business, always seeking out new ways to take on additional leadership roles in her current company. Furthermore, Jennifer has plans to continue training and sharing her knowledge with up-and-coming agents and expanding her own creative reach. With close to a decade of multifaceted experience earned—along with an undaunted energy for her daily work—the years ahead are sure to remain bright with promise for Jennifer Castle.

To learn more about Jennifer Castle, visit acton.com.au, email jennifer.castle@acton.com.au, or call +61- 414 - 572 - 440 www.

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Is Branding the Way to Take Your Business to the Next Level? Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? Especially if you’re starting out and haven’t built up any repeat and referral business yet. Top Agent Magazine

When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, long a staple of Corporate America, is also an invaluable tool for those in the real estate industry as well. Understanding branding and being consistent about it, is one way to insure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent—YOU. 17

SO WHAT EXACTLY IS BRANDING? Branding is a long term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it’s is the same thing as marketing. While the two go hand and hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way Everything from your logo, to your website

to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course then you have to do is make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals. Every brand is strengthened when it is built on a foundation of integrity and trust.

CREATING A BRAND Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap. This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or 18

not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, picture and information, should be consistent across all social media platforms, marketing materials, advertising and websites. If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take. But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised. If done right, soon you’ll become an in-demand agent whose name is synonymous with success! Top Agent Magazine

CANDICE CATTELL

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CANDICE CATTELL Top Agent Candice Cattell of Stone real estate in the gorgeous ocean-side community of Manly in NSW is, for good reason, the most-recommended agent working in her area. Her commitment to honesty, integrity and the highest levels of client service almost guarantees that she’ll be sitting in that top spot for the foreseeable future. Candice began her career in real estate nineteen years ago. “I went straight into the industry after school,” she says. “I’ve always had a passion for sales. I have a competitive drive, and I just love getting to know people and their life experiences, so it’s a perfect fit for me.” A focus on exceptional client care is one of the many factors that have propelled Candice to the top of the real estate industry, and she and her small, dedicated team are committed to giving each and every client their full attention. “I love that our vendors and buyers can call at any time and reach a member of our team, and get any information they need. We all work really well together.” Candice’s legacy of providing for and caring about her clients has resulted in a business that is based entirely on referrals and repeat customers, and has negated the need for any prospecting. “I always make an effort to establish strong, long-lasting friendships with my clients, and I always go above and beyond to make sure they have an amazing time when working with me,” says Candice. “I want them to have a stress-free experience that makes them feel confident about moving to the next chapter in their lives. You need to take time to understand each client, the past experiences of each client. Each client is different than the last, and once you understand them it shapes the way you shape your campaign.”

Staying in touch with past clients is of paramount importance to Candice, and to that end she sends out yearly anniversary and Christmas cards to all her past customers. While other agents often rely on technology to stay in touch, Candice prefers a more personal, old-school approach: the telephone. “I feel it really works better in maintaining the relationship. After a while, when you’ve been checking in with them for a while, it’s like calling a distant relative and asking about their kids and their pets.” Candice is a skilled negotiator, and focuses on correctly pricing a property based on thorough research and recent sales. She then ensures that the property is presented properly, and utilizes cutting-edge marketing techniques to market each of her many listings. “All the photos we use are magazine quality, and our company is using new software that is revolutionizing the way marketing is done. Among the many things it allows our clients to do is to access a tool that lets them virtually renovate the kitchen online.” When she’s not working, Candice loves nothing more than spending time with her seven-year-old son. She also enjoys vacations, and is a yoga aficionado. In addition, she finds it incredibly important to give back to her community, and to that end sponsors a surf club for local children. “Our lives in Manly completely revolve around the beach, and I like to know I’m helping children learn to be safe out among the waves.” Candice has many plans for the future of her business, but chief among them is her desire to continue providing her many clients, old and new, with the very best customer service available.

For more information about Candice Cattell call +61- 417 - 311- 777 or email CandiceCattell@StoneRealEstate.com.au Copyright Top Agent Magazine 20

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Turning Your Profession into a Passion The old adage goes that if you do what you love, you’ll never work a day in your life. On the other hand, it’s easy to get bogged down in the day-to-day worries and responsibilities of your career, even if you generally enjoy what you do. While there’s no guaranteeing that every day on the job will be a picnic, there are a few steps you can take to vastly improve your morale and transform your profession into a passion. After all, cultivating a passion for what you do will not only add to your quality Top Agent Magazine

of life, but will likely make you more successful in the long run. BUILD YOUR BASE OF KNOWLEDGE Knowledge builds confidence, and confidence breeds success. A sure way to light a fire in your heart for your daily work is to challenge yourself to learn more and expand your understanding of your field. By doing so, you equip yourself for success, create challenges, and find the most inter-

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esting features of your work—especially those that most appeal to your interests and talents. Try reading the top five books on the topic of your industry, or subscribe to a podcast where thriving professionals offer their two cents. Either way, learning more about your industry is bound to reveal a source of inspiration worth pursuing. THINK ABOUT THE BIG PICTURE

and excelling in your field, you may find that others’ approaches inspire your own. Likewise, what you learn from other successful, passionate people in your field can help you shape your own office and work life, in turn creating more opportunities for you to fall in love with what you do, all over again. TAKE RISKS

CONNECT WITH LIKE-MINDED PROFESSIONALS

One of the biggest hindrances of professional passion is falling into a rut. Routines are familiar and everyday responsibilities vie for our energy. But the next time you tackle a task the way that you always have, take a moment and try to refresh your perspective—is there a more clever or efficient way you could approach this project? Even better: why not take the plunge and do the things you’ve always been meaning to—throw that client appreciation event you’ve put off planning, take the continuing education course you keep forgetting to register for, even try a creative activity that pushes you out of your comfort zone. There’s no better way to inject some passion into your life than by going outside your bubble and taking a risk.

