California 1-2-17 by Top Agent Magazine

CALIFORNIA EDITION

ARE YOU MISSING OUT ON NEW HOMES? 5 STEPS TO ACHIEVE LONGTERM SUCCESS AS A REAL ESTATE AGENT FEATURED AGENTS

LORI ROEDER-KRANZ KAREN LAVROUHIN CHRISTINE CARDOSO MOORE PENNY RUNYON ADY SIMION TEAM ECHO REAL ESTATE

KEVIN VIERRA

COACHING 9-1-1 HOW TO SEND SMARTER EMAILS 3 TIPS FOR MASTERFUL TO-DO LISTS HOW TO CREATE A BUSINESSWINNING PLAN IN ONE HOUR COVER STORY

CAROLINE FULLER

http://www.lgsretrofitters.com 2

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CALIFORNIA EDITION

CAROLINE FULLER

PENNY RUNYON

ADY SIMION

KAREN LAVROUHIN

CHRISTINE CARDOSO MOORE

LORI ROEDER-KRANZ

TEAM ECHO REAL ESTATE

KEVIN VIERRA

CONTENTS 4) ARE YOU MISSING OUT ON NEW HOMES?

25) HOW TO SEND SMARTER EMAILS

14) 3 TIPS FOR MASTERFUL TO-DO LISTS

29) COACHING 9-1-1

19) 5 STEPS TO ACHIEVE LONG TERM SUCCESS AS A REAL ESTATE AGENT

32) HOW TO CREATE A BUSINESS-WINNING PLAN IN ONE HOUR

Phone 888-461-3930 | Fax 310-751-7068 mag@topagentmagazine.com | www.topagentmagazine.com No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions are taken to ensure the accuracy of published 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.

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Are you missing out on new homes?

By Bob Corcoran

I like to think of myself as a positive person – I always work to have good news for those around me. Today is no different – I come bearing good news for agents and brokers: Housing starts are on fire and that’s super news for RealToRs® who know how to work with builders to get those new homes sold. First, the numbers: after a lethargic winter, housing starts have jumped a massive 20.2 percent in april, the biggest bump recorded since February 1991. Housing starts came in at a 1.14 4

million annualized rates, up from a 944,000 pace in March, the highest it has been in 7 years, the Commerce Department reported in May. Plus, we saw more permits – a measuring stick for future construction – issued in april than at any time since June 2008. Total permits rose 10.1% to 1.143 million units, the highest since December 2007. single-family permits were up 3.7% from March to 666,000 and multifamily permits totaled 477,000 the highest since april 2006. Top Agent Magazine

I agree with many analysts who say this new home construction will help bring needed balance and aid buyers looking for a home this year – including trade-up buyers to first-timers.

Do you have a plan to network more with home builders? If not, why not? So let’s get right to it: Why should you consider selling new homes? one good reason is you can save a lot of time. When a RealToR® puts a qualified buyer in front of a builder who has a sales center, the builder’s sales agent will often do most of the leg work of discovery, demonstration, selection and closing.

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They frequently handle paperwork, collect deposits and even arrange financing. That’s serious time savings. Another benefit? Builders can be a source of new listings for RealToRs®. Builders are often presented with a sales contract contingent on the sale of the buyer’s existing home. Not a bad arrangement, huh? so how can you take advantage of this new inventory and sell more homes in 2015? Here are three tips to help you get your share in the new homes market: • Understand the landscape and language. Yes, builders, like any other profession, have their own jargon – when you can speak it you show builders you’re a pro who has the knowhow to sell the homes. That boosts your credibility with builders and potential buyers. Take time to understand the building process from the inside out – literally, so you can explain what goes on in the walls, electric and plumbing systems, for example. You might even consider the Master in Residential Marketing program offered by the National5

they position their homes in the marketplace and their specific benefits to buyers. Share how you can work with the in-house salesperson, if there is one. • Understand what you bring to the table. You not only bring more buyers to builders, you save builders money by marketing their homes. It’s your marketing that finds the buyers, and that makes the cost of working with a RealToR® even more appealing to builders. Plus, you also act as a marketing advisor because you know what’s selling. Association of Home Builders through your local home builders association. It’s tailored specifically for RealToRs®.

Tell me what you’re thinking. Are you seeing new home construction in your area? If so, what can you start doing to tap into that market? Do you have a plan to network more with home builders? If not, why not? Please send any comments or questions you have to article@ CorcoranCoaching.com or www. facebook.com/CorcoranCoaching.

