Australia 8-21-17 by Top Agent Magazine

AUSTRALIA EDITION

5 Things You Can Do to ACHIEVE YOUR BIGGEST GOALS 7 Simple Tips That Are Proven to Help You STAY AHEAD OF THE COMPETITION Don't Forget YOUR CLOTHES FEATURED AGENTS

TREVOR BOWEN MICHAEL BURGIO LEANNE POTTER

COVER STORY

ANDREW OOSTENBRINK

6 Methods for BUILDING BETTER EMAIL LISTS Top Agent Tips and Questions for CHOOSING YOUR LISTING AGENT

AUSTRALIA EDITION

ANDREW OOSTENBRINK

TREVOR BOWEN

MICHAEL BURGIO

LEANNE POTTER

CONTENTS 4) TOP AGENT TIPS AND QUESTIONS FOR CHOOSING YOUR LISTING AGENT 13) 7 SIMPLE TIPS THAT ARE PROVEN TO HELP YOU STAY AHEAD OF THE COMPETITION

18) 5 THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS 21) DON'T FORGET YOUR CLOTHES 25) 6 METHODS FOR BUILDING BETTER EMAIL LISTS

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

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Will you please describe your sales experience and local network?

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

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

How will you market the property? Each

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

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

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

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

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

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

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

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

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

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

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

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ANDREW OOSTENBRINK Top Agent Magazine

ANDREW OOSTENBRINK Fifteen years before he’d go on to earn his license and launch his own business, Andrew Oostenbrink was cutting his teeth in the industry by buying, renovating, and reselling homes. It wasn’t until 2003, when he was ready to purchase his first home, that he became interested in residential sales. Applying the foundation he’d developed while flipping properties, Andrew decided to pursue his passion full-time and become an agent. After getting his start at Ray White and swiftly ascending the ranks—earning numerous top honors along the way, including Ray White Chairman Elite—he decided to strike out on his own in 2017. Now, he and his business partner Steve Song are principals at Belle Property Carindale, where Andrew has established a sterling reputation for comprehensive client care and utmost professionalism. Andrew and his team serve the greater Carindale region and its range of suburbs and neighborhoods, from Carindale and Carina Heights to Murar8Copyright Top Agent Magazine

Andrew Oostenbrink and his team serve the greater Carindale region and its range of suburbs and neighborhoods, from Carindale and Carina Heights to Murarrie and Mackenzie and everywhere in between. rie and Mackenzie and everywhere in between. At their Carindale office, Andrew and his coprincipal lead a team of six capable professionals and cite their twenty-first century approach, steeped in service, as the guiding ethos of their enterprise. “When I joined this business, I made a commitment to upholding the highest level of integrity,” Andrew explains. “I am an extremely ethical operator, offer excellent customer service, and I don’t let my clients down, no matter what. I back my clients 100%. I’m not just a transactional agent. I fast become friends with my clients—we go out for beers and often have them over for a barbecue. I’ve had clients come back and sell with me two or three times; that’s evidence of the nature of the relationships I’ve built.” With 80% of his business driven by repeat and referral clientele, Andrew’s commitment to exceeding expectations and creating a positive experience for his clients is built into the very fabric of his practice. Top Agent Magazine

In addition to his keen market insight, years of first-hand experience, and emphasis on superlative customer service, Andrew counts his team’s efficiency and range of talent as major value-adds when it comes to executing a transaction. “The value we offer is quite phenomenal,” he begins. “When you list with me, you’re working with me and my team, which consists of my partner Steve Song, who covers our Asian market. His ability as a negotiator is very strong. We also have a full-time property stylist with a degree in interior design. Whether you have a furnished home that you want to take to the next level, or an empty home that you need to furnish—we have it all. Our value add is quite different than what’s out there. We offer a great team, great styling, and exceptional marketing. We’re all about quality and we have degree qualifications to handle our clients’ biggest investment and assets.” Top Agent Magazine