Have you ever chatted with someone who was overflowing with energy for what they do? That sort of passion tends to be infectious—often causing us to beg our own questions about professional engagement. By participating in local organizations or networking with those who are active

Passion comes from all directions—from your own interior journey and from the world around you. To transform your profession into a passion worth having, invest in yourself and venture into the vast world around you. You’ll surely reap the rewards.

Sometimes reinvigorating your passion for your work is about looking outward, rather than inward. Gain some perspective and consider who your work helps in the long run. As a real estate professional—whether you work as an agent, broker, in mortgages, home inspections, or otherwise—your work positively impacts someone else’s home-sweet-home. You make a difference. While it may seem like just another day at the office, taking a moment to visualize exactly who you are helping in the world at large is a great way to add some motivational fire to your daily tasks.

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JARED HODGE 23

JARED HODGE What drives the consummate entrepreneur to keep trying, to keep growing, to keep creating new opportunities? For Jared Hodge, it is a combination of passion and the desire to inspire others to embrace the same level of passion that he does. Jared cannot help but to find and maximise opportunity. In doing so, as the leader of Ray White Gold Coast South, he has formed a thriving, real estate business meeting the full-service needs of residential and commercial buyers, sellers and investors. Having entered real estate in 2000 and opening nine Ray White offices since 2009, Jared is a hands-on principal of 11 franchises employing 43 agents and a total staff of 110. The entities of Ray White Gold Coast South provide one-stop residential and commercial real estate sales, property management, loan and financial services from real estate professionals who enjoy thriving careers. “Residentially, we work from the middle of the Gold Coast to Northern New South Wales,” says Jared, whose territory stretches from Gold Coast to Pottsville, along with some inland communities. From beachfront and backstreet units to waterfront properties to rural and farm properties, his residential agents provide strong market knowledge and experience. “Commercially, we go all up the Eastern seaboard with a focus on the Gold Coast,” he adds. Currently holding about 20% of the total market share, and expected to grow, the Ray White GCS Network sells more than $500 million annually. Jared’s Ray White GCS Network is truly a full-service, one-stop shop for real estate. “We can facilitate anyone right through the entire process,” says Jared. “I’ve even got four loan brokers and a financial planning business as well.” No competitor can come close to what Jared and his team offer. He also runs an in-house, personalized printing shop through which the company produces all marketing materials for every listing. “It’s a stand-alone print business and we’re already print for 12 other real estate offices as well,” says Jared. Jared’s goal is to really change how real estate is done on the Gold Coast. He believes that to ensure the growth of each agent and each office, it is important to return to empowering agents with leads. “An office needs to supply lead generation to give agents opportunities to succeed.” To ensure this success for his agents, Jared formed a prospecting team in March 2017. “In the month of May, we generated 485 appraisals for the team,” he explains. Those appraisal leads convert to relationships, with each agent’s prosperity further fueling the growing business. www.

Through Jared’s affiliation with the Ray White Supergroup, agents and customers also gain Copyright Top Agent Magazine 24

access to robust resources for marketing sales and rental properties through Ray White’s online real estate portals and several third-party portals. Partnership agreements with international online real estate portals allow vendors to enjoy upgraded listings, featured properties, email marketing, foreign-language brochures, websites and mobile sites. Jared also runs an in-house social media practice, through which Ray White GCS provides target marketing through Facebook, Instagram and more. “Our prospecting team calls homeowners around the listing; we also do brochure drops and advertise in the local papers.” Currently not selling personally, Jared says his job is to serve and support his staff, making sure they have everything they need to grow. “I love what I do. I love building a business and creating a safe place for agents and teams to enjoy working,” says Jared. Emboldened by stories he hears of agents at other companies being treated poorly or not being paid, Jared fosters a positive, supportive environment filled with people who are passionate about their work and have fun serving customers. Whist providing customers with the best real estate services teams possible and looking after the needs of vendors and landlords, Jared’s business continues to grow. “I’ve also just started a conveyancing and law business,” he adds, describing more value he provides to buyers, vendors, investors and agents alike. He admits he doesn’t stop – except for time with family, plus scheduled travel every 90 days. “But I love my work. I like growing people, creating a vision and building something that wasn’t here yesterday,” he says. “If you have the discipline to do it, it just comes. But you have to have the passion.”

To learn more about Jared Hodge, visit raywhitecommercialgcsouth.com/agent/jared-hodge, email jared.hodge@raywhite.com or call 0404 809 580 Top Agent Magazine Copyright Top Agent Magazine

How To Overcome Your Workplace Fears Fear is something that can help protect us from danger, but it is also something that can be a hindrance to us in our lives, especially when it keeps us from potentially thriving and growing as a person. This is especially true in the workplace. Here’ a look at some proven ways to overcome common workplace fears.

ASSESS THE FEELINGS BEHIND THE FEAR

Really owning the emotions that are putting you in a place of fear, is the first step. By just naming it and then talking it out in your head, what exactly you’re feeling and why, it can help deflate the fear. Think of it as releasing some of the fear into the ether. Yes, you’ll still be nervous about your presentation, but a lot of what was holding you back is gone. You’ll feel lighter, and hopefully have just enough butterflies to make your soar.

TALK ABOUT YOUR FEARS WITH A TRUSTED CO-WORKER

Nothing can make you feel more isolated than going down the path of “This is something that only happens to me.” Trust me, it doesn’t, and you might be surprised to find out that some people have had it even worse. Talking to someone you trust and admire, hearing their own fear horror stories and how they overcame them, will help normalize what you’re feeling. Releasing yourself from the idea that it’s something about you, will be an enormous relief.