• Make the connection. Once you understand the lingo and the process, call the builder and make an appointment with either the builder or the sales manager at their model, showroom or office. Then listen and learn how you can work with Copyright©, 2015 Bob Corcoran. builders – what their needs are, how All rights reserved. Bob Corcoran is CEO of Corcoran Consulting and Coaching Inc. (www.corcorancoaching. com/programs, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Corcoran Consulting is headed by Bob Corcoran -- a nationally recognized leader, speaker, author, coach and consultant. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 or visit us at www.CorcoranCoaching.com 6

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CAROLINE FULLER 7

CAROLINE FULLER Caroline Fuller has always had a love for real estate. Her father is a successful architect, and she grew up looking at homes and developing a real passion for interior design. After receiving a bachelor’s degree in drama in 2001, Caroline pursued a Master’s Degree in drama but took some real estate courses on the side. That decision set her on a course that changed her life forever. “My real estate professor was very dynamic and everything just clicked for me. I eagerly got my license, and here I am 14 years later- still as passionate about this business as I was when I started.” 8

Currently one of the most sought after agents working in Sonoma County, Caroline has built her reputation on providing unsurpassed levels of customer service with a heavy emphasis on building and maintaining relationships. “I’m a people person with an outgoing personality who genuinely enjoys helping my clients navigate and negotiate the business part of listing and finding their perfect home. I am mindful Top Agent Magazine

“I’m a people person with an outgoing personality who genuinely enjoys helping my clients navigate and negotiate the business part of listing and finding their perfect home.” of the emotionally dynamic side of a transaction as well. Whether it’s helping a client downsize or assisting a young family getting into their first home, it can be an emotional process and I try to bring a lot of empathy to the equation.” Top Agent Magazine

Caroline has an impressive repeat and referral business rate, and she accomplishes that by staying interested in her client’s lives. “I’m really grateful for my clients’ business and their referrals, and I let them know in numerous ways. I truly care about how they Copyright Top Agent Magazine

are doing and am excited to see the changes they’ve made to make their home their own. I often help my clients select paint colors…I’m armed with my ‘color wand’ at all times.” That personal touch even extends to Caroline’s marketing approach. “I try to go the extra mile when it comes to marketing. In addition to all the basics, my love of interior design, landscaping and having a clean house allows me to help my clients stage their homes appropriately in order to really show it in the best possible light. I couldn’t do it without the help of my trusted professional affiliate team: Staged Right, groundskeepers & California Steam Clean. I am grateful for the extensive trade resources I have — from plumbers to painters — I’ve got you covered! I also do custom videos for my listings. I hire a professional production team (BAMM), write the copy and narrate the home tour. These videos have been a great success, and is another unique advantage I offer my clients. Seventy five percent of the buyers that purchased homes from the custom video tour were from out of area.” Caroline’s diverse background is definitely something that sets her apart from her peers. Copyright Top Agent Magazine 10

However, she cherishes her relationships with fellow realtors and affiliates alike attributing her success to solid longstanding relationships within the real estate community. In addition to selling real estate, she utilizes her talents each holiday season by converting the lyrics of a traditional holiday carol to be about the real estate market and sings at various North Bay real estate holiday parties. Her broad sphere of influence in the real estate industry has developed over the years. “I’m very active in the Realtor® community, as well as industries associated with Realtors®. I’ve sold solar new construction and during the downturn from 2008-2013, I sold home warranties, home inspections and was a sales representative for a local pest company”. Top Agent Magazine

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Caroline is an active member of her community. For the past five years she has been the chairperson (at a local theater called the 6th Street Playhouse) for local fundraising efforts for various children’s charities ranging from: Easter Seals, the new Sonoma County Children’s museum, Coats for Kids and the local schools. Caroline has big plans for the future and recently brought her talents to Vanguard Prop-

erties, a boutique brokerage that specializes in new construction, an area that Caroline is on her way to making splash in as well. “I’m the listing agent for several developments already, and my new brokerage has everything I need to grow that part of my business even more. I truly love what I do! Buying or selling a home is a powerful transition for people, and I’m honored that my clients trust me to guide them through the process.”

To learn more about Caroline Fuller call 707.303.0120 or email caroline@vanguardsonoma.com 12Copyright Top Agent Magazine

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3 Tips For Masterful To-Do Lists by Rob Flitton

Here are three masterful tips to easyto-prepare and easy-to-perform todo lists. 1-Important v. Urgent. Always prepare your lists based on what is important, not what is urgent. Why? Let’s define our terms. “Important” in this context is about what matters to you. “Urgent” in this context is about what matters to others. People have a tendency to not only assemble their lists based on the needs of other people, they get derailed by interruptions and distractions from the pressing needs of others—they get on phone calls, discussions, text-threads, or emailexchanges that take away their focus.

The corollary tricks here are to (i) negotiate for time and space in advance, and (ii) learn to say “no.” Since you want to focus on what’s important and not on what’s urgent, it causes you much less friction to negotiate ahead of time with those who matter to you for the time and space you need to be able to focus. This keeps you from worrying about family matters when at work, and work matters when enjoying your family or leisure time. When we are afraid in life to politely say “no” to the wrong thing, we makes ourselves unavailable to say “yes” to the right things. Those who appreciate and understand you will cooperate—those who do not will simply have to adjust.

