BOSTON 10-31-23

BOSTON EDITION

TIPS ON BREAKING INTO THE

LUXURY MARKET

Welcome Home: WORKING WITH RELOCATORS IN TRANSITION

Are You A VALUE-ADDED AGENT? The Daily Schedule of a SUCCESSFUL REAL ESTATE AGENT

FEATURED AGENTS

PAUL J. CERVONE TRINA MACCHI

COVER STORY

CAROLINE MORSON

mailto:mag@topagentmagazine.com http://www.topagentmagazine.com

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Are You a Value-Added Agent?

I’ll bet if I asked ten real estate agents, all ten would answer ‘yes’ to that question. Yet, when I ask agents how they are value-added, they say things like: • I communicate regularly with my clients.

• I have a written listing presentation.

• I am honest.

• I am trustworthy.

Are these ‘value-added’ attributes? Or, does the client expect these attributes and services?

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Are these exceptional services or average services? I’m writing this article at the beginning of a New Year. It’s a perfect time to re-assess your professionalism and master being that ‘value-added’ agent.

Client Expectations are Higher than Ever Unfortunately, too many real estate agents assume they are ‘value-added’ because they are providing the services they want to provide— Top Agent Magazine

the services they think the client values. However, there’s a real client out there, and the client has different expectations. How do I know that? Because so few agents regularly survey their clients. In fact, when I’m speaking to an audience, I survey them, and find that less than 25 percent gather after-sale surveys! So, the majority of agents don’t know if the services they are providing are average or exceptional.

Why Bother Being Exceptional?

• Because you want to set yourself apart.

• You want to create client loyalty.

• You want to create at least 50 percent of your business from client referrals (the latest National Association of Realtors survey Profile of Members found that the average Realtor got only 18 percent of their business from referrals. That’s a hard and expensive way to run a real estate business!

• Because you want to run a more pleasant, profitable business.

Four Actions Value-Added Agents Take How can you identify value-added agents? By their actions. Here are four actions I believe show agents that are above just ‘average’. The principle here is:

Watch the actions, not the words.

If I were a manager, or a seller or a buyer, and I wanted to find a value-added agent, here’s what I would look for: Top Agent Magazine

1. Has a database and populates it This agent is committed long-term to his clients and to his business. He uses a contact management program (CRM) to manage ‘leads’, so none are lost — and clients do not feel neglected. After all, it takes much longer today to convert a ‘lead’ to a sale than it used to take.

Actively using and maintaining a CRM means the agent is committed to forming long-term professional relationships over time.

Other demonstrable actions concerning the agent’s CRM are: • Has a rapid-response method to deal with Internet inquiries and other inquiries via email. (The average client expects a response within eight hours—but a recent survey showed the average agent responded in 50 hours!).

• Has a method to follow up on all leads until they ‘buy or die’. As a client, that means I won’t get lost. As a seller, it means my agent will follow up with all leads and give it 100 percent to sell my home.

2. Invests in the technology and follow-up pros have This agent makes every decision based on their vision of their career at least three to five years in the future. For example, instead of selling someone a house anywhere just to get a sale, my value-added agent sells only in an area they define as their ‘target area’. That way, they’ll get known, and can build on their reputation.

The value-added agent has the ‘guts’ to turn down business! Because they care more about the well-being of the client than getting one grimy commission check, they learn to 5

‘tell the truth attractively’, and work harder to retain the client than to make one commission.

Adding those Client Benefits to your Dialogue

3. Works for referrals, not just sales I said the agent learns to ‘tell the truth attractively’, even if the buyer or seller may not want to hear it. For example, if it’s in the best interests of the seller to list their home at a lower price, the value-added agent has the strategies and the statistics to prove that the seller won’t be well served by pricing higher.

Of course, it’s not enough to actually take these actions. You need to explain to the client why these actions are in their best interests, and how you stand apart from most agents by employing them. Why? Because your client won’t know you run your business so professionally.

And, the client probably doesn’t know most agents don’t run their businesses this way!

And, this value-added agent has the intestinal fortitude to walk away if they know the home will not sell at the client’s desired price (but doesn’t have to too many times because they create a stellar reputation amongst their clientele).

TIP: Always show your clients, don’t just tell them. You do have a Professional Portfolio and evidence on your website, don’t you?

