California 2-19-17 by Top Agent Magazine

CALIFORNIA EDITION

6 HABITS OF HIGHLY PRODUCTIVE AGENTS

FEATURED AGENT

ELOY VILLAMIL COVER STORY

ZACH KNAPP

CONNECT BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS ARE YOUR PRESENTATION SKILLS COSTING YOU MONEY?

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CALIFORNIA EDITION

ZACH KNAPP

ELOY VILLAMIL

CONTENTS 4) 6 HABITS

OF HIGHLY PRODUCTIVE AGENTS

14) CONNECT

BEYOND REAL ESTATE TO ATTRACT FUTURE CLIENTS

19) ARE YOUR

PRESENTATION SKILLS COSTING YOU MONEY?

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6 Habits of Highly Productive Agents In a business that can be constant chaos, you’re constantly on the go and dealing with things as they hit you. It can be difficult to take a second and regroup. But there is a better and smarter way to work. If you take the time to create some better habits, in the end, you may end up being more productive. If you want to make better use of your time, as well as have more focus, here’s some habits that you’re going to want to pick up - all common to top-producing agents.

1. Learn how to prioritize Although it might be your instinct to get some of the boring work out of the way first, things 4

that actually generate income (or are time-sensitive!) should be the first thing you focus on when you start your day. Lists are your friend! Make a list of things you want to accomplish for the day, the week, and even the month. Always list them in the order of priority. If things get cut off when you run out of time at the end of the day, at least it’ll be the things that are not as important or time sensitive. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list, you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as Top Agent Magazine

well. Treat your time with the same respect you would a colleague’s or client’s and don’t ever waste it. As with anyone, your time is your most valuable commodity and should be used wisely. When you make your list you can even schedule tasks as if they were a meeting, giving yourself a little time goal to beat, as well. Treat your time with the same respect you would a colleague’s or client’s, and don’t ever waste it.

to accomplish it? Write it out and then incorporate that into your prioritized ‘to do’ list. You’ll be amazed at how driven you become to reach that goal when you actually write it out with clarity. And, the sense of accomplishment you get upon completing it will carry over to the next day. It’s important to remember to be specific. Once you get into the habit of meeting your goals, exceeding them won’t be far behind.

2. Remove distractions

when you need to focus This is especially hard when you’re a Realtor®. Most are constantly connected to their phones. But, unnecessary distractions can get you off schedule and make you lose your focus instantly. If you can, turn your phone off for the half hour it takes to do a task. Interruptions make everything take twice as long, especially when you take that text and then decide to check Facebook for a second. We all do it! Complete your task, then take ten minutes to respond to all texts and messages before you start up the next thing on your list. You can even schedule those ‘text backs’ into your schedule. A concentrated effort is always more effective than going back and forth between things.

3. Set daily goals This is so key. What do you want to accomplish for the day and what do you need to do Top Agent Magazine

4. Don’t make excuses There’s that old saying, “The buck stops here”. Well, take it to heart. This is your business and you are responsible for doing everything you can to make it successful. Sure, there are reasons for why you didn’t get a listing or why your business is slow, but what are you doing to change things and make them better? Successful Realtors® work harder and come up with innova5

tive ways to stand out when times are tough. They don’t look for excuses, they look for solutions.

5. Be deliberate

about everything you do When you’re making your list, it helps to have a goal in mind for even the smallest task. If you’re calling past clients to touch base, have a specific reason why you’re calling. Are you letting them know some market news? Thanking them for a referral? When you’re meeting a referral partner for lunch, have a goal in mind for what the outcome of that meeting will be as well. Yes it’s good to socialize and build relationships, but if you have a reason, make sure it isn’t put off until the final moments, when things are wrapping up. Always having a purpose in mind will also help you prioritize your list better.

6. Always look for ways to

get out of your comfort zone Yes, you are prioritizing what is most important or urgent to your business, but it’s also important to make an effort to break out 6

of your routine as much as you’re comfortable doing. Trying out new things or taking some time to learn about new and innovative real estate techniques and technology, can have an energizing effect on your business. Not only might they lead to things that make you more productive, but it keeps you sharp and engaged. And, ultimately keeping yourself at the top of your game is what it’s all about. Top Agent Magazine