In that vein, Andrew’s approach to marketing his listings borrows from tried-and-true methods, as well as emerging technologies. He ensures properties receive maximum exposure across the leading digital listing and social media platforms. Likewise, he incorporates targeted print ads, community mailers, and letterbox drops to create a buzz within the local community, accessing readership of more than 66,000 locals. All in all, Andrew demonstrates a genuine enthusiasm for surpassing his clients’ expectations, recognizing that selling a home is a personal endeavor that makes a huge financial impact on the lives of those he serves. “At the end of the day, you’re working with a client’s most valuable asset,” he says. “Some of our clients are retiring and will be relying on the sale of their home. If they’re underselling their single most valuable asset, it doesn’t sit well with me. I get great joy from helping peoCopyright Top Agent Magazine9

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ple achieve the maximum from the sale of their home and their experience overall. I will follow through with this belief in training my new sale people to sell in the same manner.” To give back to his local community, Andrew is a platinum sponsor for St. Joachim’s Primary School in Holland Park, where his six-year-old-daughter attends and his son will soon join. He helps fundraise for the school’s various events, and for any home listed through St. Joachim’s community, Andrew donates a 100% of the marketing spent back to the school itself, for use in any way such as supporting the library, and buying iPads or sportsgear. Additionally, he sponsors the local Carindale golf course and various community events in the area. In his free hours, Andrew loves getting out on the ocean, boating and waterskiing. He also relTop Agent Magazine

ishes the chance to get into nature camping with his kids & wife, getting together with friends, and staying active at the gym. As a big believer in personal growth and self-development, Andrew also takes an active role in learning and bettering himself as a person and professional. “You can’t take someone on a journey you haven’t travelled yourself,” he says. As for the future, Andrew has plans to continue growing his imprint and his team, with plans in place to create a space he calls the “energy room” an in-office break out area where his team can go to commune with one another and dive into self-development tasks and learning that will positively impact their professional and personal lives. He also plans to grow his rental business; consciously building a portfolio that will blend harmoniously Copyright Top Agent Magazine 11

with his residential sales mission. Today, with more than two decades of hallmark service behind him and a capable eye set on the future, the road ahead is sure to be busy and bright for Andrew Oostenbrink

and his team at Belle Property Carindale. “I’m all about helping people achieve that next level,” he finally reflects. “That’s what really drives me and what keeps me going.”

To learn more about

ANDREW OOSTENBRINK visit belleproperty.com/carindale, e-mail Andrew.Oostenbrink@belleproperty.com, or call +617 33492774 www.

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7 Simple Tips that are Proven to Help You Stay Ahead of the Competition So you’ve created a successful business, congratulations! You probably did it by providing an unsurpassed level of customer service that not only meets customer expectations but exceeds them in a way that has made you stand out from the rest. As anyone can tell you, starting a successful business is not easy. Now comes the even harder part. Not only sustaining that high level of performance, but continuing to grow and outpace the competition. There is no resting on your laurels in a competitive business market. Companies that stay successful for the longterm, make an active effort to keep on top. Here are just a few ways you can do the same. Top Agent Magazine

1. Know the competition It’s not enough to know what you excel at or what makes you unique, you need to know what your competitors are offering that makes them stand out. This serves two purposes: it will allow you to more clearly define your differences, or it may help you identify an area that you hadn’t considered before, opening up a potentially new way in which you can excel above the rest.

2. Know your customers You might know your clientele very well, but as economic conditions change, so does your

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customer’s needs. What might have been a priority a year ago, won’t be if we are in the midst of an economic downturn, for example. As a business owner you should always be evaluating your strategies in every area constantly, knowing what your customer wants and needs from you is key. In fact you should be using your expertise to analyze potential market changes and anticipate those needs to stay ahead of the curve.

3. Have a strong understanding on what makes you unique Once you accomplish the first two, you should have a clear idea of what unique advantage you offer people. This needs to be clear to everyone, so you can then take that idea and run with it. Find your niche and then market yourself with a focus on that idea. If you have a clear thing you’re selling, it is well worth the investment to market yourself to the hilt with that in mind.

5. Think like your competitors One way your competitors looks to gain customers is by potentially taking yours. It goes without saying, you don’t want to let that happen. You’ve probably built great relationships, so really maintain those relationships by not only providing great service, but service that truly goes above and beyond. Find ways to give more to your customers. You might even want to start offering surveys, where your clients can tell you exactly what they’d like to see.This makes your clients not only feel heard, but blown away when you implement any changes they suggest.