2-Obey The Crow. Sometimes these urgency-intruders There should never be more than 7 can be close to you and hard to say items on your to-do list. No one no to—your spouse, boss, children, can concentrate on too many things at once. customers, or strangers.

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To be able to focus, a person needs to be able to discern which activities or ideas are most important to him at that moment, and at any given moment a person is only able to hold, focus on, or visualize perhaps somewhere between 4 and 7. This limitation was understood from an experiment observing a flock of crows gathered in a clearing. When various groups of men would cross the clearing and then enter the nearby woods, the crows would flee to the Top Agent Magazine

treetops only to return when the full number of men could be accounted forâ&#x20AC;&#x201D;i.e., when they felt safe. If one man went in and then came back they would return to the clearing. If three men went into the woods and only two returned, they wouldnâ&#x20AC;&#x2122;t. If five men went into the woods and only four returned, they felt safe to return to the clearing. This means that the crows could only hold 3 or 4 units of the men in their focus. 15

Focusing on where the money comes from strips away all of the non-essentials. For humans, the same is true but may be slightly higher. Look at a forest—you can perceive and focus on and count about 6 or 7 trees at one time, but you can never focus on or count an entire forest.

being the most important, and 1 dollar sign being the least important—like movie, book or restaurant ratings. At the end of the to-do list period— whether it is a daily, weekly, monthly or annual list—you need not have completed every item, but you need to have entirely completed or accomplished the 4- and 5-star items. You would rather fully complete three 5star items than partially complete all seven items on your list.

The powerful piece of knowledge here is that by using unit economy— by limiting your ideas and activities into manageable groups—you can greatly overcome these limitations and leverage your means to tackle more and more work. By breaking lists down into groups of 4 to 7 Money is a measuring stick for how units, you can accomplish hundreds, effective you are at conducting your if not thousands, of important jobs business—it is really the only objective means of measuring your and tasks annually. effectiveness. Yes, there are plenty of non-monetary goals and outcomes 3-Dollar Signs. The matter of deciding what should we all want to achieve, but I assert be at the top of your list should that being profitable matters the come down to the money. Money is most, and your to-do lists need to best barometer of what you should establish the mental attitude required spend your time on. Bookkeeping is to achieve maximum profitability. an important task in business, but Focusing on where the money comes closing sales is significantly more from strips away all of the nonimportant—no sales adds up to no essentials. need for bookkeeping. Rob Flitton is a Seattle Real Estate MarAssign everything on your to do list a number of dollar signs, 5 dollar signs 16

keting specialist helping independent agents to increase their income. Email Rob robflitton@gmail.com at any time or call/ text him at 206-612-2314.

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PENNY RUNYON Top Agent Magazine

PENNY RUNYON Working hard to help people reach their goals has always been the greatest motivating factor for Penny Runyon, an award-winning Coldwell Banker agent in the Sacramento Valley for 10 straight years. “I tend to go through the year without looking at the numbers and I’m pleasantly surprised when people start congratulating me at the end of the year!” Penny says with a self-deprecating chuckle. “I’ll be in the meeting and hear my name called off in the rankings, which is exciting, given all the high-earning agents in my branch office.” Penny’s work ethic and desire to help others go hand-in-hand. “I’m honest and I keep my clients very well informed,” says Penny, who entered real estate in 2005, just in time for the market crash. She kicked off her new journey handling short sales and distressed properties. Penny believes communication and client education are key. “When starting out with someone, I listen closely to what they need and want. If necessary, I’ll educate them on how what they have in mind may not be what they can afford.” She then delivers on her promises. “That’s a very big deal to me.” Her clients adore her so much that more than 95% of her business comes from referrals and repeat clients. A native Californian, Penny is a U.S. Army Veteran who worked as an aviation crew chief on UH-1 helicopters stationed in Germany. “After leaving the service, I dabbled in various fields and ran another business for 11 years,” she says. Given this entrepreneurial spirit, Penny thrives as an independent agent. “I was on a team for a couple of years with a good friend and top producing agent, which was perfect at the time, but I’ve been back on my own again since January 2016,” she says, adding that 2016 is her best year yet. In fact, it’s been so good that she is considering hiring a fulltime assistant. “I get a lot of support from the Coldwell Banker branch, but because of my desire for everything to be perfect, I’m still doing transaction coordination and marketing when my focus really needs to be out in the field.” She now has a part-time assistant to help with those tasks as she gradually moves away from some office work. Any time she spends in the office, after all, is time away from the market immersion and relationship building that endear clients to her for life. 18