4. Keeps the buyers and sellers’ best interests in mind Our value-added agent makes every decision to grow trust, not just to make a fast buck. For example, the agent sits down with a prospective couple and finds out they can’t purchase right away and creates a plan with them to save for their down payment. Then, the agent keeps in touch over a period of months, offering helpful information and market updates.

Put Yourself to the Test

How many of these actions P. S. Managers and team leaders—two tips do you exhibit?

What do you want to work on to become a true 1. Call each of your agents’‘value-added’ phone mails.

What’s the impre agent?

Are they professional? Do they state the company n TIP: represent your culture and image?

Managers, give your agents a 2. Create a quick class in phone messaging using the ‘test’ on these four points.

In other words, this agent practices seller or buyHow many pass? this blog. er agency representation, not ‘agent agency’!

Copyright ©, 2016 Carla Cros

Carla Cross,CRB, CRB, MA, is theoffounder andSeminars, president Carla Cross & Carla Cross, MA, President Carla Cross Inc.,ofand Carla real management and sales.

Herspecializing internationally s Crossestate Coaching, is an international speaker in realbest-selling estate management and Running business planning for all professionals. agents, Up and in 30 Days, is real nowestate going into its 5thHer edition sevenexperience internationallyas published books, including Up and Running in 30 Days , vast a top-selling agent and award-winning manage and 20 agent and management programs have helped thousands of real sales podium, blending her musical background with her proven estate professionals to the greater productivity and teaches profitability.someone Reach Carla strategies (she uses piano AND even to at play—f 425-392-6914 or www.carlacross.com. and practical). Find out more at www.carlacross.com.

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CAROLINE MORSON

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CARO L INE MORSON “My clients know that if it’s within my power to do it for them, I do it,” Caroline says. “I work with all of my clients at a concierge level, where I handle every detail that is needed for them, including my international clients.”

C

aroline Morson is making her mark on the Boston real estate scene, providing her clients with a distinct blend of high level expertise with real estate, and her background in interior design. Both professions have one thing in common, she says: “They are both about the uniqueness of people and spaces.”

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Caroline’s journey began at the Parsons School of Design, where she cultivated a passion for interior design that eventually blossomed into a business. Her designs graced high-level properties such as The Four Seasons in Boston. That’s where she had the vision about the close relationship Top Agent Magazine

between design and real estate when she was nudged along by a REALTOR® friend who saw her talent for envisioning and creating spaces. Caroline did just that, and she has never looked back.

Born in Madrid, Caroline is fluent in both English and Spanish. She is known by her clients for her down-to-earth and disarming charm, and her ability to combine people skills with her in-depth real estate market knowledge acquired by years of experience. She currently navigates the Boston metro market, focusing primarily

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on high-end residential properties, mostly condos, from the seaport to Back Bay, Beacon Hill and Cambridge. Her unique ability to visualize spaces, paired with a deeply rooted commitment to her clients, has positioned Morson as a trusted figure in her market. “My clients know that if it’s within my power to do it for them, I do it,” she says. “I work with all of my clients at a concierge level, where I handle every detail that is needed for them, including my international clients.” Caroline’s approach has earned her a high 75 percent referrals rate in her annual business.

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Beyond her professional duties, Caroline keeps a personal connection with her clients. “I keep in touch with all my past clients,” she notes, “whether it’s going out to lunch or dinner, or for a walk together, I always make contact. And some clients have become good friends.”

She understands the importance of maintaining connections, both on a human level and a business level, a practice she attributes to being a “huge people person.”

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“I keep in touch with all my past clients, whether it’s going out to lunch or dinner, or for a walk together, I always make contact.

And some clients have become good friends.”

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Caroline has also been successful in leveraging the technological platforms of her company, COMPASS, to effectively market her listings. From social media to dedicated websites, digital retargeting, email blasts and print materials, she praises COMPASS for providing the tools to help her “cover all the bases.” These strategies have resulted in realizing the highest potential sale price for her seller clients, and competitive purchase prices for her buyers to realize their dreams.

Besides her successful career, Caroline is an active member of her community.

She has been serving on the board of the Boston Ballet Volunteer Association for 12 years. When not working or volunteering, she loves to explore the world and its diverse cultures.

Looking toward the future, Morson plans to grow her business while maintaining her personal touch with clients.