6. Look for untapped markets Don’t settle for maintaining what you have, there could be untapped markets out there. If you don’t get to them, your competitors will. So even if they come eventually, hopefully you’ll already be the dominate force in that market.

4. Keep up to date

7. Be a great boss

This goes for everything from technology to systems, marketing, and even your own personal image. If you have a brick and mortar location, you want to also keep things looking fresh and modern there, as well. First impressions are important for a reason. Everything about your business should tie into your marketing and branding. What are you selling and does everything line up to support that, from your business cards to your social media pages. Remember the key to branding and marketing is a consistent message.

One of the best things you can do to keep ahead of the rest, is by being a company where top talent and motivated newcomers want to be. Be the company that offers more than a competitive paycheck. Be a place that fosters talent, and offers scheduling and compensations packages that appeal more to people who think outside of the box. This will attract more innovative thinkers who value flexibility. Not only will you benefit from their talents, more importantly, your competition won’t.

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TREVOR BOWEN

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TREVOR BOWEN Trevor Bowen lives and breathes real estate. A family man and resident of Cheltenham and the Golden Triangle for more than 20 years, he’s a treasure trove of local knowledge and loves sharing it with his clients. “I’m everyone’s neighbor and part of the community,” he says. “I treat my clients the way I would like to be treated if I were selling my home.” That treatment includes providing an exceptional level of comfort, professionalism and education throughout the transaction. His fastidiousness shines through—and he gets results. He was awarded the “Most Recommended Agent in Cheltenham” designation for the last two years by Rate my Agent, Australia’s #1 agent review platform, and has a 51 percent market share in the Golden Triangle. Having such a high market share is exceptional on its own, yet Trevor has been in real estate only five years. He was always interested but never planned to do it. His wife, who’s been an agent for 25 years, thought he’d be good at it, so in 2012 he gave it a go. After he got started, he really enjoyed helping people find a place to live or put their home up for sale. “I love it when buyers ask me about the local area,” he says. “I take them on a 10-minute journey. There are 23 schools within five kilometers, and I can name them all and tell them which buses will get them there. I know what the zoning is and where the best restaurants and great coffee shops are. I truly believe that’s why my sellers and buyers are able to achieve their goals and dreams.” Trevor specialises in the suburbs of Cheltenham and the Golden Triangle, so named for the three main roads surrounding

the area, which has good schools, shopping, transportation and proximity to the beach. The first $1 million sale in the Triangle was in September 2014. Since then, 49 sales have been over the million dollar mark, and Trevor sold 23 of them. “Cheltenham had grown by 9.8 percent in the June quarter,” he says. “You can’t buy a block of land in the Triangle for under $1 million now.” When it comes to marketing his listings, he swears by the Internet and Premier Listings, which bring him the greatest response by far. But his variety of tools doesn’t end there. He also sends a newsletter, uses standard letterbox drops, creates social media blasts (paying for advertising on Facebook and Instagram), puts illuminated LED boards in front of the home and flyers in shops, makes full-page glossy brochures and advertises in the local paper. No stone is left unturned. After a transaction has closed, he stays in touch with past clients by calling every three to six months, including on the anniversary of their move; emailing a monthly newsletter and using social media and videos. Of course, it takes work—lots of it. In addition to his career, Trevor is a full-time firefighter, working two days and two nights out of every eight days to help the community. His dedication doesn’t leave much time for fun, but he finds it. He likes to refresh and catch his breath by attending local football matches with his kids and traveling, such as his recent trip to Croatia. Looking toward the future, Trevor plans to continue doing what he’s doing. “I just get too much enjoyment out of it,” he says. It doesn’t get any better than that—for Trevor or his clients.

To learn more about Trevor Bowen of O’Brien Real Estate, Mentone, Victoria, visit obrienrealestate.com.au/trevor.bowen; Facebook: teambowenobrienre or Instagram: trevorbowenrealestate; call 011-61-417 501 327; or email trevor.bowen@obrienrealestate.com.au www.

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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and consideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those 18

little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.