“There are several things I really enjoy about real estate,” says Penny. “The first is that I get to meet so many new people and learn from various cultures. But the best part is getting people what they want and hopefully more than they imagined.” She frequently hears from buyers who are surprised and thrilled after she finds them better homes than they expected, all within their price range. A wife and mother of three grown sons and a handful of grandchildren, Penny loves the outdoors and finds many opportunities to give back to people in need. She supports several local youth sports organizations and provides fundraiser materials for a high school athletics department. “I’ve also volunteered on build sites for Habitat for Humanity and participate or donate annually to the Fourth of July Elk Grove Food Bank Run.” She even finds clever ways to give back while simplifying move-ins for buyers. “I often find items people leave behind or don’t know what to do with, so I donate any that can be sold to the local Goodwill.” Additionally, outside of residential real estate, Penny maintains a presence in the sale of manufactured homes. “You don’t make a lot of money with these properties and working at the lower price points is always a lot of hard work, but there is such joy in helping people who really need it in these lower price points.” While she has a desire to phase back somewhat in that portion of her business and focus more on SFR, Penny is grateful for the perspective it’s provided over the years. “It set me in the direction of working hard and gave me opportunities to be there for people in need. Some of my most thankful clients and greatest joys come from these.”

To learn more about Penny Runyon, visit pennyrunyon.com, email penny.runyon@cbnorcal.com or call 916.806.9715 Copyright Top Agent Magazine

5 STEPS TO ACHIEVE LONGTERM SUCCESS

AS A REAL ESTATE AGENT Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business. So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.

FIND A MENTOR

Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.

CONTINUOUS TRAINING

This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.

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BUILD A STRONG ONLINE PRESENCE

Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.

BUILD A SOLID FOUNDATION

SET GOALS

One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.

Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy. You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.

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BECAUSE WHO YOU ARE WORKING WITH MATTERS Top Agent Magazine

ADY SIMION When Ady Simion came to California he literally created something out of nothing. While he had several years under his belt in the mortgage industry in New Hampshire and through Real Estate Rentals and Management in Boston, California was a new market for him and he recreated himself into the experienced agent he is today. “When I moved to California, I came out of nowhere and didn’t know anyone,” says Simion. “I started all from scratch.” This year he was named in the top 1 percent of all agents for NRT LLC, a subsidiary of Realogy that operates a variety of real estate offices under brands such as Coldwell Banker, Sotheby’s International Realty, Century 21, The Corcoran Group, and the technology-based brokerages ZipRealty and Climb Real Estate. NRT has 787 offices and 47,000 sales associates. For Simion, it’s all about being available for his clients anytime they need him. He always picks up his phone and emails and texts whenever he’s needed day or night. “Whenever the call comes in I pick it up and respond right away,” he says. “If you don’t give them a response immediately they will go somewhere else. They’ll find the answer somewhere else and you’ll lose the client.” He keeps track of all the information on his clients with a database management tool and has help from a team of five to follow up on leads and do marketing. His marketing is aggressive, using every opportunity he can to garner buyers for the properties he lists. From mega open houses to canvassing the neighborhood to create interest, Simion does it. He also engages the use of Facebook through paid demographic advertising that lets him connect with potential buyers that would be interested in the property he is selling. All of this contributes to his high production rate and has made him a top seller in the Pasadena, Calif., market he serves. To make his business as successful as possible, Simion works with a real estate coach that has really pushed 22

the boundaries of his business, quadrupling his income in just a year’s time. “Ever since my income has just skyrocketed because of my real estate coach,” he says. While his real estate coach is taking him to new heights in his career, he has developed a significant business with 65 percent of his clients coming from referrals and repeat business. It may be the unique qualities that Simion has as he is able to speak three languages allowing him to cater to an international clientele. He is very active helping any way he can through social events and activities designed to bolster his presence in the community. His office in Pasadena also sponsors a different charity every month that he helps support whether it’s a local school or rescue dog operation he is there to give back. Even with Simion’s business growing rapidly he still finds time for short getaways with his family and takes the opportunity to head out of town whenever he can. “We like to disconnect from work for a little bit and come back and keep going,” he says. Keep going he does, as he has big plans ahead. He is looking to further grow his team with more people and reach that $1 million goal in gross income as the next milestone.

For more information about Ady Simion visit AdySimion.com, call 626-607-8652, or email Ady@AdySimion.com Copyright Top Top Agent Agent Magazine Magazine

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LORI ROEDER-KRANZ Lori Roeder-Kranz didn’t outright intend to be a Realtor, but life is filled with surprises—and this was one of the best ones (along with becoming an unexpected first time mom at 41!). As a lifelong entrepreneur, she knew she liked helping people. Once she got into the real estate industry, Lori discovered helping people with homes on both sides of the transaction is a great service to provide for her clients and very rewarding for her. And her clients really enjoy her help, calling her conscientious, knowledgeable, hard working and fun, with expert negotiation skills and the patience of a saint. After graduating from UC Riverside with a B.S. degree in Business Administration, Lori began working as a notary doing sign-ups for loans. Soon she was recruited to do loans. She didn’t love it; however, it paved her way into real estate. She took all the classes but wasn’t enamored with the prospect of always working weekends and didn’t pursue getting licensed right away. Her perspective shifted, however, after working for several start-ups that didn’t make it. “I couldn’t put my financial and professional life in other people’s hands anymore,” she says. “Those failed start-ups pushed me to take my real estate exam and get licensed. It’s been a great fit! I can’t believe I’m going on my 15th year.” After working for a few big real estate companies earning her stripes, Lori and her business partner started their own company, San Diego Market Realty, where she’s achieved more than $50 million in volume. Referrals account for more than half her business and several investors also keep her busy— she’s on her 15th deal with one of them over a two-year span. Clients refer Lori because of the personal element, which is especially important to her. She answers her phone, a practice that’s fading as texting and messaging take over. “I do text too, of course, but talking on the phone is still how I do business,” she says. “When working with buyers, ‘old school’ agents often tell me they’re accepting our offer because we 24