ZACH KNAPP

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ZACH KNAPP Zach Knapp of The Knapp Team in San Francisco’s Bay Area is a veritable warehouse of real estate knowledge, having quite literally grown up in the industry. His mother (and current team member) is a 25-year veteran of the industry, and Zach spent much of his childhood and teen years assisting her with everything from marketing to open houses. Graduating from St. Mary’s College in Moraga with a degree in Finance and Marketing, he has been in the real estate industry for an impressive 17 years, and has been a consistent multimillion-dollar producer ever since. Specializing primarily in the Bay Area and its enclaves that include Palo Alto and BlackCopyright Top Agent Magazine 8

hawk, Zach’s reach also extends as far East as Lake Tahoe and as far South as La Jolla. “We really cater to our clients and where they want to go, whether that’s San Francisco or Beverly Hills,” says Zach. With a host of certifications that include Accredited Buyer Representation (ABR), Seller Representation Specialist (SRS), Certified Distressed Properties, Equator Platinum REO & Short Sale Certification & Certified Luxury Home Marketing Specialist with the Million Dollar Guild Award. Zach’s vast knowledge of his industry has placed him head and shoulders above his competition, and has resulted in an impressive 80% rate of return Top Agent Magazine

and referral business. “It’s the great service we provide, and the overall knowledge we have,” he says. “For example, I was one of the first agents to hold the Military Relocations Professionals (MRP) Certificate, which means I’m able to work with active military families.” Zach’s love of the industry is evident in the amount of time he takes to educate himself on the business so he can pass that knowledge along to his grateful clients. “I’ll sit in the evening with my laptop in front of me and dig into everything on the MLS, looking at price points and analyzing things,” says Zach. “I look at things analytically because at the end of the day we are an emotional business, Top Agent Magazine

and if I can get my clients to understand the math, then the two of us can have a very easy conversation, because at the end of the day the numbers don’t lie.” Aggressive, cutting edge and savvy marketing also contribute to Zach’s stellar success. Among the techniques he utilizes are full-scale commercials to showcase each of his properties. While other realtors use virtual tours to sell their properties, they are no where near the quality of production value Zach puts into this mode of marketing. “Other agents were doing virtual tours,” he says, “I’m always trying to be cutting edge and find the next best way to market my listing. I do not do panning photo shots over Copyright Top Agent Magazine

music because it’s not a real virtual tour. A virtual tour is a tour that should make you feel like you are truly in the home, you are part of it, you feel that space. Everybody has a phone nowadays and has access to YouTube, which is world wide and allows me to present my listing to anyone, at anytime, anywhere in the world and that is what my commercials do.” Zach is also featured in commercials on channels such as FOX Business, CNBC, ESPN, HGTV & other Comcast TV network’s to name a few.

commercials. But I also enjoy the analytical side that comes from my degree in finance,” he says. “I like that no day, no escrow, no buyer, no seller or transaction is ever the same. That is what I really enjoy.”

What Zach likes most about working in the real estate industry is the fast-paced excitement and the creative aspect. “I enjoy the marketing process, how we build the brochures and the

“When I speak to my clients, they have 100% of my attention and understanding, and everyone gets treated the same, whether it’s a condo sale or a multimillion dollar property.”

Zach’s plans for the future are to grow his team, freeing him up to spend time focusing on the international luxury home market, while sacrificing none of the quality of service that is his hallmark, regardless of the size of the transaction.

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For more information about ZACH KNAPP, please call 925-389-8920 or 310.435.9945 or email Zach@TheKnappTeam.com 12Copyright Top Agent Magazine

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J. Rockcliff Realtors is proud to congratulate

on being featured for the state of California in Top Agent Magazine!

925.648.5300 | Rockcliff.com Top Agent Magazine

CONNECT BEYOND

REAL ESTATE

to Attract Future Clients What kind of content are you sharing on your blog, website, and social media? Does most of it have something to do with buying or selling a home? While sharing the latest market information or tips on how to qualify for a mortgage, or when someone should buy or sell is important and demonstrates your value as a REALTOR®, it shouldn’t be the only subject you cover. If you only focus on real estate, you’ll be missing the chance to connect with future clients that might not be ready to move just yet. By sharing a lot 14

of industry-heavy content, you are only going to appeal to those who are currently in the market rather than a broad base of potential clients. To pull in those other future clients you want to provide fresh, interesting content that will appeal to those possible future clients that aren’t quite ready to move yet. However, you also want to still tie this content back into your business goals. So, how do you share content that will speak to a wider audience, but also still be relevant to your business?