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MICHAEL BURGIO

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MICHAEL BURGIO Michael Burgio always had an entrepreneurial streak and a passion for properties. In search for a career that would reward his tireless work ethic, he found his path in real estate, an industry that gives back as much as an agent is willing to put in. With unbridled ambition driving him onward, Michael earned his license and quickly established a professional presence in Australia’s Northern Beaches region. Just three years after his entry into the business, today Michael leads a tightknit team of four and has brought a renewed energy and enthusiasm to the world of commercial real estate—an enthusiasm that has even been recognized by the community with Michael’s latest accomplishment, being nominated as a finalist for the prestigious Northern Beaches Local Business Awards for Outstanding Youth of the Year 2017. Serving the idyllic Northern Beaches region, Michael works under the banner of Novak Properties, one of the largest independent real estate agencies on the north side of the harbor bridge, complete with over fifty staff. There, he leads a team of four and manages the duties of commercial and resale work, while his team members split the tasks of leasing and property management. Altogether, Michael and his team provide clients with a full-service experience. For instance, it’s not uncommon that a client will buy a property, then continue to use Michael’s team’s services to lease the shop or office space within, and then incorporate their team’s property management expertise, as well. Considering Michael and his team execute 160 deals per year in leases and sales, their ability to deliver memorable, comprehensive service is demonstrated by their notable volume. What’s more, Michael cites his unflagging energy and zeal as a primary driver of his success to date. “I work harder and longer than the average agent,” he says. “I’m available 24/7 and I’m always responsive and eager to go outside the box with marketing strategies.” In that vein, Michael promises listing clients unparalleled exposure no matter what it takes. One example of his creative publicity strategies is a building-sized window wrap he created and lit along one of the area’s most trafficked thoroughfares, drawing thousands of eyes to the display on any given day. With a vast majority of his business generated by repeat and

referral clientele, Michael’s results-driven outlook, alongside a very well reputed brand, has kept business booming. To keep in touch with past clients, Michael takes a natural and personable approach. In addition to popping in to say hello at storefronts he’s helped purchase, sell, lease, or manage, he is also systematic in staying connected—utilizing social media and a bi-monthly company newsletter to stay top of mind with clients. To further round out his incisive marketing campaigns, Michael’s techniques are decidedly twenty-first century and makes use of professional photography, floorplans, and videography to create an immersive and unforgettable presentation that draws potential buyers or tenants. Incorporating the leading online listing platforms, as well as social media’s vast reach, ensures that online property shoppers are drawn in droves. To give back to this local community, Novak Properties is currently running ‘Triple Zero’ professionals—such as police, firefighters, and ambulance responders—twelve months’ worth of free property management services, an incentive that has been extremely well received by commercial clients in particular. In his free hours, Michael enjoys personal development, meeting fellow professionals in the Northern Beaches region with whom he can connect and learn from. He also enjoys the occasional round of golf, spending time with friends, and binging on the latest TV hit to unwind. All in all, Michael abides by a straightforward yet effective ethos. “I tell my clients: I’ll always act in your best interest,” he says. “I hustle hard and with integrity, working day and night to try to better myself and grow.” As for the future, Michael has aspirations to continue the commercial division of Novak Properties’ sizable year-over-year growth, with plans to add to this team and its volume—while maintaining the hallmark standard of care these clients have come to expect. Having earned a 20% market share to date in only a few short years, Michael now has his sights set on increasing that margin to 50% in the next twelve months. With a smashing start in the industry already complete, along with a decisive eye toward the future, the years still to come are bound to be bold and bright with success for Michael Burgio.

To learn more about Michael Burgio visit novak.com.au, e-mail mburgio@novak.com.au or call+61 430 344 700 www.

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Don’t Forget Your Clothes We’re sure your goals are lofty, and to hit them, your marketing needs to be on point. But is your brand and position defined? If not, it’s like leaving the house each day without clothing. And while some would argue that this would certainly gain attention, we don’t believe it’s the kind of attention you had in mind when you set out to become #1 in your market. A common misconception is that if you are recognized, you are well branded. Almost a year ago we had a conversation with a Realtor about personal branding. She said, “I feel like I’m already well branded in my market. When I walk into a restaurant, they know that I’m Susan, the Realtor.” We replied, “That’s a great start, Susan. But what happens when other Realtors are in the restaurant, too? What sets you apart from them?” At that point, the light bulb came Top Agent Magazine

on and she realized that she wasn’t truly positioned or branded. She was seen as just another Realtor. We explained to her, “Great branding isn’t about being known for your profession. It’s about being known for being DIFFERENT in your profession.” Another misconception is that you should begin marketing before your brand is defined. For instance, we’ve spoken with numerous Realtors who say they plan to finish their website, conduct a photo shoot, create their collateral materials or even launch a social media marketing campaign, then they will think about branding and positioning. But how do you know what types of photos to take? What will you put on your website to differentiate yourself from others? What will your business cards, brochures and even your social media