had a real conversation. They like the fact that I’m not just a robot—there’s still a human element in our business.” She’s no less energetic with her listings. For higher-end homes she uses professional photography and videography courtesy of HomeJab; for others she may hire a local photographer or do the photography herself. All her listings go on outlets such as HomeSnap, Trulia, Zillow, Realtor.com and Facebook, plus she drops 1,200 flyers monthly in her neighborhood farm area advertising just-listed notices, open houses, just-solds and coming-soon listings. Of course the listings go on the MLS and she often e-blasts directly to agents and puts signage on the homes. In addition to sometimes working seven days a week, Lori finds time and energy to spare and puts much of it back into the community. She served an elected official on the Tierrasanta Town Council a few years ago and now volunteers at neighborhood events and organizes fundraisers for her son’s preschool. She also brings greeting cards, treats and hugs to injured recruits at the Marine Corps Recruit Depot (MCRD) for Easter and Christmas holidays to cheer them up. “I bring my son to those events too, and they all just adore him,” she says. So much revolves around Lori’s son. She takes him to local amusement parks and museums and spends time with her parents, sister and nephews. Lori and her husband love to entertain, so they frequently have friends over, and for fun she still loves to Rollerblade at the beach. Being an older mom obviously hasn’t set Lori back. Lori’s real estate career may have been one of life’s surprises, but her success certainly isn’t—she knows exactly where she’s going and how to get there.

For more information about Lori Roeder-Kranz of San Diego Market Realty, San Diego, California, please visit SdMarketRealty.com, call 619.987.7633 or email Lori@SdMarketRealty.com Copyright Top Top Agent Agent Magazine Magazine

How To Send

SMARTER EMAILS

Email is a great tool for agents to use when trying to stay in touch with their past clients, as well as for reaching out to prospective clients. However, used incorrectly it can make your attempts to reach out seem like spam. The secret to using email effectively is making sure that everything you send out does one thing: ensure that you remain relevant to your contacts. To do this you have to get personal. Personalization will go far to ensure that your contacts are actually clicking on your emails. This means that if you do reply on an automated drip email campaign to build business, you need to customize your content so that it delivers something meaningful to each individual recipient. Here are some steps that will help you do exactly that:

1. SEND A WELCOME EMAIL TO

NEW CLIENTS AND PROSPECTS Rather than simply add new contacts to your automated email drip campaign, make sure to send each new contact receives a warm welcome as well. Sending a welcome email along with adding new contacts to your drip campaign is proven to be 86 percent more effective at catching your contactâ&#x20AC;&#x2122;s attention. Let them know they are welcome and that you appreciate their interest. Top Agent Magazine

2. NURTURE YOUR RELATIONSHIP

THROUGH YOUR EMAIL To let your potential client know that you are thinking about them by sending them useful content that relates to the process of buying or selling a house. Some great topics include credit score information, ways to save money, regular market updates, what buying in your market is like, information about the neighborhood, tips on how they can prepare their home for sale, and other relevant information. A great way to

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add to these emails’ punch is to time them so that they coincide with what that individual is going through and dealing with at that time on their path through the buying or selling process.

3. CELEBRATE IMPORTANT DATES

Everyone loves to be noticed and appreciated. Schedule emails to go to each client that celebrate their purchase anniversary or birthday. Make sure you include a personal note and your own wishes that the year ahead goes well for them. If you’ve been a bit out of touch with your contacts, you might want to send them a friendly hello.

MOBILE-FRIENDLY EMAILS With our phones being akin to mini computers, most people read their emails on their phone these days. So, it is particularly important to make sure that your emails are rendering well on the smaller screens. If you want to make any kind of impact, you have to run a mobile-friendly email campaign in today’s world. You are going to lose a lot of your audience if they can’t read your email on their phones.

TRACK THE PERFORMANCE OF YOUR EMAILS AND ALTER ACCORDINGLY The best way to make sure your emails are being read and making the kind of impact you desire is to consistently monitor the analytics,

and see what your readers are actually clicking on and what elements are most popular with your contacts. Going forward you can alter different elements of your email campaign such as content, images, graphics, and even smaller elements like your subject line to draw in more clicks from your readers, and cater to what grabs their attention. You also want to follow a targeted email strategy. The best way to do this is segment your email list based on the data from your CRM and the demographics of your contacts. Different clients are going to be interested in different content. Long-time clients looking to buy a second home or possibly downsize are going to be interested in completely different content than your first-time buyers. A good way to filter your contacts is by looking at which ones are looking to buy or sell, how far along in the process they are, as well as other important information about them.