She explains, “I would like to grow the business, but I would never want to be a huge team either – somewhere in between would be perfect.” She adds enthusiastically, “I like everything about my business. I really enjoy real estate!

For more about Caroline Morson, please call 617-968-4445 or email caroline.morson@compass.com.

Visit: instagram.com/carolinemorsonrealtorboston, facebook.com/carolineMorsonCompassRealEstate/photos, or linkedin.com/in/caroline-morson www.

www.

www.

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when Top Agent Magazine

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

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involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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The Daily Schedule

of a Successful Real Estate Agent Everything you do should be intentional. A busy schedule isn’t the same thing as a productive schedule. Sometimes people write things like “find clients” on their to-do list, but finding clients isn’t actually a task. It’s a goal. Your daily schedule should be created with your goal in mind if you want to be a successful real estate agent, but a goal is too broad to add to your calendar.

Instead, you can break your goal down into projects, break those projects down into tasks, and schedule time in your calendar to complete each task. You’ll find that some of these projects will have an immediate impact on your business, and that those are the tasks that should be completed first.

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The fact is that as a real estate agent you can set your own schedule—if you’re not productive until 10am, then you don’t have to start your day until then. But having a daily schedule means that every day you have a running start on all those other agents who just “wing it.”

You don’t want to feel burned out and busy but like you’re simultaneously not getting a whole lot done. You can only keep up 70+ hour weeks for so long before your body breaks down and both your performance and income drop as a result.

Since every real estate agent’s operating hours look different, the following daily schedule is broken up by the suggested amount of hours you

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should spend on each task rather than specific times of day. However, certain tasks, like prospecting, appointments, and listing presentations should be performed at times when it’s most convenient for clients. If you’re an agent who likes to end their workday at 5 o’clock, remember that this is also the same time your clients are likely ending their day, meaning you might be unavailable for showings during the only time their schedule allows.

3.5 hours – This is that time of day that you should schedule all your appointments and listing presentations. If you are a newer agent, you might use this time instead to do more prospecting and appointment setting.

1 hour – Spend this time waking up, exercising either at home or at the gym, and eating breakfast.

2 hours – Now it’s time to unwind. Use this time to have dinner and spend time with you family. If you have children, this is usually the time of day when they are wrapping up homework assignments and getting ready for bed.

It’s important that you make time for these moments the same way you make time for your work.

2 hours – Use this time before you head to the office to develop a morning routine, if you haven’t already. You can meditate, journal, practice affirmations, or read personal development books to prepare for the day ahead.

1 hour – Once you’re at the office, spend this time to review the day’s schedule, catch up with your assistant or other colleagues, and check the latest industry news. This is also the time of day that you can role play to prepare for appointments.

1.5 hours – Spend this time prospecting and appointment setting.

1 hour – Now it’s time for a lunch break. If you’re a multitasker, you can also use this time to prepare for the afternoon and any meetings you have scheduled or connect with followers on social media.

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.5 hours – Look over the day’s schedule again and ensure you’ve checked every task off your to-do list. While you’re at it, be sure to review tomorrow’s schedule and goals too.

2 hours – Spend these last couple hours before you fall asleep to have quality time with your spouse or perform your self-care routines.

8 hours – Now it’s time for sleep—getting a full night’s rest is crucial if you want every day to be productive.

As you can tell, there’s still some wiggle room left in this schedule, but the important thing is to block out time every day so you can achieve your goals and help your clients.

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PAUL J. CERVONE

Driven by a passion for excellence and a desire to provide high-level service to his clients, Paul J. Cervone has been serving his local Massachusetts market since 2011. A retail business leader for 20 years prior to entering the world of real estate, the client experience is central to everything Paul does.

With Lamacchia Realty, Paul is licensed in Massachusetts and New Hampshire. A savvy, forward-thinking, high-level communicator, Paul is skilled in all aspects of real estate—from luxury, commercial, and residential to first-time homebuyers and rentals. “My value proposition to my clients is that I’m a forward thinker and I lean into my business,” Paul explains.

“I execute at high levels and provide service excellence always, in all ways.”

many agents don’t have. “I pride myself on being able to provide information and education,” Paul says. “I’m an educator. I help people understand their path to success, whether they’re buying or selling with me.”