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platforms say that will encourage prospects to connect with you first? And finally, why on earth would you waste all the time and money on these very important marketing elements before you establish your brand? In order to develop an iron clad position and brand, here are some questions you should be asking yourself BEFORE you begin ANY kind of marketing.

What is my ultimate goal? Take a strong look at what you want in terms of both professional and personal achievement. What makes you most fulfilled? Where would you like to be financially? Define your path of intended growth.

Who is my ideal customer? Trust us when we say that you don’t want just any customer. You want a customer who appreciates your expertise and dedication, will take repeat advantage of your services and will recommend you enthusiastically to others. Define this person in detail so you have a clear understanding of who you’ll be marketing to and what your message should be.

What is my point of differentiation? This is the most critical question of all. It’s not about what makes you ‘better’. It’s what makes you different. Better is subjective. Different is inarguable.

What am I willing to be known for that is authentic to me and significant to my ideal customer? Find a position that you’re willing to put forth every day. We call this ‘breathing your brand’. It must also be a position that is meaningful to your ideal customer. We’re trying to create an image that makes your ideal customer immediately connect with you and feel as though they simply shouldn’t be working with anyone else. A well-defined brand will help you stand out among your competitors. It will serve as a magnet for your ideal customer. And if promoted consistently and passionately—and lived authentically—it will make you instantly recognizable among your community in an unforgettable way. And finally, a solid brand can give you the confidence you’ve likely never experienced at the same level. There’s such power in walking out the door every morning knowing who you are, what makes you unique, who you will be helping today and exactly how you’ll be helping them. And when all of your marketing materials are consistently branded with the same image and messaging, there is undeniable pride as well. So before you dive into more marketing, don’t go out the door without your branding clothes. You wouldn’t want to portray the wrong perception, now, would you?

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. 22

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LEANNE POTTER

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LEANNE POTTER When a local real estate office was looking for a keen front of office person, Leanne Potter unassumingly launched what would ultimately become a twenty year career in the real estate industry. In the beginning, she gathered experience by working across multiple facets in her field: from sales and property management, to running the family business in property development. After cultivating an expert’s understanding of each discipline, she decided to aim her complete attention on real estate sales. Today, Leanne is at the head of a distinguished practice, motivated by clear communication and an authentic investment in her clients’ successes. Primarily serving the Melbourne Bayside market, Leanne works solo, supported by capable administrative staff that fine-tunes the details of each transaction. Leanne notes that her experience to date has equipped her well in serving a range of homeownership needs and goals, lending her empathetic hand to the buying and selling processes. Likewise, her property career and keen eye, allows her to identify and highlight each property’s distinct features. as a result. Showcasing the importance of clear communication, Leanne makes it a point to stay accessible and responsive during a transaction and even long after a closing the sale, reducing stress and mitigating uncertainty in those she serves. Recognizing that hers is a results-driven industry, Leanne is mindful in identifying her clients’ unique homeownership goals and committing herself fully to achieving a positive outcome. Accordingly, she has earned a steadily growing 20% of repeat and referral business, building upon trusted relationships with developers and individuals alike. Above all, Leanne savors her day to day interactions with clients, saying “I enjoy being part of the process, from planning to completion. It’s an honor to have a hand in someone building or moving to their dream home.” To market each listing, Leanne creates a layered and well thought-out marketing campaign in both print and digital media, recognizing the efficacy of a strong presentation in both print and the online arena. Leanne enlists the expertise of stylists to prepare a home, with preparative services that include painting, electrical work, landscaping, carpeting, and even full-scale renovations to increase the value of property. Marketing in local print media is beneficial in lending visibility to listings within the surrounding community, while online listings provide exposure to national and international markets. To stay in touch with past clients, Copyright Top Agent Magazine 24