THINK OF THE WORST CASE SCENARIO

Although it might seem counter-productive, truly assessing what the worse outcome of the situation you’re afraid of serves two purposes. It might lead you to realize the worst case scenario isn’t that bad Top Agent Magazine

after all. Of course it could also lead you to a really uncomfortable thought, you could lose your job. As bad as that is, it also gives you an opportunity to start focusing on what really matters, and how you might grow from the experience and possibly end up better off. Countless people in their dream jobs now, were once fired and thought it was the end of the world. Hopefully, that won’t happen to you, but learning to have confidence in your abilities to always find a way, will be a great tool in overcoming fears.

COMPARTMENTALIZE

If you’re a super-organized type, you might try actually setting aside time in your day to focus on your fears. It might seem odd, but it will let you NOT focus on your fears during the other hours of your day. Think of it as a task, you aren’t just sitting there worrying, you’re taking in your fears and figuring out ways to overcome them.

START THINKING OF YOUR FEARS AS OPPORTUNITY FOR GROWTH

Start thinking of fears as challenges. As scary as it might seem to face them, for the most part they are things that can be fixed. A lot of fear is based on inexperience which leads to a lack of confidence. A common fear is workplace evaluations. Instead of looking at it as hearing everything that is wrong about you, think of it as an opportunity to see where you can improve. Going into it with a positive attitude rather than a defensive posture, will make the whole thing better for both parties. Overcoming fears is oftentimes about a simple attitude adjustment. Like anything it takes practice, but the results of that practice will lead to a life that you’re able to thrive in both personally and professionally.

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ADAM MOORE 27

ADAM MOORE Before finding his way to a career as an agent, Adam Moore led an accommodations business, investing in properties and garnering most of his experience through the buying side of the industry. When he transitioned to a new role as an agent, he was already well-equipped with market insight and interpersonal instincts, and he and swiftly ascended the ranks to become the thriving businessman he is today. Now, equipped with twelve years of experience, Adam has mounted a prodigious career based on integrity, unfettered communication, and an assured ability to deliver on his clients’ behalf. Adam primarily serves the Manly, New South Wales region, with the majority of his business based in the lower northern beaches and their surrounding suburbs. What’s more, Adam’s local roots run deep: as a resident and owner of multiple investment properties around town, he is afforded a first-hand grasp of the nuances at work in the local market. At his office, Adam is supported by a detail-oriented team that assists with administrative tasks and interfaces with prospective buyers round the clock. Altogether, his professional philosophy is defined by honesty and integrity, and Adam prioritizes transparency between himself and those he serves. From the outset of a transaction, he and his clients establish clear and realistic expectations, which ultimately allows for considered, even-handed decision-making. Of course, in a resultsdriven industry, Adam is consistent and capable in negotiating the best outcome for his clients, never hesitating to work afterhours to ensure a purchase or sale is a verified success. Having earned a lengthy background in investment properties, Adam’s keen eye allows him a distinct edge in a competitive industry. In fact, his ability to deliver is readily demonstrable in his 90% clearance success rate—an impressive feat. Furthermore, as evidenced by his robust rate of repeat and referral clientele, Adam’s commitment to client-centric care and cultivating lasting professional relationships drives his business forward. “I never over-promise in order

to earn business,” he explains. “I’m an honest, hard worker and I always deliver on my clients’ expectations.” To market his listings, Adam tailors his approach to reflect each property’s respective highlights. After homes are prepped for showcasing, Adam hosts a wine and cheese open house preview to get the word out within the local community. He also takes care to distribute listings across the leading digital listing platforms online, while staying engaged on social media to lend continued visibility to properties, both nationally and abroad. Likewise, Adam utilizes targeted marketing tools to lure specific demographics, sourcing the ideal buyer for each home. To stay in touch with previous clients, Adam celebrates home anniversaries and checks in by phone. He also hosts client appreciation events, astutely recognizing that generosity of spirit and face-to-face time go a long way to maintain connections with past clientele. In reflecting on his favorite aspect of his work, Adam says, “I love the people and I like the rush. I thrive on bringing a deal together and getting the best offer for my clients.” Outside of the office, Adam enjoys staying involved with the local community, particularly as a member of the Manly Business Forum, which aids in the success of local businesses. He also is a regular sponsor of local schools and is active with the Bold and Beautiful, a local swimming group that meets up in the morning before work. He’s recently taken up Bikram yoga, a practice Adam values for its calming, meditative qualities. As for the future, Adam plans to continue to invest in the Manly area, contributing to the local community and improving the region for all. In considering the long term, he sees himself working as an agent for as long as possible, having found a career that not only allows him to serve others in a positive capacity, but also one that he’s authentically passionate about. Driven by the same spirited affinity for his daily work that launched his early career, the future is sure to be bright with success and prosperity for Adam Moore.