DON’T SPAM UNDER ANY CIRCUMSTANCES You probably already know that flooding your clients’ emails is big no-no. However, different people have different ideas about what is too much contact. One great way to approach this problem is to ask your clients whether they would prefer weekly, monthly, or occasional emails from you. This way you can cater to each client’s preference.

The emails you send your clients can often be a double-edged sword when it comes to how well they work to bring in business. Following these simple rules will help your emails be as successful as they can possibly be, and will make your contacts much happier with you. So, don’t just send out emails without doing your homework about how to do it right. Your email campaigns can be a powerful tool if you know how to create and utilize them in the right manner. 26

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KAREN LAVROUHIN Lake views, spectacular ski slopes and the San Bernardino National Forest—Big Bear, California is more than a vacation destination, it’s a lifestyle. Karen Lavrouhin, a local real estate agent in the area, moved part time to the region in 1997 when she and her husband purchased their vacation home. “My husband Tim and I left our Marina del Rey home and moved here full time,” she said. “We absolutely fell in love with the area and all it had to offer.” The couple spent their early years in Big Bear turning neglected homes into worthwhile real estate, or ‘fixer-uppers’ according to Lavrouhin. This eventually sparked an interest in designing and selling manufactured homes with a beautiful cabin look, a unique yet ideal strategy for an area such as this. Her fondness for manufactured cabins and real estate in general led to earning her real estate license and the beginning of a flourishing career. When Lavrouhin started in traditional real estate sales, her expertise in the local region her willingness to include staging of her listings as an added value to her clients. More recently, her completed 2015 Residential and Lot transaction sales put her at #1 Individual Agent in Listing Sales Dollar Volume and #1 Individual agent for total listings sold of the approximately 340 agents in the area, “I think I can say that my experience in designing and staging homes is just one reason why I sell more homes than most,” she said. Prior to a career in real estate, Karen was an art director and owned an advertising agency and this is why she made a conscious choice to include her Labrador retriever, Noodles, in advertising and signage. Although Noodles passed away, she now has another black LabTop Agent Magazine

rador retriever named Dallas to continue that legacy. “I think my branding gives people a sense of who I am personally and once they call me I have the opportunity to show what a great resource I can be for them in Big Bear,” she said. Starting her career at what was arguably the smallest real estate company in Big Bear, she became a top performer in the Big Bear market. As the real estate environment started to transition to groups and mega teams, she made a business decision to join an international company and co-created a group with two other agents.The W!N Group she co- created allows each group member to provide support services and backup at a high level when schedules get hectic and clients need additional assistance. High-quality marketing is just one explanation for the impressive number. “I market homes in a variety of ways including Internet portals. Although for many agents magazine advertising has lost its appeal, Karen continues to advertise in the local real estate magazine. “I do not present my listings in the traditional exterior photo way, rather I try to have a minimum of four photos so that a buyer can get a sense of the property. In most cases our buyers are fulfilling a desire for a different experience from their everyday lives for themselves and their families. My goal is for my advertising to evoke the emotional aspect of mountain home ownership and attract the right buyer for each of my listings.”

For more information about Karen Lavrouhin, please visit yourbigbearhome.com, call 909-866-9888 or email karen@winbigbear.com www.

CHRISTINE CARDOSO MOORE When looking to buy or sell a home in the Ventura County area of Southern California, you won’t be able to find one more respected and in-demand broker than Christine Cardoso Moore. In the business since 1993, Christine has built a reputation for not only having an in-depth knowledge of the market she represents, but for providing an unsurpassed level of client satisfaction as well. Christine actually got started in the business in high school, when she began telemarketing for a Broker. The business was such a perfect fit for her, that what started off as part time job became her career and her passion. Christine has been a top producing agent almost since the beginning. She is in the top 1% of Real Estate agents and brokers in Ventura County since 2010 and is in the top 1% of Keller Williams in Southern California in production. In 2016 Christine was recognized by the national publication, Real Estate Executive Magazine, as one of the 100 Most Influential Real Estate Agents in all of Southern California! Realtrends.com has recognized Christine as the “Best Real Estate Agents in America” for 2015 & 2016 as well as the “Best in California” for 2015 & 2016. Serving the beautiful coastal communities of Ventura, Oxnard and Ojai, Christine credits much of her success to the fact that she truly puts her client’s needs above all else. When you hire Christine, you work with her. Every client benefits from Christine’s in-depth experience, strong work ethic and fierce negotiation skills. This focus on unsurpassed customer service is just one of the reasons Christine enjoys an impressive percentage of repeat and referral business.