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Talk About Your Philanthropic Activities

The philanthropic work you do to support your community says a great deal about who you are as a person. Many people will be attracted to working with you because of the charitable works you are involved with. While you may be hesitant to share these efforts because you feel it may come across as bragging, you also need to remember that sharing information about the charitable organizations you support will actually help those organizations. Many of them have small marketing budgets, so any free exposure you can give them helps to promote their cause. In fact, they want and need you to promote them. And you can promote them without coming across as a braggart. Focus your content entirely on the organization. Talk about why you support them, how they help the community, and how others can also get involved. This turns what could have been bragging into something that benefits everyone. n

Your Local Community

We humans are connected to each other through our community â&#x20AC;&#x201C; our local sports teams, parks, churches, schools, and much more. What better way is there to connect with people in your community than to talk about your community? Demonstrate that you are an expert on your community, and bring that community to your followers. Share information about a local event; perhaps even share the actual event through live-stream video. Interview city officials to get the low-down on the latest development project. Share information with your followers about things they didnâ&#x20AC;&#x2122;t know about their community. Consult with local historians or the historical society to share interesting information about your community that your followers will want to read. You could even turn it into a series of podcasts or videos. n

Use Your Creativity to Connect

Find creative ways to engage your followers on the topic of real estate. Try engaging your followers in an interactive project such as posting photos of interesting front doors. Doors are the entry point into our homes as well as our private lives. The way we adorn our front door can give someone a sense of our style and personality. Ask followers to submit photos and choose one to post each Friday. Make sure to watermark each photo with your logo at the bottom and include an inspirational quote that ties back to the importance of home. You could also ask your followers to provide a little story or caption to go along with the photo that tells something about them and their home. These kinds of projects are interesting and unique, and clearly connect back to your business. n

Share Your Hobbies

Are you an adrenalin junkie who has bungee jumped from some of the tallest bridges in the world? Are you a foodie that grows your own organic vegetables and fruit? Do you have a Top Agent Magazine

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secret passion for photography? Everyone has hobbies that they enjoy outside of work. When you look past the surface people become quite interesting. People also happen to find interesting people interesting, and tend to remember people based on their distinctive traits. We humans love discovering a person’s behind the scenes story, the mind behind the face. While you don’t want to talk too much about yourself, sharing pieces of your personal life and things that interest you can be a great way to connect with followers. By sharing interesting facts about your life, you will find that many followers will feel a strong, personal connection to you based on your hobbies and personal interests. n

Divulge Interesting Experiences

This is somewhat similar to the idea of sharing your hobbies. Sharing some of your more interesting personal experiences such as a fateful conversation with a stranger or an exciting adventure you had while in another country can be a great way to connect with followers as long as it also relates to some kind of life or business lesson. Talk about experiences you’ve had with clients or purchasing your own home. Experiences that relate to your business are great ways to connect with future clients in a manner that goes beyond the world of business. n

What and Who Inspires You

No matter what you’ve chosen to spend your life doing, you didn’t get there alone. You may have had a mentor that made a special impact on your life or someone already in the business that you looked up to and who perhaps inspired you to get into real estate. You may have found inspiration through a love of architecture or design. People want to know why others do the things they do. Sharing who or what influences you in your personal and business life is a great way to connect with followers. Recognizing that you didn’t get to where you are now by yourself shows humility, and talking about those people that had an influence on you shows others that you stay connected to the world and people around you. Connecting with potential clients is something that is essential to any REALTOR’S® business. If you’re doing the work to create interesting blog posts and make those connections, you want to make sure that you’re sharing the right kind of content to draw in those future clients. It takes a lot more than simply providing the latest market news. To get the most out of what you share, you need to provide a wide array of interesting content 16

that will draw in a broad range of followers. Providing the right kind of content can make all the difference when it comes to connecting with future clients and building the right kind of relationship with them right from the start. Connecting through your website or social media and sharing more than just real estate advice will help you build confidence and trust with future clients before you even meet them.

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ELOY VILLAMIL With a solid 10-year record of success in the real estate industry, Eloy Villamil of Team Innovative at RE/MAX Innovative in Bellflower, CA is the embodiment of the American dream. Having immigrated to the United States from Mexico at the age of sixteen, he began his journey in real estate when his plan to marry was thwarted by lack of funds. On the advice of a friend, he obtained his license in 2007, and was soon married and on his way to success in the highly competitive real estate world. Eloy and his team of seven sell within a twenty-mile radius, which encompasses much of the Los Angeles area. Boasting expertise in the areas of primary residences, investment properties, short payoffs, foreclosures / short sales, and land development, Eloy is proud of the service he provides to each of his satisfied clients. “I’m proud to provide my clients with the solution to their real estate needs,” he says. “I work hard to ensure my clients are taken care of to the best of my ability, whether their transaction is for $100,000 or $1,000,000,000. They all get my full attention and support.” This level of care and commitment has resulted in a business comprised of more than 50% referred clients. The reason for these referrals are evident in the staggering number of five-star Zillow reviews that reference the dedication, knowledge and care Eloy provides his clients. One example reads: “I highly recommend Eloy and his team for helping me and my family make our American dream a reality. I’ve experienced other firms that made me feel like just another client, with not much time or interest in what’s best for us. His team took the time