To learn more about Adam Moore, visit adammoore.com.au, e-mail adammoore@stonerealestate.com.au, or call +02 8962 2200 http://

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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. 30

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PAUL MURPHY

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PAUL MURPHY Professionalism, expertise, ethics and skill. That’s what Paul Murphy is all about, and with his 28 years in the real estate industry, those qualities come naturally. “I’ve always believed in putting the client first,” he says, “in looking after their best interests. It’s important to understand that the negotiation process, marketing and strategy all play a big role in achieving the best outcome for clients. That understanding comes with experience.” And experience is what sets Paul apart. He doesn’t just sell a house, he gets the best price for his client, whether that client is a buyer, seller or property investor. He anticipates possible pitfalls and makes sure the process is smooth and efficient, from the first day to settlement day. Paul began his professional life in the eighties with several shops of his own, but soon he had had enough. Always interested in properties, he sold his shops and went knocking on the doors of real estate agencies. At the second door he was offered a job, and he’s never looked back! Now Paul and his team of five agents at OBrien Real Estate serve the Frankston area. Repeats and referrals account for about 45 percent of Paul’s business, and he often represents the children of his former clients.

out a quarterly newsletter containing an update about the marketplace and other useful information. At the end of the day, people are the reason Paul loves his work. “There is no better feeling in real estate than getting the outcome a client wants,” he says. “And then opening that bottle of champagne!” Sharing others’ joy, as he does, also translates to the community. He enjoys sharing his skills—it’s one way he can contribute to making his city a better place to live. He usually participates in one or two charity auctions each year as well. Paul’s length of time in real estate is almost matched by his time on the slopes. Snow skiing has been his passion for many years, and he goes as often as he can, which is very often. He likes taking walks, as well, and participates in an occasional game of golf. When life is good, there’s no reason to change it. Looking forward, Paul intends to continue effecting good outcomes for his clients. “I can’t see myself slowing down,” he says. “I still enjoy my business too much.”

His dedication has brought stellar results. Paul has earned the designation of Top Salesperson at four different franchises, including offices in Frankston and Patterson Lakes. In 2014 he was honored with a Top Producer award, which placed him among the top 3 percent of agents throughout Australia in sales volume. When it comes to selling a home, experience makes a difference, and that’s where Paul shines. He takes time to understand the property, where it sits in the market and how to get the best outcome. He puts a strategy in place that exposes the home to the highest number of buyers possible. Then he advertises on digital media such as RealEstate.com and Facebook, where he can target his audience. He still uses the local newspaper and print media, too, but finds digital media more effective. To stay in touch after a transaction closes, he uses a Customer Relationship Management (CRM) system and business cards, and sends 32

For more information about

Paul Murphy of OBrien Real Estate, Frankston, Victoria, Australia, visit obrienrealestate.com.au/paul.murphy, call 0411 356 255 or email Paul.Murphy@obrienrealestate.com.au www.

How to Throw a Client Appreciation Event No One Will Forget Clients are the foundation of any flourishing enterprise, and this is particularly true in real estateâ&#x20AC;&#x201D;an industry where relationships are central. Demonstrating your gratitude to former and current clientele is a winning way to cultivate your network, while upping your potential referrals and creating face-to-face time with the individuals that make your business tick. Keep in mind a few of the tips below as you stage a client event that will positively impact your brand, while conveying your appreciation to those who have driven your business all year. Top Agent Magazine

Supersize Your Guest List Inviting former clients to your client appreciation bash is only the first step in crafting your guest list. To really expand your sphere of influence, invite neighbors, local business owners and staff, old friends, family, associates, fellow alumni from your alma mater, and the like. Think of your client appreciation event as a celebration of business bringing people together. Expand your guest list and youâ&#x20AC;&#x2122;ll create a coveted, in-person opportunity to forge relationships and broaden your reach.

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An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost.

Consider A Sponsor Client appreciation events shouldn’t skimp on the details, but you don’t want to break the bank, either. To defray the cost of a client appreciation event, consider enlisting local businesses as co-sponsors. Not only does this approach ease the price tag of throwing a party, but it also creates an easy partnership between you and other entrepreneurs—widening your database and making for a memorable and generous event.

ship, or the Super Bowl is coming up quick, tailoring client appreciation events to already-established happenings can create an organic tie-in and boost your attendance numbers in the process. Throw a gingerbread house decorating party during the holiday season, or throw a barbeque during the Fourth of July. Capitalizing on a naturally occurring theme creates the opportunity for comradery between you and your guests. Apply A Personal Touch

Don’t Forget To Reward Your Employees An appreciation event may be geared toward your clients, but if done correctly it can also provide a fun-filled venue for your employees to enjoy a morale boost, as well. By encouraging your employees to cut loose at this celebratory event—instead of having them run interference all night—your team will feel appreciated and validated, too. Theme Your Event Whether the area’s high school sports team has made it to the state champion34

Invitations may seem like a small detail, but they shouldn’t be one-size-fits-all. Consider handwriting some of your invitations for the clients you remember well, or for business associates who you regularly partner with. Personalizing invitations to key players is the surest way to a confirmed RSVP. Cultivating your network of professional connections is an essential part of driving business, and client appreciation events not only create memories between you and your clientele, but also inspire your to step back, reflect, and give thanks to those who keep your business booming.

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FRANK PERRI

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FRANK PERRI Frank Perri’s passion for the real estate industry was first sparked while he was buying, renovating, and reselling properties of his own. However, it wasn’t until he reached the age of thirty-six that he decided to change course, transitioning from the hospitality industry to becoming a licensed agent. Considering his prior experience preparing homes for market, he made an immediate impact upon launching his new role as an agent, and since then: he’s never looked back. Today, Frank is equipped with fifteen years of experience and insight and is currently one of Ray White Manningham’s leaders as a Director and Auctioneer. There, he has built a client-centric enterprise driven by integrity, attentiveness, and consistent service that has earned multiple designations, including a spot in the top 1% of his group’s sales force. Frank serves eight suburbs within the Manningham municipality with his team of two other professionals. Together, they work closely to support and ensure the success of each transaction, down to the finest detail. In serving his clients, Frank cites his ability to listen as one of the key factors in cultivating lasting, productive relationships with those he serves. “You have two ears and one mouth for a reason,” he says. In all seriousness, being genuinely interested in his clients and applying attentive listening allows Frank to best ascertain their needs and deliver tailored results accordingly. The tenacity with which he approaches each deal inspires clients with a sense of confidence and security. What’s more, he never hesitates to work afterhours if it means his clients’ needs are met. “I’m prepared to do the hard work,” he says. “In this industry, there are simply no shortcuts. I’m honored and humbled when I’m given the opportunity to represent someone—so I don’t delegate the work. Instead, I guarantee my clients that I’ll be in attendance at every appointment.” Astutely recognizing that the most effective marketing is through positive word-of-mouth, Frank treats client with considered attention, remaining accessible and responsive throughout a transaction’s duration. As a result, Frank has earned an impressive 70% rate of repeat and referral clientele. “I tell the truth and