Leanne checks in on anniversaries and birthdays. Preferring to keep things personal, she enjoys catching up over a cup of coffee, curating a meaningful connection to those she has served over the years. “I’ve never had a problem coming into work,” she explains. “I work on amazing homes with special people. I love seeing clients and everything they’ve done down the line.” Outside of the office, Leanne is a volunteer Surf Life Saver, where she competes in Surf Boat Rowing. Supporting her son’s passion and participation in soccer, she’s a member of the local soccer club and supports their various fundraising activities. Her Daughter has also moved into a career in property. As for her free time, Leanne loves enjoying the Bayside lifestyle and spending time in and on the water, and is currently looking forward to an upcoming two-week sailing trip. Despite her steady schedule, she makes it a point to getaway for holidays and enjoy opportunities to unwind. Looking toward the future, Leanne is gearing up to bring on a full-time sales assistant. With additional assistance for assisting buyers, she’ll be free to spend more time in the field with clients, doing what she does best and clinching competitive deals on her clients’ behalf. With two collective decades understanding the importance of client-centric care behind her, and a vision for the future assuredly in place, the years to come are bound to yield continued success for Leanne Potter.

To learn more about Leanne Potter, visit jelliscraig.com.au, e-mail leannepotter@jelliscraig.com.au, or call +61-414-344-144 www.

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6 Methods for Building Better Email Lists By Kendra Lee

Email lists can be a blessing or a curse. When they’re composed of real email addresses of people in your target micro-segment, and those people recognize you or your company by name, an email list is an invaluable lead generation resource. When the list is filled with contacts who don’t know of you or your company, i.e. a cold list, lead generation can be though – really tough. Likewise, if your list is populated with fake, inactive, or irrelevant accounts you’re at risk of being banned by your email software provider. Not surprisingly, I hear from clients all the time asking how to build an email list that will get results for their campaigns. Should they purchase? Should they attempt to build their own? Remember that with email list building your goal is to build a list of people within your micro-segment, so quality is more important than quantity. The more similar the contacts, the easier it is to tailor your nurturing and lead generation content to their specific needs. Here are six methods that will help you build a quality email list. Top Agent Magazine

Nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO, and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting, and add people to your list. People who respond really do want to be part of your list.

Membership organizations: Whether it’s through industry associations, mastermind groups, or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them so you know the data is current.

Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote to each other’s lists. This happens frequently within the high tech space, with consultants, and with professional services organization where they understand the value of collaboration.

Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo. com, InsideView.com, DiscoverOrg.com and other websites for contact information, and then follow-up with companies to confirm the validity of that information. This approach is time consuming, but it can be very effective. A client who we coached through this process recently got a 41% open rate on their email nurturing campaign. I really like DiscoverOrg for the detailed information they have if you’re selling in the IT or telecom industry.

Purchase lists: There are numerous companies that sell email lists, but you need to be careful which vendor you buy from

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and how much you spend. Prices typically range from hundreds to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase. To avoid high bounce rates, look for a list company that validates the information. In this way I’ve been very pleased with ExchangeLeads for new lists and validation of current lists. If you don’t have any list, this may be the way to get started.

Trade information for information: Sites like ExchangeLeads and Data.com community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current. Again, look for companies that validate data to reduce bounce rates and wasted time. I really like ExchangeLeads for trading information as well as purchasing it. Ultimately, my advice would be to focus as much on the organic list building methods (#s 1-4) as possible, and supplement with the purchased methods (#s 5 and 6) when necessary. If you start with a purchased list, plan to nurture it and build your recognition. Don’t toss it away if you don’t get immediate results. At the end of the day, you want to strive for list quality over list quantity. Pushing your messaging out to unwitting, uninterested, or unsuspecting prospects won’t do anything to help you close more deals.

Contact details for Kendra Lee: Phone: 303-741-6636 (Old fashioned, but very effective.) Email: Info@klagroup.com (Yes, I get every one of these personally.) Twitter: @KendraLeeKLA (And I do follow all direct messages on Twitter!) KLA Group is a sales consulting and training firm focused on helping clients get more customers in the Small and Midmarket Business (SMB) segment through lead generation, prospecting, hiring and onboarding Copyright©, 2016 Kendra Lee. All rights reserved. strategies. Top Agent Magazine

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