to make me feel secure and confident in the process. I’d like to thank Eloy and his team for that and once again, would recommend them to anyone I know that’s currently in the market for a new home.” When asked why he believes his clients keep returning, he says, “I think it’s the service we provide. They know we care about their needs, and they know the most important thing to us is to be able to fulfill their needs.” Making sure clients are fully aware of all the intricacies of any transaction is paramount to Eloy. “A lot of people make mistakes because they didn’t have the right knowledge. I truly believe that if a client knows their options, they will make better decisions.” What Eloy likes most about real estate is the satisfaction of helping others achieve the American dream of homeownership. “Being able to help someone with that is really satisfying,” he says. “Being able to help someone get into a home who never thought they could and seeing their faces when they’ve done what seemed impossible is amazing.” When he’s not working, Eloy’s primary focus is spending time with his wife and children. He also gives back to his community, and is a member of The National Association of Hispanic Real Estate Professionals (NAHREP). He also works with several other charitable non-profit organizations. As for the future, Eloy takes an altruistic outlook: “I just want to continue encouraging others,” he says. “I think I can be a motivation for other people to achieve things they don’t think are attainable. Coming from Mexico at 16 with nothing and being able to achieve success is something I hope others will look at and realize they can do it, too, whether that’s homeownership, becoming an investor, becoming debt-free or financially independent.”

For more information about Eloy Villamil, call 562-444-3800 or email EloyVillamil@gmail.com Top Agent Magazine

Are Your Presentation Skills Costing You Money?

ometimes we’re so focused on technology and education that we forget this is a “people business”. And, a great deal of the money you make comes from your ‘point of contact’ skills. What do I mean by that? Lead generating dialogues and presentation dialogues. Yet, how much do we work on those verbal skills? Unfortunately, communication sales skills have gotten short shrift in the last decade. Why? I think it’s because many of us are so challenged by technological changes. But, slow down. Think about how you actually make money. It’s at point of contact. Getting better at point of contact skills translates into more money in less time.

We’re All Presenters Everyone in the real estate business presents: Agents present, when they are doing listing or buyer presentations. Managers present when they are recruiting, or doing their office meetings. Mortgage and title 20

By Carla Cross

When you’re doing a listing presentation, what do you want to happen? You want them to sign the listing agreement when you’re done. reps present when they are in front of a group of agents in an office, talking about their services. So, doesn’t it make sense to become ‘killer’ at those presentations? You’ll double your money and halve your time.

Bug Off: I Do Okay Just Like I Am Yeah. I know. As a musician, I’ve worked with literally hundreds of people who thought they ‘played good enough.’ Some people just get to a certain performance level and leave it there. Have you ever thought that, often, our presentation strategies (or lack of) work in spite of us, not because of us? As a musician, I know the thrill of performing at high levels. So, open your mind and consider

stepping up to a higher presentation level. Not only will you have personal satisfaction, you’ll make more money! Now, let’s tackle one set of presentation skills: Organizing that presentation effectively. Having heard listing presentations that wander all around the world, I know the importance of effective presentation organization.

Three Steps to Organize Your Presentation to Knock Their Socks Off Most of the time, we just get in front of people and say whatever we think of first. That leads to some big presentation mistakes, and costs us ‘sales.’ Instead of stumbling through a presentation, why not organize it to Copyright Top Top Agent Agent Magazine

grab their attention, persuade them to your way of thinking, and motivate them to action? You can. In my new resource, Knock Their Socks Off: Tips to Make Your Best Presentation Ever, I show a simple three-step format to create your persuasive presentation. No matter why you’re in front of people, we need to be persuasive Think about it. When you’re doing a listing presentation, what do you want to happen? You want them to sign the listing agreement when you’re done. So, it’s extremely important that you organize your listing presentation using a persuasive format, not just an information-heavy dialogue flow.