I operate with high integrity,” he explains. “People recognize that, and it continues to drive my business.” To market his listings, Frank utilizes both print and digital platforms. In either arena, meticulous attention is paid to the presentation of each home, while professional photography and copywriting make for a stunning and engaging display. Frank utilizes the leading digital listing platforms and targets specific demographics to ensure listings reach ideal potential buyers. Selecting appropriate printed media—from the local paper to area magazines—affords each property maximum visibility within the regional audience. Well aware of the rising professional benefits of social media, Frank also distributes listings through his online network. To stay in touch with past clients, Frank prefers to check in by phone to stay connected, offering updates on relevant industry changes and developments. In reflecting on the most cherished aspect of his work, Frank says: “I know it sounds corny, but I enjoy putting a smile on people’s faces and helping them begin the next stage of their lives.” Frank has parlayed his professional success into an active role in the community, giving back through participating in sponsorships of the area sporting club and local events that enrich the neighborhood. In his free time, he most enjoys spending quality time at home with his wife and children and taking a walk with his wife at the end of the day is one of his most cherished activities. He also relishes his family’s trips down to their holiday home, taking in the sea and enjoying the water. As a sports fan, Frank also attends football games and plays the occasional round of golf. As for the future, Frank plans to continue his steady growth, upholding the same dedication to client service that marked his entry in the business. Keeping solid work values in hand, while earning the respect of each person he serves, the years ahead are sure to inspire continued satisfaction for Frank Perri and his team.

To learn more about Frank Perri, visit raywhitemanningham.com.au, e-mail frank.perri@raywhite.com, or call +0414 680 483 www.

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#Reaching the Millennial Market Through Social Media by Bubba Mills

The old adage in marketing says if you aim at everyone you’ll miss them all. I know REALTORS® sometimes fall into the trap of attempting to reach everyone and then scratch their heads when they only hear crickets chirping. If you’re one of those (or even if you’re not), stick with me and I might be able to help you.

know how to reach them. For that part, I’ll share two words: social media. Many surveys have confirmed that social media is the Millennials’ dominant source of information, even above search engines. So the best way to build relationships and trust with Millennials is through social media.

The true beauty of social media is not only its reach but its implied advocacy. When Millennials find content they relate to, they share it with their The National Association of REAL- peers. So if one person shares your TORS® has found that Millennials message, it could instantly go to hunrepresent the largest share of recent dreds (or even thousands) of people buyers (32 percent of all buyers last with the inferred praise of the person year were Millennials). But here’s sharing it. the kicker: the overwhelming majority use real estate agents. Are If you’re not using social media, lights and bells going off in your again, check your pulse. Then start learning about social media and get head? If not, check your pulse. active on it. I promise it’ll be well So a great place to sharpen your worth your time. The big ones are marketing aim is with Millennials. Facebook, Twitter, Pinterest, Tumblr That’s half the equation—knowing and Instagram. You can Google each who to go after. The second half is to and get a feel for which ones make Let me start with one word: Millennials—those between the ages of 18 and 34.

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Many surveys have confirmed that social media is the Millennials’ dominant source of information. the most sense for you, but all of them have something to offer REALTORS®.

I’m proud of that because I know in this day and age anyone who sells anything must use social media.

Now I’m not one to toot my own horn, but for this topic I will only with the hope that you give what I say a little more weight. Last year, a national magazine named me to its 25 most connected professionals list.

So here are some tips you can start using to reach Millennials on their terms:

1. First, take time to understand social media. Join them (they’re free!) Top Agent Magazine

Millennials under stand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it.

and just take it all in. See what it’s all about and what kind of information people share. Spend at least several days learning before you share info. 2. Make sure what you share fits the specific social media outlet. For example, Facebook and Twitter are primarily personal tidbits, news and they’re both fairly casual, while Instagram is geared almost exclusively for visuals and photos. 3. Make sure your information is relevant and useful to improve the chance it gets shared. Millennials understand marketers and they’re open to their messages on social media—if the messages are relevant to their lives. Otherwise, they simply ignore it. Top Agent Magazine

4. Make it interesting. Instead of saying, ‘Gee, I have this great listing.’ Why not just share a picture of a cool looking wrap-around front porch of a house (that just happens to be one of your listings) that was built in the 1940s. Bubba Mills is co-owner and executive vice president 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 1800-957-8353 or visit us at www.Corcoran Coaching.com. 39

JACQUELINE LACEY Jacqueline Lacey of Noel Jones Property Management is a dedicated professional who has made a name for herself and her team as being among the very best in the Melbourne area, providing top-notch client service to both property owners and tenants alike. Working out of the Camberwell office of the highly respected Noel Jones company, Jacqueline heaps praise upon her highly committed staff of fifteen. “I’m very fortunate,” she says, “because each of them is a consummate professional, and each of them works as if it’s their name on the door, as if it’s their business.” The team serves the Eastern suburbs of Melbourne, which includes Camberwell and neighbouring Hawthorn, Burwood and Glen Iris, and is well known for the stylish facades of the Victorian and Federation-style homes that line its leafy boulevards. According to the company’s website, this is the Melbourne of old; calm, confident and well-mannered. “There are also quite a few new developments,” says Jacqueline. Currently managing 1,100 properties, Jacqueline’s team provides end-to-end property management services, including bi-annual comprehensive reports, maintenance and maintenance follow-up, full accounting services and weekly market analysis reports for their clients. With over 80% of their clients providing referrals, Jacqueline’s team is clearly doing something right. “We’ve received referrals not just from landlords, but from tenants as well. We survey both tenants and landlords, and around 97% have provided us with an exceptional rating.”