Paul is a certified National Military Relocation Professional (MRP). “My father served in the military, so I come from a military family,” Paul says.

“I’ve relocated military all over the world, and it’s

Belonging to three real estate boards (the National Association of REALTORS®, the GBAR in Boston, and his local board), Paul has a breadth and reach that 18

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about a third of my business every year. For me it’s my give-back moment in life to help them navigate their VA benefits. A lot of our military is very transitory, moving around frequently, and they need an expert who knows how to navigate these types of home purchases and sales effectively.”

When it comes to marketing his listings, Paul says, “We have a very robust marketing package at Lamacchia Realty. We are very astute on social media and have a strong following on all platforms.” In addition to professional photography, floor plans, and drone photography, Lamacchia boasts its own patented, proprietary database system that is used to match buyers and sellers. “We do everything to get more eyeballs on our sellers’ houses,” Paul says. “From postcard mailings to boosting social media ads, we are a cutting-edge technology company, and our marketing prowess is second to none.”

Giving back to his community is an important part of Paul’s life, and he is active with a number of associations and sponsorships. He likes to participate through local food pantries, as well as supporting any military events going on locally. He is a member of the Chamber of Commerce in his hometown of Burlington, Massachusetts. When he’s not working or giving back, Paul enjoys athletics, having been a ranked tennis player in his youth. These days Paul likes playing pickleball and traveling with his wife and son. Paul is also a talented musician, composer, and songwriter.

Looking toward the future, Paul plans to continue elevating his business and providing excellent service to his clients. The recipient of many different accolades, including the President’s Club Elite at Lamacchia Realty for three years running, Paul says, “It’s a testament to my drive, my service excellence, and the amazing clients I service all the time.”

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Contact Paul J. Cervone at 781.272.5665, email paul@lamacchiarealty.com, or visit

www.

lamacchiarealty.com/team_members/paul-cervone

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Welcome Home:

Working with Relocators in Transition People stage moves for all sorts of reasons.

From the joyous and pre-planned, to the unfortunate and unexpected, new chapters begin with the help of an agent. When you’re working with buyers from a different region, state, or country, the typical complications of a transaction can be compounded. So, what’s a savvy agent to do?

For starters, envision the big picture. Relocators have extra obstacles between them and 20

their dream home. They don’t necessarily know which neighborhoods are ideal for their lifestyle, what they should budget for utilities, what type of homeowner’s insurance is ideal, or how they can tour, let alone close, on a house from afar. All in all, it’s a tall order, but if you can manage a relocation transaction successfully, you could tap into a sizable pool of clientele. Think of it this way: if you’re the shining star of a relocator’s moving process, their word-of-mouth praise could be

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exponential. Likewise, a winning reputation within that client’s corporate sphere could lead to lucrative, stable referrals and partnerships for years to come. Here are a few key ways to help clients navigate the relocation process with minimal stress and maximum results.

Create a full-scale timeline for you and your client that makes expectations clear.

Moving is already one of life’s biggest stressors, but relocations have a dozen more moving parts that your average deal. Consider creating a master-plan of sorts to help you and your client visualize the steps required to achieve success in the midst of a relocation.

Even from afar, your client will be able to refer to the roadmap you’ve set. Likewise, this makes sure you and your client are on the same page regarding expectations, timelines, and checklists. Assemble an articulated, overarching gameplan also helps demystify the process and lower stress. Instead of clients wondering what’s next, what’s needed, who to call, and when to be ready—handy guidelines of your own devising will be at their fingertips.

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Attune your communication style so that nothing goes overlooked or miscommunicated.

Establish early on how your client prefers to communicate and which methods should be excluded. Also, make sure to outline what timeframes are ideal to communicate in, and how often they expect to hear from you with status updates or follow-ups. Some clients might prefer a more hands-off approach that lets you manage most details behind the scenes with updates only when progress is made. Most clients in the midst of a serious relocation, however, will prefer to be in touch more frequently. Customizing is key. If they prefer text messages and emails over calls, that’s a helpful detail to know from the outset. If they prefer face-to-face video chats or can only speak after business hours—those are also key parameters to work within. The less mystery and hassle, the better.

Be a local resource with vetted recommendations and vendors on-hand.