Since the beginning of her career, Christine has always had a ‘client first’ approach to sales. “I’m there for my clients 100% of the time. I don’t hand them off to a team. There is truly nothing I don’t do for them, I help guide them through every step of the process from start from finish and people appreciate that level of service. I’m always available 24/7. There is no question too big or too small. I’m really proud of the reviews I get that highlight my accessibility, professionalism, fierce negotiation skills, and follow through to ensure my client’s needs are being met.” Christine takes a comprehensive approach to marketing her listings, and her hands on approach applies to getting home s ready for sale as well. “I do more traditional approaches like postcards, print media and door knocking, as well as internet and social media. I also help clients prepare the property for sale, helping them stage and declutter. I always tell them they might as well start packing things up as soon as possible. Once the house is ready, I hire professional photographers and videographers as well as drone and aerial photography if necessary.” Christine is actively involved in her community and gets her family involved in several charitable endeavors. In her free time she enjoys playing tennis, scuba diving, traveling and spending time with her children. Christine’s plans for the future include expanding her online presence. As with everything she does for her business, it’s all in the interest of helping more people reach their real estate goals. “I love what I do and I truly love the lifestyle I get to sell here. It’s a beautiful beach community with relatively affordable homes. It’s gorgeous weather, year round and just a fabulous place to raise a family.”

To learn more about CHRISTINE CARDOSO MOORE visit vchomesbychristine.com call 805-794-7904 or email homesbychristine@hotmail.com www.

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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TEAM ECHO REAL ESTATE “Our vision was not to be your local neighborhood realtor,” says Branden Lowder of Team ECHO Real Estate. “We’re a diverse team spread out across the greater LA area. And we’re also very big on making sure it’s not about us.” Alongside Tammy Faecher, who is both his business partner and fiancée, Branden co-leads Team ECHO Real Estate. The couple leads by infusing service, passion, inspiration and love of real estate into every action the team performs. Among their greatest accomplishments, they say, is building a team that includes 10 agents and two fulltime staff members. “There’s strength in recognizing our team members and helping each one of them each create their own success.” Rather than attaching their individual names to the business, Team ECHO evolved out of the group’s determination to provide “service that’s worth repeating.” Having first come together as a couple, Tammy and Branden discovered eight years ago that they also enjoyed working together professionally. “We realized we complimented each other extremely well,” says Branden. “We founded Team ECHO with the vision of providing unparalleled service and guidance to all our clients.” In addition, Tammy’s and Branden’s individual professional strengths balance the other’s. While Branden focuses on developing the relationships, Tammy nurtures clients through the details during the escrow period. Tammy adds that Team ECHO is filled with professionals who thrive on working together doing what they love. “It should be fun to help people buy or sell homes. What makes us successful is our love of people, our years of experience, our market knowledge and our ability to get the results our clients are looking for.” Each member of Team ECHO makes it their job to disseminate all the confusing information available to buyers and sellers. “You need a team that can validate the information, help you consume it and most importantly help you make the best decision for you and your family,” says Branden. Branden and Tammy serve as coaches, mentors, leaders and closers on Team ECHO. “We build up our agents individually and professionally.” In doing so, they develop real estate pros who provide sound advice to buyers and sellers. “If you’re on

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this team, there’s no doubt you can rely both of us to always be there to pick up the phone or help you find a solution to an issue,” says Branden. Clients repeat the residual benefits. Branden and Tammy have noticed that clients appreciate the bang for their buck they receive from a group effort. Tammy adds that because each team member is so passionate about his or her work, they consistently go above and beyond, willingly compensating for what the other side of a transaction may lack. “We pick up the ball wherever it needs to be picked up to get the necessary results for clients.” The team also believes in giving back to the community. Both Tammy and Branden have put in decades of support for local schools and youth activities by volunteering at events, coaching sports teams and, in Tammy’s case, taking an active role in Rotary. Now that their children are grown, the couple’s community “outreach” includes a tasty variation on an economic stimulus plan. “These days, we donate a lot to the local restaurants!” says Branden. In addition, as a real estate advocate and educator who has taught agents nationally, Branden shares his knowledge of the industry with everyone he can. From negotiation trainings to market updates, he has no trouble attracting an audience. His sage advice for homebuyers, sellers and aspiring real estate professionals comes with a glint of comic relief. “Don’t read the headlines!” says Branden. “Real estate is good and will always be a healthy industry if you do things the right way and you seek the advice of true real estate professionals,” he insists. “And please stop watching HGTV!”