This client loyalty is based, says Jacqueline, on “the fact that we know what we’re talking about. I’m afraid that in this industry, typically in Victoria more than other states, was guilty of hiring young, inexperienced people and paid them poorly. Clients got tired of not having good service. The fact that we have won customer service awards, and that we have that vision, is what sets us apart.” One typical review of their services reads thus: “We could not be happier with Jacqueline and the Noel Jones Camberwell team who have always showed the utmost professionalism and dedication in managing our investment properties. Jacqueline in particular has made owning investment property whilst living abroad very easy. We had a negative experience with our previous managing agent and since Jacqueline took over she has always given us the peace of mind we require. She is always efficient in handling all matters in relation to our property and effectively communicates any issues with us. No detail is too small or task too big for her. We would highly recommend Jacqueline and the Noel Jones Camberwell team.” Jacqueline and her team are adamant about giving back to their community, and to that end they are Ambassadors for Ovarian Cancer Australia (OCA), and the Noel Jones Group have donated close to $150,000 in the last three years. “It’s a great partnership,” says Jacqueline. “Hopefully they can find a cure.” The company also supports a host of other local charities, including organizing a food drive for the homeless and underprivileged at Christmastime. But it’s the commitment to providing an unparalleled level of client service that has vaulted the Noel Jones Camberwell team to the top of the property management business. Says Jacqueline, “It’s our experience and our professionalism.”

For more information about Jacqueline Lacey and the Noel Jones Camberwell team, please call 03 9824 8222 or email Jacqueline.lacey@noeljones.com.au 40

Are You In or Out? by Barry Eisen

Have you ever felt like you’re doing all the right things but your wheels are just spinning? You’ve invested a lot of time into a business, a job, a relationship, a sport, a course of study, but the results don’t justify the effort or time. You have so much invested, you just can’t walk away. You can see the light at the end of the tunnel but it doesn’t seem to be getting closer. What to do, what to do? As a business/personal coach I hear feedback every week from those who feel frustrated, powerless, and stuck in one or more areas. The reasons, or justifications for continuing doing things they tolerate rather than love are many. But, like panic attacks, unless you address the issues and make changes they get worse and you get more of them. For most, not paying attention and continuing in the same direction is a mind numbing experience, which produces a low selfesteem and is a recipe for a boring life. Ask yourself the question, “What area Top Agent Magazine

or areas of my life am I tolerating and simply taking the path of least resistance?” In other words, “Where am I painting by the numbers?” (That’s a reference to the over 50 reader.) Without being defensive (that’s the part of the ego that says everything is all right and points the finger of blame outward rather than to the real inward source) are there areas in which you’d like to be more passionate, confident and more in tune? When I ask those who feel stuck or trapped if they know what to do to make the positive change, most everyone knows their own truths. Knowing and doing are very different. As Khalil Gibran once said, “To know yet not to do is to not really know.” And most are honest enough to admit that they’ve lost their vision of what was important and let distractions get in the way. (Damn those bright shiny objects!) A remedy that works most of the time is to refocus by identifying the area of concern, setting a short term goal 41

Visualize the success you desire. Top performers do this in every field. Do it too...with consistency.

(such as six months), creating a plan of action and following through like your hair’s on fire for that period of time. Six months simply represents a period of time to get past the learning curve of establishing new attitudes and actions. At the end of the six months, do a reality check. Is the success you’ve created by doing things right without excuses worth the effort you’ve put in? Or, was the victory not so satisfying? If not, move on to something else. But whether you stay focused on your successful makeover or decide to move on, you decide KNOWING, not playing mental gymnastics with yourself. Not knowing is the pain of guilt many carry. “What if?!” Passion, confidence and a positive self-esteem don’t develop by working on them, they happen by creating victories. Keys to getting unstuck: 1) Be willing to own your shortcomings 42

and poor attitude as well as your strengths. The truth CAN set you free. 2) Be teachable and open to learn better ways of thinking and acting. Learn from those ahead of you, not the ones behind you. 3) Associate with those who will support, not tear you down. 4) Consistently read or go to seminars, from those who have done their homework, to get new ideas and reinforce the basics. 5) Accountability buddies and coaching work. Live up to goals. 6) Visualize the success you desire. Top performers do this in every field. Do it too...with consistency. Barry Eisen teaches personal development seminars and coaches Southern California top producing REALTORS®. “Your business will never grow more than you do” is the theme; self hypnosis and behavior modification are the tools for playing a bigger game. barryeisen.com, barryeisen@LA.twcbc.com 818-769-4300 Top Agent Magazine