Relocating homeowners may not know the best neighborhoods and their amenities, or where the best school districts are, which areas are high-traffic, or where their dollar might stretch a little further. Identifying your clients’ goals can help narrow this field, but you’ll also want to be careful not to overwhelm them with information. After all, they’re taking on a huge life transition and making a move as an outsider. You’ll want to serve as a onestop-shop who can remove some steps and stress from their organizational obligations.

Have a contractor who can get a head-start on home projects while clients make the move?

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Excellent. Or, perhaps you can provide an out-of-state agent referral so that clients can sell their existing property in a timeline that works in conjunction with their new purchase. Make yourself a community expert and a connector, and you’ve won a client— and their referrals—for much longer than a single transaction.

Think outside the box when weighing variables.

Relocations aren’t your typical transaction.

You’ll need to do a bit more planning to avoid pitfalls along the way. For instance, have you considered how you’ll tour homes with clients if they live hundreds of miles away?

Are there time zone differences to factor in?

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If clients are relocating from another country, are there any special visa or naturalization considerations? How will their belongings travel? Are there pets to relocate? There are plenty of questions to ask and plan for, but the key is to be communicative and thorough up front. The more information and planning time you have, the smoother the transition will go.

There are certified real estate agent designations you can pursue that set you apart for your experience when it comes to relocations, but in lieu of those—arm yourself with the planning details and methods that will make your client a raving fan. In the process, you’ll up your game, create a happy client, and hopefully field similar business for years to come.

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TRINA MACCHI A longtime resident of Hopkinton, Trina Macchi has always possessed an entrepreneurial spirit. For 15 years, she would build a successful career managing her own interior design firm; however, over time, she began searching for a new opportunity that still spoke to her passion for helping others. Inspired, she decided to switch tracks and pursue her real estate license in 2001, drawing from her strong business acumen and elite foundations in the industry to establish a network of satisfied clients that spans the region.

the vast majority of her volume coming from repeat clients and referrals. With her team now averaging close to $30 million in annual volume, she remains focused on the leading standards that have garnered her Chairman’s Elite Club honors annually as well as ranking #9 statewide for small teams through William Raveis Real Estate.

Today, Trina is the Team Leader of The Macchi Group, of William Raveis Real Estate, where she assists clients throughout Metro West Boston and the surrounding areas. A Luxury Properties Specialist with over 20 years of experience, she has cultivated a distinct process to meet the needs of any buyer or seller.

When listing a property, Trina prefers a comprehensive approach. Starting out, she conducts an itemized assessment of each home to help her clients fully prepare for the market, providing them with a suite of professional services including hands on staging advice as well as providing in stock furnishings, photography, videography, and aerial photography services. After coordinating with all service providers needed to maximize their value, she begins creating all the marketing materials and then shares their listing to a highly targeted blend of digital and social media campaigns. She also leverages cutting edge resources such as personalized websites and 3D Matterport to ensure a seamless transaction throughout.

Elsewhere, Trina is just as attentive when assisting her buyers, carefully guiding them to the right investment for their best interests. Over the years, she has earned a fantastic reputation throughout Massachusetts, with

“I love helping my sellers to maximize their property value by giving them solid advice on our market,” Trina says. “Using my interior design experience and background in the industry, I’m able to provide them with the insights they need to make well-informed decisions on their future.”

Outside of real estate, Trina is dedicated to her community. On top of being a regular contributor to causes and organizations like Project Just Because, Dignity Matters, and the Bay Path Humane Society, she is currently helping to sponsor a fashion show to benefit The Dana-Farber Cancer Institute. When she’s not with clients or giving back, she can be found relaxing at home with her dog or spending quality time with her husband, children, and grandchildren. On top of continuing to practice interior design in her personal home as well as for her clients, she is always seeking a new hobby, having most recently picked up baking sourdough bread.

As her volume maintains its steady growth, Trina intends on further scaling her vision of boutique client service while expanding her reach throughout the region. In the meantime, though, she looks forward to all the new opportunities that await. “For me, there’s nothing more rewarding than meeting with a client and helping them achieve their life goal—whether it’s downsizing, upsizing, or buying their first home,” she says. “At the end of the day, it’s so gratifying to be a part of that process and help my buyers and sellers realize their dreams.”

To learn more about Trina Macchi, email Trina@TrinaMacchi.com, visit TrinaMacchiandCo.com or call (508) 509-4236 www.

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