To learn more about TEAM ECHO REAL ESTATE, visit teamechorealestate.com, email branden.lowder@yahoo.com or call 310.343.1404 http://

How to Create a Business-Winning Plan in One Hour by Bubba Mills

Baloney! That’s what I say to those who think building a business plan should take days, weeks, even months. And I say baloney again to those who think a plan has to have a bunch of pages with graphs and charts. I know for a fact REALTORS® don’t have that kind of time. But I also know every serious REALTOR® needs a good plan. That means if you’re reading this, you’re in the right place. Stick with me and you’ll end up with a plan that can make your year much better. A comprehensive business plan (two pages max) can help you: • Account for what you accomplish • Clarify your life • Keep track of each of your goals • Manage your time 32

• Determine if you’re heading in the right direction So let’s get right to it. Here are the steps to take to get your plan in place and your year (and rear) in gear: Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Use positive, present tense statements such as “I am,” “I provide,” “I strive” as you define who you are and what you provide your clients. Take 10 minutes now to brainstorm some possible mission statements. Perform a SWOT analysis (strengths, weaknesses, opportunities and threats). For strengths, maybe you’re tech savvy. For weaknesses perhaps you’re unorganized. With opportunities, it could be that a large firm is relocating to your city. And for threats, maybe Top Agent Magazine

Every serious REALTOR® needs a good plan. the mid-term, one year; and the long-term, five years. Also, in this same section, write your personal objectives. We can’t be balanced in life if all we focus on is business. So consider what your ideal sitWrite your business objectives. In uation would look like with your this section I’d like you to consider family, your spiritual life and your what you want your business to look social life. Spend 10 minutes now like in the short-term, six months; in on these topics. interest rates are rising. Take 10 minutes now and fill in a few items for each category. If you get stuck, ask a co-worker or friend, who knows you well enough, for suggestions.

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Create a mission statement. This gets right to the heart of your life and addresses why you’re in real estate. It answers why you’re here, what your purpose is and what your business is truly about. Create your sales goals. Here’s where I don’t want you to be afraid to think bigger. Take 15 minutes for this section. As part of this segment here at Corcoran Consulting and Coaching Inc., we include what’s called a goal achievement system that helps you stay on track with your goals. So for each goal, we include a why, excuses for failure, resolve and action items. I believe this is a vital step because it allows you to examine why you might hesitate in completing parts of your business plan. Email me at Article@CorcoranCoaching.com, and I’ll send you a free worksheet on this system. Develop action items. To wrap up your plan, you need to get specific about how you’ll achieve your goals. So for each goal you should have action items, due dates, who will 34

complete the items and a step-by-step daily and hourly plan with what has to be done. Take 15 minutes and do it. Tell me what you’re thinking. Do you have a plan? If not, why not? What’s preventing you from creating one? What successes or failures have you had with plans in the past? 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. Top Agent Magazine

KEVIN VIERRA You might say that real estate is in Kevin Vierra’s blood. Kevin’s Father was a Broker, so he grew up around the business, but initially planned on going into the high tech industry. Unfortunately that was right at the time when that industry was becoming unstable, so Kevin got his license as a back-up plan. But once he did his first transaction, he was hooked. “I knew then and there that real estate was the career I was born to do and I started doing it full time. That was 15 years ago and I haven’t looked back since.” Kevin joined forces with his Father and his Aunt, who is a property manager, and they are all part of the Vierra Team currently with Intero Real Estate Services where they serve communities from Walnut Creek to Discovery Bay. With years of experience, an in-depth knowledge of the areas they represent, and the ability to offer their clients an unsurpassed level of customer service, it comes as no surprise that The Vierra Team has an impressive 95% repeat and referral business rate. Kevin credits his ability to earn his clients trust as being one of the keys to his success. “I’m loyal to them and they offer me the same sense of loyalty in return. From the moment I meet a potential client, I give my honest assessment of their situation and when they start working with me, I keep that honest and constant communication going throughout the entire transaction. That’s really what keeps them coming back to me I think. When you’re keeping your client constantly informed and always

being honest, it makes them really comfortable trusting you and that’s just invaluable in this business.” Kevin prides himself on the ability to build relationships with his clients, and makes an effort to maintain those relationships long after the active transaction is over, reaching out to them on a regular basis. Another way Kevin has stood out in the industry is with his comprehensive approach to marketing, something that has been instrumental in his ability to close fast and get his client’s top dollar for their homes. ”I really try to stay at the forefront of marketing innovations. But it really all starts with getting a clear idea of what it is a client wants, and then executing a strategy to make that happen. I’m diligent about making sure that everything is executed perfectly. I use professional photography and videos, then get my listings out to all the major real estate sites as well as on social media. All of my listings are also presented to my large sphere of influence. That aggressive marketing approach is why I’m usually able to get a home sold within 15 to 20 days.” Kevin is actively involved with his local church and he volunteers with Meals on Wheels. He also enjoys helping out with the local farmer’s market. In his free time he enjoys snowboarding, traveling and spending time with his kids. Kevin has big plans for the future, including getting his Broker’s license and expanding his team, but no matter how much he grows, helping people will always be his main focus. “It’s an amazing feeling to have people trust me with such an important purchase. Whether it’s someone’s first home or their dream home, there’s a lot of satisfaction that comes with helping someone achieve their real estate dreams.”

To learn more about Kevin Vierra call 925.595.1321, email Kevin@vierrateam.com or visit KevinVierra.com www.

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