BERNADETTE SIMIC While she was pregnant with her second child, Bernadette Simic got her auspicious start in the real estate industry. At the time, her husband Dennis was hard at work as an estate agent, so Bernadette wisely decided to earn her own license and lend a hand in the family business. Thirteen years later, Bernadette and her husband now lead Ray White Morningside as the Property Management Principal and Principal, respectively. Backed by a capable team, years of hard-won industry insight, and an authentic affinity for her daily work, Bernadette has cultivated a flourishing career amidst Brisbane’s lively real estate market. At the helm of Ray White Morningside’s property management wing, Bernadette primarily serves the eastern portion of Brisbane’s metro area. She works ahead of a team of seven, including a fellow property manager, a sales administrator, assistants, and an administrative staff. Together, Bernadette and her team members manage and operate a sizable portfolio, among the largest rosters in Brisbane and a testament to the caliber of their service. They offer the full spectrum of property management amenities—from routine inspections, maintenance, and lease renewals, to fielding new tenants and coordinating with landlords both local and remote. With a robust rate of repeat and referral business in place—amounting to a sizable 60%—Bernadette brings a knack for details, responsiveness, and interpersonal communication to the table. “Communication is a major factor in this business,” she explains. “So, I make sure I pick up the phone, understand my clients’ needs, and respond efficiently.” While every tenant, landlord, and property is different, the common denominator among all of Bernadette’s professional relationships and duties is simple: effective communication and consistent follow-through. Likewise, she is adept in listening and ascertaining her clients’ individual needs and tailoring her services accordingly. What’s more, ensuring that those she serves are up-todate and in compliance with regulations and industry developments keeps tenants and landlords confident, secure, and satisfied.

To market her listings, Bernadette distributes paid, prioritized ads across all major real estate websites to provide maximum visibility to potential renters. Ensuring that digital listings are comprehensive and well-placed is essential, as many renters only visit one or two sites to discover new openings on the market. To stay in touch with clients past and present, Bernadette connects by phone and through e-mail to keep the lines of communication steady and open. She and her husband also produce monthly videos to aid their clients, highlighting market trends and helpful information for landlords, buyers, and sellers alike. Because Bernadette’s property management work caters to a variety of investors, these video tools are particularly meaningful, as they readily appraise current and potential owners of the long-term value of investment. In reflecting on what she loves most about her day-to-day work, Bernadette says: “I like knowing that I can meet the needs of my clients. It is so enjoyable and rewarding to be able to provide good service and help others. We’re a business that cares and we’re here to help people and ensure that things get done the right way and with a positive outcome.” While Ray White Morningside has established a positive presence in their eastern Brisbane neighborhood, Bernadette also maintains a connection to her local community through various civic and charitable engagements. She is an avid contributor to the Starlight Children’s Foundation, a nonprofit organization that brings joy, entertainment, and comfort to hospitalized children. She also makes a concerted effort to support local businesses in the area, contributing to a unified sense of community within Brisbane’s small business network. In her free hours, Bernadette enjoys spending time with her husband and children, exploring the city, and soaking up Brisbane’s scenic outdoors. Equipped with more than a decade of demonstrated professionalism, along with a genuine enthusiasm for her daily work, the future is bound to remain brilliant for Bernadette Simic and the team at Ray White Morningside.

To learn more about Bernadette Simic visit RayWhiteMorningside.com.au, e-mail Bernadette.Simic@raywhite.com, or call +0414 690 769 www.

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ELLIOT STANSFIELD After graduating from University, Elliot went into management in large brand name companies and was quickly climbing the ranks, but he wasn’t 100% satisfied. His drive and his entrepreneurial spirit were really pushing him to start his own business. “Initially I had started a business trading financial markets, but a friend of mine suggested that I might enjoy real estate, and he was right. Here I am 7 years later and I couldn’t be happier with my decision.” Elliot has become an award winning agent, who is consistently honored for his production levels. Elliot has lived in Sydney’s Lower North Shore for over 15 years and has in-depth knowledge of North Sydney, Crows Nest, Neutral Bay, McMahons Point and Milsons Point. Not only does Elliot excel at selling property, he’s also able to sell a lifestyle as well. Elliot’s knowledge in this market combined with his exceptional marketing skills is how he delivers results that have earned him a remarkably high percentage of repeat and referral business. Another key to Elliot’s success is his ability to deliver an exceptional experience to his clients. “I’m really focused on providing good service. I offer open and constant communication throughout the entire process, my clients are aware of everything that’s happening at all times. I’m really focused on the detail and I think that makes for a good experience. I’ve had people list with me after attending one of my open houses, because they see how much I care about going above

and beyond for my clients. My focus is always helping my clients achieve their goal, never the commission. I don’t make any decision that isn’t in their best interest even if it means advising them not to go ahead.” Elliot is also dedicated to staying at the forefront of all new technological advances, and uses them to great advantage. “I adapt to new technology very easily, so I’m always doing everything I can to improve efficiency and service. I use technology to stay in touch with my clients, past and present. I also use innovative techniques in my marketing and adopt a comprehensive approach to marketing a property. I still do print media, but I also have a large presence on the internet and social media, especially Facebook, where we’ve been very successful at getting maximum exposure for our listings.” Elliot is very active in his community and regularly volunteers through the Chamber of Commerce. When he isn’t working he enjoys spending time with his young family, who keep him on his toes. You can always find Elliot out and about in the city, enjoying everything that Sydney has to offer. Elliot has big plans for the future. He wants to build his presence in the marketplace, by ramping up the technology and improving processes, so he can ensure that his clients always have a level of service that is unparalleled. “I just really love dealing with people every day, and that was something that was missing in my trading business. There’s nothing better than helping people through a major transition in their lives and reaching a successful conclusion. Every day is different and interesting, and I feel truly grateful to have found my passion.”