Grab Their Attention in the Opening Have you thought about your opening? Or, are you nervously standing at the sellers’ door, worried about what you’re going to say? Are you hiding in your office because you dread doing that sales meeting? When we haven’t organized our presentation, we come up with some really boring, off-putting openings, like: I won’t take much of your time, but... Copyright Agent Magazine Top Agent Top Magazine

We have a lot to cover today We won’t get through the outline I know you don’t want to listen, but... I’m not really prepared

You just open your presentation book, point to the pretty pages, and say, “here’s a keybox” (I’m not kidding. I’ve seen it….) Great openings, yes? Yet, we’ve heard them dozens of times. You don’t have to settle for whatever 21

If you’re doing a presentation to sellers, one of the major objectives of your presentation is to persuade them to your listing price point of view. comes ‘naturally.’ Instead, make your openings: Provocative Interesting Different Engaging I just attended a ‘Train the Trainer’ session (yes, I still learn great stuff every day!), where the trainer said it was important to engage the audience in a meaningful way in the first two minutes of your presentation. I think that’s a great rule to follow today, because people’s attention spans are the length of a gnat’s eyebrow. So, the next time you attend a presentation, see how much time elapses before the speaker/presenter/trainer gets the audience into meaningful action. I don’t mean to ask a rhetorical question, either!

A Middle That Educates Your ‘Audience’ to Your Point of View In the middle of your pres22

entation, add those stories, statistics, and visuals that support your point of view. By the way, as you create that presentation, jot down your point of view. If you’re doing a presentation to sellers, one of the major objectives of your presentation is to persuade them to your listing price point of view.

Retention is Key

Why Use Visuals?

Three days later:

There are two reasons to use visuals in your presentation:

We retain 10% of the information when we hear it

We believe what we see

We retain 65% of the information when we hear and see it

We retain the information much longer As you organize your presentation, ask yourself:

Have you ever met with sellers or buyers, given them lots of information—and then had them question you about it a few days later—as if they never heard you—or heard you backwards? That’s because people don’t hear and retain very well. Look at the statistics:

So, use visuals to prove your points, not to merely show pretty pictures of houses.

The Ending: What are the main, and fre- Back to the Beginning quently, unspoken objections my ‘audience’ will have? How do I educate them to show them the reasoning behind my point of view?

Have you thought about your wrap-up? Or, like many presenters, does your ending sound like this? Copyright Top Top Agent Agent Magazine Magazine

Well, that’s all. What do you think?

pop tunes are constructed with this format:

We’re out of time. Thank you. I hope you’ll list with me

theme—variation—theme

I don’t have time to close. I couldn’t get to much of the material, but you can read it In fact, even the most professional presenters frequently have trouble with their endings. One of the main reasons is that they run out of time. Another is that they haven’t thought the ending through.

How to Do a Stunning Ending Crafting an effecting ending is the second most important part of your presentation. (The first is the opening). To craft a great ending, Go back to your beginning opening theme Summarize the benefits of going ahead with you/take action Motivate your ‘audience’ to take action

A Great Presentation is Crafted Like a Pop Song As a musician, I know that all Top Agent Top Magazine Copyright Agent Magazine

This is known in the music business as the ABA format. Think of your favorite pop tune: Hum the beginning. Think of the end. They’re alike, right? It’s the middle— known as the ‘bridge’—that is the humdinger. It wanders all around. Your persuasive presentation should be crafted like that pop tune: A. A compelling start (think Billy Joel, Neil Diamond, etc.) B. An interesting, developed middle, with stories, statistics A. Back to that theme, with a motivating ending Now, you’re all set to craft a great listing or buyer presentation, great recruiting meeting or sales meeting, or awesome product/service presentation to any audience.

Carla Cross, CRB, MA, President of Carla Cross & Co., is an international speaker, coach, and resource provider specializing in real estate management. A former master level CRB instructor, and National REALTOR® Educator winner, Carla was recently named one of the 50 most influential women in real estate. For a free document on standards to establish, email Carla at Carla@carlacross. com and ask for standards document. Carla has written six internationally published books, and provides coaching programs for management, including her affordable inoffice coaching programs Up and Running in 30 Days and On Track to Success in 30 Days for Experienced Agents, which provide standards, focus, and accountability. Reach Carla at 425-392-6914 or www.carla cross.com.

P. S. Practice! Many more tips on presentations and presentation skills are in my new resource, Knock Their Socks Off: Tips to Make your Best Presentation Ever.

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Call 1-800-771-5971 or visit us at www.lgscompliance.com email info@iusecompliance.com Top Agent Magazine