To learn more about Elliot Stansfield

call 0434 527 505, email elliotstansfieldre@gmail.com or visit his facebook page at: www.facebook.com/elliot.stansfield 44

5 Sure-Fire Ways to Get More Referrals by Bubba Mills

Wouldn’t it be great if you didn’t have to market your services? Just serve and help clients all day—it’s why you chose real estate in the first place, right? To help people. But if you’re like most REALTORS®, you’re likely working your butt off just to get those clients. So what’s the answer? Referrals— from your current and past clients, family, friends and acquaintances. Imagine what your business would look like if everyone you knew gave you just one good buying or selling referral. Yeah, savor that feeling for a minute.

savings. Remember this: when you take exceptional care of your clients, they’ll do your marketing for free. Referrals are where the money is and here are five tips you can start using today to get more: 1. Make your service downright unforgettable. Past clients can’t refer you if they don’t remember you. Help them remember you by giving them memorable service. Take time to brainstorm ways to increase your service. Remember that referrals are earned, not paid for. By the way, I teach a seminar called Marry Me! Getting Your Clients to Say ‘I Do!’ that gives tips on how to offer service that yields referrals. Visit http://getbubbasnotes.com/marryme and get them free.

Run the numbers. Your average client who sticks with you is worth $25,000 if they move three times (first average commission is $5,000; they move in five years, that’s another $10,000 for the buy and sell. Same with the third 2. Cross promote and partner with move, another $10,000.) Then if the other businesses. Think about all the client refers two people, suddenly local businesses in your city and you’re talking $75,000. And that’s then ask this question: What can I without marketing, so add in that do to help those local businesses Top Agent Magazine

while promoting my business? Think coupons for your clients and leaving your business cards in their stores. 3. Think A.B.A.—Always Be Asking. If you don't ask, you don't get referrals. Add a P.S. to your email signature. Something like this: “P.S. If you know anyone thinking of buying or selling real estate, please tell them about ABC Real Estate and hit the reply button and tell us how we can help them!” Also, put some serious thought into your closing gifts. I’ve given Cutco Knives with my name engraved on the blades. Every time they use the knives, they think of me. Give gifts that have a shelf life. 4. Get involved in your community. People are more likely to refer to someone they believe is a good person – someone that gives back to the community. And remember, it’s not your signs all over town that make you a community icon; it’s what you do for your community. Volunteer at retirement centers, help rebuild and paint local parks, serve food at the local soup kitchen, take part in fundraisers and be seen at block parties and street picnics. 5. Show your gratitude when you do 46

get referrals. Thank your referrers for their help, and keep them updated on how the new relationship is going. The referral system is built on strong relationships and shared value. Share what’s on your mind. How much time are you spending to get referrals? Can you improve your referral numbers? If not, why not? What’s preventing you from getting more referrals? What successes or failures have you had with asking for referrals in the past? Please send any comments or questions you have to Article@CorcoranCoaching.com or http://www.facebook.com/Corcoran Coaching. Bubba Mills is co-owner and executive vice president 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.Corcoran Coaching.com. Top Agent Magazine

MARK STOTT With over ten years in the industry, Top Agent Mark Stott of O’Brien Real Estate has established himself as one of the most reputable agents around by hard work, a commitment to his clients to provide the best customer service available, and a personality that can best be described as honest and authentic. “I try not to be an agent,” says Mark. “I don’t think people enjoy working with someone who is acting like an agent. People just want to talk to people. Sometimes agents live in a bubble and and don’t actually connect with the real world. They’re too busy and focused on getting out what they want to say rather than listening and finding out what the client’s needs are.” Mark, who co-runs two offices for O’Brien and supervises twenty employees in both the Carrum Downs and Langwarrin locations, began his career in 2007. His innate sales abilities soon paid off, placing him among the Top 15 Salespeople within a large Victorian network in 2008. In 2009, he was named Rookie of the year. Since then, he has consistently been a Top Producing Sales Consultants, including being named number one salesperson in his zone for 2013. “I kind of fell into real estate,” says Mark. “A friend suggested I get my license. It wasn’t something I was necessarily looking to do, but I quickly excelled at it.” He was also a recipient of the Langwarrin Rotary Club’s Pride of Workmanship Award. Primarily serving the town of Langwarrin and its surrounding suburbs, Mark’s business is based almost entirely on repeat and referral business from satisfied customers. “I made an effort early on,” he says, “to play the long game by establishing myself within the close-knit Langwarrin community.”

One of the things Mark enjoys most about what he does is the relationships he gets to build with his many clients. “I really enjoy talking with people,” he says. “It’s not that I don’t like the money, but I actually just enjoy talking to people and helping them solve problems. I get a lot of satisfaction from my clients being happy. There aren’t a lot of jobs in the world where you get to do this, where you’re out there talking to people.” Mark also enjoys helping out more novice agents. “I really enjoy coaching,” he says, “and helping people get into a position where they’re making a good income and enjoy working in the industry.” Honesty is a hallmark of Mark’s approach to selling. “The biggest thing for me is transparency,” he says. “It’s important to me to deliver to my clients what I say I’m going to. I think that’s incredibly important. I think the biggest thing that differentiates me from other agents is my ability to communicate clearly the right message at the right time.” When he’s not working, Mark enjoys spending time with his family, which includes the recent addition of his eleven monthold daughter, Elena. “She takes up a lot of my time, which is awesome,” he says. “She’s beautiful.” He is also a kick-boxer in training, and looks forward to his first fight at the end of this year. He is also deeply involved in giving back to his community, raising funds for multiple charities and supporting local children’s sporting leagues. “I really enjoy what I do,” says Mark. “And I’m proud of the quality of my work. I get so much satisfaction from helping clients. I really love my job.”

For more information about Mark Stott, call 0402 047 116 or email Mark.Stott@obrienrealestate.com.au Top Agent Magazine

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